Supporting you to plan strategic change

Digital Strategy 101 introduction

• Using definitions loosely to weave a story
• Basic take on specialised fields and heavily funded application.
• Digital a subset of organisational strategy
• Trojan Horse
• Planning on how to use digital to support the campaign strategy.
• Resources are limited
• Detail is in context.. but think about it
• Fighting for attention (google design ethicist)

Why

★ Defining digital goals

• Sounds simple
• Most plans are not clear
• The reference for all strategy, debate spend and focus
• Swiss army knife vs bread knife

Exercise: Define your goals

This will give us examples to discuss on what appropriate goals should look like

Who

✩ Target Audience(s)

• Who do you want to talk to
• Swiss army knife communications – vague vs targeted
• 54 YO male who lives in the city vs 14 YO alt gender who lives in regional Australia
• Desires > fears > subcultures > language > FB targeting > social media platforms

✩ Current Audience

• Who do you currently talk to vs target

✩ Network mapping

• Use a wall or software such as mindmeister or spreadsheet. Links use diigo.com
• Influencers
• Nodes – influence flow
• Communities
• Organisations
• Allies
• Platforms
• Offline
• Targets
• Personal and my community – David Pocock
• Competitors
• Council example

★ Character personas

• Its all about the people – Humanise data
• Some other definitions: Vincent Xia | Xtensio
• What keeps them up at night > desires > fears
• Funded research vs educated guessing + testing

Exercise: Create one target persona

How – Creating the Journey

✩ Campaign Phases/streams

• Garden – prep – seedlings – growth – harvest – annuals/perenials
• ICAN – Launch 2009 | 2011 | 2019 | Now | Now – local
• ActionSkills- soft launch, brand, build content, trickle some work >  major launch

✩ Service design

• Service design is the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between the service provider and its customers. Wikipedia
• Planning components of a service to improve quality of interaction
• Digital Service Design – infrastructure (assets > website, blog, social media etc), communication (publishing/conversations) and material (content)
• Digital a subset of organisational strategy > offline may be key
• Old fashioned service

✩ User journey and pathways

• Homework – deconstruct service design in your life. Question how you are behaving and feeling.
• Supermarket – Fresh food people – milk at the back, opposite ends – impuse buy –  lighting –  nag factor
• Macdonalds – Service example >  Future Restaurant | Sprintvalley
• Websites – sitemaps > landing pages > functionality > graphic design > imagery/copy > platforms

✩ Central Node Concept

• Diagram

✩ Introduction

What:

• talking to your audience strategically
• framing – target audience
• manipulating how people feel and respond

Why:

• resonate / connect / trust / bond
• recognise / familiar
• influence people to act

What:

• psychology + graphic design + copy writing + etc
• complexities > analogy: film director
• people differences > reader vs visual vs motion

✩ Psychology + propaganda

• Public relations | adverting | propoganda = psychological
  manipulation
• The Century of the Self – history of Psychological marketing | smoking | nazi
• All Watched Over by Machines of Loving Grace | HyperNormalisation
• Influence: The Psychology of Persuasion
• Ogilvy on Advertising
• The people who think they are not malleable are the easiest. Car yard example

Psychological sales

• (user journey) Gym membership sale
• motivation + objections + scarcity/pressure
• interview >  tour – (reenforce motivations + factoids) >  close
• 2 options + scarcity (overcome objects)

 umm ethics? church example

✩ Copy Writing

• The art of writing
• When in doubt > character personas + brand personas
• Search optimised sales copy

✩ Graphic design intro

• Eye the most important evolutionary tool (arguably)
• Language + system we learn as well as written/verbal language
• Essentials of Visual Communication
• Art vs design = overlap / emotion system/language / art doesn’t need a point / design does
• Body language
• Colour psychology + sun room | prisons | functionality
• Typography – Personality (or none) + legibility
• Photos – style + quality + subject + treatment – An image tells a 1000 words
• Illustration / art – ACD example
• Layout – reading like language | basic header
• Texture / Sound / etc

★ 10 minute break ★

tshirt exercise | feelings to why

✩ Brand personality

Intro

• what is a brand
• is a brand a person?
• social status and personal identity

What

• definitions – voice
• elements/attributes
• graphic style/language
• style guide |Vennage |  99designs |  hubspot
• personal brand > Steve Jobs, Nicole Kidman, Mark Suckerberg

✩ Developing a brand personality

• Internal – not a mission statement – brief for creatives
• Adjective words | dvize brief doc | Actionskills BP
• Description sentence
• Can a graphic designer or copywriter use this?

Story telling

• Traditional Human knowledge transfer
• Being human – emotion vs data is boring (to most)

Frameworks

• Conflict Drama triangle : Victim, Villain or Hero? | Leard FLAC
• Hero’s journey | Starwars

Briefing creatives

find one that fits your brand personality (and budget)

discuss:

• your brand style/personality work
• their folio > what resonates + costs
• their creative process
• the actions you want to influence
• the intended feelings of your user
• the technical needs | system
• timelines/budgets
• don’t play the budget game (caps are helpful) | trust their folio

process:

• balance direction vs freedom > learn how they work fast
• if not working – be straight > they may be guessing from crap briefing
• trust their folio
• minimalism and elegant simplicity takes time

✩ What is search Marketing

• Why search matters
  • vision for the internet
  • hot lead
• Limits
• Dark arts – specialists + cowboys
• Sandbox
• How competitive? Diamond rings vs Coburg soccer club
• Organic and paid search – $10,000 adwords (via connectingup)
• Other search
  • yahoo/bing/Baidu/yandex/privacy
  • youtube
  • voice
• Humans vs robots

✩ How search engines work

• Indexing
• Moz
• Link backs
• The best page on the internet
  • AI and the death of SEO

✩ Selecting target keywords

• what is your target searching for?
• no searches vs irrelevant
• short tail vs long tail (questions)
• guess, testing and compiling a list
• google keyword planner
• ahrefs.com

✩ For every Keyword

• Page/post
• quality, optimised content
• Search result title, description
• Call to action

★★ 10 minute break ★★

✩ Optimising copy – Semantic markup

• No extra work if done from the start
• Basic html > view source (+css +javascript)
• h1, h2, h3 + paragraphs + lists
• WordPress editor classic /blocks
• Seamonkey
• Rubbish code
• Cross platform/future proof/disability/voice
• Email

✩ Optimising copy – TL;DR

• Long form is dead – scan to read
• Short paragraphs
• Headings, sub headings
• Lists

✩ Optimising – Other

• images
• page speed
• cross platform – responsive design

✩ Overview of Yoast SEO (WordPress)

• Robots on
• Automated testing of SEO principles
• Guide only
• Social optimisation | FB cache

✩ Search console and analytics

• XML Sitemaps = google babyfood
• request indexing

We explore all the aspects you need to consider when choosing and implementing a database.

Sharing their wealth of knowledge and experience, I will be joined by :

• Bess Murphy – Community Engagement Coordinator – Cairns and Far North Environment Centre
• Phil Evans – Development Coordinator – Friends of the Earth Australia

★ What is a CRM

• Customer/Client/Constituent Relationship Management (CRM) system
• Facilitation and communication
• Specialised sub-sets > eg donor management

★ Why use a CRM

• scale
• proven effectiveness
• user expectations
• competition

★ Digital Strategy

• Sub set of campaign strategy – theory of change
• What do you want people to do?
• How are you going to support them to do this?
• The role of data in facilitation and communication

★ People

•  Volunteers
•  Action Takers
•  Donors
•  Sponsors
•  Event attendees
•  Members
•  Media

★ Pathways / user journeys

• More on User pathways in our User pathways and planning our tech stack Webinar
• Central node concept
• Data capture
  •  Data on social media
  •  Data at in person events
  • The petition method
•  Communication
•  Next step in their journey

★ Tech Intro

• no perfect tool
• some are really good at some things
• simple vs complex
• lock-in
  • the nature of CRM
  • technical
• out of the box vs customisations

★ CRM technical approaches

• cloud
• off the shelf
• customisation
• hybrid / integration on various apps

★ Tech Briefing – why

• briefing vs trial vs referrals
• its in the details
• break down complexity
• sophisticated compromise

★ Tech Briefing – intro

• Functionality brief
  •   must do
  •   like to do
  •   nice to have
• Consult people in org will use it
• Budget
• Research – shortlist
• Ask for advise – find people who use the tools
• Ease of use
• Training and support

★ Costs

• understand their pricing models
• monthly fees
• communications – email – sms
• customisations
• website
• integrations
• training
• growth

★ Data planning

• Personalisation
• Empowerment
• Problems you need a CRM to solve.
• How are we using the data
  • Communicate – rally – call to act
  • What data do we need
  • Segmenting data
  • Data growth
• Do yo have the resources to use segmentation?
• Data audit > import
• Data hygiene > management > cleaning

★ Data Rules

• Consent
• Transparency
• Privacy
• Ethics
• Australian Law
  • Government – Laws around customer information
  • Justice Connect – Privacy

★ Data use and abuse

• IBM and the Nazis
• External privacy policies (of the tools you are using)
• Where are the databases? and their laws?
• Government / court / business access
• What info are you collecting
• Inappropriate segmenting – eg radical
• Who in org controls it
• Who has internal access (to what) – varied permissions
• Access agreements
• User/peoples right to access/delete

★ Website integration

• CRM website
• External website
• External tools > data import

★ Donations

• Process payments
  •  credit cards
  •  subscriptions
  • other payments cash/bank transfer
• Record keeping
• Receipts / compliance
• Retention / appreciation
• Members
• Volunteer donation drives
• Merch > snail mail

★ Email + SMS campaigns

• Automation
• Newsletters
• Take action

★ Events

• Bookings
• Free / paid
• Managing RSVP

★ Data reporting

• Understand trends
• understand donors and actiontakers
• goals
• testing approaches
• compliance

★ Integration support

• Zapier
• Manual data migration
• Callhub and things like that

★ CRM Company

• ethics
• viability
• development
• support

★ Internal Resistance to CRM technology

• Too busy
• Bad cost analysis
• Scared of scale
• Don’t understand efficiency
• Control issues
• Don’t want change
• Ego – centre