©2011 GovDelivery

Measuring and Capturing the Value of Digital CommunicationsGovDelivery Event

February 3, 2011

Where to Start? Easy

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

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What is that we’re trying to do here?

What matters most to my agency and the public?

What are the specific outcomes this program is looking for?

What are realistic contributions that communication can make to

the outcomes?

Improve public health Provide for secure

retirement

More people get flu shots

More people apply for benefits online

Awareness of benefits of flu shots, clinic locations, and free shot programs

Awareness of benefit application form online

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The Impact of Better Communication Translates to Real Value for Agency & Public

Better health More flu shots More exercise Less smoking Better screening

More efficient and consistent compliance with regulations

Lower administrative costs Higher revenue Lower compliance costs

for business / public

Lower costs Fewer inbound calls Lower enforcement costs Citizen involvement in

building mobile apps

Better mission results Catch criminals Get more grant

applications so funds go to higher quality applicants

Improve recruitment And more…4

Upstream MetricsEasy to measure, but only the communications and Web team care… clicks,

opens, subscribers, followers, friends, visits, etc.

Downstream MetricsThese really matter, but they are super hard to measure.

Connecting Upstream to Downstream… Start with Logic

More Rain Upstream…

Means Deeper Water Downstream

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Private Sector, Non-Profits, Politicians use Simple $ Metrics

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“ 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

Go Back to Real Objectives in Everything You Report and Share

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Page Views are Up

Subscriber #s Just Passed 100,000

We have 5,000 Followers on Twitter and 2,000 Fans in

Facebook

We are increasing flu vaccinations by getting >25,000 people/day to view flu

information online

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

To Mission ResultsFrom Tracking Metrics

Move the Needle Now•Colla

borate with others to reach more people

•Promote opportunities for stakeholders to signup (through every interaction on website, call center, etc.)

Effectiveness

•Evaluate all outreach and comms spend (offline & online)

•Connect channels and content management processes

•Automate outreach, where it makes sense

Efficiency

•Engage your programs and other users internally to identify opportunities for communication to drive value

•Ensure that high-value services are promoted and can be started (or completed) online

•Track high-value activities to understand where impacted

Engagement

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