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Think of this as the grown-up version of the Sears catalog. Flip through the pages, and just like when you were a kid, find all the things you just have to have. Only now all the goodies aren't for the toy box, they're for your tool box -- the one that will enable non-profits like yours to re-imagine the digital world, and make an impact on the real one.
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HOLIDAY CATALOGoliday
Of Digital Strategies
The 2013
2
“The visionary starts with a clean sheet of paper and reimagines the world.”
— Malcolm Gladwell Keynote at Sapient iEX, Idea Exchange 2013
ABOUT THIS BOOK
Think of this as the grown-up version of the Sears catalog. Flip
through the pages, and just like when you were a kid, find all the
things you just have to have. Only now all the goodies aren’t for
the toy box, they’re for your tool box—the one that will enable
non-profits like yours to re-imagine the digital world, and make
an impact on the real one.
3
DIGITAL: POWER TO IMPACT THE WORLD
We live in an always-on world where constant connectivity transforms how we access information, shapes and deepens our
conversations and changes how we unite with other human beings.
From the desk of a global CEO, to the couch of a college undergrad, to the kitchen of a busy parent, digital gives us all the power to
impact the world.
A digital strategy helps you harness this power and is vital for your organization to connect with people.
A digital strategy defines the organizational benefits of digital
initiatives and provides a path for how to meet those objectives.
ABOUT THIS BOOK
4
DIGITAL STRATEGY CREATION
It’s easy to get lost in all the hype.
Take these steps into consideration before you dive into digital:
ALIGN ORGANIZATIONAL OBJECTIVES
Be clear from the beginning how a digital
strategy will help you meet organizational
objectives.
SET CLEAR METRICS
Two typical metrics for digital include Return
on Investment (ROI) – the revenue you are
getting back for the cost your putting in - and
Return on Engagement (ROE) – the human
engagement you are getting back for the cost
your putting in.
UNDERSTAND YOUR AUDIENCE
Remember to keep your audiences’ needs,
particularly unmet needs, and expectations as
the main driving force of your digital strategy.
User Experience (UX) is critical; if your
audience can’t easily navigate your website or
use your mobile app, they will go elsewhere…
or worse… complain loudly to their 7,546
followers on Twitter. Yikes.
PRIORITIZE
Digital strategies happen in iterations; Use
your audiences’ needs and your budget to
prioritize what happens first and don’t worry
about the rest just yet – you’ll get there.
FUTURE PROOF
Anticipate future developments to keep up
with the constant changing nature of digital
technology. Plan ahead to seize opportunities
and mitigate potential issues.
5
POLICIES AND STANDARDS
There are many policies and standards needed to build, execute, and maintain an effective digital
strategy. A few of them include:
DIGITAL GOVERNANCE
Sets the policies, standards, and operating
procedures to create, execute, and manage
the digital strategy.
DEVELOPMENT STANDARDS
Helps your developers operate more efficiently
and makes the most of your technology by
outlining highly technical things like network
and server infrastructure to less technical
things like file naming conventions.
SOCIAL MEDIA POLICIES
Establishes how to maintain your organ-
ization’s brand, interact with your online
audiences, and moderate your social media
profiles.
CONTENT GOVERNANCE
Part of a content strategy, content governance
keeps your content streamlined by setting the
rules and regulations for creating, implement-
ing and managing your content.
DESIGN STYLE GUIDES
Keeps you “on brand” (and out of your
designer’s dog house) by setting guidelines
for brand colors, typography, logo position and
usage, photography, and other art assets.
WRITING STYLE GUIDES
Establishes the personality of your brand
through an outlined tone and voice by creating
the set standard for writing copy across all
platforms and channels.
6
DIGITAL STRATEGY TEAM
Creating and implementing a digital strategy takes a team. Some of the team players fall into
the categories below and the more of them you get involved from the beginning, the better. Just
remember that your audience is a central part of this team.
USER EXPERIENCE PROFESSIONALSEnsure your digital initiatives meet audience expectations and needs
• Information Architects• Visual Designers• Interaction Designers• Usability Testers
COMMUNICATORSDefine, create and share content that connects with audiences
• Social Media Specialists• Copywriters• Communication Specialists
TECHNOLOGISTSCreate, build, and test solutions that are stable and usable
• Front End Developers• Back End Developers• Platform Specialists• Quality Assurance Tester
STRATEGISTSAnswer questions like why do you need a digital strategy? What will the digital strategy do? Who is the digital strategy for?
• Business Strategists• Digital Strategists• Content Strategists• User Researchers
ENGAGE YOUR AUDIENCE
EARLY AND OFTEN
“Accelerating and innovating to match the pace of digital requires a clear
vision, a focus on the audience and a team of diverse skillsets, perspectives and experiences. Today, the question is not if organizations should adopt a digital strategy, but if they have the
right team to create and execute one.”
— Nathan Brewer, Vice President Sapient Non-Profit Practice Leader
8
A FRAMEWORK FOR DIGITAL
The following framework is a simplified model to think about digital from information creation to
information presentation to the audience. By separating digital into layers, we gain a clearer
understanding to the importance of each layer and how they support one another. A more complex
cyclical model would include audience research and an analytics framework to operationalize data-
driven decision making.
INFORMATION LAYER
Your digital information•Data•Content (Text, Video, Audio)
PLATFORM LAYER
How you manage your information•Web and Enterprise Content Management Systems (CMS)•Application Program Interface (API)•Customer Relationship Management Systems (CRM)•Databases
PRESENTATION LAYER
How you present your information•Web •Digital Displays
•Mobile •Social Media
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CONTENT GOVERNANCE
What are the operational processes and mechanisms
required to ensure the continued success of content?
CONTENT DELIVERY
What delivery model is necessary to acquire, create, maintain and
optimize content?
DIGITAL CONTENT
CONTENT EXPERIENCE
What is the content experience for the
audience? What goes into a digital solution? To which
user(s) is it targeted?
Content is the life force behind your digital strategy – it’s what you use to connect with your
audiences. Content strategy is a piece of digital strategy and is the systematic, thoughtful approach
to creating the most relevant, effective, and appropriate content at the most opportune time, to the
appropriate audience.
We break down content strategy into three pillars:
DON’T LET YOUR LIFE FORCE BECOME A DISEASE – AVOID THESE COMMON MISTAKES:
•Outdated or missing content•Off-message, stale, inconsistent content• Inconsistent experiences across all audience touch points or platforms• Little to no personalization to the content• Lack of content ownership – no one is accountable• Lack of governance or oversight to control quality, accuracy and legality•Content that does not fulfill or meet audience needs• Inefficient use of powerful, and often expensive technology
10
DIGITAL LINGO
ANALYTICSAnalytics includes data analysis, statistics, and insights. All of this information helps you make informed decisions on how to improve your digital presence. Common metrics include views, clicks, click through rate, number of downloads, number of users, unique visitors, and conversion/buy rate.
APIAn Application Programming Interface is a set of tools (data libraries, etc.) that developers use to create new features for a digital platform, or connect one platform to another. For example, you can use Facebook’s API as your user name and password to login to other websites.
APPS Short for applications, Apps are small, focused programs loaded onto your smartphone or tablet. Three types of apps include: web, native, and hybrid.
CMS A Content Management System is a platform for organizing information, data, and user information for a website. It is the interface used by website owners to create and publish information.
CRM Customer Relationship Management systems are used to create and manage user accounts for websites including maintaining your user preferences.
DATABASE Databases store all kinds of information in an organized fashion. Databases can store structured data (i.e. numbers) or unstructured data (i.e. text, pictures, etc.)
METATAGS Metatags provide information like what your webpage is about, who created it, how often its updated and keywords that describe the page’s content.
MICROSITE Small, targeted websites, created for specific, often time-bound, purposes. Good uses of microsites include promoting an event, advertising promotions, etc.
PLATFORM A way to organize digital information. Think of it as the foundation that your digital presence is built on
ROEReturn on Engagement. A key metric in social media and Digital. ROE measures online and digital traffic and transactions, measures it against dollars invested. Some metrics include likes, forwards, tweets, retweets, downloads, average time spent per user, etc.
ROI Return on Investment. Similar to ROE, ROI measures dollars received versus dollars invested. This may be measured in raw currency, tracked by donations received, or by members gained.
RSSReally Simple Syndication. Scans the Internet for content personalized to your preferences, and presents it in a simple, organized way. Want to read the headlines from all the major newspapers in the U.S. in less than hour? RSS to the rescue!
SEO Search Engine Optimization helps your audience find your content easier by bringing your website or webpage to the top of search results like Google or Yahoo!
WIDGETSSimilar to apps, widgets are small, visually based applications on your smartphone, tablet, or internet browser that can be programmed for a different functions. Widgets can be music players, to calendars, to weather forecasters.
Marketing, Outreach &
Communications
11
Organizational Assessment & Planning Business Model &
Process Modernization
Tech Strategies & Solutions
Marketing, Outreach &
Communications
From web and mobile solutions for fund-raising or public outreach, to technology platform solutions for member education or data capture and sharing, we understand the tools and software unique to non-profits—and how you define the ways in which users experience your organization.
Whether the challenge is increasing membership, increasing awareness, or increasing revenues, we help non-profit organizations connect with the public, and engage and retain donors, members, volunteers and employees.
By collaborating with your organization to assess, improve, integrate, or develop business processes and strategies, we can help non-profits focus energies and dollars on their constituents, and modernize operations so you can maximize impact.
SERVING NON-PROFITS We help non-profits define, refine, understand the impact of, and analyze the relevance of your mission and vision, and we work with you to develop and document the plans behind those big ideas.
We work to optimize organizations by understanding your goals—and then recommending and implementing the means to achieve them.
The Little Black Book of Digital Strategy
We are Sapient, and we understand how a robust digital strategy can help give non-profits the power to impact the world. Think of us as your little elves—a team of
11,000+ strategists, technologists and storytellers across the globe, providing you the insights and tools to make your organization’s technology dreams come to life.
Nathan BrewerVice President703-908-2554
Ben CoitSenior Manager703-908-7188
ENABLING POSITIVE SOCIAL CHANGE