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Engage All The Things: Rethinking Online Engagement#14NTCengage
Ash ShepherdFarra Trompeter
Road Map
Introductions
Online Engagement Spectrum
Case Study: Regional Foundation
Engaging Audiences
Prioritizing Options
Applying it to You
Wrap-up
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Introductions
Ash Shepherd Farra Trompeter
Minds on Design Lab Big Duck
@NPTech_Ash @Farra
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Information without contextis just more noise
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Photo Credit: ePublisist - www.flickr.com/photos/25275534@N00/9733284483
Online Engagement Spectrum
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Dark Ages Machine Ages Era of Engagement
Description All about surviving and just getting by; reactive
Focused on tools and technology as driving force
Focused on the people with technology supporting goals
Strategic Direction
3-5+ years since change
1-2 years since change
Always changing
Communication • Broadcast• Outdated
Information• No Monitoring
• Mix of Org & Community
• Some Best Practices
• Informal Monitoring/Reporting
• Evolves Based on Feedback
• Segmentation• Formal
Listening Strategies
Buy-in Lack of Leadership Support
Fractured support and silos
Highly Integrated Across Org
Perception Organization cares mostly about itself.
Organization cares mostly about specific actions.
Organization cares about me and sharing ownership of the impact.
Where is your organization?
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Additional thoughts
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The same on all channels? You are
not alone
Who are your peers? Who are your
role models?
Case Study: Regional foundation
Focused on the mission, not the brand
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Photo Credit: caribb www.flickr.com/photos/87857621@N00/11387810243
Case Study: Context
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Photo Credit: keeva999 www.flickr.com/photos/54159370@N08/8028231356
Case Study: The Journey
Didn’t speculate… tried to articulate
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Case Study: The Journey
Developed a full set of strategies and prioritized
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Case Study: Where are they now?
Phase 1
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Phase 2
Case Study: Where are they now?
Listen, Change, Review
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Photo Credit: B Rosen www.flickr.com/photos/82763263@N00/4255321476
Case Study: You are a case study
Why do “This” and not “That”?
What is coming next?
Evolving or just changing tactics?
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Engaging your audiences
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Prioritizing your options
1. Identify your primary goal
2. Ask who your community is and what they want from you
3. Determine what resources you have available ($, staff, time)
4. Select channels based on this info
5. Plan it in phases…
6. Evaluate and refine
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Activity: Pair Up!
• Where are you now?
• Pick the channel that matters to you and
discuss how you will evolve
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Report back
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I volunteer as Tribute!
Resource examples
Influencer Plan: Tips to Amplify Your Online Reach http://mod-lab.com/blog/entry/influencer_plan_tips_to_amplify_your_online_reach
Is it time to rethink your website? http://www.bigducknyc.com/website-rethink-flowchart
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