Public Sector 2.0

Strategy Development and Implementation

Dr. Jim HamillAlan Stevenson

April, 2009

Strategy Development

A three staged approach:

• Enhanced knowledge and understanding – get involved and learn more

• Strategic Audit - Ten Key Questions

• Strategy Development and Implementation - using a Balanced Scorecard approach

Get Involved, Learn More

• Set up a Google Alert

• Participate in relevant forums/blogs

• YouTube

• Join a social/professional networking site

• Set up your own....

• etc

Tourism 2.0

Tourism 2.0

Tourism 2.0

Strategic Audit

The Ten Key Questions

Ten Key Questions

1. What impact is Web 2.0 having on the public sector? How is consumer/public behaviour and decision-making changing?

2. What are the specific opportunities and threats for my own organisation?

3. How well are we currently positioned to capitalise on these opportunities, minimise the threats? What progress have we made? What is the ‘strategic gap’ between where we are and where we should be?

4. What internal organisational barriers and obstacles need to be overcome?

Ten Key Questions

5. What new organisational ‘mindset’ do we need to succeed in a Web 2.0 environment?

6. What are our core strategic objectives for Web 2.0? What are our KPIs?

7. Use of Web 2.0 for: • reputation management• market/customer research• customer insight, knowledge and understanding• on-going customer dialogue and interaction

• the online customer experience

Ten Key Questions

8. What key Web 2.0 actions and initiatives will best achieve my strategic objectives? – internal and external applications

9. Performance measurement and evaluation

10. Use of Web 2.0 for improving internal business processes and operational efficiency

Public Sector 2.0 Strategy Development

The Balanced Scorecard

Balanced Scorecard

• Recommend the use of a simplified Balanced Scorecard approach to Web 2.0 strategy development and implementation

• Will ensure that future 2.0 actions and initiatives are fully aligned with and supportive of agreed organisational goals and objectives

• Business/customer/network led rather than technology driven

The Balanced Scorecard - Benefits

• A robust Web 2.0 planning tool• A Performance Measurement System • Internal/External Communications• A Translator of Strategy Into Action• Alignment• A ‘Balancer’• A ‘Supporter’• A ‘Journey’

The Balanced Scorecard - Benefits

Will help to answer the following questions:

• Should we invest (time and effort) in Web 2.0? Why should we invest? How much time and effort should we invest?

• What will be the business benefits and ROI?• Which projects/initiatives should we invest in?• How should we allocate our time and resources

between different 2.0 initiatives?• How will 2.0 help us to achieve our core business goals

and objectives? What is the strategic fit? How ‘mission critical’ is it?

How It Works

1. Agree Overall Vision, Mission, Strategy

2. Decompose into Linked Perspectives (Financial, Customer, Internal Management, Organisational)

3. Establish Clear Performance Measures and Targets for each Perspective

4. Key Initiatives and Actions

5. Performance Evaluation and Feedback

A Simplified Balanced Scorecard

Vision, Mission and Strategy

Decompose Into Perspectives

Performance Measures / Targets

Key Initiatives

Balanced Scorecard

www.tourism2-0.co.uk

The five key questions:

• What is our overall vision/mission for Web 2.0?

• What are the key financial/strategic objectives we wish to achieve?

• Who are we targeting, with what value proposition?

• What are the key Web 2.0 initiatives and actions we need to introduce to achieve our objectives?

• People, organisation and IT aspects

www.tourism2-0.co.uk

Balanced Scorecard 2.0 Strategy Map

www.tourism2-0.co.uk

Strategic Theme/ Mission:Brief Statement of Overall 2.0 Mission/Vision

Financial Perspective

Customer Perspective: Customer Segments

Internal Management

Perspective:

Organisation

Perspective:

Financial Goals and Objectives

Marketing Effectiveness Marketing Efficiency

Customer Group 1 Customer Group 2 Customer Group 3 etc

Customer Value Proposition

Initiative 2

ObjectivesKPI

TargetsActions

People IS and ITManagementOrganisation

Culture

Initiative 3

ObjectivesKPI

TargetsActions

Initiative etc

ObjectivesKPI

TargetsActions

2.0 Initiative 1

ObjectivesKPI

TargetsActions

Templates to assist in the process

Thank You