©2011 GovDelivery
22 tips to Increase Fans, Followers and SubscribersSteve Ressler Founder & President, GovLoop
Kathryn Hambleton New Media Strategist , U.S. Department of Health and Human Services
Joseph Porcelli Director, GovDelivery Professional Services
June 16th , 2011
Agenda
•How to Increase Fans, Followers and SubscribersSteve Ressler, Founder & President, GovLoop
•Tips from HHS on increasing Fans, Followers and SubscribersKathryn Hambleton, New Media Strategist, U.S. Department of Health and Human Services
•GovDelivery Professional ServicesJoseph Porcelli, Director, GovDelivery Professional Services
•Duration: 1 Hour
2
3
At Work, Where Do People Go to:
Ask a question about their project
Find out about other similar projects in government
Get career advice or mentorship
Get best practices about a specific technology or project
In past, simply asked peers at work or people you already knew
How do you expand the network to solve government problems
4
What is
MISSION: “Connect Government to Improve Government”
Solve government
problems
Solve government
problems
Find and contribute
best practices
Find and contribute
best practices
Learn about the latest solutionsLearn about the latest solutions
?
Research the latest trendsResearch the latest trends
Connect with PeersConnect with Peers
5
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
6
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)
Government (Federal, State, Local)
7
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
8
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
9
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
10
Private Sector, Non-Profits, Politicians use $ Metrics
11
“ Online revenue per usable email address for a
non-profit is $3.36 - $27.56. ”
Source: Convio Benchmarking Study
“ Online revenue per usable email address for a
non-profit is $3.36 - $27.56. ”
Source: Convio Benchmarking Study
“ The value of an email address to a knowledgeable
marketer is $118. ”-Stan Rapp, former CEO of McCann Relationship
Marketing
“ The value of an email address to a knowledgeable
marketer is $118. ”-Stan Rapp, former CEO of McCann Relationship
Marketing
“ A Facebook fan is worth $3.60 per year.”Source: Vitrue
“ A Facebook fan is worth $3.60 per year.”Source: Vitrue
Why Audience Size Measures for Government
12
500,000 Subscribers20% Open – 100,000 Read your message5% Take Action – 5,000 Extra Flu Shots
A Little Math – Flu Shot
13
So How Do You Increase Audience and Engagement?
Here’s my 22 Tips
Part 1: Sign-Up Tips
Big Sign-Up Box
16
Email Overlay
17
Da Vinci Code
18
FB Page Embed
19
Facebook Ads to Your Citizens
20
In-Person Promotion
21
Optimize FB Landing Page
22
Follow Others to Be Followed
23
Paper Sign-up sheets
24
Optimize Outside Home Page
25
Part 2: Content/Engagement
Tricks
Regular Frequency
Facebook – 1 to 4X a day
Twitter – 3 to 10X a dayEmail – Range from daily, weekly
** Key is consistency – actual numbers vary by agency and type of content **
27
Dessert to Broccoli
28
Pictures on FB
29
Use Special Events
30
Have Fun
31
Agency Cross-Promo
32
Use Multiple, Real People
33
Tell Stories
34
Cross-Promote
35
Ecards
36
Petition/Campaigns
37
Part 3: Call to Action
Just Ask
39
Make it Simple
40
Ask Multiple Times
41
Reference Links
How to Build Gov’t Facebook Page http://www.govloop.com/profiles/blogs/how-to-build-an-awesome
16 Excellent Gov’t FB Pages http://www.govloop.com/profiles/blogs/16-exceptional-govt-facebook
Twitter - http://govengage.com/2011/03/28/how-to-build-a-govt-twitter-profile-and-drive-followers-and-engagement-2/
42
If having any challenges, reach out
Have a Team that works on:
• Training (digital communication to social media)
• Strategy (assessment and action plan)
• Execution (help actually do the work)
Have helped:
• 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
• Recruit citizens to help shovel neighbors in need
43
GovDelivery Delivers Real Value for Agencies
45
Effectiveness – Reach More PeopleDramatically increase the number of people you reach directly
Efficiency – Automate Complex CommunicationsStreamline communication across email, SMS, social media and other channels
Engagement – Create Mission ValueDrive users to the online and offline activities that create the most value for the public and your agency.
GovDelivery maximizes direct connections with the public through digital communications. We accomplish that in three ways:
GovDelivery Professional Services
GovDelivery Professional Services supports governmentorganizations that want to incorporate multi-channelcommunication and engagement strategies deeper into theorganization’s mission in order to:
1. Expand program awareness
2. Accelerate adoption of online services
3. Support citizen engagement
4. Improve citizen services
5. Reduce service delivery costs
6. Complement and support existing staffing
46
GovDelivery Professional Services
Services Overview:
•Strategic Assessment and Planning: Establish an organizational baseline based on objectives, current technologies, and best practice benchmarks. Envision the future, establish tracking metrics, and deliver an actionable road map.
•Training: Empower teams with knowledge, confidence, best practices, policies, and skills to optimize communication and engagement efforts.
•Execution: Provide capacity to launch or accelerate key online initiatives with dedicated project management and support and deploy targeted digital communications to support offline initiatives.
47
Professional Services - Strategy Packages
Packages:•Digital Communication and Engagement Assessment
•Digital Communication and Engagement Strategic Plan
•Community Engagement Assessment and Strategic Plan
Deliverables: 1.Written report with prioritized recommendations based on impact, level
2.of effort, and return on investment. Report to include benchmarks
3.against best practices of organizations with similar missions and size
4.Actionable roadmap and framework for tracking post-implementation
5.Results
6.90-day review of progress and strategic recommendations
48
Professional Services -Training Packages
Training Packages:•How to Use Social Media to Jeopardize Your Job
•Effectively building audience and engagement with Email, Facebook, and Twitter
•How-To Optimize Communications to Decrease Costs & Increase Revenue
•Building and Sustaining Online Community Engagement
•Social Media Security Awareness – How to Use it Safely and Securely
•Customized trainings
Deliverables: 1.90-minute webinars
2.60-minute onsite presentation
3.On-site half-day training
4.40-hour phone support, Skype, Adobe Connect, or email support pack
49
Professional Services - Execution Packages
Execution Packages:•Outreach Acceleration
•Digital Conversion
•Revenue Optimizer (for organizations with revenue opportunities)
•Community Management Execution Packages
•World Class Administration on Demand
•Custom Policy Development
•Program and Pilot Launch Execution Packages
Deliverables: 1.Short-term project production (5 hours per week)
2.Part-time staffing (20 hours per week)
3.Full-time digital producers and community managers (40 hours per week)50
Professional Services Team -Accomplishments
• Connected 40,000+ government employees to solve problems
• Organized cross-agency campaign with Center for Disease Control (CDC) sending 58 million messages at height of H1N1 flu which helped convince citizens to get immunizations
• Grew State of Indiana direct connections to over 833,000 subscribers across 78 state agencies (13% of state population) while saving nearly $250,000 in its first six Months
• Led digital communications and engagement for a presidential convention, a $6 billion national legislative campaign, and multiple major metropolitan cities.
• Developed and managed a citizen-facing social network for Boston Police Department to increase program awareness and adoption while reducing crime.
• Recognized thought-leaders delivering presentations and trainings at more than 200 conferences on topics of digital communication and improving engagement through social media including NAGC, NAGW, OECD, MIT, and GSA Web Manager University.
51
What Problem Are You Trying to Solve?
SEND US YOUR PROBLEM AND WE’LL SEND YOU THREE IDEAS
52
GovDelivery - Director of Professional Services
Joseph Porchelli
Director, GovDelivery and GovLoop
Professional Services
(857) 222-4420
@JosephPorcelli
53
