Everyone talks about social media "return on investment" -- but measuring your "return on engagement" (ROE) is what matters. Research and analysis prove that real social media engagement drives results. This presentation covers what kind of social media activities give the highest ROE, why it's so important, and how to use that information to design your programs and social media work. Case studies of organizations that have designed their online engagement to result in high ROE will also be highlighted. The presentation also reviews two approaches to measuring measuring Return on Engagement.
1. It’s All About Engagement:
Designing for Return on
Engagement
Presented by Debra Askanase
Principal and Engagement Strategist
Community Organizer 2.0
May 18, 2012
2. Today’s conversation
I. Hello social media
II. Designing engagement
III. Measuring Return on Engagement: Two
approaches
IV. Summary and takeaways
6. A social business is a “networked
nonprofit”
Old Rules:
Marcom focused
New Rules:
Socially focused
Marketing Understand networks
Communications Build relationships
Multi-channel Connected
Silos Integrated
http://bit.ly/networkednp
Additional resource: The Networked Nonprofit, by Allison Fine and Beth Kanter:
7. You are NOT (primarily)
…a community manager
…a marketing professional
…a development professional
…a social media person
Your title:
Chief Conversation Officer
9. Design starts with SMART goals
Specific
Measurable
Attainable
Realistic
Timely
Design your social
media activities to
meet your org or
programmatic goals:
• resource awareness
• membership
• fundraising
• activism
• sign up for a program
12. Design engagement for highest ROE
Create a
video,
message,
tweet,
blog post
product
about the
company
Become a
fan
Friend
Follow
Join
Discuss
Post
reviews
Give
feedback
Vote
Contribute
ideas
Visit
Watch
Download
Read
Play
Engage Contribute Participate Create
Lowest to highest Return on Engagement
* Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
13. 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
14. How they influenced purchasing
Create a
video,
message,
tweet,
blog post
product
about the
company
Become a
fan
Friend
Follow
Join
Discuss
Post
reviews
Give
feedback
Vote
Contribute
ideas
Visit
Watch
Download
Read
Play
Engage Contribute Participate Create
20% 26% 32% 35%
Percentage of each group that spurred a purchase
15. Design is supported through a
content strategy
http://www.flickr.com/photos/venosdale/5974664030/sizes/l/in/photostream/
What content will support
your engagement design?
- Plot out engagement
- Decide what design
assets you’ll need
- Figure out what
content assets you’ll
need
- Create a content
calendar
28. ROE is fan engagement and trust
Create a
video,
message,
tweet,
blog post
product
about the
company
Become a
fan
Friend
Follow
Join
Discuss
Post
reviews
Give
feedback
Vote
Contribute
ideas
Visit
Watch
Download
Read
Play
Engage Contribute Participate Create
TRUST
RECIPROCITY
29. Summary: designing engagement
Design different ways to become engaged
online. Remember your content calendar and
offline engagement!
Be authentic and transparent: create trust
and reciprocity
Integrate co-creation into your engagement
strategy
Being a networked nonprofit makes it all easier!
30. III. Measuring ROE: Two approaches
http://www.flickr.com/photos/76283671@N00/184612846/in/photostream/
31. Return on Engagement
The metric tied to time and investment
spent participating or interacting with
other social media users, and in turn, what
transpired that's worthy of measurement.
*Hat tip to Brian Solis for the inspiration
http://socialmediatoday.com/index.php?q=SMC/176801
32. Know what you want to measure
http://idealware.org/facebook_survey
33. Approach 1: SMART Goal ROE
Are your fans taking the action that you asked them
to do?
Are they signing up for activities?
How many?
From which social media channels?
How does that compare with last month’s actions?
Are they sharing content or talking about it on their own
channels?
Look at what actions you’ve designed and their effects on your
SMART goals: what needs to be tweaked, what is not working?
34. What indicates that your activities
are working?
• Sales/transactional
• What indicators tell you you’re meeting your goal with the right
tactics? Percent of member interest clicks from Facebook, amount of
time on site from Linkedin visitors, number of inquiries from Twitter
followers, etc.
• Program involvement
• What indicators tell you you’re meeting your goal with the right
tactics? Example: increased % of program signup from Facebook.
• Customer service
• Volunteers/leadership
• Personnel/hiring goals
• Other
…think about this for each goal, and how you are using social media
36. Tweetathon:
• 258 people/1,524 tweets with #bluekey
• 169% increase in web traffic
• led to >50% of key purchases that week
Used with permission from USA for UNHCR
SMART goal ROE:
#bluekey Tweetathon
37. Approach 2: ROE of Community Commitment
How committed is the entire community you’ve
built? Are you building a return on engagement?
This is a relative metric. You want to compare it against
itself, and against your competitors.
Value = are you building a community of engaged
advocates and stakeholders? Are you creating a
sustainable fan base?
38. Status measurements Engagement and
activism
measurements
Numbers that are not in
the context of social
media conversations, nor
reflect the impact of
social network
conversations
Numbers that are in the
context of social media
conversations, and
often reflect the impact
of social network
conversations
Leading to ROE Used to measure ROE
39. “Status” metrics of who is following
you show the opportunity
• Those that join but not comment are waiting to be activated
• The number of those that “activate” on behalf of a brand
grows yearly
• “Slacktivism” is on the rise also…
To rely on status metrics is to incorrectly
understand your social media community
It’s the potential, but not actual ROE
40. Value of status metrics
• Look at trends – what communities are growing, and why
• Look at what’s not working – where is there stagnation, little
growth
• What trends are you seeing?
41. Engagement and activism measurements:
foster community
These are contextual
measurements that
speak to how engaged
the community is, how
willing it is to take
action, & your influence
on the community
=>
Converts to intended
action
http://www.flickr.com/photos/34086095@N05/4860818097/
42. Where are the touch points =
engagement points?
• Facebook Page
• Facebook conversation
• Twitter follow
• Twitter conversation
• Twitter DM
• Watch a YouTube video
• Comment on a YouTube video
• Follow company on LinkedIn
• Talk with you on LinkedIn in within a group
• Connect with you on Linkedin
• Etc…
43. Measuring the ROE of Community
Commitment
1. Measure the commitment of your fans
• Number of engaged fans/online community
• Number that proactively talk about your org
• Number that create (something you asked them
to do)
• Number that interact with others
• Other measures relevant to your organization
2. Total number of engaged fans in each space divided
by Total number of fans
3. Overall percentage =
level of community commitment
44. Tying it all together:
Lily the Black Bear
http://www.facebook.com/lily.the.
black.bear
http://www.communityorganizer20.com/2010/12/29/what-makes-lily-the-black-bear-so-incredible/
48. Designing Lily’s Engagement on FB
Engage: Watch videos on FB and Live cam on site, donate,
read, visit site
Contribute: give opinions and feedback, vote in contests,
name the bear, etc.
Participate: Facebook Friend, follow tweets, discuss and
comment
Create: Post their own photos, tweet proactively, comment
proactively
49. Designing Lily’s Engagement on FB
Trust: you see the bears on webcam, know who’s posting to
Facebook, meet the NABC at the Lilypad picnic
Reciprocity: offer opinions and feedback, vote in contests,
name the bear, fans encourage each other to participate
Most importantly, Lily the Black Bear has a fully
networked relationship with its stakeholders
50. Tying it all together: Lily the Black Bear
moves 143,633 Facebook fans to action
Raised $359,597 from 53,502 fans in one year
17,916 votes to win the second Chase Community Giving
Challenge
Motivated 1793 supporters to donate $165,000 in Minnesota’s
Give to the Max day 2011 (over 3,000 donors)
Helped local Ely Esy public school win $20,000 in the K-12
America’s School Spirit challenge
Helped Soudan Underground Mine State Park in MN win
$200,000 in a 2010 parks challenge; activated 1.6 million voters
(only 101,000 visited the park!)
52. Addendum: the larger spectrum of
engagement you can measure
Participation – comments, interactions, usage of widgets,
@messages, shares, likes, posts, tags
Degree of Authority – authoritative sites linking to your
URLs, talking to about your content, organization,
campaign
Influence – size of user base subscribed to your content,
ability to influence conversation, Klout/Twitalyzer, #RTs
per post, hits to website from social sites
Sentiment – how do people feel about you, % change
Resource: http://www.beingpeterkim.com/2008/09/a-framework-for.html
53. In summary
1. Know what you want to measure: Define your SMART goals
2. Integrate engagement theory into social media strategy design
3. Design along the ladder of engagement
4. What social media actions are working towards meeting your
goals?
5. What is making the most difference? What is not?
6. Two social media measurement approaches: SMART goal ROE
and community engagement metric
7. Evaluate: How can you tweak your engagement?
54. What experience will you design?
http://www.flickr.com/photos/moriza/2565606353/
55. I’m always available to answer follow-up
questions!
Email: debra@communityorganizer20.com
Website: communityorganizer20.com
Blog: http://communityorganizer20.com
Linkedin: linked.com/in/debraaskanase
Twitter: @askDebra
Other slides: slideshare.net/debask
Telephone: (617) 682-2977
Editor's Notes
Collaboration: Wikipedia, wikis, social bookmarking
Multimedia: photo sharing, video sharing, art sharing, livecasting, podcasting
Entertainment: virtual worlds, online gaming
Reviews and opinions: product reviews, service or entertainment reviews (amazon, yelp epinions, eluna) and Q&A (yahoo answers, linkedin answers)
A is the org goals. B is what the audience is interested in (or their goals, needs, etc.) What's in the middle is generally where THE conversation topic is going to be.
Engage: passive activities such as visiting a site, reading the blog, playing a game
Contribute: ideas, reviews, feedback
Participate: within a group or fan page
Create: create new content on a site or on their own about the site
Contributors = 80 more people talking than the engage set. Participators = 60 more than the engage set. Creators = 170 more
Social media activity generated 2.5 times more conversations amongst creators than the engage set.
http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
Engage: passive activities such as visiting a site, reading the blog, playing a game
Contribute: ideas, reviews, feedback
Participate: within a group or fan page
Create: create new content on a site or on their own about the site
The notion of tie strength was first introduced in 1973 by Prof. Mark Granovetter in his seminal work: The Strength of Weak Ties. He identified four different components of tie strength. Time, Intensity, Trust, Reciprocity of four components.
Trust and reciprocity are the two components that companies can leverage effectively for building a stronger customer relationship.
The notion of tie strength was first introduced in 1973 by Prof. Mark Granovetter in his seminal work: The Strength of Weak Ties. He identified four different components of tie strength.
Trust and reciprocity are the two components that companies can leverage effectively for building a stronger customer relationship.
Further reading: http://lithosphere.lithium.com/t5/Building-Community-the-Platform/My-Chapter-on-Relationships-The-R-in-Social-CRM/ba-p/19024
Let them help you by letting them help other customers and reward them properly. This will create a cycle of reciprocity can sustain itself. Aside from the added benefit of reducing support cost, implementing a co-creation strategy is one of is the most effective way to increase reciprocity between your brand and your customers.
SAR video and avi chai match campaign – didn’t just ask for $, were very social and friendly about it (biggest fundraiser on causes’ class got an ice cream party, kids with ipads at dropoff and pickup, tried F2F, but not only online…) Won a $25K award for innovation in fundraiser. Then got a donor who would give if every single alum gave, and they met the goal, excuse to have a convo with alumni.
SAR video and avi chai match campaign – didn’t just ask for $, were very social and friendly about it (biggest fundraiser on causes’ class got an ice cream party, kids with ipads at dropoff and pickup, tried F2F, but not only online…) Won a $25K award for innovation in fundraiser. Then got a donor who would give if every single alum gave, and they met the goal, excuse to have a convo with alumni.
Engage: passive activities such as visiting a site, reading the blog, playing a game
Contribute: ideas, reviews, feedback
Participate: within a group or fan page
Create: create new content on a site or on their own about the site
.
Trust, reciprocity, engagement, participation, fans, and superfans in the Blue Key Tweetathon June 11, 2011
33% of the Blue Key Champions at the time participated in the Tweetathon (13 participants, out of approximately 35/36 Champions)
How do you know it is working? Take time to ID what is working, getting participation level. Be willing to change measures and weights if need be
How do you know it is working? Take time to ID what is working, getting participation level. Be willing to change measures and weights if need be
Lilypad event – engages superfans IRL. Event takes online engagement further to that space of trust and engagement. Establishes the cause’s commitment to the fans, and trust amongst fans.
Lilypad event – engages superfans IRL. Event takes online engagement further to that space of trust and engagement. Establishes the cause’s commitment to the fans, and trust amongst fans.
Lilypad event – engages superfans IRL. Event takes online engagement further to that space of trust and engagement. Establishes the cause’s commitment to the fans, and trust amongst fans.
Lilypad event – engages superfans IRL. Event takes online engagement further to that space of trust and engagement. Establishes the cause’s commitment to the fans, and trust amongst fans.
Attention. The amount of traffic to your content for a given period of time. Similar to the standard web metrics of site visits and page/video views.
Participation. The extent to which users engage with your content in a channel. Think blog comments, Facebook wall posts, YouTube ratings, or widget interactions.
Authority. Ala Technorati, the inbound links to your content – like trackbacks and inbound links to a blog post or sites linking to a YouTube video.
Influence. The size of the user base subscribed to your content. For blogs, feed or email subscribers; followers on Twitter or Friendfeed; or fans of your Facebook page.
http://www.beingpeterkim.com/2008/09/a-framework-for.html
Jeff bulla: http://www.jeffbullas.com/2009/11/09/8-steps-to-demonstrate-positive-return-on-investment-for-social-media-marketing/