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

Acqu

isitio

n –

> E

ngag

emen

t –

> O

utco

me


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


Observing: Twitter Cards

https://analytics.twitter.com

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

http://www.google.com/grants/


Engagement Pyramid

Following


Following: Buttons vs. Inline

Source: AWeber Communications


Following: Contact Forms


Following: Reasons to Subscribe


Following: Lightboxes


Following: Email


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 <[email protected]>


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: 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

Email

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

Email

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?


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

No84%

Yes16%

See Your Posts

No95%

Yes 5%

Visit Your Fan Page

Source: Socialbrite


Endorsing: Facebook Page Admin


Endorsing: Facebook Page Insights


Endorsing: Facebook Page Export


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

0.13%

0.02%

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

[email protected]@wilsonmichael

@SmallWorldLabs

Tactics for Building and Nurturing Community Online

Marketing

Transcript of Tactics for Building and Nurturing Community Online