Decoding Digital Week 8: Tying it all together

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Our final week of the decoding digital program, we look at Google Analytics and review each week of the program and how it will fit into your overall digital strategy.

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  • Its not just about answering questions, we also want their contribution.
  • WE also want your views, your experience, how you solve problems using ICT
  • 6 categories from diagnostic
  • Poll 1: Where are you on the digital leader matrix?
    Poll 2: Have you changed your position since week 1?
  • Decoding Digital Week 8: Tying it all together

    1. 1. Decoding Digital Week Eight: Tying it all together 1www.symphony3.com
    2. 2. About the Decoding Digital program • The program aims to help small and medium Victorian businesses develop the digital skills and foundations to ensure future profitability and success • We want to make you aware of: – The major trends facing Victorian businesses now and in the future – The most important digital and ICT considerations for your business – Why it is important and why it matters for you • To help you on your journey we will be providing you with: – Simple explanations of digital technologies available – Easy steps and takeaways to get you started – Case studies and examples of other Victorian businesses – Interactive webinars, Google Hangout Q&A sessions and ongoing social media interaction www.symphony3.com 2
    3. 3. How to engage with us by webinar Today is our last webinar: ask us about ANYTHING we’ve covered (or haven’t) during the program while you can! • Chat box • Polls • Twitter – We will be answering questions during the session on Twitter. Contact us directly at @Symphony3Think and/or use the hashtag #DigitalVic • LinkedIn: • au.linkedin.com/in/fergalcoleman/ • au.linkedin.com/in/ryanplaylesmith • au.linkedin.com/in/sohalkhatwani www.symphony3.com 3
    4. 4. Webinar Schedule Week One: Digital Leadership (May 7) Week Two: Building the right digital foundations (May 14) Week Three: Understanding your customer (May 21) Week Four: How to generate brand awareness and position your products and services evaluation (May 28) Week Five: Ecommerce – making it easy for your customers to buy online (June 4) Week Six: How to support your customers online (June 11) Week Seven: How to engage your customers and create loyal advocates (June 18) Week Eight: Tying it all together – Developing your digital strategy(June 25) www.symphony3.com 4
    5. 5. Today’s Session: Tying it all together • Week on week review • Field questions as we go • Look at Google Analytics www.symphony3.com 5
    6. 6. What now? Before any business can implement technology, it needs a strong digital plan. www.symphony3.com 6
    7. 7. Revisiting the diagnostic Digital Diagnostic: http://decodingdigital.symphony3.com/ • Resit the diagnostic • Compare to your original results (email decodingdigital@symphony3.com if you have deleted your results email) • See how far you’ve come! • You cannot make all of your improvements in eight weeks – keep working away after Decoding Digital. www.symphony3.com 7
    8. 8. Digital Leadership • In week 1 we asked you where you fit on the matrix. How about now? www.symphony3.com 8
    9. 9. What are your customer going to want in the future? www.symphony3.com 9
    10. 10. Our Journey www.symphony3.com 10
    11. 11. You need to measure: Google Analytics • Some Google Analytics tips www.symphony3.com 11
    12. 12. Week 1: Digital Leadership • Digital leadership is important! • It’s affecting every industry, and it’s happening quickly • Digital trends – Crowdsourcing – Sharing economy – Cloud – Data – 3D Printing – Social – Mobile – Multi-screening Resources: • SWOT Analysis Worksheet • Business Model Canvas www.symphony3.com 12
    13. 13. www.symphony3.com 13
    14. 14. Week 2: Building the right digital foundations • Policies and guidelines • Cloud technology • Your website as a business platform • Skills and knowledge • Mobile • Changing business models Resources: • Digital Foundation Audit • Social Media Guidelines poster www.symphony3.com 14
    15. 15. www.symphony3.com 15
    16. 16. Week 3: Understanding your customer • Customer personas – the importance of really understanding your customer • Introduction to the customer journey – Unaware to aware – Evaluation – Purchase – Implement / Install – Support – Advocate • Advocacy and review platforms • Multi-screening Resources: • Customer persona worksheet • Customer journey worksheet www.symphony3.com 16
    17. 17. Week 4: Online product awareness & evaluation • How to make customers aware of our products and services – SEO – Social media – Other listings – Advertising • How to help customers evaluate your offering – Best practice web design and product information – Communicating solutions – Usability • Content – Importance of content – Content best practice Resources: • Content SEO best practice guide • Content plan template • Google SEO starter guide www.symphony3.com 17
    18. 18. Week 5: Get customers to buy online • The importance of selling online • eCommerce trends • Selling online for services • Simple eCommerce solutions • Maximising value from images and product info • Perceived customer risk • Case study: The Ark • Selling with social media Resources: • Social media communication types infographic • Competitor analysis template www.symphony3.com 18
    19. 19. www.symphony3.com 19
    20. 20. www.symphony3.com 20
    21. 21. Week 6: Support customers online • Customers’ online support expectations • The importance of providing great online customer service • Support tools – Live chat – Zendesk – Listening posts – Social media – YouTube & video • Self-service • LinkedIn workshop Resources: • Social media response guide • Tips and tricks for LinkedIn www.symphony3.com 21
    22. 22. www.symphony3.com 22
    23. 23. Week 7: Creating loyal advocates online • Grow your brand audience • Using social media and customer service to create online advocates • Importance of image and video content • Review of social media tools • Case study: Round She Goes • Using hashtags and Twitter • Facebook Insights and content • Co-creation and voting platforms Resources: • Uservoice voting platform example www.symphony3.com 23
    24. 24. www.symphony3.com 24
    25. 25. What now? Before any business can implement technology, it needs a strong digital vision. www.symphony3.com 25
    26. 26. What now? Step 1: Prioritise areas for improvement with the Digital Diagnostic. Document these on your one page plan with realistic timeframes. Step 2: Assess any skill, knowledge or infrastructure deficiencies - how will you address these? (Freelancing? New staff? Purchase new software? Training?) Step 3: Assess your business model structure, process and policy. Make sure the right structures are in place for new technologies. Step 4: Implement new technologies (after training and testing). Step 5: Measure, measure, measure. Use data and analytics to refine your methods. Step 6: Refine and improve your implementations. www.symphony3.com 26
    27. 27. Google Analytics – use it! How do we measure our performance along the customer journey? • Unaware/aware • Evaluation • Purchase • Implement/install • Support • Loyal Advocate www.symphony3.com 27
    28. 28. Business Victoria Resources • http://www.business.vic.gov.au/marketing-sales-and-online/online-business-and- technology • http://www.business.vic.gov.au/marketing-sales-and-online/online-business-and- technology/setting-up-an-online-presence www.symphony3.com 28

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