Organisations are often confused about what a Digital Strategy is. It can mean different things to different people but to us at ATS, a good digital strategy does the following:
• delivers more visitors because you have engaged them ‘pre-visit’,
• the visitors have a great experience because of the content delivered on digital devices,
• and the visitors are still talking, tweeting and sharing about you when they leave(‘post-visit’)
Here are our simple stages
Step 1 – Digital Healthcheck
Have a good look at your brand, whether Museum, Gallery or Heritage Site to see how well it is known outside your immediate area, how strong your message is, how many people are talking about you on Social Media.
Do you have Social Media outlets: Twitter, Facebook, Instagram, a Youtube channel and a good website. Do they have a consistant brand and are they maintained (one tweet a week is not enough).
Do you have digital assets for visitors to download or use at your site. EG an App, audio guide, or multimedia guide? Have you got an interpretation plan?
Do you have facilities for Access, and foreign language visitors?
Step 2 – Develop your messaging and content
Think about what your unique selling points are; and develop consistent messages for your Web and Social Media outlets. Check that these are linked to your interpretation?
Step 3 – Choose the right platforms to deliver your messages and content
Work out what social media platforms work for you and make sure that someone is responsible for maintaining them. Decide whether an App, or onsite facilities such as audioguides and multimedia guides can help with your interpretation. Remember that a good App (from ATS) links the social media to the content.
Step 4 – Deliver, engage and cultivate
Step 5- Measure, Evaluate (and Adjust).
Constantly review and refine.