Tactics & Strategies for Public Engagement

Tactics & Strategies for Public Engagement

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

they?

(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:



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


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

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


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

SMS


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


Voice


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


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 :)


Date post:	23-Aug-2014
Category:	News & Politics
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Tactics & Strategies for Public Engagement

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