Successful social engagement – separating the noise from the news
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Charity online engagement conference Conference 27 March, 2013 #ccengage
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Transcript of Successful social engagement – separating the noise from the news
Charity online
engagement conference
Conference
27 March, 2013
#ccengage
www.dogstrust.org.uk
Jacqui O’Beirne
Head of Digital Marketing
www.dogstrust.org.uk
Separating the ‘news’ from the ‘noise’?
www.dogstrust.org.uk
In the last minute
tweets have been sent
684,478 pieces of content were shared on Facebook
search queries were made on Google
48 hours of video were uploaded to YouTube
47,000 apps were downloaded from the App Store
3,600 photos were shared on Instagram
571 websites were created
www.dogstrust.org.uk
Our Facebook page
www.dogstrust.org.uk
• Logo, Cover Photo, Wall, Status
• Responding to every comment we can
• Links, tabs, easily accessible information
• It’s all changing!
Stay alert!
www.dogstrust.org.uk
A day in the life…
In one day we can have over 250 interactions with our page.
www.dogstrust.org.uk
Wonky – our busiest post ever!
www.dogstrust.org.uk
What is ‘noise’
www.dogstrust.org.uk
What is ‘News’
www.dogstrust.org.uk
Encourage engagement
www.dogstrust.org.uk
www.dogstrust.org.uk
www.dogstrust.org.uk
www.dogstrust.org.uk
Joined up thinking
One story, thousands of views…
www.dogstrust.org.uk
Facebook DERMOT & CHRISTMAS PAGE
www.dogstrust.org.uk
Twitter DERMOT & CHRISTMAS PAGE
www.dogstrust.org.uk
Google+ and blog DERMOT & CHRISTMAS PAGE
www.dogstrust.org.uk
Dealing with negativity
www.dogstrust.org.uk
We were advised by the centre they had tried to call but were not getting through. So we took the conversation back to her ‘space’
www.dogstrust.org.uk
Your images in a world of sharing
www.dogstrust.org.uk
Something to take away
www.dogstrust.org.uk
Who wants
to go first?
SHARING
Any real life examples you can share with the group
Any questions
www.dogstrust.org.uk
Jacqui O’Beirne [email protected] 020 7837 0006
www.dogstrust.org.uk
www.dogstrustinternational.com
www.facebook.com/dogstrust
www.twitter.com/dogstrust
www.youtube.com/dogstrust
dogstrustblog.blogspot.com
www.gplus.to/dogstrust
Contact Me! THANK YOU
Charity online
engagement conference
Conference
27 March, 2013
#ccengage
Elefriends – how we built our online community
Eve Critchley @EveGwendo
Where it all began...
The Ele’s early success • More than 4,000 friends within a year • A truly peer-led, 24-hour community • ‘Elefriends’ becoming ‘real life’ friends and meeting offline
The Ele in action...
But… • At the mercy of Facebook – “We don’t like the timeline” • What if I don’t want to use my real name? • No control over content/data • Moderation = reading every post • Facebook doesn’t look like ‘us’
So, we asked the Elefriends…
The theory…
How we did it…
Don’t neglect online…
Pulling it all together… • Identify user stories – “Don’t make me read lots of dos and don’ts”, “Don’t
define me by my diagnosis” • Prioritise – what does the community need to exist at all? • User personas – unaware to passionate
Laura Ward 36 years old, from Chelmsford, Essex “I used to go to a drop in at my local Mind and recently set up a Facebook group for
people like me who struggle with bipolar. Although I still have bad days, I’m beginning to feel more confident and hopeful about the future”
Engagement level – Regular
•Occupation - Works three days a week at her local Citizen’s Advice Bureau
•Education - GCSEs, and A levels. Planning to study part time for a degree in psychology
•Tech usage - Laptop and smart phone
•Motivation - Wants to use her experience to help others and build her volunteering experience. Also still struggles some days, and finds it difficult to ask for help now she’s ‘recovered’.
•Goals - For Laura to make elefriends an everyday part of her busy online routine and become a passionate advocate for it to her networks
I feel very lucky to know Ele. I was there when he was born, watched him take his first few steps in the world of Facebook and now I get to see him move out of home and into his new little palace.
What does your community look like?
• Choose an engagement level – unaware, interested, first timer, regular, passionate
• Personal statement – ambitions, passions, outlook on life • Motivation – why do they want to use this? What problem will it solve? • Goals – what will they do? What will success look like? • Bonus question – how can you engage them in designing your community?
Exercise
Any questions?
Elefriends.org.uk
Follow the Ele on Twitter – @The_Elephant_
Stay in touch – [email protected] / @EveGwendo
