measuring and expanding the value of community porcelli

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GovDelivery

Measuring and Expanding the Value of CommunityDriving Ongoing Engagement After the Page Visit and Like.

June 20, 2013

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What I Will Talk About

• Why Am I Talking About Community?• What Does Community Look Like?• How To Measure the Value of Community• Three Examples of Expanded Value• How to Drive Ongoing Engagement• Q&A

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Why am I 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 already exists everywhere – harness the chi!

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What Does Community Look Like?

1. The answer depends on what phase of engagement you are focusing on and 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 does not. You learn, iterate, share lessons learned, and repeat.

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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

How To Measure the Value of Community

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Members Co-Organizing on FEMA’s Behalf

Community.Fema.gov Activity

Challenge: approaching National Preparedness Month, FEMA needed an online space to register and organize thousands of citizens and FEMA coordinators.

Opportunity: build online hub to encourage citizens, public safety organizations, businesses, and faith based partners to educate and empower each other to prepare for and respond to emergencies including natural and man-made disasters.

Our Role: built on our GovDelivery Collaboration Platform, we ignited and managed the network and provided the digital strategy.

Impacts: over 25,000 members joined engaging over 1.5 million Americans in preparedness activities.

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FEMA Results: Army of 26,400 Pumped Stakeholders

1.52 Million People Engagement in Preparedness

Activities in 2012

=

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NeighborsforNeighbors.org “SnowCrew” Activity

Challenge: during major snow storms, elderly and disabled neighbors become trapped in their homes and not able to get food, medicine, or services and left anxious.

Opportunity: match neighbors who need assistance shoveling to those nearby who can and want to help them.

Our Role: in partnership with SeeClickFix we developed an online process and promoted to members to drive adoption.

Impacts: elderly and disabled residents got dug out and where able to get food, medicine, and services needed.

SnowCrew: Expanding the Role of Neighbors

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Unexpected Result: Addressing Symptom not Problem

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Result: Doubling Membership in a Year and Half

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YGL Results: 1,800 More Members in one Year!

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Engagement FormulaMotivation + 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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Email as the Foundation (after your CMS of course)

Email is the foundation of any driving ongoing engagement

• 92% of online adult users use email (Pew Internet & American Life Project). 1.2 Billion messages are sent via GovDelivery each quarter, and there are 39 Million subscribers.

• Email gives you an opportunity TODAY to meet objectives and your agency’s mission objectives by delivering information to the public wherever they are through their preferred device.

- DRAFT -

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Make it Super Easy for Visitors to Become Members of Your Email Community

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Allow Visitors to Sign Up for Specific Updates

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Invite People To Take Meaningful and Valuable Actions

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3 Steps to Increase Engagement

MATH – Send more engaging messages

METRICS – Analyze metrics to guide communications

ITERATE – Apply lessons learned to improve

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More, Gooder, and Some MoreCURRENT:

Send 1 email to 100 people and 20 people open and 1 person clicks.

Send 5 emails a week to 100 people and 20 people open and 1 person clicks.

OPTIMIZE THE MESSAGE:

Subject line, call to action, day time and time sent – Send to 100 people and 30 people open and 2 people click.

SEND MORE OPTIMIZED MESSAGES:

Send optimized messages 5 times to 100 people and 30 people open and 2 click.

SEND MORE OPTIMIZED MESSAGES TO MORE PEOPLE:

Send optimized messages 5 times to 200 people and 30 people open and 2 click.

RESULTS:

20 opens, 1 click.

100 opens, 5 clicks.

30 opens, 2 clicks.

150 opens,10 clicks.

300 opens, 20 clicks.

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Where I am. When I Want. How I Choose

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Joseph PorcelliDirector, Engagement Services

202-407-7461Joseph.Porcelli@GovDelivery.com

@JosephPorcelli

Let’s Stay in Touch!