The Next Level of Online Engagement

wastecypriotInternet and Web Development

Nov 10, 2013 (3 years and 9 months ago)

71 views

Director, Web Experience



Brand Leadership

United Way Worldwide


The Next Level of Online Engagement

Building a smart, strategic and savvy social
media operation for any size organization

Brian Cox Tweet Me: @
bctweets

3

Overview of Online Engagement

Why Online Engagement?


Online Engagement

THE 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
-
mail

Acquisition

-

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 Together

Cross 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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10

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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11

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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12

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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13

Public Relations Plan

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14

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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15

Stakeholder Engagement


Board Members


Staff


Volunteers


Donors


Advocates


Partners:


Corporate


Community & Non
-
profit

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16

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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17

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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18

Crisis Communications


Crisis in the Community


Customer Service Crisis


Organizational Crisis


Communicating through chaos


Case: KLM Airlines


Damage Control


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19

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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20

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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21

What to Expect

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22

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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27

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 Wurst

AdAgeDIGITAL

Best Practices Update

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32

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 Features

Source:

Chelsea Hejny

SmartBlog 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 Sernovitz

SmartBlog on Social Media

SmartBrief / Andy’s Answers

Get a Grip!

Tools to Help Your Measure Social Media

WORDLE.NET

Thank you

Brian
Cox

Tweet
Me: @
bctweets


Director, Web Experience

Brand Leadership, United Way Worldwide

Questions?