Measuring and expanding the value of community porcelli
1GovDeliveryMeasuring and Expanding the Value ofCommunityDriving Ongoing Engagement After the Page Visit and Like.June 20, 2013
2What I Will Talk About• Why Am I Talking About Community?• What Does Community Look Like?• How To Measure the Value of Community• Three Examples of Expanded Value• How to Drive Ongoing Engagement• Q&A
3Why am I Talking About Community?1. To meet your mission objectives, you have to think beyondthe page view and like.1. Expanding the roles of those you serve and those whoserve with you is critical to meeting your missionobjectives.2. Community already exists everywhere – harness the chi!
4What Does Community Look Like?1. The answer depends on what phase of engagement youare focusing on and the tools and resources available.1. Each phase of engagement is important – and must bevaluable for those you wish to serve.2. There is no wrong way to do community. It either works ordoes not. You learn, iterate, share lessons learned, andrepeat.
5AWARENESSFindingPERMISSIONJoiningORIENTATIONKnowingENGAGEMENTConsumingLEADERSHIPCollaboratingOUTCOMESMission ObjectivesWeb:• Increase intotal pagesviewedEmail:• Increase intotal emailsubscribersSocial:• Increase oftotalfollowers andlikesEmail:• Increase intotal opens,clicks, andsharesWeb:• Increase intotal pagesviewedOnline:• Increase incomments/feedback, event orprogramregistrations, orsignups foronline services.Offline:• Increase inprogramutilization oreventattendance• Increase intotal activecollaborators,partners, andtrustedmessengersadvancingmission yourbehalfIncreases in• Youth Engaged• Flu shotsreceived• RevenuecollectedDecreases in:• Drop outs• Crime• Doctor visits• Operating costsHow To Measure the Value of Community
6Members Co-Organizing on FEMA’s BehalfCommunity.Fema.gov ActivityChallenge: approaching NationalPreparedness Month, FEMAneeded an online space to registerand organize thousands of citizensand FEMA coordinators.Opportunity: build online hub toencourage citizens, public safetyorganizations, businesses, and faithbased partners to educate andempower each other to prepare forand respond to emergenciesincluding natural and man-madedisasters.Our Role: built on our GovDeliveryCollaboration Platform, we ignitedand managed the network andprovided the digital strategy.Impacts: over 25,000 membersjoined engaging over 1.5 millionAmericans in preparednessactivities.
7FEMA Results: Army of 26,400 Pumped Stakeholders1.52 Million PeopleEngagement inPreparednessActivities in 2012=
8NeighborsforNeighbors.org “SnowCrew” ActivityChallenge: during major snowstorms, elderly and disabledneighbors become trapped intheir homes and not able to getfood, medicine, or services andleft anxious.Opportunity: match neighborswho need assistance shovelingto those nearby who can andwant to help them.Our Role: in partnership withSeeClickFix we developed anonline process and promoted tomembers to drive adoption.Impacts: elderly and disabledresidents got dug out andwhere able to get food,medicine, and services needed.SnowCrew: Expanding the Role of Neighbors
9Unexpected Result: Addressing Symptom not Problem
10Result: Doubling Membership in a Year and Half
11YGL Results: 1,800 More Members in one Year!
13Email as the Foundation(after your CMS of course)Email is the foundation of anydriving ongoing engagement• 92% of online adult users use email (Pew Internet & American LifeProject). 1.2 Billion messages are sent via GovDelivery each quarter, andthere are 39 Million subscribers.• Email gives you an opportunity TODAY to meet objectives and your agency’smission objectives by delivering information to the public wherever they arethrough their preferred device.- DRAFT-
14Make it Super Easy for Visitors to BecomeMembers of Your Email Community
15Allow Visitors to Sign Up for Specific Updates
16Invite People To Take Meaningful and Valuable Actions
173 Steps to Increase EngagementMATH – Send more engaging messagesMETRICS – Analyze metrics to guide communicationsITERATE – Apply lessons learned to improve
18More, Gooder, and Some MoreCURRENT:Send 1 email to 100 people and 20 peopleopen and 1 person clicks.Send 5 emails a week to 100 people and 20people open and 1 person clicks.OPTIMIZE THE MESSAGE:Subject line, call to action, day time and timesent – Send to 100 people and 30 peopleopen and 2 people click.SEND MORE OPTIMIZED MESSAGES:Send optimized messages 5 times to 100people and 30 people open and 2 click.SEND MORE OPTIMIZED MESSAGES TOMORE PEOPLE:Send optimized messages 5 times to 200people and 30 people open and 2 click.RESULTS:20 opens, 1 click.100 opens, 5 clicks.30 opens, 2 clicks.150 opens,10 clicks.300 opens, 20 clicks.