1 / 25

Online Engagement

Online Engagement. Using the Web for Individual Engagement February 9, 2012 Atlanta. 2012 Brand Forum. Brian Cox Karalee Miller Online Engagement Associate Director, Marketing United Way Worldwide United Way of Metropolitan Dallas. Agenda slide. Online Engagement Overview

ashton
Download Presentation

Online Engagement

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Online Engagement Using the Web for Individual Engagement February 9, 2012 Atlanta 2012 Brand Forum Brian Cox Karalee MillerOnline Engagement Associate Director, MarketingUnited Way Worldwide United Way of Metropolitan Dallas

  2. Agenda slide • Online Engagement Overview • Engaging Donors Online • Best Practices Update • Table Activity • Table Reports • Questions

  3. Overview of Online EngagementWhy Online Engagement? THE OLD WAY Online Engagement ORGANIZATION ORGANIZATION

  4. What is Individual Engagement • INDIVIDUAL ENGAGEMENT: Build more personal and relevant connections with current and prospective individuals so that they become inspired to sign on for the cause and committed to act on the work and/or with United Way. Dialogue with Individuals and Motivate Hand Raisers • Identify UW Supporters and Gain Better Understanding Acquire Activate Retain

  5. How Online Fits with Individual Engagement United Way will harness the power of the Internet to Advance the Common Good. We will inspire and guide a grassroots movement and ensure that we are a mobilizing force for social change -- nationally and locally -- online and on the ground. • Retention • Deepen relationships through consistent outreach and Ask/Thank/Inform. • Drive viral engagement. • Acquisition • Lead conversations and listen. • Generate buzz and WOM. • Acquire supporters. E-mail Social Media Websites • Activation • Online Community Building. (blogging, surveys, conversations) • Robust Give/Adv/Volunteer experience.

  6. Tying it TogetherCross Pollination of Online and On-the-Ground #KidsWin

  7. Agenda slide • Online Engagement Overview • Engaging Donors Online • Best Practices Update • Table Activity • Table Reports • Questions

  8. Make a personal connection with your donor February 9, 2012

  9. Lead with impact, perception will follow February 9, 2012

  10. Leverage external groups to drive email acquisition February 9, 2012

  11. Leverage external groups to drive email acquisition February 9, 2012

  12. Use learnings to recruit more education volunteers February 9, 2012

  13. Agenda slide • Online Engagement Overview • Engaging Donors Online • Best Practices Update • Table Activity • Table Reports • Questions

  14. Best Practices Update • Five Facts to Bank on in 2012 • The Face of Facebook Pages is Changing. Again. • Google+ Is Not Going Away • Traditional and Social Media Work Best Together • Social is Mobile and Mobile is Finally Social • Move Fast, or Move Out of the Way Source: Matt Wurst AdAgeDIGITAL

  15. Best Practices Update • Inspiring Examples of Social Media ROI • AT&T: 21,000 customer issues resolved, resulting in 16% fewer calls • Bonobos.com: Found it 13 times more cost effective (CPA) to acquire a new customer from Twitter than through other marketing channels • Charles Schwab: Online Referrals drove 40% of new customers • Microsoft: House parties: 40,000 in 12 countries played a role in 3.4 million software purchases • Old Spice: YouTube Sensation Source: Peter Kim Blog: Being Peter Kim

  16. Best Practices Update • How can I get more people talking about me on Twitter? • Share other people’s content • Pay attention to timing • Share behind-the-scenes-stuff Source: Andy Sernovitz SmartBlog on Social Media SmartBrief / Andy’s Answers

  17. Best Practices Update • How to Create News Feed-worthy Facebook Content • Content is Not Always King - Posting too often can drive fans to unlike your page. Control volume but produce content yielding high interactions • Vary Your Posts - Often it’s not what you’re saying, but what you’re sharing. Include photos, videos, etc. • Timing is Everything – Keep a log of what time of day you post things. Vary it and keep a record so you know when your posts are read the most. • Post About a Trending Topic • Go Manual – Scheduling ALL of your posts may provide a poor experience • Use Facebook’s New Features Source: Chelsea Hejny SmartBlog on Social Media SmartBrief February 9, 2012

  18. Agenda slide • Online Engagement Overview • Engaging Donors Online • Best Practices Update • Table Activity • Table Reports • Questions February 9, 2012

  19. Table Activity • Rules of the Game • Your United Way has received an endowment to cover all expenses related to advancing two goals. The sky is the limit! You’re on the hook for one of these goals, but resources are not of concern. • Each table will need to select a presenter and will have 90 seconds to report to the group. • Reporting to the Group • Report Format: Timeline (Walk us through the year) • Plan Period: 12 Months • Stay Brief: Share high level information and highlights only. Time will be enforced!

  20. Table Assignments • Your Mission • Group One: Create a plan to increase revenue by deepening relationships with donors through year-round online engagement. • Group Two: Advance United Way’s challenge to America to recruit one million volunteer readers, tutors or mentors. Create a plan to recruit and subsequently engage volunteers using the web. • Your Assets • Social Media Communities: Facebook, Twitter, YouTube, Google+, etc. • Email List with ability to segment constituents • Website and blog • You are not limited by resources: Think outside the box

  21. Table Assignments • Key Considerations • 2012 Focus on Engaging Women • 2012 is United Way’s 125th Anniversary • Maintaining ties to Education, Income and Health • Key Dates • May 2 – 4 (Nashville)CLC including Crescendo of 125th Celebration • June 21 (US) - United Way Day of Action, - Launch of LIVE UNITED Read. Learn. Succeed. - Launch of Team NFL • August – Sept (US)Back to School Season • September (US)Back to Football Friday • November 22 (US)United Way Halftime Show • December 5 (Worldwide)Worldwide Day of Action • December (US)End-of-Year Fundraising Effort

  22. Agenda slide • Online Engagement Overview • Engaging Donors Online • Best Practices Update • Table Activity • Table Reports • Questions

  23. Agenda slide • Online Engagement Overview • Engaging Donors Online • Best Practices Update • Table Activity • Table Reports • Questions

  24. Thank you Brian Cox Karalee MillerOnline Engagement Associate Director, MarketingUnited Way Worldwide United Way of Metropolitan Dallas

More Related