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.

1. Designing Effective Online
Engagement Campaigns
Debra Askanase, Community Organizer 2.0
https://www.flickr.com/photos/53114928@N02/12239196283/

2. What is a Social Media Campaign?
https://www.flickr.com/photos/seanrnicholson/6450168613/in/photostream/

3. Why Campaigns Succeed
Story Elements
Design
Movement-building

5. Timely
Interactive
Crowdsourced
Easy to amplify
& share
Why
campaigns
spread

6. https://www.flickr.com/photos/humanrightscampaign/sets/72157633101425657/

9. Organizational
Readiness
https://www.flickr.com/photos/artdrauglis/4192498087/in/photostream/
Social Media
Readiness

10. Diagram courtesy of Darim Online
Know What Your Stakeholders Care
About Deeply

11. Tactics
Overall Strategy
Platforms Website
Tactics Campaigns
ROI

12. Cultivated Social Channels
https://www.flickr.com/photos/7801660@N07/18
135510903/

13. Design the Right
Campaign For You

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

15. SocialMedia
Engage Create
Trust
Moveto
Action
Focus on the Social Media Funnel

16. https://www.flickr.com/photos/58472333@N00/2852616711/
Create Campaign Assets
(“the stuff”)
 Email acquisition forms
 Customizable Database
 Graphic images
 Campaign microsite or web page
 Fundraising integration
 Real-time campaign tracking
 Campaign-specific tools

17. Know Your People Assets

18. Want to know a secret?
https://www.flickr.com/photos/53098051@N02/5887099054/

19. Social Media Champions Are Your
Secret Weapon
https://www.flickr.com/photos/51035555243@N01/6954844640/

20. https://www.flickr.com/photos/27237408@N03/4530861996/
Pay For the Right Tools

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

23. Case Studies:
Effective Online Campaigns

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

27. BTAM Campaign
Page

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

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

38. Online/Offline component

39. http://nycelderabusecenter.tumblr.com/

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

41. Additional
Resources

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/

43. Email: debra@communityorganizer20.com
Website/Blog: communityorganizer20.com
Linkedin: linkedin.com/in/debraaskanase
Twitter: @askdebra
Other slides: slideshare.net/debask
Telephone: (617) 682-2977
I’m always happy to answer follow-up
questions!