Digital Strategy for an IT company
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Digital Strategy for an IT company

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This is a presentation to executive level managers of an international IT services company of the strategy I created for their digital brand.

This is a presentation to executive level managers of an international IT services company of the strategy I created for their digital brand.

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Digital Strategy for an IT company Digital Strategy for an IT company Presentation Transcript

  • A Digital Strategy for NewCo’s Interactive Properties
  • Strategy Goal: Support Concepting and Planning For New Projects and Projects on the Boards
  • Marketing Goal: Sales and Service Optimization Acquire Contact information of Prospects Contribute to the Acquisition of Customers Later or Elsewhere Retention and Growth of Existing Customers
  • Gathering prospect contact info via forms needs to be weighed against better overall user experience. We warn of balancing tactics too far toward obtaining email addresses when other forms of content and interaction may contribute just as strongly to sales and retention. Interactive media is a new world and while the ultimate bottom line is important, many participants argue that the greatest benefits of engagement do not draw a straight line to the cash register. Building a better interactive experience, designing a better brand, offering better tools are softer benefits of interactive engagement that skeptics often don't see when they presume that old-school methods of pushing calls to buy is what should be done on these new channels. Modified from an article by Read, Write, Web http://www.readwriteweb.com/archives/social_media_roi_dells_3m_on_twitter_and_fo ur_bett.php The greatest benefits of engagement might not draw a straight line to the cash register. Other forms of content and interaction may contribute just as strongly to sales and retention as registration forms Better Brand. Better Tools. Better Leads.
  • Digital Branding Goals Messaging Build awareness for NewCo as an innovative leader Build awareness for the Widget as groundbreaking and unique Improve perception of Widget as “more than just backup” Simplify NewCo product messaging Get Attention of Business Level Decision Makers Build belief in NewCo as long term industry player
  • Digital Branding Goals Interactive Make working with NewCo a good career move Improve perception that NewCo is [insert brand attributes here] Increase credibility by showing NewCo “gets it” better than competitors
  • Assessment needs to be done by entire team Messaging Brand Product Marketing UX Client side needs refinement What defines the interactive Brand and Brand overall? Is this a suite? What are we selling? Widget? NewCo? Site Structure, Navigation and IxD need to be refined.
  • What are the Next Steps? Support Existing Projects and Campaigns Advance the Digital Brand Build up our Customer Insights Improve Usability
  • And Do What?
  • Where? Rebuild Information Services (IS) Section Rebuild Partners Section Site Refresh Where our Customers can receive messages Where our Customers are already doing things Support Existing Projects and Campaigns
  • Where? “Methodical and analytical does not always mean rational. This is why your brand is critical in the B2B buying cycle. A strong brand addresses unspoken concerns.” B2B Buying Cycle-The Shattuck Group Where our Customers can receive messages Where our Customers are already doing things Advance the Digital Brand
  • Next We Need To define that brand so we can share it with the team put this brand into every customer experience We already have a powerful brand that can stand up against the competition Advance the Digital Brand?
  • Finding the Tactics that Support the Digital Brand So... Do we have self knowledge? Have we defined the emotional style of engagement? Do we make it easy to see the larger team we are part of? Can our customers see each other? Do we help people create winning recommendations? Are we in touch with the moment when our customers’ jobs become meaningful to them? Brands mean something on six fronts: Our Audiences Look at Us Our character means something How we relate to our customers means something When we stand in league with partners who mean something, we stand for something more Our Audience has Feelings about all of This It means something to stand next to others who work with us It means something to be the person who won by using us It means something to a person to make good choices -Interpretation of Noel-Kapferer Brand Identity Prism
  • Where? Evolve Personas Find Opportunities within Buying Cycle Where our Customers can receive messages Where our Customers are already doing things Build up our Customer Insights On a continuing cycle…
  • Primary Personas BackUp Administrator Focused on Technical Requirements of Current Project Looking Across Multiple Projects and Focused on Business Value Senior Level Technology Planner – CIO, VP IT Focused on Smaller Systems such as MS Exchange and MS Sharepoint Systems Admin Operating Outside of IT Dept Vendors Aware of Who Will Synergize with Their Products CIO’s Vendor Table
  • Interested in products contribution to Corporation’s Value Financial Analysts Secondary Personas Technical Analysts Interested in Capabilities and Competitiveness Investors Looking for Reasons to Invest and Status of Corporation’s Value The Media Looking for Resources for Stories Partners Looking for Ways to Engage
  • Primary Persona Steven – A CIO Senior Level Technology Planner He could also be a VP IT Strategic Business Questions: Does this support to my vision for business outcomes and directives? Will this increase productivity inside a tight IT budget? Will this enable business growth? How does this affect long-term business performance? What is the balance between price and performance? What is the balance between time and value Is this going to reduce operation costs? How much will it cost to replace our old system? Strategic Technology Questions: Does this align with my initiatives and strategies? How will this be part of my plans over the next three years? Will this increase our ability to gather information/intelligence? will this help us to move from sprawl to real-time infrastructure? Will this increase our agility by sensing needs earlier and responding faster than we do now? Questions based on presentation by Dave Russell of Gartner Big Plans We will be re-architecting back-up in next 18 months Big Concerns IT productivity Agility Cost benefit of change I need to radically change who we do IT with, with the minimum of risk
  • Primary Persona CIO’s Vendor Table Server Network Storage Application Strategic Technology Questions: Does this? Will? Tactical Project Based Questions I need Will this? Big Plans I need to ensure my position with the company moving forward Big Concerns Will this product compliment our solution?
  • Primary Persona Julie – Backup Admin She could also be a Systems Administrator Strategic Technology Questions: Does this work within a tight IT budget? Will the vendor be around as long as we need support? Tactical Project Based Questions I need answers to my specific configuration Will this software meet the unique requirements of my industry? Big Plans I need to increase the speed at which we are backing up our VMs Big Concerns My Job – I need to make choices I can defend I need to choose the best solution What I choose needs to work with everything else we have
  • Primary Persona Darin – Systems Admin Technical Admin Operating Outside of IT Dept Strategic Technology Questions: Does this work within a tight IT budget? Will the vendor be around as long as we need support? Tactical Project Based Questions I need answers to my specific configuration Will this software meet the unique requirements of my industry? Big Plans I need to ensure the backup of both MS Exchange and MS Sharepoint Big Concerns My Job – I need to make choices I can defend I need to choose the best solution
  • Buying Cycles We Have Chosen to Focus on Four Buying Cycles Large overhaul by IT group Small implementation within the IT group IG support for legal Small implementation outside of the IT (e.g. MS Exchange Server)
  • Six Stages Problem Identification Buying Cycle Personas Definition and Requirements Search Evaluation Selection Procurement Business realizes it has a problem it must address Decision-makers and influencers render opinions on what they think will solve the problem Search for solutions and providers based on their established criteria Decision makers and influencers evaluate which solution will best solve the problem Some type of test or limited use of the solution will lead to a final selection POs are cut and the final implementation begins
  • Where? Better Content Strategy Better Interface Design Better User Testing Improve Usability Use intelligent Suppositions, Heuristics and Testing to create…
  • Refresh Staging Server Time Line Planned Projects Oct Nov Dec Jan Feb Mar Personas and Sales Cycle Usability Personas and Sale Cycle Round One Personas and Sale Cycle Round Two Personas and Sale Cycle Round Three IK Partners Heuristics User Testing User Testing
  • 2525 Plan and Schedule First Iteration of Customer Insights gathering Plan and Schedule Refresh taking the opportunity to advance • Brand • Design • Usability Next Projects