a digital presentation - why me?
DESCRIPTION
here is a presentation I did when I was in Edinburgh - I was presenting to Tayburn a small agency who were looking for a Head of Digital to work wihtin their team and goTRANSCRIPT
INTRODUCTION
Strategy
Technology
IA & UXP
CreativeDesign
eCRM
ProjectManager
Business Development
Digital marketing
the management and execution of marketing using electronic media such as the web, e-mail, interactive TV, wireless media in conjunction with digital data about customers characteristics and behaviour.
strategy
Strategic eMarketing
cultural insights
TRIBE DEFINITION
content insights
DRAW FROM POPULAR CULTURE
creative business solution
DELIVER BRAND VALUE
technology insights
ROLE OF THE CHANNEL
context insights
VALUE PROPOSITION
VOC
VOC CSTMR
EXP
VOC CSTMR
EXPCRTVE
EXP
SOLUTIONS INFRA
CSTMR EXPCRTVE EXP
We looked at lots
•Competitor reviews•Target audience reports•Industry reports•Sentiment metrics•TGI•Comscore•Your brand position•Your own research•Secondary research
We found• G&E is a commodity market
• Confusion in the market place
• Customer perception that they need to do “something”
• 2009 estimate – (9m) 23% will switch
• 3 Million Switch online
• 80% switched because of price
• All brand positions are weak
Information shows that the difference in price of the average household bill is only £31 between the cheapest (British Gas) and the most expensive (E-on)
Reducing churn by just 1% will deliver £13.5m in retained income
Attrition rate of a Tier 1 G&E customer is24% Year 120% Years 1 – 212% where the tenure is 5 years plus
(Engage them in the first year)
Price is all that can be
compared(Commodity)
SWITCH
SWITCH
Co
nfu
sion
Co
nfu
sio
n
SERVICE( V A L U E )
Increase switching costs for your customers by adding value
MIGRATE
What we think
Insight:
“SWITCHING IS AVOIDABLE IF YOU
ENGAGE YOUR CONSUMER”
Digital strategy is based on:
data | business case | brand
Digital marketing
the management and execution of marketing using electronic media such as the web, e-mail, interactive TV, wireless media in conjunction with digital data about customers characteristics and behaviour.
technology
A proposition to UNICEF
CAPABILITY &
SCALABILITY
Capability
Core strengths in data, technology, communications and creativity
Selected best in class technologies to create a bespoke solution for your business needs
Coordinated into a single SLA
One provider to answer your business needs
Scalability
Costs are modular, so can be prioritised
Allows flexibility in a challenging economic climate
Ability to embrace new online technologies
Future proof solution
Solution overviewCMS and Imaging
EPIServer(CMS)
Media Bank
Unicef DataUltraiAce
Informatica
International Name and Address processing
Deduplication
Local regional offices(donor perfect)
Historical donor data
Settlement Transactions
SQL Server 2005
Single Donor View Database
Alterian
Analytics
Campaign Management
Email Broadcasting
iLo
ade
r / D
eri
ved
V
aria
ble
s
Flat file Outputs
Donor
Email Responses
Open Rates, click throughs, bounce backs,
unsubscribes
Users
RAPP UsersUnicef Head office UsersUnicef Local Users
Reporting
Microsoft ReportingServices
E-commerce
Online DonorManagement
Web Analytics
Google analytics
Public donors
worldpay Internet
A Future Proofed “best fit” technology solution which underpins UNICEF’s business and marketing needs
Solution: CMS What it is:
Benefits:• Open source SDK• Provides out of the box functionality• Multi-lingual and full character support• Workflow and Translation management• Integrated social media support • Extensive roadmap of future functionality
16
EPISERVER CMS Version 5 chosen solution. Content management solution to provide a single location for rapid website
deployment and email construction.
EPIServer(CMS)
“Don’t sell technology – sell a relationship”
Technology supports:
How and what gets implemented
Digital marketing
the management and execution of marketing using electronic media such as the web, e-mail, interactive TV, wireless media in conjunction with digital data about customers characteristics and behaviour.
IA UXPDesign
Creative
Digital development
Information Architecture manages what the client wants to say to it’s consumers
UXP is how the consumers will interact with what is being said…
A ‘bon marriage’ that influences creative and design and ultimately the success of digital marketing campaign
ProcessBusiness Objectives
Target Audience
User Profiles
Competitor Analysis
Key User Journeys
Functional Specification
Platform Specifications
Technical Specifications
Discovery
Design
Development
Deployment
Content Strategy
Gap A
nalysis
1 2 3 4 5
Information Architecture
Concept Design
Look and Feel
QA
User Acceptance Testing
Front End Build
Back End Build
Iterative
User Experience DesignSite mapWire FramesTaxonomyNomenclature
TGIComscoreForresterTwitterAlterianetc
Strategy / Planning
Type of browserDDA ComplianceInternal PlatformsBandwidth issuesetc
SEO
Streamlined process
Attendees:– Digital Strategist / IA– Designer– Copywriter– Project Manager
Deliverables:– IA – Wireframes – Technical Requirements (database, forms, flash)– Copy – Sample copy and headlines– Design – Scamps and storyboards– Project Plan for Creation
Management of quality
Creatives | Developers | Analysts
Digital marketing
the management and execution of marketing using electronic media such as the web, e-mail, interactive TV, wireless media in conjunction with digital data about customers characteristics and behaviour.
eCRM
TOUCHPOINTS
eCRM
Brand Perception
Business Opportunity
USER DATA
INSIGHT
PROPOSITION
CONTENT
Channels
Search engines & affiliates Email Banners Social media Mobile TV & radio
Social Media
“Your brand is what Google says your brand is, not what you say your brand is.”
– Chris AndersonEditor of Wire Author of “the long tail”
YORKSHIRE BANK : DIPITY
Dipity results on search “yorkshire bank” taken on 2nd November 2009
TwitterTWITTER is microblogging site that allows users to say anything to anyone. Embedding links to sites and generally sharing information.
Here is a snapshot of top 7 results for both brands in Tweetdeck.
There are some positive and some negative messages in the two columns illustrated.
Tweetdeck is a tool that allows users to organise their tweets and search for specific terms.
Google SidewikiGoogle sidewiki is new tool that allows anyone to comment on any internet page.
The basic idea is that every page on your site now comes with a publicly accessible discussion board that cannot be moderated.
This illustration shows how easy it is for anyone to comment on their interactive experience.
Google have a content policy to control content.
Google Alerts & NewsGoogle Alerts can be set up to send daily emails that contain lists of relevant articles and content associated with brand terms and products.
Here are two snapshots of searching for Clydesdale and Yorkshire bank.
Mobile
eCRM
Dick Dastardly - “Do something!”
Project Management
Delivery is key to pitch winning PRINCE 2 Agile / Scrum Cost and budget controls Client Management – work with Account
Teams
Phased Approach and Key Deliverables
43
SUMMARY
Tayburn business goals
CULTURE
DATA
PROCESS
PEOPLE
TECHNOLOGY
VISION
Client facing
Strategy
Implementation
Project Manager
Information Architect
Delivery
Analyst
LeaderDIG
ITA
L