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Beyond Cats and Kardashians - Citizens' Maslov Hierarchy of Needs
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Beyond Cats & Kardashians
How to Build Meaningful Online Civic Engagement
What’s Popular on the Internet?
Kardashains
Cats
Buzzfeed / Huffpost
What are you serving?
Buffet of ice cream, you are serving broccoli
How do you get people to eat healthy?
Hardest thing on internet
Gaining audience / getting people to care
Billion dollar skill
#1 reason civic engagement (or any consumer internet site) dies is lack of audience
Who is the Kim Kardashian of Gov’t?
Are we…
Building what citizens want?
Or what we want citizens to want?
Popular on gov’t sites
Crime
Jobs
Education
Weather/snow
DMV, licenses, permits
Transit
Mandatory items & items that affect people individually
Maslov’s Hierarchy of Needs
Jobs, Benefits
Emergency alerts, Crime
NASA, Parks
E-democracy
Open Data
So what’s the solution?
Engagement Funnel
3 Steps Process
Build and serve a wide base
Get them engaged
Push towards higher value engagements
Serve the Base
Great Multi-Channel Service Delivery
Quickly complete their transaction
Solve their information needs
Get Them Engaged
Cross-Promote at high-volume transactions
INDUSTRY
McDonalds:
“Do you want fries with that?”
INDUSTRY:
Amazon:
“Customers who bought this item also bought…”
GOVERNMENT:
Your agency:
“You may also be interested in information from these agencies…”
Use Timely Events
When They Walk Through Your Door
Go where people are
Make an Ask
Light-Weight Engagement
Simple Clear Ask
Follow-Up & Celebrate Success
Who is your Kardashian?
Maslov’s Hierarchy of Needs
Jobs, Benefits
Emergency alerts, Crime
NASA, Parks
E-democracy
Open Data
Your Homework
Make sure foundation served well
Optimize high-frequency to ongoing relationship
Connect high frequency to high value items
KNOWLEDGE CYCLE
In-Person Training Sessions Online Training Sessions
InfographicsGuides
Training, Events, Tools, Infographics
