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HOW TO DEVELOP A DIGITAL STRATEGY
November 2013
WHY?
“companies now face a digital
imperative: adopt new
technologies effectively or face
competitive obsolescence.”
MIT Sloan - Digital Imperative 2013

3
“Companies that succeed tend to have
leaders who share their vision and define
a road map, create cross-organizational
authority for adoption and reward
employees for working towards it.”
MIT Sloan - Digital Imperative 2013

4
W H AT ?
a digital strategy is a highlevel plan that details how
digital media and platforms
can be used to achieve an
organisation’s goals

6
A shared vision and
associated plan that informs
the wider corporate strategy.

7
no one-size-fits-all solution

8
A RANGE OF SUCCESSFUL STRATEGIES
Digital pioneers like
Nike, Red Bull and
Burberry spend up to
70% on digital and
‘non traditional’ +
digital.
!

But all take very
different approaches.
Nike

Red Bull

Burberry

9
THREE ISSUES THE STRATEGY MUST ADDRESS
There are three main
issues that every digital
strategy must address:
the rapid of pace of
technological change;
the consequent change
in user behaviours and
the organisational
response to change.
rapid
technological
change

changing
user behaviours

organisational
impacts

10
MULTIPLE STAKEHOLDERS
Digital is a cross functional
discipline which impacts most
areas of any organisation
from e-commerce and IT
infrastructure to marketing
and brand strategy.

Marketing

Product

IT
!

!

All need to be included in the
formulation of a digital
strategy.

!

Sales
!

11
Multiple stakeholders with
differing needs and visions
can make developing a digital
strategy extremely complex.

12
By the time consensus has
been reached technology and
user behaviour has moved on.

13
How do you create a digital
strategy that meets the needs
of all stakeholders in the
business and keeps up with
rapidly changing technology
and user behaviours?

14
HOW?
MINIMUM VIABLE 

DIGITAL STRATEGY

16
Lean Startup methodology, as
pioneered by the likes of Eric
Ries, advocates a bottom up
approach to digital development
and strategy.

17
"The Minimum Viable Product
is that version of a new product
which allows a team to collect
the maximum amount of
validated learning about
customers with the least effort."

18
These are some famous MVPs products that have been
iterated and developed far
beyond their original scope.

19
“A minimum viable digital
strategy is a high level plan that
maximises the organisation’s
digital capability for the least
effort”

20
An Minimum Viable Digital
Strategy should be:
!

+ High Level
+ User Centred
+ Rapidly Developed
+ Collaborative
+Focussed on Outcomes

21
With enough practical output
to move digital capabilities
forward.

22
PROCESS
STRATEGY STAGES

DISCOVERY
clear insights

There are four distinct phases
to developing a digital strategy.
!

Discovery, vision, planning
and measurement.
!

The process is designed to be
iterative - the first strategy is
just a starting point, a
framework to test, learn and
develop more effective
approaches.

MEASUREMENT
!

VISION
!

define targets
and measurements

set clear aims and
objectives

PLANNING
resources
and rollout
24
DISCOVERY
The discovery phase brings
together four main sources of
insight: the digital behaviours of
the people you want to connect
with, along with insight into
technology developments,
competitor analysis and the
wider goals of the organisation.

User Behaviours
and Needs

Technology
roadmap

Competitors

Organisational
Goals
25
VISION

Always On
Strategy
Business
Goals
Editorial Calendar

Using the key insights as input
the vision phase uses a range
of tools to develop top level
business models, content,
media and data strategies
where appropriate. Testing
different scenarios and
outcomes where necessary.

Positioning &
Brand Purpose

Content Strategy
Pursuits Tone of Voice

Channel Strategy

Customer
Needs +
Behaviour

Media
Strategy

Business Model

Content Strategy

!

Data Strategy

Media Strategy
26
PLANNING
The Planning Phase takes the
vision, key objectives and key
task and develops them into a
delivery roadmap, resource
plans and a review of new
processes (if necessary) and
their impact on the
organisation.

Key Tasks

Delivery Roadmap

!

e.g. the integration of an always
on content team.

Resource Plan

Organisational
Impact

27
MEASUREMENT
The measurement phase
develops clear
performance and control
criteria for the objectives
and tasks. Focussing on
what is most important
to measure and how this
intelligence can be used
to iterate the digital
strategy going forward.
!
Measurement

KPIs

ROI 


28
outputs

activities

DISCOVERY

VISION

PLANNING

MEASUREMENT

!
user needs
!
business goals
!
competitor
analysis
!
technology
roadmap

!
business model
!
brand strategy
!
content strategy
!
channel strategy
!
media strategy
!

!
resource map
!
org structures
!
processes
!
stakeholders
!

!
KPIs
!
measurement
!
feedback
!
data strategy
!

key insights
!
key challenges 

and opportunities

vision
key principles
key objectives

top level roadmap
organisational impact
!

measurement
framework
!

29
INTERNAL MANAGEMENT IS KEY
In our experience, the
development of a digital
strategy requires careful
management.
!

A formalised structure to
the development ensures
that everyone’s input is
considered, and that
everyone buys into the
shared vision.

cross functional
steering groups

stakeholder
management
process

outcomes report

30
BUT MANAGEMENT CAN’T GET IN THE WAY
Speed is of the essence.
!

The process needs to be
rapid, collaborative and
focussed on defining clear
and agreed outputs.
!

To achieve these goals the
process should be run
over a series of short
workshops for each phase.
!

Rapid

Collaborative

Focussed on Outputs


31
A minimum viable digital
strategy should be iterative.
The first digital strategy is
just the start point - the
process can be run again at
regular intervals or when
internal or external changes
necessitates.

iterative

32
CONCLUSION

v
“companies now face a digital imperative:
adopt new technologies effectively or face
competitive obsolescence. Companies that
succeed tend to have leaders who share their
vision and define a road map, create crossorganizational authority for adoption and
reward employees for working towards it.”

MIT Sloan - Digital Imperative 2013

34
THREE MAIN ISSUES TO ADDRESS
There are three main
issues that every digital
strategy must address:
the rapid of pace of
technological change;
the consequent change
in user behaviours and
the organisational
response to change.
rapid
technological
change

changing
user behaviours

organisational
impacts

35
High Level
User Centred
Rapidly Developed
Collaborative
Focussed on Outcomes

36
THE BENEFITS OF A DIGITAL STRATEGY
A digital strategy can help an
organisation create better
digital work that users want,
like and share. It can help
develop an approach to the
experimenting and adopting
new technologies and it is
repeatable and scalable - the
process can be run again and
again.

better digital products,
services and content

low cost, low risk,
experimentation

repeatable
and scalable

37
A digital strategy will help
make digital work more
joined up and efficient. It will
also help integrate digital
with other offline activities.

38
LINKS AND CONTACTS
Drop us a line if you want to know more about how to develop a
digital strategy. There’s also more related content in the links below.
What is a digital strategy and why do I need one?
http://protocoldigital.com/blog/what_is_a_digital_strategy/

!

How to develop a digital strategy
http://protocoldigital.com/blog/develop-digital-strategy-process/

!

Minimum Viable Digital Strategy
http://protocoldigital.com/minimum-viable-digital-strategy/

!

The Digital Imperative Report from MIT Sloan
http://sloanreview.mit.edu/projects/embracing-digital-technology/

!
!

social
@protocolfeed
@johnnybennett
pinterest/sahate

!
!
!

email
hello@protocoldigital.com

39
THANK YOU
PROTOCOL - HOW TO DEVELOP A DIGITAL STRATEGY - 2013

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How to Develop a Digital Strategy

  • 1. HOW TO DEVELOP A DIGITAL STRATEGY November 2013
  • 3. “companies now face a digital imperative: adopt new technologies effectively or face competitive obsolescence.” MIT Sloan - Digital Imperative 2013 3
  • 4. “Companies that succeed tend to have leaders who share their vision and define a road map, create cross-organizational authority for adoption and reward employees for working towards it.” MIT Sloan - Digital Imperative 2013 4
  • 5. W H AT ?
  • 6. a digital strategy is a highlevel plan that details how digital media and platforms can be used to achieve an organisation’s goals 6
  • 7. A shared vision and associated plan that informs the wider corporate strategy. 7
  • 9. A RANGE OF SUCCESSFUL STRATEGIES Digital pioneers like Nike, Red Bull and Burberry spend up to 70% on digital and ‘non traditional’ + digital. ! But all take very different approaches. Nike Red Bull Burberry 9
  • 10. THREE ISSUES THE STRATEGY MUST ADDRESS There are three main issues that every digital strategy must address: the rapid of pace of technological change; the consequent change in user behaviours and the organisational response to change. rapid technological change changing user behaviours organisational impacts 10
  • 11. MULTIPLE STAKEHOLDERS Digital is a cross functional discipline which impacts most areas of any organisation from e-commerce and IT infrastructure to marketing and brand strategy. Marketing Product IT ! ! All need to be included in the formulation of a digital strategy. ! Sales ! 11
  • 12. Multiple stakeholders with differing needs and visions can make developing a digital strategy extremely complex. 12
  • 13. By the time consensus has been reached technology and user behaviour has moved on. 13
  • 14. How do you create a digital strategy that meets the needs of all stakeholders in the business and keeps up with rapidly changing technology and user behaviours? 14
  • 15. HOW?
  • 17. Lean Startup methodology, as pioneered by the likes of Eric Ries, advocates a bottom up approach to digital development and strategy. 17
  • 18. "The Minimum Viable Product is that version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort." 18
  • 19. These are some famous MVPs products that have been iterated and developed far beyond their original scope. 19
  • 20. “A minimum viable digital strategy is a high level plan that maximises the organisation’s digital capability for the least effort” 20
  • 21. An Minimum Viable Digital Strategy should be: ! + High Level + User Centred + Rapidly Developed + Collaborative +Focussed on Outcomes 21
  • 22. With enough practical output to move digital capabilities forward. 22
  • 24. STRATEGY STAGES DISCOVERY clear insights There are four distinct phases to developing a digital strategy. ! Discovery, vision, planning and measurement. ! The process is designed to be iterative - the first strategy is just a starting point, a framework to test, learn and develop more effective approaches. MEASUREMENT ! VISION ! define targets and measurements set clear aims and objectives PLANNING resources and rollout 24
  • 25. DISCOVERY The discovery phase brings together four main sources of insight: the digital behaviours of the people you want to connect with, along with insight into technology developments, competitor analysis and the wider goals of the organisation. User Behaviours and Needs Technology roadmap Competitors Organisational Goals 25
  • 26. VISION Always On Strategy Business Goals Editorial Calendar Using the key insights as input the vision phase uses a range of tools to develop top level business models, content, media and data strategies where appropriate. Testing different scenarios and outcomes where necessary. Positioning & Brand Purpose Content Strategy Pursuits Tone of Voice Channel Strategy Customer Needs + Behaviour Media Strategy Business Model Content Strategy ! Data Strategy Media Strategy 26
  • 27. PLANNING The Planning Phase takes the vision, key objectives and key task and develops them into a delivery roadmap, resource plans and a review of new processes (if necessary) and their impact on the organisation. Key Tasks Delivery Roadmap ! e.g. the integration of an always on content team. Resource Plan Organisational Impact 27
  • 28. MEASUREMENT The measurement phase develops clear performance and control criteria for the objectives and tasks. Focussing on what is most important to measure and how this intelligence can be used to iterate the digital strategy going forward. ! Measurement KPIs ROI 
 28
  • 29. outputs activities DISCOVERY VISION PLANNING MEASUREMENT ! user needs ! business goals ! competitor analysis ! technology roadmap ! business model ! brand strategy ! content strategy ! channel strategy ! media strategy ! ! resource map ! org structures ! processes ! stakeholders ! ! KPIs ! measurement ! feedback ! data strategy ! key insights ! key challenges 
 and opportunities vision key principles key objectives top level roadmap organisational impact ! measurement framework ! 29
  • 30. INTERNAL MANAGEMENT IS KEY In our experience, the development of a digital strategy requires careful management. ! A formalised structure to the development ensures that everyone’s input is considered, and that everyone buys into the shared vision. cross functional steering groups stakeholder management process outcomes report 30
  • 31. BUT MANAGEMENT CAN’T GET IN THE WAY Speed is of the essence. ! The process needs to be rapid, collaborative and focussed on defining clear and agreed outputs. ! To achieve these goals the process should be run over a series of short workshops for each phase. ! Rapid Collaborative Focussed on Outputs
 31
  • 32. A minimum viable digital strategy should be iterative. The first digital strategy is just the start point - the process can be run again at regular intervals or when internal or external changes necessitates. iterative 32
  • 34. “companies now face a digital imperative: adopt new technologies effectively or face competitive obsolescence. Companies that succeed tend to have leaders who share their vision and define a road map, create crossorganizational authority for adoption and reward employees for working towards it.” MIT Sloan - Digital Imperative 2013 34
  • 35. THREE MAIN ISSUES TO ADDRESS There are three main issues that every digital strategy must address: the rapid of pace of technological change; the consequent change in user behaviours and the organisational response to change. rapid technological change changing user behaviours organisational impacts 35
  • 36. High Level User Centred Rapidly Developed Collaborative Focussed on Outcomes 36
  • 37. THE BENEFITS OF A DIGITAL STRATEGY A digital strategy can help an organisation create better digital work that users want, like and share. It can help develop an approach to the experimenting and adopting new technologies and it is repeatable and scalable - the process can be run again and again. better digital products, services and content low cost, low risk, experimentation repeatable and scalable 37
  • 38. A digital strategy will help make digital work more joined up and efficient. It will also help integrate digital with other offline activities. 38
  • 39. LINKS AND CONTACTS Drop us a line if you want to know more about how to develop a digital strategy. There’s also more related content in the links below. What is a digital strategy and why do I need one? http://protocoldigital.com/blog/what_is_a_digital_strategy/ ! How to develop a digital strategy http://protocoldigital.com/blog/develop-digital-strategy-process/ ! Minimum Viable Digital Strategy http://protocoldigital.com/minimum-viable-digital-strategy/ ! The Digital Imperative Report from MIT Sloan http://sloanreview.mit.edu/projects/embracing-digital-technology/ ! ! social @protocolfeed @johnnybennett pinterest/sahate ! ! ! email hello@protocoldigital.com 39
  • 40. THANK YOU PROTOCOL - HOW TO DEVELOP A DIGITAL STRATEGY - 2013