contact@heidiallen.id.au
Heidi Allen
How to develop a
Digital Strategy
www.heidiallen.id.au

Successful
Publishing
companies are
Technology
Companies
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Today, scientific publishers are
production companies,
specializing in services like
editorial, copyediting, and, in
some cases, sales and marketing.
My claim is that in ten to twenty
years, scientific publishers will be
technology companies.
Michael Nielsen - Is scientific publishing about to be disrupted
www.heidiallen.id.au http://michaelnielsen.org/

By this, I don’t just mean that they’ll be
heavy users of technology, or employ a
large IT staff.
I mean they’ll be technology-driven
companies in a similar way to, say, Google
or Apple.
Michael Nielsen - Is scientific publishing about to be disrupted
www.heidiallen.id.au http://michaelnielsen.org/

That is, their foundation will be
technological innovation, and
most key decision-makers will
be people with deep
technological expertise.
Those publishers that don’t become
technology driven will die off.
Michael Nielsen - Is scientific publishing about to be disrupted
www.heidiallen.id.au http://michaelnielsen.org/

Forget Gen Y
Gen X is making real
change and driving the
technology change
h"p://www.insocialmedia.com/profiles/blogs/demographic‐breakdown‐of Feb 2009
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Facebook in Australia
• 6.5M users
• 56% female, 44%
male
• 45% are between
25-44
• Australian FB
Population ranks # 8
in the world http://www.seosydneyblog.com/2009/08/facebook-australia-user-
statistics.html
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People are requesting
content that is easily
accessed,
talked about, rated
and shared
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Clicked on link + page
asks for subscription =
close page + go to
another site.
Conclusion: Not good
business model
@JemimaKiss - Guardian Newspaper
www.heidiallen.id.au

‘I really feel like my
problem isn’t
piracy, it’s
obscurity’
New York Times
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Build Subscriptions
by connecting with
your tribe
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A tribe
forms not because you force them to
be together but because they want
to connect
find a group that is disconnected but
has a yearning
Seth Godin
www.heidiallen.id.au

It is Not
about persuading them
to want something
they don't have yet
Seth Godin
www.heidiallen.id.au

Is your website sign post in the
desert or a busy intersection?
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15 touch points = 15
revenue streams
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www.heidiallen.id.au

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Test to see where
your revenue
streams are
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It’s all
about
Being
Found
Search Engine Optimization
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10 Questions to ask before
developing a Social Media strategy
1.What are you trying to accomplish?
More leads, more direct sales, greater brand awareness, conversions,
or brand engagement?
2. Why social media?
Is your audience there? Can you build stronger relationships with
customers and prospects? Is spending money on social media going
to provide ROI?
A Social Media Strategy Checklist By Sean Carton
www.thejordanrules.com
www.heidiallen.id.au

10 Questions to ask before
developing a Social Media strategy
3. What kind of social media will help you achieve your goals?
Do you need to utilize social networking sites, blogs, real-time updates (e.g.,
Twitter), social news sites, media-sharing sites, review/directory sites, virtual
worlds, or display ads on social media sites?
4. How much control of you brand are you prepared to let go of?
How far can and can’t you go? What about employees personal use of SM?
A Social Media Strategy Checklist By Sean Carton
www.thejordanrules.com
www.heidiallen.id.au

10 Questions to ask before
developing a Social Media strategy
5. What can you do to encourage participation?
How will you drive people to your social media presence?
6. Who will maintain your social media presence?
How much time can you give?
A Social Media Strategy Checklist By Sean Carton
www.thejordanrules.com
www.heidiallen.id.au

10 Questions to ask before
developing a Social Media strategy
7. Do you have the resources to keep this up, or will this be a
short campaign?
Unless you specify that what you're doing has a limited duration,
people will expect you to keep it up.
8. How does engaging users via social media integrate into
your overall marketing/communications strategy?
How does social media fit into what you're trying to do in all your other
channels, how will you use those channels to support each other?
A Social Media Strategy Checklist By Sean Carton
www.thejordanrules.com
www.heidiallen.id.au

10 Questions to ask before
developing a Social Media strategy
9. How to measure success? What constitutes failure?
Are you measuring views, followers, comments, or subscribers?
What's the threshold for your success metrics?
10. What will you do less of if you're spending resources on
social media?
How will your overall goals be impacted by taking money away from
other forms of advertising/marketing and moving it into social media?
A Social Media Strategy Checklist By Sean Carton
www.thejordanrules.com
www.heidiallen.id.au

!
!
!
! !
Lecture Digital story
Student presentations publishing
(eg: podcasting, eMags)
w/o Q&A
! Live multiuser doc ! Blogging (can support
collaboration DS publishing)
Audio conferencing Social book marking
(1:1 and multiuser)
Social Networking
Video conferencing
Audio interaction and
White boarding collaboration
Web conferencing Online Discussions
Instant messaging !
!

Publishing Companies are Technology
Companies
WoodWing Publishing Process
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contact@heidiallen.id.au
BeyondDigitalMedia.com