10 steps to support open government
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GovDelivery's Scott Burns March 2, 2010: 10 Steps To Support Open GovernmentTRANSCRIPT
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10 Ways Your Digital Communication Strategy can Support Open Government
Contact me:
Scott BurnsCEO & co-Founder, GovDelivery, Inc.
[email protected] Ext 303 651-726-7303
GovLoop: http://www.govloop.com/profile/ScottBurns Twitter: http://twitter.com/smburns
Blog: www.reachthepublic.com
www.govdelivery.com
March 2010
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Open Government Goals
Transparency
– Work openly
– Get information into the public domain
– Disseminate effectively
Participation
– Make participation possible
– Make it happen on a relevant scale
Collaboration
– Within your agency
– With other agencies
– Outside government
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Are we fighting a fire?
Photo Credit: NOAA
Or, building a foundation?
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Effective Digital CommunicationSupports Effective Open Government
Get the Word Out.
Build a real and permanent audience
– For open data
– For engagement tools
– For reaching across one/any/all channels
Engage
– Reach more people faster
– Deliver information at the relevant time directly to citizen/stakeholder
Personalize
– Get information to people that they want and need
– Track results and interest over time
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Channels overlap, but vary in reach and purpose…
Social Media– Engage with information– Socialize information with friends– get
recommendations– Work together to solve problems
SMS/Text/Mobile– Send/receive geo-specific info– Reach immediately– Connect in personal space
Email– Reach broadest audience through top channel
(80%+ of online time)– Disseminate info to personal destination – Benefit from archive and content flexibility– Use channel accepted / preferred for
institutional communication
Outreach channels drive citizens to engagement
tools, and sometimes tools and channels overlap.
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…so does outreach
EN
GA
GEM
EN
T
Inform(one to many)
Improve govt acquisitions
Collaborate on social media policy
Develop new applications
Collaborate(many to many)
Connect/Consult(one to one)
Submit pic & location of pothole
Provide feedback on policy
Request data sets
Learn of blog entry on distracted driving
Receive link to new video on middle class task force
Find out my bus islate
Receive new H1N1 Guidelines
Find out wage rules updated by DOL
Examples
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Success Metrics for Digital Communication
Qualitative– What is agency mission and does increasing outreach support it?– What is feedback 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?
• Number of people signed up through each channel• Number of critical topics on which you can reach people
– Are your messages effective?• % of users reacting to content you send• Click throughs, opens, comments, votes, etc.
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Idea 1: Drive Usage of Current Tools to Build Audience
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Whatever the channel, choice matters
From: Updates from Agency X To: Updates on H1N1
Seek engagement
From: Click here to comment To: EPA Question of the Week
More ideas for improving metrics: http://tinyurl.com/govd1
Offer choice w/o taking on more work: http://tinyurl.com/gdautomate
Idea 1: Drive Usage of Current Tools to Build Audience
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Idea 2: Build Audience for Open Government Efforts
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Idea 2: Build Audience for Open Government Efforts
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Idea 3: Match Channel to Objective
Connect/Consult
Inform
Collaborate
Low High
Likelihood of being best channel
No clear boundaries.
Channels often drive traffic to tools that serve a different
purpose.
Many messages should go out through multiple channels
• Personal importance or mass outreach?
• Geographic?• Urgency?• Public / private?• Ongoing or transient?• Right base of “subscribers”
“followers” “friends”?
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Idea 4: Integrate and Cross Promote Channels
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Idea 4: Integrate and Cross Promote Channels
Last 10 month results for Share This Email at FBI
500 different email bulletins posted to social media
1,618 total “shares”
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Idea 4: Integrate and Cross Promote Channels
HHS streamed Flu.gov email bulletins into a widget to be
easily shared on other websites
Since April 2009:• 500+ installs• 8M+ views• 866K clicks
Email subscription capability incorporated to
build audience for the future
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Idea 4: Integrate and Cross Promote Channels
CDC works with TSA & others to get Flu button in email footers– button promotes
text message signup and 800 number
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From CDC
Integrating Social Media With Email / Wireless Subscriptions
Step 1: Offer Social Media Content as Subscription Option through GovDelivery (be sure to link subscription option to RSS feed on Social Media Website)
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Social Media Integration Overview
Step 2: Publish to either Social Media sites or GovDelivery
Step 3: RSS feeds created, GovDelivery picks up change and sends email to your subscribers – OR – GovDelivery sends email to subscribers and simultaneously posts to social media sites
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Social Media Integration Overview
Email Generated from Parliament YouTube Channel
Email Generated from Parliament Flickr Account
Well over 300,000 clicks tracked by GovDelivery from
government emails in ’09
Traffic is growing rapidly.
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Idea 5: Ask Users What They Want
107,115 emails sent
1,216 responses
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
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Idea 5: Ask Users What They Want
Over 4,900 clicks from outbound email announcement
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Idea 5: Ask Users What They Want
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Idea 6: In Addition to Shared Missions, Use Free Tools to Find the Right Collaboration Partners
Useful links: www.quantcast.com & www.alexa.com
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Idea 7: Collaborate to Build Your Audience
Within signup process for digital subscriptions In social media channels In outbound communications
– Emails– Tweets– Wireless messages
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Idea 7: Collaborate to Build Your Audience
Example: FDA Email Topic Sign-Up
1 Click on Get email updates link on Enforcement Reports page
Enter email address (password optional)2
Signed up to info. of interest 3
Shown other options4
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Idea 7: Collaborate to Build Your Audience
Example: Many Federal Agencies Collaborate to Build Audience
Cross Agency Collaboration at a New Level
• Example shown here: FDA promotes content from HHS, NIH, CDC, CMS and USDA FSIS.
• Agencies using GovDelivery can collaborate with any of the >300 government entities on the GovDelivery
• Collaboration can occur within your department or with other related agencies
• Agencies not using GovDelivery can promote each other within emails and other digital communication channels
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Idea 7: Collaborate to Build Your Audience Results: Collaboration Drives Better Outreach
Average New Email Subscribers per Day
Source: GovDelivery subscription growth comparing weekdays before and after use of the collaboration network.
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Idea 8: Ad-Hoc Collaboration– who are you trying to reach and who is reaching them already?
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Idea 9: Collaborate within Government to Improve Government
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Idea 10: Track Success Openly & Effectively
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Idea 10: Track Success Openly & Effectively--Digital Communication Metrics for OGD
Transparency Participation Collaboration # of Topics
Offered (12/31/09)
# Citizens Subscribed (12/31/09)
Subscriptions per Citizen
Messages Sent (’09)
% users that open / click
messages
# of Dept. offices collaborating on
outreach
# of external outreach partners Key partners
Treasury 295 870,454 7.9 176.9M N/A 8+ 6 FCIC, Business.gov, ATF, SEC
DHS 354 696,420 10.7 180.6M 61% 9 10+ Navy, CDC, NWS, DOJ, State
DOL 1,493 593,010 49.7 39.5M 66% 10+ 15+ NLRB, PBGC, Business.gov
DNI,
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Idea 10: Track Success Openly & Effectively--Still More Digital Communication Metrics for OGD
Department of Labor Email Subscribers: 593K Email opens and clicks
– 8.1M trackable views of content delivered by email
– 2M+ link clicks from messages sent
Twitter followers for DOL– DOL: 5,484– Disability.gov: 5,432– GovBenefits: 4,798
Facebook Fans – DOL: 1,245
Department of Homeland Security Email Subscribers: 696K Email opens and clicks in 2009
– 10M+ trackable views of content delivered by email
– 2.3M+ link clicks from messages sent
Twitter Followership– FEMAinFocus: 10,456– TSA Blog: 6,176
Facebook Fans – FEMA: 7,238
What matters most to agency mission and to OGD objectives?
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Recap: 10 Ways Your Digital Communication
Strategy can Support Open Government Idea 1: Drive Usage of Current Tools to Build Audience
Idea 2: Build Audience for Open Government Efforts
Idea 3: Match Channel to Objective
Idea 4: Integrate and Cross Promote Channels
Idea 5: Ask Users What They Want
Idea 6: Use Free Tools to Find the Right Collaboration Partners
Idea 7: Collaborate to Build Your Audience
Idea 8: Embrace Ad-Hoc Collaboration
Idea 9: Collaborate within Government to Improve Government
Idea 10: Track Success Openly & Effectively
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Questions?
Contact me:
Scott BurnsCEO & co-Founder, GovDelivery, Inc.
[email protected] Ext 303 651-726-7303
GovLoop: http://www.govloop.com/profile/ScottBurns Twitter: http://twitter.com/smburns
Blog: www.reachthepublic.com
www.govdelivery.com