Measuring and Capturing Value of Government Communication


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Measuring and Capturing Value of Government Communication describes a methodology of government communications to go from clicks to engagement to real mission results

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Measuring and Capturing Value of Government Communication

  1. 1. Measuring and Capturing the Value of Digital Communications<br />GovDelivery Event<br />February 3, 2011<br />
  2. 2. What Matters to Your Agency?<br />Mission Results<br />Clicks, Opens, Subscribers, Page Views<br />2<br />
  3. 3. “You can’t manage what you don’t measure.”<br />You can’t measure everything in $<br />3<br />"Most people I've known in the private sector are just much too accustomed to linear processes where they're clear decision makers and they make a decision and things more or less then happen.  In government, the decisions you make very often are much less direct in their effect." <br />Robert Rubin<br />Former U.S. Secretary of Treasury <br />“Our ROI is more lives saved and less property and fewer homes destroyed or damaged.”<br />Eugene Luke, Emergency Management Specialist, FEMA<br />
  4. 4. The Scientific Formula for Measuring Mission Value from Digital Communications<br />4<br />
  5. 5. Where to Start?<br />Easy<br />Value Created<br />Engagement:<br />What is the value of each connection we’re making? <br />Effectiveness:<br />What is our total reach?<br />Efficiency:<br />What was the total cost of the communication?<br />Net Value<br />5<br />
  6. 6. What is that we’re trying to do here?<br /><ul><li>Improve public health
  7. 7. Provide for secure retirement
  8. 8. More people get flu shots
  9. 9. More people apply for benefits online
  10. 10. Awareness of benefits of flu shots, clinic locations, and free shot programs
  11. 11. Awareness of benefit application form online</li></ul>6<br />
  12. 12. The Impact of Better Communication Translates to Real Value for Agency & Public<br /><ul><li>Better health
  13. 13. More flu shots
  14. 14. More exercise
  15. 15. Less smoking
  16. 16. Better screening
  17. 17. More efficient and consistent compliance with regulations
  18. 18. Lower administrative costs
  19. 19. Higher revenue
  20. 20. Lower compliance costs for business / public
  21. 21. Lower costs
  22. 22. Fewer inbound calls
  23. 23. Lower enforcement costs
  24. 24. Citizen involvement in building mobile apps
  25. 25. Better mission results
  26. 26. Catch criminals
  27. 27. Get more grant applications so funds go to higher quality applicants
  28. 28. Improve recruitment
  29. 29. And more…</li></ul>7<br />Upstream Metrics<br />Easy to measure, but only the communications and Web team care… clicks, opens, subscribers, followers, friends, visits, etc.<br />Downstream Metrics<br />These really matter, but they are super hard to measure.<br />
  30. 30. Connecting Upstream to Downstream… Start with Logic<br />More Rain Upstream…<br />Means Deeper Water Downstream<br />8<br />
  31. 31. Private Sector, Non-Profits, Politicians use Simple $ Metrics<br />9<br />“The value of an email address to a knowledgeable marketer is $118. ”<br /> -Stan Rapp, former CEO of McCann Relationship Marketing<br />“ Online revenue per usable email address for a non-profit is $3.36 - $27.56.”<br /> Source: Convio Benchmarking Study<br />
  32. 32. Mission (im)Possible in Public Sector<br />10<br /><ul><li>Use targeted surveys online:
  33. 33. “Did you take a flu shot after visiting our website?”
  34. 34. “Did your experience on our website impact your decision to get a flu shot?”
  35. 35. Use them offline:</li></ul>“What sources of information caused you to get a flu shot?”<br /><ul><li>Find other points of correlation. Example: “Do you trust the information you see on”
  36. 36. Use logic!</li></ul>Why? <br />Judge outreach in real-time based on upstream metrics that can be tracked because you know they impact downstream metrics that drive mission value.<br />
  37. 37. Go Back to Real Objectives in Everything You Report and Share<br />11<br />To Mission Results<br />From Nerd Metrics<br />We are increasing flu vaccinations by getting >25,000 people/day to view flu information online<br />Page Views are Up<br />Subscriber #s Just Passed 100,000<br />We are improving regulatory compliance by directly reaching 100,000 stakeholders with each new regulation<br />We responded directly to comments through social media and redirected responders to where they were most needed<br />We have 5,000 Followers on Twitter and 2,000 Fans in Facebook<br />
  38. 38. Homework: Move the Needle Now<br />12<br />
  39. 39. Example: Promote Signups to Increase Effectiveness<br />13<br />
  40. 40. Questions?<br />Questions<br />Contact me:<br />Scott Burns<br />CEO & co-Founder, GovDelivery, Inc.<br /><br />866-276-5583 Ext 303 651-726-7303<br />GovLoop:   <br />Twitter:<br /><br /><br />14<br />
  41. 41. Using Communication and Engagement to Solve Snowpocalype<br />GovDelivery Event<br />February 3, 2011<br />
  42. 42. Why <br />Problem:<br />Millions of government employees working on similar issues but no safe place to connect and share best practices.<br />?<br />Solution:<br />Online community. Hub to connect disparate conversations/events. New technology leveraged to collaborate.<br />
  43. 43. 2 Questions I Think About<br />How to Grow GovLoop – Reach & Engage<br />Reach More People (More Active Members)<br />Increase Engagement (More Activity)<br />Solve more problems every day<br />
  44. 44. My Last Year of Research<br />Studied How Others Increased Audience & Engagement<br />For-profit communities (Dogster, ITToolbox, Sermo,<br />For-profit vendors (GroupOn, Hubspot, Priceline,)<br />Non-profit campaigns (Causes, Charity: Water, NeighborsForNeighbors)<br />Political sector (Presidential and local elections)<br />
  45. 45. What I’ve Learned<br />It’s REALLY REALLY Hard<br />There’s a talent/skill<br />There’s a methodology and rigor<br />Difference between Doing it and Doing it Well<br />Lots of optimization opportunities <br />Hard to be consistent<br />Great communication key to driving real results for organizations<br />
  46. 46. THE ENGAGEMENT FORMULA<br />FIND OUT + SIGN-UP + LEARN + ACT <br />=RESULTS<br />(get flu shot, fill out census, apply for job) <br />Results met now = bigger base = more results later<br />
  47. 47. Engagement Formula Example<br />Big Cat Rescue – Animal Rescue in Tampa, FL<br /><ul><li>Get lots of people aware
  48. 48. Get them to Subscribe
  49. 49. Provide compelling content
  50. 50. Ask to Give $ or Visit Park
  51. 51. 23k fans, 100+ Likes per post</li></ul>= RESULTS – funding/volunteers/rescues<br />
  52. 52. What are Your Goals?<br />What are the Goals of Your Agency Communication?<br />REACH and ENGAGE MORE CITIZENS to solve Problems<br />Government Engagement Funnel<br /><ul><li>Reach large number of stakeholders
  53. 53. Build on-going relationships with them
  54. 54. Provide clear, timely, actionable information
  55. 55. Stakeholders take action with your information</li></li></ul><li>Let’s Walk Through an Example<br />23<br />
  56. 56. RULE 1<br />Identify Problem <br />What is the problem you want to solve?<br />
  57. 57. Snowpocalypse<br />Problem Example<br />Mayor wants to increase citizen satisfaction with snow removal<br /><ul><li>Citizens are informed with timely information
  58. 58. Citizens take safe actions</li></li></ul><li>RULE 2<br />Defining Success<br />What is success?What is the result – is it a specific action?<br />How many take action?<br />What was their experience taking action? <br />
  59. 59. Snowpocalypse<br />Success Example<br />Activate citizens towards healthy behaviors <br /><ul><li>Decrease number of accidents
  60. 60. Decrease number of in-bound phone calls
  61. 61. Increase satisfaction and trust</li></li></ul><li>RULE 3<br />Logistics<br />What is the time frame?What can we learn from and leverage? <br />What is our budget and resources are available?Who is going to staff it and what do they need?<br />
  62. 62. Snowpocalypse<br />Logistics Example<br />Time frame = On-going + WinterFunded = Public WorksStaff = Neighborhood division <br />
  63. 63. RULE 4<br />Define the Audience<br />Who are our stakeholders?<br />Where is the target audience currently?What else exists?<br />
  64. 64. Snowpocalypse<br />Audience Examples<br /><ul><li>All citizens in city
  65. 65. Media & journalists
  66. 66. Elderly & special needs
  67. 67. Responders/ volunteers who can help</li></li></ul><li>RULE 5<br />Build the Audience<br />How do we build the audience before we need it?<br />How do we get people to sign up?How do we market/outreach what we are doing?<br />How can we leverage partner audiences?<br />
  68. 68. Snowpocalypse<br />Audience Examples<br />Email signups on website<br />Social media and sharesPromotion during events and media<br />Cross-promotion with other agencies<br />Engage them where they are<br />
  69. 69. RULE 6<br />Engage by Content<br />What content do stakeholders need and want?What format (text, video, pictures)?Frequency – how often? <br />How do we staff, moderate, and amplify?<br />
  70. 70. Snowpocalypse<br />Content Examples<br /><ul><li>Road updates
  71. 71. School closings
  72. 72. Blog posts
  73. 73. Pictures/videos
  74. 74. High frequency
  75. 75. Trusted resources</li></li></ul><li>RULE 7<br />Engage by Channel<br />What channels do we have?<br />What channels are our stakeholders using?<br />How do we cross-promote?<br />How do we measure?<br />
  76. 76. Snowpocalypse<br />Channel Examples<br />Email updates<br />Text updates<br />Facebook, Twitter<br />Traditional media <br />Robo-calls, conference calls, citizen-to-citizen<br />
  77. 77. RULE 8<br />Engage by Activating<br />What are the calls to action?<br />Is the action targeted?<br />Is the call to action repeated?<br />Is the call to action optimized?<br />
  78. 78. Snowpocalypse<br />Activate Example<br />
  79. 79. RULE 9<br />Measure<br />What is working?<br />What is best for sign-ups conversions?What type of content popular?What type of frequency popular?What are our key problems?<br />
  80. 80. Snowpocalypse<br />Measure Example<br />Daily/Weekly/Monthly ReportsWeb Analytics<br />Community Analytics<br />
  81. 81. TO HELP ADDRESS THESE ISSUES WE LAUNCHED ……<br />GovEngage, a division of GovDelivery, leveraging insights from<br />GovLoop, helps federal, state, and local government and their partner<br />increase engagement to solve problems.<br />42<br />
  82. 82. Type of Projects Currently Working On<br />We’ve been working on exciting solutions to:<br /><ul><li>Increase sensitive collaboration between federal agencies
  83. 83. Help mobile workers share tips and updates in real time
  84. 84. Help an agency build an online community with the public
  85. 85. Use collaboration to enhance mentoring process
  86. 86. Create increased public participation and feedback
  87. 87. Recruit citizens to help shovel neighbors in need</li></li></ul><li>What Problem Are You Trying to Solve?<br />SEND US YOUR PROBLEM AND WE’LL SEND YOU THREE IDEAS<br />
  88. 88. Introducing Joseph<br />First Citizen Engagement Network for City of Boston<br />Award-winning Neighborhood Watch 2.0<br />Digital Lead for Service Nation in passing SERVE America ACT<br />DHS Community Engagement Strategist<br />Snow Crew 2.0<br />Mug Club & Nametag Guy<br />45<br />
  89. 89. Reach out<br />Steve Ressler<br />Founder, GovLoop<br /><br />@GovLoop<br />Joseph Porcelli<br />Director, GovEngage<br /><br />@GovEngage<br />