GovDelivery

1. GovDelivery Engagement Services Discovery Workshop Key Findings & Appendix March, 21 2012 Joseph Porcelli Director, Engagement Services 857-222-4420 | @JosephPorcellIJoseph.Porcelli@GovDelivery.com www.govdelivery.com

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

3. 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.

4. Community Outcomes and Objectives Desired Outcomes: • Increase MEP marketing and communication efficiency and effectiveness resulting in increased market penetration and revenue. • Increase national brand cohesiveness, collaboration, and awareness. • Set the pace and define possibilities for future MEP groups and NIST programs. Primary Objectives: • 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. • Empower MEP Communications and Marketing staff with tools, knowledge, information, and materials to do their jobs more efficiently and effectively.

5. Prioritized Audience Groups and Phases PHASE 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

6. Soft Launch PlanMay 5, Orlando FL • Survey communication and marketing center staff to validate needs and interests. • Review beta community with “champion” communication and marketing center staff for feedback and enroll them to present the community to peers on May 5. • Have champions make the pitch on May 5. Agenda: • How it helps us • Why it’s different • Community leadership roles (GovDelivery Facilitates) • GovDelivery provides tours at net lounge • GovDelivery provides welcoming and engagement support

7. Defining and Prioritizing Success Success for Roger and Aimee Quantitative Engagement Between Centers

8. Defining and Prioritizing Success Qualitative Engagement Framework

9. Feature Requirements

10. Appendix Index Introductions, Process, and Schedule Framework Overview: Engagement Formula and Funnel Validating Business Objectives Understanding the Current Situation Defining Stakeholders Exploring the Ecosystem Staffing Consideration Thinking Through Management Configuration Details Draft Community Guideline and Moderation Policy

11. Frameworks OverviewEngagement Formula FrameworkEngagement Funnel Framework

12. Engagement Formula Framework

13. Engagement Formula Findings • Current 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

14. Engagement Funnel Framework Mission Objectives

15. Understanding the Current SituationCurrent CommunicationCurrent Marketing ChannelsProgress MadeLessons LearnedKnown StrengthsKnown Gaps

16. 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

17. 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.

18. 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

19. 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

20. Known Strengths • MEP communication contractors are great (photographers, videographers, and designers) • MEP staff is motivated and advanced • No place but up to go!

21. Known Gaps • Internal capacity: Need more producers

22. Defining StakeholdersDefinition and RolesRelationshipsExperiencesNeedsHabits and Preferences

23. 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

24. 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

25. 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

26. 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

27. 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

28. Exploring the EcosystemCulturePoliciesPartnersData

29. 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

30. 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)

31. Partners • GovDelivery • Stone & Associates

32. Data • Web Analytics (limited access) • Themes: Data, Workforce (Jobs), Impact relatable stories, reports and stories • Social Analytics • Similar to web

33. Staffing ConsiderationsResourcesCapacity and ConstraintsProcessesand KnowledgeAcknowledgement and Rewards

34. Resources • Internal • GovDelivery • GovLoop

35. Capacity and Constraints • Who (else) are the internal staffand 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

36. Processes and Knowledge • See previous slides

37. Acknowledgement and Rewards • Top Contributors • Member of the Week • Community Leaders

38. Thinking through ManagementTimelinePhasesRolesRisksControl

39. 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)

40. Phases • Pilot Group • Additional Groups Process • Ongoing Support

41. Roles • Internal • Partners • GovDelivery • GovLoop

42. 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

43. Controls • Policies • Standard Operating Procedures • Coaching • Support

44. Configuration DetailsFeaturesDomainProfile QuestionsOther

45. Domain Suggetions • Advance.Mep.gov • Connect.Mep.gov • Innovate.Mep.gov

46. 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

47. Other? • N/A

48. Community Guideline

49. 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.