The document discusses the complexities of developing a digital strategy for organizations, emphasizing the importance of understanding underlying challenges rather than just addressing poor performance. It outlines the steps involved in creating an effective strategy, including research, stakeholder engagement, and audience mapping, while advocating for a collaborative and simplified planning process. Additionally, it highlights the need for continuous improvement and system thinking to manage interdependencies within digital initiatives.

1. Digital strategy is currently one of the greatest
scariest challenges facing most organisations
© Rhea Thierstein

2. Demystifying digital strategy
• How we got here
• What’s the problem
• What is a digital strategy
• What makes a good digital strategy
• How do you go about making one

3. It’s been one hell of a ride
Disruption
Proliferation
Transformation

4. Now we can achieve anything with digital

5. The question is what, how & why?

6. So what’s freaking us out?
Choice
Cost
Resource
Performance!

7. But…
“When a leader characterises the challenge as poor
performance it sets the stage for bad strategy.
Underperformance is a result. The true challenges
are the reason for the under-performance.“
Richard Rumelt – Good Strategy/Bad Strategy

8. What is a strategy?
Diagnosis
Research
Consultation
& Insight
Planning
Policy
Action

9. What is not a strategy?
wishful thinking
best practice
a vision statement

10. What’s so special about strategy?
Strategy focuses effort and
provides a pragmatic context
for decision making. It engages
the whole organisation in
systematic progress toward a
clearly defined goal

11. An example…?
• Huge and complex
marketplace
• Reductions in
funding
• Consolidate
technology
• Focus on inspiration
& engagement
• Work with the
sector to satisfy the
rest of the journey

12. Developing a digital strategy
Research &
Investigation
stakeholder
engagement &
requirements gathering
multi-channel
customer journey
mapping
audience research &
persona development
review of internal
processes and
staffingcapabilities
technology and
infrastructure audit
content , platformsand
publishing audit
Analysis &
Insight
review and analysis of
findings
organisational goal and
objective setting
problem identification
and insight generation
explore potential
strategies and agree
direction of travel with
senior stakeholders
Strategy &
Planning
high level strategy
development
• journeys
•engagememt
•content
• channels
•data/CRM
• technology
• measurement
digital
roadmapplanning
infrastructure
optionsand cost
evaluation
feasibility review
(resources & budgets)
and prioritisation
programme planning
and business case
development
Guidance &
Implementation
content planning and
editorial calendar
development
publish guidance
documents
implementation
briefings & training
workshops
measurement and
reportingprocess
initiation
initiation of key
programmes and
projects
Issue tenders for
external support
Continuous
Improvement
analytics and
benchmarking reports
Internal crossfunctional team
meetings to review
progress
ongoing skills
monitoring and training
programme
periodic strategy
refresh / roadmap
review

13. Apply system thinking
Creating a realistic roadmap
requires a full appreciation of
the interdependencies.
From technology projects to
training and resource
allocation you must capture
the tasks you need to
complete.

14. Sounds scary again?

15. Planning can (& should) be simple and low-fi
Make the process
collaborative and
inclusive.
Aim to present it
on one slide!

16. Some useful approaches
• Personas
• Customer Journey Mapping

17. MargaretOlder family
Age:
44
Location:
Northampton
Occupation: Estate agent
“We want the kids to learn and
discover new things and always try
and include activities that support
that”
Background
 Busy working Mum with 2 kids
 Family time together is important
 Will take both family trips and trips with husband
 Conceptualisation is the key stage
 Digitally connected – less use of social media
Attitudes, beliefs, motivations
Holiday history
Media Influences

18. Customer Journey Mapping

19. That’s all folks
Happy Halloween