2017 public sector digital communications trends report - madeline o'phelan
TRANSCRIPT
Empowering government to create better lives for more people.
Goals, Challenges and Predictions for a Successful Year
2017 PUBLIC SECTOR DIGITAL COMMUNICATIONS TRENDS REPORT
Empowering government to create better lives for more people
GOVDELIVERY NETWORK
Engage your audience via the digital communications platform exclusively for government
Build your audience by connecting with 100 million people
GOVDELIVERY COMMUNICATIONS CLOUD
ADVANCED PACKAGE FOR COMMUNICATIONS CLOUD
Streamline your marketing capabilities with segmentation, A/B testing, and more
INTERACTIVE TEXT MESSAGINGReach people with the technology
already in their pocket
LEARNINGReimagine online training and build
interactive learning experiences
OPEN DATACreate compelling stories with your
organization’s data
DIGITAL ENGAGEMENT SERVICESLeverage our expertise to create &
execute your digital outreach strategy
SECURITYFirst FedRAMP certified digital
communications platform
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GOVDELIVERY + GRANICUS
• 150 Million Citizensin the GovDelivery Network
• 55 Million Citizens served by multiple Solution Suites
• 3,000 OrganizationsGlobally use Granicus’ solutions every day
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TODAY’S SPEAKER
Madeline O’PhelanSr. Marketing Communications ManagerGovDeliveryTwitter: @madelineophelan
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2017 PUBLIC SECTOR TRENDS REPORT
What will successful digital communications look like for the public sector in 2017?
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GOALS & PRIORITIES: UP ENGAGEMENT W/ YOUR CONTENT
• Increase The Overall Reach of Your Audience
• Create a Content Schedule
• Use Strong Calls to Action
• Try Different Communications Channels
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GOALS & PRIORITIES: INCREASE CUSTOMER SATISFACTION
• Use Plain Language
• Provide Options for Connecting
• Listen, broadly
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GOALS & PRIORITIES: INCREASE SUBSCRIBER GROWTH
REACH
ENGAGE
CONVERT
Implement a Website Overlay
Take Better Advantage of the GovDelivery Network
Re-Engage with Sleepy Subscribers
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DIGITAL TACTICS: WHAT TO EXPECT IN 2017
Website – 93%
Still Most Used Channel
Social media – 80%
Email – 80%
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PHONE CALLS: STILL #1 FOR FEEDBACK
BENEFITS• Rich feedback information• Connect personally with citizens
DOWNSIDES• High cost of time & resources• Not scalable• Not representative
OPPORTUNITY• Multi-modal feedback• Proactively request feedback digitally
MAKE THE GREATESTIMPACT IN 2017 With every $1 spent on email
marketing generating $38 in return. -Campaign Monitor
DIGITAL TACTICS: EMAIL WILL
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CHALLENGES AHEAD: LACK OF RESOURCES
Automate Your Messaging
Use Pre-Built Campaigns
Effectively Leverage Tools
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CHALLENGES AHEAD: REACHING YOUR TARGET AUDIENCE
Identify Audiences and Create Personas
Choose Communication Channels and Messaging That Resonates
Test What Works Best
Master Multilingual Content
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TOP 5 INSIGHTS
CONTENT MARKETINGGovernment communicators are content marketers
2017 PRIORITIES Web, email and social are the priorities for 2017
CITIZEN FEEDBACK Most organizations intake citizen feedback with phone calls
LACK OF RESOURCESLack of resources or staff continues to be the greatest outreach challenge
MEASURING SUCCESSSuccess in 2017 will be measured by digital engagement metrics
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PRIVATE SECTOR APPROACH• Launch and Iterate• Testing + Analytics + Continuous
Learning + Agility
PUBLIC SECTOR APPROACH• Make it Perfect• Expensive and Time Consuming
LOOKING TO THE FUTURE
RECORD EVENT ATTENDANCE
BROAD PARTICIPATION IN ONLINE TRAININGS
MASSIVE UPTAKE OF ONLINE TRANSACTIONS
AWARENESS AND USE OF BENEFITS
HEALTHIER INDIVIDUALS
SAFER COMMUNITIES
A NEW APPROACH
THANK YOU FOR YOUR TIME
MADELINE O’PHELANSR. MARKETING COMMUNICATIONS [email protected]| @MADELINEOPHELAN
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BREAKOUT SESSIONS 9:20 – 10:00 A.M.
1. Creating Engaging Content
Kate Symes, Client Success Consultant
2. Optimizing Due to Lack of Resources and
StaffNaitik Vyas, Client
Success Consultant (and Christine Nazer)
3. Tips for Reaching your Target Audience
Pam Jones, Client Success Consultant
Give us Your Feedback!Text “TRENDS” to (410) 983-6311