Build relationships, not lists

The Engagement Pyramid

Reilly Yeo and Vojtech Sedlak, OpenMedia.ca

observing

endorsing  following

owning

leading

contributing

credit: groundwire

Engagement Level 1: “Observing”

(bottom of the engagement pyramid)

Level One

Inspire initial and repeat contact with the organization. Awareness is the major factor

Actions: visiting an organization’s website, attending an event

Level Two

Earn enough trust to secure endorsement of the work. Trust and time are major factors.

Actions: petition signing, sharing.

Level Three

Deepen commitment to the mission and the work. Time, money & insight are the major factors.

Actions include donating, & contributing input to crowdsourced policies or submissions.

inserting citizen voices into elite processes

https://openmedia.org/digitalfuture

...then we built a drag-and-drop crowdsourcing tool

openmedia.org/crowdsource

Develop potential to lead others in the campaign. Engaging others & deep understanding of campaign are

key factors. Actions: become share leaders, write letters to the editor,

join an “under-the-hood” townhall

Level Four

empowering leadership

“focusing their energy on leading others in the work”

Foster ownership of OpenMedia’s work and mission. Organizational, not campaign-specific, commitment is

the key factor. Actions: join our Digital Action Teams, volunteer in

person, become a monthly donor (Ally)

Level Five

Tracking is your friend

Endorsing: 299,957 Contributing: 42,757 Leading: 12,022 Owning: 2,943

As of May 8th, 2014:

Simple lessons

1. Define your core

●  list growth vs. list movement o  20% vs. 50%

●  strengthening your “core” pays off ●  move people up

o  Survey takers versus survey leaders o  (especially if they’re on more than one side)

Four Directional Movement

2. Let people leave the pyramid

Iterate

3. Focus on what you can accomplish in the short-term and continue to build

It’s not a pyramid, it’s a journey

what might your engagement pyramid/cone/mountain/sphere look like?