Greg Chapman's presentation for agencyside's "Back in the Black" account team training.

1. DIGITAL FOR THE SUPPOSEDLY NON-DIGITALLY INCLINED Greg Chapman Back in the Black: April 28 – 29, 2011

2. We’re a strong agency now, but we have to develop our digital competency… How do we best utilize the talent we have? Do we have to hire? How do we present ourselves? Image courtesy of Flickr

3. It may seem like an easy decision to utilize “crossover” talent to staff the digital side of the business, but these decisions should be made with care. Traditional creatives may not be digital creatives. The same holds true for Account Management, Project Management, Media, Strategy, etc… Image from Paul Malon courtesy of Flickr

4. …But fortunately there may be hidden or adaptable talent within your agency that lends itself to the digital space. Who are these people and how do you utilize them ? Image courtesy of Flickr

5. Big Company Background?.......or……Traditional Agency Background? Marcom Experience Social Media Implementation Direct Marketing Experience Email Strategy and Planning Catalog or Direct Mail Content Management Strategy Project Management Digital Traffic Management Finance and Analytics Digital Reporting / Analytics Call Center / Customer Service Community Management Image from FromTheNorth courtesy of Flickr

6. Image from shotleyshort courtesy of Flickr

7. Unlike many traditional campaigns, digital campaigns are not “fire and forget”…digital campaigns live on and on and never sit still… Digital teams need to continually evolve strategy and implementation…and constantly monitor performance and metrics. Image from johnread courtesy of Flickr

8. Graphic Designers are not Web Designers Image from Jeffrey courtesy of Flickr

10. Thank You Email: gchapman@sitewire.com Twitter: @Gregory_Chapman Linkedin: linkedin.com/in/gregchap Blog: sitewire.com/blog/author/greg-chapman/