2017 Public Sector Digital Communications Trends Report - Madeline O'Phelan February 1, 2017.

1. Empowering government to create better lives for more people.
Goals, Challenges and Predictions for a Successful Year
2017 PUBLIC SECTOR DIGITAL
COMMUNICATIONS TRENDS REPORT

2. Empowering government
to create better lives for
more people
GOVDELIVERY
NETWORK
Engage your audience via the digital communications
platform exclusively for government
Build your audience by connecting with
100 million people
GOVDELIVERY
COMMUNICATIONS CLOUD
ADVANCED PACKAGE FOR
COMMUNICATIONS CLOUD
Streamline your marketing capabilities with
segmentation, A/B testing, and more
INTERACTIVE TEXT MESSAGING
Reach people with the technology
already in their pocket
LEARNING
Reimagine online training and build
interactive learning experiences
OPEN DATA
Create compelling stories with your
organization’s data
DIGITAL ENGAGEMENT SERVICES
Leverage our expertise to create &
execute your digital outreach strategy
SECURITY
First FedRAMP certified digital
communications platform

3. 3
GOVDELIVERY + GRANICUS
• 150 Million Citizens
in the GovDelivery Network
• 55 Million Citizens
served by multiple Solution
Suites
• 3,000 Organizations
Globally
use Granicus’ solutions every
day

4. 4
TODAY’S SPEAKER
Madeline O’Phelan
Sr. Marketing Communications Manager
GovDelivery
Twitter: @madelineophelan

5. 5
2017 PUBLIC SECTOR TRENDS REPORT
What will successful
digital communications
look like for the public
sector in 2017?

6. 6
2017 TRENDS SURVEY
1,200 responses across local, state, federal (+ U.K.)

7. 7
GOALS & PRIORITIES FOR 2017

8. 8
GOALS & PRIORITIES: UP ENGAGEMENT W/ YOUR CONTENT
• Increase The Overall Reach of
Your Audience
• Create a Content Schedule
• Use Strong Calls to Action
• Try Different Communications
Channels

9. 9
GOALS & PRIORITIES: INCREASE CUSTOMER SATISFACTION
• Use Plain Language
• Provide Options for
Connecting
• Listen, broadly

10. 10
GOALS & PRIORITIES: INCREASE SUBSCRIBER GROWTH
REACH
ENGAGE
CONVERT
Implement a Website
Overlay
Take Better Advantage of
the GovDelivery Network
Re-Engage with Sleepy
Subscribers

11. 11
DIGITAL TACTICS: WHAT TO EXPECT IN 2017
Website
– 93%
Still Most Used Channel
Social media
– 80%
Email
– 80%

12. 12
PHONE CALLS: STILL #1 FOR FEEDBACK
BENEFITS
• Rich feedback information
• Connect personally with citizens
DOWNSIDES
• High cost of time & resources
• Not scalable
• Not representative
OPPORTUNITY
• Multi-modal feedback
• Proactively request feedback digitally

13. 13
OPEN DATA: MOST EFFECTIVE WHEN PUBLISHED EXTERNALLY

14. MAKE THE GREATEST
IMPACT IN 2017 With every $1 spent on email
marketing generating $38 in
return.-Campaign Monitor
DIGITAL TACTICS: EMAIL WILL

15. CHALLENGES AHEAD

16. 16
CHALLENGES AHEAD

17. 17
CHALLENGES AHEAD: LACK OF RESOURCES
Automate Your
Messaging
Use Pre-Built
Campaigns
Effectively
Leverage Tools

18. 18
CHALLENGES AHEAD: REACHING YOUR TARGET AUDIENCE
Identify Audiences and
Create Personas
Choose Communication Channels
and Messaging That Resonates
Test What Works
Best
Master Multilingual
Content

19. 19
TOP 5 INSIGHTS
CONTENT MARKETING
Government communicators are content marketers
2017 PRIORITIES
Web, email and social are the priorities for 2017
CITIZEN FEEDBACK
Most organizations intake citizen feedback with phone calls
LACK OF RESOURCES
Lack of resources or staff continues to be the greatest outreach challenge
MEASURING SUCCESS
Success in 2017 will be measured by digital engagement metrics

21. 21
THE BENCHMARK REPORT METRICS EXAMINED

22. 22
PRIVATE SECTOR APPROACH
• Launch and Iterate
• Testing + Analytics + Continuous
Learning + Agility
PUBLIC SECTOR APPROACH
• Make it Perfect
• Expensive and Time Consuming
LOOKING TO THE FUTURE
RECORD EVENT
ATTENDANCE
BROAD PARTICIPATION
IN ONLINE TRAININGS
MASSIVE UPTAKE OF
ONLINE TRANSACTIONS
AWARENESS AND USE
OF BENEFITS
HEALTHIER
INDIVIDUALS
SAFER
COMMUNITIES
A NEW APPROACH

23. THANK YOU FOR
YOUR TIME
MADELINE O’PHELAN
SR. MARKETING COMMUNICATIONS MANAGER
MADELINE.OPHELAN@GOVDELIVERY.COM| @MADELINEOPHELAN

24. 24
BREAKOUT SESSIONS 9:20 – 10:00 A.M.
1. Creating Engaging
Content
Kate Symes, Client
Success Consultant
2. Optimizing Due to
Lack of Resources and
Staff
Naitik Vyas, Client
Success Consultant (and
Christine Nazer)
3. Tips for Reaching
your Target Audience
Pam Jones, Client
Success Consultant
Give us Your Feedback!
Text “TRENDS” to
(410) 983-6311