your senior managers print their emails (or: why we still need digital strategies, and what to do...
TRANSCRIPT
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
Your senior managers print their emails
(Or: why we still need a digital strategy, and what to do about it)
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
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 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
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
what 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
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
on the web
out.thirty8.co.uk/digitalstrategy
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
101: what is a (digital) strategy?
> a long-term vision> a framework> a way of thinking
“why are we doing what we’re doing?”
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
it helps you:
> design content which serves users> be more joined-up / efficient> do more with less> be better positioned to understand risks> ..say no
Why do we (still) need it?
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
“post digital”
should digital strategies even exist any more?
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
where are you now?
where do you want to be?
how do you know when you get there?
what should you change next time?
thinking strategically
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
https://www.gov.uk/design-principles
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
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?
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
what are you doing already?
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
your organisation’s assets
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
SWOT
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
content inventory
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
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
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
other tools..
> site mapping - use mind map tools
- mindmeister.com (web)- mindmup.com (web)- freemind (mac, windows, linux)- mind node (mac, ios)
https://pinboard.in/search/u:dmje?query=mindmap
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
other tools..
> wireframing - lots of tools available, some free
- balsamiq- moqups.com- mockflow (my favourite..)
https://pinboard.in/search/u:dmje?query=wireframe
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
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?
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
your organisational vision
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
what is “success” ?
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
your digital vision
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
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?
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
Get 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…
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
> 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?
audiences
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
audiences / personas
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
example personaGill
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
https://www.thinkwithgoogle.com/research-studies/the-new-multi-screen-world-study.html
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
editorial calendar
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
LinkedInGoogle+
YouTube
Vine
TumblrInstagram
Foursquare
understand where (if) social fits
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
Do 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?
social media longevity
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
content mapping
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
goals
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
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/
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
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
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
“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?
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
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?”
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
almost 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...)
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
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..)
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
your web presence
activity “out there”
% of people who look at your stuff(attraction)
the action
% dropouts% “success”
(engagement)
call to action
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
“on the web, visibility is authority”
SEO
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
get 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
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
Facebook insightsLogin as admin, go to page view, click “insights”
get to know offsite systems too
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
..qualitative measures
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
Rinse…and repeat…
“iterating”
> content prioritisation > editorial planning> making digital a part of the organisation
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
“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
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
operational plan
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
thought leaders
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
risk
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
share!
share!
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
where are you now?
where do you want to be?
how do you know when you get there?
what should you change next time?
recap..
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
that’s it: thank you for your time!
please stay in touch:
> web: http://thirty8.co.uk> email: [email protected]> twitter: @m1ke_ellis
out.thirty8.co.uk/digitalstrategy
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