Justice institute v1 short 2
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Transcript of Justice institute v1 short 2
DIGITAL ENGAGEMENT
Digital EngagementNew Rules for New Times
June 4, 2010Photo: http://www.flickr.com/photos/thewazir
DIGITAL ENGAGEMENT
Digital ExperienceToday’s web teams need to not only
master an org’s website, but all “Digital” experiences such as multi-
platform mobile, social media, location based services, and open data. That’s
a lot.
5 Layers of Digital
DIGITAL ENGAGEMENT
Foundation
• Website: where it all comes together
• CMS: managing content, publishing flow, new initiatives
• Hosting: run CMS, web apps, content, etc. (though some functions distributed)
• Typically owned by: Digital / IT
DIGITAL ENGAGEMENT
Applications
• eCommerce: transactions make/save $• Databases: business information made
available (sometimes open API’s)• Online Tools: business processes,
tasks, empower users/audiences to self-serve
• Maps: geo-data, mash-ups (also open)• Owned by: IT / Digital w/ biz unit client
DIGITAL ENGAGEMENT
Content• Info Architecture: site structure• Wireframes: location/importance of
key actions, programs, headings/language
• Static Content: about org, programs, people. Brand/message driven
• Blogs: dynamic content, real time, authentic voice, multi-voice
• Rich Media: compelling storytelling• Managed by: Digital / Comms
DIGITAL ENGAGEMENT
Campaign• Email: storytelling, direct connection
so people return to your site/tools• Search Optimization (SEO): making
you easy to find• Search Marketing (SEM): paid search
ads• Online Ads: banners, sponsorships,
etc• Social Networks: FB, Twitter, etc• Managed by: Digital / Program Areas
DIGITAL ENGAGEMENT
Engagement
• Social Networks: networks of supporters
• Mobile: unlocking data/content/action, sometimes with geo-data
• Wikis: collaborative knowledge; typically with outside actors
• Intranets: docs, policy, news, etc• CoP: knowledge share & deep collab• Managed by: Digital / Program Areas
DIGITAL ENGAGEMENT
Typical Web 2.0 Terms• Blogs: expressing + engaging• Rich Media: compelling storytelling• Social Network / Facebook: building
relationships and connections• Social Bookmarks and Wikis:
knowledge sharing and collaboration• RSS: staying connected, easily• Online Community: tying it all
together
DIGITAL ENGAGEMENT
Business Objectives/Drivers• Find internal champions
– Talk to business unit leaders who get it– Go as high as you can go– Connect them in an innovation group
• Do competitive analysis (create some fear)
• Map interests and goals per dept• Align with org vision/strategic plan
(or better yet transformation plan!)• Communicate in business/mission
terms, not tech terms– Re-frame away from “IT” or tech
DIGITAL ENGAGEMENT
Engage the Wisdom of Crowds
• Understand the entire organization– What it actually does– Where it came from; where it’s going– What is most vital and alive now
• Find the most important players– Innovators, collaborators, creative thinkers– Not bound by org politics or the past
• Ask them how they see digital driving their goals forward
• Prioritize, look for “triple word scores”, connect their goals to the global goal
• Create culture of shared ownership
DIGITAL ENGAGEMENT
Sample Business Goals• Enhance community experience + input
into decision making• Cross-promote civic initiatives to citizens
who come to perform a transaction • Revenue opportunities w/ more focus• Improve partnerships / collaborations• Align content to priorities through story• Enhance service to citizens +
stakeholders• Meet legal req’s + citizen expectations
for accuracy, consistency, transparency
DIGITAL ENGAGEMENT
Takeaway
• What are the business drivers for digital in your organization?
• What people can you reach out to to deepen your holistic approach?
DIGITAL ENGAGEMENT
Current State Assessment
DIGITAL ENGAGEMENT
Key Performance Indicators• Measure what matters to the
organization• Core strategic goals• Digital specific (email, eComm $,
etc)• Department specific; ideally get
them to own KPI’s for their area• Turn raw data (ie web analytics)
into useful KPI’s – it won’t be easy first time
• Create a dashboard (tools like SAP)• Tell stories! Don’t bury people in
data
DIGITAL ENGAGEMENT
Understanding Users • Don’t make assumptions! But do
make choices• Who are the audiences you have?
(reality)• Who are the audiences you need? • Understand them:
• Motivations and Values• Behaviours and Tasks
• Their needs should drive innovation and change (Economist open innovation)
User Experience Design
DIGITAL ENGAGEMENT
Takeaway
• What are the KPI’s you can use to track performance?
• How can you learn more about what your users want and value from you?
DIGITAL ENGAGEMENT
Why a Digital Vision? • Your org is constantly changing
– Your digital channels are snapshots of you in (typically past) moments in time
• Digital often not seen as core to the business; typically it’s “another channel” – Digital = Network, and should be managed
as such; but it’s often driven by 1 dept
• Digital often managed in haphazard way• Many inspiring examples of high
performing digital companies/orgs– You can’t just hire their firms / smart people
and expect the same results
DIGITAL ENGAGEMENT
Establishing a Digital Vision
Digital Moves Org X From
Their World
One Org
Story + Aliveness
Service & Empowerme
ntLeadership
& Performance
Quick Wins
How Can Managers Improve?
How Can Digital Teams Improve?
DIGITAL ENGAGEMENT
Takeaway
• What are 5 things you can do to tactically improve your digital experience for your most important audiences?
• Create a high level action plan for next steps on each improvement above
DIGITAL ENGAGEMENT
“Web Governance is the structure of people, positions, authorities, roles, responsibilities, relationships, and rules involved in managing an agency’s website(s).
The governance structure defines who can make what decisions, who is accountable for which efforts, and how each of the players must work together to operate a website and web management process effectively.”
- WebContent.gov
Photos: http://www.flickr.com/photos/guest_family
Governance
DIGITAL ENGAGEMENT
Well defined governance allows us to focus our
energy on the decision, not the decision making process.
- Graham Oakes
Photo: http://www.flickr.com/photos/london
DIGITAL ENGAGEMENT
Good governance quotes
• Well defined governance allows us to focus our energy on the decision, not the decision making process.
• Organizations who avoid discussing governance end up addressing it over and over again for each decision.
– Graham Oakes 2008
Organizations who avoid discussing governance end up
addressing it over and over again for each decision.
- Graham Oakes
Photo: http://www.flickr.com/photos/jamesz_flickr
Early Web• No structure, distributed
ownership/resources, no real leadership
DIGITAL ENGAGEMENT
Structure / GovernanceRecent Web: Strong central team,
working in an existing dept (typically comms), supporting entire orgChallenges include:• Where does the $ come from?• Can they move fast enough?• Who is in charge of quality?• Who owns the tool ongoing?
DIGITAL ENGAGEMENT
Structure / GovernanceToday’s Leaders: Digital is placed at
centre of the org, central shop sets boundaries, proposes innovation, executes key projects, but facilitates others to lead • Everyone “gets” digital• Many voices creating content /
engaging with constituents• Empowered to experiment, and fail,
within agreed set of boundaries
DIGITAL ENGAGEMENT
Enabling Environment• What conditions will support
success in these endeavours?
• What obstacles stand in the way:– Structural– Personnel– Cultural
• How can we overcome them?
DIGITAL ENGAGEMENT
Takeaway
• What are 3 strategies you can employ to create a more enabling environment for digital?
• What short term actions can you take for each in the next 2 weeks?