Designing Effective Online Engagement Campaigns

Discovering If Like Equals Love: Understanding and Testing

Online Engagement

#15NTCislikelove

://w

ww

.flic

kr.c

om

/ph

oto

s/5

31

14

92

8@

N02

/122

391

962

83/

@LimeRedStudio

Director of Strategic Design, LimeRed

Studio

Ask me about:

Music & Media, cultural diversity, design,

web development, storytelling, nonprofits

@askdebra

Digital Engagement Strategist,

Community Organizer 2.0

Ask me about:

Finding one’s voice, community

organizing, nonprofits, living abroad

Today’s Workshop• Online Engagement Campaigns

– Frameworks

– Preparation

– Case study

• Develop your own engagement campaign

idea (small group discussion)

• Optimize an engagement campaign

(small group discussion)

• Regroup and discuss

What is a Social Media Campaign?

https://www.flickr.com/photos/seanrnicholson/6450168613/in/photostream/

Why Campaigns Succeed

Why Campaigns Succeed

Story Elements

Design

Movement-building

Why Campaigns Succeed

Story Elements

– Emotional connection

– A good story & narrative arc

– Visual medium & memes

Why Campaigns Succeed

Design– Easy to participate

– Identified and primed group of participants

– Specific ask

– Limited time frame

– Seamless sharing integrations

Why Campaigns Succeed

Movement-building

– Campaign is connected to a large

cause

– Participants can identify their role

http

s://ww

w.flickr.co

m/p

ho

tos/h

um

anrigh

tscamp

aign/sets/7

21

57

63

31

01

42

56

57/

The Social Media Funnel

ENGAGE

TRUST

ACTION

Social Media

Create

Move to

Know What Your Stakeholders

Care Deeply About

Diagram courtesy of Darim Online

Tweet this…

You can’t energize people on #socialmediaunless you engage and build trust with them first #15NTCislikelove

Campaign Design

Campaign

Design

Checklist

Research the concept and evaluate support

Identify the audience

Set campaign goals

Assess internal assets and staff capacity

Design the campaign

Select social media channels and assets to be leveraged

Create a campaign timeline

Content and asset development

Supporter/fan development

Technological elements

Create a campaign champions group

Evaluation

Post-campaign engagement strategy

Identify your audience

Design SMART

Engagement

Campaign

Goals

Specific

Measurable

Achievable/Realistic

Part of a longer-term

org goal

Movement-building

Tests an idea

Builds the organization

Tweet this…

Knowing if you’ve succeeded in #socialcampaigns depends on knowing your goals #15NTCislikelove

Assess Your Assets

https://www.flickr.com/photos/58472333@N00/2852616711/

Campaign

Assets

(“stuff”)

Email address acquisition assets

– Sign-up forms and people/interest data

collection

Database

– Does it connect with your forms?

– Can it segment new contacts?

Graphic design and images

– SM channel customization

– Promotional images for the campaign

– Promotions during the campaign

– Photographic images

Microsite/website/web page

– Customization ability, real-time

customization possibility

Fundraising integration

Real-time campaign metrics tracking

Software/hardware specific to the campaign

People Assets

People Assets

Internal

– Board

– Committee members and volunteers

– Staff

– Decision makers

People Assets

External

– Most engaged online fans

– Most influential online fans

– Those you can count on

– Partnering organizations and allies

People Assets

Together

– Champions group/advisory group

Tweet this…

Your most important assets are people, not tools or tech #15NTCislikelove

https://www.flickr.com/photos/98908208@N00/173786138/

Design the campaign

Have the Right Tools

Choose

Appropriate

Channels

Develop a

Campaign

Timeline

• Research• Asset & content development• Design campaign• Recruit champions

3 to 2 months out: Research

& Design

• Content creation

• Campaign seeding

• Solidify support, tactics, elements

1 month out: Solidify Plans

• Activate and engage supporters• Execute• Monitor, Measure, Capture • Iterate (if necessary)

Campaign: Activate &

Engage

• Evaluate campaign• Nurture new leads/emails• Deepen new supporter loyalty

1 week post: Evaluate &

Engage

Tweet this…

Campaigns are emotional, inspiring, and empowering just like _______________ #15NTCislikelove

Want to know a secret?

https://www.flickr.com/photos/53098051@N02/5887099054/

https://www.flickr.com/photos/intersectionconsulting/5177773782/in/photostream/

Social Media Champions Are

Your Secret Weapon

https://www.flickr.com/photos/51035555243@N01/6954844640/

Case Study:

Brain Tumor Awareness

Month

National Brain Tumor Society

May 2014

http://www.braintumor.org/BTAM

Evaluateand refine

Move community

to action

Test new frameworks

Foundation building

GoalsIncrease engagement and activism with org social media channelsAcquire new email addressesTest frameworks:

– Video chat– Offer ideas– Give an email address

Grow social media spaces, especially Twitter and Facebook

Assets Highly engaged national Facebook page (facebook.org/braintumors)

13 statewide Facebook pages, national Twitter account, large email list, blog, State Lead Advocates

Robust mailing list

In-house design and web dev capacity

Tools: Sprout Social, Hashtag, Mention, Zoom (for the Community Chat)

Downloadable publication: Frankly Speaking About Cancer: Brain Tumors

braintumor.org/BTAM

Head to the Hill Advocacy Day

FB Event as Conversation Convener

Actively used in Head to the Hill FB event

InfoSnaps

Create Shareable GraphicsGood reach & engagement; drove to website

Share to educate and build brand awareness

Lead to website

http://www.braintumor.org/join-the-fight/brain-tumor-awareness-month/infosnaps.html

Gated Material for Download 377 downloaded Frankly Speaking

Online Community Chat

Video Community Chat39 first-ever participants; Focus: Frankly Speaking

Community-building element

Live video chat forum with various presenters and knowledge experts.

http://braintumor.org/communitychat

#BTVoice

Online CampaignSubmit advice through #BTVoice; share and support

Registration FormsCommunity Chat and BTAM; BTVoicesubmit by email

http://www.braintumor.org/btvoice

Why Campaigns Fail You don’t set a realistic goal

Not setting a timeline for major campaign development points

Single channel approach or wrong channels

Not having the right measurement system in place or being

able to measure success

Undeveloped social spaces

Not reaching out to most engaged social media fans ahead

of time

Bad or not enough planning and research

http

s://ww

w.flickr.co

m/p

ho

tos/in

tersection

con

sultin

g/49

35

13

54

66

/sizes/o/in

/ph

oto

stream/

Optimizing Your Presence

Ad Hoc & Strugglingfailing infrastructure, time & budget go towards work-arounds

Planned & Functioningbasic systems in place, keep the lights, leadership makes decisions based on

efficiencies with little/no staff input

Institutionalized & Operatingstable infrastructure, basic policies and practices, leadership consults with staff before making decisions

Evaluated & Leadinginnovators, recognized tech is an investment, strategic planning involves all

“What if?” STEP 1: Brainstorming & Ideation (20 mins)

Step 2: Optimizing the Campaign Ideas (15 mins)

GOALS

AUDIENCES

ASSETS (People & Stuff)

ACTIVITIES

TIME FRAME

TOOLS & TECH

MEASUREMENT

Additional

Resources

Resources/Additional InformationCase Studies Wrap-Ups:

– Blog post wrap up of 14 Days of Thanks: http://nyceac.com/elder-justice-dispatch-thank-you-for-making-14-days-thanks-a-success/

– Blog post wrap-up of #BTAM: blog.braintumor.org/head-hill-btvoice-btam-recap/

Online Campaigns:– Telling the Right Story for Online Campaigns: http://www.slideshare.net/lsgrodeska/telling-

the-right-story-for-your-online-campaign-22830254– Building a Ladder of Engagement in Online Campaigns:

http://www.slideshare.net/newmediaclay/the-ladd– Best Practices to Build a Multichannel Campaign Plan:

http://www.slideshare.net/womenwhotech/mulitchannelcampaigns-interactionforum– Social media campaigns and practices: http://communityorganizer20.com/category/social-

media-campaign/

Pre-campaign (1-3 months out)Research

– Concept– Similar campaigns– Potential partners– Influencers– Most engaged supporters/potential social media champions– Internal capacity– Software/apps/tools needed

Campaign Design– Goals– Channels– Activities– Metrics– Interactivity/engagement– Assets

Pre-campaign (1-3 months out)Asset & Content Development

– Social media channel customization

– Graphic image and photo image design/dev

– Website home page

– Microsite/web page content

– Email calendar

– Write blog posts and social media updates

– Develop editorial calendar

– Survey or other evaluation tools

– Blogger outreach

Pre-campaign (1-3 months out)

Supporters/Fans– ID Influencers/bloggers/mentions/most engaged

– Pulse out social media messages to test idea & recruit participants

– Recruit social media champions

– ID partner orgs that will support your campaign

– Develop a social media “champions” group

– Test support for the idea amongst stakeholders

Post-Campaign: Marketing Activities

Evaluate– Send survey or other evaluation tools

– Internal post-event evaluation• Mad, sad, glad feedback

– Ask champions for feedback

– Did it meet the campaign goals?

– Review metrics

Lead nurturing and loyalty development– Post-campaign email

• What was accomplished + nurturing content

– Ask them to do something else

Email: [email protected]

Work email: [email protected]

Website: communityorganizer20.com

Blog: http://communityorganizer20.com

Linkedin: linkedin.com/in/debraaskanase

Twitter: @askdebra

Other slides: slideshare.net/debask

Telephone: (617) 682-2977

Email: [email protected]

Website: www.limeredstudio.com

Blog: http://www.limeredstudio.com/what-we-think/

Linkedin: linkedin.com/demetriomaguigad

Twitter: @limeredstudio, @dmaguigad

Other slides:

http://www.slideshare.net/Demetrio_Maguigad

Telephone: (312) 238-9070

We’re always happy to answer follow-up questions!

Tweet this…