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Designing Online
 Engagement to Collaborate
   with Your Community

#12NTCCollab


Amy Sample Ward
Debra Askanase
Vanessa ...
Evaluate This Session!
Each entry is a chance to win an NTEN engraved iPad!




          or Online at www.nten.org/ntc/ev...
Workshop Roadmap
Introductions:
 Who we are
 Who you are


Looking within: Keystones for co-creation
 Organizational asset...
Who we are:

     Debra                   Vanessa          Amy Sample
    Askanase                Rhinesmith          Ward...
Who you are:




  http://www.flickr.com/photos/cubicgarden/2063097269/in/photostream/
Looking Within: Keystones for Co-Creation
The social media funnel




                                               Move to
                                       ...
How they influenced purchasing
 Engage     Contribute    Participate      Create

                                        ...
Designing Engagement for highest ROE

   Engage             Contribute           Participate               Create
        ...
Creators talked and proactively
  shared information about the
    brand the most. They also
influenced buying decisions t...
The Social Media Funnel: Trust




                                                  Move to
                             ...
Brands can leverage brand trust and reciprocity
        to strengthen relationship ties



  *You’ll see more
  engagement...
Four components of tie strength


Trust:             Time:
intimacy, mutual    Amount of time spent
confiding          tog...
Trust = authenticity, transparency
Reciprocity = co-creation
Reciprocity = fans helping each other
A note about community-driven design and
                  co-creation
  Co-creation is stakeholder input =>create.

  Co-...
ROE is fan engagement and trust


 Engage    Contribute   Participate   Create

                                 Create a
...
Organization – Fan relationships
                                                            *hat tip Amy Sample
         ...
Case study #1:
Best Friends Animal Society
ROE is fan engagement and trust


 Engage    Contribute   Participate   Create

                                 Create a
...
Culture to listen & follow, staffing to
support community, and permission
           to take action!
Case study #2:
Teal Cat Project
ROE is fan engagement and trust


 Engage    Contribute   Participate   Create

                                 Create a
...
Culture to listen & follow, staffing to
support community, and permission
           to take action!
Tying it to your own practice

Instructions:

  1.   Circle up in groups
  2.   4-part grid
  3.   Lots of questions and c...
Share!
We’d love to continue the conversation!

                  Debra Askanase
            http://communityorganizer20.com
    ...
Evaluate This Session!
Each entry is a chance to win an NTEN engraved iPad!




          or Online at www.nten.org/ntc/ev...
Designing Online Engagement to Collaborate with Your Community
Designing Online Engagement to Collaborate with Your Community
Designing Online Engagement to Collaborate with Your Community
Designing Online Engagement to Collaborate with Your Community
Designing Online Engagement to Collaborate with Your Community
Designing Online Engagement to Collaborate with Your Community
Designing Online Engagement to Collaborate with Your Community
Designing Online Engagement to Collaborate with Your Community
Designing Online Engagement to Collaborate with Your Community
Designing Online Engagement to Collaborate with Your Community
Designing Online Engagement to Collaborate with Your Community
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Designing Online Engagement to Collaborate with Your Community

  1. 1. Designing Online Engagement to Collaborate with Your Community #12NTCCollab Amy Sample Ward Debra Askanase Vanessa Rhinesmith
  2. 2. Evaluate This Session! Each entry is a chance to win an NTEN engraved iPad! or Online at www.nten.org/ntc/eval
  3. 3. Workshop Roadmap Introductions: Who we are Who you are Looking within: Keystones for co-creation Organizational assets for co-creation What the research says about engagement and co-creation Tying research to practice: Case studies Tying research to your practice: Designing your own collaborative engagement SESSION TITLE Slide 2
  4. 4. Who we are: Debra Vanessa Amy Sample Askanase Rhinesmith Ward Community Organizer 2.0 StartSomeGood & NTEN NetSquared
  5. 5. Who you are: http://www.flickr.com/photos/cubicgarden/2063097269/in/photostream/
  6. 6. Looking Within: Keystones for Co-Creation
  7. 7. The social media funnel Move to Action Creates Trust Social Media Engage Designing engagement- oriented actions
  8. 8. How they influenced purchasing Engage Contribute Participate Create Create a Post Become a Visit video, reviews fan Watch message, Give Friend Download tweet, feedback Follow Read blog post Vote Join Play product Contribute Discuss about the ideas company 20% 26% 32% 35% Percentage of each group that spurred a purchase
  9. 9. Designing Engagement for highest ROE Engage Contribute Participate Create Create a Post Become a Visit video, reviews fan Watch message, Give Friend Download tweet, feedback Follow Read blog post Vote Join Play product Contribute Discuss about the ideas company Lowest to highest Return on Engagement * Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
  10. 10. 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
  11. 11. The Social Media Funnel: Trust Move to Action Creates Trust Social Media Engage Leveraging org trust, personal trust, and encouraging reciprocity
  12. 12. 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/
  13. 13. Four components of tie strength Trust: Time: intimacy, mutual Amount of time spent confiding together Reciprocity: Intensity: amount of Emotional intensity, reciprocal sense of closeness services
  14. 14. Trust = authenticity, transparency
  15. 15. Reciprocity = co-creation
  16. 16. Reciprocity = fans helping each other
  17. 17. A note about community-driven design and co-creation Co-creation is stakeholder input =>create. Co-design engages the community in order to align business intent and user experience. People support what they help create. The role of the designer is critical in co-design. The designer acts as facilitator of user engagement to gain information for design direction Co-creation incorporates elements of transparency, trust, and reciprocity to move people to deep engagement and action
  18. 18. ROE is fan engagement and trust Engage Contribute Participate Create Create a Post Become a Visit video, reviews fan Watch TRUST message, Give Friend Download tweet, feedback Follow Read blog post Vote Join Play product ContributeRECIPROCITYabout the Discuss ideas company
  19. 19. Organization – Fan relationships *hat tip Amy Sample Their network of friends, Ward: http://bit.ly/qMjA2f family, colleagues, etc. Reach You want this Online Community group to move into the online Already interested, community weaker relationship tie Reach Superfans Move Strongest relationship, most loyal Your Organization
  20. 20. Case study #1: Best Friends Animal Society
  21. 21. ROE is fan engagement and trust Engage Contribute Participate Create Create a Post Become a Visit video, reviews fan Watch TRUST message, Give Friend Download tweet, feedback Follow Read blog post Vote Join Play product ContributeRECIPROCITYabout the Discuss ideas company
  22. 22. Culture to listen & follow, staffing to support community, and permission to take action!
  23. 23. Case study #2: Teal Cat Project
  24. 24. ROE is fan engagement and trust Engage Contribute Participate Create Create a Post Become a Visit video, reviews fan Watch TRUST message, Give Friend Download tweet, feedback Follow Read blog post Vote Join Play product ContributeRECIPROCITYabout the Discuss ideas company
  25. 25. Culture to listen & follow, staffing to support community, and permission to take action!
  26. 26. Tying it to your own practice Instructions: 1. Circle up in groups 2. 4-part grid 3. Lots of questions and conversation 4. Sharing with the whole room
  27. 27. Share!
  28. 28. We’d love to continue the conversation! Debra Askanase http://communityorganizer20.com debra@communityorganizer20.com Twitter: @askdebra Amy Sample Ward http://amysampleward.org http://nten.org Twitter: @amyrsward Vanessa Rhinesmith http://vanessarhinesmith.com/blog/ http://startsomegood.com Twitter: @vrhinesmith
  29. 29. Evaluate This Session! Each entry is a chance to win an NTEN engraved iPad! or Online at www.nten.org/ntc/eval

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