designing and measuring return on engagement
TRANSCRIPT
Creating and MeasuringReturn on Engagement
Social Media for Nonprofits/NYCAugust 4, 2011
Today’s conversation
Numbers don’t convert to ROE
Designing engagement for highest ROE
Moving fans to superfans: serious ROE
Measuring ROE – an approach
You are NOT (primarily) this:…a community manager…a marketing professional…a development professional…a social media person
Your new job title:Chief Conversation Officer
The case of the 4,000 Twitter followers who didn’t care
Reality check:400 spammers
Goal: register to play online educational gameSocial media activity: TwitterStatus metric: number of followers
4,000 Twitter followers in one year!
Couldn’t influence people to click links!No one playing game came from Twitter
3 followers cared (a little)
Soci
al M
edia Engage Cre
ates Trust
Mo
ve t
o
Action
The social media funnel: engage
Designing engagement
-oriented actions
Designing Engagement for highest ROE
Create a video,
message, tweet,
blog post product
about the company
Become a fan
FriendFollow
JoinDiscuss
Post reviews
Give feedback
VoteContribute
ideas
VisitWatch
DownloadReadPlay
Engage Contribute Participate Create
Lowest to highest Return on Engagement
* Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
Creators talked and proactively shared information about the
brand the most. They also influenced buying decisions the
most.
Low-level engagement by itself did not produce significant ROE
How they influenced purchasing
Create a video,
message, tweet,
blog post product
about the company
Become a fan
FriendFollow
JoinDiscuss
Post reviews
Give feedback
VoteContribute
ideas
VisitWatch
DownloadReadPlay
Engage Contribute Participate Create
20% 26% 32% 35%
Percentage of each group that spurred a purchase
Soci
al M
edia Engage Cre
ates Trust
Mo
ve t
o
Action
The social media funnel: trust
Leveraging org trust, personal
trust, and encouraging reciprocity
Who are your fans and superfans?
http://www.flickr.com/photos/350org/3940562095/in/set-72157622455212282
Your Organization
Online Community
Superfans
Organization – Fan relationships
Their network of friends, family, colleagues, etc.
You want them to interact with the community and cultivate more superfans
Strongest relationship, most loyal
Already interested, weaker relationship tie
You want this group to move into the online
community You want them to reach out to their networks
*hat tip Amy Sample Ward:
http://bit.ly/qMjA2f
Move
http://www.flickr.com/photos/57038784@N00/2215481444/
Brands can leverage brand trust and reciprocity to strengthen relationship ties
*You’ll see more engagement if your organization is personal
Trust: intimacy, mutual confiding
Time:Amount of time spenttogether
Reciprocity:amount of reciprocal services
Intensity:Emotional intensity, sense of closeness
Four components of tie strength
Trust = authenticity, transparency
Reciprocity = co-creation
Reciprocity = co-creation
Reciprocity = fans helping each other
Reciprocity = fans helping each other
ROE is fan engagement and trust
Create a video,
message, tweet,
blog post product
about the company
Become a fan
FriendFollow
JoinDiscuss
Post reviews
Give feedback
VoteContribute
ideas
VisitWatch
DownloadReadPlay
Engage Contribute Participate Create
TRUST
RECIPROCITY
Soci
al M
edia Engage Cre
ates Trust
Mo
ve t
o
Action
The social media funnel: action
Know your SMART goals
Specific
Measurable
Attainable
Realistic
Timely
Design your social media activities to meet your org or programmatic goals:
• resource awareness• membership• fundraising• activism• sign up for a program
ROE: Lily the Black Bear132,489 Facebook fans
Raised $159,597 from 23,502 fans in one year
17,916 votes to win the second Chase Community Giving Challenge
Motivated 1793 supporters to donate $39,597 in Minnesota’s Give to the Max day
Helped local Ely Esy public school win $20,000 in the K-12 America’s School Spirit challenge
Currently helping Soudan Underground Mine State Park in MN win $200,000 in a parks challenge; activated 1 million voters
ROE of social media actions: Lily the Black Bear
http://www.facebook.com/lily.the.black.bear
http://www.communityorganizer20.com/2010/12/29/what-makes-lily-the-black-bear-so-incredible/
ROE of social media actions: Lily the Black Bear
http://www.facebook.com/lily.the.black.bear
http://www.communityorganizer20.com/2010/12/29/what-makes-lily-the-black-bear-so-incredible/
ROE of social media actions: Lily the Black Bear
http://www.communityorganizer20.com/2010/12/29/what-makes-lily-the-black-bear-so-incredible/
Designing Lily’s Engagement on FB
Engage: 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 comment
Create: Post their own photos, tweet proactively, comment proactively
Designing Lily’s Engagement on FB
Trust: you see the bears on webcam, know who’s posting to Facebook, meet the NABC at the Lilypad picnic
Reciprocity: offer opinions and feedback, vote in contests, name the bear, fans encourage each other to participate
Measuring ROE
http://www.flickr.com/photos/51035614344@N01/5483454646/
Know what you want to measure
http://idealware.org/facebook_survey
Build and track the levels of commitment:• Simply taking an action• Actively engaged•Making a commitment
ROE is fan commitment and trust
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
Can you track the number of engaged fans taking action vs. others from your online community?
ROE of community commitment: increasing engagement and loyalty
1. Measure the commitment of your fans• Number of “superfans”• Number of engaged fans/online community• Number that proactively talk about your org• Number that create (something you asked them
to do)• Number that participate interact with others• Other measures relevant to your organization
2. Assign weights to each, depending on what is most important to your organization
3. Overall weighted score = level of community commitment
ROE and SMART goals
Are your fans taking the action that you asked them to do?
Are they playing the online game? How many? From which social media channels?How does that compare with last month’s actions?
Look at what actions you’ve designed and their effects on your SMART goals: what needs to be tweaked, what is not working?
Tweetathon: •258 people/1,524 tweets with #bluekey• 169% increase in web traffic• led to >50% of key purchases that week
Used with permission from USA for UNHCR
Tying it all together: #bluekeyTweetathon
Leaving you today with these thoughts
Numbers don’t convert to ROE
You can design engagement for ROE
Who are your superfans and how can you motivate them to move others to action?
Measuring ROE – fan commitment, community commitment, meeting SMART goals
What experience do you design?
http://www.flickr.com/photos/moriza/2565606353/
Debra AskanaseEngagement Strategist
[email protected]: @askdebra
Linkedin: www.linkedin.com/in/debraaskanaseSlideshare: www.slideshare.net/debaskGoogle Plus: http://gplus.to/askdebra