Strategic Digital Communications

Seminar 12 July, 2012, London #CCdigital

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Katie Smith - @katie3059Head of Third Sector, Cogapp

Responding to the digital shift -Why digital literacy mattersJuly 2012

Strategic Digital Communication

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Founded 1985Based in Brighton (and New York)Digital media + public-facing organisations

Twitter @cogapp / @katie3059

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What is digital literacy and why does it matter?

How are charities faring when it comes to digital literacy?

What does a digitally mature organisation look like?

What are the steps to a digitally literate organisation

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- Digital manager at CharityComms/Cogapp event, March 2012

“A lack of digital literacy is a threat to the sector.

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Source: The Telegraph

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Source: Evening Standard

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Source: Alex Nunn http://wheretheresmuck.wordpress.com/

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- Shelly Lucas, Senior Marketing Manager, Dunn & Bradstreet

“Brands are held to a higher level of accountability; they’re not fictional constructs. Instead they’re representations of the value, personality and culture of the business. If the brand doesn’t ring true with the customer experience, it’s equity is at stake ..... social media has dialled up transparency.”

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So what is digital literacy?

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- Charity CEO on digital literacy

“People from their own experience are able to utilise digital within their own role – even if ‘digital’ isn’t in their job title. They are able to deliver digitally within the context of the company objectives.”

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What charity digital people have told us

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76.9 %

Does your charity have a digital strategy?

YES

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65.0 %

If you do have a digital strategy, is progress against the strategy monitored by your charity’s executive team?

YES

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56.1 %

How well do you think the leadership of your charity understands digital?

NOT VERY WELL OR NOT AT ALL

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74.4 %

In your opinion, how important is a good standard of digital literacy to the success of your digital strategy?

VERY IMPORTANT

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56.1 %

What would you say is the general level of digital literacy within your charity?

NOT VERY GOOD/VERY POOR

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“although staff (say) that the charity should be doing digital better, (they aren't) able to communicate exactly how or who we should be aspiring to be like.

- Charity digital manager

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Leadership support is necessary – but not sufficient ....

... they need to understand too

Entrenched cultures and attitudes hold us back

Realism is crucial: it’s not a cure all and it’s not free!

User experience should be the heart

Creating new digital silos won’t help

Digital managers need trust, influence and budget

Digital literacy is a core competency

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Collaborative and open culture

Living the values

User-centred

Customer experience drives decisions

Digital integral to the experience - not add-on

Digital is a normal part of the marcomms mix

Social media is a tool used by all

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Clear signal from the very top

Policies that empower staff to be brand ambassadors

Create multidisciplinary teams

Make digital a core competency

Recruit staff with experience, and train existing staff

Facilitate learning opportunities

Invest in digital as infrastructure

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People haven’t changed

None of us are experts yet - keep listening and learning

Digital literacy should be a core element of your strategy ...

..... not quick or costly, but conscious and considered

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