Tactics <> strategy Strategy is Digital Strategy for dummies

Digital Strategy

Strategy for dummies A potential framework for digital strategy.

Process

Digital strategy

Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat. - Sun Tzu

First... What is Strategy?

What is Strategy? Strategy is the action plan that describes when to use what means to reach a certain goal, given the current context. Questions this document has to answer: ‣ What is the context? ‣ What are the goals? ‣ Which means do we need? ‣ When, how and with what priority do we use these means?

What is Strategy? Strategy is the action plan that describes when to use what means to reach a certain goal, given the current context. Deliverable: ‣ 1. context ‣ 2. goal ‣ 3. means ‣ 4. action plan

Strategy ‣ 1. context - macro: relevant trends in society - meso: sector and competitors analysis - micro: company trends and resources ‣ 2. goals - target audience: personas and user stories - kpi’s and kpi dashboard ‣ 3. means - channels - tactics ‣ 4. action plan - roadmap with timing

1. Context: macro ‣ What: society trends that are relevant and applicable to sector and company ‣ Methods: - desk research - internal trend library - external sources (trendwatching.com ...) ‣ Deliverable: - document outlining trends

Trend: FOMO (“Fear Of Missing Out”) Societal trend where people are anxious not to miss anything exciting (reinforced by social media). Reaction: - Exploit: “Follow us to miss nothing!” - Use: “We will aggregate the coolest stuﬀ for you!” - Counter: “Come to us to unplug!”

1. Context: meso ‣ What: sector trends that are relevant and applicable to sector and company; competitor analysis ‣ Methods: - desk research (sector organisations) - keyword research - benchmark audits ‣ Deliverable: - document SWOT sector

Online cycli | Seizoenaliteit in zoektrends 1. Context: meso ‣ ‣ ‣ Grootste pieken rond beurzen en campagnes What: sector trends that are relevant and applicable to sector and company; competitor Dips tijdens bouwverlof analysis Methods: - desk research (sector organisations) - keyword research 9 - benchmark audits 6,75 ‣4,5 Deliverable: 2,25 document SWOT sector 0 Januari Maart Mei Juli September November

Source: Think Finance with Google, April 2011

A Wijs-example: paths to conversion

1. Context: micro ‣ What: analysis of current situation of company, constraints in resources company ‣ Methods: - vision, mission, target audience (in-company docs) - Google Analytics - social media audit, usability audit - stakeholder interviews ‣ Deliverable: - document company situation

Example: trends (for public transport) ‣ Constant traﬃc throughout the year, with peaks in summer (festivals & start school year). ‣ Extra peak at feb 2012, caused by strike.

Example: search behaviour (for public transport) ‣ Branded keywords most commonly used (ex. “De Lijn dienstregeling”). > Keywords with city, incl. Brussel & Antwerpen (3,6%). > Keywords with city, excl. Brussel & Antwerpen (2,0%). > Keywords with bus (1,9%). > Keywords with province (1,8%).

2. Goals: target audience ‣ What: deﬁnition of target audiences, where they are online, what triggers them online ‣ Methods: - keyword research - Google Analytics - online surveys - user tests - focus groups ‣ Deliverable: - user stories - personas

DIY & Garden Equipment online 11% ffline 96% o online 4% 7% 89% offline 21% 43% 100% offline 0% online Uitsluitend oﬄine onderzoek Oﬀ & online onderzoek Uitsluitend online onderzoek Verhouding tussen off & online kopen Bron: TNS, IAB and Google » Consumer Barometer » Belgen die het product/dienst hebben aangeschaft, en onderdeel zijn van de online populatie

Meet Luc, 36 2. Goals: target audience ‣ Na zijn scheiding is hij Example nu gelukkig samen met zijn vriend, Alex ‣ Heeft 2 kindjes: Lotta en Gillian ‣ Wil niet terug gaan huren door een te hoge energiefactuur ‣ Wil meer tijd spenderen met de kindjes Source: picture by Anaïs Stoelen http://withyoureyesiwillsee.wordpress.com

Meet Marcel, 68 2. Goals: target audience ‣ Geniet van pensioen Example samen met zijn vrouw Agnes ‣ Is bang om snel oud en versleten te worden ‣ Ziet zijn enige dochter Marie ontzettend graag ‣ Is mee met zijn tijd en kocht net een smartphone Source: picture by Anaïs Stoelen http://withyoureyesiwillsee.wordpress.com

Meet Katrien, 24 2. Goals: target audience ‣ Werkt 3 jaar als Example verpleegster ‣ Wil gaan samenwonen met haar vriend ‣ Heeft altijd bij haar ouders gewoond ‣ Heeft een drukke job ‣ Wil ooit kindjes Source: picture by Anaïs Stoelen http://withyoureyesiwillsee.wordpress.com

2. Goals: kpi’s ‣ What: deﬁnition of relevant kpi’s, based on business goals of company ‣ Methods: - analysis of business goals - translation into digital kpi’s - based on 4 A’s ‣ Deliverable: - deﬁnition of kpi’s - (automated) kpi dashboard

Awareness Appreciation Advocacy Action

Automated KPI dashboard

3. Means: channels ‣ What: within the context of the company, target audience and kpi’s - what channels are best suited? EPO ‣ Channels: - website - search - Facebook/Twitter/LinkedIn/... - e-mail - aﬃliate - bannering - ... ‣ Deliverable:

Owned Paid Earned

Awareness Appreciation Owned Paid Action Earned Advocacy

3. Means: tactics ‣ What: based on the chosen channels, what tactics work best ‣ Tactics: - search -> SEO or SEA? - Facebook -> ads, posts, shares? - e-mail ->bought list? content or promotion? - ... ‣ Deliverable: - list of tactics

AAAA dashboard

4. Action plan ‣ What: roadmap for a ﬁnite period (1-2-3 years) that describes when to use what tactics ‣ Deliverable: - list of tactics - timetable

Caveat! ‣ tactics <> strategy ‣ strategy as a project vs strategy in the process ‣ just one framework

Tactics <> strategy Strategy is not just a chain of diﬀerent tactical actions; how cleverly they may be disguised in an action plan. Strategy binds the tactical actions together with a narrative and a purpose.

Strategy as project vs process People fill the word ‘strategy’ with different meanings. Confusion: strategy as a finite project with deliverable versus strategy as a skill in a process. Everything in the digital process is (or should be) strategic. From concept over design and development to online marketing. But ‘strategy’ is also a project: deliver a document that outlines the strategy to be followed in the future.

Strategy as project vs process Compare it to ‘usability’. 1. Usability in the process Every step in the process should include attention for usability; everyone (designer, front-ender, developer) should have notions of usability 2. Usability as a project A ‘usability audit’ is a ﬁnite project with an end deliverable - a document that outlines the steps to take to improve usability

Strategy as project vs process This document talks about strategy as a project; as the first step in the complete process. It has a clearly defined duration and a clearly defined deliverable. (For me it is obvious that strategy and strategic thinking should be involved throughout the whole process. Developers, designers, frontenders, IA’s, online marketeers should all include strategic thinking in their work, and contribute to the overall strategy of the project.)

Just a framework! This is just one version and one view of Strategy. There are several ways to reach the same goal...

Always embedded! Think & Do.

Process

Questions?

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Tactics <> strategy Strategy is Digital Strategy for dummies

Bart De Waele

Tactics <> strategy Strategy is