Beyond	  Cats	  &	  Kardashians	    How	  to	  Build	  Meaningful	  Online	                  Engagement	  
What’s	  Popular	  on	  the	  Internet?	  •  Kardashains	  •  Cats	  •  Buzzfeed	  /	  Huffpost	  
What	  are	  you	  serving?	  •  Buffet	  of	  ice	  cream,	  you	  are	  serving	  broccoli	  •  How	  do	  you	  get	  pe...
Hardest	  thing	  on	  internet	  •  Gaining	  audience	  /	  geIng	  people	  to	  care	  •  Billion	  dollar	  skill	  •...
What is                                       Find	  and	  contribute	  	                                            best	...
2 Questions I Think About•  How to Grow GovLoop – Reach & Engage    –  Reach More People (More Active Members)    –  Incre...
My	  Last	  Year	  of	  Research	  Studied How Others Increased Audience &  Engagement•  For-profit communities (Dogster, ...
What	  I’ve	  Learned	  •  It’s REALLY REALLY Hard•  There’s a talent/skill•  There’s a methodology and rigor•  Difference...
Getting Started
What	  are	  your	  goals?	  •      Who	  is	  your	  target	  audience	  realisRcally?	  •      How	  large	  is	  your	 ...
What	  is	  realisRc?	  •      What	  is	  the	  size	  of	  current	  groups	  on	  topic?	  •      What	  is	  the	  dem...
Key	  mistakes	  •  UnderesRmate	  resources	  it	  takes	  to	       community	  manage	  •  Failure	  to	  simplify	  th...
What’s	  the	  topic	  /	  pain	  point?	  
Key Tips
Engagement	  Funnel	  
Awareness
Is	  their	  Audience	  You	  Can	  Leverage	  ExisRng	  email	  lists	  	  One-­‐Rme	  use	  of	  email	  lists	  Big	  a...
OpRmize	  for	  Search	  /	  Pain	  Point	  
Embed	  elsewhere	  
Cross-­‐Promote	  where	  Audience	      INDUSTRY	                    INDUSTRY:	                    GOVERNMENT:	          ...
Tap	  into	  ExisRng	  Community	  
Real	  World	  /	  Simple	  
Leverage	  Timely	  Events	  
Build A Relationship
Sign	  ‘em	  Up	  
Simple	  Clear	  Ask	  
Light-­‐Weight	  Engagement	  
Great	  Design	  Magers	  
Show	  Progress	  
How	  are	  you	  On-­‐boarding	  Users?	  
Give	  IncenRve	  to	  Share	  
Have	  a	  Human	  Voice	  /	  Feel	  
Framing	  QuesRons	  +	  A/B	  Tests	  
Keep Engaged/ Go Deeper
Segment	  Audience	  -­‐	  Focus	  on	  Engaged	  
Unlock	  Parts	  of	  site	  
Real	  IncenRves	  	  
Time	  Constrained	  Large	  Events	  
On-­‐going	  vs	  Once	  a	  Year	  
Hand	  to	  hand	  combat	  Write	  members	  Call	  members	  Comment	  on	  their	  walls	  Have	  advisory	  board	  ca...
Part	  of	  a	  Movement	  /	  Swag	  
Celebrate	  Success	  
Regular	  Frequency	  Across	  	             MulRple	  Channels	  •  Facebook	  –	  1	  to	  4X	  a	  day	  •  Twiger	  –	...
Lessons	  from	  GovLoop	  •  Consistency	  is	  key	  –	  takes	  Rme	  •  Search	  key	  •  Levels	  of	  content	  –	  ...
What’s	  popular	  in	  gov’t	  sites?	  •    Crime	  •    Jobs	  •    EducaRon	  •    Weather/snow	  •    DMV,	  licenses...
Civic	  Sites	  that	  get	  lots	  of	  traffic	  •    MySociety	  &	  Google	  •    Potholes	  •    DMV.org	  •    Greatsc...
Ways	  to	  Engage	  w/	  GovLoop	  Always looking for stories to highlightFree guides & trainingsAsk questions, write a b...
Reach out   Steve	  Ressler	     Founder,	  GovLoop	     steve@GovLoop.com	     @GovLoop	  
Beyond Cats & Kardashians - Building Meaningful Online Engagement
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Beyond Cats & Kardashians - Building Meaningful Online Engagement

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Beyond Cats & Kardashians - Building Meaningful Online Engagement

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Beyond Cats & Kardashians - Building Meaningful Online Engagement

  1. Beyond  Cats  &  Kardashians   How  to  Build  Meaningful  Online   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  /  geIng  people  to  care  •  Billion  dollar  skill  •  #1  reason  civic  engagement  (or  any  consumer   internet  site)  dies  is  lack  of  audience    
  5. What is Find  and  contribute     best  practices   Research  the   latest  trends   Solve   government   ?   problems   Learn  about  the  latest   Connect  with  peers   solutions  MISSION: “Connect Government to Improve Government”
  6. 2 Questions I Think About•  How to Grow GovLoop – Reach & Engage –  Reach More People (More Active Members) –  Increase Engagement (More Activity) –  Solve more problems every day
  7. My  Last  Year  of  Research  Studied How Others Increased Audience & Engagement•  For-profit communities (Dogster, ITToolbox, Sermo, change.org)•  For-profit vendors (GroupOn, Hubspot, Priceline,)•  Non-profit campaigns (Causes, Charity: Water, NeighborsForNeighbors)•  Political sector (Presidential and local elections)•  Government (Federal, State, Local)
  8. What  I’ve  Learned  •  It’s REALLY REALLY Hard•  There’s a talent/skill•  There’s a methodology and rigor•  Difference between Doing it and Doing it Well•  Lots of optimization opportunities•  Hard to be consistent
  9. Getting Started
  10. What  are  your  goals?  •  Who  is  your  target  audience  realisRcally?  •  How  large  is  your  realisRc  target  audience?  •  Where  is  your  audience  online?  •  Where  are  they  offline?  Online  to  offline  •  Who  are  the  experts/partners  in  space?  •  What  media  outlets  cover  the  space?    
  11. What  is  realisRc?  •  What  is  the  size  of  current  groups  on  topic?  •  What  is  the  demand  for  informaRon  on  topic?  •  What  have  past  similar  projects  yielded?  •  What  does  success  look  like?  •  90-­‐9-­‐1  rule  •  NASA  always  wins  –  some  issues  more  catchy    
  12. Key  mistakes  •  UnderesRmate  resources  it  takes  to   community  manage  •  Failure  to  simplify  the  ask  •  Too  opRmisRc  of  people’s  desires    
  13. What’s  the  topic  /  pain  point?  
  14. Key Tips
  15. Engagement  Funnel  
  16. Awareness
  17. Is  their  Audience  You  Can  Leverage  ExisRng  email  lists    One-­‐Rme  use  of  email  lists  Big  accounts  in  social  media  to  use  PR  Campaigns  Other  associaRons  People  that  have  incenRve  to  parRcipate  (students,  pracRRoner  in  that  field,  etc)  
  18. OpRmize  for  Search  /  Pain  Point  
  19. Embed  elsewhere  
  20. Cross-­‐Promote  where  Audience   INDUSTRY   INDUSTRY:   GOVERNMENT:         McDonalds:   Amazon:     Your  agency:         “Do  you  want     “Customers  who   “You  may  also  be  fries  with  that?”   bought  this  item   interested  in  informaRon   also  bought…”   from  these  agencies…”  
  21. Tap  into  ExisRng  Community  
  22. Real  World  /  Simple  
  23. Leverage  Timely  Events  
  24. Build A Relationship
  25. Sign  ‘em  Up  
  26. Simple  Clear  Ask  
  27. Light-­‐Weight  Engagement  
  28. Great  Design  Magers  
  29. Show  Progress  
  30. How  are  you  On-­‐boarding  Users?  
  31. Give  IncenRve  to  Share  
  32. Have  a  Human  Voice  /  Feel  
  33. Framing  QuesRons  +  A/B  Tests  
  34. Keep Engaged/ Go Deeper
  35. Segment  Audience  -­‐  Focus  on  Engaged  
  36. Unlock  Parts  of  site  
  37. Real  IncenRves    
  38. Time  Constrained  Large  Events  
  39. On-­‐going  vs  Once  a  Year  
  40. Hand  to  hand  combat  Write  members  Call  members  Comment  on  their  walls  Have  advisory  board  calls  Biggest  challenge  emails  
  41. Part  of  a  Movement  /  Swag  
  42. Celebrate  Success  
  43. Regular  Frequency  Across     MulRple  Channels  •  Facebook  –  1  to  4X  a  day  •  Twiger  –  3  to  10X  a  day  •  Email  –  Range  from  daily,  weekly     **Key  is  consistency  –  actual  numbers  vary  by   agency  and  type  of  content**    
  44. Lessons  from  GovLoop  •  Consistency  is  key  –  takes  Rme  •  Search  key  •  Levels  of  content  –  broccoli  to  candy  •  Focus  on  what  people  want  –  knowledge   network,  guides,  webinars,  etc  •  Needs  evolve  over  Rme  –  cohort  effects  •  Promote  where  people  are  &  traffic  is  –   network  referral  
  45. What’s  popular  in  gov’t  sites?  •  Crime  •  Jobs  •  EducaRon  •  Weather/snow  •  DMV,  licenses,  permits  •  Transit  •  Items  that  affects  people  individually  
  46. Civic  Sites  that  get  lots  of  traffic  •  MySociety  &  Google  •  Potholes  •  DMV.org  •  Greatschools  
  47. Ways  to  Engage  w/  GovLoop  Always looking for stories to highlightFree guides & trainingsAsk questions, write a blogAlways willing to help w/ strategy, development, executionHave students? Have GovLoop fellows
  48. Reach out Steve  Ressler   Founder,  GovLoop   steve@GovLoop.com   @GovLoop  

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