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Creating and Measuring Return on Engagement Social Media for Nonprofits/NYC August 4, 2011
Today’s conversation Numbers don’t convert to ROE Designing engagement for highest ROE Moving fans to superfans: serious ROE Measuring ROE – an approach
The case of the 4,000 Twitter followers who didn’t care Goal: register to play online educational gameSocial media activity: TwitterStatus metric: number of followers 4,000 Twitter followers in one year! Reality check: 400 spammers Couldn’t influence people to click links! No one playing game came from Twitter 3 followers cared (a little)
The social media funnel: engage Designing engagement-oriented actions
Designing Engagement for highest ROE Participate Contribute Engage Create Become a fan Friend Follow Join Discuss Post reviews Give feedback Vote Contribute ideas Create a video, message, tweet, blog post  product about the company Visit Watch Download Read Play  Lowest to highest Return on Engagement  * Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
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
How they influenced purchasing Participate Contribute Engage Create Become a fan Friend Follow Join Discuss Post reviews Give feedback Vote Contribute ideas Create a video, message, tweet, blog post  product about the company Visit Watch Download Read Play  20% 26% 32% 35% Percentage of each group that spurred a purchase
The social media funnel: trust Leveraging org trust, personal trust, and encouraging reciprocity
Who are your fans and superfans? http://www.flickr.com/photos/350org/3940562095/in/set-72157622455212282
Brands can leverage brand trust and reciprocity to strengthen relationship ties *You’ll see more engagement if your organization is personal http://www.flickr.com/photos/57038784@N00/2215481444/
Four components of tie strength
Trust = authenticity, transparency
Reciprocity = co-creation
Reciprocity = fans helping each other
ROE is fan engagement and trust Engage Contribute Participate Create 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  TRUST RECIPROCITY
Organization – Fan relationships *hat tip Amy Sample Ward: http://bit.ly/qMjA2f Their network of friends, family, colleagues, etc. Online Community You want this group to move into the online community Already interested, weaker relationship tie You want them to reach out to their networks Superfans Move Strongest relationship, most loyal You want them to interact with the community and cultivate more superfans Your Organization
The social media funnel: action
Know your SMART goals Specific Measurable Attainable Realistic Timely Design your social media activities to meet your org or programmatic goals: ,[object Object]
 membership
 fundraising
 activism
 sign up for a program,[object Object]
ROE of social media actions:  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/
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
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
Measuring ROE http://www.flickr.com/photos/51035614344@N01/5483454646/
Know what you want to measure http://idealware.org/facebook_survey
ROE is fan commitment and trust Build and track the levels of commitment: ,[object Object]
 Actively engaged
Making a commitmentCan you track the number of engaged fans taking action vs. others from your online community?  Commit to actions through a Google doc, online petition, online pledge, joining a back-door planning group. Use bit.ly links, special landing pages, other  Ask fans to cultivate others – measure the number of fans that move to superfans
ROE of community commitment: increasing engagement and loyalty 1. Measure the commitment of your fans ,[object Object]

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Debra Askanase: Creating and Measuring Return on Engagement

  • 1. Creating and Measuring Return on Engagement Social Media for Nonprofits/NYC August 4, 2011
  • 2. Today’s conversation Numbers don’t convert to ROE Designing engagement for highest ROE Moving fans to superfans: serious ROE Measuring ROE – an approach
  • 3. The case of the 4,000 Twitter followers who didn’t care Goal: register to play online educational gameSocial media activity: TwitterStatus metric: number of followers 4,000 Twitter followers in one year! Reality check: 400 spammers Couldn’t influence people to click links! No one playing game came from Twitter 3 followers cared (a little)
  • 4. The social media funnel: engage Designing engagement-oriented actions
  • 5. Designing Engagement for highest ROE Participate Contribute Engage Create Become a fan Friend Follow Join Discuss Post reviews Give feedback Vote Contribute ideas Create a video, message, tweet, blog post product about the company Visit Watch Download Read Play Lowest to highest Return on Engagement * Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
  • 6. 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
  • 7. How they influenced purchasing Participate Contribute Engage Create Become a fan Friend Follow Join Discuss Post reviews Give feedback Vote Contribute ideas Create a video, message, tweet, blog post product about the company Visit Watch Download Read Play 20% 26% 32% 35% Percentage of each group that spurred a purchase
  • 8. The social media funnel: trust Leveraging org trust, personal trust, and encouraging reciprocity
  • 9. Who are your fans and superfans? http://www.flickr.com/photos/350org/3940562095/in/set-72157622455212282
  • 10. Brands can leverage brand trust and reciprocity to strengthen relationship ties *You’ll see more engagement if your organization is personal http://www.flickr.com/photos/57038784@N00/2215481444/
  • 11. Four components of tie strength
  • 12. Trust = authenticity, transparency
  • 13.
  • 15. Reciprocity = fans helping each other
  • 16. ROE is fan engagement and trust Engage Contribute Participate Create 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 TRUST RECIPROCITY
  • 17. Organization – Fan relationships *hat tip Amy Sample Ward: http://bit.ly/qMjA2f Their network of friends, family, colleagues, etc. Online Community You want this group to move into the online community Already interested, weaker relationship tie You want them to reach out to their networks Superfans Move Strongest relationship, most loyal You want them to interact with the community and cultivate more superfans Your Organization
  • 18. The social media funnel: action
  • 19.
  • 23.
  • 24. ROE of social media actions: 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/
  • 25. 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
  • 26. 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
  • 28. Know what you want to measure http://idealware.org/facebook_survey
  • 29.
  • 31. Making a commitmentCan you track the number of engaged fans taking action vs. others from your online community? Commit to actions through a Google doc, online petition, online pledge, joining a back-door planning group. Use bit.ly links, special landing pages, other Ask fans to cultivate others – measure the number of fans that move to superfans
  • 32.
  • 33. Number of engaged fans/online community
  • 34. Number that proactively talk about your org
  • 35. Number that create (something you asked them to do)
  • 36. Number that participate interact with others
  • 37. Other measures relevant to your organization2. Assign weights to each, depending on what is most important to your organization 3. Overall weighted score = level of community commitment
  • 38. ROE and SMART goals Are your fans taking the action that you asked them to do? Are they playing the online game? How many? From which social media channels? How does that compare with last month’s actions? Look at what actions you’ve designed and their effects on your SMART goals: what needs to be tweaked, what is not working?
  • 39.
  • 40. 169% increase in web traffic
  • 41. led to >50% of key purchases that weekUsed with permission from USA for UNHCR
  • 42. Leaving you today with these thoughts Numbers don’t convert to ROE You can design engagement for ROE Who are your superfans and how can you motivate them to move others to action? Measuring ROE – fan commitment, community commitment, meeting SMART goals
  • 43. What experience do you design? http://www.flickr.com/photos/moriza/2565606353/
  • 44. Debra Askanase Engagement Strategist debra@communityorganizer20.com Twitter: @askdebra Linkedin: www.linkedin.com/in/debraaskanase Slideshare: www.slideshare.net/debask Google Plus: http://gplus.to/askdebra

Editor's Notes

  1. http://www.communityorganizer20.com/2009/10/23/the-case-of-the-4000-twitter-followers-who-dont-care/
  2. Engage: passive activities such as visiting a site, reading the blog, playing a gameContribute: ideas, reviews, feedbackParticipate: within a group or fan pageCreate: create new content on a site or on their own about the site
  3. Contributors = 80 more people talking than the engage set. Participators = 60 more than the engage set. Creators = 170 moreSocial media activity generated 2.5 times more conversations amongst creators than the engage set. http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
  4. Engage: passive activities such as visiting a site, reading the blog, playing a gameContribute: ideas, reviews, feedbackParticipate: within a group or fan pageCreate: create new content on a site or on their own about the site
  5. Name 5 people who love your organization online. Now. Why do those names come up for you? do you know what they’ve done for you? What they could do? How have you personally engaged them? http://www.flickr.com/photos/350org/3940562095/in/set-72157622455212282
  6. The notion of tie strength was first introduced in 1973 by Prof. Mark Granovetter in his seminal work: The Strength of Weak Ties. He identified four different components of tie strength. Time, Intensity, Trust, Reciprocity of four components.Trust and reciprocity are the two components that companies can leverage effectively for building a stronger customer relationship.
  7. The notion of tie strength was first introduced in 1973 by Prof. Mark Granovetter in his seminal work: The Strength of Weak Ties. He identified four different components of tie strength. Trust and reciprocity are the two components that companies can leverage effectively for building a stronger customer relationship.Further reading: http://lithosphere.lithium.com/t5/Building-Community-the-Platform/My-Chapter-on-Relationships-The-R-in-Social-CRM/ba-p/19024
  8. Brands can build trust by being more transparent and authentic, and they can increase reciprocity by implementing co-creation strategies.http://lithosphere.lithium.com/t5/Building-Community-the-Platform/My-Chapter-on-Relationships-The-R-in-Social-CRM/ba-p/19024
  9. Let them help you by letting them help other customers and reward them properly. This will create a cycle of reciprocity can sustain itself. Aside from the added benefit of reducing support cost, implementing a co-creation strategy is one of is the most effective way to increase reciprocity between your brand and your customers.
  10. Engage: passive activities such as visiting a site, reading the blog, playing a gameContribute: ideas, reviews, feedbackParticipate: within a group or fan pageCreate: create new content on a site or on their own about the site
  11. Relationship is Indicative of True LoyaltyAnother key reason why relationship is important for business is that it can be predictive of customer retention and loyalty. Customers who have a stronger relationship with a brand tend to be more loyal.The single most predictive factor that determines who will influence who, is the strength of their relationship (i.e. tie strength). The stronger the tie strength, the greater the influence between them.http://lithosphere.lithium.com/t5/Building-Community-the-Platform/My-Chapter-on-Relationships-The-R-in-Social-CRM/ba-p/19024From the comScore Power of Like report, July 2011: for every Fan, there are an additional 34 Friends of Fans that can be reached (with significant variance among brands). This multiplier grows even larger as we look beyond the top 100 brand pages (81x on average among the top 1,000 Fan pages).
  12. Lilypad event – engages superfans IRL. Event takes online engagement further to that space of trust and engagement. Establishes the cause’s commitment to the fans, and trust amongst fans.
  13. http://www.flickr.com/photos/51035614344@N01/5483454646/
  14. How do you know it is working? Take time to ID what is working, getting participation level. Be willing to change measures and weights if need be
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  16. Trust, reciprocity, engagement, participation, fans, and superfans in the Blue Key Tweetathon June 11, 201133% of the Blue Key Champions at the time participated in the Tweetathon (13 participants, out of approximately 35/36 Champions)
  17. http://www.flickr.com/photos/moriza/2565606353/