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Five objectives, nine steps, twelve analyses

Differentiate

Balancing act

  • Connect best with the current and new targets;
  • Can be implemented in the existing organisational structure most effectively with the current information provision;
  • Get the best results.

Three important pillars

  • 5 objectives — When you analyse the performance of websites and social media of organisations, then it appears that they struggle with digitisation. The effort made ‘at the front’ is often there. However, the reward at ‘the back’ is missing. Monetising digital assets and a real digital vision are still missing in many cases. With almost all organisations the context in data is missing. That is a primary component of the digital vision. Management based on the five strategic objectives (value, reputation, efficiency, acceleration and activation) is the solution for this.
  • 9 steps — Organisations want more insight into the progress of processes and results. The framework allows them to get control over the organisation and to get everyone working towards the five (predefined) objectives. These objectives are needed to get the operating capital (the analogue and digital assets) to grow. This capital is: the relationship with the (potential) fan or client. Implement the nine steps which lead to a successful digital transformation and which allow an organisation to accelerate in the digital world.
  • 12 analyses — Organisations create relationships with (potential) fans or clients by satiating their need for content and providing more relevant answers and content quicker and quicker. However, organisations cannot just get started with the framework and the plan. Before they can keep up with the speed of the digital world and can accelerate with regards to their competition, the 12 analyses first need to be completed. The zero point of the framework and the plan for the digitisation must first be created. The image of the digital transformation on a timeline and containing the milestones for the five objectives comes from this.

Business first

Business Acceleration Framework — 5 goals and objectives
  • Brand Equity (brand value) — This is the financial value which is in the brand. It is generally assumed that the brand value corresponds with the cash value of future cash flows that are allocated to the brand;
  • Brand Reputation Performance (brand reputation) — The tangible result of the approach in a handy graphic overview on a single A4. It shows the approach of the project and the most important milestones. From the roadmap appears the rhythm of the communication regarding the release of products and the storyline. This rhythm is the digital heartbeat of the organisation. Without a heartbeat there is no life in the digital channels. The roadmap and the rhythm directly affect the brand equity;
  • Marketing Efficiency — Generally, having a brand entails high marketing costs. Nowadays, much of the marketing budget is spent in a traditional way, where the target group is now digital. By adding context to data, marketing euros can be spent more efficiently;
  • Business Acceleration — For an organisation, the quick win is primarily in the acceleration of the existing revenue models using internet technology. They have to address three things to do this: data centralisation, strengthen teams with knowledge and optimisation of the technological infrastructure;
  • Business Activation — Find new revenue models. Introduction of, for example, adult eCommerce, digital exploitation of content via video services and more.

Design and management

  • Performance
  • Manageability
  • Scalability

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Denis Doeland

Author, Blogger, Disruptor, Maven, Numerati and Transformer. Check more on: denisdoeland.com