Raise Awareness, Touch & Engage

Join Do Stay & Re-engage

Leave

How do we engage with people and bring them onboard?

How do we get them to join up?

What will they do when they get there?

How do we encourage them to stay?

How do we allow people to leave? Why do they want to leave?

Entice, excite, appeal, connect, contextualise,

Accessible, easy, quick, non intrusive, respects personal space

Play, connect, respond, participate, support, share, accessible

Motivate, fulfil, convenient, relevant, timely

Encourage and support people to stay. Or allow easy removal

• Reach people by positioning and communicating social issues in context to the natural pathways of their life.• Careful targeting of messages to people by location and demographic.• Use communication techniques that are new and interesting – hope they go viral and start to reach out to the community by the community passing these messages on.• Key message is that this service is run by the community – supported by government.

• Registration process needs to be minimum – people don’t join if process is too intrusive by collecting too much personal information – but needs to be enough to deter ‘suss’ people who prey on vulnerable people.

• groups can be physical or virtual• groups run their own support programs• people can find groups by topic, location or demographic.• We will provide virtual services to support engagement – ie: chat rooms, Skype, blogs, suggested references to other groups or activities etc.

• The government will offer a robust platform to keep the environment sound•We will do some vetting of the site to ensure all groups are ‘safe and sound’ – ie: ethical and work within the value system of this site.•We will provide an award system to keep everyone motivated and engaged.

• If people want to go their privacy will be respected and they will be able to ‘unsubscribe / disengage’ easily

Customer Journey

Customer Journey – Step 1 - Raise awareness, Touch & Engage

In the first phase of this journey the government will support potential tribes with seed funding. Tribes will need to provide a brief business case about the purpose of their tribe and how it aims to promote health and wellbeing in the community. The government has developed easy to follow strategies and plans aimed at ensuring each tribe achieves it’s goals. These strategies are based on research and provide ideas for connecting people and the support they need by reaching out to them by location and events.

Example Scenario – Quit Smoking

‘Tribal tattoo’ nicotine patches have been developed and can be bought in the colours of the state of origin football teams. Tapping into this demographic, research has revealed that people who smoke and go to the football might be further encouraged to quit smoking if they are connected with other people who face the same issue and the process they follow has a buddy and reward system in place. Scanning in the tattoo by mobile phone will take the user to the ‘Find a Tribe’ site. The Quite Smoking ‘Tribalists’ will set up a program where their tribe members are encouraged (by peer group pressure) to stick with the program. (Sites are structured by each group – the infrastructure is supported by government). People will wear the tattoos / patches everyday in clear support of their team and their cause. The program is designed to reach it’s critical peak (ie: when people are most likely to fall off the wagon) when the state of origin games are to be played. For those that are looking for a lot of support this particular program could be very public. We also expect both the support for the people on this program and the tattoos to be progressed through infectious connections. Once people are aware of the site and engage with the content they will find other connections provided by other tribes which are associated with their primary issue.

Persona - Marcus

Marcus is 42, overweight and smokes 20 cigarettes a day, he has been thinking about giving up smoking for a while. He is recently divorced but has 3 loving children. He eats badly, eating KFC for Lunch and processed meals for dinner. Marcus used to play football and loves his sport. He takes his children to the Brisbane Roar every weekend and they love being part of this group. He misses this connection when he has to take the children back to his ex-wife on a Sunday night. Handovers are always stressful for him, as his wife has re-partnered and has moved on. Marcus sells insurance for a living and is employed on a base salary with commission contract. He feels responsible for flood victims some of whom his company did not pay out for. He has a very small circle of friends and lives by himself in a small flat, which he has rented since the divorce. His wife stayed in the family home with the Children. Marcus wants to stop smoking, lose weight and get fit.

Demographic

Location

Cause

Virtual Tribes

Most Popular

Make your Tribe

Trending

Commitment level

………….

Men’s Tribes

Women’s Tribes

Teen Tribes

Kid Tribes

Demographic

Location

Cause

Virtual Tribes

Most Popular

Make your Tribe

Trending

Commitment level

………….

Men’s Tribes

Women’s Tribes

Teen Tribes

Kid Tribes

Quitline’s tribal page

Find a local group Enter postcode

What is Quitline: Blah blah blah www.Quitnow.info.au

Members

Updates and news

Axel has not smoked for 12 weeks!Marcus has given up again, 4th time lucky!Simon has moved on to nicotine patches on the weekend!

Demographic

Location

Cause

Virtual Tribes

Most Popular

Make your Tribe

Trending

Commitment level

………….

Men’s Tribes

Women’s Tribes

Teen Tribes

Kid Tribes

Marcus’s profile page

Groups I am part of:

*You can specify if you want to show what group your part of*

This could be taken from facebook (or other social networking site)

Updates and news

I have given up again, 4th time lucky!

About me

My achievements:23/12/2010: given up smoking23/01/2010: Not smoked for 4 weeks….Currently working on: Not smoking for 12 months – 1/12 months achieved