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The Next Level of Online Engagement

The Next Level of Online Engagement. Building a smart, strategic and savvy social media operation for any size organization. Brian Cox Tweet Me: @ bctweets. Director, Web Experience Brand Leadership United Way Worldwide . Overview of Online Engagement Why Online Engagement?. THE OLD WAY.

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The Next Level of Online Engagement

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  1. The Next Level of Online Engagement Building a smart, strategic and savvy social media operation for any size organization Brian Cox Tweet Me: @bctweets Director, Web Experience Brand LeadershipUnited Way Worldwide

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

  3. Why might Social Media have good results for high-effort requests?

  4. What is Individual Engagement` • INDIVIDUAL ENGAGEMENT: Build more personal and relevant connections with current and prospective individuals so that they become inspired to take action and answer your call for advocacy. Building Your Advocacy Base 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. Planning Your Approach • Strategic Framework • Communications Plan • Public Relations Plan • Stakeholder Engagement • Supporter Acquisition • Crisis Communication • Setting expectations and policies May 30, 2012

  8. Strategic Framework • What are you trying to accomplish? • How can Social Media help you get there? • Raising Awareness • Organizational positioning • Lead acquisition (donors, advocates, volunteers) • Adding value to partnerships and corporate recognition • Considerations: • Content creation and curation • It takes a village… May 30, 2012

  9. Communications Plan • Social media and traditional media work best together • Sponsored stories, social media advertisements • Can you plan for a VIRAL success? • Local events: disasters, controversies, etc • Public engagement of key players • Others? May 30, 2012

  10. Public Relations Plan Being in social media means publicly surrounding yourself with opinions… this is a good thing! Really! • Promoting the Good • Directly engage • Inspire positive messaging • Managing the Bad • When is it really bad? • Do I respond? Do I not… May 30, 2012

  11. Public Relations Plan May 30, 2012

  12. Public Relations / Social Media Outreach Social Media can help you bypass gatekeepers and directly reach: • Journalists, Reporters and various Media • Engaging Bloggers and Influencers • Creating an Experience • Case: Compassion International • Case: McDonald’s • Directly Engaging Critics May 30, 2012

  13. Stakeholder Engagement • Board Members • Staff • Volunteers • Donors • Advocates • Partners: • Corporate • Community & Non-profit May 30, 2012

  14. Stakeholder Engagement • Recognition • Tweet: @UnitedWay is thrilled to welcome @JuanaSlade to the US Board of Trustees. #LIVEUNITED • Tweet: Congratulations @BankofAmerica for recruiting 5,000 volunteer readers, tutors and mentors! Way to go! #LIVEUNITED • Appreciation • Facebook: John Smith first gave to United Way of North Central Florida in 1932 and hasn’t missed a year since! We’re so grateful to have friends like you! LIKE this post to say THANKS for LIVING UNITED for 80 years. May 30, 2012

  15. Supporter Acquisition • Social Media lets you inspire your supporters to take action and evangelize on behalf of your cause. • Your following shows LEADERSHIP • The power of the FIRST FOLLOWER • Peer-to-Peer Friendraising, Fundraising May 30, 2012

  16. Crisis Communications • Crisis in the Community • Customer Service Crisis • Organizational Crisis • Communicating through chaos • Case: KLM Airlines • Damage Control May 30, 2012

  17. Setting Expectations and Policies • Who should tweet and post on behalf of themselves? • EVERYONE! • Who should tweet and post on behalf of your organization: • Two models: • Social Media Manager • Select individuals • Assign content topics • Use management tools • CEO May 30, 2012

  18. Setting Expectations and Policies • How Many Twitter Handles and Facebook Pages • Internal Audience • External Audience • Remember, what happens in Vegas stays on… YouTube! • Post Frequency • Facebook: 1/day or 5-7 per week • Twitter: As often as you’d like! • Google+: 5-10 per week May 30, 2012

  19. What to Expect Plan First. Measure Second. May 30, 2012

  20. DO METRICS • Metrics Include: • Donations • Advocacy Actions • Event Attendance • Membership • Volunteerism • Sales • For Each “Do” metric there are specific conversion-related KPIs • If your DO metric is securing donations, DO KPIs will help you determine if your tactics are converting or driving donors away • Samples: referral traffic sources, # of unique visitors, bounce rate, time spent on donation page

  21. SEE METRICS • Metrics Include: • Facebook like totals • Twitter follower totals • Website traffic • Email sign-ups • RSS subscriptions • Earned Media • ALL BETS ARE OFF… until users engage with your content! • Website visits, social media followers, and email sign-ups represent a level of engagement deeper than “Impressions”

  22. SAY METRICS • Where most social media efforts begin and end. • Metrics Include: • Facebook content likes • Facebook shares • Twitter retweets • Email forwards • Google +1s • LISTEN AND REPEAT. • SAY Metrics are GREAT indicators of content quality • Metrics help you identify champions of your cause • Great indicators of engagement • Beyond awareness, SAY metrics drive interactions

  23. FEEL METRICS • Taking SAY one step further • Metrics Include: • Facebook Shares with personalized messages • Facebook comments • Personalized retweets • Blog comments • LISTEN AND REPEAT. • Captures instances when people engage with content, internalize message, and add their two cents. • Known in social media as sentiment

  24. What does it mean? May 30, 2012

  25. Bringing it to Life • Numbers are misleading! • Context is Key: • Tools can provide support, but YOU have to provide context • Are people saying positive or negative things? • Reporting on social media should include insights and analysis • For each metric ask yourself: • Who is engaging? • What are they responding to? • What are they saying? • What does it mean?

  26. Tying the Technical to the Narrative • This is where you earn your stripes! • Who is your demographic online? Does it differ from on the ground? • What are Facebook’s Insights telling you about content interactions? • Adjust your approach: • If you lead with a great stat, but the retweets focus on a detail in the story, take this to heart! • From the trenches, it all looks beautiful! Be selective about your content.

  27. 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

  28. 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 May 30, 2012

  29. 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

  30. Get a Grip! • Tools to Help Your Measure Social Media

  31. WORDLE.NET

  32. Questions? Thank you Brian Cox Tweet Me: @bctweetsDirector, Web Experience Brand Leadership, United Way Worldwide

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