Long journey of Ruby standard library at RubyConf AU 2024
Designing Online Engagement to Collaborate with Your Community
1. Designing Online
Engagement to Collaborate
with Your Community
#12NTCCollab
Amy Sample Ward
Debra Askanase
Vanessa Rhinesmith
2. Evaluate This Session!
Each entry is a chance to win an NTEN engraved iPad!
or Online at www.nten.org/ntc/eval
3. Workshop Roadmap
Introductions:
Who we are
Who you are
Looking within: Keystones for co-creation
Organizational assets for co-creation
What the research says about engagement and co-creation
Tying research to practice: Case studies
Tying research to your practice:
Designing your own collaborative engagement
SESSION TITLE Slide 2
4. Who we are:
Debra Vanessa Amy Sample
Askanase Rhinesmith Ward
Community Organizer 2.0 StartSomeGood & NTEN
NetSquared
5. Who you are:
http://www.flickr.com/photos/cubicgarden/2063097269/in/photostream/
11. The social media funnel
Move to
Action
Creates
Trust
Social Media
Engage
Designing
engagement-
oriented
actions
12. How they influenced purchasing
Engage Contribute Participate Create
Create a
Post Become a
Visit video,
reviews fan
Watch message,
Give Friend
Download tweet,
feedback Follow
Read blog post
Vote Join
Play product
Contribute Discuss
about the
ideas
company
20% 26% 32% 35%
Percentage of each group that spurred a purchase
13. Designing Engagement for highest ROE
Engage Contribute Participate Create
Create a
Post Become a
Visit video,
reviews fan
Watch message,
Give Friend
Download tweet,
feedback Follow
Read blog post
Vote Join
Play product
Contribute Discuss
about the
ideas
company
Lowest to highest Return on Engagement
* Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
14. Creators talked and proactively
shared information about the
brand the most. They also
influenced buying decisions the
most.
*Low-level engagement by itself did not
produce significant ROE
15. The Social Media Funnel: Trust
Move to
Action
Creates
Trust
Social Media
Engage
Leveraging org
trust, personal
trust, and
encouraging
reciprocity
16. Brands can leverage brand trust and reciprocity
to strengthen relationship ties
*You’ll see more
engagement if
your organization
is personal
http://www.flickr.com/photos/57038784@N00/2215481444/
17. Four components of tie strength
Trust: Time:
intimacy, mutual Amount of time spent
confiding together
Reciprocity: Intensity:
amount of Emotional intensity,
reciprocal sense of closeness
services
22. A note about community-driven design and
co-creation
Co-creation is stakeholder input =>create.
Co-design engages the community in order to align business
intent and user experience. People support what they help
create.
The role of the designer is critical in co-design. The designer acts
as facilitator of user engagement to gain information for design
direction
Co-creation incorporates elements of transparency, trust, and
reciprocity to move people to deep engagement and action
23. ROE is fan engagement and trust
Engage Contribute Participate Create
Create a
Post Become a
Visit video,
reviews fan
Watch TRUST message,
Give Friend
Download tweet,
feedback Follow
Read blog post
Vote Join
Play product
ContributeRECIPROCITYabout the
Discuss
ideas
company
24. Organization – Fan relationships
*hat tip Amy Sample
Their network of friends, Ward:
http://bit.ly/qMjA2f
family, colleagues, etc.
Reach
You want this Online Community
group to move
into the online Already interested,
community weaker relationship tie
Reach
Superfans
Move Strongest relationship, most loyal
Your
Organization
26. ROE is fan engagement and trust
Engage Contribute Participate Create
Create a
Post Become a
Visit video,
reviews fan
Watch TRUST message,
Give Friend
Download tweet,
feedback Follow
Read blog post
Vote Join
Play product
ContributeRECIPROCITYabout the
Discuss
ideas
company
27. Culture to listen & follow, staffing to
support community, and permission
to take action!
30. ROE is fan engagement and trust
Engage Contribute Participate Create
Create a
Post Become a
Visit video,
reviews fan
Watch TRUST message,
Give Friend
Download tweet,
feedback Follow
Read blog post
Vote Join
Play product
ContributeRECIPROCITYabout the
Discuss
ideas
company
31.
32. Culture to listen & follow, staffing to
support community, and permission
to take action!
33. Tying it to your own practice
Instructions:
1. Circle up in groups
2. 4-part grid
3. Lots of questions and conversation
4. Sharing with the whole room