Digital Communications Best Practices

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Digital Communications Best Practices

  1. 1. Digital Communications Best Practices January 24th, 20131
  2. 2. Webinar Information Thursday, January 24th 1:00 pm EST Presenter: Jennifer Kaplan Dial In: Toll: +1 (909) 259-0025 Product Marketing Manager, GovDelivery, Inc. Access Code: 184-925-151 Tweet comments @GovDelivery or #GovD13 Questions: Jennifer.Kaplan@govdelivery.com @jenniferkaplan2
  3. 3. Achieving your mission…. Mission: Maximize direct connections with the public through digital communications3
  4. 4. Do More with Less Avoidable Contact Online Transactions GovDelivery Overview Channel Shift Using Multi-Channel Communication in an Avoidable Contact Strategy August 2012 Dave Worsell Focus on Shift Director, Government Solutions dave.worsell@govdelivery.com www.twitter.com/dworsell 0207 993 5595 / 07500 902 516 www.govdelivery.co.uk4 Picture by David Bleasdale (Flickr)
  5. 5. So many channels…5
  6. 6. If Facebook was a country... Population: 1 billion It would be the world’s 3rd largest country Bigger than North and South America combined6
  7. 7. If Twitter was a country... Population: 200 million It would be bigger than Russia, Ukraine and Kazakhstan7
  8. 8. If Email was a country. . . It Covers Continents It would be an empire: 3.2 Billion users8
  9. 9. Channels overlap, but vary in reach and purpose… Social Media Email •  Engage with information •  Reach broadest audience through •  Socialize information with top channel (90%+ of online time friends, get spent reading or sending email) recommendations •  Disseminate info to personal •  Work together to solve destination problems •  Benefit from archive and content flexibility SMS/Text/Mobile •  Use channel accepted / preferred for institutional communication •  Send/receive geo-specific info •  Easily share with friends and family •  Reach immediately •  Connect in personal space9
  10. 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. 11. Best Practices to Maximize Communications Effectiveness Reach More People Dramatically increase the number of people you reach directly11
  12. 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 $118” Stan 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. 13. Simple math… 500,000 Subscribers 20% Open = 100,000 Read Your Message 5% Take Action = 5,000 Extra Flu Shots13
  14. 14. 14 Emergency Environment Business The problem...Photo by LEAFLET. License: CC-BY-SA 3.0" Health Public Safety Public Works Parks & Rec
  15. 15. Tip #1 Make it easy to sign up!15
  16. 16. Need not navigation...16
  17. 17. Offer a channel preference17
  18. 18. Make It personal, breadth of topics18
  19. 19. Know your audience...19
  20. 20. Keep being relevant!20
  21. 21. Items you could offer… •  Trash/recycling collection dates •  Bus timetables •  Transit/transportation service •  License regulations disruption •  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. 22. Tip #2 Promote, promote, promote!22
  23. 23. Best Practices – Sign Up23
  24. 24. Best Practices – Sign Up24
  25. 25. Best Practices – Sign Up25
  26. 26. Best Practices – Sign Up26
  27. 27. Best Practices – Sign Up (Most Successful)27
  28. 28. Best Practices – Sign Up Allow your subscribers to promote your communications28
  29. 29. Best Practices – Share29
  30. 30. Best Practices – ShareStep 1: You send an Email,RSS update or Tweet Step 2: GovDelivery automatically updates widgets (inc. syndicated Step 3: Through sharing your content from other sources) widgets your audience can help you dramatically increase your reach30
  31. 31. Best Practices to Maximize Communications Efficiency Automate Complex Communications Streamline communication across email, SMS, social media and other channels31
  32. 32. Tip #3 Assess32
  33. 33. 33 Emergency Environment Business The problem...Photo by LEAFLET. License: CC-BY-SA 3.0" Health Public Safety Public Works Parks & Rec
  34. 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. 35. Tip #4 Automate35
  36. 36. Automate, Integrate and Save36
  37. 37. How can you automate? Update to Subscribers simultaneously Ways to Automate via multiple channels Email ESP monitors website(s) for changes Wireless/SMS ContentGenerated in Key ESP retrieves RSS from RSS Topic Areas website Widget (e.g. News, Press ESP monitors social media channels Releases, 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 Reposting to Social Media37
  38. 38. Best Practices – APIs and Apps Internal Revenue Service •  iPhone and Android App •  Acquire subscribers to Tax Tips Topic •  Subscriber API38
  39. 39. Best Practices – Public Safety Integration City of Fullerton, CA •  Subscriber API •  iWatch Alert Updates •  Police Department •  Address match to district topic 339 9
  40. 40. Best Practices - Transit •  Fully integrated digital communications functionality into their own applications •  Automatically send real-time updates for delays/changes •  APIs = Instant Communication and No HUMAN Interaction •  2 Way SMS40
  41. 41. Best Practices – CRM Integration41
  42. 42. Best Practices to Maximize Communications Engagement Create Mission Value Drive users to the online and offline activities that create the most value for the public and for our clients42
  43. 43. Simple Math… 500,000 Subscribers 20% Open = 100,000 Read your message 5% Take Action = 5,000 Extra Flu Shots43
  44. 44. Tip #5 Harness the Data44
  45. 45. Take control of your data45
  46. 46. 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? •  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. 47. Measure results, share, analyze, repeat!47
  48. 48. Gather information for relevant targeting48
  49. 49. Gather information for personalization49
  50. 50. Tip #6 Engage50
  51. 51. Newsletters, announcements, invites51
  52. 52. Increase fans and followers52
  53. 53. Ask for feedback 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 Health53
  54. 54. Best Practices – email drives engagement54
  55. 55. Best Practices – email drives engagement55
  56. 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. 57. Proven 550 government entities use GovDelivery to send over 4 billion messages to over 35 million citizens each year.57
  58. 58. Questions? Jennifer Kaplan Product Marketing Manager Jennifer.Kaplan@govdelivery.com 651-379-6213 Download our best practices guide at http://bit.ly/GDDCMGuide58

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