Create your digital strategy. What is a Digital Strategy? Your Digital Presence. Martin Davies Director, E-Learning Wiley

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1 Create your digital strategy August 10, pm LC5 What is a Digital Strategy? Martin Davies Director, E-Learning Wiley Your Digital Presence 1

2 A Typical Digital Presence A typical digital presence consists of multiple components Apps Communities Career Conference Education Foundations Digital strategy is not about technology It s about your core goals and values It must be founded on your overall strategic plan blog Social Media Websites Design Unified for consistent messaging Integrated for consistent experience Not just about branding Construction Having the blueprint isn t enough Coordinate your crews Review and revise regularly Agree the measurable outcomes 2

3 From Search to Surface: Why You Need a Digital Strategy Michael Clarke ASAE Annual Meeting & Exposition 10 August 2014 Nashville c l a r k e & c o m p a n y 1 0 c l a r k e & c o m p a n y 1 1 c l a r k e & c o m p a n y 1 2 3

4 c l a r k e & c o m p a n y 1 3 c l a r k e & c o m p a n y 1 4 Why do you need a digital strategy? 1 Not optional you already have one 2 Provide an integrated user experience that meets the evolving needs and expectations of customers, members, and other stakeholders 3 Search is dead Expose users to valuable content they would not otherwise know existed 4 Increase revenues by upselling content and services 5 Engage with customers where they are (social media, mobile devices, etc.) c l a r k e & c o m p a n y 1 5 c l a r k e & c o m p a n y 1 6 4

5 Why do you need a digital strategy? 6 Provide a platform for the development of new products & services 7 Know your customers better by constructing 360 degree view of their engagement with you Michael Clarke President, Clarke & Company c l a r k e & c o m p a n y 1 7 How to build a digital strategy Davina Quarterman Senior Manager, Society Innovations & Tools Wiley 1 PEOPLE You need to be confident both in their ability to do the work, and that you will have a good working relationship with them. - Federation of Master Builders 5

6 2 PURPOSE Rewrite the vision statement with a digital first approach 3 Analyze your surroundings and assess how and where you fit (BIG) PICTURE 4 Plan with your members in mind, provide the experience they want and need PLAN 5 PRODUCE Decide to build, buy or partner 6

7 6 PERFECT Remodeling adds comfort, convenience and space to what is for more home owners their most valued asset. - National Association of Home Builders Available for all attendees: STRATEGY BLUEPRINT infographic with hints and tips A long way to go The BJU International Digital Strategy: A Case Study Quoc-Dien Trinh, M.D. Associate Editor, BJU International Assistant Professor of Surgery, Harvard Medical School SoMe situation pre-2013: Facebook: 3 accounts, all unused Twitter: 2 accounts, very rarely used, best had 750 followers > the current account LinkedIn: 2 accounts, both out of date 7

8 Establishing a strategy Recruiting a forward-thinking team Training (BMJ, Velo) Board meeting 11/2012 Connecting with active groups (#urojc) /BJUInternational BJUIJournal 8

9 Metrics of success Are we doing it right? How to measure success in establishing a digital strategy? Web Metrics The amount of time a user spends on the site is indicative of gaining their attention Bounce rate is another good one and indicates what percentage of visitors leave immediately from the first page the landed on Roadblocks Make sure your efforts are coordinated - do not have different staff/people in different places setting up multiple accounts Ensure you keep track of all account details, so they are not lost when staff leave or are sick Being proactive without going overboard 9

10 Summary NEED to establish a digital strategy SET clear objectives IDENTIFY the right team CONNECT with peers and competitors MEASURE the success of the strategy Martin Davies Director, E-Learning Wiley mdavies@wiley.com Davina Quarterman Senior Manager, Society Innovations & Tools Wiley dquarterman@wiley.com Contact us Michael Clarke President Clarke & Company mclarke@clarke-company.com Quoc-Dien Trinh Asst Professor of Surgery Harvard Medical School trinh.qd@gmail.com