beyond cats and kardashians - citizens' maslov hierarchy of needs
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Beyond Cats and Kardashians - Citizens' Maslov Hierarchy of NeedsTRANSCRIPT
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Beyond Cats & Kardashians
How to Build Meaningful Online Civic Engagement
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What’s Popular on the Internet?
Kardashains
Cats
Buzzfeed / Huffpost
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What are you serving?
Buffet of ice cream, you are serving broccoli
How do you get people to eat healthy?
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Hardest thing on internet
Gaining audience / getting people to care
Billion dollar skill
#1 reason civic engagement (or any consumer internet site) dies is lack of audience
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Who is the Kim Kardashian of Gov’t?
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Are we…
Building what citizens want?
Or what we want citizens to want?
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Popular on gov’t sites
Crime
Jobs
Education
Weather/snow
DMV, licenses, permits
Transit
Mandatory items & items that affect people individually
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Maslov’s Hierarchy of Needs
Jobs, Benefits
Emergency alerts, Crime
NASA, Parks
E-democracy
Open Data
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So what’s the solution?
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Engagement Funnel
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3 Steps Process
Build and serve a wide base
Get them engaged
Push towards higher value engagements
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Serve the Base
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Great Multi-Channel Service Delivery
Quickly complete their transaction
Solve their information needs
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Get Them Engaged
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Cross-Promote at high-volume transactions
INDUSTRY
McDonalds:
“Do you want fries with that?”
INDUSTRY:
Amazon:
“Customers who bought this item also bought…”
GOVERNMENT:
Your agency:
“You may also be interested in information from these agencies…”
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Use Timely Events
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When They Walk Through Your Door
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Go where people are
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Make an Ask
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Light-Weight Engagement
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Simple Clear Ask
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Follow-Up & Celebrate Success
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Who is your Kardashian?
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Maslov’s Hierarchy of Needs
Jobs, Benefits
Emergency alerts, Crime
NASA, Parks
E-democracy
Open Data
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Your Homework
Make sure foundation served well
Optimize high-frequency to ongoing relationship
Connect high frequency to high value items
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KNOWLEDGE CYCLE
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