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.

1. 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

3. 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

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)

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

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.

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

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