As anyone who has tried to implement a digital communications strategy knows, it can be a hard sell. Data are dispersed, and often confusing. To get buy-in, we need to collect them, organize them, and make them make sense – often to a group of people with different levels of experience.
At Evening Rounds Vol. 08, we explore how to use data to get – and maintain – internal buy-in.
Janelle Chung, Digital Coordinator for Signals Design Group, explains how goal-driven analytics provide a road map for presenting to an internal audience. What are their objectives? The answer will help your stakeholders to understand who their audience is. Find and monitor the relevant channels and compile the right data in context. To get buy-in, group data together to tell a story in a language your audience understands – be it data, dollars or public image.
But with so much information out there, how can we hope to gather, measure and compare data points in a meaningful way? There are many tools and techniques available to communicators. Julia Vyse, Signals Design Group’s Social Media and Digital Content Strategist, gets us started with an overview of Google Trends, Consumer Barometer and HootSuite Social Analytics.
Lastly, Ian Roe, Content Strategist and Immunization Promotion Specialist at the BC Centre for Disease Control (BCCDC), asks, “Is your website a ‘value point’ for your organization?” He walks us through his strategy for getting ongoing internal buy-in and shared accounability for the new BCCDC website.
Thank you to our presenters, Providence Health Care and Signals Design Group for another successful evening, and we look forward to seeing you all again for Evening Rounds, Vol. 9 on June 18, 2013!