Choosing your channels Channel Objective Audience Content WebsiteOne channel = one main objective = Mobile website Inform potential visitors People who have Opening hours, location,one primary audience. For example: Newsletter decided to visit ticket sales, calendar Main blog Director blog Inform visitors on site, People who have Opening hours, location, Tumblr sell tickets decided to visit ticket sales. Inform loyal audience Loyal audience Events, milestones, photos Present & discuss Repeat visitors, our projects local press 200 word blogposts, original content Inform members, High frequency trustees, etc. visitors, press Longer articles, videos Build a community Local, young audience User generated content, ‘best of the web’, Facebook Celebrate the beauty The ‘general audience’ original content of art with our fans The ‘general audience’ Twitter Photos with snappy Inform loyal audience text and links Short text with links Foursquare Activate digital savvy Digital savvy visitors Discounts, special offers visitors to share Instagram Invite young people Local, young audience Photos with snappy behind our scenes text and links Pinterest Make the brand visual International art User generated content, enthusiasts ‘best of the web’, original contentSo, what’s the difference between your Tumblr andInstagram? Do you need a newsletter and Twitterfeed Google Plus Host exclusive meetups National art enthusiasts Videos, eventsto achieve the same objective? Project app around our projects Members app(And, of course, match this table with your traditional Involve people in our Visitors of our project Project specificchannels. Do you need a mobile website if you have project informationsuperbly informed staff on the floor? What does yourmembers app add for members who know their way Inform members, sell Members Events, photos,to and around your venue perfectly?) ticket sales, calendar. tickets to special events 50
Keep it simple! Developing a content planReality check! The quality of your digital A content plan tells you what content you needengagement strategy is not defined by the to make your digital engagement strategynumber of channels you use and the elaborate happen. Ideally, such a plan is a combinationsystems you device to get people from interested between the content you already have (see yourto involved. The quality is in keeping it simple assets), content you can easily produce andenough for everyone to understand at once. selected high value content you will specifically produce for your digital engagement strategy.Unfortunately, most of your audience will only seea fraction of your digital engagement strategy. They A content plan helps you manage and recyclemiss most of your social media updates, hardly read content.any of your blogs, happily ignore important pressreleases and don’t care about the lively discussions Start from the overview of your channels. Makegoing on. It’s not that they don’t care about you. a list of the content you need. How much ofThey do! They also have another full time job and it do you need? Can you use existing content,a lot of other interests. Sorry. create content based on existing content or do you have to produce new content?The simpler your strategy (few channels,straightforward high quality content, clear To give you an idea:invitations, etc.) the more likely people areto stay with you, even when they miss some Enticing images on Facebook, one daily (asof your updates. a good average): where will they come from? Who will manage the rights? How much wouldKeeping it simple also keeps it manageable. you need to have queued up if you wanted to take a two-week holiday?A simple digital engagement strategy can beexplained in a couple of sentences. Try yours! 200-word blogposts about current events, 3 per week: who will spot possibilities?“Our digital strategy is all about adding an extra layer Who will write, edit, proofread, find images,to a physical visit so our visitors stay in touch with check links, publish, promote the posts?us. We share high quality additional content on ablog that stimulates debate, celebrate contributions Four-minute video of your director abouton our social media channels and contribute with the new show: who will produce the video?our own voice to discussion. We keep in touch Who will edit it? How do you make sure itwith a regular newsletter and our website.” fits the busy schedule of your director? A content plan often looks like a long excel sheet full of ‘to do’s. Don’t worry about that: if well thought through, you won’t have to do all of them yourself. 51
Part GSeven example frameworks for your organisation 52
Digital engagement for a heritage site Think for instance about a small castle or an old factory. Like all other examples in this section, thisHeritage is all about stories and connecting people one is not exhaustive. It zooms in on some corewith the past. This example framework gives ideas ideas such as connecting with niche audiences andabout how digital engagement might work for a becoming a local online hub.mid-sized heritage site with a small collection andenthusiastic staff and volunteers.Assets Reach Blog on gaming blogs AudienceYearly re-enactment Hi-speed wifi organise gamers meetup Unique location Not reached:The surrounding area use George for youngsterswell-located near special effect target locals w/ Blog on local blogs Posters in library everyday hikersa walking trail specific yours locals withVolunteers Design tours Add to listing website historical interestIce cream stall for localsGuided Tours Reached:George (our Ghost) Metrics Channels Guidelines Tourists onPlants holiday (national)Collection of pottery No. of mentions on local blogs Own website/forum Full overview School children onOld photos blog on website Active a tripRegional No. of visits to our websites Review sites Healthy SeniorsKnowledge gaming blogs No. of links to our info from local blogs other sites Engagement Involve: Interest: Activate: Ask to share tips for hikes Offer local info on blog & things to do List regional knowledge invite UGC tours/ on review site tour guidesObjectives Vision Trends1. Increase attendance of activities by The site is a hub for regional history Gaming very popular local people w/ 35% and discovery, open to everybody. Tourists come for the environment/walking Schools to busy to visit2. Become an online hub for regional More questions for recommendations tourist information. to the volunteers 53
Digital engagementfor an arts councilArts councils and many other organisations that On the other hand they can benefit from thehave their strength in the institutions and individuals assets of everyone involved and become boththey represent, often struggle with finding the a knowledge and experience base and a nicheright balance between their own digital identity community in the digital age. Try yours!and the digital identities of those they represent.Assets Reach Google alerts on Audience common questions1000s of email ‘digitise’ emails Not reached: make database SEA Art school studentsconversations open build online Twitter # searches Minority groups knowledge base ‘Amateurs’with artists Database Write timely blogposts/ Limited traditional General public expert articles advertising Rich peopleKnowledge of Metrics Guidelines Reached:Experts funding Our members cooperatives % of new visits to Trustworthy Politicians knowledge base Open General pressKnowledge about Channels Helping hand People looking Policies No. of members in Factual for money community Knowledge base (forum)Monday on websitebreakfast club Tumblr blogmagazine Google alerts Friends in Engagement Involve: Interest: institutions Use knowledge base Activate: Community! as trigger Tutors Reward system: help = points Invite to ‘help an artist’ points = exclusive Opinion pieces on blog Network invitations, help etc. in knowledge base/ Q&A Q & A with stakeholdersNetwork of Phone numbersartists of politiciansObjectives Vision Trends1. Connect sustainably with 1000+ artists The council is the one-stop-shop for Online portfolios: artists live more online2. Increase new connections to artists and enthusiasts with questions Need for neutral information about their profession. Less formal support for the arts the outside world by 25% 54
Digital engagement Extended runs, reprises or tours turn short eventsfor an exhibition into multi-year productions, worthy of a strategy. This example focuses on stimulating visits byFor one-off events such as exhibitions and using word-of-mouth and specials as well asperformances, ‘strategy’ may be replaced user-generated content to stimulate new visits.with ‘campaign’, although you should neverunderestimate the digital potential in the long runof looking strategically at digital engagement.Assets Reach Recommendation Facebook ads Audience based campaign SEAProfessional team use reviews in ads Harder to reach:Popular name “Come back Local art sceneCentral location Photo = 1 free ticket for free” 35-55 yr old ex-patsRestaurant for 1 paid ticket Busy parentsEnough tickets togive discounts Metrics Channels Guidelines Likely to reach:Good reviews School classesBeautiful venue No. of mentions on local blogs Facebook/Google for ads High quality Senior withTours onsite: hashtags Welcoming enough timeGood coffee No. of visits to our websites Instagram, Tripadvisor etc. Conversation is key Traditional museumObjects Share everything visitor No. of links to our info from other sites Engagement Involve: Interest: Provide ‘Kodak’ moment Activate: Upload photos Great exhibition :-) with #expo Shared photo = family discount Share all reviews on website Onsite: ask for online reviewsObjectives Vision Trends1. Use visitor for PR The exhibition is an experience you Instagram2. Stimulate 50 positive reviews online want to share, digitally and in real life! people like to create3. Have 20% return visitors Lots of comments on tripadvisor Too many options for entertainment 55
Digital engagementfor a festivalFestivals are among the most challenging and Viral effects only work when you’re planning on This example focuses on building trust throughexciting events to design digital strategies for. Why? doing a follow-up, so you’ll have to be creative the acts and visitors attending the festival andAfter years of preparation, everything has to go well to build something from scratch. registration for possible future editions.in a very short time span, sometimes only hours.Assets Reach Youtube. Facebook Promote via blogs AudiencePopular headlines 3. Announce 4. Live 1. Announce Promote via their Online audience more acts Registration some acts Facebook, blogMicrobrewery beer website etc. Family, friends and Metrics Channels fans of acts“new” Guidelines % Community members Website with forum Friends of visitorsSmall festival with Vs. Tickets sold Social media Loose controllimited number of No. of viewers live registration Channels of acts Share everythingvisitors Social buzz Friends FirstOrganic food Engagementappealing location 2c. reward points =20-25 acts discountvaried lineupGood tech deals 2b. online 2a. Sign up for Q&A a voice in the festivalObjectives Vision Trends1. Build a community of visitors A festival of friends, where each Online partying! before the festival visitor feels personally invited to Acts have strong online fan bases enjoy something special. Lots of festivals2. Enable acts to help shape the festival People look for a unique atmosphere3. Share the entire festival online 56
Digital engagement At the same time, the theatre is only the venue for To build loyal visitors, this frameworkfor a theatre all these fun things and visitors might relate more to tries to turn Facebook fans into paying the theatre companies and others using the venue. members and uses behind-the-scenesA typical theatre is a wonderfully diverse place information to reach out to audiences.where people come to enjoy plays, dance, musicand other performing arts, but also to eat, drink,socialise and maybe enjoy a small exhibition.Assets Reach add to listing website Better Facebook events Audience dance Share on outside screen Should come in but Broadcast in Café don’tcomedy music Produce 2 minute video Share online teasers of our behind the Crowds on the square Shows scenes: what we do Behind the scenes videos (mostly youngsters, skateboarders, artists,theatre cabaret etc.) youth award Metrics Channels Guidelines White wine drinkers in the cafe (mostlyown productions Ticket sales (and % to 1. indoor scenes (tease) “Better a good neighbour 25 - 35 years old, no new visitors) 2. FB/newsletter (entice flirts than a far friend” kids, enough money Events Number of flirts We show what we do but ‘no time’) number of members and members “Only flirt when you mean it.” “drama in Views of videos 3. Website (basic information Support & service first Come in and shouldfarmers market open air” do so more often and service)popular café Our “friends” (both(queues!) formal and informal, same 200 peopleProducts always)popular book store Flirts are interested. We involve “Friends” are 1) on mailing 55+, no more kids, them with curatorial power (which list or 2) on FB. Some are come for best showslarge screen free wifi Engagement show will we do again?), making members them ambassadors (show a The local art andoutside history! Once a year: friend around) and encouraging FB & mailing list = 1 step to culture scene on “lets take the next step” flirts are blogging, tweeting etc. with tours full membership opening nightlots of Venue invited to become members (at and intros. flirting night). No discount: call to Give specials and exclusivesfree seats central location action to flirts, e.g. early access etc.:-( square in frontObjectives Vision Trends1. Show as many people as possible what We’re your friend in discovering performing art More openness > show what we do we’re really doing Increased interest for “local” > support other local2. Develop a loyal group of fans/members who are connected to us initiatives Lots of alternatives popping up > make clear why to pick us 57
Digital engagement This example framework proposes a focusfor a local library on online recommendations as a service and enticing readers to do more at the library.The local library is where love of reading begins.The rooms full of books and readers are amongour favourite places in the world. At the sametime the digital revolution hasn’t been easyon anything and anyone book-related.Assets Reach “We’re the well-informed recommendation engine” Audiencebooks fiction Facebook book Q&A: reader ask for idea, Different twitter personalities Troubled readersgraphic novels sort through articles & opinions (They read, but don’tdictionaries crimis we crowdsource the answer and combine them with library come to the library.)magazines bibles “Beat Amazon” recommendation night stuffcookbooks Active twitter usersphoto books (bring your books and we tell you what Bloggersguide books Online news addicts to read next, better than they can)Non-books games E-book readersDVDs newspapers Metrics Channels Guidelines Amazon buyersboard games CDs Coffee Hits on website Our Facebook We’re about readers, not books Instagrammers! Engagement on Facebook 4 Twitter personalities Every visitor is welcome (Photo essaysStuff we know Visitors to events Friendly and books.)literary knowledge Online catalogue/websitewriters user data Hip book clubs.recommendations Onsite events Happy readersThings we do Engagement “We go beyond books and provide a fun social experience”tours book clubs Our memberslectures debates Fans are activated FB fans are invited to special events We put a flyer asking people to like usexhibitions by empowering at the library, where they can mingle. on facebook in all books. Like a secret! Families with young them to help us help Sometimes events are only promoted children who come to troubled readers in books people borrow (secret) On Facebook we share secret stories read in our library about the library and our best advice to troubled readers. Traditional book clubsObjectives Vision Trends1. Put our collections in context Our library is for all readers, even those People read less2. Get more traffic to our online catalogue who don’t like books. E-books3. Increase enthusiasm for our events Library > books Readers get their fix online with our loyal readers4. Improve our name in the community 58
Digital engagement It also shows how, through crowdfunding, anfor an artist artist might find alternative sources of income to make work. Of course any independentCan you use the digital engagement framework professional can use the framework similarly.for yourself? Well, yes, we believe you can.In this example we show how an artist coulduse the framework to find an audience, builda brand and connect with an audience.Assets Reach Objective: get on the front page of Wired AudienceIdeas about media Create a funny viral Combine with smart Push blog to small Repeat until I’m First: everybodyFlying puppy video with help of blog about puppies blogs, using my on Wired interested invideo idea PR friends reflecting on media Twitter and Facebook reflecting onSome PR friends modern media Metrics Channels Guidelines84 subscribers Then: people withon Youtube Add 1: check front page of Wired Videos 1. have fun spare money, or a Add 2: check email My new blog/ Tumblr 2. make friends stage, or a gallery,450 fans on Add 3: check bank account Other people’s blogs or a festival etc.Facebook Engagement Raise 50k for my own ambitious project And: people interestedNice portfolio in supporting me.2k+ photos of puppiesand their ownersSculptures ofpuppies Make videos with Use blogs, videos and new, Start Kickstarter Use video to donators, let them original material to promote campaign after introduce ideas tell the story the campaign. Empower enough buzz in about puppy/boss friends and existing fans other blogs encyclopaediaObjectives Vision Trends1. Make the front page of Wired Digital media will make me known around the I spend too much time on Facebook2. Get 2 emails from interested strangers per day world and allow me to create my work Crowdfunding3. Raise 50K for an ambitious project Work gets “stolen” and put on Instagram, Pinterest, etc. 59
Your digital engagement frameworkHow about you and your organisation? Copy the ideasyou like best from this book, your own imaginationand what your team and colleagues share with youinto this Digital Engagement Framework and startbuilding from there. Good luck!Assets Reach Audience Guidelines Metrics Channels Trends EngagementObjectives Vision 60
Part HMaking it happen10 weeks to a digital Week Activity Adviceengagement strategy 01 Put a large empty DEF on the wall of yourThe Digital Engagement Framework helps you ask all office. Buy post-its, pens, paper, charge yourrelevant questions to develop a digital engagement 02 camera. Schedule meetings and sessionsstrategy. But who will answer these questions? Who 03 with key colleagues.will ask them? And when? 04 05 Interview key colleagues (director, ask them about vision, assets and audiencesAny DEF process will need a trailblazer. We assume 06 management team, educational staff, etc.)that’s you. You will be asking the questions. You will Do desk research about the competitionbe finding the middle way in all the answers. 07 Tour your venue/location/office look for unknown assetsWho you’ll be asking depends a lot on yourorganisation, but even if you’re alone and working Summarise your findings so far: What could we make beautiful presentations of ourindependently, you will have to ask other people. the vision be? What are important conditions findings to inspire peopleDirectors, colleagues, visitors, competitors, external for your digital engagement strategy?experts and anyone else who has something sensibleto say about any of the elements of the DEF. 4/6-hour workshop on trends, vision, see next page objectives, assets and audiencesHow you will ask them, again, depends on yoursituation and confidence with facilitating change 4/6-hour workshop on reach andand strategy development processes. Don’t worry engagement. Finish with guidelines andabout asking for help: these things can be tough. what your colleagues need in order to get the job done.We recommend to work fast, include as manypeople as possible and break all the questions up ina number of creative sessions that you will facilitate.What such a process and such sessions might looklike is shown in this last part of the book. Summarise the outcomes of the sessions and draft your digital engagement strategy. 08 Get feedback on your draft from all involved. if you don’t feel 100% convinced about your Do a reality check, e.g. with an external strategy, repeat week 7 and 8 until you are. consultant. 09 Finalise the strategy with all the feedback. 10 Present the digital engagement strategy to and start planning your actions! your directors or management team. 61
A digital engagementframework workshop Time Activity Advice 10:00 am Welcome and introduction Make sure everybody has a shared goal and understands each other. 10:15 am Warming up exercise: “Our organisation in 5 years time.” e.g. ask people to write down their ideas first, then gain support for them in a short 11:00 am Trends: what are the top 3 presentation. developments affecting us. You can try to build personas with real 11:30 am From vision to objectives and names to talk about audiences. setting realistic goals. Here you can for instance use a technique 12:30 am Audiences: who are we doing it for? called affinity mapping. 1:30 pm Assets: what are we doing it with? Try to summarise as much as possible: “Our vision is ..., our objectives are ....” and ask 2:30 pm Wrap up and conclusion. people to agree or make adjustments. 3:00 pm End N.B. This is just a draft of a workshop. We like using gamestorming techniques, structured dialogue and other creative methods to make meetings engaging and fun. Use lots of post-its, ask people to translate ideas into real life situations, build prototypes of activities and discuss core ideas and values until you’re sure everybody is on board. 62
Case StudyA digital engagement strategy for educationThe National Gallery of Art, The workshops were highly participatory, involving “We talked about all of theWashington DC structured discussions and lots of post-it notes. Gallery’s assets, not just digital Because of the number of workshops, Dana could ones. And we talked about ourLate in 2012, the National Gallery of Art in experiment with the impact of different ways to ask educational ambitions, notWashington DC had no unified approach to public- questions about elements. Some resonated better just what would be achievablefacing digital projects. As a first step towards a than others. For instance, when talking about the through digital. I knew that oncestrategic plan for the organisation, Dana Allen-Greil vision, the question, ‘If you were to win an award at I had the [organisational input],was asked to help the Department of Education the end of your career, how would you want someone I could use my experience anddevelop a digital engagement strategy. to describe what you were able to accomplish?’ expertise to help tease out the worked well, particularly for mid-career and older solutions in terms of content,Dana says, “During December 2012 through staff. ‘What might your audience say about how your platforms, and other specifics.”February 2013, I conducted a series of nine program impacted them?’ was another way of askingworkshops which, as a whole, included every staff this question that seemed to work well for people. Dana Allen-Greil,person in the Department of Education.” For easeof organisation, the workshops were carried out With so many participants, change management The National Gallery of Artwith each of the departments that make up the becomes key to success. Dana says, “During the Washington DCDepartment of Education. She continues, “I think workshops, I took photos of each completed sheet.there are pros and cons to organising these sessions To foster collaboration and model transparency, Iwith individual close-knit departments.” A sure created a wiki for the digital strategy planning thatbenefit of the approach was that colleagues knew was accessible to everyone in Department ofeach other well and often shared the same vision Education.”and ideas. On the other hand this meant a lot ofwork for Dana aligning the outcomes of the different Dana’s hard work and structured approach wereworkshops. not unsuccessful. Near the end of her strategy development process, the National Gallery of ArtThe workshops were short and high-paced. To decided to appoint an outside consultant to do thecounter the lack of knowledge and experience same things for the entire organisation. The strategywith digital projects among staff, Dana focused Dana developed together with 50+ employees aton the organisation-specific elements of the DEF the Department of Education serves as example andand later added her own digital knowledge: “We influential input in this overall strategic plan which istalked about all of the Gallery’s assets, not just currently under development.digital ones. And we talked about our educationalambitions, not just what would be achievablethrough digital. I knew that once I had the[organisational input], I could use my experienceand expertise to help tease out the solutions interms of content, platforms, and other specifics.” 63
Our best advice Jasper: The most important success factor is to get everyone in your organisation on board. That’s why we talk so much about workshops andSo, we’ve just written a book about how to involving your team. I call this urge and enthusiasm. Everyone understandssuccessfully implement digital media in your the urgency and is enthusiastic about digital.organisation and turn it into a social institution,and only now we’re giving our best advice? Jim: You cannot separate talking about digital engagement from discussions about your brand and overall strategy. Make sure these are and stay aligned.As we said at the beginning, any frameworkis a simplification of reality. And the reality of Jasper: Your director doesn’t have to understand digital, but he/she needs toimplementing a digital engagement strategy trust you know what you’re doing. Start with simple pilots before you developis rather complicated. Our best advice is meant complex strategies.to help you cross the divide between the simpleframework and the complicated reality. Jim: Don’t be shy to hire experts for tasks you do not feel comfortable with. Building a website, designing an app, facilitating a workshop... In the end anSo, how to make digital engagement happen expert is often cheaper than working all night to deliver on a promise.in your organisation? Jasper: Build a network of likeminded people in and out of your organisation who you can ask for feedback and input. It’s impossible to know everything yourself. Jim: Start small and think big. It takes years for a digital engagement strategy to fulfil all its promises, give it some time. More best advice? Follow blogs, go to conferences and talk to strangers as much as you can. 64
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