10 Steps To Support Open Government

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GovDelivery's Scott Burns March 2, 2010: 10 Steps To Support Open Government

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10 Steps To Support Open Government

  1. 1. 10 Ways Your Digital Communication Strategy can Support Open Government Contact me: Scott Burns CEO & co-Founder, GovDelivery, Inc. scott.burns@govdelivery.com 866-276-5583 Ext 303 651-726-7303 GovLoop: http://www.govloop.com/profile/ScottBurns Twitter: http://twitter.com/smburns Blog: www.reachthepublic.com www.govdelivery.com March 2010
  2. 2. Open Government Goals  Transparency – Work openly – Get information into the public domain – Disseminate effectively  Participation – Make participation possible – Make it happen on a relevant scale  Collaboration – Within your agency – With other agencies – Outside government GovDelivery® - World Leader in Email & Digital Subscription Management 2
  3. 3. Are we fighting a fire? Or, building a foundation? Photo Credit: NOAA GovDelivery® - World Leader in Email & Digital Subscription Management 3
  4. 4. Effective Digital Communication Supports Effective Open Government Get the Word Out.  Build a real and permanent audience – For open data – For engagement tools – For reaching across one/any/all channels  Engage – Reach more people faster – Deliver information at the relevant time directly to citizen/stakeholder  Personalize – Get information to people that they want and need – Track results and interest over time GovDelivery® - World Leader in Email & Digital Subscription Management 4
  5. 5. Channels overlap, but vary in reach and purpose…  Social Media – Engage with information – Socialize information with friends– get recommendations – Work together to solve problems  SMS/Text/Mobile – Send/receive geo-specific info – Reach immediately – Connect in personal space  Email – Reach broadest audience through top channel (80%+ of online time) – Disseminate info to personal destination – Benefit from archive and content flexibility – Use channel accepted / preferred for institutional communication GovDelivery® - World Leader in Email & Digital Subscription Management 5
  6. 6. …so does outreach Examples Improve govt acquisitions Collaborate Collaborate on social media policy (many to many) Develop new applications ENGAGEMENT Submit pic & location of pothole Connect/Consult Provide feedback on policy (one to one) Request data sets Learn of blog entry on distracted driving Receive link to new video on middle class task force Inform Find out my bus islate (one to many) Receive new H1N1 Guidelines Find out wage rules updated by DOL GovDelivery® - World Leader in Email & Digital Subscription Management 6
  7. 7. Success Metrics for Digital Communication  Qualitative – What is agency mission and does increasing outreach support it? – What is feedback 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 through each channel • 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. GovDelivery® - World Leader in Email & Digital Subscription Management 7
  8. 8. Idea 1: Drive Usage of Current Tools to Build Audience GovDelivery® - World Leader in Email & Digital Subscription Management 8
  9. 9. Idea 1: Drive Usage of Current Tools to Build Audience Whatever the channel, choice matters From: Updates from Agency X To: Updates on H1N1 Seek engagement From: Click here to comment To: EPA Question of the Week More ideas for improving metrics: http://tinyurl.com/govd1 Offer choice w/o taking on more work: http://tinyurl.com/gdautomate GovDelivery® - World Leader in Email & Digital Subscription Management 9
  10. 10. Idea 2: Build Audience for Open Government Efforts GovDelivery® - World Leader in Email & Digital Subscription Management 10
  11. 11. Idea 2: Build Audience for Open Government Efforts GovDelivery® - World Leader in Email & Digital Subscription Management 11
  12. 12. Idea 3: Match Channel to Objective Inform Connect/ Consult Collaborate • Personal importance or mass outreach? • Geographic? • Urgency? • Public / private? Low High • Ongoing or transient? • Right base of “subscribers” “followers” “friends”? Likelihood of being best channel GovDelivery® - World Leader in Email & Digital Subscription Management 12
  13. 13. Idea 4: Integrate and Cross Promote Channels GovDelivery® - World Leader in Email & Digital Subscription Management 13
  14. 14. Idea 4: Integrate and Cross Promote Channels GovDelivery® - World Leader in Email & Digital Subscription Management 14
  15. 15. Idea 4: Integrate and Cross Promote Channels GovDelivery® - World Leader in Email & Digital Subscription Management 15
  16. 16. Idea 4: Integrate and Cross Promote Channels GovDelivery® - World Leader in Email & Digital Subscription Management 16
  17. 17. Integrating Social Media With Email / Wireless Subscriptions From CDC Step 1: Offer Social Media Content as Subscription Option through GovDelivery (be sure to link subscription option to GovDelivery - World Leader in Email & Digital Subscription Management ® RSS feed on Social Media Website) 17
  18. 18. Social Media Integration Overview Step 2: Publish Step 3: RSS feeds created, GovDelivery picks to either Social up change and sends email to your subscribers Media sites or – OR – GovDelivery sends email to subscribers GovDelivery and simultaneously posts to social media sites GovDelivery® - World Leader in Email & Digital Subscription Management 18
  19. 19. Social Media Integration Overview Email Generated from Email Generated from Parliament Parliament YouTube Channel Flickr Account GovDelivery - World Leader in Email & Digital Subscription Management ® 19
  20. 20. Idea 5: Ask Users What They Want I love the CDC e-mails!!!!!!!!!! I don't 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! GovDelivery - World Leader in Email & Digital Subscription Management ® -R.N. Manager, Occupational Health 20
  21. 21. Idea 5: Ask Users What They Want GovDelivery® - World Leader in Email & Digital Subscription Management 21
  22. 22. Idea 5: Ask Users What They Want GovDelivery® - World Leader in Email & Digital Subscription Management 22
  23. 23. Idea 6: In Addition to Shared Missions, Use Free Tools to Find the Right Collaboration Partners Useful links: www.quantcast.com & www.alexa.com GovDelivery® - World Leader in Email & Digital Subscription Management 23
  24. 24. Idea 7: Collaborate to Build Your Audience  Within signup process for digital subscriptions  In social media channels  In outbound communications – Emails – Tweets – Wireless messages GovDelivery® - World Leader in Email & Digital Subscription Management 24
  25. 25. Idea 7: Collaborate to Build Your Audience Example: FDA Email Topic Sign-Up 1 Click on Get email updates link on Enforcement 3 Signed up to info. of interest Reports page 4 Shown other options 2 Enter email address (password optional) GovDelivery® - World Leader in Email & Digital Subscription Management 25
  26. 26. Idea 7: Collaborate to Build Your Audience Example: Many Federal Agencies Collaborate to Build Audience Cross Agency Collaboration at a New Level • Example shown here: FDA promotes content from HHS, NIH, CDC, CMS and USDA FSIS. • Agencies using GovDelivery can collaborate with any of the >300 government entities on the GovDelivery • Collaboration can occur within your department or with other related agencies • Agencies not using GovDelivery can promote each other within emails and other digital communication channels GovDelivery® - World Leader in Email & Digital Subscription Management 26
  27. 27. Idea 7: Collaborate to Build Your Audience Results: Collaboration Drives Better Outreach Average New Email Subscribers per Day GovDelivery® - World Leader in Email & Digital Subscription Management 27 Source: GovDelivery subscription growth comparing weekdays before and after use of the collaboration network.
  28. 28. Idea 8: Ad-Hoc Collaboration– who are you trying to reach and who is reaching them already? GovDelivery® - World Leader in Email & Digital Subscription Management 28
  29. 29. Idea 9: Collaborate within Government to Improve Government GovDelivery® - World Leader in Email & Digital Subscription Management 29
  30. 30. Idea 10: Track Success Openly & Effectively GovDelivery® - World Leader in Email & Digital Subscription Management 30
  31. 31. Idea 10: Track Success Openly & Effectively-- Digital Communication Metrics for OGD Transparency Participation Collaboration # of Topics # Citizens % users that # of Dept. offices # of external Offered Subscribed Subscriptions Messages open / click collaborating on outreach (12/31/09) (12/31/09) per Citizen Sent (’09) messages outreach partners Key partners FCIC, Business.gov, Treasury 295 870,454 7.9 176.9M N/A 8+ 6 ATF, SEC DNI, Navy, CDC, NWS, DHS 354 696,420 10.7 180.6M 61% 9 10+ DOJ, State NLRB, PBGC, DOL 1,493 593,010 49.7 39.5M 66% 10+ 15+ Business.gov GovDelivery® - World Leader in Email & Digital Subscription Management 31
  32. 32. Idea 10: Track Success Openly & Effectively-- Still More Digital Communication Metrics for OGD Department of Labor Department of Homeland Security  Email Subscribers: 593K  Email Subscribers: 696K  Email opens and clicks  Email opens and clicks in 2009 – 8.1M trackable views of – 10M+ trackable views of content delivered by email content delivered by email – 2M+ link clicks from messages – 2.3M+ link clicks from sent messages sent  Twitter followers for DOL  Twitter Followership – DOL: 5,484 – FEMAinFocus: 10,456 – Disability.gov: 5,432 – TSA Blog: 6,176 – GovBenefits: 4,798  Facebook Fans  Facebook Fans – FEMA: 7,238 – DOL: 1,245 What matters most to agency mission and to OGD objectives? GovDelivery® - World Leader in Email & Digital Subscription Management 32
  33. 33. Recap: 10 Ways Your Digital Communication Strategy can Support Open Government  Idea 1: Drive Usage of Current Tools to Build Audience  Idea 2: Build Audience for Open Government Efforts  Idea 3: Match Channel to Objective  Idea 4: Integrate and Cross Promote Channels  Idea 5: Ask Users What They Want  Idea 6: Use Free Tools to Find the Right Collaboration Partners  Idea 7: Collaborate to Build Your Audience  Idea 8: Embrace Ad-Hoc Collaboration  Idea 9: Collaborate within Government to Improve Government  Idea 10: Track Success Openly & Effectively GovDelivery® - World Leader in Email & Digital Subscription Management 33
  34. 34. Questions? Contact me: Scott Burns CEO & co-Founder, GovDelivery, Inc. scott.burns@govdelivery.com 866-276-5583 Ext 303 651-726-7303 GovLoop: http://www.govloop.com/profile/ScottBurns Twitter: http://twitter.com/smburns Blog: www.reachthepublic.com www.govdelivery.com

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