Designing Social Media Engagement
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The document outlines strategies for designing social media engagement, emphasizing the importance of creating opportunities for interaction and community-building through online platforms. It discusses barriers to engagement, the need for a content strategy, and provides frameworks such as the social media funnel and engagement calendar. Additionally, it highlights effective engagement practices and offers examples from successful nonprofit organizations.
Designing Social Media Engagement
- 1. Designing Social Media Engagementhttp://www.flickr.com/photos/ooh_food/3295778011/sizes/o/in/photostream/
- 2. About the PresenterBring strategy into social media:Engagement Strategist, Community Organizer 2.0Experience:Former executive director, business consultant, fundraiser & moreBA,Emory UniversityMBA, Bar Ilan University
- 3. The Social Media FunnelTheories of EngagementDesigning EngagementNonprofit ExamplesBarriers to EngagementCreating the Engagement Calendarhttp://www.flickr.com/photos/ooh_food/3295778011/sizes/o/in/photostream/
- 4. The Social Media Funnel
- 6. Participation Inequality** Increase engagement to break the ruleSource: Jakob Nielsen http://www.useit.com/alertbox/participation_inequality.html
- 8. Ladder of EngagementHappy BystandersSpreadersDonorsEvangelistsInstigatorsThe Networked Nonprofit by Allison Fine and Beth Kanter (p.68)http://www.flickr.com/photos/29116597@N04/4796653044/sizes/l/in/photostream/
- 10. Designing Engagement123Determine appropriate online spaces and channelsWhat knowledge and content is shareable and/or open to input? Brainstorm and develop participation opportunitiesAssess unique attributes and culture of each social media spaceCreate an engagement calendar
- 11. You Need a Content Strategyhttp://www.flickr.com/photos/rmnl/207379365/sizes/o/in/photostream/
- 12. Questions to Get You StartedWhy are people interested in your organization or cause?What content creates conversation?What content could create community?What can the community create for your content? (Collaborate and empower)What content or ideas can you open up?What added value can your content offer?What does the medium dictate?
- 13. Engaging PracticesReal interactions: personal engagementValue-added contentRegular programmingParticipation entry pathshhhConversation startersOpen-ended questions
- 15. BloggingMicro BloggingRSS FeedsPhoto SharingMessage BoardsThese are your toolsChat RoomsVideo SharingSocial NetworkingPodcastsWidgetsSource: Universal McCann Companies Study on Social Media Trends (March 2008)
- 16. ExacTarget survey of internet users, April 2010Source: http://www.emarketer.com/Article.aspx?R=1007829
- 17. ExacTarget survey of internet users, April 2010Source: http://www.emarketer.com/Article.aspx?R=1007829
- 18. Twitter Participants and FeaturesAppeals 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.@messages, DM, hashtagsTiny URL, personal touch, newsTwitter #chats, tag, twitpics, petitions, oneforty.com (store)
- 19. Facebook Participants and FeaturesFans tend to want to show support publicly, motivation for entertainment. Want community and news. @messages, events, video tagging, photo tagging, custom tabs, private groups, open groups, games and apps, causes, calls to action, community
- 20. Blogging Participants and FeaturesThey 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
- 21. YouTube Participants and FeaturesNews 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
- 24. Florence: the person behind the logo
- 26. Hold a Twitter chat
- 27. What is more personal than the Twitter Kids tweeting?
- 28. Compelling from the introduction
- 30. Create opportunities for personal engagement: Q&A
- 34. Facebook app to create engagement
- 39. Barriers to EngagementMulti-level approvalsInability to respond quicklyTalking logosNot knowing what the stakeholder wantsNot delivering valueOne-way conversationsNo entry paths to participationhttp://www.flickr.com/photos/glenscott/860805757/sizes/l/in/photostream/
- 40. Create Your Engagement Calendarhttp://www.flickr.com/photos/cglosli/2215278376/sizes/m/in/photostream/
- 41. Designing Engagement123Determine appropriate online spaces and channelsWhat knowledge and content is shareable and/or open to input? Brainstorm and develop participation opportunitiesAssess unique attributes and culture of each social media spaceCreate an engagement calendar
- 42. Sample Facebook Engagement Calendar
- 44. Nonprofits That Create Great Spaceshttp://www.flickr.com/photos/foundphotoslj/865557386/sizes/m/in/photostream/
- 45. 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/
- 46. THANK YOU!Debra Askanase, Engagement Strategistdebra@communityorganizer20.comwww.communityorganizer20.comTwitter: @askdebraBuzz: daskanase
Editor's Notes
- #15: http://www.flickr.com/photos/jenlen/291765681/sizes/m/in/photostream/
- #16: Universal McCann (March 2008) Power to the People - Wave 3 Study on Social Media Trends www.universalmccann.com/Assets/wave_3_20080403093750.pdf49% of internet users worldwide upload and share photos at least weekly (Universal McCann Wave 3 Study)
- #18: 2/3 of daily FB users are fans of brands4/10 Twitterers follow a brand
- #19: Psychographics: IOAV: Interests, activities, opinions, valuesFurther info: http://aimgroup.com/clients/2009/07/13/new-study-reveals-social-net-psychographics/http://mmx.typepad.com/mmx/psychographics/: Twitter users are more like to consume news (47% of traffic),
- #20: http://mmx.typepad.com/mmx/psychographics/: Facebook users are interested in news (28% of traffic) and community (17%), Challenge to create community, easier to create participation.
- #22: http://www.readwriteweb.com/archives/whats_hot_on_youtube_and_who_is_embedding_those_vi.php
- #24: http://www.flickr.com/photos/intersectionconsulting/3469011212/sizes/o/in/photostream/
- #28: http://tweetsgiving.epicchange.org/twitterkids/
- #39: http://www.youtube.com/user/charitywater#p/a/u/1/xqiKJXLj6fU
- #41: http://www.flickr.com/photos/cglosli/2215278376/sizes/m/in/photostream/