digital strategi gulltaggen 2010

DIGITAL STRATEGIHvorfor og hvordan

onsdag 28. april 2010

Beate AlmeRådgiver forretningsutvikling

Kirsty GlenneRådgiver forretningsutvikling

Eirik Norman HansenDirektør Forretningsutvikling


HVA VI TROR PÅ

EN PROSESS

ET CASE

GRUPPEOPPGAVE

OPPSUMMERING


99 52 35 57TWITTER.COM/EIRIKNORMAN


HVA VI TROR PÅ


Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman

14% 1.000

2.200.000

97%38% 81%

50%



BRUKERNE HAR TATT MER OG MER KONTROLL OVER

tidverktøymedia informasjonegne og andres meninger og

erfaringer


CRM

PROFILEMGT

ADS/TV/DISPLAY

BRANDEDWIDGETS

RSS-FEEDS

PR

SEARCH/LINKS

SALES

THANKYOU!

GOOGLE NEWSCONTENT DISTRIBUTED AND SHARED TO BRANDED

CHANNELS/PROFILES

REAL-TIMEPROFILING

DOWNLOAD

ASK A QUESTION

CALL REQUEST

BROCHURE REQUEST

CONTENT PAGES TAGGED WITHRELEVANT META DATA

VISITOR BEHAVIOUR TRACKING AND CAMPAIGN MEASUREMENT

HOMEPAGE

CUSTOM CONTENT

XML FEED

REGISTRATION

INDUSTRYNEWS BLOG NEWS ROOM PODCASTS VIDEO CONTENT

BLOGS SOCIAL NETWORKS

PHOTO-SITES VIDEOSITES NEWS SITES

SOCIAL MEDIA CHANNELS

CAMPAIGN TRAFFIC

SEGMENTED BYSIZE, INDUSTRY AND BEHAVIOUR

DIRECT MAIL E-MAIL BANNERS/PPC MOBILE

PIN ENTRY



Den nye generasjonen av strategi handler om å forstå og å resepektere brukermakten i det digitale økosystemet!!


Eirik Norman Hansen - 99 52 35 57 | twitter.com/inorman

Å FORSTÅ BRUKERMAKTEN HANDLER OM

effektivitet transparensdialogopplevelse


HVORFOR DIGITAL STRATEGI?


Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman12

In the fields of strategic management, marketing strategy, and operational strategy, digital strategy is the process of

specifying an organization's vision, initiatives and processes in order to deploy their online assets in a manner which maximizes the business benefits they

provide to the organization.


http://en.wikipedia.org/wiki/Strategic_management


http://en.wikipedia.org/wiki/Marketing_strategy



In the fields of strategic management, marketing strategy, and operational strategy, digital strategy is the process of

specifying an organization's vision, initiatives and processes in order to deploy their online assets in a manner which maximizes the business benefits they

provide to the organization.






THESE WORDS ARE OFTEN USED INTERCHANGABLY & IN THE

WRONG CONTEXT

E-MARKETINGnew media marketing

E-BUSINESS

INTERNET MARKETING

E-COMMERCE

DIGITAL MARKETING

DIGITAL MEIDA

DIGITAL STRATEGY

social media

THE DIGITAL WORLD IS PROGRESSING AT SUCH PACE


“DIGITAL BOX CHECKING STRATEGY”

MANY COMPANIES ARE DEFAULTING TO SOCIAL MEDIA, CHECKING BOXES AND CALLING IT DIGITAL STRATEGY

Unless tied to clear business objectives these digital activities can be time consuming, distracting and drive little incremental value

There is need for more structured planning when it comes to digital if viable commercial results are to be achieved

CEO BLOG

FACEBOOK PAGE

FACEBOOK APP

IPHONE APP

TWITTER FEED

WEB TV & VIDEO ADS

YOU TUBE


THE MAJORITY OF DIGITAL ACTIVITIES THEREFORE STAND INDEPENDENT FROM THE OVERALL BUSINESS STRATEGY

DIGITALACTIVITIESBUSINESS STRATEGY

CEO BLOG

FACEBOOK PAGE

FACEBOOK APP

IPHONE APP

TWITTER FEED

WEB TV & VIDEO ADS

YOU TUBE

SPONSORED CONTENT

ONLINE PROMOTIONS

MOBILE CAMPAIGNS

EMAIL MARKETING

PRODUCT MICRO-SITES

BY SIMPLY ADDING ON TO EXISTING OPERATIONS PUTS PRESSURE ON THE BUSINESS - STRETCHING RESOURCES, FINANCES AND OPERATIONS


THERE IS NEED FOR MORE FORMAL PLANNING AND FOR DIGITAL STRATEGY TO BE INTEGRATED WITH THE TOTAL BUSINESS

Companies must begin to re-think their priorities and budgets, and substantially reshape their processes and skills to fully and formally integrate DIGITAL

Over time digital strategy will shift further to the left as it gains priority and focus as party of the business planning.

Eventually they will merge completely.

DIGITALSTRATEGYBUSINESS STRATEGY


FOCUS SHOULD BE PLACED ON DIGITAL DECISIONS THAT WILL HAVE THE GREATEST INCREMENTAL IMPACT ON BUSINESS RESULTS

IMPROVE CUSTOMER EXPERIENCE

RED

UCE

CO

STS IN

CRA

SE REVEN

EUDIGITAL

BUSINESS CASE

And there is no point doing anything unless it positively affects results

Choices, investments need to be tailored to each companies situation, marketplace, customer needs

By making the right investments, active digital marketers can spend significantly less on marketing as a percentage of sales, (MicKinsey)


EN PROSESS



A STANDARD STRATEGIC PROCESS WORKS WELL FOR THE DEVELOPMENT OF DIGITAL STRATEGY

SITUATIONAL ANALYSIS

Where are we now?

OBJECTIVES

Where do we want to be?

STRATEGY

How do we want to get there?

TACTICS

What are the details of the strategy?

CONTROL

How do we want to measure success?

ACTIONS

Strategy into action – who, what, when?



SITUATIONAL ANALYSIS

OBJECTIVES

STRATEGY

TACTICS

CONTROL

ACTIONS

• Map the digital position today• Consumer & Competitors from a digital

view point• Digital Threats & Opportunities

IT’S THE CONTENT, ANALYSIS AND THINKING WITHIN EACH STAGE THAT IS DIFFERENT – ITS BEEN DIGITIZED

• Sell more• Save more• Experience

Start making segment choices - defining scope - map ecosystem

Define the mix and what you are going to do

Whats the incremental impact – measurement & monitoring processes

Project plan – do you have the digital competence or do you need to buy it in?

ITS BEEN DIGITIZED



SITUATION ANALYSIS: DIGITAL STATUS AND POSITION WITHIN THE EXTERNAL MARKETPLACE

Gain a deep understanding of the current situation from a business and digital perspective.

Investigate the market, key consumer trends and digital behaviours

KEY QUESTIONS: What does digital mean for our business today? What is the digital status for our business and each of its divisions? What are the most important digital trends and behaviors impacting our organization? What are the digital challenges and opportunities?

22



DIGITAL SWOT: WILL PROVIDE AN INDEPTH UNDERSTANDING OF COMPETITORS AND INTERMEDIARIES FROM A DIGITAL PERSPECTIVE

These learning's and output will feed into strategies

“SO” STRATEGIES: Leverage strengths to maximize opportunities = attacking strategy

“WO” STRATEGIES: Counter weaknesses through exploiting opportunities = build strengths for attacking strategy

“ST” STRATEGIES: leverage strengths to minimize threats = defense strategy

“WT” STRATEGIES: counter weaknesses and threats = build strengths for defense strategy

23

STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS



YOUR AS-IS DIGITAL POSITION

Reviewing current performance and understanding the position of the website in the marketplace

It is also valuable to look at examples beyond your domestic market as well as out of sector benchmarks

Are there any learnings that can be transferred, leveraged?

24



Receipt Interest Respons

Selection Action Repeat?

Engage

DIGITAL USER ANALYSIS: WILL HELP US BUILD DIGITAL PROFILES AND UNDERSTAND KEY BEHAVIOURS



OBJECTIVES: WHERE DO WE WANT TO BE?

This step focuses on defining the overall desired position our business wants to take in the digital arena and then defines the sub aims

26

Strategic Digital Intent

Profile – Message - Concept

Tracking, Surveillance & Optimization

AS OBJECTIVE STRATEGY





EXAMPLE



OBJECTIVES: THROUGH A FACILITATED WORKSHOP WE WILL DESIGN THE STRATEGIC INTENT

27

“Our digital channels will make it easy for shoppers to find, compare and select products using a structured approach to merchandising and improving conversion to produce an experience rated as excellent by the majority of our customers.”

EXAMPLE

The web site supported by email and mobile messaging

Improvements to site search functionality

Using detailed product descriptions, rich media and ratings

We will regularly review customer satisfaction and advocacy against direct competitors and out-of-sector to drive improvements with the web site

Through delivery of automated merchandising facilities to present relevant offers to maximise conversion and average order value. Additionally, use of structured testing techniques such as AB Testing and multivariate testing will be used.



STRATEGY: HOW DO WE GET THERE?

Expands each strategic pillar into more detail

Make choices around the digital ecosystem and prioritise the optimal digital mix per target group

28



TACTICS & ACTIONS: BUILD A REALISTIC ROADMAP TO TAKE THE STRATEGY FORWARD

Each strategic plan is formulated into a project and prioritised into an implementation plan

Each project plan takes into account the people, strategy, objectives and technology necessary to build and execute each initiative

29

PROJECT 1

PROJECT 2

PROJECT 3

JAN FEB MARCH APRIL

MARCH APRIL MAY JUNE

JULY AUG SEPT OCT


ET CASE


Stockholm.se



DIALOGUE



TRANSPARENCY



EFFICENCY



DESIRABILITY



”the power of the user”


GRUPPEOPPGAVE


BLOGS SOCIAL NETWORKS

PHOTO-SITES VIDEOSITES NEWS SITES

CRM

PROFILEMGT

ADS/TV/DISPLAY

BRANDEDWIDGETS

RSS-FEEDS

PR

SEARCH/LINKS

SALES

THANKYOU!

GOOGLE NEWSCONTENT DISTRIBUTED AND SHARED TO BRANDED

CHANNELS/PROFILES

SOCIAL MEDIA CHANNELS

CAMPAIGN TRAFFICREAL-TIMEPROFILING

DOWNLOAD

ASK A QUESTION

CALL REQUEST

BROCHURE REQUEST

SEGMENTED BYSIZE, INDUSTRY AND BEHAVIOUR

CONTENT PAGES TAGGED WITHRELEVANT META DATA

VISITOR BEHAVIOUR TRACKING AND CAMPAIGN MEASUREMENT

HOMEPAGE

CUSTOM CONTENT

XML FEED

REGISTRATION

DIRECT MAIL E-MAIL BANNERS/PPC MOBILE

INDUSTRYNEWS BLOG NEWS ROOM PODCASTS VIDEO CONTENT

PIN ENTRY


OPPSUMMERING OG DISKUSJON


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MOBIL: +47 99 52 35 57


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digital strategi gulltaggen 2010

Business