Moving From Print to Digital CCAE 2012

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This presentation was given at the Canadian Council for Advancement in Education annual conference, held in June 2012 in Toronto, Canada. It provides an overview of the reasons and best practices for moving to digital.

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Moving From Print to Digital CCAE 2012

  1. 1. Moving From Print to DigitalCCAE 2012 ConferenceLisa FisherUniversity Brand ManagerThe University of British Columbia
  2. 2. AgendaWhy go digital?10 best practicesOutcomes: how we didWhat we learned
  3. 3. MotivationsOur audience is moving thereAve. Cdn spends 45 hours per month online, almost double theworldwide average (comScore)23.5 million Canadians online (comScore)As of Jan. 2012, 10% of Canadians owned a Tablet, and 10%owned an e-reader (Ipsos)Tablet and e-reader ownership in Canada grew 66% and 43%between Aug. 2011 – Jan. 2012 (Ipsos)
  4. 4. MotivationsSustainabilityPart of UBC’s strategic plan. Executive very committed towalking the talkDigital requires no trees, and fewer carbon emissions to createand distribute
  5. 5. MotivationsInteractive and EngagingYou can do things online you can’t in print:- easily connect your reader to related information- interactive elements- video- easy to share- opportunities for two-way conversations with your audience
  6. 6. MotivationsImproved measurabilityGrowing need to provide measures of effectiveness and reachfor our workDigital is measureable to a much greater degree of detail thanprint (short of expensive market research polling)
  7. 7. MotivationsSave budgetsPrinting and mailing costs growingWeb, social and email free or almost freeLess costly for our partner units who used to mail hard copiesto their audiences
  8. 8. 10 best practices
  9. 9. 1. Build the right teamWhat you need from your colleagues, freelancers, and agenciesis differentVideographers, interactive designers, web writers etc.What in-house capacity do you have vs. what do you need tobuy-inConsult with your stakeholders early and often
  10. 10. 2. Content matters mostGood stories still at the heart of your publicationUse the ability to link to resist the urge to include everything
  11. 11. 3. Write for the webEyes tire much faster reading online than printKeep pages and paragraphs short and scannableBreak up the content using pull-outs, subheads, bullets, etc.Good content means good SEO
  12. 12. 4. Design for the webSize/shape limitations of the screen/tablet72 not 300; RGB not CMYKTypography options much more limitedBut the web is dynamic: design must support rich mediaKeep SEO in mind
  13. 13. 5. Strong photography /visuals still matter
  14. 14. 6. Use video to tell stories and draw your audience in
  15. 15. Annual Review Intro Video
  16. 16. 7. Use interactivity to highlight key messages
  17. 17. 8. If doing both print and web, include rich media and web exclusives in the online version
  18. 18. 9. Make it easy to share and view on multiple devices
  19. 19. 10. A strong marketing plan is keyUse both digital and traditional to build trafficBuild an internal communications planMake it easy for your colleagues to helpDon’t underestimate the role of social media
  20. 20. Print Ads
  21. 21. Digital – Email, Social, & Digital Signage
  22. 22. How we did: 2010-2011 metrics 15,885 visits in six months (17,592 for prior year – 12m) Unique visitors 14% higher than year before Nearly 3,500 video views on YouTube and Vimeo More than 1300 click-throughs on our bit.ly links More than 130 tweets, shares, likes, and comments More traffic from UBC sites that used a badge or spotlight ad More traffic from branded social channels: Facebook, Twitter, LinkedIn and YouTube 2009: Last year of print – approx. 7,000 distributed
  23. 23. What we learnedIt’s a mind shift as much as a platform shift – help yourstakeholders make the transition with youIts more sustainableIt’s not less expensiveEnsure you have a solid marketing strategyYou may still need a little bit of print
  24. 24. Thank youLisa FisherUniversity Brand ManagerThe University of British Columbiabrand.manager@ubc.ca@ubcaplaceofmindfacebook/universityofbcwww.annualreview.ubc.cawww.aplaceofmind.ubc.ca

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