Podcasts
1st December 2010
Episode 3 - Episode 3 - Developing an online strategy for your organisation
Hi and welcome to The Business Plan, brought to you by LeasePlan. I’m Jackie Allender. In this week’s issue we’re asking the question: does your organisation have an online strategy?
And if it does, how does that strategy connect with your overall business strategy?
Once upon a time, it was enough for an organisation to have a website and to use email. But today, the way we use the internet is changing – and rapidly.
The technology has changed, connection speeds are faster and more people and businesses are connected. And not only are more organisations using the internet to communicate with, or sell to, customers or clients, more people are routinely using the web to find information – such as product reviews – or doing their banking and socialising online.
That’s all brought about profound changes for business, according to the experts.
Instead of the online world being about static content, it’s now a more dynamic medium. Consumers are expecting to get a richer experience from their online foray, to be engaged as the jargon puts it. That’s led to richer content, including a lot generated by users themselves, and the rise of social media.
Business Link, the UK Government’s business website, puts it this way: in the internet of the 1990s there was a clear separation between content provider and end user. By contrast, the new internet – dubbed web 2.0 – is about collaboration, information sharing and encouraging end-users to be more interactive.
So, how does that relate to business strategy?
Well, for a start, it’s more important than ever for businesses to have an online presence. And the new ‘web 2.0 culture’ provides a variety of opportunities. But without a strategy, how can you ensure that these opportunities fit with your organisation’s overall goals and direction?
As well, the resources invested in online channels can be substantial, so it’s important to have some strategic goals to measure the return on that investment. New media experts, like Brian Solis writing for the guide Mashable, suggest that ROI for new media will become increasingly important as businesses move from ‘experimenting’ with social media to integrating it into their online activities.
Now – where to begin in developing your online strategy?
The first step is to look at your own organisation, its strategy and operations. Then explore the online world. Look at what your competitors are doing, look at what other organisations are doing, and think about how web-based activities could support - or even extend – your business strategy.
Work out how each different web technology or channel might add value to your business. Think about who you are trying to reach with your products or services – what are they expecting from you? What would make their experience of your organisation better? Could you use online channels to communicate more effectively with your target market? What efficiencies could you gain from putting business processes online?
If all this sounds a bit daunting, there is help out there.
The Australian Government has an e-business guide, put out by the Department of Broadband, Communications and the Digital Economy. It includes a step by step guide to developing an online strategy. As well, online social media guide Mashable has a lot of content aimed at helping businesses to make the most of the web. BusinessLink from the UK Government, is also useful; look under its IT & e-commerce menu.
That’s all we have time for today. Don’t forget if you want more information about the sites I’ve mentioned – or if you want to post a comment –go to the LeasePlan website at leaseplan dot com dot au and follow the links to ‘The Business Plan’. You’ll find a transcript of this podcast, including links to useful resources, as well as a section where you can make a comment.
Next week, we’re looking at whether you should allow your staff to use social media at work. I’m Jackie Allender, thank you for listening.
LINKS RELATED TO THIS STORY
http://www.businesslink.gov.uk/bdotg/action/layer?r.s=tl&r.l1=1073861197&r.lc=en&r.l2=1073866263&topicId=1081903314
http://www.e-businessguide.gov.au/
http://mashable.com/2010/02/10/business-web-presence/
http://mashable.com
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The Business Plan - Series 2
| Episode 10 | Episode 10 - The Innovators |
|---|---|
| Episode 9 | Episode 9 - eGovernments: How governments are using the web |
| Episode 8 | Episode 8 - How the web is driving business innovation |
| Episode 7 | Episode 7 - Is the future cloudy? |
| Episode 6 | Episode 6 - Don't forget your change! |
| Episode 5 | Episode 5 - e-Commerce Trends |
| Episode 4 | Episode 4 - Should employees have access to Twitter and Facebook? |
| Episode 2 | Episode 2 - Opportunities for business in social media |
| Episode 1 | Episode 1 - Data Security |