Tactics & Strategies for Public Engagement
Susannah Vila@szvila
Wednesday, July 10, 13
Where we’re headed
I. AUDIENCE
II. LADDER OF ENGAGEMENT
a. CONTENT
b. CONNECTIONS
c. ACTION
Wednesday, July 10, 13
What is the most important thing to know when engaging people?
A) What you want them to do
B) Which tools you will use
C) Who they are
Wednesday, July 10, 13
What kinds of information about them?
A) Where are they
B) Where do they exchange information
C) Why
Wednesday, July 10, 13
A) Where are
they?
(Communities over
platforms!)
Wednesday, July 10, 13
B) Where do
they exchange
information?
Wednesday, July 10, 13
C) Why?
Wednesday, July 10, 13
What does knowing our audience have to do with knowing how to engage people on online communities?
Wednesday, July 10, 13
What does knowing our audience have to do with knowing how to engage people on online communities?
True/False:
Wednesday, July 10, 13
What does knowing our audience have to do with knowing how to engage people on online communities?
True/False:
“There is only one audience for each online community.”
Wednesday, July 10, 13
By knowing audiences we can get from this:
Wednesday, July 10, 13
To this....http://www.youtube.com/watch?v=2guKJfvq4uI
Wednesday, July 10, 13
How do we learn more about our audience?
-Common Sense-Research & Analytics
-Observe-Audit Content-Analytics and Insights-Polls
Wednesday, July 10, 13
Wednesday, July 10, 13
Takeaways- Learn the wheres, whats and whys of the people you want to engage online- Don’t enter an online platform without knowing that there is a community there who you want to engage with- Any given platform has many overlapping/connected communities within it-The size of your audience has little to do with how appropriate it is for you to try and engage them (in other words, “public” can be defined in lots of different ways
Wednesday, July 10, 13
Question/Answer/Comment Break
Wednesday, July 10, 13
Where we’ve been
II. LADDER OF ENGAGEMENT
a. CONTENT
b. CONNECTIONS
c. ACTION
Where we’re headed
II. AUDIENCE
Wednesday, July 10, 13
- “Foot in the door”- Content, Connections & Action
Wednesday, July 10, 13
Wednesday, July 10, 13
CONTENT
Wednesday, July 10, 13
CONTENT
•Targeted
Wednesday, July 10, 13
CONTENT
•Targeted •Character driven
Wednesday, July 10, 13
CONTENT
•Targeted •Character driven •Intelligent
Wednesday, July 10, 13
Communities, unlike teams and other structures, need to invite the interaction that makes them alive. For
example, a park is more appealing to use if its location provides a short cut between destinations. It invites people to sit for lunch or chat if it has benches set
slightly off the main path, visible, but just out of earshot, next to something interesting like a flower bed or a
patch of sunlight
Wednesday, July 10, 13
•Why all this focus on content?
Communities, unlike teams and other structures, need to invite the interaction that makes them alive. For
example, a park is more appealing to use if its location provides a short cut between destinations. It invites people to sit for lunch or chat if it has benches set
slightly off the main path, visible, but just out of earshot, next to something interesting like a flower bed or a
patch of sunlight
Wednesday, July 10, 13
•Why all this focus on content?•Horizontal ties for vertical actions
Communities, unlike teams and other structures, need to invite the interaction that makes them alive. For
example, a park is more appealing to use if its location provides a short cut between destinations. It invites people to sit for lunch or chat if it has benches set
slightly off the main path, visible, but just out of earshot, next to something interesting like a flower bed or a
patch of sunlight
Wednesday, July 10, 13
•Why all this focus on content?•Horizontal ties for vertical actions
Communities, unlike teams and other structures, need to invite the interaction that makes them alive. For
example, a park is more appealing to use if its location provides a short cut between destinations. It invites people to sit for lunch or chat if it has benches set
slightly off the main path, visible, but just out of earshot, next to something interesting like a flower bed or a
patch of sunlight
CONNECTIONS
Wednesday, July 10, 13
ACTIONS
Wednesday, July 10, 13
Wednesday, July 10, 13
•Clear
Wednesday, July 10, 13
•Clear•Options
Wednesday, July 10, 13
•Clear•Options•Transformable
Wednesday, July 10, 13
ACTIONS
CONNECTIONS
CONTENT
Wednesday, July 10, 13
ACTIONS
CONNECTIONS
CONTENTLikes
Wednesday, July 10, 13
ACTIONS
CONNECTIONS
CONTENTLikes
Retweets
Wednesday, July 10, 13
ACTIONS
CONNECTIONS
CONTENTLikes
Retweets
Shares
Wednesday, July 10, 13
ACTIONS
CONNECTIONS
CONTENTLikes
Retweets
EmailsShares
Wednesday, July 10, 13
ACTIONS
CONNECTIONS
CONTENTLikes
Retweets
EmailsShares
SMS
Wednesday, July 10, 13
ACTIONS
CONNECTIONS
CONTENTLikes
Retweets
EmailsShares
USGSMS
Wednesday, July 10, 13
ACTIONS
CONNECTIONS
CONTENTLikes
Retweets
EmailsShares
USGSMS
Attendance
Wednesday, July 10, 13
ACTIONS
CONNECTIONS
CONTENTLikes
Retweets
EmailsShares
USGSMS
Attendance
Endorsement
Wednesday, July 10, 13
ACTIONS
CONNECTIONS
CONTENTLikes
Retweets
EmailsShares
USGSMS
Attendance
Endorsement
Management
Wednesday, July 10, 13
Wednesday, July 10, 13
CASE STUDY
Wednesday, July 10, 13
First Post
Wednesday, July 10, 13
Voice
Wednesday, July 10, 13
Person-to-Person
Wednesday, July 10, 13
Characters
Wednesday, July 10, 13
Connections
Wednesday, July 10, 13
Wednesday, July 10, 13
Actions
High and low degrees of participation Wednesday, July 10, 13
Actions Shaped by Community Members
Wednesday, July 10, 13
Wednesday, July 10, 13
Community members are the best marketers
Wednesday, July 10, 13
Share content from actions
Wednesday, July 10, 13
Share content from actions
Wednesday, July 10, 13
Accelerated Pace
Wednesday, July 10, 13
Recalibration
Wednesday, July 10, 13
Trust and Anonymity
Wednesday, July 10, 13
Virtuous Cycle of Participation
Virtuous Cycle
CONTENT!
CONNECTIONS!
ACTIONS!
Wednesday, July 10, 13
Review
I. AUDIENCE
II. LADDER OF ENGAGEMENT
a. CONTENT
b. CONNECTIONS
c. ACTION
Wednesday, July 10, 13
Tactics & Strategies for Public Engagement
Susannah Vila@szvila
Thanks :)
Wednesday, July 10, 13