how to build an audience, increase your citizen engagement, and meet your mission objectives
DESCRIPTION
How to Build an Audience, Increase Your Citizen Engagement, and Meet Your Mission ObjectivesTRANSCRIPT
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GovDelivery
Social Media for Government Communications
February 14, 2012
[happy valentine’s day]
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Your Presenters
Lauren ModeenDigital StrategistEngagement Services
@exilauren
Joseph PorcelliDirectorEngagement Services
@josephporcelli
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How To: Build An Audience, Improve Your Citizen Engagement, and Meet Your Mission Objectives
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1.) The Engagement Funnel
2.) Your 15 Point Mission Objective Checklist
3.) Helpful Resources
3 Things You’ll Learn Today:
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Hypothesis• Historically, Government not very
good at building audience and engagement…
• Haven’t focused resources (time, staff, money, training)
• Revenue is not the bottom line for government; it is in the private sector. Instead, mission delivery is bottom line for government.
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• Government’s mission is to serve all its citizens
• Cost of mis-information
• Cost of citizen inaction
• Attack on brand – agency trust
• And above all not fully meeting YOUR MISSION OBJECTIVES
But Engagement Matters A LOT
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• How do we reach a large number of relevant
stakeholders?
• How do we build mutually beneficial
relationships with them?
• How do we provide them with clear, timely,
actionable information that is valuable?
ABOVE ALL:
• How do we get them to TAKE
MEANINGFUL ACTION with our
information and work in partnership
with us?
So…We Constantly Ask Ourselves…
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Mission Objectives
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Question: How Move Through Funnel?Answer: Increase Audience and Engagement…
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How increase audience and engagement?
Preparation Checklist*1. Identify2. Define Success3. Logistics4. Experts & Partners5. Segment6. Enlist7. Cross-promotion8. Educate9. Empower10. Energize11. Enforce12. Measure13. Adapt14. Collaborate15. Celebrate16. Share
*Why is this so darn important?The more prepared you are, the more effectively and efficiently you’ll move through the funnel.
More engagement = more value/service/mission objectives
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1: Identify
What problem are you trying to solve?• What impacts matter most to my agency and the public?• What are the specific outcomes I am looking for?• What are realistic contributions that communication can make to
the outcomes?
15 Point Check List- - 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
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What is Success:• Size of audience?• Quality of engagement?• Press/accolades looking for• Define your goals and metrics!
15 Point Check List- - 1 2 3 4 5 6 7 8 9 10 11 12 13 14 152: Define Success
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Logistical questions to ask yourself:• What is the time frame? Time to launch? • Is it a campaign? Is it on-going?• How does it tie into or complement our other
initiatives?• What is our budget / staff resources?• What technology(ies) should we use?• What data do we have?• What have we or other learned in the past?
15 Point Check List- - 1 2 3 4 5 6 7 8 9 10 11 12 13 14 153: Logistics
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4: Experts + Partners 15 Point Check List- - 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Who are the experts/partners?• Who are the experts on the topic?• Who are/could be your
connectors?• Who are/could be your partners?• What is our ask of them?• What’s in it for them - How can we
incentivize them?
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Why to segment?• Figure out who is who, and where• Reach these people specifically• Give them what matters most• Repeat, and increase participation
5: Segment 15 Point Check List- - 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
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15 Point Check List- - 1 2 3 4 5 6 7 8 9 10 11 12 13 14 156: Enlist
Enlist Your People:• Who are our stakeholders?• Where is the target audience currently?• What would compel them to sign up?• How can we get them to sign-up?• What have we done in past?
Capture people where they are…get people to sign up!
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Cross-promote:• Re-tweet, Share, Send-on-behalf• Participate in the GovDelivery Network• Find partners and work with them• Work with other agencies who can share ROI
7: Cross Promotion 15 Point Check List- - 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
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How do you help them learn?• Make your content easy to find• Sticky (so come back)• Make it fun!
8: Educate 15 Point Check List- - 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
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How do you get them to own it?• Ask them for feedback!• Include their feedback• Allow them to use their own voice• Invite them to co-lead/facilitate/organize
9: Empower 15 Point Check List- - 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
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10: Energize
How do you keep them energized?• Ask lots of questions/what they want, and if yes, delivery more• Use weekly issues/themes• Ensure latest/most interesting activity above the fold • Highlight people’s accomplishments• Do stuff together in person: don’t only know people by their avatars
15 Point Check List- - 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
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11: Enforce
How do you get them to play nice?• What is working?• What type of content popular?• What type of frequency popular?• What are our key problems?
Tip = Tons of resources on policies: www.data.govloop.com
15 Point Check List- - 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
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Questions to Ask:• What is working?• What type of content popular?• What type of frequency popular• What are our key problems?• Weekly/Monthly Analytics Reports
Free: - Google Analytics - Facebook Insights - Tweet Reach
Cost: - Radian6 - Viral Heat - PageLever
Most Useful Tools?
12: Measure 15 Point Check List- - 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
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How do you keep them coming back?• Experiment, iterate, and evolve • Don’t recreate wheel - emulate examples by your peers• Falling down is a way to remember how to get back up• Give them what is most interesting/vital for them
13: Adapt 15 Point Check List- - 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
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How do you get them to collaborate?• Encourage collaboration around something they really care about• Make it easy to join• Provide positive reinforcement
14: Collaborate 15 Point Check List- - 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
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Importance of celebrating:• Shared sense of ownership/pride• Makes the content/community sticky• Moves users to leadership phase• Drives awareness• People love to celebrate/rally around something
15: Celebrate 15 Point Check List- - 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
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Why share:• We are highly influenced by what our peers
do – sharing works• Sharing exponentially expands our reach
and potential to reach new audiences
16: Share 15 Point Check List- - 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
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What Really Matters?
1 Million Followers?
ORSaving a life through a successful flu campaign?
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Which Analytic Tools Most Useful?
Free:
• Google Analytics• Facebook Insights• Social Mention• Twitter grader• TweetReach
Cost:
• Viral Heat• PageLever• Radian6• Authority Labs• PostRank
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Useful Tool Ecosystem
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More Tools to Rock Your Communication
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What are Your Challenges?
Pick our brains…
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Joseph PorcelliDirector, Engagement Services
GovDelivery
Twitter @josephporcelli
Lauren ModeenEngagement Strategist
GovDelivery
Twitter @exilauren
THANK YOU!
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Photo Credits
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