1 Effective use of social media in public engagement and consultation The benefits of digital engagement 7 th March 2013 Dave Worsell Director, Government.

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Presentation transcript:

1 Effective use of social media in public engagement and consultation The benefits of digital engagement 7 th March 2013 Dave Worsell Director, Government Solutions /

2 GovDelivery Overview Using Multi-Channel Communication in an Avoidable Contact Strategy August 2012 Dave Worsell Director, Government Solutions / Picture by David Bleasdale (Flickr) Do More with Less Digital by Default Channel Shift Avoidable Contact Focus on Shift more than Channels Online Transactions Consultations Cost reduction

3 It’s not me, it’s you...

4 Achieving your mission... Effectiveness – Reach More People Dramatically increase the number of people you reach directly Efficiency – Automate Complex Communications Streamline communication across , 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 organisation Maximise direct connections with the public through digital communications

5 The Engagement Funnel

6 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 Where to start?

7 Engagement Strategy Framework 1. Effectiveness: Build the largest base of subscribers/fans/followers by leveraging existing contact lists and implementing digital communication management best practices. 2. Efficiency: Focus on streamlining and automating complex communications across digital channels but prioritise the most effective. 3. Engagement: Drive users to online and offline activities that create the most value for them and your organisation, ultimately driving mission value and changing behaviors that will create immediate or lasting impact.

8 The State of Communications

9 The Critical Importance of

10 Build audience Online and Offline

11 Collaboration

12 Send Messages to Subscribers simultaneously via multiple channels RSS Widget Wireless/SMS Social Media One Platform > Multiple Channels > Exponential Reach Your message Customers can receive instant alerts, anywhere. Phone Tablet PC Customers encouraged to share…

13 AWARENESS Finding PERMISSION Joining ORIENTATION Knowing ENGAGEMENT Information shared and consumed LEADERSHIP Collaborating OUTCOMES Web: Increase in total pages viewed Increase in total subscribers Social: Increase of total followers and likes Increase in total opens, clicks, and shares Web: Increase in total pages viewed Online: Increase in total online forms Increase in online posts and comments Increase in total docs downloaded Increase in total bulletins and pages shared Offline: Increase in total meetings attended Increase in total groups organised or reactivated Total increase of online transaction/interaction Total decrease in avoidable contact Engagement Tracking Framework

14 Questions... Dave Worsell Director, Government Solutions Connect: