2. themes
Digital Strategy - How things changed - Social Media Panorama - Brand & Online Experience -
Consumers - Customer Centric - Social CRM - Social Media Campaigns - Data Driven Marketing - Social
Advertising - Storytelling & Editorial Chart - Digital Strategy (part of the Global Strategy of Communication
of a Brand) - When ? What for ? - Plan - Analysis of the Context: Market - Definition of the Goals of the
Brand - Definition and Analysis of the Targets - What does already exist : about the Brand / Benchmark -
Definition of the Strategic Vision - Definition of the Plan of Actions - What Social Media to use, When and
How - To achieve what goals - Reach which Targets ? - Interaction with the other non-digital medias and
actions
5. What is Digital Strategy ?
A digital strategy is a form of strategic management and a business answer or response to a digital
question, often best addressed as part of an overall business strategy.
A Digital Strategy is a Strategy that effectively leverages digital technology and apply limited resources
achieve their mission.
Digital Strategy is the process of identifying, articulating and executing on digital opportunities that will
increase your organization’s competitive advantage.
In simple english,
A digital strategy is a plan to accomplish something with the benefit of digital tools.
6. Digital Strategy in simple terms
A digital strategy is a plan to accomplish something with the benefit of digital tools.
A PLAN REQUIRES WHAT, WHEN, WHERE, HOW & WHO
But Is Strategy a Plan?
Which is bigger?
Which is more important?
7. Difference between Strategy and Plan
The Plan
A plan is usually a list of steps taken to accomplish a goal.
The Strategy
A strategy is bigger than a plan. Strategy tackles the question of why?
Plan vs. Strategy
A plan says, “Here are the steps,” while a strategy says, “Here are the best steps.”
Strategy speaks to the reasons why, while the plan is focused on how.
So which should come first?
8. What is Digital ?
What is Digital? And WHAT are its benefits exactly?
Once upon a time, digital was a room. Then, much later, with the birth of the web,
digital became a marketing channel just like TV, radio, and print.
Today, thanks to mobile and other connected devices, digital is a persistent layer
of our daily lives. All media are now digital and all experiences can be digital now,
too.
9. What does this mean?
Which means that as long as we don’t design dead ends (e.g. watch our TV spot
that drives to our website where you can get a link to our mobile app that interacts
with our print ads), brand experiences never have to end.
BRAND EXPERIENCES NEVER HAVE TO END
14. DIGITAL STRATEGY - HOW TO ?
1. It all begins with the customer, listen!
2. But don’t forget about your objectives
3. Make sure you know what you’re already doing.
4. Play to your strengths and manage your weaknesses
5. Find out what your competition is doing
6. Craft a strategy based on your strengths and capabilities
7. Implement at the speed of light
8. Measure everything in real time
9. Continuously review, adjust and improve the customer experience.
16. Global Map
What is happening in the global digital landscape right now?
An example to illustrate a point -
According to IBM, 75% of Fortune 500 companies are taking steps to deploy HTML5 mobile apps.
The HTML5 came out in Oct 2014.
In Context - The combined revenue of the Fortune 500 crowd is $12.06 trillion. But how much do they
spend on Digital?
Most Fortune 500 companies typically spend about 5% – 10% of expected gross revenues on Marketing
as a whole, and 25 -45% of that is being spent in the Digital realm.
17. Fortune 500 companies are investing in Digital
WHY? (remember where there is a why, strategy is not far off)
Customer expectations are changing - what
1.
Start-ups are bringing pain to big business - how
These are the biggest digital challenges Enterprises are facing.
19. DIGITAL STRATEGY
CASE STUDY 1 - UBER
A) what it means for customers (VIDEO) B) its strategy (VIDEO) C) disruption
(PDF)
A) WHAT IT MEANS FOR ITS CUSTOMERS
Early video about Uber - UBER 2012
http://www.informationweek.com/applications/uber-is-disrupting-how-urbanites-get-around/d/d-id/1106066?
20. UBER - DIGITAL STARTEGY
CASE STUDY 1 - A) what it means for customers (VIDEO) B) its strategy
(VIDEO) C) disruption (PDF)
B) UBER’S DIGITAL STRATEGY
Types of UBER’s Media
Owned Media
Earned Media
Paid Media
Where is the biggest challenge for Uber?
Where can it improve?
21. UBER - DIGITAL STRATEGY
CASE STUDY 1 - A) what it means for customers (VIDEO) B) its strategy
(VIDEO) C) disruption (PDF)
C) DISRUPTION (PDF)
An industry’s disruption happens faster than anyone anticipates. Things look like business as usual to the
slow moving incumbents, but Uber and Lyft are in the midst of causing this pattern to eat away at the taxi
industry.
Questions
Where is the biggest challenge for Uber? Where can it improve?
Who are its biggest competitors?
Who can be its allies?
23. DISRUPTION Vs. SELF-DISRUPTION
Self-disruption is the most recent development in ground transportation, with
several recent developments demonstrated how key players aren’t waiting around
for their core businesses to be choked.
Uber has invested millions in its own automated car research lab.
GM placed a $500 million bet in a partnership with Lyft.
Ford has linked up with Google to leverage driverless car technology.
WHY are these companies doing all this?
24. BRAND LOVE - WHAT IS IT?
In a world where the average customer grows up seeing 170,000 marketing
messages by her 17th birthday; where 86% of people admit to sharing social
media content in the bathroom; where less than 1% of young people trust
advertising; customers only talk about the brands they LOVE.
And, if customers aren't talking about your brand, you might as well not exist.
26. How things have changed
DIGITAL FOOD FOR THOUGHT
Uber — the world’s largest taxi company owns no taxis
Airbnb — the world’s largest accommodation provider owns no real estate
Skype — major phone companies do not own telecommunications infrastructure
Alibaba — the world’s most valuable retailer has no stock inventory
Facebook — the most popular media owner on the planet creates no content
Netflix — major movie houses have no cinemas
Apple and Google — large software vendors do not write the software
27. Companies Response to Digital Disruption &
Innovation
In light of major digital concerns, there are several approaches that companies
have started to take to combat these rapid changes.
1. Architecting end-to-end customer experiences. (18% of Mktg Budgets)
2. Reducing Costs Through Mobile Enterprise Solutions and Apps - Average bottom line
impact over 5 years (across 10 industries), Digital Sales = 20%, Cost reduction through Digital = 36%
3. Shifts in Business Models - (ex. Xiaomi, Telstra, Starbucks)
Due to the growing threats from digital-first businesses, many companies are
forced to revisit their business and operating models – especially in
customer-facing capacities.
30. What does Digital Strategy mean for a company?
● Understanding how audiences use and interact with technology
● Content - copywriting, virals, tweets, engaging content
● Social media
● SEO, Pay Per Click (PPC)
● User experience
● Online PR, branding, reputation
● Email marketing
● Goals, Research (audience, marketplace, competitors)
● Conversion optimisation
● Web Analytics
● Web/app development, technical
36. This ecosystem can be broken down to 6 main usages:
Publishing with blog platforms (WordPress, Blogger, TypePad, Medium, PostHaven, Live Journal, Svbtle,
Over-Blog, SquareSpace…), wikis (Wikipedia, Wikia…) and hybrid publishing / sharing services like
Tumblr ou MySpace ;
Sharing with video platforms (YouTube, Vevo, Vimeo, Vine, Dailymotion, China’s YouKu… and new live
streaming services like Twitch and Periscope), document platforms (SlideShare, Scribd…), photo
platforms (Instagram, Flickr, Imgur, 500px…), picture platforms (Pinterest, Fancy, Lyst, Ello, Behance…),
music platforms (Spotify, Deezer, SoundCloud…), links platforms (Delicious, Scoop.it) and places
platforms (Foursquare, Swarm) ;
Messaging platforms from western companies (WhatsApp, Facebook Messenger, iMessage, Hangouts,
Telegram, Skype, SnapChat, Kik, Viber, Tango…) and asian ones (WeChat, Line, KakaoTalk, Nimbuzz…)
37. This ecosystem can be broken down to 6 main usages: (Continued)
Conversation platforms (Github, Quora, Reddit, 4chan, Disqus, Muut…), and there asian equivalents (Sina
Weibo, Tencent Weibo, Tieba Baidu…) ;
Professional communication tools (Slack, HipChat, Chime, TalkSpirit, Caliber…) and collaboration ones
(Yammer, Chatter…) ;
Professional social networks (LinkedIn, Viadeo, Xing, Plaxo…), niche social networks (Ning, Nextdoor,
Houzz…), western and eastern mainstream social networks (Tagged, StudiVZ, VKontakte, Odnoklassniki,
Facenama…) as well as asian one (Qzone, RenRen, Mixi, Kaixin001, Douban, Pengyou…), and last but
not least, dating servies (Badoo, OKcupid, Tinder, Bumble, Happn…).
42. Brand and Online Experience
CASE STUDY 2 - How top digital luxury brands create a premium e-commerce
experience
http://digiday.com/brands/top-digital-luxury-brands-create-premium-e-commerce-experience/
Links - explore their sites first, before reading the case study.
http://usa.hermes.com/la-maison-des-carres.html
https://uk.burberry.com/
http://fr.louisvuitton.com/fra-fr/homepage
43. Brand and Online Experience
CASE STUDY 2 - How top digital luxury brands create a premium e-commerce
experience
http://digiday.com/brands/top-digital-luxury-brands-create-premium-e-commerce-experience/
QUESTIONS - DISCUSSION
CONTENT
ONLINE RELATIONSHIP
CUSTOMER SERVICE
46. CONSUMER - ONLINE & OFFLINE EXPERIENCE
Build a Brand Experience for Customers. HOW?
Totality of the Brand Experience: = completeness and consistency across your various marketing
elements.
Tonality of the Brand Experience = the brand personality or voice. It is about the spirit of the experience.
Tonality should be a conscious decision on your part.
CASE STUDY 3 - Consumers In a Digital Context.
The more compelling the experience, the faster you will build brand loyalty.
49. Customer Centric
Discover: Build an analytic engine
Design: Create frictionless experiences
Deliver: Build a more agile organization
Customer Centric or Customer Friendly?
Case Study 4 - Discussion
50. Purchasing Decisions in a DIGITAL WORLD
How consumer behavior keeps
changing
McKinsey’s David Edelman explains
how purchasing decisions are made
in a digital world.
57. BUSINESS CASE FOR SOCIAL MEDIA
CUSTOMER SERVICE
The business case for introducing social media customer service is supported by consumer research studies which show
that customers prefer using social media for its ease and speed of response when compared to traditional phone and email
channels.
The business and financial impact is proven by case studies from other organisations.
Example 1: BT has increased brand loyalty and saved £2m annually by setting up their social media customer service
channels:
The social media customer service channel deflects 600,000 contacts a year from the more expensive phone channel,
resulting in £2m annual savings.
Customer use of the service has had a measurable impact on the Net Easy Score (BT’s in-house metric measuring how
easy it has been for customer to interact with the brand) which is proven to be a key driver of brand loyalty and increased
spend.
58. Social Media Campaigns
CASE STUDY 5 - BT
Discussion
BT Key Digital Strategy points to remember:
• Be open and transparent in your communications
• Ensure senior stakeholders are engaged, especially for ‘sticky’ moments
• Take it seriously and integrate into business processes; do not isolate or outsource customer service social media
• Be selective about where you should have a social media presence
59. Social Media Campaigns
CASE STUDY 6 - O2
Discussion
O2’s customer service team handled a serious network outage in 2012 by using social media to analyse their audience and
audience conversation and to respond quickly and appropriately to customer reaction.
This resulted in a measurable positive shift in sentiment and improved brand perception and customer satisfaction scores.
CRISIS MANAGEMENT > OPPORTUNITY > STRATEGY/OBJECTIVES/PLANS > DESIRED END RESULT
60. Social Media Campaigns - Key Takeaways
Know the landscape. A great customer experience begins with an in-depth knowledge of your customers and social media
is a key part of that. Who do they engage with in social media? How do we rank compared to other brands they interact
with? How do they like to be spoken to?
Investigate the impact of social on KPIs beyond campaign engagement but don’t limit yourself to the numbers. Social media
insight is a qualitative skill so think beyond KPIs. You don’t drive action from a dashboard.
Think carefully about where social sits in your organisation. The best place for deriving insight might not be in the same
place as great customer service.
As social becomes THE NORM in customers’ worlds, so too must it pervade consumer insight.
The future is undoubtedly one dominated by social CRM. Experiment but in a transparent way. Without strong,
customer-focused governance, there is a signifIcant risk of alienating customers.
63. Data Driven Marketing
“You can’t manage what you don’t measure,” Edwards Deming and Peter Drucker.
Peter Ferdinand Drucker (1909 – 2005) was an Austrian-born American management consultant, educator, and author, whose writings contributed
to the philosophical and practical foundations of the modern business corporation.
William Edwards Deming (1900 - 1993) was an American engineer, statistician, professor, author, lecturer, and management consultant.
69. Data Driven Marketing
Case Study 8 - Intronis
Discussion
Individualization tops personalization.
Put yourself in the shoes of your customer.
Test early and often.
72. Social Advertising
Social advertising is advertising that relies on social information or networks in
generating, targeting, and delivering marketing communications.
73. Social Advertising - Examples
Social campaign of Mozambique Fashion Week speaks out against the fur coats
and other fur products, for banning the use of ivory and rhino horns but it’s unlikely
to stop poachers. But maybe it will make customers take thought?
74. Social Advertising - Examples
’Speed kills’ - this slogan has been used repeatedly in road safety campaigns.
Advertising agency Western Cape Government really made this idea strike home
with the images below.
75. Social Advertising - Examples
French company RATP, launched an advertising campaign that encourages
people to respect other passengers in a vaguely humorous but also very striking
way.
76. Social Advertising - Examples
Colgate-Palmolive started a campaign for
the economical consumption of water
resources, and this was the striking and
persuasive result.
Collective Exercise - Think of an example
of social advertising.
81. HOW ARE BRANDS USING STORY TELLING
CASET STUDY 9 - ADIDAS & STORYTELLING
CASE STUDY 10 - MICHAEL KORS & STORYTELLING
DISCUSSION
Key takeaway: The three pronged success formula; use a of a unique hashtag,
combine it with real-time marketing, and captivating visuals to maximize
engagement on your social media campaigns.
Key takeaway: Encourage your audience to share content based around your
brand values to foster engagement and reinforce those values.
82. STORY TELLING - MORE CASE STUDIES
7 Retail Brands Bringing Life To Their Digital Marketing
https://www.audiense.com/steal-their-style-7-fashion-brands-bringing-life-to-their-digital-marketing/
84. EDITORIAL CHART
Editorial and Visual Guidelines
What’s the point of the guidelines?
Your content strategy begins with a set-up phase that gives the strategy meaning, coherence, and
relevance.
Then comes the time to put pen to paper and record everything that arises from this initial stage.
What exactly will your editorial and visual guidelines look like?
It’s user-friendly that can be used as a reference point by all authors and creators (internal or external)
who are involved in the production of your content.
89. Digital Strategy is a part of the global strategy of
communication of a brand
An effective digital strategy will help you take the right decisions to make a
company successful online.
A strategy process model provides a framework that gives a logical sequence to
follow to ensure inclusion of all key activities of strategy development and
implementation.
The SOSTAC planning approach.
91. A Digital Strategy should involve a review to check that all of your capabilities are in place
to help your organisation manage all of the digital touchpoints.
But which are important, which do you need to review?
COLLECTIVE EXERCISE
Let us do the SOSTAC for one of our earlier case study brands.
Discussion
92. WHEN?
Today, according to
Smartinsights.com, only half of
the companies have digital
strategy. 34% of the organizations
have their digital strategies
integrated into the overall
marketing strategy, and 16%
have it as a separate document.
3 years ago only one-third of
organizations had a digital
strategy developed. As you can
see, the trend is positive.
93. WHAT FOR?
Digital strategy will help you to:
Increase return on investment. ROI
Increase sales and customer loyalty while reducing costs through receiving and analyzing
new insights
Improve the customer experience and increase product/service value with the help of digital
opportunities.
Create new low-touch sales channels with efficient and cost-effective service.
Increase flexibility in decision-making.
94. PLAN a simple and structured approach to planning company's digital activity.
- Goals setting
- Target audience identification
- Determine your primary and secondary target audiences & Conversion
metrics
- Define UVP (unique value or selling proposition)
- Technologies and tools analysis
- Content
- Execution and Management
- Achievements and success
- Analysis and correction
107. GSOT ANALYSIS
A GOAL is a broad primary outcome.
A STRATEGY is the approach you take to achieve a goal.
An OBJECTIVE is a measurable step you take to achieve a strategy.
A TACTIC is a tool you use in pursuing an objective associated with a strategy.
111. GSOT
ANALYSIS
EXAMPLE
SOUTHWEST
AIRLINES
GOAL - ?
STRATEGY - “Southwest Airlines services price- and
convenience-sensitive customers.”
That might be true, but there’s not anything particularly advantageous
about that idea. The competitive advantage comes from how they
integrate.
“Through fast turnarounds at the gate of only 15 minutes, Southwest is
able to keep planes flying longer hours than rivals and provide frequent
departures with fewer aircraft. Southwest does not offer meals, assigned
seats, interline baggage checking, or premium classes of service.
Automated ticketing at the gate encourages customers to bypass travel
agents, allowing Southwest to avoid their commissions. A standardized
fleet of 737 aircraft boosts the efficiency of maintenance.”
OBJECTIVE - ?
TACTICAL PLAN - ?
112. Definition of the goals of the brand
Defining your brand = DEFINE GOALS = DISCOVER the core of your brand.
113. Definition of the goals of the brand
One goal-setting strategy is to make
goals S.M.A.R.T.
This stands for:
Specific, Measureable, Achievable,
Relevant and Time-Bound.
117. TARGET AUDIENCE - The stakeholders who will be ‘sold’ your value proposition.
118. TARGET MARKETS - An Example
Social Enterprise ‘D’ is providing advice, information and support to refugees and
migrants in city ‘y’.
Due to the nature of its offering, the target audience consists of stakeholders
identified from all the categories - Target Groups, Target Suppliers, Operating
Environment.
The diagram provides an example of an ‘external stakeholder map’ for this
organisation.
119. Identifying your external stakeholders will allow you to define your target
audience(s), thereby allowing you to define your value propositions to these
audiences.
TARGET MARKETS - An Example
125. Definition of the strategic vision
A strategic vision, is an ambitious view of the future that everyone in the
organisation can believe in and that is not readily attainable, yet offers a future that
is better in important ways, than what now exists.
A strategic vision is a broad term used to describe one of the essential elements of
an overall strategic planning endeavor.
128. Definition of the plan of actions
A plan of action - a plan for actively doing something.
DEVELOP PLANS! HOW ?
- Use SOSTAC® to review your process
- Get the balance right across SOSTAC®
- Summarise your Situation in SWOT
- Make your goals SMART and link them to analytics/control process
- Integrate the different elements of your SWOT
Shall we try to do one, on one of our earlier case studies?
129. 5 types of
Social Media
Strategies that
will determine
your action
plans
131. Which Social Media ?
Not every social media network
works for every business.
Be strategic about which ones
you use, and where you spend
the most time and resources.
COLLECTIVE EXERCISE -
Identify the social media of some of the
brands in our case studies.
Why? Were they the ‘Right’ Social Media
for them ?
