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Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
Beyond Cats & Kardashians - Building Meaningful Online Engagement
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

Beyond Cats & Kardashians - Building Meaningful Online Engagement

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  • 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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