Digital Strategy Overview

Presented at New England GiveCamp 2012

Transcript

1. 1   Digital Strategy John  Eckman   @jeckman   h/p://www.openparenthesis.org/    
2. Who am I? •  Digital Strategist at ISITE Design •  Mythbuster at CMS Myth •  Blogger (openparenthesis.org, goatles.org) •  Founding Organizer, WordCamp Boston •  Open Source Developer: WordPress, Drupal •  Webmaster for the Boston Vegan Association •  Volunteer at Design 4 Drupal, BarCamp Boston, PodCamp Boston, etc.
3. 2   What is Digital Strategy? “Helping organizations effectively leverage digital technology & apply (limited) resources to achieve their mission”
4. Strategy •  Goals •  Audiences •  Digital Channels •  Resources
5. h/p://icanhascheezburger.com/2008/01/02/funny-­‐pictures-­‐goals-­‐i-­‐haz-­‐dem/   Awareness •  Of an issue? •  Of your organization? Action •  Contribute •  Volunteer •  Share Service •  Direct •  Indirect
6. General Public •  Segments •  Local / National Volunteers / Donors •  Current •  Prospective Press •  Professional •  Local / National Audiences Note: You probably have different goals with different audiences h/p://failblog.org/2011/08/03/epic-­‐fail-­‐ photos-­‐classic-­‐knowing-­‐your-­‐audience-­‐fail/  
7. Digital Channels •  Website •  Social •  Facebook •  Twitter •  ? •  Mobile •  Email How many can you sustain? Which help you meet goals? h/p://www.isitedesign.com/insight-­‐blog/12_03/six-­‐stages-­‐pinterest  
8. (Limited) Resources Money •  Where will it be most effective to buy? •  What can we simply not do ourselves? Time / People Knowledge
9. Content Strategy •  Content Inventory •  Recency •  Frequency •  Clarity •  Potential for Re-use •  Message Hierarchy •  Core messages •  Tone / Voice •  Creation / Curation •  Editorial Calendar
10. Responsive Design “an  emergent  discipline  called   ‘responsive  architecture’  has  begun   asking  how  physical  spaces   can  respond  to  the  presence  of  people   passing  through  them.  .  .  .  rather  than   creaKng  immutable,  unchanging  spaces   that  define  a  parKcular  experience,   they  suggest  inhabitant  and  structure   can—and  should—mutually  influence   each  other”   h/p://www.alistapart.com/arKcles/responsive-­‐web-­‐design/  
11. Mobile First 1.  Mobile is Exploding 2.  Mobile Forces Focus 3.  Mobile Extends Capabilities
12. Analytics •  How will you know if you are successful? •  What data can be easily gathered which will show trends over time? Many organizations spend more time collected data than turning it into insight – don’t gather what you don’t use! h/p://rosskimbarovsky.com/2010/03/not-­‐ everything-­‐that-­‐can-­‐be-­‐counted-­‐counts/  
13. Take-Aways 1.  Your website is not a project 2.  Focus is better than breadth 3.  Build only what you can sustain 4.  “Keep Everything” is not a content strategy 5.  Optimize continuously 6.  Crawl -> Walk -> Run -> Fly
14. WordCamp Boston July 13, 14, 15th Boston University boston.wordcamp.org D4D Boston MIT Stata Site TBA June 30-July 1
15. Questions & Answers John Eckman @jeckman http://www.openparenthesis.org/