1. ADMINISTRATOR TRAINING
Designing an engagement strategy

2. You’re already ahead of the game
• You’ve recognized the need for a private
social network
• You’ve selected a safe, reliable social
networking platform
• NEXT STEP: Maximize your return on
community with strategies to engage
your members!

3. REVIEW: Harness the power of
public and private social networks
• Public social network = INTERnet
– Organisations can and should use public social media for outreach,
brand development, and awareness
• Private social network = INTRAnet
 Used for growing relationships by engaging membership
community and delivering value
 Leverage the knowledge and experience of members in your
network

4. Public Social Network: Facebook

5. Private Social Network IS Your
Organization

6. Designing An Engagement Strategy
Successful Campaigns = Win / Win
• WHY: define “win” for both organization & audience
• WHO: who are you trying to reach? who is your audience?
• WHERE: where are your members located?
• WHAT: what do you you want your members to do?
• HOW: what do you need to do?
• WHEN: define any deadlines or opportunities

7. What Defines A Win For Your
Organization?
• Increase Revenue
– Grow membership, attract new & younger members
– Make your organization habit-forming
– Gain insights and understand members / Target marketing
• Reduce Costs
– consolidating knowledge
– online training
– save time

8. What Is A Win For Your Members?
Successful Campaigns = Win / Win
• Easy access to better/more information
• Opportunities for participation/engagement
• More control over things they care about
• Safe environment/trusted community
• Ability to give direct feedback

9. Private Social Network ROC (return
on community)
Non-Profit Technology Group NTEN powered by Golightly
customized private network.

10. Let’s Look At An Example: NPC

11. NPC: WHY?
Defining Why: Win/Win
BENEFIT TO ORGANIZATION
• Become the hub of information
• Increase membership / Attract prestige
• Create trusted community of thought leaders
BENEFIT TO MEMBERS
• One place to easily find the latest research, white papers, scientific
studies
• Get new industry information first

12. WHO?
Who is your target audience? Who
are you trying to reach?
• Can you segment by age, gender, race, religion, language?
• Do they have a specific location, health issue or disability?
• Are they defined by their economic circumstances?
• Do they have a specific role, company or market sector?
• What preferences, skills and values might they have?

13. NPC: WHO?
BENEFIT TO ORGANIZATION
• Hub of informa7on
• Increase membership
Target audience BENEFIT TO MEMBERS
• Resource repository
• Latest news
• Scientists
• Researchers
• Doctors
• Laboratories
• Pharmacists

14. WHERE?
Where is the membership located
and/or interacting?
• Are they in a specific building, town, city or country
• Do they use Facebook, Twitter, Linkedin, Forums, or Blogs

15. NPC: WHERE?
BENEFIT TO ORGANIZATION
• Hub of informa7on
• Increase membership
Where are they? BENEFIT TO MEMBERS
• Resource repository
• Latest news
TARGET AUDIENCE
• Different cities across the US • Scien7sts
• Researchers
• LinkedIn
• Forums
• Listservs/ email mailing lists
• Blogs

16. WHAT?
What do you want your members to
do?
• Depends on WHY, WHO, and WHERE

17. NPC: WHAT?
BENEFIT TO ORGANIZATION
• Hub of informa7on
• Increase membership
What should members do? BENEFIT TO MEMBERS
• Resource repository
• Latest news
TARGET AUDIENCE
• Share files • Scien7sts
• Researchers
• Discuss information
WHERE
• Collaborate on research • Various US ci7es
• LinkedIn
• Attract prestige

18. HOW?
Focus the efforts
• Who has the skill and the ability to speak with authority?
• How can you make best use of what you already have?
• Feed the latest blog posts out automatically to the accounts you are
working with.
• Schedule a lot of updates making use of past materials (particularly
those that are timeless).

19. NPC: HOW?
BENEFIT TO ORGANIZATION
• Hub of informa7on
• Increase membership
What should you do? BENEFIT TO MEMBERS
• Resource repository
• Latest news
TARGET AUDIENCE
• Make resources easy to find • Scien7sts
• Researchers
• Break out into specific groups/listserves
WHERE
• Create thought-leader blogs • Various US ci7es
• LinkedIn
• Promote conferences & meetings
AUDIENCE OBJECTIVE
• Announce new information to members first • Find & share informa7on
• ALract pres7ge
• Assign moderators to answer questions or keep
information organized

20. WHEN?
Define your deadlines
• Do you have important calendar dates to meet?
• Do you have any thought-leaders?
• Are your members affected by time differences?
• Always respond promptly

21. NPC: WHEN?
BENEFIT TO ORGANIZATION
• Hub of informa7on
• Increase membership
Create a schedule BENEFIT TO MEMBERS
• Resource repository
• Latest news
• Highlight conferences HOW
• Make resources easy to find
• Announce news & links to new resources • Announce new informa7on
to members first
• Schedule blog posts • Break out into specific work
groups
• Setup workgroups • Create thought‐leader blogs
• Promote conferences &
mee7ngs

22. NPC: Recipe For Success
BENEFIT TO ORGANIZATION
• Hub of informa7on
• Increase membership
BENEFIT TO MEMBERS
• Make resources easy to find: feed to Welcome Page • Resource repository
• Latest news
• Use relevant events and calendar entries as source
TARGET AUDIENCE
material • Scien7sts
• Researchers
• Promote conferences & meetings
WHERE
• Create thought-leader blogs • Various US ci7es
• LinkedIn
• Announce new information to members first
AUDIENCE OBJECTIVE
• Break out into specific groups • Find & use informa7on
• ALract pres7ge
• Assign moderators to answer questions or keep
information organized

23. Measure Your Success

24. THANK YOU
support@golightly.com
• Community Managers Library > Trainings & Webinars
• Share your stories
• Are you interested in a community walk-through?