GovDelivery    Government Website Trends: Why Email is    Fundamental    Scott Burns    March 30, 20121
Maximizes direct connections with    Knowledge network across all      the public through digital    levels of Government ...
Effective Digital Communication    Get the Word Out.    • Build a real and permanent audience      − Quickly and easily in...
If Facebook was a country...                      Population: 850 million            It would be the world’s 3rd largest c...
If Twitter was a country...                       Population: 200 million      It would be bigger than Russia, Ukraine and...
If Email was a country. . .          It Covers Continents              It would be an empire: 2.9 Billion users6
Channels overlap, but vary in reach and purpose…    Social Media            • Engage with information            • Sociali...
Use Website to Build Audience8
Contextual sign-ups on your website9
Top 11 Shared Updates of 2011     • Offering generic email updates is not enough     • Citizens want specific information ...
“Upsell” Content and Collaborate to Increase Reach11
Impact of Working Together to Reach More People     • 114,247 new subscribers in first half of 2011     • Accounts using t...
Integrate and Cross Promote Channels13
Integrate and Cross Promote Channels14
Ask Users What They Want                             I love the CDC e-mails!!!!!!!!!!         I dont have to hunt for info...
Success Metrics for Digital Communication     • Qualitative       − What is your organization’s mission and does increasin...
Contact     Scott Burns – CEO & co-Founder     Scott.burns@govdelivery.com     @smburns     (651) 726-7303     Website: ww...
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3CMA Regional Conf: Government Website Trends - Why Email is Fundamental

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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.

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3CMA Regional Conf: Government Website Trends - Why Email is Fundamental

  1. 1. GovDelivery Government Website Trends: Why Email is Fundamental Scott Burns March 30, 20121
  2. 2. Maximizes direct connections with Knowledge network across all the public through digital levels of Government communications. • Prominent in the U.S. and • More than 500 public sector International organizations manage their digital communications though GovDelivery • 50,000+ Members • More than one billion messages • Specialized Communities with are sent quarterly by government 6 different topics: i.e. agencies through GovDelivery Communications and Technology • 30,000 people sign up every day through GovDelivery to receive digital messages from the government2
  3. 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 communications3
  4. 4. If Facebook was a country... Population: 850 million It would be the world’s 3rd largest country Bigger than North and South America combined4
  5. 5. If Twitter was a country... Population: 200 million It would be bigger than Russia, Ukraine and Kazakhstan5
  6. 6. If Email was a country. . . It Covers Continents It would be an empire: 2.9 Billion users6
  7. 7. Channels overlap, but vary in reach and purpose… Social Media • Engage with information • Socialize information with friends, get recommendations Outreach • Work together to solve problems channels drive citizens to SMS/Text/Mobile engagement • Send/receive geo-specific info tools, and • Reach immediately sometimes tools • Connect in personal space and channels overlap. Email • 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 family7
  8. 8. Use Website to Build Audience8
  9. 9. Contextual sign-ups on your website9
  10. 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 city10
  11. 11. “Upsell” Content and Collaborate to Increase Reach11
  12. 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 Network12
  13. 13. Integrate and Cross Promote Channels13
  14. 14. Integrate and Cross Promote Channels14
  15. 15. Ask Users What They Want I love the CDC e-mails!!!!!!!!!! I dont 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 Health15
  16. 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.16
  17. 17. Contact Scott Burns – CEO & co-Founder Scott.burns@govdelivery.com @smburns (651) 726-7303 Website: www.govdelivery.com Blog: www.reachthepublic.com17

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