Tactics for Building and Nurturing Community Online

@SmallWorldLabs | #ifsummit | @WilsonMichael

Tactics for Building and Nurturing

Community Online- Internet Fundraising Summit -

About Michael Wilson

• CEO & Founder - Small World Labs

• Small World Labs Genesis• Board of Directors – Texas

School for the Deaf Foundation

About Small World Labs

Small World Labs Community Platform

Social Business Strategy

Community Engagement Services

Nonprofits Using Small World Labs

Tactics for Building and Nurturing

Community Online

Your Audience & Constituents

Constituent Segments

Supporters• Donors• Volunteers• Advocates• Event Participants

Staff• Main Office• Local Chapters• Board of Directors

Mission• Beneficiaries• Causes• Issues

Partners• Affiliate

Organizations

ENGAGEMENT

Photo Credit: DeGust, Zach Klein, pablodf, Agmakonts via Flickr

Engagement Pyramid

Source: Groundwire

Leading

Owning

Contributing

Endorsing

Following

Observing

Engagement Pyramid

Source: Groundwire

Leading

Owning

Contributing

Endorsing

Following

•Attend event. See commercial or flyer

Observing

Engagement Pyramid

Source: Groundwire

Leading

Owning

Contributing

Endorsing

•Receive and read direct communications

Following

Observing

Engagement Pyramid

Source: Groundwire

Leading

Owning

Contributing

•Simple, transactional actions

Endorsing

Following

Observing

Engagement Pyramid

Source: Groundwire

Leading

Owning

•Thoughtful & habitual contributions

Contributing

Endorsing

Following

Observing

Engagement Pyramid

Source: Groundwire

Leading•Inv

ested in the mission and success

Owning

Contributing

Endorsing

Following

Observing

Engagement Pyramid

Source: Groundwire

•Leads others in carrying out organization’s work

Leading

•Invested in the mission and success

Owning

Contributing

Endorsing

Following

Observing

Engagement Pyramid

Source: Groundwire

•Subject matter expert, group leader, refers members

Leading•Inves

ted in the mission and success

•Answer questions, join & participates in groups

Owning

•Volunteer, contribute content

Contributing

•Likes, ratings, shares

Endorsing

•Provide contact information, follow

Following

•Visit website or social media updates

Observing

Engagement Pyramid

Source: Groundwire

•Subject matter expert, group leader, refers members

Leading•Inves

ted in the mission and success

•Answer questions, join & participates in groups

Owning

•Volunteer, contribute content

Contributing

Endorsing

Following

Observing

isitio

Where Do We Start?

Engagement Pyramid

Observing

Observing: Website & Social Media

• Quantity– Page views– Visitors– Total time on site– Post Reach

• Quality– PV/session– Avg. time on site– Bounce rate

Observing: Twitter Cards

https://analytics.twitter.com

Observing: Advertising

• Google Grants – Up to $10,000 per month– 501(c)(3) organizations– Adwords on Google only– http://www.google.com/grants/

• Facebook & Twitter– Paid ads and sponsored posts

Engagement Pyramid

Following

Following: Buttons vs. Inline

Source: AWeber Communications

Following: Contact Forms

Following: Reasons to Subscribe

Following: Lightboxes

Following: Email

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

Following: Email

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>

Following: Email

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

subject line alone

Source: Vertical Response

Following: Email

Don’t: Waste intro text

Following: Email

Do: Use relevant intro text

Following: Email

Source: Marc Pitman

Don’t: Make emails unreadable without images

Following: Email

Source: Marc Pitman

Don’t: Make emails unreadable without images

Following: Emailing to Canada

Following: Canadian Anti-Spam Law

AREA CASL CAN-SPAM

Communication Type Commercial Electronic Messages (CEMs): email, text, IM, social media, voice message

Opt-In Express Consent Unsubscribe Only

Fines Up to $10 million (Businesses)Up to $1 million (individuals)

Up to $16K per violation

Unsubscribe Mechanism

Unsubscribe from all types of communication

Unsubscribe to list/campaign

Timeline July 2014 “Government Action”July 2017 “Private Right of Action”

Currently active

Following: Canadian Anti-Spam Law

AREA CASL CAN-SPAM

Communication Type Commercial Electronic Messages (CEMs): email, text, IM, social media, voice message

Opt-In Express Consent Unsubscribe Only

Fines Up to $10 million (Businesses)Up to $1 million (individuals)

Up to $16K per violation

Unsubscribe Mechanism

Unsubscribe from all types of communication

Unsubscribe to list/campaign

Timeline July 2014 “Government Action”July 2017 “Private Right of Action”

Currently active

CASL EXCEPTIONS for CEMs sent by:• Registered charities with fundraising as primary purpose• Political parties seeking contributions

Following: The New Email Inbox?

Source: MailChimp July 2013

Following: What Do We Do?

• Rollout started May 29, 2013• Segment past and current email

campaigns–Gmail vs. Not

• Compare –Open, Click, Conversion rates–Pre & Post May 29–Pre vs. Last Month (rolling inbox activation)

Following: What Do We Do?

Following: Facebook

Like Box Like Button

Following: Facebook

• Become your Fans• Establishes connection for activity

feed updates

• Likes your specific website or web page• Single transaction

Following: Facebook

• Become your Fans• Establishes connection for activity

feed updates

• Likes your specific website or web page• Single transaction

EXCEPTION• If you place your Facebook page as

the URL parameter

Following: Facebook Page

Following: Twitter

• Follow People– Donors, supporters, affiliates

• Give people props– Use mentions: @username

• Give retweets & favorites• Use hashtags #• Use Trends panel for ideas

Following: Twitter Lists

Following: Cross-Channel

• Links – Website (or integrate within your website)– Other Social Media Accounts– Community

• “Follow Us” On Best Practices– Lead with “Follow Organization/Us [On]:”– Use alt text to show destination URL– Distinguish from your “social sharing” buttons

Engagement Pyramid

Endorsing

Endorsing: Facebook Interaction

Endorsing: Facebook Images

Endorsing: Facebook EdgeRank

Endorsing: Facebook Visibility is the Exception

Yes16%

See Your Posts

Yes 5%

Visit Your Fan Page

Source: Socialbrite

Endorsing: Facebook Page Admin

Endorsing: Facebook Page Insights

Endorsing: Facebook Page Export

• Lots of data• Aggregate/Absolute– Applause Rate– Conversation Rate– Amplification Rate

• Per fan (derived calculation)

Endorsing: Website Sharing

Good Bad

Endorsing: Retweets

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

• General Rule of Thumb <110 Characters

Endorsing: Twitter 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

Endorsing: New Twitter Metrics

Analytics.twitter.com

Endorsing: New Twitter Metrics

• Applause Rate: # of favorites per post

• Conversation Rate: # of replies per post

• Amplification Rate: # of retweets per post

• … and Per Follower

Endorsing: Twitter Metrics

Engagement Pyramid

Contributing

Contributing: Facebook

375,000 Page Likes

477 Post Likes

84 Post Shares

7 Post Comments

375,000 Page Likes

477 Post Likes

84 Post Shares

7 Post Comments

0.002%

Contributing: What is the Next Step?

Social Hub on Website

Contributing: Online Community or Social Website

Online Community: Video

Online Community

• Central area for Followers, Fans and other top supporters

• Your website or community in your website

• Toolset for customized experience

• Capabilities for deeper engagement

Online Community: Capabilities

• Custom profiles & member data• Discussions & knowledge sharing• Collaboration groups• User generated content• Personalization• Applications• Workflows & approvals• Document collaboration• Event organizing• SEO impact

Community Examples

Donor Community

Volunteer Community Mission Support

Social Website Member Community

Event Community

Engagement Pyramid: Bottom Phases

Source: Groundwire

Endorsing

Following

Observing

Observing: Open Pages & SEO

Discussions Videos

Observing: Open Pages & SEO

Discussions Videos SEO

Observing: Search Engine Optimization

Source: Experian

Following: Registration & User Data

Registration

Following: Registration & User Data

Registration Profile Data

Endorsing: Social Sharing

Engagement Pyramid

Source: Groundwire

•Leads others in carrying out organization’s mission

Leading•Inv

ites others to participate and volunteers

Owning

•Contributes content and updates

Contributing

Endorsing

Following

Observing

Contributing: Multiple Options

Contributing: Photos

Owning: Inviting Others

Owning: Volunteers

Owning: Volunteer Approvals

Owning: Volunteer Collaboration

Owning: Volunteer Preparation

Owning: Volunteer Communication

Owning: Volunteer Networking

Owning: Volunteer Feedback

Leading: Super Users

Leading: Recognition

Leading: The Power of the Crowd

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 for All Constituents

Supporters• Donors• Volunteers• Advocates• Event Participants

Staff• Main Office• Local Chapters• Board of Directors

Mission• Beneficiaries• Causes• Issues

Partners• Affiliate

Organizations

ENGAGEMENT

Photo Credit: DeGust, Zach Klein, pablodf, Agmakonts via Flickr

Online Community Engagement

* Actual Small World Labs Client Results

Deeper Engagement300-900% Page Views

Increase

Leads to Outcomes

Deeper Engagement300-900% Page Views

Increase •78% increase

Referrals

•437% increase

Donations & Purchases

•49% increase

Retention

•228% increase

Volunteer

•115% increase

Social Sharing

* Actual Small World Labs Client Results

Thanks!

Questions & Answers

Michael WilsonCEO & Founder

Small World Labs512.474.6400 x11

mwilson@smallworldlabs.com@wilsonmichael

@SmallWorldLabs

Tactics for Building and Nurturing Community Online

Marketing

Transcript of Tactics for Building and Nurturing Community Online

Advanced Lead Nurturing Tactics with Ardath Albee

Pardot Elevate 2012 - How to Turn Your Acquisition & Nurturing Program Tactics into Playbooks: A Better B2B Marketing Clinic

Online Marketing Tactics

Strategies and Tactics for Growing Online Enrollments - CALEM 2017

Advertising Online: Strategy and Tactics for Enrollment Success

Pub355 Fall 2012: Online Marketing Tools & Tactics

How to Create Lead Management Systems, Nurturing Tactics ...€¦ · Lead Management Systems, Nurturing Tactics and ... From the Ground Up Bill Rozier, VP Global Marketing Ciena Corporation

Quick Guide to Online Testing: 10 tactics to start or ... · Online Testing: 10 tactics to start or expand your testing process TACTICS YOU CAN LEARN OVER LUNCH Welcome to Quick Guide

Online Marketing & Lead Nurturing in the Era of Social CRM

The Power of Online Learning: Creating & Nurturing an Effective Online Learning Community Fred Rovai.

Search Marketing Tactics For Online Retailers this Holiday Season

Online Marketing tactics: NOEW 2011 presentation

Nurturing Online IT Sales Leads to Conversion (Slides)

Cool And Crucial Online Marketing Tactics

Nurturing Relationships Online

Online Politics 101: The Tools and Tactics of Online Political Advocacy

Marketing Discussion: Social Media and Online Tactics

10 Tactics for Building Online Community

Let’s Talk Tactics: How I Build An Online Presentation

Collaborating Online: Effective Tactics to Motivate Students