Social media engagement must be designed. This slide deck includes discussion of the social media funnel, how to design engagement, barriers to engagement, a sample engagement calendar, and examples of nonprofit organizations engaging effectively on Facebook, Twitter, and YouTube.

1. Designing Social Media Engagement http://www.flickr.com/photos/ooh_food/3295778011/sizes/o/in/photostream/

2. About the Presenter Bring strategy into social media: Engagement Strategist, Community Organizer 2.0 Experience:Former executive director, business consultant, fundraiser & more BA,Emory University MBA, Bar Ilan University

3. 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/

4. The Social Media Funnel

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

6. Participation Inequality* * Increase engagement to break the rule Source: Jakob Nielsen http://www.useit.com/alertbox/participation_inequality.html

7. http://forrester.typepad.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html

8. 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/

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

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

12. Questions to Get You Started Why are people interested in your organization or cause? What content creates conversation? What content could create community? What can the community create for your content? (Collaborate and empower) What content or ideas can you open up? What added value can your content offer? What does the medium dictate?

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

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

15. Blogging Micro Blogging RSS Feeds Photo Sharing Message Boards These are your tools Chat Rooms Video Sharing Social Networking Podcasts Widgets Source: Universal McCann Companies Study on Social Media Trends (March 2008)

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

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

18. 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)

19. 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

20. 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

21. 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

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

24. Florence: the person behind the logo

26. Hold a Twitter chat

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

28. Compelling from the introduction

30. Create opportunities for personal engagement: Q&A

34. Facebook app to create engagement

39. 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/

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

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

42. Sample Facebook Engagement Calendar

43. Sample Engagement Calendar

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

45. 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/ Humane Society: http://www.humanesociety.org/

46. THANK YOU! Debra Askanase, Engagement Strategist debra@communityorganizer20.com www.communityorganizer20.com Twitter: @askdebra Buzz: daskanase