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Engagement techniques for the
silent citizenPeter Buchwald, AICPCrystal WilsonJennifer Bartlett, AICP, LEED AP
Project Launch
The Charrette
Public Design Session
Public Design Session
Project Website
Public Workshop
Email Blast
Ads and Cards
We end up with this
And this
A pleasant turnout
Is that our turnout?
Where are the people?
Here they are protesting
Against a prison
Against a toll road
Against the first toll road
Refreshments
Fancy Refreshments
Raffles
The turnout
The silent citizen
Wherever there is a crowd
Opportunity for outreach
Crowd online
We threw out the handbook
Don’t be uncool
Be Cool & Blend In
Pop UpWhat’s your definition of a pop up?
How to be too eager
Avoid St. Patrick’s Day Festivals
Don’t tag along to other planning events
Farmer’s Market is a better choice
This is Florida
Give away something people will enjoy such as water or ice tea instead of food or cookies
Farmer’s Market Tea Blitz
Farmer’s Market Tea Blitz
• 14 free ice teas
• Project Votes
Maybe make a fun booth
• 535 Mapped Comments + 60 General Comments
• Facebook & Community Remarks
Make maps people can understand &
write on
Driving Traffic to Nowhere
Use a QR Code
Use an iPad & iPhone
How to hustle
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
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
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
Phase 2: Overhaul
• Redesigned the look and functionality to accommodate project voting
• Enhanced the mobile version
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
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
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
Website analytics
226: Unique visitors141: Mobile users48%: Bounce Rate2 minutes: Average time on mobile 7 minutes: Average time on desktop
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
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
Repost Comments
3 different ways to promote on Facebook
• 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
Organic Promotion
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
Post about event
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
Give something away
Email ListEmail addresses collected from online engagement should be notified of new opportunities to participate
Experiment & Share