how to build online community engagement

Download How to Build Online Community Engagement

Post on 18-Nov-2014




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TechSoup Canada walks through the steps on how your organization can build online community engagement through social media.


  • 1. Building Online Community Engagement Association of Community Legal Clinics of Ontario March 6, 2014 with
  • 2. About TechSoup Canada We help nonprofits use technology to achieve their full potential. Register your organization today, to be eligible to request over 300 products from 25 donor partners!
  • 3. Technology Donations Program You may be eligible to get donations of Is my org eligible? a) Does your business number end in RR0001? b) Do you have a Letters Patent from Industry Canada? c) Are you incorporated as a not-for-profit corporation with your province? d) Are you a library?
  • 4. We create and curate tech resources @techsoupcanada techsoupcanada techsoupcanada
  • 5. About Me Joyce Hsu Communications Coordinator at TechSoup Canada @fuuyin Nonprofit technology blogger Social media & online communications Graphic designer Social Media Expert
  • 6. Agenda Understanding Social Media How to Build Online Community Engagement What are the steps to plan, execute, measure and evaluate Community Engagement examples Q&A
  • 7. Understanding Social Media
  • 8. Why is this important? Common stages of social media adoption: Peer pressure. Everyones doing it, lets do it too! Underestimating work. Social media is easy. My nephew can do it. Set up a Facebook account and start tweeting! Overestimating results. We have some fans and followers, but we havent gained new donors, members, volunteers, etc. what gives? Disappointment. This social media thing is a bust. It takes too much time and the return isnt worth it. Credit: Fenton
  • 9. Social Media is Not a broadcast tool Its more like a conversation
  • 10. Social Media can be a lot of things Think of Social Media as: Community bulletin board Email Discussion board/public forum A guided museum tour A form/online form
  • 11. #1 Plan Your Strategy
  • 12. Create a Social Media Policy Identify internal resources. Whos in charge of strategy & direction? Who will be handling the day-to-day tasks (tweeting, posting, pinning, etc.)? Understand your audience. Are you trying to reach volunteers, donors, funders, members, clients, associations, etc.? Define your voice. What is your organizations personality? Define your goals. Is there a call to action? How many followers do you want?
  • 13. How do you respond and interact with your community?
  • 14. Understand Your Channels & Tools Decide what channels to use and set goals Facebook Twitter Pinterest Tumblr, etc. More channels = more time & resources
  • 15. #2 Implement Best Practices & Procedures
  • 16. How often are you going to post, tweet, pin, etc.?
  • 17. What content do you want to share and when?
  • 18. What other online channels are you using? What guidelines do you need for those channels?
  • 19. #3 Measure & Evaluate
  • 20. Why measure? You need to know if its working (or not!) Contribute to your orgs mission Experiment & learn You need to prove to others that its working Leadership buy-in Funding
  • 21. How do you measure success? Exposure Engagement SAY SEE FEEL Conversion DO Credit: Fenton
  • 22. Example Metrics SEE SAY FEEL DO FB page likes & reach TW followers RSS or email subscriptions Youtube views clicks FB post likes & shares Retweets Email forwards Repins & board followers FB shares with message Retweet with message Comments Online mentions Donations Advocacy actions Event attendance Membership Volunteerism Credit: Fenton
  • 23. Facts about measurement tools Some tools are really expensive. Also they can overwhelm you with data There are lots of free & low cost tools. Use them only if they measure the metrics you want At the end of the day, it all comes back to your spreadsheet
  • 24. Lets put this into practice!
  • 25. TechSoup Canadas Ongoing communications Twitter (4,400 followers) Facebook (855 likes) Website (26,000 visits/mth)
  • 26. TechSoup Canadas Social Media Policy for ongoing communications
  • 27. How to respond and interact with our community
  • 28. Content & communication calendar
  • 29. Weekly dashboards to measure & evaluate
  • 30. TechSoup Canadas 5 Year Anniversary Campaign 1 month campaign: 520 visits/mth 51 tweets/posts 18 member stories
  • 31. Campaign planning & outlining goals Goals: Share stories, Member appreciation, Tell a Friend
  • 32. Scheduling campaign activities & assigning roles
  • 33. Campaign marketing & promotion
  • 34. Encourage engagement with Twitter #WhatWoodYouDo Easy for members to share stories on microsite
  • 35. Dashboards to measure & evaluate
  • 36. Questions? Comments? @techsoupcanada


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