Published on March 6, 2014
Building Online Community Engagement Association of Community Legal Clinics of Ontario March 6, 2014 with
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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 http://www.fenton.com/resources/see-say-feel-do/
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 http://www.fenton.com/resources/see-say-feel-do/
Example Metrics SEE SAY FEEL DO FB page likes & reach TW followers RSS or email subscriptions Youtube views Bit.ly 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 http://www.fenton.com/resources/see-say-feel-do/
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 5years.techsoupcanada.ca 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? www.techsoupcanada.ca @techsoupcanada facebook.com/techsoupcanada
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