This document discusses strategies for measuring and expanding the value of online community engagement. It begins by explaining why community is important for meeting mission objectives and defines the phases of engagement. Examples are provided of how community platforms expanded value for FEMA and a neighborhood organization. Metrics for measuring engagement at each phase are outlined. The document advocates for email as a foundation and provides tips for easy signups, targeted updates, and meaningful calls to action. A formula is presented for driving engagement through motivation, supports and obstacles. Finally, iterative strategies are recommended to continuously improve engagement through analysis of metrics.

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GovDelivery
Measuring and Expanding the Value of
Community
Driving Ongoing Engagement After the Page Visit and Like.
June 20, 2013

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What I Will Talk About
• Why Am I Talking About Community?
• What Does Community Look Like?
• How To Measure the Value of Community
• Three Examples of Expanded Value
• How to Drive Ongoing Engagement
• Q&A

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Why am I Talking About Community?
1. To meet your mission objectives, you have to think beyond
the page view and like.
1. Expanding the roles of those you serve and those who
serve with you is critical to meeting your mission
objectives.
2. Community already exists everywhere – harness the chi!

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What Does Community Look Like?
1. The answer depends on what phase of engagement you
are focusing on and the tools and resources available.
1. Each phase of engagement is important – and must be
valuable for those you wish to serve.
2. There is no wrong way to do community. It either works or
does not. You learn, iterate, share lessons learned, and
repeat.

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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
How To Measure the Value of Community

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Members Co-Organizing on FEMA’s Behalf
Community.Fema.gov Activity
Challenge: approaching National
Preparedness Month, FEMA
needed an online space to register
and organize thousands of citizens
and FEMA coordinators.
Opportunity: build online hub to
encourage citizens, public safety
organizations, businesses, and faith
based partners to educate and
empower each other to prepare for
and respond to emergencies
including natural and man-made
disasters.
Our Role: built on our GovDelivery
Collaboration Platform, we ignited
and managed the network and
provided the digital strategy.
Impacts: over 25,000 members
joined engaging over 1.5 million
Americans in preparedness
activities.

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FEMA Results: Army of 26,400 Pumped Stakeholders
1.52 Million People
Engagement in
Preparedness
Activities in 2012
=

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NeighborsforNeighbors.org “SnowCrew” Activity
Challenge: during major snow
storms, elderly and disabled
neighbors become trapped in
their homes and not able to get
food, medicine, or services and
left anxious.
Opportunity: match neighbors
who need assistance shoveling
to those nearby who can and
want to help them.
Our Role: in partnership with
SeeClickFix we developed an
online process and promoted to
members to drive adoption.
Impacts: elderly and disabled
residents got dug out and
where able to get food,
medicine, and services needed.
SnowCrew: Expanding the Role of Neighbors

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Unexpected Result: Addressing Symptom not Problem

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Result: Doubling Membership in a Year and Half

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YGL Results: 1,800 More Members in one Year!

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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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Email as the Foundation
(after your CMS of course)
Email is the foundation of any
driving ongoing engagement
• 92% of online adult users use email (Pew Internet & American Life
Project). 1.2 Billion messages are sent via GovDelivery each quarter, and
there are 39 Million subscribers.
• Email gives you an opportunity TODAY to meet objectives and your agency’s
mission objectives by delivering information to the public wherever they are
through their preferred device.
- DRAFT-

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Make it Super Easy for Visitors to Become
Members of Your Email Community

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Allow Visitors to Sign Up for Specific Updates

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Invite People To Take Meaningful and Valuable Actions

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3 Steps to Increase Engagement
MATH – Send more engaging messages
METRICS – Analyze metrics to guide communications
ITERATE – Apply lessons learned to improve

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More, Gooder, and Some More
CURRENT:
Send 1 email to 100 people and 20 people
open and 1 person clicks.
Send 5 emails a week to 100 people and 20
people open and 1 person clicks.
OPTIMIZE THE MESSAGE:
Subject line, call to action, day time and time
sent – Send to 100 people and 30 people
open and 2 people click.
SEND MORE OPTIMIZED MESSAGES:
Send optimized messages 5 times to 100
people and 30 people open and 2 click.
SEND MORE OPTIMIZED MESSAGES TO
MORE PEOPLE:
Send optimized messages 5 times to 200
people and 30 people open and 2 click.
RESULTS:
20 opens, 1 click.
100 opens, 5 clicks.
30 opens, 2 clicks.
150 opens,10 clicks.
300 opens, 20 clicks.

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Where I am. When I Want. How I Choose

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