communication methodology, framework, mistakes, and resources
TRANSCRIPT
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In a wagon, of course!
How did the old dog cross the road?
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GovDelivery
Communication Methodology, Framework, Mistakes, and Resources
October 18, 2011
Joseph Porcelli Director, Professional Services [email protected] 857-222-4420 @JosephPorcelli
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Build it. Together!
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Communication and Engagement Methodology
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Strategic Communication Thought Framework Objectives Factors Activity
Awareness
Visibility
Placement: What has been proven to be effective and where? What makes sense to try? Participation: Which conversations are already happening and where? How could we contribute? Frequency: How often should we place our messages? What is our capacity to do so sustainably?
Growth
Outreach: Where are the groups of people we want to engage known to be? Cross Promote: Which kinds of messages are they known to be mostly respond too and in which channels? Inclusion: Who might know something we might have thought of?
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Strategic Communication Thought Framework Objectives Factors Activity
Conversion
Growth
Outreach: Where are the groups of people we want to engage known to be? Cross Promote: What kinds of messages are they known to respond too and for which channels? Inclusion: Who might know something we might have not thought of?
Citizen Experience
Value: What is mostly likely going to compel some one to accept our offer? Timeliness: When will our offer most likely to be accepted? Consistency: What is the optimum frequency we should be making our offer?
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Strategic Communication Thought Framework Goals Factors Activity
Orientation Citizen Experience
Value: What is known about what our audiences finds valuable? Timeliness: When does our audience find what we are providing most valuable? Consistency: What is the optimum interval that we should be offering our value?
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Strategic Communication Thought Framework Goals Factors Activity
Engagement Rigor
Segment: What content and for which audience is known to be most effective? Measure: What criteria makes the most sense to inform us about the progress being made towards our goal? Adapt: What can we learn from what has happened to move us closer to our goal?
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Strategic Communication Thought Framework Goals Factors Activity
Leadership Shared Objectives
Collaborate: What can we learn from each other and how can we share what we know? Celebrate: What can we be proud of having accomplished together? Share: Who would benefit from what we have accomplished?
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Complementary Roles
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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
10 Common Mistakes to Avoid
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Data.GovLoop.com
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Web Analytics + DCM Metrics + Insight = Lives Saved
Google/Web Analytics Top Viewed Content Top 10 Keywords .gov/vaccines Flu Vaccine .gov/vaccines/H1N1 Flu Vaccine Safety Vaccines/H1N1/side-effects Flu Vaccine Side Effects
GovDelivery DCM Data
Top Sub. Topics Subscribers Vaccine Information Statements 80,000 Emergency Preparedness 50,000 What Vaccines Do You Need 20,000
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= +Insight Create category for Topic for Vaccine Side Effects
Mission Results
More people informed = Fewer people afraid = More Flu Shots = MORE LIVES SAVED!
Disclaimer: Not actual data
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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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Joseph Porcelli Director, Professional Services [email protected] 857-222-4420 @JosephPorcelli
Jenny Porcelli Old Dog @JennyWagon JennyWagon.com
What Do You Want to Accomplish?