Describing roles within digital engagement

Digital engagement Defining the roles within digital engagement Steph Gray, Feb ‘09 http://blog.helpfultechnology.com Twitter: @lesteph

Digital engagement activities Defining aims and objectives Formulating requirements Developing a strategy Briefing agencies Assessing alternative strategies Understanding motivation Project management Evaluating impact Refining and optimising Listening to online debate Mapping influencers & online landscape Managing a community Establishing contacts & partnerships Blogger outreach/pitching a proposal Generating and prioritising ideas Commenting and reviewing Collaborative writing & drafting Moderated discussion Deploying simple social tools Structuring and syndicating data Developing new software Mashing up data from different sources Managing servers, databases & domains Designing interfaces Training and coaching Presenting and demonstrating Exploring and suggesting tool options Creating films and audio Interviewing Finding & sharing interesting information Informal writing Real-world networking

Skills profile: Digital engagement skills Campaign Strategist
One liner:
Translates a business goal into a credible plan for using digital tools and techniques, and assess the impact of engagement.
Typically good at:
Writing plans, thinking about goals and objectives, integrating with other channels, dealing with agencies and non-technical staff
Typically less good at:
Understanding technical staff, assessing technical requirements, creating creative content, training others in the basics
Person spec:
Strategic planner with wide communications experience
Lateral thinker
Able to lead, inspire and project manage a team
Devising strategies Creating content Facilitating discussion Developing skills Deploying tools Most likely to say: “ Who are we trying to reach with this?” “ What’s our Twitter strategy?” Least likely to say: “ That code doesn’t look very semantic to me”

Digital engagement skills
One liner:
Builds up and draws on in-depth knowledge and relationships with an online community to build a bridge with the brand.
Typically good at:
Using search tools, following online discussions, making approaches to potential partners, getting the tone just right, sustaining relationships
Setting up tools, quick turnaround projects
Person spec:
Good listener
Excellent conversational writing style & tone
Able to build rapport with diverse audiences
Community Manager Skills profile: Devising strategies Creating content Facilitating discussion Developing skills Deploying tools Most likely to say: “ What’s up guys?” “ Can anybody help me with…” Least likely to say: “ We’ll reach ABC1s with 3.5 OTS” “ I’m having trouble parsing this API”

Digital engagement skills One liner: Turns a digital brief into a user experience, configuring and deploying software tools, mashing up data and developing new software. (n.b. there is a wide range of skill levels within this role) Typically good at: Building shiny new tools, fixing technical problems, taking a logical approach to organising data, solving problems Typically less good at: Conversational writing, moderating discussion, training non-technical colleagues Person spec: Foundation developer: Advanced developer: • Install & configure tools • Code bespoke applications • Customise templates • Optimise servers • Work with RSS feeds • Work with APIs Social Media Developer Skills profile: Devising strategies Creating content Facilitating discussion Developing skills Deploying tools Most likely to say: “ That’s not accessible” “ Is that API RESTful?” Least likely to say: “ The technology is boring, it’s all about the people now” “ I think Sharepoint is the tool for this job”

One liner:
Helps people understand their requirements and capacities, and coaches them in the use of new tools and techniques.
Typically good at:
Humanising technology, explaining new concepts 1-2-1, being patient, writing clear guidance, demonstrating tools
Building complex tools, developing integrated strategies
Person spec:
Good listener
Approachable and patient
Clear
Good presenter
Digital Mentor Skills profile: Devising strategies Creating content Facilitating discussion Developing skills Deploying tools Most likely to say: “ OK, you could try using…” “It’s a bit like…” Least likely to say: “ You need consultancy help with that” “ This is a turnkey solution”

One liner:
Prolific writer, interviewer and conversationalist, able to convey the spirit of an event through digital tools and create an identity and tone of voice for the brand.
Typically good at:
Rapid, high quality conversational writing, film-making and interviewing, real-world networking, fast turnaround editing and publishing
Training others, building tools, developing integrated strategies
Person spec:
Inquisitive and approachable
Good with gadgets, always has a backup plan
Can tell interesting stories, and gets to the point
Social Reporter Skills profile: Devising strategies Creating content Facilitating discussion Developing skills Deploying tools Most likely to say: “ So, tell me your name for the camera” “I was at event X today and spoke to…” Least likely to say: “ Oh, I’ll just take a notepad” “ Everyone’s so boring here”

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Describing roles within digital engagement

by Steph Gray on Feb 23, 2009

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