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Creativity Driven by Digital Strategy Slide 1 Creativity Driven by Digital Strategy Slide 2 Creativity Driven by Digital Strategy Slide 3 Creativity Driven by Digital Strategy Slide 4 Creativity Driven by Digital Strategy Slide 5 Creativity Driven by Digital Strategy Slide 6 Creativity Driven by Digital Strategy Slide 7 Creativity Driven by Digital Strategy Slide 8 Creativity Driven by Digital Strategy Slide 9 Creativity Driven by Digital Strategy Slide 10 Creativity Driven by Digital Strategy Slide 11 Creativity Driven by Digital Strategy Slide 12 Creativity Driven by Digital Strategy Slide 13 Creativity Driven by Digital Strategy Slide 14 Creativity Driven by Digital Strategy Slide 15 Creativity Driven by Digital Strategy Slide 16 Creativity Driven by Digital Strategy Slide 17 Creativity Driven by Digital Strategy Slide 18 Creativity Driven by Digital Strategy Slide 19 Creativity Driven by Digital Strategy Slide 20 Creativity Driven by Digital Strategy Slide 21 Creativity Driven by Digital Strategy Slide 22 Creativity Driven by Digital Strategy Slide 23 Creativity Driven by Digital Strategy Slide 24 Creativity Driven by Digital Strategy Slide 25 Creativity Driven by Digital Strategy Slide 26 Creativity Driven by Digital Strategy Slide 27 Creativity Driven by Digital Strategy Slide 28 Creativity Driven by Digital Strategy Slide 29 Creativity Driven by Digital Strategy Slide 30 Creativity Driven by Digital Strategy Slide 31 Creativity Driven by Digital Strategy Slide 32 Creativity Driven by Digital Strategy Slide 33 Creativity Driven by Digital Strategy Slide 34 Creativity Driven by Digital Strategy Slide 35 Creativity Driven by Digital Strategy Slide 36 Creativity Driven by Digital Strategy Slide 37 Creativity Driven by Digital Strategy Slide 38 Creativity Driven by Digital Strategy Slide 39 Creativity Driven by Digital Strategy Slide 40 Creativity Driven by Digital Strategy Slide 41 Creativity Driven by Digital Strategy Slide 42 Creativity Driven by Digital Strategy Slide 43 Creativity Driven by Digital Strategy Slide 44 Creativity Driven by Digital Strategy Slide 45 Creativity Driven by Digital Strategy Slide 46 Creativity Driven by Digital Strategy Slide 47 Creativity Driven by Digital Strategy Slide 48 Creativity Driven by Digital Strategy Slide 49 Creativity Driven by Digital Strategy Slide 50 Creativity Driven by Digital Strategy Slide 51 Creativity Driven by Digital Strategy Slide 52 Creativity Driven by Digital Strategy Slide 53 Creativity Driven by Digital Strategy Slide 54 Creativity Driven by Digital Strategy Slide 55 Creativity Driven by Digital Strategy Slide 56 Creativity Driven by Digital Strategy Slide 57 Creativity Driven by Digital Strategy Slide 58 Creativity Driven by Digital Strategy Slide 59 Creativity Driven by Digital Strategy Slide 60 Creativity Driven by Digital Strategy Slide 61 Creativity Driven by Digital Strategy Slide 62 Creativity Driven by Digital Strategy Slide 63 Creativity Driven by Digital Strategy Slide 64 Creativity Driven by Digital Strategy Slide 65 Creativity Driven by Digital Strategy Slide 66 Creativity Driven by Digital Strategy Slide 67 Creativity Driven by Digital Strategy Slide 68
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Creativity Driven by Digital Strategy

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A look at a recent conference on leading a digital strategy workshop with Dreamplex

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Creativity Driven by Digital Strategy

  1. 1. CREATIVITY DRIVEN BY DIGITAL STRATEGY February 2020 What we will discuss today a little bit about you and me creativity found in digital strategy solutions and examples strategy quiz Alex McCardell
  2. 2. USA - France - Vietnam 100% web since 1995
  3. 3. customer COMPANY ag e n c y
  4. 4. creativity & digital strategy understand the relationship embrace the process and methods rethink the structure, the content, the visuals, the priorities perform a collaborative workshop
  5. 5. 1) company / customer relationship 2) content optimization (user focused) 3) interface and ergonomics
  6. 6. Dreamplex website remake workshop ——— core message site map zoning
  7. 7. company / customer relationship 1
  8. 8. what are your objectives that meet customer demands to offer easy access to… to allow customers to view our… (shhhh - customers don’t care about your KPIs, just their own) 1
  9. 9. what are your objectives that meet customer demands to offer easy access to contact us to allow customers to compare our offers & pricing allow members to share documents showcase our co-working offices dedicated to entrepreneurs 1
  10. 10. what are your values to which customers can relate we believe in… we value… 1
  11. 11. what are your values to which customers can relate we value inspiration and sharing we believe in connecting people we value people, we value innovation 1
  12. 12. what is your UVP (unique value proposition) that customers benefit from our most indispensable and unique offer is… 1
  13. 13. what is your UVP (unique value proposition) that customers benefit from our most indispensable and unique offer: we have state-of-the- art office and conference spaces that cater to diverse communities for private or collaborative needs. 1
  14. 14. what are your qualities (as a brand) we are this…, but not this… 1
  15. 15. what are your qualities (as a brand) we are flexible, but we don’t break we are fun, yet mature we share everything, but we respect privacy 1
  16. 16. where are you in proximity to your customer we are located… which countries/languages 1
  17. 17. where are you in proximity to your customer we are located in HCMC, Hanoi we are investing in other cities in Vietnam Long-term goals in SE Asia 1
  18. 18. what are your strengths/weaknesses (as a company) 1 we have this…, but not this…
  19. 19. what are your strengths/weaknesses (as a company) we have a hard-working team, but good life-work balance too we have a diverse offer, but highly focused on specific segments 1
  20. 20. which markets and industries do you attract sector of activity competitive analysis 1
  21. 21. QUESTIONS STARS DOGS CASH COWS marketgrowth market share growth - share matrix ? 1
  22. 22. BIG AND IMPOSING TEAMS LONG-TERM COMMITMENTS SHORT-TERM COMMITMENTS SMALL AND AGILE TEAMS marketgrowth market share growth - share matrix ? 1
  23. 23. internalstrengths/weaknesses market and external forces ? Freelancers & nomads Start-ups with some money, potential, but limited immediate needs long-term commitment capacity small & agile teams short-term, low-budget, or over-capacity big & imposing teams Big corps >200 5-100 person teams with stable growth price / quality sensitive privacy / space 1 existing private office members foreigners who come for a day because the coffee is so good expats on a 2-year mission influenced by events and community
  24. 24. content optimization 2
  25. 25. define your target (profile/personas) think - feel - do « as a <persona>, I want to <action>, so that <outcome> » 2
  26. 26. define your target (profile/personas) what do I know or understand? what are my emotions (fears, needs, joys)? what action do I take as a result? think feel do 2
  27. 27. define your target (profile/personas) coworking is noisy, crowded, and expensive I feel I cannot find my own space I just want an affordable private office think feel do 2
  28. 28. define your target (profile/personas) coworking is professional with lots of space and privacy I feel I can grow my team at my rythme I want to contact someone to book a tour think feel do 2
  29. 29. 2 « as a <persona>, I want to <action>, so that <outcome> » As an entrepreneur for a financial services company I want to offer modern and convenient office space for my 10-person team to be recruited in Saigon so that we can accommodate our projected growth over the next two years.
  30. 30. keyword search « office space » 2 « as a <persona>, I want to <action>, so that <outcome> » home page private office pricing contact
  31. 31. POINT OF DEPARTURE LANDING PAGE PAGE 2 PAGE 3 END GOAL Google search Home page Contact us External source link Blog article Share Conference Home page Learn about the company Google search Service description Pricing Referral from colleague Home Page Contact us Find a pattern, select key CTAs 2
  32. 32. SEO - organic search visibility (what language are we speaking) keyword planner (suggestions), google trends, performance analytics, answerthepublic, SEMrush, on crawl 2
  33. 33. SEO - organic search visibility "shared workspace" or "co-working" 2 last 5 years, in Vietnam
  34. 34. 2 last 5 years, in Vietnam SEO - organic search visibility "shared workspace" or "co-working"
  35. 35. what tone am I using what is my (authentic) voice first-person - second-person - third-person 2
  36. 36. what is the user journey where are users coming from where do they need to go 2
  37. 37. 2 Ineedyourserviceorproduct I want your service or product understanding action inactive curious interested actively searching actively using promoting
  38. 38. Ineedyourserviceorproduct I want your service or product understanding action inactive curious interested actively searching actively using promoting prospects
  39. 39. Ineedyourserviceorproduct I want your service or product understanding action inactive curious interested actively searching actively using promoting prospects custom ers
  40. 40. Ineedyourserviceorproduct I want your service or product understanding action inactive curious interested actively searching actively using promoting sweet spot service/value oriented We want events! (and good coffee) Big corps Start-ups, with limits Freelancers & Nomads 5-100 team business ?
  41. 41. create a core message the central idea for using content to achieve an organization's business goals that meet user needs 2
  42. 42. create a core message we provide modern co-working and office space facilities, for freelancers and small businesses, to promote innovation, creativity and learning 2
  43. 43. Define a site map (structure and prioritize) top tasks, card sorting 2
  44. 44. Réf N0 N1 N2 notes CTA current page Home Main menu link Main menu link Main menu link 2nd menu 2nd menu 2nd menu 3rd menu Permanent 2
  45. 45. Réf N0 N1 N2 notes CTA current page Home Co-working Hot spots testimonies Book a tour Virtual office Event space etc. Private offices Call us Meeting rooms Our complex Locations HCMC Hanoi Become a member member benefits Events The Dreamplex Our dream Become a member Our complex Our team (including the founder) Contact (book a tour, or simple contact) Members Login Language EN and VI 2
  46. 46. content templates 2
  47. 47. Meta Constraints Content Ref sitemap reference Title 5 words or 70ch(except brand) Meta-Description 20 words or 140ch Navigation link 2 - 4 words max Hreflang automatic Rel Canonical automatic Related content TAGS or CTAs Category For blog or news Body H1 10 words max Resume 30 words max H2 15 words max paragraph H2 with images H2 b 15 words max paragraph H2 b with images also exists on-line tools such as gather content 2
  48. 48. interface and ergonomics 3
  49. 49. design content 3
  50. 50. zoning 3
  51. 51. an example
  52. 52. marketgrowth market share ?
  53. 53. QUIZSTRATEGY
  54. 54. The user journey starts when the user first arrives on your landing page? true false
  55. 55. The user journey starts when the user first arrives on your landing page? true false
  56. 56. mobile-first user-first content-first seo-first performance-first analytics-first strategy-first What comes first?
  57. 57. mobile-first user-first content-first seo-first performance-first analytics-first strategy-first What comes first?
  58. 58. customer experience personas storytelling user scenarios customer buying voyage Open question: Is it just a trend or here to stay?
  59. 59. your users your bosses your employees and colleagues your agency your dog or your cat your inner child your self Who are your most important stakeholders?
  60. 60. SEO is more important than usability/readability? true false
  61. 61. Which city is the most fun to cross the street? Ho Chi Minh City Hanoi Paris
  62. 62. thank you alex mccardell wsinteractive.digital

A look at a recent conference on leading a digital strategy workshop with Dreamplex

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