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Social Media's Role in Cost-Effective Digital Communications

GovDelivery Conference October 19, 2011

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What does social media have to do with puppies?

… even when they are free, they are a lot of work.

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Social Media in Government 2008

“We should try this!”

“Have you heard of Twitter?”

“Are we allowed to use Facebook?”

“My boss told me to put up a YouTube channel, but YouTube is blocked on my work

computer.”

“Our department will never allow this?”

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Social Media in Government 2012

“We need to justify everything.”

“We have no funding for this.”

“We are getting real value from…”

“If we’re trying to reach that group, we know where they are.”

“We have really figured this out.”

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Savings to the state FSA could be significant. Statewide mailings to farm operators alone are $8,000 in postage and a state office newsletter with program deadlines and eligibility requirements. The state sends at least six of these a year to all farm operators, or 25,000 to 30,000 recipients. Once or twice a year, that goes to all owners and operators, about 90,000 per time at 22 cents per mailing, or $19,800 per time.

ND FSA trims, shifts costs

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What if only this guy cares?

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Leverage the trust that this guy has been building up for years.

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“I’m worried about you. I think you should check out this article from the CDC with links to resources on dealing with depression. You have some good options.”

-Dad

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“Our ROI is more lives saved and less property and fewer homes destroyed or damaged.” Eugene Luke Emergency Management Specialist, FEMA

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Can this all fit together?

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Assessing the Value of All Communications Efforts

Effectiveness: What is our total

reach?

Engagement: What is the value of

each connection we’re making?

Value Created

Efficiency: What was the total cost of the communication?

Net Value

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Lessons Learned on Opportunities for Better Results

Reach Matters If you are able to communicate with many relevant people on the issues that matter to your organization, your odds of success are high.

The B+ Rule You shouldn’t have to be a genius or an expert to get a “B+” in your communication if the tools are doing their job.

It’s Okay to be Greedy You want to do amazing things. You might want and need 90% automation and want most things going on autopilot, but when you want to step back and make a stunning newsletter or send a targeted message to the people who opened your last message in New York State, you need a system that can do that too.

Nothing Stands Alone Systems need to be open in every respect so they can work together and be easily customized to fit different needs and missions.

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“My interest is in the future because I am going to spend the rest of my life there.” Charles F. Kettering (American engineer, inventor of the electric starter)

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GovDelivery Upgrade: Addressing the Opportunities Reach Matters

•  Continued support for the GovDelivery Network with improved reporting on the contributions from the Network and (coming in 2012) the ability to further customize Network relationships

•  Easily customized footer for cross promotion of content and social media •  Ability to reach more channels faster with content views from sharing

tracked in GovDelivery reports The B+ Rule

•  Seamless integration with SMS, Twitter and Facebook including ability to add custom hash tags and comments on the fly across many accounts while sending email messages

•  Ability to initiate sends to the public from anywhere by sending an email to a designated address

•  A new Collaboration Platform that makes it easy to build internal and external communities with the audience you’ve built through GovDelivery

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It’s Okay to be Greedy •  Complementing ability to send informational updates with world class

newsletter creation and management capability for stunning communications and continued ability to continue using your own HTML when you want

•  Top notch targeting tools so you can reach people based on what they’ve clicked and opened in the past or information they’ve provided about themselves

Nothing Stands Alone Open everything and standard integrations with Drupal and WordPress

GovDelivery Upgrade: Addressing the Opportunities

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Digital Communication Management Value

Effectiveness – Reach More People Dramatically increase the number of people you reach directly

Efficiency – Automate Complex Communications Streamline communication across email, SMS, social media and other channels

Engagement – Create Mission Value Drive users to the online and offline activities that create the most value for the public and your agency.

DCM maximizes direct connections with the public through digital communications. We accomplish that in three ways:

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GovDelivery Digital Communication Management

Reach & Messaging

Social

Connect

Mobile

Advanced Analytics

Automated system that uses email, text messaging, social media, and RSS to notify citizens about specific topics of interest

Reach more people

Drive deeper engagement

Enable tight integration

Communicate anytime, anywhere

Target message; Measure impact

Prof

essi

onal

Ser

vice

s

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Creating Mission Value

Achieved over $1 million in savings and expanded outreach by over 1,000% to reach over

2.3 million people

78% of new subscribers to NSF come through partnerships with other

GovDelivery Customers

Higher renewal revenue and cost savings of $100,000 in the first three months by cutting

printing, postage and graphic work

Connects directly with over 1,200,000 people

Delivered 3.2-million targeted messages, all while increasing subscriptions to its YouTube®

channel by 2,000%+

In one week, Highways Agency sent 93,000 messages updating the public on key road

projects

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“Would you like fries with that?”

Deploy the age-old art of cross promotion in every thing you do, within every channel, and across your entire organization.

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Summary & Actions

Social Media’s Role in Cost-Effective Digital Communication is:

Help build audience / reach to drive effectiveness

Encourage content sharing and trust Enable user interaction with content

Reach users that will not otherwise signup for updates or visit website

Actions:

1.  Increase focus on the #s that drive value (#1 is reach) 2.  Get your organization thinking “Would you like fries with that?” 3.  For GovDelivery clients: Schedule time with us to review your

challenges and needs as well as new capabilities available to you

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Contact

Scott Burns – CEO & co-Founder Scott.burns@govdelivery.com (651) 726-7303