Before You Design Your Digital Engagement Strategy
1. Before You Design Your Digital
Engagement Strategy
Facilitated By: Rebecca Peel
@rebeccaapeel
2. What We’ll Cover Today:
• Define your organizations primary goals &
objectives for digital media
• Determine your resources (cash, people, time)
• Where will digital media fit in your organization?
• Engage and enroll members of your organization
• Which social networks should you invest time on?
• Creating your Online Content Guide
3. Goals and Objectives
• Enhance the experience of your current
community, donors, customers.
• Engage new community members
• Provide customer support and information on
events, sales, etc.
• Connect to other organizations to share thoughts
and ideas.
• Build social movements and create online
activism and awareness around a specific issue.
4. What Resources Do You Have?
The strategy you design and create will be primarily
dependent on your resources (Cash, People, Time).
• Budget (Cash): advertisement, services and
dashboards, offline advertising, digital strategist or
conslutent.
• People: To write blogs, tweet, status update,
communications team for PR consulting, web
development and creative's for graphics and site
integration, etc.
• Time: How many weekly execution and management
hours will you have. This will determine how many
social channels you can maintain a presence on how
often you blog, etc.
5. Failure Modes & Success Factors
Common Failures
• Underestimate the manpower it takes to execute a given
strategy.
• Delays on graphics, web development, mainstream media.
Hedging Against Failures
• With experience we make better estimations of time
requirements for given strategies.
• We learn to build strategies around our resources and
strengths.
• Developing strategies and contest that generate large
amounts of user generated content can reduce risk of
failure do to lack of internal resources.
6. Zoom Out on Digital Engagement
Digital Media is a unique opportunity to:
• Relay information to the public
• Provide help services and customer assistance
• Advocate for your brand or cause
• Market advertise and sell
• Grow your brand through interacting with your
customer/ online community.
• Share resources and communicate within your
organization
7. Engage/Enlist Your Organization
• Information sessions and workshops.
• Share the capabilities of new media and digital
technologies to enhance internal communication and
collaboration with your organization.
• Integrate the expertise of specific departments when
creating your strategy.
• Public Relations Online Content Guide
• Communications Internal comms plans
• Marketing Target market research, demographics
• Creative Graphics, website integration, media
• Advocacy Supporting and driving momentum for policy
9. Where is your online community?
• Looking at demographics and trends can be very
helpful in identifying where your current community
and future community are spending there time
online.
• Creating a survey monkey for your current donor
database is a great way of exploring where your
community would like to interact online.
15. Which sites should you focus on?
Analysis of
Demographi
cs and
Trends
Surveys
Feedback
from
Community
Resources:
Money
People
Time
Your Future
Social Channel
Presence
16. Creating Your Online Content Guide
• Your content guide should be created in
collaboration with your communications, public
relations, branding and advocacy teams.
• Your content guide should be provided to anyone
who is acting as the voice of the organization in
online media.
• Your content guide should instruct users on all
aspects necessary to create a fluid user
experience for your guests.
