Why do digital strategies fail?
Why do digital strategies fail?
Katie Moffat, Head of Digital, The Audience Agency @katiemoffat / @audienceagents
Digital can be complicated…
1. When a strategy is not a strategy
Strategy, vision, objective, goal?
The XYZ org’s audiences will have digital experiences that: • Increase their understanding and enjoyment of our {venues} • Complement and enhance the physical experience for those who can visit • Are available on the platforms these audiences are using
Good strategy?
“The term ‘strategy’ should mean a cohesive response to an important challenge.” Richard Rumelt
Good Strategy?
“The kernel of a strategy contains three elements: a diagnosis, a guiding policy and coherent action.” Richard Rumelt
Good Strategy? Diagnosis: “Our public facing digital activity is underperforming in terms of both reach & engagement. There exists an opportunity for digital to contribute much more to helping us achieve our overall organisational objectives.”
Good Strategy? Guiding Policy: “All our digital work will be run through an audiencefocused lens and we will continuously monitor, review and refine the approach, in order to seek improvements in reach, engagement & action”
Good Strategy? Coherent Actions: • Operational • Customer experience • Website • Social Media • What else?
2. Management misconceptions & buy-in
3. Known knowns & known unknowns
Digital maturity matrix
http://digitalmaturity.co.uk/
4. Vague definitions of success
5.“Culture eats strategy for breakfast”
So… • Does your organisation need a digital strategy? • Why? What for? • What are your knowns knowns and known unknowns? • Challenges & obstacles to success? • *Who* should write the digital strategy?
Photo credits - flickr: @mar00ned @stacyjclinton @bastex @rinux @chanceprojects
Sign up to my Digital Snapshot newsletter @ theaudienceagency.org/newsletters @katiemoffat / @audienceagents [email protected]
Katie Moffat, Head of Digital, The Audience Agency @katiemoffat / @audienceagents
Digital can be complicated…
1. When a strategy is not a strategy
Strategy, vision, objective, goal?
The XYZ org’s audiences will have digital experiences that: • Increase their understanding and enjoyment of our {venues} • Complement and enhance the physical experience for those who can visit • Are available on the platforms these audiences are using
Good strategy?
“The term ‘strategy’ should mean a cohesive response to an important challenge.” Richard Rumelt
Good Strategy?
“The kernel of a strategy contains three elements: a diagnosis, a guiding policy and coherent action.” Richard Rumelt
Good Strategy? Diagnosis: “Our public facing digital activity is underperforming in terms of both reach & engagement. There exists an opportunity for digital to contribute much more to helping us achieve our overall organisational objectives.”
Good Strategy? Guiding Policy: “All our digital work will be run through an audiencefocused lens and we will continuously monitor, review and refine the approach, in order to seek improvements in reach, engagement & action”
Good Strategy? Coherent Actions: • Operational • Customer experience • Website • Social Media • What else?
2. Management misconceptions & buy-in
3. Known knowns & known unknowns
Digital maturity matrix
http://digitalmaturity.co.uk/
4. Vague definitions of success
5.“Culture eats strategy for breakfast”
So… • Does your organisation need a digital strategy? • Why? What for? • What are your knowns knowns and known unknowns? • Challenges & obstacles to success? • *Who* should write the digital strategy?
Photo credits - flickr: @mar00ned @stacyjclinton @bastex @rinux @chanceprojects
Sign up to my Digital Snapshot newsletter @ theaudienceagency.org/newsletters @katiemoffat / @audienceagents [email protected]
