Driving value from digital communications short
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Driving value from digital communications short
- 1. Measuring and Capturing the Value of Digital Communications GovDelivery Event February 3, 2011
- 2. Where to Start? Easy Value Created Engagement: What is the value of each connection we’re making? Effectiveness: What is our total reach? Efficiency: What was the total cost of the communication? Net Value 2
- 4. Provide for secure retirement
- 5. More people get flu shots
- 6. More people apply for benefits online
- 7. Awareness of benefits of flu shots, clinic locations, and free shot programs
- 8. Awareness of benefit application form online3
- 10. More flu shots
- 11. More exercise
- 12. Less smoking
- 13. Better screening
- 14. More efficient and consistent compliance with regulations
- 16. Higher revenue
- 17. Lower compliance costs for business / public
- 18. Lower costs
- 21. Citizen involvement in building mobile apps
- 23. Catch criminals
- 24. Get more grant applications so funds go to higher quality applicants
- 26. And more…4 Upstream Metrics Easy to measure, but only the communications and Web team care… clicks, opens, subscribers, followers, friends, visits, etc. Downstream Metrics These really matter, but they are super hard to measure.
- 27. Connecting Upstream to Downstream… Start with Logic More Rain Upstream… Means Deeper Water Downstream 5
- 28. Private Sector, Non-Profits, Politicians use Simple $ Metrics 6 “The value of an email address to a knowledgeable marketer is $118. ” -Stan Rapp, former CEO of McCann Relationship Marketing “ Online revenue per usable email address for a non-profit is $3.36 - $27.56.” Source: Convio Benchmarking Study
- 29. Go Back to Real Objectives in Everything You Report and Share 7 To Mission Results From Tracking Metrics We are increasing flu vaccinations by getting >25,000 people/day to view flu information online Page Views are Up Subscriber #s Just Passed 100,000 We are improving regulatory compliance by directly reaching 100,000 stakeholders with each new regulation We responded directly to comments through social media and redirected responders to where they were most needed We have 5,000 Followers on Twitter and 2,000 Fans in Facebook
- 30. Move the Needle Now 8