Beyond Cats & Kardashians - Building Meaningful Online Engagement
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Transcript of Beyond Cats & Kardashians - Building Meaningful Online Engagement
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Beyond Cats & Kardashians How to Build Meaningful Online
Engagement
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What’s Popular on the Internet?
• Kardashains • Cats • Buzzfeed / Huffpost
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What are you serving?
• Buffet of ice cream, you are serving broccoli • How do you get people to eat healthy?
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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
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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
?
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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
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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
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Getting Started
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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?
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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
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Key mistakes
• UnderesRmate resources it takes to community manage
• Failure to simplify the ask • Too opRmisRc of people’s desires
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What’s the topic / pain point?
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Key Tips
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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)
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OpRmize for Search / Pain Point
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Embed elsewhere
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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…”
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Tap into ExisRng Community
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Real World / Simple
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Leverage Timely Events
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Build A Relationship
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Sign ‘em Up
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Simple Clear Ask
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Light-‐Weight Engagement
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Great Design Magers
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Show Progress
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How are you On-‐boarding Users?
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Give IncenRve to Share
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Have a Human Voice / Feel
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Framing QuesRons + A/B Tests
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Keep Engaged/ Go Deeper
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Segment Audience -‐ Focus on Engaged
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Unlock Parts of site
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Real IncenRves
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Time Constrained Large Events
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On-‐going vs Once a Year
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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
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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**
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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
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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
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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