How to Develop a Digital Strategy

3,531 views

Published on

A practical step-by-step guide to developing digital strategies that work.

With recommendations on approach process and management from a team with over 50 major industry awards.

More details at:

http://protocoldigital.com/

Published in: Technology, Business

How to Develop a Digital Strategy

  1. 1. HOW TO DEVELOP A DIGITAL STRATEGY November 2013
  2. 2. WHY?
  3. 3. “companies now face a digital imperative: adopt new technologies effectively or face competitive obsolescence.” MIT Sloan - Digital Imperative 2013 3
  4. 4. “Companies that succeed tend to have leaders who share their vision and define a road map, create cross-organizational authority for adoption and reward employees for working towards it.” MIT Sloan - Digital Imperative 2013 4
  5. 5. W H AT ?
  6. 6. a digital strategy is a highlevel plan that details how digital media and platforms can be used to achieve an organisation’s goals 6
  7. 7. A shared vision and associated plan that informs the wider corporate strategy. 7
  8. 8. no one-size-fits-all solution 8
  9. 9. A RANGE OF SUCCESSFUL STRATEGIES Digital pioneers like Nike, Red Bull and Burberry spend up to 70% on digital and ‘non traditional’ + digital. ! But all take very different approaches. Nike Red Bull Burberry 9
  10. 10. THREE ISSUES THE STRATEGY MUST ADDRESS There are three main issues that every digital strategy must address: the rapid of pace of technological change; the consequent change in user behaviours and the organisational response to change. rapid technological change changing user behaviours organisational impacts 10
  11. 11. MULTIPLE STAKEHOLDERS Digital is a cross functional discipline which impacts most areas of any organisation from e-commerce and IT infrastructure to marketing and brand strategy. Marketing Product IT ! ! All need to be included in the formulation of a digital strategy. ! Sales ! 11
  12. 12. Multiple stakeholders with differing needs and visions can make developing a digital strategy extremely complex. 12
  13. 13. By the time consensus has been reached technology and user behaviour has moved on. 13
  14. 14. How do you create a digital strategy that meets the needs of all stakeholders in the business and keeps up with rapidly changing technology and user behaviours? 14
  15. 15. HOW?
  16. 16. MINIMUM VIABLE 
 DIGITAL STRATEGY 16
  17. 17. Lean Startup methodology, as pioneered by the likes of Eric Ries, advocates a bottom up approach to digital development and strategy. 17
  18. 18. "The Minimum Viable Product is that version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort." 18
  19. 19. These are some famous MVPs products that have been iterated and developed far beyond their original scope. 19
  20. 20. “A minimum viable digital strategy is a high level plan that maximises the organisation’s digital capability for the least effort” 20
  21. 21. An Minimum Viable Digital Strategy should be: ! + High Level + User Centred + Rapidly Developed + Collaborative +Focussed on Outcomes 21
  22. 22. With enough practical output to move digital capabilities forward. 22
  23. 23. PROCESS
  24. 24. STRATEGY STAGES DISCOVERY clear insights There are four distinct phases to developing a digital strategy. ! Discovery, vision, planning and measurement. ! The process is designed to be iterative - the first strategy is just a starting point, a framework to test, learn and develop more effective approaches. MEASUREMENT ! VISION ! define targets and measurements set clear aims and objectives PLANNING resources and rollout 24
  25. 25. DISCOVERY The discovery phase brings together four main sources of insight: the digital behaviours of the people you want to connect with, along with insight into technology developments, competitor analysis and the wider goals of the organisation. User Behaviours and Needs Technology roadmap Competitors Organisational Goals 25
  26. 26. VISION Always On Strategy Business Goals Editorial Calendar Using the key insights as input the vision phase uses a range of tools to develop top level business models, content, media and data strategies where appropriate. Testing different scenarios and outcomes where necessary. Positioning & Brand Purpose Content Strategy Pursuits Tone of Voice Channel Strategy Customer Needs + Behaviour Media Strategy Business Model Content Strategy ! Data Strategy Media Strategy 26
  27. 27. PLANNING The Planning Phase takes the vision, key objectives and key task and develops them into a delivery roadmap, resource plans and a review of new processes (if necessary) and their impact on the organisation. Key Tasks Delivery Roadmap ! e.g. the integration of an always on content team. Resource Plan Organisational Impact 27
  28. 28. MEASUREMENT The measurement phase develops clear performance and control criteria for the objectives and tasks. Focussing on what is most important to measure and how this intelligence can be used to iterate the digital strategy going forward. ! Measurement KPIs ROI 
 28
  29. 29. outputs activities DISCOVERY VISION PLANNING MEASUREMENT ! user needs ! business goals ! competitor analysis ! technology roadmap ! business model ! brand strategy ! content strategy ! channel strategy ! media strategy ! ! resource map ! org structures ! processes ! stakeholders ! ! KPIs ! measurement ! feedback ! data strategy ! key insights ! key challenges 
 and opportunities vision key principles key objectives top level roadmap organisational impact ! measurement framework ! 29
  30. 30. INTERNAL MANAGEMENT IS KEY In our experience, the development of a digital strategy requires careful management. ! A formalised structure to the development ensures that everyone’s input is considered, and that everyone buys into the shared vision. cross functional steering groups stakeholder management process outcomes report 30
  31. 31. BUT MANAGEMENT CAN’T GET IN THE WAY Speed is of the essence. ! The process needs to be rapid, collaborative and focussed on defining clear and agreed outputs. ! To achieve these goals the process should be run over a series of short workshops for each phase. ! Rapid Collaborative Focussed on Outputs
 31
  32. 32. A minimum viable digital strategy should be iterative. The first digital strategy is just the start point - the process can be run again at regular intervals or when internal or external changes necessitates. iterative 32
  33. 33. CONCLUSION v
  34. 34. “companies now face a digital imperative: adopt new technologies effectively or face competitive obsolescence. Companies that succeed tend to have leaders who share their vision and define a road map, create crossorganizational authority for adoption and reward employees for working towards it.” MIT Sloan - Digital Imperative 2013 34
  35. 35. THREE MAIN ISSUES TO ADDRESS There are three main issues that every digital strategy must address: the rapid of pace of technological change; the consequent change in user behaviours and the organisational response to change. rapid technological change changing user behaviours organisational impacts 35
  36. 36. High Level User Centred Rapidly Developed Collaborative Focussed on Outcomes 36
  37. 37. THE BENEFITS OF A DIGITAL STRATEGY A digital strategy can help an organisation create better digital work that users want, like and share. It can help develop an approach to the experimenting and adopting new technologies and it is repeatable and scalable - the process can be run again and again. better digital products, services and content low cost, low risk, experimentation repeatable and scalable 37
  38. 38. A digital strategy will help make digital work more joined up and efficient. It will also help integrate digital with other offline activities. 38
  39. 39. LINKS AND CONTACTS Drop us a line if you want to know more about how to develop a digital strategy. There’s also more related content in the links below. What is a digital strategy and why do I need one? http://protocoldigital.com/blog/what_is_a_digital_strategy/ ! How to develop a digital strategy http://protocoldigital.com/blog/develop-digital-strategy-process/ ! Minimum Viable Digital Strategy http://protocoldigital.com/minimum-viable-digital-strategy/ ! The Digital Imperative Report from MIT Sloan http://sloanreview.mit.edu/projects/embracing-digital-technology/ ! ! social @protocolfeed @johnnybennett pinterest/sahate ! ! ! email hello@protocoldigital.com 39
  40. 40. THANK YOU PROTOCOL - HOW TO DEVELOP A DIGITAL STRATEGY - 2013

×