This document provides an overview of an online engagement workshop. It discusses frameworks for social media campaigns and case studies. It outlines why campaigns succeed when they have strong story elements, design, and help build a movement. The document then discusses campaign design, assets, timelines, and optimization. Additional resources on campaign best practices and examples are also provided.

1. Discovering If Like Equals Love:
Understanding and Testing
Online Engagement
#15NTCislikelove
www.flickr.com/photos/53114928@N02/12239196283/

2. @LimeRedStudio
Director of Strategic Design, LimeRed
Studio
Ask me about:
Music & Media, cultural diversity, design,
web development, storytelling, nonprofits
@askdebra
Digital Engagement Strategist,
Community Organizer 2.0
Ask me about:
Finding one’s voice, community
organizing, nonprofits, living abroad

3. Today’s Workshop
• Online Engagement Campaigns
– Frameworks
– Preparation
– Case study
• Develop your own engagement campaign
idea (small group discussion)
• Optimize an engagement campaign
(small group discussion)
• Regroup and discuss

4. What is a Social Media Campaign?
https://www.flickr.com/photos/seanrnicholson/6450168613/in/photostream/

5. Why Campaigns Succeed

6. Why Campaigns Succeed
Story Elements
Design
Movement-building

7. Why Campaigns Succeed
Story Elements
– Emotional connection
– A good story & narrative arc
– Visual medium & memes

8. Why Campaigns Succeed
Design
– Easy to participate
– Identified and primed group of
participants
– Specific ask
– Limited time frame
– Seamless sharing integrations

9. Why Campaigns Succeed
Movement-building
– Campaign is connected to a large
cause
– Participants can identify their role

11. https://www.flickr.com/photos/humanrightscampaign/sets/72157633101425657/

14. The Social Media Funnel
ENGAGE
TRUST
ACTION
Social Media
Create
Move to

15. Know What Your Stakeholders
Care Deeply About
Diagram courtesy of Darim Online

16. Tweet this…
You can’t energize people on #socialmedia
unless you engage and build trust with them
first #15NTCislikelove

17. Campaign Design

18. Campaign
Design
Checklist
 Research the concept and evaluate support
 Identify the audience
 Set campaign goals
 Assess internal assets and staff capacity
 Design the campaign
 Select social media channels and assets to be leveraged
 Create a campaign timeline
 Content and asset development
 Supporter/fan development
 Technological elements
 Create a campaign champions group
 Evaluation
 Post-campaign engagement strategy

19. Identify your audience

21. Design SMART
Engagement
Campaign
Goals
Specific
Measurable
Achievable/Realistic
Part of a longer-term
org goal
Movement-building
Tests an idea
Builds the organization

22. Tweet this…
Knowing if you’ve succeeded in
#socialcampaigns depends on knowing your
goals #15NTCislikelove

23. Assess Your Assets
https://www.flickr.com/photos/58472333@N00/2852616711/

24. Campaign
Assets
(“stuff”)
Email address acquisition assets
– Sign-up forms and people/interest data
collection
Database
– Does it connect with your forms?
– Can it segment new contacts?
Graphic design and images
– SM channel customization
– Promotional images for the campaign
– Promotions during the campaign
– Photographic images
Microsite/website/web page
– Customization ability, real-time
customization possibility
Fundraising integration
Real-time campaign metrics tracking
Software/hardware specific to the campaign

25. People Assets

26. People Assets
Internal
– Board
– Committee members and volunteers
– Staff
– Decision makers

27. People Assets
External
– Most engaged online fans
– Most influential online fans
– Those you can count on
– Partnering organizations and allies

28. People Assets
Together
– Champions group/advisory group

29. Tweet this…
Your most important assets are people, not
tools or tech #15NTCislikelove

30. https://www.flickr.com/photos/98908208@N00/173786138/
Design the campaign

31. Have the Right Tools

32. Choose
Appropriate
Channels

33. Develop a
Campaign
Timeline
• Research
• Asset & content development
• Design campaign
• Recruit champions
3 to 2 months
out: Research
& Design
• Content creation
• Campaign seeding
• Solidify support, tactics, elements
1 month out:
Solidify Plans
• Activate and engage supporters
• Execute
• Monitor, Measure, Capture
• Iterate (if necessary)
Campaign:
Activate &
Engage
• Evaluate campaign
• Nurture new leads/emails
• Deepen new supporter loyalty
1 week post:
Evaluate &
Engage

34. Tweet this…
Campaigns are emotional, inspiring, and
empowering just like _______________
#15NTCislikelove

35. Want to know a secret?
https://www.flickr.com/photos/53098051@N02/5887099054/

36. https://www.flickr.com/photos/intersectionconsulting/5177773782/in/photostream/

37. Social Media Champions Are
Your Secret Weapon
https://www.flickr.com/photos/51035555243@N01/6954844640/

38. Case Study:
Brain Tumor Awareness
Month

39. National Brain Tumor Society
May 2014
http://www.braintumor.org/BTAM
Evaluate
and refine
Move
community
to action
Test new
frameworks
Foundation
building

40. Goals
Increase engagement and activism with org social media
channels
Acquire new email addresses
Test frameworks:
– Video chat
– Offer ideas
– Give an email address
Grow social media spaces, especially Twitter and Facebook

41. Assets
 Highly engaged national Facebook page (facebook.org/braintumors)
 13 statewide Facebook pages, national Twitter account, large email list, blog, State Lead
Advocates
 Robust mailing list
 In-house design and web dev capacity
 Tools: Sprout Social, Hashtag, Mention, Zoom (for the Community Chat)
 Downloadable publication: Frankly Speaking About Cancer: Brain Tumors

42. braintumor.org/BTAM

43. Head to the Hill Advocacy Day
FB Event as Conversation
Convener
Actively used in
Head to the Hill FB event

44. InfoSnaps
Create Shareable Graphics
Good reach & engagement; drove to
website
 Share to educate and
build brand awareness
 Lead to website
http://www.braintumor.org/join-the-fight/brain-tumor-awareness-month/infosnaps.html

45. Gated Material for Download 377 downloaded Frankly Speaking
Online Community Chat
Video Community Chat
39 first-ever participants; Focus:
Frankly Speaking
 Community-building element
 Live video chat forum with
various presenters and
knowledge
experts.
http://braintumor.org/communitychat

46. #BTVoice
Online Campaign
Submit advice through #BTVoice;
share and support
Registration Forms
Community Chat and BTAM; BTVoice
submit by email
http://www.braintumor.org/btvoice

48. Why Campaigns Fail
 You don’t set a realistic goal
 Not setting a timeline for major campaign development points
 Single channel approach or wrong channels
 Not having the right measurement system in place or being
able to measure success
 Undeveloped social spaces
 Not reaching out to most engaged social media fans ahead
of time
 Bad or not enough planning and research

49. https://www.flickr.com/photos/intersectionconsulting/4935135466/sizes/o/in/photostream/

50. Optimizing Your Presence
Ad Hoc & Struggling
failing infrastructure,
time & budget go
towards work-
arounds
Planned &
Functioning
basic systems in
place, keep the
lights, leadership
makes decisions
based on
efficiencies with
little/no staff input
Institutionalized &
Operating
stable
infrastructure, basic
policies and
practices,
leadership consults
with staff before
making decisions
Evaluated &
Leading
innovators,
recognized tech is
an investment,
strategic planning
involves all

51. “What if?” STEP 1: Brainstorming &
Ideation (20 mins)
Step 2: Optimizing the Campaign
Ideas (15 mins)
GOALS
AUDIENCES
ASSETS (People & Stuff)
ACTIVITIES
TIME FRAME
TOOLS & TECH
MEASUREMENT

52. Additional
Resources

53. Resources/Additional Information
Case Studies Wrap-Ups:
– Blog post wrap up of 14 Days of Thanks: http://nyceac.com/elder-justice-dispatch-thank-you-
for-making-14-days-thanks-a-success/
– Blog post wrap-up of #BTAM:
blog.braintumor.org/head-hill-btvoice-btam-recap/
Online Campaigns:
– Telling the Right Story for Online Campaigns: http://www.slideshare.net/lsgrodeska/telling-
the-right-story-for-your-online-campaign-22830254
– Building a Ladder of Engagement in Online Campaigns:
http://www.slideshare.net/newmediaclay/the-ladd
– Best Practices to Build a Multichannel Campaign Plan:
http://www.slideshare.net/womenwhotech/mulitchannelcampaigns-interactionforum
– Social media campaigns and practices: http://communityorganizer20.com/category/social-
media-campaign/

54. Pre-campaign (1-3 months out)
Research
– Concept
– Similar campaigns
– Potential partners
– Influencers
– Most engaged supporters/potential social media champions
– Internal capacity
– Software/apps/tools needed
Campaign Design
– Goals
– Channels
– Activities
– Metrics
– Interactivity/engagement
– Assets

55. Pre-campaign (1-3 months out)
Asset & Content Development
– Social media channel customization
– Graphic image and photo image design/dev
– Website home page
– Microsite/web page content
– Email calendar
– Write blog posts and social media updates
– Develop editorial calendar
– Survey or other evaluation tools
– Blogger outreach

56. Pre-campaign (1-3 months out)
Supporters/Fans
– ID Influencers/bloggers/mentions/most engaged
– Pulse out social media messages to test idea & recruit
participants
– Recruit social media champions
– ID partner orgs that will support your campaign
– Develop a social media “champions” group
– Test support for the idea amongst stakeholders

57. Post-Campaign:
Marketing Activities
Evaluate
– Send survey or other evaluation tools
– Internal post-event evaluation
• Mad, sad, glad feedback
– Ask champions for feedback
– Did it meet the campaign goals?
– Review metrics
Lead nurturing and loyalty development
– Post-campaign email
• What was accomplished + nurturing content
– Ask them to do something else

58. Email: debra@communityorganizer20.com
Work email: daskanase@braintumor.org
Website: communityorganizer20.com
Blog: http://communityorganizer20.com
Linkedin: linkedin.com/in/debraaskanase
Twitter: @askdebra
Other slides: slideshare.net/debask
Telephone: (617) 682-2977
Email: demetrio@limeredstudio.com
Website: www.limeredstudio.com
Blog: http://www.limeredstudio.com/what-we-think/
Linkedin: linkedin.com/demetriomaguigad
Twitter: @limeredstudio, @dmaguigad
Other slides:
http://www.slideshare.net/Demetrio_Maguigad
Telephone: (312) 238-9070
We’re always happy to answer follow-up
questions!

59. Tweet this…