Connecting Neighbors with Social Media


Published on

Presentation to Neighborhoods USA conference in 2013

Published in: Technology
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Connecting Neighbors with Social Media

  1. 1. Connecting Neighbors, BuildingCommunities, and RaisingVoices since 1994
  2. 2.  Welcome, Quick Survey, Numbers – 5 Min Communicating to neighbors… Facebook Pages, E-Newsletters, etc. – Steven Clift – 15 Min Crowd-Sourcing Strategies – Sm. Groups, Reports – 15 Min Engagement among neighbors … Outreach, inclusion,and online engagement in St. Paul and Minneapolis – Corrine Bruning – 20 Min Discussion andWhat’s Next Connections – 20 Min
  3. 3.  E-Democracy.orgs mission: Harness the power of online tools to supportparticipation in public life, strengthencommunities, and build democracy. Creating online spaces for civicengagement since 1994.
  4. 4.  Social connections, family-friendly Safety and crime prevention Mutual benefit , sharing stuff Greater voices and civic engagement Social capital generator Openness and inclusion (if done right) = Stronger communities Resources: Block Activities, Block Connectors,Locals Online, Soul of the Community
  5. 5. 1. Where you from? Place, affiliation?2. Web page? Blog?3. Facebook Page?Twitter?4. Email Newsletter? Frequency?5. Two-way online group/e-list?6. Are residents creating private “electronicblock clubs?” More than 5% of blocks?
  6. 6.  81% Overall Online▪ 84%White, 73% Black, 74% Latino, <30K still at 67% Least connected▪ No High School Diploma - 51%▪ Over 65 - 54% Where?▪ At Home - 65% Broadband, 4% Dial-up▪ 12% Other -Work/School/Library/Mobile-only(?)
  7. 7.  67% Overall▪ 71%Women, 63% Men▪ Facebook on slight decline among younger users Only 16% useTwitter▪ News and politics types, teen use outside eyes ofparents using aliases FYI - Pinterest, LinkedIN,YouTube, Reddit,Google+ beyond scope of presentation
  8. 8.  88% use Email overall - 58%Typical day 67% use SNS - 48% day , 8%Twitter 67% visit local/st/fed gov web - 13% Typ day Lessons:▪ Map out where to reach people and DON’T replace emailnewsletter with Facebook orTwitter (they are supplements)▪ Reach people where they are online▪ IMHO: Don’t drop print communication if you can afford tokeep
  9. 9.  2013 Pew CivicEngagement in DigitalEra Report – More equity indiscussing politics viasocial networking Not so with takingaction, contactingelected officials, media IMHO: Neighborhoodsare “public life”gateway to action
  10. 10. 27% of adult Net users (22% overall) use“digital tools to talk to theirneighbors and keep informedabout community issues.” 74% of those who talk digitally with their neighbors have talkedface-to-face about community issues with their neighborscompared to 46% overall Source: Neighbors Online study from, 2010
  11. 11.  Neighborhood E-Lists/Forums – 7% Overall Of 22% of ALL adults who “talk digitally withneighbors”: Only 12% under 30K, Over 75K 39% Source: Neighbors Online study from, 2010
  12. 12.  Neighborhood E-Lists/Forums – 7% Overall Our view/experience – newer Net-using immigrants similar toLatino inclusion rate Source: Neighbors Online study from, 2010
  13. 13.  Disseminating information Getting people involved with yourorganization and activities Connect neighbors to each other online tostrengthen community Doing all of this inclusively across race,income, age, education levels
  14. 14.  Cherish thisaccess People at leastscan subjects Open rates -~20%, clickthrough 5%,some higher
  15. 15.  Pick a service provider▪ MailChimp, Contstant Contact, thedatabank (MN)▪ Simple BCC: option to start Paper Sign-up Sheet – Create goals▪ Meetings, Farmers Markets, Libraries, NNO, Door toDoor Resources▪▪
  16. 16.  For every 1,000email subscribersthey have: 149 FacebookLikers 53TwitterFollowers
  17. 17.  Easy Sharing Seek "Likes“ 2-3+ posts wk(include image,different stylethanTwitter “Insights” stats
  18. 18.  Streaming torrents. Chatty folks. EdgeRank – FB decides per post, tips to getover 5% reach, $ option Go to places where residents are online/on FB Consider posting using your name over“brand” to make more personal at times
  19. 19.  Add Email news subscribe to Facebook Page How do you link multiple channels? (4 Geeks) (or .org) Blog Add Subscribe to Blog email option or Feedburner Use FB App RSS Graffiti to feed posts to FB Page UseTwitterFeed to feed Blog post titles toTwitter Problem: Not customizing approach to eachservice BUT at least you are reaching people
  20. 20.  Facebook Groups are different – two-waydestination based on interest or identity Some neighborhood associations haveGroups not Pages Classic “online groups” viaYahooGroups, E-Democracy Neighbors Forums Private (0ften) exclusive to resident models –NextDoor, i-Neighbors, Front Porch Forum
  21. 21.  FB Pages as “Lapel Pins,” Groups for Action Hurricane Sandy: Moore OklahomaTornado Safe FB Grp Lesson: Localizedbest, better to haveone before you need it
  22. 22.  Shift frame to open community exchangeamong neighbors Breaking out of org/gov in center mode Hosted by: Individuals using whatever tool they like (e.g.Facebook Groups,YahooGroups, etc.) Non-profits like Commercial sites like NextDoor, Front Porch Forum
  23. 23.  Name, org, with ... 1.What online tools does your organizationuse to effectively engage the community? 2.What are the top two needs you wantonline engagement to address? Take notes to report back common themes on #2
  24. 24.  3. How do you or might you connect withmulticultural or lower income parts of yourcommunity online? 4. Are their specific new or niche audiencesyou seek to connect with online? Report back common themes on 3 and 4
  25. 25. Photos from Jeff Wheeler, Star Tribune.
  26. 26.  “Local” online public places to: share information, events, ideas discuss neighborhood issues gather diverse people in an open place take action and promote solutions Powered by two-way group communication Over 50 neighbors/community forums in 18 communitiesacross 3 countries today “” Inclusive Outreach Campaign
  27. 27.  Community Exchange Seeking plumber, insurance,lawn care Free couch, desk, cat,TV Events – 4th July, NUSA picnicto nearest neighborhoods Meal swaps, cooperativecooking TV/Cable/Net options Home hazardous waste Job for Somali speaker Lost puppy Community Issues Crosswalk Safety Street Cars on EastLake Community thanks Airport noise Candidate hello Bridge replacement One Minneapolis OneRead Bicycle safety Youth movement
  28. 28.  Crime Prevention Disaster Preparedness andCommunity Recovery Emergency Preparedness andResponse Neighborly Mutual Benefit andSupport HealthCare and Long-term Care Energy Efficiency Environmental Sustainability SeniorCare and Inter-generationalConnections Small Business Promotion Transportation Local Food Diverse Community Cohesion Education and CommunityService Recent Immigrant and RefugeeIntegration and Support Sustainable BroadbandAdoption Rural Community Building Youth Employment andExperience Community Building,CivicEngagement, and Social Capital Details on the E-Democracy Blog
  29. 29. Imagine a shared e-mail box foryour neighborhood:neighbors@inyourarea.orgVisit:
  30. 30.  E-mail Web Facebook Twitter
  31. 31.  Via the web: Or▪ Directory starting inTwin Cities▪ Join via Facebook Option Available
  32. 32.  Via simple paper sign-up sheets Sign up at local events, by neighbors, orwhen doorknocked.
  33. 33.  Public (vs. private groups) Open access (vs. invite only) Publicly searchable archive (vs. member only access) Local scope Encourage strong civility Must use real names, accountability
  34. 34. City HallIn-personConversations Shared onFacebookYourNetworksLocal MediaCoverageLocal BizNeighbor#1NEIGHBORSNeighborsForumOnlineJoin theForum
  35. 35.  Define local purpose –one to two sentencessets tone, expectations Recruit, recruit, recruit Multi-tech access –bridge email, webdivide with FacebookandTwitter access More: Open with friendlyround of introductionsat 100 members Volunteer local ForumManager, train/supportthem Real names, no namecalling/personalattacks, facilitationwith rules enforced
  36. 36.  Members: Forum provides new information andalternative viewpoints Elected officials pay attention to forum posts Community organizations who actively participatedfound it relevant and rewarding Range and depth of conversations dependent onforum members’ willingness to share opinions, askquestions, and seek input
  37. 37.  1. Online spaces for neighbors to connectwith each other in the ways that they want 2. Spaces as representative as possible ofthe neighborhoods, 10%+ of households 3. More people having a voice, who oftendo not have a voice in their neighborhood 4. Engagement that builds trust, bridges,and social capital
  38. 38.  Goal: Recruit and engage 10,000+ Saint Paulitesby end of 2014 Focus outreach on highly diverse, immigrantand low-income communities Knight Foundation funded, 625K 3 year grant(through end of 2014) Applied Ford lessons
  39. 39.  Utilize grassroots community organizingtechniques to bring a diversity of neighborsonto the forums. Bring in around 3000 new members over thesummer and begin building relationships inSaint Paul communities. Hire ~10 multi-lingual outreach teammembers working 15 hours a week
  40. 40. 1. Research and set goals2. Intensive recruitment and training3. Utilized open access tools to managelogistics increasing mobility and capacity ofteam (GDocs, Dropbox, etc.)4. Major on the ground outreach!5. Remembering to think long term aboutempowerment and voice55
  41. 41. 56
  42. 42.  46% Peopleof Color 17% ForeignBorn Lowerincomeareas,renters, etc.
  43. 43. 59
  44. 44. 60
  45. 45. 61
  46. 46.  More pictures inour slide show.63
  47. 47.  ~3,000 memberships in-person in 2012, 800 online 129Tracked Summer Outreach Events: 917 via door-knocking in 20 targeted areas 692 via 39 different community events 340 via 28 community locations (libraries, etc.) 182 via 10 National Night Out sites 89 via 4 ethnic soccer matches 76 via 12 community members After ~12% error rate in e-mail addresses, opt-outs
  48. 48.  Over 50% of paper sign-up form surveyresponses were from people of color Surname analysis shows 30%+ of targetedforums appear to be from racial/ethniccommunities (Asian, Latino, East African) Demographic participant survey planned
  49. 49.  All 17 St. Paul neighborhoods (DistrictCouncils) covered with online neighborhoodspaces, 3 outside our network 6,000 Forum Memberships, up from 3200 =+266% in St. Paul, 1,000+ more on originalcity-wide St. Paul Issues Forum Minneapolis 0ver 9200 memberships Detailed Blog Post, Insider Google Doc
  50. 50.  266% increase in St. Paul (blue)memberships in 2012 Mpls (red) all volunteer “organic”word of mouth growth
  51. 51.  Initial utilization of volunteers Partnerships need to grow beyond links Forum engagement staffing delayed to ‘13 Light guidance for contractors, more handson needed Logistics of hand processing 3,000 papersign-ups
  52. 52.  Build volunteer capacity in forumengagement to developing deeperrelationships in community - goal:Forums that better reflect the diversity ofneighbors in the “virtual room.” Ensure partnerships are mutually beneficial Execute an intense forum engagement plan74
  53. 53.  Forum Manager NeighborGreeter NeighborhoodLinker SocialCoordinator Cultural Connector CommunityReporter75
  54. 54. 76
  55. 55.  Almost complete Need for community to understand the workthat we do and the commitment we have, toensure the space is open to ALL and is aresource for theWHOLE community More pictures, videos, stories, blogs,Twitter,Facebook, etc
  56. 56.  Meeting in person Volunteers taking pride and ownership intheir forum service Forum members from all backgrounds seetheir forums as valuable and helping to buildstronger communities Going deep in Minneapolis and elsewhere Communities of Practice Sharing our lessons widely
  57. 57. Public outreachWebinars, training:
  58. 58.  We’d love to connect with you more! StevenClift - 612-229-4471 OnTwitter @edemo More: