Choosing the Right Digital Team to Support Your Organization's Needs
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Presented at InnoTech Oregon 2013. All rights reserved.
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Choosing the Right Digital Team to Support Your Organization's Needs
- 1. InnoTech 2013 Choosing the right digital team to support your organization’s needs
- 2. //Ben McKinley cascade web//development – founded 2001 - Digital marketing and web development shop - Web software developer your brandlive – co-founded 2010 - Live video retail/collaboration platform - Portland Seed Fund – fall 2012 - Angel Oregon 2013 Launch Stage Winner Content and data management platform (CMS) intranets + extranets Live video retail and collaboration
- 3. //Agenda • State of businesses and organizations, today • Spectrum of options available • Are you asking the right questions?
- 4. //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
- 5. //desired
- 6. //realistic
- 7. //Spectrum of options available Consulting Technology Tools
- 8. //Consulting Work that establishes a foundation and recommends strategy/tactics • Branding • SEO keyword research • Site audit • Marketing audit Selling points: • Team member capabilities, awards, office space • Expertise with domain, industry • Deliverables highly customized for each client
- 9. //Technology Little direct human interaction. SaaS model – sign up, download, use. • Google Analytics • 37 Signals – Basecamp, Highrise, Campfire • Facebook, Instagram, Twitter Selling points: • Features, functions, ease of use, low cost • Standardized parameters for all users
- 10. //Everything in between Agencies - one stop shops that deliver integrated solutions Web design/development Social media Search - Analytics/Optimization/PPC Media and content creation
- 11. //Confused?
- 12. //Where to go from here? • Firm focus • Business approach • Process • Technology • Ongoing support • References
- 13. //Firm focus • Generalists v. specialists? • Where are they investing time and resources? • Are all services offered at the same level of expertise? Do rates reflect this? • How do they measure success/ROI? • Do you focus on output or outcomes?
- 14. //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?
- 15. //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?
- 16. //Technology • How is technology involved with your needs? • Do they build, buy or borrow? How do they address the pros and cons 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.
- 17. //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, disaster recovery, back ups, security, domain renewals, DNS? • How committed is the firm to the tools it promotes to its clients? Web platforms, custom development, integrations? • How quickly will issues be addressed?
- 18. //References • Get at least 3. Check them. Be thorough. • Request referrals that align with your needs.
Editor's Notes
- 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.