Designing and Measuring Return on Engagement
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The document discusses the importance of Return on Engagement (ROE) for nonprofits using social media, highlighting the necessity of moving casual followers to more engaged superfans. It emphasizes measuring engagement through specific actions and maintaining trust within the community to drive successful outcomes for campaigns. Lastly, it provides a case study on 'Lily the Black Bear' as an example of effective engagement strategies that resulted in significant financial contributions.
Designing and Measuring Return on Engagement
- 1. Creating and MeasuringReturn on EngagementSocial Media for Nonprofits/NYCAugust 4, 2011
- 2. Today’s conversationNumbers don’t convert to ROEDesigning engagement for highest ROEMoving fans to superfans: serious ROEMeasuring ROE – an approach
- 3. You are NOT (primarily) this:…a community manager…a marketing professional…a development professional…a social media personYour new job title:Chief Conversation Officer
- 4. The case of the 4,000 Twitter followers who didn’t careGoal: register to play online educational gameSocial media activity: TwitterStatus metric: number of followers4,000 Twitter followers in one year!Reality check:400 spammersCouldn’t influence people to click links!No one playing game came from Twitter3 followers cared (a little)
- 5. The social media funnel: engageDesigning engagement-oriented actions
- 6. Designing Engagement for highest ROEParticipateContributeEngageCreateBecome a fanFriendFollowJoinDiscussPost reviewsGive feedbackVoteContribute ideasCreate a video, message, tweet, blog post product about the companyVisitWatchDownloadReadPlay Lowest to highest Return on Engagement * Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
- 7. 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
- 8. How they influenced purchasingParticipateContributeEngageCreateBecome a fanFriendFollowJoinDiscussPost reviewsGive feedbackVoteContribute ideasCreate a video, message, tweet, blog post product about the companyVisitWatchDownloadReadPlay 20%26%32%35%Percentage of each group that spurred a purchase
- 9. The social media funnel: trustLeveraging org trust, personal trust, and encouraging reciprocity
- 10. Who are your fans and superfans?http://www.flickr.com/photos/350org/3940562095/in/set-72157622455212282
- 11. Organization – Fan relationships*hat tip Amy Sample Ward: http://bit.ly/qMjA2fTheir network of friends, family, colleagues, etc.Online CommunityYou want this group to move into the online communityAlready interested, weaker relationship tieYou want them to reach out to their networksSuperfansMoveStrongest relationship, most loyalYou want them to interact with the community and cultivate more superfansYour Organization
- 12. Brands can leverage brand trust and reciprocity to strengthen relationship ties*You’ll see more engagement if your organization is personalhttp://www.flickr.com/photos/57038784@N00/2215481444/
- 13. Four components of tie strength
- 14. Trust = authenticity, transparency
- 18. Reciprocity = fans helping each other
- 19. Reciprocity = fans helping each other
- 20. ROE is fan engagement and trustEngageContributeParticipateCreateCreate a video, message, tweet, blog post product about the companyBecome a fanFriendFollowJoinDiscussPost reviewsGive feedbackVoteContribute ideasVisitWatchDownloadReadPlay TRUSTRECIPROCITY
- 21. The social media funnel: action
- 22. Know your SMART goalsSpecificMeasurableAttainableRealisticTimelyDesign your social media activities to meet your org or programmatic goals: resource awareness
- 23. membership
- 24. fundraising
- 25. activism
- 26. sign up for a programROE: Lily the Black Bear132,489 Facebook fansRaised $159,597 from 23,502 fans in one year17,916 votes to win the second Chase Community Giving ChallengeMotivated 1793 supporters to donate $39,597 in Minnesota’s Give to the Max dayHelped local Ely Esy public school win $20,000 in the K-12 America’s School Spirit challengeCurrently helping Soudan Underground Mine State Park in MN win $200,000 in a parks challenge; activated 1 million voters
- 27. ROE of social media actions: Lily the Black Bearhttp://www.facebook.com/lily.the.black.bearhttp://www.communityorganizer20.com/2010/12/29/what-makes-lily-the-black-bear-so-incredible/
- 28. ROE of social media actions: Lily the Black Bearhttp://www.facebook.com/lily.the.black.bearhttp://www.communityorganizer20.com/2010/12/29/what-makes-lily-the-black-bear-so-incredible/
- 29. ROE of social media actions: Lily the Black Bearhttp://www.communityorganizer20.com/2010/12/29/what-makes-lily-the-black-bear-so-incredible/
- 30. Designing Lily’s Engagement on FBEngage: Watch videos on FB and Live cam on site, donate, read, visit site Contribute: give opinions and feedback, vote in contests, name the bear, etc.Participate: Facebook Friend, follow tweets, discuss and commentCreate: Post their own photos, tweet proactively, comment proactively
- 31. Designing Lily’s Engagement on FBTrust: you see the bears on webcam, know who’s posting to Facebook, meet the NABC at the Lilypad picnicReciprocity: offer opinions and feedback, vote in contests, name the bear, fans encourage each other to participate
- 33. Know what you want to measurehttp://idealware.org/facebook_survey
- 34. ROE is fan commitment and trustBuild and track the levels of commitment: Simply taking an action
- 35. Actively engaged
- 36. Making a commitmentCan you track the number of engaged fans taking action vs. others from your online community? Commit to actions through a Google doc, online petition, online pledge, joining a back-door planning group. Use bit.ly links, special landing pages, other Ask fans to cultivate others – measure the number of fans that move to superfans
- 37. ROE of community commitment: increasing engagement and loyalty1. Measure the commitment of your fansNumber of “superfans”
- 38. Number of engaged fans/online community
- 39. Number that proactively talk about your org
- 40. Number that create (something you asked them to do)
- 41. Number that participate interact with others
- 42. Other measures relevant to your organization2. Assign weights to each, depending on what is most important to your organization3. Overall weighted score = level of community commitment
- 43. ROE and SMART goalsAre your fans taking the action that you asked them to do? Are they playing the online game? How many? From which social media channels?How does that compare with last month’s actions?Look at what actions you’ve designed and their effects on your SMART goals: what needs to be tweaked, what is not working?
- 44. Tying it all together: #bluekeyTweetathonTweetathon: 258 people/1,524 tweets with #bluekey
- 45. 169% increase in web traffic
- 46. led to >50% of key purchases that weekUsed with permission from USA for UNHCR
- 47. Leaving you today with these thoughtsNumbers don’t convert to ROEYou can design engagement for ROEWho are your superfans and how can you motivate them to move others to action? Measuring ROE – fan commitment, community commitment, meeting SMART goals
- 48. What experience do you design?http://www.flickr.com/photos/moriza/2565606353/
- 49. Debra AskanaseEngagement Strategistdebra@communityorganizer20.comTwitter: @askdebraLinkedin: www.linkedin.com/in/debraaskanaseSlideshare: www.slideshare.net/debaskGoogle Plus: http://gplus.to/askdebra
Editor's Notes
- #5: http://www.communityorganizer20.com/2009/10/23/the-case-of-the-4000-twitter-followers-who-dont-care/
- #7: Engage: passive activities such as visiting a site, reading the blog, playing a gameContribute: ideas, reviews, feedbackParticipate: within a group or fan pageCreate: create new content on a site or on their own about the site
- #8: Contributors = 80 more people talking than the engage set. Participators = 60 more than the engage set. Creators = 170 moreSocial 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
- #9: Engage: passive activities such as visiting a site, reading the blog, playing a gameContribute: ideas, reviews, feedbackParticipate: within a group or fan pageCreate: create new content on a site or on their own about the site
- #11: Name 5 people who love your organization online. Now. Why do those names come up for you? do you know what they’ve done for you? What they could do? How have you personally engaged them? http://www.flickr.com/photos/350org/3940562095/in/set-72157622455212282
- #12: Relationship is Indicative of True LoyaltyAnother key reason why relationship is important for business is that it can be predictive of customer retention and loyalty. Customers who have a stronger relationship with a brand tend to be more loyal.The single most predictive factor that determines who will influence who, is the strength of their relationship (i.e. tie strength). The stronger the tie strength, the greater the influence between them.http://lithosphere.lithium.com/t5/Building-Community-the-Platform/My-Chapter-on-Relationships-The-R-in-Social-CRM/ba-p/19024From the comScore Power of Like report, July 2011: for every Fan, there are an additional 34 Friends of Fans that can be reached (with significant variance among brands). This multiplier grows even larger as we look beyond the top 100 brand pages (81x on average among the top 1,000 Fan pages).
- #13: 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.
- #14: 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
- #15: 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
- #17: 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.
- #18: 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.
- #21: Engage: passive activities such as visiting a site, reading the blog, playing a gameContribute: ideas, reviews, feedbackParticipate: within a group or fan pageCreate: create new content on a site or on their own about the site
- #25: Lilypad event – engages superfans IRL. Event takes online engagement further to that space of trust and engagement. Establishes the cause’s commitment to the fans, and trust amongst fans.
- #26: Lilypad event – engages superfans IRL. Event takes online engagement further to that space of trust and engagement. Establishes the cause’s commitment to the fans, and trust amongst fans.
- #27: Lilypad event – engages superfans IRL. Event takes online engagement further to that space of trust and engagement. Establishes the cause’s commitment to the fans, and trust amongst fans.
- #30: http://www.flickr.com/photos/51035614344@N01/5483454646/
- #33: How do you know it is working? Take time to ID what is working, getting participation level. Be willing to change measures and weights if need be
- #34: .
- #35: Trust, reciprocity, engagement, participation, fans, and superfans in the Blue Key Tweetathon June 11, 201133% of the Blue Key Champions at the time participated in the Tweetathon (13 participants, out of approximately 35/36 Champions)
- #37: http://www.flickr.com/photos/moriza/2565606353/