govdelivery

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GovDelivery

Engagement Services Discovery Workshop Key Findings & AppendixMarch, 21 2012

Joseph PorcelliDirector, Engagement Services857-222-4420 | @JosephPorcellIJoseph.Porcelli@GovDelivery.com

www.govdelivery.com

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Key FindingsCommunity CharterCommunity Outcomes and ObjectivesPrioritizing Audience Groups and PhasesSoft Launch PlanDefining and Prioritizing SuccessFeature Requirements

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Community Charter

Connect and empower MEP center staff and partners to provide small to mid-size U.S. manufacturers with the training, tools and connections to accelerate innovation; leading to new customers, expanding into new markets, and creating new products.

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Community Outcomes and Objectives

Desired Outcomes:1. Increase MEP marketing and communication efficiency and effectiveness

resulting in increased market penetration and revenue. 2. Increase national brand cohesiveness, collaboration, and awareness. 3. Set the pace and define possibilities for future MEP groups and NIST

programs.

Primary Objectives:4. Launch the NIST MEP collaboration community by end of April in

preparation for a soft launch by the Manufacturing Innovation Conference on May 5, 2012.

5. Empower MEP Communications and Marketing staff with tools, knowledge, information, and materials to do their jobs more efficiently and effectively.

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Prioritized Audience Groups and PhasesPHASE 1: May 5• Marketing staff (~150 member) at the 60 MEP centers across the country• MEP Internal (Limited to certain users)

• Legislative Database: Database• Internal Communications: Forum and files• Manufacturing Innovation: Forum and files

PHASE 2: June• Small Business Innovation Research (SBIR) manufacturers and partners• Export Tech Group (Mike Stone)

PHASE 3: August• Make it in America Supplier Scouting project teams

• USA National Innovation Marketplace, Edison Nation, and Next Gen Rail Forums

PHASE 4: September• INEAP

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Soft Launch PlanMay 5, Orlando FL

1. Survey communication and marketing center staff to validate needs and interests.

2. Review beta community with “champion” communication and marketing center staff for feedback and enroll them to present the community to peers on May 5.

3. Have champions make the pitch on May 5. Agenda:1. How it helps us2. Why it’s different3. Community leadership roles (GovDelivery Facilitates)

4. GovDelivery provides tours at net lounge5. GovDelivery provides welcoming and engagement support

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Defining and Prioritizing SuccessSuccess for Roger and Aimee

Quantitative Engagement Between Centers

ORIENTATIONViewing

ENGAGEMENTCommenting/Posting

LEADERSHIPFacilitating

Blog Posts Blog Posts Blog Post Series

Forums Forums Facilitating Forums

Databases Databases Additional Databases

Files Distributing Files Creating Files

Photos Photos Photos Albums

Videos Videos Videos Series

Calendars Events Calendars Series

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Defining and Prioritizing Success

Qualitative Engagement Framework

SPIRIT(Heart)

CONFIDENCE(Head)

IMPACT(Wallet)

Attitude Skill Self

Satisfaction Knowledge Community

Achievement Aptitude Customer

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Feature Requirements

MarketingMaterials

ResourceDirectory

Discussions(Categories)

Calendar Blogs(MEP to Many)

Feeds(RSS)

• Logos• Benefit

Statement• Audience

Definitions• Center Maps• Stock Photos• Best Practices

Guides

• Members• MEP Staff• Media Inquiries• Earned Media• Social Reports

• Business Development

• Relationships Management

• Design• Newsletter• Blogging• Facebook• Twitter• YouTube• Analytics• Engaging the

press• May 5

Conference Tracks

• Conferences• Regional Events• Gant Deadlines

• Announcements• Community

Success Stories• Center News• Job

Announcements

• Industry News• Industry Blogs• MEP Blog Posts• MEP Tweets• Center Blog

Posts• Center Tweets

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Appendix IndexIntroductions, Process, and ScheduleFramework Overview: Engagement Formula and FunnelValidating Business ObjectivesUnderstanding the Current SituationDefining StakeholdersExploring the EcosystemStaffing ConsiderationThinking Through ManagementConfiguration DetailsDraft Community Guideline and Moderation Policy

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Frameworks OverviewEngagement Formula FrameworkEngagement Funnel Framework

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Engagement Formula Framework

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Engagement Formula FindingsCurrent Center Staff Motivation• People want to share• Want to brag• Want to learn from each other• Healthy competition• Curiosity

Supports (for current community)• No moderation• No reports on how people are using it

Obstacles (for current community)• Built for system not the user• Language of navigation does not work• Knowledge of how it works

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Engagement Funnel Framework

Mission Objectives

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Understanding the Current SituationCurrent CommunicationCurrent Marketing ChannelsProgress MadeLessons LearnedKnown StrengthsKnown Gaps

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Current Communication• What does the content generation and publishing flow look like?

• No set editorial calendar• Communications happens via email• Private lists in twitter – DM and tweet

• What is working well?• Media Inquires .Will be purchasing PR newswire• Weekly Feature: MEP Client (Made in America – Database)• Social: Facebook, Twitter, Linkedin, YouTube outreach

• Where are the bottlenecks – where would automation be helpful?• Downloads and uploads – Files and Transfer Service

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Current Marketing Channels

• What are the primary communication channels?• MEIS – Impact and “current communities” reporting• GCM• SOCIAL: Facebook, Twitter, Linkedin, and Blog

• What other channels are you considering?• LiveStream and YouTube• Mobile app for conference

• What questions do you have about communication channels?• What else should we be considering

• What types of promotion or incentives do you do?• Get centers to send customers to conference – gave each center $50

discount code – get free reg. Centers about dollars bills.

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Progress Made to Date

• Collection of contact information for MEP marketing personnel• Audit of social media assets and creation of lists for communication (DCM

and Twitter)• No security considerations – Low Security • Wording for Privacy Policy will be finalized this week• Received confirmation they don’t need to use NIST in domain name -

MEP.gov

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Lessons Learned

• Success stories are key – current reporting structure limit web friendliness• Make it in your state campaigns are effective• Some centers are successfully interacting with political figures

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Known Strengths

• MEP communication contractors are great (photographers, videographers, and designers)

• MEP staff is motivated and advanced• No place but up to go!

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Known Gaps

• Internal capacity: Need more producers

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Defining StakeholdersDefinition and RolesRelationshipsExperiencesNeedsHabits and Preferences

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Stakeholder Definition and Roles

• Who are they (title, age, and gender)?• MARCOM Male, 40+,• MEP Centers = Full of engineers – require evidence

• What are they responsible for in their organizations?• Some with marketing background• Some with out marketing background

• What are we hoping they will consume?• They want to maximize MEP resources (don’t want to pay)• Best practices from other center• Brag about themselves

• What are we hoping they will contribute?• Best practices• Ideas for improvement• Contribute aligned messaging,

• What are they most likely to consume?• Files• What other centers are doing

• What are they most likely to contribute?• Suggestions for improvement• Asking for feedback

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Stakeholder Relationships• What are the primary functions of your relationship?

• Lead: national brand awareness and cohesiveness; conversations with federal legislators

• Support; and business development and closing processes• How often to you communicate?

• Email 1 or 2 times per week• As necessary

• What is working about the relationships?• Provide support of relationships – have contacts with key press• We can pay, have a video developed (absorb costs) • Centers love when you talk about them in the media and online

• Where are the breakdowns?• Response rate for questions requests• Sometimes, centers don’t agree position or initiative

• What are the opportunities?• MEP to become the sources for Government and Manufacturing• Mutually beneficial relationships

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Stakeholder Experiences

• What are the likely going to find most helpful?• Marketing materials

• What might they find confusing or frustrating?• Purpose of MEIS and Community

• Where and how else are you engaging with them online?• Social

• What have they demonstrated they care about?• Accessing marketing materials more easily• Being talked about in the media and press

• Who and what have they demonstrated they don’t care about?• 1/3 Leaders: Yes • 1/3 Show me data: Majority• 1/3 Not going to do it: Poor past experiences and miss-understanding

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Stakeholder Needs(Directly Serving Objectives)

• What are we hoping they will consume?• They want to maximize MEP resources (don’t want to pay)• Best practices from other center• Brag about themselves

• What are we hoping they will contribute?• Best practices• Ideas for improvement• Contribute aligned messaging,

• What are they most likely to consume?• Files• What other centers are doing

• What are they most likely to contribute?• Suggestions for improvement• Asking for feedback

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Stakeholder Habits and Preferences

• Where do they prefer to consumer information?• Smart Phone – Via Email• Social Media – Direct to source, web blog,

• When do they prefer to consume information?• N/A

• How have they told you they want to consume your services?• N/A

• What do you think would help them consume your services?• GovDelivery Collaboration

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Exploring the EcosystemCulturePoliciesPartnersData

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Example Culture Statement

• Our Values: • Respectful + Collaborative + Professional

• Our Goals: • Help our clients be awesome at audience building and community

engagement• Our Attitudes:

• Focused + Disciplined + Communicative + Fun + Positive Intelligence• Our Yearly Traditions:

• Birthdays, NextGen, Secret Santa, bowling, and holiday party• Our Weekly Rituals:

• Lunch, #Hi5Fridays, going for walks, hellos to GovLoop, and lunch and learns with other teams

• Our Everyday Norms: • Good mornings, knocking before entering, pro-actively communication, and

asking if we answered questions

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Policies

• NIST MEP Community Acceptable Use Policy• Security Plain (deemed as low risk)

• Agreement to plan now for Moderate (PII or Financial) use.• Privacy Policies (http://www.nist.gov/public_affairs/privacy.cfm)• Moderation (Plain English)• Community Guidelines (Plain English)

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Partners

• GovDelivery• Stone & Associates

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Data

• Web Analytics (limited access)• Themes: Data, Workforce (Jobs), Impact relatable stories, reports and

stories • Social Analytics

• Similar to web

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Staffing ConsiderationsResourcesCapacity and ConstraintsProcesses and KnowledgeAcknowledgement and Rewards

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Resources

• Internal• GovDelivery• GovLoop

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Capacity and Constraints

• Who (else) are the internal staff and what are their primary responsibilities• Karen, Leadership; Jaclyn graphics/ manage; Cindy, support Jaclyn; Zara

(sp?) success story quarterly per manufacturer (writer better success stories); Jenna support product development. Paul – Social/IT.

• How much time has been allocated to their duties relating to the community?• Jaclyn: Initial Content and Moderating -> Zara or Cindy (this group)• Lauren: Support

• What training and support resources are available to them?• None at this time

• How are there contributions and progress being acknowledged and rewarded?• Build into the community management plan

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Processes and Knowledge

• See previous slides

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Acknowledgement and Rewards

• Top Contributors• Member of the Week• Community Leaders

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Thinking through ManagementTimelinePhasesRolesRisksControl

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Engagement Services Timeline

• Workshop (Week 2)• Community Engagement and Management Plan (Week 3-6)• Member Management Enrollment Support (Week 7 and 8)• Community Management Support & Coaching (Ongoing)• Onboarding Other Groups (June-September)

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Phases

• Pilot Group• Additional Groups Process• Ongoing Support

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Roles

• Internal• Partners• GovDelivery• GovLoop

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Risks

• Managing request for additional groups• Request for NIST – Jaclyn communicate directly with Bobbie

• Existing community that is not being used• Address objections, show value immediately, address objectives,

distinguish purposes, validate assumptions• Capturing all stakeholder who are "accustomed" going to MEIS

• Preload attendees• Invite not at workshop

• Defining functions of Collaboration and MEIS• Transforming potential critiques in the productive betterment• Channels Purpose - MEIS

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Controls

• Policies• Standard Operating Procedures• Coaching• Support

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Configuration DetailsFeaturesDomainProfile QuestionsOther

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Domain Suggetions

• Advance.Mep.gov• Connect.Mep.gov• Innovate.Mep.gov

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Profile Questions

• What else do we or other members want to know or want to be able to search on about members?

• How else might we or members want to interact with each other?• Are there certain types of projects they work on?• Are there certain skills or experience that could be valuable to the

community?• What might you want to report on or be important to leadership?

MEP will provide Draft list will be provided by Friday 3/23

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Other?

• N/A

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Community Guideline

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DRAFT: Community Guideline

Rituals: The actions we regularly take• We read, comment, and reply to content and interact with each other• We seek out and engage other members• We are factual, site sources, and make it clear when something is our own personal opinion

Norms: The spirit in which we take actions• We are thoughtful, respectful, and helpful• We encourage each other• We celebrate each others accomplishments

Moderation:• Excessively criticize an idea/person. Constructive debate is good. Name-calling or insulting, libel,

and slander are unacceptable and will result in content deletion and possible suspension from the network.

• Membership: MEP center staff and partners are welcome to join and contribute content. Membership is moderated.

• Content: Only blogs are moderated. All other content is subject to NIST MEP Community Acceptable Use Policy.