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©2011 GovDelivery Measuring and Capturing the Value of Digital Communications GovDelivery Event February 3, 2011
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©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
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.
[email protected] 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, [email protected]@GovLoop
Reach out
Joseph Porcelli
Director, [email protected]@GovEngage
