Build relationships, not lists The Engagement Pyramid Reilly Yeo and Vojtech Sedlak, OpenMedia.ca
May 06, 2015
Build relationships, not lists
The Engagement Pyramid
Reilly Yeo and Vojtech Sedlak, OpenMedia.ca
observing
endorsing following
owning
leading
contributing
credit: groundwire
Engagement Level 1: “Observing”
(bottom of the engagement pyramid)
Level One
Inspire initial and repeat contact with the organization. Awareness is the major factor
Actions: visiting an organization’s website, attending an event
Level Two
Earn enough trust to secure endorsement of the work. Trust and time are major factors.
Actions: petition signing, sharing.
Level Three
Deepen commitment to the mission and the work. Time, money & insight are the major factors.
Actions include donating, & contributing input to crowdsourced policies or submissions.
inserting citizen voices into elite processes
https://openmedia.org/digitalfuture
...then we built a drag-and-drop crowdsourcing tool
openmedia.org/crowdsource
Develop potential to lead others in the campaign. Engaging others & deep understanding of campaign are
key factors. Actions: become share leaders, write letters to the editor,
join an “under-the-hood” townhall
Level Four
empowering leadership
“focusing their energy on leading others in the work”
Foster ownership of OpenMedia’s work and mission. Organizational, not campaign-specific, commitment is
the key factor. Actions: join our Digital Action Teams, volunteer in
person, become a monthly donor (Ally)
Level Five
Tracking is your friend
Endorsing: 299,957 Contributing: 42,757 Leading: 12,022 Owning: 2,943
As of May 8th, 2014:
Simple lessons
1. Define your core
● list growth vs. list movement o 20% vs. 50%
● strengthening your “core” pays off ● move people up
o Survey takers versus survey leaders o (especially if they’re on more than one side)
Four Directional Movement
2. Let people leave the pyramid
Iterate
3. Focus on what you can accomplish in the short-term and continue to build
It’s not a pyramid, it’s a journey
what might your engagement pyramid/cone/mountain/sphere look like?