H HEWSON | GROUP
Digital Strategy Credentials
July, 2013
© 2013 Proprietary & Confidential 1
H HEWSON | GROUP
Hewson|Group “Making things better with digital since 1987”SM
•  Created in 2011 to provide strategic dig...
H HEWSON | GROUP
Strategy
Platforms
ProgramsChannels
Analytics
Scope of Consulting Services
H|G Clients
/
Proven Digital S...
H HEWSON | GROUP
Hewson|Group Strategy Focus
Applying advanced digital strategy for more than 15 years
•  Social B2B Onlin...
H HEWSON | GROUP
Hewson|Group Digital Strategy Approach
© 2013 Proprietary & Confidential 5
H HEWSON | GROUP
Our four focus areas for digital strategy
Based on our experience, enterprise level companies focus their...
H HEWSON | GROUP
Creating differentiation with multi-faceted insight
Marketplace
Forces
Brand
Goals
Business
Goals
Custome...
H HEWSON | GROUP
Seeking insight beyond “marketing”
© 2013 Proprietary & Confidential 8
What parts of your business make t...
H HEWSON | GROUP
1.
Audit
(knowing what to
listen for and
capture)
2.
Interrogate
(asking the right
questions of the
right...
H HEWSON | GROUP
Our proven planning method: sample deliverables
Customer Segment Personas Prioritized User ScenariosCurre...
H HEWSON | GROUP
Typical H|G strategy engagement work flow
Time
FTEEffort
Audit Interrogate Conceptualize Consensus
We wor...
H HEWSON | GROUP
Team Model
•  Bill leads all client engagements for Hewson|Group
–  Bill will act as lead strategist and ...
H HEWSON | GROUP
Thanks, let’s get started!
Bill Hewson, CEO @ Hewson|Group
bill@hewsongroup.com
1.203.610.4649
@bill_hews...
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Hewson | Group Strategy 0713

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Hewson | Group digital strategy planning capabilities. We create customized enterprise-level digital strategies for innovative companies looking to find out what's next.

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Hewson | Group Strategy 0713

  1. 1. H HEWSON | GROUP Digital Strategy Credentials July, 2013 © 2013 Proprietary & Confidential 1
  2. 2. H HEWSON | GROUP Hewson|Group “Making things better with digital since 1987”SM •  Created in 2011 to provide strategic digital services –  Founded on a 25 year strategic marketing & agency record •  Enterprise-scale digital strategy heritage –  Last 17 years leading digital strategy exercises for Fortune 100s –  Marketing strategy leadership roles: Modem Media, Digitas, Tribal DDB, Carat •  Global digital marketing strategy best-practices •  Customer- and user-needs biased •  Innovating with advanced digital technologies and practices •  Digital expertise across the customer lifecycle –  digital brand expression –  demand creation and capture –  lead acquisition and nurturing –  retention and LTV optimization –  partner and client collaboration –  data usage and permissions planning –  “always on” customer support –  digital infrastructure planning © 2013 Proprietary & Confidential 2 Bill Hewson
  3. 3. H HEWSON | GROUP Strategy Platforms ProgramsChannels Analytics Scope of Consulting Services H|G Clients / Proven Digital Strategy Leadership Specializing in ²  Trend analysis: future-proofing ²  Solutions conceptualization ²  Business case/stakeholder rationale ²  Executional preparedness ²  Business diagnostics ²  Data leverage models Hewson|Group at a glance © 2013 Proprietary & Confidential 3
  4. 4. H HEWSON | GROUP Hewson|Group Strategy Focus Applying advanced digital strategy for more than 15 years •  Social B2B Online Community = 1996 (AT&T Worldnet) •  Mobile Acquisition Strategy = 1997 (AT&T Wireless) •  eCRM MVC Retention Strategy = 1998 (Starwood) •  Enterprise Digital Strategy = 2004 (American Express) •  Segment Digital Strategy = 2007 (Ernst & Young) •  Global Digital Strategy = 2010 (Otis Elevator), 2012 (GM) What we’re thinking about in 2013 •  The increasing role of “data” in our lives •  How transparency is changing world markets •  Privacy is becoming a malleable concept culturally •  Expectations for “knowing the customer” are expanding © 2013 Proprietary & Confidential 4
  5. 5. H HEWSON | GROUP Hewson|Group Digital Strategy Approach © 2013 Proprietary & Confidential 5
  6. 6. H HEWSON | GROUP Our four focus areas for digital strategy Based on our experience, enterprise level companies focus their digital strategy efforts in one or several of four possible ways: 1.  To make products and services better: digital innovation 2.  To create more efficiency in existing business processes 3.  To sell or merchandise products and services in new ways 4.  To express the company brand more effectively The first steps of our strategy engagements focus on determining which of these objectives are a client’s priority and how progress will be measured. © 2013 Proprietary & Confidential 6
  7. 7. H HEWSON | GROUP Creating differentiation with multi-faceted insight Marketplace Forces Brand Goals Business Goals Customer Goals Digital Value Proposition Competitive Environment © 2013 Proprietary & Confidential 7
  8. 8. H HEWSON | GROUP Seeking insight beyond “marketing” © 2013 Proprietary & Confidential 8 What parts of your business make the most margin? What return are digital investments currently providing? What reducible friction do your customers hate? What is possible to envision in 3 years?
  9. 9. H HEWSON | GROUP 1. Audit (knowing what to listen for and capture) 2. Interrogate (asking the right questions of the right people and data) 4. Consensus (creating organizational alignment and momentum) 3. Concept (devising impact scenarios for consideration) Our proven planning method: sample activities ²  Situation Analysis ²  Goal Setting ²  Benchmarking ²  KPI definition ²  Asset ID ²  Tech Audit ²  Budget Planning ²  Business Case ²  Vision-ware ²  Executive Sell-in ²  Stakeholder Q&A ²  Asset Evaluation ²  Business Data Review & Analysis ²  Customer Needs Segmentation ²  Personas ²  User Scenarios ²  High Level UX ²  Data Strategy ²  Tech Requirements ²  Interface IA © 2013 Proprietary & Confidential 9
  10. 10. H HEWSON | GROUP Our proven planning method: sample deliverables Customer Segment Personas Prioritized User ScenariosCurrent User Experience Diagram Current Customer Experience Maps New User Experience Architecture Prioritization Matrix (Features, Functionality, Content) Conceptual Wireframes New Customer Experience Maps Project Implementation Plan © 2013 Proprietary & Confidential 10
  11. 11. H HEWSON | GROUP Typical H|G strategy engagement work flow Time FTEEffort Audit Interrogate Conceptualize Consensus We work well independently or as part of a collaborative client team (length dependent on complexity of need) © 2013 Proprietary & Confidential 11
  12. 12. H HEWSON | GROUP Team Model •  Bill leads all client engagements for Hewson|Group –  Bill will act as lead strategist and daily project lead •  Audit period will define any additional resource needs •  Additional resources may be recommended, e.g. –  UX designer/Information Architect –  Graphic designer –  Statistical data analyst –  1st party research expert –  Technology architect –  Project manager/strategy support © 2013 Proprietary & Confidential 12
  13. 13. H HEWSON | GROUP Thanks, let’s get started! Bill Hewson, CEO @ Hewson|Group bill@hewsongroup.com 1.203.610.4649 @bill_hewson © 2013 Proprietary & Confidential 13

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