how to grow users into active community members and get your community more engaged
DESCRIPTION
This was a presentation I gave at the Open Source Summit v3.0: Communities for the Open Forum Foundation on June 25, 2013 in Washington DCTRANSCRIPT
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GovDelivery
How to grow users into active community members and get your community more engaged.
June 24, 2013
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What I will talk about
• My background• Be clear about what you want and take actions to enroll others• Ask the community cause they have the answers• The engagement formula and five tips• Expand the perimeter of engagement • Track engagement activities towards outcomes
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My background
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I wanted to make my neighbors safer
Photo credit – Boston Globe
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I wanted to remove myself as bottle neck
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BPD wanted to encourage people to meet their neighbors
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Dan and I wanted to reduce waste
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I wanted to empower neighbors in Boston to ask for and get and give help shoveling from DC
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I wanted to make sure people had a place to stay after the Boston marathon bombings
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FEMA wants to create a more resilient nation
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NIST MEP wants to drive economic growth and job creation
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Carolyn helped me learn SnowCrew was addressing a symptom and not a problem
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Members transformed anger into productivity
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What FEMA learned from members last year
And so this year (in a couple weeks):
We are going to be introducing communities of practice were we will facilitate the sharing of knowledge, resource, the creation of preparedness playbooks – AND – where they will get targeted and relevant notifications.
There will be deeper regional engagement from FEMA and emergency management personnel.
• The want to know how to prepare • They want to know how to educate others to prepare• They want to engage with others like them• They want to engage locally with each other • They want to engage with FEMA and emergency management
personnel• They want targeted and relevant notifications
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The engagement formula
Motivation + Supports – Obstacles = Engagement
Intrinsic Motivation:
Extrinsic Motivation:
Self-fulfillmentSelf-expression
AltruismAccomplishment
Pleasure of sharingEfficacyCuriosity
RewardsRecognition
InfluenceKnowledge
RelationshipsAffiliation
Fear
Supports:
SegmentationRelevanceTimeliness
Value
Obstacles:
EaseRelevanceTimeliness
Value
ENGAGEMENT = Meaningful
and valuable actions
that producea measurable
result
TechnologyTime
AccessKnowledge
+ - =
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5 tips to increase engagement
TRY – You will never know until you do, failing is learning
ASK – What is working, should we do next, what would be helpful, what is missing, and would you be willing to help make this happen - who else should be involved?
MATH – Send/post more engaging messages to more people
METRICS – Analyze metrics to guide activities
ITERATE – Apply lessons learned to improve
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Expand the perimeter of engagement
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AWARENESS
Finding
PERMISSIONJoining
ORIENTATIONKnowing
ENGAGEMENTConsuming
LEADERSHIPCollaborating
OUTCOMESMission
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/feedback, 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
Track engagement activities toward outcomes
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Joseph PorcelliDirector, Engagement Services
@JosephPorcelli
Let’s stay in touch!