Building a sustainable digital team requires: 1) Setting up roles and responsibilities for the digital team including a head of digital engagement and specialists in content, technology, marketing, and project management. 2) Refining the digital strategy, roles, and tools through understanding needs, defining the strategy, and selecting appropriate technologies. 3) Embedding digital skills throughout the organization by creating a skills matrix, designating champions, and providing different levels of training.

1. Building a sustainable
digital team
Laila Takeh @spirals

2. LA WEB ACTUAL

3. Source: Stanford Social Innovation Review Oct 2011

5. UUK Digital Journey
Review Set up ??
„ Consultant „ Digital
Hub

6. Set up
Set up
Head of Digital
Engagement Digital Analyst
Laila Takeh
Production team Marketing team
Digital Manager
(Content & Technology) Digital Marketing Manager
Senior Digital Digital Marketing
Digital Editor
Editor Officer
Digital Project Digital Marketing
Manager Officer
Social Media Exec
Technical Project
Lead

8. Set up

9. UUK Digital Journey
Review Set up Refine Embed
„ Consultant „ Digital Hub „ Understanding „ Capacity
„ Strategy building
„ Roles „ Planning
„ Tools „ Investment

10. Refine
Source: Stanford Social Innovation Review Oct 2011

11. Refine
Strategy

12. Refine Roles

13. Refine Tools

14. Embed Capacity building
Skills matrix
• All
• External facing
• Champion
• Super user

15. Embed Challenges
• Planning
• Understanding still mixed
• Need to be concrete Vs flexible
• Investment
• Specific cases for shifting time and money
• Resource balancing
• More on this….

16. a little bit of everything

17. offline marketers online marketers
“digital” has been seen as isolated

18. • Set the goals
• Plan the mix

19. Owned media Bought media Earned media
Website Microsite/s Email Search Display Affiliates SM Partners
Team 1
Team 2
Team 3
Team 4

20. With focus…

21. Thanks
Laila Takeh @spirals