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Marianne Kay, Analyst at Digital Clarity Group
J. Boye Conference. November 1-3, 2016. Aarhus, Denmark.
Eight Key Componen...
@marianne_ua @just_clarity #jboye16
1
“There is nothing so useless as doing efficiently
that which should not be done at a...
@marianne_ua @just_clarity #jboye16
2
Where are we now?
Where do we want to be?
How do we get there?
Are we there yet?
Str...
@marianne_ua @just_clarity #jboye16
3
Current state of affairs
Source: Laurie Dillon Schalk, http://www.slideshare.net/ldi...
@marianne_ua @just_clarity #jboye16
NEW
PARADIGM
Business success
STATUS QUO
Business failure
4
The Case for Change
Source...
@marianne_ua @just_clarity #jboye16
5
Customer Experience Management
Copyright: nielshariot / 123RF Stock Photo
@marianne_ua @just_clarity #jboye16
6
http://www.digitalclaritygroup.com/customer-experience-management-masterclass/
Custo...
@marianne_ua @just_clarity #jboye16
7
• A strategy is a plan for applying resources to accomplish
a business goal or objec...
@marianne_ua @just_clarity #jboye16
8
Copyright: nadezhda1906 / 123RF Stock Photo
@marianne_ua @just_clarity #jboye16
9
In the past Digital Strategy was about selecting the right
technologies, automating ...
@marianne_ua @just_clarity #jboye16
10
How to Build a Strategy
Copyright: alhovik / 123RF Stock Photo
@marianne_ua @just_clarity #jboye16
11
Diagnose
Forecast
Consider alternatives
Commit to action
Strategy step by step
@marianne_ua @just_clarity #jboye16
12
1. Vision
2. Audience Insight
3. Culture
4. Content
5. Technology
6. Execution
7. G...
@marianne_ua @just_clarity #jboye16
13
The end result, the goal
The answer to why
Competitive review
Industry trends
1. Vi...
@marianne_ua @just_clarity #jboye16
14
Customer research
Segmentation
Personas
Usability testing
Engagement
Social media m...
@marianne_ua @just_clarity #jboye16
15
What is the company’s leadership like?
What are the company’s most successful proje...
@marianne_ua @just_clarity #jboye16 16
“Culture eats strategy for breakfast.”
-- Peter Drucker
@marianne_ua @just_clarity #jboye16
17
Content Audit
Digital Quality Review
Content production review (processes / resourc...
@marianne_ua @just_clarity #jboye16
18
CMS, CRM, Analytics, Marketing Automation, DAM…
Consider Service Providers / implem...
@marianne_ua @just_clarity #jboye16
19
90% of all strategies fail (‘true story’)
Success factors:
Clearly defined decision...
@marianne_ua @just_clarity #jboye16
20
7. Governance
@marianne_ua @just_clarity #jboye16
21
Web and Mobile
Page views / Unique visitors
Bounce rate
CTA conversion rates
Email ...
@marianne_ua @just_clarity #jboye16
22
Source: http://contentmarketinginstitute.com/2013/06/measuring-impact-content-marke...
@marianne_ua @just_clarity #jboye16
Communicating digital strategy
Persuasive language is:
Specific
Factual
Has many voice...
@marianne_ua @just_clarity #jboye16
Summary
Digital Strategy cuts across the departments and requires
commitment at C-leve...
@marianne_ua @just_clarity #jboye16
Marianne Kay
Analyst at Digital Clarity Group
mkay@digitalclaritygroup.com
@marianne_u...
@marianne_ua @just_clarity #jboye16
About Digital Clarity Group
We offer:
 Consultancy
(strategic advice, technology & ag...
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Eight Key Components of a Successful Digital Strategy

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Embracing digital at the strategic level is not a choice. Even the most conservative industries are transforming the way they operate in order to meet the ever-increasing demands of today’s empowered customers.

However, creating an effective strategy that’s more than just a document isn’t easy. Many strategies fail at the implementation level. We’ve all seen excited C-level executives presenting inspiring strategic plans, only to witness the planned initiatives fade into irrelevance just a few months later. What makes implementing good strategies so hard and what can we do to avoid failure?

In this session we will cover eight key aspects of strategic planning:
• Vision
• Audience Insight
• Culture
• Content
• Technology
• Execution
• Governance
• Optimization

Published in: Marketing
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Eight Key Components of a Successful Digital Strategy

  1. 1. Marianne Kay, Analyst at Digital Clarity Group J. Boye Conference. November 1-3, 2016. Aarhus, Denmark. Eight Key Components of a Successful Digital Strategy Image Copyright: 36clicks / 123RF Stock Photo
  2. 2. @marianne_ua @just_clarity #jboye16 1 “There is nothing so useless as doing efficiently that which should not be done at all.” -- Peter Drucker
  3. 3. @marianne_ua @just_clarity #jboye16 2 Where are we now? Where do we want to be? How do we get there? Are we there yet? Strategic Planning
  4. 4. @marianne_ua @just_clarity #jboye16 3 Current state of affairs Source: Laurie Dillon Schalk, http://www.slideshare.net/ldillonschalk/mcc11-developing-a-digital-strategy-amp-roadmap/4 What is strategy? Desired state, vision Strategy is about bridging the gap
  5. 5. @marianne_ua @just_clarity #jboye16 NEW PARADIGM Business success STATUS QUO Business failure 4 The Case for Change Source: Based on Andy Grove, Only the Paranoid Survive, 1996
  6. 6. @marianne_ua @just_clarity #jboye16 5 Customer Experience Management Copyright: nielshariot / 123RF Stock Photo
  7. 7. @marianne_ua @just_clarity #jboye16 6 http://www.digitalclaritygroup.com/customer-experience-management-masterclass/ Customer Experience Management Masterclass
  8. 8. @marianne_ua @just_clarity #jboye16 7 • A strategy is a plan for applying resources to accomplish a business goal or objective Therefore… • A digital strategy is a plan for applying digital resources to achieve an organizational goal or objective What is Digital Strategy?
  9. 9. @marianne_ua @just_clarity #jboye16 8 Copyright: nadezhda1906 / 123RF Stock Photo
  10. 10. @marianne_ua @just_clarity #jboye16 9 In the past Digital Strategy was about selecting the right technologies, automating existing tasks and processes, realising efficiencies; Today Digital Strategy is about transforming underlying processes and activities, and changing the way the business operates; Today Digital Strategy cuts across different disciplines and cannot be assigned to a single business function. Digital Strategy now and then
  11. 11. @marianne_ua @just_clarity #jboye16 10 How to Build a Strategy Copyright: alhovik / 123RF Stock Photo
  12. 12. @marianne_ua @just_clarity #jboye16 11 Diagnose Forecast Consider alternatives Commit to action Strategy step by step
  13. 13. @marianne_ua @just_clarity #jboye16 12 1. Vision 2. Audience Insight 3. Culture 4. Content 5. Technology 6. Execution 7. Governance 8. Optimization Digital Strategy
  14. 14. @marianne_ua @just_clarity #jboye16 13 The end result, the goal The answer to why Competitive review Industry trends 1. Vision
  15. 15. @marianne_ua @just_clarity #jboye16 14 Customer research Segmentation Personas Usability testing Engagement Social media monitoring 2. Audience Insight
  16. 16. @marianne_ua @just_clarity #jboye16 15 What is the company’s leadership like? What are the company’s most successful projects? Alignment of functions / departments Attention to results Are goals, measures and incentives aligned? 3. Culture The Five Dysfunctions of a Team Patrick Lencioni
  17. 17. @marianne_ua @just_clarity #jboye16 16 “Culture eats strategy for breakfast.” -- Peter Drucker
  18. 18. @marianne_ua @just_clarity #jboye16 17 Content Audit Digital Quality Review Content production review (processes / resources) Types of content: Culture & Community Inspirational / viral Products and services Useful / resources 4. Content
  19. 19. @marianne_ua @just_clarity #jboye16 18 CMS, CRM, Analytics, Marketing Automation, DAM… Consider Service Providers / implementation team Processes, people, change management 5. Technology
  20. 20. @marianne_ua @just_clarity #jboye16 19 90% of all strategies fail (‘true story’) Success factors: Clearly defined decision-making responsibilities Effective competitive review / updates Good flow/access to information internally Good mix of internal and external resources Source: https://hbr.org/2008/06/the-secrets-to-successful-strategy-execution 6. Execution
  21. 21. @marianne_ua @just_clarity #jboye16 20 7. Governance
  22. 22. @marianne_ua @just_clarity #jboye16 21 Web and Mobile Page views / Unique visitors Bounce rate CTA conversion rates Email marketing subscriptions, unsubscribes, opening and click rates Internal search SEO and Google ranking Customer Experience Customer engagement Customer satisfaction Usability (completion rates, number of errors, efficiency, satisfaction) 8. Optimisation Site Quality and Performance Standards compliance Page load time Server availability Social Media Fans/followers/subscribers Interactions Sentiment Referred traffic from social to web or from web to social
  23. 23. @marianne_ua @just_clarity #jboye16 22 Source: http://contentmarketinginstitute.com/2013/06/measuring-impact-content-marketing-strategy-pyramid-approach/ 8. Optimisation
  24. 24. @marianne_ua @just_clarity #jboye16 Communicating digital strategy Persuasive language is: Specific Factual Has many voices 23
  25. 25. @marianne_ua @just_clarity #jboye16 Summary Digital Strategy cuts across the departments and requires commitment at C-level Digital Strategy today is about people and processes, not just technology, efficiencies or automation Effective Digital Strategy consists of 8 parts: Vision, Audience Insight, Culture, Content, Technology, Execution, Governance, and Optimization. 24
  26. 26. @marianne_ua @just_clarity #jboye16 Marianne Kay Analyst at Digital Clarity Group mkay@digitalclaritygroup.com @marianne_ua Thank you! Image credits: 36clicks , nielshariot , alhovik , nadezhda1906 / 123RF Stock Photo
  27. 27. @marianne_ua @just_clarity #jboye16 About Digital Clarity Group We offer:  Consultancy (strategic advice, technology & agency selections)  Research (interviews, surveys, direct observations)  Thought Leadership (industry events, conferences, webinars, workshops) We work with:  Digital leaders (business leaders investing in technology)  Technology vendors (software companies)  Service providers (digital agencies and system integrators) http://www.digitalclaritygroup.com/

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