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Towards a Digital Ecology: The New Organization's Digital Footprint

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Ten years ago, many not-for-profit organizations didn't have a single website online and often struggled to create them. Today, many organizations have multiple websites: their main site, microsites, specific campaign sites, maybe even some program sites.

Add in Facebook and Twitter and the struggle required to maintain this digital footprint becomes obvious. All these websites form a digital brand that represents your organization's digital ecology.

This web presence, or digital ecology, needs to be thought through strategically. You need to explore this interconnectedness by answering basic questions like

How should all these connect?
When do you kill a site?
When do you launch a microsite and when do you add another navigation item?

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Towards a Digital Ecology: The New Organization's Digital Footprint

  1. 1. Towards a Digital Ecology:<br />The New Organization’s Digital Footprint<br />NTEN, March 31, 2011<br />Phillip Djwa<br />CEO and Chief Strategist <br />Agentic Communications <br />phillip@agentic.ca<br />
  2. 2. Phillip Djwa, CEO and Strategist<br />2<br /><ul><li>Phillip, as a career-long social entrepreneur, has more than 18 years experience in the high-technology industry.
  3. 3. He has worked on a wide range of technology and web-integrated communications projects for Fortune 500, high-tech start-up, and not-for-profit organizations.
  4. 4. Phillip has a BA from Simon Fraser University in Fine Arts, and an MFA in Electronic Arts</li></li></ul><li>AGENTIC -<br />We advise social value organizations that understand the power between people.<br /> We show how to authentically strengthen these relationships through online engagement. <br />
  5. 5. Who is here?<br />4<br />
  6. 6. Agenda<br />5<br /><ul><li>Define a Digital Ecology
  7. 7. Talk about the challenges of a Digital Ecology
  8. 8. Case Studies
  9. 9. 10 Tips on Handling a Digital Ecology</li></li></ul><li>Top Ten Reasons You know you have a problem with your digital ecology<br />10. Your funder asks you to update your “links” page and you realize that you haven’t changed it since you launched the site.<br />6<br />
  10. 10. Top Ten Reasons You know you have a problem with your digital ecology<br />10. Your funder asks you to update your “links” page and you realize that you haven’t changed it since you launched the site.<br />9. Your finance dept tells you you’re paying ten vendors for website hosting.<br />7<br />
  11. 11. Top Ten Reasons You know you have a problem with your digital ecology<br />10. Your funder asks you to update your “links” page and you realize that you haven’t changed it since you launched the site.<br />9. Your finance clerk tells you you’re paying ten vendors for website hosting.<br />8. Your nephew launched your organization’s Facebook page.<br />8<br />
  12. 12. Top Ten Reasons You know you have a problem with your digital ecology<br />10. Your funder asks you to update your “links” page and you realize that you haven’t changed it since you launched the site.<br />9. Your finance clerk tells you you’re paying ten vendors for website hosting<br />8. Your nephew launched your organization’s Facebook page.<br />7. Your IT team asks if they really have to know Drupal, Joomla, Wordpress, Cold Fusion AND Sharepoint.<br />9<br />
  13. 13. Top Ten Reasons You know you have a problem with your digital ecology<br />6. A chapter site is using an old tag line you’ve never heard of. And you’re a founder.<br />10<br />
  14. 14. Top Ten Reasons You know you have a problem with your digital ecology<br />6. A chapter site is using an old tag line you’ve never heard of. And you’re a founder.<br />5. You can’t remember all of the URLs of your org’s websites.<br />11<br />
  15. 15. Top Ten Reasons You know you have a problem with your digital ecology<br />6. A chapter site is using an old tag line you’ve never heard of. And you’re a founder.<br />5. You can’t remember all of the URLs of your org’s websites.<br />4. Your integration between your CRM and your website is called an intern.<br />12<br />
  16. 16. Top Ten Reasons You know you have a problem with your digital ecology<br />6. A chapter site is using an old tag line you’ve never heard of. And you’re a founder.<br />5. You can’t remember all of the URLs of your org’s websites.<br />4. Your integration between your CRM and your website is called an intern<br />3. When you update content on all your sites you know you are going to have to order lunch in for staff because it takes all day. <br />13<br />
  17. 17. Top Ten Reasons You know you have a problem with your digital ecology<br />2. Your search on Google reveals your old campaign site that asked members to support Al Gore… for President.<br />14<br />
  18. 18. Top Ten Reasons You know you have a problem with your digital ecology<br />2. Your search on Google reveals your old campaign site that asked members to support Al Gore… for President.<br />15<br />1. You win an NTENny award for an organization website you never knew you had!!<br />
  19. 19. SO what’s a digital ecology?<br />16<br />
  20. 20. Well, how about them hockey folks? <br />17<br />Our Website<br />
  21. 21. Recycling Content<br />18<br />WWW<br />Blog<br />
  22. 22. Digital Ecology<br />19<br />CRM<br />Facebook<br />Campaign Site (Audience)<br />Donation<br />Campaign Site (Issue)<br />Apps <br />(Apple/Android)<br />Podcast & Audio<br />YouTube<br />Webinar & Courses<br />Twitter<br />Mobile site<br />Our Main Site<br />
  23. 23. Definition<br />Digital Ecology <br />The smart management of the complex interplay between all elements of an organization’s digital footprint, as well as audience expectations and interests.<br />20<br />
  24. 24. Challenges of a Digital Ecology<br />Branding/Messaging<br />Content<br />Internal Resources<br />Technology<br />21<br />
  25. 25. Messaging <br />Brand integrity impacts trust overall<br />Wrong messaging gives wrong idea<br />No common understanding of organization<br />Consistency and quality is poor<br />Organizational voice is confused<br />Social Media is all over the place<br />22<br />Branding and Messaging<br />
  26. 26. Content<br />No coordination between sites<br />Knowing the medium means different content<br />Multilingual impacts timeliness <br />The Portal vs. Microsites: which to do?<br />Search Engine Optimization: sub vs /<br />Member fatigue when they read the same thing over and over again<br />Audience Challenges…<br />23<br />Content<br />
  27. 27. Audience Challenges<br />Funders: we need a new website!<br />Partners: we must be featured prominently!<br />Web developers/IT: we want a unified solution!<br />Social networks: we need current info now!<br />Communications: it must be easy to find and promote!<br />Service providers: it must be current and practical!<br />24<br />
  28. 28. Audience Challenges<br />And what about…<br /><ul><li>Immigrants: multilingual and/or simple English, plain language, distinct tone and style
  29. 29. Aboriginal/Indigenous: distinct content and tone
  30. 30. Self-help: detailed, all in one, step-by-step instruction
  31. 31. Educators: simple, youth-focused, and multimedia rich
  32. 32. ETC ETC ETC!!</li></ul>25<br />
  33. 33. Internal Resources<br />Overextended resources mean poor attention overall<br />Quantifying the benefits and drawbacks – what’s the ROI of spending time/$$<br />Opportunity to be in one place and not another (to Facebook… or Blog?)<br />Coordinating teams can be a challenge<br />Partners add to complexity<br />26<br />Internal Resources<br />
  34. 34. Technology<br />Doubling up of Hosting $<br />Technology and maintenance costs can increase (vendor technology)<br /><ul><li>Tech skills have to increase, decreasing specialization </li></ul>Data integration can be difficult across multiple platforms<br /><ul><li>CRM integration to offline awkward
  35. 35. Financial backend systems</li></ul>27<br />Tech<br />
  36. 36. CASE STUDY: 350.org<br />28<br />
  37. 37. Case Study<br />29<br />
  38. 38. Case Study<br />30<br />
  39. 39. Case Study<br />31<br />
  40. 40. Case Study<br />32<br />
  41. 41. Case Study<br />33<br />
  42. 42. Case Study<br />34<br />
  43. 43. Case Study<br />35<br />
  44. 44. Case Study<br />36<br />
  45. 45. Case Study<br />37<br />
  46. 46. Case Study<br />38<br />
  47. 47. Case Study<br />39<br />
  48. 48. Case Study<br />40<br />Traditional <br />350 is Campaign X<br />Sub-Campaign <br />350 is running Campaign Y<br />Open Campaign<br />350 connected to campaign<br />
  49. 49. Case Study<br />41<br /><ul><li>Traditional (350 = Campaign X)
  50. 50. Sub-Campaign (350 is running Campaign Y)
  51. 51. Open Campaign</li></li></ul><li>Web Director Jon Warnow’sview of the Main site<br />42<br /><ul><li>350.org provides a coherent overview of our work, and leads with a bold mission statement.
  52. 52. Provides a springboard to go to our ongoing campaigns.
  53. 53. Allows people to start and connect with ongoing local groups.
  54. 54. Houses the blog, email signup, and more.</li></li></ul><li>Universal Navigation<br />43<br />
  55. 55. CASE STUDY: ROOsevelt Institute<br />44<br />
  56. 56. Roosevelt Institute<br />45<br />
  57. 57. Roosevelt Institute<br />46<br />
  58. 58. Roosevelt Institute<br />47<br />
  59. 59. Roosevelt Institute<br />48<br />
  60. 60. Roosevelt Institute<br />49<br />
  61. 61. Roosevelt Institute<br />50<br /><ul><li>Audience
  62. 62. Packaging
  63. 63. Navigation</li></li></ul><li>Roosevelt Institute<br />51<br />
  64. 64. Roosevelt Institute<br />52<br />
  65. 65. Roosevelt Institute<br />53<br />
  66. 66. Roosevelt Institute<br />54<br />
  67. 67. RI Web guru Caitlin Howarth’sDigital Ecology Tips<br />55<br /><ul><li>Develop a 100-day strategy
  68. 68. Make it more targeted, and as with all communications strategies, it’s all in the details - keep it new, fresh.
  69. 69. Tighten the mechanics of working
  70. 70. Schedule tweets and share them as a team on Hootsuite
  71. 71. Coordinate across the teams, to make sure info is not too redundant, not stepping on each other’s toes, etc
  72. 72. Logo Consistency – share assets</li></li></ul><li>TOP TEN TIPS for a digital ecology<br />56<br />
  73. 73. Top 10 Tips<br />Publish internally a list of the complete digital footprint. <br />Develop an overall strategy and communications plan for the entire digital ecology<br />Editorial Calendar across all the sites to know what goes where<br />57<br />
  74. 74. Top 10 Tips<br />Develop a Strategic approach to technology (i.e. using open source) so that you can make intelligent decisions<br />58<br />
  75. 75. Top 10 Tips<br />Decide internally the workflow that creates the way the various pieces relate to each other<br />59<br />
  76. 76. Top 10 Tips<br />Review analytics on a regular basis to see what is working – don’t be afraid to stop what’s not working. Set a standard for resources that gives you a benchmark to make decisions<br />60<br />
  77. 77. Top 10 Tips<br />Work to promote communication across org - “Lunch and Learn” etc. can help share what’s going on<br />Automation (but be careful) – knowing what content can be auto-posted to Facebook, or twitter or RSS for blogs.<br />Develop a microsite protocol that includes the whys/when of the site and how it will be archived<br />61<br />
  78. 78. Top 10 Tips<br />Brand consistency through Graphic standards <br />62<br />
  79. 79. Top 10 Tips<br />BONUS !! Use the different channels to use different messaging to target audience where they are!<br />63<br />
  80. 80. 64<br />Thank you!<br />QUESTIONS?<br />Phillip Djwa<br />Agentic Communications<br />phillip@agentic.ca<br />604-255-2131<br />@phillipdjwa<br />http://agentic.ca<br />

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