Digital Strategy Canvas
The Digital Strategy Canvas is a method for systematically drawing up and / or reviewing a digital strategy, which can be applied immediately. The canvas consists of twelve parts. These components provide answers to questions such as what are the most important aspects of a digital strategy, how to validate it and how to create engagement with the followers.
The three main pillars are:
- Enable, to connect
- Engage, to enable organizations to do online media marketing
- Evaluate, to evaluate the activities.
That is why it is also referred to as the 3E-Digital Strategy Canvas.
Scientifically validated model
The Digital Strategy Canvas was developed by Dr. Robin Effing Ton Spil and Menno Both MSc. at the University of Twente and Saxion University of Applied Science. The canvas is based on the business model canvas from Osterwalder and contains the three components of a digital strategy. This canvas was presented during the IFIP I3E2016 Conference on e-Business, e-Services and e-Society. Previously there was published about the canvas.
The Digital Strategy Canvas is the first scientifically validated method for drawing up a digital strategy. The unique thing about this canvas method is that the result fits on an A4. This i.c.m. the structure of the canvas provides a functional and directly applicable digital strategy. Various educational institutions have already adopted these methods and included them in their curriculum, including Tilburg University (TIAS) and London University.
Digital Strategy Canvas – Enable
Preparing and setting up social campaigns and activities
- Guidelines for employees regarding the use of online media
- Define the responsibilities
- Have the employees been trained or have they received training?
- Budget? For tools, training and advice, for example
Digital Strategy Canvas – Engage
Request and receive attention from the target groups and interact with them
- Defining target groups with regard to the digital strategy, whereby it is also determined how to reach the target group and how to address it
- Creating reach and sufficient attention among the target group is the basis for generating value with online media
- Online media is especially useful for approaching customers. Possibly also for approaching suppliers and sellers
- Goals are the basis of every digital strategy. Preferably measurable goals that can be evaluated and, if necessary, adjusted and adjusted
- Goals must be set prior to the strategy to successfully implement them
- The goals must also match the organizational goals
- An important goal can be brand promotion and thereby increase the operating result. Focus on involvement and interaction is then important
- Increasing customer loyalty through the use of online media in purchasing and user experiences
- Publishing suitable content at the right time is an important part of a digital strategy. This provides relevant and valuable information for the chosen target group
- The presence on online media must be recognizable
- See the online media relationship as a friendship and base it on trust. Aggressive advertisements and other disturbing activities put this friendship at risk
- Decide which channels you focus on
- A placement schedule can be part of an action plan. State the subject, time and frequency per message. Ask questions. Such a schedule is important for the balance in the campaigns. Use any tools for this.
Digital Strategy Canvas – Evaluate
Evaluate data and statistics against the set goals
- Listen to your target group (their needs and preferences) and respond to this
- Learn from the data and statistics, also for other marketing activities
- Steer on KPI, such as followers and interactions