The 7 Principles of Digital Business Strategy & Transformation

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There is a method for creating a high performance digital business strategy. It is to use the 7 Principles of Digital Business Strategy framework by www.ionology.com

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The 7 Principles of Digital Business Strategy & Transformation

  1. 1. iONOLOGY Niall McKeown
  2. 2. Digital Business Transformation iONOLOGY
  3. 3. iONOLOGYiONOLOGY
  4. 4. iONOLOGY Fire Fighting Process Operational Effectiveness Strategy Education Innovation ‘Doing’ more than ‘thinking’ Simplifying tasks Vision, purpose & leadership Management. Automation.
 Doing more with less Building on theory and practice Ideas turned into money Excellence 6 Steps to Business Excellence
  5. 5. iONOLOGY
  6. 6. iONOLOGY © All Rights Reserved iON Technologies Ltd. What is Strategy? iONOLOGY
  7. 7. iONOLOGY What is Strategy? “A strategy is a plan of action designed to achieve a specific goal, in conditions of uncertainty, with defined limited resources” iONOLOGY
  8. 8. iONOLOGY What is Digital Strategy? “In the fields of strategic management, marketing strategy and business strategy, digital strategy is the process of specifying an organization's vision, goals, opportunities and initiatives in order to maximize the business benefits of digital marketing to the organization.” iONOLOGY
  9. 9. iONOLOGY What is Digital Strategy? “Strategy comes from identifying one or two critical issues in the situation – the pivotal points that can multiply the effectiveness of effort – then focusing and concentrating action and resources on them” 2011 Financial Times and Goldman Sachs Business Book of the Year iONOLOGY
  10. 10. iONOLOGY Diagnosis Coherent
 Action Guiding Policy Strategy Kernel © All Rights Reserved iON Technologies Ltd. iONOLOGY
  11. 11. iONOLOGY We Define Digital Business Strategy As… “Digital Business Strategy is the systematic process of diagnosing and eliminating near term challenges using technology, in order to progress a business towards its stated vision. 
 
 The 7 Principles of Digital Business Strategy is the most efficient and comprehensive process available to ensure actions are indeed strategic and not just tactical”  iONOLOGY
  12. 12. iONOLOGY
  13. 13. iONOLOGY 1. Know Yourself 2. Customers 3. Marketplace 4. Resources 5. Position 6. Engine of Growth 7. Tactics
  14. 14. iONOLOGY 1. Know Yourself 2. Customers 3. Marketplace 4. Resources 5. Position 6. Engine of Growth 7. Tactics
  15. 15. iONOLOGY 1. Know Yourself 2. Customers 3. Marketplace 4. Resources Micro Analysis
  16. 16. iONOLOGY Micro Analysis Ambition & Unique Value Proposition Digital Marketplace Dynamics Time, Talent & Cash Customer Data Dynamics 2. Customers 3. Marketplace 4. Resources 1. Know Yourself
  17. 17. iONOLOGY 1. Know Yourself 2. Customers 3. Marketplace 4. Resources Micro Analysis
  18. 18. iONOLOGY 1. Know Yourself 2. Customers 3. Marketplace 4. Resources 5. Position 6. Engine of Growth 7. Tactics
  19. 19. iONOLOGY 5. Position 6. Engine of Growth Macro Analysis
  20. 20. iONOLOGY © All Rights Reserved iON Technologies Ltd. What’s Your Online Engine of Growth? 5. Position 6. Engine of Growth iONOLOGY
  21. 21. iONOLOGY Engine of Growth 5. Position 6. Engine of Growth © All Rights Reserved iON Technologies Ltd. 1 2 3 4 Attract: Peer review, people sharing our content Attract: As the biggest online provider in ‘our world’ people find us by brand Attract: Word of mouth, sales reps and a host of other efforts Attract: Google ads and other paid for channels Behaviour: Blogs, insights and opinions Behaviour: To complete a top task Behaviour: Contact us and about us Behaviour: Looking at our products/service Purpose: To be seen as a thought leader Purpose: To grow our digital business through automation, engagement and leadership Purpose: Our website supports our sales staff and other sales efforts Purpose: To sell our product/service Analytics: Strategically we want to be referenced more than anyone else Analytics: Strategically we want to defend channels while commercialising inventions Analytics: We aren’t using analytics in decision making just yet Analytics: Lowering Cost Per Acquisition is our main strategic aim Select The Statement Most Suited To Your Business
  22. 22. iONOLOGY Engine of Growth 5. Position 6. Engine of Growth Exclusive Niche ! or limited Audience Mass MarketMainstream Warm! (Comforted) Mild! (Informed) Cold 
 (Rational) Customer 
 Volume How Customer Perceives 
 Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot! (Passionate) © All Rights Reserved iON Technologies Ltd. Over Here Industry Leader SmoothOmnipresence Members Shout LoudlyHand Shake High 5
  23. 23. iONOLOGY Campaign 1 Campaign 2 Campaign 3 Campaign 4 5. Position 6. Engine of Growth © All Rights Reserved iON Technologies Ltd. Warm! (Comforted) Mild! (Informed) 5 1 Authority Advocacy Mile Marker 2 Mile Marker 3 Mile Marker 1 Mile Marker 4
  24. 24. iONOLOGY © All Rights Reserved iON Technologies Ltd. Strategy Delivery Software iONOLOGY
  25. 25. iONOLOGY How We Do It… © All Rights Reserved iON Technologies Ltd. iONOLOGY
  26. 26. iONOLOGY How We Do It… © All Rights Reserved iON Technologies Ltd. iONOLOGY
  27. 27. iONOLOGY How We Do It… © All Rights Reserved iON Technologies Ltd. iONOLOGY
  28. 28. iONOLOGY How We Do It… © All Rights Reserved iON Technologies Ltd. iONOLOGY
  29. 29. iONOLOGY How We Do It… © All Rights Reserved iON Technologies Ltd. iONOLOGY
  30. 30. iONOLOGY © All Rights Reserved iON Technologies Ltd. Case Study iONOLOGY 5. Position 6. Engine of Growth
  31. 31. iONOLOGY
  32. 32. iONOLOGY
  33. 33. © All Rights Reserved iON Technologies Ltd. How?
  34. 34. © All Rights Reserved iON Technologies Ltd. Mild! (Informed) Cold 
 (Rational) 1 4 Advocacy Persona Planning & Website Design Process Tools Training Tactics Resolve Channel Conflict Peer Review Engagement & planning Therapist Induction Blogger Outreach Large scale vision/ execution content plan Demand Tests Propensity to purchase Production Size Demand Technology Choices Video case studies Setup Basecamp & Move Staff Training & Culture
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  36. 36. iONOLOGY
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  38. 38. iONOLOGY
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  40. 40. iONOLOGY
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  52. 52. iONOLOGY

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