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Beyond Cats & Kardashians - Building Meaningful Online Engagement
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Beyond Cats & Kardashians How to Build Meaningful Online
Engagement
What’s Popular on the Internet?
• Kardashains • Cats • Buzzfeed / Huffpost
What are you serving?
• Buffet of ice cream, you are serving broccoli • How do you get people to eat healthy?
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
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
?
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
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)
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
Getting Started
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?
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
Key mistakes
• UnderesRmate resources it takes to community manage
• Failure to simplify the ask • Too opRmisRc of people’s desires
What’s the topic / pain point?
Key Tips
Engagement Funnel
Awareness
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)
OpRmize for Search / Pain Point
Embed elsewhere
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…”
Tap into ExisRng Community
Real World / Simple
Leverage Timely Events
Build A Relationship
Sign ‘em Up
Simple Clear Ask
Light-‐Weight Engagement
Great Design Magers
Show Progress
How are you On-‐boarding Users?
Give IncenRve to Share
Have a Human Voice / Feel
Framing QuesRons + A/B Tests
Keep Engaged/ Go Deeper
Segment Audience -‐ Focus on Engaged
Unlock Parts of site
Real IncenRves
Time Constrained Large Events
On-‐going vs Once a Year
Hand to hand combat
Write members Call members Comment on their walls Have advisory board calls Biggest challenge emails
Part of a Movement / Swag
Celebrate Success
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**
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
What’s popular in gov’t sites?
• Crime • Jobs • EducaRon • Weather/snow • DMV, licenses, permits • Transit • Items that affects people individually
Civic Sites that get lots of traffic
• MySociety & Google • Potholes • DMV.org • Greatschools
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
Steve Ressler Founder, GovLoop [email protected] @GovLoop
Reach out