Your senior managers print their emails (Or: why we still need a digital strategy, and what to do about it)

The Presentation inside:

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Your senior managers print their emails (Or: why we still need a digital strategy, and what to do about it)

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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

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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

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on the web

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101: what is a (digital) strategy? > a long-term vision > a framework > a way of thinking “why are we doing what we’re doing?”

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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?

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“post digital” should digital strategies even exist any more?

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where are you now? where do you want to be? how do you get there? how do you know when you get there? what should you change next time? thinking strategically

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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?

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what are you doing already?

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your organisation’s assets

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content inventory

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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

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other tools.. > site mapping - use mind map tools - (web) - (web) - freemind (mac, windows, linux) - mind node (mac, ios)

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other tools.. > wireframing - lots of tools available, some free - balsamiq - - mockflow (my favourite..)

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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?

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your organisational vision

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what is “success” ?

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your digital vision

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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?

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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…

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> 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

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audiences / personas

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example persona Gill

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editorial calendar

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Facebook Twitter LinkedIn Google+ YouTube Pinterest Vine Reddit Tumblr Instagram Foursquare understand where (if) social fits

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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

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content mapping

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policies and guidelines > you will need policies and guidelines :-) > write these using internal templates.. > ..but borrow / steal from the web: EXCELLENT resource: Policy generator...

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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

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“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?

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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?”

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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...)

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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..)

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your web presence activity “out there” % of people who look at your stuff (attraction) the action % dropouts % “success” (engagement) call to action

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“on the web, visibility is authority” SEO

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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

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Facebook insights Login as admin, go to page view, click “insights” get to know offsite systems too

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..qualitative measures

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Rinse…and repeat… “iterating” > content prioritisation > editorial planning > making digital a part of the organisation

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“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

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operational plan

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thought leaders

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share! share!

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where are you now? where do you want to be? how do you get there? how do you know when you get there? what should you change next time? recap..

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that’s it: thank you for your time! please stay in touch: > web: > email: [email protected] > twitter: @m1ke_ellis