Tactics & Strategies for Public Engagement

transcript

Susannah Vila@szvila

Wednesday, July 10, 13

Where we’re headed

I. AUDIENCE

II. LADDER OF ENGAGEMENT

a. CONTENT

b. CONNECTIONS

c. ACTION

What is the most important thing to know when engaging people?

A) What you want them to do

B) Which tools you will use

C) Who they are

What kinds of information about them?

A) Where are they

B) Where do they exchange information

C) Why

A) Where are

(Communities over

platforms!)

B) Where do

they exchange

information?

C) Why?

What does knowing our audience have to do with knowing how to engage people on online communities?

True/False:

“There is only one audience for each online community.”

By knowing audiences we can get from this:

To this....http://www.youtube.com/watch?v=2guKJfvq4uI

How do we learn more about our audience?

-Common Sense-Research & Analytics

-Observe-Audit Content-Analytics and Insights-Polls

Takeaways- Learn the wheres, whats and whys of the people you want to engage online- Don’t enter an online platform without knowing that there is a community there who you want to engage with- Any given platform has many overlapping/connected communities within it-The size of your audience has little to do with how appropriate it is for you to try and engage them (in other words, “public” can be defined in lots of different ways

Question/Answer/Comment Break

Where we’ve been

a. CONTENT

b. CONNECTIONS

c. ACTION

Where we’re headed

II. AUDIENCE

- “Foot in the door”- Content, Connections & Action

CONTENT

•Targeted

CONTENT

•Targeted •Character driven

CONTENT

•Targeted •Character driven •Intelligent

Communities, unlike teams and other structures, need to invite the interaction that makes them alive. For

example, a park is more appealing to use if its location provides a short cut between destinations. It invites people to sit for lunch or chat if it has benches set

slightly off the main path, visible, but just out of earshot, next to something interesting like a flower bed or a

patch of sunlight

•Why all this focus on content?

patch of sunlight

•Why all this focus on content?•Horizontal ties for vertical actions

patch of sunlight

•Why all this focus on content?•Horizontal ties for vertical actions

patch of sunlight

CONNECTIONS

ACTIONS

•Clear

•Clear•Options

•Clear•Options•Transformable

ACTIONS

CONNECTIONS

CONTENT

ACTIONS

CONNECTIONS

CONTENTLikes

ACTIONS

CONNECTIONS

CONTENTLikes

Retweets

ACTIONS

CONNECTIONS

CONTENTLikes

Retweets

Shares

ACTIONS

CONNECTIONS

CONTENTLikes

Retweets

EmailsShares

ACTIONS

CONNECTIONS

CONTENTLikes

Retweets

EmailsShares

ACTIONS

CONNECTIONS

CONTENTLikes

Retweets

EmailsShares

USGSMS

ACTIONS

CONNECTIONS

CONTENTLikes

Retweets

EmailsShares

USGSMS

Attendance

ACTIONS

CONNECTIONS

CONTENTLikes

Retweets

EmailsShares

USGSMS

Attendance

Endorsement

ACTIONS

CONNECTIONS

CONTENTLikes

Retweets

EmailsShares

USGSMS

Attendance

Endorsement

Management

CASE STUDY

First Post

Person-to-Person

Characters

Connections

Actions

High and low degrees of participation Wednesday, July 10, 13

Actions Shaped by Community Members

Community members are the best marketers

Share content from actions

Accelerated Pace

Recalibration

Trust and Anonymity

Virtuous Cycle of Participation

Virtuous Cycle

CONTENT!

CONNECTIONS!

ACTIONS!

Review

I. AUDIENCE

a. CONTENT

b. CONNECTIONS

c. ACTION

Tactics & Strategies for Public Engagement

Susannah Vila@szvila

Thanks :)

Tactics & Strategies for Public Engagement

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