How to Build Online Community Engagement

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Information about How to Build Online Community Engagement

Published on March 6, 2014

Author: techsoupcanada



TechSoup Canada walks through the steps on how your organization can build online community engagement through social media.

Building Online Community Engagement Association of Community Legal Clinics of Ontario March 6, 2014 with

About TechSoup Canada We help nonprofits use technology to achieve their full potential. Register your organization today, to be eligible to request over 300 products from 25 donor partners!

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We create and curate tech resources @techsoupcanada techsoupcanada techsoupcanada

About Me Joyce Hsu Communications Coordinator at TechSoup Canada @fuuyin  Nonprofit technology blogger  Social media & online communications  Graphic designer  Social Media Expert

Agenda Understanding Social Media How to Build Online Community Engagement What are the steps to plan, execute, measure and evaluate Community Engagement examples Q&A

Understanding Social Media

Why is this important? Common stages of social media adoption:  Peer pressure. “Everyone’s doing it, let’s do it too!”  Underestimating work. “Social media is easy. My nephew can do it. Set up a Facebook account and start tweeting!”  Overestimating results. “We have some fans and followers, but we haven’t gained new donors, members, volunteers, etc.– what gives?”  Disappointment. “This social media thing is a bust. It takes too much time and the return isn’t worth it.” Credit: Fenton

Social Media is … … Not a broadcast tool It’s more like a conversation

Social Media can be a lot of things Think of Social Media as: Community bulletin board Email Discussion board/public forum A guided museum tour A form/online form

#1 Plan Your Strategy

Create a Social Media Policy Identify internal resources. Who’s in charge of strategy & direction? Who will be handling the day-to-day tasks (tweeting, posting, pinning, etc.)? Understand your audience. Are you trying to reach volunteers, donors, funders, members, clients, associations, etc.? Define your voice. What is your organization’s personality? Define your goals. Is there a call to action? How many followers do you want?

How do you respond and interact with your community?

Understand Your Channels & Tools Decide what channels to use and set goals Facebook Twitter Pinterest Tumblr, etc. More channels = more time & resources

#2 Implement Best Practices & Procedures

How often are you going to post, tweet, pin, etc.?

What content do you want to share and when?

What other online channels are you using? What guidelines do you need for those channels?

#3 Measure & Evaluate

Why measure? You need to know if it’s working (or not!) Contribute to your org’s mission Experiment & learn You need to prove to others that it’s working Leadership buy-in Funding

How do you measure success? Exposure Engagement SAY SEE FEEL Conversion DO Credit: Fenton

Example Metrics SEE SAY FEEL DO  FB page likes & reach  TW followers  RSS or email subscriptions  Youtube views  clicks  FB post likes & shares  Retweets  Email forwards  Repins & board followers  FB shares with message  Retweet with message  Comments  Online mentions      Donations Advocacy actions Event attendance Membership Volunteerism Credit: Fenton

Facts about measurement tools Some tools are really expensive. Also they can overwhelm you with data There are lots of free & low cost tools. Use them only if they measure the metrics you want At the end of the day, it all comes back to your spreadsheet

Let’s put this into practice!

TechSoup Canada’s Ongoing communications Twitter (4,400 followers) Facebook (855 likes) Website (26,000 visits/mth)

TechSoup Canada’s Social Media Policy for ongoing communications

 How to respond and interact with our community

 Content & communication calendar

 Weekly dashboards to measure & evaluate

TechSoup Canada’s 5 Year Anniversary Campaign 1 month campaign: 520 visits/mth 51 tweets/posts 18 member stories

 Campaign planning & outlining goals  Goals: Share stories, Member appreciation, Tell a Friend

 Scheduling campaign activities & assigning roles

 Campaign marketing & promotion

 Encourage engagement with Twitter #WhatWoodYouDo  Easy for members to share stories on microsite

 Dashboards to measure & evaluate

Questions? Comments? @techsoupcanada

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