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Your senior manage...
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I’m Mike Ellis fro...
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what I hope you’ll...
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on the web
out.thi...
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101: what is a (di...
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it helps you:
> de...
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“post digital”
sho...
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where are you now?...
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https://www.gov.uk...
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Where are you now?...
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what are you doing...
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your organisation’...
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SWOT
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content inventory
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your content
“the ...
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other tools..
> si...
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other tools..
> wi...
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Where do you want ...
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your organisationa...
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what is “success” ?
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your digital vision
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How do you get the...
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Get to know your a...
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> who do you want ...
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audiences / person...
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example persona
Gi...
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https://www.thinkw...
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editorial calendar
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Facebook
Twitter
L...
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Do you:
• have cle...
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content mapping
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goals
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policies and guide...
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How do you know wh...
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“BTDA”: Because Th...
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think about exactl...
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almost all digital...
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useful things to m...
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your web presence
...
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“on the web, visib...
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get to know Google...
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Facebook insights
...
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..qualitative meas...
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Rinse…and repeat…
...
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“A strategy, like ...
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operational plan
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thought leaders
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risk
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share!
share!
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where are you now?...
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Your senior managers print their emails (or: why we still need digital strategies, and what to do about it)

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Why we still need a digital strategy in our organisations - even in this "post digital" age, and some thoughts / resources to help you create one.

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Your senior managers print their emails (or: why we still need digital strategies, and what to do about it)

  1. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 Your senior managers print their emails (Or: why we still need a digital strategy, and what to do about it)
  2. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 I’m Mike Ellis from Thirty8 Digital. We work with museums, galleries and others to help them get the most from the web. We: > train people on how to use things like social media effectively > offer consultancy, particularly around web strategy and content > build beautiful mobile-friendly, editor-friendly, user-friendly websites hello
  3. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 what I hope you’ll get from this: > a practical way of approaching digital thinking > some thoughts about why strategies are important > a set of worksheets that you can use / adapt / share
  4. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 on the web out.thirty8.co.uk/digitalstrategy
  5. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 101: what is a (digital) strategy? > a long-term vision > a framework > a way of thinking “why are we doing what we’re doing?”
  6. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 it helps you: > design content which serves users > be more joined-up / efficient > do more with less > be better positioned to understand risks > ..say no Why do we (still) need it?
  7. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015
  8. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 “post digital” should digital strategies even exist any more?
  9. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 where are you now? where do you want to be? how do you know when you get there? what should you change next time? thinking strategically
  10. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 https://www.gov.uk/design-principles
  11. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 Where are you now? “knowing” > what assets (content, stories, objects, etc) do you have? > what resources (people, skills, time) do you have? > what are you committed to delivering already?
  12. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 what are you doing already?
  13. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 your organisation’s assets
  14. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 SWOT
  15. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 content inventory
  16. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 your content “the web offers you the space to publish everything, and it’s much easier to treat it like a hall closet with infinite stuffing-space than to impose constraints” Erin Kissane, The Elements of Content Strategy
  17. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 other tools.. > site mapping - use mind map tools - mindmeister.com (web) - mindmup.com (web) - freemind (mac, windows, linux) - mind node (mac, ios) https://pinboard.in/search/u:dmje?query=mindmap
  18. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 other tools.. > wireframing - lots of tools available, some free - balsamiq - moqups.com - mockflow (my favourite..) https://pinboard.in/search/u:dmje?query=wireframe
  19. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 Where do you want to be? “planning” > what is your organisational vision? > what would success look like in 1...5...+ years? > what do you know about your audiences and their needs?
  20. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 your organisational vision
  21. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 what is “success” ?
  22. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 your digital vision
  23. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 How do you get there? “doing” > where can you reach your audiences? > what tools can you use to deliver your content effectively? > what policies / guidelines do you need to support you?
  24. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 Get to know your audience! Talk to them… …face to face …on your website …via social media …ask your mum …ask a focus group …just talk to them…
  25. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 > who do you want to reach? > where do they hang out? > what do you want them to do? > what do they want to do? > what content might they be interested in? > how are you going to get them to this content? audiences
  26. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 audiences / personas
  27. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 example persona Gill
  28. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 https://www.thinkwithgoogle.com/research-studies/the-new-multi-screen-world-study.html
  29. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 editorial calendar
  30. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 Facebook Twitter LinkedIn Google+ YouTube Pinterest Vine Reddit Tumblr Instagram Foursquare understand where (if) social fits
  31. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 Do you: • have clear goals for using social media? • have the human resources to commit to it? • have enough quality content to sustain conversations? • know which sites are popular with your users? • have a website which is prepared for the attention? social media longevity
  32. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 content mapping
  33. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 goals
  34. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 policies and guidelines > you will need policies and guidelines :-) > write these using internal templates.. > ..but borrow / steal from the web: EXCELLENT resource: http://socialmediagovernance.com/policies.php Policy generator... http://socialmedia.policytool.net/
  35. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 How do you know when you’ve got there..? “measuring” > what you can measure, and why it’s important > google analytics at the heart of everything > acting on what you find out
  36. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 “BTDA”: Because The Director Asked - generally things which might look good on funding - “how many visits?” “are they up on last month?” “BIRUTK”: Because It’s Really Useful To Know - are people engaging with our content? - can they find stuff on Google? - are we answering the questions they’re asking?
  37. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 think about exactly what you want to know... “how engaging is the collections area of our site?” “is anyone actually scanning that QR code?” “how much effort should we put in to Twitter?” “is that ticket promotion code working?” “is it worth continuing our newsletter?” “where do people go on our website?”
  38. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 almost all digital interaction can be measured.. the questions are: 1) are you measuring the bits you need? and 2) have you got the time to analyse stuff? (...and do something with it...)
  39. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 useful things to measure > off-site: - social activity (twitter, facebook, etc) - keyword monitoring / mentions - newsletter activity > on-site: - google analytics (we’ll come to this in a moment..) - campaigns > non-digital: - FOH metrics (but in particular thinking about how these may have been impacted by online..)
  40. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 your web presence activity “out there” % of people who look at your stuff (attraction) the action % dropouts % “success” (engagement) call to action
  41. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 “on the web, visibility is authority” SEO
  42. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 get to know Google Analytics, then use it for absolutely everything (web activity, social, newsletter campaigns, physical campaigns, QR codes if you must, links in documents…) on-site activity
  43. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 Facebook insights Login as admin, go to page view, click “insights” get to know offsite systems too
  44. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 ..qualitative measures
  45. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 Rinse…and repeat… “iterating” > content prioritisation > editorial planning > making digital a part of the organisation
  46. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 “A strategy, like any process of change, will only be accepted if you give people the opportunity to engage with it, challenge it, rationalise it and ultimately make it their own” Nick Poole, Collections Trust
  47. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 operational plan
  48. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 thought leaders
  49. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 risk
  50. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 share! share!
  51. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 where are you now? where do you want to be? how do you know when you get there? what should you change next time? recap..
  52. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 that’s it: thank you for your time! please stay in touch: > web: http://thirty8.co.uk > email: mike@thirty8.co.uk > twitter: @m1ke_ellis out.thirty8.co.uk/digitalstrategy slideshare.net/dmje/presentations

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