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How to write a great digital strategy
1. Getting it right ā āØ
developing a digital strategy
Simon WakemanāØ
Director of Strategy and Marketing
2. What is a digital strategy andāØ
do you need one?1.
2.
3.
What does a digital strategy
feature anyway?
Getting it right - overcoming āØ
the common pitfalls
4. What is a digital strategy andāØ
do you need one?1.
2.
3.
What does a digital strategy
feature anyway?
Getting it right - overcoming āØ
the common pitfalls
5. #SimonFail 1
We donāt need a digital strategy. āØ
Digital needs to be part of everything we do.
Your digital strategy is a focus for change
to enable digital to become relevant to
everything that the organisation does.
6.
7. A strategy is the means by which an
organisation sets out to achieve its
desired ends (objectives). āØ
It can simply be described as a long-
term business planning, typically
over a 3 to 5 year timescale.
8. A strategy is the means by which an
organisation sets out to achieve its
desired ends (objectives). āØ
It can simply be described as a long-
term business planning, typically
over a 3 to 5 year timescale.
9.
10. #SimonFail 2
A digital strategy is about establishing the āØ
details of what weāll do with digital.
A digital strategy is about creating theāØ
right environment to allow the organisationāØ
to make the right decisions about digital.
11. What is a digital strategy andāØ
do you need one?1.
2.
3.
What does a digital strategy
feature anyway?
Getting it right - overcoming āØ
the common pitfalls
13. ā¢ Business goals - agreed and prioritised
āBegin with the end in mindā
14. 1. To facilitate the creation, preservation and discovery of knowledge:
ā¢ Enable new modes of research especially across disciplines;
ā¢ Promote new ways of generating, curating, and engaging with data
(e.g. visualisation, data analytics, digital collections, augmented
datasets, health);
ā¢ Extend the reach and effectiveness of scholarly communications.
Objectives
15. 2. To improve utilisation and exploitation of knowledge:
ā¢ Enhance teaching and research through effective use of digital
technologies and data;
ā¢ Empower staff and students through the provision of digital
skills training;
ā¢ Develop outreach, online learning, educational resources and
student support.
Objectives
16. 3. To enable knowledge exchange in a digital environment:
ā¢ Draw in new audiences and collaborators from across the
globe;
ā¢ Provide access to expertise and know-how;
ā¢ Establish new communities involving industry, commerce,
government, civil society both locally and globally.
Objectives
17. ā¢ Business goals - agreed and prioritised
āBegin with the end in mindā
ā¢ Understand your audiences - internal and external
19. #SimonFail 3
Writing a digital strategy about websites.
Digital strategy is about realising the
transformative potential for digital āØ
throughout the organisation.
20. ā¢ Ownership and governance
ā¢ Structures and teams
ā¢ Competencies
Itās about peopleā¦
21. ā¢ Principles for digital in the organisation
ā¦as well as standards and policies
22. Tateās audiences will have digital experiences that:
ā¢ increase their enjoyment and understanding of art
ā¢ provoke their thoughts and invite them to participate
ā¢ promote the gallery programme
ā¢ provide them with easy access to information
ā¢ entice them to explore deeper content
ā¢ encourage them to purchase products, join Tate and make donations
ā¢ present an elegant and functional interface whatever their device
ā¢ take place on the platforms and websites they use
ā¢ minimise any obstacles they may encounter
Principles
23. Principles
To achieve this, we will take an approach that is:
ā¢ audience-centred and insight-driven
ā¢ constantly evaluated and enhanced
ā¢ well designed and architected
ā¢ distributed across multiple platforms
ā¢ open and sharable
ā¢ sustainable and scalable
ā¢ centrally governed and devolved across the organisation
24. ā¢ Policies to guide practice e.g. social media policy
ā¢ A common basis and style for digital services
ā¦as well as standards and policies
ā¢ Principles for digital in the organisation
25.
26.
27.
28. #SimonFail 4
Writing a digital strategy that comprisedāØ
a series of headline projects.
Deļ¬ning big projects is too inļ¬exible. Itās āØ
better to be iterative and agile.
29. ā¢ Move away from rigid, inļ¬exible projects
ā¢ A more agile approach to project delivery
ā¢ Adopting Lean Start-up principles
A new approach to deliveryā¦
30.
31. ā¢ Set out a simple roadmap for the near term
But some detail is important
32.
33. ā¢ Set out a simple roadmap for the near term
ā¢ Donāt dodge the money question
But some detail is important
34. What is a digital strategy andāØ
do you need one?1.
2.
3.
What does a digital strategy
feature anyway?
Getting it right - overcoming āØ
the common pitfalls
35. #SimonFail 5
You can succeed with a guerrilla āØ
approach to digital.
For genuine and lasting transformation, āØ
a strategic and co-ordinated approach is vital.
36. ā¢ Educate and engage your senior team
ā¢ A senior team champion is vital
ā¢ Think about wider governance models āØ
and stakeholders too
Strong leadership
38. #SimonFail 6
A digital strategy can have an end date.
Digital is never ļ¬nished - itās constantlyāØ
evolving and so an organistionās response āØ
must change and evolve too.
39. ā¢ Educate about realistic costs and beneļ¬ts
ā¢ Communicate successes and showcase āØ
achievements to build momentum
Manage expectations
40. #SimonFail 7
We know best and can make the āØ
right decisions on digital strategy.
We should base decisions on evidence and āØ
data wherever we can in our digital strategies.
41. ā¢ Start by understanding your data sources
ā¢ Moving from data to insight
ā¢ Use external challenge carefully
Avoiding bias and habitual thinking
42. #SimonFail 8
Change is about delivering digital.
Change is really about people and culture. āØ
The technology is just an enabler.