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How to define your digital strategy. What is digital strategy? How can you make your business digitally ready though a model of people, process and technology? A good strategy follows a logical process of diagnosis, policy and action that enables you to define a focus, develop a guiding policy and tactical applications that are coherent and deliver for your business.
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Digital StrategyDelivering on your digital ambition
The Social Moon Strategic Process
•What is digital strategy?
•The Digital Readiness model
•A logical strategic approach
•The digital diagnosis
•Policy and action
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What is digital strategy?
Good strategy is more than a rallying call toward a goal or vision
Good strategy must honestly acknowledge the challenges and obstacles faced and provides an approach to overcome them.
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What is digital strategy?
People assume strategy is ‘big picture’ and divorced from action.
This leaves a disconnect between ‘strategy’ and ‘implementation’.
Companies who lack implementation have confused strategic problem solving with setting ‘goals’.
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What is digital strategy?
Digital strategy is twofold:
1.Aligning the people, processes and technology of a business with the success factors required for true digital readiness
2.Enabling your business to focus on where your competitors are weak and your customer need is strong
This is achievable when you implement the right process…
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Digital readiness
The most important aspect to digital readiness are of course the people in the business. However, focus here should be on breaking down working silos and shaping the culture and philosophy as much as executive support and organisational structure.
Process is also key, which means governance and guidelines, but it should always be focused on supporting people and protecting the business. This means rigorous strategic planning, training and organisational support and workflows that drive the right culture and philosophy.
Finally comes technology. Technology does not lead digital readiness. However, investing in the right platforms that facilitate collaboration and community building, integrating social listening into your customer insight and market research plans, developing the right data and information management systems and utilising the best measurement tools will enable sustained success.
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People Process
Technology
Organisational Models
Executive Sponsorship
Management Structure
Cross Functional Working
Marketing Investment
Culture & Philosophy
Governance & Guidelines
Digital Strategic Support
Workflows
Measurement
Culture & Philosophy
Internal Collaboration Software
Listening Platforms
Integrated CRM & CLM systems
Measurement Applications
Digital Readiness
Driving organisational change through the breaking down of silos and improving internal communication
Acquisition and deployment of executive support
Enabling innovation through structure & philosophy
Putting the process and frameworks in place
Governance & guidelines agreed across the business
Implementation of rigorous strategic plan
Training and organisational support
Protecting & empowering the business Investing in platforms that facilitate
collaboration and community building
Integrating social listening and redefine market and customer research
Integrating CRM systems and information management based on customer need
Sophisticated measurement tools
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A logical strategic process
A good strategy follows a logical process. This process can be split into three parts:
1.Diagnosis2.Policy3.Action
One of the most common mistakes is to mirror the scale and complexity of your business online.
You need to understand what distinct differential value you are offering customers. This comes with a diagnostic process that seeks to find your digital sweet-spot or digital focus.
This looks to find the place where your offering is not currently being served in the digital landscape, is in line with both the objectives and capacity of your business and where your customers have a real need.
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Diagnosis
Competitor
Solutions
Your Capabilitie
s
Customer Needs
Strategic Focus
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Policy & Action
A good strategy will create strength for your brand and for your business by having a coherent design. This avoids pursuing objectives that are completely unconnected or in some cases even conflicting with one another.
The policy will outline an approach to managing the obstacles and the opportunities outlined in the diagnosis. This policy is a direction of travel without confusing detail.
Coherent action is the tactical articulation of the diagnosis and the policy. They should be coherent, feasible and resource based. If you get the diagnosis and policy right, the actions can be refined to deliver your digital ambitions.
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Say hello and get in touch
[email protected]+44 (0)20 7148 4170www.thesocialmoon.com
