This session focuses on how to create a solid and differentiated digital roadmap, with emphasis on social media planning. It seems like creating a roadmap in today’s ever changing digital landscape is harder than ever. The pace of change is incredible. Canadian online consumer behaviour has changed dramatically since 2009, emerging medias keep emerging and industries are shifting under social medias’ impact. So questions arise including how do you craft the best digital roadmap without becoming distracted? How do you meet today’s consumer expectations in digital? Over the years – I’ve come to rely on a number of planning frameworks that bring great focus and balance to my digital planning for many brands with budgets of all sizes. Join me for I will share: - How to plan for changing consumer expectations - How to approach digital strategy planning - What a social media maturity model looks like and how to apply it to your own roadmap efforts

1. MyCharityConnects #mcc11
Developing a Digital Strategy & Roadmap
June 6, 2011 –
Laurie Dillon-Schalk, Digital Strategy Director, JWT –
Copyright © 2011

2. About me
© Laurie Dillon-Schalk 2011

3. DEFINED: What is a digital strategy?
Digital is an umbrella term used Strategy is the recommended
to capture a broad base of approach to achieving a set of
online or web accessible objectives.
medias, channels, technologies
or devices such as websites,
portals*, banners, social
networks, digital signage, mobile
and more…
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

4. Said differently - a strategy is how the gap to future goals
will be addressed.
Gap
Desired
Future
Today
© Laurie Dillon-Schalk 2011

5. 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

6. An approach to digital strategy & planning
Where do How do we How do we
Where are
we want to get there? know our
we now?
be? impact?
Digital Review Digital Strategy Digital Plan Measurement
• Consumer Insights • Link to vision, brand idea, Simple: Plan
• Competitive Audit corporate objectives • Roadmap of tactics by • Measures of success
• Digital Review • Digital vision strategy. • Balanced scorecard
• Business + Brand • Strategies to achieve dev‟t
Performance defined objectives. Experience Dev‟t:
• User & biz
requirements
• Personas, customer
experience mapping &
user flows, etc.
Emerging Tech Perspectives Includes optimization of
existing digital assets
© Laurie Dillon-Schalk 2011

7. 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

8. Digital Review
© Laurie Dillon-Schalk 2011

9. A comprehensive digital review provides context for
Where are
we now? digital strategy development
AS-IS: Corporate Assessment Discovery: Competitive Audit
 Internal stakeholder interviews  Competitive
benchmarking
 Strategic fit to corp. objectives
 Gaps to customer
 Current plans & roadmaps experience framework
 Full digital asset review
Internal
context Industry & context
review &
competitive
stakeholders
insights
insights
context
External
Discovery: customer
 Consumer Audit insights
 Target segment needs
& wants & behaviours
 Purchase decision cycle
 Purchase motivations & barriers
(loyalty & churn drivers)
 Customer Experience mapping
Source: Framework from @pcrowe. Detail from LDS
© Laurie Dillon-Schalk 2011

10. Framework for Customer Experience Mapping
Major steps in the Customer Experience
Aware Research Consider Buy Engage Service Support Loyalty
Moments of Truth (customer interactions)
Identify moments of truth that are:
most important to the customer,
painful (create churn),
the largest gap to competitors
create loyalty
* Adapted from IBM Global Service consulting in 2006
© Laurie Dillon-Schalk 2011

11. 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

12. Where are
A perspective on emerging technology & trends
we now? educates stakeholders & informs digital planning
AS-IS: Corporate Assessment Discovery: Competitive Audit
 Internal stakeholder interviews  Competitive
benchmarking
 Strategic fit to corp. objectives
 Gaps to customer
 Current plans & roadmaps experience framework
 Full digital asset review
Internal
context Industry & context
review &
competitive
stakeholders
insights
insights
context perspective
External Technology
Discovery: customer trends & Assessment:
 Consumer Audit insights Emerging Tech
 Target segment needs opportunities
 Education to internal
& wants & behaviours  Review of consumer
 Purchase decision cycle expectations by media
 Purchase motivations & barriers or channel
(loyalty & churn drivers)
 Customer Experience mapping
Source: Framework from @pcrowe. Detail from LDS
© Laurie Dillon-Schalk 2011

13. 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

14. Digital Strategy
© Laurie Dillon-Schalk 2011

15. 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

16. By understanding the „hierarchy‟ of your customer needs,
we can prioritize the digital opportunities
Satisfaction Differentiators Differentiators : Attracts customers
away from a competitor.
Satisfiers
Satisfiers: May improve
satisfaction, but are „nice to have‟
because they do not change buying
behaviour.
Basic
Expectations
Basic Expectations: If expectations
are not met or done poorly, it drives
dissatisfaction and would cause
customers to leave.
Time
We can use customers‟ expectations to inform our investments.
© Laurie Dillon-Schalk 2011
Source: Customer Value Management, IBM Global Services

17. Open Source project - @ldillonschalk & @rickwolfe
© Laurie Dillon-Schalk 2011

18. Digital Plan (Roadmap)
© Laurie Dillon-Schalk 2011

19. Rules of thumb for planning
 Accommodate “Quick Hits” or “Low hanging fruit”
 Insist on cascading objectives, strategies & tactics
Objectives Strategies Tactics Measures
1. 1. 1.
2. 2.
3.
4.
2. 3. 5.
 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
© Laurie Dillon-Schalk 2011

20. 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.
© Laurie Dillon-Schalk 2011