The document outlines a digital strategy blueprint consisting of six steps: forming a diverse steering group, defining purpose and goals aligned with the association's strategy, assessing the audience landscape, and deciding on actionable insights. It emphasizes building or partnering for digital capabilities, planning aligned with objectives, and continuously refining the strategy through measurement against KPIs. Created by D. Quarterman in August 2014, the document aims to guide associations in developing effective digital strategies.

1. DIGITAL STRATEGYBLUEPRINT:
1.
People
Create
a
steering
group
empowered
and
encouraged
to
take
ac3on.
What:
<
8
people
with
mixed
a5tudes
towards
‘digital’
and
reflec?ve
of
the
diversity
amongst
members.
How:
ask
members
to
define
and
list
‘digital’
and
discuss
findings
in
the
first
mee?ng.
2.Purpose
Decide
the
remit
and
goals
of
the
group.
Align
to
the
main
Associa3on
strategy
and
decide
KPIs.
What:
create
a
revised
digital
first
mission
statement.
How:
elevator
pitch,
envisionment,
what
does
success
look
like
advertorial.
5.Produce
Decide
to
build,
buy
or
partner
with
others
in
order
to
implement
the
plan.
How:
capabili?es
matrix,
vendor
selec?on.
3.
(Big)
Picture
Assess
the
landscape,
who
are
your
audience,
what
do
they
do,
what
do
they
need.
How:
SWOT,
PEST,
compe?tor
analysis,
member
survey.
What:
ac?onable
insights.
Version:
1.0
-­‐
Aug
2014
Created
by:
D
Quarterman
-­‐
Wiley
#ASAE14
4.Plan
What:
aligned
to
objec?ves,
Associa?on
mission
and
member
needs.
How:
disrup?ve
brainstorming,
MoSCoW
priori?sa?on,
Kano
model.
Decide,
on
a
tac3cal
level,
how
the
objec3ves
can
be
achieved.
What
needs
to
be
done.
6.
Perfect
Review,
refine,
measure
against
KPIs
and
tweak
the
plan
to
meet
the
metric.
How:
website
analy?cs,
email
performance,
social
media
tracking.
START
END