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Digital Strategy



John Eckman     @jeckman   http://www.openparenthesis.org/
                                                     1
Who am I?
•   Digital Strategist at ISITE Design
•   Mythbuster at CMS Myth
•   Blogger (openparenthesis.org, goatles.org)
•   Founding Organizer, WordCamp Boston
•   Open Source Developer: WordPress, Drupal
•   Webmaster for the Boston Vegan Association
•   Volunteer at Design 4 Drupal, BarCamp Boston,
    PodCamp Boston, etc.
What is Digital
     Strategy?
“Helping organizations effectively
leverage digital technology &
apply (limited) resources to
achieve their mission”
                                     2
Strategy
• Goals
• Audiences
• Digital Channels
• Resources
Awareness
•  Of an issue?
•  Of your
   organization?
Action
• Contribute
• Volunteer
• Share
Service
• Direct
• Indirect
      http://icanhascheezburger.com/2008/01/02/funny-pictures-goals-i-haz-dem/
Audiences                                    General Public
                                             • Segments
                                             • Local / National
                                             Volunteers / Donors
                                             • Current
                                             • Prospective
                                             Press
                                             • Professional
http://failblog.org/2011/08/03/epic-fail-
photos-classic-knowing-your-audience-fail/
                                             • Local / National

Note: You probably have different goals
with different audiences
http://www.isitedesign.com/insight-blog/12_03/six-stages-pinterest
Digital Channels
• Website
• Social
 •   Facebook
 •   Twitter
 •   ?
• Mobile
• Email

 How many can you sustain?
 Which help you meet goals?
(Limited) Resources




 Money
 •   Where will it be most effective to buy?
 •   What can we simply not do ourselves?
 Time / People
 Knowledge
Content Strategy
•  Content Inventory
  • Recency
  • Frequency
  • Clarity
  • Potential for Re-use
• Message Hierarchy
  • Core messages
  • Tone / Voice
• Creation / Curation
• Editorial Calendar
Responsive Design
             “an emergent discipline called
             ‘responsive architecture’ has begun
             asking how physical spaces
             can respond to the presence of people
             passing through them. . . . rather than
             creating immutable, unchanging spaces
             that define a particular experience,
             they suggest inhabitant and structure
             can—and should—mutually influence
             each other”
      http://www.alistapart.com/articles/responsive-web-design/
Mobile First
1. Mobile is Exploding
2. Mobile Forces Focus
3. Mobile Extends
   Capabilities
Analytics
•   How will you
    know if you are
    successful?
•   What data can be
    easily gathered
    which will show
    trends over
    time?                    http://rosskimbarovsky.com/2010/03/not-
                             everything-that-can-be-counted-counts/

Many organizations spend more time collected data than
turning it into insight – don’t gather what you don’t use!
Take-Aways
1. Your website is not a project
2. Focus is better than breadth
3. Build only what you can sustain
4. “Keep Everything” is not a content
   strategy
5. Optimize continuously
6. Crawl -> Walk -> Run -> Fly
WordCamp Boston
                 July 13, 14, 15th
                 Boston University
                 boston.wordcamp.org




D4D Boston
MIT Stata
Site TBA
June 30-July 1
Questions & Answers

         John Eckman
          @jeckman
http://www.openparenthesis.org/

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Digital Strategy 101

  • 1. Digital Strategy John Eckman @jeckman http://www.openparenthesis.org/ 1
  • 2. Who am I? • Digital Strategist at ISITE Design • Mythbuster at CMS Myth • Blogger (openparenthesis.org, goatles.org) • Founding Organizer, WordCamp Boston • Open Source Developer: WordPress, Drupal • Webmaster for the Boston Vegan Association • Volunteer at Design 4 Drupal, BarCamp Boston, PodCamp Boston, etc.
  • 3. What is Digital Strategy? “Helping organizations effectively leverage digital technology & apply (limited) resources to achieve their mission” 2
  • 4. Strategy • Goals • Audiences • Digital Channels • Resources
  • 5. Awareness • Of an issue? • Of your organization? Action • Contribute • Volunteer • Share Service • Direct • Indirect http://icanhascheezburger.com/2008/01/02/funny-pictures-goals-i-haz-dem/
  • 6. Audiences General Public • Segments • Local / National Volunteers / Donors • Current • Prospective Press • Professional http://failblog.org/2011/08/03/epic-fail- photos-classic-knowing-your-audience-fail/ • Local / National Note: You probably have different goals with different audiences
  • 7. http://www.isitedesign.com/insight-blog/12_03/six-stages-pinterest Digital Channels • Website • Social • Facebook • Twitter • ? • Mobile • Email How many can you sustain? Which help you meet goals?
  • 8. (Limited) Resources Money • Where will it be most effective to buy? • What can we simply not do ourselves? Time / People Knowledge
  • 9. Content Strategy • Content Inventory • Recency • Frequency • Clarity • Potential for Re-use • Message Hierarchy • Core messages • Tone / Voice • Creation / Curation • Editorial Calendar
  • 10. Responsive Design “an emergent discipline called ‘responsive architecture’ has begun asking how physical spaces can respond to the presence of people passing through them. . . . rather than creating immutable, unchanging spaces that define a particular experience, they suggest inhabitant and structure can—and should—mutually influence each other” http://www.alistapart.com/articles/responsive-web-design/
  • 11. Mobile First 1. Mobile is Exploding 2. Mobile Forces Focus 3. Mobile Extends Capabilities
  • 12. Analytics • How will you know if you are successful? • What data can be easily gathered which will show trends over time? http://rosskimbarovsky.com/2010/03/not- everything-that-can-be-counted-counts/ Many organizations spend more time collected data than turning it into insight – don’t gather what you don’t use!
  • 13. Take-Aways 1. Your website is not a project 2. Focus is better than breadth 3. Build only what you can sustain 4. “Keep Everything” is not a content strategy 5. Optimize continuously 6. Crawl -> Walk -> Run -> Fly
  • 14. WordCamp Boston July 13, 14, 15th Boston University boston.wordcamp.org D4D Boston MIT Stata Site TBA June 30-July 1
  • 15. Questions & Answers John Eckman @jeckman http://www.openparenthesis.org/

Editor's Notes

  1. Set goals, identify audiences, identify what digital channels you’ll use to address those audiences, and then look at what resources you have available.
  2. Goals – what are you trying to accomplish?Are you trying to raise awareness? Of a problem/issue? Of a solution? Of your organization’s way of providing a solution?Are you trying to solicit volunteers? Contributions? Are you trying to provide a service directly using digital channels, or does the digital just support your goals?
  3. Audiences – General Public? Local? Professionals? Prospect volunteers & contributors?To accomplish your goals, what audiences do you need to reach?What audiences are trying to find you today and may not know you exist?
  4. Digital Channels – web, social, email,
  5. Resources – they are limited.
  6. Campaigns, Goals, Segments – what’s the baseline against which you will measure?