3CMA Regional Conf: Government Website Trends - Why Email is Fundamental
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The document discusses the importance of email as a fundamental communication tool for government organizations, highlighting its extensive reach and ability to engage citizens effectively. It presents statistics on digital communication trends, indicates how organizations can build and personalize their audience, and emphasizes the need for relevant, specific information. Additionally, it outlines success metrics for assessing the effectiveness of digital communication efforts.
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3CMA Regional Conf: Government Website Trends - Why Email is Fundamental
- 1. GovDelivery Government Website Trends: Why Email is Fundamental Scott Burns March 30, 2012 1
- 2. Maximizes direct connections with Knowledge network across all the public through digital levels of Government communications. • Prominent in the U.S. and • More than 500 public sector International organizations manage their digital communications though GovDelivery • 50,000+ Members • More than one billion messages • Specialized Communities with are sent quarterly by government 6 different topics: i.e. agencies through GovDelivery Communications and Technology • 30,000 people sign up every day through GovDelivery to receive digital messages from the government 2
- 3. Effective Digital Communication Get the Word Out. • Build a real and permanent audience − Quickly and easily inform the public − Reach across multiple channels • Personalize − Allow citizen/stakeholder to choose the information they want to receive and how often − Deliver information at the relevant time directly to citizen/stakeholder • Engage − Track results and interest over time − Drive mission critical value for your organization through increased communications 3
- 4. If Facebook was a country... Population: 850 million It would be the world’s 3rd largest country Bigger than North and South America combined 4
- 5. If Twitter was a country... Population: 200 million It would be bigger than Russia, Ukraine and Kazakhstan 5
- 6. If Email was a country. . . It Covers Continents It would be an empire: 2.9 Billion users 6
- 7. Channels overlap, but vary in reach and purpose… Social Media • Engage with information • Socialize information with friends, get recommendations Outreach • Work together to solve problems channels drive citizens to SMS/Text/Mobile engagement • Send/receive geo-specific info tools, and • Reach immediately sometimes tools • Connect in personal space and channels overlap. Email • Reach broadest audience through top channel (90%+ of online time spent reading or sending email) • Disseminate info to personal destination • Benefit from archive and content flexibility • Use channel accepted / preferred for institutional communication • Easily share with friends and family 7
- 8. Use Website to Build Audience 8
- 9. Contextual sign-ups on your website 9
- 10. Top 11 Shared Updates of 2011 • Offering generic email updates is not enough • Citizens want specific information that’s relevant to them: − Small business tax credits − Keeping state parks open − Public safety alerts in your city 10
- 11. “Upsell” Content and Collaborate to Increase Reach 11
- 12. Impact of Working Together to Reach More People • 114,247 new subscribers in first half of 2011 • Accounts using the network got 47% of new subscribers from the GovDelivery Network 17 Texas Agencies use GovDelivery 1.5M total subscribers • The Governor of TX gets over 90% of new subscribers from the GovDelivery Network 12
- 13. Integrate and Cross Promote Channels 13
- 14. Integrate and Cross Promote Channels 14
- 15. Ask Users What They Want I love the CDC e-mails!!!!!!!!!! I don't have to hunt for information. It comes automatically to me. I am confident that I am aware of the latest information. Continue with this process. It is great! -R.N. Manager, Occupational Health 15
- 16. Success Metrics for Digital Communication • Qualitative − What is your organization’s mission and does increasing public outreach support it? − What feedback are you receiving from key stakeholders on how they use the information you send? − Is the information you are providing of value to the citizen from a transparency standpoint? • Quantitative − Are you building an audience you can reach effectively? o Number of people signed up to receive your direct communications o Number of critical topics on which you can reach people − Are your messages effective? o % of users reacting to content you send o Click-throughs, opens, comments, votes, etc. 16
- 17. Contact Scott Burns – CEO & co-Founder [email protected] @smburns (651) 726-7303 Website: www.govdelivery.com Blog: www.reachthepublic.com 17