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Engaging the Silent Citizen

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Presented at APAFL2015

Published in: Government & Nonprofit
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Engaging the Silent Citizen

  1. 1. Engagement techniques for the silent citizen Peter Buchwald, AICP Crystal Wilson Jennifer Bartlett, AICP, LEED AP
  2. 2. Project Launch
  3. 3. The Charrette
  4. 4. Public Design Session
  5. 5. Public Design Session
  6. 6. Project Website
  7. 7. Public Workshop
  8. 8. Email Blast
  9. 9. Ads and Cards
  10. 10. We end up with this
  11. 11. And this
  12. 12. A pleasant turnout
  13. 13. Is that our turnout?
  14. 14. Where are the people?
  15. 15. Here they are protesting
  16. 16. Against a prison
  17. 17. Against a toll road
  18. 18. Against the first toll road
  19. 19. Refreshments
  20. 20. Fancy Refreshments
  21. 21. Raffles
  22. 22. The turnout
  23. 23. The silent citizen
  24. 24. Wherever there is a crowd
  25. 25. Opportunity for outreach
  26. 26. Crowd online
  27. 27. We threw out the handbook
  28. 28. Don’t be uncool
  29. 29. Be Cool & Blend In
  30. 30. Pop Up What’s your definition of a pop up?
  31. 31. How to be too eager
  32. 32. Avoid St. Patrick’s Day Festivals
  33. 33. Don’t tag along to other planning events
  34. 34. Farmer’s Market is a better choice
  35. 35. This is Florida Give away something people will enjoy such as water or ice tea instead of food or cookies
  36. 36. Farmer’s Market Tea Blitz
  37. 37. Farmer’s Market Tea Blitz • 14 free ice teas • Project Votes
  38. 38. Maybe make a fun booth
  39. 39. • 535 Mapped Comments + 60 General Comments • Facebook & Community Remarks
  40. 40. Make maps people can understand & write on
  41. 41. Driving Traffic to Nowhere
  42. 42. Use a QR Code
  43. 43. Use an iPad & iPhone
  44. 44. How to hustle
  45. 45. First Facebook Ad • Feb 26 -March 3, Facebook post boost linking to Community Remarks • $20 budget • 144 Clicks to Community Remarks, 8 Comments • 24 likes of the ad • 3 comments under the ad • 2 shares • Total reach: 3,700 people • Over 50% were mobile users
  46. 46. Second Facebook Ad • April 6 -27, Facebook ad linking to Community Remarks • $105 budget • 349 Clicks to Community Remarks, 90 comments • 63 likes of the ad • 64 comments under the ad • 30 shares • Total reach: 13, 472 people • Over 50% were mobile users
  47. 47. Community Remarks Phase 1 online outreach January 1 - June 24: •574 unique visitors to Community Remarks •258 location-specific comments •31 General Comments •26 replies to comments •273 new Facebook fans •Over 50% were mobile users
  48. 48. Phase 2: Overhaul • Redesigned the look and functionality to accommodate project voting • Enhanced the mobile version
  49. 49. Boost post for $20 131: Post Clicks 33: Post Likes 1: Post Comment 6: Post Shares 3: Page Likes 2,900 People Reached (Paid) 989 People Reached (Organic) Total spent: $20 Ad ran for 6 days
  50. 50. Ad ran for 6 days 131: Post Clicks 33: Post Likes 1: Post Comment 6: Post Shares 3: Page Likes 2,900 People Reached (Paid) 989 People Reached (Organic) Total spent: $20
  51. 51. Tracking Results 11: Comments 49: Bicycle Project Votes 67: Sidewalk Project Votes 25: Roadway Projects Votes 4: Multi-Purpose Trail Votes 10: Transit Project Votes 6: Greenway Trails Votes Total: 172 Votes Total spent: $20
  52. 52. Website analytics 226: Unique visitors 141: Mobile users 48%: Bounce Rate 2 minutes: Average time on mobile 7 minutes: Average time on desktop
  53. 53. What have we learned? Marketing • Don’t set it and forget about it, we have to be proactive • Good marketing and instructions enable all age groups to participate. Instructional video can be helpful
  54. 54. Facebook success • Post where you are going to be and when with a picture • Tag cities (@CityName) in posts • Boost posts with a $20 budget to residents in the area and surrounding areas • Repost comments from Community Remarks, drive traffic directly to CR
  55. 55. Repost Comments
  56. 56. 3 different ways to promote on Facebook
  57. 57. • Polk TPO using a combination of Facebook, Community Remarks, and Workshops • No budget for boost or ads • 193 Mapped Comments • 10 General Comments Polk TPO
  58. 58. Organic Promotion
  59. 59. Key Biscayne • Key Biscayne using a combination of Facebook, Community Remarks, Village’s website, and instructional videos • No budget for boost or ads • 148 Mapped Comments • 34 General Comments
  60. 60. Post about event
  61. 61. Community Remarks • Build out to be innovative and capture more feedback on projects • Results from CR as part of public engagement plan. Comments will be matched to cost feasible plan • No kiosk. Suggestion is let libraries run CR on designated computer for citizens
  62. 62. Give something away
  63. 63. Email List Email addresses collected from online engagement should be notified of new opportunities to participate
  64. 64. Experiment & Share

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