Communication Methodology, Framework, Mistakes, and Resources
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Joseph Porcelli, Director of Professional Services at GovDelivery, shares his view of digital communications, using the analogy of barn-raising. He offers a strategic communication framework and some common mistakes to avoid when implementing a strategic communications program.
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Communication Methodology, Framework, Mistakes, and Resources
- 1. How did the old dog cross the road? In a wagon, of course! 1
- 2. GovDelivery Communication Methodology, Framework, Mistakes, and Resources October 18, 2011 Joseph Porcelli Director, Professional Services Joseph.Porcelli@GovDelivery.com 857-222-4420 @JosephPorcelli 2
- 4. Communication and Engagement Methodology 4
- 5. Strategic Communication Thought Framework Objectives Factors Activity Placement: What has been proven to be effective and where? What makes sense to try? Participation: Which conversations are already happening Visibility and where? How could we contribute? Frequency: How often should we place our messages? What is our capacity to do so sustainably? Awareness Outreach: Where are the groups of people we want to engage known to be? Cross Promote: Which kinds of messages are they known to Growth be mostly respond too and in which channels? Inclusion: Who might know something we might have thought of? é 5
- 6. Strategic Communication Thought Framework Objectives Factors Activity Outreach: Where are the groups of people we want to engage known to be? Cross Promote: What kinds of messages are they known to Growth respond too and for which channels? Inclusion: Who might know something we might have not Conversion thought of? Value: What is mostly likely going to compel some one to Citizen accept our offer? Timeliness: When will our offer most likely to be accepted? Experience Consistency: What is the optimum frequency we should be making our offer? é 6
- 7. Strategic Communication Thought Framework Goals Factors Activity Value: What is known about what our audiences finds valuable? Citizen Timeliness: When does our audience find what we are Orientation Experience providing most valuable? Consistency: What is the optimum interval that we should be offering our value? é 7
- 8. Strategic Communication Thought Framework Goals Factors Activity Segment: What content and for which audience is known to be most effective? Measure: What criteria makes the most sense to inform us Engagement Rigor about the progress being made towards our goal? Adapt: What can we learn from what has happened to move us closer to our goal? é 8
- 9. Strategic Communication Thought Framework Goals Factors Activity Collaborate: What can we learn from each other and how can we share what we know? Shared Celebrate: What can we be proud of having Leadership Objectives accomplished together? Share: Who would benefit from what we have accomplished? é 9
- 10. Complementary Roles é ë ì î ê í ì é ë í î ê 10
- 11. 10 Common Mistakes to Avoid 1. Not defining clear goals, objectives, and outcomes 2. Overlooking internal resources and expertise 3. Allowing assumptions to influence strategy 4. Launching before securing champions and resources 5. Building before researching what has been done and learned 6. Not developing directives and memos to guide use 7. Not giving employees access to tools and analytics 8. Failing to continuously vet, gather evidence, and iterate 9. Failing to collect, analyze, and take action on data 10. Neglecting to report measurable post-implementation impact analysis metrics 11
- 13. Web Analytics + DCM Metrics + Insight = Lives Saved GovDelivery Google/Web Analytics DCM Data Top Sub. Topics Subscribers Top Viewed Content Top 10 Keywords Vaccine .gov/vaccines Flu Vaccine Information .gov/vaccines/H1N1 Flu Vaccine Safety Statements 80,000 Vaccines/H1N1/side-effects Flu Vaccine Side Effects Emergency Preparedness 50,000 What Vaccines Disclaimer: Not actual data Do You Need 20,000 Insight Mission Results Create category for More people informed = Fewer Topic for Vaccine Side people afraid = More Flu Shots = Effects MORE LIVES SAVED! 13
- 14. Professional Service: Sample Projects Strategic: • Launch a social network and lead social media outreach for a public health agency • Run workshops and set outreach priorities for a social network launch within a federal agency • Evaluate / benchmark existing digital communications strategy for a large County and prioritize opportunities for improvement • Survey users and craft engagement strategy for growing an online community in support of an education nonprofit Execution: • Launch technology and support outreach strategy for the launch of an online community for a major federal agency • Launch technology and lead initial outreach and registration drive for a large public school alumni association Training Programs: • Effectively building audience and engagement with Email, Facebook, and Twitter • Managing a Workforce of Social Media Users: 6 Competencies of a Gov 2.0 Leader • Using Social Media for Recruitment and Retention 14 14
- 15. What Do You Want to Accomplish? Joseph Porcelli Director, Professional Services Joseph.Porcelli@GovDelivery.com 857-222-4420 @JosephPorcelli Jenny Porcelli Old Dog @JennyWagon JennyWagon.com 15