The Transformative Power of Communications
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The document discusses the transformative power of digital communications for government agencies, emphasizing the need for effectiveness, efficiency, and engagement in reaching targeted audiences. It outlines steps for building a robust database, streamlining communication processes, and utilizing automation for better outreach. Examples from various government agencies illustrate successful strategies and significant growth in subscriber outreach and engagement metrics through these digital communication efforts.
The Transformative Power of Communications
- 1. The Transformative Power of Communications Scott Burns, CEO and co-Founder October 16, 2012 1
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- 3. The State of Communications 3
- 4. Or is it really this? 4
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- 8. Traditional to digital budget shift No planned budget shift in traditional to digital Plan to shift budget from traditional to digital *Data from MarketingCharts.com 8
- 9. Where to start? Engagement: Effectiveness: What is the value of What is our total Value Created each connection we’re reach? making? Efficiency: What was the total cost Net Value of the communication? 9
- 10. Capturing Value Step 1: Effectiveness (reach): Build a database Step 2: Efficiency: Use automation and integrated solutions to streamline communications Step 3: Engagement: Leverage ability to reach targeted audiences efficiently to drive desired results 10
- 11. Step 1: Build a database • Consolidate • Grow • Nurture 11
- 12. Step 2: Streamline and connect communications • Reuse / Repurpose • Connect (inbound/outbound/collaboration) • Integrate through open systems (APIs) 12
- 13. Step 3: Leverage reach & efficiency to drive, measure, and improve results • Translate geek results to real results • Watch the data that matters not all the data • Change when warranted to drive results, not for sake of it 13
- 14. GovDelivery’s Approach Digital Communication Citizen Service Collaboration & Management Management Engagement Email FAQ’s Groups Discussion RSS Knowledgebase Forums Events & SMS/Text Inquiry Submission Calendars Case Management Content Social Media & Resolution Sharing Blog Social Media Blog I need to We want to submit a interact and Keep me question and collaborate updated on get answers on common my terms issues 14
- 15. Example of Database Building: GovDelivery Network Enhancements • Network drives 100%-1,000%+ extra growth in outreach for many federal clients • Streamlining and Active Management in 2012 have led to 98% growth in Network Effectiveness Total Network Subscribers June - July 2012 501,060 June - July 2011 253,316 15
- 16. Veterans Health Administration (VHA) Email Topic Sign Up 1 Enter email into Direct Sign Up Box 3 Presented with other Options 2 Confirm Email (password optional) 16
- 17. Veterans Health Administration (VHA) Email Topic Sign Up Cont. 4 Answer optional questions designed by VHA 17
- 18. GovDelivery Network Partners Cross Government Promotion VHA partners with ~20 other agencies 18
- 19. Network Partners allow stakeholders to sign up for updates from VHA without ever visiting the VHA website 19
- 20. VHA – GovDelivery Network Impact Source of New Subscribers (excludes uploaded Subscribers) 20
- 21. Integration & Automation • Lotus databases • Drupal • WordPress • IBM Websphere • Salesforce 21
- 22. Mobile development Android & iOS integrations • For Administrators: GovDelivery MobileDCM App • For Citizens/Stakeholders: Easy topic subscription via API integration 22
- 23. USA.gov – Accelerating Outreach Leveraging Outreach Acceleration from GovDelivery Engagement Services to collaborate with other agencies in order to grow it’s subscriber base so it can connect with 50% more people. Cross-Promoting in Footers Cross-Promoting in One-Time Emails 23
- 24. From March to September: 179,231 Net New Subscribers 600,000 Mar to Sep Growth Over 43%S 565,306 550,000 552,522 541,233 500,000 469,078 450,000 Subscribers 413,933 400,000 406,046 393,602 384,750 350,000 Started April 2012 300,000 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 24
- 25. 66% Increase in Opens and 156% Increase in Clicks Mar to Sep Growth Change in Total Email Opens Over 66% 1,500,000 1,400,000 Started April 2012 1,300,000 1,251,816 1,200,000 1,100,000 1,000,000 Total Email 900,000 Opens 753,452 800,000 700,000 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Mar to Sep Growth Change in Total Bulletin Link Clicks Over 156% 350,000 300,000 Started April 2012 279,421 250,000 200,000 Total Bulletin Link Clicks 150,000 109,022 100,000 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 25
- 26. Federal Emergency Management Agency www.fema.gov and www.community.fema.gov From a base of 840,000+ subscribers for outbound outreach, FEMA built an online community for National Preparedness Month (September) to encourage citizens, public safety organizations and businesses to educate and empower others to prepare for and respond to emergencies including natural and man-made disasters 26
- 27. NIST Manufacturing Extension Partnership NIST connects with more than 100,000 people through outbound Digital Communication Management across 180 topics. NIST MEP created an online community using GovDelivery Collaborative Community Management to connect and promote collaboration among its regional centers across the country. • Collaborative community connects marketing centers & other departments from across the country • Community builds on and complements success in digital outreach and compelling blog content 27
- 28. Centers for Medicare & Medicaid Services www.medicare.gov & http://questions.medicare.gov Integrates GovDelivery Digital Communication Management (DCM) and Citizen Service Management (CSM) to drive broader outreach and better serve citizens and stakeholders with questions. • Engaging millions of subscribers with 3-5 million messages per month • 8,000-12,000 new signups monthly with increase of 30-40% from GovDelivery Network • Allowing those visiting FAQs to sign up for updates when answers change • In eight months, CMS has seen more than 850,000 visits to its FAQs, helping to drive an increase of more than 80,000 subscribers to over 2400 topics 28
- 29. United States Census Bureau www.census.gov http://ask.census.gov The U.S. Census Bureau ran a national campaign incorporating use of Digital Communication Management into its outreach strategy to encourage members of the public to participate in the 2010 Census in a timely fashion. Their overall communications effectiveness saved $1.87 billion in taxpayer money. • Integrating outbound digital communications with inbound customer service requests • Engaging 300,000+ subscribers across 1700+ topics • In one month alone, received 175,000+ visits to FAQs, helping to drive more sign ups • Growing subscriber outreach by 200% extra through GovDelivery Network 29
- 30. Government Communications Maximize direct connections with the public through digital communications. Effectiveness – Reach More People Dramatically increase the number of people you reach directly Efficiency – Automate Complex Communications Streamline communication across email, SMS, social media, mobile and other channels Engagement – Create Lasting Mission Value Drive users to the online and offline activities that create the most lasting value for the public and your agency 30