Joseph Porcelli, Director of Professional Services at GovDelivery, shares his view of digital communications, using the analogy of barn-raising. He offers a strategic communication framework and some common mistakes to avoid when implementing a strategic communications program.

1. How did the old dog cross the road?
In a wagon, of course!
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2. GovDelivery
Communication Methodology, Framework,
Mistakes, and Resources
October 18, 2011
Joseph Porcelli
Director, Professional Services
Joseph.Porcelli@GovDelivery.com
857-222-4420
@JosephPorcelli
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3. Build it. Together!
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4. Communication and Engagement Methodology
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5. Strategic Communication Thought Framework
Objectives Factors Activity
Placement: What has been proven to be effective and where?
What makes sense to try?
Participation: Which conversations are already happening
Visibility
and where? How could we contribute?
Frequency: How often should we place our messages? What
is our capacity to do so sustainably?
Awareness Outreach: Where are the groups of people we want to
engage known to be?
Cross Promote: Which kinds of messages are they known to
Growth
be mostly respond too and in which channels?
Inclusion: Who might know something we might have thought
of?
é
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6. Strategic Communication Thought Framework
Objectives Factors Activity
Outreach: Where are the groups of people we want to engage
known to be?
Cross Promote: What kinds of messages are they known to
Growth
respond too and for which channels?
Inclusion: Who might know something we might have not
Conversion thought of?
Value: What is mostly likely going to compel some one to
Citizen accept our offer?
Timeliness: When will our offer most likely to be accepted?
Experience
Consistency: What is the optimum frequency we should be
making our offer?
é
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7. Strategic Communication Thought Framework
Goals Factors Activity
Value: What is known about what our audiences finds
valuable?
Citizen Timeliness: When does our audience find what we are
Orientation Experience providing most valuable?
Consistency: What is the optimum interval that we should
be offering our value?
é
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8. Strategic Communication Thought Framework
Goals Factors Activity
Segment: What content and for which audience is known to
be most effective?
Measure: What criteria makes the most sense to inform us
Engagement Rigor
about the progress being made towards our goal?
Adapt: What can we learn from what has happened to move
us closer to our goal?
é
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9. Strategic Communication Thought Framework
Goals Factors Activity
Collaborate: What can we learn from each other and
how can we share what we know?
Shared Celebrate: What can we be proud of having
Leadership Objectives
accomplished together?
Share: Who would benefit from what we have
accomplished?
é
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10. Complementary Roles
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ì é ë
í î
ê
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11. 10 Common Mistakes to Avoid
1. Not defining clear goals, objectives, and outcomes
2. Overlooking internal resources and expertise
3. Allowing assumptions to influence strategy
4. Launching before securing champions and resources
5. Building before researching what has been done and learned
6. Not developing directives and memos to guide use
7. Not giving employees access to tools and analytics
8. Failing to continuously vet, gather evidence, and iterate
9. Failing to collect, analyze, and take action on data
10. Neglecting to report measurable post-implementation impact
analysis metrics
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12. Data.GovLoop.com
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13. Web Analytics + DCM Metrics + Insight = Lives Saved
GovDelivery
Google/Web Analytics
DCM
Data
Top
Sub.
Topics
Subscribers
Top Viewed Content Top 10 Keywords
Vaccine
.gov/vaccines Flu Vaccine
Information
.gov/vaccines/H1N1 Flu Vaccine Safety Statements 80,000
Vaccines/H1N1/side-effects Flu Vaccine Side Effects
Emergency
Preparedness 50,000
What
Vaccines
Disclaimer: Not actual data Do
You
Need
20,000
Insight Mission Results
Create category for More people informed = Fewer
Topic for Vaccine Side people afraid = More Flu Shots =
Effects MORE LIVES SAVED!
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14. Professional Service: Sample Projects
Strategic:
• Launch a social network and lead social media outreach for a public health agency
• Run workshops and set outreach priorities for a social network launch within a
federal agency
• Evaluate / benchmark existing digital communications strategy for a large County
and prioritize opportunities for improvement
• Survey users and craft engagement strategy for growing an online community in
support of an education nonprofit
Execution:
• Launch technology and support outreach strategy for the launch of an online
community for a major federal agency
• Launch technology and lead initial outreach and registration drive for a large public
school alumni association
Training Programs:
• Effectively building audience and engagement with Email, Facebook, and Twitter
• Managing a Workforce of Social Media Users: 6 Competencies of a Gov 2.0 Leader
• Using Social Media for Recruitment and Retention
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15. What Do You Want to Accomplish?
Joseph Porcelli
Director, Professional Services
Joseph.Porcelli@GovDelivery.com
857-222-4420
@JosephPorcelli
Jenny Porcelli
Old Dog
@JennyWagon
JennyWagon.com
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