Digital Engagement Guidelines 1 What is Digital Engagement

Digital Engagement Guidelines 1

What is Digital Engagement? • • uses digital tools and techniques to find, listen to and mobilize a community around an issue 2

Digital Engagement Framework Vision Assets Reach Audience Engagement Channels Trends Metrics Objectives Guidelines 3

Vision • Vision tells you what your future looks like. – How will your NSO be different in the future because of digital media? – What will people say about your NSO in the future? 4

Assets • The valuable or special things, people or qualities you own or do. – What makes you stand out? – Why do people choose you? – What do you sell? – What experience do you offer? 5

Metrics • Metrics help you measure success and monitor progress. – What are your KPIs? – What is success? – How will you report? 6

Objectives • The measurable and specific things you want to achieve with digital engagement. – What do you want to achieve with digital engagement? – What are your NSO’s goals & objectives? – What do you need to achieve to make your NSO more social? 7

Objectives Discuss in your table group key objectives for your NSOs. 8

Audience • The people you exist for, both you have reached and those you have yet to reach. – Who do you reach? – Who visits you frequently? – Who have formalized relationship with you? – Who only knows about you, but do not visit you? – What new groups would you like to reach? – What are the specifics of each group? 9

Reach • Reach is about making first connection with new audiences or existing audiences for a new activity or channel • Consider: – Where can you find new audiences? – How can you connect with them? 10

Engagement • Developing relationship between you and your reached audiences. • Consider: – What can you offer your audience to stay interested? – How can you involve them in what you do? – How can you activate them to become an active advocate for your NSO? – How can you work together to co-create value? 11

Audience Discuss in your table group who are your existing and new audiences? How do you intend to reach and engage them? 12

Channels • Channels are where you share your content, reach and engage your audiences. – Which technologies, media and tools will you use? – What content will you share? 13

Trends • Trends describe developments that affect your NSO, audiences, assets and vision. – What new technologies and media do you see coming? 14

Existing Social Media Sites 15

Channels Which technologies, media and tools will you use? What content will you share? 16

Guidelines • A guideline aims to streamline particular processes according to a set routine or sound practice. – What are your core values? – Who is responsible for what? – How do you respond to unexpected developments? – Too much control? Promote participations? 17

Guidelines Determine the do’s and don’ts for each of the technologies, media and tool. Who is responsible for what? How do you respond to unexpected developments? 18

Australia’s Scouts Digital Engagement Guidelines 19

Question? Thank you! 20