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How to Increase Fans, Followers, Subscribers: Lessons from GovLoop Handbook Steve Ressler Founder, GovLoop [email protected]

How to increase fans, followers, subscribers

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Govloop's guide to increase fans, followers, subscribers for government agencies

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Page 1: How to increase fans, followers, subscribers

How to Increase Fans, Followers, Subscribers: Lessons from GovLoop Handbook

Steve ResslerFounder, [email protected]

Page 2: How to increase fans, followers, subscribers

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 3: How to increase fans, followers, subscribers

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)

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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

Great communication key to driving real results for organizations

Page 5: How to increase fans, followers, subscribers

What are Your Goals?

What are the Goals of Your Agency Communication?

REACH and ENGAGE MORE CITIZENS to solve Problems

Government Engagement Funnel

• Reach large number of stakeholders • Build on-going relationships with them• Provide clear, timely, actionable information• Stakeholders take action with your information

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THE ENGAGEMENT FORMULA

FIND OUT + SIGN-UP + LEARN + ACT

= RESULTS(get flu shot, fill out census, apply for job)

Results met now = bigger base = more results later

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A Little Math – Flu Shot

500,000 Subscribers20% Open – 100,000 Read your message

5% of Opens Take Action – 5,000 Extra Flu Shots

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Why it matters?

• Accelerate digital conversion to save money• Increase ROI of investment in all online content and services• Reduce call volume by communicating proactively• Increase fee revenue in agencies where it is relevant• Improve quality of grantees• Increase healthy behaviors (flu shots, hurricane evacuations)• Save costs by decreasing mailing and paper costs

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Page 9: How to increase fans, followers, subscribers

So How Do You Increase Audience and Engagement?

Here’s my 22 Tips

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Part 1: Sign-Up Tips

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Big Sign-Up Box

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Email Overlay

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Da Vinci Code

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FB Page Embed

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Follow Others to Be Followed

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Facebook Ads to your Citizens

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In-Person Promotion

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Optimize FB Landing Page

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Paper Sign-up sheets

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Optimize Outside Home Page

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Part 2: Content/Engagement Tricks

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Regular Frequency

Facebook – 1 to 4X a day

Twitter – 3 to 10X a day

Email – As events happen, daily, weekly depending on context

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Dessert to Broccoli

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Pictures on FB

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Use Special Events

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Have Fun

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Agency Cross-Promo

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Use Multiple, Real People

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Tell Stories

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Cross-Promote

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Ecards

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Petition/Campaigns

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Part 3: Call to Action

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Just Ask

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Make it Simple

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Ask Multiple Times

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Reference Links

How to Build Gov’t Facebook Page http://www.govloop.com/profiles/blogs/how-to-build-an-awesome

16 Excellent Gov’t FB Pages - http://www.govloop.com/profiles/blogs/16-exceptional-govt-facebook

Twitter - http://govengage.com/2011/03/28/how-to-build-a-govt-twitter-profile-and-drive-followers-and-engagement-2/

Page 38: How to increase fans, followers, subscribers

If having any challenges, reach out

Have a Team that works on:• Training (digital communication to social media)• Strategy (assessment and action plan)• Execution (help actually do the work)

Have helped:

• Increase sensitive collaboration between federal agencies

• Help mobile workers share tips and updates in real time

• Help an agency build an online community with the public

• Recruit citizens to help shovel neighbors in need

Page 39: How to increase fans, followers, subscribers

Steve ResslerSteve Ressler

Founder, [email protected]@GovLoop

Reach out