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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

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

@JosephPorcelli

Let’s stay in touch!