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 flyerObserving

Engagement Pyramid
Source: Groundwire
Leading
Owning
Contributing
Endorsing
• Receive and read direct communicationsFollowing

Engagement Pyramid
Source: Groundwire
Leading
Owning
Contributing
• Simple, transactional actionsEndorsing

Engagement Pyramid
Source: Groundwire
Leading
Owning
• Thoughtful & habitual contributionsContributing

Engagement Pyramid
Source: Groundwire
Leading
• Invested in the mission and successOwning

Engagement Pyramid
Source: Groundwire
• Leads others in carrying out organization’s
workLeading
• Invested in the mission and successOwning

Engagement Pyramid
Source: Groundwire
• Leads others in carrying out organization’s work
• Subject matter expert, group leader, refers membersLeading
• Invested in the mission and success
• Answer questions, join & participates in groupsOwning
• Thoughtful & habitual contributions
• Volunteer, contribute contentContributing
• Simple, transactional actions
• Likes, ratings, sharesEndorsing
• Receive and read direct communications
• Provide contact information, followFollowing
• Attend event. See commercial or flyer
• Visit website or social media updatesObserving

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

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

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 Name
Don’t: use “info” or “admin” as your from name

Following: Email
Do: Use a consistent, recognizable From Name
Don’t: use “info” or “admin” as your from name
Do: Use a monitored return path email address
Don’t: Use <donotreply@organization.org>

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
No
84%
Yes
16%
See Your Posts
No
95%
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 math
140 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
Social Hub
on 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
Social Hub
on Website

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 WebsiteMember Community
Event Community

Engagement Pyramid: Bottom Phases
Source: Groundwire
•Simple, transactional actions
•Likes, ratings, sharesEndorsing
•Receive and read direct communications
•Provide contact information, followFollowing
•Attend event. See commercial or flyer
•Visit website or social media updatesObserving

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
missionLeading
• Invites others to participate and volunteersOwning
• Contributes content and updatesContributing
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 Engagement
300-900% Page Views
Increase

Leads to Outcomes
Deeper Engagement
300-900% Page Views
Increase
•78% increaseReferrals
•437% increaseDonations &
Purchases
•49% increaseRetention
•228% increaseVolunteer
•115% increase
Social
Sharing
* Actual Small World Labs Client Results

Thanks!

Questions & Answers
Michael Wilson
CEO & Founder
Small World Labs
512.474.6400 x11
mwilson@smallworldlabs.com
@wilsonmichael
@SmallWorldLabs

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