Social media is ALL about engagement. In this webinar, we’ll take a look at Twitter, Facebook, Google Buzz, and blogs. We’ll also look at some creative engagement using Linkedin, if time permits. With deeper engagement, supporters are much more likely to take action on your behalf, share your organization’s information, donate money, and bring friends to your social spaces.

1. Understanding the Engagement Factor:
Engagement Strategies on Social Media
Debra Askanase, Presenter
July 28, 2010
Use TwiEer Hashtag #npweb
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3. About the Presenter
Bring strategy into social media:
Engagement Strategist, Community Organizer 2.0
Experience: Former
execuBve director,
business consultant,
fundraiser & more
BA, Emory University
MBA, Bar Ilan University

4. The Social Media Funnel
Theories of Engagement
Designing Engagement
Nonprofit Examples
Barriers to Engagement
CreaBng the Engagement Calendar
hDp://www.flickr.com/photos/ooh_food/3295778011/sizes/o/in/photostream/

5. The Social Media Funnel
Move to
AcBon
Creates
Trust
Social Media
Engage

6. AcBon Taken As a Result of Social Media
Social Media Influences AcBons
(nonprofit)

8. hDp://www.emarketer.com/ArBcle.aspx?R=1006930,

9. Effects of Nonprofit Social Media Efforts
Opportunity to learn about new issues – 85%
Another way to support a favorite cause – 80%
Used some form of online media to support a
cause – 60%
Advocate for a cause (forward messages)‐ 36%
Personal behavior change – 34%
Purchasing cause‐related products – 23%
Source:
2009 Cone Consumer New Media Study: hDp://www.coneinc.com/content2615

10. Using Social Media to Meet Nonprofit Goals hDp://idealware.org/sm_survey/

11. Theories of Engagement
hDp://www.flickr.com/photos/7855449@N02/2780458538/sizes/m/in/photostream/

12. ParUcipaUon Inequality*
* Increase engagement to break the rule
Source: Jakob Nielsen hDp://www.useit.com/alertbox/parBcipaBon_inequality.html

13. hDp://forrester.typepad.com/groundswell/
2010/01/conversaBonalists‐get‐onto‐the‐
ladder.html

14. Ladder of Engagement
Happy Bystanders
Spreaders
Donors
Evangelists
InsBgators
The Networked Nonprofit by Allison Fine and Beth Kanter (p.68)
hDp://www.flickr.com/photos/29116597@N04/4796653044/sizes/l/in/photostream/

16. Designing Engagement
1 2 3
What Determine Brainstorm and
knowledge and appropriate develop
content is online spaces parBcipaBon
shareable and/ and channels opportuniBes
or open to
input?
Assess unique
aDributes and Create an
culture of each engagement
social media calendar
space

17. You Need a Content Strategy
hDp://www.flickr.com/photos/rmnl/207379365/sizes/o/in/photostream/

18. QuesUons to Get You Started
1. Why are people interested in your
organizaBon or cause?
2. What content creates conversaBon?
3. What content could create community?
4. What can the community create for your
content? (Collaborate and empower)
5. What content or ideas can you open up?
6. What added value can your content offer?
7. What does the medium dictate?

19. Engaging PracUces
Real interacBons: personal engagement
Value‐added content
Regular programming
ParBcipaBon entry paths
"
ConversaBon starters
Open‐ended quesBons

20. Assess ParUcipaUon OpportuniUes
hDp://www.flickr.com/photos/jenlen/291765681/sizes/m/in/photostream/

21. Blogging
Micro
RSS Feeds
Blogging
Message Photo
Boards These are Sharing
your tools
Chat
Video
Rooms
Sharing
Social
Networking Podcasts
Widgets
Source: Universal McCann Companies Study on Social Media Trends (March 2008)

22. ExacTarget survey of internet users, April 2010
Source: hDp://www.emarketer.com/ArBcle.aspx?R=1007829

23. ExacTarget survey of internet users, April 2010
Source: hDp://www.emarketer.com/ArBcle.aspx?R=1007829

24. TwiEer ParUcipants and Features
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.
@messages, DM, hashtags
Tiny URL, personal touch, news
TwiDer #chats, tag, twitpics,
peBBons, oneforty.com (store)

25. Facebook ParUcipants and Features
Fans tend to want to show
support publicly, moBvaBon for
entertainment. Want community
and news.
@messages, events, video
tagging, photo tagging, custom
tabs, private groups, open
groups, games and apps, causes,
calls to acBon, community

26. Blogging ParUcipants and Features
They want to be recognized for
commenBng, being loyal readers,
loving your organizaBon. May
have their own blogs. Readers
skew older.
Embed video, photo, images,
developed ideas, calls to acBon,
community, mulB‐user blog,
guest blogging, commenBng
strategy

27. YouTube ParUcipants and Features
News and poliBcs 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 posBng, moderator funcBon, calls to
acBon, video annotaBon links to cause, comments voBng,
channel subscripBons, Google checkout donaBons, embed
externally, video responses, text comments, contests

29. Awesome ParUcipatory PracUces
hDp://www.flickr.com/photos/intersecBonconsulBng/3469011212/sizes/o/in/photostream/

30. Florence: the person behind the logo

32. Hold a
TwiDer
chat

33. What is more personal than
the TwiDer Kids tweeBng?

34. Compelling
from the
introducBon

36. Create opportuniBes for personal
engagement: Q&A

41. Facebook app to create
engagement

47. Barriers to Engagement
MulB‐level approvals
Inability to respond quickly
Talking logos
Not knowing what the stakeholder wants
Not delivering value
One‐way conversaBons
No entry paths to parBcipaBon
hDp://www.flickr.com/photos/glenscoD/860805757/sizes/l/in/photostream/

48. Create Your Engagement Calendar
hDp://www.flickr.com/photos/cglosli/2215278376/sizes/m/in/photostream/

49. Sample Engagement Calendar

50. Sample Engagement Calendar

51. Nonprofits That Create Great Spaces
hDp://www.flickr.com/photos/foundphotoslj/865557386/sizes/m/in/photostream/

52. Epic Change: www.epicchange.org
BullyingUK: wwhDp://www.bullying.co.uk/
Diabetes Hands FoundaBon: www.tudiabetes.org
Powered by Orange: www.poweredbyorange.com
American Red Cross: hDp://www.redcross.org/en/
NaBonal Wildlife FederaBon: NWF.org
Oceana: www.oceana.org
ONE: hDp://one.org/internaBonal/
Charity:water: hDp://www.charitywater.org/

53. Debra Askanase, Engagement Strategist
debra@communityorganizer20.com
www.communityorganizer20.com
TwiDer: @askdebra
Buzz: daskanase

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Chris Dumas
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