Presentation from October 2011 where I shared some insights on social media's role in cost-effective digital communications as well as what GovDelivery as the #1 provider of government to citizen communication has learned and how we've responded

1. Social Media's Role in Cost-Effective
Digital Communications
GovDelivery Conference
October 19, 2011
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2. What does social media have to do with puppies?
… even when they are free, they are a lot of work.
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4. Social Media in Government 2008
“We should try this!”
“Have you heard of Twitter?”
“Are we allowed to use Facebook?”
“Our department will never allow this?”
“My boss told me to put up a YouTube
channel, but YouTube is blocked on my work
computer.”
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5. Social Media in Government 2012
“We need to justify everything.”
“We have no funding for this.”
“We are getting real value from…”
“We have really figured this out.”
“If we’re trying to reach that group, we know
where they are.”
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7. ND FSA trims, shifts costs
Savings to the state FSA could be significant.
Statewide mailings to farm operators alone are $8,000
in postage and a state office newsletter with program
deadlines and eligibility requirements. The state sends
at least six of these a year to all farm operators, or
25,000 to 30,000 recipients.
Once or twice a year, that goes to all owners and
operators, about 90,000 per time at 22 cents per
mailing, or $19,800 per time.
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8. What if only
this guy
cares?
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10. Leverage the
trust that this
guy has been
building up for
years.
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11. “I’m worried about you. I think you
should check out this article from
the CDC with links to resources on
dealing with depression. You have
some good options.”
-Dad
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13. “Our ROI is more lives saved and less property
and fewer homes destroyed or damaged.”
Eugene Luke
Emergency Management Specialist, FEMA
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14. Can this all fit together?
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15. Assessing the Value of All Communications Efforts
Engagement:
Effectiveness: What is the value of
What is our total Value Created
each connection we’re
reach?
making?
Efficiency:
What was the total cost Net Value
of the communication?
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16. Lessons Learned on Opportunities for Better Results
Reach Matters
If you are able to communicate with many relevant people on the issues that matter to
your organization, your odds of success are high.
The B+ Rule
You shouldn’t have to be a genius or an expert to get a “B+” in your communication if the
tools are doing their job.
It’s Okay to be Greedy
You want to do amazing things. You might want and need 90% automation and want
most things going on autopilot, but when you want to step back and make a stunning
newsletter or send a targeted message to the people who opened your last message in
New York State, you need a system that can do that too.
Nothing Stands Alone
Systems need to be open in every respect so they can work together and be easily
customized to fit different needs and missions.
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17. “My interest is in the future because I am going to
spend the rest of my life there.”
Charles F. Kettering
(American engineer, inventor of the electric starter)
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18. GovDelivery Upgrade: Addressing the Opportunities
Reach Matters
• Continued support for the GovDelivery Network with improved reporting on
the contributions from the Network and (coming in 2012) the ability to further
customize Network relationships
• Easily customized footer for cross promotion of content and social media
• Ability to reach more channels faster with content views from sharing
tracked in GovDelivery reports
The B+ Rule
• Seamless integration with SMS, Twitter and Facebook including ability to
add custom hash tags and comments on the fly across many accounts while
sending email messages
• Ability to initiate sends to the public from anywhere by sending an email to a
designated address
• A new Collaboration Platform that makes it easy to build internal and
external communities with the audience you’ve built through GovDelivery
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19. GovDelivery Upgrade: Addressing the Opportunities
It’s Okay to be Greedy
• Complementing ability to send informational updates with world class
newsletter creation and management capability for stunning
communications and continued ability to continue using your own HTML
when you want
• Top notch targeting tools so you can reach people based on what they’ve
clicked and opened in the past or information they’ve provided about
themselves
Nothing Stands Alone
Open everything and standard integrations with Drupal and WordPress
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20. Digital Communication Management Value
DCM maximizes direct connections with the public through digital
communications. We accomplish that in three ways:
Effectiveness – Reach More People
Dramatically increase the number of people you reach
directly
Efficiency – Automate Complex Communications
Streamline communication across email, SMS, social media
and other channels
Engagement – Create Mission Value
Drive users to the online and offline activities that
create the most value for the public and your agency.
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21. GovDelivery Digital Communication Management
Automated system that uses email, text messaging, social media, and RSS
to notify citizens about specific topics of interest
Reach & Messaging Reach more people
Social Drive deeper engagement
Professional Services
Connect Enable tight integration
Mobile Communicate anytime, anywhere
Advanced Analytics Target message; Measure impact
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22. Creating Mission Value
Achieved over $1 million in savings and 78% of new subscribers to NSF come
expanded outreach by over 1,000% to reach over through partnerships with other
2.3 million people GovDelivery Customers
Connects directly with over 1,200,000 Higher renewal revenue and cost savings of
people $100,000 in the first three months by cutting
printing, postage and graphic work
In one week, Highways Agency sent 93,000 Delivered 3.2-million targeted messages, all
messages updating the public on key road while increasing subscriptions to its YouTube®
projects channel by 2,000%+
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23. “Would you like fries with that?”
Deploy the age-old art
of cross promotion in
every thing you do,
within every channel,
and across your entire
organization.
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24. Summary & Actions
Social Media’s Role in Cost-Effective Digital Communication is:
Help build audience / reach to drive effectiveness
Encourage content sharing and trust
Enable user interaction with content
Reach users that will not otherwise signup for updates or visit
website
Actions:
1. Increase focus on the #s that drive value (#1 is reach)
2. Get your organization thinking “Would you like fries with that?”
3. For GovDelivery clients: Schedule time with us to review your
challenges and needs as well as new capabilities available to you
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25. Contact
Scott Burns – CEO & co-Founder
Scott.burns@govdelivery.com
(651) 726-7303
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