Designing Online Engagement to Collaborate
with Your Community
#12NTCCollab
Amy Sample WardDebra AskanaseVanessa Rhinesmith
Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad!
or Online at www.nten.org/ntc/eval
Workshop Roadmap
Introductions:
Who we are
Who you are
Looking within: Keystones for co-creation
Organizational assets for co-creation
What the research says about engagement and co-creation
Tying research to practice: Case studies
Tying research to your practice:
Designing your own collaborative engagement
Slide 3SESSION TITLE
Who we are:
Debra Askanase
Vanessa Rhinesmith
Amy Sample Ward
Community Organizer 2.0 StartSomeGood NTEN
Who you are:
http://www.flickr.com/photos/cubicgarden/2063097269/in/photostream/
Looking Within: Keystones for Co-Creation
The social media funnel
Designing engagement-
oriented actions
How they influenced purchasing
Create a video,
message, tweet,
blog post product
about the company
Become a fan
FriendFollow
JoinDiscuss
Post reviews
Give feedback
VoteContribute
ideas
VisitWatch
DownloadReadPlay
Engage Contribute Participate Create
20% 26% 32% 35%
Percentage of each group that spurred a purchase
Designing Engagement for highest ROE
Create a video,
message, tweet,
blog post product
about the company
Become a fan
FriendFollow
JoinDiscuss
Post reviews
Give feedback
VoteContribute
ideas
VisitWatch
DownloadReadPlay
Engage Contribute Participate Create
Lowest to highest Return on Engagement
* Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
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
The Social Media Funnel: Trust
Leveraging org trust, personal
trust, and encouraging reciprocity
http://www.flickr.com/photos/57038784@N00/2215481444/
Brands can leverage brand trust and reciprocity to strengthen relationship ties
*You’ll see more engagement if your organization is personal
Trust: intimacy, mutual confiding
Time: Amount of time spent together
Reciprocity: amount of reciprocal services
Intensity: Emotional intensity, sense of closeness
Four components of tie strength
Trust = authenticity, transparency
Reciprocity = co-creation
Reciprocity = fans helping each other
A note about community-driven design and co-creation
Co-creation is stakeholder input =>create.
Co-design engages the community in order to align business intent and user experience. People support what they help create.
The role of the designer is critical in co-design. The designer acts as facilitator of user engagement to gain information for design direction
Co-creation incorporates elements of transparency, trust, and reciprocity to move people to deep engagement and action
ROE is fan engagement and trust
Create a video,
message, tweet,
blog post product
about the company
Become a fan
FriendFollow
JoinDiscuss
Post reviews
Give feedback
VoteContribute
ideas
VisitWatch
DownloadReadPlay
Engage Contribute Participate Create
TRUST
RECIPROCITY
Case Studies
Case study #1: Best Friends Animal Society
www.bestfriends.org
ROE = engagement and trust
Create a video,
message, tweet,
blog post product
about the company
Become a fan
FriendFollow
JoinDiscuss
Post reviews
Give feedback
VoteContribute
ideas
VisitWatch
DownloadReadPlay
Engage Contribute Participate Create
TRUST
RECIPROCITY
ROE = engagement and trust
Create a video,
message, tweet,
blog post product
about the company
Become a fan
FriendFollow
JoinDiscuss
Post reviews
Give feedback
VoteContribute
ideas
VisitWatch
DownloadReadPlay
Engage Contribute Participate Create
TRUST
RECIPROCITY
ROE = engagement and trust
Create a video,
message, tweet,
blog post product
about the company
Become a fan
FriendFollow
JoinDiscuss
Post reviews
Give feedback
VoteContribute
ideas
VisitWatch
DownloadReadPlay
Engage Contribute Participate Create
TRUST
RECIPROCITY
One word: commitment
One word: commitment
Best Friends Animal Society
Members + Community
Best Friends Animal Society
Members + Community
Best Friends Animal Society
Members + Community
Best Friends Animal Society
Members + Community
But, what if I’m a small org?
Case study #2:Teal Cat Project
http://tealcatproject.com/
ROE = engagement and trust
Create a video,
message, tweet,
blog post product
about the company
Become a fan
FriendFollow
JoinDiscuss
Post reviews
Give feedback
VoteContribute
ideas
VisitWatch
DownloadReadPlay
Engage Contribute Participate Create
TRUST
RECIPROCITY
Teal Cat Project
Cat + Animal Lover Community
Tying it to your own practice
Instructions:
1. Circle up in groups
2. 4-part grid
3. Lots of questions and conversation
4. Sharing with the whole room
Share!
We’d love to continue the conversation!
Debra Askanasehttp://communityorganizer20.com
Twitter: @askdebra
Amy Sample Wardhttp://amysampleward.org
http://nten.org
Twitter: @amyrsward
Vanessa Rhinesmithhttp://vanessarhinesmith.com/blog/
http://startsomegood.com
Twitter: @vrhinesmith
Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad!
or Online at www.nten.org/ntc/eval
