'

Your senior managers print their emails (Or: why we still need a digital strategy, and what to do about it)

Понравилась презентация – покажи это...





Слайд 0

Your senior managers print their emails (Or: why we still need a digital strategy, and what to do about it)


Слайд 1

I’m Mike Ellis from Thirty8 Digital. We work with museums, galleries and others to help them get the most from the web. We: > train people on how to use things like social media effectively > offer consultancy, particularly around web strategy and content > build beautiful mobile-friendly, editor-friendly, user-friendly websites hello


Слайд 2

what I hope you’ll get from this: > a practical way of approaching digital thinking > some thoughts about why strategies are important > a set of worksheets that you can use / adapt / share


Слайд 3

on the web out.thirty8.co.uk/digitalstrategy


Слайд 4

101: what is a (digital) strategy? > a long-term vision > a framework > a way of thinking “why are we doing what we’re doing?”


Слайд 5

it helps you: > design content which serves users > be more joined-up / efficient > do more with less > be better positioned to understand risks > ..say no Why do we (still) need it?


Слайд 6


Слайд 7

“post digital” should digital strategies even exist any more?


Слайд 8

where are you now? where do you want to be? how do you get there? how do you know when you get there? what should you change next time? thinking strategically


Слайд 9

https://www.gov.uk/design-principles


Слайд 10

Where are you now? “knowing” > what assets (content, stories, objects, etc) do you have? > what resources (people, skills, time) do you have? > what are you committed to delivering already?


Слайд 11

what are you doing already?


Слайд 12

your organisation’s assets


Слайд 13

SWOT


Слайд 14

content inventory


Слайд 15

your content “the web offers you the space to publish everything, and it’s much easier to treat it like a hall closet with infinite stuffing-space than to impose constraints” Erin Kissane, The Elements of Content Strategy


Слайд 16

other tools.. > site mapping - use mind map tools - mindmeister.com (web) - mindmup.com (web) - freemind (mac, windows, linux) - mind node (mac, ios) https://pinboard.in/search/u:dmje?query=mindmap


Слайд 17

other tools.. > wireframing - lots of tools available, some free - balsamiq - moqups.com - mockflow (my favourite..) https://pinboard.in/search/u:dmje?query=wireframe


Слайд 18

Where do you want to be? “planning” > what is your organisational vision? > what would success look like in 1...5...+ years? > what do you know about your audiences and their needs?


Слайд 19

your organisational vision


Слайд 20

what is “success” ?


Слайд 21

your digital vision


Слайд 22

How do you get there? “doing” > where can you reach your audiences? > what tools can you use to deliver your content effectively? > what policies / guidelines do you need to support you?


Слайд 23

Get to know your audience! Talk to them… …face to face …on your website …via social media …ask your mum …ask a focus group …just talk to them…


Слайд 24

> who do you want to reach? > where do they hang out? > what do you want them to do? > what do they want to do? > what content might they be interested in? > how are you going to get them to this content? audiences


Слайд 25

audiences / personas


Слайд 26

example persona Gill


Слайд 27

https://www.thinkwithgoogle.com/research-studies/the-new-multi-screen-world-study.html


Слайд 28

editorial calendar


Слайд 29

Facebook Twitter LinkedIn Google+ YouTube Pinterest Vine Reddit Tumblr Instagram Foursquare understand where (if) social fits


Слайд 30

Do you: have clear goals for using social media? have the human resources to commit to it? have enough quality content to sustain conversations? know which sites are popular with your users? have a website which is prepared for the attention? social media longevity


Слайд 31

content mapping


Слайд 32

goals


Слайд 33

policies and guidelines > you will need policies and guidelines :-) > write these using internal templates.. > ..but borrow / steal from the web: EXCELLENT resource: http://socialmediagovernance.com/policies.php Policy generator... http://socialmedia.policytool.net/


Слайд 34

How do you know when you’ve got there..? “measuring” > what you can measure, and why it’s important > google analytics at the heart of everything > acting on what you find out


Слайд 35

“BTDA”: Because The Director Asked generally things which might look good on funding “how many visits?” “are they up on last month?” “BIRUTK”: Because It’s Really Useful To Know are people engaging with our content? can they find stuff on Google? are we answering the questions they’re asking?


Слайд 36

think about exactly what you want to know... “how engaging is the collections area of our site?” “is anyone actually scanning that QR code?” “how much effort should we put in to Twitter?” “is that ticket promotion code working?” “is it worth continuing our newsletter?” “where do people go on our website?”


Слайд 37

almost all digital interaction can be measured.. the questions are: 1) are you measuring the bits you need? and 2) have you got the time to analyse stuff? (...and do something with it...)


Слайд 38

useful things to measure > off-site: - social activity (twitter, facebook, etc) - keyword monitoring / mentions - newsletter activity > on-site: - google analytics (we’ll come to this in a moment..) - campaigns > non-digital: - FOH metrics (but in particular thinking about how these may have been impacted by online..)


Слайд 39

your web presence activity “out there” % of people who look at your stuff (attraction) the action % dropouts % “success” (engagement) call to action


Слайд 40

“on the web, visibility is authority” SEO


Слайд 41

get to know Google Analytics, then use it for absolutely everything (web activity, social, newsletter campaigns, physical campaigns, QR codes if you must, links in documents…) on-site activity


Слайд 42

Facebook insights Login as admin, go to page view, click “insights” get to know offsite systems too


Слайд 43

..qualitative measures


Слайд 44

Rinse…and repeat… “iterating” > content prioritisation > editorial planning > making digital a part of the organisation


Слайд 45

“A strategy, like any process of change, will only be accepted if you give people the opportunity to engage with it, challenge it, rationalise it and ultimately make it their own” Nick Poole, Collections Trust


Слайд 46

operational plan


Слайд 47

thought leaders


Слайд 48

risk


Слайд 49

share! share!


Слайд 50

where are you now? where do you want to be? how do you get there? how do you know when you get there? what should you change next time? recap..


Слайд 51

that’s it: thank you for your time! please stay in touch: > web: http://thirty8.co.uk > email: mike@thirty8.co.uk > twitter: @m1ke_ellis out.thirty8.co.uk/digitalstrategy slideshare.net/dmje/presentations


×

HTML:





Ссылка: