The document discusses how communication technologies have rapidly advanced over the past few decades, driving significant changes in behaviors and businesses. Key communication drivers included the development of broadband internet access, which allowed for faster data download speeds, and advances in mobile technologies such as 3G and 4G networks. As a result, businesses now need to have an online presence to remain accessible and competitive. The document provides an overview of digital tools and strategies that businesses can use to enhance their online presence, marketing, customer experience, and resilience, including developing a website, using social media, online advertising, analytics, and planning for disasters.

2. WHY DO WE
EXIST?
We are going through an
intense period of change…
Think about the past
decade or so…

3. PERIOD OF
CHANGE
USB Pen Drives
Skype
iPads
YouTube
GPS in mobile phones
Floppy disk obsolete
Laptop sales overtake desktop
Digital camera sales overtake film
Kindle
Facebook
PDF as open standard
Wikipedia launched
Google Apps
Groupons (Group Coupons)
Foursquare released
Instagram
Camera Phones
Wireless Headset
Google Maps
Google Glasses
‘Printing’ organs with 3D bioprinter
UHDTV
Taking photos with your mind Tablet sales overtake PC
Giga-fibre 4KTV
Periscope
Fitbit
Contactless Credit Cards (in NZ)
Netflix (NZ)
2004
2000
2012
2010
2008
2006
2002
2014
2016OLED TVs Playstation VR

4. KEY DRIVER:
COMMUNICATIONS
1990 Internet became public (text
only, no pictures)
Public more interested (dial-up
connection)Downloaded in
1-2 hrs
Broadband (DSL) become
common, freeing up phone lines
Broadband continued to
improve
Govt announced support for UFB
Gigabit Internet
1995
2000
2005
2010
2015
2020
Downloaded in
less than 1hr
Downloaded in
a few mins
Downloaded in
seconds
TIME TO DOWNLOAD
A MUSIC ALBUM
MOBILE
TECHNOLOGY
3G
4G
5G

5. BEHAVIOURS ARE
CHANGING…
…Where-ever we are, or what-ever we are doing
we are always checking our social media accounts
Who checked their social media before
breakfast?

6. WE ALL KNOW
BUSINESSES
SHOULD BE
ONLINE?
But how?
What tools can we use?
What’s happening in our
industry?
This is where Digital Journey comes in…

7. Ensures your business is accessible 24/7 &
increases geographic reach of your business
YOUR WEBSITE

8. WEBSITE DESIGN
 Easy to view
 Engaging – video content
 Easy to find information
 Mobile friendly

9. GREAT CONTENT
Such as a blogs, or news feeds
 Share news, expertise & knowledge
 Open up 2-way communication
 Keeps content fresh, encourages
revisits
 Marketing advantages, & increase search engine
profile

10. WEBSITE
Templated designs
App Market place

11. WEBSITE
...even ecommerce & online bookings

12. WEBSITE SEO  Up to date content
 Mobile ready
 Keywords
 Google Crawler
https://www.google.com/webmasters/tools/submit-
url?continue=/addurl

13. ENCOURAGE LINKS
 Build network of other websites that link to yours
 Adds credibility & increases ways to get to your site
 Improves SEO

14.  Make sure it’s easy to use & engaging
 Plan for regular, updated content
 Consider ‘do it yourself’
 Utilise SEO
 Encourage links from other websites
YOUR WEBSITE

15. Access for staff and customers is important –
what services do you provide?
INTERNET SERVICES

16. ENHANCING
CUSTOMER
EXPERIENCE
• Online tools
• Virtual globetrotting
• Tourism apps
• Social media
• Design for mobile
• Self-service technology
• Free Wi-Fi

17. ENHANCING
CUSTOMER
EXPERIENCE
 3rd party travel sites like Expedia & TripAdvisor
 Better communications via social media & chat
services
 24/7 service – booking tools, real-time webcams
Customer is better
informed & better
engaged

18. ENHANCING
CUSTOMER
EXPERIENCE
Self service technology is all around - examples
It should:
 Be convenient & save time
 Improve customer experience
 Be an option
(not the only option)

19. ENHANCING
CUSTOMER
EXPERIENCE
 In hospitality free Wi-Fi brings in more customers – they
stay longer & spend more money
 Many will only stay/eat where there is free Internet
 Allows tourists to book tickets online or make advanced
bookings
Make sure:
 it’s easy to connect
 you have an acceptable use
agreement

20. REMOTE ACCESS
68% Of NZ businesses have some form of teleworking
 Better work-life balance
 Reduced costs
 Employees more productive
It’s not for everyone or every role, but
it’s worth considering

21. DISASTER
MANAGEMENT
Christchurch earthquakes – disasters will
materially effect businesses that are not
ready
http://www.resorgs.org.nz/images/stories/pdfs/Org
anisationalResilience/sme_resilience_brochure.pdf
https://www.business.govt.nz/risks-and-
operations/planning-for-the-unexpected-
bcp/natural-disasters/

22.  Enhance your customer’s experience
 Investigate online tools
 Consider free wi-fi
 Consider remote access
 Plan for disaster management
INTERNET SERVICES

23. Digital marketing & social media opens up a world
of opportunity for engaging and communicating
with existing & potential customers
MARKETING

24. POPULAR
CHANNELS
0
200
400
600
800
1000
1200
Twitter Facebook YouTube LinkedIn Google+ Instagram Other
Which of the Following Social Media Channels does your
organisation use?
Source: Digital Journey Assessment, 7 September 2016

25.  Google Pins
 Google My Business
www.google.co.nz/business
 Social media integration
 Maintain brand across all platforms
ONLINE BRAND

27. SOCIAL MEDIA
PLANNING
It’s important to plan
Know what platforms you use & why,
who manages your social media
activity and how often they post
updates
How to get started….
 DJ resource section
 NZ Government provides a Hands-
on Social Media Toolbox

28. SOCIAL MEDIA
PLANNING
 Introvert to extrovert
 Plan your campaigns
 Plan the messages
 Plan their distribution – when, responsibility, to which group

30. EMAIL
MARKETING
 Opt-in email marketing to promote products, services or
events to customers
 Create strong engagement – emails are marketing ‘gold’
 Campaigns run

31. ONLINE
ADVERTISING
 Facebook – boosting a post
 Adwords
 Businesses make an average of $2 revenue for every
$1 spent on adwords
 Or create online ads

32. ADS
For example:
 Facebook
 Instagram
 YouTube
Display Ad

33. RE MARKETING
 Remarketing is a way to connect with website visitors who
may not have made an enquiry or purchase by displaying
relevant ads
 Use Google AdWords
Ever viewed a product on a website only to see it advertised on
other, unrelated, websites later?

34. ANALYTICS  Google analytics
 Insights on Facebook
 Mail chimp stats

36. USER GENERATED
CONTENT
Actively encourage:
 Photo-booth/backdrop
 Hashtags for brand
 Competitions
 Asking for review after purchase

37. CUSTOMER
RATINGS
 They can eliminate doubt about your products/service & increase
conversion rates
 61% read online reviews before making a purchase decision
 Customer reviews are trusted nearly 12x more than
manufacturer descriptions
 Ratings can be part of
your website, or on a
user review
site
Customers are your most valuable advocate…

38. BAD REVIEWS
First things first – publically address concerns – afterwards
may need to move to private forum if no easy resolution
Bad Reviews:
 Legitamise good reviews
 How you handle them can turn critics into loyal fans
 Help you identify
areas for improvement

39.  Ensure your brand is consistent across channels
 Have a social media plan
 Consider email marketing and online ads
 Measure your success
 Encourage user generated content
 Monitor your ratings
MARKETING

40. DIGITAL JOURNEY