Digital strategy in real life
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Digital strategy in real life

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Digital strategy in real life Digital strategy in real life Presentation Transcript

  • Janus Kohl Andersen AGILE DIGITAL STRATEGY ?
  • Normann Copenhagen Furniture & Home Deór Wholesale – World wide Retail Flag Ship store in Copenhagen Online sales 2-3 % of toal sales 50+ people 4 people working with online
  • Digital_strategy.docx!
  • Digital Strategy?
  • Basic strategic goals •  Growth of annual sales by approx. 40% •  Increase conversion rate •  Long term: Grow the digital business as part of the company
  • Areas of focus •  •  •  •  •  •  •  •  •  •  Usability testing SEO SEM Newsletters Online Gift cards Blog upgrade CMS / ERP upgrade Content improvement Social Media Responsive design
  • Areas of focus •  •  •  •  •  •  •  •  •  •  Usability testing SEO SEM Newsletters Online Gift cards Blog upgrade CMS / ERP upgrade Content improvement Social Media Responsive design
  • Areas of focus •  Usability testing •  SEO •  Newsletters
  • Evidence!
  • Start working on a tactical level Learn & build for insights: - Get more evidence!
  • When your project / learning is mature: - Set strategic goals •  Make short written strategic plans •  Built on evidence & insights
  • Creating, reshaping and fulfilling the strategy is the same proces.
  • Digital_strategy.docx!
  • Work + Learn Evidence Areas of focus Results / New Evidence Prioritize Digital_strategy.docx! Strategy + Goals
  • Example, A/B testing •  From usability testing - To budget to start up A/B testing Evidence: - Movie + small report from the usability test - Evidence of 50% + 20% CR increase •  Visual Website Optmizer + Karsten!
  • Goal: CR +300%
  • Newsletters - Evidence •  •  •  •  •  •  System analysis/test: Simple system Evidence that the emails converted into sales Sign-up box on website front page Grow the subscriber list - Goal reached fast New goal for subcribers set: 10000 Next project is to improve the CR of the newsletter - working to set the goal
  • Conclusions
  • Proces Define simple overall strategic goal Define Possible directions of focus Quick analyze or test out potential directions Create evidence Revise, prioritize (get commitment) - and start working! •  Set committed strategic goals / KPI’s as late as possible •  Learn as you go along (plant milestones) •  •  •  •  • 
  • Benefits •  Strategy is created + implemented as you progress •  Everyone is kept on the same track •  Discussions are closed with evidence •  Learning as you progress •  No time spent on writing long documents •  Cost efficient •  Simple evidence everyone can remember
  • Draw backs Sell the strategy every 2 weeks Convince stakeholder on strategy / lack hereof Uncertainty: What about …? Skepticism: In need of stronger evidence At times difficult to keep an overview Risk of working on areas that will be dismissed later •  Difficult to know when to set the goals or when you know enough to make strategic plans •  •  •  •  •  • 
  • Proces Simple goal Focus areas Evidence Set new goals – define KPIs
  • Proces Build for insights - Learn from your digital platforms Build a learning culture - Your website is a lab
  • That’s all!
  • Discussion Why does organizations make agile projects, but not agile strategy? Does agile apply to digital strategy?
  • Thanks!  janus@normann-copenhagen.com @januskohl