The State of Digital Communications

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Scott Burns, CEO & co-Founder, GovDelivery "The State of Digital Communications" presentation at GovDelivery's 2013 Digital Communications Tour: Minnesota stop on February 5, 2013.

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The State of Digital Communications

  1. 1. The State of Digital Communications Scott Burns, CEO and co-Founder February 5, 20131
  2. 2. GovDelivery: Deep Experience, Substantial Scale •  More than 500 organizations manage their digital communications using GovDelivery •  More than one billion messages are sent quarterly through GovDelivery •  30,000 people sign up every day through GovDelivery to receive digital messages from the government •  Client messages have an industry-leading deliverability rate greater than 99% •  Clients typically grow the base of people they reach by 75% in the first year2
  3. 3. 3
  4. 4. The State of Communications4
  5. 5. Or is it Really This?5
  6. 6. Results for Individuals6
  7. 7. 7
  8. 8. Targeted Online Advertising8
  9. 9. Traditional to Digital Budget Shift No planned budget shift in traditional to digital Plan to shift budget from traditional to digital *Data from MarketingCharts.com9
  10. 10. Our Approach to Digital Communication Management Messaging Reach more people GovDelivery Network Cross-promote for more impact Social Drive deeper engagement Automation Enable tight integration Mobile Communicate anytime, anywhere Analytics & Filtering Measure the impact Emergency Notifications Keep the public safe and informed10
  11. 11. Government Communications Maximize direct connections with the public through digital communications. Effectiveness – Reach More People Dramatically increase the number of people you reach directly Efficiency – Automate Complex Communications Streamline communication across email, SMS, social media, mobile and other channels Engagement – Create Lasting Mission Value Drive users to the online and offline activities that create the most lasting value for the public and your agency11
  12. 12. Where to Start? Engagement: Effectiveness: What is the value of What is our total Value Created each connection we’re reach? making? Efficiency: What was the total cost Net Value of the communication?12
  13. 13. Steps to Capturing Value Step 1: Effectiveness (reach): Build a database Step 2: Efficiency: Use automation and integrated solutions to streamline communications Step 3: Engagement: Leverage ability to reach targeted audiences efficiently to drive desired results, such as channel shift13
  14. 14. Step 1: Build a Database •  Consolidate •  Grow •  Nurture14
  15. 15. Step 2: Streamline and Connect Communications •  C.O.P.E. •  Integrate through open systems (APIs)15
  16. 16. Create Once, Publish Everywhere16
  17. 17. Step 3: Leverage Reach & Efficiency to Drive, Measure, and Improve Results •  Translate geek results to real results •  Watch the data that matters not all the data •  Change when warranted to drive results, not for sake of it Download Best Practices at: http://bit.ly/GD_BestPracGuide Or, Search: “GovDelivery Email Guide”17
  18. 18. Example of Database Building: GovDelivery Network Enhancements •  Data shows Network driving extra growth – often 300%+ •  Streamlining and Active Management in 2012 have led to 98% growth in Network Effectiveness Total Network Subscribers June - July 2012 501,060 June - July 2011 253,31618
  19. 19. Hennepin County, MN: Email Topic Sign Up 1 Click the red envelope on the Hennepin 2 Choose email or SMS updates County homepage. 3 Choose topics of interest19
  20. 20. Hennepin County, MN: Email Topic Sign Up 4 Answer Option Questions designed by Hennepin County.20
  21. 21. GovDelivery Network Partners Cross Government Promotion In December 2012 Hennepin County had a 291% increase in New Subscribers using GovDelivery Network21
  22. 22. Network Partners allow subscribers to sign up for alerts from Hennepin County without ever visiting their website You may also be interested in information from these agencies.22
  23. 23. Hennepin County, MN – GovDelivery Network Impact23
  24. 24. City of Eden Prairie, Minnesota The City of Eden Prairie understands the impact digital communications can have on citizens and stakeholders, investing time and resources to leverage an internationally award-winning website to increase direct connections to the public. •  Since launching their new website in April Eden Prairie has increased their subscribers by nearly 3,000. •  Since winning international award in November, they have increased subscribers by nearly 2,000. •  Excellent engagement rate of 65%, delivering beautiful messages relevant to community and driving possible revenue opportunities •  Ice skating Information topic saw largest growth in 2012 •  Community Events topic has most subscriptions overall24
  25. 25. City of Saint Paul, Minnesota The City of Saint Paul uses digital communications to deliver educational, engaging, and sometimes critical information to citizens and stakeholders – creating immediate and lasting value for the public. •  Reaching 100,000+ citizens signed up to 313,000+ subscriptions •  Biggest topic? Snow Emergency Alert, with more than half of total subscriber base receiving email and SMS updates •  Using integrated, multichannel distribution options to post directly to social media networks from one platform25
  26. 26. Metropolitan Council To meet mission goals and create lasting value for the community, the Metropolitan Council uses digital communications to work with Minnesotans to protect, conserve and improve our environment and enhance our quality of life. •  Reaching 14,000+ stakeholders since launching in May 2012 •  Leveraging GovDelivery Network to increase subscribers by more than 100% each month since June 2012, with a 245% increase in December alone •  Most popular topic: Making Tracks newsletter (LRT updates) with 7,600+ subscribers26
  27. 27. Minnesota Pollution Control Agency (PCA) Minnesota Pollution Control Agency is using digital communications to directly connect with more than 40,000 subscribers to fulfill their goal to work with Minnesotans to protect, conserve and improve our environment and enhance our quality of life. •  MPCA connects with 40,000+ subscribers, sending: •  785,780 emails •  80+ posts to Twitter & Facebook •  Most popular subscription topic: Living Green 365, with 11,000+ subscribers •  Using best practices on capturing email at point of interest & integrated, multichannel distribution27 *In 2012
  28. 28. Government Communications Maximize direct connections with the public through digital communications. Effectiveness – Reach More People Dramatically increase the number of people you reach directly Efficiency – Automate Complex Communications Streamline communication across email, SMS, social media, mobile and other channels Engagement – Create Lasting Mission Value Drive users to the online and offline activities that create the most lasting value for the public and your agency28

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