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Increasing Followers, Fans, and Friends How can government content gain traction in social media? Updated: March 2009 Scott Burns CEO & co-Founder, GovDelivery, Inc. Blog: www.reachthepublic.com Personal Twitter: http://twitter.com/smburns Company Twitter: http://twitter.com/govdelivery www.govdelivery.com

Gov 2.0 Slides 09 Mar24

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Page 1: Gov 2.0 Slides 09 Mar24

Increasing Followers, Fans, and Friends

How can government content gain traction in social media?

Updated: March 2009

Scott BurnsCEO & co-Founder, GovDelivery, Inc.

Blog: www.reachthepublic.comPersonal Twitter: http://twitter.com/smburns

Company Twitter: http://twitter.com/govdelivery

www.govdelivery.com

Page 2: Gov 2.0 Slides 09 Mar24

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GovDelivery® - World Leader in Email & Digital Subscription ManagementGovDelivery® - World Leader in Email & Digital Subscription Management

If a tree falls in a forest and no one is around to hear it, does it make a sound?

-Unknown Philosopher

If a tree falls in a forest and no one is around to hear it, does it make a sound?

-Unknown Philosopher

Page 3: Gov 2.0 Slides 09 Mar24

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GovDelivery® - World Leader in Email & Digital Subscription ManagementGovDelivery® - World Leader in Email & Digital Subscription Management

What is the secret weapon to building your base of users in

Social Media?

I have no idea. Do you?

Let’s figure this out.

Page 4: Gov 2.0 Slides 09 Mar24

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GovDelivery® - World Leader in Email & Digital Subscription ManagementGovDelivery® - World Leader in Email & Digital Subscription Management

What’s the Opportunity?

2,000,000

2,000

20020 20

Web Visits New EmailSubscribers

New TwitterFollowers

New FacebookFans

BlogComments

Monthly Use of Different Channels by Visitors to a Govt Agency[Example using made up numbers]

Page 5: Gov 2.0 Slides 09 Mar24

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GovDelivery® - World Leader in Email & Digital Subscription ManagementGovDelivery® - World Leader in Email & Digital Subscription Management

Not all participation is of equal value.

Page 6: Gov 2.0 Slides 09 Mar24

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GovDelivery® - World Leader in Email & Digital Subscription ManagementGovDelivery® - World Leader in Email & Digital Subscription Management

Can we agree that an engaged stakeholder is better than a passive stakeholder?

10100

250

500

1,000

Web Visits New EmailSubscribers

New TwitterFollowers

New FacebookFans

BlogComments

Value of different online activities[Value per Activity: Made Up Based on My Opinion]

Page 7: Gov 2.0 Slides 09 Mar24

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How can we help stakeholders find new channels?

Page 8: Gov 2.0 Slides 09 Mar24

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“Discuss This Email” Example

Page 9: Gov 2.0 Slides 09 Mar24

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Email Driving Blog Traffic

Source: www.problogger.net @probloggerSource: www.problogger.net @problogger

Page 10: Gov 2.0 Slides 09 Mar24

EPA Example

Engage Users with Question of Week

“What do you do to reduce or avoid

overpackaging…?”

Engage Users with Question of Week

“What do you do to reduce or avoid

overpackaging…?”

Request comments

38 comments generated on this question alone!

Request comments

38 comments generated on this question alone!

Page 11: Gov 2.0 Slides 09 Mar24

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Point Information Sharing: Stakeholders Post Email to Social Media

Step 1: Stakeholder Receives Email from FDA

Step 1: Stakeholder Receives Email from FDA

Step 2: Stakeholder Finds Information of Interest, Clicks “Share This” and Selects “Facebook”

Step 2: Stakeholder Finds Information of Interest, Clicks “Share This” and Selects “Facebook”

Page 12: Gov 2.0 Slides 09 Mar24

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Step 3: Stakeholder makes Comment on Story

Step 3: Stakeholder makes Comment on Story

Step 4:Information Posted to Social MediaStep 4:Information Posted to Social Media

Point Information Sharing: Stakeholders Post Email to Social Media

Page 13: Gov 2.0 Slides 09 Mar24

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Endless Possibilities for Using Channels Together

Page 14: Gov 2.0 Slides 09 Mar24

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Other Opportunities Using email tracking to “source” potential widget

placements Promoting social media more aggressively in higher

traffic channels Others?

Page 15: Gov 2.0 Slides 09 Mar24

Ideas?

Scott BurnsCEO & co-Founder, GovDelivery, Inc.

Blog: www.reachthepublic.comPersonal Twitter: http://twitter.com/smburns

Company Twitter: http://twitter.com/govdelivery

www.govdelivery.com