This was a presentation I gave at the Open Source Summit v3.0: Communities for the Open Forum Foundation on June 25, 2013 in Washington DC

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GovDelivery
How to grow users into active community members and get
your community more engaged.
June 24, 2013

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What I will talk about
• My background
• Be clear about what you want and take actions to enroll others
• Ask the community cause they have the answers
• The engagement formula and five tips
• Expand the perimeter of engagement
• Track engagement activities towards outcomes

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My background
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I wanted to make my neighbors safer
Photo credit – Boston Globe

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I wanted to remove myself as bottle neck

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BPD wanted to encourage people to meet their
neighbors

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Dan and I wanted to reduce waste

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I wanted to empower neighbors in Boston to ask
for and get and give help shoveling from DC

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I wanted to make sure people had a place to stay
after the Boston marathon bombings

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FEMA wants to create a more resilient nation

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NIST MEP wants to drive economic growth and job creation

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Carolyn helped me learn SnowCrew was addressing a
symptom and not a problem

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Members transformed anger into productivity

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What FEMA learned from members last year
And so this year (in a couple weeks):
We are going to be introducing communities of practice were we will
facilitate the sharing of knowledge, resource, the creation of
preparedness playbooks – AND – where they will get targeted and
relevant notifications.
There will be deeper regional engagement from FEMA and emergency
management personnel.
• The want to know how to prepare
• They want to know how to educate others to prepare
• They want to engage with others like them
• They want to engage locally with each other
• They want to engage with FEMA and emergency management
personnel
• They want targeted and relevant notifications

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The engagement formula
Motivation + Supports – Obstacles = Engagement
Intrinsic Motivation:
Extrinsic Motivation:
Self-fulfillment
Self-expression
Altruism
Accomplishment
Pleasure of sharing
Efficacy
Curiosity
Rewards
Recognition
Influence
Knowledge
Relationships
Affiliation
Fear
Supports:
Segmentation
Relevance
Timeliness
Value
Obstacles:
Ease
Relevance
Timeliness
Value
ENGAGEMENT =
Meaningful
and
valuable actions
that produce
a measurable
result
Technology
Time
Access
Knowledge
+ - =

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5 tips to increase engagement
TRY – You will never know until you do, failing is learning
ASK – What is working, should we do next, what would be helpful, what is
missing, and would you be willing to help make this happen - who else
should be involved?
MATH – Send/post more engaging messages to more people
METRICS – Analyze metrics to guide activities
ITERATE – Apply lessons learned to improve

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Expand the perimeter of engagement

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AWARENES
S
Finding
PERMISSION
Joining
ORIENTATION
Knowing
ENGAGEMENT
Consuming
LEADERSHIP
Collaborating
OUTCOMES
Mission Objectives
Web:
• Increase in
total pages
viewed
Email:
• Increase in
total email
subscribers
Social:
• Increase of
total
followers and
likes
Email:
• Increase in
total opens,
clicks, and
shares
Web:
• Increase in
total pages
viewed
Online:
• Increase in
comments/feed
back, event or
program
registrations, or
signups for
online services.
Offline:
• Increase in
program
utilization or
event
attendance
• Increase in
total active
collaborators,
partners, and
trusted
messengers
advancing
mission your
behalf
Increases in
• Youth engaged
• Flu shots
received
• Revenue
collected
Decreases in:
• Drop outs
• Crime
• Doctor visits
• Operating costs
Track engagement activities toward outcomes

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Joseph Porcelli
Director, Engagement Services
202-407-7461
Joseph.Porcelli@GovDelivery.com
@JosephPorcelli
Let’s stay in touch!