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Overview of Digital Strategy for New England GiveCamp 2012
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Digital Strategy
John Eckman @jeckman http://www.openparenthesis.org/
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.
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What is Digital Strategy?
“Helping organizations effectively leverage digital technology & apply (limited) resources to achieve their mission”
Strategy • Goals • Audiences • Digital Channels • Resources
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
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/
Digital Channels
• Website • Social
• Facebook • Twitter • ?
• Mobile • Email
How many can you sustain? Which help you meet goals? ht
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(Limited) Resources
Money • Where will it be most effective to buy?
• What can we simply not do ourselves? Time / People Knowledge
Content Strategy • Content Inventory
• Recency • Frequency • Clarity • Potential for Re-use
• Message Hierarchy • Core messages • Tone / Voice
• Creation / Curation • Editorial Calendar
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/
Mobile First
1. Mobile is Exploding 2. Mobile Forces Focus 3. Mobile Extends
Capabilities
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/
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
WordCamp Boston July 13, 14, 15th Boston University boston.wordcamp.org
D4D Boston MIT Stata Site TBA June 30-July 1
Questions & Answers
John Eckman @jeckman
http://www.openparenthesis.org/
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