Everything about digital strategy at J. Boye Aarhus 14
4 steps to a successful communication strategy for online crises
You probably know about the importance of ensuring a good customer experience no matter the platform and touchpoint of your customer’s journey. But how do you manifest your strategy in a time of an online crisis? And what is the recipe for a future-ready crisis communication strategy?
Prior to his tutorial together with Chris Malpass on managing hostility and crises online at the J. Boye Aarhus 14 conference, we met Steph Gray, social media expert and founder of UK based social media consultancy Social Simulator, to learn more about how to best deal with communication crises in today’s everything-right-now digital era:
Explaining your project’s value using traditional business metrics
In the history of the Web, it’s often been reason enough to do something because it’s cool. But in the private and public sectors, there has to be a real reason for spending money. Digital professionals need to be able to justify why they are spending company resources and they need to do so using traditional business metrics.
In this Q&A styled interview, Philippe Parker who is Director of Strategic Technology at Macmillan Publishing in London, shares his perspective on how you identify business benefits of going digital, how you use this knowledge to make better decisions, and finally how you persuade your boss to keep digitizing.
2 aspects to consider when building a digital roadmap
Roadmaps have become the holy grail of most digital strategies. But when should a project go on your roadmap? How do you prioritize upgrading your CMS in relation to a content improvement project and is a Google SEO project the only thing that really matters?
In the J. Boye network, we have experienced that some members tend to forget that the digital roadmap doesn’t only concern marketing, communications and IT. As digital has become an integral part of any business, the digital roadmap needs to account for your organisation’s business needs. The same principle applies in relation to your strategy. It should be aligned and integrated with your organisation’s overall business strategy. The worst mistake is to view digital as an isolated issue.
Also, keep in mind that your roadmap is a means to reach an end – and if the end changes, so should your roadmap. Don’t just write up a plan and archive it in your bin. Instead, think of it as a vibrant and living organism subject to change.