Share best practices, tips & tricks and discuss digital communication as it applies to your daily government lives.
Reach more people and get those people to take action.
A how-to for screen-worthy content
March 31, 2015 at 10:19 am #241257
As much as I would love to tell you to “get up and move! [to mobile]” ….you don’t have to go quite that far to reach your customers, encourage engagement, and most importantly, get the word out of whatever it is that you want to get out! You just have to have your move-to-mobile goals list right in front of you and you’re on your way! I have mine here, do you?
If it’s not broke, don’t fix it. You’re all too familiar with the saying, but here’s how it actually works in the digital realm for government. Think about your current two-way dialogue tools, such as email, text messaging and blogs. Don’t just ask what your audience is using, but ask where are they using tools that will allow you to reach them and require action. According to GovDelivery’s e-book, Kick Start Your Mobile Strategy With Email & Social Media, “with that number increasing [website traffic coming from mobile devices] each day, mobile technology is something every government organization must consider adopting”. More specifically, according to Pew Research Center’s Project for Excellence in Journalism, every week 80% of smartphone owners engage in sending and receiving emails.
Takeaway? The smartphone owner is not abandoning email as their primary form of information sharing and communication and neither should you, “because of the powerful tools that can be used in conjunction with it,” according to GovDelivery. So if email works for you (and it’s pretty proven that email is still king) then stick with it.
Find a partner that will set up a service that allows you to communicate with the respective audiences, convert them as a subscriber, and optimize your digital interactions as a whole. GovDelivery Communications Cloud, an enterprise class solution for digital outreach, does just that, and is a tool for organizations to further segment their audiences based on factors that will reveal interests and behaviors. GovDelivery believes the tangible ways to determine the success of your organization’s communications include:
A. Testing the subject line and “from” line variants against each other, to definitively see whether recipients respond to certain messaging
B. Monitoring engagement with their messages (how many users open and click in individual messages over time)
C. Tracking delivery rates
Takeaway? If your organization lacks the ability to set up such a service, partnering with GovDelivery, regardless of your organization’s size, will allow you to leverage the largest network of government organizations in the world.
Engaging people where they’re already actively using mobile technology is only half the battle. You know how to reach them but you should ask yourself, “does my audience know how to reach me?” You may have citizens that follow or like your page or you may have collected statistics such as the average person looks at his phone 150 times per day, according to an infographic released by Text Sprout, but are those phone-hogs really aware of your organization’s social profiles? Find out if your organization’s networks align with the overall strategy and you’ll find that you can promote across all communications channels more efficiently.
Takeaway? Let your citizens know where they can reach you. Be sure to include social icons and links on your organization’s websites, emails, press releases, pretty much wherever you can stick it! This will be an easy and free way for your citizens to keep up to date with your important information.
So how do you make that successful move to mobile channels?
1. Promote: online and offline. GovDelivery’s e-book recommends you to use every available means to promote the different ways that not only allows your audience to engage with you, but find your organization’s information. This includes leveraging in-person meetings, creating takeaway promotional items, post advertisements, and promoting offline.
2. Explain: the benefits of engaging with your organization. Make your organization’s benefits crystal clear to appeal to your audience’s needs.
3. Measure success: Measuring the impact of a launched text messaging program or mobile app – by tracking your analytics – will put you in a better position to execute a successful move to mobile.
Takeaway? Increasing outreach and stakeholder engagement takes planning and learning from others. To learn more of the data GovDelivery has collected to ensure your organization creates a straightforward mobile strategy download their e-book, “Mobile is here to stay: Are you ready? Kick-Start Your Mobile Strategy With Email & Social Media,” here.
You must be logged in to reply to this topic.