Director, Web ExperienceBrand LeadershipUnited Way Worldwide
The Next Level of Online EngagementBuilding a smart, strategic and savvy social media operation for any size organization
Brian Cox Tweet Me: @bctweets
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Overview of Online EngagementWhy Online Engagement?
Online EngagementTHE OLD WAY
ORGANIZATION ORGANIZATION
Why might Social Media have good results for high-effort requests?
What is Individual Engagement`
INDIVIDUAL ENGAGEMENT: Build more personal and relevant connections with current and prospective individuals so that they become inspired to take action and answer your call for advocacy.
Identify UW Supporters and Gain
Better Understanding
Dialogue with Individuals
and Motivate Hand Raisers
Activate
Retain
Acquire
Building Your Advocacy Base
How Online Fits with Individual Engagement
United Way will harness the power of the Internet to Advance the Common Good. We will inspire and guide a grassroots movement
and ensure that we are a mobilizing force for social change -- nationally and locally -- online and on the ground.
Websites
Social Media
E-mailAcquisition- Lead conversations and listen.- Generate buzz and WOM.- Acquire supporters.
Retention- Deepen relationships through consistent outreach and Ask/Thank/Inform. - Drive viral engagement.
Activation- Online Community Building. (blogging, surveys, conversations)- Robust Give/Adv/Volunteer experience.
Tying it TogetherCross Pollination of Online and On-the-Ground
#KidsWin
Planning Your Approach
• Strategic Framework
• Communications Plan
• Public Relations Plan
• Stakeholder Engagement
• Supporter Acquisition
• Crisis Communication
• Setting expectations and policies
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Strategic Framework
• What are you trying to accomplish?
• How can Social Media help you get there?
• Raising Awareness
• Organizational positioning
• Lead acquisition (donors, advocates, volunteers)
• Adding value to partnerships and corporate recognition
• Considerations:
• Content creation and curation
• It takes a village…
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Communications Plan
• Social media and traditional media work best together
• Sponsored stories, social media advertisements
• Can you plan for a VIRAL success?
• Local events: disasters, controversies, etc
• Public engagement of key players
Others?
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Public Relations Plan
Being in social media means publicly surrounding yourself with opinions… this is a good thing! Really!
• Promoting the Good
• Directly engage
• Inspire positive messaging
• Managing the Bad
• When is it really bad?
• Do I respond? Do I not…
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Public Relations Plan
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Public Relations / Social Media Outreach
Social Media can help you bypass gatekeepers and directly reach:
• Journalists, Reporters and various Media
Engaging Bloggers and Influencers
• Creating an Experience
• Case: Compassion International
• Case: McDonald’s
• Directly Engaging Critics
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Stakeholder Engagement
• Board Members
• Staff
• Volunteers
• Donors
• Advocates
• Partners:
• Corporate
• Community & Non-profit
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Stakeholder Engagement
• Recognition
• Tweet: @UnitedWay is thrilled to welcome @JuanaSlade to the US Board of Trustees. #LIVEUNITED
• Tweet: Congratulations @BankofAmerica for recruiting 5,000 volunteer readers, tutors and mentors! Way to go! #LIVEUNITED
• Appreciation
• Facebook: John Smith first gave to United Way of North Central Florida in 1932 and hasn’t missed a year since! We’re so grateful to have friends like you! LIKE this post to say THANKS for LIVING UNITED for 80 years.
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Supporter Acquisition
Social Media lets you inspire your supporters to take action and evangelize on behalf of your cause.
• Your following shows LEADERSHIP
• The power of the FIRST FOLLOWER
• Peer-to-Peer Friendraising, Fundraising
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Crisis Communications
• Crisis in the Community
• Customer Service Crisis
• Organizational Crisis
• Communicating through chaos
• Case: KLM Airlines
• Damage Control
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Setting Expectations and Policies
• Who should tweet and post on behalf of themselves?
EVERYONE!
• Who should tweet and post on behalf of your organization:
• Two models:
• Social Media Manager
• Select individuals
• Assign content topics
• Use management tools
• CEO
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Setting Expectations and Policies
How Many Twitter Handles and Facebook Pages
• Internal Audience
• External Audience
Remember, what happens in Vegas stays on… YouTube!
Post Frequency
• Facebook: 1/day or 5-7 per week
• Twitter: As often as you’d like!
• Google+: 5-10 per week
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What to Expect
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Plan First.
Measure Second.
DO METRICS
Metrics Include:
• Donations
• Advocacy Actions
• Event Attendance
• Membership
• Volunteerism
• Sales
For Each “Do” metric there are specific conversion-related KPIs
• If your DO metric is securing donations, DO KPIs will help you determine if your tactics are converting or driving donors away
• Samples: referral traffic sources, # of unique visitors, bounce rate, time spent on donation page
SEE METRICS
Metrics Include:
• Facebook like totals
• Twitter follower totals
• Website traffic
• Email sign-ups
• RSS subscriptions
• Earned Media
ALL BETS ARE OFF… until users engage with your content!
• Website visits, social media followers, and email sign-ups represent a level of engagement deeper than “Impressions”
SAY METRICS
Where most social media efforts begin and end.
Metrics Include:
• Facebook content likes
• Facebook shares
• Twitter retweets
• Email forwards
• Google +1s
LISTEN AND REPEAT.
• SAY Metrics are GREAT indicators of content quality
• Metrics help you identify champions of your cause
• Great indicators of engagement
• Beyond awareness, SAY metrics drive interactions
FEEL METRICS
Taking SAY one step further
Metrics Include:
• Facebook Shares with personalized messages
• Facebook comments
• Personalized retweets
• Blog comments
LISTEN AND REPEAT.
• Captures instances when people engage with content, internalize message, and add their two cents.
• Known in social media as sentiment
What does it mean?
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Bringing it to Life
Numbers are misleading!
Context is Key:
• Tools can provide support, but YOU have to provide context
• Are people saying positive or negative things?
• Reporting on social media should include insights and analysis
For each metric ask yourself:
1. Who is engaging?
2. What are they responding to?
3. What are they saying?
4. What does it mean?
Tying the Technical to the Narrative
This is where you earn your stripes!
• Who is your demographic online? Does it differ from on the ground?
• What are Facebook’s Insights telling you about content interactions?
Adjust your approach:
• If you lead with a great stat, but the retweets focus on a detail in the story, take this to heart!
• From the trenches, it all looks beautiful! Be selective about your content.
Best Practices Update
Five Facts to Bank on in 2012
1. The Face of Facebook Pages is Changing. Again.
2. Google+ Is Not Going Away
3. Traditional and Social Media Work Best Together
4. Social is Mobile and Mobile is Finally Social
5. Move Fast, or Move Out of the Way
Source:
Matt WurstAdAgeDIGITAL
Best Practices Update
April 20, 202332
How to Create News Feed-worthy Facebook Content
• Content is Not Always King - Posting too often can drive fans to unlike your page. Control volume but produce content yielding high interactions
• Vary Your Posts - Often it’s not what you’re saying, but what you’re sharing. Include photos, videos, etc.
• Timing is Everything – Keep a log of what time of day you post things. Vary it and keep a record so you know when your posts are read the most.
• Post About a Trending Topic
• Go Manual – Scheduling ALL of your posts may provide a poor experience
• Use Facebook’s New FeaturesSource:
Chelsea HejnySmartBlog on Social Media
SmartBrief
Best Practices Update
How can I get more people talking about me on Twitter?
• Share other people’s content
• Pay attention to timing
• Share behind-the-scenes-stuff
Source:
Andy SernovitzSmartBlog on Social MediaSmartBrief / Andy’s Answers
Get a Grip!Tools to Help Your Measure Social Media
WORDLE.NET
Thank youBrian Cox Tweet Me: @bctweetsDirector, Web ExperienceBrand Leadership, United Way Worldwide
Questions?
