Strategy is not a 4 -letter word How

Strategy is not a 4 -letter word: How setting a plan for your online approach reaps rewards #14 NTCsbomb Tulani Elisa Dottie Hodges Amanda Thacker-Heidtke

On your way in…did you: 1. Pick up a card 2. Write on the card: Your org’s biggest barrier to a successful online program? Disengaged leadership? Internal silos? Diverse mission and audiences? STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

WHAT YOU WILL GET TODAY WHEN A strategy, and not just tactics? The right time for your organization. HOW WHO To undertake a strategy effort – steps and deliverables. Should be involved in a strategy effort within the organization. FABULOUS PRIZES in the SBOMB BUZZWORD BINGO Challenge! DELICIOUS TREATS – because, you know, you just ate lunch… STARTER KIT to undertake this level of fun in your own organization! STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

AGENDA Getting to know you… Intros all `round The S-Bomb Why the bad rap? And who needs it anyway? Core Concepts What makes it tick? Case Studies They dropped the bomb, and the bomb won. Developing a Framework Key components of a (gasp) strategy. Taking it to the streets Tackling the barriers! General Q&A Great brains, free for the pickin’. STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

GETTING TO KNOW YOU STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

Go ahead, tell us about YOU! Raise those paws for: 1. Who are you? Directors of Online | Cross-Dept Decision Maker | Program | Others? 2. Whatcha doin’? Underway with a Strategy? | Tried and crashed and burned? | “Maybe”? 3. Do you want a Moon Pie? Yes, we’re serious. You’re welcome. STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

TULANI ELISA DOTTIE HODGES Threespot Hodges Consulting • Social Media Manager for Threespot working with NGOs, nonprofit orgs and government orgs • From enviro space into early days circa 1996 of NPO tech innovation at NMP/App. Net • Started out in government, went to the private sector and found my passion in working with non-profits • Cofounder Beaconfire Consulting • Fled South to lead Northridge Interactive nonprofit practice AMANDA THACKERHEIDTKE Hodges Consulting • Former Director of Online Operations, Trout Unlimited 2006 -2014 • CTSG/Kintera Alumni • Founded HC 3 years ago to give high touch service to select nonprofits • Can balance three corgis + 4 yo while on a paddleboard • Can knit a mean scarf • Grew up in NPO digital arena at the knees of some amazing visionaries – cut teeth inside an ORG that had biologist working part-time on website and grew to full department. • Has three kids, two dogs, a cat and a teeny tiny bit of sanity. STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

THE S-BOMB STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

THE S-BOMB WHY THE BAD RAP? Board go like we need a strategy source: cityinvinciblecharter. org STRATEGY IS NOT A 4 -LETTER WORD Team go like ok we did one source: onproductmanagement. net #14 NTCsbomb

THE S-BOMB …WHERE THAT ENDS UP? The proverbial “circular file” source: timemanagementninja. com STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

THE S-BOMB WHY? Does YOUR Organization Need a Digital Strategy? • Has there been a shift in the org’s focus or a fine tune of the mission? • Are you sometimes confused about your target audience(s)? • Does your org use a mix of online tactics which may or may not be in complete alignment? (With one another, or with other org efforts…) • Do you want a strong social media presence, but aren’t sure how? • Do you want to spread info about your organization online in an efficient and cohesive way? If you answered yes to ANY of the above, you need a strategy. Still not sure? STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

THE S-BOMB SIGNS OF DESPAIR Common phrases that may be heard indicating it’s time for a strategy “ Wait…wait, what is the primary objective of our website? Advocacy? Fundraising? ? How do we measure success? STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

THE S-BOMB SIGNS OF DESPAIR Common phrases that may be heard indicating it’s time for a strategy “ Do we have to pick just ONE audience? What would that be, exactly. . . ? STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

THE S-BOMB SIGNS OF DESPAIR Common phrases that may be heard indicating it’s time for a strategy “ Our new director wants a website/blog/facebook/insert shiny object here. STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

THE S-BOMB SIGNS OF DESPAIR Common phrases that may be heard indicating it’s time for a strategy “ How do we handle social? Should affiliates have control? What about our (x number of) email lists? STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

THE S-BOMB WHAT IT CAN DO A thoughtfully crafted strategy will allow your organization to agree upon… • What your digital efforts should accomplish for the organization. • Who your target audiences are and which are top priority. • Which opportunities are most relevant for the organization today, in 6 months, in a year, in two years. • When and in what way to approach the reasonable initiatives within those opportunities to undertake. • How to measure success. STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

CORE CONCEPTS STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

DEVELOPING A FRAMEWORK THE CORE CONCEPT IS SIMPLE: Step BACK to gain perspective in order to MOVE FORWARD as an organization. but… STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

DEVELOPING A FRAMEWORK If you go back, then forward, then back, then forward… then you’re doing the cha-cha. source: Fan film Sony Pictures Entertainment’s 1985 Real Genius. If you haven’t seen it please – do yourself a favor. STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

DEVELOPING A FRAMEWORK GOOD! Engaged leadership Cross-org team participation Broader staff/cmte input Giving due course to the process GOOD LUCK… ELEMENTS OF SUCCESS Hyper engaged leadership not empowering core team Cherry-picked “favorite” departments only, or just “online” “Decision” by large committee; Listening to staff dissatisfaction later Taking 2 years due to inability to decide, or rushing in 2 weeks to “get it done” STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

CASE STUDIES STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

Minimal Investment into front-end primary web presence 2007 -2012. – Desire to balance conservation (mission) content with human interest content. STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

CASE STUDIES TROUT UNLIMITED STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

CASE STUDIES AMERICAN RED CROSS • Red Cross has a strong strategy that has led them to successfully responding to natural and controversial • They also include guidelines for new staff, listening, responding, asking for donations and creating content STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

CASE STUDIES NPR • Tone, approach and ethics are a huge part of a social and digital strategy • The entire organization has to be informed for the official and personal account use • Many of these are available online to follow as guidelines/examples STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

DEVELOPING A FRAMEWORK STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

DEVELOPING A FRAMEWORK KEY COMPONENTS: OVERVIEW The following typify a strategy with a strong focus on the organization’s website: STAGE CRITICAL ACTIVITIES COMMON DELIVERABLES VISION Determine target audience, realistic goals, online objectives and tone and approach Strategic Vision ASSESS Audit of current AND peer’s assets – site, email, social, SEO and SEM; User surveying (across channels) Current State RECOMMEND Use the assessments and brainstorm ideas to create a digital strategy document Future State STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

DEVELOPING A FRAMEWORK KEY COMPONENTS: OVERVIEW The following typify a strategy with a strong focus on the organization’s website: STAGE CRITICAL ACTIVITIES COMMON DELIVERABLES INITIAL DESIGN (OPTIONAL) Draft creative design for the site and/or blog, sample social content, e-communications assets Design assets PHASE TRANSITION Planning for implementation phase Approach Matrix Budget MANAGEMENT Regular and open-door project and strategic management Weekly project updates, regular strategy calls STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

DEVELOPING A FRAMEWORK KEY COMPONENTS: OVERVIEW GOALS AND OBJECTIVES AUDIENCES OPPORTUNITY 4 INITIATIVE/PROJECT OPPORTUNITY 3 INITIATIVE/PROJECT OPPORTUNITY 2 INITIATIVE/PROJECT OPPORTUNITY 1 ONGOING METRICS & ANALYSIS STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

DEVELOPING A FRAMEWORK KEY COMPONENTS: DETAIL VISION Determine target audience, realistic goals, online objectives and tone and approach Strategic Vision The Strategic Vision: • A C R O S S the organization • SMART objectives! • Specific, Measurable, Attainable, Relevant, and Time-Bound • Target Audiences • Deliverable as touchstone throughout project STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

DEVELOPING A FRAMEWORK KEY COMPONENTS: DETAIL ASSESS Audit of current AND peer’s assets – site, email, social, SEO and SEM; User surveying (across channels) Current State The Current State: • • STRATEGY IS NOT A 4 -LETTER WORD Assets now Current challenges Keeping (ahead of) the Joneses Direct input #14 NTCsbomb

DEVELOPING A FRAMEWORK KEY COMPONENTS: DETAIL RECOMMEND Use the assessments and brainstorm ideas to create a digital strategy document Future State The Future State: • Identifies priority opportunities • Subdivides Initiatives – go like a project • Identifies preliminary recommendations STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

DEVELOPING A FRAMEWORK KEY COMPONENTS: DETAIL INITIAL DESIGN (OPTIONAL) Draft creative design for the site and/or blog, sample social content, ecommunications assets Design assets Preliminary Design: • • • STRATEGY IS NOT A 4 -LETTER WORD Too early? Too late? “I can’t see it!!” Funding catalyst Inspiration Comp – pick a chick Proceed with care! #14 NTCsbomb

DEVELOPING A FRAMEWORK KEY COMPONENTS: DETAIL PHASE TRANSITION Planning for implementation phase Approach Matrix Budget: • • STRATEGY IS NOT A 4 -LETTER WORD Tactical activities Pair activities to dollars/effort Iterative Phased #14 NTCsbomb

DEVELOPING A FRAMEWORK KEY COMPONENTS: DETAIL MANAGEMENT Regular and open-door project and strategic management Weekly project updates, regular strategy calls Management: • “Well of course…” • Keep the buy-in goin’, let it keep us warm… • Not go away and come back with pixie dust • Key leader(s) strategic touch points STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

TAKING IT TO THE STREETS STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

TAKING IT TO THE STREETS Let’s tackle those barriers, shall we? STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

GROUP TIME! • Count off by number. • Get with your same #. • Together come up with how the sbomb can solve the challenge card your group was given. • Share! STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

? QUESTION S ? STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb

What did you think? EVALUATE THIS SESSION! Or search by session title at: www. nten. org/ntc/eval When you evaluate a session, you will be entered to win a prize! STRATEGY IS NOT A 4 -LETTER WORD #14 NTCsbomb