the next phase of online community cultivation: measuring and expanding the value of community
DESCRIPTION
In this presentation I share insights and frameworks on how engage focused communities towards objectives that are meaningful and value to the members and the sponsoring organization.TRANSCRIPT
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GovDelivery
The Next Phase of Online Community Cultivation
Measuring and Expanding the value of Community
September 18, 2013
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What I will talk about
• Community is my life!• Why are we talking about community?• What does community look like?• What community is not!• How to measure the value of community• Examples of expanded value with lesson learned• Driving engagement and audience with email• Q&A
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Community is my life
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Why are we talking about Community?
1. To meet your mission objectives, you have to think beyond the page view and “like.”
2. Expanding the roles of those you serve, and those who serve with you, is critical to meeting your mission objectives.
3. Community exists everywhere – harness the chi!
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What does Community look like?
1. Community depends on what phase of engagement you are focusing on, as well as the tools and resources available.
2. Each phase of engagement is important and must be valuable for those you wish to serve.
3. There is no wrong way to do community. It either works or it does not. You learn, iterate, share lessons learned, and repeat.
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What Community is NOT!
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AWARENESSFinding
PERMISSIONJoining
ORIENTATIONKnowing
ENGAGEMENTConsuming
LEADERSHIPCollaborating
OUTCOMESMission Objectives
Web:• Increase in
total pages viewed
email: • Increase in
total members and email subscribers
Social: • Increase of
total followers and “likes”
email:• Increase in
total opens, clicks, and shares
ie: newsletter
Web:• Increase in
total pages viewed
Online: • Increase in
comments and feedback, event or program registrations, or sign-ups for online services
Offline: • Increase in
program utilization or event attendance
Increase in:• Total active
collaborators• Partners• Trusted
messengers
All of whom advance mission on your behalf
Increases in:• Youth Engaged• Flu shots
received• Revenue
collected
Decreases in:• Drop outs• Crime• Doctor visits• Operating costs
How to measure the value of Community
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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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GovLoop.com: The Knowledge Network for Government
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SnowCrew: Expanding the Role of Neighbors
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Unexpected Results: Members are leaders; Community Managers are facilitators
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Empower Members to co-organize on your behalf
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2012 Results for the National Preparedness Community
Army of 21,000 pumped stakeholders
1.52 Million people engaged in Preparedness Activities in 2012
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Invite people to take meaningful and valuable actions
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Themes—what members told us they wanted• To know how to prepare • To know how to educate others to prepare• To engage with others like them• To engage locally with each other • To engage with FEMA and DHS personnel• Targeted and relevant notifications
Cultivating Community is an ongoing process and must be guided by quantitative and qualitative data
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Community is everywhere: on multiple platforms…not just the ones you manage
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Community is an ongoing human experience
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Engagement begins with enrolling and empowering your team
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Drive ongoing engagement with email
email is the foundation of any action driving, ongoing engagement
• 92% of online adult users have email (Pew Internet & American Life Project)− 1.4 Billion messages are sent via GovDelivery each quarter− There are 54 Million subscribers
• Email gives you an opportunity TODAY to meet your organization’s mission objectives by delivering information to the public wherever they are, and on their preferred device
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Make it easy for visitors to learn about your Community
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Q & A
?’sInsights?
Experiences?
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Joseph PorcelliDirector, Engagement Services
@JosephPorcelli
Let’s stay in touch!