designing social media engagement
DESCRIPTION
Social media engagement must be designed. This slide deck includes discussion of the social media funnel, how to design engagement, barriers to engagement, a sample engagement calendar, and examples of nonprofit organizations engaging effectively on Facebook, Twitter, and YouTube.TRANSCRIPT
Designing Social Media Engagement
http://www.flickr.com/photos/ooh_food/3295778011/sizes/o/in/photostream/
About the Presenter
Experience: Former executive director, business consultant, fundraiser & more
Bring strategy into social media: Engagement Strategist, Community Organizer 2.0
BA, Emory UniversityMBA, Bar Ilan University
The Social Media FunnelTheories of EngagementDesigning Engagement
Nonprofit ExamplesBarriers to Engagement
Creating the Engagement Calendar
http://www.flickr.com/photos/ooh_food/3295778011/sizes/o/in/photostream/
The Social Media Funnel
Theories of Engagement
http://www.flickr.com/photos/7855449@N02/2780458538/sizes/m/in/photostream/
Participation Inequality** Increase engagement to break the rule
Source: Jakob Nielsen http://www.useit.com/alertbox/participation_inequality.html
http://forrester.typepad.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html
Ladder of Engagement
Happy BystandersSpreadersDonorsEvangelistsInstigators
The Networked Nonprofit by Allison Fine and Beth Kanter (p.68)
http://www.flickr.com/photos/29116597@N04/4796653044/sizes/l/in/photostream/
What knowledge and
content is shareable
and/or open to input?
1
Determine appropriate
online spaces and channels
Assess unique attributes and culture of each social media
space
2
Brainstorm and develop
participation opportunities
3
Designing Engagement
Create an engagement
calendar
You Need a Content Strategy
http://www.flickr.com/photos/rmnl/207379365/sizes/o/in/photostream/
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?
Questions to Get You Started
Real interactions: personal engagementValue-added contentRegular programming
Participation entry paths
hhh
Conversation startersOpen-ended questions
Engaging Practices
Assess Participation Opportunities
http://www.flickr.com/photos/jenlen/291765681/sizes/m/in/photostream/
These are your tools
BloggingMicro
Blogging
Photo Sharing
Video Sharing
PodcastsWidgets
Social Networking
Chat Rooms
Message Boards
RSS Feeds
Source: Universal McCann Companies Study on Social Media Trends (March 2008)
ExacTarget survey of internet users, April 2010Source: http://www.emarketer.com/Article.aspx?R=1007829
ExacTarget survey of internet users, April 2010Source: http://www.emarketer.com/Article.aspx?R=1007829
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.
Twitter Participants and Features
@messages, DM, hashtagsTiny URL, personal touch, newsTwitter #chats, tag, twitpics, petitions, oneforty.com (store)
@messages, events, video tagging, photo tagging, custom tabs, private groups, open groups, games and apps, causes, calls to action, community
Facebook Participants and Features
Fans tend to want to show support publicly, motivation for entertainment. Want community and news.
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
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
YouTube Participants and Features
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 approvalsInability to respond quicklyTalking logos
Not knowing what the stakeholder wantsNot delivering valueOne-way conversationsNo 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/
What knowledge and
content is shareable
and/or open to input?
1
Determine appropriate
online spaces and channels
Assess unique attributes and culture of each social media
space
2
Brainstorm and develop
participation opportunities
3
Designing Engagement
Create an engagement
calendar
Sample Facebook 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.orgBullyingUK: wwhttp://www.bullying.co.uk/Diabetes Hands Foundation: www.tudiabetes.orgPowered by Orange: www.poweredbyorange.comAmerican Red Cross: http://www.redcross.org/en/National Wildlife Federation: NWF.orgOceana: www.oceana.orgONE: http://one.org/international/Charity:water: http://www.charitywater.org/Humane Society: http://www.humanesociety.org/
THANK YOU!
Debra Askanase, Engagement Strategistdebra@communityorganizer20.comwww.communityorganizer20.comTwitter: @askdebraBuzz: daskanase