This post was originally published on the USA.gov blog. After our content team moved to a more agile method of working, we also started to look at the metrics we use to measure the success of our work. To help us with that, our analytics team developed a new metric we’re experimenting with called the content efficiency metric. This metric is a key performance indicator (KPI) that we’re hoping can help guide our content decisions.
Every first week of every month, USAGov’s marketing team sends an office-wide email newsletter to give an update on past and current marketing efforts and campaigns. It’s how we try to help keep the rest of the office in the know. The monthly newsletter can spur a content idea, a future marketing endeavor, and act as a reminder of what’s coming up that month that contributors need to be aware of.
GobiernoUSA, just like USA.gov, is part of a unique effort with a large mission—to guide people to the government information and services they seek. We cover a lot of topics in Spanish via our website, social media platforms, email sends, and contact center. One of the communication channels we focus a lot of attention on is social media, and we routinely measure how our efforts are going. We focused first on our assumed engagement power hitter – Facebook, to learn more from its Insights analytics data.
Lately, we have been hearing a lot about microsites—CDC’s Zika Virus microsite provides up-to-date information on the virus—but the big question is: What are they? A microsite is a single or small collections of pages that are meant to encourage user interaction while conveying information. A microsite has the power to educate consumers regarding a specific topic or just highlight a campaign. Microsites are separate from an organization’s full website and are dedicated to serving one purpose—thus eliminating the clutter and distractions that come with a full website.
Transcreation is a relatively new term that blends the words translation and creation. In a nutshell, transcreation involves taking a concept in one language and completely recreating it in another language. A successfully transcreated message (either written or visual) evokes the same emotions and carries the same implications in the target language as it does in the source language, but in a way that resonates with the target audience. What’s the big deal you may wonder?
They ranked among our top three most popular emails in 2015. At USAGov, we know that email is often our #1 driver of traffic to our content, and nine out of 10 times it’s our go-to outreach tool for disseminating timely information. But doing email sends consistently and effectively isn’t always clear cut, especially when you have a combined 1.3 million subscribers. We send email blasts to our subscriber lists about all sorts of content based on what they signed up to get.
Hispanics are one of fastest growing demographics in the U.S. But like any demographic, there are important nuances to consider when connecting with this audience. Insight into your audience’s motivations, behavior and preferences is key for anyone trying to engage with the public. We know every day that more and more Hispanics are on social media, but on which platforms?, Where are they participating? And more importantly, in what language?
The answer may surprise you. It takes time, resources and actual money. Why prepare a video for something that can be written about and released in a shorter timespan at a much lower cost? This question is now the new normal. But are we asking the right question? Consider if the engagement seen on Spanish video content has a bigger payoff than its English counterpart. According to a Nielsen report, the average Hispanic spends more than eight hours viewing online videos every month.
In 2015, DigitalGov Search dramatically expanded support for languages on our search results page, expanding from just English and Spanish to support 68 different languages. Government agencies across the United States publish content in a growing number of languages to do the business of the country. Language-specific websites and mobile apps include not just translated content, but also site navigation and other lexical elements. This month marks the 15th anniversary of EO 13166, which directed federal agencies and federally funded programs to provide meaningful access to information for people with limited English proficiency.
Driving visitors to a destination means reaching your users where they are at. In 2005, as part of the greater USA.gov marketing strategy, GobiernoUSA.gov launched an email program. These communications initially took the form of short blurbs that directed people to important site content and promoted other government information hosted by various federal agencies. From disaster preparedness, to health care, to now Twitter chats and Google Hangouts… our email strategy aims to provide timely messages to the public via the channel of their choice.
Twenty years ago, the chances of watching an NBA game with commentary in a language other than English were small. Today, the NBA transmits games in 47 languages to 215 countries across the world. This is a perfect example of how organizations have evolved over time to meet the demands of their audiences. Evidence like this is the reason many government agencies have launched social media accounts and other digital content dedicated to a Spanish-speaking audience.
Thirteen years in digital is an eon, and on the eve of its 13th birthday, we at USA.gov found ourselves reckoning with a mid-life crisis. In the thirteen years since Firstgov.gov was launched (and ten years for FirstGov en Español), the sheer volume and sophistication of government websites has exploded. We’ve seen Web customers evolve from timid and curious users to adroit searchers who can download music, read a newspaper, and respond to a text message simultaneously—using only their thumbs.
This story begins with a post about reverse mortgages, but don’t worry: we won’t go into the world of complex home loans. Rather, this is a story about how one federal agency is partnering with another to amplify its content and reach millions of people online—and why more agencies should do the same. Many federal agencies create valuable digital content, but distributing that content at scale can be a challenge.
[youtube=http://www.youtube.com/watch?v=ohmyOKPSGPg&w=600] Animated gifs are increasingly found throughout the digital experience of today’s users. They offer a dynamic presentation of information in a format that can be both more performance-effective and cost-effective than standard video or images, making them valuable for federal teams looking to bring their programs to the modern digital space and improve customer satisfaction. To find out how animated gifs can be developed to measurably improve public services, we hosted “Essentials of Animated Gifs for Gov” for almost 200 managers in the U.
Personas are fictional characters that describe an organization’s customer behaviors, emotions, attributes, motivations, and goals. They are an important tool to share customer insights and understanding across an organization. Personas also serve as a check to make sure your organization’s actions meet the needs of the majority of customers, including visitors to your website, contact center, in-person visits, and interactive voice response (IVR) self service customers. Why We Updated our Personas Personas aren’t new to USA.
In mobile app development, if you aren’t making it multilingual, you miss providing anytime, anywhere information and services to important mobile-only audiences. Regular DigitalGov readers know that we’ve touched on Hispanic mobile trends before, including the high rates of mobile usage among Hispanic millennials. Today, we’re highlighting five Spanish language apps from the Spanish Version of the USA.gov Federal Mobile Apps Directory hosted by Gobierno.USA.gov, Aplicaciones Móviles. Multilingual app development is one way federal agencies meet the diverse needs of the U.
It’s a well-known fact that the Hispanic population is growing at a rapid pace, and among the areas seeing the most interest and growth is business. According to the Small Business Administration (SBA), there are more than 3 million Hispanic-owned businesses in the U.S. today, a number that is growing at three times the national average. Latino purchasing power is expected to top $1.5 trillion by next year, which means that if the Hispanic market were its own country—it would be the world’s 11th largest economy.
Do you scratch your head trying to figure out the latest trends to reach out to Hispanics in the U.S.? If you answered yes, don’t worry, you’re not alone. The current Soccer World Cup is lending a great analogy to help you think through your strategy to your customers. Some rules in soccer, as in other sports, are based on absolutes: if the ball crosses the touchline it’s out of bounds.
While many people tout the death of the home page, it’s still an important piece of the user experience on USA.gov. In 2013, 30% of all sessions on USA.gov included the home page—that’s 8.67 million sessions. The numbers for GobiernoUSA.gov are even higher—79% of all sessions included the home page. According to Jakob Nielsen, “A homepage has two main goals: to give users information, and to provide top-level navigation to additional information inside the site.
Federal agencies are required to provide meaningful access to government information to people with limited English proficiency. This applies to your agency’s digital content too. You need to determine how much information you need to provide in other languages, based on an assessment of your audience. The need is increasing The number of people who are not proficient in English is growing dramatically every year. According to the 2010 Census, there are approximately 25 million who speak a foreign language at home and whose English-speaking ability is at the level “less than very well.
If you’re a frequent Trends on Tuesday reader, you may recall our post titled, “Latinos Embrace the Mobile Future,” which outlined several key categories where Latinos have adopted mobile technology faster than other groups. A new report by Univision and the Interactive Advertising Bureau, took an in-depth look at the mobile habits of Hispanic millennials, revealing that these tech-savvy, young adults not only embrace the mobile future, but may shape what the mobile future will look like.
Latinos appear to be adapting to mobile technology faster than other groups, according to Mobile Future. They are ahead of the average U.S. population in several key categories, such as: 47% of Latino adults have embraced wireless exclusively versus 34% of all U.S. adults 60% of Latinos own a smartphone versus 53% of white non-Latinos 69% of Latinos do their banking on smartphones Almost half of Latino middle school students use smartphones to help with their homework compared to 36% of non-Latino white students 76% of Latinos access the internet using exclusively mobile devices By 2017, Latinos are predicted to contribute to 20% of the tablet and smartphone market.
There has been a shift in consumer behavior during the last few years, a move toward immediacy and convenience, and with the responsive redesign of USA.gov and GobiernoUSA.gov, consumers can now have access to the same information and services when they need them, and on any platform and device. The number of mobile users is growing rapidly. In 2012 USA.gov and GobiernoUSA.gov received more than 2.5 million visits from mobile devices, not including tablets.
USA.gov and GobiernoUSA.gov have been engaging with the public on social media long before Mayor Cory Booker underscored the need at this year’s SXSW. In January 2010, we began to respond to questions and comments on our Facebook and Twitter accounts. We never advertised the service, but people naturally had questions for the government and we answered — to the tune of more than 300 questions in 2010. Not long after we started answering questions, it became clear that our two-person pilot program wasn’t robust enough to keep up with demand, so we instituted a more formal, but flexible system.
Can you imagine how frustrating and confusing it would be to find several variations of the same agency name on different sites or even different pages or documents on the same site? This is what happens everyday to Spanish-speaking customers accessing the Spanish names of some federal agencies. They try to navigate the website to perform important tasks like applying for benefits, accessing health information, doing business over the Internet or filling out forms.
Introduction USA.gov and GobiernoUSA.gov use social media to make government information easy for people to find, access, and use. Among the essential tools we use are videos, which we host on USA.gov YouTube and GobiernoUSA.gov’s YouTube channels. We are always looking for opportunities to feature and leverage important government information, by posting videos from various government agencies. We welcome and invite all government agencies to collaborate with us on providing useful and relevant information to the public.