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”

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

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 Typically less good at: 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”

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

Typically less good at:

Setting up tools, quick turnaround projects

Person spec:

Good listener

Excellent conversational writing style & tone

Able to build rapport with diverse audiences

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”

Digital engagement skills 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 Typically less good at: 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:

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

Typically less good at:

Building complex tools, developing integrated strategies

Person spec:

Good listener

Approachable and patient

Clear

Good presenter

Digital engagement skills 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 Typically less good at: 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”

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

Typically less good at:

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