1.
Charlene Li, CEO and Principal Analyst
@charleneli
The Secret to Digital Strategy Success
Putting People First, Not Technology

2.
STRATEGY
What you will do…and won’t do with digital

3.
Digital is
About
Putting
People First

4.
Short -term
Transactional
Occasional
Impersonal
Long-term
Two-way
Constant
Authentic
What kind of relationship do you want?

5.
Four Components of a Relationship-Based Digital Strategy
1. Engagement
2. Data
3. Capabilities
4. Leadership
Digital Strategy

6.
Four Components of a Relationship-Based Digital Strategy
1. Engagement

7.
Why Most Digital Strategies Fail
Measuring
campaigns not
relationships

8.
A Notable Disconnect

9.
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

10.
Maersk Line Maps and Plans Engagement by Type of Relationship

11.
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

12.
Wells Fargo Mortgage Brokers Empowered on Facebook and Linkedin
Facebook
Linkedin

13.
Four Components of a Relationship-Based Digital Strategy
2. Data

14.
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

15.
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

16.
Non-Targeted Email Unique Open Rate: 7% “Batch & Blast” Content Heavy 20+ Promoted Items
UMG’s Interscope Records Customer Email

17.
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

18.
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

19.
Finding the value of digital transformation can be like navigating with a flashlight

20.
Data Diversity Requires Data Expertise
Content Type
Social Action Type
Content Lifespan
Platform Demographic
Type of User Relationships
Data Types
Location Awareness

21.
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

22.
Social Data Intelligence Emerges Over Time

23.
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

24.
Four Components of a Relationship-Based Digital Strategy
3. Capabilities

25.
Biggest Challenges of Digital

26.
Converged Media Challenges Culture and Organizations
Media Buyers Advertising Sponsorships
Content Marketing Communications Business Units
Public Relations HR/Advocacy

27.
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

28.
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

29.
7,000 Applebee’s employees in 1,000 locations monitor and respond to customers in social media

30.
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

31.
Education Develops Judgment – and the Confidence to Use It
What you should do
What you shouldn’t do
Judgment is needed in between

32.
Four Components of Digital Strategy
4. Leadership

33.
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

34.
Key Players in Digital Transformation
CHRO
CMO
CIO

35.
How to Get Results

36.
#1 Develop
Trust

37.
#2
Focus

38.
#3
Scale

39.
Digital is
About
Putting
People First