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Debra Askanase: Creating and Measuring Return on Engagement
The document discusses strategies for measuring return on engagement (ROE) in social media for nonprofits, emphasizing the importance of genuine fan engagement over mere follower counts. It outlines methods to transform casual fans into superfans and the significance of trust and reciprocity in fostering community commitment. Key metrics for assessing engagement effectiveness, along with specific examples of successful campaigns, are also provided.
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Debra Askanase: Creating and Measuring Return on Engagement
- 1. Creating and MeasuringReturnon EngagementSocial Media for Nonprofits/NYCAugust 4, 2011
- 2. Today’s conversationNumbers don’tconvert to ROEDesigning engagement for highest ROEMoving fans to superfans: serious ROEMeasuring ROE – an approach
- 3. The case ofthe 4,000 Twitter followers who didn’t careGoal: register to play online educational gameSocial media activity: TwitterStatus metric: number of followers4,000 Twitter followers in one year!Reality check:400 spammersCouldn’t influence people to click links!No one playing game came from Twitter3 followers cared (a little)
- 4. The social mediafunnel: engageDesigning engagement-oriented actions
- 5. Designing Engagement forhighest ROEParticipateContributeEngageCreateBecome a fanFriendFollowJoinDiscussPost reviewsGive feedbackVoteContribute ideasCreate a video, message, tweet, blog post product about the companyVisitWatchDownloadReadPlay Lowest to highest Return on Engagement * Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
- 6. Creators talked andproactively shared information about the brand the most. They also influenced buying decisions the most. Low-level engagement by itself did not produce significant ROE
- 7. How they influencedpurchasingParticipateContributeEngageCreateBecome a fanFriendFollowJoinDiscussPost reviewsGive feedbackVoteContribute ideasCreate a video, message, tweet, blog post product about the companyVisitWatchDownloadReadPlay 20%26%32%35%Percentage of each group that spurred a purchase
- 8. The social mediafunnel: trustLeveraging org trust, personal trust, and encouraging reciprocity
- 9. Who are yourfans and superfans?http://www.flickr.com/photos/350org/3940562095/in/set-72157622455212282
- 10. Brands can leveragebrand trust and reciprocity to strengthen relationship ties*You’ll see more engagement if your organization is personalhttp://www.flickr.com/photos/57038784@N00/2215481444/
- 11. Four components oftie strength
- 12. Trust = authenticity,transparency
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- 15. Reciprocity = fanshelping each other
- 16. ROE is fanengagement and trustEngageContributeParticipateCreateCreate a video, message, tweet, blog post product about the companyBecome a fanFriendFollowJoinDiscussPost reviewsGive feedbackVoteContribute ideasVisitWatchDownloadReadPlay TRUSTRECIPROCITY
- 17. Organization – Fanrelationships*hat tip Amy Sample Ward: http://bit.ly/qMjA2fTheir network of friends, family, colleagues, etc.Online CommunityYou want this group to move into the online communityAlready interested, weaker relationship tieYou want them to reach out to their networksSuperfansMoveStrongest relationship, most loyalYou want them to interact with the community and cultivate more superfansYour Organization
- 18. The social mediafunnel: action
- 19. Know your SMARTgoalsSpecificMeasurableAttainableRealisticTimelyDesign your social media activities to meet your org or programmatic goals: resource awareness
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- 23. sign upfor a programROE: Lily the Black Bear132,489 Facebook fansRaised $159,597 from 23,502 fans in one year17,916 votes to win the second Chase Community Giving ChallengeMotivated 1793 supporters to donate $39,597 in Minnesota’s Give to the Max dayHelped local Ely Esy public school win $20,000 in the K-12 America’s School Spirit challengeCurrently helping Soudan Underground Mine State Park in MN win $200,000 in a parks challenge; activated 1 million voters
- 24. ROE of socialmedia actions: Lily the Black Bearhttp://www.facebook.com/lily.the.black.bearhttp://www.communityorganizer20.com/2010/12/29/what-makes-lily-the-black-bear-so-incredible/
- 25. Designing Lily’s Engagementon FBEngage: Watch videos on FB and Live cam on site, donate, read, visit site Contribute: give opinions and feedback, vote in contests, name the bear, etc.Participate: Facebook Friend, follow tweets, discuss and commentCreate: Post their own photos, tweet proactively, comment proactively
- 26. Designing Lily’s Engagementon FBTrust: you see the bears on webcam, know who’s posting to Facebook, meet the NABC at the Lilypad picnicReciprocity: offer opinions and feedback, vote in contests, name the bear, fans encourage each other to participate
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- 28. Know what youwant to measurehttp://idealware.org/facebook_survey
- 29. ROE is fancommitment and trustBuild and track the levels of commitment: Simply taking an action
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- 31. Making a commitmentCanyou track the number of engaged fans taking action vs. others from your online community? Commit to actions through a Google doc, online petition, online pledge, joining a back-door planning group. Use bit.ly links, special landing pages, other Ask fans to cultivate others – measure the number of fans that move to superfans
- 32. ROE of communitycommitment: increasing engagement and loyalty1. Measure the commitment of your fansNumber of “superfans”
Editor's Notes
- #4 http://www.communityorganizer20.com/2009/10/23/the-case-of-the-4000-twitter-followers-who-dont-care/
- #6 Engage: passive activities such as visiting a site, reading the blog, playing a gameContribute: ideas, reviews, feedbackParticipate: within a group or fan pageCreate: create new content on a site or on their own about the site
- #7 Contributors = 80 more people talking than the engage set. Participators = 60 more than the engage set. Creators = 170 moreSocial media activity generated 2.5 times more conversations amongst creators than the engage set. http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
- #8 Engage: passive activities such as visiting a site, reading the blog, playing a gameContribute: ideas, reviews, feedbackParticipate: within a group or fan pageCreate: create new content on a site or on their own about the site
- #10 Name 5 people who love your organization online. Now. Why do those names come up for you? do you know what they’ve done for you? What they could do? How have you personally engaged them? http://www.flickr.com/photos/350org/3940562095/in/set-72157622455212282
- #11 The notion of tie strength was first introduced in 1973 by Prof. Mark Granovetter in his seminal work: The Strength of Weak Ties. He identified four different components of tie strength. Time, Intensity, Trust, Reciprocity of four components.Trust and reciprocity are the two components that companies can leverage effectively for building a stronger customer relationship.
- #12 The notion of tie strength was first introduced in 1973 by Prof. Mark Granovetter in his seminal work: The Strength of Weak Ties. He identified four different components of tie strength. Trust and reciprocity are the two components that companies can leverage effectively for building a stronger customer relationship.Further reading: http://lithosphere.lithium.com/t5/Building-Community-the-Platform/My-Chapter-on-Relationships-The-R-in-Social-CRM/ba-p/19024
- #13 Brands can build trust by being more transparent and authentic, and they can increase reciprocity by implementing co-creation strategies.http://lithosphere.lithium.com/t5/Building-Community-the-Platform/My-Chapter-on-Relationships-The-R-in-Social-CRM/ba-p/19024
- #15 Let them help you by letting them help other customers and reward them properly. This will create a cycle of reciprocity can sustain itself. Aside from the added benefit of reducing support cost, implementing a co-creation strategy is one of is the most effective way to increase reciprocity between your brand and your customers.
- #17 Engage: passive activities such as visiting a site, reading the blog, playing a gameContribute: ideas, reviews, feedbackParticipate: within a group or fan pageCreate: create new content on a site or on their own about the site
- #18 Relationship is Indicative of True LoyaltyAnother key reason why relationship is important for business is that it can be predictive of customer retention and loyalty. Customers who have a stronger relationship with a brand tend to be more loyal.The single most predictive factor that determines who will influence who, is the strength of their relationship (i.e. tie strength). The stronger the tie strength, the greater the influence between them.http://lithosphere.lithium.com/t5/Building-Community-the-Platform/My-Chapter-on-Relationships-The-R-in-Social-CRM/ba-p/19024From the comScore Power of Like report, July 2011: for every Fan, there are an additional 34 Friends of Fans that can be reached (with significant variance among brands). This multiplier grows even larger as we look beyond the top 100 brand pages (81x on average among the top 1,000 Fan pages).
- #22 Lilypad event – engages superfans IRL. Event takes online engagement further to that space of trust and engagement. Establishes the cause’s commitment to the fans, and trust amongst fans.
- #25 http://www.flickr.com/photos/51035614344@N01/5483454646/
- #28 How do you know it is working? Take time to ID what is working, getting participation level. Be willing to change measures and weights if need be
- #29 .
- #30 Trust, reciprocity, engagement, participation, fans, and superfans in the Blue Key Tweetathon June 11, 201133% of the Blue Key Champions at the time participated in the Tweetathon (13 participants, out of approximately 35/36 Champions)
- #32 http://www.flickr.com/photos/moriza/2565606353/