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Social Media's Role in Cost-Effective
                   Digital Communications

    GovDelivery Conference
    October 19, 2011




1
What does social media have to do with puppies?




     … even when they are free, they are a lot of work.

2
3
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.”
4
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.”

5
6
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.
7
What if only
    this guy
    cares?




8
9
Leverage the
     trust that this
     guy has been
     building up for
     years.




10
“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

11
12
“Our ROI is more lives saved and less property
     and fewer homes destroyed or damaged.”

     Eugene Luke
     Emergency Management Specialist, FEMA




13
Can this all fit together?




14
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?




15
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.
16
“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)




17
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

18
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




19
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.




20
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

21
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%+

22
“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.




23
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

24
Contact


     Scott Burns – CEO & co-Founder
     Scott.burns@govdelivery.com
     (651) 726-7303




25

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GovDelivery: Social Media's Role in Cost Effective Digital Communication (in Government)

  • 1. Social Media's Role in Cost-Effective Digital Communications GovDelivery Conference October 19, 2011 1
  • 2. What does social media have to do with puppies? … even when they are free, they are a lot of work. 2
  • 3. 3
  • 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.” 4
  • 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.” 5
  • 6. 6
  • 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. 7
  • 8. What if only this guy cares? 8
  • 9. 9
  • 10. Leverage the trust that this guy has been building up for years. 10
  • 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 11
  • 12. 12
  • 13. “Our ROI is more lives saved and less property and fewer homes destroyed or damaged.” Eugene Luke Emergency Management Specialist, FEMA 13
  • 14. Can this all fit together? 14
  • 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? 15
  • 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. 16
  • 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) 17
  • 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 18
  • 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 19
  • 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. 20
  • 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 21
  • 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%+ 22
  • 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. 23
  • 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 24
  • 25. Contact Scott Burns – CEO & co-Founder Scott.burns@govdelivery.com (651) 726-7303 25