Responding to the digital shift
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This document summarizes a presentation on digital literacy and its importance for charities. The presentation discusses what digital literacy means, how charities are faring in terms of digital literacy, characteristics of digitally mature organizations, and steps for organizations to become more digitally literate. Survey results are presented showing that while most charities have a digital strategy, leadership understanding of digital is still lacking and digital literacy within charities is generally poor. Recommendations are provided for improving digital literacy, including leadership support, a user-centered focus, treating digital as integral rather than an add-on, and making digital literacy a core competency.
Responding to the digital shift
- 1. Strategic Digital Communications Seminar 12 July, 2012, London #CCdigital Friday, 13 July 12 1
- 2. Responding to the digital shift - Why digital literacy matters July 2012 Katie Smith - @katie3059 Head of Third Sector, Cogapp x Strategic Digital Communication Friday, 13 July 12 2
- 3. Founded 1985 Based in Brighton (and New York) Digital media + public-facing organisations Twitter @cogapp / @katie3059 Friday, 13 July 12 3
- 4. 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 Friday, 13 July 12 4
- 5. “ A lack of digital literacy is a threat to the sector. - Digital manager at CharityComms/Cogapp event, March 2012 Friday, 13 July 12 5
- 6. Friday, 13 July 12 6
- 7. Source: The Telegraph Friday, 13 July 12 7
- 8. Source: Evening Standard Friday, 13 July 12 8
- 9. Source: Alex Nunn http://wheretheresmuck.wordpress.com/ Friday, 13 July 12 9
- 10. Friday, 13 July 12 Source: Guardian Online 10
- 11. Friday, 13 July 12 Source: John Doran, www.theqietus.com 11
- 12. “ 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.” - Shelly Lucas, Senior Marketing Manager, Dunn & Bradstreet Friday, 13 July 12 12
- 13. So what is digital literacy? Friday, 13 July 12 13
- 14. “ 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.” - Charity CEO on digital literacy Friday, 13 July 12 14
- 15. What charity digital people have told us Friday, 13 July 12 15
- 16. Does your charity have a digital strategy? 76.9 % YES Friday, 13 July 12 16
- 17. If you do have a digital strategy, is progress against the strategy monitored by your charity’s executive team? 65.0 % YES Friday, 13 July 12 17
- 18. How well do you think the leadership of your charity understands digital? 56.1 % NOT VERY WELL OR NOT AT ALL Friday, 13 July 12 18
- 19. In your opinion, how important is a good standard of digital literacy to the success of your digital strategy? 74.4 % VERY IMPORTANT Friday, 13 July 12 19
- 20. What would you say is the general level of digital literacy within your charity? 56.1 % NOT VERY GOOD/VERY POOR Friday, 13 July 12 20
- 21. “ 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 Friday, 13 July 12 21
- 22. 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 Friday, 13 July 12 22
- 23. 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 Friday, 13 July 12 23
- 24. 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 Friday, 13 July 12 24
- 25. 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 Friday, 13 July 12 25