BITB -- Digital for the Non-Digitally Inclined

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Greg Chapman's presentation for agencyside's "Back in the Black" account team training.

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BITB -- Digital for the Non-Digitally Inclined

  1. 1. DIGITAL FOR THE SUPPOSEDLY NON-DIGITALLY INCLINED<br />Greg Chapman<br />Back in the Black: April 28 – 29, 2011<br />
  2. 2. We’re a strong agency now, but we have to develop our digital competency…<br />How do we best utilize the talent we have? Do we have to hire? How do we present ourselves?<br />Image courtesy of Flickr<br />
  3. 3. It may seem like an easy decision to utilize “crossover” talent to staff the digital side of the business, but these decisions should be made with care. <br />Traditional creatives may not be digital creatives. The same holds true for Account Management, Project Management, Media, Strategy, etc… <br />Image from Paul Malon courtesy of Flickr<br />
  4. 4. …But fortunately there may be hidden or adaptable talent within your agency that lends itself to the digital space. Who are these people and how do you utilize them ?<br />Image courtesy of Flickr<br />
  5. 5. Big Company Background?.......or……Traditional Agency Background?<br />Marcom Experience Social Media Implementation <br />Direct Marketing Experience Email Strategy and Planning<br />Catalog or Direct Mail Content Management Strategy<br />Project Management Digital Traffic Management<br />Finance and Analytics Digital Reporting / Analytics<br />Call Center / <br />Customer Service Community Management<br />Image from FromTheNorth courtesy of Flickr<br />
  6. 6. Image from shotleyshort courtesy of Flickr<br />
  7. 7. Unlike many traditional campaigns, digital campaigns are not “fire and forget”…digital campaigns live on and on and never sit still…<br />Digital teams need to continually evolve strategy and implementation…and constantly monitor performance and metrics.<br />Image from johnread courtesy of Flickr<br />
  8. 8. Graphic Designers are not Web Designers<br />Image from Jeffrey courtesy of Flickr<br />
  9. 9.
  10. 10. Thank You<br />Email: gchapman@sitewire.com<br />Twitter: @Gregory_Chapman<br />Linkedin: linkedin.com/in/gregchap<br />Blog: sitewire.com/blog/author/greg-chapman/<br />

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