Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

091130 - Engaging Conversation presentation to NGOs

Presentation that I gave at a Ruder Finn event for NGOs.

  • Be the first to comment

  • Be the first to like this

091130 - Engaging Conversation presentation to NGOs

  1. 1. Digital Masterclass:<br />Engaging your communities & evaluating success. <br />
  2. 2. Why?<br />2 billion<br />Over 300M<br />8 million<br />350,000<br />1.8 million<br />85<br />pieces of content created a week<br />people on Facebook alone<br />new fans a day <br />active applications on Facebook <br />number on Twitter in UK<br />accounts followed on average<br />
  3. 3. Because you don’t have a choice<br />Determined communities will engage with your brand regardless of what you do.<br />
  4. 4. Intent driven<br />Content driven<br />Controlled message<br />Open conversation<br />Advertising<br />Public Relations<br />Social Media<br />Push Messaging driven by<br />agegenderraceincomegeography<br />User querydriven by<br />needdesirepassionwhimcuriosity<br />Content-drivenvia intermediary<br />newstrendsinformationeducationentertainment<br />Intent is the new demographic<br />
  5. 5. Intent into interaction<br />
  6. 6. 7 strategies for online engagement<br />Engagement ‘Menu’<br />RelationshipBuilding<br />ContentCreation<br />DestinationDevelopment<br />Social MediaOptimisation<br />1<br />Invite users into your space<br />2<br />Fish where the fish are<br />3<br />Create new spaces: Digital Communities<br />4<br />Blogger Outreach<br />5<br />Social Media Ambassadors<br />6<br />Intranet 2.0<br />7<br />SocialiseContent<br />Content must resonate with User Intent<br />Messages must come from Trusted Voices<br />Engagement must include TransparencyandFeedback<br />
  7. 7. Scenario one<br />Facebook page for raising awareness of its cause<br />How to grow a stalled fan base?<br />Who is your audience?<br />What opportunity are you giving them to engage?<br />What have you last done that is remarkable?<br />
  8. 8. Scenario two<br />Keeping a consistent tone of voice on Twitter<br />Coping with regulation<br />Motivating contributors<br />Set out social media rules of engagement<br />Pre-approve topic areas rather than every post<br />Use metrics to generate a competition between tweeters<br />
  9. 9. Scenario three<br />Encouraging discovery and dialogue via short films and photo essays<br />How to engage<br />Atomise<br />Optimise<br />Seed through online media and blogger relations<br />
  10. 10. What about measurement?<br />Benchmark<br />Ongoing measurement<br />RoE (return-on-engagement)<br />Lay of the land, set campaign goals<br />Optimise campaign, spot opportunities<br />Flaunt our awesomeness <br />
  11. 11. More KPIs than you can possibly imagine<br />Fans<br />Print page<br />Downloads<br />Invite | refer<br />Bookmarks<br />Alerts<br />Forward to a friend<br />Social media<br />participation<br />Email<br />Subscriptions<br />Report spam | abuse<br />Comments<br />Followers<br />Reviews<br />Traffic source<br />Profile<br />update<br />Favourites<br />Feedback<br />Settings<br />Total contributors<br />v active contributors<br />Social media <br />sharing<br />Personalisation<br />Install<br />widget<br />Groups<br />Uploads<br />Testimonials<br />Ratings<br />Posts<br />Time spent<br />on page<br />Views <br />Ratings<br />Widgets<br />Wishlists<br />Love this | like this<br />Registered<br />users<br />tagging<br />Messaging<br />
  12. 12. You want people to love your website<br />Fans<br />Print page<br />Downloads<br />Invite | refer<br />Bookmarks<br />Alerts<br />Forward to a friend<br />Social media<br />participation<br />Email<br />Subscriptions<br />Report spam | abuse<br />Comments<br />Followers<br />Reviews<br />Traffic source<br />Profile<br />update<br />Favourites<br />Feedback<br />Settings<br />Total contributors<br />v active contributors<br />Social media <br />sharing<br />Personalisation<br />Install<br />widget<br />Groups<br />Uploads<br />Testimonials<br />Ratings<br />Posts<br />Time spent<br />on page<br />Views <br />Ratings<br />Widgets<br />Wishlists<br />Love this | like this<br />Registered<br />users<br />tagging<br />Messaging<br />
  13. 13. You want people to store & share things<br />Fans<br />Print page<br />Downloads<br />Invite | refer<br />Bookmarks<br />Alerts<br />Forward to a friend<br />Social media<br />participation<br />Email<br />Subscriptions<br />Report spam | abuse<br />Comments<br />Followers<br />Reviews<br />Traffic source<br />Profile<br />update<br />Favourites<br />Feedback<br />Settings<br />Total contributors<br />v active contributors<br />Social media <br />sharing<br />Personalisation<br />Install<br />widget<br />Groups<br />Uploads<br />Testimonials<br />Ratings<br />Posts<br />Time spent<br />on page<br />Views <br />Ratings<br />Widgets<br />Wishlists<br />Love this | like this<br />Registered<br />users<br />tagging<br />Messaging<br />
  14. 14. You want people to make a noise<br />Fans<br />Print page<br />Downloads<br />Invite | refer<br />Bookmarks<br />Alerts<br />Forward to a friend<br />Social media<br />participation<br />Email<br />Subscriptions<br />Report spam | abuse<br />Comments<br />Followers<br />Reviews<br />Traffic source<br />Profile<br />update<br />Favourites<br />Feedback<br />Settings<br />Total contributors<br />v active contributors<br />Social media <br />sharing<br />Personalisation<br />Install<br />widget<br />Groups<br />Uploads<br />Testimonials<br />Ratings<br />Posts<br />Time spent<br />on page<br />Views <br />Ratings<br />Widgets<br />Wishlists<br />Love this | like this<br />Registered<br />users<br />tagging<br />Messaging<br />
  15. 15. Just because it can be measured, doesn’t mean it should be<br />
  16. 16. One more word about measurement<br />Holistic<br />
  17. 17. Google Analytics: quick tour<br />
  18. 18. Google Analytics: quick tour<br />
  19. 19. Google Analytics: quick tour<br />
  20. 20. Some words about engagement<br />Be nice<br />
  21. 21. Be useful<br />
  22. 22. Be remarkable<br />
  23. 23. A community starts with one person, make sure it’s the right one.<br />
  24. 24. Here’s something<br />we made earlier.<br />
  25. 25. Strength for caring<br />
  26. 26. CML Earth<br />
  27. 27. Love is respect<br />Liz Claiborne wanted to engage teens, parents, and communities in their campaign to raise awareness of teen dating abuse<br />Bring campaign content, including videos, information and user-generated content, to popular social networking<br />Webby Award-winning campaign created thousands of teen advocates igniting conversations and communities across facebook, myspace and YouTube<br />
  28. 28. One last thought…<br /><ul><li>Portumna has been a commercial centre for centuries
  29. 29. Position at a strategic crossing point on the river Shannon
  30. 30. Local shopkeepers who’ve know my family for at least four generations
  31. 31. Understand their consumer needs
  32. 32. Life-long relationships</li></ul>We’re trying to ‘bottle this lightning’ with online marketing!<br />
  33. 33. Thanks.<br />http://ruderfinn.co.uk | @ruderfinnuk<br />

    Be the first to comment

    Login to see the comments

Presentation that I gave at a Ruder Finn event for NGOs.

Views

Total views

1,178

On Slideshare

0

From embeds

0

Number of embeds

18

Actions

Downloads

13

Shares

0

Comments

0

Likes

0

×