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Understanding the Engagement Factor,[object Object],Engagement Strategies on Social Media,[object Object],Website: www.firstgiving.com,[object Object],Twitter: @firstgiving,[object Object],Blog: blog.firstgiving.com,[object Object]
About the presenters,[object Object],Andrew Urban,[object Object],Head of Sales and Business Development,[object Object],andrew@firstgiving.com,[object Object],Debra Askanase,[object Object],Community Engagement Manager,[object Object],debra@firstgiving.com,[object Object]
Helping ordinary people raise extraordinary amounts for nonprofits is all we do, and we love it.,[object Object]
About FirstGiving,[object Object],[object Object]
13 million+ online donors
10+ years in business
31employees in the US
Offices in Boston and San Francisco
100+ employees worldwide82% - the average year over year increase in online donations a nonprofit sees that utilizes FirstGiving.,[object Object]
The Social Media Funnel,[object Object],Theories of Engagement,[object Object],Designing Engagement,[object Object],Nonprofit Examples,[object Object],Creating the Engagement Calendar,[object Object],Leveraging engagement for events,[object Object],http://www.flickr.com/photos/ooh_food/3295778011/sizes/o/in/photostream/,[object Object]
The Social Media Funnel,[object Object]
It’s about RELATIONSHIPS, not broadcasting,[object Object]
It’s about the conversation and value-added content, not broadcasting,[object Object]
It’s about storytelling, not broadcasting,[object Object]
Social Media Influences Actions,[object Object],Action Taken As a Result of Social Media,[object Object]
Understanding the Engagement Factor: Using Social Media
Effects of Nonprofit Social Media Efforts,[object Object],Opportunity to learn about new issues – 85%,[object Object],Another way to support a favorite cause – 80%,[object Object],Used some form of online media to support a 	cause – 60%,[object Object],Advocate for a cause (forward messages)- 36%,[object Object],Personal behavior change – 34%,[object Object],Purchasing cause-related products – 23%,[object Object],Source:  2009 Cone Consumer New Media Study: http://www.coneinc.com/content2615,[object Object]
Using Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/,[object Object]
Understand the Ladder of Engagement,[object Object],Happy Bystanders,[object Object],Spreaders,[object Object],Donors,[object Object],Evangelists,[object Object],Instigators,[object Object],The Networked Nonprofit by Allison Fine and Beth Kanter (p.68),[object Object],http://www.flickr.com/photos/29116597@N04/4796653044/sizes/l/in/photostream/,[object Object]
Understanding the Engagement Factor: Using Social Media
Designing Engagement,[object Object],1,[object Object],2,[object Object],3,[object Object],Determine appropriate online spaces and channels,[object Object],What knowledge and content is shareable and/or open to input?  ,[object Object],Brainstorm and develop participation opportunities,[object Object],Assess unique attributes and culture of each social media  space,[object Object],Create an engagement calendar,[object Object]
You Need a Content Strategy,[object Object],http://www.flickr.com/photos/rmnl/207379365/sizes/o/in/photostream/,[object Object]
Questions to Get You Started,[object Object],Why are people interested in your organization or cause?,[object Object],What content creates conversation?,[object Object],What content could create community?,[object Object],What can the community create for your content? (Collaborate and empower),[object Object],What content or ideas can you open up?,[object Object],What added value can your content offer?,[object Object],What does the medium dictate? ,[object Object]
Engaging Practices,[object Object],Real interactions: personal engagement,[object Object],Value-added content,[object Object],Regular programming,[object Object],Participation entry paths,[object Object],hhh,[object Object],Conversation starters,[object Object],Open-ended questions,[object Object]
Assess Participation Opportunities,[object Object],http://www.flickr.com/photos/jenlen/291765681/sizes/m/in/photostream/,[object Object]
Blogging,[object Object],Micro Blogging,[object Object],RSS Feeds,[object Object],Photo Sharing,[object Object],Message Boards,[object Object],These are your tools,[object Object],Chat Rooms,[object Object],Video ,[object Object],Sharing,[object Object],Social Networking,[object Object],Podcasts,[object Object],Widgets,[object Object],Source: Universal McCann Companies Study on Social Media Trends (March 2008) ,[object Object]
ExacTarget survey of internet users, April 2010,[object Object],Source: http://www.emarketer.com/Article.aspx?R=1007829,[object Object]
Twitter Participants and Features,[object Object],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.,[object Object],@messages, DM, hashtags,[object Object],Tiny URL, personal touch, news,[object Object],Twitter #chats, tag, twitpics, petitions, oneforty.com (store),[object Object]
Facebook Participants and Features,[object Object],Fans tend to want to show support publicly, motivation for entertainment. Want community and news. ,[object Object],@messages, events, video tagging, photo tagging, custom tabs, groups, Places, Deals, games and apps, community pages, Events,[object Object]
Blogging Participants and Features,[object Object],They want to be recognized for commenting, being loyal readers, loving your organization. May have their own blogs. Readers skew older.,[object Object],Embed video, photo, images, developed ideas, calls to action, community, multi-user blog, guest blogging, commenting strategy,[object Object]
YouTube Participants and Features,[object Object],News and politics videos gain the most commentsMusic and entertainment most popular. 26% of all search is YouTube.,[object Object],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,[object Object]
Understanding the Engagement Factor: Using Social Media
Awesome Participatory Practices,[object Object],http://www.flickr.com/photos/intersectionconsulting/3469011212/sizes/o/in/photostream/,[object Object]
Florence: the person behind the logo,[object Object]
Understanding the Engagement Factor: Using Social Media
Hold a Twitter chat,[object Object]
Understanding the Engagement Factor: Using Social Media
http://fblandingtabs.wikispaces.com/Nonprofitexamples,[object Object],Compelling from the introduction,[object Object]
Understanding the Engagement Factor: Using Social Media
Understanding the Engagement Factor: Using Social Media
Tagging Another Page,[object Object]
Facebook app to create engagement,[object Object]
Understanding the Engagement Factor: Using Social Media
Understanding the Engagement Factor: Using Social Media
Understanding the Engagement Factor: Using Social Media
Understanding the Engagement Factor: Using Social Media
The Uncultured Project: 72,000 subscribers. Using video to tell about stories.,[object Object]
Barriers to Engagement,[object Object],Multi-level approvals,[object Object],Inability to respond quickly,[object Object],Talking logos,[object Object],Not knowing what the stakeholder wants,[object Object],Not delivering value,[object Object],One-way conversations,[object Object],No entry paths to participation,[object Object],http://www.flickr.com/photos/glenscott/860805757/sizes/l/in/photostream/,[object Object]
Create Your Engagement Calendar,[object Object],http://www.flickr.com/photos/cglosli/2215278376/sizes/m/in/photostream/,[object Object]
Sample Engagement Calendar,[object Object]
Sample Engagement Calendar,[object Object]
Leverage the Social Media Funnel,[object Object]
1. Create Engaged Social Spaces,[object Object]
2. ID Engaged Stakeholders,[object Object]
3. Create a Closed Play/Plan Space,[object Object],Specifically target influencers and dedicated fans to join,[object Object],http://www.flickr.com/photos/foundphotoslj/865557386/sizes/m/in/photostream/,[object Object]
4. Encourage event social sharing,[object Object]
5. Share From Website and Across Platforms,[object Object]
5. Recognize People,[object Object]
Key Takeaways,[object Object],http://www.flickr.com/photos/55450520@N07/5142589205/in/pool-1561782@N22/,[object Object]

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Understanding the Engagement Factor: Using Social Media

Hinweis der Redaktion

  1. http://www.flickr.com/photos/ooh_food/3295778011/sizes/o/in/photostream/
  2. http://www.animatedexplanations.com/Animation.aspx?animation=391(Twitter)
  3. Note the satisfaction with blogs as highest.
  4. http://www.flickr.com/photos/29116597@N04/4796653044/sizes/l/in/photostream/
  5. http://www.flickr.com/photos/rmnl/207379365/sizes/o/in/photostream/
  6. http://www.flickr.com/photos/jenlen/291765681/sizes/m/in/photostream/
  7. 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)
  8. 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),
  9. 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.
  10. http://www.readwriteweb.com/archives/whats_hot_on_youtube_and_who_is_embedding_those_vi.php
  11. http://www.flickr.com/photos/intersectionconsulting/3469011212/sizes/o/in/photostream/
  12. http://tweetsgiving.epicchange.org/twitterkids/
  13. http://www.youtube.com/user/charitywater#p/a/u/1/xqiKJXLj6fU
  14. http://www.flickr.com/photos/glenscott/860805757/sizes/l/in/photostream/
  15. http://www.flickr.com/photos/cglosli/2215278376/sizes/m/in/photostream/
  16. http://www.flickr.com/photos/ooh_food/3295778011/sizes/o/in/photostream/