How to maximise your message in the digital world1. About me

2. About vInspired

3. What does digital mean in 2013?

4. Key trends

5. Five top tips

6. Best practice examples

Jo Kerr, Digital Manager vInspired

• University of St Andrews, English M.A.

(Hons) 2006

• City University, Magazine Journalism

PGDip 2007

• Digital agencies in Glasgow and London

2007-10

• Charity sector since 2010 (RNID)

• CharityWorks ‘highflyer’ 2010-11

• Launched website for Action on Hearing

Loss 2011

• Joined vInspired as Digital Manager

2012 – www.vinspired.com

What we believe

Young people can change the world through volunteering

What we do

inspire young people to discover the value of volunteering-

for themselves and for others

How we do it

Give them opportunities To do good things

Our USPs

Young people are at the heart of everything we do

We are game-changers in youth action

Volunteering lays the foundations for enterprise & employment

Our USPs

We develop skilled, caring and engaged young people who feel they belong

We deliver

Our Big Hairy Audacious Goals

• The best, most recognised & most loved youth charity by young people

• Sustainable income streams• Stakeholders see us as:

• Big• Innovative• Effective• Well loved• Making a difference

• Good enough to win an award every year

And so…

Scale - Think big

Reach - Think diversity

Recognition - Think expert & brilliance

Impact - Think positive change for all

What does ‘digital’ mean in 2013?

• Communication method?• Channels?• Tools and services?• Where your audience ‘live’?• A fact of life?• An opportunity?• Something to be scared of?

Key trends

1. User-centred design (personas)

2. Content strategy

3. Integration with social media

4. Lean and start-up methodologies

5. Open data (APIs)

6. MOBILE

Tip #1 Digital strategy

• Background• Vision• Organisational aims• Digital aims (mapped to org aims)• Objectives• Tactics (and channels)• Resource• Budget• Timescales

Tip #2 Think ‘digital first’

• Don’t start with an offline campaign and make the online fit

• Make sure digital is in the room and at the table

• Digital team should be evangelists for digital methodologies

• It’s about end-users (aka people!) so there’s no place for jargon

#3 Empower all staff

• Digital Champions – devolve responsibility

• Twitter accounts• Training• Voice and tone guide• Data driven decisions• Steering groups

#4 Mobile

• Mobile only users - 22% in UK + greater in disadvantaged groups

• We don’t get to decide what devices people use – they do

• Pinching and zooming is not OK• Responsive design• Content structured for mobile

#5 Know your audience

• User research – LISTEN • Data – qualitative and quantitative• Personas• Test all your assumptions• Minimum Viable Product• User generated content

Examples #1• Cancer charities in

US and UK• Informative• Great tone of voice

Examples #2

• Government and education in the UK

• Prototyping and beta versions

What vInspired do

Thank you!

• Follow me @gambollingsylph• Follow @vinspired• Add me on LinkedIn• Questions? jo.stroyankerr@gmail.com