Unit 2: Digital Strategy

 

Abstract:

Digital strategy is a plan that explains how various digital initiatives help to achieve the goals of the organisation. Even small and mid-size institutions need a digital strategy – it helps to identify priorities and focus the efforts of the institutions. This part of the unit illustrates current trends in designing digital strategies and popular frameworks.

 

Brief description of content:

  • Introduction: what is a digital strategy

  • Examples of digital strategies

  • Tools to create digital strategies

 

Learning objectives:

  • Introduce the main concepts related to digital strategy.

  • Provide examples of successful institutional strategies.

  • Explain what frameworks help to devise a digital strategy

 

Case Studies:

The following publication offers a selection of case studies. Participants in the module are expected to study one of the cases of their own choice

Future Museum (2021) Case Cards: Which digital strategies make sense in a museum and how can they enhance analogue formats? https://www.future-museum.com/wp-content/uploads/2021/06/Case-Cards_Which-digital-strategies-make-sense-in-a-museum-and-how-can-they-enhance-analogue-formats.pdf

 

Media used:

Video recording of a lecture supplemented by the PowerPoint slides.

 

Suggestions for further reading:

Business model canvas. Online resource: https://www.strategyzer.com/canvas/business-model-canvas

Digital Strategy Examples

Stack, J. (2013) Tate Digital Strategy 2013–15: Digital as a Dimension of Everything. Available on: https://www.tate.org.uk/research/tate-papers/19/tate-digital-strategy-2013-15-digital-as-a-dimension-of-everything

Science Museum Group (2020). Inspiring futures. Strategic priorities 2017-2030: reissued 2020. Available on: https://www.sciencemuseumgroup.org.uk/wp-content/uploads/2020/05/SMG-Inspiring-Futures-May-2020.pdf

 

Activities Video Lessons
We have learned about many different opportunities to create and use digital resources. Now we will learn more about the digital strategy of an institution which helps to focus its efforts in the use of digital technologies. Watch this video.

Video number 4

Let’s reflect on what you just learned!

  • Imagine that you have received a funding of 50.000 EUR to improve the digital presence of your institution. How are you going to invest this funding? 
  • Think big: list all potential digital projects you can imagine.
  • Then scope what will be realistic to achieve within 1 year and with the amount of funding and resources you have. 
  • If you do not have enough funds, explore where you can find support. 
  • If you do not have enough people and the right skills, think of the option to build partnerships which can help to fill the gaps.
     
 

Are you interested to discover more on this topic? Here are some useful links. The first one is to the classical business model innovation canvas which helps to map in general the services of an institution in relation to users (customers), partnerships and define the value proposition for different user groups. The second link is to a digital strategy designed specifically for museums. The next two links are examples of digital strategies. 

Business model canvas. Online resource: https://www.strategyzer.com/canvas/business-model-canvas

Cogapp digital strategy canvas. https://www.cogapp.com/r-d/digital-strategy 

Stack, J. (2013) Tate Digital Strategy 2013–15: Digital as a Dimension of Everything. Available on: https://www.tate.org.uk/research/tate-papers/19/tate-digital-strategy-2013-15-digital-as-a-dimension-of-everything 
Science Museum Group (2020). Inspiring futures. Strategic priorities 2017-2030: reissued 2020. Available on: https://www.sciencemuseumgroup.org.uk/wp-content/uploads/2020/05/SMG-Inspiring-Futures-May-2020.pdf