©2011 GovDelivery

22 tips to Increase Fans, Followers and SubscribersSteve Ressler Founder & President, GovLoop

Kathryn Hambleton New Media Strategist , U.S. Department of Health and Human Services

Joseph Porcelli Director, GovDelivery Professional Services

June 16th , 2011

Agenda

•How to Increase Fans, Followers and SubscribersSteve Ressler, Founder & President, GovLoop

•Tips from HHS on increasing Fans, Followers and SubscribersKathryn Hambleton, New Media Strategist, U.S. Department of Health and Human Services

•GovDelivery Professional ServicesJoseph Porcelli, Director, GovDelivery Professional Services

•Duration: 1 Hour

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At Work, Where Do People Go to:

Ask a question about their project

Find out about other similar projects in government

Get career advice or mentorship

Get best practices about a specific technology or project

In past, simply asked peers at work or people you already knew

How do you expand the network to solve government problems

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What is

MISSION: “Connect Government to Improve Government”

Solve government

problems

Solve government

problems

Find and contribute

best practices

Find and contribute

best practices

Learn about the latest solutionsLearn about the latest solutions

?

Research the latest trendsResearch the latest trends

Connect with PeersConnect with Peers

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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

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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)

Government (Federal, State, Local)

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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

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What are Your Goals?

What are the Goals of Your Agency Communication?

REACH and ENGAGE MORE CITIZENS to solve Problems

Government Engagement Funnel Reach large number of stakeholders

Build on-going relationships with them

Provide clear, timely, actionable information

Stakeholders take action with your information

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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

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Private Sector, Non-Profits, Politicians use $ Metrics

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“ Online revenue per usable email address for a

non-profit is $3.36 - $27.56. ”

Source: Convio Benchmarking Study

“ Online revenue per usable email address for a

non-profit is $3.36 - $27.56. ”

Source: Convio Benchmarking Study

“ The value of an email address to a knowledgeable

marketer is $118. ”-Stan Rapp, former CEO of McCann Relationship

Marketing

“ The value of an email address to a knowledgeable

marketer is $118. ”-Stan Rapp, former CEO of McCann Relationship

Marketing

“ A Facebook fan is worth $3.60 per year.”Source: Vitrue

“ A Facebook fan is worth $3.60 per year.”Source: Vitrue

Why Audience Size Measures for Government

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500,000 Subscribers20% Open – 100,000 Read your message5% Take Action – 5,000 Extra Flu Shots

A Little Math – Flu Shot

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So How Do You Increase Audience and Engagement?

Here’s my 22 Tips

Part 1: Sign-Up Tips

Big Sign-Up Box

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Email Overlay

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Da Vinci Code

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FB Page Embed

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Facebook Ads to Your Citizens

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In-Person Promotion

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Optimize FB Landing Page

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Follow Others to Be Followed

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Paper Sign-up sheets

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Optimize Outside Home Page

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Part 2: Content/Engagement

Tricks

Regular Frequency

Facebook – 1 to 4X a day

Twitter – 3 to 10X a dayEmail – Range from daily, weekly

** Key is consistency – actual numbers vary by agency and type of content **

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Dessert to Broccoli

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Pictures on FB

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Use Special Events

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Have Fun

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Agency Cross-Promo

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Use Multiple, Real People

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Tell Stories

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Cross-Promote

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Ecards

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Petition/Campaigns

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Part 3: Call to Action

Just Ask

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Make it Simple

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Ask Multiple Times

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Reference Links

How to Build Gov’t Facebook Page http://www.govloop.com/profiles/blogs/how-to-build-an-awesome

16 Excellent Gov’t FB Pages http://www.govloop.com/profiles/blogs/16-exceptional-govt-facebook

Twitter - http://govengage.com/2011/03/28/how-to-build-a-govt-twitter-profile-and-drive-followers-and-engagement-2/

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If having any challenges, reach out

Have a Team that works on:

• Training (digital communication to social media)

• Strategy (assessment and action plan)

• Execution (help actually do the work)

Have helped:

• Increase sensitive collaboration between federal agencies

• Help mobile workers share tips and updates in real time

• Help an agency build an online community with the public

• Recruit citizens to help shovel neighbors in need

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Steve ResslerSteve Ressler

Founder, GovLoop

Founder@GovLoop.com

@GovLoop

Reach out

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GovDelivery Delivers Real Value for Agencies

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

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

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

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

GovDelivery Professional Services

GovDelivery Professional Services supports governmentorganizations that want to incorporate multi-channelcommunication and engagement strategies deeper into theorganization’s mission in order to:

1. Expand program awareness

2. Accelerate adoption of online services

3. Support citizen engagement

4. Improve citizen services

5. Reduce service delivery costs

6. Complement and support existing staffing

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GovDelivery Professional Services

Services Overview:

•Strategic Assessment and Planning: Establish an organizational baseline based on objectives, current technologies, and best practice benchmarks. Envision the future, establish tracking metrics, and deliver an actionable road map.

•Training: Empower teams with knowledge, confidence, best practices, policies, and skills to optimize communication and engagement efforts.

•Execution: Provide capacity to launch or accelerate key online initiatives with dedicated project management and support and deploy targeted digital communications to support offline initiatives.

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Professional Services - Strategy Packages

Packages:•Digital Communication and Engagement Assessment

•Digital Communication and Engagement Strategic Plan

•Community Engagement Assessment and Strategic Plan

Deliverables: 1.Written report with prioritized recommendations based on impact, level

2.of effort, and return on investment. Report to include benchmarks

3.against best practices of organizations with similar missions and size

4.Actionable roadmap and framework for tracking post-implementation

5.Results

6.90-day review of progress and strategic recommendations

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Professional Services -Training Packages

Training Packages:•How to Use Social Media to Jeopardize Your Job

•Effectively building audience and engagement with Email, Facebook, and Twitter

•How-To Optimize Communications to Decrease Costs & Increase Revenue

•Building and Sustaining Online Community Engagement

•Social Media Security Awareness – How to Use it Safely and Securely

•Customized trainings

Deliverables: 1.90-minute webinars

2.60-minute onsite presentation

3.On-site half-day training

4.40-hour phone support, Skype, Adobe Connect, or email support pack

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Professional Services - Execution Packages

Execution Packages:•Outreach Acceleration

•Digital Conversion

•Revenue Optimizer (for organizations with revenue opportunities)

•Community Management Execution Packages

•World Class Administration on Demand

•Custom Policy Development

•Program and Pilot Launch Execution Packages

Deliverables: 1.Short-term project production (5 hours per week)

2.Part-time staffing (20 hours per week)

3.Full-time digital producers and community managers (40 hours per week)50

Professional Services Team -Accomplishments

• Connected 40,000+ government employees to solve problems

• Organized cross-agency campaign with Center for Disease Control (CDC) sending 58 million messages at height of H1N1 flu which helped convince citizens to get immunizations

• Grew State of Indiana direct connections to over 833,000 subscribers across 78 state agencies (13% of state population) while saving nearly $250,000 in its first six Months

• Led digital communications and engagement for a presidential convention, a $6 billion national legislative campaign, and multiple major metropolitan cities.

• Developed and managed a citizen-facing social network for Boston Police Department to increase program awareness and adoption while reducing crime.

• Recognized thought-leaders delivering presentations and trainings at more than 200 conferences on topics of digital communication and improving engagement through social media including NAGC, NAGW, OECD, MIT, and GSA Web Manager University.

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What Problem Are You Trying to Solve?

SEND US YOUR PROBLEM AND WE’LL SEND YOU THREE IDEAS

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GovDelivery - Director of Professional Services

Joseph Porchelli

Director, GovDelivery and GovLoop

Professional Services

(857) 222-4420

Joseph.Porcelli@GovDelivery.com

@JosephPorcelli

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