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Getting More People Involved: Keeping More People Involved

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Final version of presentation to "Social Media in Government" conference in Edmonton, Canada on January 27th 2010

Final version of presentation to "Social Media in Government" conference in Edmonton, Canada on January 27th 2010

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  • 1. Getting more people involved: Keeping more people involved
    Dealing with the “90-9-1 rule”
    Dr Crispin ButterissFounding Partner, Bang the Table Pty Ltd
    bangthetable.com
    onlinecommunityengagement.com
    twitter.com/bangthetable
    facebook.com/bangthetable
    slideshare.net/bangthetable
  • 2. WHAT AM I TALKING ABOUT?
    Me & Bang the Table
    90-9-1 Rule
    Our data
    Three case studies
    Ten principles for removing barriers to entry
  • 3. Over 180 forums for over 70 clients in a little over 2 years
  • 4. 90-9-1 RULE
    States that...
    90% of visitors are voyeurs
    9% of visitors get a little involved
    1% of visitors do most of the work
    Most people don’t have a lot to say
  • 5. MORE A “GUIDING PRINCIPLE”
    THAN A LAW...
    10% of Twitter users make 90% of Tweets
    10% of Social Network users provide 30% of content
    15% of Wikipedia editors make 90% of edits
    5% of all Internet users blog
    “Inequality” is universal...and not limited to the web (just more measurable)
  • 6. IS IT A PROBLEM?
    “Obviously, if you want to assess the "feelings of the community" it's highly unfair if one subgroup's [smaller group of] members have the same representation as another subgroup's [larger group of] members.
    More importantly, such inequities would give you a biased understanding of the community, because many differences almost certainly exist between people who post a lot and those who post a little.
    And you would never hear from the silent majority of lurkers.”
    Name withheld
  • 7. IS THIS PROBLEM?
    “Obviously, if you want to assess the "feelings of the community" it's highly unfair if one subgroup's [smaller group] members have the same representation as another subgroup's 580,000 members.
    More importantly, such inequities would give you a biased understanding of the community, because many differences almost certainly exist between people who post a lot and those who post a little.
    And you would never hear from the silent majority of lurkers. “
    It isn’t obvious to me
  • 8. LET’S TAKE ANOTHER LOOK
    “Obviously, if you want to assess the "feelings of the community" it's highly unfair if one subgroup's [smaller group] members have the same representation as another subgroup's [larger group] members.
    More importantly, such inequities would give you a biased understanding of the community, because many differences almost certainly exist between people who post a lot and those who post a little.
    And you would never hear from the silent majority of lurkers.”
  • 9. IS PARTICIPATION
    INEQUALITY UNFAIR?
    No.
    As long as there are no deliberate or inadvertent barriers to entry.
  • 10. DOES PARTICIPATION
    INEQUALITY CREATE A BIASED UNDERSTANDING?
    No.
    Policy is (or should be) created based on the strength of an argument, not the number of times it is repeated.
  • 11. BUT WHAT ABOUT THE
    SILENT MAJORITY?
    Not a problem.
    Experience shows us that people will get involved if they feel strongly enough and that the web opens up the conversation to marginalised majorities.
    As long as there are no deliberate or inadvertent barriers to entry.
  • 12. Participation inequality is only a problem if barriers prevent people from participating....
    Otherwise it is simply free will
  • 13. Maybe they’re just not that into you!
  • 14. More on removing barriers to entry later
  • 15. But first,
    OUR DATA
  • 16. Preferred?
  • 17.
  • 18.
  • 19. THE LESSON...
    A few people have a lot to say
    More people have a little to say
    Most people have nothing to say
  • 20. And that’s okay.
    I’ll get to why in a moment.
  • 21. CASE STUDIES
    The Bays Precinct
    Australian Cultural Policy
    Port Macquarie Hastings Council
  • 22.
  • 23. Participation Inequality
  • 24. Participation Inequality
  • 25. Participation Freedom
  • 26. TEN STEPS (+2) TO REMOVING
    BARRIERS TO ENTRY
  • 27. 1
    CONSULTATION PROMOTION
    Get the message to your target audience
  • 28. 2
    CONSULTATION ACCESSIBILITY
    Make sure your consultation is available to folk with no web access
  • 29. 3
    WEBSITE ACCESSIBILITY
    Make sure your website meets WCAG requirements
  • 30. 4
    WEBSITE
    USEABILITY
    Make sure your website is easy to navigate for newcomers
  • 31. 5
    WEBSITE
    FUNCTIONALITY
    Make sure your website includes notifications systems to drive return traffic
  • 32. 6
    FORUM
    FUNCTIONALITY
    Give the forum a clear structure and include “agree” and “disagree” with comment functions
  • 33. 7
    WEBSITE
    AESTHETICS
    Make sure your website appeals to your target audience
  • 34. 8
    KEY
    MESSAGES
    This is copy writing, not report writing. Leave the jargon, technical detail and legalese in the background
  • 35. 9
    FORUM
    QUESTIONS
    Make sure your questions resonate with your target audience. Are they concrete and visceral?
  • 36. 10
    MODERATION & FACILITATION
    Know the difference.
    Moderation stops people getting upset; facilitation gets people more involved.
  • 37. And just two more things...
  • 38. 11
    CLARIFY
    OBJECTIVES
    Are your after traffic, comments, dialogue, agreement...?
  • 39. 12
    REPORTING
    Capture BOTH qualitative and quantitative data
  • 40. THAT’S IT
    Thanks for listening & questions
    bangthetable.com
    onlinecommunityengagement.com
    facebook.com/bangthetable
    Twitter.com/bangthetable
    Slideshare.net/bangthetable

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