Designing Social Media Engagement

1. It’s All About Engagement: Designing for Return on Engagement Presented by Debra Askanase Principal and Engagement Strategist Community Organizer 2.0 May 18, 2012

2. Today’s conversation I. Hello social media II. Designing engagement III. Measuring Return on Engagement: Two approaches IV. Summary and takeaways

3. I. Hello social media!

4. Your URL isn’t just your website It’s your entire social web

5. Communication Collaboration Multimedia Entertainment Reviews and Opinions Theworldofsocialmediatools

6. A social business is a “networked nonprofit” Old Rules: Marcom focused New Rules: Socially focused Marketing Understand networks Communications Build relationships Multi-channel Connected Silos Integrated http://bit.ly/networkednp Additional resource: The Networked Nonprofit, by Allison Fine and Beth Kanter:

7. You are NOT (primarily) …a community manager …a marketing professional …a development professional …a social media person Your title: Chief Conversation Officer

8. http://www.flickr.com/photos/89165847@N00/5876255457/ II. Designing Engagement

9. Design starts with SMART goals Specific Measurable Attainable Realistic Timely Design your social media activities to meet your org or programmatic goals: • resource awareness • membership • fundraising • activism • sign up for a program

10. Diagram courtesy of Darim Online

11. SocialMedia Engage Creates Trust Moveto Action The social media activity funnel

12. Design engagement for highest ROE Create a video, message, tweet, blog post product about the company Become a fan Friend Follow Join Discuss Post reviews Give feedback Vote Contribute ideas Visit Watch Download Read Play Engage Contribute Participate Create Lowest to highest Return on Engagement * Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498

13. Creators talked and proactively shared information about the brand the most. They also influenced buying decisions the most. Low-level engagement by itself did not produce significant ROE

14. How they influenced purchasing Create a video, message, tweet, blog post product about the company Become a fan Friend Follow Join Discuss Post reviews Give feedback Vote Contribute ideas Visit Watch Download Read Play Engage Contribute Participate Create 20% 26% 32% 35% Percentage of each group that spurred a purchase

15. Design is supported through a content strategy http://www.flickr.com/photos/venosdale/5974664030/sizes/l/in/photostream/ What content will support your engagement design? - Plot out engagement - Decide what design assets you’ll need - Figure out what content assets you’ll need - Create a content calendar

16. SocialMedia Engage Creates Trust Moveto Action The social media activity funnel

17. http://www.flickr.com/photos/57038784@N00/2215481444/ Companies can leverage trust and reciprocity to strengthen relationship ties *You will see more engagement if your organization is personal

18. Trust: intimacy, mutual confiding Time: Amount of time spent together Reciprocity: amount of reciprocal services Intensity: Emotional intensity, sense of closeness Four components of tie strength

19. Trust = authenticity, transparency

20. Trust = authenticity, transparency Be the person behind the logo

23. Reciprocity = co-creation

24. Reciprocity = friends helping each other

25. Reciprocity = friends helping each other

26. Don’t forget offline supporting online http://www.causes.com/causes/601441-support-sar-academy/actions/1367612

27. Don’t forget offline supporting online http://www.causes.com/causes/601441-support-sar-academy/actions/1367612

28. ROE is fan engagement and trust Create a video, message, tweet, blog post product about the company Become a fan Friend Follow Join Discuss Post reviews Give feedback Vote Contribute ideas Visit Watch Download Read Play Engage Contribute Participate Create TRUST RECIPROCITY

29. Summary: designing engagement Design different ways to become engaged online. Remember your content calendar and offline engagement! Be authentic and transparent: create trust and reciprocity Integrate co-creation into your engagement strategy Being a networked nonprofit makes it all easier!

30. III. Measuring ROE: Two approaches http://www.flickr.com/photos/76283671@N00/184612846/in/photostream/

31. Return on Engagement The metric tied to time and investment spent participating or interacting with other social media users, and in turn, what transpired that's worthy of measurement. *Hat tip to Brian Solis for the inspiration http://socialmediatoday.com/index.php?q=SMC/176801

32. Know what you want to measure http://idealware.org/facebook_survey

33. Approach 1: SMART Goal ROE Are your fans taking the action that you asked them to do? Are they signing up for activities? How many? From which social media channels? How does that compare with last month’s actions? Are they sharing content or talking about it on their own channels? Look at what actions you’ve designed and their effects on your SMART goals: what needs to be tweaked, what is not working?

34. What indicates that your activities are working? • Sales/transactional • What indicators tell you you’re meeting your goal with the right tactics? Percent of member interest clicks from Facebook, amount of time on site from Linkedin visitors, number of inquiries from Twitter followers, etc. • Program involvement • What indicators tell you you’re meeting your goal with the right tactics? Example: increased % of program signup from Facebook. • Customer service • Volunteers/leadership • Personnel/hiring goals • Other …think about this for each goal, and how you are using social media

35. Find online at http://bit.ly/SMARTgoalt racking

36. Tweetathon: • 258 people/1,524 tweets with #bluekey • 169% increase in web traffic • led to >50% of key purchases that week Used with permission from USA for UNHCR SMART goal ROE: #bluekey Tweetathon

37. Approach 2: ROE of Community Commitment How committed is the entire community you’ve built? Are you building a return on engagement? This is a relative metric. You want to compare it against itself, and against your competitors. Value = are you building a community of engaged advocates and stakeholders? Are you creating a sustainable fan base?

38. Status measurements Engagement and activism measurements Numbers that are not in the context of social media conversations, nor reflect the impact of social network conversations Numbers that are in the context of social media conversations, and often reflect the impact of social network conversations Leading to ROE Used to measure ROE

39. “Status” metrics of who is following you show the opportunity • Those that join but not comment are waiting to be activated • The number of those that “activate” on behalf of a brand grows yearly • “Slacktivism” is on the rise also… To rely on status metrics is to incorrectly understand your social media community It’s the potential, but not actual ROE

40. Value of status metrics • Look at trends – what communities are growing, and why • Look at what’s not working – where is there stagnation, little growth • What trends are you seeing?

41. Engagement and activism measurements: foster community These are contextual measurements that speak to how engaged the community is, how willing it is to take action, & your influence on the community => Converts to intended action http://www.flickr.com/photos/34086095@N05/4860818097/

42. Where are the touch points = engagement points? • Facebook Page • Facebook conversation • Twitter follow • Twitter conversation • Twitter DM • Watch a YouTube video • Comment on a YouTube video • Follow company on LinkedIn • Talk with you on LinkedIn in within a group • Connect with you on Linkedin • Etc…

43. Measuring the ROE of Community Commitment 1. Measure the commitment of your fans • Number of engaged fans/online community • Number that proactively talk about your org • Number that create (something you asked them to do) • Number that interact with others • Other measures relevant to your organization 2. Total number of engaged fans in each space divided by Total number of fans 3. Overall percentage = level of community commitment

44. Tying it all together: Lily the Black Bear http://www.facebook.com/lily.the. black.bear http://www.communityorganizer20.com/2010/12/29/what-makes-lily-the-black-bear-so-incredible/

45. http://www.communityorganizer20.com/2010/12/29/what-makes-lily-the-black-bear-so-

46. http://www.communityorganizer20.com/2010/12/29/what-makes-lily-the-black-bear-so-incredible/

47. http://www.communityorganizer20.com/2010/12/29/what-makes-lily-the-black-bear-so-incredible/

48. Designing Lily’s Engagement on FB Engage: Watch videos on FB and Live cam on site, donate, read, visit site Contribute: give opinions and feedback, vote in contests, name the bear, etc. Participate: Facebook Friend, follow tweets, discuss and comment Create: Post their own photos, tweet proactively, comment proactively

49. Designing Lily’s Engagement on FB Trust: you see the bears on webcam, know who’s posting to Facebook, meet the NABC at the Lilypad picnic Reciprocity: offer opinions and feedback, vote in contests, name the bear, fans encourage each other to participate Most importantly, Lily the Black Bear has a fully networked relationship with its stakeholders

50. Tying it all together: Lily the Black Bear moves 143,633 Facebook fans to action Raised $359,597 from 53,502 fans in one year 17,916 votes to win the second Chase Community Giving Challenge Motivated 1793 supporters to donate $165,000 in Minnesota’s Give to the Max day 2011 (over 3,000 donors) Helped local Ely Esy public school win $20,000 in the K-12 America’s School Spirit challenge Helped Soudan Underground Mine State Park in MN win $200,000 in a 2010 parks challenge; activated 1.6 million voters (only 101,000 visited the park!)

51. Tactics Overall Strategy Platforms Website Tactics Campaigns ROE

52. Addendum: the larger spectrum of engagement you can measure Participation – comments, interactions, usage of widgets, @messages, shares, likes, posts, tags Degree of Authority – authoritative sites linking to your URLs, talking to about your content, organization, campaign Influence – size of user base subscribed to your content, ability to influence conversation, Klout/Twitalyzer, #RTs per post, hits to website from social sites Sentiment – how do people feel about you, % change Resource: http://www.beingpeterkim.com/2008/09/a-framework-for.html

53. In summary 1. Know what you want to measure: Define your SMART goals 2. Integrate engagement theory into social media strategy design 3. Design along the ladder of engagement 4. What social media actions are working towards meeting your goals? 5. What is making the most difference? What is not? 6. Two social media measurement approaches: SMART goal ROE and community engagement metric 7. Evaluate: How can you tweak your engagement?

54. What experience will you design? http://www.flickr.com/photos/moriza/2565606353/

55. I’m always available to answer follow-up questions! Email: debra@communityorganizer20.com Website: communityorganizer20.com Blog: http://communityorganizer20.com Linkedin: linked.com/in/debraaskanase Twitter: @askDebra Other slides: slideshare.net/debask Telephone: (617) 682-2977

Designing Social Media Engagement

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