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Digital strategi gulltaggen 2010

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Creunas presentasjon om digital strategi på Gulltaggen 2010

Creunas presentasjon om digital strategi på Gulltaggen 2010

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  • 1. DIGITAL STRATEGI Hvorfor og hvordan onsdag 28. april 2010
  • 2. Beate Alme Rådgiver forretningsutvikling Kirsty Glenne Rådgiver forretningsutvikling Eirik Norman Hansen Direktør Forretningsutvikling onsdag 28. april 2010
  • 3. HVA VI TROR PÅ EN PROSESS ET CASE GRUPPEOPPGAVE OPPSUMMERING onsdag 28. april 2010
  • 4. 99 52 35 57 TWITTER.COM/EIRIKNORMAN onsdag 28. april 2010
  • 5. HVA VI TROR PÅ onsdag 28. april 2010
  • 6. 50% 14% 1.000 97% 38% 81% 2.200.000 Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman onsdag 28. april 2010
  • 7. BRUKERNE HAR TATT MER OG MER KONTROLL OVER  tid  verktøy  media  informasjon  egne og andres meninger og erfaringer Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman onsdag 28. april 2010
  • 8. SOCIAL MEDIA CHANNELS CAMPAIGN TRAFFIC REAL-TIME PROFILING SOCIAL PHOTO- BANNERS BLOGS VIDEOSITES NEWS SITES DIRECT MAIL E-MAIL MOBILE NETWORKS SITES /PPC PIN ENTRY SEGMENTED BY HOMEPAGE CRM SIZE, INDUSTRY AND BEHAVIOUR SALES ADS/TV /DISPLAY DOWNLOAD REGISTRATION ASK A QUESTION THANK PR YOU! CALL REQUEST SEARCH BROCHURE REQUEST /LINKS PROFILE MGT CUSTOM CONTENT CONTENT PAGES TAGGED WITH RELEVANT META DATA RSS-FEEDS XML FEED INDUSTRY BLOG NEWS ROOM PODCASTS VIDEO CONTENT NEWS BRANDED WIDGETS CONTENT DISTRIBUTED AND SHARED TO BRANDED GOOGLE NEWS CHANNELS/PROFILES VISITOR BEHAVIOUR TRACKING AND CAMPAIGN MEASUREMENT onsdag 28. april 2010
  • 9. Den nye generasjonen av strategi handler om å forstå og å resepektere brukermakten i det digitale økosystemet!! Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman onsdag 28. april 2010
  • 10. Å FORSTÅ BRUKERMAKTEN HANDLER OM  effektivitet  transparens  dialog  opplevelse Eirik Norman Hansen - 99 52 35 57 | twitter.com/inorman onsdag 28. april 2010
  • 11. HVORFOR DIGITAL STRATEGI? onsdag 28. april 2010
  • 12. In the fields of strategic management, marketing strategy, and operational strategy, digital strategy is the process of specifying an organization's vision, initiatives and processes in order to deploy their online assets in a manner which maximizes the business benefits they provide to the organization. Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman 12 onsdag 28. april 2010
  • 13. In the fields of strategic management, marketing strategy, and operational strategy, digital strategy is the process of specifying an organization's vision, initiatives and processes in order to deploy their online assets in a manner which maximizes the business benefits they provide to the organization. Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman 13 onsdag 28. april 2010
  • 14. THE DIGITAL WORLD IS PROGRESSING AT SUCH PACE DIGITAL STRATEGY DIGITAL MARKETING new media marketing E-MARKETING THESE WORDS ARE OFTEN USED INTERCHANGABLY & IN THE WRONG CONTEXT E-COMMERCE E-BUSINESS DIGITAL MEIDA INTERNET MARKETING social media onsdag 28. april 2010
  • 15. MANY COMPANIES ARE DEFAULTING TO SOCIAL MEDIA, CHECKING BOXES AND CALLING IT DIGITAL STRATEGY “DIGITAL BOX CHECKING STRATEGY” CEO BLOG Unless tied to clear business objectives these digital activities can be time FACEBOOK PAGE consuming, distracting and drive little incremental value FACEBOOK APP There is need for more structured planning IPHONE APP when it comes to digital if viable commercial results are to be achieved TWITTER FEED WEB TV & VIDEO ADS YOU TUBE onsdag 28. april 2010
  • 16. THE MAJORITY OF DIGITAL ACTIVITIES THEREFORE STAND INDEPENDENT FROM THE OVERALL BUSINESS STRATEGY CEO BLOG FACEBOOK PAGE FACEBOOK APP IPHONE APP TWITTER FEED WEB TV & VIDEO ADS DIGITAL YOU TUBE BUSINESS STRATEGY ACTIVITIES SPONSORED CONTENT ONLINE PROMOTIONS MOBILE CAMPAIGNS EMAIL MARKETING PRODUCT MICRO-SITES BY SIMPLY ADDING ON TO EXISTING OPERATIONS PUTS PRESSURE ON THE BUSINESS - STRETCHING RESOURCES, FINANCES AND OPERATIONS onsdag 28. april 2010
  • 17. THERE IS NEED FOR MORE FORMAL PLANNING AND FOR DIGITAL STRATEGY TO BE INTEGRATED WITH THE TOTAL BUSINESS DIGITAL BUSINESS STRATEGY STRATEGY Companies must begin to re-think their priorities and budgets, and substantially reshape their processes and skills to fully and formally integrate DIGITAL Over time digital strategy will shift further to the left as it gains priority and focus as party of the business planning. Eventually they will merge completely. onsdag 28. april 2010
  • 18. FOCUS SHOULD BE PLACED ON DIGITAL DECISIONS THAT WILL HAVE THE GREATEST INCREMENTAL IMPACT ON BUSINESS RESULTS By making the right investments, And there is no point doing anything active digital marketers can unless it positively affects results TS INC spend significantly OS less on marketing as a RA EC percentage of sales, SE UC (MicKinsey) DIGITAL RE RED VE BUSINESS CASE NE U IMPROVE CUSTOMER EXPERIENCE Choices, investments need to be tailored to each companies situation, marketplace, customer needs onsdag 28. april 2010
  • 19. EN PROSESS onsdag 28. april 2010
  • 20. A STANDARD STRATEGIC PROCESS WORKS WELL FOR THE DEVELOPMENT OF DIGITAL STRATEGY Where are we now? SITUATIONAL ANALYSIS How do we want to Where do we want measure success? to be? CONTROL OBJECTIVES Strategy into action How do we want to – who, what, when? get there? ACTIONS STRATEGY TACTICS What are the details of the strategy? Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman onsdag 28. april 2010
  • 21. IT’S THE CONTENT, ANALYSIS AND THINKING WITHIN EACH STAGE THAT IS DIFFERENT – ITS BEEN DIGITIZED • Map the digital position today • Consumer & Competitors from a digital Whats the incremental impact – SITUATIONAL view point measurement & monitoring ANALYSIS • Digital Threats & Opportunities processes • Sell more CONTROL OBJECTIVES • Save more • Experience ITS BEEN DIGITIZED Project plan – do you have the digital Start making segment competence or do ACTIONS STRATEGY choices - defining scope - you need to buy it map ecosystem in? TACTICS Define the mix and what you are going to do Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman onsdag 28. april 2010
  • 22. SITUATION ANALYSIS: DIGITAL STATUS AND POSITION WITHIN THE EXTERNAL MARKETPLACE  Gain a deep understanding of the current situation from a business and digital perspective.  Investigate the market, key consumer trends and digital behaviours  KEY QUESTIONS:  What does digital mean for our business today?  What is the digital status for our business and each of its divisions?  What are the most important digital trends and behaviors impacting our organization?  What are the digital challenges and opportunities? Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman 22 onsdag 28. april 2010
  • 23. DIGITAL SWOT: WILL PROVIDE AN INDEPTH UNDERSTANDING OF COMPETITORS AND INTERMEDIARIES FROM A DIGITAL PERSPECTIVE  These learning's and output will feed into strategies  “SO” STRATEGIES: Leverage strengths to maximize STRENGTHS WEAKNESSES opportunities = attacking strategy  “WO” STRATEGIES: Counter weaknesses through exploiting opportunities = build strengths for attacking strategy OPPORTUNITIES THREATS  “ST” STRATEGIES: leverage strengths to minimize threats = defense strategy  “WT” STRATEGIES: counter weaknesses and threats = build strengths for defense strategy Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman 23 onsdag 28. april 2010
  • 24. YOUR AS-IS DIGITAL POSITION  Reviewing current performance and understanding the position of the website in the marketplace  It is also valuable to look at examples beyond your domestic market as well as out of sector benchmarks  Are there any learnings that can be transferred, leveraged? Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman 24 onsdag 28. april 2010
  • 25. DIGITAL USER ANALYSIS: WILL HELP US BUILD DIGITAL PROFILES AND UNDERSTAND KEY BEHAVIOURS Selection Action Repeat? Interest Respons Receipt Engage Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman 25 onsdag 28. april 2010
  • 26. OBJECTIVES: WHERE DO WE WANT TO BE?  This step focuses on defining the overall desired position our business wants to take in the digital arena and then defines the sub aims L E Strategic Digital Intent A MP EX Profile – Message - Concept AS AS AS AS AS OBJECTIVE OBJECTIVE OBJECTIVE OBJECTIVE OBJECTIVE STRATEGY STRATEGY STRATEGY STRATEGY STRATEGY Tracking, Surveillance & Optimization Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman 26 onsdag 28. april 2010
  • 27. OBJECTIVES: THROUGH A FACILITATED WORKSHOP WE WILL DESIGN THE STRATEGIC INTENT The web site supported by email and Improvements to site search functionality mobile messaging EXAMPLE “Our digital channels will make it easy for shoppers to find, compare and select products using a structured approach to merchandising and improving conversion to produce an experience rated as excellent by the majority of our customers.” Using detailed product descriptions, rich media and ratings Through delivery of automated merchandising facilities to present relevant offers to maximise conversion and average order value. Additionally, use of structured testing techniques such as AB Testing and multivariate testing will be used. We will regularly review customer satisfaction and advocacy against direct competitors and out-of- sector to drive improvements with the web site Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman 27 onsdag 28. april 2010
  • 28. STRATEGY: HOW DO WE GET THERE?  Expands each strategic pillar into more detail  Make choices around the digital ecosystem and prioritise the optimal digital mix per target group Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman 28 onsdag 28. april 2010
  • 29. TACTICS & ACTIONS: BUILD A REALISTIC ROADMAP TO TAKE THE STRATEGY FORWARD  Each strategic plan is formulated into a project and prioritised into an implementation plan  Each project plan takes into account the people, strategy, objectives and technology necessary to build and execute each initiative JAN FEB MARCH APRIL PROJECT 1 MARCH APRIL MAY JUNE PROJECT 2 JULY AUG SEPT OCT PROJECT 3 Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman 29 onsdag 28. april 2010
  • 30. ET CASE onsdag 28. april 2010
  • 31. Stockholm.se onsdag 28. april 2010
  • 32. DIALOGUE Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman onsdag 28. april 2010
  • 33. onsdag 28. april 2010
  • 34. TRANSPARENCY Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman onsdag 28. april 2010
  • 35. Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman 35 onsdag 28. april 2010
  • 36. EFFICENCY Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman onsdag 28. april 2010
  • 37. Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman 37 onsdag 28. april 2010
  • 38. DESIRABILITY Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman onsdag 28. april 2010
  • 39. Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman 39 onsdag 28. april 2010
  • 40. ”the power of the user” Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman onsdag 28. april 2010
  • 41. GRUPPEOPPGAVE onsdag 28. april 2010
  • 42. Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman 42 onsdag 28. april 2010
  • 43. SOCIAL MEDIA CHANNELS CAMPAIGN TRAFFIC REAL-TIME PROFILING SOCIAL PHOTO- BANNERS BLOGS VIDEOSITES NEWS SITES DIRECT MAIL E-MAIL MOBILE NETWORKS SITES /PPC PIN ENTRY SEGMENTED BY HOMEPAGE CRM SIZE, INDUSTRY AND BEHAVIOUR SALES ADS/TV /DISPLAY DOWNLOAD REGISTRATION ASK A QUESTION THANK PR YOU! CALL REQUEST SEARCH BROCHURE REQUEST /LINKS PROFILE MGT CUSTOM CONTENT CONTENT PAGES TAGGED WITH RELEVANT META DATA RSS-FEEDS XML FEED INDUSTRY BLOG NEWS ROOM PODCASTS VIDEO CONTENT NEWS BRANDED WIDGETS CONTENT DISTRIBUTED AND SHARED TO BRANDED GOOGLE NEWS CHANNELS/PROFILES VISITOR BEHAVIOUR TRACKING AND CAMPAIGN MEASUREMENT onsdag 28. april 2010
  • 44. OPPSUMMERING OG DISKUSJON onsdag 28. april 2010
  • 45. LINKEDIN: WWW.LINKEDIN.COM/IN/EIRIK SLIDESHARE: WWW.SLIDESHARE.NET/INORMAN TWITTER: WWW.TWITTER.COM/EIRIKNORMAN FACEBOOK: WWW.FACEBOOK.COM/EIRIK BLOGG: BLOG.EIRIKNORMAN.COM MSN: EIRIK@VILLAVEIEN.COM SKYPE: INORMAN E-POST: EN.HANSEN@CREUNA.NO MOBIL: +47 99 52 35 57 onsdag 28. april 2010