Engage All The Things: Rethinking Online Engagement#14NTCengage

Ash ShepherdFarra Trompeter

Road Map

Introductions

Online Engagement Spectrum

Case Study: Regional Foundation

Engaging Audiences

Prioritizing Options

Applying it to You

Wrap-up

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Introductions

Ash Shepherd Farra Trompeter

Minds on Design Lab Big Duck

@NPTech_Ash @Farra

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Information without contextis just more noise

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Photo Credit: ePublisist - www.flickr.com/photos/25275534@N00/9733284483

Online Engagement Spectrum

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Dark Ages Machine Ages Era of Engagement

Description All about surviving and just getting by; reactive

Focused on tools and technology as driving force

Focused on the people with technology supporting goals

Strategic Direction

3-5+ years since change

1-2 years since change

Always changing

Communication • Broadcast• Outdated

Information• No Monitoring

• Mix of Org & Community

• Some Best Practices

• Informal Monitoring/Reporting

• Evolves Based on Feedback

• Segmentation• Formal

Listening Strategies

Buy-in Lack of Leadership Support

Fractured support and silos

Highly Integrated Across Org

Perception Organization cares mostly about itself.

Organization cares mostly about specific actions.

Organization cares about me and sharing ownership of the impact.

Where is your organization?

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Additional thoughts

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The same on all channels? You are

not alone

Who are your peers? Who are your

role models?

Case Study: Regional foundation

Focused on the mission, not the brand

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Photo Credit: caribb www.flickr.com/photos/87857621@N00/11387810243

Case Study: Context

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Photo Credit: keeva999 www.flickr.com/photos/54159370@N08/8028231356

Case Study: The Journey

Didn’t speculate… tried to articulate

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Case Study: The Journey

Developed a full set of strategies and prioritized

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Case Study: Where are they now?

Phase 1

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Phase 2

Case Study: Where are they now?

Listen, Change, Review

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Photo Credit: B Rosen www.flickr.com/photos/82763263@N00/4255321476

Case Study: You are a case study

Why do “This” and not “That”?

What is coming next?

Evolving or just changing tactics?

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Engaging your audiences

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Prioritizing your options

1. Identify your primary goal

2. Ask who your community is and what they want from you

3. Determine what resources you have available ($, staff, time)

4. Select channels based on this info

5. Plan it in phases…

6. Evaluate and refine

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Activity: Pair Up!

• Where are you now?

• Pick the channel that matters to you and

discuss how you will evolve

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Report back

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I volunteer as Tribute!

Resource examples

Influencer Plan: Tips to Amplify Your Online Reach http://mod-lab.com/blog/entry/influencer_plan_tips_to_amplify_your_online_reach

Is it time to rethink your website? http://www.bigducknyc.com/website-rethink-flowchart

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