Online engagement campaigns are a test for both the organization and its fans, a learning moment, and a check/balance of how you are crafting meaningful ties with your stakeholders. In this session at #SM4NP Boston, Debra Askanase profiled successful online engagement campaigns, breaking down the essential ingredients of preparation, design, execution and measurement.
14. Create the Right Campaign Goals
Specific
Measurable
Achievable/Realistic
Part of a longer-term org goal
Movement-building
Tests an idea
Builds the organization
21. Campaign Design Checklist
Research the concept and evaluate support
Design the campaign
Set campaign goals
Select social media channels and assets to be leveraged
Assess internal assets and staff capacity
Create a campaign timeline
Content and asset development
Supporter/fan development
Technological elements
Create a campaign champions group
Evaluation
Post-campaign engagement strategy
22. • Research
• Asset & content development
• Design campaign
• Recruit champions
3-4 months out:
Research & Design
• Content creation
• Campaign seeding
• Solidify support, tactics, elements
1.5 months out:
Solidify Plans
• Activate and engage supporters
• Execute
• Monitor, Measure, Capture
• Iterate (if necessary)
Campaign:
Activate & Engage
• Evaluate campaign
• Nurture new leads/emails
• Deepen new supporter loyalty
1 week after:
Evaluate & Engage
Develop a Campaign Timeline
24. National Brain Tumor Society
May 2014
Social media & email push, shareable infosnaps,
video Community Chat, Downloadable ebook,
#BTVoice mini-campaign
25. Goals
• Increase engagement and activism with org
social media channels
• Acquire new email addresses
• Test frameworks
– Video chat
– Offer ideas
– Give an email address
• Grow social media spaces, especially Twitter
and Facebook
26. Assets
Highly engaged national Facebook page
(facebook.org/braintumors)
13 statewide Facebook pages, national Twitter account, large
email list, blog, State Lead Advocates
Robust mailing list
In-house design and web dev capacity
Tools: Sprout Social, Hashtag, Mention, Zoom (for the
Community Chat)
Downloadable publication:
Frankly Speaking About Cancer: Brain Tumors
28. Designed Shareable InfoSnaps
Create Shareable Graphics
Good reach & engagement; drove to
website
Share to educate and
build brand awareness
Link to web pages
http://www.braintumor.org/join-the-fight/brain-tumor-awareness-month/infosnaps.html
29. Gated Material for Download 377 downloaded Frankly Speaking
Online Community Chat
Video Community Chat
39 first-ever participants; Focus:
Frankly Speaking
Community-building element
Live video chat forum with
various presenters and
knowledge
experts.
http://braintumor.org/communitychat
30. #BTVoice (2-week focus)
Online Campaign
Submit advice through #BTVoice;
share and support
Registration Forms
Community Chat and BTAM;
BTVoice submit by email
31.
32. Did it work?
• Increase engagement and activism with org social media
channels
• Acquire new email addresses
• Test frameworks (gated content, video chat, online
campaign)
• Grow social media spaces, especially Twitter and Facebook
Frankly Speaking 365 downloads
Community Chat
#BTVoice
58 registered 39 participated
68 #BTVoice submissions
Email addresses > 200 new emails
Facebook
> 400% increase in engagement
Doubled average # new Likes
33. Why Campaigns Fail
Did not set a realistic goal
Did not develop a timeline for campaign
development
Single channel approach
Not having the right measurement system in
place, or not able to measure success
Undeveloped social spaces at the start
Did not reach out to most engaged social
media fans ahead of the campaign
34. 14 Days Thanks
November 2013
Email photos to NYCEAC 17 photos submitted
Submit photos through Facebook
or Twitter
14 through Facebook, 3 through
Twitter
35. Goals
• Would Facebook fans take action, if asked?
• Was the social strategy paying off?
• Deepen online fan engagement &
commitment
• Attract new Facebook fans (minor goal)
36. Assets
Facebook page, about 1100 fans
(https://www.facebook.com/NYCElderAbuseCenter)
Small Twitter following
Highly-respected blog in the elder justice field
(http://nyceac.com/category/elder-justice-dispatch/)
Team commitment from all of the staff
Campaign Tumblr blog captures all
submissionshttp://nycelderabusecenter.tumblr.com/)
7 submissions ready to go
Staff personally reached out to many other orgs
and professionals to participate
40. Did it work?
• Would Facebook fans take action, if asked?
• Was the social strategy paying off?
• Deepen online fan engagement & commitment
• Attract new Facebook fans (minor goal)
Facebook commitment
702 Likes, 41 Shares, 35 comments
275% increase in fan engagement
Facebook Likes
7281 = 137% increase
800% increase in new likes (177)
Submit photos through Facebook
or Twitter
14 through Facebook, 3 through
Twitter
Email photos to NYCEAC 17 photos submitted
42. Resources/Additional Information
Case Studies Wrap-Ups:
– Blog post wrap up of 14 Days of Thanks:
http://nyceac.com/elder-justice-dispatch-thank-you-for-
making-14-days-thanks-a-success/
– Blog post wrap-up of #BTAM:
blog.braintumor.org/head-hill-btvoice-btam-recap/
Online Campaigns:
– Telling the Right Story for Online Campaigns:
http://www.slideshare.net/lsgrodeska/telling-the-right-story-
for-your-online-campaign-22830254
– Building a Ladder of Engagement in Online Campaigns:
http://www.slideshare.net/newmediaclay/the-ladd
– Best Practices to Build a Multichannel Campaign Plan:
http://www.slideshare.net/womenwhotech/mulitchannelca
mpaigns-interactionforum
– Social media campaigns and practices:
http://communityorganizer20.com/category/social-media-
campaign/
Story elements: emotional connection, good story, visual medium
Design: easy to participated, specific ask, limited time frame
Movement-building: connected to larger cause
A is the org goals. B is what the audience is interested in (or their goals, needs, etc.) What's in the middle is generally where THE conversation topic is going to be.
Internal people assets (staff, volunteers), external people assets (online supporters, affiliated people, other orgs)