Building and Nurturing Community Online

#TXNS

Building and Nurturing Community Online

@wilsonmichael @smallworldlabs

#TXNS

Building Community Online

About Small World Labs

#TXNS

Some of Our Clients

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Building Community Online

#TXNS

Building and Nurturing Community Online

@wilsonmichael @smallworldlabs

#TXNS

Your Constituents

#TXNS

Identifying your Constituents

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

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Staff • Main Office • Local Affiliates • Board of Directors

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Beneficiaries

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Partner Organizations

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Communication Channels & Tools

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

#TXNS

Goals: Acquire Supporters

Acqu

isitio

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Follow on Social Media

Provide Contact Info

Visit Website

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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

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Goal: Achieve Outcomes

Non-Profit Leader

Referral Source

Consistent Contributor

Donor

Volunteer



Share Information

Sign Up for Community



Open Emails


Visit WebsiteAcqu

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Where Do We Start?

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Contact Forms

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Contact Forms: Reasons to Subscribe

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Contact Forms: Buttons vs. Inline

Source: AWeber Communications

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Contact Forms: Lightboxes

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Email Marketing: Before the Open

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

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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 <[email protected]>

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Email Marketing: Subject Line

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

subject line alone

Source: Vertical Response

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Email Marketing: Intro & Pre-Header Text

Don’t: Waste intro text

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Email Marketing: Intro & Pre-Header Text

Do: Use relevant intro text

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Email Marketing: Non-HTML View

Source: Marc Pitman

Don’t: Make emails unreadable without images

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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

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Email Marketing: Social Integration

Links to Online Community

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Email Marketing: Updates Between Asks

Open Rate Click Rate0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Industry Avg. Scottish Rite

2x

3.4x

Source: Small World Labs and MailChimp

#TXNS

Social Media

Your account on a third party social site

Foursquare Flickr

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Facebook

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

gatherings

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Facebook Pages

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Facebook Pages: Administration

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Facebook Pages: Insights

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Facebook Pages: Building Interaction

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Fan Pages: Using Images

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Facebook Pages: EdgeRank

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Facebook Pages: Visibility is the Exception

No84%

Yes16%

See Your Posts

No95%

Yes 5%

Visit Your Fan Page

Source: Socialbrite May 2012

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Facebook: Encourage Clicks To You

Greater Mindshare

Seconds

10+ page views per session

#TXNS

Twitter

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

#TXNS

Twitter: Compatible Platforms

Free• Hootsuite• Tweetdeck• MarketMeSuite

Paid• SproutSocial

#TXNS

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

#TXNS

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

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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

#TXNS

Online Communities

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CommunityOnline Communities

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Profile Accounts


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Profile Accounts

Connections


#TXNS

Profile Accounts

Connections

Knowledge Sharing


#TXNS

Profile Accounts

Connections

Knowledge Sharing

Interactive Assets


#TXNS

Profile Accounts

Connections

Knowledge Sharing

Interactive Assets

Community

User Access Levels

Online Communities

#TXNS

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

#TXNS

Profile Accounts

Connections

Knowledge Sharing

Interactive Assets

Community

User Access Levels


User Contributed

Content

Group Management & Collaboration

Online Communities

#TXNS

Profile Accounts

Connections

Knowledge Sharing

Interactive Assets

Community

User Access Levels

Personalized Experience


User Contributed

Content


Online Communities

#TXNS

Profile Accounts

Connections

Knowledge Sharing

Interactive Assets

Community

User Access Levels



User Contributed

Content


Constituent Data

Online Communities

#TXNS

Profile Accounts

Connections

Knowledge Sharing

Interactive Assets

Community

User Access Levels



User Contributed

Content


Constituent Data

Online Communities

Content Permanency

#TXNS

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

#TXNS

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

#TXNS

Seeding

Topic Discussion

Training Video

Photos from Events

Files and Forms

Other Resources & Content

Seed In Community

#TXNS

Topic Discussion

Training Video

Photos from Events

Files and Forms

Other Resources & Content

Seed In Community

Share Foursquare Flickr

Seeding

#TXNS

Enlightening Discussions

Member Content

Harvesting

#TXNS


Insightful Videos

Harvesting

Member Content

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Insightful Videos

Interesting Photos

Harvesting

Member Content

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Insightful Videos

Interesting Photos

Informative Documents

Harvesting

Member Content

#TXNS


Insightful Videos

Interesting Photos


Share

Foursquare Flickr

Harvesting

Member Content

#TXNS


Insightful Videos

Interesting Photos


Share

Foursquare Flickr

Harvesting

Traffic

Member Content

#TXNS


Insightful Videos

Interesting Photos


Share

Foursquare Flickr

Harvesting

Traffic

Member Content

Share

Share

Traffic

Traffic

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Why Does This Matter?

#TXNS

Supporters Want Engagement, Not Just Asks

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

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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.

#TXNS

Engagement Pyramid

Non-Profit Leader

Referral Source

Consistent Contributor

Donor

Volunteer



Share Information

Sign Up for Community



Open Emails


Visit WebsiteAcqu

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#TXNS

Online Community Engagement

Deeper Engagement300-900% Page Views

Increase

* Actual Small World Labs Client Results

#TXNS

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

#TXNS

501community.org

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

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

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Questions & Answers

Michael WilsonCEO & Founder

Small World Labs512.474.6400

[email protected]

@SmallWorldLabs

@WilsonMichael

Building and Nurturing Community Online

Technology

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