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Engagement techniques for the silent citizen Peter Buchwald, AICP Crystal Wilson Jennifer Bartlett, AICP, LEED AP

Engaging the Silent Citizen

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Page 1: Engaging the Silent Citizen

Engagement techniques for the

silent citizenPeter Buchwald, AICPCrystal WilsonJennifer Bartlett, AICP, LEED AP

Page 2: Engaging the Silent Citizen

Project Launch

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The Charrette

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Public Design Session

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Public Design Session

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Project Website

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Public Workshop

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Email Blast

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Ads and Cards

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We end up with this

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And this

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A pleasant turnout

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Is that our turnout?

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Where are the people?

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Here they are protesting

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Against a prison

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Against a toll road

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Against the first toll road

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Refreshments

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Fancy Refreshments

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Raffles

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The turnout

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The silent citizen

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Wherever there is a crowd

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Opportunity for outreach

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Crowd online

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We threw out the handbook

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Don’t be uncool

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Be Cool & Blend In

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Pop UpWhat’s your definition of a pop up?

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How to be too eager

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Avoid St. Patrick’s Day Festivals

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Don’t tag along to other planning events

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Farmer’s Market is a better choice

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This is Florida

Give away something people will enjoy such as water or ice tea instead of food or cookies

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Farmer’s Market Tea Blitz

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Farmer’s Market Tea Blitz

• 14 free ice teas

• Project Votes

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Maybe make a fun booth

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• 535 Mapped Comments + 60 General Comments

• Facebook & Community Remarks

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Make maps people can understand &

write on

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Driving Traffic to Nowhere

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Use a QR Code

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Use an iPad & iPhone

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How to hustle

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First Facebook Ad• Feb 26 -March 3,

Facebook post boost linking to Community Remarks

• $20 budget

• 144 Clicks to Community Remarks, 8 Comments

• 24 likes of the ad

• 3 comments under the ad

• 2 shares

• Total reach: 3,700 people

• Over 50% were mobile users

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Second Facebook Ad • April 6 -27, Facebook ad

linking to Community Remarks

• $105 budget

• 349 Clicks to Community Remarks, 90 comments

• 63 likes of the ad

• 64 comments under the ad

• 30 shares

• Total reach: 13, 472 people

• Over 50% were mobile users

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Community RemarksPhase 1 online outreach

January 1 - June 24:

•574 unique visitors to Community Remarks

•258 location-specific comments

•31 General Comments

•26 replies to comments

•273 new Facebook fans

•Over 50% were mobile users

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Phase 2: Overhaul

• Redesigned the look and functionality to accommodate project voting

• Enhanced the mobile version

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Boost post for $20131: Post Clicks 33: Post Likes1: Post Comment6: Post Shares3: Page Likes2,900 People Reached (Paid)989 People Reached (Organic)Total spent: $20Ad ran for 6 days

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Ad ran for 6 days

131: Post Clicks 33: Post Likes1: Post Comment6: Post Shares3: Page Likes2,900 People Reached (Paid)989 People Reached (Organic)Total spent: $20

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Page 54: Engaging the Silent Citizen

Tracking Results11: Comments49: Bicycle Project Votes67: Sidewalk Project Votes25: Roadway Projects Votes4: Multi-Purpose Trail Votes10: Transit Project Votes6: Greenway Trails Votes

Total: 172 VotesTotal spent: $20

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Website analytics

226: Unique visitors141: Mobile users48%: Bounce Rate2 minutes: Average time on mobile 7 minutes: Average time on desktop

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What have we learned? Marketing

• Don’t set it and forget about it, we have to be proactive

• Good marketing and instructions enable all age groups to participate. Instructional video can be helpful

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Facebook success•Post where you are going to be and

when with a picture•Tag cities (@CityName) in posts•Boost posts with a $20 budget to

residents in the area and surrounding areas

•Repost comments from Community Remarks, drive traffic directly to CR

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Repost Comments

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3 different ways to promote on Facebook

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• Polk TPO using a combination of Facebook, Community Remarks, and Workshops

• No budget for boost or ads

• 193 Mapped Comments

• 10 General Comments

Polk TPO

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Organic Promotion

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Key Biscayne• Key Biscayne using a

combination of Facebook, Community Remarks, Village’s website, and instructional videos

• No budget for boost or ads

• 148 Mapped Comments

• 34 General Comments

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Post about event

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Community Remarks

•Build out to be innovative and capture more feedback on projects

•Results from CR as part of public engagement plan. Comments will be matched to cost feasible plan

•No kiosk. Suggestion is let libraries run CR on designated computer for citizens

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Give something away

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Email ListEmail addresses collected from online engagement should be notified of new opportunities to participate

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Experiment & Share