Building and Nurturing Community Online

@wilsonmichael @smallworldlabs

Building Community Online

About Small World Labs

Some of Our Clients

Building Community Online

Building and Nurturing Community Online

@wilsonmichael @smallworldlabs

Your Constituents

Identifying your Constituents

Supporters • Donors – individual and corporate• Volunteers• Advocates• Event Participants

Staff • Main Office • Local Affiliates • Board of Directors

Beneficiaries

Partner Organizations

Communication Channels & Tools

• Face-to-face • Over the phone • Sign Up Forms• Email • Social media • Online communities

Communication Channels & Tools

• Face-to-face • Over the phone • Sign Up Forms• Email • Social media • Online communities

Goals: Acquire Supporters

isitio

Follow on Social Media

Provide Contact Info

Visit Website

Goal: Move up Engagement Pyramid

Visit Website

Participate in Groups

Ask & Answer Questions

Share Information

Sign Up for Online Community

Reply on Social Media

Open Emails

Visit WebsiteAcqu

isitio

Goal: Achieve Outcomes

Non-Profit Leader

Referral Source

Consistent Contributor

Volunteer

Share Information

Sign Up for Community

Open Emails

Visit WebsiteAcqu

isitio

Where Do We Start?

Contact Forms

Contact Forms: Reasons to Subscribe

Contact Forms: Buttons vs. Inline

Source: AWeber Communications

Contact Forms: Lightboxes

Email Marketing: Before the Open

Do: Use a consistent, recognizable From NameDon’t: use “info” or “admin” as your from name

Email Marketing: Before the Open

Do: Use a consistent, recognizable From NameDon’t: use “info” or “admin” as your from name

Do: Use a monitored return path email addressDon’t: Use <donotreply@organization.org>

Email Marketing: Subject Line

Do: Be descriptive, accurate, short• 50% of readers decide to open based on

subject line alone

Source: Vertical Response

Email Marketing: Intro & Pre-Header Text

Don’t: Waste intro text

Email Marketing: Intro & Pre-Header Text

Do: Use relevant intro text

Email Marketing: Non-HTML View

Source: Marc Pitman

Don’t: Make emails unreadable without images

Email Marketing: Updates Between Asks

Don’t: • Send only ASK emails

Do: • Let them know how their

contributions matter• Give them areas to engage

with you

Email Marketing: Social Integration

Links to Online Community

Email Marketing: Updates Between Asks

Open Rate Click Rate0%

Industry Avg. Scottish Rite

Source: Small World Labs and MailChimp

Social Media

Your account on a third party social site

Foursquare Flickr

Facebook

• Profiles are for people• Pages are for organizations• Groups are for small private

gatherings

Facebook Pages

Facebook Pages: Administration

Facebook Pages: Insights

Facebook Pages: Building Interaction

Fan Pages: Using Images

Facebook Pages: EdgeRank

Facebook Pages: Visibility is the Exception

Yes16%

See Your Posts

Yes 5%

Visit Your Fan Page

Source: Socialbrite May 2012

Facebook: Encourage Clicks To You

Greater Mindshare

Seconds

10+ page views per session

Twitter

• Microblog platform• 140 characters or less• Tweets=updates• Follow/Followers• Lists

Twitter: Compatible Platforms

Free• Hootsuite• Tweetdeck• MarketMeSuite

Paid• SproutSocial

Twitter: Starting to Build Community

• Follow People– Donors, supporters, affiliates

• Give people props– Use mentions: @username

• Give retweets• Use hashtags #• Provide valuable information• Look to converse, as much as possible• Remember to be a human

Twitter: Sharing

• If you want retweets, do the math140 Characters Total– “RT_@username:_” (6 characters + username)– Room for comments

• General Rule of Thumb <110 Characters

Twitter: Engagement Stats

• 1 in 20 Tweets is Retweeted

• 97% of Retweets happen within 1 hour

• Tweets with 100 characters or less have 17% higher interaction rate

• Tweets with links are retweeted 86% more often

• Tweets with #hashtags have double the engagement

Sources: Sysomos, SEOmoz, Buddy Media, Bit.ly

Online Communities

CommunityOnline Communities

Profile Accounts

Connections

Profile Accounts

Connections

Knowledge Sharing

Profile Accounts

Connections

Knowledge Sharing

Interactive Assets

Profile Accounts

Connections

Knowledge Sharing

Interactive Assets

Community

User Access Levels

Online Communities

Profile Accounts

Connections

Knowledge Sharing

Interactive Assets

Community

User Access Levels

User Contributed

Content

Online Communities

#TXNS 58

Profile Accounts

Connections

Knowledge Sharing

Interactive Assets

Community

User Access Levels

Topic-Based Discussions

User Contributed

Content

Online Communities

Profile Accounts

Connections

Knowledge Sharing

Interactive Assets

Community

User Access Levels

User Contributed

Content

Group Management & Collaboration

Online Communities

Profile Accounts

Connections

Knowledge Sharing

Interactive Assets

Community

User Access Levels

Personalized Experience

User Contributed

Content

Online Communities

Profile Accounts

Connections

Knowledge Sharing

Interactive Assets

Community

User Access Levels

User Contributed

Content

Constituent Data

Online Communities

Profile Accounts

Connections

Knowledge Sharing

Interactive Assets

Community

User Access Levels

User Contributed

Content

Constituent Data

Online Communities

Content Permanency

Profile Accounts

Connections

Knowledge Sharing

Interactive Assets

Community

User Access Levels

User Contributed

Content

Constituent Data

Deepening Engagement on Your Organization’s Site

Online Communities

Content Permanency

Online Community: Overview

• Extra level of engagement• Generally for your more

involved supporters• Acts as source for shared

content• A social hub to connect

your various social media followers

Seeding

Topic Discussion

Training Video

Photos from Events

Files and Forms

Other Resources & Content

Seed In Community

Topic Discussion

Training Video

Photos from Events

Files and Forms

Other Resources & Content

Seed In Community

Share Foursquare Flickr

Seeding

Enlightening Discussions

Member Content

Harvesting

Insightful Videos

Harvesting

Member Content

Insightful Videos

Interesting Photos

Harvesting

Member Content

Insightful Videos

Interesting Photos

Informative Documents

Harvesting

Member Content

Insightful Videos

Interesting Photos

Foursquare Flickr

Harvesting

Member Content

Insightful Videos

Interesting Photos

Foursquare Flickr

Harvesting

Traffic

Member Content

Insightful Videos

Interesting Photos

Foursquare Flickr

Harvesting

Traffic

Member Content

Insightful Videos

Interesting Photos

Foursquare Flickr

Harvesting

Traffic

Member Content

Traffic

Why Does This Matter?

Supporters Want Engagement, Not Just Asks

As a donor to charity, what do we nonprofits do that REALLY annoys the tar out of you?

Supporters Want Engagement, Not Just Asks

As a donor to charity, what do we nonprofits do that REALLY annoys the tar out of you?

My biggest pet peeve is probably the lack of engagement for anything other than asking me for money… much comes from my frustration as a donor - that I am not asked for my opinion, my dreams, my ideas.

Engagement Pyramid

Non-Profit Leader

Referral Source

Consistent Contributor

Volunteer

Share Information

Sign Up for Community

Open Emails

Visit WebsiteAcqu

isitio

Online Community Engagement

Deeper Engagement300-900% Page Views

Increase

* Actual Small World Labs Client Results

Leads to Outcomes

Deeper Engagement300-900% Page Views

Increase

•78% increase

Referrals•4

37% increase

Donations & Purchases

•10X attrition/churn reduction

Retention

•228% increase in volunteer hours

Other KPIs

* Actual Small World Labs Client Results

501community.org

http://www.501community.org/txns

Discussion On Sessions - http://www.501community.org/txns

Questions & Answers

Michael WilsonCEO & Founder

Small World Labs512.474.6400

mwilson@smallworldlabs.com

@SmallWorldLabs

@WilsonMichael

Building and Nurturing Community Online

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