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.

Janus Boye will moderate the strategy conference track, where 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

Beyond the hype – the critical trends that will define success in 2018

By Lau Andreasen

Based on discussions and deep conversations with members in Europe, the US and Canada, I’ll look beyond the buzzwords and the day-to-day tactics to identify some of the defining trends that set the leading organisations in our network apart from the rest – and will be critical for success in 2018
Lau AndreasenLau Andreasen (DK)
J. Boye
9.15 – 10.00 Keynote

On the 60th Anniversary of the First Municipal Computer.

By Steven Pemberton

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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

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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 Lunch
13.00 – 13.45 Track: Strategy

Developing winning strategies which embrace both tech and marketing cultures

By Colan Mehaffey

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From discovery to delivery, a winning digital strategy needs buy-in and support across an organisation. While marketing and IT have drawn closer in recent years, there are still behavioural and cultural challenges in developing a unified strategic vision.

Colan Mehaffey shares his experience of co-producing and implementing digital strategy, looking at techniques for developing an integrated vision, roadmap and governance.

The session will examine the importance of cultural change in developing operational agility, scalability and frictionless internal relationships.

 Conference speaker Colan MehaffeyColan Mehaffey (UK)
University of Edinburgh
14.00 – 15.00 Roundtables

Reflections, new perspectives and discussions

Come join 2 x 25 minutes of informal roundtable discussions on topics like GDPR, leading digital teams, video and much more.

15.00 – 15.30 Coffee, tea & networking
15.30 – 16.30 Track: Strategy

Content Strategy for Ultra-Large Digital Presences

By Marianne Kay

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The world is overwhelmed with web content. Yet many organisations publish content blindly and operate without a documented content strategy, exposing themselves to business risks and missed opportunities.

Content strategy is planning for the creation, delivery, and governance of useful, usable content. It guides strategic initiatives to deliver business value. Effective content strategy relies on a variety of skills and disciplines, including marketing, communications, editorial planning, web development, user experience and analytics.

In this session we will cover:

  • The WHAT?

    Evaluating what you have in terms of content, skills and resources. Content audit, training needs, recruitment.

  • The HOW?

    How to produce quality content? How much to write? How often? What works online, and what doesn’t? What is content modelling? What tools do you need?

  • The WHO?

    Who is responsible for web content? Decentralised vs centralised content editing approach.

  • The WHY?

    Why does the content exist? Does it increase revenue, lower costs, improves customer experience? What are the goals, KPIs and success criteria for web content.

  • The NOW WHAT?

    Once the content is created and published, how do you keep the standards high and content up-to-date? Digital quality management, web governance, analytics, editorial calendar. How to communicate success, influence top management and advocate for change.
marianne-kayMarianne Kay (UK)
University of Leeds
16.45 – 17.30 Debate

Town Hall Debate

Join expert panelists in an engaging, fast-paced debate on key issues for 2017 and beyond.

2 conference participants will go pro and con for 2 minutes each on a series of important questions in the community, and we invite you to join in. Audience members will be invited to provide 2-minute rebuttals.

Do you have an opinion? Do you want to learn about hot topics with a minimum of hot air?

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