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Designing and Measuring Return on Engagement


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Numbers don't convert to Return on Engagement (ROE), so what does? This presentation reviews all as your social media strategy and activities for the highest ROE, based on the latest research. The presentation also covers an approach to ROE measurement.

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Designing and Measuring Return on Engagement

  1. 1. Creating and Measuring<br />Return on Engagement<br />Social Media for Nonprofits/NYC<br />August 4, 2011<br />
  2. 2. Today’s conversation<br />Numbers don’t convert to ROE<br />Designing engagement for highest ROE<br />Moving fans to superfans: serious ROE<br />Measuring ROE – an approach<br />
  3. 3. You are NOT (primarily) this:<br />…a community manager<br />…a marketing professional<br />…a development professional<br />…a social media person<br />Your new job title:<br />Chief Conversation Officer<br />
  4. 4. The case of the 4,000 Twitter followers who didn’t care<br />Goal: register to play online educational gameSocial media activity: TwitterStatus metric: number of followers<br />4,000 Twitter followers in one year!<br />Reality check:<br />400 spammers<br />Couldn’t influence people to click links!<br />No one playing game came from Twitter<br />3 followers cared (a little)<br />
  5. 5. The social media funnel: engage<br />Designing engagement-oriented actions<br />
  6. 6. Designing Engagement for highest ROE<br />Participate<br />Contribute<br />Engage<br />Create<br />Become a fan<br />Friend<br />Follow<br />Join<br />Discuss<br />Post reviews<br />Give feedback<br />Vote<br />Contribute ideas<br />Create a video, message, tweet, blog post product about the company<br />Visit<br />Watch<br />Download<br />Read<br />Play <br />Lowest to highest Return on Engagement <br />* Based on<br />
  7. 7. Creators talked and proactively shared information about the brand the most. They also influenced buying decisions the most. <br />Low-level engagement by itself did not produce significant ROE<br />
  8. 8. How they influenced purchasing<br />Participate<br />Contribute<br />Engage<br />Create<br />Become a fan<br />Friend<br />Follow<br />Join<br />Discuss<br />Post reviews<br />Give feedback<br />Vote<br />Contribute ideas<br />Create a video, message, tweet, blog post product about the company<br />Visit<br />Watch<br />Download<br />Read<br />Play <br />20%<br />26%<br />32%<br />35%<br />Percentage of each group that spurred a purchase<br />
  9. 9. The social media funnel: trust<br />Leveraging org trust, personal trust, and encouraging reciprocity<br />
  10. 10. Who are your fans and superfans?<br /><br />
  11. 11. Organization – Fan relationships<br />*hat tip Amy Sample Ward:<br />Their network of friends, family, colleagues, etc.<br />Online Community<br />You want this group to move into the online community<br />Already interested, weaker relationship tie<br />You want them to reach out to their networks<br />Superfans<br />Move<br />Strongest relationship, most loyal<br />You want them to interact with the community and cultivate more superfans<br />Your Organization<br />
  12. 12. Brands can leverage brand trust and reciprocity to strengthen relationship ties<br />*You’ll see more engagement if your organization is personal<br /><br />
  13. 13. Four components of tie strength<br />
  14. 14. Trust = authenticity, transparency<br />
  15. 15.
  16. 16. Reciprocity = co-creation<br />
  17. 17. Reciprocity = co-creation<br />
  18. 18. Reciprocity = fans helping each other<br />
  19. 19. Reciprocity = fans helping each other<br />
  20. 20. ROE is fan engagement and trust<br />Engage<br />Contribute<br />Participate<br />Create<br />Create a video, message, tweet, blog post product about the company<br />Become a fan<br />Friend<br />Follow<br />Join<br />Discuss<br />Post reviews<br />Give feedback<br />Vote<br />Contribute ideas<br />Visit<br />Watch<br />Download<br />Read<br />Play <br />TRUST<br />RECIPROCITY<br />
  21. 21. The social media funnel: action<br />
  22. 22. Know your SMART goals<br />Specific<br />Measurable<br />Attainable<br />Realistic<br />Timely<br />Design your social media activities to meet your org or programmatic goals:<br /><ul><li> resource awareness
  23. 23. membership
  24. 24. fundraising
  25. 25. activism
  26. 26. sign up for a program</li></li></ul><li>ROE: Lily the Black Bear132,489 Facebook fans<br />Raised $159,597 from 23,502 fans in one year<br />17,916 votes to win the second Chase Community Giving Challenge<br />Motivated 1793 supporters to donate $39,597 in Minnesota’s Give to the Max day<br />Helped local Ely Esy public school win $20,000 in the K-12 America’s School Spirit challenge<br />Currently helping Soudan Underground Mine State Park in MN win $200,000 in a parks challenge; activated 1 million voters<br />
  27. 27. ROE of social media actions: <br />Lily the Black Bear<br /><br /><br />
  28. 28. ROE of social media actions: <br />Lily the Black Bear<br /><br /><br />
  29. 29. ROE of social media actions: <br />Lily the Black Bear<br /><br />
  30. 30. Designing Lily’s Engagement on FB<br />Engage: Watch videos on FB and Live cam on site, donate, read, visit site <br />Contribute: give opinions and feedback, vote in contests, name the bear, etc.<br />Participate: Facebook Friend, follow tweets, discuss and comment<br />Create: Post their own photos, tweet proactively, comment proactively<br />
  31. 31. Designing Lily’s Engagement on FB<br />Trust: you see the bears on webcam, know who’s posting to Facebook, meet the NABC at the Lilypad picnic<br />Reciprocity: offer opinions and feedback, vote in contests, name the bear, fans encourage each other to participate<br />
  32. 32. Measuring ROE<br /><br />
  33. 33. Know what you want to measure<br /><br />
  34. 34. ROE is fan commitment and trust<br />Build and track the levels of commitment:<br /><ul><li> Simply taking an action
  35. 35. Actively engaged
  36. 36. Making a commitment</li></ul>Can you track the number of engaged fans taking action vs. others from your online community? <br />Commit to actions through a Google doc, online petition, online pledge, joining a back-door planning group. Use links, special landing pages, other <br />Ask fans to cultivate others – measure the number of fans that move to superfans<br />
  37. 37. ROE of community commitment: increasing engagement and loyalty<br />1. Measure the commitment of your fans<br /><ul><li>Number of “superfans”
  38. 38. Number of engaged fans/online community
  39. 39. Number that proactively talk about your org
  40. 40. Number that create (something you asked them to do)
  41. 41. Number that participate interact with others
  42. 42. Other measures relevant to your organization</li></ul>2. Assign weights to each, depending on what is most important to your organization<br />3. Overall weighted score = <br /> level of community commitment<br />
  43. 43. ROE and SMART goals<br />Are your fans taking the action that you asked them to do? <br />Are they playing the online game? <br />How many? <br />From which social media channels?<br />How does that compare with last month’s actions?<br />Look at what actions you’ve designed and their effects on your SMART goals: what needs to be tweaked, what is not working?<br />
  44. 44. Tying it all together: #bluekeyTweetathon<br />Tweetathon: <br /><ul><li>258 people/1,524 tweets with #bluekey
  45. 45. 169% increase in web traffic
  46. 46. led to >50% of key purchases that week</li></ul>Used with permission from USA for UNHCR<br />
  47. 47. Leaving you today with these thoughts<br />Numbers don’t convert to ROE<br />You can design engagement for ROE<br />Who are your superfans and how can you motivate them to move others to action? <br />Measuring ROE – fan commitment, community commitment, meeting SMART goals<br />
  48. 48. What experience do you design?<br /><br />
  49. 49. Debra Askanase<br />Engagement Strategist<br /><br />Twitter: @askdebra<br />Linkedin:<br />Slideshare:<br />Google Plus:<br />