measuring mission value of digital communications in the public sector and 9 rules of engagement
DESCRIPTION
This is the complete version of February 3, 2011 presentation by Scott Burns (CEO, GovDelivery) and Steve Ressler (Founder/President, GovLoop) on driving mission value from digital communications int he public sector and the 9 rules of engagement.TRANSCRIPT
©2011 GovDelivery
Measuring and Capturing the
Value of Digital Communications
GovDelivery Event
February 3, 2011
What Matters to Your Agency?
Mission
ResultsClicks, Opens,
Subscribers, P
age Views
2
“You can’t manage
what you don’t
measure.”
You can’t measure
everything in $
3
“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 Rubin
Former U.S. Secretary of Treasury
The Scientific Formula for Measuring
Mission Value from Digital Communications
4
Where to Start?
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
5
What is that we’re trying to do here?
What matters most to my agency and the public?
What are the specific outcomes this program is looking for?
What are realistic contributions that communication can make to
the outcomes?
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
6
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, fo
llowers, 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
8
Private Sector, Non-Profits,
Politicians use Simple $ Metrics
9
“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
10
• 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
11
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
• Collaborate with others to reach more people
• Promote opportunities for stakeholders to signup (through every interaction on website, call center, etc.)
Effectiveness
• Evaluate all outreach and comms spend (offline & online)
• Connect channels and content management processes
• Automate outreach, where it makes sense
Efficiency
• Engage your programs and other users internally to identify opportunities for communication to drive value
• Ensure that high-value services are promoted and can be started (or completed) online
• Track high-value activities to understand where impacted
Engagement
12
Example:
Promote Signups to Increase Effectiveness
13
Questions?
Contact me:
Scott BurnsCEO & co-Founder, GovDelivery, Inc.
[email protected] Ext 303 651-726-7303
GovLoop: http://www.govloop.com/profile/ScottBurnsTwitter: http://twitter.com/smburns
Blog:www.reachthepublic.com
www.govdelivery.com
Questions
14
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
23
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 Example
Daily/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, GovLoop
@GovLoop
Reach out
Joseph Porcelli
Director, GovEngage
@GovEngage