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State & Local Government Edition
TRENDS TAKING OVER 2014 DIGITAL COMMUNICATIONS
IN THE PUBLIC SECTOR
TABLE OF CONTENTS Priority 1: Focus on Results..........................................................
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Priority 2: Implement a Multichannel Strategy.............................
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Priority 3: Increase Outreach........................................................
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Bonus: Consider Mobile..............................................................
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About GovDelivery ....................................................................
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What are your top priorities for government communications in 2014? And, perhaps more importantly, how do you plan to achieve those goals? We posed these questions to nearly 250 government communicators across state, local and transit authorities in the U.S. to compile the top communication priorities trending in local government. Along the way, we found many themes you are likely to agree with, and a few that may surprise you. Across all local government organizations surveyed, three priorities consistently made the top of their 2014 to do lists: focus on results, multichannel approaches and increasing outreach. Read on to discover how your communications priorities for 2014 trend against your peers in local government and get ideas to help you plan and deliver more successful digital communications in the new year.
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Priority 1:
Focus on Results The top priority in the new year for government digital communicators was a renewed commitment to achieving results from communication efforts. In fact, boosting stakeholder engagement with the organization was rated as the highest communications objective for 2014 among nearly 40 percent of state, local and transit government respondents. Stakeholders taking action and engaging with the organization’s mission as a result of communications is a critical factor in helping more organizations achieve their goals of selling more licenses, seeing greater participation in community events, and so on. As budgets decrease and expectations increase in the public sector, it’s no wonder that organizations continue to focus more on communications as a cost-effective way to produce results.
WHAT DO YOU RATE AS THE MOST IMPORTANT DIGITAL COMMUNICATION OBJECTIVE FOR YOUR ORGANIZATION IN 2014?
40%
23%
12%
11%
10%
5%
BOOST ENGAGEMENT
TARGETED/ SEGMENTED MESSAGING
MOBILE/ RSPONSIVE DESIGN
LEVERAGING SOCIAL MEDIA
BETTER CONTENT
OTHER
Good communication – delivering the right message at the right time to the right people – is critical to building greater awareness and deeper engagement with your audience. Connecting with more people to deliver relevant communications brings increasing numbers of stakeholders into the conversation and allows your organization to make better decisions based on greater input.
THREE TRENDS TAKING OVER 2014 DIGITAL COMMUNICATIONS IN THE PUBLIC SECTOR
Government organizations communicate a continuous stream of critical information to the public at a massive scale. Improving these messages by quickly reaching large audiences with significant information can profoundly impact a government organization’s ability to achieve its mission. Testing message content is an effective way to improve communication results and see more engagement with stakeholders with your communications. Government communicators plan to use testing in an effort to achieve better results from their messages. Nearly one-quarter of users surveyed plan to test all of these variables in order to fine tune their messages.
DO YOU PLAN TO DO ANY TESTING OF EMAIL MESSAGING CONTENT? IF SO, WHICH DO YOU PLAN TO TEST?
57%
12% 16% 12%
SUBJECT LINES
7%
CONTENT/ LAYOUT
DAY OF WEEK DEPLOYMENT
5% TIME OF DAY DEPLOYMENT
ALL TESTING
NONE
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Priority 2:
Implement a Multichannel Strategy Email and social media were nearly tied for the top digital communication channels organizations will focus on in 2014. More than three-quarters of respondents name both channels at the top of their communication priorities, illustrating a strong push in the government sector for a multichannel communications approach. Text messaging (SMS) also made a big impact on the list with more than one-quarter of those surveyed finding it another important channel to include. Implementing a multichannel strategy enables organizations to significantly increase engagement by connecting with more stakeholders via the channels they prefer. Using more channels to engage constituents enhances the chances of providing information where and when they wish to receive it, making it more likely that they are in the frame of mind to act upon the message information.
IS GROWING THE SIZE OF YOUR DIGITAL AUDIENCE A PRIORITY?
YES 71%
THREE TRENDS TAKING OVER 2014 DIGITAL COMMUNICATIONS IN THE PUBLIC SECTOR
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Using multiple communication channels also provides opportunities to connect with more people. And this is a top priority for government communicators. More than 71 percent of survey respondents indicated that growing the size of their digital audience is a priority for their organization. Implementing a multichannel strategy can help them attain this goal. While social media is a great addition to strengthen the reach of your messages, email should remain the core of your digital communications program. Social media allows government to engage with constituents in highly interactive, personal ways. Social media can work well as an add-on engagement tool, and can also be a powerful tool to provide another opportunity for people to opt in to your direct email communications. However, social media is often unpredictable. Audiences come and go on social media platforms inconsistently, and guidelines for posting set by these platforms can sometimes change to negatively impact how often your messages will show in your stakeholders’ news feeds. By keeping email at the base of all your communications, you enable a safety net that is reliable – and when you’re sending vital information to your stakeholders, that’s the most important feature to have.
WHICH DIGITAL COMMUNICATION CHANNEL WILL YOUR ORGANIZATION FOCUS ON IN 2014?
71%
68%
36%
14%
SMS (TEXT MSGS), MMS (MULTIMEDIA/ PICTURE MSGS)
SOCIAL MEDIA
VOICE/PHONE
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Priority 3:
Increase Outreach As previously mentioned, more than 71 percent of respondents indicated that growing the size of their digital audience was vital to their 2014 plans. With growth goals ranging from adding 1,000 to 1 million additional people to their digital audience, organizations small and large are increasingly focused on reaching more people with their messages. Increasing options for how constituents can receive communications is one way to reach more people with your messages. By allowing your stakeholders to choose different options to receive information, you simplify the process of communication, enabling prospective audience members to select the most convenient format to receive information. The expanding use of smartphones opens new possibilities to deliver more information via email or text messages, resulting in successful digital communications for people on the go. Consider using an email subscription box on your website, or even a website overlay, to promote your communications. Overlays should be a simple, unobtrusive window that appears when someone arrives at your website. GovDelivery clients see between 250%-500% growth in people added to their subscriber lists after implementing overlays. Reminding stakeholders that you send out regular communications when they are already interested in learning more about your organization by being on your website, is a great way to convert web visitors into engaged audience members. Successful public sector communications are the result of a commitment to reach stakeholders in a way that drives immediate measurable impact. Using digital communications to streamline complex communications and increase engagement, enables government agencies to deliver greater value to the public. To learn more tips on increasing the number of connections you make with the public, download our Digital Outreach Best Practices E-Book.
THREE TRENDS TAKING OVER 2014 DIGITAL COMMUNICATIONS IN THE PUBLIC SECTOR
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Bonus: Consider Mobile While it didn’t make the top three priorities according to our 2014 digital trends survey, “Mobile Gov” is a buzzword that touts the importance of mobile and increasing mobile citizen service. Yet the government community is split on the use of mobile in digital communications. So while mobile communications are certainly important and will undoubtedly grow in the future, a clear consensus on how it can best be used in public sector communications today is lacking. Just over 50 percent of those surveyed plan to add or increase mobile messaging in their organizations. The other half of users surveyed felt mobile strategies were too invasive. Among those looking to adopt mobile in digital communications, SMS/text messaging was the top critical mobile strategy with 30 percent of people considering adding or expanding its use. To expand your reach and drive more engagement with the general public, provide options so they can consume your content anywhere – whether from a desktop computer or a mobile device. Promoting email or text messaging options to receive messages is an effective way to build your digital audience.
ARE YOU PLANNING TO ADD OR INCREASE MOBILE MESSAGING? IF SO, WHICH STRATEGIES ARE THE MOST CRITICAL TO YOUR ORGANIZATION?
49%
–
30%
14%
15%
PUSH NOTIFICATIONS
ALL STRATEGIES
6% DIRECT SMS/TEXT MESSAGES
MMS (MULTIMEDIA/ PICTURE MESSAGES)
NONE – TOO INVASIVE
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Think about multiple types of stakeholders and the most convenient methods for them to not only receive information from your organization, but sign up to receive that information. Traditional methods of signing up for all updates using an online process might be inconvenient for those who have limited Internet access and would like to receive mobile updates. Setting up a text-to-subscribe functionality gives your audience the ability to send a simple text message containing their email address and a keyword to receive updates on a specific topic. Because it’s convenient and casts a wide net for subscribers, using two-way SMS/text messaging is an excellent option to increase the number of people you reach with your messages. Many low-income or rural citizens are more likely to have a cell phone than Internet access. Where the Internet and traditional media fall short, text messaging fills the void to help you connect with more people than previously possible. The ability to integrate metrics from your email, SMS/text messaging, and social media messages into your website analytics is also a big benefit of using digital communications. More than 42 percent of respondents are planning to harness the power of integrating metrics from these communication channels into their website analytics.
ARE YOU PLANNING TO INTEGRATE MULTICHANNEL MESSAGE METRICS INTO YOUR WEBSITE ANALYTICS?
YES 42%
THREE TRENDS TAKING OVER 2014 DIGITAL COMMUNICATIONS IN THE PUBLIC SECTOR
Conclusion Digital communications are a key component in helping state, local and transit government organizations increase citizen and customer engagement and deliver relevant communications where and when they are most effective. The trends displayed by survey respondents here show that by focusing on results, implementing a multichannel communications strategy and increasing outreach efforts, government communicators are able to connect with more people and get those people to act, driving mission value for their organizations.
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THREE TRENDS TAKING OVER 2014 DIGITAL COMMUNICATIONS IN THE PUBLIC SECTOR
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About GovDelivery GovDelivery enables public sector organizations to connect with more people and to get those people to take action. As the number one referrer of traffic to hundreds of government websites, GovDelivery’s enterprise-class, cloud-based technology allows government organizations to transform their communications. With more than 1,000 public sector organizations, from the city of Louisville, KY and Baltimore, MD to Gov.UK to the European Parliament, using GovDelivery to deliver messages to more than 60 million people around the world, GovDelivery helps clients meet mission and program goals, resulting in safer communities, happier commuters, healthier families, and better government. GovDelivery is an ICG (Nasdaq: ICGE) company. For more information visit govdelivery.com.
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