1. Measuring and Capturing the Value of Digital Communications GovDelivery Event February 3, 2011
2. Where to Start? Easy Value Created Engagement: What is the value of each connection we’re making? Effectiveness: What is our total reach? Efficiency: What was the total cost of the communication? Net Value 2
26. And more…4 Upstream Metrics Easy to measure, but only the communications and Web team care… clicks, opens, subscribers, followers, friends, visits, etc. Downstream Metrics These really matter, but they are super hard to measure.
27. Connecting Upstream to Downstream… Start with Logic More Rain Upstream… Means Deeper Water Downstream 5
28. Private Sector, Non-Profits, Politicians use Simple $ Metrics 6 “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
29. Go Back to Real Objectives in Everything You Report and Share 7 To Mission Results From Tracking Metrics We are increasing flu vaccinations by getting >25,000 people/day to view flu information online Page Views are Up Subscriber #s Just Passed 100,000 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 We have 5,000 Followers on Twitter and 2,000 Fans in Facebook