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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
