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[Handout] Laurie Dillon-Schalk - Developing a Digital Strategy & Roadmap
- 1. MyCharityConnects #mcc11
Developing a Digital Strategy & Roadmap
June 6, 2011 –
Laurie Dillon-Schalk, Digital Strategy Director, JWT –
Copyright © 2011
About me
© Laurie Dillon-Schalk 2011
- 2. DEFINED: What is a digital strategy?
Digital is an umbrella term used Strategy is the recommended
to capture a broad base of approach to achieving a set of
online or web accessible objectives.
medias, channels, technologies
or devices such as websites,
portals*, banners, social
networks, digital signage, mobile
and more…
Digital strategies provide measurable direction on how use digital to
achieve a vision and its specific business, brand and/or marketing
objectives.
* Portals include general interest sites such as AOL or Yahoo.
© Laurie Dillon-Schalk 2011
Said differently - a strategy is how the gap to future goals
will be addressed.
Gap
Desired
Future
Today
© Laurie Dillon-Schalk 2011
- 3. A Digital Strategy exercise is useful to:
• Address a new vision, unsatisfactory current position, or
competitive incursions.
• Identify how the consumer interacts today and digital’s impact
on that purchasing process or customer experience.
• Create alignment on digital understanding, opportunities and
planning.
• Prioritize the many digital opportunities facing an organization.
• Understand and address new brand realities – WOM,
communities, etc
• ….
© Laurie Dillon-Schalk 2011
An approach to digital strategy & planning
Where do How do we How do we
Where are
we want to get there? know our
we now?
be? impact?
Digital Review Digital Strategy Digital Plan Measurement
• Consumer Insights • Link to vision, brand idea, Simple: Plan
• Competitive Audit corporate objectives • Roadmap of tactics by • Measures of success
• Digital Review • Digital vision strategy. • Balanced scorecard
• Business + Brand • Strategies to achieve dev‟t
Performance defined objectives. Experience Dev‟t:
• User & biz
requirements
• Personas, customer
experience mapping &
user flows, etc.
Emerging Tech Perspectives Includes optimization of
existing digital assets
© Laurie Dillon-Schalk 2011
- 4. Focus of today
What is included in a digital review
How to map customer experiences
Explanation of how to conduct a digital strategy exercise
How to plan for changing consumer expectations
– E.g Social media maturity model
Planning rules of thumb
© Laurie Dillon-Schalk 2011
Digital Review
© Laurie Dillon-Schalk 2011
- 5. A comprehensive digital review provides context for
Where are
we now? digital strategy development
AS-IS: Corporate Assessment Discovery: Competitive Audit
Internal stakeholder interviews Competitive
benchmarking
Strategic fit to corp. objectives
Gaps to customer
Current plans & roadmaps experience framework
Full digital asset review
Internal
context Industry & context
review &
competitive
stakeholders
insights
insights
context
External
Discovery: customer
Consumer Audit insights
Target segment needs
& wants & behaviours
Purchase decision cycle
Purchase motivations & barriers
(loyalty & churn drivers)
Customer Experience mapping
Source: Framework from @pcrowe. Detail from LDS
© Laurie Dillon-Schalk 2011
- 6. Framework for Customer Experience Mapping
Major steps in the Customer Experience
Aware Research Consider Buy Engage Service Support Loyalty
Moments of Truth (customer interactions)
Identify moments of truth that are:
most important to the customer,
painful (create churn),
the largest gap to competitors
create loyalty
* Adapted from IBM Global Service consulting in 2006
© Laurie Dillon-Schalk 2011
- 7. Audience check: A quick review of free sources for insights
Audience check: A quick review of free sources for insights
Analytics
Analytics
Google Analytics: website analytics
Google Analytics: website analytics
Website Grader – grades website search engine optimization
Website Grader – grades website search engine optimization
Social Mention – real time social media search & analysis
Social Mention – real time social media search & analysis
Industry & Consumer Research
Industry & Consumer Research
Pew Internet and American Life Research: digital consumer behaviour research.
Pew Internet and American Life Research: digital consumer behaviour research.
E-marketer e-mails subscription: industry research
E-marketer e-mails subscription: industry research
Google Think Insights: industry research
Google Think Insights: industry research
Quora: Interest network (wormhole)
Quora: Interest network (wormhole)
Trend & Performance Tracking
Trend & Performance Tracking
Google Insights for search: key search term analytics
Google Insights for search: key search term analytics
Google Trends: trends in worldwide traffic for key terms
Google Trends: trends in worldwide traffic for key terms
Wildfireapp.com – (sign in & monitor) competitor social network past three month
Wildfireapp.com – (sign in & monitor) competitor social network past three month
growth
growth
© Laurie Dillon-Schalk 2011
© Laurie Dillon-Schalk 2011
- 8. Where are
A perspective on emerging technology & trends
we now? educates stakeholders & informs digital planning
AS-IS: Corporate Assessment Discovery: Competitive Audit
Internal stakeholder interviews Competitive
benchmarking
Strategic fit to corp. objectives
Gaps to customer
Current plans & roadmaps experience framework
Full digital asset review
Internal
context Industry & context
review &
competitive
stakeholders
insights
insights
context perspective
External Technology
Discovery: customer trends & Assessment:
Consumer Audit insights Emerging Tech
Target segment needs opportunities
Education to internal
& wants & behaviours Review of consumer
Purchase decision cycle expectations by media
Purchase motivations & barriers or channel
(loyalty & churn drivers)
Customer Experience mapping
Source: Framework from @pcrowe. Detail from LDS
© Laurie Dillon-Schalk 2011
- 9. How you present a digital review is critical
Purpose of a review: to provide full information to allow for
decisions. Strip the opinion, present the facts.
Do not lump the digital review and the digital strategy (nor
roadmap) into one deliverable.
Deliver and facilitate the review in a dedicated “immersion”
workshop with cross functional, in person participation.
Allow line of business owners to present their own sections.
Create a tight presentation
– No more than 7 bullets, per slide (or categorize)
– Follow “bullshit !, prove it, so what?” format
– No more than 1 idea per slide
– No facebook wall or twitter screen capture dumps!
– Learn the art of visualization – make complex data easy to read
– Include the one page pull out
© Laurie Dillon-Schalk 2011
Digital Strategy
© Laurie Dillon-Schalk 2011
- 10. Strategy development
Insist on starting with a digital review
Invite outside perspectives for emerging media, asset
review
Speed up the delivery of a strategy by holding cross
functional, team exercises:
• Immersion: Sharing context, insights, perspectives
• Planning: Objective & initiatives setting
– After immersion, identify key issues or opportunities
– Confirm vision & objectives
– Have a independent stakeholder consideration of strategies and tactics, then allow
for group think.
– Consider sticky notes! Synthesize & vote
• Alignment: Involve, agree & commit
© Laurie Dillon-Schalk 2011
By understanding the „hierarchy‟ of your customer needs,
we can prioritize the digital opportunities
Satisfaction Differentiators Differentiators : Attracts customers
away from a competitor.
Satisfiers
Satisfiers: May improve
satisfaction, but are „nice to have‟
because they do not change buying
behaviour.
Basic
Expectations
Basic Expectations: If expectations
are not met or done poorly, it drives
dissatisfaction and would cause
customers to leave.
Time
We can use customers‟ expectations to inform our investments.
© Laurie Dillon-Schalk 2011
Source: Customer Value Management, IBM Global Services
- 11. Open Source project - @ldillonschalk & @rickwolfe
© Laurie Dillon-Schalk 2011
Digital Plan (Roadmap)
© Laurie Dillon-Schalk 2011
- 12. Rules of thumb for planning
Accommodate “Quick Hits” or “Low hanging fruit”
Insist on cascading objectives, strategies & tactics
Objectives Strategies Tactics Measures
1. 1. 1.
2. 2.
3.
4.
2. 3. 5.
Agree on the criteria for opportunity prioritization
– Business Value
• Impact to Customer Experience
• Impact to Revenue & Cost
– Complexity
• Ease of Implementation
• Time to market
– Dependencies & Risks
For each major tactic, identify project approach, task list, assumptions and
dependencies
© Laurie Dillon-Schalk 2011
Last words
Never „once & done‟
“We look at our digital strategy every 3 months as technology is
changing so rapidly always have to readjust it.”
- Air Canada, in reference to its mobile application.
© Laurie Dillon-Schalk 2011