ptw2014 digital strategy / marketing center of excellence presentation
Post on 17-Oct-2014
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DESCRIPTION
A three minute lightning round presentation at Philly Tech Week 2014 on a Digital Strategy and a Marketing Center of Excellence.TRANSCRIPT
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DIGITAL STRATEGY + CENTER OF EXCELLENCE
P T W 2 0 1 4 – C A P T E C H C O N S U L T I N G – D I G I T A L B U S I N E S S T R A N S F O R M A T I O N
A P R I L 8 , 2 1 0 4 – P H I L A D E L P H I A , P A
A STORY ABOUT CREATING A DIGITAL STRATEGY + A MARKETING CENTER OF EXCELLENCE IN 3 MINUTES
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CREATING A DIGITAL STRATEGY
THIS IS A STORY ABOUT CHANGE.
BUILDING A MARKETING CENTER OF EXCELLENCE
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
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D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
EVERYONE WANTS CHANGE BUT NOBODY WANTS TO CHANGE.
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BUY THIS BOOK. READ THIS BOOK. GIVE IT TO EVERYONE IN YOUR ORGANIZATION.
DIGITAL ADAPTATION By Paul Boag
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
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D I G I TA L S T R AT E G Y
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
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On September 10, 2013 CapTech began a 7 week engagement at Dominion Resources in Richmond VA to create a Digital Communications Strategy.
The team took over a conference room and this would become the Digital Strategy “war room”.
Without this level of collaboration the work simply could not have been done.
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
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MULTI-CHANNEL is simply having multiple channels through which you buy, market, sell, and fulfill.
CROSS-CHANNEL has the ability to see all of a customer’s information across all channels enables more personalized offers based on their brand relationship.
OMNICHANNEL weaves all the touchpoints of the products and services of the brand into a seamless fabric of all phases of the customer’s brand experience.
GOAL
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
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DIGITAL STRATEGY 101 – BUD CADDELL DIGITAL STRATEGY 101 – BUD CADDELL
A digital strategy allows you to understand the who, what, when, and where of listening and responding to consumers, bridging brand experiences, iterating offerings, and collecting and activating consumer relationships in order to accomplish an actionable and measurable objective.
SOURCE: DIGITAL STRATEGY 101: BUD CADDELL
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
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D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
1. GUIDING PRINCIPLES
2. CHALLENGES & OPPORTUNITIES
3. STRATEGIC PRIORITIES
4. OUTCOMES
5. DETERMINING INITIATIVES
6. ROADMAP
7. GOVERNANCE
WHAT WAS IN THE DIGITAL STRATEGY?
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D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
SOURCE: DIGITAL ADAPTION BY PAUL BOAG
FIRST, WE ESTABLISHED SOME GUIDING PRINCIPLES.
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D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
HERE ARE OUR GUIDING PRINCIPLES.
We view Dominion information as a resource to be made available to advance our commitment to transparency, disclosure, and engagement. We harness technology to provide easily accessible, responsive, and cost-effective services. We value, recognize, and facilitate the right of our customers to be engaged. We ensure that our customers are not unfairly disadvantaged because of the “digital divide” created by technology.
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D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
HERE ARE OUR CHALLENGES & OPPORTUNITIES.
CUSTOMER EXPECTATIONS
BRAND CONFUSION
BUDGETARY CONSIDERATIONS
TECHNOLOGY CONSIDERATION
SHAREHOLDER CONSIDERATIONS
INFORMATION SECURITY CONSIDERATIONS
CORPORATE CULTURE CONSIDERATIONS
ORGANIZATIONAL FRAGMENTATION
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Customer Expectations
Brand Confusion
Budgetary Considerations
Technology Considerations
Shareholder Considerations
Information Security
Considerations
Corporate Culture
Considerations
Organizational Fragmentation
Surprisingly, out of eight challenges & opportunities, only two are about technology.
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
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ORGANIZATIONAL GAPS IN DIGITAL BUSINESS TRANSFORMATION
MISSING SKILLS
Percentage of companies encountering gaps in Skills, IT, or Culture as mentioned by their executives.
CULTURE ISSUES
DISAPPOINTING I.T.
77%
55%
50%
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
SOURCE: MIT CENTER FOR DIGITAL BUSINESS
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D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
HERE ARE OUR STRATEGIC PRIORITIES.
EXECUTIVE SPONSORSHIP
CUSTOMER EXPERIENCE
BRAND CLARITY
COMMUNITY AWARENESS
CORPORATE CULTURE
PROCESS
SKILLS
MEASUREMENT
TECHNOLOGY
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D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
1. PROVIDE AN EXCELLENT CUSTOMER EXPERIENCE
2. BUILD STRONG BRAND RELATIONSHIPS
3. BUILD SHAREWORTHY COMMUNITY AWARENESS
HERE ARE OUR OUTCOMES.
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2014 2015
Usability Testing (Web & Mobile)
Search Engine Optimization - Installed (Web) Search Engine Optimization - Strategy (Web)
Refine Information Architecture (Web) Personalization Installed (Rules-Based)
Social Media Campaigns
Outbound Company Email Video Strategy
Accessibility Strategy
Executive Blogs Digital Contests
Customer Feedback Capability Installed
Digital Executive Steering Committee
Digital Core Committee – Cross Company
Governance Plan
Digital Team Organizational Review Customer Advocacy
Digital Training (Sitecore) Digital Training (All Digital Tools)
Digital Measurement Scorecard Web Analytics Evaluation
Responsive Design (Web & Mobile)
Text – Outage Alerts
Expand Mobile Strategy
Enhanced Demand Side M
Digital Promotion
Sitecore Targeted Con
Contact Strategy Creative Style Guide
CUSTOMER EXPERIENCE
BRAND CLARITY
COMMUNITY AWARENESS
EXECUTIVE SPONSORSHIP
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
HERE’S A ROADMAP.
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D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
HERE IS HOW GOVERNANCE FITS INTO THE PLAN.
CONTENT
STRUCTURE
WORKFLOW
GOVERNANCE
CONTENT COMPONENTS
PEOPLE COMPONENTS
HINT: A Governance Model does not equal the org chart. It describes a collaborative, multi-discipline team that spans business units.
DIGITAL STRATEGY
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C E N T E R O F E X C E L L E N C E
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
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Governance & Business
Process
Digital Capability Maturity &
Best Practices
Training, Development & Advocacy
Analytics, Research &
Convergence Strategy
YOU’LL NEED A DIGITAL
CENTER OF EXCELLENCE
OK. WHY DO I NEED A DIGITAL CENTER OF EXCELLENCE?
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
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TESTING & TARGETING
CONTENT MANAGEMENT
OTHER BUSINESS SYSTEMS
COMMERCE
CRM
MARKETING AUTOMATION,
EMAIL, ETC.
SITES MOBILE
COMMERCE COMMUNITY
SOCIAL MEDIA SEARCH
EMAIL APPS
MEASUREMENT, MONITORING & OPTIMIZATION THE GOOD NEWS:
Technology is making it easier for companies to deliver delightful experiences.
THE BAD NEWS: It can feel like an impossible task. (Legacy systems).
SOURCE
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
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Provide leadership, evangelization, best practices, research, support and training for a focus area.
Establish a Center of Excellence A Federation of Independents Shared Strategy, Infrastructure, and Execution
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
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Consistent, efficient, accurate operational execution and delivery, technology use, and data analysis in a verifiable manner.
Strategy for identifying KPIs to measure success in data-driven initiatives; principles of Lean Analytics and Agile Marketing as applicable to data convergence.
Optimal use of technology, cross-functional development, knowledge acceleration, and socializing collaboration success.
Deployment of new digital capabilities and iterative, evolving improvement in data quality and timely campaign execution.
GOVERNANCE & BUSINESS PROCESS
ANALYTICS & CONVERGENCE STRATEGY TRAINING, DEVELOPMENT & ADVOCACY
CAPABILITY MATURITY & BEST PRACTICES
Marketing Center of
Excellence
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
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THANK YOU. Was that 3 minutes?
Bill Rattner Director, Digital Strategy
Twitter: @BillRattner
Mark Mountan Marketing Center of Excellence
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
CapTech / Philly: 676 E Swedesford Road Wayne, PA 19087 Contact: Andy Sofish [email protected] http://capte.ch/digital