Topic 3 Web 2.0 Strategy Development

Topic 3

Web 2.0 Strategy

Development

Strategy Development A three staged approach: Enhanced knowledge and understanding – get involved and learn more Strategic Audit - Ten Key Questions Strategy Development and Implementation - using a Balanced Scorecard approach

A three staged approach:

Enhanced knowledge and understanding – get involved and learn more

Strategic Audit - Ten Key Questions

Strategy Development and Implementation - using a Balanced Scorecard approach

Get Involved, Learn More Set up a Google Alert Participate in relevant forums/blogs Youtube Join a social/professional networking site Set up your own.... etc

Set up a Google Alert

Participate in relevant forums/blogs

Youtube

Join a social/professional networking site

Set up your own....

etc

Strategic Audit The Ten Key Questions

Strategic Audit

The Ten

Key Questions

Ten Key Questions What impact is Web 2.0 having on my industry? What are the opportunities and threats for my organisation? How well are we currently positioned to capitalise on these opportunities, minimise the threats? What progress have we made? What is the ‘strategic gap’ between where we are and where we should be? What internal organisational barriers and obstacles need to be overcome for us to make progress in this area? What impact is Web 2.0 having on consumer behaviour and decision-making in our industry?

What impact is Web 2.0 having on my industry?

What are the opportunities and threats for my organisation? How well are we currently positioned to capitalise on these opportunities, minimise the threats? What progress have we made? What is the ‘strategic gap’ between where we are and where we should be? What internal organisational barriers and obstacles need to be overcome for us to make progress in this area?

What impact is Web 2.0 having on consumer behaviour and decision-making in our industry?

Ten Key Questions Do we need a new business ‘mindset’ and organisational structure to succeed in a Web 2.0 environment? How can we best utilise Web 2.0 for effective reputation management? How can we best use Web 2.0 for market/customer research; for building deep customer insight, knowledge and understanding? How can we best use Web 2.0 applications for building on-going customer dialogue and interaction; for enhancing the online customer experience; for engaging with and energising our network?

Do we need a new business ‘mindset’ and organisational structure to succeed in a Web 2.0 environment?

How can we best utilise Web 2.0 for effective reputation management?

How can we best use Web 2.0 for market/customer research; for building deep customer insight, knowledge and understanding?

How can we best use Web 2.0 applications for building on-going customer dialogue and interaction; for enhancing the online customer experience; for engaging with and energising our network?

Ten Key Questions What are the key Web 2.0 actions and initiatives we need to introduce? What new business performance metrics do we need to use in a Web 2.0 era? How can we best use Web 2.0 for improving internal operational efficiency and business processes?

What are the key Web 2.0 actions and initiatives we need to introduce?

What new business performance metrics do we need to use in a Web 2.0 era?

How can we best use Web 2.0 for improving internal operational efficiency and business processes?

Web 2.0 Strategy Development The Balanced Scorecard

Web 2.0 Strategy

Development

The Balanced Scorecard

Balanced Scorecard Recommend the use of a simplified Balanced Scorecard approach to Web 2.0 strategy development and implementation Will ensure that future 2.0 actions and initiatives are fully aligned with and supportive of agreed organisational goals and objectives Business/customer/network led rather than technology driven

Recommend the use of a simplified Balanced Scorecard approach to Web 2.0 strategy development and implementation

Will ensure that future 2.0 actions and initiatives are fully aligned with and supportive of agreed organisational goals and objectives

Business/customer/network led rather than technology driven

The Balanced Scorecard - Benefits A robust Web 2.0 planning tool A Performance Measurement System Internal/External Communications A Translator of Strategy Into Action Alignment A ‘Balancer’ A ‘Supporter’ A ‘Journey’

A robust Web 2.0 planning tool

A Performance Measurement System

Internal/External Communications

A Translator of Strategy Into Action

Alignment

A ‘Balancer’

A ‘Supporter’

A ‘Journey’

The Balanced Scorecard - Benefits Will help to answer the following questions: Should we invest (time and effort) in Web 2.0? Why should we invest? How much time and effort should we invest? What will be the business benefits and ROI? Which projects/initiatives should we invest in? How should we allocate our time and resources between different 2.0 initiatives? How will 2.0 help us to achieve our core business goals and objectives? What is the strategic fit? How ‘mission critical’ is it?

Will help to answer the following questions:

Should we invest (time and effort) in Web 2.0? Why should we invest? How much time and effort should we invest?

What will be the business benefits and ROI?

Which projects/initiatives should we invest in?

How should we allocate our time and resources between different 2.0 initiatives?

How will 2.0 help us to achieve our core business goals and objectives? What is the strategic fit? How ‘mission critical’ is it?

How It Works Agree Overall Vision, Mission, Strategy Decompose into Linked Perspectives (Financial, Customer, Internal Management, Organisational) Establish Clear Performance Measures and Targets for each Perspective Key Initiatives and Actions Performance Evaluation and Feedback

Agree Overall Vision, Mission, Strategy

Decompose into Linked Perspectives (Financial, Customer, Internal Management, Organisational)

Establish Clear Performance Measures and Targets for each Perspective

Key Initiatives and Actions

Performance Evaluation and Feedback

A Simplified Balanced Scorecard Vision, Mission and Strategy Decompose Into Perspectives Performance Measures / Targets Key Initiatives

Balanced Scorecard 2.0 The five key questions: What is our overall vision/mission for Web 2.0? What are the key financial/strategic objectives we wish to achieve? Who are we targeting, with what value proposition? What are the key Web 2.0 initiatives and actions we need to introduce to achieve our objectives? People, organisation and IT aspects

The five key questions:

What is our overall vision/mission for Web 2.0?

What are the key financial/strategic objectives we wish to achieve?

Who are we targeting, with what value proposition?

What are the key Web 2.0 initiatives and actions we need to introduce to achieve our objectives?

People, organisation and IT aspects

Balanced Scorecard 2.0 Strategy Map

Balanced Scorecard

2.0 Strategy Map

www.tourism2-0.co.uk

Templates to assist in the process An example.........

Templates to assist in the process

An example.........

The Cairngorms Mountain Biking 2.0 Programme

The Cairngorms Mountain

Biking 2.0 Programme

Vision/Mission To develop and implement a successful Web 2.0 strategy, ensuring that the CNP MTB sector leverages the full potential of the Internet for building and supporting a quality customer base i.e. a strong base of loyal, high value, high growth potential customers providing the MTB sector with a strong foundation for achieving sustained growth and competitiveness The Programme will deliver real business benefits to the group, to individual participants and to the wider CNP tourism industry The overall aim is to maximise the full potential of Web 2.0 for Identifying, Acquiring, Retaining and Growing Quality Customers; for building a vibrant and sustainable MTB tourism sector

To develop and implement a successful Web 2.0 strategy, ensuring that the CNP MTB sector leverages the full potential of the Internet for building and supporting a quality customer base i.e. a strong base of loyal, high value, high growth potential customers providing the MTB sector with a strong foundation for achieving sustained growth and competitiveness

The Programme will deliver real business benefits to the group, to individual participants and to the wider CNP tourism industry

The overall aim is to maximise the full potential of Web 2.0 for Identifying, Acquiring, Retaining and Growing Quality Customers; for building a vibrant and sustainable MTB tourism sector

Strategic Objectives Provide coordinated, accurate and up-to-date information about MTB in the Cairngorms National Park, making it easy for potential MTB visitors to find what they are looking for - information that is customised to the specific needs of different types of customer Raise awareness and recognition of the MTB offering within the Park Promote the strengths and ‘special qualities’ of MTB in the area; to inspire and motivate potential visitors to engage with CNP MTB, to encourage a ‘call to action’ by potential visitors Market the Park as a ‘must visit’ destination for mountain bikers and a ‘must visit again’ destination for existing customers Deliver a quality online customer experience, making it easy for potential MTB visitors to find what they are looking for, to plan and book their visits

Provide coordinated, accurate and up-to-date information about MTB in the Cairngorms National Park, making it easy for potential MTB visitors to find what they are looking for - information that is customised to the specific needs of different types of customer

Raise awareness and recognition of the MTB offering within the Park

Promote the strengths and ‘special qualities’ of MTB in the area; to inspire and motivate potential visitors to engage with CNP MTB, to encourage a ‘call to action’ by potential visitors

Market the Park as a ‘must visit’ destination for mountain bikers and a ‘must visit again’ destination for existing customers

Deliver a quality online customer experience, making it easy for potential MTB visitors to find what they are looking for, to plan and book their visits

Strategic Objectives Add value and encourage a ‘call to action’ at each stage of the ‘Customer Journey’ with CNP MTB i.e. raise awareness, convert awareness into action, visit planning, booking, pre-visit, visit and post visit stages Increase the number of MTB visitors to the Park, the number of repeat visits and average spend per visit (exploit ‘up’ and ‘cross’ selling opportunities) Use of Web 2.0 for building insight, knowledge and understanding about our customers (actual and potential) Use of Web 2.0 for building customer dialogue and interaction (‘marketing as a conversation’); for encouraging customer feedback and comment Exploit CRM opportunities and online word of mouth effects; energise the ‘groundswell’ (i.e. the global MTB community)

Add value and encourage a ‘call to action’ at each stage of the ‘Customer Journey’ with CNP MTB i.e. raise awareness, convert awareness into action, visit planning, booking, pre-visit, visit and post visit stages

Increase the number of MTB visitors to the Park, the number of repeat visits and average spend per visit (exploit ‘up’ and ‘cross’ selling opportunities)

Use of Web 2.0 for building insight, knowledge and understanding about our customers (actual and potential)

Use of Web 2.0 for building customer dialogue and interaction (‘marketing as a conversation’); for encouraging customer feedback and comment

Exploit CRM opportunities and online word of mouth effects; energise the ‘groundswell’ (i.e. the global MTB community)

Strategic Objectives Achieve improvements in ‘Marketing Effectiveness’ and ‘Marketing Efficiency’ i.e. ROI Build and support a quality customer base; Identify, Acquire, Retain and Grow Quality Customers Foster and provide a platform for MTB Group collaboration covering Programme and non-Programme activities e.g. product development, signage, pressure group activities, engagement with other stakeholders (landowners, public sector, other tourism businesses (e.g. accommodation providers) and sectors (e.g. adventure tourism etc) Support other marketing initiatives Learn from ‘best practice’; to educate and mentor the MTB community in ‘best practice’ use of Web 2.0

Achieve improvements in ‘Marketing Effectiveness’ and ‘Marketing Efficiency’ i.e. ROI

Build and support a quality customer base; Identify, Acquire, Retain and Grow Quality Customers

Foster and provide a platform for MTB Group collaboration covering Programme and non-Programme activities e.g. product development, signage, pressure group activities, engagement with other stakeholders (landowners, public sector, other tourism businesses (e.g. accommodation providers) and sectors (e.g. adventure tourism etc)

Support other marketing initiatives

Learn from ‘best practice’; to educate and mentor the MTB community in ‘best practice’ use of Web 2.0

Financial Objectives Maximise both the ‘Effectiveness’ and ‘Efficiency’ of our sales and marketing efforts ‘ Marketing Effectiveness’ - Key Performance Indicators (KPIs) covering the following: Increase in visitor numbers Increase repeat visits Increase in visitor spend Quality of our customer base Strength of the relationship we have with ‘quality customers’ Under ‘Marketing Efficiency’, KPIs will be agreed covering marketing/sales cost savings from the better utilisation of Web 2.0.

Maximise both the ‘Effectiveness’ and ‘Efficiency’ of our sales and marketing efforts

‘ Marketing Effectiveness’ - Key Performance Indicators (KPIs) covering the following:

Increase in visitor numbers

Increase repeat visits

Increase in visitor spend

Quality of our customer base

Strength of the relationship we have with ‘quality customers’

Under ‘Marketing Efficiency’, KPIs will be agreed covering marketing/sales cost savings from the better utilisation of Web 2.0.

MTB 2.0 The programme uses a simplified Balanced Scorecard approach to ensure that Web 2.0 actions and initiatives are fully aligned behind and supportive of agreed strategic/financial goals and objectives Eight key priorities…….. Programme progress will be reported on a regular basis on www.tourism2-0.co.uk

The programme uses a simplified Balanced Scorecard approach to ensure that Web 2.0 actions and initiatives are fully aligned behind and supportive of agreed strategic/financial goals and objectives

Eight key priorities……..

Programme progress will be reported on a regular basis on www.tourism2-0.co.uk

Eight Priorities Wiki presence Image library/ flickr community Develop a YouTube channel Cairngorms MTB web site Leverage other web sites/ communities Customer information system Organisational issues

Wiki presence

Image library/ flickr community

Develop a YouTube channel

Cairngorms MTB web site

Leverage other web sites/ communities

Customer information system

Organisational issues