Beyond Cats & Kardashians

How to Build Meaningful Online Civic Engagement

What’s Popular on the Internet?

Kardashains

Cats

Buzzfeed / Huffpost

What are you serving?

Buffet of ice cream, you are serving broccoli

How do you get people to eat healthy?

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

Who is the Kim Kardashian of Gov’t?

Are we…

Building what citizens want?

Or what we want citizens to want?

Popular on gov’t sites

Crime

Jobs

Education

Weather/snow

DMV, licenses, permits

Transit

Mandatory items & items that affect people individually

Maslov’s Hierarchy of Needs

Jobs, Benefits

Emergency alerts, Crime

NASA, Parks

E-democracy

Open Data

So what’s the solution?

Engagement Funnel

3 Steps Process

Build and serve a wide base

Get them engaged

Push towards higher value engagements

Serve the Base

Great Multi-Channel Service Delivery

Quickly complete their transaction

Solve their information needs

Get Them Engaged

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…”

Use Timely Events

When They Walk Through Your Door

Go where people are

Make an Ask

Light-Weight Engagement

Simple Clear Ask

Follow-Up & Celebrate Success

Who is your Kardashian?

Maslov’s Hierarchy of Needs

Jobs, Benefits

Emergency alerts, Crime

NASA, Parks

E-democracy

Open Data

Your Homework

Make sure foundation served well

Optimize high-frequency to ongoing relationship

Connect high frequency to high value items

KNOWLEDGE CYCLE

In-Person Training Sessions Online Training Sessions

InfographicsGuides

Training, Events, Tools, Infographics

Steve ResslerFounder, GovLoopsteve@GovLoop.com@GovLoop

Reach out