Designing Online Engagement to Collaborate with Your Community walks through the building blocks of co-creation, assets needed for successful co-creation, research about how to design your online engagement for collaboration and co-creation, and several nonprofit organizations doing this well.
Merck Moving Beyond Passwords: FIDO Paris Seminar.pptx
Designing Online Engagement for Collaboration
1. Designing Online
Engagement to Collaborate
with Your Community
#12NTCCollab
Amy Sample Ward
Debra Askanase
Vanessa Rhinesmith
2. Evaluate This Session!
Each entry is a chance to win an NTEN engraved iPad!
or Online at www.nten.org/ntc/eval
3. Workshop Roadmap
Introductions:
Who we are
Who you are
Looking within: Keystones for co-creation
Organizational assets for co-creation
What the research says about engagement and co-creation
Tying research to practice: Case studies
Tying research to your practice:
Designing your own collaborative engagement
SESSION TITLE Slide 3
4. Who we are:
Debra Vanessa Amy Sample
Askanase Rhinesmith Ward
Community Organizer 2.0 StartSomeGood NTEN
5. Who you are:
http://www.flickr.com/photos/cubicgarden/2063097269/in/photostream/
12. How they influenced purchasing
Engage Contribute Participate Create
Create a
Post Become a
Visit video,
reviews fan
Watch message,
Give Friend
Download tweet,
feedback Follow
Read blog post
Vote Join
Play product
Contribute Discuss
about the
ideas
company
20% 26% 32% 35%
Percentage of each group that spurred a purchase
13. Designing Engagement for highest ROE
Engage Contribute Participate Create
Create a
Post Become a
Visit video,
reviews fan
Watch message,
Give Friend
Download tweet,
feedback Follow
Read blog post
Vote Join
Play product
Contribute Discuss
about the
ideas
company
Lowest to highest Return on Engagement
* Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
14. Creators talked and proactively
shared information about the
brand the most. They also
influenced buying decisions the
most.
*Low-level engagement by itself did not
produce significant ROE
15. The Social Media Funnel: Trust
Leveraging org
trust, personal
trust, and
encouraging
reciprocity
16. Brands can leverage brand trust and reciprocity
to strengthen relationship ties
*You’ll see more
engagement if
your organization
is personal
http://www.flickr.com/photos/57038784@N00/2215481444/
17. Four components of tie strength
Trust: Time:
intimacy, mutual Amount of time spent
confiding together
Reciprocity: Intensity:
amount of Emotional intensity,
reciprocal sense of closeness
services
22. A note about community-driven design and
co-creation
Co-creation is stakeholder input =>create.
Co-design engages the community in order to align business
intent and user experience. People support what they help
create.
The role of the designer is critical in co-design. The designer acts
as facilitator of user engagement to gain information for design
direction
Co-creation incorporates elements of transparency, trust, and
reciprocity to move people to deep engagement and action
23. ROE is fan engagement and trust
Engage Contribute Participate Create
Create a
Post Become a
Visit video,
reviews fan
Watch TRUST message,
Give Friend
Download tweet,
feedback Follow
Read blog post
Vote Join
Play product
ContributeRECIPROCITY
Discuss
about the
ideas
company
27. ROE = engagement and trust
Engage Contribute Participate Create
Create a
Post Become a
Visit video,
reviews fan
Watch TRUST message,
Give Friend
Download tweet,
feedback Follow
Read blog post
Vote Join
Play product
ContributeRECIPROCITY
Discuss
about the
ideas
company
28.
29. ROE = engagement and trust
Engage Contribute Participate Create
Create a
Post Become a
Visit video,
reviews fan
Watch TRUST message,
Give Friend
Download tweet,
feedback Follow
Read blog post
Vote Join
Play product
ContributeRECIPROCITY
Discuss
about the
ideas
company
30.
31. ROE = engagement and trust
Engage Contribute Participate Create
Create a
Post Become a
Visit video,
reviews fan
Watch TRUST message,
Give Friend
Download tweet,
feedback Follow
Read blog post
Vote Join
Play product
ContributeRECIPROCITY
Discuss
about the
ideas
company
40. Case study #2:
Teal Cat Project
http://tealcatproject.com/
41.
42. ROE = engagement and trust
Engage Contribute Participate Create
Create a
Post Become a
Visit video,
reviews fan
Watch TRUST message,
Give Friend
Download tweet,
feedback Follow
Read blog post
Vote Join
Play product
ContributeRECIPROCITY
Discuss
about the
ideas
company
46. Tying it to your own practice
Instructions:
1. Circle up in groups
2. 4-part grid
3. Lots of questions and conversation
4. Sharing with the whole room
How many people consider themselves to be an early adopter? So, it may not be your natural reaction to follow. You may be jumping around onto new tools or using new applications – and that ’s okay! Listening is crucial – both for topics but also for content. Following is much more successful than migrating! NWF example.
If you ’re co-creating something, if you’re collaborating, whatever you’re doing with your community, you need to have the capacity to actually do it! Estimate not just the kind of support but the number of hours and the timing of when that support is needed. Women who tech telesummit example.
Organization leadership needs to give authority to staff to respond as needed, in real time. For many organizations this means being able to tweet without getting it edited and approved every time! For others, it means that all staff are able to jump in to help. For example, at Planned Parenthood….
Engage: passive activities such as visiting a site, reading the blog, playing a game Contribute: ideas, reviews, feedback Participate: within a group or fan page Create: create new content on a site or on their own about the site
Engage: passive activities such as visiting a site, reading the blog, playing a game Contribute: ideas, reviews, feedback Participate: within a group or fan page Create: create new content on a site or on their own about the site
Contributors = 80 more people talking than the engage set. Participators = 60 more than the engage set. Creators = 170 more Social media activity generated 2.5 times more conversations amongst creators than the engage set. http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
The notion of tie strength was first introduced in 1973 by Prof. Mark Granovetter in his seminal work: The Strength of Weak Ties . He identified four different components of tie strength. Time, Intensity, Trust, Reciprocity of four components. Trust and reciprocity are the two components that companies can leverage effectively for building a stronger customer relationship.
The notion of tie strength was first introduced in 1973 by Prof. Mark Granovetter in his seminal work: The Strength of Weak Ties . He identified four different components of tie strength. Trust and reciprocity are the two components that companies can leverage effectively for building a stronger customer relationship. Further reading: http://lithosphere.lithium.com/t5/Building-Community-the-Platform/My-Chapter-on-Relationships-The-R-in-Social-CRM/ba-p/19024
Brands can build trust by being more transparent and authentic, and they can increase reciprocity by implementing co-creation strategies. http://lithosphere.lithium.com/t5/Building-Community-the-Platform/My-Chapter-on-Relationships-The-R-in-Social-CRM/ba-p/19024
Let them help you by letting them help other customers and reward them properly. This will create a cycle of reciprocity can sustain itself. Aside from the added benefit of reducing support cost, implementing a co-creation strategy is one of is the most effective way to increase reciprocity between your brand and your customers.
Engage: passive activities such as visiting a site, reading the blog, playing a game Contribute: ideas, reviews, feedback Participate: within a group or fan page Create: create new content on a site or on their own about the site
Engage: passive activities such as visiting a site, reading the blog, playing a game Contribute: ideas, reviews, feedback Participate: within a group or fan page Create: create new content on a site or on their own about the site
Engage: passive activities such as visiting a site, reading the blog, playing a game Contribute: ideas, reviews, feedback Participate: within a group or fan page Create: create new content on a site or on their own about the site
Engage: passive activities such as visiting a site, reading the blog, playing a game Contribute: ideas, reviews, feedback Participate: within a group or fan page Create: create new content on a site or on their own about the site
Engage: passive activities such as visiting a site, reading the blog, playing a game Contribute: ideas, reviews, feedback Participate: within a group or fan page Create: create new content on a site or on their own about the site