Workshop delivered to NGOs in Israel on Sep 5-6, 2012.

1. How to Change the World
with Digital Engagement
Andrew Krzmarzick
GovLoop
Director of Community Engagement

2. • 14 years raising money and
awareness for non-
profits, educational institutions and
social businesses
• Generated over $100 million through
proposals, fundraising and marketing
• Design and deliver presentations on
social media, generational
diversity, telework, and social
learning
• Built first-of-its-kind, government-
wide mentors program in the U.S. Andrew Krzmarzick
LinkedIn.com/in/andrewkrzmarzick
• Manage a team of 15 full-time and
part-time employees to deploy a @krazykriz
comprehensive digital engagement
strategy

3. Our Time Together
1. Overview of GovLoop
2. Digital Participation Strategy
3. Your Campaigns
4. Review of Organizational Websites

4. Online community of
government colleagues
helping each other
to do their jobs better.
Mission: “Connect government to improve government”
Average Age:
~60,000 Members

5. “Knowledge
Network”
1. Learn from each other online.

6. “Knowledge Network”
2. Learn from each other in person.

7. “Knowledge
Network”
3. Learn from each other one-on-one.

8. “Knowledge Network”
4. Learn from experts via webinars.

9. “Knowledge Network”
5. Learn from experts via podcasts.

10. “Knowledge Network”
6. Learn from experts / each other via guides.

11. “Knowledge Network”
Partners With:
7. Teach citizens that government works.

12. “Knowledge Network”
Questions?

13. Congratulations
Source: http://thenextweb.com/socialmedia/2011/12/22/israelis-are-now-the-worlds-biggest-social-network-addicts-says-new-report/

14. “Israelis spent, on average, 11.1 hours using social
networks during October 2011…more than double the
global average of 5.7 hours, and way ahead of major
markets like UK (7 hours) and US (6.9 hours).”
comScore report: „It‟s a Social World: Top 10 Need-to-Knows
About Social Networking and Where It‟s Headed„
Source: http://thenextweb.com/socialmedia/2011/12/22/israelis-are-now-the-worlds-biggest-social-network-addicts-says-new-report/

17. Reaching Local / Global Audiences
Having some trouble? You’re not alone:
A June 2010 survey conducted by Harris Interactive
for social marketing platform Buddy Media
more than 90% considered it at least somewhat
challenging to reach audiences in local markets
with a unified brand message.
- emarketer.com, August 2010
Source: http://blog.reachlocal.com/519120/2012/08/10/online-marketing-101-my-40-day-crash-course.html

18. Reaching Local / Global Audiences
What works?

19. Reaching Local / Global Audiences
Who has a following?
Source: http://www.devex.com/en/news/top-10-global-development-groups-on-social-media/75932

20. Size isn’t everything!

21. You get points for style and substance...

22. Reaching Local / Global Audiences
….but you also need a system.

23. The 7 P’s of World-Changing
Digital Engagement
Purpose Promote
People Participate
Plan Progress
Produce
Your system.

24. Warning: Engagement is Not Easy
• It‟s REALLY hard, but…
• There‟s a methodology and rigor
Integration with traditional
communication =
key to driving real results

25. Purpose
• What is your mission?
• What is your passion?
• What are your values?
• What impact stories inspire you?

26. Purpose:
• Mission: “Connect government to improve government”
• Passion: “Helping people do their jobs better”
• Values: Hustle Smart, Creativity, Entrepreneurial, Service, Humility
• Impact Stories: After the jump…

27. Purpose:
Recently, Facebook stripped our administrator rights from the City
Impact of Ankeny's Facebook page. With it, our custom URL was also
Stories: removed. We can no longer access our Insight's page and we cannot post
as the City of Ankeny on other Facebook pages.
Facebook says that we cannot identify ourselves as the City of
Ankeny because it is their policy that users may not manage pages about
towns, cities or states. Use of "City of" in our name is too generic.
Has anyone else run into this problem with Facebook?
37 comments  Facebook response

28. Purpose:
Values:

29. People
• Who do you deliver value to?
• What value do you deliver to each?
• What internal resources do you have?
• What external resources can you leverage?

30. People:
Deliver value to:
Type of value: Content and Community

31. People:
Deliver value to:
Type of value: Market Positioning, Thought Leadership

32. People:
Internal resources:
External resources:

33. People:

35. Plan
Outcomes

36. Plan
What are your (really)?
Comments? Donations?
Fans? Volunteers?
Retweets? or Subscribers?
+1‟s? Evangelists?
Pageviews? Stories?

37. Plan
Never mistake this… …for this!
Donations
Volunteers
Subscribers
Evangelists
Stories
(Your Purpose!)

38. Plan
Never start here. Start here!
Donations
Volunteers
Subscribers
Evangelists
Stories
(Your Purpose!)

39. Plan
What signify success for you?
For each specific outcome:
• Who are your stakeholders?
• What do you need them to do?
• Why are they going to do it?
• How will you know when an outcome is achieved?
• What points of engagement lead to the outcome?

40. Plan
How will you know when
are achieved?

41. Plan
Where are your stakeholders?
The ones you know?
• Your current websites
• Lists: Events, email, snail mail, cell phone numbers
• Memberships: associations, professional groups
• Social media: Facebook, Twitter, LinkedIn, DevEx, etc.
The ones you need to meet?
• Identify primary keywords
• Search engines and alerts: news sites, forums, blogs, associations
• Social media / websites: similar organizations, trending topics, etc.

42. Plan:
= Engage and empower 100,000 awesome people
who want to make government better.
Where are they?

43. Plan:

44. Plan:
Do you
know them?

45. Plan:
Do you
know them?

46. Plan:
Partner with
the press (and
get links back)
Friends
of JDC!

47. Produce
What content will you create / share?
• Newsletters? • Photos? • Press Releases?
• Interviews? • Podcasts? • Resources?
• Publications? • Announcements? • Stats/Data?
• Videos? • Stories? • Opinions?
Produce | Reproduce | Repurpose
(Yours and Others!*)
* With attribution, of course

48. Produce
Who is going to create / share it?
Staff? Volunteers? Consultants?
• Senior Leader(s)? • Donors? • PR Firms?
• Communications? • Beneficiaries? • Media?
• Development? • Participants?
• Frontline? • Fans?
• Interns? • Followers?

49. Produce
What makes for great content?
Source: http://www.slideshare.net/kanter/networked-ngo-in-india-day-2

50. Produce:
What
Title
makes
for great
content?
Image
Format

51. Produce:
Great
campaign!

52. Promote
Where are you going to share it?
• Traditional • Social Media • Mobile
▫ Website ▫ Facebook ▫ Text (SMS)
▫ Newsletters ▫ Twitter ▫ Apps
 Email, PDF, Print ▫ Google+
▫ Press Release
▫ LinkedIn
▫ Events
▫ Video Sharing
▫ Niche Networks

53. If Twitter was a country
Population: 140 million
It would be bigger than Russia, Ukraine and Kazakhstan

54. If Facebook was a country
Population: 1 billion active users
It would be the world‟s 3rd largest country
Bigger than North and South America combined

55. If Email Was a Country
It Covers Continents
It would be an empire: 2.9 Billion users

56. Promote: eNewsletters
1 6
4
7
2 5
8
3
9

57. Promote:

61. Promote
When are you going to share it?
• Day of Week • Time of Day • Target Dates
▫ Weekdays? ▫ AM or PM? ▫ Events?
▫ Weekends? ▫ Breaks? ▫ Milestones?
• Frequency
▫ Daily (once or many times a day)?
▫ Weekly?

62. Promote
When are you
going to share it?
Source: http://www.slideshare.net/kanter/networked-ngo-in-india-day-2

63. Promote:
GovLoop Schedule and Staffing for Social Promotion
Where: Newsletter Facebook Twitter LinkedIn Google+
Daily AM Daily Daily Daily Daily
When: Ad Hoc Varies 8a, 12p, 4p 8a, 12p, 4p 8a, 12p, 4p 8a, 12p, 4p
(Best = T, Th) (Best = T, W) (Best = M) (Best = T, W) (Best = ?)
Rotate Staff /
Who: Fellows
Rotate Fellows
Daily Themes Core Discussions, Discussions,
What: Product Push
Fun, Quotes
Content Content Content

64. Promote
When are you going to share it?
Day / Time Content Engagement Point Who Outcome
Mon, 9/3 PM Child Labor Blog Beneficiary 50 sign-ups
Tue, 9/4 AM Child Labor Facebook, Twitter Comms Staff 25 sign-ups
Wed, 9/5 AM Child Labor eNewsletter President 100 sign-ups
Thu, 9/6 PM Child Labor Facebook, Twitter Comms Staff 25 sign-ups
Mon, 9/10 Child Labor Op-Ed w/Comments Board Member 50 sign-ups

65. Promote:
1. Calls to action are critical
a. People want to do something
b. Tell them what to do!
2. Location, location, location
a. Your website
b. Social media

66. Participate
Where are you going to engage?
• Traditional • Social Media • Mobile
▫ Website ▫ Facebook ▫ Text (SMS)
▫ Newsletters ▫ Twitter ▫ Apps
 Email, PDF, Print ▫ Google+
▫ Press Release
▫ LinkedIn
▫ Events
▫ Video Sharing
▫ Niche Networks

67. Participate
When are you going to engage?
• Day of Week • Time of Day • Target Dates
▫ Weekdays? ▫ AM or PM? ▫ Events?
▫ Weekends? ▫ Breaks? ▫ Milestones?
• Frequency
▫ Daily (once or many times a day)?
▫ Weekly?

68. Participate
When are you going to engage?
Day / Time Content Engagement Point Who Outcome
Mon, 9/3 PM Child Labor Blog Beneficiary/Staff 1-2 exchanges
Tue, 9/4 AM Child Labor Facebook, Twitter Comms / Intern 1-2 exchanges
Wed, 9/5 AM Child Labor eNewsletter Comms Staff 5-10 stories, input
Thu, 9/6 PM Child Labor Facebook, Twitter Comms Staff 3-5 stories, input
Mon, 9/10 Child Labor Op-Ed w/Comments --- ---

69. Participate:
GovLoop Schedule and Staffing for Engagement
Where: Community Facebook Twitter LinkedIn Google+
Daily Daily Daily
Daily AM
When: Ad Hoc Varies
8a, 12p, 4p Ad Hoc 8a, 12p, 4p 8a, 12p, 4p
(Best = T, W) (Best = T, W) (Best = ?)
Who: Staff / Fellows Rotate Fellows
Comment,
Comments
What: and Sharing
Comment @ Replies Share to Comment
GovLoop

70. Leading Practice: Israel Ministry of Foreign Affairs
*Source: http://www.businessesgrow.com/2011/04/04/five-mega-trends-how-social-media-is-transforming-government/ç

71. Leading Practice: Israel Ministry of Foreign Affairs
*Source: http://www.businessesgrow.com/2011/04/04/five-mega-trends-how-social-media-is-transforming-government/ç

72. Leading Practice: Israel Ministry of Foreign Affairs
*Source: http://www.businessesgrow.com/2011/04/04/five-mega-trends-how-social-media-is-transforming-government/ç

73. Leading Practice: Israel Ministry of Foreign Affairs
*Source: http://www.businessesgrow.com/2011/04/04/five-mega-trends-how-social-media-is-transforming-government/ç

74. Anatomy of a Fantastic Facebook Page
1. Human voice
2. Effective use of photos
3. Relevant, local information
4. Diverse information
5. Blend of fun and serious
6. Frequent posting
7. Open forum
*Source: http://www.businessesgrow.com/2011/04/04/five-mega-trends-how-social-media-is-transforming-government/ç

75. Progress
How are you doing?
• Statistics • Stories Focus on
▫ Opens/Clicks ▫ Impact Actionable
▫ Views/Visits ▫ Change Information
▫ Likes/RTs ▫ Actions
▫ Referral Sources
▫ Sharing 1. Test
▫ Sign-Ups 2. Learn
▫ $$$
3. Iterate

76. Progress
How are you checking? How often?
• Google Analytics and Alerts • Real-time
• Trackur, Radian 6, Other • Daily
• Facebook Insights • Weekly
• Bit.ly? • Monthly
• Google Alerts?
• Hootsuite

77. Progress
Where can we improve?
• Mission focus?
• Project Scope?
• More / better outcomes?
• Stakeholder engagement?
• Engagement points?
• Engagement vehicles?
• Monitoring systems?

78. Progress
Testing to increase action likelihood:
• Recommend changes to landing pages and action funnels
• Launch the test, wait, analyze
• If it works, double down; If not, try again (or stop)
Feedback systems and methods:
• A-B element testing, funnel path, offers and incentives
• Friends, co-workers, clients, partners
• SurveyMonkey / SurveyGizmo

79. Progress
Building effective campaign pages:
• More bullseye: focus on the outcome
• An effective page: has what I need, tells me how to get it / why
it‟s good, gives me a reason to take action, feels safe and easy
• Headlines: speak to user‟s primary interest
• Calls to action: roughly same place on every page
• Contact information: should be on every page
• Contextual calls to action: top and bottom of every page
• ALWAYS BE IMPROVING!

80. Progress:
Community: Monthly reports along a spectrum:
• Discover (New Visits)
• Consume (Return Visitors)
• Search (New Members)
• Commit (Top Pages)
• Participate (Comments, etc.)
• Contribute (Blogs, Forums)
• Lead (Profile Views)
• Evangelize (Referral Source)
Newsletter: Weekly Reports on Opens (Subject Line)
and Clicks (Content / Placement)
Social Media: Weekly Reports on Facebook, Twitter, LinkedIn, Google+
Source: http://www.devex.com/en/news/add-value-listen-inspire-samaritan-s-purse-social/76145

81. Progress:
I think it‟s really important to constantly look at
your metrics, to look at the kinds of posts your
audience engages with the most, and evaluate how you can
better serve them, how you can give them the kind of
content that they are looking for, and the kind of content
they are going to engage with that will activate them to
share what you‟re doing.”
Obviously, Google Analytics, because a lot of the
content that we post is housed on our website. … We also
use Hootsuite; it‟s free and it‟s a great tool. And we use
a marketing dashboard called Argyle Social that has
been a really useful tool for us in terms of tracking and
reporting…Facebook Insights are incredibly helpful,
and that‟s a free tool as well.
Source: http://www.devex.com/en/news/add-value-listen-inspire-samaritan-s-purse-social/76145

82. The 7 P’s of World-Changing,
Digital Engagement
Purpose Promote
People Participate
Plan Progress
Produce
Now it’s your turn!

83. Raising Money
1. Set short deadlines - adds a sense of urgency;
2. Build your online community on social
fundraising platforms such as Razoo, Crowdrise
or Causes.com
3. Get a little money from a lot of people;
4. Create an ongoing sense of community. Talk with
people even when you are not raising money.
5. Humanize: let donors see the people they are Beth Kanter
helping and the progress that is being made.
6. Maintain a sense of humor. The cause may be
extremely serious, but it helps all parties if a little
levity can be inserted into the conversation.
7. Measure engagement as well as funds raised.

84. Raising Money
1. Win-Win: Members for us,
$$ for them
2. Friendly Competition:
Mobilize their supporters to
get most clicks
3. Short Deadline: only 10 days
4. Made it Easy: Special blog
posts, custom URLs
http://bit.ly/govloopgivesygl
http://bit.ly/govloopgivestofew

85. Raising Money
Ads

86. Additional Resources
• Beth Kanter‟s Blog: http://www.bethkanter.org
• DevEx: http://www.devex.com
• Frog Loop: http://bit.lyaHcpbV
• JD Lasica‟s Slides: http://www.slideshare.net.jdlasica
• Nonprofit Social Media Benchmark Study: http://www.e-
benchmarkingstudy.com/socialmedia
• NTEN: http://www.wearemedia.org
• SocialBrite: http://www.socialbrite.org
• Social Technographics: http://blogs.forrester.com/groundswell
• Using Social Media to Meet Nonprofit Goals:
http://www.idealware.org/sm_survey/download.php

87. Andrew@GovLoop.com
LinkedIn.com/in/AndrewKrzmarzick
202-352-1806
@krazykriz