Laurie Dillon-Schalk - Developing a Digital Strategy & Roadmap

About me © Laurie Dillon-Schalk 2011

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

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

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

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

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

Digital Review © Laurie Dillon-Schalk 2011

A comprehensive digital review provides context forWhere arewe 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

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

Audience check: A quick review of free sources for insightsAnalytics Google Analytics: website analytics Website Grader – grades website search engine optimization Social Mention – real time social media search & analysisIndustry & 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

Where are A perspective on emerging technology & trendswe 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

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

Digital Strategy © Laurie Dillon-Schalk 2011

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

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 2011Source: Customer Value Management, IBM Global Services

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

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

Laurie Dillon-Schalk - Developing a Digital Strategy & Roadmap

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