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A Strategic Approach to
Your Online Footprint
Part 1
Presented by
Sridhar Sunkara
How to grow my business
Strategy is the Key
Strategy is choice
The challenge for management is to pick the right game to play and play to win
5 important questions to build a strategy
What is our
Winning
aspiration?
Where will
we play?
How will we
Win?
What capabilities
must be in place?
What management
systems are
required?
The motivating factor, aspiration
what area of
products, customer
segmentation, channels
– Value proposition, competitive
advantage
The resources, the activities
that need to happen, etc
Integrated Approach
Source: Playing to win – How strategy really works:
Harvard Business Review Press
What is your aspiration
Purpose of a company is to create a Customer
There should be a deep understanding of the
Customer
Serve & Win with Customer
Don’t put Product Lens - marketing blinded by products and not see the larger
pictures or true market dynamics
Where to Play
There should be a deep understanding of the
consumer, competition analysis, and
capabilities
Need to understand what business you are really in
Where to compete and where not to compete
Some of choices:
Geography, Product or service type, Consumer
segment, distribution channel, vertical stage of
production or service you engage
Where to Play
Important things to avoid
Refuse to Choose
Buy your way out of an unattractive game
Accepting an existing choice as immutable
How to win
To provide better value proposition than competitors do, and
providing it on a sustainable basis
Two generic ways:
Cost Leadership – Cost reduction is relentlessly pursued
• Does not always mean charge lowest prices
• Have option of under pricing
•Can reinvest margin to creative competitive advantage
Differentiation – Brand is relentlessly built
• Distinctively more valuable
• The more a product or service is differentiated along a
dimension consumers care about, there can be premium price
How to win
Loyalty emerges where there is a match between what
the brand distinctively offers and the consumer
personally values
Sustainable Winning Strategy
To have both cost leadership and differentiation
Capabilities
Companies activities that when perfumed at the highest level
will enable the company’s to bring its where to play and how to
win choices to life
Capabilities should reinforce one another and should make
stronger than they would be alone.
Create an Activity System – Visual representation of company’s
competitive advantage, capturing on a single page the core
capabilities of the company
Capabilities
When articulating activities think about:
Generic Strength
Critical Strength
Mutually reinforcing activities
Management Systems
Management is what is most neglected in companies
To be successful a company need robust process for
creating, reviewing, and communicating about strategy
Need structures to support its core capabilities
Need specific measures to ensure its strategy is working
All 5 Questions need to be answered
Strategy is Iterative process
Organization has Multiple levels of nested
cascades
No one perfect strategy; find the distinctive
choices that work for you
Methodology
Business Model Canvas
Each component contains a series of hypotheses that you need to test
Lean Startup Model
Each component contains a series of hypotheses that you need to test
What is your online strategy
Customer Discovery
A Strategic Approach to Your Online Footprint - Part 1
What should I do first?
Too much to thing about
Too many channels
A Strategic Approach to Your Online Footprint - Part 1
Your Websiteshould be your first step to online presence
The website is the hub of your
integrated marketing effort.
The website is the hub for your
various audiences.
sustainable
growth
What do you want?
What is more important
Time on your site
online assets
Conversion Rate
or
Stickiness?
• Increasing Conversion
• Not More Time on Site
• User Experience - Careful of Distractions
How To Increasing Stickiness to the site
Website navigation and content should help to
facilitate decision, not calculate persuasion
• Increase number of results per page
• Visuals (images, map)
• Suggest alternatives
Return Relevant Results
Encourage Use of Filters
• Dynamic
• Sliders when possible
• Retain all filters and
sorts
• Add option to clear
selected fields
Clear Price Displays
• Bigger is better
• Highlight promotional rates
• Remain consistent through funnel
• Create transparency
• Allow customers to modify
Create Urgency
• Highlight 5 or less items
• Number of times booked
• Show what they can save now
Easy to Find Content
• Limit tabs
• Don’t make customers
search
• Show thumbnails on main
page
• Include guest reviews
Details
Photo Layout convert
quickly
2.28%Increase in conversion
Streamline Checkout
• Remove Unnecessary
fields and steps
• Test one-page flow
• Provide phone number
• Remind customer what
they ‘re buying
• Stickiness should focus on increasing conversion. Not on
the amount of time on site.
• It’s about creating a great user experience. Make it easy
for users to accomplish their goal and they will stick
around.
• Be original and authentic to the value you are providing
• Be transparent about what you are offering.
Content Strategy
The important challenge now
Content & Design for different outlets, different
devices and languages
Creating Adaptive Content
Put more effort into
creating content in such a
way that it can be reused
effectively.
Create Once,
Publish Everywhere
Content
Future of Adaptive Content
A Strategic Approach to Your Online Footprint - Part 1
Content Goals
Sharable (Viral): Content that is designed to spread organically. Usually, it has little
substance beyond the initial spark that makes viral content unique; thus, it has a fairly
short shelf life.
The main goal with viral content is to get your consumer to click the social share buttons
and build awareness of you, your product or your company.
Discussion: Content that is designed
to spark a conversation within a
community.
unlike viral, its shelf life is much
longer.
The content can play on the same
extremes as viral, but it's more
thought-provoking.
The main goal with discussion
content is to get its consumer to
leave comments and to interact
with other readers.
Lead: Content that is designed to draw people into some sort of opt-in. This content
exposes a gap in the consumer's knowledge and hints at a promise of closing that gap if
the user enters his email address or fills out a lead form.
Conversion : Content similar to lead content, but with one important difference. This
content convinces consumer into making a decision to alleviate whatever problem they
need help with
Call to Action Strategy
Fast Thinking
Slow Thinking
Stylized Text Memes
Infographics
Photos
Visual note-taking
Video
Build the right CMS
Why Quality Custom CMS Work
• EASY TO USE
• INTELLIGENT
• HELPFUL
• FLEXIBLE
• POWERFUL
• INTUITIVE
• STABLE
• SECURE
• PLEASANT
• SIMPLE
Flexible Content – WINNER
Design Responsive Web Design
Custom Mobile Web Design
Why Mobile
Why Mobile
Why Mobile
How people Really Use Mobile
Mobile does not
mean on the go
68% use at home
Most common use is
ME TIME
Why Mobile
Mobile Ads or Apps?
Mobile ad budgets in the U.S. are expected to
increase from $2.3 billion in 2012 to almost $11
billion in 2016
New media require new
methods of advertising, and
those evolve over time.
3 reasons why mobile ads
don’t work
People Don’t Like Them
There’s No Right Side
The “Fat Finger” Effect
Mobile Apps will trump
Consumers
- don’t perceive them as advertising
- they value them for their functionality
Marketers
- more cost-efficient than traditional ads
- sometimes create entirely new revenue streams
Users spend on average,
82% of their mobile minutes with apps
18% with web browsers
Smartphone apps fall into five categories:
1. Games and entertainment, 42% of time spent
2. Social networks (especially Facebook), 31%
3. Utilities, including maps, clocks, calendars, cameras, and e-mail;
4. Discovery, including apps for Yelp, TripAdvisor, and Flixster;
5. Brands, such as Nike and Red Bull.
1. Add convenience
2. Offer unique value.
3. Provide social value
4. Offer incentives
5. Entertain.
Five strategies that can help Apps succeed
Five strategies that can help Apps succeed
Add convenience Offer unique value.
Provide social value
Offer incentives
Entertain
Mobile Best Practices
KEEP IT QUICK
SIMPLIFY NAVIGATION
BE THUMB-FRIENDLY
DESIGN FOR VISIBILITY
MAKE IT ACCESSIBLE
MAKE IT EASY TO CONVERT
MAKE IT LOCAL
MAKE IT SEAMLESS
USE MOBILE SITE REDIRECTS
Measure
Experiment – The Lean Way
To Win – Set Metrics >> Build Hypothesis >> Experiment >> Action
Step 1 – Pick what key metrics you want to improve
Step 2 – Form assumptions by
1. With existing data
2. Without Data
Step 3 – Create an experiment
Who is your audience?
What do you want them to do?
Why should they do it?
Step 4 – Measure
Experiment – Results
If
1. Success >> Next Metric to improve
2. Failed spectacularly - revisit hypothesis. It’s time to identify a new who, what, and why,
based on what we’ve learned.
3. Marginal success - but not close enough, try another experiment. The hypothesis might still
be valid, and we can try again, adjusting based on what we’ve learned.
Experiment – The Lean Way
Sridhar Sunkara
Follow Me: sssunkara
Call Me
901.270.4397
Email Me
sunkara@thinkebiz.net
Thank You

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A Strategic Approach to Your Online Footprint - Part 1

  • 1. A Strategic Approach to Your Online Footprint Part 1 Presented by Sridhar Sunkara
  • 2. How to grow my business
  • 4. Strategy is choice The challenge for management is to pick the right game to play and play to win
  • 5. 5 important questions to build a strategy What is our Winning aspiration? Where will we play? How will we Win? What capabilities must be in place? What management systems are required? The motivating factor, aspiration what area of products, customer segmentation, channels – Value proposition, competitive advantage The resources, the activities that need to happen, etc Integrated Approach Source: Playing to win – How strategy really works: Harvard Business Review Press
  • 6. What is your aspiration Purpose of a company is to create a Customer There should be a deep understanding of the Customer Serve & Win with Customer Don’t put Product Lens - marketing blinded by products and not see the larger pictures or true market dynamics
  • 7. Where to Play There should be a deep understanding of the consumer, competition analysis, and capabilities Need to understand what business you are really in Where to compete and where not to compete Some of choices: Geography, Product or service type, Consumer segment, distribution channel, vertical stage of production or service you engage
  • 8. Where to Play Important things to avoid Refuse to Choose Buy your way out of an unattractive game Accepting an existing choice as immutable
  • 9. How to win To provide better value proposition than competitors do, and providing it on a sustainable basis Two generic ways: Cost Leadership – Cost reduction is relentlessly pursued • Does not always mean charge lowest prices • Have option of under pricing •Can reinvest margin to creative competitive advantage Differentiation – Brand is relentlessly built • Distinctively more valuable • The more a product or service is differentiated along a dimension consumers care about, there can be premium price
  • 10. How to win Loyalty emerges where there is a match between what the brand distinctively offers and the consumer personally values Sustainable Winning Strategy To have both cost leadership and differentiation
  • 11. Capabilities Companies activities that when perfumed at the highest level will enable the company’s to bring its where to play and how to win choices to life Capabilities should reinforce one another and should make stronger than they would be alone. Create an Activity System – Visual representation of company’s competitive advantage, capturing on a single page the core capabilities of the company
  • 12. Capabilities When articulating activities think about: Generic Strength Critical Strength Mutually reinforcing activities
  • 13. Management Systems Management is what is most neglected in companies To be successful a company need robust process for creating, reviewing, and communicating about strategy Need structures to support its core capabilities Need specific measures to ensure its strategy is working
  • 14. All 5 Questions need to be answered Strategy is Iterative process Organization has Multiple levels of nested cascades No one perfect strategy; find the distinctive choices that work for you
  • 16. Business Model Canvas Each component contains a series of hypotheses that you need to test
  • 17. Lean Startup Model Each component contains a series of hypotheses that you need to test
  • 18. What is your online strategy
  • 21. What should I do first? Too much to thing about Too many channels
  • 23. Your Websiteshould be your first step to online presence
  • 24. The website is the hub of your integrated marketing effort. The website is the hub for your various audiences.
  • 26. What is more important Time on your site online assets Conversion Rate or
  • 27. Stickiness? • Increasing Conversion • Not More Time on Site • User Experience - Careful of Distractions
  • 28. How To Increasing Stickiness to the site
  • 29. Website navigation and content should help to facilitate decision, not calculate persuasion
  • 30. • Increase number of results per page • Visuals (images, map) • Suggest alternatives Return Relevant Results
  • 31. Encourage Use of Filters • Dynamic • Sliders when possible • Retain all filters and sorts • Add option to clear selected fields
  • 32. Clear Price Displays • Bigger is better • Highlight promotional rates • Remain consistent through funnel • Create transparency • Allow customers to modify
  • 33. Create Urgency • Highlight 5 or less items • Number of times booked • Show what they can save now
  • 34. Easy to Find Content • Limit tabs • Don’t make customers search • Show thumbnails on main page • Include guest reviews
  • 36. Streamline Checkout • Remove Unnecessary fields and steps • Test one-page flow • Provide phone number • Remind customer what they ‘re buying
  • 37. • Stickiness should focus on increasing conversion. Not on the amount of time on site. • It’s about creating a great user experience. Make it easy for users to accomplish their goal and they will stick around. • Be original and authentic to the value you are providing • Be transparent about what you are offering.
  • 39. The important challenge now Content & Design for different outlets, different devices and languages
  • 40. Creating Adaptive Content Put more effort into creating content in such a way that it can be reused effectively. Create Once, Publish Everywhere Content
  • 43. Content Goals Sharable (Viral): Content that is designed to spread organically. Usually, it has little substance beyond the initial spark that makes viral content unique; thus, it has a fairly short shelf life. The main goal with viral content is to get your consumer to click the social share buttons and build awareness of you, your product or your company.
  • 44. Discussion: Content that is designed to spark a conversation within a community. unlike viral, its shelf life is much longer. The content can play on the same extremes as viral, but it's more thought-provoking. The main goal with discussion content is to get its consumer to leave comments and to interact with other readers.
  • 45. Lead: Content that is designed to draw people into some sort of opt-in. This content exposes a gap in the consumer's knowledge and hints at a promise of closing that gap if the user enters his email address or fills out a lead form. Conversion : Content similar to lead content, but with one important difference. This content convinces consumer into making a decision to alleviate whatever problem they need help with
  • 46. Call to Action Strategy Fast Thinking Slow Thinking
  • 50. Why Quality Custom CMS Work • EASY TO USE • INTELLIGENT • HELPFUL • FLEXIBLE • POWERFUL • INTUITIVE • STABLE • SECURE • PLEASANT • SIMPLE
  • 52. Design Responsive Web Design Custom Mobile Web Design
  • 56. How people Really Use Mobile Mobile does not mean on the go 68% use at home Most common use is ME TIME
  • 58. Mobile Ads or Apps? Mobile ad budgets in the U.S. are expected to increase from $2.3 billion in 2012 to almost $11 billion in 2016 New media require new methods of advertising, and those evolve over time. 3 reasons why mobile ads don’t work People Don’t Like Them There’s No Right Side The “Fat Finger” Effect
  • 59. Mobile Apps will trump Consumers - don’t perceive them as advertising - they value them for their functionality Marketers - more cost-efficient than traditional ads - sometimes create entirely new revenue streams Users spend on average, 82% of their mobile minutes with apps 18% with web browsers
  • 60. Smartphone apps fall into five categories: 1. Games and entertainment, 42% of time spent 2. Social networks (especially Facebook), 31% 3. Utilities, including maps, clocks, calendars, cameras, and e-mail; 4. Discovery, including apps for Yelp, TripAdvisor, and Flixster; 5. Brands, such as Nike and Red Bull. 1. Add convenience 2. Offer unique value. 3. Provide social value 4. Offer incentives 5. Entertain. Five strategies that can help Apps succeed
  • 61. Five strategies that can help Apps succeed Add convenience Offer unique value. Provide social value Offer incentives Entertain
  • 62. Mobile Best Practices KEEP IT QUICK SIMPLIFY NAVIGATION BE THUMB-FRIENDLY DESIGN FOR VISIBILITY MAKE IT ACCESSIBLE MAKE IT EASY TO CONVERT MAKE IT LOCAL MAKE IT SEAMLESS USE MOBILE SITE REDIRECTS
  • 64. Experiment – The Lean Way To Win – Set Metrics >> Build Hypothesis >> Experiment >> Action Step 1 – Pick what key metrics you want to improve Step 2 – Form assumptions by 1. With existing data 2. Without Data Step 3 – Create an experiment Who is your audience? What do you want them to do? Why should they do it? Step 4 – Measure
  • 65. Experiment – Results If 1. Success >> Next Metric to improve 2. Failed spectacularly - revisit hypothesis. It’s time to identify a new who, what, and why, based on what we’ve learned. 3. Marginal success - but not close enough, try another experiment. The hypothesis might still be valid, and we can try again, adjusting based on what we’ve learned.
  • 66. Experiment – The Lean Way
  • 67. Sridhar Sunkara Follow Me: sssunkara Call Me 901.270.4397 Email Me sunkara@thinkebiz.net Thank You