Creating a21st CenturyCommunications PlanFacilitators:Andrew Krzmarzick, GovLoop Community ManagerDon Stanley, Owner of 3Rhino Media / Faculty, UW-Madison
Government 1.0 Town Halls Constituent Meetings These are still important
Government 1.5 Streaming / Updated Websites Recorded VideoImproved access for more people
Government 2.0 Mobile Apps Social Media Engage them on-the-go
"Our children should learn the generalframework of their government…where ittouches their daily lives and where theirinfluence is exerted on the government.It must not be a distant thing, someoneelses business, but they must see howevery cog in the wheel of a democracy isimportant…for the smooth running of theentire machine."
Our Time Together Today • Introductions • 21st Century Communications • Approaches • Examples • Ideas • Your Challenges • Your Solutions • How-To Demos?
Introductions • Name • State • Title / Role • Biggest Challenges
The 7 P’s of 21st CenturyCommunications Purpose Promote People Participate Plan Progress Produce
Purpose Why do• What is your mission? you do what you do?• What is your passion?• What are your values?• What impact stories inspire you?
Purpose:• Mission: “Connect government to improve government”• Passion: “Helping people do their jobs better”• Values: Hustle Smart, Creativity, Entrepreneurial, Service, Humility• Impact Stories: Next page
Purpose: Recently, Facebook stripped our administrator rights from the CityImpact of Ankenys Facebook page. With it, our custom URL was alsoStories: removed. We can no longer access our Insights page and we cannot post as the City of Ankeny on other Facebook pages. Facebook says that we cannot identify ourselves as the City of Ankeny because it is their policy that users may not manage pages about towns, cities or states. Use of "City of" in our name is too generic. Has anyone else run into this problem with Facebook? 37 comments è Facebook response
Purpose:“My constituents access to state government is often through me.Certainly being a public policy maker is a big part of that.But my role is also as an educator, to help my constituentsfeel part of the democratic process.” - Colorado Legislative Leader, 1996 Source: http://www.ncsl.org/legislatures-elections/trust/communication-between-representatives-and-their-co.aspx
People• Who do you deliver value to?• What value do you deliver to each?• What internal resources do you have?• What external resources can you leverage?
People:Deliver value to:Type of value: Content and Community
PlanWhat signify success for you?For each specific outcome:• What do you need people to do?• Why are they going to do it?• How will you know when an outcome is achieved?• What points of engagement lead to the outcome?
PlanWhere are your stakeholders?The ones you know?• Your current websites• Lists: Events, email, snail mail, cell phone numbers• Memberships: associations, professional groups• Social media: Facebook, Twitter, LinkedIn, YouTube, etc.The ones you need to meet?• Identify primary keywords for search engines – how do you rank?• Search engines and alerts: news sites, forums, blogs, associations• Social media / websites: similar organizations, trending topics, etc.
Plan: = Engage and empower 100,000 awesome people who want to make government better.Where are they?
PromoteWhen are you going to share it?• Day of Week • Time of Day • Target Dates ▫ Weekdays? ▫ AM or PM? ▫ Events? ▫ Weekends? ▫ Breaks? ▫ Milestones?• Frequency ▫ Daily (once or many times a day)? ▫ Weekly?
Promote:GovLoop Schedule and Staffing for Social PromotionWhere: Newsletter Facebook Twitter LinkedIn Google+ Daily AM Daily Daily Daily DailyWhen: Ad Hoc Varies 8a, 12p, 4p 8a, 12p, 4p 8a, 12p, 4p 8a, 12p, 4p (Best = T, Th) (Best = T, W) (Best = M) (Best = T, W) (Best = ?) Rotate Staff /Who: Fellows Rotate Fellows Daily Themes Core Discussions, Discussions,What: Product Push Fun, Quotes Content Content Content
Promote:How are you going to share it? 1. Calls to action are key • People want to do something • Tell them what to do! 2. Location, location, location • Your website • Social media
Being Fantastic on 1. Human voice 2. Effective use of photos 3. Relevant, local information 4. Diverse information 5. Blend of fun and serious 6. Frequent posting 7. Open forum
Being Twemendous on 1. Human voice 2. Lots of @s 3. Responsive 4. Blend of fun and serious 5. Timed posting
ParticipateWhere are you going to engage?• Traditional • Social Media • Mobile ▫ Website ▫ Facebook ▫ Text (SMS) ▫ Newsletters ▫ Twitter ▫ Apps Email, PDF, Print ▫ Google+ ▫ Press Release ▫ LinkedIn ▫ Events ▫ Video Sharing ▫ Niche Networks
ParticipateWhen are you going to engage?• Day of Week • Time of Day • Target Dates ▫ Weekdays? ▫ AM or PM? ▫ Events? ▫ Weekends? ▫ Breaks? ▫ Milestones?• Frequency ▫ Daily (once or many times a day)? ▫ Weekly?
Participate:GovLoop Schedule and Staffing for EngagementWhere: Community Facebook Twitter LinkedIn Google+ Daily Daily Daily Daily AMWhen: Ad Hoc Varies 8a, 12p, 4p Ad Hoc 8a, 12p, 4p 8a, 12p, 4p (Best = T, W) (Best = T, W) (Best = ?)Who: Staff / Fellows Rotate Fellows Comment, CommentsWhat: and Sharing Comment @ Replies Share to Comment GovLoop
ProgressWhere can we improve? • Mission focus? • Project Scope? • More / better outcomes? • Stakeholder engagement? • Engagement points? • Engagement vehicles? • Monitoring systems?
ProgressTesting to increase action likelihood: • Recommend changes to landing pages and action funnels • Launch the test, wait, analyze • If it works, double down; If not, try again (or stop)Feedback systems and methods: • A-B element testing, funnel path, offers and incentives • Friends, co-workers, clients, partners • SurveyMonkey / SurveyGizmo
ProgressBuilding effective campaign pages: • More bullseye: focus on the outcome • An effective page: has what I need, tells me how to get it / why it’s good, gives me a reason to take action, feels safe and easy • Headlines: speak to user’s primary interest • Calls to action: roughly same place on every page • Contact information: should be on every page • Contextual calls to action: top and bottom of every page • ALWAYS BE IMPROVING!
Campaigns1. Set short deadlines - adds a sense of urgency;2. Create an ongoing sense of community.3. Humanize: let constituents see other people they are helping and the progress that is being made.4. Maintain a sense of humor.5. Measure engagement as well as your ultimate goal.
Campaigns1. Win-Win: Members for us, $$ for them2. Friendly Competition: Mobilize their supporters to get most clicks3. Short Deadline: only 10 days4. Made it Easy: Special blog posts, custom URLs http://bit.ly/govloopgivesygl http://bit.ly/govloopgivestofew
Progress:Community: Monthly reports along a spectrum: • Discover (New Visits) • Consume (Return Visitors) • Search (New Members) • Commit (Top Pages) • Participate (Comments, etc.) • Contribute (Blogs, Forums) • Lead (Profile Views) • Evangelize (Referral Source)Newsletter: Weekly Reports on Opens (Subject Line) and Clicks (Content / Placement)Social Media: Weekly Reports on Facebook, Twitter, LinkedIn, Google+ Source: http://www.devex.com/en/news/add-value-listen-inspire-samaritan-s-purse-social/76145
The 7 P’s of World-Changing,Digital Engagement Purpose Promote People Participate Plan Progress Produce Now it’s your turn!
Activity: Step 1 (5-10 minutes)At your tables or in groups of 3-4:• Identify a common communications challenge• Turn it into a scenario: There is new legislation on education reform being proposed and we have to educate the public about it. Not only that, we want to get their opinions in a constructive way, avoiding partisan language. Now it’s your turn!
Activity: Step 2 (15 minutes)Give your scenario to another table / group:• Use the handout to walk through the 21st Century Communications Approach.• Fill it out as completely as you can• Prepare a briefing to the large group Now it’s your turn!
Activity: Step 3• Report Out• Large Group Feedback and Ideas Now it’s your turn!
What Other Challenges Do You Face?Any Tools That You’d Like to Learn?
Online community of government colleagues helping each other to do their jobs better.Mission: “Connect government to improve government” ~60,000 Members
“Knowledge Network” 1. Learn from each other online.
“Knowledge Network” 2. Learn from each other in person.
“Knowledge Network” 3. Learn from each other one-on-one.
“Knowledge Network” 4. Learn from experts via webinars.
“Knowledge Network” 5. Learn from experts via podcasts.
“Knowledge Network” 6. Learn from experts / each other via guides.
“Knowledge Network” Partners With: 7. Teach citizens that government works.