CONCLUSIONS

Digital change is happening, but slowly

Many organisations are in the process of change triggered by the understanding that they need to mainstream Digital across the organisation in order to stay relevant in the current and future market

Organisational cultures play a major role in how quick, well executed and truly transformative the process of change is

Smaller organisations do not appear to be quicker or more nimble in implementing changes

The slow pace of change, implemented without Digital Leadership represents a risk for organisations: it keeps them lagging behind their audience and can lead to a slow death

 

It is hard to leap into the digital age, and retain digital talent, when the top jobs go to those with traditional, inky-fingered backgroundsLeaked New York Times Newsroom Innovation report

Yes to Data, but weak links to strategy

While not-for-profit organisations are investing in data analysis and (increasingly) new data systems, Data is largely seen as the remit of IT and/or Data teams.

Data reporting is often only about income or simple social media stats, not about the effectiveness of owned digital channels

Rospars was one of the first people hired to the Obama [2008] campaign ….

Obama’s competitors had people with similar skills, but they were constrained by the hierarchy, usually reporting to a communication director who participated in top meetings and had budget and hiring authority.

Giving Rospars a seat at the top table gave the Internet more autonomy and priority in the Obama campaign, including influencing relevant offline aspects of the strategy, and thus set itself up to have highly successful Internet activity.

How to eCampaign like Obama, Duane Raymond, Fairsay, 2010

Organisations need Digital Leads

The contribution of Digital to an organisational strategy does not seem to be promoted and/or understood at all levels of organisation. Beyond income and acquisition of new supporters, a deeper understanding of how Digital can support organisational strategy appears to be lacking

Whether big or small, organisations need Digital Leaders to guide the organisation and its senior management through the process of identifying the most strategically valuable vision for Digital and the commitment needed from everyone in the organisation in order to implement it

The role of Digital Leadership is to help organisations form this vision, but few Digital Leads sit at the decision-making table or are given the space to do this

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