This is the Nextdoor Keynote Address presentation I used at the Florida Association of Public Information Officers Annual Conference in Dayton Beach, FL on January 24th, 2020.

1. Hello
Neighbors

2. Everything you want and need to know about making the
most of Nextdoor for Public Agencies

3. Hello, neighbors! My name is @JosephPorcelli
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Public Agency Lead &
Ambassador of Community
#NextdoorGov | @Nextdoor

4. Each platform has primary audiences
Media/Other
Mix/Younger Mix/Visitors
100% Residents

5. If you want to reach more residents, post on Nextdoor
100K
Residents
100K
~30/70K minus Algorithms
Residents
100K

6. To reach more residents in service areas, or neighborhoods...
~30/70K
100K
You can’t geo-target
unless you pay $

7. Operating in over 250,000 neighborhoods in 11 countries, Nextdoor is The
Neighborhood Hub for trusted connections and the exchange of helpful information,
goods, and services.

8. Our purpose is to cultivate a kinder world where everyone has a
neighborhood they can rely on.
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9. Nextdoor is built on trust. Real people at real addresses.

10. Built on local, Nextdoor is the neighborhood hub!

11. Columbus, OH
“Basement flooded - I could use some assistance”

12. Cynthia F.
Houston Heights East
Rescue needed
11 Thanks · 35 Replies
A rescue is desperately needed at 6007
Wister Court. 4 feet of waster in the house
and rising. Occupants headed to the roof
with animals. Have been calling for help but
can’t get through. If you can help, please
head to the above address. Thank you!
Michael D.
Yorktown/Concord Colony
Road Closures!
175 Thanks · 429 Replies
Ok folks, this is the thread where I will do my
best to post road closures as best I can...
Keep in mind, we do own a wrecker service
IF needed or IF you need advice call
832-771-6998.
Tim S.
Southbridge Crossing
Hurricane Help
388 Thanks · 111 Replies
If you have an EMERGENCY, please contact
me and I'll do my best to help you and your
family. I'm a former Army Medic and have a
4x4 Jeep to reach you during this storm. I'm
in South Ridge Crossing and I'll be out in the
rain helping our neighbors.
Mel M., Greater Southdown
Just saw the
coastguard make a
rescue a couple of
streets over - I hope
everyone is ok.
Thelma W., Avalon Terrace
AWWWSOME, Tim. Thank you for your service,
and your caring heart for your community, but
please be safe and don't take any unnecessary
risks. everyone be safe!!! pray we all come out
on the other side of this, whole!!!!
M
Olivia D., Villages of Bear Creek
They just said on the news they are releasing
water from the dam and we are going to flood
even more. Per ABC 13
Nichole C., Yorktown/Concord Colony
They are saying if you
live in the white area
on the map you do
not need to leave.
Otherwise yes, pack
your bags and leave in
the morning when there is daylight and it is safe.
N
Chris M., Houston Heights East
Headed that way, but not sure if we can cross at
11th Street.
Chris M., Houston Heights East
There is a boat
here I will give this
boat your address.
Sandra S., Houston Heights…
I have someone on stand by. Please advise.S
Members reach out to help each other

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During Michael and Florence, Nextdoor helped you get the word out

14. Thousands of Public Agencies rely on Nextdoor
“Nextdoor made it possible
for us to expand the pool of
people we are able to
engage in neighborhoods
from 12 or 15 to hundreds
and thousands.”
Chief Hank Stawinski
Prince George’s County

15. Nextdoor is your neighborhood engagement platform
Engage more residents in the right places.
Messages are targeted into service areas such as
police districts, city-wide, or into neighborhoods.
Engage with verified residents.
Nextdoor requires each member to verify their
home address use their real name and
communicate in a helpful and respectful manner.
Drive positive outcomes online and offline.
Solicit feedback, educate community with
interactive polls, and improve attendance at
community events and training sessions

16. 16
• Nextdoor is an opt-out platform, and the audience
is built-in. Members may opt-out if they wish.
• Communications are initiated and closed by the
agency.
• Agencies can geo-target into service areas or
neighborhoods.
• Members can mute discussions or unsubscribe
from an agency.
• Residents see agency posts on their Nextdoor
website or mobile app, as well as through email.
• Residents can thank and reply to agency posts, or
send agency users private messages.
• Agencies cannot see information about residents or
what they are discussing in their neighborhoods.
Nextdoor for Public Agencies differentiators

17. Key differentiators
• You don’t have to pay to play to reach your audience
• You don’t have to post multiple times a day, your audience grows
regardless and your engagement is not influenced by volume, but quality
• The audience is your verified residents
• You are automatically verified
• You don’t have to get approval to post logistical election information
• You don’t have to seek/join/manage participation in multiple groups
• For the census, you can post to service areas to geo-target customized
messaging to resonate with people in different types of tracts

18. Three strategies for success on Nextdoor
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19. To improve safety, satisfaction, and trust…
1
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We must think and communicate
like community organizers

20. Humanizing government is a great start, but does
not go far enough
2
0
We must personalize government,
people need to know YOU care
#CareOutLoud

21. To be embraced, communications must be
consistent, and...
2
1
Communications must be respectful of
people's intellect

22. Use cases: Inform, Educate, and Activate
22

23. Keep neighbors informed

24. Educate with polls
24

25. Activate kindness
25

26. Measure reach and performance
26

27. Find out how many people you reached
27
See post impressions, a sum of three
numbers:
• Unique views of the post in the newsfeed
• Unique opens of the email notifications that
are sent to members
• Unique clicks on the daily digest that many
members receive

28. Download Content and Engagement detailed metrics
28
Download metrics for neighborhoods and service
areas (additional metrics in a .csv file)
• Metrics by user and area
• Metrics by post
Download Content & Engagement Metrics
• How many posts over time
• Comments by post (sortable by service
areas, time period, and author)
• Who posted what, when, and where

29. Assess performance
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30. Product update
30

31. The agency app is live!
Product Highlights:
● Easily access Nextdoor on the go
● It is available for iOS and Android

32. Reply to reply and threaded comments
Product Highlights:
● @Mention and notify a member
from a thread in a reply
● Accessed via the reply button in
a comment
● Comment in line

33. New reactions to posts
Product Highlights:
● Provides more options for
engaging with posts
● Rolled out last month
● Feedback?

34. Kindness Reminder
Product Highlights:
● Promote civility by reminding
members to be kind in replies
● 25% reduction of incivility

35. Best practices
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36. Profile - Personalize it!
● Nextdoor provides an
opportunity to build relationships
with your residents
● Use your real name and upload a
photo of yourself to your profile
● Posts with a real name and
personal photo get 110% more
engagement
● Also use Nextdoor to introduce
your staff - or encourage them to
introduce themselves

37. Or use bitmojis!

38. Have conversations with residents, don’t content at them
● Use a neighborly tone
● Avoid using jargon, acronyms, or
government speak
● Use collective language such as
“we”, “us”, and “our”
● Do not close discussions by
default. Allow your residents to
engage with you
● Don’t be afraid to use humor!

39. Every post should have a graphic

40. If it’s hyper local, post as often as needed
● Post as needed; ask yourself,
would this message be relevant
to the majority of neighbors?
● As much as possible, target your
messages to neighborhoods or
your custom service areas

41. Grab their attention and get to the point
Subject line:
● Make it engaging - include the
“what happened” and the
“where”
● If there’s a call to action, include
it in the subject line
Body of message:
● Keep it short and to the point. If
including a lot of text, break into
paragraphs
● Screenshot PDF’s and attach as
images

42. Include and cross post videos
● Host videos on Facebook,
Vimeo, or YouTube
● Copy & paste the link into your
post
● Video will appear below post and
will play on the platform

43. How to manage residents’ expectations
● Create a dedicated post to remind
residents that you cannot see
posts they share with each other in
their Nextdoor neighborhood
networks and that they must call
911 for emergencies or your
constituents service line or 311 if
they require services
● Consider adding a sentence or two
to the bottom of every post
reminding your residents that you
can’t see their neighborhood
conversations

44. Remember, don’t guess; ask your residents
Use Nextdoor polls to:
● Find out what your residents
want to hear about
● Get regular feedback on your
communications

45. How to get started and resources
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Nextdoor.com/agency
• Agency technical help center - agencysupport@nextdoor.com
• Online training video- https://vimeo.com/371762559/fb45e94372
• Agency resource center - https://medium.com/nextdooragencyresources
@Robbiewturner | robbie@nextdoor.com

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Thank you!
Joseph Porcelli ・ 857-222-4420 ・ Joseph@nextdoor.com ・ @JosephPorcelli