1
GovDelivery
The Next Phase of Online Community Cultivation
Measuring and Expanding the value of Community
September 18, ...
2
What I will talk about
• Community is my life!
• Why are we talking about community?
• What does community look like?
• ...
3
Community is my life
4
Why are we talking about Community?
1. To meet your mission objectives, you have to think beyond
the page view and “like...
5
What does Community look like?
1. Community depends on what phase of engagement you
are focusing on, as well as the tool...
6
What Community is NOT!
7
AWARENESS
Finding
PERMISSION
Joining
ORIENTATION
Knowing
ENGAGEMENT
Consuming
LEADERSHIP
Collaborating
OUTCOMES
Mission ...
8
The Engagement Formula
Motivation + Supports – Obstacles = Engagement
Intrinsic Motivation:
Extrinsic Motivation:
Self-f...
9
GovLoop.com: The Knowledge Network for Government
10
SnowCrew: Expanding the Role of Neighbors
11
Unexpected Results: Members are leaders;
Community Managers are facilitators
12
Empower Members to co-organize on your behalf
13
2012 Results for the National Preparedness Community
Army of 21,000 pumped stakeholders
1.52 Million people engaged in
...
14
Invite people to take meaningful and valuable actions
15
Themes—what members told us they wanted
• To know how to prepare
• To know how to educate others to prepare
• To engage...
16
Community is everywhere: on multiple
platforms…not just the ones you manage
17
Community is an ongoing human experience
18
Engagement begins with enrolling and empowering
your team
19
Drive ongoing engagement with email
email is the foundation of any action
driving, ongoing engagement
• 92% of online a...
20
Make it easy for visitors to learn about your Community
21
Q & A
?’s
Insights?
Experiences?
22
Joseph Porcelli
Director, Engagement Services
202-407-7461
Joseph.Porcelli@GovDelivery.com
@JosephPorcelli
Let’s stay i...
Upcoming SlideShare
Loading in …5
×

The Next Phase of Online Community Cultivation: Measuring and Expanding the value of Community

334 views
284 views

Published on

In this presentation I share insights and frameworks on how engage focused communities towards objectives that are meaningful and value to the members and the sponsoring organization.

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
334
On SlideShare
0
From Embeds
0
Number of Embeds
13
Actions
Shares
0
Downloads
2
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

The Next Phase of Online Community Cultivation: Measuring and Expanding the value of Community

  1. 1. 1 GovDelivery The Next Phase of Online Community Cultivation Measuring and Expanding the value of Community September 18, 2013
  2. 2. 2 What I will talk about • Community is my life! • Why are we talking about community? • What does community look like? • What community is not! • How to measure the value of community • Examples of expanded value with lesson learned • Driving engagement and audience with email • Q&A
  3. 3. 3 Community is my life
  4. 4. 4 Why are we talking about Community? 1. To meet your mission objectives, you have to think beyond the page view and “like.” 1. Expanding the roles of those you serve, and those who serve with you, is critical to meeting your mission objectives. 2. Community exists everywhere – harness the chi!
  5. 5. 5 What does Community look like? 1. Community depends on what phase of engagement you are focusing on, as well as the tools and resources available. 1. Each phase of engagement is important and must be valuable for those you wish to serve. 2. There is no wrong way to do community. It either works or it does not. You learn, iterate, share lessons learned, and repeat.
  6. 6. 6 What Community is NOT!
  7. 7. 7 AWARENESS Finding PERMISSION Joining ORIENTATION Knowing ENGAGEMENT Consuming LEADERSHIP Collaborating OUTCOMES Mission Objectives Web: • Increase in total pages viewed email: • Increase in total members and email subscribers Social: • Increase of total followers and “likes” email: • Increase in total opens, clicks, and shares ie: newsletter Web: • Increase in total pages viewed Online: • Increase in comments and feedback, event or program registrations, or sign-ups for online services Offline: • Increase in program utilization or event attendance Increase in: • Total active collaborators • Partners • Trusted messengers All of whom advance mission on your behalf Increases in: • Youth Engaged • Flu shots received • Revenue collected Decreases in: • Drop outs • Crime • Doctor visits • Operating costs How to measure the value of Community
  8. 8. 8 The Engagement Formula Motivation + Supports – Obstacles = Engagement Intrinsic Motivation: Extrinsic Motivation: Self-fulfillment Self-expression Altruism Accomplishment Pleasure of sharing Efficacy Curiosity Rewards Recognition Influence Knowledge Relationships Affiliation Fear Supports: Segmentation Relevance Timeliness Value Obstacles: Ease Relevance Timeliness Value ENGAGEMENT: Meaningful and valuable actions that produce a measurable result Technology Time Access Knowledge + - =
  9. 9. 9 GovLoop.com: The Knowledge Network for Government
  10. 10. 10 SnowCrew: Expanding the Role of Neighbors
  11. 11. 11 Unexpected Results: Members are leaders; Community Managers are facilitators
  12. 12. 12 Empower Members to co-organize on your behalf
  13. 13. 13 2012 Results for the National Preparedness Community Army of 21,000 pumped stakeholders 1.52 Million people engaged in Preparedness Activities in 2012
  14. 14. 14 Invite people to take meaningful and valuable actions
  15. 15. 15 Themes—what members told us they wanted • To know how to prepare • To know how to educate others to prepare • To engage with others like them • To engage locally with each other • To engage with FEMA and DHS personnel • Targeted and relevant notifications Cultivating Community is an ongoing process and must be guided by quantitative and qualitative data
  16. 16. 16 Community is everywhere: on multiple platforms…not just the ones you manage
  17. 17. 17 Community is an ongoing human experience
  18. 18. 18 Engagement begins with enrolling and empowering your team
  19. 19. 19 Drive ongoing engagement with email email is the foundation of any action driving, ongoing engagement • 92% of online adult users have email (Pew Internet & American Life Project) − 1.4 Billion messages are sent via GovDelivery each quarter − There are 54 Million subscribers • Email gives you an opportunity TODAY to meet your organization’s mission objectives by delivering information to the public wherever they are, and on their preferred device
  20. 20. 20 Make it easy for visitors to learn about your Community
  21. 21. 21 Q & A ?’s Insights? Experiences?
  22. 22. 22 Joseph Porcelli Director, Engagement Services 202-407-7461 Joseph.Porcelli@GovDelivery.com @JosephPorcelli Let’s stay in touch!

×