- 1. GovDeliveryMotivating an Online CommunityFebruary 16,
20121
2. Your PresentersLauren Modeen Joseph PorcelliEngagement
Strategist DirectorEngagement Services Engagement
Services@exilauren@josephporcelli2 3. What Motivates anOnline
Community?3 4. A Brief History of MotivationAbraham MaslowHierarchy
of needs:most basic needs atthe bottom4 5. A Brief History of
MotivationB.F. Skinnero People are motivated by rewardso Belief in
reinforcement + punishingo Reinforcement = increase in likelihood
behavior is repeatedo Punishment = decrease in likelihood behavior
is repeatedExample = parentgives screamingkid candy5 6. A Brief
History of MotivationSteven Reiss o Believed motivation dependent
on an individuals desires o Believes 16 basic desires guide nearly
all human behavior: Acceptance, the need for approval Physical
activity, the need for exercise Curiosity, the need to learn Power,
the need for influence of will Eating, the need for food Romance,
the need for sex Family, the need to raise children Saving, the
need to collect Honor, the need to be loyal to the Social contact,
the need for friends (peertraditional values of ones
relationships)clan/ethnic group Social status, the need for social
Idealism, the need for social justice standing/importance
Independence, the need for Tranquility, the need to be
safeindividuality Vengeance, the need to strike back/to win Order,
the need fororganized, stable, predictableenvironments6 7. A Brief
History of MotivationAlbert Bandura o Coined the term self-efficacy
to describe motivation o Self-efficacy is defined as the belief
that one is capable of performing in a certain manner to attain a
certain set of goals. If one has highIf ones self- If ones self-
self-efficacy isefficacy is efficacy, he lower than his higher than
his believes he will ability, he wontability and he complete the be
motivated tofails, decrease task no matter try at first in
motivation what Also important is his idea of social learning:
people will repeat behaviors they see others do if they see there
is a reward7 8. Motivation Engagement8 9. Opportunity or
ProblemMOTIVATION: Whats in it for me, people, or organizations I
care about that doesnt already exist9 10. Important to Note in
Online Communities Dont make assumptions Determine needs/interests
and habits/preferences Align strategies/tactics in support of
motivation findings10 11. Engagement Funnel11 12. Tactical Ways to
Motivate 1. Content Respond to all content Cross-Post member
content Make it engaging content Regular topical blog or series
Featured community partner of week Featured project of week Photo
or video of the day Help ramp up blogging w/ some
basichand-holding12 13. Tactical Ways to Motivate 2. Communicate
Email newsletters daily or weekly do it OFTEN13 14. Tactical Ways
to Motivate3. Groups 4. In-Person Activities Foster groups:
maintainsIn-person activities: physical the big fish in a
smallinteractions foster connections. Post pong mentality event,
send out an email to all participants with pictures and a recap.14
15. Tactical Ways to Motivate 5. Recognition7. Leaderboards 6.
Member of the Week8. Rewards15 16. Community 1: GovLoop GovLoop.com
Activity Challenge: millions of government employees working on
similar issuesbut how do they connect? Opportunity: knowledge
network where government employees connect, learn and share:
real-time + repository. Our Role: founded, built, and manage
GovLoop.com the Facebook for Government. Impacts: connecting 55,000
government employees to solve problems together.16 17. Community 2:
FEMAs Ready.Gov Community.Fema.gov ActivityChallenge: approaching
NationalPreparedness Month, FEMAneeded an online space to
registerand organize thousands of citizensand FEMA
coordinators.Opportunity: build online hub toencourage citizens,
public safetyorganizations, businesses, and faithbased partners to
educate andempower each other to prepare forand respond to
emergenciesincluding natural and man-madedisasters.Our Role: built
on our GovDeliveryCollaboration Platform, we ignitedand managed the
network andprovided the digital strategy.Impacts: nearly 9,000
membersjoined, 1,550 messages posted, and1,377 calendar events
created.17 18. Community 3: Neighbors for
NeighborsNeighborsforNeighbors.org ActivityChallenge: connect
disconnectedneighbors and their civil servants toenable
collaboration and action.Opportunity: build an onlinecommunity
providing citizens asoundboard for their ideas, and aspringboard
for action with the goalof reducing crime, increasingadoption of
services, and improvingquality of life.Our Role: built and manage
the firsturban social network connectingthousands of Boston
citizens toeach other and their civil servants.Impacts: increased
engagementand service, reduced crime, andimproved quality of life
for citizens.18 19. THANK YOU!Joseph PorcelliLauren ModeenDirector,
Engagement Services Engagement StrategistGovDelivery GovDelivery
[email protected]
[email protected] Twitter @josephporcelli Twitter
@exilauren19
