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Understanding The Engagement Factor: Engagement Strategies On Social Media

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4Good.org
4Good.org

This document summarizes a presentation about engagement strategies on social media for nonprofits. It discusses theories of engagement like the ladder of engagement. It provides tips for designing engagement, like determining shareable content and participation opportunities. It also discusses barriers to engagement and provides examples of nonprofits that create engaging social media spaces. The presentation aims to help nonprofits understand how to use social media to meet engagement and organizational goals.

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Understanding the Engagement Factor: Engagement Strategies on Social Media Debra Askanase, Presenter November 10, 2010 Use Twitter Hashtag #npweb Special Thanks To Our Sponsors
Helping ordinary people raise extraordinary amounts for nonprofits is all we do, and we love it. A Proud Sponsor of NonprofitWebinars.com
Today’s Speakers Debra Askanase FirstGiving Hosting: Sam Frank, Synthesis Partnership Assisting with chat questions: Chris Dumas, FirstGiving
Understanding the Engagement Factor: Engagement Strategies on Social Media Nonprofit Webinars July 28, 2010
About the Presenter Bring strategy into social media: Community Engagement Manager, FirstGiving Speaker and presenter Experience: Former executive director, business consultant, fundraiser & more BA, Emory University MBA, Bar Ilan University
The Social Media Funnel Theories of Engagement Designing Engagement Nonprofit Examples Barriers to Engagement Creating the Engagement Calendar http://www.flickr.com/photos/ooh_food/3295778011/sizes/o/in/photostream/
The Social Media Funnel Move to Action Creates Trust Social Media Engage
It’s about RELATIONSHIPS, not broadcasting
It’s about the conversation and value-added content, not broadcasting
It’s about storytelling, not broadcasting
Action Taken As a Result of Social Media Social Media Influences Actions (nonprofit)
http://www.emarketer.com/Article.aspx?R=1006930,
Effects of Nonprofit Social Media Efforts Opportunity to learn about new issues – 85% Another way to support a favorite cause – 80% Used some form of online media to support a cause – 60% Advocate for a cause (forward messages)- 36% Personal behavior change – 34% Purchasing cause-related products – 23% Source: 2009 Cone Consumer New Media Study: http://www.coneinc.com/content2615
Using Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/
Theories of Engagement http://www.flickr.com/photos/7855449@N02/2780458538/sizes/m/in/photostream/
http://forrester.typepad.com/groundswell/201 0/01/conversationalists-get-onto-the- ladder.html
Ladder of Engagement Happy Bystanders Spreaders Donors Evangelists Instigators The Networked Nonprofit by Allison Fine and Beth Kanter (p.68) http://www.flickr.com/photos/29116597@N04/4796653044/sizes/l/in/photostream/
Designing Engagement 1 2 3 What Determine Brainstorm and knowledge and appropriate develop content is online spaces participation shareable and channels opportunities and/or open to input? Assess unique attributes and Create an culture of each engagement social media calendar space
You Need a Content Strategy http://www.flickr.com/photos/rmnl/207379365/sizes/o/in/photostream/
Questions to Get You Started 1. Why are people interested in your organization or cause? 2. What content creates conversation? 3. What content could create community? 4. What can the community create for your content? (Collaborate and empower) 5. What content or ideas can you open up? 6. What added value can your content offer? 7. What does the medium dictate?
Engaging Practices Real interactions: personal engagement Value-added content Regular programming Participation entry paths hhh Conversation starters Open-ended questions
Assess Participation Opportunities http://www.flickr.com/photos/jenlen/291765681/sizes/m/in/photostream/
Blogging Micro RSS Feeds Blogging Message Photo Boards These are Sharing your tools Chat Video Rooms Sharing Social Networking Podcasts Widgets Source: Universal McCann Companies Study on Social Media Trends (March 2008)
ExacTarget survey of internet users, April 2010 Source: http://www.emarketer.com/Article.aspx?R=1007829
ExacTarget survey of internet users, April 2010 Source: http://www.emarketer.com/Article.aspx?R=1007829
Twitter Participants and Features Appeals to those who want to feel most up-to-date, in the know. Want to connect to real people and be part of a tribe. Pushed by early adopters. @messages, DM, hashtags Tiny URL, personal touch, news Twitter #chats, tag, twitpics, petitions, oneforty.com (store)
Facebook Participants and Features Fans tend to want to show support publicly, motivation for entertainment. Want community and news. @messages, events, video tagging, photo tagging, custom tabs, private groups, open groups, games and apps, causes, calls to action, community
Blogging Participants and Features They want to be recognized for commenting, being loyal readers, loving your organization. May have their own blogs. Readers skew older. Embed video, photo, images, developed ideas, calls to action, community, multi-user blog, guest blogging, commenting strategy
YouTube Participants and Features News and politics videos gain the most comments. 20-35 year old bloggers embed videos the most into their blogs, then 36-60 year-olds. Music and entertainment most popular. 26% of all search is YouTube. Friend requests, wall posting, moderator function, calls to action, video annotation links to cause, comments voting, channel subscriptions, Google checkout donations, embed externally, video responses, text comments, contests
Awesome Participatory Practices http://www.flickr.com/photos/intersectionconsulting/3469011212/sizes/o/in/photostream/
Florence: the person behind the logo
Hold a Twitter chat
What is more personal than the Twitter Kids tweeting?
Compelling from the introduction
Create opportunities for personal engagement: Q&A
Facebook app to create engagement
Barriers to Engagement Multi-level approvals Inability to respond quickly Talking logos Not knowing what the stakeholder wants Not delivering value One-way conversations No entry paths to participation http://www.flickr.com/photos/glenscott/860805757/sizes/l/in/photostream/
Create Your Engagement Calendar http://www.flickr.com/photos/cglosli/2215278376/sizes/m/in/photostream/
Sample Engagement Calendar
Sample Engagement Calendar
Nonprofits That Create Great Spaces http://www.flickr.com/photos/foundphotoslj/865557386/sizes/m/in/photostream/
Epic Change: www.epicchange.org BullyingUK: wwhttp://www.bullying.co.uk/ Diabetes Hands Foundation: www.tudiabetes.org Powered by Orange: www.poweredbyorange.com American Red Cross: http://www.redcross.org/en/ National Wildlife Federation: NWF.org Oceana: www.oceana.org ONE: http://one.org/international/ Charity:water: http://www.charitywater.org/
Find the listings for our current season of webinars and register at NonprofitWebinars.com Chris Dumas Chris@NonprofitWebinars.com 707-812-1234 Special Thanks To Our Sponsors

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Understanding The Engagement Factor: Engagement Strategies On Social Media

  • 1. Understanding the Engagement Factor: Engagement Strategies on Social Media Debra Askanase, Presenter November 10, 2010 Use Twitter Hashtag #npweb Special Thanks To Our Sponsors
  • 2. Helping ordinary people raise extraordinary amounts for nonprofits is all we do, and we love it. A Proud Sponsor of NonprofitWebinars.com
  • 3. Today’s Speakers Debra Askanase FirstGiving Hosting: Sam Frank, Synthesis Partnership Assisting with chat questions: Chris Dumas, FirstGiving
  • 4. Understanding the Engagement Factor: Engagement Strategies on Social Media Nonprofit Webinars July 28, 2010
  • 5. About the Presenter Bring strategy into social media: Community Engagement Manager, FirstGiving Speaker and presenter Experience: Former executive director, business consultant, fundraiser & more BA, Emory University MBA, Bar Ilan University
  • 6. The Social Media Funnel Theories of Engagement Designing Engagement Nonprofit Examples Barriers to Engagement Creating the Engagement Calendar http://www.flickr.com/photos/ooh_food/3295778011/sizes/o/in/photostream/
  • 7. The Social Media Funnel Move to Action Creates Trust Social Media Engage
  • 8. It’s about RELATIONSHIPS, not broadcasting
  • 9. It’s about the conversation and value-added content, not broadcasting
  • 10. It’s about storytelling, not broadcasting
  • 11. Action Taken As a Result of Social Media Social Media Influences Actions (nonprofit)
  • 12.
  • 14. Effects of Nonprofit Social Media Efforts Opportunity to learn about new issues – 85% Another way to support a favorite cause – 80% Used some form of online media to support a cause – 60% Advocate for a cause (forward messages)- 36% Personal behavior change – 34% Purchasing cause-related products – 23% Source: 2009 Cone Consumer New Media Study: http://www.coneinc.com/content2615
  • 15. Using Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/
  • 16. Theories of Engagement http://www.flickr.com/photos/7855449@N02/2780458538/sizes/m/in/photostream/
  • 18. Ladder of Engagement Happy Bystanders Spreaders Donors Evangelists Instigators The Networked Nonprofit by Allison Fine and Beth Kanter (p.68) http://www.flickr.com/photos/29116597@N04/4796653044/sizes/l/in/photostream/
  • 19.
  • 20. Designing Engagement 1 2 3 What Determine Brainstorm and knowledge and appropriate develop content is online spaces participation shareable and channels opportunities and/or open to input? Assess unique attributes and Create an culture of each engagement social media calendar space
  • 21. You Need a Content Strategy http://www.flickr.com/photos/rmnl/207379365/sizes/o/in/photostream/
  • 22. Questions to Get You Started 1. Why are people interested in your organization or cause? 2. What content creates conversation? 3. What content could create community? 4. What can the community create for your content? (Collaborate and empower) 5. What content or ideas can you open up? 6. What added value can your content offer? 7. What does the medium dictate?
  • 23. Engaging Practices Real interactions: personal engagement Value-added content Regular programming Participation entry paths hhh Conversation starters Open-ended questions
  • 24. Assess Participation Opportunities http://www.flickr.com/photos/jenlen/291765681/sizes/m/in/photostream/
  • 25. Blogging Micro RSS Feeds Blogging Message Photo Boards These are Sharing your tools Chat Video Rooms Sharing Social Networking Podcasts Widgets Source: Universal McCann Companies Study on Social Media Trends (March 2008)
  • 26. ExacTarget survey of internet users, April 2010 Source: http://www.emarketer.com/Article.aspx?R=1007829
  • 27. ExacTarget survey of internet users, April 2010 Source: http://www.emarketer.com/Article.aspx?R=1007829
  • 28. Twitter Participants and Features Appeals to those who want to feel most up-to-date, in the know. Want to connect to real people and be part of a tribe. Pushed by early adopters. @messages, DM, hashtags Tiny URL, personal touch, news Twitter #chats, tag, twitpics, petitions, oneforty.com (store)
  • 29. Facebook Participants and Features Fans tend to want to show support publicly, motivation for entertainment. Want community and news. @messages, events, video tagging, photo tagging, custom tabs, private groups, open groups, games and apps, causes, calls to action, community
  • 30. Blogging Participants and Features They want to be recognized for commenting, being loyal readers, loving your organization. May have their own blogs. Readers skew older. Embed video, photo, images, developed ideas, calls to action, community, multi-user blog, guest blogging, commenting strategy
  • 31. YouTube Participants and Features News and politics videos gain the most comments. 20-35 year old bloggers embed videos the most into their blogs, then 36-60 year-olds. Music and entertainment most popular. 26% of all search is YouTube. Friend requests, wall posting, moderator function, calls to action, video annotation links to cause, comments voting, channel subscriptions, Google checkout donations, embed externally, video responses, text comments, contests
  • 32.
  • 33. Awesome Participatory Practices http://www.flickr.com/photos/intersectionconsulting/3469011212/sizes/o/in/photostream/
  • 34. Florence: the person behind the logo
  • 35.
  • 37. What is more personal than the Twitter Kids tweeting?
  • 39.
  • 40. Create opportunities for personal engagement: Q&A
  • 41.
  • 42.
  • 43.
  • 44.
  • 45. Facebook app to create engagement
  • 46.
  • 47.
  • 48.
  • 49.
  • 50.
  • 51. Barriers to Engagement Multi-level approvals Inability to respond quickly Talking logos Not knowing what the stakeholder wants Not delivering value One-way conversations No entry paths to participation http://www.flickr.com/photos/glenscott/860805757/sizes/l/in/photostream/
  • 52. Create Your Engagement Calendar http://www.flickr.com/photos/cglosli/2215278376/sizes/m/in/photostream/
  • 55. Nonprofits That Create Great Spaces http://www.flickr.com/photos/foundphotoslj/865557386/sizes/m/in/photostream/
  • 56. Epic Change: www.epicchange.org BullyingUK: wwhttp://www.bullying.co.uk/ Diabetes Hands Foundation: www.tudiabetes.org Powered by Orange: www.poweredbyorange.com American Red Cross: http://www.redcross.org/en/ National Wildlife Federation: NWF.org Oceana: www.oceana.org ONE: http://one.org/international/ Charity:water: http://www.charitywater.org/
  • 57. Find the listings for our current season of webinars and register at NonprofitWebinars.com Chris Dumas Chris@NonprofitWebinars.com 707-812-1234 Special Thanks To Our Sponsors