PlaceSpeak x SCI
Max
Molan
Sahaj
Vaibhav
TEAM SCI
Luke
Introduction
PlaceSpeak is a Civic Engagement Platform
Overview
News
Consultations
Neighbourhoods
Individuals
Organizations
PlaceSpeak Users
PlaceSpeak Features
There are users and organizations
Overview
Individuals
Organizations
PlaceSpeak Users
Individuals and citizens are provided a platform that allows them to engage with their community and voice their concerns
Organizations can post “consultations” and get the publics opinion through surveys, polls, etc
There are three main features
Overview
News
Consultations
Neighbourhoods
News outlets can post their content on the platform as another distribution channel and users can post replies/comments
Organizations can post ”consultations” that allow them to get the public’s opinion through polls, surveys, etc
Neighbourhoods is user (individual) generated content, similar to Reddit or Twitter, focused on increasing community engagement
PlaceSpeak Features
How content is generated on PlaceSpeak features
Overview
News
Consultations
Neighbourhoods
Individuals
Organizations
PlaceSpeak Users
PlaceSpeak Features
Focusing on the user side
Key Ask
News
Consultations
Neighbourhoods
Individuals
Organizations
PlaceSpeak Users
PlaceSpeak Features
Attracting new users that are interested in community building more than consultations
1
Increasing user generated content
2
Productivity
“Community Connect”
The Next Steps for PlaceSpeak
How “Community Connect” drives user growth onto PlaceSpeak
Strategy Overview
1
Attracting New Users
Driving users onto PlaceSpeak who are interested in engaging with their community
User Attraction
Platform Development
2
Adapting the Platform
Adapting the platform to increase user retention and increase user interaction
How “Community Connect” drives user growth onto PlaceSpeak
Strategy Overview
1
Attracting New Users
Driving users onto PlaceSpeak who are interested in engaging with their community
User Attraction
Platform Development
2
Adapting the Platform
Adapting the platform to increase user retention and increase user interaction
Users don’t know about PlaceSpeak or care
Analysis
Users
Not many people know about PlaceSpeak and are less involved with their communities
Voter turnout is decreasing despite efforts in the recent years to increase turnout
Younger generations are more likely to be involved than older generations
Source: 150 StatCan
People don’t trust online media
Analysis
Source: theconverstaion
There has been a decreasing trend in trust on online media in Canada
Younger generations are 68% less likely to trust information on platforms they don’t know
This is preventing people from exploring platforms like PlaceSpeak as the brand is relatively small and unknown
The differentiating factor from competitors
Analysis
Competitors have seen great success monetizing and growing their platforms
Have done so through ads, focusing more on profits than being a civic engagement platform
BUT…
PlaceSpeak has avoided monetizing the user side, only charging organizations, to ensure a level of trust
People don’t trust online media
Analysis
Source: theconverstaion
There has been a decreasing trend in trust on online media in Canada
Younger generations are 68% more likely to trust information on Platforms they don’t know
This is preventing people from going exploring platforms like PlaceSpeak as the brand is relatively small and unknown
A marketing strategy that fosters trust amongst users while having the potential to scale nationwide is key to growing PlaceSpeak
Choosing the optimal tactic
Growth Alternatives
Attracting New Users
People Reached
Conversion Rate
Low
High
High
Low
Goals
Increasing users
Maximizing retention
More user generated content
Network effect
Social
Media
Traditional Ads
Digital Marketing
COI
Digital marketing (i.e. CPV, SEO optimization) was out of our client’s budget and did not communicate trust
Pop-Up Booths
Though pop-ups and similar strategies communicated trust, they were not scalable and were expensive
Pop-Up
Digital Marketing
Choosing the optimal tactic
Growth Alternatives
Attracting New Users
People Reached
Conversion Rate
Low
High
High
Low
Pop-Up
Goals
Increasing users
Maximizing retention
More user generated content
Network effect
Digital Marketing
Social
Media
Traditional Ads
Digital Marketing
COI
Digital marketing (i.e. CPV, SEO optimization) was out of our client’s budget and did not communicate trust
Pop-Up Booths
Though pop-ups and similar strategies communicated trust, they were not scalable and were expensive
Two key strategies to maximize growth
Attracting New Users
Social
Media
Centers of Influence
Two key strategies to maximize growth
Attracting New Users
Social
Media
Centers of Influence
#BeHeard
The #BeHeard marketing campaign
Recommendation 1
The #BeHeard campaign catalyzes user generated content on social media
Encourage users to share their thoughts on community involvement with #BeHeard
Incentivize existing users to post about how their voice made an impact on their community
Personable posts to maximize engagement
Recommendation 1
#BeHeard
Operational Details
Details
Value-Add
Encourage user generated content rather than by PlaceSpeak
Allows for rapid expansion and increases user trust
Focus on highlighting success stories from existing users
Fosters sense of trust, especially when it is not paid promotion
Pilot the campaign in Vancouver (current largest market)
Maximizes the chances of success
Enhanced knowledge sharing portal to adapt advisor skillset
Recommendation 1
#BeHeard
Operational Details
Details
Value-Add
Encourage user generated content rather than by PlaceSpeak
Allows for rapid expansion and increases user trust
Focus on highlighting success stories from existing users
Fosters sense of trust, especially when it is not paid promotion
Pilot the campaign in Vancouver (current largest market)
Maximizes the chances of success
How can we catalyze initial interest and incentivize users to post?
Have short interviews to increase user interest
Recommendation 1
#BeHeard
Operational Details
Details
Value-Add
Less than 90s, keeping them short and fast-paced
Keeps users engaged and interested
Highlight interviews that showcase lack of involvement
Creates a sense of want to engage with community
Avoids user fatigue and keeps them engaged
A trendy yet simple way to engage people on social media
Change the style of content (don’t overpost interviews)
Have short interviews to increase user interest
Recommendation 1
#BeHeard
Platforms
A trendy yet simple way to engage people on social media
LinkedIn allows PlaceSpeak to engage in a more professional manner while differentiating themselves through a quirky campaign
Instagram and YouTube allow them to reach a much larger audience and removes stigma of civic engagement being difficult
Two key strategies to maximize growth
Attracting New Users
Social
Media
Centers of Influence
Two key strategies to maximize growth
Attracting New Users
Social
Media
Centers of Influence
Attract new users by partnering with community figures
Community Figures
Increase users by bringing their existing followers onto the platform with them
Individuals in leadership positions within trusted community organisations and associations
Who exactly are these community figures?
How does this impact Placespeak?
Fosters trust as these members are well respected in their community
Why would community figures work with PlaceSpeak?
Community Figures
Understanding their needs…
…can forge a strong relationship
Community figures seek to expand their outreach, attract more members, and promote their organizations.
Community figures also seek increases representation for their members and advocacy for their interests.
Active engagement on PlaceSpeak could enable these community figures to connect with segments of the local population highly engaged in community affairs.
The presence of various authorities and governments on the platform uniquely positions PlaceSpeak to help community figures achieve these goals.
Extend partnerships to organizations in the long run
Community Organizations
Engaging with community organizations
Leverage existing connections with community figures and utilize a similar pitch to forge partnerships with community organizations in the long run
Onboard organizations and associations onto the platform with distinct accounts easily distinguishable from individual users
Example Organizations
Implementation
Implementing the campaigns
Implementation
Promote #BeHeard
Share testimonials
Engage locals
April
May
June
July
Interview locals
Editing and compiling footage
Launch
Feedback
Editing and compiling footage
Launch
Feedback
Gather testimonials from users
Contact current user base
Roll out content on PlaceSpeak social media platforms to start the campaign
Share testimonials
Centers of Influence
Email heads of various organizations to set up initial meeting
Onboard them onto PlaceSpeak and involve PlaceSpeak in the communities
There might be two key risks you are concerned about
Risks & Mitigation
32
Risk: User engagement may lead to arguments and generate troll content, resulting in negative association with PlaceSpeak
Mitigation: Monitor user content and leverage PlaceSpeak's strong verification systems
Risk: Lack of user-generated content tagged with #BeHeard
Mitigation: Amplify PlaceSpeak content to compensate for user-generated shortfall
1
2
1
2
How “Community Connect” drives user growth onto PlaceSpeak
Strategy Overview
1
Attracting New Users
Driving users onto PlaceSpeak who are interested in engaging with their community
User Attraction
Platform Development
2
Adapting the Platform
Adapting the platform to increase user retention and increase user interaction
How “Community Connect” drives user growth onto PlaceSpeak
Strategy Overview
1
Attracting New Users
Driving users onto PlaceSpeak who are interested in engaging with their community
User Attraction
Platform Development
2
Adapting the Platform
Adapting the platform to increase user retention and increase user interaction
How content is generated on PlaceSpeak features
Analysis
News
Consultations
Neighborhoods
Users
Organizations
PlaceSpeak Users
PlaceSpeak Features
The platform currently does not clearly define the difference between different types of content and lacks a way to drive users to Consultations/News through Neighbourhoods
PlaceSpeak has a variety of ways for users to interact with the platform but lacks ways for users to interact in ways that are quick, convenient, and effective
Clearly defining PlaceSpeak features
The different service offerings are difficult to understand
Current State
It is difficult to understand the difference between a lot of listed features, where they often lead to the same page
Over complex user interface can fatigue users and lead to frustration with the platforms
The different service offerings are difficult to understand
Current State
It is difficult to understand the difference between a lot of listed features, where they often lead to the same page
For example, you can get to the same page as explore going from Topics → Explore all topics
Over complex user interface can fatigue users and lead to frustration with the platforms
The different service offerings are difficult to understand
Current State
It is difficult to understand the difference between a lot of listed features, where they often lead to the same page
Both Map and Neighborhoods lead to a map and the difference between the two is hard to tell apart
Over complex user interface can fatigue users and lead to frustration with the platforms
Neighborhoods, Consultations, News should be separated
Recommendation
Neighborhoods
News
Consultations
Making the distinction between the three is key in making the platform more user friendly
Neighborhoods, Consultations, News should be separated
Recommendation
News
Consultations
Comments, replies, etc (implement when added)
Comments, surveys, replies (status quo)
Neighborhoods
Provide an option to link News/Consultations to posts made on neighborhoods to create a circular effect
Neighborhoods can be used as the platform that focuses on user-to-user interactions by interweaving consultations and news into the user generated content
Adding additional filtration for ease
Recommendation
Drop down menus and categories can be integrated for Neighborhoods to help people find what they are interested in
Can easily filter topics by region (allows users to find topics they are most interested in)
One discussion topic might affect people on the provincial level, whereas on topic might affect just your neighbors
Allows users to define their own scope and allows for discussions to not be limited to your local neighborhood
Discussion topics can also have specified groups
Recommendation
Adding groups allows users to navigate to topics that most interest them
Trending Topics
Real Estate
Health Care
Other platforms like Slack use this for ease of navigation
Google News uses it to attract users with various interests
Gamifying and simplifying PlaceSpeak
The current state lacks clarity and over-gamifies
Current State
Unclear what “1 rating” means to most users
Current uses of coloring and images doesn’t foster a sense of trust
Unnecessary text clutters the posts
The UI needs to be clear and effective
Recommendation
Clearly shows when users are verified
Giving colour to what ”verified users” means
Giving users more convenient means of interacting with the platform
Current vs Recommended
Recommendation
Leveraging clean UI to foster trust and gamifying PlaceSpeak
Recommendation
Over-gamification can lead to users losing interest -> ensure that it is simple, effective, and easy to understand
Providing easy means of interaction is key, as not everyone feels comfortable making long posts like John
Source: Bootcamp, UXDesign,
Building a simple yet clean user interface avoids user frustration and fosters a sense of trust
How “Community Connect” drives user growth onto PlaceSpeak
Strategy Overview
1
Attracting New Users
Driving users onto PlaceSpeak who are interested in engaging with their community
User Attraction
Platform Development
2
Adapting the Platform
Adapting the platform to increase user retention and increase user interaction
Thank You