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How to write a great digital strategy
1. Getting it right –
developing a digital strategy
Simon Wakeman
Director of Strategy and Marketing
2. What is a digital strategy and
do you need one?1.
2.
3.
What does a digital strategy
feature anyway?
Getting it right - overcoming
the common pitfalls
4. What is a digital strategy and
do you need one?1.
2.
3.
What does a digital strategy
feature anyway?
Getting it right - overcoming
the common pitfalls
5. #SimonFail 1
We don’t need a digital strategy.
Digital needs to be part of everything we do.
Your digital strategy is a focus for change
to enable digital to become relevant to
everything that the organisation does.
6.
7. A strategy is the means by which an
organisation sets out to achieve its
desired ends (objectives).
It can simply be described as a long-
term business planning, typically
over a 3 to 5 year timescale.
8. A strategy is the means by which an
organisation sets out to achieve its
desired ends (objectives).
It can simply be described as a long-
term business planning, typically
over a 3 to 5 year timescale.
9.
10. #SimonFail 2
A digital strategy is about establishing the
details of what we’ll do with digital.
A digital strategy is about creating the
right environment to allow the organisation
to make the right decisions about digital.
11. What is a digital strategy and
do you need one?1.
2.
3.
What does a digital strategy
feature anyway?
Getting it right - overcoming
the common pitfalls
13. • Business goals - agreed and prioritised
“Begin with the end in mind”
14. 1. To facilitate the creation, preservation and discovery of knowledge:
• Enable new modes of research especially across disciplines;
• Promote new ways of generating, curating, and engaging with data
(e.g. visualisation, data analytics, digital collections, augmented
datasets, health);
• Extend the reach and effectiveness of scholarly communications.
Objectives
15. 2. To improve utilisation and exploitation of knowledge:
• Enhance teaching and research through effective use of digital
technologies and data;
• Empower staff and students through the provision of digital
skills training;
• Develop outreach, online learning, educational resources and
student support.
Objectives
16. 3. To enable knowledge exchange in a digital environment:
• Draw in new audiences and collaborators from across the
globe;
• Provide access to expertise and know-how;
• Establish new communities involving industry, commerce,
government, civil society both locally and globally.
Objectives
17. • Business goals - agreed and prioritised
“Begin with the end in mind”
• Understand your audiences - internal and external
19. #SimonFail 3
Writing a digital strategy about websites.
Digital strategy is about realising the
transformative potential for digital
throughout the organisation.
20. • Ownership and governance
• Structures and teams
• Competencies
It’s about people…
21. • Principles for digital in the organisation
…as well as standards and policies
22. Tate’s audiences will have digital experiences that:
• increase their enjoyment and understanding of art
• provoke their thoughts and invite them to participate
• promote the gallery programme
• provide them with easy access to information
• entice them to explore deeper content
• encourage them to purchase products, join Tate and make donations
• present an elegant and functional interface whatever their device
• take place on the platforms and websites they use
• minimise any obstacles they may encounter
Principles
23. Principles
To achieve this, we will take an approach that is:
• audience-centred and insight-driven
• constantly evaluated and enhanced
• well designed and architected
• distributed across multiple platforms
• open and sharable
• sustainable and scalable
• centrally governed and devolved across the organisation
24. • Policies to guide practice e.g. social media policy
• A common basis and style for digital services
…as well as standards and policies
• Principles for digital in the organisation
25.
26.
27.
28. #SimonFail 4
Writing a digital strategy that comprised
a series of headline projects.
Defining big projects is too inflexible. It’s
better to be iterative and agile.
29. • Move away from rigid, inflexible projects
• A more agile approach to project delivery
• Adopting Lean Start-up principles
A new approach to delivery…
30.
31. • Set out a simple roadmap for the near term
But some detail is important
32.
33. • Set out a simple roadmap for the near term
• Don’t dodge the money question
But some detail is important
34. What is a digital strategy and
do you need one?1.
2.
3.
What does a digital strategy
feature anyway?
Getting it right - overcoming
the common pitfalls
35. #SimonFail 5
You can succeed with a guerrilla
approach to digital.
For genuine and lasting transformation,
a strategic and co-ordinated approach is vital.
36. • Educate and engage your senior team
• A senior team champion is vital
• Think about wider governance models
and stakeholders too
Strong leadership
38. #SimonFail 6
A digital strategy can have an end date.
Digital is never finished - it’s constantly
evolving and so an organistion’s response
must change and evolve too.
39. • Educate about realistic costs and benefits
• Communicate successes and showcase
achievements to build momentum
Manage expectations
40. #SimonFail 7
We know best and can make the
right decisions on digital strategy.
We should base decisions on evidence and
data wherever we can in our digital strategies.
41. • Start by understanding your data sources
• Moving from data to insight
• Use external challenge carefully
Avoiding bias and habitual thinking
42. #SimonFail 8
Change is about delivering digital.
Change is really about people and culture.
The technology is just an enabler.