Communications Strategy

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How do you define sustained engagement?

[1] [2] [3]

Group 1

  • user-generated content as a campaign, instead of just sending out a press release
  • feedback cycle for software: supporters able to report bugs in user-friendly way, the iterate on software
  • hosting regular events that are driven by participants
  • helpfulness of having physical space where people can feel co-ownership
  • inter-network solidarity and amplification (don't just talk about your own work, feature other similar orgs.) builds trust

Group 2

Online engagement:

  • consistent material creation and dissemination
  • intentional content creation: culturally-relevant, informative, accessible, language-appropriate, etc.
  • thinking about what the expectations are
  • impact -> engagement leading to action? or not?
  • user-friendly

Offline engagement:

  • ensuring that engagement and each connection leads to steps up the ladder of engagement (relationship growth)
  • loyalty -> volunteering, donating, advertising
  • internal giving back to your community (volunteers, donors) -> incentive (e.g. potluck, free food) -> events
  • ensuring an open feedback loop -> giving a voice to those engaging

Email engagement:

  • consistency
  • transparency
  • clarity
  • honesty (about success or failure of campaign)
  • have an ask or actionable item, not just donation pitch

Group 3

  • having a visible space for a project online where the dialogue is transparent and participatory
  • be clear about organizational goals and how the website supports those goals
  • online space mirroring offline spaces -- hosting in-person events and then providing an online space for continued engagement/discussion

How to change the culture of top-down communications

  • Working across departments in your organization. Shared space where projects are posted -- whiteboard in a hallway or regular standup meetings. Consider Agile-style daily but BRIEF standup meetings where everyone checks in about what they worked on, what they're working on, and what's blocking them.
  • Stop pushing the entire website/comms project onto one person, but see it as a collaborative process that all departments have a stake in.