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No Digital Strategy
 

No Digital Strategy

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My presentation in the D-Day Seminar in 6th of February.

My presentation in the D-Day Seminar in 6th of February.

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    No Digital Strategy No Digital Strategy Presentation Transcript

    • No Digital Strategy
    • Do you really have a digital strategy?
    • Or do you have?...
    • 1. No Digital Strategy
    • 2. No Digital Strategy
    • 3. No Digital Strategy
    • Problem 1.
    • Problem 1.The People
    • Marketing Department
    • 71 % Data explosion68 % Social media65 % Growth of channel & devicechoices63 % Shifting consumerdemographics IBM Global CMO Study: “From Stretched to Strengthened: Insights from the Global Chief Marketing Officer Study.”
    • % CMO´s who are unprepared to key changes in marketing. IBM Global CMO Study: “From Stretched to Strengthened: Insights from the Global Chief Marketing Officer Study.”
    • CXO-level.
    • Advertising Agency.
    • IT Department.
    • By the end of this year over 50% of workforce will be unsatisfiedwith their company IT equipment. Gartner 2008
    • The wrong people in the wrong positions.
    • In too many organizations.
    • Basically anyone expect you.
    • Basically anyone expect you.
    • Basically anyone including you.
    • Random quotes from the water- cooler.
    • “People do not buy our products from digital”
    • “People do not buy our products from digital” Yet.
    • “KPI? Is that a drug?”
    • “I want a Facebook page because the competitor has one”
    • “That is a security threat”
    • Business is increasingly driven more with data.
    • We can´t handle the data.
    • How you turn that data intoinformation & knowledge?
    • How you turn that data intoinformation & knowledge? And to action.
    • Problem 2.The Process.
    • “Strategies are like a**holes. Everyone has one.”
    • Digital marketing strategy. Digital e-commerce strategy. Digital customer strategy Digital contacting strategy. Social media strategy.Social media marketing strategy.“I want to make myself important and order yet another” strategy
    • Choose your silo.
    • Strategy should answer one fundamental question.
    • Where is this company going?
    • Digital is the way to learn moreabout the customer & consumer.
    • Digital is way to serve them better.
    • Digital is way to serve them better. Sell more.
    • Solution 1.The Customer.
    • VISION CONCENTRATE ON THE ESSENTIALSCONSUMER INSIGHTS CRM ANALYTICS CONVERSATION SOCIAL MEDIA CUSTOMER SERVICECONSUMER LISTENING
    • “The demand for somethingfundamentally new is completely unpredictable” http://www.fastcodesign.com/1663220/user-led-innovation-cant-create-breakthroughs-just-ask-apple-and-ikea
    • You need to know where customer wants to go next.
    • Solution 2.The Process.
    • Eight questions for the digital strategy.
    • 1. Why?
    • 1. Why?Business targets.
    • Including Vision &Bottom-line.
    • 2. Who?
    • 2. Who?Target audience.
    • 3. Where?
    • 3. Where?Own, bought & created media.
    • Bought Own Earned Blogs Google Google CRM Forums SEM SEO YouTube Result-based Twitter advertising -channel Website App Newsletter Other video Mobile Facebook services marketing Own channels WOM PR Display DB+ CRM PilotsBought Created (+video) channels DB
    • 4. Why again?
    • 4. Why anyone should care, participate or share?
    • 4. Why again?Social objects.
    • 5. Who?
    • 5. Who?Digital Team across the departments.
    • 6. When?
    • 6. When?Marketing, content & action plan.
    • 7. How?
    • 7. How?Training & testing.
    • Pilot A evaluation Twitter- pilot Pilot B definition Google+ -pilot Pilot C definitionStarting Target Pilots Evaluation New social Next pilots point setting media ecosystem
    • 8. What´s next?
    • 8. What´s next? KPIs.
    • TRAFFIC INTERACTION LEADS SALES REFERRAL REACTION ANALYSISCOMPANY RELEVANT DISCUSSIONGENERAL DISCUSSION
    • Referral will become the most important KPI for the Future companies.
    • “Millennials trust UGC more thantheir family & friends when making purchase decisions.” Bazaarvoice: Talking To Strangers-Millenials Trust People over brands
    • Main Question.
    • How will digital shape our business in the future?
    • How our business can shape the future with digital?
    • Digital DNA
    • Digital DNA In People
    • Digital DNAIn Process.
    • Digital DNAData-driven, people-led.
    • The End.
    • The End. Riku Vassinenhttp://rikuvassinen.com