Webstatic? Single site, content that never changes. If it does, tends to be by a single person who doesn’t own part of the business. Lack of engagement, one way etc
Webactive? Organisation with digital assets which are engaging, timely, accurate, conversational, multiple content contributors. Target towards communities of interest related to your business.
Social media monitoring is a great way to point out that conversation are happening right now, with or without your LG organisations engagement. Show evidence suggesting investment in engaging this online world. LMG has been very smart to positively take on spaces where people have conversations and engage them.
Blogs, twitter, facebook pages… all easy to setup (and free!). We know conversations are happening in these spaces, so we go out to meet them. Empower your staff to produce and MANAGE content. Provide the training, support and policy to make this happen. Link it all together by technically and from a consumers perspective.
Measure it. Use the data to make smarter decisions (i.e we own childrens story time in google, so why not put them online to capitalise?)
Have people thinking about online when they are offline. It will change the way you deliver your services for the better. More than digital marketing and communication…
Webstatic to webactive
Webstatic to Webactive Or….How to encourage your LG organisation to engage with the digital world in under 4 months
How did this happen? At the end of the day you need Council/management to make that first leap (of faith?) 1. Social Media monitoring… also known as the digital wake up call… ( http://pipes.yahoo.com )
How did this happen? <ul><li>Start a blog, facebook etc…. </li></ul><ul><li>Train staff as content producers and monitors </li></ul><ul><li>Integrate it all together </li></ul>2. Your content owners are producers
How did this happen? <ul><li>3. Measure everything </li></ul><ul><li>Weekly/Monthly reports to team/managers on web activity including social media </li></ul><ul><li>Prove the worth of this engagement with real data (traffic/service growth) </li></ul>
How did this happen? <ul><li>4. Have a Digital Strategy! </li></ul><ul><li>Know where you are going </li></ul><ul><li>Have a shared strategy for the journey to that destination </li></ul>
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