Information Overload - Building A Digital Communications Strategy
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James BurnesFollow
Aug. 1, 2012•0 likes•1,897 views
Information Overload - Building A Digital Communications Strategy
Aug. 1, 2012•0 likes•1,897 views
Report
Business
Technology
Education
James Burnes, digital business strategist, present an outline for how he worked with the Indianapolis Bar Association to create a digital communication strategy for the next 3 years and beyond.
James BurnesFollow
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Information Overload - Building A Digital Communications Strategy
- 1. Communicating & Connecting With Members in the Information Digital Age Overload! Julie Armstrong Indianapolis Bar Association James Burnes Digital Strategist Scott Chinn NABE 2012 - Chicago Faegre Baker Daniels www.jamesburnes.com
- 2. What is the problem? www.jamesburnes.com
- 3. The Problems We Saw • Limited time for our members • Fragmented channels • Multiple technology platforms • Limited Staffing • Limited Budgets • "The status quo" www.jamesburnes.com
- 4. We needed a fresh perspective. We needed to think about the future, not just the present. www.jamesburnes.com
- 5. Technology www.jamesburnes.com
- 6. Experience www.jamesburnes.com
- 7. www.jamesburnes.com
- 8. www.jamesburnes.com
- 9. www.jamesburnes.com
- 10. What Experience Did The IndyBar want? www.jamesburnes.com
- 11. The Experience We Wanted • Immediacy • Ease of use • Personalization • Interactivity I want my • 24/7 accessibility bar my way! • Platform agnostic www.jamesburnes.com
- 12. www.jamesburnes.com
- 13. The Path To Successful Strategy • No sacred cows • Data vs. anecdotes • Progress vs. status quo • Investment vs. cost www.jamesburnes.com
- 14. Our Content Mission www.jamesburnes.com
- 15. The Place for Opinions www.jamesburnes.com
- 16. Sources of Content www.jamesburnes.com
- 17. The Content Filter Is the content topic Does the content fit Is the subject matter new (or offers a fresh our content mission? timely? perspective from other related stories?) Will this content Yes, it will get spark conversation or published. action within the membership? www.jamesburnes.com
- 18. The Vision Of Our Platform www.jamesburnes.com
- 19. IBA Member Database IBA Content Engine www.jamesburnes.com
- 20. Taking a phased approach www.jamesburnes.com
- 21. A 36 Month Plan Phase 1 Phase 2 Phase 3 Phase 4 Editorial Channel & Content Digital Platform Personalization & Development Growth Development Customization Initiate Section Editorial Hire Member DB-driven Keyword & Topic Involvement Access API Tracking and e-Alerts Technology Vendors Selected & Commence Master Processes & Development Niche Content Mobile Platforms & Apps Organization Subscriptions Content Management Engine Launched Section Membership- Personalized e-Print Editorial Calendar only Content Channels Deliverables Section Content Generation Required Technology RFPs CLE Tracking & Membership Involvement CLE Platform Integration Defined Management www.jamesburnes.com
- 22. A 36 Month Plan Phase 1 Phase 2 Phase 3 Phase 4 Editorial Channel & Content Digital Platform Personalization & Development Growth Development Customization Initiate Section Editorial Hire Member DB-driven Keyword & Topic Involvement Access API Tracking and e-Alerts Technology Vendors Selected & Commence Master Processes & Development Niche Content Mobile Platforms & Apps Organization Subscriptions Content Management Engine Launched Section Membership- Personalized e-Print Editorial Calendar only Content Channels Deliverables Section Content Generation Required Technology RFPs CLE Tracking & Membership Involvement CLE Platform Integration Defined Management www.jamesburnes.com
- 23. A 36 Month Plan Phase 1 Phase 2 Phase 3 Phase 4 Editorial Channel & Content Digital Platform Personalization & Development Growth Development Customization Initiate Section Editorial Hire Member DB-driven Keyword & Topic Involvement Access API Tracking and e-Alerts Technology Vendors Selected & Commence Master Processes & Development Niche Content Mobile Platforms & Apps Organization Subscriptions Content Management Engine Launched Section Membership- Personalized e-Print Editorial Calendar only Content Channels Deliverables Section Content Generation Required Technology RFPs CLE Tracking & Membership Involvement CLE Platform Integration Defined Management www.jamesburnes.com
- 24. A 36 Month Plan Phase 1 Phase 2 Phase 3 Phase 4 Editorial Channel & Content Digital Platform Personalization & Development Growth Development Customization Initiate Section Editorial Hire Member DB-driven Keyword & Topic Involvement Access API Tracking and e-Alerts Technology Vendors Selected & Commence Master Processes & Development Niche Content Mobile Platforms & Apps Organization Subscriptions Content Management Engine Launched Section Membership- Personalized e-Print Editorial Calendar only Content Channels Deliverables Section Content Generation Required Technology RFPs CLE Tracking & Membership Involvement CLE Platform Integration Defined Management www.jamesburnes.com
- 25. Building support www.jamesburnes.com
- 26. How is implementation going? www.jamesburnes.com
- 27. Q&A Scott Julie James www.jamesburnes.com
- 28. James Burnes Digital Strategy Consulting (317) 512-3612 jb@jamesburnes.com Contact Us Julie Armstrong Indianapolis Bar Assoc. (317) 269-2000 jarmstrong@indybar.org Scott Chinn Faegre Baker Daniels (317) 237-1291 scott.chinn@faegrebd.com www.jamesburnes.com
- 29. View this presentation at: www.jamesburnes.com/nabe/ www.jamesburnes.com
Editor's Notes
- Scott introducesthe problem: Reaching members with current, relevant information from the bar is more and more difficult at technology and behaviors evolve.
- Scott details the various items that define the problems we identified up front.
- Scott Introduces James. Highlights media background, technology centric with ability to work with high level executives on the committee while understanding the implementation issues of the staff and volunteers of the bar.
- James discusses how thinking about this issue is not about technology. This is often the red herring that slows down organizations, etc.
- James discusses how the experience needs to drive the strategic planning process. And by defining the experience, the technology and the culture can shift to meet this need.
- James discusses the committee makeup.
- James will discuss how surveys play a role.
- James discusses identifying what pieces we already have in place, and not trying to re-engineer the wheel.
- James introduces Julie to be the voice of the ultimate outcome. Julie outlines a vision for the experience a member gets from the solution
- Julie highlights the experience that the committee, James and the staff crafted at a high level.
- James Outline the Strategic Approach – Mission Driven, Resource Respectful, Timelines & Action Plans.
- James Outline the Strategic Approach – Mission Driven, Resource Respectful, Timelines & Action Plans.
- James will introduce the concept of the content mission.Julie will read this mission:“Content from the IBA will promote the intellectual and professional development of our members, create increased understanding of the legal profession, raise awareness to the activity of the bar and its membership or further the ethical practice of law in Indiana.”
- James will outline the framework for opinions, debates, etc.Julie will outline a decision to allow for discourse when appropriate, but not be providing forums for regular, ongoing chats, message boards, etc.
- James will outline why having a clear submission and content policy is critical. Julie discuss how content will only be accepted from members or contractors of the IBA. We will not distribute advertorial content (paid content placement).
- James will discuss the model for reviewing submissions that meet general criteria, to focus time and resources on the subjects that matter most.
- James will outline the ultimate vision.
- James discusses the importance of planning in phases and timelines
- James outlines at a high level how the Indy Bar will time its various phases.
- James outlines at a high level how the Indy Bar will time its various phases.
- James outlines at a high level how the Indy Bar will time its various phases.
- James outlines at a high level how the Indy Bar will time its various phases.
- James segues back to leadership development, who is on the committee and the importance of involving the staff.Transition to Julie or Scott to discuss how this is getting brought out to membership and organizational leadership.
- Julie wraps up on where things are now, what they are working on and what they are learning.