OCVA Digital Strategy. Digital and Social Strategy

Transcription

1 OCVA Digital Strategy Digital and Social Strategy

2 Master title Overview Framework Current Position Initial Review 4 Strategic Strands Digital Landscape/Demographics Market and Model Defining the Opportunities Phase 1 Short Term Reviewing the Long Term

3 Framework Master title What are the trends shaping the sector? Strategy What should the Digital Strategy be for OCVA How is OCVA positioned What is the strategic framework and future opportunities? How do we implement? 2 Strategic Intent What our goals are 1 Vision What we seek to become 3 Strategic Focus What is our plan, priorities and focus

4 Current Master title Position Challenges Grant and contract funded Diminishing funds 50% reduction by 2013 OCVA low profile Not known across Oxon Limited engagement with influencers Manage diverse communications Broad set of stakeholders and customers Varied size and type of customer Collaboration across network Limited collaboration across network e.g. councillors, sector and stakeholders Brand and product awareness Full extent of services often not recognised Not first in mind for secondary services Revenue Large % of customer has minimal capacity for generating revenue (top tier (60-70) = circa 15% of membership and small proportion of database Opportunities Explore new revenue sources Chargeable services Identify new markets/customers Develop public and sector profile Broaden communications Target key influencers Define communication priorities Prioritise communications Focus on customer return Operations Harness resources and network to achieve more for less Develop efficient methods to service customer base Finances Review new models for revenue generation Generate new revenue streams through more commercial services

5 Initial Master Review title Knowledge Services Professional service and valuable consultancy No differentiation in services No packaging of services No data on usage by customer type/time High level of knowledge and skills Some basic funding material/guides available Facts sheets available (seem out of date) Funding sources listed but not requirements Knowledge held by people and not openly available e.g. people helping each other/q&a s Marketing & PR Good relationships with press Developing position as trusted source for sector Limited relationships on social media Limited knowledge of influencers in social media and influencers in sector Website structure and design old Website structure not built for social interaction and limited use of interactive media e.g. video, photos Overall not using data to drive and improve marketing efforts Lots of good content but isolated / often in print not distributed and not being used to build web or SEO presence. Training Good pedigree in training Trusted training provider Sector specific knowledge Limited number of visible courses Unsure of fit to client base need investigation Compared to other C&V orgs limited range visible No online training provision Limited understanding of use within database Reliance on database for awareness/traffic Volunteer Centre Good depth of information for both volunteers and organisations Lack of case studies or visibility of benefits Text driven rather than video or interactive methods No link from website to Facebook or other social media e.g. Facebook group Other C&V using mixed entry points e.g. open mornings/days Events/talks not on website Further investigation required to review cross over with main OCVA database and use Key Points: 1. Need to develop more integrated approach to using digital and social media 2. Need to use data to understand what is working / cost to client ratio / 3. Developing digital assets will migrate opportunities beyond geographical boundaries e.g. Oxfordshire

6 4 Master Strategic title Strands OCVA Knowledge Support Collaboration & Networking Marketing & PR Volunteer Recruitment Defining the C & V requirements - Legal and business advice - Financial structure and process - Funding/Income generation - Management training - Recruit and retain volunteers/staff - Promotional/Marketing Defining the Network - C & V Organisations - Government bodies - Councils and Parishes - Volunteers - Press Defining Voice and Platforms - Target communications - Offline and online PR - Influencer relations - Social media channels - Regular communications e.g. newsletters Defining Role - Connect organisations and volunteers - Provide information on volunteering - Screen and filter applicants to ensure fit to role/organisation - Provide advice and support Role of OCVA - Consultancy - Advice (1-to-1) - Knowledge centre - Education centre - Facilitate group interaction Role of OCVA - Establish online and offline networking - Provide structure for collaborative programmes - Provide categorised / niche events - Facilitate network Role of OCVA - Provide platform for marketing and PR - Provide communication toolkits - Aggregate and share topical news/information - Co-create content - Feedback Role of OCVA - Provide platform for volunteers and organisations - Education on volunteering - PR and news on sector - Connect volunteers - Establish best practice Opportunity - Tier knowledge structure to fit membership size/type - Provide collaborative approach to knowledge e.g. wiki - Utilise digital/online media e.g. video = offline and online training - Link knowledge /training to commercial - Provide toolkits that organisations can licence Opportunity - Become digital source for people and networks - Provide easy and visible access to people in sector - Provide platform for interaction - Harness network for feedback and understand sector Opportunity - Make OCVA a go to source for sector - Provide platform for contributions from members e.g. blog - Aggregate and categorise member content - Develop toolkits for members - Build community around OCVA - Co-creation of content relevant to sector Opportunity - Showcase case studies through social media - Provide visual media to explain what volunteering can offer - Enable groups/people to help with recruitment - Be part of recruitment process - Improve coverage of volunteer centre

7 Setting Master The title Vision OCVA Leading the Sector Knowledge Support Collaboration & Networking Marketing & PR Volunteer Recruitment OCVA OCVA will take lead role and be principal lead in helping customers become digital and social. A formal group of people internally will be responsible for the following aspects: Management of Digital Communications: - Website - Social Channel moderation - Blog - /newsletters - Offline OCVA led events - PR (Integration will be critical) Councils/Councils/Stakeholders/Partners Participate in and with key stakeholders lead initiatives to engage with digital/social media Key roles: - Local championship - Feedback and development - Participate and use - Advocate and use for community Set Process and Metrics Within this it will be important to educate and inform stakeholders within OCVA network. Establish stages in developing competency and skills. Stakeholders/Partners Partners are defined as : - Suppliers e.g. training providers - Investors (e.g. community investors) - Sponsors Stakeholders are defined as: - Government bodies - Funding bodies - Trustees - Customers The diverse range of stakeholders and partners requires a broad and systematic range of communication and networking - Offline events - Online channels - Communities of practice - Newsletters Channels of communication that allow for conversations, sharing of media /content and open dialogue will be crucial to developing engagement. Priorities - Priorities need to be set according to organisational needs/customer priorities - Set schedule and develop plan for year. - Scale and build online communities 1 at a time Data Based Marketing The success of OCVA s marketing and PR should be based on the participation of communities and people. This will be measured objectively through activity on the website and on the social channels used e.g. Facebook page, YouTube channel Critically metrics should be used to track and monitor progress so that resources and efforts are focused on improvement and move away from communications that are not working. The role of the database in this process will be vital to segment members so that: - Income generating members are maintained and harvested for maximum income - Lower level members are targeted with lower purchasing opportunities There needs to be a recognition though that there is a need to build capabilities and develop people who are yet either not competent at digital marketing e.g. due care and consideration needs to be given to this. Within Oxfordshire there are many Digital champions who can help. These are established bloggers, Tweeters. OCVA needs to identify these from the outset. Volunteering The volunteering community in Oxfordshire covers a wide range of both rural, community and service sectors. This is a strategic focus for government and therefore has great opportunities as part of broader PR campaigns. Breaking through traditional perceptions and showcasing stories and benefits from real people will be crucial to developing awareness of volunteering. Information needs to be fluid and built upon the notion of drawing upon organisations for contributions of what they have achieved. Training and development roles of volunteer co-ordinators and within organisations presents a secondary revenue (though small) opportunity OCVA: - Share industry sector practice - Develop and collaborate - Adopt and use best practice - Develop interactive media highlighting and explaining services

8 The Master Digital title Landscape The Future of (Social) Media will be: Social Mobile Location Discovery Relevance (customized and personal) Content and engagement produce traffic Reinforce website/social media to increase traffic Develop user generated content as part of content development Test and refine data to improve marketing effectiveness Refine and improve engagement levels Refine and improve advertising models Develop and test new revenue models for content/services Mobile including banners Social media for reach and impressions Harness Power of The Community/Customer Base Refine and improve user generated news Source from community contributions news/blogs and video case studies Harness staff as part of exercise to build brand Set policy but encourage input and participation Acknowledge and reward contributions/notable achievements Experiment Experiment with different tools and techniques/content and engagements e.g. QR codes/instagram Keep on top of social media/digital trends to exploit new methods of engagement Listen and moderate on brand and on customers brands Be fair and even handed with responses Be visible and reflect policies

9 Target Master Market title & Social Media UK Facebook Statistics Demographics Sept 11 37M Ageing population SOURCE: Office for National Statistics/GAD/Mintel UK Facebook Statistics Sept 11 37M (est) 2014 (proj) % change % change AB 12,221 13,439 14, C1 14,251 14,788 15, C2 10,299 10,618 10, D 7,913 7,977 7, E 4,296 4,260 4, Total 48,980 51,081 52, More affluent population good for radio Source: Mintel Key Point: Broad demographic of audience

10 Markets Markets Master title and Revenue Opportunities Present New Present New Market Penetration Products/Services Development - Sector under pressure - Limited growth in small organisations - Geographical boundaries present challenges - Current one size of service - Extend packages / price points and offer new services Options - Increase costs for services - Package existing services to increase revenue per client Options - Move to consultancy services - Online training - Source affiliate products/services - Move to procurement operation for sector Market Development Product/Market Diversification - Limited capacity to achieve this - Extend services to new sectors Options - Extend beyond geographical boundary - Provide online services to sector (can be purchased from anywhere) - Develop full commercial services - Develop consultancy model - Extend reach online/offline Options - Requires investment/repositioning - May affect stakeholder relations Products

11 Overview Master title of Strategy Model Fit to OCVA - Easy resource for news /Information - Case studies and examples - Fluid and dynamic content generation - Adding value through updates and topical news - Co-created content from customers/key people Fit to OCVA/Customers - Events provide additional recruitment /engagement of customers - Blend offline/online with social media - Increase opportunities for revenues - Useful services relating to sector - Opportunity to hold specific funding events/possibly with presence of funding body National Events Offline/Online Website Information OCVA Interaction Engagement Marketing Training Offline/Online Fit to OCVA/Customers - Quality training - Familiar and trusted source - Resource for sector training - Local and broader geography - Leverage partnerships - Link to sector trends - Offer networking opportunities Local Services Community Memberships Fit to OCVA/Customers - Learning on demand - Progressive learning for sector - Pay as you Go model - Packaged products/services to price points - Extend range/geography of customer base - Flexible pricing

12 Develop Master the title Integrated Revenue Model (Business Model) National Website Sector Events Offline/Online Social Media Training Online/Offline Local Membership Online/Offline Community Key Points: 1. Social media provides the central method for sharing content 2. OCVA can become part of the broader sector conversation online 3. Listen and refine information based on listening to news/customers/channels

13 Markets Master title and Revenue Opportunities Current Position Future Position Markets Markets No clear and defined market segments. Single value propositions Little use of data Not aligned to market sectors in growth Markets Markets segmented and income related Differentiated value propositions/packaged Data driven analysis of opportunities Aligned and targeted on growth opportunities National Customers Customer profiles No defined customer profiles /personas Develop this into testing fit of communications for audience. Test and match data to refine knowledge of customers. Customer Profiles Segmented customer profiles. Communications aligned to each customer segment. Marketing communications e.g. segmented to achieve higher conversion rates OCVA Channels Content Customer Channels No clear channel strategy, policies, processes or tools for use with social media, mobile marketing, Mixed content Customer Content Sole generator of content Content soloed and not sharable Websites do not fit to localisation and not fully socially integrated Not easy to edit update Customer Channels Identify clear markets and rationale for targeting. Allocated resources to develop and prioritise. Develop, integrate and harvest leads and opportunities Customer Content Unique content identified by channel. Minimal replication of content across social media channels except if hosted e.g. video Oxfordshire Extending the Reach Key Points: 1. Digital provides an opportunity to extend the reach of OCVA beyond geography 2. Decisions needed on what constitutes a market/customer 3. Investment and resources need to be allocated to setup projects

14 Goals Master and title Objectives OCVA Goals - Increase brand awareness, increase brand of OCVA - Extend reach and use of content provide deeper level of engagement with customers/stakeholders - Create and package products and services for different customers - Focus on step by step planning process - Add value to by being a go to source of knowledge and information - Use content to help develop brand - crowd source and co-create content - Develop focused multi-channel approach - Segment customers to determine revenue and focus direct communications e.g. newsletters Objectives - Increase and build communities across social platforms by platform by quarter - Increase level of engagement with content e.g. retweets/shares/likes - Develop feedback from customers to improve content production by local community - Effectively manage social media channels - Enhance reach of partners - Provide additional revenue from social channels - Use data to guide and refine marketing Measures - No. of subscribers/members of community - No. of views of content e.g. YouTube - Improve data for segmentation of customer base - Improve sales revenue - Extend reach of content total views total unique visitors across platforms - Develop and add value customers - Posts/Competition entries/feedbacks/tweets - FURTHER OBJECTIVES TO BE SET BY OCVA

15 Defining Master title The Opportunity Integrating Social Networks Social Networks The Figures - 750M worldwide on Facebook - YouTube has over 2Bn views per day - Flickr is host to 5Bn photos - Facebook has over 100Bn photos on its site - People spend over 27min per day on the Social networks (source: Nielsen) - 110M Tweets per day - People in the UK spend over 200 mins per month online and over 45% is on Facebook (source: IAB/Ofcom) - The average age of a person on Facebook in the UK is 39 years old - 1 in 3 phones in the UK are smartphones Social Networks The Conversation The advent of web 2.0 technologies has seen the development of social networks. Organisations can now harness these to develop a new relationship with the organisations and people. Some guiding principles are: - Relevance (providing relevant content) - Co-creation (allow customers opportunities to collaborate and create) - Community (the people matter and should be responded to and respected) - Channel (focus communications ) - Content (this determines people s motivation to engage) Social Networks The Reach Social software has numerous applications, including outreach and promoting transparency, trust, participation and collaboration. Other uses include gathering vital customer information. Uses of social media: - Reaching new audiences and identified communities - Personalisation and co-design of content e.g. playlists - Customer feedback mechanism - Developing awareness of primary and secondary advertising - PR and buzz marketing Communities Customers Organisations Volunteers OCVA Training Events Website Knowledge

16 Integrating Master title the Communications /News Letters Summary of news and local events Link to social channels Include special offers / promotions RSS - Use RSS feeds so people can subscribe digitally to feeds e.g. offers/news/weather Articles At end of articles ensure people are able to connect to other social channels e.g. YouTube, Facebook and Twitter Blogs - Use local influencers to write guest blogs on local sector news - Provide useful tips and updates Social Media Facebook Increase brand awareness Integrate digital assets and build community Harness benefits of Facebook group Twitter - Increase reach of content - Build, develop influencer relationships - Create engagement with customers/stakeholders Events Promote events through social channels as well as through normal channels. Use this for webinars YouTube/Flickr Tag video ensure channel creates traffic Also add UGC Embed in website, blogs/facebook pages Key Points: 1. Need to setup infra-structure then integrate 2. Take things step by step 3. Set clear roles and track progress

17 Setting Master The title Strategy/Purpose For Channels Using the Channels Facebook - Community based platform - Need to have defined policy on Social Media/Facebook page incl: right to delete inappropriate material - Engagement: ask questions, post up secondary articles and information - Moderation involves: responding to wall posts, questions and comments - Localise content - Use for event promotions - Use for updates and questions on Facebook groups - Recruitment for volunteers - Engagement on issues and entertainment YouTube - Creates valuable search opportunities - Provides opportunities to create visual media that is easily distributed - Content needs to be clearly tagged for search - Excellent for testimonials and case studies videos - High engagement level whether for speaker events - Easily embed and change as a feature on website - Moderation: comments (low volume) Twitter Linkedin - Excellent for broad distribution of content - Recruit social media influencers - Good for engagement and conversations - Links can be used to generate traffic to website/facebook/youtube - Content can be added e.g. TwtPic - Use to build engagement with events - Versatile with secondary applications - Moderation involves listening to brand and direct messages - Quick conversations with shows / polls - User news - Excellent for professional level contacts - Interact with broader sector groups - Good for engagement and conversations - Recognition of professional status of individuals - Can integrate feeds and content - Use to build engagement with events - Ask questions focused on sector - Moderate responses - Use to research people and link and build network

18 Marketing & PR Knowledge Support Collaboration & Networking Some Master Ideas title - Use co-created knowledge base - Webinars (online low cost training) - Package services - Use a blog to increase online presence and provide tips to customers - Do IT For You Services Chargeable - Aggregate content from sources - Listen to online conversations - Identify key influencers online - Connect and build with customers - Integrate identities over time into database - Promote events/news/meetings - Retweet topical Gov news/funding info - Become a source - Use for Q&A s - Taster sessions for training - Testimonials - Easy how to guides - Video Blogs - Facebook group for customers - Develop questionnaires/polls - Feature members by week - Invite debate on changes in sector - Gain feedback on proposed courses - Promote events/invite people - Research and develop list of key people - Hold regular online meetings/meet-ups (monthly) - Use Facebook/Linkedin to create networking online - Create Twitter lists - Publish on website/blog key twitter people in sector to follow - Use hashtags for key events/training so people can connect - Film keynote speakers - Promote key parts of offline events - Produce video introducing regional experts in specific sectors - Invite people to events via Facebook so that they can see who else is attending - Use Groups to facilitate introductions/new members - Have featured story each month - Develop campaign for the years top volunteer - Run a Question Time with councillors online - Provide self help Digital Tool Kits - Create a syndicate of bloggers for guest posts - Identify and develop relationships with influencers/customers - Tweet news/blog/retweet topical issues - Have conversations - As above - Post in work with press/tv/radio - Tell stories - As above - Listen and identify issues in sector - Respond and answer - Facilitate community - Build followers

19 Master title Business Integration Goals and plan Priorities Metrics Schedule Customers Roles, Responsibilities, Policy Communications Knowledge Transfer Technology Assimilation People Business Integration Technology Social Management Tools Design and Build Configuration Support Business Processes Business Processes Design and Implementation Content Design, Engagement design and Implementation

20 Phased Master title Approach Phase 1 - Benchmark position - Set policies, roles and responsibilities - Put in place creative session and prioritise ideas for development - Run training session on social media/train people on tools - Research influencers - Identify groups/individuals and listen to online conversations - Identify key sector/local influencers Facebook/Twitter - Set content / engagement planning process (weekly) - Start User Generated News process - Implement weekly stats/monthly report + role/responsibility - Set in place project scoping for larger change projects e.g. online membership Learning and Management System (LMS) - Set project for changing website - FURTHER OBJECTIVES TO BE SET BY OCVA Phase 2 - Refine tools and processes to hone engagements - Scale capabilities through tools and partners - Exploit further revenue opportunities through other media e.g. videos - Investigate strategic partnerships for content production - Develop mobile capability - Hold review and stop any unproductive activities - Improve on data mining capabilities - Harness social events sponsorships - FURTHER OBJECTIVES TO BE SET BY OCVA Long Term - Improve service revenues online/offline - Provide tiered membership programme - Extend platforms for people to interact with OCVA - Review target market segments - Online delivery of training - Increase use of user generated content - FURTHER OBJECTIVES TO BE SET BY OCVA

21 Next Master Steps title Agree strategy and focus Formalise project team and project plan Initiate plan