Driving value from digital communications short


Published on

This is a shortened version of a recent presentation on driving value from digital communications in the public sector

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Driving value from digital communications short

  1. 1. Measuring and Capturing the Value of Digital Communications<br />GovDelivery Event<br />February 3, 2011<br />
  2. 2. 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 />2<br />
  3. 3. What is that we’re trying to do here?<br /><ul><li>Improve public health
  4. 4. Provide for secure retirement
  5. 5. More people get flu shots
  6. 6. More people apply for benefits online
  7. 7. Awareness of benefits of flu shots, clinic locations, and free shot programs
  8. 8. Awareness of benefit application form online</li></ul>3<br />
  9. 9. The Impact of Better Communication Translates to Real Value for Agency & Public<br /><ul><li>Better health
  10. 10. More flu shots
  11. 11. More exercise
  12. 12. Less smoking
  13. 13. Better screening
  14. 14. More efficient and consistent compliance with regulations
  15. 15. Lower administrative costs
  16. 16. Higher revenue
  17. 17. Lower compliance costs for business / public
  18. 18. Lower costs
  19. 19. Fewer inbound calls
  20. 20. Lower enforcement costs
  21. 21. Citizen involvement in building mobile apps
  22. 22. Better mission results
  23. 23. Catch criminals
  24. 24. Get more grant applications so funds go to higher quality applicants
  25. 25. Improve recruitment
  26. 26. And more…</li></ul>4<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 />
  27. 27. Connecting Upstream to Downstream… Start with Logic<br />More Rain Upstream…<br />Means Deeper Water Downstream<br />5<br />
  28. 28. Private Sector, Non-Profits, Politicians use Simple $ Metrics<br />6<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 />
  29. 29. Go Back to Real Objectives in Everything You Report and Share<br />7<br />To Mission Results<br />From Tracking 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 />
  30. 30. Move the Needle Now<br />8<br />