Digital Strategy 101


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Overview of Digital Strategy for New England GiveCamp 2012

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  • Set goals, identify audiences, identify what digital channels you’ll use to address those audiences, and then look at what resources you have available.
  • 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?
  • 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?
  • Digital Channels – web, social, email,
  • Resources – they are limited.
  • Campaigns, Goals, Segments – what’s the baseline against which you will measure?
  • Digital Strategy 101

    1. Digital StrategyJohn Eckman @jeckman 1
    2. Who am I?• Digital Strategist at ISITE Design• Mythbuster at CMS Myth• Blogger (,• 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 effectivelyleverage digital technology &apply (limited) resources toachieve their mission” 2
    4. Strategy• Goals• Audiences• Digital Channels• Resources
    5. Awareness• Of an issue?• Of your organization?Action• Contribute• Volunteer• ShareService• Direct• Indirect
    6. Audiences General Public • Segments • Local / National Volunteers / Donors • Current • Prospective Press • Professional • Local / NationalNote: You probably have different goalswith different audiences
    7. 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”
    11. Mobile First1. Mobile is Exploding2. Mobile Forces Focus3. 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? 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!
    13. 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
    14. WordCamp Boston July 13, 14, 15th Boston University boston.wordcamp.orgD4D BostonMIT StataSite TBAJune 30-July 1
    15. Questions & Answers John Eckman @jeckman