Digital Strategy Abc Webinar

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Developing a digital communication strategy for tools like Twitter and Facebook eliminates the pressure to simply chase buzzwords and hope for the best. With a comprehensive strategy, you have a clear framework for engaging your community based on your organization’s specific mission and resources.

In this webinar, digital strategist Stephen Warley of BostonKnows breaks down the key criteria for designing your digital strategy, including:

* Marketing goals
* Financial resources
* Time management
* Viral impact
* Technical abilities
* Community’s communication needs


With a comprehensive strategy in place, you can intelligently and methodically consider which communication tools suit your needs. Stephen weighs the pros and cons of the most prevalent tools.

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Digital Strategy Abc Webinar

  1. 1. Facebook or Twitter? The Importance of a Digital Strategy Stephen Warley [email_address] October 14, 2009
  2. 2. “ Supporting a vibrant arts and cultural community through quality direct legal/business services and educational programs to the artists and arts communities in Greater Boston by leveraging the resources of the legal and business communities…”
  3. 3. Q&A <ul><li>Participants may ask questions for any of our panelists by: </li></ul><ul><li>Typing a question in the “ questions box ” </li></ul><ul><li>Sending and e-mail to [email_address] </li></ul><ul><li>Typing your question into the chat box and selecting “Organizer and panelists only” in the drop down menu </li></ul>
  4. 4. Stop Chasing Buzz Words
  5. 6. Creating a Digital Communications Strategy <ul><li>Who Are You? </li></ul><ul><li>Messages With Substance </li></ul><ul><li>Digital Tools With Impact </li></ul>
  6. 7. Who Are YOU?
  7. 8. What Are Your Goals? <ul><li>Sales Conversion </li></ul><ul><li>Lead Generation </li></ul><ul><li>Engagement </li></ul>
  8. 9. www.artsboston.com
  9. 11. Why Are You Unique?
  10. 12. www.bostondancealliance.org
  11. 13. What Is Your Measure for Success? <ul><li>Ticket Sales </li></ul><ul><li>Registrations </li></ul><ul><li>Fees / Other Earned Income </li></ul><ul><li>Donations </li></ul><ul><li>Content Submissions </li></ul><ul><li>Engagement </li></ul>
  12. 14. www.artsandbusinesscouncil.org
  13. 16. How Much Money Do You Have?
  14. 17. www.investopedia.com
  15. 18. How Much Time Do You Have? <ul><li>Who’s Accountable? </li></ul><ul><li>Workflow Assessment </li></ul><ul><li>Learning Curve </li></ul>
  16. 19. Time Management <ul><li>Website = High </li></ul><ul><li>Blog = High </li></ul><ul><li>Video = High </li></ul><ul><li>Email = Moderate </li></ul><ul><li>Photos = Moderate </li></ul><ul><li>Facebook = Low </li></ul><ul><li>Twitter = Low </li></ul>
  17. 20. How Comfortable Are You With Technology?
  18. 21. utterli.com
  19. 24. www.blogger.com
  20. 25. www.theflip.com
  21. 27. What Are Your Communication Strengths? <ul><li>Writing </li></ul><ul><li>Interviewer </li></ul><ul><li>Connector </li></ul><ul><li>Researcher </li></ul><ul><li>Photographer / Videographer </li></ul>
  22. 28. http://del.icio.us
  23. 31. How Does Your Community Want to Interact With You?
  24. 33. Verizon [email_address] AT&T 617-555-1212@txt.att.net T-Mobile 617-555-1212@tmomail.net Sprint 617-555-1212@messaging.sprintpcs.com Send Email to Mobile
  25. 34. surveymonkey.com
  26. 37. www.addthis.com
  27. 38. Identifying Influencers <ul><li>Regularly Contact You </li></ul><ul><li>Active Contributors </li></ul><ul><li>Bloggers </li></ul>
  28. 39. HubArts.com
  29. 40. jimsullivanink.com
  30. 41. Messages With Substance
  31. 42. Engage, Don’t Sell
  32. 43. www.zumix.org
  33. 45. Stay Focused
  34. 46. www.newtonartcenter.org
  35. 47. It’s About Your Members
  36. 48. rtnda.org
  37. 49. www.friendsoffenwaystudios.org
  38. 50. Give to Receive
  39. 51. downtownwineandspirits.com
  40. 52. Digital Tools With Impact
  41. 53. Cool Is a Red Flag
  42. 54. Choosing Digital Tools <ul><li>Low Cost </li></ul><ul><li>Easy to Use </li></ul><ul><li>Can Make Commitment </li></ul><ul><li>High Viral Impact </li></ul><ul><li>High Engagement </li></ul>
  43. 55. Photos
  44. 56. flickr.com Search “arts boston” under “groups”
  45. 57. flickr.com
  46. 59. facebook.com Search “BIMA”
  47. 60. Photo Recommendations <ul><li>Focus on Members </li></ul><ul><li>Multiple Distribution </li></ul><ul><li>Reflect Mission </li></ul>
  48. 61. Social Networks
  49. 63. Facebook Love <ul><li>Don’t Always Ask for Something </li></ul><ul><li>Share Information </li></ul><ul><li>Post Comments </li></ul>
  50. 64. ning.com
  51. 65. http://bostoncyberarts.ning.com/
  52. 66. BrooklynArtProject.com
  53. 67. unlockaustin.com
  54. 68. Social Networks Recommendations <ul><li>Be Genuine </li></ul><ul><li>Engage </li></ul><ul><li>Photos </li></ul><ul><li>“ Ah Ha” Moments </li></ul><ul><li>Hub for All Your Content </li></ul>
  55. 69. Twitter
  56. 71. twitter.com Tweet During Events From Your Cell Phone
  57. 78. www.twitterfountain.nl
  58. 79. http://portwiture.com
  59. 80. Twitter Recommendations <ul><li>Sharp Focus </li></ul><ul><li>Follow and Engage </li></ul><ul><li>Share Links </li></ul>
  60. 81. Blogs
  61. 82. bostonhandmade.blogspot.com
  62. 83. runningahospital.blogspot.com
  63. 84. bostonist.com
  64. 85. bostonreb.com
  65. 86. overheardinnewyork.com
  66. 87. www.wbztv.com
  67. 88. Blog Recommendations <ul><li>Expertise </li></ul><ul><li>Member News </li></ul><ul><li>Organization News </li></ul><ul><li>Aggregate Resources </li></ul>
  68. 89. Video
  69. 90. www.youtube.com/user/ArtsBusinessBoston
  70. 92. www.youtube.com/user/NYTVF
  71. 93. vailmusicfestival.org
  72. 95. huntingtontheatre.org
  73. 96. www.youtube.com/yellowpages
  74. 97. gardnermuseum.org/music/podcast/theconcert.asp
  75. 98. Video Recommendations <ul><li>Testimonials </li></ul><ul><li>Demonstrations </li></ul><ul><li>Previews </li></ul><ul><li>Interviews </li></ul>
  76. 99. Key Points Choose Digital Tools Based on Your Strategy
  77. 100. Key Points Make Messages About Your Members
  78. 101. Key Points Make a Commitment
  79. 102. Upcoming A&BC Webinars Oct 29 – Writing to Engage Your Community Nov 13 – Photos That Generate Awareness Dec 2 – Best Practices for Free and Paid Online Promotion
  80. 103. Register at www.artsandbusinesscouncil.org
  81. 104. Q&A <ul><li>Participants may ask questions for any of our panelists by: </li></ul><ul><li>Typing a question in the “ questions box ” </li></ul><ul><li>Sending and e-mail to [email_address] </li></ul><ul><li>Typing your question into the chat box and selecting “Organizer and panelists only” in the drop down menu </li></ul>
  82. 105. Facebook or Twitter? The Importance of a Digital Strategy Stephen Warley [email_address] October 14, 2009

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