The document outlines a three-stage approach to developing a public sector 2.0 strategy: 1) enhancing knowledge through participation, 2) conducting a strategic audit using 10 key questions, and 3) developing and implementing a strategy using a balanced scorecard approach. It recommends using a simplified balanced scorecard to align 2.0 actions with organizational goals, with perspectives on finances, customers, internal management, and organization. Key elements include vision/mission, objectives, initiatives, performance measures, and an overall strategic theme map.

1. Public Sector 2.0
Strategy Development
and Implementation
Dr. Jim Hamill
Alan Stevenson
April, 2009

2. Strategy Development
A three staged approach:
• Enhanced knowledge and understanding – get involved
and learn more
• Strategic Audit - Ten Key Questions
• Strategy Development and Implementation - using a
Balanced Scorecard approach

3. Get Involved, Learn More
• Set up a Google Alert
• Participate in relevant forums/blogs
• YouTube
• Join a social/professional networking site
• Set up your own....
• etc

4. Tourism 2.0

5. Tourism 2.0

6. Tourism 2.0

7. Strategic Audit
The Ten
Key Questions

8. Ten Key Questions
1. What impact is Web 2.0 having on the public sector? How
is consumer/public behaviour and decision-making
changing?
2. What are the specific opportunities and threats for my
own organisation?
3. How well are we currently positioned to capitalise on
these opportunities, minimise the threats? What progress
have we made? What is the ‘strategic gap’ between where
we are and where we should be?
4. What internal organisational barriers and obstacles need
to be overcome?

9. Ten Key Questions
5. What new organisational ‘mindset’ do we need to succeed
in a Web 2.0 environment?
6. What are our core strategic objectives for Web 2.0? What
are our KPIs?
7. Use of Web 2.0 for:
• reputation management
• market/customer research
• customer insight, knowledge and understanding
• on-going customer dialogue and interaction
• the online customer experience

10. Ten Key Questions
8. What key Web 2.0 actions and initiatives will best achieve
my strategic objectives? – internal and external
applications
9. Performance measurement and evaluation
10. Use of Web 2.0 for improving internal business processes
and operational efficiency

11. Public Sector 2.0
Strategy Development
The Balanced Scorecard

12. Balanced Scorecard
• Recommend the use of a simplified Balanced Scorecard
approach to Web 2.0 strategy development and
implementation
• Will ensure that future 2.0 actions and initiatives are fully
aligned with and supportive of agreed organisational goals
and objectives
• Business/customer/network led rather than technology
driven

13. The Balanced Scorecard - Benefits
• A robust Web 2.0 planning tool
• A Performance Measurement System
• Internal/External Communications
• A Translator of Strategy Into Action
• Alignment
• A ‘Balancer’
• A ‘Supporter’
• A ‘Journey’

14. The Balanced Scorecard - Benefits
Will help to answer the following questions:
• Should we invest (time and effort) in Web 2.0? Why
should we invest? How much time and effort should we
invest?
• What will be the business benefits and ROI?
• Which projects/initiatives should we invest in?
• How should we allocate our time and resources
between different 2.0 initiatives?
• How will 2.0 help us to achieve our core business goals
and objectives? What is the strategic fit? How ‘mission
critical’ is it?

15. How It Works
1. Agree Overall Vision, Mission, Strategy
2. Decompose into Linked Perspectives (Financial, Customer,
Internal Management, Organisational)
3. Establish Clear Performance Measures and Targets for
each Perspective
4. Key Initiatives and Actions
5. Performance Evaluation and Feedback

16. A Simplified Balanced Scorecard
Vision, Mission and Strategy
Decompose Into Perspectives
Performance Measures / Targets
Key Initiatives

17. Balanced Scorecard
The five key questions:
• What is our overall vision/mission for Web 2.0?
• What are the key financial/strategic objectives we wish to
achieve?
• Who are we targeting, with what value proposition?
• What are the key Web 2.0 initiatives and actions we need to
introduce to achieve our objectives?
• People, organisation and IT aspects
www.tourism2-0.co.uk

18. Balanced Scorecard
2.0 Strategy Map
www.tourism2-0.co.uk

19. Strategic Theme/ Mission:
Brief Statement of Overall 2.0 Mission/Vision
Financial Perspective
Financial Goals and Objectives
Marketing Effectiveness Marketing Efficiency
Customer Perspective: Customer Segments
Customer Group 1 Customer Group 2 Customer Group 3 etc
Customer Value Proposition
Internal Management
Initiative etc
Initiative 3
2.0 Initiative 1 Initiative 2
Perspective:
Objectives
Objectives Objectives Objectives
KPI
KPI KPI KPI
Targets
Targets Targets Targets
Actions
Actions Actions Actions
Management
Organisation Organisation
People IS and IT
Perspective: Culture
www.tourism2-0.co.uk

20. Templates to assist in the process
Thank You