Digitalstrategygivecamp 120506111603-phpapp02

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Digitalstrategygivecamp 120506111603-phpapp02

  1. 1. 1 Digital Strategy John Eckman @jeckman http://www.openparenthesis.org/
  2. 2. 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.
  3. 3. 2 What is Digital Strategy? “Helping organizations effectively leverage digital technology & apply (limited) resources to achieve their mission”
  4. 4. Strategy • Goals • Audiences • Digital Channels • Resources
  5. 5. http://icanhascheezburger.com/2008/01/02/funny-pictures-goals-i-haz-dem/ Awareness • Of an issue? • Of your organization? Action • Contribute • Volunteer • Share Service • Direct • Indirect
  6. 6. General Public • Segments • Local / National Volunteers / Donors • Current • Prospective Press • Professional • Local / National Audiences Note: You probably have different goals with different audiences http://failblog.org/2011/08/03/epic-fail- photos-classic-knowing-your-audience-fail/
  7. 7. Digital Channels • Website • Social • Facebook • Twitter • ? • Mobile • Email How many can you sustain? Which help you meet goals? http://www.isitedesign.com/insight-blog/12_03/six-stages-pinterest
  8. 8. (Limited) Resources Money • Where will it be most effective to buy? • What can we simply not do ourselves? Time / People Knowledge
  9. 9. Content Strategy • Content Inventory • Recency • Frequency • Clarity • Potential for Re-use • Message Hierarchy • Core messages • Tone / Voice • Creation / Curation • Editorial Calendar
  10. 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” http://www.alistapart.com/articles/responsive-web-design/
  11. 11. Mobile First 1. Mobile is Exploding 2. Mobile Forces Focus 3. Mobile Extends Capabilities
  12. 12. Analytics • How will you know if you are successful? • What data can be easily gathered which will show trends over time? Many organizations spend more time collected data than turning it into insight – don’t gather what you don’t use! http://rosskimbarovsky.com/2010/03/not- everything-that-can-be-counted-counts/
  13. 13. 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
  14. 14. WordCamp Boston July 13, 14, 15th Boston University boston.wordcamp.org D4D Boston MIT Stata Site TBA June 30-July 1
  15. 15. Questions & Answers John Eckman @jeckman http://www.openparenthesis.org/

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