Digital engagement

Defining the roles within digital engagement

Steph Gray, Feb ‘09

http://blog.helpfultechnology.comTwitter: @lesteph

Digital engagement activities

Defining aims and objectivesFormulating requirements Developing a strategyBriefing agenciesAssessing alternative strategiesUnderstanding motivationProject management Evaluating impactRefining and optimising

Listening to online debateMapping influencers & online landscapeManaging a communityEstablishing contacts & partnerships Blogger outreach/pitching a proposalGenerating and prioritising ideasCommenting and reviewingCollaborative writing & draftingModerated discussion

Deploying simple social toolsStructuring and syndicating dataDeveloping new softwareMashing up data from different sourcesManaging servers, databases & domainsDesigning interfaces

Training and coachingPresenting and demonstratingExploring and suggesting tool options

Creating films and audioInterviewingFinding & sharing interesting informationInformal writingReal-world networking

Skills profile:

Digital engagement skills

Campaign StrategistOne liner:Translates a business goal into a credible plan for using digital tools and techniques, and assess the impact of engagement.

Typically good at:Writing plans, thinking about goals and objectives, integrating with other channels, dealing with agencies and non-technical staff

Typically less good at:Understanding technical staff, assessing technical requirements, creating creative content, training others in the basics

Person spec:• Strategic planner with wide communications experience• Lateral thinker • Able to lead, inspire and project manage a team

Devising strategies

Creating content

Facilitating discussion

Developing skills

Deploying tools

Most likely to say:“Who are we trying to reach with this?”“What’s our Twitter strategy?”

Least likely to say:“That code doesn’t look very semantic to me”

Digital engagement skills

One liner:Builds up and draws on in-depth knowledge and relationships with an online community to build a bridge with the brand.

Typically good at:Using search tools, following online discussions, making approaches to potential partners, getting the tone just right, sustaining relationships

Typically less good at:Setting up tools, quick turnaround projects

Person spec:• Good listener• Excellent conversational writing style & tone• Able to build rapport with diverse audiences

Community Manager

Skills profile:

Devising strategies

Creating content

Facilitating discussion

Developing skills

Deploying tools

Most likely to say:“What’s up guys?”“Can anybody help me with…”

Least likely to say:“We’ll reach ABC1s with 3.5 OTS”“I’m having trouble parsing this API”

Digital engagement skills

One liner:Turns a digital brief into a user experience, configuring and deploying software tools, mashing up data and developing new software. (n.b. there is a wide range of skill levels within this role)

Typically good at:Building shiny new tools, fixing technical problems, taking a logical approach to organising data, solving problems

Typically less good at:Conversational writing, moderating discussion, training non-technical colleagues

Person spec:Foundation developer: Advanced developer:• Install & configure tools • Code bespoke applications• Customise templates • Optimise servers• Work with RSS feeds • Work with APIs

Social Media Developer

Skills profile:

Devising strategies

Creating content

Facilitating discussion

Developing skills

Deploying tools

Most likely to say:“That’s not accessible”“Is that API RESTful?”

Least likely to say:“The technology is boring, it’s all about the people now”“I think Sharepoint is the tool for this job”

Digital engagement skills

One liner:Helps people understand their requirements and capacities, and coaches them in the use of new tools and techniques.

Typically good at:Humanising technology, explaining new concepts 1-2-1, being patient, writing clear guidance, demonstrating tools

Typically less good at:Building complex tools, developing integrated strategies

Person spec:• Good listener• Approachable and patient• Clear• Good presenter

Digital Mentor

Skills profile:

Devising strategies

Creating content

Facilitating discussion

Developing skills

Deploying tools

Most likely to say:“OK, you could try using…”“It’s a bit like…”

Least likely to say:“You need consultancy help with that”“This is a turnkey solution”

Digital engagement skills

One liner:Prolific writer, interviewer and conversationalist, able to convey the spirit of an event through digital tools and create an identity and tone of voice for the brand.

Typically good at:Rapid, high quality conversational writing, film-making and interviewing, real-world networking, fast turnaround editing and publishing

Typically less good at:Training others, building tools, developing integrated strategies

Person spec:• Inquisitive and approachable• Good with gadgets, always has a backup plan• Can tell interesting stories, and gets to the point

Social Reporter

Skills profile:

Devising strategies

Creating content

Facilitating discussion

Developing skills

Deploying tools

Most likely to say:“So, tell me your name for the camera”“I was at event X today and spoke to…”

Least likely to say:“Oh, I’ll just take a notepad”“Everyone’s so boring here”