This document summarizes a presentation about engagement strategies on social media for nonprofits. It discusses theories of engagement like the ladder of engagement. It provides tips for designing engagement, like determining shareable content and participation opportunities. It also discusses barriers to engagement and provides examples of nonprofits that create engaging social media spaces. The presentation aims to help nonprofits understand how to use social media to meet engagement and organizational goals.

1. Understanding the Engagement Factor:
Engagement Strategies on Social Media
Debra Askanase, Presenter
November 10, 2010
Use Twitter Hashtag #npweb
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3. Today’s Speakers
Debra Askanase
FirstGiving
Hosting: Sam Frank, Synthesis Partnership
Assisting with chat questions: Chris Dumas, FirstGiving

4. Understanding the Engagement Factor:
Engagement Strategies on Social Media
Nonprofit Webinars
July 28, 2010

5. About the Presenter
Bring strategy into social media:
Community Engagement Manager, FirstGiving
Speaker and presenter
Experience: Former
executive director,
business consultant,
fundraiser & more
BA, Emory University
MBA, Bar Ilan University

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

7. The Social Media Funnel
Move to
Action
Creates
Trust
Social Media
Engage

8. It’s about RELATIONSHIPS, not
broadcasting

9. It’s about the conversation and
value-added content, not
broadcasting

10. It’s about storytelling, not
broadcasting

11. Action Taken As a Result of Social Media
Social Media Influences Actions
(nonprofit)

13. http://www.emarketer.com/Article.aspx?R=1006930,

14. 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: http://www.coneinc.com/content2615

15. Using Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/

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

17. http://forrester.typepad.com/groundswell/201
0/01/conversationalists-get-onto-the-
ladder.html

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

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

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

22. Questions to Get You Started
1. Why are people interested in your
organization or cause?
2. What content creates conversation?
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?

23. Engaging Practices
Real interactions: personal engagement
Value-added content
Regular programming
Participation entry paths
hhh
Conversation starters
Open-ended questions

24. Assess Participation Opportunities
http://www.flickr.com/photos/jenlen/291765681/sizes/m/in/photostream/

25. 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)

26. ExacTarget survey of internet users, April 2010
Source: http://www.emarketer.com/Article.aspx?R=1007829

27. ExacTarget survey of internet users, April 2010
Source: http://www.emarketer.com/Article.aspx?R=1007829

28. Twitter Participants 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
Twitter #chats, tag, twitpics,
petitions, oneforty.com (store)

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

30. Blogging Participants and Features
They want to be recognized for
commenting, being loyal readers,
loving your organization. May
have their own blogs. Readers
skew older.
Embed video, photo, images,
developed ideas, calls to action,
community, multi-user blog,
guest blogging, commenting
strategy

31. YouTube Participants and Features
News and politics 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 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

33. Awesome Participatory Practices
http://www.flickr.com/photos/intersectionconsulting/3469011212/sizes/o/in/photostream/

34. Florence: the person behind the logo

36. Hold a
Twitter
chat

37. What is more personal than
the Twitter Kids tweeting?

38. Compelling
from the
introduction

40. Create opportunities for personal
engagement: Q&A

45. Facebook app to create
engagement

51. Barriers to Engagement
Multi-level approvals
Inability to respond quickly
Talking logos
Not knowing what the stakeholder wants
Not delivering value
One-way conversations
No entry paths to participation
http://www.flickr.com/photos/glenscott/860805757/sizes/l/in/photostream/

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

53. Sample Engagement Calendar

54. Sample Engagement Calendar

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

56. Epic Change: www.epicchange.org
BullyingUK: wwhttp://www.bullying.co.uk/
Diabetes Hands Foundation: www.tudiabetes.org
Powered by Orange: www.poweredbyorange.com
American Red Cross: http://www.redcross.org/en/
National Wildlife Federation: NWF.org
Oceana: www.oceana.org
ONE: http://one.org/international/
Charity:water: http://www.charitywater.org/

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