Easier than ever: - web tools are cheap and accessible. - Marketing - sales - accounting and back office - access to information and data is very cheap or free. - social media grants us all a free medium to spew our messageRecession recovery - slow but steady recovery - proliferation of new businesses that have started during this recession, aided by the environment outlined above. - growing confidence to invest by consumers, businesses and investors. $70 mill invested in OR tech start ups in q1 of 2013.People expect to get more from less - business leaders have stripped down teams to very lean levels - these teams (often teams of one) are expected to leverage contracted support and web based tools to get more out of less. - At the same time, consumers expectations have skyrocketed around - brand engagement - ecommerce - ease of usePretty daunting challenge with no shortage of noise and unrealistic expectations. The solution: Wisely leverage technology and partners to boost efforts.
TYPICAL OUTCOME.WE WANT THIS.
WE CAN AFFORD THIS.REMEMBER THESE?COMES DOWN TO EXPECTATIONS. BIG PART OF MY JOB IS EDUCATION. SOME CLIENTS NEED MORE THAN OTHERS. THAT IS WHAT I HOPE TO ACCOMPLISH TODAY…
Consulting: Heavy discovery and strategy but little to no execution. Brand Sales SEO Social MediaTechnology: SaaS model where you get little to no personal touch, but standardized tools that can be applied to achieve powerful results. Facebook, twitter, Instagram, Pinterest Basecamp
BIG PART OF MY OF MY JOB IS EDUCATION. SET THE STAGE TO SET CLEAR EXPECTATIONS FOR ALL PARTIES.HOPE TO DO THAT TODAY.
INTERVIEW YOUR PROSPECTIVE SHOP LIKE A NEW EMPLOYEE. GIVEN FLUID NATURE OF DIGITAL NEEDS IT COULD BE VERY ADVANTAGEOUS TO WORK TOWARD A LONG LASTING RELATIONSHIP THAT EVOLVES AS YOUR COMPANY EVOLVESHERE ARE SOME KEY TOPICS WE’LL EXPLORE FURTHER….
BUILDCustom solution catering to your specific needs. Can beone-off solution where you own the codeProprietary system where you license the coBUYAcquire software that meets needs of many users.Increasingly, uses SaaS model.Less customization to your needs.Lots of features.BORROW:Open sourceDeveloped by community of developers.Low/no cost.May require custom programming to flex to your needs.
Choosing the Right Digital Team to Support Your Organization's Needs
InnoTech 2013Choosing the right digital team to support yourorganization’s needs
//Ben McKinleycascade web//development – founded 2001- Digital marketing and web development shop- Web software developeryour brandlive – co-founded 2010- Live video retail/collaboration platform- Portland Seed Fund – fall 2012- Angel Oregon 2013 Launch Stage WinnerContent and datamanagement platform(CMS)intranets + extranets Live video retail and collaboration
//Agenda• State of businesses and organizations, today• Spectrum of options available• Are you asking the right questions?
//State of businesses and organizations, today• Easier than ever to start a new company• More generations in the workplace than ever before• Technology blurs lines of personal and professional lives• Coming out of worst economic recession more than a generation• Marketing and sales teams are being asked to do more with less
//Spectrum of options availableConsultingTechnologyTools
//ConsultingWork that establishes a foundation and recommends strategy/tactics• Branding• SEO keyword research• Site audit• Marketing auditSelling points:• Team member capabilities, awards, office space• Expertise with domain, industry• Deliverables highly customized for each client
//TechnologyLittle direct human interaction. SaaS model – sign up, download, use.• Google Analytics• 37 Signals – Basecamp, Highrise, Campfire• Facebook, Instagram, TwitterSelling points:• Features, functions, ease of use, low cost• Standardized parameters for all users
//Everything in betweenAgencies - one stop shops that deliver integrated solutionsWeb design/developmentSocial mediaSearch - Analytics/Optimization/PPCMedia and content creation
//Where to go from here?• Firm focus• Business approach• Process• Technology• Ongoing support• References
//Firm focus• Generalists v. specialists?• Where are they investing time and resources?• Are all services offered at the same level of expertise? Do ratesreflect this?• How do they measure success/ROI?• Do you focus on output or outcomes?
//Business approach• Who owns the company? How long? How is it funded?• The Team: employees or contractors?• How long has the staff been with the firm?• How is work distributed amongst the team?• How long are typical client engagements?
//Process• Strategy, Solution, Evolution – Are all of these needed?• Scope: How is scope established? How is scope-creep managed?• Budgets: Fixed bid, hourly, undefined?• Timelines: How closely are they managed?
//Technology• How is technology involved with your needs?• Do they build, buy or borrow? How do they address the pros andcons of each?• What level of administrative access is provided?• How many administrative interfaces are involved in the solution?• Is your team capable of using the admin tools?• Technology is only as good as the people behind it.
//Ongoing Support• Is it offered? Is there a Service Level Agreement (SLA)?• How is support billed?• Who is responsible for a web site – hosting, technical support, disasterrecovery, back ups, security, domain renewals, DNS?• How committed is the firm to the tools it promotes to its clients? Webplatforms, custom development, integrations?• How quickly will issues be addressed?
//References• Get at least 3. Check them. Be thorough.• Request referrals that align with your needs.