Introduction to Content Engagement Webinar

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During this time of increased online engagement, it's essential thatthe information you are sharing is easy to navigate and digest. On April 3rd, Chris Haller (Konveio's founder) and Kelly Hickler (Konveio's communications manager) presented an Introduction to Content Engagement webinar for members of the American Planning Association that offers some tricks and tips on how to make your content relevant to your audience, foster understanding, and get informed feedback. Here’s a quick recap of the major takeaways from the webinar.

The 3 major components of a content engagement strategy that drives buy-in for your plans and policies:

1. MAKE YOUR CONTENT ENGAGING AND EASIER TO UNDERSTAND

To help people find what they are looking for, it is important to use intuitive navigation. Tools we highlighted to help your audience understand your project include video, interactive graphics, easy to use maps, 3D viewers, augmented reality, and virtual reality. To make the content relevant to them, use personalized guides and interactive calculators.

2. COLLECT INFORMED FEEDBACK

A few effective ways we discussed to collect informed feedback are inline comments and surveys, graphic feedback, scenario builders that explore trade-offs, and instantly sharing results on input. Given the times we are in dealing with COVID-19, we also presented options to replace your in-person events with a virtual public workshop. This can include features such as live streaming presentations, online poster board stations, using inline surveys to replicate dot voting or sticky note activities, and collaborative workspaces for stakeholders.

3. KEEP THE MOMENTUM GOING AND IMPLEMENT YOUR PLAN

For your work to have a long-term impact beyond adoption by city council or your board, it’s important for your plan or policy to be a living document, not just a PDF that sits on a server somewhere. A big step towards a living document is to regularly keep your stakeholders informed about the progress you are making, using metrics tracked in an online dashboard. You can also use social media to post regular updates and keep people excited. Another idea is to crowdsource ideas from your stakeholders and keep the robust community engagement going throughout the implementation of the plan, rather than stopping at adoption. Another idea is to gamify implementation by asking people to take a challenge such as conserving a certain amount of water or energy, or committing to driving less and using alternative types of transportation.

Q&A

A few questions that came up after the presentation included:

Q: What are some ways to reach out to people who do not have internet access or limited computer skills?

A: Meeting people where they are at is vital. Try to use existing social networks and  channels that these populations may already be interacting with, such as community organizations who may be willing to share your information with their distribution list. While social distancing measures are in place, see if you can place posters or fliers in places that are still open such as grocery stores and banks. Good old fashioned telephone hotlines, telephone town halls, print newspapers, and cable access channels might be other avenues.

Q: How do you help orient people who are not good with maps? How can you help them get a feel for the area and where they are in relation to the project?

A: Use a variety of map types and methods of explaining the project area. Maps can be dynamic. such as a Google map you can zoom in and out of, or they can be static, like a PDF or drawing. Perhaps you use a 360-degree camera and video to capture the area. Maybe you also include a written description and auditory description. Consider including well-known landmarks in your maps, like a geographic feature or sign. Think about the modality of people who live in the area. How they get around will probably influence how they think about space. For example, if they mostly walk, they probably think of distance in terms of blocks. If they take the bus or subway, they will want to know how many stops away it is and if they need to switch lines to get there.

There was also an interest in free or low-cost resources, which we have provided links to below.

Additional Resources

• Our Blueprint for Virtual Public Meetings
• 6 Effective Tactics to Boost Content Engagement
• HowTo: Create Graphics and Interactive Content
• HowTo: Find Royalty Free Images, Video, and Music
• Beyond Town Hall: Public Engagement in a Time of Crisis
• Free Webinar: Social Distancing Meets Public Engagement

What additional questions do you have? Do you have additional resources that would be helpful?

Contact us!