Your senior managers print their emails (or: why we still need digital strategies, and what to do about it)
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Why we still need a digital strategy in our organisations - even in this "post digital" age, and some thoughts / resources to help you create one.
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Your senior managers print their emails (or: why we still need digital strategies, and what to do about it)
- 1. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 Your senior managers print their emails (Or: why we still need a digital strategy, and what to do about it)
- 2. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 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
- 3. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 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
- 4. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 on the web out.thirty8.co.uk/digitalstrategy
- 5. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 101: what is a (digital) strategy? > a long-term vision > a framework > a way of thinking “why are we doing what we’re doing?”
- 6. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 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?
- 7. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015
- 8. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 “post digital” should digital strategies even exist any more?
- 9. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 where are you now? where do you want to be? how do you know when you get there? what should you change next time? thinking strategically
- 10. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 https://www.gov.uk/design-principles
- 11. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 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?
- 12. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 what are you doing already?
- 13. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 your organisation’s assets
- 14. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 SWOT
- 15. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 content inventory
- 16. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 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
- 17. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 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
- 18. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 other tools.. > wireframing - lots of tools available, some free - balsamiq - moqups.com - mockflow (my favourite..) https://pinboard.in/search/u:dmje?query=wireframe
- 19. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 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?
- 20. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 your organisational vision
- 21. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 what is “success” ?
- 22. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 your digital vision
- 23. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 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?
- 24. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 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…
- 25. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 > 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
- 26. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 audiences / personas
- 27. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 example persona Gill
- 28. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 https://www.thinkwithgoogle.com/research-studies/the-new-multi-screen-world-study.html
- 29. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 editorial calendar
- 30. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 Facebook Twitter LinkedIn Google+ YouTube Pinterest Vine Reddit Tumblr Instagram Foursquare understand where (if) social fits
- 31. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 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
- 32. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 content mapping
- 33. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 goals
- 34. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 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/
- 35. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 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
- 36. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 “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?
- 37. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 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?”
- 38. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 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...)
- 39. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 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..)
- 40. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 your web presence activity “out there” % of people who look at your stuff (attraction) the action % dropouts % “success” (engagement) call to action
- 41. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 “on the web, visibility is authority” SEO
- 42. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 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
- 43. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 Facebook insights Login as admin, go to page view, click “insights” get to know offsite systems too
- 44. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 ..qualitative measures
- 45. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 Rinse…and repeat… “iterating” > content prioritisation > editorial planning > making digital a part of the organisation
- 46. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 “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
- 47. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 operational plan
- 48. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 thought leaders
- 49. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 risk
- 50. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 share! share!
- 51. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 where are you now? where do you want to be? how do you know when you get there? what should you change next time? recap..
- 52. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 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
Notas do Editor
- Please ask questions at any time - don't be afraid to interrupt…
- All the worksheets are free to download and use from the address above. They’re licensed under Attribution-NonCommercial-ShareAlike - which basically means you have to attribute them and not use for commercial purposes.
- There is a lot of complicated stuff talked about strategy. Sometimes it sounds like a scary thing which should cost a bazillion pounds, and can only be validated by expensive consultants like me. But actually it’s really simple - it’s about asking why you’re doing
- There’s a line of thinking doing the rounds right now in museum and other circles that we don’t need digital strategies, that the term “digital” is a bit passé. The reason for this thinking is good - there will come a day when digital really is embedded into everything we do, from Director level downwards. When this day comes, I’ll be celebrating as much as the next person. Right now though, digital still need help and focus. Should a digital strategy be a separate thing to an organisational strategy? Ideally, no. In reality, yes - but it should always be highly connected to everything else the organisation does, never done in isolation.
- Here is the lifecycle that sits at the centre of strategy. It is terribly, terribly simple.
- You’ll hear more of this later on from Zak. So I’ve stolen his thunder. Yay.
- Auditing what you’ve got - both websites but any other web “presence” is a useful activity, even if you’re quite a small organisation. Figure out owners, any outliers (that blog the curators set up and didn’t tell you about) and how much things are updated and used.
- At the same time, articulate your offer - do this for on-site stuff as well as online. Ask what makes your organisation special - why would you visit, either online or on-site?
- It’s pretty standard fodder, but a SWOT is a useful activity to identify where things are going well and where they aren’t..
- Carry out a detailed content inventory / audit - particularly useful for your website, and especially good if you’re about to go through the process of a re-development or re-design.
- …don’t be afraid to cull stuff. In fact, whatever you do - cull stuff. Choose the top 10% of content, then choose 10% of this - and use this as your benchmark for the stuff that is really, really important.
- Use tools like mind mapping to help understand content hierarchies - this will help you spot possible gaps or discrepancies in where things should be. Tools like mindmeister allow you to collaborate, so you can ask other people in your organisation what they think.
- Wireframing is equally important, especially when you’re re-developing - do prototypes as much as possible: they’re very quick, extremely easy (free) to do, and will give you a good basis for user testing.
- Articulating your organisational vision - find the formal vision, sketch it down, and then look to see if your own version matches what is being suggested. Ask your peers why they like working there? What motivates them? Why?
- Ask what success looks like - in a year, in 5 years. It sometimes helps to ask what total failure would look like, and then turn this around.. :-)
- Develop a simple, focused digital vision statement. Use the first few worksheets as background to this one, which will form the beginning of your whole strategy
- User personas based on these real interactions. If possible, use real people…
- These personas should permeate all the interactions and experiences you put together. Ask - would Gill do this?
- As Andrew said though, this isn’t as simple as “just” a persona. These people use multiple devices,
- ...if you don’t - you should probably not do social media, or at least that particular channel of social media...
- Map the content you have (or will have) to the audiences you’ve identified and spoke to. Figure out what work needs to be done in order to make the content ready for them. Hint: copy and paste probably isn’t enough..
- With all this in mind, flesh out some goals for the 6-12 month period coming up. Make these tangible, real, measurable, not fluffy.
- You’ll need policies and guidelines to help prop up your digital efforts, particularly around social media. Steal and borrow these rather than reinventing the wheel - there are some excellent ones out there.
- Tend to be 2 things that you measure: BTDA (Because The Director Asked) BIRUTK (Because It’s Really Useful To Know)
- Here are some more details, strategic questions
- Two big questions: have you got the “stuff” in place to measure and: do you have time to do something with the data you collect?
- Think about attraction & engagement - attraction: new audiences - know your SEO - engagement: people on-site - think about calls to action, content, etc
- This one stolen from Koven J Smith and his colleagues. Museums worry a lot about authority. They worried and continue to worry that social media – prosumers – are undermining authority. The simple truth is that if you’re not found on the first page of Google, you have no authority anyway.
- Free, easy to install, the standard for measuring website activity. Plus it is now the standard across museums and galleries too.
- Tools like Facebook have hugely powerful analytics built in, as does Twitter, AdWords, YouTube, Vimeo etc. Get to know these so you can see through the noise and into the stuff that matters.
- …but don’t forget that although quantitative stuff lets you draw pretty graphs, often qualitative feedback is more powerful. Use these in any reports you circulate - it’ll help your organisation understand how what you do impacts real people.
- The important thing here is that I can only give you pointers, templates, things you can adapt - but you must adapt them for your own uses, and you must find stakeholders who can OWN this process in your organisation in order for it to work.
- The operational plan is the nitty gritty - it’s the actual work - the bit where you break down your goals into day-to-day stuff.
- Find thought leaders in your organisation, and create a web / web editorial group. Put these people in the group, and give them ownership.
- Identify risks - you might have thought that blog post was going to take you an hour, but actually it ate up a day. Make a note of this, and use it as you iterate your plan.
- Use groups like the MCG or GEM lists - go to conferences, talk about your experiences, share what you’re doing as openly and widely as you can.
- Here’s a recap. Remember to KEEP COMING BACK to your strategy! Re-work it, revise it, stay on top of what’s going on