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brought to you by…
Creating Your Digital Strategy
SearchLove Boston 2015
@CraigBradford
Craig	
  Bradford
VP,	
  London
Distilled
3
4
Ginger	
  hair
5
Likes	
  beer
6
Can	
  usually	
  be	
  found	
  in	
  
the	
  Scottish	
  highlands
7Excellent mechanical mind
8
Image	
  source
9
Image	
  source
This	
  is	
  easy
10
Image	
  source
This is hard
Scale matters
Good	
  strategy
Bad	
  strategy
Hitting target
Good	
  strategy
Bad	
  strategy
Dad
Hitting target
“It’s important to make good decisions. But I spend
much less time and energy worrying about
‘making the right decision’ a...
Strategy is about placing bets
and shortening odds
1. What is strategy
2. What makes strategy hard
3. 6 steps to creating a digital
strategy
What is strategy?
Image	
  source
Image	
  sourceHitting hard isn’t a sustainable strategy
Image	
  source
Build more links
Get more tweets
Make a ‘viral’ video
A sustainable strategy is
choosing what not to do
The airline folded in 1995 after losing what has been reported
in the press as between $140 million or $300 million.
The law of raspberry jelly (trade-offs)
Strategy isn’t a strapline
Limited	
  
passanger	
  
service
Frequent,	
  
reliable	
  
departures
Short-­‐haul,	
  
point-­‐to-­‐point	
  
routes	
 ...
“fit”
Limited	
  
passanger	
  
service
Frequent,	
  
reliable	
  
departures
Short-­‐haul,	
  
point-­‐to-­‐point	
  
routes	
 ...
Digital fit
The balanced digital scorecard
Platform
Measurement
Conversion
Audience
Content
The balanced digital scorecard
Platform
Measurement
Conversion
Audience
Content
“If you could get all the people in an
organization rowing in the same
direction, you could dominate any
industry, in any ...
Strategy is a tailored set of activities
which when combined create a potential
solution to a problem
What makes
strategy hard?
#1 The Paradox of Choice
#1 The Paradox of Choice
(The sofa problem)
39
40
41
This is an optimisation problem
#2 Fear of regret
Would you rather miss a flight
by 2 minutes or two hours?
Image	
  source
Image	
  source
Boom!
Image	
  source
I got a medal!
Image	
  source
Look mom,
I’m on TV!
Image	
  source
Noooo!
Image	
  source
#3 Magnitude of the downside
Risk
Probability * Downside
=
Fear of
commitment#4
Decision
(to cut)
Decision
(to cut)
Decisive Scissors Concise Incisive
Image	
  SourceStrategy isn’t sniping
Image	
  SourceReady-aim-fire
Image	
  Source
Ready-fire-aim
Execution doesn’t
mean sticking to the
plan
6Steps to creating your
digital strategy
#1 Choose a good
question to answer
We need a strategy to increase traffic
We need a strategy to increase Google
organic traffic to the widget page by
15% in the next 4 month.
#2 Move from should to
could
Advantage - Scope - Activities
Increase revenue from conferences by
20% over the next 12 months
Leverage our existing conference brand to create a lower cost,
digital-only SearchLove, which aims to target those that ca...
Leverage our existing conference brand to create a lower cost,
digital-only SearchLove, which aims to target those that ca...
#3 Challenge the status
quo
Medical	
  Decision	
  Making	
  in	
  Situations	
  That	
  Offer	
  Multiple	
  AlternativesImage	
  source
#4 Ask what must be true,
not what is
“That’s a terrible idea, we’d
cannibalise our existing conference
ticket sales.”
“For me to get behind this idea, I’d
need to know that we wouldn’t
cannibalise our existing ticket sales.”
“That’s a terri...
If you permit wallflowers during the
planning phase, they are likely to cast
long, passive shadows over the
organization w...
#5Test what is true
#6 Make a bet
Choose	
  a	
  
good	
  
Question
What	
  
could	
  you	
  
do?
Challenge	
  
status	
  
quo	
  
Test Make	
  a	
  bet
Wha...
Thank You
@CraigBradford
The secrets of consulting
Which strategy when
Bringing science to the art of strategy
Simple rules for a complex world
Wha...
SearchLove Boston 2015 | Craig Bradford, 'Creating Digital Strategy'
SearchLove Boston 2015 | Craig Bradford, 'Creating Digital Strategy'
SearchLove Boston 2015 | Craig Bradford, 'Creating Digital Strategy'
SearchLove Boston 2015 | Craig Bradford, 'Creating Digital Strategy'
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SearchLove Boston 2015 | Craig Bradford, 'Creating Digital Strategy'

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Strategy is hard. The word strategy is synonymous with tough decisions, head scratching and late nights, but it doesn't need to be that way. At its core, strategy is about picking A or B and following through with the execution. In this presentation, Craig will describe the exact process he uses to create strategies for Distilled's clients. By the end, you'll have a clear process for defining your own strategy and ensuring the best chance of success.

Publié dans : Internet, Marketing
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SearchLove Boston 2015 | Craig Bradford, 'Creating Digital Strategy'

  1. brought to you by… Creating Your Digital Strategy SearchLove Boston 2015
  2. @CraigBradford Craig  Bradford VP,  London Distilled
  3. 3
  4. 4 Ginger  hair
  5. 5 Likes  beer
  6. 6 Can  usually  be  found  in   the  Scottish  highlands
  7. 7Excellent mechanical mind
  8. 8 Image  source
  9. 9 Image  source This  is  easy
  10. 10 Image  source This is hard
  11. Scale matters
  12. Good  strategy Bad  strategy Hitting target
  13. Good  strategy Bad  strategy Dad Hitting target
  14. “It’s important to make good decisions. But I spend much less time and energy worrying about ‘making the right decision’ and much more time and energy ensuring that any decision I make turns out right.” Scott McNealy (co-founder of Sun Microsystems)
  15. Strategy is about placing bets and shortening odds
  16. 1. What is strategy 2. What makes strategy hard 3. 6 steps to creating a digital strategy
  17. What is strategy?
  18. Image  source
  19. Image  sourceHitting hard isn’t a sustainable strategy
  20. Image  source Build more links Get more tweets Make a ‘viral’ video
  21. A sustainable strategy is choosing what not to do
  22. The airline folded in 1995 after losing what has been reported in the press as between $140 million or $300 million.
  23. The law of raspberry jelly (trade-offs)
  24. Strategy isn’t a strapline
  25. Limited   passanger   service Frequent,   reliable   departures Short-­‐haul,   point-­‐to-­‐point   routes  between   midsize  cities   and  secondary   airports Very  low  ticket   prices High  aircraft   utilisation   Lean,  highly   productive  ground   and  gate  crews No  baggage   transfers No   connections   with  other   airlines Standardised   fleet  of  737   aircraft Limited  use   of  travel   agents No  meals No  seat   assignments 15-­‐minute   gate   turnarounds Automatic   ticketing   machines High   compensation   of  employees Flexible   union   contracts High  level  of   employee   stock   ownership “Southwest,   the  low-­‐fare   airline” Source
  26. “fit”
  27. Limited   passanger   service Frequent,   reliable   departures Short-­‐haul,   point-­‐to-­‐point   routes  between   midsize  cities   and  secondary   airports Very  low  ticket   prices High  aircraft   utilisation   Lean,  highly   productive  ground   and  gate  crews No  baggage   transfers No   connections   with  other   airlines Standardised   fleet  of  737   aircraft Limited  use   of  travel   agents No  meals No  seat   assignments 15-­‐minute   gate   turnarounds Automatic   ticketing   machines High   compensation   of  employees Flexible   union   contracts High  level  of   employee   stock   ownership “Southwest,   the  low-­‐fare   airline” Source
  28. Digital fit
  29. The balanced digital scorecard Platform Measurement Conversion Audience Content
  30. The balanced digital scorecard Platform Measurement Conversion Audience Content
  31. “If you could get all the people in an organization rowing in the same direction, you could dominate any industry, in any market, against any competition, at any time” Patrick Lencioni
  32. Strategy is a tailored set of activities which when combined create a potential solution to a problem
  33. What makes strategy hard?
  34. #1 The Paradox of Choice
  35. #1 The Paradox of Choice (The sofa problem)
  36. 39
  37. 40
  38. 41 This is an optimisation problem
  39. #2 Fear of regret
  40. Would you rather miss a flight by 2 minutes or two hours?
  41. Image  source
  42. Image  source Boom!
  43. Image  source I got a medal!
  44. Image  source Look mom, I’m on TV!
  45. Image  source Noooo!
  46. Image  source #3 Magnitude of the downside
  47. Risk Probability * Downside =
  48. Fear of commitment#4
  49. Decision (to cut)
  50. Decision (to cut) Decisive Scissors Concise Incisive
  51. Image  SourceStrategy isn’t sniping
  52. Image  SourceReady-aim-fire
  53. Image  Source Ready-fire-aim
  54. Execution doesn’t mean sticking to the plan
  55. 6Steps to creating your digital strategy
  56. #1 Choose a good question to answer
  57. We need a strategy to increase traffic
  58. We need a strategy to increase Google organic traffic to the widget page by 15% in the next 4 month.
  59. #2 Move from should to could
  60. Advantage - Scope - Activities
  61. Increase revenue from conferences by 20% over the next 12 months
  62. Leverage our existing conference brand to create a lower cost, digital-only SearchLove, which aims to target those that can’t attend in our existing locations. They key activities would be to focus on growing our earned and owned audience through DistilledU, the Distilled blog and public speaking.
  63. Leverage our existing conference brand to create a lower cost, digital-only SearchLove, which aims to target those that can’t attend in our existing locations. They key activities would be to focus on growing our earned and owned audience through DistilledU, the Distilled blog and public speaking.
  64. #3 Challenge the status quo
  65. Medical  Decision  Making  in  Situations  That  Offer  Multiple  AlternativesImage  source
  66. #4 Ask what must be true, not what is
  67. “That’s a terrible idea, we’d cannibalise our existing conference ticket sales.”
  68. “For me to get behind this idea, I’d need to know that we wouldn’t cannibalise our existing ticket sales.” “That’s a terrible idea, we’d cannibalise our existing conference ticket sales.”
  69. If you permit wallflowers during the planning phase, they are likely to cast long, passive shadows over the organization when it comes time for execution. Robert  H.  Miles
  70. #5Test what is true
  71. #6 Make a bet
  72. Choose  a   good   Question What   could  you   do? Challenge   status   quo   Test Make  a  bet What   must  be   true 6Steps to a digital strategy
  73. Thank You @CraigBradford
  74. The secrets of consulting Which strategy when Bringing science to the art of strategy Simple rules for a complex world What is strategy The big lie of strategic planning Your strategy needs a strategy References:

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