A presentation explaining the background and purpose of digital strategy and sharing some tips on how to approach it. Originally presented at Reading Room Manchester's Digital Strategy breakfast event on 31st October, hence the Halloween theme.
2. Demystifying digital strategy
• How we got here
• What’s the problem
• What is a digital strategy
• What makes a good digital strategy
• How do you go about making one
3. It’s been one hell of a ride
Disruption
Proliferation
Transformation
7. But…
“When a leader characterises the challenge as poor
performance it sets the stage for bad strategy.
Underperformance is a result. The true challenges
are the reason for the under-performance.“
Richard Rumelt – Good Strategy/Bad Strategy
8. What is a strategy?
Diagnosis
Research
Consultation
& Insight
Planning
Policy
Action
9. What is not a strategy?
wishful thinking
best practice
a vision statement
10. What’s so special about strategy?
Strategy focuses effort and
provides a pragmatic context
for decision making. It engages
the whole organisation in
systematic progress toward a
clearly defined goal
11. An example…?
• Huge and complex
marketplace
• Reductions in
funding
• Consolidate
technology
• Focus on inspiration
& engagement
• Work with the
sector to satisfy the
rest of the journey
12. Developing a digital strategy
Research &
Investigation
stakeholder
engagement &
requirements gathering
multi-channel
customer journey
mapping
audience research &
persona development
review of internal
processes and
staffingcapabilities
technology and
infrastructure audit
content , platformsand
publishing audit
Analysis &
Insight
review and analysis of
findings
organisational goal and
objective setting
problem identification
and insight generation
explore potential
strategies and agree
direction of travel with
senior stakeholders
Strategy &
Planning
high level strategy
development
• journeys
•engagememt
•content
• channels
•data/CRM
• technology
• measurement
digital
roadmapplanning
infrastructure
optionsand cost
evaluation
feasibility review
(resources & budgets)
and prioritisation
programme planning
and business case
development
Guidance &
Implementation
content planning and
editorial calendar
development
publish guidance
documents
implementation
briefings & training
workshops
measurement and
reportingprocess
initiation
initiation of key
programmes and
projects
Issue tenders for
external support
Continuous
Improvement
analytics and
benchmarking reports
Internal crossfunctional team
meetings to review
progress
ongoing skills
monitoring and training
programme
periodic strategy
refresh / roadmap
review
13. Apply system thinking
Creating a realistic roadmap
requires a full appreciation of
the interdependencies.
From technology projects to
training and resource
allocation you must capture
the tasks you need to
complete.
17. MargaretOlder family
Age:
44
Location:
Northampton
Occupation: Estate agent
“We want the kids to learn and
discover new things and always try
and include activities that support
that”
Background
Busy working Mum with 2 kids
Family time together is important
Will take both family trips and trips with husband
Conceptualisation is the key stage
Digitally connected – less use of social media
Attitudes, beliefs, motivations
Holiday history
Media Influences