Strategy Call Agenda -
1) Audience identification - 15 minutes
2) Identify communications channels - 10 minutes
3) Identify points of engagement - 10 minutes
4) Profile online community - 30 minutes
5) Set goals and benchmarks - 10 minutes
6) Create timeline - 10 minutes
7) Identify success metrics - 5 minutes
The key questions will will need to answer today are:
1) Who is your audience?
2) How do you communicate with them effectively in a manner that is getting your message across?
3) What do you want your online community to look like and how will people engage in that community?
4) What are the goals that need to be reached to have this thriving online community you envision?
5) How do you measure the success of your online community?
These are the high level questions you were unable to answer on Friday and we will need to think about these strategically to lay the framework for an engagement strategy. Out of this we will put together an engagement strategy with a timeline and use this as a way to measure the success of it over time.
Riche Zamor, Ed, Georgette, Ann
These are Ann's notes from the firstReview meeting notes from last call.
Discussion below should be independent of technology used.
1) Audience identification - 15 minutes
Hikers - 280K individuals in 1 yr accessed site; 10K dues paying members; 100 member clubs (support what we do; some actively volunteer)
skilled outdoors person (use site to make planning easier and share experiences)
novice hikers (need help with planning, parking, meet up with other hikers, etc.)
just want to connect with outdoor community
Active volunteers
want to do trail work, give back, be involved in advocacy
types of activities (Georgette explained volunteer categories we have now)
Recorded volunteer hours surpasses salary budget. Limited by our ability to organize and direct.
activism -- what advocacy do we do? Trails and parks-related environment issues (via action alerts, posting news, email lists of people interested) Used to have a lobbyist in Albany but now using grassroots only via CapWiz. Focus on local issues as most land use issues are local or state in scope. Also monthly e-newsletter.
Need volunteer leaders to lead CapWiz effort. (Staff doesn't have enough time to exploit fully.)
Staff
Site administration
25 million people within an hour's drive; 1/3 hike on natural surface primitive trail each year; 8% in top percentile (once a month) = 2 million people hike once a month.
We are known primarily for hiking (not biking, horse) but direction is to be portal for all.
Another cut by Riche:
Consumers of info, readers, not actively engaged
Active users, skilled, volunteers
2) Identify communications channels - 10 minutes
ways people communicate with the site now
3) Identify points of engagement - 10 minutes
Renew & donate online; Online component to fundraising campaigns
In future, want to validate membership as part of the store process.
Workspace for volunteer committees and staff.
Ed described the various functions that use the site.
Need to migrate system for reporting problems to new site and improve it along the way. Regional reps will use this ... also be involved in volunteer space and organizing online advocacy programs.
Staff is just part of the community -- facilitators.
Old Web site had Viewpoint forum.
New features -- databases of parks and hikes.
4) Profile online community - 30 minutes
Main goal is to grow community by engaging current audience and attracting new audience.
What do we want community to look like?
self moderated? top-down (set rules and moderate)? who gets what access? grass roots community (user-generated content and self-moderation)
5) Set goals and benchmarks - 10 minutes
6) Create timeline - 10 minutes
7) Identify success metrics - 5 minutes
The key questions will will need to answer today are:
1) Who is your audience?
2) How do you communicate with them effectively in a manner that is getting your message across?
3) What do you want your online community to look like and how will people engage in that community?
4) What are the goals that need to be reached to have this thriving online community you envision?
5) How do you measure the success of your online community?
See also attached meeting notes from 2/13/2009 call.