Digital StrategyJohn Eckman @jeckman http://www.openparenthesis.org/
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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
effectivelyleverage digital technology &apply (limited) resources toachieve their mission” 2

Strategy• Goals• Audiences• Digital Channels•
Resources

Awareness• Of an issue?• Of
your organization?Action• Contribute• Volunteer• ShareService• 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 • Professionalhttp://failblog.org/2011/08/03/epic-fail-photos-classic-knowing-your-audience-fail/ • Local / NationalNote: You probably have different goalswith different audiences

http://www.isitedesign.com/insight-blog/12_03/six-stages-pinterestDigital 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 First1. Mobile is Exploding2.
Mobile Forces Focus3. 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 thanturning it into insight – don’t gather what you don’t use!

Take-Aways1. Your website is not
a project2. Focus is better than breadth3. Build only what you can sustain4. “Keep Everything” is not a content strategy5. Optimize continuously6. Crawl -> Walk -> Run -> Fly

WordCamp Boston July 13, 14,
15th Boston University boston.wordcamp.orgD4D BostonMIT StataSite TBAJune 30-July 1

Questions & Answers John Eckman
@jeckmanhttp://www.openparenthesis.org/