Communicating &                       Connecting With                        Members in the     Information           Digi...
What is the problem?                 www.jamesburnes.com
The Problems We Saw• Limited time for our members• Fragmented channels• Multiple technology platforms• Limited Staffing• L...
We needed a fresh       perspective.We needed to think about thefuture, not just the present.                         www....
Technology        www.jamesburnes.com
Experience       www.jamesburnes.com
www.jamesburnes.com
www.jamesburnes.com
www.jamesburnes.com
What Experience Did The IndyBar want?                www.jamesburnes.com
The Experience We Wanted• Immediacy• Ease of use• Personalization• Interactivity        I want my• 24/7 accessibility     ...
www.jamesburnes.com
The Path To Successful Strategy  • No sacred cows  • Data vs. anecdotes  • Progress vs. status quo  • Investment vs. cost ...
Our Content Mission                www.jamesburnes.com
The Place for Opinions                   www.jamesburnes.com
Sources of Content                 www.jamesburnes.com
The Content Filter                                                Is the content topicDoes the content fit   Is the subjec...
The Vision Of Our Platform                      www.jamesburnes.com
IBA Member Database   IBA Content Engine                                    www.jamesburnes.com
Taking a phased approach                    www.jamesburnes.com
A 36 Month Plan     Phase 1                  Phase 2                  Phase 3                    Phase 4  Editorial       ...
A 36 Month Plan     Phase 1                  Phase 2                  Phase 3                    Phase 4  Editorial       ...
A 36 Month Plan     Phase 1                  Phase 2                  Phase 3                    Phase 4  Editorial       ...
A 36 Month Plan     Phase 1                  Phase 2                  Phase 3                    Phase 4  Editorial       ...
Building support              www.jamesburnes.com
How is implementation going?                      www.jamesburnes.com
Q&AScott   Julie    James                  www.jamesburnes.com
James Burnes              Digital Strategy Consulting              (317) 512-3612              jb@jamesburnes.comContact U...
View this presentation at:www.jamesburnes.com/nabe/                     www.jamesburnes.com
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Information Overload - Building A Digital Communications Strategy

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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.

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  • 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.
  • Information Overload - Building A Digital Communications Strategy

    1. 1. Communicating & Connecting With Members in the Information Digital Age Overload! Julie Armstrong Indianapolis Bar Association James Burnes Digital Strategist Scott ChinnNABE 2012 - Chicago Faegre Baker Daniels www.jamesburnes.com
    2. 2. What is the problem? www.jamesburnes.com
    3. 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. 4. We needed a fresh perspective.We needed to think about thefuture, not just the present. www.jamesburnes.com
    5. 5. Technology www.jamesburnes.com
    6. 6. Experience www.jamesburnes.com
    7. 7. www.jamesburnes.com
    8. 8. www.jamesburnes.com
    9. 9. www.jamesburnes.com
    10. 10. What Experience Did The IndyBar want? www.jamesburnes.com
    11. 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. 12. www.jamesburnes.com
    13. 13. The Path To Successful Strategy • No sacred cows • Data vs. anecdotes • Progress vs. status quo • Investment vs. cost www.jamesburnes.com
    14. 14. Our Content Mission www.jamesburnes.com
    15. 15. The Place for Opinions www.jamesburnes.com
    16. 16. Sources of Content www.jamesburnes.com
    17. 17. The Content Filter Is the content topicDoes the content fit Is the subject matter new (or offers a freshour 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. 18. The Vision Of Our Platform www.jamesburnes.com
    19. 19. IBA Member Database IBA Content Engine www.jamesburnes.com
    20. 20. Taking a phased approach www.jamesburnes.com
    21. 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 & CommenceMaster 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. 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 & CommenceMaster 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. 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 & CommenceMaster 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. 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 & CommenceMaster 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. 25. Building support www.jamesburnes.com
    26. 26. How is implementation going? www.jamesburnes.com
    27. 27. Q&AScott Julie James www.jamesburnes.com
    28. 28. James Burnes Digital Strategy Consulting (317) 512-3612 jb@jamesburnes.comContact 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. 29. View this presentation at:www.jamesburnes.com/nabe/ www.jamesburnes.com

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