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Tactics & Strategies for Public Engagement
SusannahVila
@szvila
Wednesday, July 10, 13
Where we’re headed
I. AUDIENCE
II. LADDER OF ENGAGEMENT
a. CONTENT
b. CONNECTIONS
c. ACTION
Wednesday, July 10, 13
What is the most important thing to know when
engaging people?
A) What you want them to do
B) Which tools you will use
C) ...
What kinds of information about them?
A) Where are they
B) Where do they exchange information
C) Why
Wednesday, July 10, 13
A) Where are
they?
(Communities over
platforms!)
Wednesday, July 10, 13
B) Where do
they exchange
information?
Wednesday, July 10, 13
C) Why?
Wednesday, July 10, 13
What does knowing our audience have to do with knowing
how to engage people on online communities?
Wednesday, July 10, 13
What does knowing our audience have to do with knowing
how to engage people on online communities?
True/False:
Wednesday, ...
What does knowing our audience have to do with knowing
how to engage people on online communities?
True/False:
“There is o...
By knowing audiences we can get
from this:
Wednesday, July 10, 13
To this...
.http://www.youtube.com/watch?v=2guKJfvq4uI
Wednesday, July 10, 13
How do we learn more about our audience?
-Common Sense
-Research & Analytics
-Observe
-Audit Content
-Analytics and Insigh...
Wednesday, July 10, 13
Takeaways
- Learn the wheres, whats and whys of the
people you want to engage online
- Don’t enter an online platform with...
Question/Answer/Comment Break
Wednesday, July 10, 13
Where we’ve been
II. LADDER OF ENGAGEMENT
a. CONTENT
b. CONNECTIONS
c. ACTION
Where we’re headed
II.AUDIENCE
Wednesday, Ju...
-“Foot in the door”
- Content, Connections & Action
Wednesday, July 10, 13
Wednesday, July 10, 13
CONTENT
Wednesday, July 10, 13
CONTENT
•Targeted
Wednesday, July 10, 13
CONTENT
•Targeted
•Character driven
Wednesday, July 10, 13
CONTENT
•Targeted
•Character driven
•Intelligent
Wednesday, July 10, 13
Communities, unlike teams and other structures, need
to invite the interaction that makes them alive. For
example, a park ...
•Why all this focus on content?
Communities, unlike teams and other structures, need
to invite the interaction that makes ...
•Why all this focus on content?
•Horizontal ties for vertical actions
Communities, unlike teams and other structures, need...
•Why all this focus on content?
•Horizontal ties for vertical actions
Communities, unlike teams and other structures, need...
ACTIONS
Wednesday, July 10, 13
Wednesday, July 10, 13
•Clear
Wednesday, July 10, 13
•Clear
•Options
Wednesday, July 10, 13
•Clear
•Options
•Transformable
Wednesday, July 10, 13
ACTIONS
CONNECTIONS
CONTENT
Wednesday, July 10, 13
ACTIONS
CONNECTIONS
CONTENT
Likes
Wednesday, July 10, 13
ACTIONS
CONNECTIONS
CONTENT
Likes
Retweets
Wednesday, July 10, 13
ACTIONS
CONNECTIONS
CONTENT
Likes
Retweets
Shares
Wednesday, July 10, 13
ACTIONS
CONNECTIONS
CONTENT
Likes
Retweets
Emails
Shares
Wednesday, July 10, 13
ACTIONS
CONNECTIONS
CONTENT
Likes
Retweets
Emails
Shares
SMS
Wednesday, July 10, 13
ACTIONS
CONNECTIONS
CONTENT
Likes
Retweets
Emails
Shares
USG
SMS
Wednesday, July 10, 13
ACTIONS
CONNECTIONS
CONTENT
Likes
Retweets
Emails
Shares
USG
SMS
Attendance
Wednesday, July 10, 13
ACTIONS
CONNECTIONS
CONTENT
Likes
Retweets
Emails
Shares
USG
SMS
Attendance
Endorsement
Wednesday, July 10, 13
ACTIONS
CONNECTIONS
CONTENT
Likes
Retweets
Emails
Shares
USG
SMS
Attendance
Endorsement
Management
Wednesday, July 10, 13
Wednesday, July 10, 13
CASE STUDY
Wednesday, July 10, 13
First Post
Wednesday, July 10, 13
Voice
Wednesday, July 10, 13
Person-to-Person
Wednesday, July 10, 13
Characters
Wednesday, July 10, 13
Connections
Wednesday, July 10, 13
Wednesday, July 10, 13
Actions
High and low degrees of participation
Wednesday, July 10, 13
Actions Shaped by Community Members
Wednesday, July 10, 13
Wednesday, July 10, 13
Community members are the best marketers
Wednesday, July 10, 13
Share content from actions
Wednesday, July 10, 13
Share content from actions
Wednesday, July 10, 13
Accelerated Pace
Wednesday, July 10, 13
Recalibration
Wednesday, July 10, 13
Trust and Anonymity
Wednesday, July 10, 13
Virtuous Cycle of Participation
Virtuous Cycle
CONTENT!
CONNECTIONS!
ACTIONS!
Wednesday, July 10, 13
Review
I. AUDIENCE
II. LADDER OF ENGAGEMENT
a. CONTENT
b. CONNECTIONS
c. ACTION
Wednesday, July 10, 13
Tactics & Strategies for Public Engagement
SusannahVila
@szvila
Thanks :)
Wednesday, July 10, 13
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Tactics & Strategies for Public Engagement

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Transcript of "Tactics & Strategies for Public Engagement"

  1. 1. Tactics & Strategies for Public Engagement SusannahVila @szvila Wednesday, July 10, 13
  2. 2. Where we’re headed I. AUDIENCE II. LADDER OF ENGAGEMENT a. CONTENT b. CONNECTIONS c. ACTION Wednesday, July 10, 13
  3. 3. What is the most important thing to know when engaging people? A) What you want them to do B) Which tools you will use C) Who they are Wednesday, July 10, 13
  4. 4. What kinds of information about them? A) Where are they B) Where do they exchange information C) Why Wednesday, July 10, 13
  5. 5. A) Where are they? (Communities over platforms!) Wednesday, July 10, 13
  6. 6. B) Where do they exchange information? Wednesday, July 10, 13
  7. 7. C) Why? Wednesday, July 10, 13
  8. 8. What does knowing our audience have to do with knowing how to engage people on online communities? Wednesday, July 10, 13
  9. 9. What does knowing our audience have to do with knowing how to engage people on online communities? True/False: Wednesday, July 10, 13
  10. 10. What does knowing our audience have to do with knowing how to engage people on online communities? True/False: “There is only one audience for each online community.” Wednesday, July 10, 13
  11. 11. By knowing audiences we can get from this: Wednesday, July 10, 13
  12. 12. To this... .http://www.youtube.com/watch?v=2guKJfvq4uI Wednesday, July 10, 13
  13. 13. How do we learn more about our audience? -Common Sense -Research & Analytics -Observe -Audit Content -Analytics and Insights -Polls Wednesday, July 10, 13
  14. 14. Wednesday, July 10, 13
  15. 15. Takeaways - Learn the wheres, whats and whys of the people you want to engage online - Don’t enter an online platform without knowing that there is a community there who you want to engage with - Any given platform has many overlapping/ connected communities within it -The size of your audience has little to do with how appropriate it is for you to try and engage them (in other words,“public” can be defined in lots of different ways Wednesday, July 10, 13
  16. 16. Question/Answer/Comment Break Wednesday, July 10, 13
  17. 17. Where we’ve been II. LADDER OF ENGAGEMENT a. CONTENT b. CONNECTIONS c. ACTION Where we’re headed II.AUDIENCE Wednesday, July 10, 13
  18. 18. -“Foot in the door” - Content, Connections & Action Wednesday, July 10, 13
  19. 19. Wednesday, July 10, 13
  20. 20. CONTENT Wednesday, July 10, 13
  21. 21. CONTENT •Targeted Wednesday, July 10, 13
  22. 22. CONTENT •Targeted •Character driven Wednesday, July 10, 13
  23. 23. CONTENT •Targeted •Character driven •Intelligent Wednesday, July 10, 13
  24. 24. Communities, unlike teams and other structures, need to invite the interaction that makes them alive. For example, a park is more appealing to use if its location provides a short cut between destinations. It invites people to sit for lunch or chat if it has benches set slightly off the main path, visible, but just out of earshot, next to something interesting like a flower bed or a patch of sunlight Wednesday, July 10, 13
  25. 25. •Why all this focus on content? Communities, unlike teams and other structures, need to invite the interaction that makes them alive. For example, a park is more appealing to use if its location provides a short cut between destinations. It invites people to sit for lunch or chat if it has benches set slightly off the main path, visible, but just out of earshot, next to something interesting like a flower bed or a patch of sunlight Wednesday, July 10, 13
  26. 26. •Why all this focus on content? •Horizontal ties for vertical actions Communities, unlike teams and other structures, need to invite the interaction that makes them alive. For example, a park is more appealing to use if its location provides a short cut between destinations. It invites people to sit for lunch or chat if it has benches set slightly off the main path, visible, but just out of earshot, next to something interesting like a flower bed or a patch of sunlight Wednesday, July 10, 13
  27. 27. •Why all this focus on content? •Horizontal ties for vertical actions Communities, unlike teams and other structures, need to invite the interaction that makes them alive. For example, a park is more appealing to use if its location provides a short cut between destinations. It invites people to sit for lunch or chat if it has benches set slightly off the main path, visible, but just out of earshot, next to something interesting like a flower bed or a patch of sunlight CONNECTIONS Wednesday, July 10, 13
  28. 28. ACTIONS Wednesday, July 10, 13
  29. 29. Wednesday, July 10, 13
  30. 30. •Clear Wednesday, July 10, 13
  31. 31. •Clear •Options Wednesday, July 10, 13
  32. 32. •Clear •Options •Transformable Wednesday, July 10, 13
  33. 33. ACTIONS CONNECTIONS CONTENT Wednesday, July 10, 13
  34. 34. ACTIONS CONNECTIONS CONTENT Likes Wednesday, July 10, 13
  35. 35. ACTIONS CONNECTIONS CONTENT Likes Retweets Wednesday, July 10, 13
  36. 36. ACTIONS CONNECTIONS CONTENT Likes Retweets Shares Wednesday, July 10, 13
  37. 37. ACTIONS CONNECTIONS CONTENT Likes Retweets Emails Shares Wednesday, July 10, 13
  38. 38. ACTIONS CONNECTIONS CONTENT Likes Retweets Emails Shares SMS Wednesday, July 10, 13
  39. 39. ACTIONS CONNECTIONS CONTENT Likes Retweets Emails Shares USG SMS Wednesday, July 10, 13
  40. 40. ACTIONS CONNECTIONS CONTENT Likes Retweets Emails Shares USG SMS Attendance Wednesday, July 10, 13
  41. 41. ACTIONS CONNECTIONS CONTENT Likes Retweets Emails Shares USG SMS Attendance Endorsement Wednesday, July 10, 13
  42. 42. ACTIONS CONNECTIONS CONTENT Likes Retweets Emails Shares USG SMS Attendance Endorsement Management Wednesday, July 10, 13
  43. 43. Wednesday, July 10, 13
  44. 44. CASE STUDY Wednesday, July 10, 13
  45. 45. First Post Wednesday, July 10, 13
  46. 46. Voice Wednesday, July 10, 13
  47. 47. Person-to-Person Wednesday, July 10, 13
  48. 48. Characters Wednesday, July 10, 13
  49. 49. Connections Wednesday, July 10, 13
  50. 50. Wednesday, July 10, 13
  51. 51. Actions High and low degrees of participation Wednesday, July 10, 13
  52. 52. Actions Shaped by Community Members Wednesday, July 10, 13
  53. 53. Wednesday, July 10, 13
  54. 54. Community members are the best marketers Wednesday, July 10, 13
  55. 55. Share content from actions Wednesday, July 10, 13
  56. 56. Share content from actions Wednesday, July 10, 13
  57. 57. Accelerated Pace Wednesday, July 10, 13
  58. 58. Recalibration Wednesday, July 10, 13
  59. 59. Trust and Anonymity Wednesday, July 10, 13
  60. 60. Virtuous Cycle of Participation Virtuous Cycle CONTENT! CONNECTIONS! ACTIONS! Wednesday, July 10, 13
  61. 61. Review I. AUDIENCE II. LADDER OF ENGAGEMENT a. CONTENT b. CONNECTIONS c. ACTION Wednesday, July 10, 13
  62. 62. Tactics & Strategies for Public Engagement SusannahVila @szvila Thanks :) Wednesday, July 10, 13
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