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Beyond Cats and Kardashians - Citizens' Maslov Hierarchy of Needs

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Beyond Cats and Kardashians - Citizens' Maslov Hierarchy of Needs

Beyond Cats and Kardashians - Citizens' Maslov Hierarchy of Needs

Published in: News & Politics
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  • 1. Beyond Cats & KardashiansHow to Build MeaningfulOnline Civic Engagement
  • 2. What’s Popular on the Internet? Kardashains Cats Buzzfeed / Huffpost
  • 3. What are you serving? Buffet of ice cream, you are serving broccoli How do you get people to eat healthy?
  • 4. Hardest thing on internet Gaining audience / getting people to care Billion dollar skill #1 reason civic engagement (or any consumer internet site) dies is lack of audience
  • 5. Who is the Kim Kardashian ofGov’t?
  • 6. Are we… Building what citizens want? Or what we want citizens to want?
  • 7. Popular on gov’t sites Crime Jobs Education Weather/snow DMV, licenses, permits Transit Mandatory items & items that affect people individually
  • 8. Maslov’s Hierarchy of Needs Open Data E- democracy NASA, Parks Emergency alerts, CrimeJobs,Benefits
  • 9. So what’s the solution?
  • 10. Engagement Funnel
  • 11. 3 Steps Process Build and serve a wide base Get them engaged Push towards higher value engagements
  • 12. Serve the Base
  • 13. Great Multi-Channel Service Delivery Quickly complete their transaction Solve their information needs
  • 14. Get Them Engaged
  • 15. Cross-Promote at high-volume transactions INDUSTRY INDUSTRY: GOVERNMENT: McDonalds: Amazon: Your agency: “Do you want “Customers who “You may also befries with that?” bought this item interested in information also bought…” from these agencies…”
  • 16. Use Timely Events
  • 17. When They Walk Through Your Door
  • 18. Go where people are
  • 19. Make an Ask
  • 20. Light-Weight Engagement
  • 21. Simple Clear Ask
  • 22. Follow-Up & Celebrate Success
  • 23. Who is your Kardashian?
  • 24. Maslov’s Hierarchy of Needs Open Data E- democracy NASA, Parks Emergency alerts, CrimeJobs,Benefits
  • 25. Your Homework Make sure foundation served well Optimize high-frequency to ongoing relationship Connect high frequency to high value items
  • 26. KNOWLEDGE CYCLE
  • 27. Training, Events, Tools, InfographicsOnline Training Sessions In-Person Training Sessions Guides Infographics
  • 28. Reach out Steve Ressler Founder, GovLoop steve@GovLoop.com @GovLoop

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