digital strategy, and what to do about it)
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Your senior managers print their emails (Or: why we still need a digital strategy, and what to do about it) презентация
Содержание
- 1. Your senior managers print their emails (Or: why we still need a digital strategy, and what to do about it)
- 2. I’m Mike Ellis from Thirty8 Digital.
- 3. what I hope you’ll get from this:
- 4. on the web out.thirty8.co.uk/digitalstrategy
- 5. 101: what is a (digital) strategy?
- 6. it helps you: > design content
- 8. “post digital” should digital strategies even exist any more?
- 9. where are you now? where do you
- 10. https://www.gov.uk/design-principles
- 11. Where are you now? “knowing”
- 12. what are you doing already?
- 13. your organisation’s assets
- 14. SWOT
- 15. content inventory
- 16. your content “the web offers you
- 17. other tools.. > site mapping
- 18. other tools.. > wireframing -
- 19. Where do you want to be?
- 20. your organisational vision
- 21. what is “success” ?
- 22. your digital vision
- 23. How do you get there?
- 24. Get to know your audience! Talk
- 25. > who do you want to
- 26. audiences / personas
- 27. example persona Gill
- 28. https://www.thinkwithgoogle.com/research-studies/the-new-multi-screen-world-study.html
- 29. editorial calendar
- 30. Facebook Twitter LinkedIn Google+ YouTube Pinterest Vine
- 31. Do you: have clear goals
- 32. content mapping
- 33. goals
- 34. policies and guidelines > you
- 35. How do you know when you’ve
- 36. “BTDA”: Because The Director Asked generally
- 37. think about exactly what you want
- 38. almost all digital interaction can be measured..
- 39. useful things to measure >
- 40. your web presence activity “out there”
- 41. “on the web, visibility is authority” SEO
- 42. get to know Google Analytics, then
- 43. Facebook insights Login as admin, go to
- 44. ..qualitative measures
- 45. Rinse…and repeat… “iterating” >
- 46. “A strategy, like any process of change,
- 47. operational plan
- 48. thought leaders
- 49. risk
- 50. share! share!
- 51. where are you now? where do you
- 52. that’s it: thank you for your time!
I’m Mike Ellis from Thirty8 Digital. We work with museums, galleries and others to help them get the most from the web. We:
> train people
Слайд 2I’m Mike Ellis from Thirty8 Digital.
We work with museums, galleries
and others
to help them get the most from the web.
We:
> train people on how to use things like social media effectively > offer consultancy, particularly around web strategy and content
> build beautiful mobile-friendly, editor-friendly, user-friendly websites
to help them get the most from the web.
We:
> train people on how to use things like social media effectively > offer consultancy, particularly around web strategy and content
> build beautiful mobile-friendly, editor-friendly, user-friendly websites
hello
Слайд 3what I hope you’ll get from this:
> a practical way of
approaching digital thinking
> some thoughts about why strategies are important
> a set of worksheets that you can use / adapt / share
> some thoughts about why strategies are important
> a set of worksheets that you can use / adapt / share
Слайд 5101: what is a (digital) strategy?
> a long-term vision
> a framework
>
a way of thinking
“why are we doing what we’re doing?”
Слайд 6it helps you:
> design content which serves users
> be more joined-up
/ efficient
> do more with less
> be better positioned to understand risks
> ..say no
> do more with less
> be better positioned to understand risks
> ..say no
Why do we (still) need it?
Слайд 9where are you now?
where do you want to be?
how do you
get there?
how do you know when you get there?
what should you change next time?
thinking
strategically
Слайд 11
Where are you now?
“knowing”
> what assets (content, stories, objects, etc) do
you have?
> what resources (people, skills, time) do you have?
> what are you committed to delivering already?
> what resources (people, skills, time) do you have?
> what are you committed to delivering already?
Слайд 16 your content
“the web offers you the space to publish everything,
and it’s much easier to treat it like a hall closet with infinite stuffing-space than to impose constraints”
Erin Kissane, The Elements of Content Strategy
Erin Kissane, The Elements of Content Strategy
Слайд 17 other tools..
> site mapping - use mind map tools
- mindmeister.com
(web)
- mindmup.com (web)
- freemind (mac, windows, linux)
- mind node (mac, ios)
- mindmup.com (web)
- freemind (mac, windows, linux)
- mind node (mac, ios)
https://pinboard.in/search/u:dmje?query=mindmap
Слайд 18 other tools..
> wireframing - lots of tools available, some free
-
balsamiq
- moqups.com
- mockflow (my favourite..)
- moqups.com
- mockflow (my favourite..)
https://pinboard.in/search/u:dmje?query=wireframe
Слайд 19
Where do you want to be?
“planning”
> what is your organisational vision?
>
what would success look like in 1...5...+ years?
> what do you know about your audiences and their needs?
> what do you know about your audiences and their needs?
Слайд 23
How do you get there?
“doing”
> where can you reach your audiences?
>
what tools can you use to deliver your content effectively?
> what policies / guidelines do you need to support you?
> what policies / guidelines do you need to support you?
Слайд 24Get to know your audience!
Talk to them…
…face to face
…on your
website
…via social media
…ask your mum
…ask a focus group
…just talk to them…
…via social media
…ask your mum
…ask a focus group
…just talk to them…
Слайд 25
> who do you want to reach?
> where do they hang
out?
> what do you want them to do?
> what do they want to do?
> what content might they be interested in?
> how are you going to get them to this content?
> what do you want them to do?
> what do they want to do?
> what content might they be interested in?
> how are you going to get them to this content?
audiences
Слайд 30Facebook
Twitter
LinkedIn
Google+
YouTube
Pinterest
Vine
Reddit
Tumblr
Instagram
Foursquare
understand where (if) social fits
Слайд 31Do you:
have clear goals for using social media?
have the
human resources to commit to it?
have enough quality content to sustain conversations?
know which sites are popular with your users?
have a website which is prepared for the attention?
have enough quality content to sustain conversations?
know which sites are popular with your users?
have a website which is prepared for the attention?
social media longevity
Слайд 34 policies and guidelines
> you will need policies and guidelines :-)
>
write these using internal templates..
> ..but borrow / steal from the web:
EXCELLENT resource:
http://socialmediagovernance.com/policies.php
Policy generator...
http://socialmedia.policytool.net/
> ..but borrow / steal from the web:
EXCELLENT resource:
http://socialmediagovernance.com/policies.php
Policy generator...
http://socialmedia.policytool.net/
Слайд 35
How do you know when you’ve got there..?
“measuring”
> what you can
measure, and why it’s important
> google analytics at the heart of everything
> acting on what you find out
> google analytics at the heart of everything
> acting on what you find out
Слайд 36“BTDA”: Because The Director Asked
generally things which might look good on
funding
“how many visits?” “are they up on last month?”
“BIRUTK”: Because It’s Really Useful To Know
are people engaging with our content?
can they find stuff on Google?
are we answering the questions they’re asking?
“how many visits?” “are they up on last month?”
“BIRUTK”: Because It’s Really Useful To Know
are people engaging with our content?
can they find stuff on Google?
are we answering the questions they’re asking?
Слайд 37 think about exactly what you want to know...
“how engaging is
the collections area of our site?”
“is anyone actually scanning that QR code?”
“how much effort should we put in to Twitter?”
“is that ticket promotion code working?”
“is it worth continuing our newsletter?”
“where do people go on our website?”
Слайд 38almost all digital interaction can be measured..
the questions are:
1) are you
measuring the bits you need?
and
2) have you got the time to analyse stuff?
(...and do something with it...)
and
2) have you got the time to analyse stuff?
(...and do something with it...)
Слайд 39 useful things to measure
> off-site:
- social activity (twitter, facebook, etc)
-
keyword monitoring / mentions
- newsletter activity
> on-site:
- google analytics (we’ll come to this in a moment..)
- campaigns
> non-digital:
- FOH metrics (but in particular thinking about how these may have been impacted by online..)
- newsletter activity
> on-site:
- google analytics (we’ll come to this in a moment..)
- campaigns
> non-digital:
- FOH metrics (but in particular thinking about how these may have been impacted by online..)
Слайд 40
your web presence
activity “out there”
% of people who look at your
stuff
(attraction)
(attraction)
the action
% dropouts
% “success”
(engagement)
call to action
Слайд 42get to know Google Analytics,
then use it for absolutely everything
(web
activity, social, newsletter campaigns, physical campaigns, QR codes if you must, links in documents…)
on-site activity
Слайд 43Facebook insights
Login as admin, go to page view, click “insights”
get
to know offsite systems too
Слайд 45
Rinse…and repeat…
“iterating”
> content prioritisation
> editorial planning
> making digital a
part of the organisation
Слайд 46“A strategy, like any process of change, will only be accepted
if you give people the opportunity to engage with it, challenge it, rationalise it and ultimately make it their own”
Nick Poole, Collections Trust
Nick Poole, Collections Trust
Слайд 51where are you now?
where do you want to be?
how do you
get there?
how do you know when you get there?
what should you change next time?
recap..
Слайд 52that’s it: thank you for your time!
please stay in touch:
> web:
http://thirty8.co.uk
> email: mike@thirty8.co.uk
> twitter: @m1ke_ellis
> email: mike@thirty8.co.uk
> twitter: @m1ke_ellis
out.thirty8.co.uk/digitalstrategy
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