Measuring and Capturing Value of Government Communication describes a methodology of government communications to go from clicks to engagement to real mission results

1. Measuring and Capturing the Value of Digital Communications GovDelivery Event February 3, 2011

2. What Matters to Your Agency? Mission Results Clicks, Opens, Subscribers, Page Views 2

3. “You can’t manage what you don’t measure.” You can’t measure everything in $ 3 "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 “Our ROI is more lives saved and less property and fewer homes destroyed or damaged.” Eugene Luke, Emergency Management Specialist, FEMA

4. The Scientific Formula for Measuring Mission Value from Digital Communications 4

5. 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 5

7. Provide for secure retirement

8. More people get flu shots

9. More people apply for benefits online

10. Awareness of benefits of flu shots, clinic locations, and free shot programs

11. Awareness of benefit application form online6

13. More flu shots

14. More exercise

15. Less smoking

16. Better screening

17. More efficient and consistent compliance with regulations

18. Lower administrative costs

19. Higher revenue

20. Lower compliance costs for business / public

21. Lower costs

22. Fewer inbound calls

23. Lower enforcement costs

24. Citizen involvement in building mobile apps

25. Better mission results

26. Catch criminals

27. Get more grant applications so funds go to higher quality applicants

28. Improve recruitment

29. And more…7 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.

30. Connecting Upstream to Downstream… Start with Logic More Rain Upstream… Means Deeper Water Downstream 8

31. 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

33. “Did you take a flu shot after visiting our website?”

34. “Did your experience on our website impact your decision to get a flu shot?”

36. 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.

37. Go Back to Real Objectives in Everything You Report and Share 11 To Mission Results From Nerd 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

38. Homework: Move the Needle Now 12

39. Example: Promote Signups to Increase Effectiveness 13

40. Questions? Questions Contact me: Scott Burns CEO & co-Founder, GovDelivery, Inc. scott.burns@govdelivery.com 866-276-5583 Ext 303 651-726-7303 GovLoop: http://www.govloop.com/profile/ScottBurns Twitter: http://twitter.com/smburns Blog:www.reachthepublic.com www.govdelivery.com 14

41. Using Communication and Engagement to Solve Snowpocalype GovDelivery Event February 3, 2011

42. Why Problem: 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.

43. 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

44. 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)

45. 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

46. 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

48. Get them to Subscribe

49. Provide compelling content

50. Ask to Give $ or Visit Park

51. 23k fans, 100+ Likes per post= RESULTS – funding/volunteers/rescues

53. Build on-going relationships with them

54. Provide clear, timely, actionable information

56. RULE 1 Identify Problem What is the problem you want to solve?

60. Decrease number of in-bound phone calls

62. Snowpocalypse Logistics Example Time frame = On-going + WinterFunded = Public WorksStaff = Neighborhood division

63. RULE 4 Define the Audience Who are our stakeholders? Where is the target audience currently?What else exists?

65. Media & journalists

66. Elderly & special needs

68. Snowpocalypse Audience Examples Email signups on website Social media and sharesPromotion during events and media Cross-promotion with other agencies Engage them where they are

69. RULE 6 Engage by Content What content do stakeholders need and want?What format (text, video, pictures)?Frequency – how often? How do we staff, moderate, and amplify?

71. School closings

72. Blog posts

73. Pictures/videos

74. High frequency

76. Snowpocalypse Channel Examples Email updates Text updates Facebook, Twitter Traditional media Robo-calls, conference calls, citizen-to-citizen

77. RULE 8 Engage by Activating What are the calls to action? Is the action targeted? Is the call to action repeated? Is the call to action optimized?

78. Snowpocalypse Activate Example

79. RULE 9 Measure 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?

80. Snowpocalypse Measure Example Daily/Weekly/Monthly ReportsWeb Analytics Community Analytics

81. 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. 42

83. Help mobile workers share tips and updates in real time

84. Help an agency build an online community with the public

85. Use collaboration to enhance mentoring process

86. Create increased public participation and feedback

88. 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 45

89. Reach out Steve Ressler Founder, GovLoop Founder@GovLoop.com @GovLoop Joseph Porcelli Director, GovEngage Joseph@govengage.com @GovEngage