Towards a Digital Ecology: The New Organization's Digital Footprint
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Ten years ago, many not-for-profit organizations didn't have a single website online and often struggled to create them. Today, many organizations have multiple websites: their main site, microsites, specific campaign sites, maybe even some program sites. Add in Facebook and Twitter and the struggle required to maintain this digital footprint becomes obvious. All these websites form a digital brand that represents your organization's digital ecology. This web presence, or digital ecology, needs to be thought through strategically. You need to explore this interconnectedness by answering basic questions like How should all these connect? When do you kill a site? When do you launch a microsite and when do you add another navigation item?
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Towards a Digital Ecology: The New Organization's Digital Footprint
- 1. Towards a Digital Ecology: The New Organization’s Digital Footprint NTEN, March 31, 2011 Phillip Djwa CEO and Chief Strategist Agentic Communications phillip@agentic.ca
- 3. He has worked on a wide range of technology and web-integrated communications projects for Fortune 500, high-tech start-up, and not-for-profit organizations.
- 5. Who is here? 4
- 7. Talk about the challenges of a Digital Ecology
- 8. Case Studies
- 10. Top Ten Reasons You know you have a problem with your digital ecology 10. Your funder asks you to update your “links” page and you realize that you haven’t changed it since you launched the site. 9. Your finance dept tells you you’re paying ten vendors for website hosting. 7
- 11. Top Ten Reasons You know you have a problem with your digital ecology 10. Your funder asks you to update your “links” page and you realize that you haven’t changed it since you launched the site. 9. Your finance clerk tells you you’re paying ten vendors for website hosting. 8. Your nephew launched your organization’s Facebook page. 8
- 12. Top Ten Reasons You know you have a problem with your digital ecology 10. Your funder asks you to update your “links” page and you realize that you haven’t changed it since you launched the site. 9. Your finance clerk tells you you’re paying ten vendors for website hosting 8. Your nephew launched your organization’s Facebook page. 7. Your IT team asks if they really have to know Drupal, Joomla, Wordpress, Cold Fusion AND Sharepoint. 9
- 13. Top Ten Reasons You know you have a problem with your digital ecology 6. A chapter site is using an old tag line you’ve never heard of. And you’re a founder. 10
- 14. Top Ten Reasons You know you have a problem with your digital ecology 6. A chapter site is using an old tag line you’ve never heard of. And you’re a founder. 5. You can’t remember all of the URLs of your org’s websites. 11
- 15. Top Ten Reasons You know you have a problem with your digital ecology 6. A chapter site is using an old tag line you’ve never heard of. And you’re a founder. 5. You can’t remember all of the URLs of your org’s websites. 4. Your integration between your CRM and your website is called an intern. 12
- 16. Top Ten Reasons You know you have a problem with your digital ecology 6. A chapter site is using an old tag line you’ve never heard of. And you’re a founder. 5. You can’t remember all of the URLs of your org’s websites. 4. Your integration between your CRM and your website is called an intern 3. When you update content on all your sites you know you are going to have to order lunch in for staff because it takes all day. 13
- 17. Top Ten Reasons You know you have a problem with your digital ecology 2. Your search on Google reveals your old campaign site that asked members to support Al Gore… for President. 14
- 18. Top Ten Reasons You know you have a problem with your digital ecology 2. Your search on Google reveals your old campaign site that asked members to support Al Gore… for President. 15 1. You win an NTENny award for an organization website you never knew you had!!
- 19. SO what’s a digital ecology? 16
- 20. Well, how about them hockey folks? 17 Our Website
- 21. Recycling Content 18 WWW Blog
- 22. Digital Ecology 19 CRM Facebook Campaign Site (Audience) Donation Campaign Site (Issue) Apps (Apple/Android) Podcast & Audio YouTube Webinar & Courses Twitter Mobile site Our Main Site
- 23. Definition Digital Ecology The smart management of the complex interplay between all elements of an organization’s digital footprint, as well as audience expectations and interests. 20
- 24. Challenges of a Digital Ecology Branding/Messaging Content Internal Resources Technology 21
- 25. Messaging Brand integrity impacts trust overall Wrong messaging gives wrong idea No common understanding of organization Consistency and quality is poor Organizational voice is confused Social Media is all over the place 22 Branding and Messaging
- 26. Content No coordination between sites Knowing the medium means different content Multilingual impacts timeliness The Portal vs. Microsites: which to do? Search Engine Optimization: sub vs / Member fatigue when they read the same thing over and over again Audience Challenges… 23 Content
- 27. Audience Challenges Funders: we need a new website! Partners: we must be featured prominently! Web developers/IT: we want a unified solution! Social networks: we need current info now! Communications: it must be easy to find and promote! Service providers: it must be current and practical! 24
- 29. Aboriginal/Indigenous: distinct content and tone
- 30. Self-help: detailed, all in one, step-by-step instruction
- 31. Educators: simple, youth-focused, and multimedia rich
- 32. ETC ETC ETC!!25
- 33. Internal Resources Overextended resources mean poor attention overall Quantifying the benefits and drawbacks – what’s the ROI of spending time/$$ Opportunity to be in one place and not another (to Facebook… or Blog?) Coordinating teams can be a challenge Partners add to complexity 26 Internal Resources
- 35. Financial backend systems27 Tech
- 36. CASE STUDY: 350.org 28
- 37. Case Study 29
- 38. Case Study 30
- 39. Case Study 31
- 40. Case Study 32
- 41. Case Study 33
- 42. Case Study 34
- 43. Case Study 35
- 44. Case Study 36
- 45. Case Study 37
- 46. Case Study 38
- 47. Case Study 39
- 48. Case Study 40 Traditional 350 is Campaign X Sub-Campaign 350 is running Campaign Y Open Campaign 350 connected to campaign
- 50. Sub-Campaign (350 is running Campaign Y)
- 52. Provides a springboard to go to our ongoing campaigns.
- 53. Allows people to start and connect with ongoing local groups.
- 55. CASE STUDY: ROOsevelt Institute 44
- 62. Packaging
- 68. Make it more targeted, and as with all communications strategies, it’s all in the details - keep it new, fresh.
- 69. Tighten the mechanics of working
- 70. Schedule tweets and share them as a team on Hootsuite
- 71. Coordinate across the teams, to make sure info is not too redundant, not stepping on each other’s toes, etc
- 73. Top 10 Tips Publish internally a list of the complete digital footprint. Develop an overall strategy and communications plan for the entire digital ecology Editorial Calendar across all the sites to know what goes where 57
- 74. Top 10 Tips Develop a Strategic approach to technology (i.e. using open source) so that you can make intelligent decisions 58
- 75. Top 10 Tips Decide internally the workflow that creates the way the various pieces relate to each other 59
- 76. Top 10 Tips Review analytics on a regular basis to see what is working – don’t be afraid to stop what’s not working. Set a standard for resources that gives you a benchmark to make decisions 60
- 77. Top 10 Tips Work to promote communication across org - “Lunch and Learn” etc. can help share what’s going on Automation (but be careful) – knowing what content can be auto-posted to Facebook, or twitter or RSS for blogs. Develop a microsite protocol that includes the whys/when of the site and how it will be archived 61
- 78. Top 10 Tips Brand consistency through Graphic standards 62
- 79. Top 10 Tips BONUS !! Use the different channels to use different messaging to target audience where they are! 63
- 80. 64 Thank you! QUESTIONS? Phillip Djwa Agentic Communications phillip@agentic.ca 604-255-2131 @phillipdjwa http://agentic.ca
Notas del editor
- Poll
- The beauty of having different sites is that it gives you different channels for tweaking your messaging, as is appropriate for the intended audience.
- Includes a “Get Local” section that links to the many local Facebook pages.
- After the first year of operations, 350 started spinning off more microsites, campaign sites, etc. After doing this for about a year and a half, they started to realize that they want to unify the sites more and weave them together. 350’s team consists of a social media person, a web director and a creative director that manage everything. They’ve decided to keep everything internal to avoid the danger of losing coherence and connectivity when having so many different sites. One thing they learned is the importance of creating a strategy document, where they can outline clear end dates, review dates and maintain a plan for managing all the pieces of their digital ecology.
- In order to establish more connectivity and coherence among their sites, they’ll be implementing this navigation bar onto some of their other sites. This can help sites reinforce each other, better showcase to funders the various things they’re involved in (especially because “Days of Action” has been their signature campaign and what they are best known for, but they are involved in a lot of other work).It may not be best to put this navigation bar on every site though. It’s a case by case decision, depending on the intended audience and message.
- The Campus Network has a very different audience than the institute. It is younger, and requires a different set of tools and strategies than the Institute site. The Institute tends to have an older audience that responds better to older outreach methods, like e-mails, meetings and phone calls. The content is also different. For the Campus site, many people are blogging, tweeting and circulating content. It’s not as polished, but there’s a lot of activity. The Institute site has more static content, more expert thinking.
- When do you add a microsite? Example: It was very important in the case of Make Markets Be Markets because they had a specific target audience they wanted to reach; they wanted to present the material in a professional manner that showcased the importance of this literature in shaping policy-reform debates; and they wanted the material to be very navigable in a way that wasn’t possible if it was simply part of their main site. It was important for the target audience to see exactly what they needed to see, and it needed to look as good as possible.
- Affiliate sites: This site is not managed by the same team as the other sites. Although sometimes Caitlin wishes there would be more consistent branding that showed Roosevelt’s association with Four Freedoms Park and the fact that they help to fund it, because of various ownership and legal issues, there are good reasons to keep it as it is. It hasn’t been a problem to keep this site distinct.
- As organizations come to realize the nature of dealing with a digital ecology, they start emphasizing the importance of developing a concrete, yet living document that outlines their overall communications strategy. This establishes a place for rules (like revisiting content after a certain date so you don’t forget that it exists!), consistency, and makes all the different pieces more manageable.
- EDF has one in-house developer who addresses any issues that arise for all of their sites (roughly 10-15 sites). They currently use a custom CMS, but are switching to Drupal so that they can contract out web development work. This will save them from dealing with issues from having external people on their server, as well as other annoying issues that come up with their CMS.
- Living Oceans launched Finding Coral around a 20-day event that happened a couple of years ago. Kept site up because they were hoping it could be a good vehicle for publishing research, but they realized that it takes a long time for the research to get published. They will take down the site and keep relevant content and integrate that into the main site instead. Keeping the site up has also meant unnecessarily paying for ISP and fax service. When it’s time to kill a site, it’s important to ask what to do with it. Is there still an active community? Is the content still relevant? Do you archive it? Do you keep the URL for the future?
- The “Secure Assets” portal is a password protected section of the jhr website that provides photography, logos, fonts, templates, etc. to maintain consistent and professional branding.
- The Justice Education Society has 28+ websites (some public, some private) plus social media sites. Their digital ecology developed because they had so many different audiences to reach. They wanted to present relevant content to their audiences in an effective, accessible manner, and that’s how their various websites developed.Because of the nature of legal field, Justice Education faces an ongoing need to remain correct, and to remain current as laws change. According to Porter Mason, the best way to develop a good digital ecology is to put your audience’s needs first. It’s all about maintaining good communications principles, and a good digital ecology will follow.