Strategy Track

Many organisations in the J. Boye network are moving beyond the notion of a separate, stand-alone strategy for digital and towards embedding digital in the existing, overarching business strategies.A bold move and not without challenges. There are still many wildly different interpretations of what “digital” means – even within the same enterprises. ‘Digital transformation’ means different things to different people.

This reality combined with the fact that most large organisations are in a constant state of flux (mergers, re-orgs etc are the order of the day) means that it can be enormously difficult to strategise for success as a digital team. It requires analytical insight, connections in all the right places, agility, a constant ability to change with the surroundings. Not to mention courage and conviction.

In the strategy conference track we explore how to organise yourself and your efforts in order to strategise for digital success.

Thursday, Nov 9

8.00 – 9.00

Breakfast & Registration

9.00 – 9.15

Conference Opening

By Janus Boye

9.15 – 10.00 Keynote

On the 60th Anniversary of the First Municipal Computer.

By Steven Pemberton

In the immediate period after the Second World War there was a flurry of research across the world designing electronic computers. A milestone was reached in 1957 when for the first time, a computer was installed in the accounting department of a municipality.
And yet within ten short years of that event, there was talk of an international software crisis: projects being unmanageable, running over-budget, over-time, or not even being completed; delivered software not meeting requirements, being slow, low quality, hard to maintain.
Has this changed much in the intervening 50 years? Alas no: there are still continual reports of failing projects. For example, two years ago in the UK, a £10M project with 70 people working on it failed disastrously: what it produced was too slow, and too expensive to use. But with this project something surprising happened: one man, using a completely different approach, restarted the project from scratch and successfully took it to completion, working alone.
What have we been doing wrong, and what enabled him to be so successful?
Conference keynote speaker Steve PembertonSteven Pemberton (NL)
W3C and CWI
10.00 – 10.30

Coffee, tea & networking

10.30 – 12.00 Track: Strategy

Developing concepts and contents

By Seniha Cihangir

The Finnish Tax Administration (FTA) has 5,5 million taxpayers as its customers. The main channels for customer service are the information-oriented and interactive channels such as the chat. One of the main drivers for the development of these channels is the aim to decrease demand for customer service in other channels, particularly the telephone service numbers.

In this session we’ll look at the choices FTA has made regarding its digital customer service channels and digital content. Is there any content that can beat the traditional one-on-one service? What does FTA consider as successes? Where does FTA need a change of direction?

We’ll cover

  • an overview of our channels (, chat, Answer bank, but not the e-services where you need to log in) and the general goals for the development
  • a bit more details on each channel and their goals (the concept, the way we run them and resources used, numbers like the customers served etc)
  • the renewal and the strategy there, especially with the contents
  • and finally about the measuring and the lessons learned and the course we are taking next based on these
Conference speaker Seniha-CihangirSeniha Cihangir (FIN)
Finnish Tax Administration
12.00 – 13.00


13.00 – 13.45 Track: Strategy

Case: Maersk’s new strategy on how to strengthen relevance with key stakeholders

By Thomas Tom Thomas

From building a community of millions of followers, to delivering great storytelling, A.P. Moller Maersk has been a leader on social media in the B2B segment for years.

Learn how Maersk is creating business by a focused strategy of engaging its high level stakeholders thru data, content, and dialogue on social media.

Conference Speaker Thomas Tom ThomasThomas Tom Thomas (DK)
14.00 – 15.00



15.00 – 15.30

Coffee, tea & networking

15.30 – 16.30 Track: Strategy

Content Strategy for Ultra-Large Digital Presences

By Marianne Kay

Conference Speaker Marianne KayMarianne Kay (UK)
University of Leeds
16.45 – 17.30 Town Hall

Town Hall Debate


18.30 – 23.00 Social Event

Social event at Memphis Roadhouse

November 7th

In-depth morning workshops
In-depth afternoon workshops
Keynote by Bebo White
Informal city walk
Social event

November 8th

Keynote by Jake DiMare
 – Business Development
 – Customer Experience
 – Digital Workplace
 – User Experience
Keynote by Theresa Regli
Social event

November 9th

Keynote by Steven Pemberton
 – Agile & Project Leadership
 – Employee Experience
 – Marketing
 – Strategy
Social event