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

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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.

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.

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

  • 1 GovDelivery The Next Phase of Online Community Cultivation Measuring and Expanding the value of Community September 18, 2013
  • 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 Community is my life View slide
  • 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! View slide
  • 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 What Community is NOT!
  • 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 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 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 Preparedness Activities in 2012
  • 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 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 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 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 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 in touch!