How to define your digital strategy. What is digital strategy? How can you make your business digitally ready though a model of people, process and technology? A good strategy follows a logical process of diagnosis, policy and action that enables you to define a focus, develop a guiding policy and tactical applications that are coherent and deliver for your business.

1. The Social Moon Strategic
Process
• What is digital strategy?
• The Digital Readiness model
• A logical strategic approach
Digital Strategy
• The digital diagnosis
Delivering on your digital ambition
• Policy and action
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2. WHAT IS Good strategy is more than a
DIGITAL rallying call toward a goal or vision
STRATEGY?
Good strategy must honestly
acknowledge the challenges and
obstacles faced and provides an
approach to overcome them.
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3. WHAT IS People assume strategy is ‘big picture’
DIGITAL and divorced from action.
STRATEGY?
This leaves a disconnect between
‘strategy’ and ‘implementation’.
Companies who lack implementation
have confused strategic problem
solving with setting ‘goals’.
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4. Digital strategy is twofold:
WHAT IS
DIGITAL 1.Aligning the people, processes and
STRATEGY? technology of a business with the success
factors required for true digital readiness
2.Enabling your business to focus on
where your competitors are weak and your
customer need is strong
This is achievable when you implement the
right process…
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5. The most important aspect to digital readiness are of
course the people in the business. However, focus
here should be on breaking down working silos and
shaping the culture and philosophy as much as
executive support and organisational structure.
DIGITAL Process is also key, which means governance and
READINESS guidelines, but it should always be focused on
supporting people and protecting the business. This
means rigorous strategic planning, training and
organisational support and workflows that drive the
right culture and philosophy.
Finally comes technology. Technology does not lead
digital readiness. However, investing in the right
platforms that facilitate collaboration and community
building, integrating social listening into your customer
insight and market research plans, developing the right
data and information management systems and
utilising the best measurement tools will enable
sustained success.
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6. 1 People Process
2
Driving organisational Putting the process
change through the Organisational Models
Governance & Guidelines and frameworks in
breaking down of silos Executive Sponsorship place
and improving internal Digital Strategic Support
communication Management Structure
Workflows Governance &
Cross Functional Working guidelines agreed
Acquisition and Measurement
across the business
deployment of Marketing Investment
Culture & Philosophy
executive support Culture & Philosophy Implementation of
rigorous strategic plan
Enabling innovation
through structure &
philosophy Digital Readiness Training and
organisational support
Protecting &
empowering the
3 business
Internal Collaboration Software
Investing in platforms that facilitate
collaboration and community building Listening Platforms
Integrated CRM & CLM systems
Integrating social listening and redefine
market and customer research Measurement Applications
Integrating CRM systems and information
management based on customer need
Technology
Sophisticated measurement tools
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7. A good strategy follows a logical process. This process
can be split into three parts:
1. Diagnosis
2. Policy
3. Action
A LOGICAL One of the most common mistakes is to mirror the
scale and complexity of your business online.
STRATEGIC
PROCESS You need to understand what distinct differential value
you are offering customers. This comes with a
diagnostic process that seeks to find your digital
sweet-spot or digital focus.
This looks to find the place where your offering is not
currently being served in the digital landscape, is in
line with both the objectives and capacity of your
business and where your customers have a real need.
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8. Competitor
Solutions
DIAGNOSIS
Your Customer
Capabilities Needs
Strategic
Focus
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9. A good strategy will create strength for your brand and
for your business by having a coherent design. This
avoids pursuing objectives that are completely
unconnected or in some cases even conflicting with
one another.
The policy will outline an approach to managing the
POLICY & obstacles and the opportunities outlined in the
ACTION diagnosis. This policy is a direction of travel without
confusing detail.
Coherent action is the tactical articulation of the
diagnosis and the policy. They should be coherent,
feasible and resource based. If you get the diagnosis
and policy right, the actions can be refined to deliver
your digital ambitions.
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10. Say hello and get in touch
hello@thesocialmoon.com
+44 (0)20 7148 4170
www.thesocialmoon.com
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