21 Dec: digital strategies are meaty things to write, taking into account all the domains of digital and the ever changing environment in which it sits.
Here’s a little visualisation I’ve used a couple of times now to help illustrate the direction of travel in a digital strategy:
(click to enlarge)
There are four key dimensions:
- Channels: your site, your social media channels, email/mobile/RSS etc
- Programmes: the cross-cutting projects and work you do on your channels, from analytics and research to technical infrastructure and CMS selection
- Capabilities: the skills and configuration of the team
- Proposition and Content: what the digital platforms are for and what you’re doing with them
By describing in some short phrases where you are on each of those now, in the short/medium term (3 months) and longer term (6-12 months), it’s a way of communicating the breadth, direction and pace of change to senior stakeholders and the people involved.
Feel free to adapt and improve!
