The 2013 Sapient Holiday Catalog of Digital Strategies


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Think of this as the grown-up version of the Sears catalog. Flip through the pages, and just like when you were a kid, find all the things you just have to have. Only now all the goodies aren't for the toy box, they're for your tool box -- the one that will enable non-profits like yours to re-imagine the digital world, and make an impact on the real one.

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The 2013 Sapient Holiday Catalog of Digital Strategies

  1. 1. The 2013 HOLIDAY CATALOGol Of Digital Strategies
  2. 2. “The visionary starts with a clean sheet of paper and reimagines the world.” — Malcolm Gladwell Keynote at Sapient iEX, Idea Exchange 2013 ABOUT THIS BOOK Think of this as the grown-up version of the Sears catalog. Flip through the pages, and just like when you were a kid, find all the things you just have to have. Only now all the goodies aren’t for the toy box, they’re for your tool box—the one that will enable non-profits like yours to re-imagine the digital world, and make an impact on the real one. 2
  3. 3. DIGITAL: POWER TO IMPACT THE WORLD We live in an always-on world where constant connectivity transforms how we access information, shapes and deepens our conversations and changes how we unite with other human beings. From the desk of a global CEO, to the couch of a college undergrad, to the kitchen of a busy parent, digital gives us all the power to impact the world. A digital strategy helps you harness this power and is vital for your organization to connect with people. A digital strategy defines the organizational benefits of digital initiatives and provides a path for how to meet those objectives. 3
  4. 4. DIGITAL STRATEGY CREATION It’s easy to get lost in all the hype. Take these steps into consideration before you dive into digital: ALIGN ORGANIZATIONAL OBJECTIVES audience can’t easily navigate your website or Be clear from the beginning how a digital use your mobile app, they will go elsewhere… strategy will help you meet organizational or worse… complain loudly to their 7,546 objectives. followers on Twitter. Yikes. SET CLEAR METRICS PRIORITIZE Two typical metrics for digital include Return Digital strategies happen in iterations; Use on Investment (ROI) – the revenue you are your audiences’ needs and your budget to getting back for the cost your putting in - and prioritize what happens first and don’t worry Return on Engagement (ROE) – the human about the rest just yet – you’ll get there. engagement you are getting back for the cost your putting in. FUTURE PROOF Anticipate future developments to keep up UNDERSTAND YOUR AUDIENCE with the constant changing nature of digital Remember to keep your audiences’ needs, technology. Plan ahead to seize opportunities particularly unmet needs, and expectations as and mitigate potential issues. the main driving force of your digital strategy. User Experience (UX) is critical; if your 4
  5. 5. POLICIES AND STANDARDS There are many policies and standards needed to build, execute, and maintain an effective digital strategy. A few of them include: DIGITAL GOVERNANCE CONTENT GOVERNANCE Sets the policies, standards, and operating Part of a content strategy, content governance procedures to create, execute, and manage keeps your content streamlined by setting the the digital strategy. rules and regulations for creating, implementing and managing your content. DEVELOPMENT STANDARDS Helps your developers operate more efficiently DESIGN STYLE GUIDES and makes the most of your technology by Keeps you “on brand” (and out of your outlining highly technical things like network designer’s dog house) by setting guidelines and server infrastructure to less technical for brand colors, typography, logo position and things like file naming conventions. usage, photography, and other art assets. SOCIAL MEDIA POLICIES WRITING STYLE GUIDES Establishes how to maintain your organ- Establishes the personality of your brand ization’s brand, interact with your online through an outlined tone and voice by creating audiences, and moderate your social media the set standard for writing copy across all profiles. platforms and channels. 5
  6. 6. DIGITAL STRATEGY TEAM Creating and implementing a digital strategy takes a team. Some of the team players fall into the categories below and the more of them you get involved from the beginning, the better. Just remember that your audience is a central part of this team. ENGAGE YOUR AUDIENCE EARLY AND OFTEN STRATEGISTS Answer questions like why do you need a digital strategy? What will the digital strategy do? Who is the digital strategy for? • Business Strategists • Digital Strategists • Content Strategists • User Researchers TECHNOLOGISTS Create, build, and test solutions that are stable and usable • Front End Developers • Back End Developers • Platform Specialists • Quality Assurance Tester 6 USER EXPERIENCE PROFESSIONALS Ensure your digital initiatives meet audience expectations and needs • Information Architects • Visual Designers • Interaction Designers • Usability Testers COMMUNICATORS Define, create and share content that connects with audiences • Social Media Specialists • Copywriters • Communication Specialists
  7. 7. “Accelerating and innovating to match the pace of digital requires a clear vision, a focus on the audience and a team of diverse skillsets, perspectives and experiences. Today, the question is not if organizations should adopt a digital strategy, but if they have the right team to create and execute one.” — Nathan Brewer, Vice President Sapient Non-Profit Practice Leader
  8. 8. A FRAMEWORK FOR DIGITAL The following framework is a simplified model to think about digital from information creation to information presentation to the audience. By separating digital into layers, we gain a clearer understanding to the importance of each layer and how they support one another. A more complex cyclical model would include audience research and an analytics framework to operationalize datadriven decision making. PRESENTATION LAYER How you present your information • Web • Digital Displays • Mobile • Social Media PLATFORM LAYER How you manage your information • Web and Enterprise Content Management Systems (CMS) • Application Program Interface (API) • Customer Relationship Management Systems (CRM) • Databases INFORMATION LAYER Your digital information • Data • Content (Text, Video, Audio) 8
  9. 9. DIGITAL CONTENT Content is the life force behind your digital strategy – it’s what you use to connect with your audiences. Content strategy is a piece of digital strategy and is the systematic, thoughtful approach to creating the most relevant, effective, and appropriate content at the most opportune time, to the appropriate audience. We break down content strategy into three pillars: CONTENT EXPERIENCE What is the content experience for the audience? What goes into a digital solution? To which user(s) is it targeted? CONTENT GOVERNANCE CONTENT DELIVERY What delivery model is necessary to acquire, create, maintain and optimize content? What are the operational processes and mechanisms required to ensure the continued success of content? DON’T LET YOUR LIFE FORCE BECOME A DISEASE – AVOID THESE COMMON MISTAKES: • Outdated or missing content • Off-message, stale, inconsistent content • Inconsistent experiences across all audience touch points or platforms • Little to no personalization to the content • Lack of content ownership – no one is accountable • Lack of governance or oversight to control quality, accuracy and legality • Content that does not fulfill or meet audience needs • Inefficient use of powerful, and often expensive technology 9
  10. 10. DIGITAL LINGO ANALYTICS API An Application Programming Interface is a set of tools (data libraries, etc.) that developers use to create new features for a digital platform, or connect one platform to another. For example, you can use Facebook’s API as your user name and password to login to other websites. APPS Short for applications, Apps are small, focused programs loaded onto your smartphone or tablet. Three types of apps include: web, native, and hybrid. CMS A Content Management System is a platform for organizing information, data, and user information for a website. It is the interface used by website owners to create and publish information. CRM Customer Relationship Management systems are used to create and manage user accounts for websites including maintaining your user preferences. DATABASE Databases store all kinds of information in an organized fashion. Databases can store structured data (i.e. numbers) or unstructured data (i.e. text, pictures, etc.) METATAGS Metatags provide information like what your webpage is about, who created it, how often its updated and keywords that describe the page’s content. MICROSITE Small, targeted websites, created for specific, often time-bound, purposes. Good uses of microsites include promoting an event, advertising promotions, etc. PLATFORM A way to organize digital information. Think of it as the foundation that your digital presence is built on ROE Return on Engagement. A key metric in social media and Digital. ROE measures online and digital traffic and transactions, measures it against dollars invested. Some metrics include likes, forwards, tweets, retweets, downloads, average time spent per user, etc. ROI Return on Investment. Similar to ROE, ROI measures dollars received versus dollars invested. This may be measured in raw currency, tracked by donations received, or by members gained. RSS Really Simple Syndication. Scans the Internet for content personalized to your preferences, and presents it in a simple, organized way. Want to read the headlines from all the major newspapers in the U.S. in less than hour? RSS to the rescue! SEO Search Engine Optimization helps your audience find your content easier by bringing your website or webpage to the top of search results like Google or Yahoo! WIDGETS 10 Analytics includes data analysis, statistics, and insights. All of this information helps you make informed decisions on how to improve your digital presence. Common metrics include views, clicks, click through rate, number of downloads, number of users, unique visitors, and conversion/buy rate. Similar to apps, widgets are small, visually based applications on your smartphone, tablet, or internet browser that can be programmed for a different functions. Widgets can be music players, to calendars, to weather forecasters.
  11. 11. SERVING NON-PROFITS We help non-profits define, refine, understand the impact of, and analyze the relevance of your mission and vision, and we work with you to develop and document the plans behind those big ideas. We work to optimize organizations by understanding your goals— and then recommending and implementing the means to achieve them. Organizational Assessment Planning Business Model Process Modernization Marketing, Outreach Communications Tech Strategies Solutions Whether the challenge is increasing membership, increasing awareness, or increasing revenues, we help nonprofit organizations connect with the public, and engage and retain donors, members, volunteers and employees. By collaborating with your organization to assess, improve, integrate, or develop business processes and strategies, we can help non-profits focus energies and dollars on their constituents, and modernize operations so you can maximize impact. From web and mobile solutions for fund-raising or public outreach, to technology platform solutions for member education or data capture and sharing, we understand the tools and software unique to non-profits—and how you define the ways in which users experience your organization. 11
  12. 12. ENABLING POSITIVE SOCIAL CHANGE Nathan Brewer Vice President 703-908-2554 Ben Coit Senior Manager 703-908-7188 We are Sapient, and we understand how a robust digital strategy can help give nonprofits the power to impact the world. Think of us as your little elves—a team of 11,000+ strategists, technologists and storytellers across the globe, providing you the insights and tools to make your organization’s technology dreams come to life. The Little Black Book of Digital Strategy