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Al smith: Meaningful digital engagement – starting from desired results

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Using case studies and experience running public sector digital engagement campaigns in the UK, Alastair will explain how to structure a campaign focused on outcomes and how to evaluate its progress. He will also share examples of engaging content and look at some of the approaches we can use to prompt action and change amongst online audiences.

In developing a digital engagement plan to support the widest ever consultation on the future of the BBC (the UK’s public service broadcaster), Alastair started by looking at the end goal and then designed simple ways of engaging with the audience and allowing them to contribute. By highlighting the techniques he used and how he modelled his approach on others in other industries he will set out an approach to planning meaningful digital engagement.

Key takeaways will include
- Define what it is you need what your audience to do
- Make it easy for them to do it
- Prompt them at timely intervals
- Help them advocate for you
- Focus on your calls to action
- Measure, evaluate and iterate your activity

Published in: Internet
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Al smith: Meaningful digital engagement – starting from desired results

  1. 1. Getting the best out of the BBC for licence fee payers Meaningful digital engagement J.Boye Aarhus 15 5 November 2015
  2. 2. Hello! Alastair Smith, Digital Communications Editor, BBC Trust @al_osaur @bbctrust
  3. 3. Digital activity plan for project: What Inspired by leancanvas.com Who How Project goals What problem are you solving? Communications goals What role does communications have in achieving this? Digital call-to-action What do you want people to do online for this project? Audiences Who do you need to reach? Partners Which organisations and individuals can help you to reach your audiences? Team roles Which skills and roles are required - who will do the work? Channels Which tools or techniques will you use to implement this? Content Which content will prompt your audiences to take the steps you want, and where will it come from? Opportunities & risks Which assets do you have and what constraints or risks do you need to take account of? Successful outcome: Which measures or evidence will tell you if you’ve achieved these goals? Successful reaction: Which measures or evidence will tell you how your audiences have responded to the activity? Successful reach: Which measures or evidence will tell you which channels or content reached which people? Starts/Ends:
  4. 4. 1. Start from objectives
  5. 5. 2. Channels
  6. 6. Getting the best out of the BBC for licence fee payers 3. Call to action
  7. 7. Getting the best out of the BBC for licence fee payers
  8. 8. Getting the best out of the BBC for licence fee payers IFTTT
  9. 9. Getting the best out of the BBC for licence fee payers Peer networks and sharing
  10. 10. 4. Content calendar
  11. 11. 5. Evaluation
  12. 12. Getting the best out of the BBC for licence fee payers Click tracking
  13. 13. Getting the best out of the BBC for licence fee payers
  14. 14. Getting the best out of the BBC for licence fee payers What else can you measure?
  15. 15. Getting the best out of the BBC for licence fee payers
  16. 16. Getting the best out of the BBC for licence fee payers Reach Reaction Change
  17. 17. 6.In summary • Start from objectives • Select channels your audience use and are measurable • Allow content to be shared • Prompt action • You need a content calendar (which is flexible) • Evaluate
  18. 18. Getting the best out of the BBC for licence fee payers Questions
  19. 19. Thank you Getting the best out of the BBC for licence fee payers

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