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Planning your ‘less talk, more action’ digital transformation

by Kelly Kubrick on May 13, 2015

First published on the Digital Strategy Conference blog, authored by Barret Murdock.

In 2014, Canada Science and Technology Museums made the news when a large outbreak of mould had been discovered in their Ottawa location. Brian Dawson, their Chief Digital Officer, explained how while it may have not been the best way to get on TV, it was this challenge that highlighted the need to to stay up-to-date in a culture that is in constant flux and that requires organizations to continuously battle the threat of digital irrelevancy.

“Digital Irrelevancy is Canada’s Biggest Threat”

Culture has become globalized – anywhere in the world one can receive information instantaneously from common sources such as Google and Wikipedia. This can present a problem because region-specific information and history can be overlooked by these global websites. Brian Dawson suggests that this is particularly true with Canadian history – if Canadians are not active digitally and on the web, then who will tell our stories?

Canadian Science and Technology Museums want to tell the story of science and technology in Canada and they have begun to offer a variety of digital opportunities to open up this public dialogue.

Examples of this are:

  • The creation of educational video games like Ace Academy, where the player goes to flight school and experiences a series of first world war missions
  • Digitization of their collection and giving the public open access to the data.

This free reign on information definitely carries a risk, but Dawson indicates that maintaining their collections relevancy in a digital landscape required a structure where enthusiasts can easily use the collections data in their personal projects. This collaboration with the public also includes crowdsourcing – asking the public to share their individual stories through text and videos, as well as encouraging social media contribution through hashtags.

Driving these initiatives, Canada Science and Technology Museums have formed Innovation Teams comprised of a wide range of experts specializing in areas relevant to a given project.  Teams work in four week cycles, during which they assess and integrate both user and stakeholder feedback. This process ensures that their projects are up-to-date and that the museums remain relevant in this digital age.

The Canada Science and Technology Museums took some negative media attention and used it as an opportunity to self-evaluate and  initiate positive, digital development throughout the entire organization.

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Kelly KubrickPlanning your ‘less talk, more action’ digital transformation

Introducing the Six Dimensions of Digital Maturity, aka the dStrategy Digital Maturity Model™

by Kelly Kubrick on November 19, 2012

Originally published on the Digital Strategy Conference blog; republished with permission from dStrategy Media.

Do any of these sound familiar?

  • A digital campaign launches without measurement
  • A new product launches but the online customer support content doesn’t get updated
  • A new technology conflicts with an existing process in the online sales channel

Given all that we know about digital business today, how do these things happen?

It starts innocently. The pressure to launch – a responsive website, a Twitter account, anything – everything! – is such that the project kicks off without a clear, let alone known, process.

The requirement for action overwhelms the time available to plan. Suddenly, your digital presence suffers from the old “Fire, Ready, Aim” joke.

We promise there is a better way. Take advantage of established business planning tools such project plans and budgets. And, maturity models.

Take advantage of maturity models

A maturity model is business planning tool to help your organization improve processes against an established standard. Maturity models include assessment criteria and a method to score your efforts relative to the criteria.

The lower your score, the more opportunity there is to improve. The higher your score, the more you have optimized a given process, and the higher your maturity rating is.

Most importantly, the simplicity and clarity of a completed maturity model provides everyone in your organization a common starting point: the equivalent of the arrow on a map saying “You are here”.


What is a digital maturity model?

A digital maturity model is a business planning tool specifically intended to help your organization assess its digital processes against an established standard. Doing so will provide a framework – a road map, if you will – to progress your digital efforts.

By knowing where you are today, you are better able to decide where you could be in the future – and how you will get there. Assessing your digital maturity will help you visualize your path forward and set priorities for digital process improvement.


Introducing the Six Dimensions of Digital Maturity – the dStrategy Digital Maturity Model™

We created the dStrategy Digital Maturity Model, including assessment criteria and a rating method – from Zero, through Low, Medium and High – to help you assess your organization’s current digital maturity.

Image of the Six Dimensions of Digital Maturity - the dStrategy Digital Maturity Model

Six Dimensions of Digital Maturity – dStrategy Digital Maturity Model

Our assessment criteria span six dimensions, each of which is necessary for the successful execution of digital strategy. The Six Dimensions of Digital Maturity™ are described at each link below:

  1. Human Resources
  2. Technology Resources
  3. Data Strategy
  4. Content Strategy
  5. Channel Strategy
  6. Social Business Strategy

We look forward to discussing the dStrategy Digital Maturity Model™ with you here, and at the next Digital Strategy Conference.

In 2013, we introduced the dStrategy Digital Maturity Model™ at Digital Strategy Conference Vancouver, British Columbia and Ottawa, Ontario. Our audience not only confirmed the tremendous value that the Model provides, they asked, “What’s next?”

Share your insights

Next, we’re happy to report, is the dStrategy Digital Maturity Benchmark Survey. Now in it’s third year, we invite you to share your insights.

Learn how to measure and map your organization’s digital maturity

Then, you asked us how you could map your organization’s digital maturity and how you could apply and act on your assessment results. We listened and launched the Mapping Digital Maturity Workshop Corporate Training, a practical, hands-on learning session to help your organization create a road map for digital success.

We look forward to the next step in our collective path to digital maturity with you!

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Kelly KubrickIntroducing the Six Dimensions of Digital Maturity, aka the dStrategy Digital Maturity Model™

What is Digital Strategy?

by Kelly Kubrick on November 9, 2012

Originally published on the Digital Strategy Conference blog; republished with permission from dStrategy Media.

Defining Digital Strategy: Finding Common Ground

As a relatively new concept, there is no commonly understood definition of digital strategy. Many would say that digital strategy has to do with incorporating email, websites and social networks into marketing and communications efforts. Some might say it has to do with accepting electronic payment, registrations or donations. Others would say that it relates to going mobile.

Depending on your sector and industry, the perception and role of digital changes radically. To some, it’s disruptive in the worst possible way. To digital–first companies, it is their native habitat. To many, it hints at new opportunities – and to far too many, it is threatening, impacting roles and job expectations.

To muddy the waters further, the rationale for digital is ever evolving. Initial efforts focused on substitution – uncovering cost savings and improved efficiency. Then, focus shifted to identifying what we could sell online. And today, focus has shifted again, as we find ourselves asking how to use digital to improve the overall business.

Which brings us to this:

Digital Strategy Leads to Competitive Advantage

Digital strategy is the process of identifying, articulating and executing on digital opportunities that will increase your organization’s competitive advantage.

A competitive advantage is found when your organization “acquires or develops abilities” – such as technology or people – that allows you to create value, which no other organization is capable of. Those in the public or not for profit sectors might bristle at the term competitive, but we believe it still applies when seen through the lens of a competitive–comparative set.

A critical word in our definition is “process”. If a digital strategy is a process, remember that a process presumes a progression – from an initial starting point, to the approach of and overtaking of milestones to destinations both identified and unknown.

A practical and efficient way to do this is to take advantage of established planning tools such as maturity models. In our next post, we’ll introduce you to the dStrategy Digital Maturity Model.

We look forward to discussing our definition with you at at Digital Strategy Conference.

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Kelly KubrickWhat is Digital Strategy?