Responding to the digital shift

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Katie Smith, Cogapp
Strategic digital communications
www.charitycomms.org.uk/events

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Responding to the digital shift

  1. 1. Strategic Digital Communications Seminar 12 July, 2012, London #CCdigitalFriday, 13 July 12 1
  2. 2. Responding to the digital shift - Why digital literacy matters July 2012 Katie Smith - @katie3059 Head of Third Sector, Cogapp x Strategic Digital CommunicationFriday, 13 July 12 2
  3. 3. Founded 1985 Based in Brighton (and New York) Digital media + public-facing organisations Twitter @cogapp / @katie3059Friday, 13 July 12 3
  4. 4. What is digital literacy and why does it matter? How are charities faring when it comes to digital literacy? What does a digitally mature organisation look like? What are the steps to a digitally literate organisationFriday, 13 July 12 4
  5. 5. “ A lack of digital literacy is a threat to the sector. - Digital manager at CharityComms/Cogapp event, March 2012Friday, 13 July 12 5
  6. 6. Friday, 13 July 12 6
  7. 7. Source: The TelegraphFriday, 13 July 12 7
  8. 8. Source: Evening StandardFriday, 13 July 12 8
  9. 9. Source: Alex Nunn http://wheretheresmuck.wordpress.com/Friday, 13 July 12 9
  10. 10. Friday, 13 July 12 Source: Guardian Online10
  11. 11. Friday, 13 July 12 Source: John Doran, www.theqietus.com11
  12. 12. “ Brands are held to a higher level of accountability; they’re not fictional constructs. Instead they’re representations of the value, personality and culture of the business. If the brand doesn’t ring true with the customer experience, it’s equity is at stake ..... social media has dialled up transparency.” - Shelly Lucas, Senior Marketing Manager, Dunn & BradstreetFriday, 13 July 12 12
  13. 13. So what is digital literacy?Friday, 13 July 12 13
  14. 14. “ People from their own experience are able to utilise digital within their own role – even if ‘digital’ isn’t in their job title. They are able to deliver digitally within the context of the company objectives.” - Charity CEO on digital literacyFriday, 13 July 12 14
  15. 15. What charity digital people have told usFriday, 13 July 12 15
  16. 16. Does your charity have a digital strategy? 76.9 % YESFriday, 13 July 12 16
  17. 17. If you do have a digital strategy, is progress against the strategy monitored by your charity’s executive team? 65.0 % YESFriday, 13 July 12 17
  18. 18. How well do you think the leadership of your charity understands digital? 56.1 % NOT VERY WELL OR NOT AT ALLFriday, 13 July 12 18
  19. 19. In your opinion, how important is a good standard of digital literacy to the success of your digital strategy? 74.4 % VERY IMPORTANTFriday, 13 July 12 19
  20. 20. What would you say is the general level of digital literacy within your charity? 56.1 % NOT VERY GOOD/VERY POORFriday, 13 July 12 20
  21. 21. “ although staff (say) that the charity should be doing digital better, (they arent) able to communicate exactly how or who we should be aspiring to be like. - Charity digital managerFriday, 13 July 12 21
  22. 22. Leadership support is necessary – but not sufficient .... ... they need to understand too Entrenched cultures and attitudes hold us back Realism is crucial: it’s not a cure all and it’s not free! User experience should be the heart Creating new digital silos won’t help Digital managers need trust, influence and budget Digital literacy is a core competencyFriday, 13 July 12 22
  23. 23. Collaborative and open culture Living the values User-centred Customer experience drives decisions Digital integral to the experience - not add-on Digital is a normal part of the marcomms mix Social media is a tool used by allFriday, 13 July 12 23
  24. 24. Clear signal from the very top Policies that empower staff to be brand ambassadors Create multidisciplinary teams Make digital a core competency Recruit staff with experience, and train existing staff Facilitate learning opportunities Invest in digital as infrastructureFriday, 13 July 12 24
  25. 25. People haven’t changed None of us are experts yet - keep listening and learning Digital literacy should be a core element of your strategy ... ..... not quick or costly, but conscious and consideredFriday, 13 July 12 25

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