Minimum Viable Digital Strategy

As we discussed in the first of these linked posts, a digital strategy is a high-level plan that details how digital media and platforms can be used to achieve the goals of an organisation. A digital strategy should help an organisation deal with three main challenges: User behaviour - it should help the organisation better understand digital user behaviour. Technology - it should help the organisation integrate technological innovation. Structures and processes - it should help define new structures and processes to manage digital development more effectively Many people now ...

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What is a digital strategy and why is having one important?

I've been a digital strategy director for a number of years now, and like a lot of people who work in emerging fields I spend some time justifying my existence: I often get asked by clients what a digital strategy is, why they might need one and how they might go about developing one. Which are legitimate questions - digital is a relatively new and often confusing field and there isn't much precedent out there. In this, the first of two linked posts about developing a digital strategy, I'm going to explore what a digital strategy is and why having one is increasingly important. What is ...

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Digital First

Most organisations are very aware that digital networks offer many new opportunities to develop new relationships and new forms of value. However, while most have developed websites, apps and digital campaigns, many still struggle to develop these activities into a broader, more coherent digital strategy that delivers consistent digital results or really capitalises on the opportunities afforded by digital platforms. I believe that this is a direct consequence of not putting digital thinking first. Many digital briefs are still generated inside TV advertising companies using legacy syste...

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What is Digital?

I’ve been working in ‘digital’ in one form or another for over 15 years. Initially it was digital publishing (CD-ROMs), but I soon moved to the ‘Web’. For most of those 15 years, in meetings with people from outside my immediate team, I have been habitually introduced as ‘the digital guy’ despite the fact that in these same meetings no one is ever introduced as ‘the analogue guy’. But what does digital mean? It’s a word that’s used in such a bewildering variety of contexts that its meaning is now obscure to many. After all isn’t all of our TV and radio digital now...

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Alex Osterwalder – a new approach to business models

Alex Osterwalder's Business Model Generation is one of the most interesting and practical books I've read (and used) in the last couple of years. The book outlines a simple and systematic approach to generating new business models, something that allows all sorts of organisations to test and validate assumptions about existing or proposed business models. And it's an approach that's easily applied to digital strategy and service design. Alex explains more about Business Model Generation in his presentation at this year's Lift.

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Kids Draw for East Africa – 50/50.gd

O.K. so it's going to be a pretty busy week - all-in-all I think I have three projects going live in the next seven days. The first of which is Kids Draw for East Africa. I cooked the whole thing up with my wife, Charlotte, who's one of the many at Made by Many who are the people behind the 5050 good project. The 5050 good project intends to launch 50 projects in 50 days then raise £1million for famine relief in East Africa - a wide range of people have contributed so far, from individuals like Charlotte and I, to groups like Grey, Sapient, Fallon and Dentsu. As parents of a to...

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How to build successful social media campaigns: a five-point framework

I gave this presentation on how to develop successful social media campaigns a couple of days ago alongside others from Bob Egner from Episerver and social commerce expert Paul Marsden. It's a partial summary of a longer piece that we're publishing at the end of the month which is intended as a practical guide to developing campaigns and concepts, focusing on what does and doesn't work from our experience as well as what we see as industry best practice. We're also rolling out a big pan-European social media campaign based on this framework in about a month's time, so you'll doubtles...

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