Presentation to inspire companies to re-invent their way of doing digital business. April 2009.

1. THE LANDSCAPE OF
DIGITAL BUSINESS IS
CHANGING
April 2009 bjornalberts.com

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5. DARE TO
• Make trial & errors
• Take part
• Play
• Test
• Listen
• Learn
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6. TO WEAR BLINDERS
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7. • AltaVista -> Google
• ICQ -> MSN -> Skype
• Facit -> Computers
• Train -> Transportation
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9. Domination vs. Speed
Domination vs. Long tail
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10. Seth Godin
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11. 90% of your sales will come from word of
mouth or digital promotion by 2011. How
do you change what you're doing today to
be ready for that?
Seth Godin 20th April 2009
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12. CONSUMERS
COMMUNICATE
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13. CONSUMERS ARE
• Able
• Online
• Conversant
• Connected
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19. Loans
Insurance
Pension Funds
Interest rates
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20. Consumers
Text
Company
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21. Consumers
Company
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22. Conversation
Company
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23. How do you change what you're doing today
to be ready for that?
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24. FROM ADVERTISING
TO GREAT PRODUCTS
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25. A GREAT PRODUCT IS
• Entertaining
• Useful
• Innovative
• Creative excellence
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29. 2x
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30. • Great user experience - creative excellence
• Business infrastructure - entertaining
• Simple business model - useful
• System Developer Kit - innovative
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31. DISTRIBUTION
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40. SOMEWHAT DIFFERENT THAN SEO
• Concept development
Target group insight, need & offer
• Launch planning
Traffic to download, distribution & buzz
• Conversion funnel
Attention, Interest/Desire, Action & Satisfaction/Spread
• Retention & Recurring
Brand Equity and $
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41. SOCIAL MEDIA
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44. RESULT
• From 200 to 4000 followers in one month
• Huge amount of tweets and blog posts
increased their page rank
• Traffic increased more than 10 %
• 20 % increase in domain registration
• 2 months later a Super Bowl Promo on
Twitter increased traffic with 30 % thanks to
the previous increase in Twitter followers
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45. COST
• One person mainly focusing on the campaign
during one month
• One free domain registration
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46. LET PEOPLE SPEAK
They will improve your brand
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50. IDEA MANAGEMENT
They have ideas, you manage
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53. WHY CARE?
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54. REASONS TO CARE
• Decreases business risks
• Decreases dependency on Google
• Gain from the power of word of mouth
• Creates brand equity
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55. COMPETENCE
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56. PR / Social Media / SEO
Ads Product /
service
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57. Away ground
Dialog Monolog
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58. SUMMARY
• New industry structures
• New phenomenon
• New behaviours
• New possibilities
• Less control
• Users are in control
• We must learn again and again and again...
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60. HOW TO MANAGE
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61. Online business yesterday
Big ideas, big budget, big organisation - Google
Adjust Measure
massive
big link building new big
big project buy sites strategy
strategy manage staff
Huge operations
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62. Online business today
Micro launches, insight, short iterations, small teams
adjust
continue
insight
plan
produce insight
launch
measure small
adjust strategy
small
iterative development strategy
plan
produce
launch
measure
knowledge
small strategy
learn try something
iterative development else
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63. Site-X.com, Strategy 1.0
Vision An ideal position of where we would like to be in the future
Describe our target Describe what we offer What & how do we Which channels do we What traffic sources do Which tools and Describe how we are
group. within this specific communicate: use? we have? platforms do we use? organised to work with
context today. Key word strategy? digital channels.
Relationship to: • Product Message? Operation environment?
• us • Content Dialogue or monologue?
Now • our product • Value Viral, Social, SEO, ads or
• our brand PR?
• our business Competitors? Do we offer any value
added services and
Trends? innovative solutions?
Analyse & define the(ir) Analyse & define the Analyse & define the Analyse & define the Analyse & define the Analyse & define the Analyse & define the
problem problem problem problem problem problem problem
Analysis &
problem
definition
Conclusion & From the analysis resume what opportunities there are
opportunity
In this specific context; What is the purpose of What is the purpose of What is the purpose of Different purposes for What is the purpose of What is the purpose of
their: what we will offer? our communication? channel strategy? traffic driving. Direct an impact on an impact on
• Goals conversion VS launching infrastructure? organisation?
Purpose • Needs widgets for download
• Attitudes? or build base of
prospects
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Complete personas with: Describe the idea briefly Describe the Describe what channels Describe what traffic Describe the changes Describe changes,
• Geographics communicative idea to use. Organic search, methods and sources to and requirements briefly educational needs and
• Demographics briefly Paid search, Blogs, focus at together with which divisions that will
• Psychographics and give input to a Microblogs, Forums, specification of what be involved and how
redefined key word Communities, Networks, specific tools & platforms there work will change.
Concept In terms of using our strategy Online PR Services, to use (open source E.g marketing, sales,
product: Social media newsroom, resources for instance). product development,
• Knowledge Wikis, Aggregators, E- I.e Pipes, Wordpress, customer service, IT etc.
• Time mail, RSS,Videosites, Kindling, Sales Force
• Surroundings Mobile, iPhone, Wdigets... Ideas, FeedBurner.
Key Objectives transformed to Objectives transformed Objectives transformed Objectives transformed Objectives transformed Objectives transformed
Performance measurable KPIs to measurable KPIs to measurable KPIs to measurable KPIs to measurable KPIs to measurable KPIs
Indicators
Target group
insight & Offer Communication Channels Traffic Infrastructure Organisation
personas
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Budget, action plan, create, implement, track & change

64. Site-X.com, short term strategy from 090402
Target group Problem Opportunity Purpose Goal
Describe our target groups What problem are we Unexploited opportuni9es? What’s the main purposes Can we transform our
focusing at? To eliminate New ways of aArac9ng with the ac9ons? purposes to measurable
risk of penalisa9on? Is the traffic? Increase quality on goals?
share of unnatural looking content and try to create
links to high? Is the content buzz via TwiAer?
on of weak quality?
Actions
Link-building Content On site Distributed apps
• Describe the link-building strategy • Describe the content strategy • Describe the on-site SEO actions • Describe the strategy for Widgets and
• Describe what actions to take and why • Describe what actions to take and • Describe the service and offering Mobile apps
strategy
why
• Describe what actions to take and why • Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
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66. SPACE MANAGEMENT
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67. Design brief Site-X or application Y
The Problem The mission What we offer Target group
• What is the problem we must solve • Describe shortly what is expected to • Most important products, content • Who are we talking to?
with this project? be done and delivered.
and offers? • Are there more groups than the
• The goal with this mission and how • What are the key benefits we are primary target group? Who are they?
that is measured
offer our visitors/users • Is there any knowledge about the
target groups and their behaviour
• Key Performance Indicators that we could have use of?
Competitors Differentiation Strengths Weaknesses
• Who are they? • In what way do we differ from our
• Their strength in how they work with compe9tors?
the same target group, problem and • In what way should we differ from
need? the compe9tors?
• Anything to take inspira9on from?
Opportunities Threats
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68. Great products attracts people
People that converse
Together they become a tribe
You, your products and your tribe are a brand
The rest is up to you.
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69. Björn Alberts
Skype: bjoalb
Twitter: bjornalberts
Google: ”björn alberts”
bjorn.alberts@gmail.com
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