How to increase fans, followers, subscribers
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Transcript of How to increase fans, followers, subscribers
How to Increase Fans, Followers, Subscribers: Lessons from GovLoop Handbook
Steve ResslerFounder, [email protected]
2 Questions I Think About
• How to Grow GovLoop – Reach & Engage– Reach More People (More Active Members)– Increase Engagement (More Activity)– Solve more problems every day
My Last Year of Research
Studied How Others Increased Audience & Engagement
• For-profit communities (Dogster, ITToolbox, Sermo, change.org)• For-profit vendors (GroupOn, Hubspot, Priceline,)• Non-profit campaigns (Causes, Charity: Water, NeighborsForNeighbors)• Political sector (Presidential and local elections)• Government (Federal, State, Local)
What I’ve Learned
• It’s REALLY REALLY Hard• There’s a talent/skill• There’s a methodology and rigor• Difference between Doing it and Doing it Well• Lots of optimization opportunities • Hard to be consistent
Great communication key to driving real results for organizations
What are Your Goals?
What are the Goals of Your Agency Communication?
REACH and ENGAGE MORE CITIZENS to solve Problems
Government Engagement Funnel
• Reach large number of stakeholders • Build on-going relationships with them• Provide clear, timely, actionable information• Stakeholders take action with your information
THE ENGAGEMENT FORMULA
FIND OUT + SIGN-UP + LEARN + ACT
= RESULTS(get flu shot, fill out census, apply for job)
Results met now = bigger base = more results later
A Little Math – Flu Shot
500,000 Subscribers20% Open – 100,000 Read your message
5% of Opens Take Action – 5,000 Extra Flu Shots
Why it matters?
• Accelerate digital conversion to save money• Increase ROI of investment in all online content and services• Reduce call volume by communicating proactively• Increase fee revenue in agencies where it is relevant• Improve quality of grantees• Increase healthy behaviors (flu shots, hurricane evacuations)• Save costs by decreasing mailing and paper costs
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So How Do You Increase Audience and Engagement?
Here’s my 22 Tips
Part 1: Sign-Up Tips
Big Sign-Up Box
Email Overlay
Da Vinci Code
FB Page Embed
Follow Others to Be Followed
Facebook Ads to your Citizens
In-Person Promotion
Optimize FB Landing Page
Paper Sign-up sheets
Optimize Outside Home Page
Part 2: Content/Engagement Tricks
Regular Frequency
Facebook – 1 to 4X a day
Twitter – 3 to 10X a day
Email – As events happen, daily, weekly depending on context
Dessert to Broccoli
Pictures on FB
Use Special Events
Have Fun
Agency Cross-Promo
Use Multiple, Real People
Tell Stories
Cross-Promote
Ecards
Petition/Campaigns
Part 3: Call to Action
Just Ask
Make it Simple
Ask Multiple Times
Reference Links
How to Build Gov’t Facebook Page http://www.govloop.com/profiles/blogs/how-to-build-an-awesome
16 Excellent Gov’t FB Pages - http://www.govloop.com/profiles/blogs/16-exceptional-govt-facebook
Twitter - http://govengage.com/2011/03/28/how-to-build-a-govt-twitter-profile-and-drive-followers-and-engagement-2/
If having any challenges, reach out
Have a Team that works on:• Training (digital communication to social media)• Strategy (assessment and action plan)• Execution (help actually do the work)
Have helped:
• Increase sensitive collaboration between federal agencies
• Help mobile workers share tips and updates in real time
• Help an agency build an online community with the public
• Recruit citizens to help shovel neighbors in need