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Defining Engagement One Year On: A Case Study

In 2014, the American Nurses Association started a cross-functional, collaborative project to define member engagement and identify better ways to provide member value. Learn from their successful process of creating minimum viable products (MVPs) to test new engagement ideas and see how to audit engagement touchpoints and identify gaps, how to measure success, and how to tie engagement back to the organization’s strategic goals.

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Defining Engagement One Year On: A Case Study

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  1. Defining Engagement One Year On: A Case Study Defining Engagement 
 One Year On Joe Vallina, MBA, CAE, Director, Product Management, ANA Natasha Bethea, Membership Marketing Specialist, ANA Maddie Grant, CAE, Founding Partner, WorkXO

  2. AGENDA: ▪definitions of engagement ▪structure of an organizational definition ▪recap of ANA’s journey ▪two engagement projects in process AGENDA: ▪definitions of engagement ▪structure of an organizational definition ▪recap of ANA’s journey ▪two engagement projects in process

  3. exercise - share pair Share with your neighbor an example of your personal engagement with any organization: describe one high, one low exercise - share pair Share with your neighbor an example of your personal engagement with any organization: describe one high, one low

  4. engagement key words ▪ involvement ▪ activity ▪ participation ▪ interactions ▪ expend time ▪ mental stimulation ▪ find content ▪ connection ▪ inclusivity ▪ emotional commitment ▪ top of mind ▪ meaningful ▪ shared meaning ▪ having a stake ▪ enable work ▪ influence outcomes ▪ positive impact ▪ mutually beneficial ▪ iterating towards solutions transaction meaning purpose engagement key words ▪ involvement ▪ activity ▪ participation ▪ interactions ▪ expend time ▪ mental stimulation ▪ find content ▪ connection ▪ inclusivity ▪ emotional commitment ▪ top of mind ▪ meaningful ▪ shared meaning ▪ having a stake ▪ enable work ▪ influence outcomes ▪ positive impact ▪ mutually beneficial ▪ iterating towards solutions transaction meaning purpose

  5. Engagement Definition Structure ▪The people that matter (stakeholders) ▪Interacting in measurable ways, within the context of our organization ▪That is valuable and advances the interests and needs of the stakeholders ▪And that is valuable and advances the interests of the organization (including mission alignment) Engagement Definition Structure ▪The people that matter (stakeholders) ▪Interacting in measurable ways, within the context of our organization ▪That is valuable and advances the interests and needs of the stakeholders ▪And that is valuable and advances the interests of the organization (including mission alignment)

  6. AGU’s Definition: • Earth and space scientists, related professionals, and a broad set of individuals with like interests and who share our values and goals… • Interacting, collaborating, connecting, building shared meaning, solving problems, and producing positive impacts within the context of the AGU… • That enables stakeholders to meet professional goals, explore passions, and manifest their values as they connect to AGU’s mission…. • And that supports AGU’s growth, increases its impact, and builds its capacity to advance and communicate the power of science to ensure a sustainable future for humanity AGU’s Definition: • Earth and space scientists, related professionals, and a broad set of individuals with like interests and who share our values and goals… • Interacting, collaborating, connecting, building shared meaning, solving problems, and producing positive impacts within the context of the AGU… • That enables stakeholders to meet professional goals, explore passions, and manifest their values as they connect to AGU’s mission…. • And that supports AGU’s growth, increases its impact, and builds its capacity to advance and communicate the power of science to ensure a sustainable future for humanity

  7. ANA’s Definition: • Member Engagement at ANA is the investment-- of time, money, attention, and participation--by both the association and its members, in order to provide meaningful, long term, mutually beneficial experiences and relationships that advance the profession. ANA’s Definition: • Member Engagement at ANA is the investment-- of time, money, attention, and participation--by both the association and its members, in order to provide meaningful, long term, mutually beneficial experiences and relationships that advance the profession.

  8. 1. engagement activity audit 2.mapping - high/low reach and high/low 
 stickiness 3.gap analysis and ideation - 3 kinds of engagement ideas 4.prototyping, minimum viable product 5. business case to executives ANA’s journey 1. engagement activity audit 2.mapping - high/low reach and high/low 
 stickiness 3.gap analysis and ideation - 3 kinds of engagement ideas 4.prototyping, minimum viable product 5. business case to executives ANA’s journey

  9. 1. engagement activity audit

  10. . REACH STICKINESS high/low high/high low/low low/high 2. mapping - high/low reach and high/low 
 stickiness

  11. . 3. gap analysis and ideation - 3 kinds of engagement ideas big idea meaningful improvements quick wins

  12. . QUICK WIN: #FITNURSEFRIDAY

  13. . 13 What is #fitnursefriday ? • Exercise • Healthy Eating • Motivation • Hydration • Sleep • Stress Reduction

  14. . 14 Sample Posts

  15. . 15 #fitnursefriday Engagement •Total Reach of over 1.6 million on FB and Twitter. •Total Engagement rate 1.76% •773 followers on Pinterest Top Posts - Blueberry Month •Facebook 6.19% •Twitter 3.36% Accomplishments •Facebook 4.10% •Twitter 3.70%

  16. . BIG IDEA: ANA VOLUNTEER BANK

  17. . 4. prototyping, minimum viable product WHAT’S NEXT? prototyping, minimum viable product business case to executives

  18. . Questions?

  19. . Contact us: ▪mgrant@workxo.com ▪joseph.vallina@ana.org ▪natasha.bethea@ana.org

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