DIGITAL STRATEGY + CENTER OF EXCELLENCE
P T W 2 0 1 4 – C A P T E C H C O N S U L T I N G – D I G I T A L B U S I N E S S ...
CREATING A DIGITAL STRATEGY
THIS IS A STORY ABOUT CHANGE.
BUILDING A MARKETING CENTER OF EXCELLENCE
D I G I T A L S T R A ...
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E 
EVERYONE WANTS CHANGE BUT NOBODY WA...
BUY THIS BOOK. READ THIS BOOK. GIVE IT TO EVERYONE IN YOUR ORGANIZATION.
DIGITAL ADAPTATION
By Paul Boag
D I G I T A L S T...
D I G I TA L S T R AT E G Y 
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
On September 10, 2013 CapTech
began a 7 week engagement at
Dominion Resources in Richmond VA
to create a Digital Communica...
MULTI-CHANNEL
is simply having multiple
channels through which
you buy, market, sell,
and fulfill. 
CROSS-CHANNEL has
the ...
A digital strategy allows you to understand the who,
what, when, and where of listening and responding
to consumers, bridg...
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E 

1. GUIDING PRINCIPLES
2. CHALLENGE...
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E 

SOURCE: DIGITAL ADAPTION BY PAUL B...
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E 

HERE ARE
OUR GUIDING
PRINCIPLES.
W...
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E 

HERE ARE OUR
CHALLENGES &
OPPORTUN...
Customer
Expectations
Brand
Confusion
Budgetary
Considerations
Technology
Considerations
Shareholder
Considerations
Inform...
ORGANIZATIONAL
GAPS IN DIGITAL
BUSINESS
TRANSFORMATION
MISSING SKILLS
Percentage of
companies
encountering
gaps in Skills,...
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E 

HERE ARE
OUR
STRATEGIC
PRIORITIES....
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E 

1.  PROVIDE AN EXCELLENT CUSTOMER ...
2014 2015
	
  	
   	
  	
   	
  	
  
Usability Testing (Web & Mobile)
Search Engine Optimization - Installed (Web) Search ...
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E 

HERE IS HOW
GOVERNANCE
FITS INTO T...
C E N T E R O F E X C E L L E N C E 
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E...
Governance
& Business
Process
Digital
Capability
Maturity &
Best
Practices
Training,
Development
& Advocacy
Analytics,
Res...
TESTING &
TARGETING
CONTENT
MANAGEMENT
OTHER
BUSINESS
SYSTEMS
COMMERCE
CRM
MARKETING
AUTOMATION,
EMAIL, ETC.
SITES
MOBILE
...
Provide leadership, evangelization, best practices, research, support and training for a focus area.
Establish a Center of...
Consistent, efficient, accurate operational
execution and delivery, technology use, and
data analysis in a verifiable mann...
THANK YOU.
Was that 3 minutes?
Bill Rattner
Director, Digital Strategy
brattner@captechconsulting.com
Twitter: @BillRattne...
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PTW2014 Digital Strategy / Marketing Center of Excellence Presentation

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A three minute lightning round presentation at Philly Tech Week 2014 on a Digital Strategy and a Marketing Center of Excellence.

Published in: Business

PTW2014 Digital Strategy / Marketing Center of Excellence Presentation

  1. 1. DIGITAL STRATEGY + CENTER OF EXCELLENCE P T W 2 0 1 4 – C A P T E C H C O N S U L T I N G – D I G I T A L B U S I N E S S T R A N S F O R M A T I O N A P R I L 8 , 2 1 0 4 – P H I L A D E L P H I A , P A A STORY ABOUT CREATING A DIGITAL STRATEGY + A MARKETING CENTER OF EXCELLENCE IN 3 MINUTES
  2. 2. CREATING A DIGITAL STRATEGY THIS IS A STORY ABOUT CHANGE. BUILDING A MARKETING CENTER OF EXCELLENCE D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
  3. 3. D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E EVERYONE WANTS CHANGE BUT NOBODY WANTS TO CHANGE.
  4. 4. BUY THIS BOOK. READ THIS BOOK. GIVE IT TO EVERYONE IN YOUR ORGANIZATION. DIGITAL ADAPTATION By Paul Boag D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
  5. 5. D I G I TA L S T R AT E G Y D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
  6. 6. On September 10, 2013 CapTech began a 7 week engagement at Dominion Resources in Richmond VA to create a Digital Communications Strategy. The team took over a conference room and this would become the Digital Strategy “war room”. Without this level of collaboration the work simply could not have been done. D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
  7. 7. MULTI-CHANNEL is simply having multiple channels through which you buy, market, sell, and fulfill. CROSS-CHANNEL has the ability to see all of a customer’s information across all channels enables more personalized offers based on their brand relationship. OMNICHANNEL weaves all the touchpoints of the products and services of the brand into a seamless fabric of all phases of the customer’s brand experience. GOAL D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
  8. 8. A digital strategy allows you to understand the who, what, when, and where of listening and responding to consumers, bridging brand experiences, iterating offerings, and collecting and activating consumer relationships in order to accomplish an actionable and measurable objective. SOURCE: DIGITAL STRATEGY 101: BUD CADDELL D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
  9. 9. D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E 1. GUIDING PRINCIPLES 2. CHALLENGES & OPPORTUNITIES 3. STRATEGIC PRIORITIES 4. OUTCOMES 5. DETERMINING INITIATIVES 6. ROADMAP 7. GOVERNANCE WHAT WAS IN THE DIGITAL STRATEGY?
  10. 10. D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E SOURCE: DIGITAL ADAPTION BY PAUL BOAG FIRST, WE ESTABLISHED SOME GUIDING PRINCIPLES.
  11. 11. D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E HERE ARE OUR GUIDING PRINCIPLES. We view Dominion information as a resource to be made available to advance our commitment to transparency, disclosure, and engagement. We harness technology to provide easily accessible, responsive, and cost-effective services. We value, recognize, and facilitate the right of our customers to be engaged. We ensure that our customers are not unfairly disadvantaged because of the “digital divide” created by technology.
  12. 12. D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E HERE ARE OUR CHALLENGES & OPPORTUNITIES. CUSTOMER EXPECTATIONS BRAND CONFUSION BUDGETARY CONSIDERATIONS TECHNOLOGY CONSIDERATION SHAREHOLDER CONSIDERATIONS INFORMATION SECURITY CONSIDERATIONS CORPORATE CULTURE CONSIDERATIONS ORGANIZATIONAL FRAGMENTATION
  13. 13. Customer Expectations Brand Confusion Budgetary Considerations Technology Considerations Shareholder Considerations Information Security Considerations Corporate Culture Considerations Organizational Fragmentation Surprisingly, out of eight challenges & opportunities, only two are about technology. D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
  14. 14. ORGANIZATIONAL GAPS IN DIGITAL BUSINESS TRANSFORMATION MISSING SKILLS Percentage of companies encountering gaps in Skills, IT, or Culture as mentioned by their executives. CULTURE ISSUES DISAPPOINTING I.T. 77% 55% 50% D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E SOURCE:  MIT  CENTER  FOR  DIGITAL  BUSINESS  
  15. 15. D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E HERE ARE OUR STRATEGIC PRIORITIES. EXECUTIVE SPONSORSHIP CUSTOMER EXPERIENCE BRAND CLARITY COMMUNITY AWARENESS CORPORATE CULTURE PROCESS SKILLS MEASUREMENT TECHNOLOGY
  16. 16. D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E 1.  PROVIDE AN EXCELLENT CUSTOMER EXPERIENCE 2.  BUILD STRONG BRAND RELATIONSHIPS 3.  BUILD SHAREWORTHY COMMUNITY AWARENESS HERE ARE OUR OUTCOMES.
  17. 17. 2014 2015             Usability Testing (Web & Mobile) Search Engine Optimization - Installed (Web) Search Engine Optimization - Strategy (Web) Refine Information Architecture (Web) Personalization Installed (Rules-Based) Social Media Campaigns Outbound Company Email Video Strategy Accessibility Strategy Executive Blogs Digital Contests Customer Feedback Capability Installed Digital Executive Steering Committee Digital Core Committee – Cross Company Governance Plan Digital Team Organizational Review Customer Advocacy Digital Training (Sitecore) Digital Training (All Digital Tools) Digital Measurement Scorecard Web Analytics Evaluation Responsive Design (Web & Mobile) Text – Outage Alerts     Expand Mobile Strategy Enhanced Demand Side M Digital Promotion Sitecore Targeted Con Contact StrategyCreative Style Guide     CUSTOMER EXPERIENCE BRAND CLARITY COMMUNITY AWARENESS EXECUTIVE SPONSORSHIP D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E HERE’S A ROADMAP.
  18. 18. D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E HERE IS HOW GOVERNANCE FITS INTO THE PLAN. CONTENT STRUCTURE WORKFLOW GOVERNANCE CONTENT COMPONENTS PEOPLE COMPONENTS HINT: A Governance Model does not equal the org chart. It describes a collaborative, multi-discipline team that spans business units. DIGITAL STRATEGY
  19. 19. C E N T E R O F E X C E L L E N C E D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
  20. 20. Governance & Business Process Digital Capability Maturity & Best Practices Training, Development & Advocacy Analytics, Research & Convergence Strategy YOU’LL NEED A DIGITAL CENTER OF EXCELLENCE OK. WHY DO I NEED A DIGITAL CENTER OF EXCELLENCE? D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
  21. 21. TESTING & TARGETING CONTENT MANAGEMENT OTHER BUSINESS SYSTEMS COMMERCE CRM MARKETING AUTOMATION, EMAIL, ETC. SITES MOBILE COMMERCE COMMUNITY SOCIAL MEDIA SEARCH EMAIL APPS MEASUREMENT, MONITORING & OPTIMIZATION THE GOOD NEWS: Technology is making it easier for companies to deliver delightful experiences. THE BAD NEWS: It can feel like an impossible task. (Legacy systems). SOURCE     D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
  22. 22. Provide leadership, evangelization, best practices, research, support and training for a focus area. Establish a Center of Excellence A Federation of Independents Shared Strategy, Infrastructure, and Execution D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
  23. 23. Consistent, efficient, accurate operational execution and delivery, technology use, and data analysis in a verifiable manner. Strategy for identifying KPIs to measure success in data-driven initiatives; principles of Lean Analytics and Agile Marketing as applicable to data convergence. Optimal use of technology, cross-functional development, knowledge acceleration, and socializing collaboration success. Deployment of new digital capabilities and iterative, evolving improvement in data quality and timely campaign execution. GOVERNANCE & BUSINESS PROCESS ANALYTICS & CONVERGENCE STRATEGY TRAINING, DEVELOPMENT & ADVOCACY CAPABILITY MATURITY & BEST PRACTICES Marketing Center of Excellence D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
  24. 24. THANK YOU. Was that 3 minutes? Bill Rattner Director, Digital Strategy brattner@captechconsulting.com Twitter: @BillRattner Mark Mountan Marketing Center of Excellence mmountan@captechconsulting.com D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E CapTech / Philly: 676 E Swedesford Road Wayne, PA 19087 Contact: Andy Sofish asofish@captechconsulting.com http://capte.ch/digital
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