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Charlene Li, CEO and Principal Analyst 
@charleneli 
The Secret to Digital Strategy Success 
Putting People First, Not Technology
The Secret to Digital Strategy Success
The Secret to Digital Strategy Success
STRATEGY 
What you will do…and won’t do with digital
Digital is 
About 
Putting 
People First
Short -term 
Transactional 
Occasional 
Impersonal 
Long-term 
Two-way 
Constant 
Authentic 
What kind of relationship do you want?
Four Components of a Relationship-Based Digital Strategy 
1. Engagement 
2. Data 
3. Capabilities 
4. Leadership 
Digital Strategy
Four Components of a Relationship-Based Digital Strategy 
1. Engagement
Why Most Digital Strategies Fail 
Measuring 
campaigns not 
relationships
A Notable Disconnect
Lead scoring 
Prevent Churn 
Conquesting 
Sampling 
Reward loyalty 
Promote advocates 
Reactivation 
Product 
personalization 
Identify influencers 
Lookalike Audiences 
Anticipate 
support 
find understanding customer behavior an extremely significant challenge 
53% 
Mapping the Customer Journey
Maersk Line Maps and Plans Engagement by Type of Relationship
Wells Fargo’s Command Center Operates at Scale 
Strategy 
•Early alert system for emerging issues 
•Routing and triage to stakeholders 
•Data trends on a range of topics 
Structure 
•60 active users (dashboards and data) 
•Runs on Brandwatch 
•Rolled out in early 2014 
Benefits 
•Insight for senior leaders 
•Speed to market for new products 
•Improved customer service 
13
Wells Fargo Mortgage Brokers Empowered on Facebook and Linkedin 
Facebook 
Linkedin
Four Components of a Relationship-Based Digital Strategy 
2. Data
SEM 
Website content 
Ads: display, retargeting, affiliate 
Email 
SMS 
Case Study: Universal Music Group uses social data to better target customers 
•Profile 
•Friends 
•Reviews 
•Comments 
•Location 
•Shares 
•Views 
•Likes
Universal Music Group uses social data to better understand customer interests 
1.Match social profiles to email through social login 
Social scores 
Append to email database 
2. Capture social signals 
•Facebook Likes 
•Twitter Follows 
•Spotify Listens 
•Youtube Views
Non-Targeted Email Unique Open Rate: 7% “Batch & Blast” Content Heavy 20+ Promoted Items 
UMG’s Interscope Records Customer Email
Interscope Sees Lift in Open Rates by Targeting 
with Social Signals 
Semi-targeted Email Unique 
Open Rate: 16% 
Targeted Twitter Followers of 
• Will.i.am 
• Britney Spears 
• Lil Wayne 
• Diddy
Note: for those unfamiliar, “The XX” is a band 
Combining Social Scores 
for Even More Relevance 
∙ Targeted Email Unique 
Open Rate: 66.7% 
∙ 10x increase 
∙ Targeted by: 
∙ “The XX” Social Scores* 
∙ Great Gatsby Social Scores
Finding the value of digital transformation can be like navigating with a flashlight
Data Diversity Requires Data Expertise 
Content Type 
Social Action Type 
Content Lifespan 
Platform Demographic 
Type of User Relationships 
Data Types 
Location Awareness
Clean Data is Happy Data 
∙Source: Altimeter Group 
23 
Publishers (Social Networks, Community, Enterprise Collaboration) 
Social Data Middleware (Gnip, DataShift, Topsy, Firehouse, Public APIs) 
Social Applications 
Listening/Monitoring 
Engagement SMMS) 
Publishing 
Analytics 
Enterprise Applications 
CRM 
BI 
Market Research 
Commerce 
Email Marketing 
Fraud Detection/Risk Mgt 
Supply Chain
Social Data Intelligence Emerges Over Time
Ask the Right Question about Value 
25 
“We tend to overvalue the things we can measure, and undervalue the things we cannot.” - John Hayes, CMO of American Express
Four Components of a Relationship-Based Digital Strategy 
3. Capabilities
Biggest Challenges of Digital
Converged Media Challenges Culture and Organizations 
Media Buyers Advertising Sponsorships 
Content Marketing Communications Business Units 
Public Relations HR/Advocacy
Create a Center for Excellence with Clear Responsibilities 
29 
Executive Alignment 
Content & Customer Experience 
Policies 
Best Practices Sharing 
Metrics & Accountability 
Staffing & Training 
Enterprise Platforms 
Listening & Analytics 
Enterprise Digital 
Strategy 
Develops content strategy that supports CX. Oversees POE platforms including Web, Community, Facebook, Twitter, LinkedIn 
Coordinates digital policies and procedures 
Leverage best practices across Regions/LoB 
Align Investment in holistic digital approach 
Help set standards for staffing / roles and training 
Leads process across functions to prevent needless silos in strategy 
Provides insights for use throughout the organization 
Manage a set of common platforms all Regions/LoB need 
Manage common measurement framework to ensure ROI impact 
Digital Hub
TD Bank Focuses on Employee Engagement to Connect with Customers 
30 
•85,000 users in CND & USA 
•2M connections made 
•6,500 communities Business Value 
•Build for the Future 
•Supports Transparency 
•Supports Unique & Inclusive Employee Culture 
•Productivity 
•Employee Engagement
7,000 Applebee’s employees in 1,000 locations monitor and respond to customers in social media
Planning is Needed to Scale Engagement 
Community 
∙Where are they? 
∙What are the touch points? 
∙Who’s interacting with them? 
Content 
∙Where is it coming from? 
∙Local vs. regional vs. national 
∙How is it distributed? 
Governance 
•Who has permission? Training? 
•What are the brand guidelines? 
•How do you empower but maintain oversight? Orchestration 
•Who’s responsible? (local/regional/national) 
•How do you monitor? 
•How do you analyze the data? 
EXTERNAL 
INTERNAL
Education Develops Judgment – and the Confidence to Use It 
What you should do 
What you shouldn’t do 
Judgment is needed in between
Four Components of Digital Strategy 
4. Leadership
Leadership Framework for the Digital Era 
Create Shareable Digital Content 
Set Digital Engagement Strategy 
Filter Digital Signal from Noisy Data 
Drive Organizational Digital Capabilities 
Personal 
Organizational 
Internal 
External
Key Players in Digital Transformation 
CHRO 
CMO 
CIO
How to Get Results
#1 Develop 
Trust
#2 
Focus
#3 
Scale
Digital is 
About 
Putting 
People First
The Secret to Digital Strategy Success

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The Secret to Digital Strategy Success

  • 1. Charlene Li, CEO and Principal Analyst @charleneli The Secret to Digital Strategy Success Putting People First, Not Technology
  • 4. STRATEGY What you will do…and won’t do with digital
  • 5. Digital is About Putting People First
  • 6. Short -term Transactional Occasional Impersonal Long-term Two-way Constant Authentic What kind of relationship do you want?
  • 7. Four Components of a Relationship-Based Digital Strategy 1. Engagement 2. Data 3. Capabilities 4. Leadership Digital Strategy
  • 8. Four Components of a Relationship-Based Digital Strategy 1. Engagement
  • 9. Why Most Digital Strategies Fail Measuring campaigns not relationships
  • 11. Lead scoring Prevent Churn Conquesting Sampling Reward loyalty Promote advocates Reactivation Product personalization Identify influencers Lookalike Audiences Anticipate support find understanding customer behavior an extremely significant challenge 53% Mapping the Customer Journey
  • 12. Maersk Line Maps and Plans Engagement by Type of Relationship
  • 13. Wells Fargo’s Command Center Operates at Scale Strategy •Early alert system for emerging issues •Routing and triage to stakeholders •Data trends on a range of topics Structure •60 active users (dashboards and data) •Runs on Brandwatch •Rolled out in early 2014 Benefits •Insight for senior leaders •Speed to market for new products •Improved customer service 13
  • 14. Wells Fargo Mortgage Brokers Empowered on Facebook and Linkedin Facebook Linkedin
  • 15. Four Components of a Relationship-Based Digital Strategy 2. Data
  • 16. SEM Website content Ads: display, retargeting, affiliate Email SMS Case Study: Universal Music Group uses social data to better target customers •Profile •Friends •Reviews •Comments •Location •Shares •Views •Likes
  • 17. Universal Music Group uses social data to better understand customer interests 1.Match social profiles to email through social login Social scores Append to email database 2. Capture social signals •Facebook Likes •Twitter Follows •Spotify Listens •Youtube Views
  • 18. Non-Targeted Email Unique Open Rate: 7% “Batch & Blast” Content Heavy 20+ Promoted Items UMG’s Interscope Records Customer Email
  • 19. Interscope Sees Lift in Open Rates by Targeting with Social Signals Semi-targeted Email Unique Open Rate: 16% Targeted Twitter Followers of • Will.i.am • Britney Spears • Lil Wayne • Diddy
  • 20. Note: for those unfamiliar, “The XX” is a band Combining Social Scores for Even More Relevance ∙ Targeted Email Unique Open Rate: 66.7% ∙ 10x increase ∙ Targeted by: ∙ “The XX” Social Scores* ∙ Great Gatsby Social Scores
  • 21. Finding the value of digital transformation can be like navigating with a flashlight
  • 22. Data Diversity Requires Data Expertise Content Type Social Action Type Content Lifespan Platform Demographic Type of User Relationships Data Types Location Awareness
  • 23. Clean Data is Happy Data ∙Source: Altimeter Group 23 Publishers (Social Networks, Community, Enterprise Collaboration) Social Data Middleware (Gnip, DataShift, Topsy, Firehouse, Public APIs) Social Applications Listening/Monitoring Engagement SMMS) Publishing Analytics Enterprise Applications CRM BI Market Research Commerce Email Marketing Fraud Detection/Risk Mgt Supply Chain
  • 24. Social Data Intelligence Emerges Over Time
  • 25. Ask the Right Question about Value 25 “We tend to overvalue the things we can measure, and undervalue the things we cannot.” - John Hayes, CMO of American Express
  • 26. Four Components of a Relationship-Based Digital Strategy 3. Capabilities
  • 28. Converged Media Challenges Culture and Organizations Media Buyers Advertising Sponsorships Content Marketing Communications Business Units Public Relations HR/Advocacy
  • 29. Create a Center for Excellence with Clear Responsibilities 29 Executive Alignment Content & Customer Experience Policies Best Practices Sharing Metrics & Accountability Staffing & Training Enterprise Platforms Listening & Analytics Enterprise Digital Strategy Develops content strategy that supports CX. Oversees POE platforms including Web, Community, Facebook, Twitter, LinkedIn Coordinates digital policies and procedures Leverage best practices across Regions/LoB Align Investment in holistic digital approach Help set standards for staffing / roles and training Leads process across functions to prevent needless silos in strategy Provides insights for use throughout the organization Manage a set of common platforms all Regions/LoB need Manage common measurement framework to ensure ROI impact Digital Hub
  • 30. TD Bank Focuses on Employee Engagement to Connect with Customers 30 •85,000 users in CND & USA •2M connections made •6,500 communities Business Value •Build for the Future •Supports Transparency •Supports Unique & Inclusive Employee Culture •Productivity •Employee Engagement
  • 31. 7,000 Applebee’s employees in 1,000 locations monitor and respond to customers in social media
  • 32. Planning is Needed to Scale Engagement Community ∙Where are they? ∙What are the touch points? ∙Who’s interacting with them? Content ∙Where is it coming from? ∙Local vs. regional vs. national ∙How is it distributed? Governance •Who has permission? Training? •What are the brand guidelines? •How do you empower but maintain oversight? Orchestration •Who’s responsible? (local/regional/national) •How do you monitor? •How do you analyze the data? EXTERNAL INTERNAL
  • 33. Education Develops Judgment – and the Confidence to Use It What you should do What you shouldn’t do Judgment is needed in between
  • 34. Four Components of Digital Strategy 4. Leadership
  • 35. Leadership Framework for the Digital Era Create Shareable Digital Content Set Digital Engagement Strategy Filter Digital Signal from Noisy Data Drive Organizational Digital Capabilities Personal Organizational Internal External
  • 36. Key Players in Digital Transformation CHRO CMO CIO
  • 37. How to Get Results
  • 41. Digital is About Putting People First