Online benchmark: this is a comparison with the online performance of organizations you want to be compared with (see figure 2).
Online visibility scan: in this you look at findability in search engines and visibility in social media and specific forums. You also look at consistency in the image that emerges and how your organization is talked about.
Technical architecture scan: this is where you look at which systems and online tools are currently being used. What experiences are there, how are systems connected to each
Example online benchmark
Figure 2: Example online benchmark
Insight into desired position
Now that you know what your online position is, it is necessary to look at where your organization wants to go. list to data If you see online as a business instrument, you cannot do otherwise than base your online strategy on the organizational strategy. For example, if customer loyalty is an important spearhead, then it is of course not possible that you do not recognize your own customer online (on your website or in your webshop) . Or if efficiency is important, that your intranet does not contribute to optimal collaboration or knowledge sharing. To ensure that your online activities really contribute meaningfully, you inventory the desired position. Methods that you can use for this:
analysis of policy documentation: consider a business plan, communication plan, marketing plan or ICT plan.
Online SWOT
Figure 3: Online SWOT
workshops with important stakeholders: if documentation still offers too little support (or in the absence of clearly defined plans!) you can organize a number of workshops, in which various managers must indicate what they want to achieve and indicate where online opportunities or threats lie in their opinion. Do new online providers pose a threat? Does online provide an additional sales market? These are the kinds of questions that matter in these workshops. You record the results in an Online SWOT (figure 3).