Digital Strategy for dummies

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A possible framework to start with Digital Strategy. (Meer weten? Kijk hier: http://wijs.be/nl/diensten/strategie-concept/digitale-strategie )

Text of Digital Strategy for dummies

  • Digital Strategy
  • Strategy for dummies A potential framework for digital strategy.
  • Process
  • Digital strategy
  • Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat. - Sun Tzu
  • First... What is Strategy?
  • What is Strategy? Strategy is the action plan that describes when to use what means to reach a certain goal, given the current context. Questions this document has to answer: What is the context? What are the goals? Which means do we need? When, how and with what priority do we use these means?
  • What is Strategy? Strategy is the action plan that describes when to use what means to reach a certain goal, given the current context. Deliverable: 1. context 2. goal 3. means 4. action plan
  • Strategy 1. context - macro: relevant trends in society - meso: sector and competitors analysis - micro: company trends and resources 2. goals - target audience: personas and user stories - kpis and kpi dashboard 3. means - channels - tactics 4. action plan - roadmap with timing
  • 1. Context: macro What: society trends that are relevant and applicable to sector and company Methods: - desk research - internal trend library - external sources (trendwatching.com ...) Deliverable: - document outlining trends
  • Trend: FOMO (Fear Of Missing Out) Societal trend where people are anxious not to miss anything exciting (reinforced by social media). Reaction: - Exploit: Follow us to miss nothing! - Use: We will aggregate the coolest stu for you! - Counter: Come to us to unplug!
  • 1. Context: meso What: sector trends that are relevant and applicable to sector and company; competitor analysis Methods: - desk research (sector organisations) - keyword research - benchmark audits Deliverable: - document SWOT sector
  • Online cycli | Seizoenaliteit in zoektrends 1. Context: meso Grootste pieken rond beurzen en campagnes What: sector trends that are relevant and applicable to sector and company; competitor Dips tijdens bouwverlof analysis Methods: - desk research (sector organisations) - keyword research 9 - benchmark audits 6,75 4,5 Deliverable: 2,25 document SWOT sector 0 Januari Maart Mei Juli September November
  • Source: Think Finance with Google, April 2011
  • Source: Think Finance with Google, April 2011
  • Source: Think Finance with Google, April 2011
  • A Wijs-example: paths to conversion
  • 1. Context: micro What: analysis of current situation of company, constraints in resources company Methods: - vision, mission, target audience (in-company docs) - Google Analytics - social media audit, usability audit - stakeholder interviews Deliverable: - document company situation
  • Example: trends (for public transport) Constant trac throughout the year, with peaks in summer (festivals & start school year). Extra peak at feb 2012, caused by strike.
  • Example: search behaviour (for public transport) Branded keywords most commonly used (ex. De Lijn dienstregeling). > Keywords with city, incl. Brussel & Antwerpen (3,6%). > Keywords with city, excl. Brussel & Antwerpen (2,0%). > Keywords with bus (1,9%). > Keywords with province (1,8%).
  • 2. Goals: target audience What: denition of target audiences, where they are online, what triggers them online Methods: - keyword research - Google Analytics - online surveys - user tests - focus groups Deliverable: - user stories - personas
  • DIY & Garden Equipment online 11% ffline 96% o online 4% 7% 89% offline 21% 43% 100% offline 0% online Uitsluitend oine onderzoek O & online onderzoek Uitsluitend online onderzoek Verhouding tussen off & online kopen Bron: TNS, IAB and Google Consumer Barometer Belgen die het product/dienst hebben aangeschaft, en onderdeel zijn van de online populatie
  • Meet Luc, 36 2. Goals: target audience Na zijn scheiding is hij Example nu gelukkig samen met zijn vriend, Alex Heeft 2 kindjes: Lotta en Gillian Wil niet terug gaan huren door een te hoge energiefactuur Wil meer tijd spenderen met de kindjes Source: picture by Anas Stoelen http://withyoureyesiwillsee.wordpress.com
  • Meet Marcel, 68 2. Goals: target audience Geniet van pensioen Example samen met zijn vrouw Agnes Is bang om snel oud en versleten te worden Ziet zijn enige dochter Marie ontzettend graag Is mee met zijn tijd en kocht net een smartphone Source: picture by Anas Stoelen http://withyoureyesiwillsee.wordpress.com
  • Meet Katrien, 24 2. Goals: target audience Werkt 3 jaar als Example verpleegster Wil gaan samenwonen met haar vriend Heeft altijd bij haar ouders gewoond Heeft een drukke job Wil ooit kindjes Source: picture by Anas Stoelen http://withyoureyesiwillsee.wordpress.com
  • 2. Goals: kpis What: denition of relevant kpis, based on business goals of company Methods: - analysis of business goals - translation into digital kpis - based on 4 As Deliverable: - denition of kpis - (automated) kpi dashboard
  • Awareness Appreciation Advocacy Action
  • Automated KPI dashboard
  • 3. Means: channels What: within the context of the company, target audience and kpis - what channels are best suited? EPO Channels: - website - search - Facebook/Twitter/LinkedIn/... - e-mail - aliate - bannering - ... Deliverable:
  • Owned Paid Earned
  • Awareness Appreciation Owned Paid Action Earned Advocacy
  • 3. Means: tactics What: based on the chosen channels, what tactics work best Tactics: - search -> SEO or SEA? - Facebook -> ads, posts, shares? - e-mail ->bought list? content or promotion? - ... Deliverable: - list of tactics
  • AAAA dashboard
  • 4. Action plan What: roadmap for a nite period (1-2-3 years) that describes when to use what tactics Deliverable: - list of tactics - timetable
  • Caveat! tactics strategy strategy as a project vs strategy in the process just one framework
  • Tactics strategy Strategy is not just a chain of dierent tactical actions; how cleverly they may be disguised in an action plan. Strategy binds the tactical actions together with a narrative and a purpose.
  • Strategy as project vs process People ll the word strategy with dierent meanings. Confusion: strategy as a nite project with deliverable versus strategy as a skill in a process. Everything in the digital process is (or should be) strategic. From concept over design and development to online marketing. But strategy is also a project: deliver a document that outlines the strategy to be followed in the future.
  • Strategy as project vs process Compare it to usability. 1. Usability in the process Every step in the process should include attention for usability; everyone (designer, front-ender, developer) should have notions of usability 2. Usability as a project A usability audit is a nite project with an end deliverable - a document that outlines the steps to take to improve usability
  • Strategy as project vs process This document talks about strategy as a project; as the rst step in the complete process. It has a clearly dened duration and a clearly dened deliverable. (For me it is obvious that strategy and strategic thinking should be involved throughout the whole process. Developers, designers, frontenders, IAs, online marketeers should all include strategic thinking in their work, and contribute to the overall strategy of the project.)
  • Just a framework! This is just one version and one view of Strategy. There are several ways to reach the same goal...
  • Always embedded! Think & Do.
  • Process
  • Questions?
  • Wijs bvba Voorhavenlaan 31/3 9000 GENT 09 335 22 80 09 330 09 83 http://wijs.be info@wijs.be BE 0473.071.275