Overview of Hewson | Group digital strategy service offering and capabilities

1. H HEWSON | GROUP
Digital Strategy Credentials
July, 2013
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2. H HEWSON | GROUP
Hewson|Group “Making things better with digital since 1987”SM
• Created in 2011 to provide strategic digital services
– Founded on a 25 year strategic marketing & agency record
• Enterprise-scale digital strategy heritage
– Last 17 years leading digital strategy exercises for Fortune 100s
– Marketing strategy leadership roles: Modem Media, Digitas, Tribal DDB, Carat
• Global digital marketing strategy best-practices
• Customer- and user-needs biased
• Innovating with advanced digital technologies and practices
• Digital expertise across the customer lifecycle
– digital brand expression
– demand creation and capture
– lead acquisition and nurturing
– retention and LTV optimization
– partner and client collaboration
– data usage and permissions planning
– “always on” customer support
– digital infrastructure planning
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Bill Hewson

3. H HEWSON | GROUP
Strategy
Platforms
ProgramsChannels
Analytics
Scope of Consulting Services
H|G Clients
/
Proven Digital Strategy Leadership
Specializing in
² Trend analysis: future-proofing
² Solutions conceptualization
² Business case/stakeholder rationale
² Executional preparedness
² Business diagnostics
² Data leverage models
Hewson|Group at a glance
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4. H HEWSON | GROUP
Hewson|Group Strategy Focus
Applying advanced digital strategy for more than 15 years
• Social B2B Online Community = 1996 (AT&T Worldnet)
• Mobile Acquisition Strategy = 1997 (AT&T Wireless)
• eCRM MVC Retention Strategy = 1998 (Starwood)
• Enterprise Digital Strategy = 2004 (American Express)
• Segment Digital Strategy = 2007 (Ernst & Young)
• Global Digital Strategy = 2010 (Otis Elevator), 2012 (GM)
What we’re thinking about in 2013
• The increasing role of “data” in our lives
• How transparency is changing world markets
• Privacy is becoming a malleable concept culturally
• Expectations for “knowing the customer” are expanding
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5. H HEWSON | GROUP
Hewson|Group Digital Strategy Approach
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6. H HEWSON | GROUP
Our four focus areas for digital strategy
Based on our experience, enterprise level companies focus their digital
strategy efforts in one or several of four possible ways:
1. To make products and services better: digital innovation
2. To create more efficiency in existing business processes
3. To sell or merchandise products and services in new ways
4. To express the company brand more effectively
The first steps of our strategy engagements focus on determining which
of these objectives are a client’s priority and how progress will be
measured.
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7. H HEWSON | GROUP
Creating differentiation with multi-faceted insight
Marketplace
Forces
Brand
Goals
Business
Goals
Customer
Goals
Digital Value
Proposition
Competitive
Environment
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8. H HEWSON | GROUP
Seeking insight beyond “marketing”
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What parts of your business make the most margin?
What return are digital investments currently providing?
What reducible friction do your customers hate?
What is possible to envision in 3 years?

9. H HEWSON | GROUP
1.
Audit
(knowing what to
listen for and
capture)
2.
Interrogate
(asking the right
questions of the
right people and
data)
4.
Consensus
(creating
organizational
alignment and
momentum)
3.
Concept
(devising impact
scenarios for
consideration)
Our proven planning method: sample activities
² Situation Analysis
² Goal Setting
² Benchmarking
² KPI definition
² Asset ID
² Tech Audit
² Budget Planning
² Business Case
² Vision-ware
² Executive Sell-in
² Stakeholder Q&A
² Asset Evaluation
² Business Data
Review & Analysis
² Customer Needs
Segmentation
² Personas
² User Scenarios
² High Level UX
² Data Strategy
² Tech Requirements
² Interface IA
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10. H HEWSON | GROUP
Our proven planning method: sample deliverables
Customer Segment Personas Prioritized User ScenariosCurrent User Experience Diagram
Current Customer Experience Maps New User Experience Architecture
Prioritization Matrix
(Features, Functionality, Content)
Conceptual Wireframes
New Customer Experience Maps
Project Implementation Plan
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11. H HEWSON | GROUP
Typical H|G strategy engagement work flow
Time
FTEEffort
Audit Interrogate Conceptualize Consensus
We work well independently or as part of a collaborative client team
(length dependent on complexity of need)
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12. H HEWSON | GROUP
Team Model
• Bill leads all client engagements for Hewson|Group
– Bill will act as lead strategist and daily project lead
• Audit period will define any additional resource needs
• Additional resources may be recommended, e.g.
– UX designer/Information Architect
– Graphic designer
– Statistical data analyst
– 1st party research expert
– Technology architect
– Project manager/strategy support
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13. H HEWSON | GROUP
Thanks, let’s get started!
Bill Hewson, CEO @ Hewson|Group
bill@hewsongroup.com
1.203.610.4649
@bill_hewson
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