No Digital Strategy

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

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No Digital Strategy

  1. No Digital Strategy
  2. Do you really have a digital strategy?
  3. Or do you have?...
  4. 1. No Digital Strategy
  5. 2. No Digital Strategy
  6. 3. No Digital Strategy
  7. Problem 1.
  8. Problem 1.The People
  9. Marketing Department
  10. 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.”
  11. % 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.”
  12. CXO-level.
  13. Advertising Agency.
  14. IT Department.
  15. By the end of this year over 50% of workforce will be unsatisfiedwith their company IT equipment. Gartner 2008
  16. The wrong people in the wrong positions.
  17. In too many organizations.
  18. Basically anyone expect you.
  19. Basically anyone expect you.
  20. Basically anyone including you.
  21. Random quotes from the water- cooler.
  22. “People do not buy our products from digital”
  23. “People do not buy our products from digital” Yet.
  24. “KPI? Is that a drug?”
  25. “I want a Facebook page because the competitor has one”
  26. “That is a security threat”
  27. Business is increasingly driven more with data.
  28. We can´t handle the data.
  29. How you turn that data intoinformation & knowledge?
  30. How you turn that data intoinformation & knowledge? And to action.
  31. Problem 2.The Process.
  32. “Strategies are like a**holes. Everyone has one.”
  33. 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
  34. Choose your silo.
  35. Strategy should answer one fundamental question.
  36. Where is this company going?
  37. Digital is the way to learn moreabout the customer & consumer.
  38. Digital is way to serve them better.
  39. Digital is way to serve them better. Sell more.
  40. Solution 1.The Customer.
  41. VISION CONCENTRATE ON THE ESSENTIALSCONSUMER INSIGHTS CRM ANALYTICS CONVERSATION SOCIAL MEDIA CUSTOMER SERVICECONSUMER LISTENING
  42. “The demand for somethingfundamentally new is completely unpredictable” http://www.fastcodesign.com/1663220/user-led-innovation-cant-create-breakthroughs-just-ask-apple-and-ikea
  43. You need to know where customer wants to go next.
  44. Solution 2.The Process.
  45. Eight questions for the digital strategy.
  46. 1. Why?
  47. 1. Why?Business targets.
  48. Including Vision &Bottom-line.
  49. 2. Who?
  50. 2. Who?Target audience.
  51. 3. Where?
  52. 3. Where?Own, bought & created media.
  53. 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
  54. 4. Why again?
  55. 4. Why anyone should care, participate or share?
  56. 4. Why again?Social objects.
  57. 5. Who?
  58. 5. Who?Digital Team across the departments.
  59. 6. When?
  60. 6. When?Marketing, content & action plan.
  61. 7. How?
  62. 7. How?Training & testing.
  63. Pilot A evaluation Twitter- pilot Pilot B definition Google+ -pilot Pilot C definitionStarting Target Pilots Evaluation New social Next pilots point setting media ecosystem
  64. 8. What´s next?
  65. 8. What´s next? KPIs.
  66. TRAFFIC INTERACTION LEADS SALES REFERRAL REACTION ANALYSISCOMPANY RELEVANT DISCUSSIONGENERAL DISCUSSION
  67. Referral will become the most important KPI for the Future companies.
  68. “Millennials trust UGC more thantheir family & friends when making purchase decisions.” Bazaarvoice: Talking To Strangers-Millenials Trust People over brands
  69. Main Question.
  70. How will digital shape our business in the future?
  71. How our business can shape the future with digital?
  72. Digital DNA
  73. Digital DNA In People
  74. Digital DNAIn Process.
  75. Digital DNAData-driven, people-led.
  76. The End.
  77. The End. Riku Vassinenhttp://rikuvassinen.com

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