Engagement Strategy Best Practices Emphasize quality, not just quantity Doing it all may not be for your organization, but you must do something Find your sweet spot To scale, make social media part of everyone’s job
Avinash recently tweeted this overheard quote that sums up what many experience with their social media strategy and finding the value.
Listening: Knowing what is being said online about your organization and the field you work in. You can listen with google alerts, technorati, twitter, and RSS readers. Key skill is pattern analysis. Link listening and analysis to decisions or actions. About 5 hours a week once you learn how to use the tools and make listening a daily habit. (5 hours per week) Participate: Is joining the conversation with your audience. By making a human connection with people online, you can influence their perception of your brand and help them find meaningful, relevant ways to support your mission. Tools to help you participate are Twitter and Co-Comment. You can also participate vicariously through bloggers by encouraging them to write about your organization. (10 hours per week - also includes listening tasks as they go hand-in-hand) Generate Buzz: Your raising your organizations profile and spreading awareness of your organization's programs or campaigns. What happens is that you share your message with enthusiastic supporters and they in turn may choose to pass it to others with a similar a interest in your organization or campaign. But first, you have to build trust, credibility and -- most importantly -- a relationship with those who might interact with your posted content. Buzz tools include FriendFeed, Twitter, StumbleUpon, and Digg - and of course you add many others to this category. (10-15 hours per week - also includes some listening tasks) Share Your Story: You share the impact of your organization's programs through blogging, podcasting, sharing photos on Flickr, or YouTube or other video sharing site. Once you have content created through these methods, it can be easily shared using the buzz tools above through social networks. But even better is getting your constituents to share their stories about your organization with others (which takes more time) (15-20 per week depending on the type of content, number of different ways you're creating it, and skill) Community Building and Social Networking: You build relationships online community, engage people and inspire them to take an action, or raise money using social networks and apps. If you want to build an online community for knowledge or skill sharing, using social network tools like Ning or LinkedIN will help you get there. If you're looking to engage and inspire new supporters, setting up an organizational presence on one of the larger social networks like Facebook or MySpace is the best step. Finally, consider how you can mix in fundraising. (20 plus hours a week)
donations, leads, new subscribers, increased page rank,
The study looked at how the 100 most valuable brands — as identified by the 2008 BusinessWeek/Interbrand Best Global Brands ranking — engaged in 11 different online social media channels. We critiqued the brands on not only their breadth of engagement across these channels, but also their depth , such as whether they reply to comments made on blog posts. Each brand was given a numerical score. The top 10 ENGAGEMENTdb brands with their scores are: Starbucks (127) Dell (123) eBay (115) Google (105) Microsoft (103) Thomson Reuters (101) Nike (100) Amazon (88) SAP (86) Tie - Yahoo!/Intel (85) The report is available at http:// bit.ly/KRGNt and the main site is at engagementdb.com (includes ways for you to do a quick ranking of your engagement ). A very neat interactive feature of the site is the ability to see the rankings in different ways, from highest to lowest scores, alphabetical, etc.
Emphasize quality, not just quantity. Engagement is more than just setting up a blog and letting viewers post comments; it’s more than just having a Facebook profile and having others write on your wall. It’s also about keeping your blog content fresh and replying to comments; it’s building your friends network and updating your profile status. Don’t just check the box; engage with your customer audience. To scale engagement, make social media part of everyone’s job. The best practice interviews have a common theme — social media is no longer the responsibility of a few people in the organization. Instead, it’s important for everyone across the organization to engage with customers in the channels that make sense — a few minutes each day spent by every employee adds up to a wealth of customer touch points. Doing it all may not be for you — but you must do something. The optimal social media marketing strategy will depend on a variety of factors, including your industry. If your most valuable customers do not depend on or trust social media as a communication medium, or if your organization is resistant to engagement in some channels, you will have to start smaller and slower. But start you must, or risk falling far behind other brands, not only in your industry, but across your customers’ general online experience. Find your sweet spot. Engagement can’t be skin-deep, nor is it a campaign that can be turned on and off. True engagement means full engagement in the channels where you choose to invest. Thus, choose carefully and advocate strongly to acquire the resources and support you will need to succeed. If you are resource-constrained, it is better to be consistent and participate in fewer channels than to spread yourself too thin
http://www.slideshare.net/ccmaine/tweeting-95-what-a-way-to-make-a-living-presentation Tweeting 9-5: The Daily Routine of a Slightly Insane Social Media Strategist
http://www.flickr.com/photos/jamesjordan/2751393381/ http://www.flickr.com/photos/mkrigsman/3428179614/ http://beth.typepad.com/beths_blog/2009/05/mark-pesce-at-cua09-think-like-a-cloud-make-a-storm-kill-the-tower.html Mark Pesce Cloud: Used to describe how we're all more closely connected through social networks like Twitter, Facebook, and etc. And how our connectedness is resulting in new collective behavior that can't be controlled. The same sort of engine which powers Wikipedia can be put to work across a number of different “platforms”. The power of sharing allows individuals to come together in great “clouds” of activity, and allows them to focus their activity around a single task. It’s happening all over the social web The cloud results from the &quot;human condition of hyperconnection.&quot; Always on Pesce points out that this condition leads to observational learning from watching other people's behaviors online. Behaviors can be replicated quickly and communities of interest can form around particular topics, or &quot;clouds&quot; potential. This is very different from the way most nonprofits work – which more hierarchal - control the message, command and control We’re not making a value judgment about one mode of working or the other. The problem is that the Cloud and the Tower are not compatible. Now, one isn’t going to be replaced by the other. The challenge for organizations that want to be successful in using social media – requires understanding when to work like a Tower and when to work like a cloud But nonprofits need to focus on the interfaces that connect the hierarchy to the cloud In the 21st century we now have two oppositional methods of organization: the hierarchy and the cloud. Each of them carry with them their own costs and their own strengths. Neither has yet proven to be wholly better than the other. One could make an argument that both have their own roles into the future, and that we’ll be spending a lot of time learning which works best in a given situation. What we have already learned is that these organizational types are mostly incompatible: unless very specific steps are taken, the cloud overpowers the hierarchy, or the hierarchy dissipates the cloud. We need to think about the interfaces that can connect one to the other. That’s the area that all organizations – and very specifically, non-profit organizations – will be working through in the coming years. Learning how to harness the power of the cloud will mark the difference between a modest success and overwhelming one. Yet working with the cloud will present organizational challenges of an unprecedented order. There is no way that any hierarchy can work with a cloud without becoming fundamentally changed by the experience.
California Parks Foundation is used Youtube/Facebook as part of its battle to save the California State Parks budget cuts. Thousands signed an online petition and tens of thousands contacted the governor’s office. The Humane Society raised over $600,000 as part of its Spay Day Photo Contest using social media channels like Facebook The Red Cross leveraged a $50,000 grant from the Western Union Foundation by mobilizing fans and supporters on Facebook to participate in a contest. NWF is getting thousands of people to talk about their wildlife watching on Twitter and tracking how these individuals who are new to the organizations are becoming members. NDRC was able to get 100,000 to flood lawmakers in Washington with phone calls and emails urging them to not support a bill with less strict fuel standards – and this all got started by a social media strategy that listened to and engaged Prius owners.
We know people are talking but we’re not listening to conversation. First, feeling defensive and like going to war. Needed more transparency Now, embracing social media.
http://www.flickr.com/photos/americanredcross/2584636379/ 3. Response Determine who needs action, whether thanks and relationship building or repairing a customer service issue. Spend time reading other posts by blogger to get a sense of what they’re about Use judgment in avenue of response – email, comment, or better left alone.
Wildlife watch is the key way they engage their supporters. They use different channels, including Twitter
Over the past five years (http://www.thespohrsaremultiplying.com/), The March of Dimes has used social media to nurture its online community, Share Your Story ( http:// www.shareyourstory.org ). It is one of the better examples of how nonprofits can use social media to empower supporters without having to control it. A few weeks ago, the March of Dimes supporters came out in droves for a networked memorial service for a toddler named Maddie (http://www.thespohrsaremultiplying.com/). The community raised tens of thousands of dollars for the March of Dimes in Maddie's memory as well as covering the funeral costs for the family. The organization did little to stage this event. The organization has embraced openness and inspired their stakeholders to feel empowered enough to take action on their own. http://beth.typepad.com/beths_blog/2009/04/march-for-maddie-a-networked-memorial-service.html
Engagement Strategy Best Practices Emphasize
Everything you always wanted to
know about social media success and nonprofits * Principles for Effective Social Media Strategy Explained by Beth Kanter, Scholar in Residence Packard Foundation ( * but were afraid to ask)
<ul><li>First project was a listening
project over three years ago </li></ul><ul><li>People were talking and they needed to listen </li></ul><ul><li>At first, felt like going to war, but changed internal perception of social media </li></ul>Listening Comes First: The Red Cross
Listen: Monitor, Compile, Distribute I
took an American Red Cross class I thought was less than satisfactory. […] The local chapter director. called me to talk about it honestly. They care about me and they’re willing to go the extra mile. I am now significantly more likely to take another class than I was before.” - Blogger
<ul><li>Changes internal perception of social
media value </li></ul><ul><li>Improves relationships with audience and identifies influencers </li></ul><ul><li>Incremental improvements for campaigns </li></ul><ul><li>Working with affiliates </li></ul>Listening: The Gateway Drug
<ul><li>1. Listen First 2. Engagement
3. Platform for supporters to self-organize </li></ul><ul><li>Staff time and expertise </li></ul><ul><li>The right metrics </li></ul><ul><li>Small pilots and reiterate </li></ul><ul><li>Organizational culture Allocate enough staff time and has the expertise to implement strategy </li></ul><ul><li>blasting out message </li></ul>Principles