Audit your Digital Assets
Your digital assets are what your organisation has produced in house or bought and therefore owns. The assets might be tangible, intangible, heavily used, or unused. Listing them will help you see where you could create new opportunities if you made them available outside your organisation more widely.
Tangible digital assets could be:
Intangible assets could be:
Audit your Customer/Audience digital competence, perceptions, assumptions, and expectations
Working out, from gathering feedback from your customers/audiences/stakeholders, what digital competence, perceptions, assumptions and expectations they have of your organisation can be surprising!
First, establish what are the digital touchpoints, channels, and distribution mechanisms that your audiences/customers engage with you through. Run a focus group, or set up some interviews with customers of different age and social demographics. Consider:
- Be connected in your venue
- Participate with your core content
- Buy your products/tickets
- Engage with your organisation
You might want to additionally audit your digital proficiency, your digital technology, and your business model to see where digital technologies play a part/are business critical. You might also want to gauge where your customers and stakeholders are at digitally, to see how they respond to your current digital set-up, and what they would like to see.
At this stage you might feel a bit overwhelmed! It’s normal for cultural organizations to get a fright at this stage, particularly if the IT set up and digital developments have previously been ad hoc or piecemeal. But you know where you are at, now. The next stage of The AmbITion Approach is the uplifting and exciting part: brainstorming and thinking about where you would like to be! You will also be diagnosing what IT and digital developments you will need to implement to get to where you want to be, from where you are now.