Al smith: Meaningful digital engagement – starting from desired results

Getting the best out of the BBC for licence fee payers

Meaningful digital engagementJ.Boye Aarhus 155 November 2015

Hello!Alastair Smith,Digital Communications Editor,BBC Trust

@al_osaur@bbctrust

Digital activity plan for project:

What

Inspired by leancanvas.com

Who How

Project goalsWhat problem are you solving?

Communications goalsWhat role does communications have in achieving this?

Digital call-to-actionWhat do you want people to do online for this project?

AudiencesWho do you need to reach?

PartnersWhich organisations and individuals can help you to reach

your audiences?

Team rolesWhich skills and roles are required - who will do the work?

ChannelsWhich tools or techniques will you use to implement this?

ContentWhich content will prompt your audiences to take the steps

you want, and where will it come from?

Opportunities & risksWhich assets do you have and what constraints or risks do

you need to take account of?

Successful outcome:Which measures or evidence will tell you if you’ve achieved

these goals?

Successful reaction:Which measures or evidence will tell you how your

audiences have responded to the activity?

Successful reach:Which measures or evidence will tell you which channels or

content reached which people?

Starts/Ends:

1.Start from objectives

2.Channels

Getting the best out of the BBC for licence fee payers

3.

Call to action

Getting the best out of the BBC for licence fee payers

Getting the best out of the BBC for licence fee payers

IFTTT

Getting the best out of the BBC for licence fee payers

Peer networks and sharing

4.Content calendar

5.Evaluation

Getting the best out of the BBC for licence fee payers

Click tracking

Getting the best out of the BBC for licence fee payers

Getting the best out of the BBC for licence fee payers

What else can you measure?

Getting the best out of the BBC for licence fee payers

Getting the best out of the BBC for licence fee payers

Reach

Reaction

Change

6.In summary

• Start from objectives• Select channels your audience use and are measurable• Allow content to be shared• Prompt action• You need a content calendar (which is flexible)• Evaluate

Getting the best out of the BBC for licence fee payers

Questions

Thank you

Getting the best out of the BBC for licence fee payers