deep digital strategy
Post on 29-Jun-2015
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Deep Digital Strategy
Stakeholders expect this…
… and o3en get this
• Unfocused • Not possible in the first place
• Tried all at once rather than over =me
Why the mismatch?
FOCUSED
Easy to use
Fast publishing
Mul=channel
Responsive
Agile
Like my compe=tor
Like Amazon
Open Source
Big data
API
Cura=on
Customizable
Like others in my industry
Standardized
Metadata-‐driven App-‐like
Syndica=on
Mul=lingual
Microsites
Lead genera=on
Cloud-‐based
E-‐marke=ng
Social Media
Deepen engagement
Drive ac=on Secure
Cost effec=ve
Personaliza=on Integra=on
A strategy isn’t buzzword bingo
Focus Checklist
q You have clearly separated out what is essen$al from what is simply desirable.
q The strategy addresses business needs. q It is clear enough to say “no” to some
requests. q There is a combina=on of “=meless” goals as
well as specific near term goals. q Stakeholders understand it.
But not too focused on one aspect
Focus on what is important and unique
Focus on what is important and unique
Example vision: Build brand affinity via nes=ng and trea=ng the customer as a partner.
Focus to avoid this
hYp://www.kazanjian.ne
t/pg_folly.htm
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age used
with
permission of Jim Kazanjian
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IBL
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Weight http://bit.ly/s-eval
http://bit.ly/s-eval
Plan around your known obstacles
Possible Checklist
q Broadly how are you going to move your weight across distance, and reducing each as necessary.
q Consider the depth of implementa=on for different capabili=es you are adding.
q Ensure you have or can acquire all the roles and processes for implementa=on
q Phase things in a way such that you get rela=vely high impact quickly.
Avoid abandoning an impossible transforma=on
.
Avoid Big Bangs
Avoid Redesign-‐Forget-‐Redesign
Define enhancement process
Ongoing Checklist
q Start phasing now. q Truly engage with stakeholders. q Product manage your website (and the CMS
implementa=on). q Carefully consider standardiza=on levels
This presenta=on on Slideshare: hYp://slidesha.re/QklvW8 Deep Digital Strategy mini-‐report: hYp://bit.ly/deepdigital
Five steps program: hYp://hobbsontech.com/five-‐steps-‐program
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