UnderstandingtheEngagementFactor:EngagementStrategiesonSocialMedia
DebraAskanase,PresenterJuly28,2010
UseTwiEerHashtag#npweb
SpecialThanksToOurSponsors
AProudSponsorofNonprofitWebinars.com
Helpingordinarypeopleraiseextraordinaryamountsfornonprofitsisallwedo,andweloveit.
AboutthePresenter
Experience:FormerexecuBvedirector,businessconsultant,fundraiser&more
Bringstrategyintosocialmedia:EngagementStrategist,CommunityOrganizer2.0
BA,EmoryUniversityMBA,BarIlanUniversity
TheSocialMediaFunnelTheoriesofEngagementDesigningEngagementNonprofitExamples
BarrierstoEngagementCreaBngtheEngagementCalendar
hDp://www.flickr.com/photos/ooh_food/3295778011/sizes/o/in/photostream/
SocialM
edia
Engage Creates
Trust
Moveto
AcBon
TheSocialMediaFunnel
SocialMediaInfluencesAcBonsAcBonTakenAsaResultofSocialMedia
(nonprofit)
hDp://www.emarketer.com/ArBcle.aspx?R=1006930,
EffectsofNonprofitSocialMediaEfforts
Opportunitytolearnaboutnewissues–85%Anotherwaytosupportafavoritecause–80%Usedsomeformofonlinemediatosupportacause–60%
Advocateforacause(forwardmessages)‐36%Personalbehaviorchange–34%Purchasingcause‐relatedproducts–23%
Source:2009ConeConsumerNewMediaStudy:hDp://www.coneinc.com/content2615
UsingSocialMediatoMeetNonprofitGoalshDp://idealware.org/sm_survey/
TheoriesofEngagement
hDp://www.flickr.com/photos/7855449@N02/2780458538/sizes/m/in/photostream/
ParUcipaUonInequality**Increaseengagementtobreaktherule
Source:JakobNielsenhDp://www.useit.com/alertbox/parBcipaBon_inequality.html
hDp://forrester.typepad.com/groundswell/2010/01/conversaBonalists‐get‐onto‐the‐ladder.html
LadderofEngagement
HappyBystandersSpreadersDonorsEvangelistsInsBgators
TheNetworkedNonprofitbyAllisonFineandBethKanter(p.68)
hDp://www.flickr.com/photos/29116597@N04/4796653044/sizes/l/in/photostream/
Whatknowledgeand
contentisshareableand/oropentoinput?
1
Determineappropriateonlinespacesandchannels
AssessuniqueaDributesandcultureofeachsocialmedia
space
2
Brainstormanddevelop
parBcipaBonopportuniBes
3
DesigningEngagement
Createanengagementcalendar
YouNeedaContentStrategy
hDp://www.flickr.com/photos/rmnl/207379365/sizes/o/in/photostream/
1. WhyarepeopleinterestedinyourorganizaBonorcause?
2. WhatcontentcreatesconversaBon?3. Whatcontentcouldcreatecommunity?4. Whatcanthecommunitycreateforyour
content?(Collaborateandempower)5. Whatcontentorideascanyouopenup?6. Whataddedvaluecanyourcontentoffer?7. Whatdoesthemediumdictate?
QuesUonstoGetYouStarted
RealinteracBons:personalengagementValue‐addedcontentRegularprogramming
ParBcipaBonentrypaths
"
ConversaBonstartersOpen‐endedquesBons
EngagingPracUces
AssessParUcipaUonOpportuniUes
hDp://www.flickr.com/photos/jenlen/291765681/sizes/m/in/photostream/
Theseareyourtools
BloggingMicro
Blogging
PhotoSharing
VideoSharing
PodcastsWidgets
SocialNetworking
ChatRooms
MessageBoards
RSSFeeds
Source:UniversalMcCannCompaniesStudyonSocialMediaTrends(March2008)
ExacTargetsurveyofinternetusers,April2010Source:hDp://www.emarketer.com/ArBcle.aspx?R=1007829
ExacTargetsurveyofinternetusers,April2010Source:hDp://www.emarketer.com/ArBcle.aspx?R=1007829
Appealstothosewhowanttofeelmostup‐to‐date,intheknow.Wanttoconnecttorealpeopleandbepartofatribe.Pushedbyearlyadopters.
TwiEerParUcipantsandFeatures
@messages,DM,hashtagsTinyURL,personaltouch,newsTwiDer#chats,tag,twitpics,peBBons,oneforty.com(store)
@messages,events,videotagging,phototagging,customtabs,privategroups,opengroups,gamesandapps,causes,callstoacBon,community
FacebookParUcipantsandFeatures
Fanstendtowanttoshowsupportpublicly,moBvaBonforentertainment.Wantcommunityandnews.
BloggingParUcipantsandFeatures
TheywanttoberecognizedforcommenBng,beingloyalreaders,lovingyourorganizaBon.Mayhavetheirownblogs.Readersskewolder.
Embedvideo,photo,images,developedideas,callstoacBon,community,mulB‐userblog,guestblogging,commenBngstrategy
NewsandpoliBcsvideosgainthemostcomments.20‐35yearoldbloggersembedvideosthemostintotheirblogs,then36‐60year‐olds.Musicandentertainmentmostpopular.26%ofallsearchisYouTube.
Friendrequests,wallposBng,moderatorfuncBon,callstoacBon,videoannotaBonlinkstocause,commentsvoBng,channelsubscripBons,GooglecheckoutdonaBons,embedexternally,videoresponses,textcomments,contests
YouTubeParUcipantsandFeatures
AwesomeParUcipatoryPracUces
hDp://www.flickr.com/photos/intersecBonconsulBng/3469011212/sizes/o/in/photostream/
Florence:thepersonbehindthelogo
HoldaTwiDerchat
WhatismorepersonalthantheTwiDerKidstweeBng?
CompellingfromtheintroducBon
CreateopportuniBesforpersonalengagement:Q&A
Facebookapptocreateengagement
BarrierstoEngagement
MulB‐levelapprovalsInabilitytorespondquicklyTalkinglogos
NotknowingwhatthestakeholderwantsNotdeliveringvalueOne‐wayconversaBonsNoentrypathstoparBcipaBon
hDp://www.flickr.com/photos/glenscoD/860805757/sizes/l/in/photostream/
CreateYourEngagementCalendar
hDp://www.flickr.com/photos/cglosli/2215278376/sizes/m/in/photostream/
SampleEngagementCalendar
SampleEngagementCalendar
NonprofitsThatCreateGreatSpaces
hDp://www.flickr.com/photos/foundphotoslj/865557386/sizes/m/in/photostream/
EpicChange:www.epicchange.orgBullyingUK:wwhDp://www.bullying.co.uk/DiabetesHandsFoundaBon:www.tudiabetes.orgPoweredbyOrange:www.poweredbyorange.comAmericanRedCross:hDp://www.redcross.org/en/NaBonalWildlifeFederaBon:NWF.orgOceana:www.oceana.orgONE:hDp://one.org/internaBonal/Charity:water:hDp://www.charitywater.org/
DebraAskanase,EngagementStrategistdebra@communityorganizer20.comwww.communityorganizer20.comTwiDer:@askdebraBuzz:daskanase
Find the listings for our current season of webinars and register at
NonprofitWebinars.com
Chris Dumas [email protected]
707-812-1234
Special Thanks To Our Sponsors