Community Engagement 2.0

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Tracking Impact and Results Craigslist Bootcamp
2009
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Trends

• Social Media Explosive growth - 83 of the
  Internet population (ages 13 to 54) participates
  in social media 47 on a weekly basis - FB
  grows to 200M users, Twitter 6.2M(U.S.)
• The New Responsibility President Obamas call to
  action(s)
• Emerging Citizen Movements An Inconvenient Truth
  - awakens the masses to climate change
• Corporate Citizenship 2.0 72 of CEOs expect
  increasing demands on business to solve societal
  problems

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Moving to Engagement 2.0
Engagement the Old Way
Engagement 2.0
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Case Study 1 Amex Members Project

• Goal enabling and empowering card members to
  come online to change the world. Card members
  are encouraged to submit project ideas, and each
  project is opened up to anyone interested in
  voting online to decide which nonprofit project
  American Express should support.
• Members submitting projects online wanted theirs
  to gain recognition, thus promoting it on their
  own blogs, websites and through Facebook to
  create inspiration.
• Success
• 9,000 projects were submitted online and of
  these,
• 8,000 were posted on the submitters personal
  sites
• 180,000 people submitted their votes for the
  projects online
• more than 1.5 million unique visitors actively
  revisiting the site to participate in the rollout
  of this campaign.

Belinda Lang, Vice President of Consumer
Marketing Strategy at American Express, there is
always competition for getting the attention of
consumers, and social networking is one way to
get customers engaged.
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Case Study 2 Target Bullseye Gives

• Goal to help Target decide how to divvy up 3
  million among ten national charities. Target also
  promoted this in print and media ad campaigns
• The ten charities mass-emailed their members,
  posted on their FB pages and groups and blogs
  encouraging members to vote for them
• Success During the two-week campaign, Bullseye
  Gives generated incredible results and voter
  response, including
• Target Facebook Page added 97,091 new fans
• Target Facebook Page increased daily views by
  4,800
• Target Facebook Page experienced a 3,000 surge
  in wall posts, with more than 3,000 personal
  stories shared throughout the campaign
• More than 167,000 fans on Facebook voted for the
  charity of their choice

Were excited that all ten amazing charities will
receive a generous donation, as well as increased
awareness through social networking platforms,
said Laysha Ward, president of community
relations, Target.
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Case Study 3 Summer 4 Social Good

• Using social media for targeted fundraising
  campaign with 4 charities as recipients
• Tracking raised
• Deep analytics under the hood to measure results

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What to Measure?

• Biggest challenge clarity around what impact you
  want to measure. Most people stay at dollars
  raised, volunteer hours but that doesnt measure
  the real success of an organization in achieving
  its mission.

Mission Creating great playspaces through the
participation and leadership of communities"

• Vision
• "A great place to play within walking distance
  of every child in America"

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United Way Day of Action
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Tracking Qualitative Quantitative Data
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Analytics and Reporting
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Ning App available to all networks
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Summary

• Identify what it is that you want to measure
• Move from broadcast to engagement
• Access social media tools to find your audience
• Provide ways for your members to build their own
  social profile meaning is the new
• Social media presence is essential for brand and
  relationship building
• Think beyond donationshow can your members be
  doing your work for you? How can you enable them
  to achieve your mission?
• Contact Vicki_at_zazengo.com