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/