Engaging the Silent Citizen
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The document provides tips and strategies for engaging silent citizens in the planning process. It discusses techniques used such as public design sessions, project websites, workshops, email blasts, and ads. It outlines the successes of using social media platforms like Facebook, including boosting posts and driving traffic to online comment forums. Metrics are shared on user interactions and feedback received through these digital outreach methods. Key recommendations include being proactive in marketing, providing instructions for participation, and giving incentives to encourage engagement.
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Engaging the Silent Citizen
- 1. Engagement techniques for the silent citizen Peter Buchwald, AICP Crystal Wilson Jennifer Bartlett, AICP, LEED AP
- 8. Email Blast
- 10. We end up with this
- 11. And this
- 14. Is that our turnout?
- 15. Where are the people?
- 16. Here they are protesting
- 17. Against a prison
- 18. Against a toll road
- 19. Against the first toll road
- 20. Refreshments
- 22. Raffles
- 23. The turnout
- 25. Wherever there is a crowd
- 27. Crowd online
- 28. We threw out the handbook
- 29. Don’t be uncool
- 30. Be Cool & Blend In
- 31. Pop Up What’s your definition of a pop up?
- 32. How to be too eager
- 33. Avoid St. Patrick’s Day Festivals
- 34. Don’t tag along to other planning events
- 35. Farmer’s Market is a better choice
- 36. This is Florida Give away something people will enjoy such as water or ice tea instead of food or cookies
- 37. Farmer’s Market Tea Blitz
- 38. Farmer’s Market Tea Blitz • 14 free ice teas • Project Votes
- 39. Maybe make a fun booth
- 40. • 535 Mapped Comments + 60 General Comments • Facebook & Community Remarks
- 41. Make maps people can understand & write on
- 43. Use a QR Code
- 44. Use an iPad & iPhone
- 45. How to hustle
- 46. 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
- 48. 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
- 49. 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
- 50. Phase 2: Overhaul • Redesigned the look and functionality to accommodate project voting • Enhanced the mobile version
- 51. 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
- 52. 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
- 54. 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
- 55. Website analytics 226: Unique visitors 141: Mobile users 48%: Bounce Rate 2 minutes: Average time on mobile 7 minutes: Average time on desktop
- 56. 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
- 57. 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
- 58. Repost Comments
- 59. 3 different ways to promote on Facebook
- 60. • 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
- 62. 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
- 63. Post about event
- 64. 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
- 66. Email List Email addresses collected from online engagement should be notified of new opportunities to participate
Editor's Notes
- When we started the development of the TPO’s long range plan last year, we started with the questions of how would engage the public, how would we capture public input, what methods
- We thought about including the time-honored charrette
- Previous versions have included charrette-type meetings
- And workshops and while these photos look good like there is a tremendous participation The reality is
- Despite the dedicated websites
- Advertising the charrette or workshop
- The email blasts
- Despite the ads in annual reports and newspapers, on the bus and handing out business cards
- Where 10, 50, 100 people would be considered a success
- Oh I found them, they are here protesting a nuclear power plant
- Refreshments, that’s right donut holes, gold fish, pretzels, bottle water Wait a minute, I have an even better idea
- How about this spread, with wine, cheeses, fancy crackers, and stuffed pastry puffs
- And then there are raffles and gift cards
- So, we fill some seats, and we have 30, 50, even hundreds, participating But are these hundreds and there comments reflective of an area of almost 300,000 diverse individuals And there is something disingenuous with bribing someone to participate We had to do something different to engage the silent citizen
- We had to seek out the silent citizen They may be too busy with their hectic lives We had to ensure we have a broad representation They may not care
- So we thought wherever there is a crowd, there is an opportunity
- Tthere is an opportunity for outreach, for input
- And of course there is always a crowd online.
- So we decided to threw out the book on public engagement, and tested all opportunities for engagement of the silent citizen, and this is what we have learned so far
- Remember the person at the mall in the 80’s that would hang out by the door with a clip board who wanted you to take a survey? Remember how you avoided eye contact? Yeah, don’t be the clipboard person in your engagement strategy. It’s uncool.
- A pop up to us is going to an event where people will be gathered such as a festival or market
- Show up at the end with cookies not at the beginning while people make a b-line to sign in and speak their mind