Implementing Digital Media

Implementing Digital Media - Peter Dickinson-KUB

Implementing Digital Media

You have now got your Digital Media Strategy or simply your Digital Strategy and have defined what you are doing and going to do in social media, email & viral marketing, web, cloud based systems for customers to interact with your business (booking, ordering, stock, work in progress, surveys etc), chat/IM/skype, podcasts, video etc.

Digital Media covers such a large number of areas of expertise including your marketing, sales, customer service and IT functions. Basically, any area that your customers, suppliers and key stakeholders touch your business (defined as Customer Touch Points). With Digital Media there is the real potential to enable the customers to do it for themselves which gives them more control, enhances their experience and, if done correctly, drives down your costs.

A lot of work in implementing your Digital Media strategy is a series of small actions or projects. Spread across so many functions in your business this can be a real challenge.

E4A ( has developed a Grid called the Profit Plan Grid – see for more details. As a Director of E4A, I have taken the grid and, as it is highly flexible, created a system for managing the implementation of a Digital Media strategy for an organisation.

The Digital Media Grid is about providing management a quick and easy tool to manage a large number of small projects.

Digital Media Grid - Strategy Implementation

Digital Media Grid - Strategy Implementation

The Grid can be easily modified to only show those elements of Digital Media that are relevant to your business. This is done by you logged in as the administrator. The screen shots on this page of the Digital Media Grid are what the user would see. There is also a guest function so that the Digital Media Grid can only be viewed. Useful for disseminating the plan to a large number of people.

Digital Media Grid - Adding a project action

Digital Media Grid - Adding a project action

Adding an Actions is simple and straight forward.

Identify the type function such as Implementation, Policy etc from the pull down box. The list of functions is shown on the left hand side of the grid.

On the right hand side, click on all areas of Digital Media that it affects. So if you are updating your policies and procedures you may have actions to update your HR policies to cover the use of all aspects of Digital Media. This means you would select Policies and Procedures as the function and then select all of the relevant aspects Digital Media that you wish to cover.

Digital Media Grid - Updated with an action

Digital Media Grid - Updated with an action

The updated Grid now looks like the next figure.

Note if you hover the mouse over an action it will tell you what the project is without having to go into it.

This means at a glance you can see where you have got activity and where you haven’t.

Digital Media Grid - Outstanding Actions

Digital Media Grid - Outstanding Actions

There are on screen reports to show you where projects are up to.

Using the filter view button you can select which projects are at various stages. As part of the initial set-up You can also define how your organisation defines stages in projects (Planned, Started, Ongoing etc).

The grid can also be saved to PDF for fast and easy reporting. This means that everybody knows what needs to be done and by when.

Digital Media Grid - Project Management

Digital Media Grid - Project Management

The system can also be used to chase people up.

E4A has developed a service whereby each month they will get the system to contact the action owners that they have outstanding tasks and to update the feedback on the project.

That way, the overall project owner can see where all the actions are up to without having to chase each one.

If you would like more information on the Digital Media Project Management Grid then please contact Peter Dickinson on 0845 053 7417 or email

Peter Dickinson is an experienced, director, high growth business coach, facilitator, interim, digital marketeer, customer services champion, project manager, change management consultant and advisor and has worked with over 300 companies helping them develop a systematic approach to growing their businesses. Working with companies as a high growth business coach, facilitator or interim, Peter will help crystallise the vision, rationalise strategy, identify the most cost effective routes to market including the development of new products, develop a consistent sales approach, champion customer service, streamline processes and identify key performance indicators to help drive the business to meet the goals of the main stakeholders. LinkedIn: (Open Networker) Twitter: Facebook: Web site:

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Posted in Business Strategy, Digital Marketing, Digital Media, Digital Media Strategy, Grant_Funded, Leadership and Management Development, Profit_Improvement, Project Management

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