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Digital Media Framework: Embracing the 4D Approach for Effective Communication Strategy

This presentation by Chris Addison explores a comprehensive framework for managing digital media, emphasizing a 4D approach. Delve into strategies for decentralizing content, engaging in dialogue, and displaying content across various channels. Learn how to enhance information context, encourage user interaction, and drive dissemination. Discover ways to reach diverse audiences through multiple channels and platforms. Explore metrics, statistics, and case studies to optimize content distribution and engagement.

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Digital Media Framework: Embracing the 4D Approach for Effective Communication Strategy

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Presentation Transcript

  1. A framework for dealing with digital media Using a 4D approach Chris Addison, Web Communications, International Food Policy Research Institute 11 November2010, Svendborg Denmark

  2. Web is dead? • top 10 Web sites accounted for 31 percent of US pageviews in 2001, 40 percent in 2006, and about 75 percent in 2010. According to Compete quoted in wired

  3. 4Dimensions online • Decentralized content • Collection:Wordpress, Slideshare, Flickr, Youtube • Distribution:Feeds, Email, Embedding • a Descriptivesystem to put information in context • Indexing:manual cataloguing, custom search • ways to ensure we are part of the Discussion • Dialogue:Wikipedia,Facebook,Twitter, Linked-in, Blogposts, Features • Display content for new devices, channels and audiences • Display:Video, Slideshare, Mobile apps

  4. Description (in context) Folksonomy Tagging Markup keywords Twitter Disqus Discussion Email (with users) Flash+xml Blogs Social Bookmarking embedding feeds Youtube Google Slideshare Animated Brochures Display Decentralisation (in the right places) (Open to all)

  5. Decentralise Your content on others sites The big ten and so many more……..

  6. Decentralise dissemination Help others to feature your content

  7. Display and new channels

  8. Description Putting information in context Bringing together Showing the media - embedding

  9. Where the users come from ReferringSites Google Direct

  10. Heightvisits Wikipedia Feedburner Google books Email

  11. Repec WidthPages per visit Feedburner/email Email Google books Eldis

  12. DepthAverage time on site Twitter Email

  13. New dimension% New visits Wikipedia Mobile site Facebook Twitter

  14. View of visitors

  15. Adjusted Country statisticsExpressing as proportion of connected users South Africa Ethiopia Congo DRC Bangladesh Uganda Sudan

  16. 3 outputs = 21% of visitors Climate Change 6%Food Policy Report Millions Fed 7% Global Hunger Index 8%

  17. Video views 2500+ Book Visits 1000+ 11000+ total visits Twitter followers >3000 Powerpoint views >250 Booklet visits 700+ Seminar audiences >300 Reaching Multiple Audiences through Multiple Channels

  18. Event Book Video Video Trailer Video Video Video Discussionpapers Video Video Video Video Booklet Website Website Website Email/ discussion groups Infomediaries Amazon Communities

  19. The web engine Twitter OAI for documents Youtube iCAL for events Facebook/Linked in Blog RSS Content input tools Feed exchange platform Web care system Analytics system Index Google sitemap Google scholar CMS/ Wiki Google news

  20. Questions? #4ddk

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