laurie dillon-schalk - developing a digital strategy & roadmap
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MyCharityConnects #mcc11 Developing a Digital Strategy & Roadmap June 6, 2011 – Laurie Dillon-Schalk, Digital Strategy Director, JWT – Copyright © 2011
© Laurie Dillon-Schalk 2011
About me
© Laurie Dillon-Schalk 2011
DEFINED: What is a digital strategy?
Digital is an umbrella term used
to capture a broad base of
online or web accessible
medias, channels, technologies
or devices such as websites,
portals*, banners, social
networks, digital signage, mobile
and more…
Strategy is the recommended approach to achieving a set of objectives.
Digital strategies provide measurable direction on how use digital to achieve a vision and its specific business, brand and/or marketing objectives.
* Portals include general interest sites such as AOL or Yahoo.
© Laurie Dillon-Schalk 2011
Said differently - a strategy is how the gap to future goals will be addressed.
Today
Desired Future
Gap
© Laurie Dillon-Schalk 2011
A Digital Strategy exercise is useful to:
• Address a new vision, unsatisfactory current position, or competitive incursions.
• Identify how the consumer interacts today and digital’s impact on that purchasing process or customer experience.
• Create alignment on digital understanding, opportunities and planning.
• Prioritize the many digital opportunities facing an organization.
• Understand and address new brand realities – WOM, communities, etc
• ….
© Laurie Dillon-Schalk 2011
Digital Review • Consumer Insights
• Competitive Audit
• Digital Review
• Business + Brand
Performance
Digital Plan Simple:
• Roadmap of tactics by
strategy.
Experience Dev‟t:
• User & biz
requirements
• Personas, customer
experience mapping &
user flows, etc.
Measurement
Plan • Measures of success
• Balanced scorecard
dev‟t
Digital Strategy • Link to vision, brand idea,
corporate objectives
• Digital vision
• Strategies to achieve
defined objectives.
An approach to digital strategy & planning
Where do we want to
be?
Where are we now?
How do we know our impact?
How do we get there?
Emerging Tech Perspectives Includes optimization of
existing digital assets
© Laurie Dillon-Schalk 2011
Focus of today
What is included in a digital review
How to map customer experiences
Explanation of how to conduct a digital strategy exercise
How to plan for changing consumer expectations
– E.g Social media maturity model
Planning rules of thumb
© Laurie Dillon-Schalk 2011
Digital Review
© Laurie Dillon-Schalk 2011
A comprehensive digital review provides context for digital strategy development
Discovery:
Consumer Audit
Target segment needs
& wants & behaviours
Purchase decision cycle
Purchase motivations & barriers (loyalty & churn drivers)
Customer Experience mapping
Discovery: Competitive Audit
Competitive benchmarking
Gaps to customer experience framework
AS-IS: Corporate Assessment
Internal stakeholder interviews
Strategic fit to corp. objectives
Current plans & roadmaps
Full digital asset review
Internal review &
stakeholders insights
Industry & competitive
insights
External customer insights
context
context context
Where are we now?
Source: Framework from @pcrowe. Detail from LDS
© Laurie Dillon-Schalk 2011
Major steps in the Customer Experience
Aware Research Consider Buy Service Support Loyalty Engage
Identify moments of truth that are:
most important to the customer,
painful (create churn),
the largest gap to competitors
create loyalty
Framework for Customer Experience Mapping M
om
en
ts o
f T
ruth
(cu
sto
mer
inte
ractio
ns)
* Adapted from IBM Global Service consulting in 2006
© Laurie Dillon-Schalk 2011
Audience check: A quick review of free sources for insights
Analytics
Google Analytics: website analytics
Website Grader – grades website search engine optimization
Social Mention – real time social media search & analysis
Industry & Consumer Research
Pew Internet and American Life Research: digital consumer behaviour research.
E-marketer e-mails subscription: industry research
Google Think Insights: industry research
Quora: Interest network (wormhole)
Trend & Performance Tracking
Google Insights for search: key search term analytics
Google Trends: trends in worldwide traffic for key terms
Wildfireapp.com – (sign in & monitor) competitor social network past three month growth
© Laurie Dillon-Schalk 2011
A perspective on emerging technology & trends educates stakeholders & informs digital planning
Assessment:
Emerging Tech
Education to internal
Review of consumer expectations by media
or channel
Technology trends &
opportunities
perspective
Where are we now?
Source: Framework from @pcrowe. Detail from LDS
Discovery:
Consumer Audit
Target segment needs
& wants & behaviours
Purchase decision cycle
Purchase motivations & barriers (loyalty & churn drivers)
Customer Experience mapping
Discovery: Competitive Audit
Competitive benchmarking
Gaps to customer experience framework
AS-IS: Corporate Assessment
Internal stakeholder interviews
Strategic fit to corp. objectives
Current plans & roadmaps
Full digital asset review
Internal review &
stakeholders insights
Industry & competitive
insights
External customer insights
context
context context
© Laurie Dillon-Schalk 2011
How you present a digital review is critical
Purpose of a review: to provide full information to allow for decisions. Strip the opinion, present the facts.
Do not lump the digital review and the digital strategy (nor roadmap) into one deliverable.
Deliver and facilitate the review in a dedicated “immersion” workshop with cross functional, in person participation.
Allow line of business owners to present their own sections.
Create a tight presentation
– No more than 7 bullets, per slide (or categorize)
– Follow “bullshit !, prove it, so what?” format
– No more than 1 idea per slide
– No facebook wall or twitter screen capture dumps!
– Learn the art of visualization – make complex data easy to read
– Include the one page pull out
© Laurie Dillon-Schalk 2011
Digital Strategy
© Laurie Dillon-Schalk 2011
Strategy development
Insist on starting with a digital review
Invite outside perspectives for emerging media, asset
review
Speed up the delivery of a strategy by holding cross
functional, team exercises:
• Immersion: Sharing context, insights, perspectives
• Planning: Objective & initiatives setting
– After immersion, identify key issues or opportunities
– Confirm vision & objectives
– Have a independent stakeholder consideration of strategies and tactics, then allow
for group think.
– Consider sticky notes! Synthesize & vote
• Alignment: Involve, agree & commit
© Laurie Dillon-Schalk 2011
By understanding the „hierarchy‟ of your customer needs, we can prioritize the digital opportunities
Satisfaction
Time
Differentiators
Satisfiers
Basic Expectations
Differentiators : Attracts customers away from a competitor.
Satisfiers: May improve satisfaction, but are „nice to have‟ because they do not change buying behaviour.
Basic Expectations: If expectations are not met or done poorly, it drives dissatisfaction and would cause customers to leave.
Source: Customer Value Management, IBM Global Services
We can use customers‟ expectations to inform our investments.
© Laurie Dillon-Schalk 2011 Open Source project - @ldillonschalk & @rickwolfe
© Laurie Dillon-Schalk 2011
Digital Plan (Roadmap)
© Laurie Dillon-Schalk 2011
Rules of thumb for planning
Accommodate “Quick Hits” or “Low hanging fruit”
Insist on cascading objectives, strategies & tactics
Agree on the criteria for opportunity prioritization
– Business Value
• Impact to Customer Experience
• Impact to Revenue & Cost
– Complexity
• Ease of Implementation
• Time to market
– Dependencies & Risks
For each major tactic, identify project approach, task list, assumptions and dependencies
Objectives Strategies Tactics Measures
1. 1.
2.
1.
2.
3.
4.
2. 3. 5.
© Laurie Dillon-Schalk 2011
Last words
Never „once & done‟
“We look at our digital strategy every 3 months as technology is changing so rapidly always have to readjust it.”
- Air Canada, in reference to its mobile application.
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