My presentation in the D-Day Seminar in 6th of February.

1. No Digital Strategy

2. Do you really have a digital strategy?

3. Or do you have?...

4. 1. No Digital Strategy

5. 2. No Digital Strategy

6. 3. No Digital Strategy

7. Problem 1.

8. Problem 1.
The People

9. Marketing Department

10. 71 % Data explosion
68 % Social media
65 % Growth of channel & device
choices
63 % Shifting consumer
demographics
IBM Global CMO Study: “From Stretched to
Strengthened: Insights from the Global
Chief Marketing Officer Study.”

11. % CMO´s who are unprepared to key
changes in marketing.
IBM Global CMO Study: “From Stretched to
Strengthened: Insights from the Global
Chief Marketing Officer Study.”

12. CXO-level.

13. Advertising Agency.

15. IT Department.

16. By the end of this year over 50%
of workforce will be unsatisfied
with their company IT equipment.
Gartner 2008

17. The wrong people in the wrong
positions.

18. In too many organizations.

19. Basically anyone expect you.

20. Basically anyone expect you.

21. Basically anyone including you.

22. Random quotes from the water-
cooler.

23. “People do not buy our products
from digital”

24. “People do not buy our products
from digital” Yet.

25. “KPI? Is that a drug?”

26. “I want a Facebook page because
the competitor has one”

27. “That is a security threat”

28. Business is increasingly driven more
with data.

29. We can´t handle the data.

30. How you turn that data into
information & knowledge?

31. How you turn that data into
information & knowledge?
And to action.

32. Problem 2.
The Process.

33. “Strategies are like a**holes.
Everyone has one.”

34. Digital marketing strategy.
Digital e-commerce strategy.
Digital customer strategy
Digital contacting strategy.
Social media strategy.
Social media marketing strategy.
“I want to make myself important
and order yet another” strategy

35. Choose your silo.

36. Strategy should answer one
fundamental question.

37. Where is this company going?

38. Digital is the way to learn more
about the customer & consumer.

39. Digital is way to serve them better.

40. Digital is way to serve them better.
Sell more.

41. Solution 1.
The Customer.

42. VISION
CONCENTRATE ON THE ESSENTIALS
CONSUMER INSIGHTS
CRM ANALYTICS
CONVERSATION
SOCIAL MEDIA CUSTOMER
SERVICE
CONSUMER LISTENING

43. “The demand for something
fundamentally new is completely
unpredictable”
http://www.fastcodesign.com/1663220/user-led-innovation-cant-create-breakthroughs-just-ask-apple-and-ikea

44. You need to know where customer
wants to go next.

45. Solution 2.
The Process.

46. Eight questions for the digital
strategy.

47. 1. Why?

48. 1. Why?
Business targets.

49. Including
Vision
&
Bottom-line.

50. 2. Who?

51. 2. Who?
Target audience.

52. 3. Where?

53. 3. Where?
Own, bought & created media.

54. Bought Own Earned
Blogs
Google Google
CRM Forums
SEM SEO
YouTube
Result-based Twitter
advertising -channel
Website
App
Newsletter
Other video
Mobile Facebook services
marketing
Own
channels WOM
PR
Display DB+ CRM Pilots
Bought Created (+video)
channels
DB

55. 4. Why again?

56. 4. Why anyone should care,
participate or share?

57. 4. Why again?
Social objects.

59. 5. Who?

60. 5. Who?
Digital Team across the departments.

61. 6. When?

62. 6. When?
Marketing, content & action plan.

63. 7. How?

64. 7. How?
Training & testing.

65. Pilot A
evaluation
Twitter- pilot
Pilot B
definition
Google+
-pilot
Pilot C
definition
Starting Target Pilots Evaluation
New social Next pilots
point setting
media
ecosystem

66. 8. What´s next?

67. 8. What´s next?
KPIs.

68. TRAFFIC
INTERACTION
LEADS
SALES
REFERRAL
REACTION
ANALYSIS
COMPANY RELEVANT
DISCUSSION
GENERAL DISCUSSION

69. Referral will become the most
important KPI for the Future
companies.

70. “Millennials trust UGC more than
their family & friends when making
purchase decisions.”
Bazaarvoice: Talking To Strangers-Millenials Trust People over brands

71. Main Question.

72. How will digital shape our business
in the future?

73. How our business can shape the
future with digital?

74. Digital DNA

75. Digital DNA
In People

76. Digital DNA
In Process.

77. Digital DNA
Data-driven, people-led.

78. The End.

79. The End.
Riku Vassinen
http://rikuvassinen.com