Tactics & Strategies for Public Engagement
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The document discusses tactics for public engagement on online communities. It emphasizes starting with understanding the audience by learning about who they are, where they exchange information, and why. The "ladder of engagement" involves first creating targeted and character-driven content to foster connections, then providing clear and transformable options for people to take action through likes, shares, and real-world participation. Actions should be shaped by community members to create a virtuous cycle of continued content, connections, and participation. Understanding the audience and using this ladder approach can help effectively engage people within online communities.
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Tactics & Strategies for Public Engagement
- 1. Tactics & Strategies for Public Engagement SusannahVila @szvila Wednesday, July 10, 13
- 2. Where we’re headed I. AUDIENCE II. LADDER OF ENGAGEMENT a. CONTENT b. CONNECTIONS c. ACTION Wednesday, July 10, 13
- 3. What is the most important thing to know when engaging people? A) What you want them to do B) Which tools you will use C) Who they are Wednesday, July 10, 13
- 4. What kinds of information about them? A) Where are they B) Where do they exchange information C) Why Wednesday, July 10, 13
- 5. A) Where are they? (Communities over platforms!) Wednesday, July 10, 13
- 6. B) Where do they exchange information? Wednesday, July 10, 13
- 7. C) Why? Wednesday, July 10, 13
- 8. What does knowing our audience have to do with knowing how to engage people on online communities? Wednesday, July 10, 13
- 9. What does knowing our audience have to do with knowing how to engage people on online communities? True/False: Wednesday, July 10, 13
- 10. What does knowing our audience have to do with knowing how to engage people on online communities? True/False: “There is only one audience for each online community.” Wednesday, July 10, 13
- 11. By knowing audiences we can get from this: Wednesday, July 10, 13
- 13. How do we learn more about our audience? -Common Sense -Research & Analytics -Observe -Audit Content -Analytics and Insights -Polls Wednesday, July 10, 13
- 14. Wednesday, July 10, 13
- 15. Takeaways - Learn the wheres, whats and whys of the people you want to engage online - Don’t enter an online platform without knowing that there is a community there who you want to engage with - Any given platform has many overlapping/ connected communities within it -The size of your audience has little to do with how appropriate it is for you to try and engage them (in other words,“public” can be defined in lots of different ways Wednesday, July 10, 13
- 17. Where we’ve been II. LADDER OF ENGAGEMENT a. CONTENT b. CONNECTIONS c. ACTION Where we’re headed II.AUDIENCE Wednesday, July 10, 13
- 18. -“Foot in the door” - Content, Connections & Action Wednesday, July 10, 13
- 19. Wednesday, July 10, 13
- 20. CONTENT Wednesday, July 10, 13
- 24. Communities, unlike teams and other structures, need to invite the interaction that makes them alive. For example, a park is more appealing to use if its location provides a short cut between destinations. It invites people to sit for lunch or chat if it has benches set slightly off the main path, visible, but just out of earshot, next to something interesting like a flower bed or a patch of sunlight Wednesday, July 10, 13
- 25. •Why all this focus on content? Communities, unlike teams and other structures, need to invite the interaction that makes them alive. For example, a park is more appealing to use if its location provides a short cut between destinations. It invites people to sit for lunch or chat if it has benches set slightly off the main path, visible, but just out of earshot, next to something interesting like a flower bed or a patch of sunlight Wednesday, July 10, 13
- 26. •Why all this focus on content? •Horizontal ties for vertical actions Communities, unlike teams and other structures, need to invite the interaction that makes them alive. For example, a park is more appealing to use if its location provides a short cut between destinations. It invites people to sit for lunch or chat if it has benches set slightly off the main path, visible, but just out of earshot, next to something interesting like a flower bed or a patch of sunlight Wednesday, July 10, 13
- 27. •Why all this focus on content? •Horizontal ties for vertical actions Communities, unlike teams and other structures, need to invite the interaction that makes them alive. For example, a park is more appealing to use if its location provides a short cut between destinations. It invites people to sit for lunch or chat if it has benches set slightly off the main path, visible, but just out of earshot, next to something interesting like a flower bed or a patch of sunlight CONNECTIONS Wednesday, July 10, 13
- 28. ACTIONS Wednesday, July 10, 13
- 29. Wednesday, July 10, 13
- 30. •Clear Wednesday, July 10, 13
- 40. ACTIONS CONNECTIONS CONTENT Likes Retweets Emails Shares USG SMS Attendance Wednesday, July 10, 13
- 43. Wednesday, July 10, 13
- 44. CASE STUDY Wednesday, July 10, 13
- 45. First Post Wednesday, July 10, 13
- 46. Voice Wednesday, July 10, 13
- 50. Wednesday, July 10, 13
- 51. Actions High and low degrees of participation Wednesday, July 10, 13
- 52. Actions Shaped by Community Members Wednesday, July 10, 13
- 53. Wednesday, July 10, 13
- 54. Community members are the best marketers Wednesday, July 10, 13
- 55. Share content from actions Wednesday, July 10, 13
- 56. Share content from actions Wednesday, July 10, 13
- 57. Accelerated Pace Wednesday, July 10, 13
- 59. Trust and Anonymity Wednesday, July 10, 13
- 60. Virtuous Cycle of Participation Virtuous Cycle CONTENT! CONNECTIONS! ACTIONS! Wednesday, July 10, 13
- 61. Review I. AUDIENCE II. LADDER OF ENGAGEMENT a. CONTENT b. CONNECTIONS c. ACTION Wednesday, July 10, 13
- 62. Tactics & Strategies for Public Engagement SusannahVila @szvila Thanks :) Wednesday, July 10, 13