The document outlines strategies for enhancing community engagement, emphasizing the importance of clear goals and leveraging community knowledge. It presents an engagement formula and five key tips, including fostering motivation and overcoming obstacles. Additionally, it discusses the role of organizations like FEMA in facilitating local engagement and preparedness through targeted communication and collaboration.

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GovDelivery
How to grow users into active community members and get
your community more engaged.
June 24, 2013

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What I will talk about
• My background
• Be clear about what you want and take actions to enroll others
• Ask the community cause they have the answers
• The engagement formula and five tips
• Expand the perimeter of engagement
• Track engagement activities towards outcomes

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My background
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I wanted to make my neighbors safer
Photo credit – Boston Globe

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I wanted to remove myself as bottle neck

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BPD wanted to encourage people to meet their
neighbors

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Dan and I wanted to reduce waste

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I wanted to empower neighbors in Boston to ask
for and get and give help shoveling from DC

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I wanted to make sure people had a place to stay
after the Boston marathon bombings

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FEMA wants to create a more resilient nation

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NIST MEP wants to drive economic growth and job creation

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Carolyn helped me learn SnowCrew was addressing a
symptom and not a problem

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Members transformed anger into productivity

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What FEMA learned from members last year
And so this year (in a couple weeks):
We are going to be introducing communities of practice were we will
facilitate the sharing of knowledge, resource, the creation of
preparedness playbooks – AND – where they will get targeted and
relevant notifications.
There will be deeper regional engagement from FEMA and emergency
management personnel.
• The want to know how to prepare
• They want to know how to educate others to prepare
• They want to engage with others like them
• They want to engage locally with each other
• They want to engage with FEMA and emergency management
personnel
• They want targeted and relevant notifications

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The engagement formula
Motivation + Supports – Obstacles = Engagement
Intrinsic Motivation:
Extrinsic Motivation:
Self-fulfillment
Self-expression
Altruism
Accomplishment
Pleasure of sharing
Efficacy
Curiosity
Rewards
Recognition
Influence
Knowledge
Relationships
Affiliation
Fear
Supports:
Segmentation
Relevance
Timeliness
Value
Obstacles:
Ease
Relevance
Timeliness
Value
ENGAGEMENT =
Meaningful
and
valuable actions
that produce
a measurable
result
Technology
Time
Access
Knowledge
+ - =

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5 tips to increase engagement
TRY – You will never know until you do, failing is learning
ASK – What is working, should we do next, what would be helpful, what is
missing, and would you be willing to help make this happen - who else
should be involved?
MATH – Send/post more engaging messages to more people
METRICS – Analyze metrics to guide activities
ITERATE – Apply lessons learned to improve

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Expand the perimeter of engagement

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AWARENES
S
Finding
PERMISSION
Joining
ORIENTATION
Knowing
ENGAGEMENT
Consuming
LEADERSHIP
Collaborating
OUTCOMES
Mission Objectives
Web:
• Increase in
total pages
viewed
Email:
• Increase in
total email
subscribers
Social:
• Increase of
total
followers and
likes
Email:
• Increase in
total opens,
clicks, and
shares
Web:
• Increase in
total pages
viewed
Online:
• Increase in
comments/feed
back, event or
program
registrations, or
signups for
online services.
Offline:
• Increase in
program
utilization or
event
attendance
• Increase in
total active
collaborators,
partners, and
trusted
messengers
advancing
mission your
behalf
Increases in
• Youth engaged
• Flu shots
received
• Revenue
collected
Decreases in:
• Drop outs
• Crime
• Doctor visits
• Operating costs
Track engagement activities toward outcomes

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Joseph Porcelli
Director, Engagement Services
202-407-7461
Joseph.Porcelli@GovDelivery.com
@JosephPorcelli
Let’s stay in touch!