DIGITAL STRATEGY PLANFor Making Global Local

Steve Lewis // Digital Media Manager // U.S Trade and Development Agency

By 2015, more Americans will access the Internet via mobile devices than desktop PCs.

Who we are

• About the U.S. Trade and Development Agency

• Linking U.S. businesses to export opportunities, supporting job creation

Say Hello to: Making Global Local

USTDA’s Digital Landscape

Accessibility and Sharing of Online Content

Use of Social Media

Tech- Savvy Online Influencers

Internal Culture

So why do we need a Digital Strategy Plan?

What we’ll accomplish

• Further engage U.S. businesses

• Bring awareness to Making Global Local

• Drive MGL initiative objectives through social

media

Meeting those objectives

• Increase visits to Making Global Local website• Empower Partner

Organizations and U.S. businesses to share

content• Market Making Global

Local throughout U.S. Government foreign assistance agencies

Tactics

Revamp Making Global Local website to responsive design, include shareable content

Implement social media content strategy, launch blog site

Hold monthly webinars and Google+ hangouts

Tie together existing web platforms, eNewsletter and social media platforms

Who’s driving this train?ROLE RESPONSIBILITY

Digital Strategy Manager Responsible for integrating regional teams, IT and general counsel into an overall digital strategy plan. Incorporates social, digital and traditional communication platforms into strategy

Community Manager Oversees Agency presence on social media platforms. Monitors and reports on social activity. Trains USTDA social media ambassadors

New Media Specialist Develops and provides a variety of content to social and digital platforms to include photography, digital flyers, infographics, podcasts and video

Measurement & Data Analyst Analyses and reports on effectiveness of social media strategy using a variety of tools like Klout and other paid/non-paid services

How we will measure successKPI GOAL MEASUREMENT

Unique Site Visitors Increase site visitors by 2% Google analytics

Search ranking Making Global Local to show up first in search

SEO software, Google Adwords, WebPosition

Twitter and Facebook posts Increase from two tweets and posts a month to three

Hootsuite analytics

Shares and retweets Double normal amount of retweets

Hootsuite analytics

Followership Increase number of follows by 15%

Hootsuite analytics

Conclusion: let’s do this.