Upload
govdelivery
View
533
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Presentation by Scott Burns at the 3CMA Regional Conference in Bloomington, MN (March 2012). Focuses on integrating email as fundamental to government website and communications.
Citation preview
1
GovDelivery
Government Website Trends: Why Email is Fundamental Scott Burns March 30, 2012
2
Knowledge network across all levels of Government
• Prominent in the U.S. and International
• 50,000+ Members
• Specialized Communities with 6 different topics: i.e. Communications and Technology
Maximizes direct connections with the public through digital communications.
• More than 500 public sector organizations manage their digital communications though GovDelivery
• More than one billion messages are sent quarterly by government agencies through GovDelivery
• 30,000 people sign up every day through GovDelivery to receive digital messages from the government
3
Effective Digital Communication
Get the Word Out.
• Build a real and permanent audience
− Quickly and easily inform the public
− Reach across multiple channels
• Personalize
− Allow citizen/stakeholder to choose the information they want to receive and how often
− Deliver information at the relevant time directly to citizen/stakeholder
• Engage
− Track results and interest over time
− Drive mission critical value for your organization through increased communications
4
If Facebook was a country...
Population: 850 million It would be the world’s 3rd largest country
Bigger than North and South America combined
5
If Twitter was a country...
Population: 200 million It would be bigger than Russia, Ukraine and Kazakhstan
6
If Email was a country. . .
It Covers Continents It would be an empire: 2.9 Billion users
7
Channels overlap, but vary in reach and purpose…
Social Media • Engage with information • Socialize information with friends, get recommendations • Work together to solve problems
SMS/Text/Mobile
• Send/receive geo-specific info • Reach immediately • Connect in personal space
• Reach broadest audience through top channel (90%+ of online time spent reading or sending email)
• Disseminate info to personal destination • Benefit from archive and content flexibility • Use channel accepted / preferred for institutional
communication • Easily share with friends and family
Outreach channels drive
citizens to engagement tools, and
sometimes tools and channels
overlap.
8
Use Website to Build Audience
9
Contextual sign-ups on your website
10
Top 11 Shared Updates of 2011
• Offering generic email updates is not enough • Citizens want specific information that’s relevant to them:
− Small business tax credits − Keeping state parks open − Public safety alerts in your city
11
“Upsell” Content and Collaborate to Increase Reach
12
Impact of Working Together to Reach More People
• 114,247 new subscribers in first half of 2011
• Accounts using the network got 47% of new subscribers from the GovDelivery Network
17 Texas Agencies use GovDelivery 1.5M total subscribers
• The Governor of TX gets over 90% of new subscribers from the GovDelivery Network
13
Integrate and Cross Promote Channels
14
Integrate and Cross Promote Channels
15
Ask Users What They Want
I love the CDC e-mails!!!!!!!!!!
I don't have to hunt for information. It comes automatically to me. I am confident that I am aware of the latest information. Continue with this
process. It is great! -R.N. Manager, Occupational Health
16
Success Metrics for Digital Communication • Qualitative
− What is your organization’s mission and does increasing public outreach support it? − What feedback are you receiving from key stakeholders on how they use the
information you send? − Is the information you are providing of value to the citizen from a transparency
standpoint?
• Quantitative
− Are you building an audience you can reach effectively? o Number of people signed up to receive your direct communications o Number of critical topics on which you can reach people
− Are your messages effective? o % of users reacting to content you send o Click-throughs, opens, comments, votes, etc.
17
Contact
Scott Burns – CEO & co-Founder [email protected]
@smburns
(651) 726-7303
Website: www.govdelivery.com
Blog: www.reachthepublic.com