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How Gov’t Agencies Can Build Audience and Increase Engagement<br />DODASSMC Conference, Arlington, VA<br />April 21, 2011<...
Contact Info<br />2<br />Lauren Modeen<br />Manager of Digital Strategy <br />@GovLoop + @GovEngage<br />Me:@exilauren<br />
3<br />Let’s Do This!<br />
3 Things You’ll Learn Today:<br />4<br />Ten Step Approach to Building Audience<br />Six Proven Tips to Engage Audience<br...
Hypothesis<br />Historically, Government not very good at building audience and engagement…<br />Haven’t focused resources...
Government’s mission to serve all its citizens<br />Cost of misinformation<br />Cost of citizen inaction<br />Attack on br...
So…We Constantly Ask Ourselves…<br />How do we reach a large number of relevant stakeholders?<br />How do we build relatio...
How We Learned at GovLoop…<br />Studied our own community as well as sites and communities far and<br />wide including…<br...
So…What’s the Verdict?<br />It’s REALLY REALLY Hard<br />There’s a talent/skill<br />Hard to be consistent<br />There’s a ...
GOAL OF TODAY: TO GO FROM THIS<br />10<br />“I’m scared….TOO HARD!”   <br />Image source: http://hyperboleandahalf.blogspo...
TO THIS!<br />11<br />“I CAN DO IT!”<br />“It’s not so hard!”<br />“Yay!”<br />Yay!<br />Image source: http://hyperboleand...
12<br />Building Audience and Increasing Engagement…<br />…is just like building and maintaining a campfire!<br />1. PLAN<...
Next Up…steps to go from Good to Awesome<br />13<br />
Now, Without Further Ado, I Present HOW GOV’T AGENCIES CAN: ACT I: Build Audience & ACT 2: Increase Engagement<br />14<br />
15<br />Act 1:<br />10 Steps to Building Audience<br />
Step 1: Identify<br />What problem are you trying to solve ?<br /><ul><li>Improve public health
Provide for secure retirement
More people get flu shots
More people apply for benefits online
Awareness of benefits of flu shots, clinic locations, and free shot programs
Awareness of benefit application form online</li></ul>16<br />
Step 2: Logistics<br />Logistical questions to ask yourself:<br /><ul><li>What is the time frame? Time to launch?
Is it a campaign? Is it on-going?
How does it tie into our other initiatives?
What is our budget?
What is our staff?
What technology to use?</li></li></ul><li>Step 3: Defining Success<br /><ul><li>What is success?
Size of audience?
Quality of engagement?
Press/accolades looking for?</li></ul>Define your goals and metrics!<br />
Step 3: Defining Success…EPA example:<br />EPA Example:<br /><ul><li>High-quality engagement among renewable energy though...
1,000 active members by 1 year (based on relevant association size, other sites)
10 press mentions</li></li></ul><li>Step 4: Enlist<br /><ul><li>Who are our stakeholders?
Where is the target audience currently?
What else exists?
What have we done in past?</li></li></ul><li>Step 4: Enlist…EPA example:<br />Critical: capture where they are, bring them...
Step 4: Enlist…Another example:<br />Again…capture where they are…CRITICAL!<br />
Step 5: Experts and Partners<br /><ul><li>Who are the experts on the topic?
Who are the connectors in the industry?
What are potential partner sites?
What is our ask of them?
How can we incentivize them?
What outreach materials most effective?</li></li></ul><li>Step 5: Experts and Partners…EPA example<br />
Step 6: Community Strategy<br /><ul><li>Community Managers
Community Leaders
Reward Structures
Leaderboards
What are the Rules?
What’s In It for You?
On-boarding process</li></li></ul><li>Step 6: Community Strategy…Example<br /><ul><li>Assign Internal Community Moderators
Create Community Guidelines
Launch leaderboards</li></ul>[KEY: Human beings having a <br />human experience using technology]<br />
Step 7: Content Strategy<br /><ul><li>What content do we have?
What do we need to create?
What content popular?
Who will create content?
What content doesn‘t exist?
What unique content do we have?
What is the content frequency?
Where’s the fun? (more on this later)</li></li></ul><li>Step 7: Content Strategy…EPA Example:<br />
Step 8: Launch<br /><ul><li>Invite early adopters
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How Government Agencies Can Build Audiences & Increase Engagement

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Ms. Lauren Mooden, Manager of Digital Strategy for GovEngage & GovLoop, presents information about government agencies' use of social media during a Department of Defense conference.

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Transcript of "How Government Agencies Can Build Audiences & Increase Engagement"

  1. 1. How Gov’t Agencies Can Build Audience and Increase Engagement<br />DODASSMC Conference, Arlington, VA<br />April 21, 2011<br />
  2. 2. Contact Info<br />2<br />Lauren Modeen<br />Manager of Digital Strategy <br />@GovLoop + @GovEngage<br />Me:@exilauren<br />
  3. 3. 3<br />Let’s Do This!<br />
  4. 4. 3 Things You’ll Learn Today:<br />4<br />Ten Step Approach to Building Audience<br />Six Proven Tips to Engage Audience<br />3. Summary of what works, plus cool <br /> technologies and resources<br />
  5. 5. Hypothesis<br />Historically, Government not very good at building audience and engagement…<br />Haven’t focused resources (time, staff, money, training) <br />You aren’t paid for it – whereas non-profit / for-profit measures in votes and $$<br />
  6. 6. Government’s mission to serve all its citizens<br />Cost of misinformation<br />Cost of citizen inaction<br />Attack on brand – agency loyalty and trust<br />Defend your program budgets<br />Take actions that save $ and increase revenue<br />But it Matters A LOT<br />
  7. 7. So…We Constantly Ask Ourselves…<br />How do we reach a large number of relevant stakeholders?<br />How do we build relationshipswith them? <br />How do we provide them with clear, timely, actionableinformation?<br />How do we get them to TAKEACTION with our information? <br />
  8. 8. How We Learned at GovLoop…<br />Studied our own community as well as sites and communities far and<br />wide including…<br />Studied for-profit communities (Dogster, Catster, Job sites, ITToolbox, Sermo, Facebook, IWillTeachYouToBeRich, change.org, WhoRunsGov, Craigslist, UserVoice, dating sites)<br />Studied for-profit commerce (GroupOn, Hubspot, email marketers, Priceline, etc)<br />Studied non-profit campaigns (Causes, Charity: Water, NeighborsForNeighbors)<br />Studied political sector (EccoDigital, BlueState, Direct Media Strategies)<br />
  9. 9. So…What’s the Verdict?<br />It’s REALLY REALLY Hard<br />There’s a talent/skill<br />Hard to be consistent<br />There’s a difference between just doing it and doing it well<br />Lots of optimization opportunities (channels, frequency, types, content)<br />
  10. 10. GOAL OF TODAY: TO GO FROM THIS<br />10<br />“I’m scared….TOO HARD!” <br />Image source: http://hyperboleandahalf.blogspot.com/<br />
  11. 11. TO THIS!<br />11<br />“I CAN DO IT!”<br />“It’s not so hard!”<br />“Yay!”<br />Yay!<br />Image source: http://hyperboleandahalf.blogspot.com/<br />
  12. 12. 12<br />Building Audience and Increasing Engagement…<br />…is just like building and maintaining a campfire!<br />1. PLAN<br />2. IGNITE<br />3. FEED<br />4. TEND<br />
  13. 13. Next Up…steps to go from Good to Awesome<br />13<br />
  14. 14. Now, Without Further Ado, I Present HOW GOV’T AGENCIES CAN: ACT I: Build Audience & ACT 2: Increase Engagement<br />14<br />
  15. 15. 15<br />Act 1:<br />10 Steps to Building Audience<br />
  16. 16. Step 1: Identify<br />What problem are you trying to solve ?<br /><ul><li>Improve public health
  17. 17. Provide for secure retirement
  18. 18. More people get flu shots
  19. 19. More people apply for benefits online
  20. 20. Awareness of benefits of flu shots, clinic locations, and free shot programs
  21. 21. Awareness of benefit application form online</li></ul>16<br />
  22. 22. Step 2: Logistics<br />Logistical questions to ask yourself:<br /><ul><li>What is the time frame? Time to launch?
  23. 23. Is it a campaign? Is it on-going?
  24. 24. How does it tie into our other initiatives?
  25. 25. What is our budget?
  26. 26. What is our staff?
  27. 27. What technology to use?</li></li></ul><li>Step 3: Defining Success<br /><ul><li>What is success?
  28. 28. Size of audience?
  29. 29. Quality of engagement?
  30. 30. Press/accolades looking for?</li></ul>Define your goals and metrics!<br />
  31. 31. Step 3: Defining Success…EPA example:<br />EPA Example:<br /><ul><li>High-quality engagement among renewable energy thought leaders
  32. 32. 1,000 active members by 1 year (based on relevant association size, other sites)
  33. 33. 10 press mentions</li></li></ul><li>Step 4: Enlist<br /><ul><li>Who are our stakeholders?
  34. 34. Where is the target audience currently?
  35. 35. What else exists?
  36. 36. What have we done in past?</li></li></ul><li>Step 4: Enlist…EPA example:<br />Critical: capture where they are, bring them back in with emails, newsletters<br />
  37. 37. Step 4: Enlist…Another example:<br />Again…capture where they are…CRITICAL!<br />
  38. 38. Step 5: Experts and Partners<br /><ul><li>Who are the experts on the topic?
  39. 39. Who are the connectors in the industry?
  40. 40. What are potential partner sites?
  41. 41. What is our ask of them?
  42. 42. How can we incentivize them?
  43. 43. What outreach materials most effective?</li></li></ul><li>Step 5: Experts and Partners…EPA example<br />
  44. 44. Step 6: Community Strategy<br /><ul><li>Community Managers
  45. 45. Community Leaders
  46. 46. Reward Structures
  47. 47. Leaderboards
  48. 48. What are the Rules?
  49. 49. What’s In It for You?
  50. 50. On-boarding process</li></li></ul><li>Step 6: Community Strategy…Example<br /><ul><li>Assign Internal Community Moderators
  51. 51. Create Community Guidelines
  52. 52. Launch leaderboards</li></ul>[KEY: Human beings having a <br />human experience using technology]<br />
  53. 53. Step 7: Content Strategy<br /><ul><li>What content do we have?
  54. 54. What do we need to create?
  55. 55. What content popular?
  56. 56. Who will create content?
  57. 57. What content doesn‘t exist?
  58. 58. What unique content do we have?
  59. 59. What is the content frequency?
  60. 60. Where’s the fun? (more on this later)</li></li></ul><li>Step 7: Content Strategy…EPA Example:<br />
  61. 61. Step 8: Launch<br /><ul><li>Invite early adopters
  62. 62. Get buy-in
  63. 63. Marketing/outreach on launch
  64. 64. Pictures on invites
  65. 65. Provide swag</li></li></ul><li>Step 9: Start Doing<br /><ul><li>Follow Strategy
  66. 66. Do Outreach
  67. 67. Produce regular content
  68. 68. Engage with communityTHIS IS THE HARD PART</li></li></ul><li>Step 9: Start Doing<br />
  69. 69. Step 10: Measure<br /><ul><li>What is working?
  70. 70. What type of content popular?
  71. 71. What type of frequency popular
  72. 72. What are our key problems?</li></li></ul><li>Step 10: Measure<br /><ul><li>Weekly/Monthly Reports
  73. 73. Web Analytics</li></li></ul><li>Step 10: Measure<br />Which tools are most useful?<br />Free:<br /><ul><li>Google Analytics
  74. 74. Facebook Insights
  75. 75. Social Mention
  76. 76. Twitter grader</li></ul>Cost:<br /><ul><li>Radian6
  77. 77. Authority Labs
  78. 78. PostRank
  79. 79. Argyle</li></li></ul><li>To Review:<br />10 Steps to Building Audience:<br />1. Identify<br />2. Logistics<br />3. Define success<br />4. Enlist<br />5. Experts & Partners<br />6. Community Strategy<br />7. Content Strategy<br />8. Launch<br />9. Start doing<br />10. Measure<br />
  80. 80. 36<br />Act 2:<br />6 Tips to Increase Engagement<br />
  81. 81. Tip 1: Connect<br />How do you get them to connect?<br />
  82. 82. GET THEM TO CONNECT!<br />Majority of people most likely to engage are in the member slice of the pyramid, so concentrate on them first<br />Ask members questions, suggest ideas, help each other out<br />38<br />
  83. 83. 39<br />Navy for Moms:<br />One of the biggest barriers for kids joining Navy is concerned moms. <br />This community assuages mom and helps get over fears<br />
  84. 84. Tip 2: Educate<br />How do you helpthem learn?<br /><ul><li>Make your content easy to find
  85. 85. Casual
  86. 86. To-the-point
  87. 87. Sticky (so come back)
  88. 88. Make it fun!</li></li></ul><li>EDUCATE THEM!<br />41<br />Make it easy for public to:<br />1. Find and<br />2. Choose which of your resources are of interest to them! <br />
  89. 89. EDUCATE THEM!<br />42<br />Birdie NYC: mascot for GreeNYC<br />
  90. 90. EDUCATE THEM!<br />43<br />Heard of Farmville?<br />Want to guess how many active users 18 months after its original launch?<br />“I will submit to you that the person who invents Healthville, which is actually fun to play and where you can network with your friends, but that teaches you, on the side about health, will be one of the most important public health figures of the 20th century. Why? They will do more to inject health knowledge and help change behavior than a phalanx of traditional programs ever do”<br />Todd Park, CTO of HHS – listed in Fast Company’s 2010 100 Most Creative People<br />
  91. 91. Tip 3: Empower<br />How do you get them to own it?<br /><ul><li>Ask them for feedback!
  92. 92. Include their feedback
  93. 93. Allow them to use their own voice</li></li></ul><li>EMPOWER YOUR PEEPS!<br />45<br />
  94. 94. Tip 4: Energize<br />How do you keep them energized?<br />
  95. 95. ENERGIZE!<br />47<br /><ul><li>Ask lots of questions
  96. 96. Ask what they want
  97. 97. Use weekly issues/themes
  98. 98. Ensure latest/most interesting activity above the fold
  99. 99. Highlight people’s accomplishments
  100. 100. Do stuff together in person: don’t only know people by their avatars
  101. 101. Ask people if they want more and if yes, deliver more</li></li></ul><li>Tip 5: Enforce<br />How do you get them to…<br />?<br />
  102. 102. ENFORCE…YES, YOU MUST<br />Create and implement…<br />Policies & Guidelines<br />Lots of resources here…more coming at end!<br />49<br />
  103. 103. Tip 6: Enhance<br />How do you keep them coming back?<br />
  104. 104. ENHANCE…ONLY WAY…<br />Deliver value and fulfill their needs…how? Ask<br />Experiment, iterate, and evolve <br />Don’t recreate the wheel unnecessarily – tons of good examples by your peers<br />Falling down is a way to remember how to get back up<br />See the world from a different perspective – wear your shoes on the wrong feed – (jk)<br />Think outside the box<br />51<br />
  105. 105. ENHANCE…ONLY WAY…<br />52<br />
  106. 106. Create Great Content (interesting, fun, quality)<br />Regular, consistent content<br />Many types of content (blogs, videos, photos)<br />Get them to Sign Upsomewhere<br />Multiple, cross-promoted channels (email, text, FB, Twitter, own communities)<br />Authentic and interesting voice<br />Personalization – speaking to people not just masses<br />Calls to action<br />Move Up Commitment Curve (ask if want more)<br />Online and offline events<br />Summary: Top 10 List of What Works<br />
  107. 107. Leverage Technologies<br />54<br />
  108. 108. Mobile Apps – Where is the Bus?<br />55<br />Everyone wants to know where the bus! Use it as a hook!<br />Solve their problem and in the same experience, give them info they didn’t know they needed<br />
  109. 109. Mobile Apps – Airport Delays?<br />56<br />Friendly <br />Trojan horse!<br />
  110. 110. 57<br />PlainLanguage.gov<br />Helps gov speak English:<br />Don’t talk over your audience<br />
  111. 111. DoD Resources<br />http://socialmedia.defense.gov/education-and-training/<br />58<br />
  112. 112. More DoD Resources<br />59<br />
  113. 113. More DoD Resources<br />60<br />
  114. 114. Questions & Answers<br />61<br />Lauren Modeen<br />@exilauren<br />Manager of Digital Strategy <br />GovLoop+ GovEngage<br />
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