Digital strategi gulltaggen 2010

DIGITAL STRATEGI
Hvorfor og hvordan

onsdag 28. april 2010

Beate Alme
Rådgiver forretningsutvikling

Kirsty Glenne
Rådgiver forretningsutvikling

Eirik Norman Hansen
Direktør Forretningsutvikling


HVA VI TROR PÅ

EN PROSESS

ET CASE

GRUPPEOPPGAVE

OPPSUMMERING


99 52 35 57
TWITTER.COM/EIRIKNORMAN


HVA VI TROR PÅ


50%
14% 1.000
97%
38% 81%
2.200.000
Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman


BRUKERNE HAR TATT MER OG MER KONTROLL OVER

 tid
 verktøy
 media
 informasjon
 egne og andres meninger og
erfaringer



SOCIAL MEDIA CHANNELS

CAMPAIGN TRAFFIC
REAL-TIME
PROFILING
SOCIAL PHOTO- BANNERS
BLOGS VIDEOSITES NEWS SITES DIRECT MAIL E-MAIL MOBILE
NETWORKS SITES /PPC

PIN ENTRY

SEGMENTED BY
HOMEPAGE CRM SIZE, INDUSTRY AND BEHAVIOUR SALES

ADS/TV
/DISPLAY DOWNLOAD

REGISTRATION ASK A QUESTION
THANK
PR
YOU!
CALL REQUEST

SEARCH BROCHURE REQUEST
/LINKS

PROFILE
MGT

CUSTOM CONTENT

CONTENT PAGES TAGGED WITH
RELEVANT META DATA
RSS-FEEDS

XML FEED
INDUSTRY
BLOG NEWS ROOM PODCASTS VIDEO CONTENT
NEWS

BRANDED
WIDGETS

CONTENT DISTRIBUTED AND SHARED TO BRANDED
GOOGLE NEWS
CHANNELS/PROFILES

VISITOR BEHAVIOUR TRACKING AND CAMPAIGN MEASUREMENT


Den nye generasjonen av strategi handler om å
forstå og å resepektere brukermakten i det digitale
økosystemet!!



Å FORSTÅ BRUKERMAKTEN HANDLER OM

 effektivitet
 transparens
 dialog
 opplevelse

Eirik Norman Hansen - 99 52 35 57 | twitter.com/inorman


HVORFOR DIGITAL
STRATEGI?


In the fields of strategic management, marketing strategy,
and operational strategy, digital strategy is the process of
specifying an organization's vision, initiatives and
processes in order to deploy their online assets in a
manner which maximizes the business benefits they
provide to the organization.

12


In the fields of strategic management, marketing strategy,
and operational strategy, digital strategy is the process of
specifying an organization's vision, initiatives and
processes in order to deploy their online assets in a
manner which maximizes the business benefits they
provide to the organization.

13


THE DIGITAL WORLD IS PROGRESSING AT SUCH PACE

DIGITAL STRATEGY
DIGITAL MARKETING

new media marketing E-MARKETING

THESE WORDS ARE OFTEN USED
INTERCHANGABLY & IN THE
WRONG CONTEXT E-COMMERCE

E-BUSINESS
DIGITAL MEIDA

INTERNET MARKETING

social media

MANY COMPANIES ARE DEFAULTING TO SOCIAL MEDIA, CHECKING
BOXES AND CALLING IT DIGITAL STRATEGY

“DIGITAL BOX CHECKING STRATEGY”

CEO BLOG Unless tied to clear business objectives
these digital activities can be time
FACEBOOK PAGE consuming, distracting and drive little
incremental value
FACEBOOK APP
There is need for more structured planning
IPHONE APP when it comes to digital if viable
commercial results are to be achieved
TWITTER FEED

WEB TV & VIDEO ADS

YOU TUBE


THE MAJORITY OF DIGITAL ACTIVITIES THEREFORE STAND INDEPENDENT
FROM THE OVERALL BUSINESS STRATEGY

CEO BLOG

FACEBOOK PAGE

FACEBOOK APP

IPHONE APP

TWITTER FEED

WEB TV & VIDEO ADS
DIGITAL YOU TUBE
BUSINESS STRATEGY ACTIVITIES
SPONSORED CONTENT

ONLINE PROMOTIONS

MOBILE CAMPAIGNS

EMAIL MARKETING

PRODUCT MICRO-SITES

BY SIMPLY ADDING ON TO EXISTING OPERATIONS PUTS PRESSURE
ON THE BUSINESS - STRETCHING RESOURCES, FINANCES AND
OPERATIONS


THERE IS NEED FOR MORE FORMAL PLANNING AND FOR DIGITAL
STRATEGY TO BE INTEGRATED WITH THE TOTAL BUSINESS

DIGITAL
BUSINESS STRATEGY STRATEGY

Companies must begin to re-think their
priorities and budgets, and substantially
reshape their processes and skills to fully
and formally integrate DIGITAL

Over time digital strategy will shift further
to the left as it gains priority and focus as
party of the business planning.

Eventually they will merge completely.

FOCUS SHOULD BE PLACED ON DIGITAL DECISIONS THAT WILL HAVE THE
GREATEST INCREMENTAL IMPACT ON BUSINESS RESULTS

By making the right investments, And there is no point doing anything
active digital marketers can unless it positively affects results

TS

INC
spend significantly

OS
less on marketing as a

RA
EC
percentage of sales,

SE
UC
(MicKinsey) DIGITAL

RE
RED

VE
BUSINESS CASE

NE
U
IMPROVE CUSTOMER EXPERIENCE

Choices, investments need to be tailored to each companies
situation, marketplace, customer needs


EN PROSESS


A STANDARD STRATEGIC PROCESS WORKS WELL FOR THE DEVELOPMENT
OF DIGITAL STRATEGY
Where are we now?

SITUATIONAL
ANALYSIS

How do we want to Where do we want
measure success? to be?
CONTROL OBJECTIVES

Strategy into action How do we want to
– who, what, when? get there?
ACTIONS STRATEGY

TACTICS

What are the details of the
strategy?


IT’S THE CONTENT, ANALYSIS AND THINKING WITHIN EACH STAGE THAT IS
DIFFERENT – ITS BEEN DIGITIZED

• Map the digital position today
• Consumer & Competitors from a digital
Whats the incremental impact – SITUATIONAL view point
measurement & monitoring ANALYSIS • Digital Threats & Opportunities
processes

• Sell more
CONTROL OBJECTIVES • Save more
• Experience
ITS BEEN
DIGITIZED
Project plan – do
you have the digital Start making segment
competence or do ACTIONS STRATEGY choices - defining scope -
you need to buy it map ecosystem
in?

TACTICS

Define the mix and what you are going to do


SITUATION ANALYSIS: DIGITAL STATUS AND POSITION WITHIN THE
EXTERNAL MARKETPLACE

 Gain a deep understanding of the current situation from a business
and digital perspective.

 Investigate the market, key consumer trends and digital behaviours

 KEY QUESTIONS:
 What does digital mean for our business today?
 What is the digital status for our business and each of its divisions?
 What are the most important digital trends and behaviors impacting our organization?
 What are the digital challenges and opportunities?

22


DIGITAL SWOT: WILL PROVIDE AN INDEPTH UNDERSTANDING OF
COMPETITORS AND INTERMEDIARIES FROM A DIGITAL PERSPECTIVE

 These learning's and output will
feed into strategies

 “SO” STRATEGIES: Leverage strengths to maximize
STRENGTHS WEAKNESSES
opportunities = attacking strategy

 “WO” STRATEGIES: Counter weaknesses through
exploiting opportunities = build strengths for
attacking strategy

OPPORTUNITIES THREATS  “ST” STRATEGIES: leverage strengths to minimize
threats = defense strategy

 “WT” STRATEGIES: counter weaknesses and threats =
build strengths for defense strategy

23


YOUR AS-IS DIGITAL POSITION

 Reviewing current performance and
understanding the position of the website
in the marketplace

 It is also valuable to look at examples
beyond your domestic market as well as
out of sector benchmarks

 Are there any learnings that can be
transferred, leveraged?

24


DIGITAL USER ANALYSIS: WILL HELP US BUILD DIGITAL PROFILES AND
UNDERSTAND KEY BEHAVIOURS

Selection Action Repeat?

Interest Respons Receipt Engage

25


OBJECTIVES: WHERE DO WE WANT TO BE?

 This step focuses on defining the overall desired position our business
wants to take in the digital arena and then defines the sub aims

L E
Strategic Digital Intent A MP
EX

Profile – Message - Concept

AS AS AS AS AS
OBJECTIVE OBJECTIVE OBJECTIVE OBJECTIVE OBJECTIVE
STRATEGY STRATEGY STRATEGY STRATEGY STRATEGY

Tracking, Surveillance & Optimization

26


OBJECTIVES: THROUGH A FACILITATED WORKSHOP WE WILL DESIGN THE
STRATEGIC INTENT

The web site supported by email and Improvements to site search functionality
mobile messaging

EXAMPLE

“Our digital channels will make it easy for shoppers to find, compare and
select products using a structured approach to merchandising and
improving conversion to produce an experience rated as excellent by the
majority of our customers.”
Using detailed product descriptions,
rich media and ratings
Through delivery of automated merchandising facilities to
present relevant offers to maximise conversion and
average order value. Additionally, use of structured
testing techniques such as AB Testing and multivariate
testing will be used.

We will regularly review customer satisfaction and
advocacy against direct competitors and out-of-
sector to drive improvements with the web site

27


STRATEGY: HOW DO WE GET THERE?

 Expands each strategic pillar into
more detail

 Make choices around the digital
ecosystem and prioritise the
optimal digital mix per target
group

28


TACTICS & ACTIONS: BUILD A REALISTIC ROADMAP TO TAKE THE
STRATEGY FORWARD

 Each strategic plan is formulated into a project and prioritised into an implementation
plan

 Each project plan takes into account the people, strategy, objectives and
technology necessary to build and execute each initiative

JAN FEB MARCH APRIL

PROJECT 1

MARCH APRIL MAY JUNE

PROJECT 2

JULY AUG SEPT OCT

PROJECT 3

29


ET CASE


Stockholm.se


DIALOGUE



TRANSPARENCY



35


EFFICENCY



37


DESIRABILITY



39


”the power of the user”


GRUPPEOPPGAVE


42


OPPSUMMERING OG
DISKUSJON


LINKEDIN: WWW.LINKEDIN.COM/IN/EIRIK

SLIDESHARE: WWW.SLIDESHARE.NET/INORMAN

TWITTER: WWW.TWITTER.COM/EIRIKNORMAN

FACEBOOK: WWW.FACEBOOK.COM/EIRIK

BLOGG: BLOG.EIRIKNORMAN.COM

MSN: EIRIK@VILLAVEIEN.COM

SKYPE: INORMAN

E-POST: EN.HANSEN@CREUNA.NO

MOBIL: +47 99 52 35 57


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