1. Deep Digital Strategy

2. Stakeholders
expect
this…

3. …
and
o3en
get
this

4. Why
the
mismatch?
• Unfocused
• Not
possible
in
the
first
place
• Tried
all
at
once
rather
than
over
=me

5. FOCUSED

6. Easy
to
use
Cost
effec=ve
Standardized
Cloud-­‐based
Fast
publishing
Customizable
E-­‐marke=ng
Secure
Agile
API
Drive
ac=on
Lead
genera=on
Responsive
Personaliza=on
Integra=on
Big
data
Like
others
in
my
industry
Mul=channel
Cura=on
Mul=lingual
Social
Media
Like
Amazon
Microsites
App-­‐like
Syndica=on
Metadata-­‐driven
Open
Source
Deepen
engagement
Like
my
compe=tor
A
strategy
isn’t
buzzword
bingo

7. Focus
Checklist
q You
have
clearly
separated
out
what
is
essen$al
from
what
is
simply
desirable.
q The
strategy
addresses
business
needs.
q It
is
clear
enough
to
say
“no”
to
some
requests.
q There
is
a
combina=on
of
“=meless”
goals
as
well
as
specific
near
term
goals.
q Stakeholders
understand
it.

8. But
not
too
focused
on
one
aspect

9. Focus
on
what
is
important
and
unique

10. Example
vision:
Build
brand
affinity
via
nes=ng
and
trea=ng
the
customer
as
a
partner.
Focus
on
what
is
important
and
unique

11. Focus
to
avoid
this
hYp://www.kazanjian.net/pg_folly.html
Image
used
with
permission
of
Jim
Kazanjian

12. POSSIBLE

13. Weight
http://bit.ly/s-eval

14. http://bit.ly/s-eval

15. Plan
around
your
known
obstacles

16. Possible
Checklist
q Broadly
how
are
you
going
to
move
your
weight
across
distance,
and
reducing
each
as
necessary.
q Consider
the
depth
of
implementa=on
for
different
capabili=es
you
are
adding.
q Ensure
you
have
or
can
acquire
all
the
roles
and
processes
for
implementa=on
q Phase
things
in
a
way
such
that
you
get
rela=vely
high
impact
quickly.

17. Avoid
abandoning
an
impossible
transforma=on

19. .
Avoid
Big
Bangs

20. Avoid
Redesign-­‐Forget-­‐Redesign

21. Define
enhancement
process

22. Ongoing
Checklist
q Start
phasing
now.
q Truly
engage
with
stakeholders.
q Product
manage
your
website
(and
the
CMS
implementa=on).
q Carefully
consider
standardiza=on
levels

23. This
presenta=on
on
Slideshare:
hYp://slidesha.re/QklvW8
Deep
Digital
Strategy
mini-­‐report:
hYp://bit.ly/deepdigital
Five
steps
program:
hYp://hobbsontech.com/five-­‐steps-­‐program