Companies are facing an ever-accelerating pace of change in their marketing and advertising departments, as a result of “digital.” Our digital transformation curriculum provides management and key marketing stakeholders both an in-depth look at best practices in each of the key disciplines and also hands-on activities that help put them into practice.

1. Digital Transformation
for Corporations
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci .com
New York 212 . 203 . 7239
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Augustine Fou

2. Description
Companies are facing an ever-accelerating pace of
change in their marketing and advertising
departments, as a result of “digital.”
Our digital transformation workshops and consulting
provide management and key marketing stakeholders
1) an in-depth look at best practices in each of the key
disciplines, 2) hands-on activities that help put them
into practice, and 3) recommendations specific to the
client’s industry and product category.
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3. Our Unique Value
Clients need objective advisors who have deep subject-matter expertise and
who are not conflicted because they get paid for the implementation.
Agencies
Collaborative
Innovation
McKinsey
• objective
• non-conflicted
• deep experience
•tactical
•implementation
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• strategic
• theory
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4. Points of Differentiation
1. Strategic counsel rooted in hands-on experience – we make
recommendations that are strategically important to the business and that are
feasible based on first-hand experience.
2. No “Chinese menu” – we don’t propose tactics before the project starts; we
work with the client to deeply understand their needs and the industry they
operate in and THEN select marketing tactics that best impact the business
objectives.
3. Objective / Non-Conflicted – we do not do or get paid for any production
work; so we remain completely objective and also help the client select the best
vendors at the right prices.
4. Collaborative Innovation – clients bring in-depth knowledge of their
industry; we bring expertise in marketing and “digital.” The unique process
developed and honed over nearly 2 decades brings the best thinking together.
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5. Innovation via Workshops
The purpose of the workshop format is to help the Client
achieve:
•
•
Activate cross pollination of ideas and best practices
•
Bringing together diverse teams and individuals
•
Identifying and creating digital marketing tactics
•
Addressing hurdles to implementation
•
Prioritization of tactics and budgeting
•
Metrics and mapping back to business objectives
•
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Level setting and common language for digital marketing
Identifying new revenue opportunities and efficiencies
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6. Collaborative Innovation
The collaborative innovation process allows Client
team members to infuse their first hand experiences
and industry knowledge into the digital strategy and
tactical planning.
• Discovery
• Research and Inputs (market, customer, competitors)
• Articulation of Business Goals
• Hypotheses and Feasibility Testing
• Tactical Mapping and Prioritization
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7. Core Digital Disciplines
1. Digital Strategy
2. Search Marketing
3. Social Media Marketing
4. Website Analytics and ROI
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8. Specialty Topics
1. Big Data and Advanced Analytics
2. Mobile Marketing
3. Video and YouTube Marketing
4. Innovation Processes
5. Organizational Transformation
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9. Typical Project Timeline
Timeline: 6 calendar weeks
Week 1
Week 2
Week 3
Week 4
Week 5
Week 6
Research, Prep for Workshop 1
Discovery Workshop 1
Internal Work
Interim Workshop 2
Internal Work
Delivery Workshop 3
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10. Digital Specialists
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11. Augustine Fou
Dr. Augustine Fou is Founder of The Digital Strategy Institute and Group
Chief Digital Officer of Omnicom's Healthcare Consultancy Group (HCG).
He has provided clients with digital strategy consulting for over 15 years and
is an expert in social media strategy, data/analytics, and consumer insights
research, with specific knowledge in the payments, packaged goods,
food/beverage, retail/apparel, and pharma/healthcare sectors.
Dr. Fou is a frequent keynote speaker and panel moderator at industry
events. He is an Integrated Marketing Expert columnist for ClickZ. He is
also an Adjunct Professor at NYU's School for Continuing and Professional
Studies. He teaches Digital Strategy, Integrated Marketing, and Social Media
courses for executives at Rutgers University Business School and Center for
Management Development.
Dr. Fou completed his PhD at age 23 at MIT. He started his career with
McKinsey & Company and previously served as SVP, digital strategy lead,
McCann/MRM Worldwide and group chief digital officer of Omnicom's
Healthcare Consultancy Group (HCG). He writes a blog "Rants, Raves about
Digital Marketing" and can be found on Twitter at @acfou.
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12. Mark Schaefer
Mark W. Schaefer is a globally-recognized blogger, educator,
business consultant, and author who blogs at {grow};
www.businessessGROW.com - one of the top marketing blogs of the
world. Mark has worked in global sales, PR, and marketing positions
for nearly 30 years and now provides consulting services as
Executive Director of U.S.-based Schaefer Marketing Solutions. His
clients include both start-ups and global brands such as Cisco, AT&T,
Johnson & Johnson, and the UK government.
Mark has advanced degrees in marketing and organizational
development and holds seven patents. He is a faculty member of the
graduate studies program at Rutgers University and is the founder of
Social Slam, a national social media event that takes place each
April. He is the author of two best-selling marketing books, Return
On Influence and The Tao of Twitter. In 2012, he was named by
Forbes magazine as one of the Top 50 social media “power
influencers” of the world.
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13. Mike Moran
Author of the acclaimed book on Internet marketing, Do It Wrong Quickly,
on the heels of the best-selling Search Engine Marketing, Inc., Mike Moran
led many initiatives on IBM's Web site for eight years, including IBM's
original search marketing strategy. Mike also serves as Chief Strategist
for Converseon, a leading social media consultancy based in New York City.
Mike holds an Advanced Certificate in Market Management Practice from
the Royal UK Charter Institute of Marketing, and is a Visiting Lecturer at the
University of Virginia's Darden School of Business. He also writes a
marketing column for Search Engine Guide and for the Biznology newsletter
and blog. Mike frequently keynotes conferences worldwide on Internet
marketing for marketers, public relations specialists, market researchers, and
technologists.
Prior to joining Converseon, Mike worked for IBM for 30 years, rising to the
level of Distinguished Engineer. Mike has more than 20 years experience in
search technology, led the IBM product team that developed the first
commercial linguistic search engine in 1989, and has been granted five
patents in search and retrieval technology. He led the integration of
ibm.com's site search technologies and served as product manager for IBM's
search and text analytics products
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14. Rob Petersen
Rob Petersen is President of BarnRaisers, an online marketing solutions
company using social media, the power of community and the proven
principles of relationship marketing. Rob was EVP/Chief Strategy Officer for
Omnicom and has held leadership positions at FCB, Euro RSCG and Saatchi &
Saatchi.
Rob has been recognized by the American Marketing Association for building
billion dollar businesses multiple times. He has developed game changing
consumer relationship platforms that have propelled brands from Abbott, CocaCola, Johnson & Johnson, MasterCard and Pfizer to market leadership.
His accomplishments in business strategy and brand building have led to his
thought leadership and expertise in social media. He has developed and
executed social media initiatives for the American Heart Association, Colgate,
Mars and Shell; all have built online communities with results and ROI’s that
exceeded expectations.
Rob is on the faculty of Rutgers University and teaches MBA courses in Digital
Marketing and Social Media Measurements and ROI. He also speaks at
industry conferences and hold workshops on social media. Rob is a graduate of
Colby College in Waterville, Maine.
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15. Il Laboratorio Digitale
Immersive Innovation Space
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16. Five 47in HDTVs Workspace
Wine tasting and
creative session with
client.
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17. Seven 55inch HDTVs
• Client’s analytics
• Branding, creative
brainstorming
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• Data visualization
• Real time social
media conversations
• Collaborative
innovation with
client team
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18. Data Visualization Space
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