In this presentation I share insights and frameworks on how engage focused communities towards objectives that are meaningful and value to the members and the sponsoring organization.
The Next Phase of Online Community Cultivation: Measuring and Expanding the value of Community
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GovDelivery
The Next Phase of Online Community Cultivation
Measuring and Expanding the value of Community
September 18, 2013
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What I will talk about
• Community is my life!
• Why are we talking about community?
• What does community look like?
• What community is not!
• How to measure the value of community
• Examples of expanded value with lesson learned
• Driving engagement and audience with email
• Q&A
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Why are we 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 exists everywhere – harness the chi!
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What does Community look like?
1. Community depends on what phase of engagement you
are focusing on, as well as 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
it does not. You learn, iterate, share lessons learned, and
repeat.
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AWARENESS
Finding
PERMISSION
Joining
ORIENTATION
Knowing
ENGAGEMENT
Consuming
LEADERSHIP
Collaborating
OUTCOMES
Mission Objectives
Web:
• Increase in
total pages
viewed
email:
• Increase in
total
members and
email
subscribers
Social:
• Increase of
total
followers and
“likes”
email:
• Increase in
total opens,
clicks, and
shares
ie: newsletter
Web:
• Increase in
total pages
viewed
Online:
• Increase in
comments and
feedback,
event or
program
registrations, or
sign-ups for
online services
Offline:
• Increase in
program
utilization or
event
attendance
Increase in:
• Total active
collaborators
• Partners
• Trusted
messengers
All of whom
advance
mission on
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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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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2012 Results for the National Preparedness Community
Army of 21,000 pumped stakeholders
1.52 Million people engaged in
Preparedness Activities in 2012
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Themes—what members told us they wanted
• To know how to prepare
• To know how to educate others to prepare
• To engage with others like them
• To engage locally with each other
• To engage with FEMA and DHS personnel
• Targeted and relevant notifications
Cultivating Community is an ongoing process and must
be guided by quantitative and qualitative data
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Drive ongoing engagement with email
email is the foundation of any action
driving, ongoing engagement
• 92% of online adult users have email (Pew Internet & American Life
Project)
− 1.4 Billion messages are sent via GovDelivery each quarter
− There are 54 Million subscribers
• Email gives you an opportunity TODAY to meet your organization’s mission
objectives by delivering information to the public wherever they are, and on their
preferred device