Liz Azyan GovDelivery Presentation

transcript

“Moving Paper Processes to More Cost-Effective Online Usage "

@Liz_AzyanLGEOResearch.com

Local Government Engagement Online ResearchBirmingham Science Park Aston

22nd September 2010

Why do we need to reduce

paper processe

How did YOU start your day?

How do you start your day?

Fun facts about paper…

According to recent estimates, the paper industry is the 4th largest contributor to greenhouse gas emissions in the world.

Ref: http://www.listfied.com/15-really-interesting-and-useful-facts-about-paper

About 25% of what the people in our

world throw away is made of paper.

About 25% of what the people in our

world throw away is made of paper.

Ref: www.software-partners.co.uk/index2.php?option=com_content&do_pdf=1&id=88 paper usage facts uk

London offices churn out three and a quarter million tonnes of office and printing paper a year.

Ref: www.software-partners.co.uk/index2.php?option=com_content&do_pdf=1&id=88 paper usage facts uk

RAGS make paper PAPER makes money MONEY makes banks

BANKS make loans LOANS make beggars BEGGARS make RAGS

RAGS make paper PAPER makes money MONEY makes banks

BANKS make loans LOANS make beggars BEGGARS make RAGS

Ref: http://paperproject.org/paperfacts.html

The council paper headlines

Office paper waste

Each person in an office on average uses 2.5 pounds of paper

each week.

Each person in an office on average uses 2.5 pounds of paper

each week.

The average office worker generates between 120 - 150 pounds of recoverable white

office paper a year.

The average office worker generates between 120 - 150 pounds of recoverable white

office paper a year.

Americans discard 4 million tons of office paper every year -- enough to build a 12 foot high wall of paper from New York to

California.

Americans discard 4 million tons of office paper every year -- enough to build a 12 foot high wall of paper from New York to

California.

Ref: http://www.lisashea.com/lisabase/aboutme/paperusage.html

PAPER COSTS MONEY!

….and not good for the environment!

How can we stop using paper to keep

records, or distribute information?

How can we stop using paper to keep

records, or distribute information?

Cuts costs with effective digital communications

Digital communication has forever changed

The old way of speaking to citizens has shifted...

From Push...

Websites, direct mail, radio, TV, streaming audio and video sources…

...to Pull...

Search, Blogs, SMS, RSS, cellphone calls…

...to Engagement and Sharing

Social, Conversations, Participation, Feedback, UGC

Government services used to be discussed here…

This is Camden Council by the way …

...Now it’s discussed here.

By your customers... Not just your website, local newspaper or communications team!

A new conversation has begun…

Participate or get left behind.

• Word of mouth• Conversation participation• Customer engagement• Customer feedback• Develop credibility• Build reputation• Humanise• Entice / Trigger

- Convey opinions and solicit feedback

- Exhibit news, capabilities and expertise

- Provide real-time news and conversation

- Win friends and influence people

…and more

‘Word of mouse’…

Emerging conversation channels

What it can do…

IMPLICATIONS?

Let’s consider the implications

• You deliver services and influence it.• You help shape it.

• But, you do not control it.

Let’s consider ALL the implications

• You have 24/7 insight, in real-time.• More (and less costly)

methods of engaging.• Thousands of

people who can and will carry your message forward.

The power of social media• In 2008, 33% of online users were monthly users of social

networks1

• Social network users are, on average, connected to between 150 and 200 friends3

• 40% of email participants use social sites to gather product information and recommendations4

1. “Social Media Consumption” – Jupiter Research, September 23, 20082. “Social Technographics, Mapping Participation in Activities Forms the Foundation of Social Strategy,” Forrester Research, April 2007 3. “The Benefits of Facebook “Friends:” Social Capital and College Students’ Use of Online Social Network Sites,” by Ellison, Steinfield and Lampe:

Department of Telecommunication, Information Studies, and Media Michigan State University; 2007 Journal of Computer-Mediated Communication 4. “Targeting Influential E-mail Subscribers,” JupiterResearch, July 2008

So is e-mail dead?

What happens online?

• 92% of adult Internet users send or read email — far more than regularly visit any social network*

• According to The Direct Marketing Association and CMO Council, email marketing outperforms virtually all other media in terms of ROI**

• Email delivers one of the lowest costs per order and 2-times the ROI of any other digital channel**

*Pew American Life & Internet Study**AberdeenGroup

Email is alive and well

EMAIL COMMSOld school

Dull, Boring

SOCIAL MEDIA

New school

Shiny, Exciting

SOCIALMEDIA

EMAILCOMMS

If they were countries…

500 million users

http://www.facebook.com/press/info.php?statistics

How many people have email?That makes a tad more than one in

every five persons on the earth use email

That makes a tad more than one in

every five persons on the earth use email

247 billion messages per day means more

than 2.8 million emails are sent every

second.

247 billion messages per day means more

than 2.8 million emails are sent every

second.

Ref: http://email.about.com/od/emailtrivia/f/how_many_email.htm

How much is a BILLION in time?

Metallica9,017,782 fans

Guns n’ Roses2,542,688 fansGuns n’ Roses2,542,688 fans

So, Email Engagement…

What’s all the fuss?

Social Media Explosion

Mobile / Small-Screen Devices

Citizens as customers have the Last Word

The customer-led and social revolution has ushered in…

…the need for government to better Engage with their citizens…

..and Deliver the

Right Message

at the

Right Time

Because Hope is Not a Strategy

How to increase website usage/traffic?

Take a leaf from Google, be more open and social….

Open Government Goals

SO, HOW DO WE BECOME OPEN AND SOCIAL?

1998 2006 2010

Digital communication has become moreopen and social

can be creative and

HOW A BURRITO CAN TEACH US HOW TO MAKE OPEN SOCIAL ‘SIMPLES!’

http://www.youtube.com/watch?v=S-H-p5dA5N4

OPEN SOCIAL DONE RIGHT….

Millennials are just as likely as most older generations to use e-mail regularly Millennials are just as likely as most older generations to use e-mail regularly

Text messaging is more likely to challenge e-mail than social media will

Customer Usage

The death of e-mail has been exaggerated.

Communications are more open and increasingly involve social media.

Consumers want to share opinions about brands.

Social may not be as big a threat to e-mail as text messaging.

Sharing is shifting

5 billion pieces of content shared every day Users send more traffic to news sites than Google

News does (Hitwise, March 2010)

86% of sharing activity still takes place via e-mail, with 10% on Facebook and Twitter

Twitter offers enormous reach potential, but e-mail leads in conversions (Q3 2009)

Among social media sites, Facebook leads in sharing 44% used Gigya widget to share on Facebook;

29% shared via Twitter (February 2010)

Creating links between social media and e-mail marketing provides more ways for people to share

How to multiply the sharing opportunities

Add “share with your network” links to e-mail messages.

Use analytics to understand:1. Who is sharing? 2. How are they sharing?3. What happens next, after message is passed along?

Customize/segment your e-mail AND social media messages to encourage your best advocates to share even more and extend your reach.

Court your best e-mail customers and encourage them to become fans or followers in social media.

Then provide them with the tools to share their knowledge and their passion.

Use analytics to segment lists and send targeted communications that inspire commenting and sharing.

How to give a broader platform for advocates

Shift the control to the customer

Use the combination of e-mail and social media to provide multiple ways for customers to interact with your services.

Government interactions in social media may be less likely to be perceived as spam.

“The great thing about social media is it’s completely permission based. Consumers can just unfollow or unfan you and they’ll never see you again.”—Kristin Hersant, StrongMail

Key Takeaways: Customer Usage

E-mail remains a powerful way to reach consumers, even as they spend more time with social media.

Younger Internet users still use e-mail, but their communications are spread across several channels, making it more challenging to reach them.

Marketers are increasing investments in both e-mail and social media.

Key Takeaways: Maximizing the Connection

If you haven’t started integrating e-mail and social, now is the time.

“Share with a friend” is only the first step.

You must also analyze sharing behavior, find their best advocates and understand how their e-mail and social media lists compare.

Give citizens multiple avenues to interact. Some may want alerts via e-mail, others via Twitter.

COLLABORATE AND SHARE

• Leverage Partner Success• Leverage Events – Snow, Ash, Flu• Build a Sticky Audience & Extend Reach

30% Increased in Consumption 0% Additional Effort

CollaborationWidgets Social MediaRSSeMail

JANUARY SNOW

Collaboration

Results • Highways Agency – 50% Increase in Daily Subscribers• Met Office – Additional 15,000 Subscribers• Driving Standards – Just Launched – 0 to 12,000 Subscribers 1 Month• And they’re still Subscribed

Integrating Social Media With Email / Wireless Subscriptions

Step 1: Offer Social Media Content as Subscription Option through GovDelivery (be sure to link subscription option to RSS feed on Social Media Website)

Social Media Integration Overview

Step 2: Publish to either Social Media sites or GovDelivery

Step 3: RSS feeds created, GovDelivery picks up change and sends email to your subscribers – OR – GovDelivery sends

email to subscribers and simultaneously posts to social media sites

Step 3: RSS feeds created, GovDelivery picks up change and sends email to your subscribers – OR – GovDelivery sends

email to subscribers and simultaneously posts to social media sites

Social Media Integration Overview

Email Generated from Parliament YouTube Channel

Email Generated from Parliament Flickr Account

Integrate and Cross Promote Channels

Headline Statistics (whole site since launch)Total Subscriber Profiles 3,489 (246 SMS)Total Subscription Topics Offered 78Bulletin sent to unique recipients 23,595Unique Email Opens 7,640 (32%)Unique Links Clicked per message 4,903 (22%)

http://www.dartford.gov.uk/

http://www.youtube.com/watch?v=6B9TmzLBSuw

PERSONALISATION IS….

Endless Possibilities for Using Channels Together

http://www.lgeoresearch.comhttp://www.twitter.com/liz_azyanhttp://www.facebook.com/LGEOResearchhttp://lizazyan.posterous.comhttp://uk.linkedin.com/in/lizazyanliz@lgeoresearch.com

……OR JUST GOOGLE ME! THANK YOU FOR COMING!

Liz Azyan GovDelivery Presentation

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