Digital Strategy – Beyond The Basics : Stuart Buchanan, The Nest

Digital Strategy: beyond the basicswearethenest.com multiplatform projects for the arts & creative industries.

How do wemanage all this,all the time?

“ with every status update and photo upload and location check-in and “like” we click, we are producing an endless stream of new “entry points” into our personal narratives “ JENKA GARFUNKEL, Your Life Is A Transmedia Experiencewearethenest.com multiplatform projects for the arts & creative industries.

Strategy?orStorytelling?

“ transmedia is storytelling that spans across multiple forms of media, with each element expanding the viewer’s understanding of the story world and creating a new “entry point” through which to become immersed in it “ HENRY JENKINS, Convergence Culturewearethenest.com multiplatform projects for the arts & creative industries.

ACTION develop a digital strategy, with the story of your organisation’s life, using the concepts of transmedia, documented in a bible.wearethenest.com multiplatform projects for the arts & creative industries.

Write it all down. your bible. Refer back & adapt. Share the ownership.wearethenest.com multiplatform projects for the arts & creative industries.

1 2 3 4 5 6 7 8 9 What are you OBJECTIVES? Who is your AUDIENCE? ... and what do they need? What is your STORY? ... and who is telling it? How are you going to ENGAGE? Which CHANNELS will you use? What CONTENT do you need? What is your BUDGET? How much TIME do you have? How will you MEASURE it?wearethenest.com multiplatform projects for the arts & creative industries.

1 2 3 4 5 6 7 8 9 What are you OBJECTIVES? what do you want the AUDIENCE to do? how should this affect the ORGANISATION? is there a FINANCIAL target to factor in?wearethenest.com multiplatform projects for the arts & creative industries.

1 2 3 4 5 6 7 8 9 Who is your AUDIENCE? ... and what do they need? what does the user really need or want from you? what are the demographic of the users? how many different segments are there? how do they behave? what channels do they use? what actions & pathways might a user undertake?wearethenest.com multiplatform projects for the arts & creative industries.

1 2 3 4 5 6 7 8 9 What is your STORY? ... and who is telling it? what’s the narrative - past, present & future? is there an existing brand archtype or personality? which tone of voice might you use? which characters will populate the story?wearethenest.com multiplatform projects for the arts & creative industries.

1 2 3 4 5 6 7 8 9 How are you going to ENGAGE? listening - to your audience, to the industry embracing - bringing community into the fold supporting - practical advice, guidance & info enthusing - inspiring & entertaining how do you sell the beneﬁts internally? what are the rules? moderation, legalities, approvalswearethenest.com multiplatform projects for the arts & creative industries.

1 2 3 4 5 6 7 8 9 Which CHANNELS will you use? web - site, blog audio - podcasts, iTunesU mobile - msite, apps, tablet photography - instagram, ﬂickr e-news - general, niche games - cross-platform social - facebook, twitter, partners - promotional channels pinterest search - SEO community - niche networks, advertising - AdWords, Facebook crowdfunding ofﬂine integration video - youtube, vimeowearethenest.com multiplatform projects for the arts & creative industries.

1 2 3 4 5 6 7 8 9 What CONTENT do you need? what content assets do you already have? what new content needs to be created? what resources do you need to create it? can your users also create & contribute content?wearethenest.com multiplatform projects for the arts & creative industries.

1 2 3 4 5 6 7 8 9 What is your BUDGET? how much do you need for platform development? what might new content cost? is there a human resource cost? are there any licence costs involved?wearethenest.com multiplatform projects for the arts & creative industries.

1 2 3 4 5 6 7 8 9 How much TIME do you have? what are the main story / plot points? are there key organisational events to consider? do you need to include a development timeline? how does it map with ofﬂine marketing? are there any ‘call to action’ lead-in times?wearethenest.com multiplatform projects for the arts & creative industries.

1 2 3 4 5 6 7 8 9 How will you MEASURE it? what are the key performance indicators? what online tools can you use? Google Analytics, FB Insights, Klout, Hootsuite, EDMs who should you share the results with? what internal feedback processes might work?wearethenest.com multiplatform projects for the arts & creative industries.

1 2 3 4 5 6 7 8 9 What are you OBJECTIVES? Who is your AUDIENCE? ... and what do they need? What is your STORY? ... and who is telling it? How are you going to ENGAGE? Which CHANNELS will you use? What CONTENT do you need? What is your BUDGET? How much TIME do you have? How will you MEASURE it?wearethenest.com multiplatform projects for the arts & creative industries.

Write it all down. your bible. Refer back & adapt. Share the ownership.wearethenest.com multiplatform projects for the arts & creative industries.

more ideas & stories at wearethenest.com for a copy of the presentation, email stuart@wearethenest.comwearethenest.com multiplatform projects for the arts & creative industries.

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Digital Strategy – Beyond The Basics : Stuart Buchanan, The Nest

by The Nest on May 27, 2012

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Digital Strategy – Beyond The Basics : Stuart Buchanan, The Nest Presentation Transcript