Designing Online Engagement | Wiser.org Blog

Do you know who are your online evangelists? Do you have multiple online channels to engage them with? I just attended a great session and found out great tips about designing online engagement.

Amy Sample Ward, Debra Askanase and Vanessa Rhinesmith shared their expertise today on online community engagement at the NTEN conference, taking place in San Francisco, California.

Keystones for community organizing
Here are some tips on online community organizing:
- Ensure you have an organization culture that can listen
- Don?t go faster than your community can follow
- Staff to support community is a keystone to collaborating. Ask yourself: is your staff trained?
- Co-creation really does come from the bottom up. Transparency, trust and reciprocity must be established
- Trust your audience to show you what they?re interested in, then integrate it into your strategy
- Reciprocity is huge part of strengthening relationships.

Lowest to highest return on Engagement
Do you understand the fennel that occurs among your community engagement? There is a fennel.
1) Engage: visit, watch, download, read, play
2) Contribute: post, reviews, give, feedback, vote, contribute
3) Participate: Became a fan, friend, follow, join, discuss
4) Create: Create a video, message, tweet. Creators tend to talk and proactively share information about the brand the most.

Brand can leverage brand trust and reciprocity to strengthen relationship ties. You will see more engagement if your organization is personal. If you look at Twitter handles, you should make sure you put a face behind the Twitter account. It creates a feeling of trust. Examples of good transparency and trust: @FeedingAmerica @NWF

Also, the Best Friends Animal Society does a great job around community engagement. On Twitter, they have a lot of back and forth conversation. They always do the follow up engagement in a personal way. The secret is to have a commitment within the organization around engagement. Communities know the real intention, you can?t fool them.

Twitter Feed during the session
@rally: You are all designers! Why? Because you facilitate authentic, trust-building interactions w/your community. #12NTCCollab?
@Humphreysworld commitment is key to helping to build trust with your nonprofit community. #12NTCCollab
@TechSoup Examples of good transparency and trust ? @FeedingAmerica @NWF #12ntccollab
@jojoba8 One word: commitment #12ntc #12ntcCollab @vrhinesmith
@rally Tools change, but your commitment to building relationships endures.
@debbyj18 #12NTCCollab If you get stuck in a loop ask yourself (better ? ask someone else) Do you have the right goal? #Goal #Content #Tools

I want to deeply thank Amy Sample Ward, Debra and Vanessa for a wonderful interactive session.

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Tags: Amy Sample Ward, community building, Debra Askanase, NTEN, online communities, Vanessa Rhinesmith

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