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Beyond Cats & Kardashians How to Build Meaningful Online Engagement

Beyond Cats & Kardashians - Building Meaningful Online Engagement

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Beyond Cats & Kardashians - Building Meaningful Online Engagement

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Page 1: Beyond Cats & Kardashians - Building Meaningful Online Engagement

Beyond  Cats  &  Kardashians  How  to  Build  Meaningful  Online  

Engagement  

Page 2: Beyond Cats & Kardashians - Building Meaningful Online Engagement

What’s  Popular  on  the  Internet?  

•  Kardashains  •  Cats  •  Buzzfeed  /  Huffpost  

Page 3: Beyond Cats & Kardashians - Building Meaningful Online Engagement

What  are  you  serving?  

•  Buffet  of  ice  cream,  you  are  serving  broccoli  •  How  do  you  get  people  to  eat  healthy?  

Page 4: Beyond Cats & Kardashians - Building Meaningful Online Engagement

Hardest  thing  on  internet  

•  Gaining  audience  /  geIng  people  to  care  •  Billion  dollar  skill  •  #1  reason  civic  engagement  (or  any  consumer  internet  site)  dies  is  lack  of  audience  

 

Page 5: Beyond Cats & Kardashians - Building Meaningful Online Engagement

What is

MISSION: “Connect Government to Improve Government”

Solve  government  problems  

Connect  with  peers  

Research  the  latest  trends  

Find  and  contribute    best  practices  

Learn  about  the  latest  solutions  

?  

Page 6: Beyond Cats & Kardashians - Building Meaningful Online Engagement
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2 Questions I Think About •  How to Grow GovLoop – Reach & Engage

–  Reach More People (More Active Members) –  Increase Engagement (More Activity) –  Solve more problems every day

Page 8: Beyond Cats & Kardashians - Building Meaningful Online Engagement

My  Last  Year  of  Research  

Studied How Others Increased Audience & Engagement

•  For-profit communities (Dogster, ITToolbox, Sermo, change.org)

•  For-profit vendors (GroupOn, Hubspot, Priceline,) •  Non-profit campaigns (Causes, Charity: Water,

NeighborsForNeighbors) •  Political sector (Presidential and local elections) •  Government (Federal, State, Local)

Page 9: Beyond Cats & Kardashians - Building Meaningful Online Engagement

What  I’ve  Learned  •  It’s REALLY REALLY Hard •  There’s a talent/skill •  There’s a methodology and rigor •  Difference between Doing it and

Doing it Well •  Lots of optimization opportunities •  Hard to be consistent

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Getting Started

Page 11: Beyond Cats & Kardashians - Building Meaningful Online Engagement

What  are  your  goals?  

•  Who  is  your  target  audience  realisRcally?  •  How  large  is  your  realisRc  target  audience?  •  Where  is  your  audience  online?  •  Where  are  they  offline?  Online  to  offline  •  Who  are  the  experts/partners  in  space?  •  What  media  outlets  cover  the  space?    

Page 12: Beyond Cats & Kardashians - Building Meaningful Online Engagement

What  is  realisRc?  

•  What  is  the  size  of  current  groups  on  topic?  •  What  is  the  demand  for  informaRon  on  topic?  •  What  have  past  similar  projects  yielded?  •  What  does  success  look  like?  •  90-­‐9-­‐1  rule  •  NASA  always  wins  –  some  issues  more  catchy    

Page 13: Beyond Cats & Kardashians - Building Meaningful Online Engagement

Key  mistakes  

•  UnderesRmate  resources  it  takes  to  community  manage  

•  Failure  to  simplify  the  ask  •  Too  opRmisRc  of  people’s  desires    

Page 14: Beyond Cats & Kardashians - Building Meaningful Online Engagement

What’s  the  topic  /  pain  point?  

Page 15: Beyond Cats & Kardashians - Building Meaningful Online Engagement

Key Tips

Page 16: Beyond Cats & Kardashians - Building Meaningful Online Engagement

Engagement  Funnel  

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Awareness

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Is  their  Audience  You  Can  Leverage  

ExisRng  email  lists    One-­‐Rme  use  of  email  lists  Big  accounts  in  social  media  to  use  PR  Campaigns  Other  associaRons  People  that  have  incenRve  to  parRcipate  (students,  pracRRoner  in  that  field,  etc)  

Page 19: Beyond Cats & Kardashians - Building Meaningful Online Engagement

OpRmize  for  Search  /  Pain  Point  

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Embed  elsewhere  

Page 21: Beyond Cats & Kardashians - Building Meaningful Online Engagement

Cross-­‐Promote  where  Audience  INDUSTRY  

 McDonalds:  

 “Do  you  want    fries  with  that?”  

INDUSTRY:    

Amazon:      

“Customers  who  bought  this  item  also  bought…”  

GOVERNMENT:    

Your  agency:    

“You  may  also  be  interested  in  informaRon  from  these  agencies…”  

Page 22: Beyond Cats & Kardashians - Building Meaningful Online Engagement

Tap  into  ExisRng  Community  

Page 23: Beyond Cats & Kardashians - Building Meaningful Online Engagement

Real  World  /  Simple  

Page 24: Beyond Cats & Kardashians - Building Meaningful Online Engagement

Leverage  Timely  Events  

Page 25: Beyond Cats & Kardashians - Building Meaningful Online Engagement

Build A Relationship

Page 26: Beyond Cats & Kardashians - Building Meaningful Online Engagement

Sign  ‘em  Up  

Page 27: Beyond Cats & Kardashians - Building Meaningful Online Engagement

Simple  Clear  Ask  

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Light-­‐Weight  Engagement  

Page 29: Beyond Cats & Kardashians - Building Meaningful Online Engagement

Great  Design  Magers  

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Show  Progress  

Page 31: Beyond Cats & Kardashians - Building Meaningful Online Engagement

How  are  you  On-­‐boarding  Users?  

Page 32: Beyond Cats & Kardashians - Building Meaningful Online Engagement

Give  IncenRve  to  Share  

Page 33: Beyond Cats & Kardashians - Building Meaningful Online Engagement

Have  a  Human  Voice  /  Feel  

Page 34: Beyond Cats & Kardashians - Building Meaningful Online Engagement

Framing  QuesRons  +  A/B  Tests  

Page 35: Beyond Cats & Kardashians - Building Meaningful Online Engagement

Keep Engaged/ Go Deeper

Page 36: Beyond Cats & Kardashians - Building Meaningful Online Engagement

Segment  Audience  -­‐  Focus  on  Engaged  

Page 37: Beyond Cats & Kardashians - Building Meaningful Online Engagement

Unlock  Parts  of  site  

Page 38: Beyond Cats & Kardashians - Building Meaningful Online Engagement

Real  IncenRves    

Page 39: Beyond Cats & Kardashians - Building Meaningful Online Engagement

Time  Constrained  Large  Events  

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On-­‐going  vs  Once  a  Year  

Page 41: Beyond Cats & Kardashians - Building Meaningful Online Engagement

Hand  to  hand  combat  

Write  members  Call  members  Comment  on  their  walls  Have  advisory  board  calls  Biggest  challenge  emails  

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Part  of  a  Movement  /  Swag  

Page 43: Beyond Cats & Kardashians - Building Meaningful Online Engagement

Celebrate  Success  

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Regular  Frequency  Across    MulRple  Channels  

•  Facebook  –  1  to  4X  a  day  •  Twiger  –  3  to  10X  a  day  •  Email  –  Range  from  daily,  weekly    **Key  is  consistency  –  actual  numbers  vary  by  agency  and  type  of  content**    

Page 45: Beyond Cats & Kardashians - Building Meaningful Online Engagement

Lessons  from  GovLoop  

•  Consistency  is  key  –  takes  Rme  •  Search  key  •  Levels  of  content  –  broccoli  to  candy  •  Focus  on  what  people  want  –  knowledge  network,  guides,  webinars,  etc  

•  Needs  evolve  over  Rme  –  cohort  effects  •  Promote  where  people  are  &  traffic  is  –  network  referral  

Page 46: Beyond Cats & Kardashians - Building Meaningful Online Engagement

What’s  popular  in  gov’t  sites?  

•  Crime  •  Jobs  •  EducaRon  •  Weather/snow  •  DMV,  licenses,  permits  •  Transit  •  Items  that  affects  people  individually  

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Civic  Sites  that  get  lots  of  traffic  

•  MySociety  &  Google  •  Potholes  •  DMV.org  •  Greatschools  

Page 48: Beyond Cats & Kardashians - Building Meaningful Online Engagement

Ways  to  Engage  w/  GovLoop  

Always looking for stories to highlight Free guides & trainings Ask questions, write a blog Always willing to help w/ strategy, development, execution Have students? Have GovLoop fellows

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Steve  Ressler  Founder,  GovLoop  [email protected]  @GovLoop  

Reach out