Joining The Dots  Achieving a successfulintegrated digital strategy
Tracey Brown• 15 years working in online• Client side:    – Westpac eBusiness    – Schroders    – Vodafone Group• Agency s...
Joining the Dots• Overview• Strategic Planning• Getting Buy-in• Implementing your Strategy• Measuring the results
Overview • The challenges of delivering a co-ordinated digital strategy • Complexity of business, the organisation itself ...
Strategic Planning: Aligning Digital withBusiness Objectives      • Business Objectives and Digital Objectives need to be ...
Strategic Planning: Aligning Digital withBusiness Objectives      • Business Objectives and Digital Objectives need to be ...
Strategic Planning: Consider Strategy Holistically before looking at ‘Channels’• What are the business goals• Where does D...
Strategic Planning: Consider Strategy Holistically before looking at ‘Channels’• What are the business goals• Where does D...
Strategic Planning: Understand your business ina local/global landscapeLook at your competitors – global/local in specific...
Strategic Planning: Understand your business ina local/global landscapeLook at your competitors – global/local in specific...
Getting Buy-in: Stakeholder Engagement  • Identify the ‘right’ stakeholders – may be people you don’t    immediately expec...
Getting Buy-in: Stakeholder Engagement  • Identify the ‘right’ stakeholders – may be people you don’t    immediately expec...
Getting Buy-in: Budget Planning & Allocation• Your budget will never seem enough – a big part of your success can be  infl...
Getting Buy-in: Budget Planning & Allocation• Your budget will never seem enough – a big part of your success can be  infl...
Strategic Planning: Create & Deliver the    Strategy•    Outline the goals•    Outline the approach•    Assign ownership, ...
Strategic Planning: Create & Deliver the    Strategy•    Outline the goals•    Outline the approach•    Assign ownership, ...
Implementing Your Strategy – Making ActionPlans• Planning for success – be pragmatic and structured• Priorities and timefr...
Implementing Your Strategy – Making ActionPlans• Planning for success – be pragmatic and structured• Priorities and timefr...
Implementing your Strategy: EngagingSuppliers• Depending on complexity you might require an RFP/I/Q   – Can be difficult &...
Implementing your Strategy: EngagingSuppliers• Depending on complexity you might require an RFP/I/Q    – Can be difficult ...
Implementing your Strategy: Tools• Many tools to consider, remember to  consider the strengths of each and how  it relates...
Implementing your Strategy: Tools• Many tools to consider, remember to  consider the strengths of each and how  it relates...
Implementing your Strategy: Processes and  Structures• Processes & structures are important (if not glamorous)• Are there ...
Implementing your Strategy: Processes and  Structures• Processes & structures are important (if not glamorous)• Are there ...
Implementing your Strategy: Competence Development• Common to find areas that need  to increase awareness and  competence ...
Implementing your Strategy: Competence  Development• Common to find areas that need  to increase awareness and  competence...
Measurement and Optimisation: Settingmetrics & measurement•   Online is one of the most measurable areas of marketing•   M...
Measurement and Optimisation: Settingmetrics & measurement•   Online is one of the most measurable areas of marketing•   M...
Measurement and Optimisation: ReportingSuccess (and Challenges)• Many systems can auto-send reports to stakeholders or pro...
Measurement and Optimisation: ReportingSuccess (and Challenges)• Many systems can auto-send reports to stakeholders or pro...
Measurement and Optimisation: Finding timefor Optimisation•   Look for insights that can inform the next iteration of the ...
Measurement and Optimisation: Finding timefor Optimisation•   Look for insights that can inform the next iteration of the ...
Wrap up1. Align Digital Strategy with overall business strategy and   objectives2. Engage stakeholders; get buy-in, get bu...
Keep in touchWeb: www.eMarketingConnected.com.auEmail: tracey.brown@emarketingconnected.com.auPhone: 1300 366 385         ...
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eMarketing connected connecting the dots planning for a successful digital strategy - internet show 261011

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Tracey Brown presentation from The Internet Show Sydney 27 October 2011

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eMarketing connected connecting the dots planning for a successful digital strategy - internet show 261011

  1. 1. Joining The Dots Achieving a successfulintegrated digital strategy
  2. 2. Tracey Brown• 15 years working in online• Client side: – Westpac eBusiness – Schroders – Vodafone Group• Agency side: – XT3 – Co-founded Tipping Point• Digital Strategy, Content Management, Email Marketing, UX, Social Media Strategy• Co-founded eMarketingConnected in 2011 – Web, social media, email marketing, mobile – Services, training & member-based website for online marketers (case studies, industry research, best practice information)
  3. 3. Joining the Dots• Overview• Strategic Planning• Getting Buy-in• Implementing your Strategy• Measuring the results
  4. 4. Overview • The challenges of delivering a co-ordinated digital strategy • Complexity of business, the organisation itself can be a lot to overcome • Add in the complexity of digital channels, and technical difficulties as well as fast pace of change – there’s a lot to consider • Working out where digital ‘fits’ in the organisation can differ, depending on the nature of business, departments involved etc • The strategy will be a living document • Following tips are based on my experience in digital over 15 years
  5. 5. Strategic Planning: Aligning Digital withBusiness Objectives • Business Objectives and Digital Objectives need to be aligned to make sure the Digital Strategy will get support and deliver to the business • Understand how they relate to each other - understand the importance of Digital to the business and how to prioritise components of Digital strategyBusiness Objective Digital Objective MetricsReduce Costs Increase customer service Volume of queries resolved online (as a cheaper online alternative to call centre)Create differentiated brand Engage customers online Increased interactions inexperience through lifecycle online vs offline channelsIncrease sales volume Online contribution to revenue Sales volume, sales conversion per product rates, average order value
  6. 6. Strategic Planning: Aligning Digital withBusiness Objectives • Business Objectives and Digital Objectives need to be aligned to make sure the Digital Strategy will get support and deliver to the business • Understand how they relate to each other - understand the importance of Tips : Digital to the business and how to prioritise components of Digital strategy Look for a Digital objective that correlates to each business objective Outline the link – how ObjectiveBusiness Objective Digital the business needs Digital in order to MetricsReduce Costs deliver the overall objectives (helps you at budget time!) resolved Increase customer service Volume of queries Start thinking about how(as a cheaper the objectives - KPI setting online to measure online and what metrics will need to be tracked alternative to call centre)Create differentiated brand Engage customers online Increased interactions inexperience through lifecycle online vs offline channelsIncrease sales volume Online contribution to revenue Sales volume, sales conversion per product rates, average order value
  7. 7. Strategic Planning: Consider Strategy Holistically before looking at ‘Channels’• What are the business goals• Where does Digital support those goals• What are the strengths of each channel - awareness, direct sales, re-activation.• What are the component parts - Email, social media, website, advertising, search• Who owns what (and is that clear?)• How can the channels work together?
  8. 8. Strategic Planning: Consider Strategy Holistically before looking at ‘Channels’• What are the business goals• Where does Digital support those goals• What are the strengths of each Tips: channel Map your objectives before looking at channels - awareness, direct sales, re-activation. strengths of channels Understand the• What Be clear on who ownsparts channel – remove ambiguity and agree are the component each - ownership, as well as rules for contacting customers Email, social media, website, advertising,on how your strategy will be determined a success – what Be clear search will you measure, how will you attribute activity• Who owns what (and is that clear?)• How can the channels work together?
  9. 9. Strategic Planning: Understand your business ina local/global landscapeLook at your competitors – global/local in specificareas eg - Website- Social Media- Email MarketingDetermine where you compare to themLook for research/insightsUnderstand your organisational capability/readinessUse a framework to pull this together
  10. 10. Strategic Planning: Understand your business ina local/global landscapeLook at your competitors – global/local in specificareas: - Website- Social Media Tips :- Email Marketing the core areas you’re interested in understanding – focus on Define areas that are important eg social media, email marketingDetermine where you compare to them at competitors Look Look at yourself – compare the results to your own capabilitiesLook for research/insights for formal research (to backup your plans) Look Take your managers through the journeyUnderstand your organisational capability/readinessUse a framework to pull this together
  11. 11. Getting Buy-in: Stakeholder Engagement • Identify the ‘right’ stakeholders – may be people you don’t immediately expect • Think about the competing priorities and objectives • Understand where the conflicts and overlapping activities might be – eg multiple depts wanting to email the same customers • Your stakeholders can champion your Digital cause throughout the organisation • Having eyes and ears in other areas of the business helps you become more aware. – eg an HR committee working on a new recruitment portal might not think to include you, but your HR stakeholders should
  12. 12. Getting Buy-in: Stakeholder Engagement • Identify the ‘right’ stakeholders – may be people you don’t immediately expect • Think about the competing priorities and objectives • Understand where the conflicts and overlapping activities might be Tips: – eg multipleSpendwanting to email theasame customers depts time developing stakeholder map Make time to speak to stakeholders regularly • Your stakeholders can champion your Digital cause throughout Structure meetings with them and consider formalised structures the organisation eg a working party, a Digital steering committee • Having eyes and ears in otherfinanceof the business helps you Don’t forget technology and areas are important stakeholders become more aware. – eg an HR committee working on a new recruitment portal might not think to include you, but your HR stakeholders should
  13. 13. Getting Buy-in: Budget Planning & Allocation• Your budget will never seem enough – a big part of your success can be influencing others to spend their budget online• Think about those stakeholders and who wanted to “own” elements of digital – They might need to co-fund some items• Be clear about the link between budget and objectives – If you have to sacrifice budget be clear what deliverables will be impacted
  14. 14. Getting Buy-in: Budget Planning & Allocation• Your budget will never seem enough – a big part of your success can be influencing others to spend their budget online• Think about those stakeholders and who wanted to “own” elements of Tips: digital Cost the components of the desired digital strategy – They might need to co-fund some items spend budget online Influence others to• Be clearBe aware of link between have to compromise if your budget is about the what you will budget and objectives trimmed – If you have to sacrifice budget be clear what deliverables will be impacted Track your budget carefully & expect to revisit budget at any time during the year Make sure you’ve included all elements eg creative, email deployment, hosting fees
  15. 15. Strategic Planning: Create & Deliver the Strategy• Outline the goals• Outline the approach• Assign ownership, dependencies• Get signoff• Communicate the strategy to the business
  16. 16. Strategic Planning: Create & Deliver the Strategy• Outline the goals• Outline the approach• Assign ownership, dependencies• Get signoff Tips: Create a document that defines the strategy• Communicate the strategyclear how it will be measured Be to the business Be clear on ownership Communicate the strategy to the business Sell the vision
  17. 17. Implementing Your Strategy – Making ActionPlans• Planning for success – be pragmatic and structured• Priorities and timeframes need to be clear• Raise awareness of dependencies, particularly if you are downstream of projects outside your control• Be aware of other Roadmaps within the organisation, particularly Technology
  18. 18. Implementing Your Strategy – Making ActionPlans• Planning for success – be pragmatic and structured• Priorities and timeframes need to be clear• Raise awareness of dependencies, particularly if you are downstream of projects outside your control Tips: Ensure you are aware of other projects, interdependencies• Be awareMake sure Roadmaps withinof status of other projects of other you have visibility the organisation, particularly Technology communicate status of your projects and how this Clearly impacts the strategy
  19. 19. Implementing your Strategy: EngagingSuppliers• Depending on complexity you might require an RFP/I/Q – Can be difficult & challenging• Put measures in place to ensure a transparent relationship. Make your expectations clear• Share KPI’s/business objectives eg increase online sales, so the vendor knows what you are being measured on• Raise and manage any issues proactively
  20. 20. Implementing your Strategy: EngagingSuppliers• Depending on complexity you might require an RFP/I/Q – Can be difficult & challenging Tips• Put measures in place to ensure a :transparent relationship. Make your expectations clear support for RFI/P/Q Get Make your expectations clear, document them• Share KPI’s/business objectives eg increaseproduct/service so the Share the vision – help them know where their online sales, fits into the overall goals vendor knows what you are being measured on Put regular reviews in place eg monthly meeting and annual• Raise and manage anyperformance reviews issues proactively Meet and document agreed actions, particularly if any issues Create issues logs for ongoing issue management
  21. 21. Implementing your Strategy: Tools• Many tools to consider, remember to consider the strengths of each and how it relates to the strategy & objectives• Some tools combine multiple platforms eg email marketing tools that also allow social media monitoring & management & have embedded analytics – can be costly• Dedicated tools are likely to have deeper capabilities• Getting tools to work together is challenge, but you can also over- complicate things by trying to get tools that do ‘everything’
  22. 22. Implementing your Strategy: Tools• Many tools to consider, remember to consider the strengths of each and how it relates to the strategy & objectives• Some tools combine multiple platforms Tips: eg email marketing tools that also allow social media monitoring & management looking at available tools Define the business requirements before & haveotherwise you risk comparingbe rather than seeing what – embedded analytics – can tools costly matches your requirement• Dedicated tools on what you can afford to compromise – don’t Be clear are likely to have deeper capabilitiescompromise on things that are key to the strategy• Getting tools to work together is challenge, but you can also over- complicate things by trying to get tools that do ‘everything’
  23. 23. Implementing your Strategy: Processes and Structures• Processes & structures are important (if not glamorous)• Are there limitations in processes or structure that hinder your ability to deliver the strategy?• Look at key areas of your digital strategy eg how long does it take to add pages to sites, deploy email campaigns?• If these processes take longer than desired, that is an obstacle to a successful strategy.
  24. 24. Implementing your Strategy: Processes and Structures• Processes & structures are important (if not glamorous)• Are there limitations in processes or structure that hinder your ability to deliver the strategy?• Look at key areas of your digital strategy eg how long does it take to add Tips pages to sites, deploy email campaigns?:• If these processes take longer than desired, suspect an obstacle areas Document processes – focus on any you that is are problem to a successful strategy. deploy a campaign, time to create a template eg time to Assign ownership and timeframes to each step
  25. 25. Implementing your Strategy: Competence Development• Common to find areas that need to increase awareness and competence in Digital• Could be specific training, coaching• Maybe opportunities to increase management awareness of digital strategy or areas of opportunity
  26. 26. Implementing your Strategy: Competence Development• Common to find areas that need to increase awareness and competence in Digital• Could be specific training, Tips: coaching Look at your own team, and yourself – any areas that need training/coaching• MaybeLook for innovative increasemake others in the business interested opportunities to ways to management awareness Digital – eg Learning Lunches in of digital strategy or areas own personal brand – become the ‘go to’ person about Raise your of opportunity anything Digital
  27. 27. Measurement and Optimisation: Settingmetrics & measurement• Online is one of the most measurable areas of marketing• Metrics will be determined by the business & online objectives• Set clear KPI’s and put regular reporting in place• What matters to you will be different from what matters to management• Metrics might be coming from other areas of the business
  28. 28. Measurement and Optimisation: Settingmetrics & measurement• Online is one of the most measurable areas of marketing• Metrics will be determined by the business & online objectives• Set clear KPI’s and put regular reporting in place Tips:• What matters to you willKPI’sdifferent fromStrategy Clear be as part of the what matters to management• Metrics might sure you have metrics included of the business Make be coming from other areas for everything you want to measure Engage with other stakeholders if you need their numbers to make the overall picture Right level of detail for the audience
  29. 29. Measurement and Optimisation: ReportingSuccess (and Challenges)• Many systems can auto-send reports to stakeholders or provide dashboards• Unlikely to read them unless there’s a business impact to them• Look for a way to update in person eg a brekky meeting once a month• Don’t forget to include what’s not working – some of your stakeholders might have ideas on new approaches
  30. 30. Measurement and Optimisation: ReportingSuccess (and Challenges)• Many systems can auto-send reports to stakeholders or provide dashboards• Unlikely to read them unless there’s a business impact to them• Look for a way to update in person eg a brekky meeting once a month Tips: – some of your stakeholders• Don’t forget for include what’s not working own are meaningless to the insights – numbers on their Look might have way toon new approaches in a meaningful way – not just Find a ideas share the information emailing a report each month Share the results with interested stakeholders
  31. 31. Measurement and Optimisation: Finding timefor Optimisation• Look for insights that can inform the next iteration of the strategy• Look for ways to quickly and pragmatically prove/disprove theories• Biggest challenge of online – finding time to analyse & optimise• Static content and strategy can be the safe option, but finding the right mix for your audience is the real insightful stuff – tapping into what works for your audience will deliver the real business benefits.
  32. 32. Measurement and Optimisation: Finding timefor Optimisation• Look for insights that can inform the next iteration of the strategy• Look for ways to quickly and pragmatically prove/disprove theories• Biggest challenge of online – finding time to analyse & optimise Tips:• Static content andCapture the data, the safe optimise but finding the right strategy can be analyse, option, mix for your audience is the real insightful stuff – tapping into what works Build time for analysis & optimisation into everything you do for your audience will deliver the real business benefits. why Plan for analysis & optimisation, including how, when and Find the insights on why optimisation has increased business benefits & share that to your engaged stakeholders
  33. 33. Wrap up1. Align Digital Strategy with overall business strategy and objectives2. Engage stakeholders; get buy-in, get budget, get going3. Measure, analyse & optimiseAlways keep sharing, keep talking and become the Digitalchampion of your business
  34. 34. Keep in touchWeb: www.eMarketingConnected.com.auEmail: tracey.brown@emarketingconnected.com.auPhone: 1300 366 385 http://au.linkedin.com/in/traceylbrown @traceybrown74 www.facebook.com/pages/EMarketingConnected/

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