Public-Democracy Executive Summary
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Social branding—goes beyond social, or even digital, media. At the core, it’s about achieving resonance between you and your constituents’ expectations and values—through communications, offerings, and behavior.
Your constituents have new expectations. They want to interact with your organization. They want to know (and feel) how your organization and its brand align with their personal brands and values.
Determine the core values of the people in each target group; what is it they wish most to achieve? What is relevant or urgent for them? These are the “ways in” for your organization.
Quantitative research will tell you what customers have done in the past. Qualitative conversations with important stakeholders are a great way to uncover the essence of why people are—or may come to be—engaged with you.
To have conversations that are meaningful, you need to know who your constituents really are. You need to learn what they care about, what moves them, what keeps them up at night, how they like to be communicated with, and what your value to them is—or could be.
Your constituents are all the people for whom your work is meaningful—the internal and external populations whose interest, participation, and advocacy are important to your stability, growth, and long-term success.
As your organization evolves, and engages in more areas of endeavour, the challenge is to start and nurture more relationships than ever before.
Like your organization, your constituents are not monolithic. They’re complicated and multi-faceted. And while articulating who you are and what you provide is very important, it’s only part of the equation.
The most fruitful conversations are based on shared values and expectations.
Organizations that are successful at maintaining varied relationships are skilled at understanding the individuality of their different constituents, and at determining the corresponding “ways in” that meet people where they’re coming from.
Who are the different groups you must successfully engage? What is it they care about? What do they stand for? What do they want to accomplish?
Strive to find the points of emotional connection. The answers you’ll hear will surely vary from person to person, buy you’ll likely find a handful of common threads to help you group constituents (and organize communications) by what they care about and value.
Harness the power of a dedicated mobile software application that has been developed to engage constituents in a familiar social media environment and creates the opportunity for communication, engagement and dialogue that can be measured, to bring about responsive connection.
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There is an ever present danger in communication for politicians and large organisations that the target audience just hears "white noise". Our new App & Platform creates a private, responsive communication channel and offers instant meaningful engagement with analytics for.
Harnessing technology for responsive interactions with target demographics..
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