review, adapt, improve - granicus€¦ · improve april 3, 2018. ... choose your timeframe...
TRANSCRIPT
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Review, Adapt, Improve
April 3, 2018
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JOHN DUCKWITZ
Client Success Team Lead
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“Sunlight is said to be the
best of disinfectants.”
— Justice Louis Brandeis
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A healthy communications and outreach strategy works in tandem with other agency initiatives to meet the mission goals of the program area, department, or agency.
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REVIEW
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Enhance
1. Enhance Public Awareness
2. Improve Public Involvement
3. Promote & Transform Online Services
DEFINE IMPACT
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What are my Measurable Objectives?
A Few Examples:• Web traffic• Audience growth• Event attendance• Downloads of my content• Citizen feedback• Digital engagement metrics
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What are my Digital Engagement Metrics?
The number of unique email recipients who opened an email or
clicked on a link in the previous 90 days
compared to the total number who received an email in that period.
The percent of recipients who clicked on at
least one hyperlink within
an email compared to the total number who
received it.
The number of recipients who
opened an email compared to the
number who received it.
The influence an overlay window has on getting visitors to a website to sign up
to receive future information updates
via email or SMS.
The number of topics for which one
individual has signed up to receive email
updates. (Calculated by dividing total
subscriptions by total subscribers).
Metrics Examined:
Engagement Rates Open Rates Click Rates Subscriptions Per SubscribersOverlay Rates
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Apply Your Strategy
Hello!
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ADAPT
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• Key indicator of the success of your overall communications strategy
• Identifies barriers to influencing your target audience
• Highlights areas to grow and improve
• Helps you make the most of your programmatic investment
Evolve Your Communications ActionsHow Does Your GovDelivery Communications Cloud Health Help?
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Utilize GovDelivery Reports to Identify Where You Need to ADAPT Your Outreach Efforts
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Know where to Adapt: Questions to Assess Communications & Account Health
1. Which topics are we sending the most messages to? Does that align with our communications strategy?
2. Was my communication received? Did people engage with it?
3. Am I reaching the right people?
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Which topics are we sending the most messages to?
Use the Topic & Category Report:Summary Report; Topic Details Report
At the very least – evaluate quarterly, to see sending and subscriptions across topics or categories and make sure your outreach aligns to your strategic priorities.
Compare reports across different time frames to identify sudden changes or trends overtime.
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Topic & Category Report: Summary
Choose your Timeframe
Understand the Scope
Scope in to see the trends for your Topics
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Topic & Category Report: Topic Detail
4th quarter 2017
Topic sending & popularity
Filter for Listed (public) topics
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Report on specific time spans to see which topics have the most activity
Ensure organizational priorities align with sending topics
Identify strategic topics with low subscriptions to inform changes to your network selections or need for cross promotion
How to use this Information…
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Was my communication received? Did people engage with it?
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Was my communication received? Did people engage with it?
Bulletin Analytics Report
Summary, Details on each sent message
> Compare to annual Benchmarks> Regularly check your bulletin stats
Filter the Bulletin Analytics Details report by Topics to see how strategic topics measure up
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Bulletin Analytics Report: Summary
4th quarter 2017
Messages received, opened, clicked
Multi-channel reporting in one
glance
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Bulletin Analytics Report: Details
Example bulletin: You’re invited to the 2017 Homeowners Floodproofing Expo and Workshop!
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Bulletin Analytics Report: Details
2+ days after sending
Recipients, deliverability rate
Recipient Details button shows every subscriber email
deliverability, opens & clicks
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Bulletin Analytics Report: Details
2+ days after sending
Sends, opens, clicks for this message
For multichannel messages, compare
email and text responses
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Bulletin Analytics Report: Details
2+ days after sending
Compare which links got the most clicks
Look back at the bulletin – were some links less obvious than others?
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Check Click Through Rates to see if content was engaging to the recipients
Look at popular bulletins by opens – does it align with your agency strategy?
Evaluate clicks to opens ratios. If you get great opens but low clicks, you may need a redesign of your bulletin template.
How to use this information:
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Am I reaching the right people?
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Am I reaching the right people?
> Account Performance Report> Network Report> Subscriber Location Report
Check Quarterly; Annually
Adding Questions to your Sign-up process can help you learn more about your subscribers
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Compare total subscriptions to number of people in your community to understand your reach
Understand your subscriber growth over time
Get a quick view of basic stats so you can dig into detailed reports to learn more if you’re falling behind
Account Performance Report
How to use this information
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Understand where your subscribers are located
Discover how people are finding you –through your website, or via the GovDelivery Network
Create engaging content that’s relevant to where subscribers live
Network & Subscriber Location Reports
How to use this information
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IMPROVE
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Six Tips to Improve Account Health
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Available Support Servicesfor the GovDelivery Communications Cloud
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Click to edit Master title style
37©
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Fast Help From Real People
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GovDelivery Communications Cloud
Online: support.govdelivery.com
Email : [email protected]
Phone: (cr it ical issues) 1-800-314-0147
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What’s Next For Reporting
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NEW Reports Pro API provides tech savvy organizations a flexible option for communications reporting
How can I customize my data?
• Send extensive subscriber and bulletin data from GovDelivery Communications Cloud to a data visualization tool of your choice
• Create visualizations, combine data with inputs from other sources, customize your data for your needs
• REST API • Secure token access for easy-access
management
Ask your Account Manager for more
information
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What Do You Need in Communications Cloud Reports?
We’re improving reports EVEN MORE very soon – and we want your feedback!3 ways to contribute:
• Come visit the Communications & Content table in the Experience Lab before you leave to give us your feedback
• Let your Customer Success Consultant know your Communications Cloud reporting wish list
• Reach out to us at [email protected] if you’d like to share your ideas!
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Thank you