Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing

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Enterprise Ireland - eMarketing Event - Dublin - Oct 2013

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Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing

  1. 1. Want to be Liked or Want to be Ri€h? By Niall McKeown twitter: @niallmckeown www.linkedin.com/in/niallmckeown
  2. 2. “People love chopping wood. In this activity one immediately sees results” Albert Einstein
  3. 3. What is Digital Strategy? “In the fields of strategic management, marketing strategy and business strategy, digital strategy is the process of specifying an organisation's vision, goals, opportunities and initiatives in order to maximize the business benefits of digital marketing to the organisation.”
  4. 4. Strategy Digital Success Tactics 2011 Financial Times and Goldman Sachs Business Book of the Year Operations
  5. 5. 7 Principles of Digital Business Strategy 1. Know Yourself 2. Marketplace 5. Market Position 3. Know Customer 6. Engine of Growth 7. Tactics 4. Resources
  6. 6. Micro Analysis Know
 Yourself Available
 Resources Know Your Customer The
 Marketplace
  7. 7. Micro Analysis Know
 Yourself Know Your Customer The
 Marketplace Available
 Resources
  8. 8. Micro Analysis Know Your Customer The
 Marketplace
  9. 9. Know Your Customer Micro Analysis July : 17033 – Bounce Rate – 13.61 June : 18316 – Bounce Rate – 12.44 The
 Marketplace
  10. 10. Know Your Customer The
 Marketplace Micro Analysis
  11. 11. Know Your Customer The
 Marketplace Micro Analysis
  12. 12. The
 Marketplace Micro Analysis ISO27001 Know Your Customer
  13. 13. The
 Marketplace Micro Analysis German ISO27001 Know Your Customer
  14. 14. The
 Marketplace Micro Analysis French ISO 27001 Know Your Customer
  15. 15. The
 Marketplace Micro Analysis Np{bncjrvf JTP38112 Know Your Customer
  16. 16. <FranceMap.jpg>! The
 Marketplace Know Your Customer Micro Analysis
  17. 17. <FranceMap.jpg>! The
 Marketplace Know Your Customer Micro Analysis
  18. 18. <FranceMap.jpg>! The
 Marketplace Know Your Customer Micro Analysis
  19. 19. <FranceMap.jpg>! The
 Marketplace Know Your Customer Micro Analysis
  20. 20. Micro Analysis Know
 Yourself Know Your Customer The
 Marketplace Available
 Resources
  21. 21. Macro Analysis 5. Market Position 6. Engine of Growth How Customer Perceives 
 Your Business 6 Members Omnipresence 5 Warm! (Comforted) Earned Media Niche ! or limited Audience Owned Media High 5 1 Mild! (Informed) Advocacy Hand Shake 2 Industry Leader Prime Authority Exclusive 8 Hot! (Passionate) Cold 
 (Rational) 7 Smooth All Media Mainstream Mass Market Customer 
 Volume Bought Media 3 Over Here Attention Shout Loudly 4
  22. 22. Macro Analysis 6. Engine of Growth How Customer Perceives 
 Your Business 6 Prime Authority 5 Exclusive Warm! (Comforted) Earned Media Niche ! or limited Audience 1 7 All Media Mainstream Owned Media CASH Mild! (Informed) Advocacy 2 8 Hot! (Passionate) INNOVATION 5. Market Position Cold 
 (Rational) Mass Market Customer 
 Volume Bought Media 3 Attention 4
  23. 23. Engine of Growth 5. Market Position 6. Engine of Growth Innovation Process People Product
  24. 24. Top Tactics & Engine of Growth 5. Market Position 6. Engine of Growth Blogging & Social Email Marketing Streamline Website Search & Aggregators
  25. 25. Analytics & Engine of Growth 5. Market Position 6. Engine of Growth Referral Traffic High Volume Branded Traffic Low Vol Brand Direct Traffic Generic Search Traffic
  26. 26. Social Media & Engine of Growth 5. Market Position 6. Engine of Growth Super Important Important Mild Importance Mild Importance Irrelevant Irrelevant
  27. 27. DNA & Engine of Growth 5. Market Position 6. Engine of Growth Creative Overt Practical Scientific
  28. 28. Digital Business Strategy for Firefly 1. Know Yourself 2. Marketplace 5. Market Position 3. Know Customer 6. Engine of Growth 7. Tactics 4. Resources
  29. 29. ...Fast forward>>>
  30. 30. Engine of Growth How Customer Perceives 
 Your Business 6 Prime Authority Step 1 Create Authority 5 Exclusive Warm! Step 2 Move to Prime (Comforted) Earned Media Niche ! or limited Audience 1 Owned Media Mild! (Informed) Advocacy 2 8 Hot! (Passionate) Cold 
 (Rational) 7 Step 3 Defend Position and Innovate All Media Mainstream Mass Market Customer 
 Volume Bought Media 3 Attention 4
  31. 31. Tactical Relationships 7. Tactics Authority Tactics
  32. 32. Tactical Resources 7. Tactics Channel Time 
 Talent 
 ( days per month) (Marketing, Management, Outsource) Cash Blogging 0.5 MGT LOW Online PR 1 OUT HIGH Email 0.5 MKT LOW Social 1.5 MKT LOW Webinar 2 OUT HIGH SEO 2 OUT HIGH Available
 Resources
  33. 33. 106 units exported in 7 days
  34. 34. Innovation & Digital Business Strategy Innovation is the application of better solutions that meet new requirements, inarticulate needs, or existing market needs.
  35. 35. Macro Analysis How Customer Perceives 
 Your Business 6 Prime Authority 5 Warm! (Comforted) Earned Media Exclusive Niche ! or limited Audience Owned Media 1 Mild! (Informed) Advocacy 2 8 Hot! (Passionate) Cold 
 (Rational) 7 Smooth All Media Mainstream Mass Market Customer 
 Volume Bought Media 3 Attention 4
  36. 36. Macro Analysis How Customer Perceives 
 Your Business 6 Prime Authority 5 Warm! (Comforted) Earned Media Exclusive Niche ! or limited Audience Owned Media 1 Mild! (Informed) Advocacy 2 8 Hot! (Passionate) Cold 
 (Rational) 7 Smooth All Media Mainstream Mass Market Customer 
 Volume Bought Media 3 Attention 4
  37. 37. Innovation Invention Innovation Iteration Replication
  38. 38. Testing Leap of Faith Assumptions Minimal Viable Product Build Develop Short List Tests from Strategy >>> Learn Measure Empirical Evidence
  39. 39. Do You Need A Digital Business Strategy? www.ionology.com
 nmckeown@ionology.com
 +44 7788 752285

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