22 tips to Increase Fans, Followers and Subscribers

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22 tips to Increase Fans, Followers and
Subscribers

• Steve Ressler Founder President, GovLoop
• Kathryn Hambleton New Media Strategist , U.S.
  Department of Health and Human Services
• Joseph Porcelli Director, GovDelivery
  Professional ServicesJune 16th , 2011

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Agenda

• How to Increase Fans, Followers and
  SubscribersSteve Ressler, Founder President,
  GovLoop
• Tips from HHS on increasing Fans, Followers and
  SubscribersKathryn Hambleton, New Media
  Strategist, U.S. Department of Health and Human
  Services
• GovDelivery Professional ServicesJoseph
  Porcelli, Director, GovDelivery Professional
  Services
• Duration 1 Hour

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(No Transcript)
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At Work, Where Do People Go to

• Ask a question about their project
• Find out about other similar projects in
  government
• Get career advice or mentorship
• Get best practices about a specific technology or
  project
• In past, simply asked peers at work or people you
  already knew
• How do you expand the network to solve government
  problems

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What is
Find and contribute best practices
Research the latest trends
Solve government problems
?
Learn about the latest solutions
Connect with Peers

• MISSION Connect Government to Improve
  Government

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2 Questions I Think About

• How to Grow GovLoop Reach Engage
• Reach More People (More Active Members)
• Increase Engagement (More Activity)
• Solve more problems every day

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My Last Year of Research

• Studied How Others Increased Audience
  Engagement
• For-profit communities (Dogster, ITToolbox,
  Sermo, change.org)
• For-profit vendors (GroupOn, Hubspot, Priceline,)
• Non-profit campaigns (Causes, Charity Water,
  NeighborsForNeighbors)
• Political sector (Presidential and local
  elections)
• Government (Federal, State, Local)

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What Ive Learned

• Its REALLY REALLY Hard
• Theres a talent/skill
• Theres a methodology and rigor
• Difference between Doing it and Doing it Well
• Lots of optimization opportunities
• Hard to be consistent
• Great communication key to driving real results
  for organizations

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What are Your Goals?

• What are the Goals of Your Agency Communication?
• REACH and ENGAGE MORE CITIZENS to solve Problems
• Government Engagement Funnel
• Reach large number of stakeholders
• Build on-going relationships with them
• Provide clear, timely, actionable information
• Stakeholders take action with your information

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THE ENGAGEMENT FORMULA
FIND OUT SIGN-UP LEARN ACT
RESULTS (get flu shot, fill out census, apply for
job) Results met now bigger base more
results later
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Private Sector, Non-Profits, Politicians use
Metrics
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
A Facebook fan is worth 3.60 per
year. Source Vitrue
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Why Audience Size Measures for Government

• 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
• Ability to get real message out quickly not just
  media interpretation
• Higher citizen satisfaction with govt and higher
  trust of govt information

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A Little Math Flu Shot
500,000 Subscribers20 Open 100,000 Read your
message5 Take Action 5,000 Extra Flu Shots
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So How Do You Increase Audience and Engagement?
Heres my 22 Tips
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Part 1 Sign-Up Tips
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Big Sign-Up Box
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Email Overlay
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Da Vinci Code
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FB Page Embed
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Facebook Ads to Your Citizens
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In-Person Promotion
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Optimize FB Landing Page
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Follow Others to Be Followed
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Paper Sign-up sheets
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Optimize Outside Home Page
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Part 2 Content/Engagement Tricks
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Regular Frequency

• Facebook 1 to 4X a day
• Twitter 3 to 10X a day
• Email Range from daily, weekly Key is
  consistency actual numbers vary by agency and
  type of content

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Dessert to Broccoli
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Pictures on FB
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Use Special Events
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Have Fun
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Agency Cross-Promo
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Use Multiple, Real People
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Tell Stories
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Cross-Promote
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Ecards
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Petition/Campaigns
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Part 3 Call to Action
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Just Ask
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Make it Simple
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Ask Multiple Times
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Reference Links
How to Build Govt Facebook Page
http//www.govloop.com/profiles/blogs/how-to-buil
d-an-awesome16 Excellent Govt FB Pages
http//www.govloop.com/profiles/blogs/16-exceptio
nal-govt-facebookTwitter - http//govengage.com/
2011/03/28/how-to-build-a-govt-twitter-profile-and
-drive-followers-and-engagement-2/
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If having any challenges, reach out

• Have a Team that works on
• Training (digital communication to social media)
• Strategy (assessment and action plan)
• Execution (help actually do the work)
• Have helped
• Increase sensitive collaboration between federal
  agencies
• Help mobile workers share tips and updates in
  real time
• Help an agency build an online community with the
  public
• Recruit citizens to help shovel neighbors in need

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Reach out

• Steve Ressler
• Founder, GovLoop
• Founder_at_GovLoop.com
• _at_GovLoop

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GovDelivery Delivers Real Value for Agencies
GovDelivery maximizes direct connections with the
public through digital communications. We
accomplish that in three ways
Effectiveness Reach More People Dramatically
increase the number of people you reach directly
Efficiency Automate Complex Communications Strea
mline communication across email, 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 agency.
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GovDelivery Professional Services

• GovDelivery Professional Services supports
  government
• organizations that want to incorporate
  multi-channel
• communication and engagement strategies deeper
  into the
• organizations mission in order to
• Expand program awareness
• Accelerate adoption of online services
• Support citizen engagement
• Improve citizen services
• Reduce service delivery costs
• Complement and support existing staffing

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GovDelivery Professional Services

• Services Overview
• Strategic Assessment and Planning Establish an
  organizational baseline based on objectives,
  current technologies, and best practice
  benchmarks. Envision the future, establish
  tracking metrics, and deliver an actionable road
  map.
• Training Empower teams with knowledge,
  confidence, best practices, policies, and skills
  to optimize communication and engagement efforts.
• Execution Provide capacity to launch or
  accelerate key online initiatives with dedicated
  project management and support and deploy
  targeted digital communications to support
  offline initiatives.

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Professional Services - Strategy Packages

• Packages
• Digital Communication and Engagement Assessment
• Digital Communication and Engagement Strategic
  Plan
• Community Engagement Assessment and Strategic
  Plan
• Deliverables
• Written report with prioritized recommendations
  based on impact, level
• of effort, and return on investment. Report to
  include benchmarks
• against best practices of organizations with
  similar missions and size
• Actionable roadmap and framework for tracking
  post-implementation
• Results
• 90-day review of progress and strategic
  recommendations

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Professional Services -Training Packages

• Training Packages
• How to Use Social Media to Jeopardize Your Job
• Effectively building audience and engagement with
  Email, Facebook, and Twitter
• How-To Optimize Communications to Decrease Costs
  Increase Revenue
• Building and Sustaining Online Community
  Engagement
• Social Media Security Awareness How to Use it
  Safely and Securely
• Customized trainings
• Deliverables
• 90-minute webinars
• 60-minute onsite presentation
• On-site half-day training
• 40-hour phone support, Skype, Adobe Connect, or
  email support pack

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Professional Services - Execution Packages

• Execution Packages
• Outreach Acceleration
• Digital Conversion
• Revenue Optimizer (for organizations with revenue
  opportunities)
• Community Management Execution Packages
• World Class Administration on Demand
• Custom Policy Development
• Program and Pilot Launch Execution Packages
• Deliverables
• Short-term project production (5 hours per week)
• Part-time staffing (20 hours per week)
• Full-time digital producers and community
  managers (40 hours per week)

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Professional Services Team -Accomplishments

• Connected 40,000 government employees to solve
  problems
• Organized cross-agency campaign with Center for
  Disease Control (CDC) sending 58 million messages
  at height of H1N1 flu which helped convince
  citizens to get immunizations
• Grew State of Indiana direct connections to over
  833,000 subscribers across 78 state agencies
  (13 of state population) while saving nearly
  250,000 in its first six Months
• Led digital communications and engagement for a
  presidential convention, a 6 billion national
  legislative campaign, and multiple major
  metropolitan cities.
• Developed and managed a citizen-facing social
  network for Boston Police Department to increase
  program awareness and adoption while reducing
  crime.
• Recognized thought-leaders delivering
  presentations and trainings at more than 200
  conferences on topics of digital communication
  and improving engagement through social media
  including NAGC, NAGW, OECD, MIT, and GSA Web
  Manager University.

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What Problem Are You Trying to Solve?

• SEND US YOUR PROBLEM AND WELL SEND YOU THREE
  IDEAS

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GovDelivery - Director of Professional Services

• Joseph Porchelli
• Director, GovDelivery and GovLoop
• Professional Services
• [phone]
• Joseph.Porcelli_at_GovDelivery.com
• _at_JosephPorcelli