Beyond Cats and Kardashians - Citizens' Maslov Hierarchy of Needs

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Beyond Cats and Kardashians - Citizens' Maslov Hierarchy of Needs

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Beyond Cats and Kardashians - Citizens' Maslov Hierarchy of Needs

  1. 1. Beyond Cats & KardashiansHow to Build MeaningfulOnline Civic Engagement
  2. 2. What’s Popular on the Internet? Kardashains Cats Buzzfeed / Huffpost
  3. 3. What are you serving? Buffet of ice cream, you are serving broccoli How do you get people to eat healthy?
  4. 4. Hardest thing on internet Gaining audience / getting people to care Billion dollar skill #1 reason civic engagement (or any consumer internet site) dies is lack of audience
  5. 5. Who is the Kim Kardashian ofGov’t?
  6. 6. Are we… Building what citizens want? Or what we want citizens to want?
  7. 7. Popular on gov’t sites Crime Jobs Education Weather/snow DMV, licenses, permits Transit Mandatory items & items that affect people individually
  8. 8. Maslov’s Hierarchy of Needs Open Data E- democracy NASA, Parks Emergency alerts, CrimeJobs,Benefits
  9. 9. So what’s the solution?
  10. 10. Engagement Funnel
  11. 11. 3 Steps Process Build and serve a wide base Get them engaged Push towards higher value engagements
  12. 12. Serve the Base
  13. 13. Great Multi-Channel Service Delivery Quickly complete their transaction Solve their information needs
  14. 14. Get Them Engaged
  15. 15. Cross-Promote at high-volume transactions INDUSTRY INDUSTRY: GOVERNMENT: McDonalds: Amazon: Your agency: “Do you want “Customers who “You may also befries with that?” bought this item interested in information also bought…” from these agencies…”
  16. 16. Use Timely Events
  17. 17. When They Walk Through Your Door
  18. 18. Go where people are
  19. 19. Make an Ask
  20. 20. Light-Weight Engagement
  21. 21. Simple Clear Ask
  22. 22. Follow-Up & Celebrate Success
  23. 23. Who is your Kardashian?
  24. 24. Maslov’s Hierarchy of Needs Open Data E- democracy NASA, Parks Emergency alerts, CrimeJobs,Benefits
  25. 25. Your Homework Make sure foundation served well Optimize high-frequency to ongoing relationship Connect high frequency to high value items
  26. 26. KNOWLEDGE CYCLE
  27. 27. Training, Events, Tools, InfographicsOnline Training Sessions In-Person Training Sessions Guides Infographics
  28. 28. Reach out Steve Ressler Founder, GovLoop steve@GovLoop.com @GovLoop

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