2009 12 02 Icgfm Communications Update


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communications update provided at annual meeting of the International Consortium on Governmental Financial Management

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  • Overview of objectives for communications And what has been accomplished so far this year The plan for the next 6 months And some conclusions and observations
  • Key goal for communications is to extend our conference and forum network to the internet Supporting always-on knowledge sharing As a community of communities. We can meet this mandate only through internationalization – making content accessible to more people around the world. The first step is to support global English. We need to leverage techniques used in professional organizations including standards and procedures. We need to have a recognized ICGFM brand. As a non-profit, we plan to leverage inexpensive and free internet tools.
  • There are five concerns for communications focused on standards and procedures. These will enable more effective and consistent outreach through the web site, the journal, methods for publicity and our internet and social networking presence.
  • We have an opportunity to reach more people, especially students. The current ICGFM members are more mature and tend to be more comfortable with documents rather than text messages. This gives us a wonderful opportunity for outreach by using the newest tools
  • What are our pbojectives Dramatic increase in page views To become the go-to-source for PFM material We would be ecstatic if we get real international presence That demonstrates the value of icgfm to get more participation. Ultimately, the goal is to spread good practices.
  • We’ve come as close as ½ of our goal for pageviews, and up to 40% of our hits have been from emerging countries
  • We have shown improvement in a number of communications areas.
  • Our web site activity is subject to seasonal activity and tends to pick up as content is added after conferences
  • Slide from May showing where we were The total web site activity so far this year has been good. To over 10,000 hits per month Although the traffic profile changes from month to month. Notice that we get more traffic from Scribd than we do from our web site.
  • Our presence has increased well beyond 10,000 monthly pageviews
  • The use of Web 2 sites has increased our presence. This is consistent with our mission because we are providing good practices in PFM + this should exceed our presence on our web site.
  • We have increased presence, but not participation. This has been caused somewhat because of a generational gap – many ICGFM members do not participate in social networking.
  • We have added Twitter+ Pagflakes to our presence in the past 6 months. We are also using the press services from sustaining member FreeBalance to leverage traditional media. Our plan for the following year is a new dynamic web site, providing content to Wikipedia. Adding Facebook and using social bookmarking
  • ICGFM has a “pagecast” in Pageflakes showing our blog, flickr, slideshare and twitter. We also link to RSS feeds from sustaining members.
  • Prototype of the new web site.
  • We need to move to participation. Recommendation – create a set of community managers to manage discussions.
  • 2009 12 02 Icgfm Communications Update

    1. 1. ICGFM Communications Update Doug Hadden 2009-12-02
    2. 2. Agenda <ul><li>Goals </li></ul><ul><li>Assessment </li></ul><ul><li>Plan for December 2009 to April 2010 </li></ul><ul><li>Conclusions </li></ul>introduction
    3. 3. Communications Goals <ul><li>Extend ICGFM physical to virtual network </li></ul><ul><li>Extend PFM knowledge sharing 24/7 </li></ul><ul><li>Umbrella community </li></ul><ul><li>Internationalization </li></ul><ul><li>Professional communications discipline </li></ul><ul><li>Leverage inexpensive/free tools </li></ul>goals
    4. 4. Communications Footprint goals Web Site Journal Presence Publicity Standards & Procedures
    5. 5. Our Opportunity PFM Demographic age  goals Students ICGFM Demographic Brand ICGFM document world text world
    6. 6. Objectives for 2010 <ul><li>Increase page views from 10k to 50k to 100k </li></ul><ul><li>Become the definitive go-to source of PFM material </li></ul><ul><li>Achieve 50% of hits from emerging nations </li></ul><ul><li>Resulting in larger conference groups </li></ul><ul><ul><li>More income </li></ul></ul><ul><li>More effective and wide spread good practices in governmental financial management </li></ul>goals
    7. 7. 0 25,000 50,000 assessment 50% 25% Pageviews Emerging Countries Goal Highest Average January
    8. 8. Assessment Standards Journal Web Site Publicity Presence May December assessment
    9. 9. ICGFM Web Site Activity April 08 – November 09 assessment 0 500 1000 1500 2000 2500 3000 3500 4000 4500 April July October December February April June August October Direct Search Referring Total
    10. 10. All Web Activity January 09 – April 09 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 January February March April May June July August September October November December Web Site Scribd Slideshare YouTube Flickr Blog Total Movement above 10,000 hits/mo Cyclical traffic assessment
    11. 11. ICGFM Web Presence January 09 – November 09 0 5,000 10,000 15,000 20,000 25,000 30,000 January February March April May June July August September October November December assessment Web Site Scribd Slideshare YouTube Flickr Blog Total
    12. 12. Assessment <ul><li>Cyclical activity – seasons & ICGFM content </li></ul><ul><li>Scribd ~4 x views of web site </li></ul><ul><li>Slideshare ~ 3 x views of web site </li></ul><ul><li>Together ~ 80% of ICGFM Web Activity </li></ul><ul><li>Consistent with ICGFM mission </li></ul>assessment
    13. 13. Assessment presence participation ICGFM 2008 ICGFM Network Effect assessment ICGFM 2010
    14. 14. Perspective <ul><li>In any year </li></ul><ul><li>For every person who attends 1 or both ICGFM conferences </li></ul><ul><li>~ 25x to 50x unique web site visitors </li></ul><ul><li>~ 50x to 100x visit Web 2.0 </li></ul><ul><li>~ ICGFM presence is 75x to 150x more individuals than what we see in Miami & Washington </li></ul><ul><li>Just scratching the surface </li></ul>assessment
    15. 15. Signs: Need for Improvement <ul><li>Web participation in ICGFM community </li></ul><ul><li>Clarity & articulation of ICGFM value proposition </li></ul><ul><li>Internationalization </li></ul><ul><li>Communications bottleneck </li></ul>assessment
    16. 16. Presence <ul><li>To May 2009 </li></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Scribd </li></ul></ul><ul><ul><li>Slideshare </li></ul></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>RSS feeds </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><li>To December 2009 </li></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Pageflakes </li></ul></ul><ul><ul><li>Press service </li></ul></ul><ul><li>To December 2010 </li></ul><ul><ul><li>Wikipedia </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Social bookmarking </li></ul></ul>assessment
    17. 17. assessment
    18. 18. assessment
    19. 19. assessment
    20. 20. What can ICGFM do? <ul><li>From consumer to contributor </li></ul><ul><li>From communications to community management </li></ul>conclusion