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Building a digital strategy


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Article overviews and illustrations from the ebook

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Building a digital strategy

  1. 1. Building a digital strategyYoumna OvazzaMay 2011<br />Overviews and illustrations from the ebook<br />
  2. 2. About<br />This presentationis a condensed version of the ebook « Building a digital strategy »:itfeatures an overview of each article with the ebook illustrations.<br />The detailed content of each article and the ebook are available for reading and free download in PDF format on Butter Cake’swebsite(, underCreative Commons licensing.<br />Thankyou for yourinterest and have a good reading!<br />YoumnaOvazza<br /><br />May 2011<br />
  3. 3. Ebook « Building a digital strategy »<br />At a time when the economicpotential of the Internet isundeniable, can brands and companiescontinue to addressitonlyfrom an operational perspective or even continue surfing new trends opportunistically? How to build a digital strategythatis the truereflection of the brand strategyon the Internet, and allowsto optimizeefficiencyand performance?Adding up a sum of actions on the web and mobile does not makea digital strategy, nordoes the gathering of digital operationalexperts produce a strategic point of view. The lack of a comprehensivedigital architecture thataligns all web and mobile meanswith the brand strategyisoften the weaklink in the whole system.This book develops a global overview of the Internet, thatconnects all the variouschannelstogether and thenputstheminto perspective withthe othermedia and means of action. It thenproposes a pragmatic and stepby stepmethodology to developa digital strategyfrom the brand or business strategy.<br />
  4. 4. About the author<br />Youmna Ovazza is a communications specialist with an expertise in both strategic marketing and online communication, developed in more than<br />15 years of extensive professional experience in and for major corporate companies, medium and start-up businesses, in the FMCG, services and High-Tech/Telco industries.<br />She created Butter Cake in february 2011. Butter Cake is an independent non-profit online publication, focused on business strategy, digital innovation, management and organisation themes. This ebook is Butter Cake’s first completed project.<br /> <br />Youmna is Franco-Lebanese and a graduate of the ESSEC business school.<br /> <br />Contact:<br /><br />@ButterCakeNews<br />
  5. 5. Index<br />
  6. 6. Warning: Translation<br />This book was originally published in French hence a few specific references to the French Internet market, which serve as an illustration but don’t impact the general demonstration and methodology developed here. Internet uses observed are those of mature markets similar to France, and may need some adjustment with regard to specific behaviours in emerging markets.<br />- Translation by Stuart Mudie -<br />(<br /> <br />
  7. 7. IntroductionWhy have a digital strategy?<br />
  8. 8. Overview<br />Companies have a growing need to effectively coordinate their different activities on the web and on the mobile, yet they struggle to come up with a digital strategy. Confusion exists between digital expertise and strategic expertise. The development of a strategy first requires the creation of common points of reference for discussing the different actions: a coherent, global vision of the Internet would connect the various professions and stakeholders and would thus provide greater perspective across all channels..<br />> Full article on Butter Cake website<br />
  9. 9. Adding up a sum of actions on the web and mobile does not make a digital strategy<br />e-commerce<br />BLOGS<br />+<br />+<br />+<br />Digital strategy<br />#<br />+<br />+<br />+<br />ePUB<br />forums<br />@<br /><br />
  10. 10. Gathering a bunch of digital operational experts doesn’tproduce a strategic point of view<br />Digital strategy<br />#<br />+<br />+<br />+<br />+<br />+<br />Usability<br />Mobile marketing<br />Blogging<br />Community management<br />Emailing<br />SEO<br /><br />
  11. 11. I. How to have a global vision of the Internet?I.1. Internet is a SPACE made of places<br />
  12. 12. Overview<br />By considering the Internet as a virtual SPACE instead of a media or channel, the different places that make up the web, how they work and the way Internet users use them becomes clearer for companies and brands that have ventured into the web. The same geographical logic can be transposed to define the pillars of a digital strategy: places of presence, traffic, routes, places where audiences gather, accessibility… along with a sense of place and how to behave there.<br />> Full article on Butter Cake website<br />
  13. 13. Why do weneed a global vision of the Internet?<br /><br />
  14. 14. The mobile is a bridge between the virtual online space and the physical offline space<br />Internet <br />= virtual online space<br />The mobile as a BRIDGEbetween the twospaces<br />Offline physicalspace<br /><br />
  15. 15. Likeanyspace, the Internet is a collection of places (sites)joinedtogether by roads (links)<br /><br />
  16. 16. Types of places on the Internetby main function/features(compared to places in the physicalspace)<br />Web sites: the generic buildings of the web<br />For a brand, the equivalent of itsheadquarters or store<br />………………………………………………<br />Blogs: diaries, information and opinions (windows)<br />©<br />………………………………………………<br />♬<br />Mobile apps and sites: drive-ins or vending machines (shortcutswhile on the move to a selection of products and services) <br />Searchengines and directories: the streetmaps and guides of the web<br />Content platforms: libraries (not only of books,but also media and gameslibraries) on the web<br />Social networks: cafes and meeting places on the web<br />Forums: spaceswhere non-profit-making associations meet, places for sharing consumer information on the web<br /><br />
  17. 17. I. How to have a global vision of the Internet?I.2. Internet users: uses & motivations<br />
  18. 18. Overview<br />Today, almosteveryoneis on the Internet. Writing down the many uses in a listthatgets longer eachyearis no longer of any use to brands looking to analyse the web. Instead, theyneed to step back and look at the main starting motivations of Internet users (searching for information, building relationships, consumption and production) to seewherethese cross over with the brand’s objectives and thusfind the right place for the Internet compared to other media and channels. The Internet isbasically a medium of utility, experience and relationships, far lessthanitis one of image and emotion. It is of far greaterbenefit for thosewhoparticipate in itregularlyinstead of focusing on occasional, tactical use.<br />> Full article on Butter Cake website<br />
  19. 19. Whatis a "use" on the Internet?<br /><br />
  20. 20. Comparison of use cases for the main communications tools<br /><br />Inspiration source :<br />
  21. 21. The four main motivations for using the Internet<br />Blahblahblah<br /><br />
  22. 22. I. How to have a global vision of the Internet?I.3. Internet users: browsing & criteria for selection<br />
  23. 23. Overview<br />The Internet is a virtualspace in whichwefindourwayaround in the sameway as we do in the real physicalspace: using points of reference and pathsthat come fromexperienceenabling us to build up a mental image of the space. Content is the tar of the web, the materialthatisused to builditsroads: a strategy of content and a strategy of means are closelylinked. Internet userscontinuallypassjudgement on the content theyfinduntiltheyreachtheir goal. Theircriteria are oftenbased on the quality of the source as much as on the quality of the content itself.<br />> Full article on Butter Cake website<br />
  24. 24. Threeways of findingyourway on the Internet- justlike in real life -<br />B<br />B<br />B<br />A<br />A<br />A<br />C<br />C<br />C<br /><br />Source: « Consumer web searchbehaviour: diagrammaticillustration of wayfinding on the web » by Chris Hodkinson, Geoffrey Kiel & Janet R. McColl-Kennedy, University of Queensland, 2000<br />
  25. 25. Characteristics of a web search<br />DEPTH of search<br />= number of pages viewed / site<br />Narrow, deepsearch<br />> Typically, when a purchaseis close to being made: looking for specifickeywords, time spent on a limitednumber of sites in particular<br />@<br />Broad, superficialsearch<br />> Typically, in the early part of a purchase-relatedsearch: looking for a range of general information<br />BREADTH of search<br />= number of sites visited to rearch the final destination<br /><br />Source: « Consumer web searchbehaviour: diagrammaticillustration of wayfinding on the web » by C. Hodkinson, G. Kiel & J. McColl-Kennedy, Univ. of Queensland<br />
  26. 26. Internet-users’ decision-makingcriteria about web content<br />Maison X<br />……………………………………………………………………………………………………………………………………………………………………….<br />Blablabla<br />©<br />♬<br /><br />
  27. 27. II. How to build a digital strategy?II.1. How to design a digital strategy<br />
  28. 28. Overview<br />A digital strategyis not just the sum total of all the actions yourcompany carries out on the Internet. It involvesnativelyintegrating the Internet prior to thinking about strategyeven on a company-widelevel, and identifying areas of presence and action withineachfunction/job alongsideother drivers and means. One way of approachingthisis to evaluate the potential impact of the Internet on the business model of the company and leadership methodsused by senior management, in order to define the right levels of goals, leadership and organisation relating to various cases. Onlythencanitbetranslatedinto action plans.<br />> Full article on Butter Cake website<br />
  29. 29. - Key quantitative Indicators for the brand or company: <br />Brand awareness, Sales, Marketshare, Growth, New customers, Churn, Profit, Profitability, Staff turnover…<br />- Key qualitative Indicators for the brand or company:<br />Image & Reputation, Customer/partner/employee satisfaction, Referrals…<br /><br />
  30. 30. Factorsinfluencingdecisionswhencreating a digital strategy<br />Impact on business model<br />€€€<br />Direct impact on business model<br />> Decisiontaken by CEO<br />Significant contribution to strategicfunctional areas<br /> > Decisiontakenat C-level<br />Minor contribution to one or more functional areas<br />> Decisiontakenat C-level or direct reports (Lead TBD)<br />€<br />How executivesfeel about new technologies<br />X<br />$<br />X<br />€<br /><br />Not a fan<br />Focused on ROI<br />Geek<br />
  31. 31. II. How to build a digital strategy?II.2. How to turn a digital strategyinto an action plan<br />
  32. 32. Overview<br />Turning a digital strategyinto an action plan issomethingthatshouldbedone in phases to reflect the relative position of the Internet in the overallstrategy of means. Using a customerjourney and associatingdifferent brand goals to itis a way of organising all the content and actions and prioritisingthembeforegettinginto the detail of the digital action plan. Defining how to steer the projectwillthenbedoneretroactively.<br />> Full article on Butter Cake website<br />
  33. 33. Illustration of a genericcustomerjourneyand how it corresponds to brand objectives<br />33<br /><br />
  34. 34. Which type of content corresponds to which consumer needs?- Example for a typicalcustomerjourney -<br /><br />
  35. 35. Creating a digital action planMapping content and actions by cross-referencing brand objectives and consumer objectives (Push & Pull)<br />> Positioning and prioritisingavailable content<br />> Identifyingmissing content: to generate or produce<br />> Correspondencebetween actions to perform and functionalresponsibilities (communication, marketing, sales, after-sales, CRM…)<br /><br />
  36. 36. II. How to build a digital strategy?II.3. How to manage and measure a digital action plan: what are the right performance indicators?<br />
  37. 37. Overview<br />The two main problemsrelating to the strategic management of digital actions are linked: an excess of available data and the difficulty of aggregatingthemwith actions carried out on other media. <br />It is the startingviewpointthatdistorts the situation: if westartfocusing on operations and whatismeasurable, any additions or comparisonswillbeshortsighted and made at the wronglevel.<br />Weneed to startfromstrategic objectives and criteria for success and failure to define the right indicators, and to avoidconfusingindicatorsrelating to goals withtacticalindicators.<br />> Full article on Butter Cake website<br />
  38. 38. Defining multi-channel marketing/communications objectives- Example of a macro approach - <br /><br />
  39. 39. Correspondencebetween online/offline indicators in marketing / communications- Example of a customerjourneywith a view to making a purchase -<br />39<br /><br />
  40. 40. Example of differentpriorities of objectives and KPIsfor different brand strategies<br />40<br /><br />
  41. 41. II. How to build a digital strategy?II.4. How your digital communications canevolve and innovate<br />
  42. 42. Overview<br />Digital media isconstantlyevolving, and some trends are long-termwhileothers are more short-lived. Keeping up with the times whilemaking the right choice in terms of which trends to embrace for the brand and itscustomersis the communications balance thatneeds to besought. To be proactive in thissense, all brands need to continuallyintegrate monitoring and experimentation in theirannual plans.<br />> Full article on Butter Cake website<br />
  43. 43. New trends are a toolthatcan help balance the image of a brand with the counter-weightbeing the target profile<br />Trends<br />Target profile<br />Brand image:<br />REALITY as seen by consumers<br />Brand image:<br />GOAL desired by company<br />
  44. 44. Someideas for organising a collaborative monitoring project<br />Two-way<br />One-way<br />Degree of exchange and engagement over time<br />Employees<br />Partners<br />Clients<br />Continuouscollaboration<br />Open innovation<br />Monitoring<br />Meetings<br />Internalpresentations<br />Meeting on specifictopics<br />Cross-departmental teams<br />Ideas box<br />Collect feedback<br />Studies and analysis<br />Opinions and feedback<br />Participative project<br />Tests and requests for feedback<br />Co-creation<br />Ideas box<br /><br />Stakeholders<br />
  45. 45. ConclusionII.4. How to use this book: Somepotential applications<br />
  46. 46. Conclusion<br />This book can help brands and companies structure their interrogations and approachwhatever issue they have withtheir digital strategy and withbothexternalpartners and internalstakeholderswithin the organisation.<br />Some suggestions for use could include supporting actions such as:<br /> <br />- Preparing annual marketing / communications plans<br />- Preparing a response to a tender or a brand communications brief<br />- Redesigning a web site and the associated communications strategy (SEO, content…)<br />- Launching or evaluating an e-commerce activity, particularly from the consumer/client viewpoint<br />- Analysing existing activities to optimise digital strategy<br />- Integrating different actions (online and offline) based around the customer experience<br />- Integrating the Internet in internal organisation and the role of different departments<br />- Selecting suppliers and dividing up work between them<br />- Developing or updating the brand or company strategy and evaluating the impact of the Internet<br />- Building dashboards and scorecards, analysing the contribution of the Internet compared to other channels…<br /> <br />
  47. 47. THANK YOU.<br />