How to Build an Audience, Increase Your Citizen Engagement, and Meet Your Mission Objectives

GovDelivery Social Media for Government Communications February 14, 2012 [happy valentine’s day]1

Your Presenters Lauren Modeen Joseph Porcelli Digital Strategist Director Engagement Services Engagement Services @exilauren @josephporcelli2

How To: Build An Audience, Improve Your Citizen Engagement, and Meet Your Mission Objectives3

3 Things You’ll Learn Today: 1.) The Engagement Funnel 2.) Your 15 Point Mission Objective Checklist 3.) Helpful Resources4

Hypothesis • Historically, Government not very good at building audience and engagement… • Haven’t focused resources (time, staff, money, training) • Revenue is not the bottom line for government; it is in the private sector. Instead, mission delivery is bottom line for government.5

But Engagement Matters A LOT • Government’s mission is to serve all its citizens • Cost of mis-information • Cost of citizen inaction • Attack on brand – agency trust • And above all not fully meeting YOUR MISSION OBJECTIVES6

So…We Constantly Ask Ourselves… • How do we reach a large number of relevant stakeholders? • How do we build mutually beneficial relationships with them? • How do we provide them with clear, timely, actionable information that is valuable? ABOVE ALL: • How do we get them to TAKE MEANINGFUL ACTION with our information and work in partnership with us?7

Mission Objectives8

Question: How Move Through Funnel?Answer: Increase Audience and Engagement…9

How increase audience and engagement? Preparation Checklist* 1. Identify 2. Define Success 3. Logistics 4. Experts & Partners 5. Segment 6. Enlist 7. Cross-promotion 8. Educate 9. Empower 10. Energize *Why is this so darn important? 11. Enforce 12. Measure The more prepared you are, the more effectively 13. Adapt and efficiently you’ll move through the funnel. 14. Collaborate 15. Celebrate 16. Share More engagement = more value/service/mission objectives10

1: Identify 15 Point Check List- - 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15What problem are you trying to solve?• What impacts matter most to my agency and the public?• What are the specific outcomes I am looking for?• What are realistic contributions that communication can make to 11the outcomes?

2: Define Success 15 Point Check List- - 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15What is Success:• Size of audience?• Quality of engagement?• Press/accolades looking for• 12 Define your goals and metrics!

3: Logistics 15 Point Check List- - 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15Logistical questions to ask yourself:• What is the time frame? Time to launch?• Is it a campaign? Is it on-going?• How does it tie into or complement our other initiatives?• What is our budget / staff resources?• What technology(ies) should we use?• What data do we have?• 13 What have we or other learned in the past?

4: Experts + Partners 15 Point Check List- - 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15Who are the experts/partners?• Who are the experts on the topic?• Who are/could be your connectors?• Who are/could be your partners?• What is our ask of them?• What’s in it for them - How can we 14 incentivize them?

5: Segment 15 Point Check List- - 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15Why to segment?• Figure out who is who, and where• Reach these people specifically• Give them what matters most• 15 Repeat, and increase participation

6: Enlist 15 Point Check List- - 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Capture people where they are…get people to sign up!Enlist Your People:• Who are our stakeholders?• Where is the target audience currently?• What would compel them to sign up?• How can we get them to sign-up?• 16 What have we done in past?

7: Cross Promotion 15 Point Check List- - 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15Cross-promote:• Re-tweet, Share, Send-on-behalf• Participate in the GovDelivery Network• Find partners and work with them• 17 Work with other agencies who can share ROI

8: Educate 15 Point Check List- - 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15How do you help them learn?• Make your content easy to find• Sticky (so come back)• 18 Make it fun!

9: Empower 15 Point Check List- - 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15How do you get them to own it?• Ask them for feedback!• Include their feedback• Allow them to use their own voice• 19 Invite them to co-lead/facilitate/organize

10: Energize 15 Point Check List- - 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15How do you keep them energized?• Ask lots of questions/what they want, and if yes, delivery more• Use weekly issues/themes• Ensure latest/most interesting activity above the fold• Highlight people’s accomplishments• 20 Do stuff together in person: don’t only know people by their avatars

11: Enforce 15 Point Check List- - 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Tip = Tons of resources on policies: www.data.govloop.comHow do you get them to play nice?• What is working?• What type of content popular?• What type of frequency popular?• 21 What are our key problems?

12: Measure 15 Point Check List- - 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Most Useful Tools?Questions to Ask: Free: - Google Analytics• What is working? - Facebook Insights• What type of content popular? - Tweet Reach• What type of frequency popular Cost: - Radian6• What are our key problems? - Viral Heat• 22 Weekly/Monthly Analytics Reports - PageLever

13: Adapt 15 Point Check List- - 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15How do you keep them coming back?• Experiment, iterate, and evolve• Don’t recreate wheel - emulate examples by your peers• Falling down is a way to remember how to get back up• 23 Give them what is most interesting/vital for them

14: Collaborate 15 Point Check List- - 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15How do you get them to collaborate?• Encourage collaboration around something they really care about• Make it easy to join• 24Provide positive reinforcement

15: Celebrate 15 Point Check List- - 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15Importance of celebrating:• Shared sense of ownership/pride• Makes the content/community sticky• Moves users to leadership phase• Drives awareness• 25 People love to celebrate/rally around something

16: Share 15 Point Check List- - 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16Why share:• We are highly influenced by what our peers do – sharing works• Sharing exponentially expands our reach 26 and potential to reach new audiences

What Really Matters? Saving a life 1 Million OR through a Followers? successful flu campaign?27

Which Analytic Tools Most Useful? Free: Cost: • Google Analytics • Viral Heat • Facebook Insights • PageLever • Social Mention • Radian6 • Twitter grader • Authority Labs • TweetReach • PostRank28

Useful Tool Ecosystem29

More Tools to Rock Your Communication30

What are Your Challenges? Pick our brains…31

THANK YOU! Joseph Porcelli Lauren Modeen Director, Engagement Services Engagement Strategist GovDelivery GovDelivery Twitter @josephporcelli Twitter @exilauren32

Photo Credits • Picture 1 Picture 2 Picture 3 Picture 4 Picture 5 Picture 6 Picture 7 Picture 8 Picture 9 Picture 10 Picture 11 Picture 12 Picture 13 Picture 14 Picture 15 Picture 16 Picture 1733

http://exilaurenmarketing.com	310
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How to Build an Audience, Increase Your Citizen Engagement, and Meet Your Mission Objectives

by Lauren Modeen on Feb 15, 2012

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How to Build an Audience, Increase Your Citizen Engagement, and Meet Your Mission Objectives Presentation Transcript