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iONOLOGY
Niall McKeown
Digital Business Transformation
iONOLOGY
iONOLOGYiONOLOGY
iONOLOGY
Fire Fighting
Process
Operational
Effectiveness
Strategy
Education
Innovation
‘Doing’ more
than ‘thinking’
Simpli...
iONOLOGY
iONOLOGY
© All Rights Reserved iON Technologies Ltd.
What is Strategy?
iONOLOGY
iONOLOGY
What is Strategy?
“A strategy is a plan of action designed to
achieve a specific goal, in conditions of
uncertaint...
iONOLOGY
What is Digital Strategy?
“In the fields of strategic management, marketing
strategy and business strategy, digita...
iONOLOGY
What is Digital Strategy?
“Strategy comes from identifying one or two
critical issues in the situation – the pivo...
iONOLOGY
Diagnosis
Coherent

Action
Guiding
Policy
Strategy Kernel
© All Rights Reserved iON Technologies Ltd.
iONOLOGY
iONOLOGY
We Define Digital Business Strategy As…
“Digital Business Strategy is the systematic process of
diagnosing and eli...
iONOLOGY
iONOLOGY
1. Know Yourself 2. Customers 3. Marketplace 4. Resources
5. Position 6. Engine of Growth
7. Tactics
iONOLOGY
1. Know Yourself 2. Customers 3. Marketplace 4. Resources
5. Position 6. Engine of Growth
7. Tactics
iONOLOGY
1. Know Yourself 2. Customers 3. Marketplace 4. Resources
Micro Analysis
iONOLOGY
Micro Analysis
Ambition &
Unique Value Proposition
Digital Marketplace
Dynamics
Time, Talent & Cash
Customer Data...
iONOLOGY
1. Know Yourself 2. Customers 3. Marketplace 4. Resources
Micro Analysis
iONOLOGY
1. Know Yourself 2. Customers 3. Marketplace 4. Resources
5. Position 6. Engine of Growth
7. Tactics
iONOLOGY
5. Position 6. Engine of Growth
Macro Analysis
iONOLOGY
© All Rights Reserved iON Technologies Ltd.
What’s Your Online
Engine of Growth?
5. Position 6. Engine of Growth
...
iONOLOGY
Engine of Growth
5. Position 6. Engine of Growth
© All Rights Reserved iON Technologies Ltd.
1 2
3 4
Attract: Pee...
iONOLOGY
Engine of Growth
5. Position 6. Engine of Growth
Exclusive
Niche !
or limited Audience Mass MarketMainstream
Warm...
iONOLOGY
Campaign
1
Campaign
2
Campaign
3
Campaign
4
5. Position 6. Engine of Growth
© All Rights Reserved iON Technologie...
iONOLOGY
© All Rights Reserved iON Technologies Ltd.
Strategy Delivery
Software
iONOLOGY
iONOLOGY
How We Do It…
© All Rights Reserved iON Technologies Ltd.
iONOLOGY
iONOLOGY
How We Do It…
© All Rights Reserved iON Technologies Ltd.
iONOLOGY
iONOLOGY
How We Do It…
© All Rights Reserved iON Technologies Ltd.
iONOLOGY
iONOLOGY
How We Do It…
© All Rights Reserved iON Technologies Ltd.
iONOLOGY
iONOLOGY
How We Do It…
© All Rights Reserved iON Technologies Ltd.
iONOLOGY
iONOLOGY
© All Rights Reserved iON Technologies Ltd.
Case Study
iONOLOGY
5. Position 6. Engine of Growth
iONOLOGY
iONOLOGY
© All Rights Reserved iON Technologies Ltd.
How?
© All Rights Reserved iON Technologies Ltd.
Mild!
(Informed)
Cold 

(Rational)
1
4
Advocacy
Persona Planning & Website
Des...
iONOLOGY
iONOLOGY
iONOLOGY
iONOLOGY
iONOLOGY
iONOLOGY
iONOLOGY
iONOLOGY
iONOLOGY
iONOLOGY
iONOLOGY
iONOLOGY
iONOLOGY
iONOLOGY
iONOLOGY
iONOLOGY
iONOLOGY
iONOLOGY
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The 7 Principles of Digital Business Strategy & Transformation Slide 1 The 7 Principles of Digital Business Strategy & Transformation Slide 2 The 7 Principles of Digital Business Strategy & Transformation Slide 3 The 7 Principles of Digital Business Strategy & Transformation Slide 4 The 7 Principles of Digital Business Strategy & Transformation Slide 5 The 7 Principles of Digital Business Strategy & Transformation Slide 6 The 7 Principles of Digital Business Strategy & Transformation Slide 7 The 7 Principles of Digital Business Strategy & Transformation Slide 8 The 7 Principles of Digital Business Strategy & Transformation Slide 9 The 7 Principles of Digital Business Strategy & Transformation Slide 10 The 7 Principles of Digital Business Strategy & Transformation Slide 11 The 7 Principles of Digital Business Strategy & Transformation Slide 12 The 7 Principles of Digital Business Strategy & Transformation Slide 13 The 7 Principles of Digital Business Strategy & Transformation Slide 14 The 7 Principles of Digital Business Strategy & Transformation Slide 15 The 7 Principles of Digital Business Strategy & Transformation Slide 16 The 7 Principles of Digital Business Strategy & Transformation Slide 17 The 7 Principles of Digital Business Strategy & Transformation Slide 18 The 7 Principles of Digital Business Strategy & Transformation Slide 19 The 7 Principles of Digital Business Strategy & Transformation Slide 20 The 7 Principles of Digital Business Strategy & Transformation Slide 21 The 7 Principles of Digital Business Strategy & Transformation Slide 22 The 7 Principles of Digital Business Strategy & Transformation Slide 23 The 7 Principles of Digital Business Strategy & Transformation Slide 24 The 7 Principles of Digital Business Strategy & Transformation Slide 25 The 7 Principles of Digital Business Strategy & Transformation Slide 26 The 7 Principles of Digital Business Strategy & Transformation Slide 27 The 7 Principles of Digital Business Strategy & Transformation Slide 28 The 7 Principles of Digital Business Strategy & Transformation Slide 29 The 7 Principles of Digital Business Strategy & Transformation Slide 30 The 7 Principles of Digital Business Strategy & Transformation Slide 31 The 7 Principles of Digital Business Strategy & Transformation Slide 32 The 7 Principles of Digital Business Strategy & Transformation Slide 33 The 7 Principles of Digital Business Strategy & Transformation Slide 34 The 7 Principles of Digital Business Strategy & Transformation Slide 35 The 7 Principles of Digital Business Strategy & Transformation Slide 36 The 7 Principles of Digital Business Strategy & Transformation Slide 37 The 7 Principles of Digital Business Strategy & Transformation Slide 38 The 7 Principles of Digital Business Strategy & Transformation Slide 39 The 7 Principles of Digital Business Strategy & Transformation Slide 40 The 7 Principles of Digital Business Strategy & Transformation Slide 41 The 7 Principles of Digital Business Strategy & Transformation Slide 42 The 7 Principles of Digital Business Strategy & Transformation Slide 43 The 7 Principles of Digital Business Strategy & Transformation Slide 44 The 7 Principles of Digital Business Strategy & Transformation Slide 45 The 7 Principles of Digital Business Strategy & Transformation Slide 46 The 7 Principles of Digital Business Strategy & Transformation Slide 47 The 7 Principles of Digital Business Strategy & Transformation Slide 48 The 7 Principles of Digital Business Strategy & Transformation Slide 49 The 7 Principles of Digital Business Strategy & Transformation Slide 50 The 7 Principles of Digital Business Strategy & Transformation Slide 51 The 7 Principles of Digital Business Strategy & Transformation Slide 52
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There is a method for creating a high performance digital business strategy. It is to use the 7 Principles of Digital Business Strategy framework by www.ionology.com

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The 7 Principles of Digital Business Strategy & Transformation

  1. 1. iONOLOGY Niall McKeown
  2. 2. Digital Business Transformation iONOLOGY
  3. 3. iONOLOGYiONOLOGY
  4. 4. iONOLOGY Fire Fighting Process Operational Effectiveness Strategy Education Innovation ‘Doing’ more than ‘thinking’ Simplifying tasks Vision, purpose & leadership Management. Automation.
 Doing more with less Building on theory and practice Ideas turned into money Excellence 6 Steps to Business Excellence
  5. 5. iONOLOGY
  6. 6. iONOLOGY © All Rights Reserved iON Technologies Ltd. What is Strategy? iONOLOGY
  7. 7. iONOLOGY What is Strategy? “A strategy is a plan of action designed to achieve a specific goal, in conditions of uncertainty, with defined limited resources” iONOLOGY
  8. 8. iONOLOGY What is Digital Strategy? “In the fields of strategic management, marketing strategy and business strategy, digital strategy is the process of specifying an organization's vision, goals, opportunities and initiatives in order to maximize the business benefits of digital marketing to the organization.” iONOLOGY
  9. 9. iONOLOGY What is Digital Strategy? “Strategy comes from identifying one or two critical issues in the situation – the pivotal points that can multiply the effectiveness of effort – then focusing and concentrating action and resources on them” 2011 Financial Times and Goldman Sachs Business Book of the Year iONOLOGY
  10. 10. iONOLOGY Diagnosis Coherent
 Action Guiding Policy Strategy Kernel © All Rights Reserved iON Technologies Ltd. iONOLOGY
  11. 11. iONOLOGY We Define Digital Business Strategy As… “Digital Business Strategy is the systematic process of diagnosing and eliminating near term challenges using technology, in order to progress a business towards its stated vision. 
 
 The 7 Principles of Digital Business Strategy is the most efficient and comprehensive process available to ensure actions are indeed strategic and not just tactical”  iONOLOGY
  12. 12. iONOLOGY
  13. 13. iONOLOGY 1. Know Yourself 2. Customers 3. Marketplace 4. Resources 5. Position 6. Engine of Growth 7. Tactics
  14. 14. iONOLOGY 1. Know Yourself 2. Customers 3. Marketplace 4. Resources 5. Position 6. Engine of Growth 7. Tactics
  15. 15. iONOLOGY 1. Know Yourself 2. Customers 3. Marketplace 4. Resources Micro Analysis
  16. 16. iONOLOGY Micro Analysis Ambition & Unique Value Proposition Digital Marketplace Dynamics Time, Talent & Cash Customer Data Dynamics 2. Customers 3. Marketplace 4. Resources 1. Know Yourself
  17. 17. iONOLOGY 1. Know Yourself 2. Customers 3. Marketplace 4. Resources Micro Analysis
  18. 18. iONOLOGY 1. Know Yourself 2. Customers 3. Marketplace 4. Resources 5. Position 6. Engine of Growth 7. Tactics
  19. 19. iONOLOGY 5. Position 6. Engine of Growth Macro Analysis
  20. 20. iONOLOGY © All Rights Reserved iON Technologies Ltd. What’s Your Online Engine of Growth? 5. Position 6. Engine of Growth iONOLOGY
  21. 21. iONOLOGY Engine of Growth 5. Position 6. Engine of Growth © All Rights Reserved iON Technologies Ltd. 1 2 3 4 Attract: Peer review, people sharing our content Attract: As the biggest online provider in ‘our world’ people find us by brand Attract: Word of mouth, sales reps and a host of other efforts Attract: Google ads and other paid for channels Behaviour: Blogs, insights and opinions Behaviour: To complete a top task Behaviour: Contact us and about us Behaviour: Looking at our products/service Purpose: To be seen as a thought leader Purpose: To grow our digital business through automation, engagement and leadership Purpose: Our website supports our sales staff and other sales efforts Purpose: To sell our product/service Analytics: Strategically we want to be referenced more than anyone else Analytics: Strategically we want to defend channels while commercialising inventions Analytics: We aren’t using analytics in decision making just yet Analytics: Lowering Cost Per Acquisition is our main strategic aim Select The Statement Most Suited To Your Business
  22. 22. iONOLOGY Engine of Growth 5. Position 6. Engine of Growth Exclusive Niche ! or limited Audience Mass MarketMainstream Warm! (Comforted) Mild! (Informed) Cold 
 (Rational) Customer 
 Volume How Customer Perceives 
 Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot! (Passionate) © All Rights Reserved iON Technologies Ltd. Over Here Industry Leader SmoothOmnipresence Members Shout LoudlyHand Shake High 5
  23. 23. iONOLOGY Campaign 1 Campaign 2 Campaign 3 Campaign 4 5. Position 6. Engine of Growth © All Rights Reserved iON Technologies Ltd. Warm! (Comforted) Mild! (Informed) 5 1 Authority Advocacy Mile Marker 2 Mile Marker 3 Mile Marker 1 Mile Marker 4
  24. 24. iONOLOGY © All Rights Reserved iON Technologies Ltd. Strategy Delivery Software iONOLOGY
  25. 25. iONOLOGY How We Do It… © All Rights Reserved iON Technologies Ltd. iONOLOGY
  26. 26. iONOLOGY How We Do It… © All Rights Reserved iON Technologies Ltd. iONOLOGY
  27. 27. iONOLOGY How We Do It… © All Rights Reserved iON Technologies Ltd. iONOLOGY
  28. 28. iONOLOGY How We Do It… © All Rights Reserved iON Technologies Ltd. iONOLOGY
  29. 29. iONOLOGY How We Do It… © All Rights Reserved iON Technologies Ltd. iONOLOGY
  30. 30. iONOLOGY © All Rights Reserved iON Technologies Ltd. Case Study iONOLOGY 5. Position 6. Engine of Growth
  31. 31. iONOLOGY
  32. 32. iONOLOGY
  33. 33. © All Rights Reserved iON Technologies Ltd. How?
  34. 34. © All Rights Reserved iON Technologies Ltd. Mild! (Informed) Cold 
 (Rational) 1 4 Advocacy Persona Planning & Website Design Process Tools Training Tactics Resolve Channel Conflict Peer Review Engagement & planning Therapist Induction Blogger Outreach Large scale vision/ execution content plan Demand Tests Propensity to purchase Production Size Demand Technology Choices Video case studies Setup Basecamp & Move Staff Training & Culture
  35. 35. iONOLOGY
  36. 36. iONOLOGY
  37. 37. iONOLOGY
  38. 38. iONOLOGY
  39. 39. iONOLOGY
  40. 40. iONOLOGY
  41. 41. iONOLOGY
  42. 42. iONOLOGY
  43. 43. iONOLOGY
  44. 44. iONOLOGY
  45. 45. iONOLOGY
  46. 46. iONOLOGY
  47. 47. iONOLOGY
  48. 48. iONOLOGY
  49. 49. iONOLOGY
  50. 50. iONOLOGY
  51. 51. iONOLOGY
  52. 52. iONOLOGY
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There is a method for creating a high performance digital business strategy. It is to use the 7 Principles of Digital Business Strategy framework by www.ionology.com

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