practical digital strategies for impactful change and growth
DESCRIPTION
As presented at Internet World 2013, Earls Court on 24 04 2013TRANSCRIPT
@TiffanyStJames
Practical digital strategies
for impactful change and growth
What do we mean by digital strategy?
• Identifying the business opportunity
where digital delivery can provide solutions
• Identifying the unmet needs of customers
that most closely align with those key
business opportunities
• Developing a vision for how those digital
solutions can fulfil business and
customer needs
• Prioritise the solutions which can deliver
this vision
@TiffanyStJames
Objectives
Audit
Listening
Audiences Channels
Activity
Measure
Optimise
What’s different about digital strategy?
@TiffanyStJames
Opinion and leverage
= corporate transparency
@TiffanyStJames
Action-orientated strategy
Transtheoretical Behaviour Change
Pre-contemplation
Contemplation
Preparation
Action Maintenance
What can you do here
to facilitate action?
@TiffanyStJames Source: Prochaska and DiClemente
Transtheoretical Behaviour Change
Pre-contemplation
Contemplation
Preparation
Action Maintenance
Raise
awareness
Combat
disengagement
Increase
relevance
Provide
solutions
Facilitate
action
Reinforce
Maintain
Generate
advocacy
Peer feedback
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@TiffanyStJames
Data-led strategy
Data-led strategies
@TiffanyStJames
Why do we look at the data?
• Brand engagement tracking
• Campaign tracking
• Competitive analysis
• Generating leads
• Improving SEO
• Increasing reach
• Internal communications
• Monitor discussions
• Monitor industry environment
• Real-time conversations
• Reputation anagement
• Research and insight
• Social customer service
• Talent finding
• Thought leadership
Yes, but……
@TiffanyStJames
That will
• help us build our strategy
• change our strategy; and
• create an action in our desired audiences
To find the insights
@TiffanyStJames
What do you want people to do differently as a
result of your communication?
@TiffanyStJames
What are you looking for?
Campaigns
– Quantitative measures
– Qualitative measures
– Risk management
Media monitoring
– Identify key influencers and critics
– Discover signs of lobbying from groups or individuals
– Gauge reaction and interest in other related media coverage
– Risk management – identify issues and be able to respond quickly
Insight and engagement
– Identify rumours, misunderstandings, misinformation
– Audience insight
– Evidence of behaviour change
– Help identify gaps or opportunities for new services or sales opportunities
@TiffanyStJames
Insights are most effective when…
Unexpected Create disequilibrium
Change momentum Highlight a USP you can deliver
@TiffanyStJames
How do you know you have an insight?
REALITY: Does it reflect
something significant
in people’s lives
RELEVANT:
RESONATE: REACTION:
Is it applicable to the task or issue?
Does it ring true?
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Can we see people acting or
thinking differently as a
result of applying it?
@TiffanyStJames
Audience-participation strategy
The Pepsi Refresh Project
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The Fiesta Movement
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User-led
• To enable, empower, excite
• To persuade your audiences to take part
• The offer must be so compelling
• That it creates the desired reaction
• And people get stuck in by the droves
@TiffanyStJames
@TiffanyStJames
Content with context
40 seconds of twitter mentions
Http://flickr.com/photos/hepwori/5981862741/
@TiffanyStJames
@TiffanyStJames Source: Guardian Digital Agency
What makes good information design?
Source: http://www.informationisbeautiful.net @TiffanyStJames
Saving lives by good comms?
Source: www.cognacsystems.co.uk
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Carbon Footprint Calculator
@TiffanyStJames Source: Guardian Digital Agency
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Balance business and customer needs
What are you trying to achieve?
Outputs
• exposure
• visits, referrals, subscribers
• loyalty, web analytics, bounce rates
Outtakes
• message and experience for user,
• satisfaction, change of attitude
Outcomes
• what do you want the user to do?
@TiffanyStJames Source: COI, Interactive Services
People capabilities
@TiffanyStJames
• Attitude
• Aptitude
• Capability
• Capacity
• New peeps vs training
• Culture
Understand your current talent and their aspirations:
develop or hire people for objective-led purposes
Get the right tools for the job
@TiffanyStJames
Define the tools you use by
your objectives
Sometimes you’ll need to be two-faced
Be a pedant
for analytics Love your
customers
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Surprise and delight your customers
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Thank you, let’s keep talking…
Digital Strategist
Tiffany St James
@TiffanyStJames
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