©2011 GovDelivery

Measuring and Capturing the Value of Digital CommunicationsGovDelivery Event

February 3, 2011

What Matters to Your Agency?

Mission Results

Clicks, Opens, Subscribers, Page Views

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“You can’t manage what you don’t

measure.”

You can’t measure everything in $

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

Eugene Luke, Emergency Management Specialist, FEMA

"Most people I've known in the private sector are just much too accustomed to linear processes where they're clear decision makers and they make a decision and things more or less then happen.  In government, the decisions you make very often are much less direct in their effect." 

Robert RubinFormer U.S. Secretary of Treasury

The Scientific Formula for Measuring Mission Value from Digital Communications

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Where to Start? Easy

Effectiveness:What is our total

reach?

Engagement:What is the value of

each connection we’re making?

Value Created

Efficiency:What was the total cost of the communication?

Net Value

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What is that we’re trying to do here?

Improve public health Provide for secure

retirement

More people get flu shots

More people apply for benefits online

Awareness of benefits of flu shots, clinic locations, and free shot programs

Awareness of benefit application form online

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The Impact of Better Communication Translates to Real Value for Agency & Public

Better health More flu shots More exercise Less smoking Better screening

More efficient and consistent compliance with regulations

Lower administrative costs Higher revenue Lower compliance costs

for business / public

Lower costs Fewer inbound calls Lower enforcement costs Citizen involvement in

building mobile apps

Better mission results Catch criminals Get more grant

applications so funds go to higher quality applicants

Improve recruitment And more…7

Upstream MetricsEasy to measure, but only the communications and Web team care… clicks,

opens, subscribers, followers, friends, visits, etc.

Downstream MetricsThese really matter, but they are super hard to measure.

Connecting Upstream to Downstream… Start with Logic

More Rain Upstream…

Means Deeper Water Downstream

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Private Sector, Non-Profits, Politicians use Simple $ Metrics

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“ The value of an email address to a knowledgeable marketer is $118. ”

-Stan Rapp, former CEO of McCann Relationship Marketing

“ Online revenue per usable email address for a non-profit is $3.36 - $27.56. ”

Source: Convio Benchmarking Study

Mission (im)Possible in Public Sector

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• Use targeted surveys online: – “Did you take a flu shot after visiting our website?”

– “Did your experience on our website impact your decision to get a flu shot?”

• Use them offline:

“What sources of information caused you to get a flu shot?”

• Find other points of correlation. Example: “Do you trust the information you see on Healthagency.gov?”

• Use logic!

Why?

Judge outreach in real-time based on upstream metrics that can be tracked because you know they impact downstream metrics that drive mission value.

Go Back to Real Objectives in Everything You Report and Share

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Page Views are Up

Subscriber #s Just Passed 100,000

We have 5,000 Followers on Twitter and 2,000 Fans in

Facebook

We are increasing flu vaccinations by getting >25,000 people/day to view flu

information online

We are improving regulatory compliance by directly reaching 100,000

stakeholders with each new regulation

We responded directly to comments through social media and redirected responders to where they were most

needed

To Mission ResultsFrom Nerd Metrics

Homework: Move the Needle Now

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Example: Promote Signups to Increase Effectiveness

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Questions?

Contact me:

Scott BurnsCEO & co-Founder, GovDelivery, Inc.

scott.burns@govdelivery.com866-276-5583 Ext 303 651-726-7303

GovLoop: http://www.govloop.com/profile/ScottBurns   Twitter: http://twitter.com/smburns

Blog: www.reachthepublic.com

www.govdelivery.com

Questions

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Using Communication and Engagement to Solve Snowpocalype

GovDelivery Event

February 3, 2011

Problem:

Why

?

Millions of government employees working on similar issues but no safe place to connect and share best practices.

Solution: Online community. Hub to connect disparate conversations/events.

New technology leveraged to collaborate.

2 Questions I Think About• How to Grow GovLoop – Reach & Engage

– Reach More People (More Active Members)– Increase Engagement (More Activity)– Solve more problems every day

My Last Year of Research

Studied How Others Increased Audience & Engagement

• For-profit communities (Dogster, ITToolbox, Sermo, change.org)• For-profit vendors (GroupOn, Hubspot, Priceline,)• Non-profit campaigns (Causes, Charity: Water, NeighborsForNeighbors)• Political sector (Presidential and local elections)

What I’ve Learned

• It’s REALLY REALLY Hard• There’s a talent/skill• There’s a methodology and rigor• Difference between Doing it and Doing it Well• Lots of optimization opportunities • Hard to be consistent

Great communication key to driving real results for organizations

THE ENGAGEMENT FORMULA

FIND OUT + SIGN-UP + LEARN + ACT

= RESULTS(get flu shot, fill out census, apply for job)

Results met now = bigger base = more results later

Engagement Formula Example

Big Cat Rescue – Animal Rescue in Tampa, FL• Get lots of people aware• Get them to Subscribe• Provide compelling content• Ask to Give $ or Visit Park• 23k fans, 100+ Likes per post

= RESULTS – funding/volunteers/rescues

What are Your Goals?

What are the Goals of Your Agency Communication?

REACH and ENGAGE MORE CITIZENS to solve Problems

Government Engagement Funnel

• Reach large number of stakeholders • Build on-going relationships with them• Provide clear, timely, actionable information• Stakeholders take action with your information

Let’s Walk Through an Example

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RULE 1

Identify Problem

What is the problem you want to solve ?

SnowpocalypseProblem Example

Mayor wants to increase citizen satisfaction with snow removal• Citizens are informed with timely information• Citizens take safe actions

RULE 2

Defining Success

What is success?

What is the result – is it a specific action?

How many take action?

What was their experience taking action?

Snowpocalypse

Success Example

Activate citizens towards healthy behaviors

• Decrease number of accidents

• Decrease number of in-bound phone calls

• Increase satisfaction and trust

RULE 3Logistics

What is the time frame?

What can we learn from and leverage?

What is our budget and resources are available?

Who is going to staff it and what do they need?

SnowpocalypseLogistics Example

Time frame = On-going + Winter

Funded = Public Works

Staff = Neighborhood division

RULE 4Define the Audience

Who are our stakeholders?

Where is the target audience currently?

What else exists?

SnowpocalypseAudience Examples

• All citizens in city

• Media & journalists

• Elderly & special needs

• Responders/ volunteers who can help

RULE 5Build the Audience

How do we build the audience before we need it?

How do we get people to sign up?

How do we market/outreach what we are doing?

How can we leverage partner audiences?

SnowpocalypseAudience Examples

Email signups on website

Social media and shares

Promotion during events and media

Cross-promotion with other agencies

Engage them where they are

RULE 6Engage by Content

What content do stakeholders need and want?

What format (text, video, pictures)?

Frequency – how often?

How do we staff, moderate, and amplify?

SnowpocalypseContent Examples

• Road updates

• School closings

• Blog posts

• Pictures/videos

• High frequency

• Trusted resources

RULE 7Engage by Channel

What channels do we have?

What channels are our stakeholders using?

How do we cross-promote?

How do we measure?

SnowpocalypseChannel Examples

Email updates

Text updates

Facebook, Twitter

Traditional media

Robo-calls, conference calls, citizen-to-citizen

RULE 8Engage by Activating

What are the calls to action?

Is the action targeted?

Is the call to action repeated?

Is the call to action optimized?

SnowpocalypseActivate Example

RULE 9Measure

What is working?

What is best for sign-ups conversions?

What type of content popular?

What type of frequency popular?

What are our key problems?

Measure ExampleDaily/Weekly/Monthly Reports

Web Analytics

Community Analytics

Snowpocalypse

TO HELP ADDRESS THESE ISSUES WE LAUNCHED ……

GovEngage, a division of GovDelivery, leveraging insights from

GovLoop, helps federal, state, and local government and their partner

increase engagement to solve problems.

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Type of Projects Currently Working On

We’ve been working on exciting solutions to:• Increase sensitive collaboration between federal agencies• Help mobile workers share tips and updates in real time• Help an agency build an online community with the public• Use collaboration to enhance mentoring process• Create increased public participation and feedback• Recruit citizens to help shovel neighbors in need

What Problem Are You Trying to Solve?

SEND US YOUR PROBLEM AND WE’LL SEND YOU THREE IDEAS

Introducing Joseph

• First Citizen Engagement Network for City of Boston• Award-winning Neighborhood Watch 2.0• Digital Lead for Service Nation in passing SERVE America ACT• DHS Community Engagement Strategist• Snow Crew 2.0• Mug Club & Nametag Guy

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Steve Ressler

Founder, GovLoopFounder@GovLoop.com@GovLoop

Reach out

Joseph Porcelli

Director, GovEngageJoseph@govengage.com@GovEngage