Mailcamp presentation about launching a government agency from a digital comms perspective. Lessons learned and best practices. http://mailcamp.ukgovcamp.com/ Storify play by play: http://storify.com/UKGovCamp/mailcamp-2013-live

1. 1
Building a US government agency
(communications strategy) from the ground up.
Communications Best Practices, Key Themes
and Lessons Learned

2. 2
People drive technology.
Theme I

3. 3
If Facebook was a country...
Population: 1 billion
It would be the world’s 3rd largest country,
bigger than North and South America combined

4. 4
If Twitter was a country...
Population: 500 million (but only 140 million active users)
It would be bigger than Russia, Ukraine and Kazakhstan

5. 5
Social media is just
another channel.
Theme II

6. 6
If Email was a country. . .
It Covers Continents
It would be an empire: 3.6 Billion users
Email drives all other channels.

7. 7
Create a plan and
evaluate your progress.
Theme III

8. 8
Our CommunicationsApproach
As Is – To Be exercise (Audit of current state, brainstorm future state)
Align Communications Plan to Organisational Strategy/Plan/Budget
Inside out Stakeholder Identification
Prioritise Stakeholder Groups
Vehicles Assessment for Stakeholder Groups
Develop Key Messages by Group
Assign channels to each Group
Create communications calendar, roles and responsibilities for staff
Develop policies for web, privacy, open government, customer service
standards, etc.
Establish performance metrics
Execute tender process to procure web development and webcasting
services
Hire additional staff, if needed

9. 9
People drive technology.
So how are they communicating?

10. 10
Build a Plan and Performance Measures
10
Vehicles
Assessment
Stakeholder
Analysis
Key Messages
/Themes
Web Analysis
Internal Comms
Practices / SOPs
Communications Channels
Continuously monitor effectiveness: Surveys, Web Statistics , Media Monitoring and Idea Scale (Crowd Sourcing)
Identify themes and key
messages by stakeholder
group
Align to Brand
Distribute through multiple
channels
Develop comms calendar
and schedule for message
delivery
Email
Website
Social Media
Webcasts
Press
Thought Leadership (Blogs,
Publications)
Public Speaking (Meetings,
Congressional Testimony,
Events)
Newsletters, fact sheets
Key ActivitiesPrep Work

11. 11
Outcomes
Passed Legislation with full Presidential support.
Website named as a top 35 international government site (2012).
Increased public participation and transparency in the regulatory process.
Successfully hosted multiple high-level, cross-agency events about law,
reform, public policy and streamlining government.
Obtained support from all branches of government; guest speakers and
editorials included Supreme Court Justices, academia and agency heads.
Published numerous journal articles and received coverage in Tier One
media outlets.
75% open rates on direct email and alerts.

12. 12
Lessons Learned
Know your audience. People drive technology. Not the other way around.
Social Media isn’t free. Don’t use a tool just because everyone else is.
Build partnerships (internal, external). Share ideas. Collaborate.
Email = captive audience. Social media = not so much.
Measure your progress. Otherwise, what’s the point of doing it?
Develop a plan and budget. Be Flexible.
Create an integrated communications plan (internal and external) and build leadership and staff
support.
Train staff on social media and website CMS. Empower them.
Establish internal controls and external policies (privacy, open government, customer service
standards).
If you are building a website, clearly define your requirements and establish key performance
indicators.
Understand the procurement process.
Test email and social media strategy posts/messages until you find the right mix for your audience.
Promote and cross-promote.
Live your brand.

13. 13
Contact me
Kathy Kyle
GovDelivery
07557 764 070
kathy.kyle@govdelivery.com
@bonominiyogini
Former Communications and Marketing Director for:
Administrative Conference of the United States (ACUS)
Capgemini North America Public Sector
National Science Foundation (NSF)