- 1. Digital Communications BestPracticesJanuary 24th, 20131
2. Webinar InformationThursday, January 24th 1:00 pm EST
Presenter: Jennifer KaplanDial In: Toll: +1 (909) 259-0025 Product
Marketing Manager, GovDelivery, Inc.Access Code: 184-925-151Tweet
comments @GovDelivery
or#GovD13Questions:[email protected]@jenniferkaplan2
3. Achieving your mission. Mission: Maximize direct connections
with the public through digitalcommunications3 4. Do More with
LessAvoidable ContactOnline Transactions GovDelivery
OverviewChannel Shift Using Multi-Channel Communication in an
Avoidable Contact Strategy August 2012 Dave WorsellFocus on Shift
Director, Government Solutions [email protected]
www.twitter.com/dworsell 0207 993 5595 / 07500 902 516
www.govdelivery.co.uk4Picture by David Bleasdale (Flickr) 5. So
many channels5 6. If Facebook was a country... Population: 1
billionIt would be the worlds 3rd largest country Bigger than North
and South America combined6 7. If Twitter was a country...
Population: 200 millionIt would be bigger than Russia, Ukraine and
Kazakhstan7 8. If Email was a country. . .It Covers Continents It
would be an empire: 3.2 Billion users8 9. Channels overlap, but
vary in reach and purposeSocial MediaEmail Engage with information
Reach broadest audience through Socialize information withtop
channel (90%+ of online timefriends, get spent reading or sending
email)recommendations Disseminate info to personal Work together to
solvedestinationproblems Benefit from archive and content
flexibilitySMS/Text/Mobile Use channel accepted / preferred for
institutional communication Send/receive geo-specificinfo Easily
share with friends and family Reach immediately Connect in personal
space9 10. Digital Communication Best Practices Build a real and
permanent audience Quickly and easily inform the public Reach
across multiple channels Streamline and Personalize Allow
citizen/stakeholder to choose the information they want to receive
and how often Automate and deliver communications across preferred
channels Analyze and Engage Track results and interest over time
Drive mission critical value for your organization through
increased communications10 11. Best Practices to Maximize
CommunicationsEffectiveness Reach More PeopleDramatically increase
the number ofpeople you reach directly11 12. #1 lesson good public
sector communicators learn from private and non- profit sectors:
More stakeholders = More value Value increases dramatically when
transition is made from having some outreach functionality, to
having a clear strategy to maximize outreach and direct
connections. The value of an email address to a knowledgeable
marketer is $118Stan Rapp, former CEO McCann Relationship Marketing
Online revenue per usable email address for a non-profit is $3.36
$27.56 Convio Benchmarking Study12 13. Simple math500,000
Subscribers 20% Open = 100,000 Read Your Message5% Take Action =
5,000 Extra Flu Shots13 14. 14 EmergencyEnvironment BusinessThe
problem...Photo by LEAFLET. License: CC-BY-SA 3.0" Health Public
Safety Public WorksParks & Rec 15. Tip #1 Make it easy to sign
up!15 16. Need not navigation...16 17. Offer a channel preference17
18. Make It personal, breadth of topics18 19. Know your
audience...19 20. Keep being relevant!20 21. Items you could offer
Trash/recycling collection dates Bus timetables
Transit/transportation service License regulationsdisruption Adult
Health/Social Care Parking permits Crime Statistics/Updates Waste
and Recycling reminders Housing information School snow closures
Property tax reminders Severe weather alerts Scores on the Doors
Education news Emergency communications Sports center opening hours
City Council Member updates Youth events and activities Council
news and PR Library information Newsletters / Campaigns21 22. Tip
#2 Promote, promote, promote!22 23. Best Practices Sign Up23 24.
Best Practices Sign Up24 25. Best Practices Sign Up25 26. Best
Practices Sign Up26 27. Best Practices Sign Up (Most Successful)27
28. Best Practices Sign Up Allow your subscribers to promote your
communications28 29. Best Practices Share29 30. Best Practices
ShareStep 1: You send an Email,RSS update or TweetStep 2:
GovDelivery automaticallyupdates widgets (inc. syndicatedStep 3:
Through sharing yourcontent from other sources) widgets your
audience can helpyou dramatically increase yourreach30 31. Best
Practices to Maximize Communications Efficiency Automate Complex
Communications Streamline communication across email,SMS, social
media and other channels31 32. Tip #3 Assess32 33. 33
EmergencyEnvironment BusinessThe problem...Photo by LEAFLET.
License: CC-BY-SA 3.0" Health Public Safety Public WorksParks &
Rec 34. What are the back office systems? Customer contact (CRM)
Parks and Rec and booking systems Library management systems
Benefit systems Health care systems Public safety34 35. Tip #4
Automate35 36. Automate, Integrate and Save36 37. How can you
automate?Update to Subscribers simultaneously Ways to Automate via
multiple channels Email ESP monitors website(s) for changes
Wireless/SMSContentGenerated in Key ESP retrieves RSS fromRSSTopic
Areaswebsite Widget (e.g. News, Press ESP monitors social media
channelsReleases, Jobs,for changes and posts Social Media
Garbage,Transportation, School Closures,Crime, Housing, ) Send
Information to ESP via Web Service API Information Made Available
for Easy Repostingto Social Media37 38. Best Practices APIs and
Apps Internal Revenue Service iPhone and Android App Acquire
subscribers toTax Tips Topic Subscriber API38 39. Best Practices
Public Safety Integration City of Fullerton, CA Subscriber API
iWatch Alert Updates Police Department Address match todistrict
topic 339 9 40. Best Practices - Transit Fully integrated
digitalcommunications functionalityinto their own applications
Automatically send real-timeupdates for delays/changes APIs =
Instant Communicationand No HUMAN Interaction 2 Way SMS40 41. Best
Practices CRM Integration41 42. Best Practices to Maximize
Communications EngagementCreate Mission ValueDrive users to the
online and offline activities that create the most value for the
public and for our clients42 43. Simple Math500,000 Subscribers 20%
Open = 100,000 Read your message5% Take Action = 5,000 Extra Flu
Shots43 44. Tip #5 Harness the Data44 45. Take control of your
data45 46. Success Metrics for Digital Communication Qualitative
What is your organizations 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? Number of people signed up to receive
your direct communications Number of critical topics on which you
can reach people Are your messages effective? % of users reacting
to content you send Click-throughs, opens, comments, votes, etc.46
47. Measure results, share, analyze, repeat!47 48. Gather
information for relevant targeting48 49. Gather information for
personalization49 50. Tip #6 Engage50 51. Newsletters,
announcements, invites51 52. Increase fans and followers52 53. Ask
for feedback I love the CDC e-mails!!!!!!!!!! I dont have to hunt
for information. It comes automatically to me. I amconfident that I
am aware of the latest information. Continue with this process. It
is great! -R.N. Manager, Occupational Health53 54. Best Practices
email drives engagement54 55. Best Practices email drives
engagement55 56. How Government Maximizes Connections Effectiveness
Reach More People Dramatically increase the number of people you
reach directly Efficiency Automate Complex Communications
Streamline communication across email, SMS, social media and other
channels Engagement Create Mission Value Drive users to the online
and offline activities that create the most value for the public
and for our clients56 57. Proven550 government entities use
GovDelivery tosend over 4 billion messages to over 35
millioncitizens each year.57 58. Questions? Jennifer Kaplan Product
Marketing Manager [email protected] 651-379-6213
Download our best practices guide at http://bit.ly/GDDCMGuide58
