Susanna Haas-Lyons: Leveraging Social Media for Civic Engagement


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How can government agencies and charities use social media to change behavior, research possible initiatives, and change behavior? Susanna has worked with the city of Vancouver and helped coordinate disaster response for hurricane Katrina — join us to hear her share the insights and best practices learned from her ample experience.

Slides from Social Media for Nonprofits- Vancouver | June 25, 2013

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  • Traditional: read email, newslettersSocial: interaction, mentions, sharingIn-person: event attendance, Fundraising: dollars, retention, frequencyVolunteering: Advocacy: Leadership
  • Influence: Demonstrate public will to the decision makers you’re trying to influenceChange: Grow the number of people who know what you’re doing and acting in line with your missionMoney: Nearly half of online charity donors (47%) give a majority of their annual total donation amount to the charity to which they feel most connected (Charity Dynamics / NTEN 2012)Growth: People trust other people they know. You need ambassadors to grow your organizationImprovement: make choices based on knowledge of your people, provide services they actually want
  • Low: watch, like, shareMedium: comment, share across networksHigh: comment, post, participate in discussion, contribute
  • Watch Text commentVideo responseNow: participate in group video chat
  • Susanna Haas-Lyons: Leveraging Social Media for Civic Engagement

    1. 1. DESIGNING A POWERFULENGAGEMENT STRATEGYSusanna Haas LyonsPublic Engagement Specialist@zannalyonssusannahaaslyons.comSocial Media for NonprofitsVancouver, BCJune 25, 2013
    2. 2. SUSANNA HAAS LYONS, M.A. Public Participation Specialist Civic Technologist 10+ years with some of North Americas largest and mostcomplex public participation projects Instructor of engagement skills for municipal and provincialgovernments, organizations, businesses, unions, post-secondary institutions in Canada and Australia Senior Network Associate, AmericaSpeaks Certified by the International Association for PublicParticipation (IAP2) @zannalyons2
    3. 3. WHAT IS ENGAGEMENT BY NONPROFITS?3 Engagement is the currencyof interactions between non-profits and their targetaudiences Engagement= participation= two-way Actions, interactions,conversations that relate toyour organization’s work Relationships Traditional Social media In-person Fundraising Volunteering Advocacy Leadership
    4. 4. WHY ENGAGEMENT MATTERSInfluence ChangeMoney Growth4Improvementtransparencyaccountabilitycollaborationsatisfactionvolunteersownershipresourcestalent
    5. 5. WHY PEOPLE ENGAGE WITH NONPROFITS Believe in the cause / organization’s mission Want to help make change happen Know other people who are connected to theorganization Want to connect with other people who care aboutthese issues5
    6. 6. SURVEY: WHY ARE YOU INVOLVED WITH YOURFAVORITE CHARITY?Reasons PercentageI believe in the charity’s cause 65%I want to help make change happen 30%I have friends or family who support this cause 20%I know someone who has received services from thisorganization in the past19%The charity asked for my help 18%I want to set a good example 16%I want to connect with others in my community and/orthose who share my values15%I have received services from this organization in thepast12%6Source: Charity Dynamics / NTEN (2012) Nonprofit Donor Engagement Benchmark Study
    7. 7. 7WIIFM?
    8. 8. Engagement must create an effectiveValue ExchangeThe Goal: Creating engagement opportunities thatspeak to what target audiences value, in a way thatstrengthens the organization and what it valuesStrategic and effective engagement paysattention to both these elementsWhat TargetAudiences ValueWhat You Value(vision, mission, mandate)
    9. 9. FIND OUT WHAT YOUR PEOPLE VALUE Ask them! Measure and analyze their interactions with yourorganization Analyze demographic information in your database Be available
    10. 10. COMMITMENT10
    11. 11. ENGAGEMENT PYRAMID11Source: Groundwire
    12. 12. ENGAGEMENT FOR ALL COMMITMENT LEVELS12Shallow Engagement and Wide AudienceMedium Time &EnergySome ParticipantsFewparticipantsDeepParticipation
    13. 13. KNOW WHAT YOU WANT THEM TO DOAND WHY THEY WOULD DO IT.Depth ofCommitmentCharacteristics ofTarget AudienceEngagementOpportunitiesLowMediumHigh13
    14. 14. 10 BEST PRACTICESFOR ENGAGING YOUR TARGETAUDIENCES ONLINE AND IN-PERSONAdapted from Karen Uffelman(2012). 10 Rules ofEngagement. Groundwire.14
    15. 15. 15#1Engagement withMeaningfulOpportunitiesConnect
    16. 16. 16#2Be curiousand specificabout your target audiences
    17. 17. 17#3Know what you want them to do.Image source:
    18. 18. 18#4Image source: peacembekuKnow why they would do it.
    19. 19. 19Have a plan for what’s next.Image source: Ferguson Youth Initiative#5
    20. 20. 20#6Image source:
    21. 21. 21#7Organize your informationImage source:
    22. 22. 22#8Don’t forgetabout themiddle of yourpyramid
    23. 23. 23#9ReflectStrengthenCelebrate
    25. 25. 25#10MembersDonors = FriendsVolunteers
    26. 26. 26TOP 10 Practices forengaging your targetaudiences onlineand in-person1. Connectengagement tomeaningfulopportunities2. Be curious andspecific about youraudiences3. Know what youwant them to do4. Know why theywould do it5. Have a plan forwhat’s next6. Use anengagementframework7. Organize yourinformation8. Don’t forget themiddle of thepyramid9. Reflect, celebrate,strengthen10. Members =Friends
    27. 27. THANK YOU!susanna@susannahaaslyons.com604-345-084027