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
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
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/
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
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?