Our final week of the decoding digital program, we look at Google Analytics and review each week of the program and how it will fit into your overall digital strategy.

1. Decoding Digital
Week Eight: Tying it all together
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2. About the Decoding Digital program
• The program aims to help small and medium Victorian businesses develop the
digital skills and foundations to ensure future profitability and success
• We want to make you aware of:
– The major trends facing Victorian businesses now and in the future
– The most important digital and ICT considerations for your business
– Why it is important and why it matters for you
• To help you on your journey we will be providing you with:
– Simple explanations of digital technologies available
– Easy steps and takeaways to get you started
– Case studies and examples of other Victorian businesses
– Interactive webinars, Google Hangout Q&A sessions and ongoing social media interaction
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3. How to engage with us by webinar
Today is our last webinar: ask us about ANYTHING we’ve covered (or haven’t)
during the program while you can!
• Chat box
• Polls
• Twitter
– We will be answering questions during the session on Twitter. Contact us directly at
@Symphony3Think and/or use the hashtag #DigitalVic
• LinkedIn:
• au.linkedin.com/in/fergalcoleman/
• au.linkedin.com/in/ryanplaylesmith
• au.linkedin.com/in/sohalkhatwani
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4. Webinar Schedule
Week One: Digital Leadership (May 7)
Week Two: Building the right digital foundations (May 14)
Week Three: Understanding your customer (May 21)
Week Four: How to generate brand awareness and position your products and services
evaluation (May 28)
Week Five: Ecommerce – making it easy for your customers to buy online (June 4)
Week Six: How to support your customers online (June 11)
Week Seven: How to engage your customers and create loyal advocates (June 18)
Week Eight: Tying it all together – Developing your digital strategy(June 25)
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5. Today’s Session: Tying it all together
• Week on week review
• Field questions as we go
• Look at Google Analytics
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6. What now?
Before any business can implement technology, it needs a strong digital plan.
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7. Revisiting the diagnostic
Digital Diagnostic: http://decodingdigital.symphony3.com/
• Resit the diagnostic
• Compare to your original results (email decodingdigital@symphony3.com if
you have deleted your results email)
• See how far you’ve come!
• You cannot make all of your improvements in eight weeks – keep working
away after Decoding Digital.
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8. Digital Leadership
• In week 1 we asked you where you fit on the matrix. How about now?
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9. What are your customer going to want in the future?
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10. Our Journey
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11. You need to measure: Google Analytics
• Some Google Analytics tips
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12. Week 1: Digital Leadership
• Digital leadership is important!
• It’s affecting every industry, and it’s happening quickly
• Digital trends
– Crowdsourcing
– Sharing economy
– Cloud
– Data
– 3D Printing
– Social
– Mobile
– Multi-screening
Resources:
• SWOT Analysis Worksheet
• Business Model Canvas
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14. Week 2: Building the right digital foundations
• Policies and guidelines
• Cloud technology
• Your website as a business platform
• Skills and knowledge
• Mobile
• Changing business models
Resources:
• Digital Foundation Audit
• Social Media Guidelines poster
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16. Week 3: Understanding your customer
• Customer personas – the importance of really understanding your customer
• Introduction to the customer journey
– Unaware to aware
– Evaluation
– Purchase
– Implement / Install
– Support
– Advocate
• Advocacy and review platforms
• Multi-screening
Resources:
• Customer persona worksheet
• Customer journey worksheet
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17. Week 4: Online product awareness & evaluation
• How to make customers aware of our products and services
– SEO
– Social media
– Other listings
– Advertising
• How to help customers evaluate your offering
– Best practice web design and product information
– Communicating solutions
– Usability
• Content
– Importance of content
– Content best practice
Resources:
• Content SEO best practice guide
• Content plan template
• Google SEO starter guide
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18. Week 5: Get customers to buy online
• The importance of selling online
• eCommerce trends
• Selling online for services
• Simple eCommerce solutions
• Maximising value from images and product info
• Perceived customer risk
• Case study: The Ark
• Selling with social media
Resources:
• Social media communication types infographic
• Competitor analysis template
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21. Week 6: Support customers online
• Customers’ online support expectations
• The importance of providing great online customer service
• Support tools
– Live chat
– Zendesk
– Listening posts
– Social media
– YouTube & video
• Self-service
• LinkedIn workshop
Resources:
• Social media response guide
• Tips and tricks for LinkedIn
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23. Week 7: Creating loyal advocates online
• Grow your brand audience
• Using social media and customer service to create online advocates
• Importance of image and video content
• Review of social media tools
• Case study: Round She Goes
• Using hashtags and Twitter
• Facebook Insights and content
• Co-creation and voting platforms
Resources:
• Uservoice voting platform example
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25. What now?
Before any business can implement technology, it needs a strong digital vision.
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26. What now?
Step 1: Prioritise areas for improvement with the Digital Diagnostic. Document
these on your one page plan with realistic timeframes.
Step 2: Assess any skill, knowledge or infrastructure deficiencies - how will you
address these? (Freelancing? New staff? Purchase new software? Training?)
Step 3: Assess your business model structure, process and policy. Make sure the
right structures are in place for new technologies.
Step 4: Implement new technologies (after training and testing).
Step 5: Measure, measure, measure. Use data and analytics to refine your
methods.
Step 6: Refine and improve your implementations.
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27. Google Analytics – use it!
How do we measure our performance along
the customer journey?
• Unaware/aware
• Evaluation
• Purchase
• Implement/install
• Support
• Loyal Advocate
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28. Business Victoria Resources
• http://www.business.vic.gov.au/marketing-sales-and-online/online-business-and-
technology
• http://www.business.vic.gov.au/marketing-sales-and-online/online-business-and-
technology/setting-up-an-online-presence
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