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Digital Transformation Curriculum by Augustine Fou


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Companies are facing an ever-accelerating pace of change in their marketing and advertising departments, as a result of “digital.”

Our digital transformation curriculum provides management and key marketing stakeholders both an in-depth look at best practices in each of the key disciplines and also hands-on activities that help put them into practice.

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Digital Transformation Curriculum by Augustine Fou

  1. 1. Digital Transformation for Corporations Dr. Augustine Fou acfou @mktsci .com New York 212 . 203 . 7239 -1- Augustine Fou
  2. 2. Description Companies are facing an ever-accelerating pace of change in their marketing and advertising departments, as a result of “digital.” Our digital transformation workshops and consulting provide management and key marketing stakeholders 1) an in-depth look at best practices in each of the key disciplines, 2) hands-on activities that help put them into practice, and 3) recommendations specific to the client’s industry and product category. -2- Augustine Fou
  3. 3. Our Unique Value Clients need objective advisors who have deep subject-matter expertise and who are not conflicted because they get paid for the implementation. Agencies Collaborative Innovation McKinsey • objective • non-conflicted • deep experience •tactical •implementation -3- • strategic • theory Augustine Fou
  4. 4. Points of Differentiation 1. Strategic counsel rooted in hands-on experience – we make recommendations that are strategically important to the business and that are feasible based on first-hand experience. 2. No “Chinese menu” – we don’t propose tactics before the project starts; we work with the client to deeply understand their needs and the industry they operate in and THEN select marketing tactics that best impact the business objectives. 3. Objective / Non-Conflicted – we do not do or get paid for any production work; so we remain completely objective and also help the client select the best vendors at the right prices. 4. Collaborative Innovation – clients bring in-depth knowledge of their industry; we bring expertise in marketing and “digital.” The unique process developed and honed over nearly 2 decades brings the best thinking together. -4- Augustine Fou
  5. 5. Innovation via Workshops The purpose of the workshop format is to help the Client achieve: • • Activate cross pollination of ideas and best practices • Bringing together diverse teams and individuals • Identifying and creating digital marketing tactics • Addressing hurdles to implementation • Prioritization of tactics and budgeting • Metrics and mapping back to business objectives • -5- Level setting and common language for digital marketing Identifying new revenue opportunities and efficiencies Augustine Fou
  6. 6. Collaborative Innovation The collaborative innovation process allows Client team members to infuse their first hand experiences and industry knowledge into the digital strategy and tactical planning. • Discovery • Research and Inputs (market, customer, competitors) • Articulation of Business Goals • Hypotheses and Feasibility Testing • Tactical Mapping and Prioritization -6- Augustine Fou
  7. 7. Core Digital Disciplines 1. Digital Strategy 2. Search Marketing 3. Social Media Marketing 4. Website Analytics and ROI -7- Augustine Fou
  8. 8. Specialty Topics 1. Big Data and Advanced Analytics 2. Mobile Marketing 3. Video and YouTube Marketing 4. Innovation Processes 5. Organizational Transformation -8- Augustine Fou
  9. 9. Typical Project Timeline Timeline: 6 calendar weeks Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Research, Prep for Workshop 1 Discovery Workshop 1 Internal Work Interim Workshop 2 Internal Work Delivery Workshop 3 -9- Augustine Fou
  10. 10. Digital Specialists - 10 - Augustine Fou
  11. 11. Augustine Fou Dr. Augustine Fou is Founder of The Digital Strategy Institute and Group Chief Digital Officer of Omnicom's Healthcare Consultancy Group (HCG). He has provided clients with digital strategy consulting for over 15 years and is an expert in social media strategy, data/analytics, and consumer insights research, with specific knowledge in the payments, packaged goods, food/beverage, retail/apparel, and pharma/healthcare sectors. Dr. Fou is a frequent keynote speaker and panel moderator at industry events. He is an Integrated Marketing Expert columnist for ClickZ. He is also an Adjunct Professor at NYU's School for Continuing and Professional Studies. He teaches Digital Strategy, Integrated Marketing, and Social Media courses for executives at Rutgers University Business School and Center for Management Development. Dr. Fou completed his PhD at age 23 at MIT. He started his career with McKinsey & Company and previously served as SVP, digital strategy lead, McCann/MRM Worldwide and group chief digital officer of Omnicom's Healthcare Consultancy Group (HCG). He writes a blog "Rants, Raves about Digital Marketing" and can be found on Twitter at @acfou. - 11 - Augustine Fou
  12. 12. Mark Schaefer Mark W. Schaefer is a globally-recognized blogger, educator, business consultant, and author who blogs at {grow}; - one of the top marketing blogs of the world. Mark has worked in global sales, PR, and marketing positions for nearly 30 years and now provides consulting services as Executive Director of U.S.-based Schaefer Marketing Solutions. His clients include both start-ups and global brands such as Cisco, AT&T, Johnson & Johnson, and the UK government. Mark has advanced degrees in marketing and organizational development and holds seven patents. He is a faculty member of the graduate studies program at Rutgers University and is the founder of Social Slam, a national social media event that takes place each April. He is the author of two best-selling marketing books, Return On Influence and The Tao of Twitter. In 2012, he was named by Forbes magazine as one of the Top 50 social media “power influencers” of the world. - 12 - Augustine Fou
  13. 13. Mike Moran Author of the acclaimed book on Internet marketing, Do It Wrong Quickly, on the heels of the best-selling Search Engine Marketing, Inc., Mike Moran led many initiatives on IBM's Web site for eight years, including IBM's original search marketing strategy. Mike also serves as Chief Strategist for Converseon, a leading social media consultancy based in New York City. Mike holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing, and is a Visiting Lecturer at the University of Virginia's Darden School of Business. He also writes a marketing column for Search Engine Guide and for the Biznology newsletter and blog. Mike frequently keynotes conferences worldwide on Internet marketing for marketers, public relations specialists, market researchers, and technologists. Prior to joining Converseon, Mike worked for IBM for 30 years, rising to the level of Distinguished Engineer. Mike has more than 20 years experience in search technology, led the IBM product team that developed the first commercial linguistic search engine in 1989, and has been granted five patents in search and retrieval technology. He led the integration of's site search technologies and served as product manager for IBM's search and text analytics products - 13 - Augustine Fou
  14. 14. Rob Petersen Rob Petersen is President of BarnRaisers, an online marketing solutions company using social media, the power of community and the proven principles of relationship marketing. Rob was EVP/Chief Strategy Officer for Omnicom and has held leadership positions at FCB, Euro RSCG and Saatchi & Saatchi. Rob has been recognized by the American Marketing Association for building billion dollar businesses multiple times. He has developed game changing consumer relationship platforms that have propelled brands from Abbott, CocaCola, Johnson & Johnson, MasterCard and Pfizer to market leadership. His accomplishments in business strategy and brand building have led to his thought leadership and expertise in social media. He has developed and executed social media initiatives for the American Heart Association, Colgate, Mars and Shell; all have built online communities with results and ROI’s that exceeded expectations. Rob is on the faculty of Rutgers University and teaches MBA courses in Digital Marketing and Social Media Measurements and ROI. He also speaks at industry conferences and hold workshops on social media. Rob is a graduate of Colby College in Waterville, Maine. - 14 - Augustine Fou
  15. 15. Il Laboratorio Digitale Immersive Innovation Space - 15 - Augustine Fou
  16. 16. Five 47in HDTVs Workspace Wine tasting and creative session with client. - 16 - Augustine Fou
  17. 17. Seven 55inch HDTVs • Client’s analytics • Branding, creative brainstorming - 17 - • Data visualization • Real time social media conversations • Collaborative innovation with client team Augustine Fou
  18. 18. Data Visualization Space - 18 - Augustine Fou