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Creating Digital Strategies for International Markets

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An overview of how to create high performance, evidence based digital strategies when entering international markets.

This presentation was given in Galway, Ireland in June 2016 on behalf of Enterprise Ireland.

Published in: Leadership & Management
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Creating Digital Strategies for International Markets

  1. 1. Niall McKeown www.ionology.com @niallmckeown Digital Transformation Experts This presentation is Copyright. All materials belong to the presenter and can not be used without express written consent (c) Creating Digital Strategies for International Markets
  2. 2. Strategy creates competitive advantage WHAT WE BELIVE People and a culture of innovation sustains it ology & Communications is the means by which it is de
  3. 3. What is strategy?
  4. 4. how come…
  5. 5. Double Business in 18 Months
  6. 6. Zero to €4,000,000 in one year 50,000 co-collaborating
  7. 7. €3,000,000 funding & sales in 37 countries in 18 months
  8. 8. al Transformation Tra
  9. 9. how come…?
  10. 10. Transform from “doing digital” Digital Innovators
  11. 11. Digital Innovator Characteristics Digital Innovators Doing Digital Set destinations Set targets Build communications upon innovations Spin stories into content Drive salesDrive cultural evolution Pulled by latest technology trends Push technology to overcome strategic challenges Strive for “likes”Data driven decision making Digitise existing services Seek to invent, disrupt and improve
  12. 12. = DIGITAL TRANSFORMATION
  13. 13. The Principle Disciplines Leading Digital Transformation Digital Transformation Communications Technology Leadership Technology Support Rapid Solution Builders Marketing Tactics Communications Leadership Short Term Management Leading Step Change
  14. 14. how come…?
  15. 15. how do I…?
  16. 16. Crying baby Kitchen fire Some calls Interruptions Distractions Most calls Trivia Busy Work Browsing Planning Strategy Exercise Change Urgent Not Urgent ImportantNotImportant Put First Things First
  17. 17. 7 Principles of Digital Business Strategy
  18. 18. Books/Gap Analysis/E-Learning/Courses/Concultancy
  19. 19. 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) LENS LOCK [ ] Ionology Digital Strategy Quadrant
  20. 20. Ionology Digital Strategy Quadrant 0 25 50 75 100 125 M1 M2 M3 M4 M5 M6 Advocacy Attention Authority Prime © All Rights Reserved
  21. 21. 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) LENS LOCK [Ireland GAA] Ionology Digital Strategy Quadrant
  22. 22. 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) LENS LOCK [UK] Ionology Digital Strategy Quadrant
  23. 23. 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) LENS LOCK [ Vertical or Geographic] Ionology Digital Strategy Quadrant Start Here > < Destination
  24. 24. 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) LENS LOCK [ ] Ionology Digital Strategy Quadrant
  25. 25. 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) LENS LOCK [ ] Ionology Digital Strategy Quadrant Builder Story Teller Strategiest Scientist
  26. 26. 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) LENS LOCK [ ] Ionology Digital Strategy Quadrant People Opinion StrategiestServicing Demand Price/Product
  27. 27. Ionology Digital Strategy Quadrant Yourself Customer Market Resources Diagnosis Strategic Ambition Competitors Proposition Force=ma Volume Time Talent Cash 1 3 2 4 Task Intent Unique Value Proposition
  28. 28. Ionology Digital Strategy Quadrant Yourself Diagnosis Strategic Ambition 1 Unique Value Proposition
  29. 29. Pains (context) Pain Relievers Gain Creators Pleasures Message Map Tasks Products Service CustomerYou Value Proposition Canvas
  30. 30. 15 Second Message Map Their Pain Our Pain Reliever Additional Gain Creators Their Pleasure Their Jobs Done Our Product Message Map
  31. 31. Ionology Digital Strategy Quadrant Yourself Customer Market Resources Diagnosis Strategic Ambition Competitors Proposition Force=ma Volume Time Talent Cash 1 3 2 4 Task Intent Unique Value Proposition
  32. 32. Ionology Digital Strategy Quadrant Market Competitors Proposition Force=ma 3 Customer Volume 2 Task Intent
  33. 33. Ionology Digital Strategy Quadrant Yourself Customer Market Resources Diagnosis Strategic Ambition Competitors Proposition Force=ma Volume Time Talent Cash 1 3 2 4 Task Intent Unique Value Proposition
  34. 34. 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) LENS LOCK [ ] Ionology Digital Strategy Quadrant
  35. 35. Advocacy Based Selling Sales Lead Gen Sales Lead Convert Sales Management Advocacy Marketing If I….would you?
  36. 36. 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) LENS LOCK [ ] Ionology Digital Strategy Quadrant
  37. 37. 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) LENS LOCK [ ] Ionology Digital Strategy Quadrant
  38. 38. 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) LENS LOCK [ ] Ionology Digital Strategy Quadrant
  39. 39. The Firefly Story
  40. 40. http://www.dailymail.co.uk/news/article-2604663/Flower-girl-4-took-steps-thanks-harness-attached-dad.html
  41. 41. Digital Transformation Experts We help organisations discover what it takes to deliver maximum results in international markets
  42. 42. 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) Ionology Digital Strategy Quadrant Innovation
  43. 43. 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) Ionology Digital Strategy Quadrant
  44. 44. 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) Ionology Digital Strategy Quadrant
  45. 45. 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) Ionology Digital Strategy Quadrant
  46. 46. 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) Ionology Digital Strategy Quadrant
  47. 47. 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) LENS LOCK [ ] Ionology Digital Strategy Quadrant Apple (AAPL) and Samsung continue to soak up all the industry's profits, McCourt says. Apple claimed 87.4% of phone earnings before interest and taxes in the fourth quarter, he said. Samsung took in 32.2% of industry profits. Because their combined earnings were higher than the industry's total earnings as a result of many vendors losing money in Q4, Apple and Samsung mathematically accounted for more than 100% of the industry's earnings. A year ago, Apple accounted for 77.8% of mobile phone industry profits, followed by Samsung with 26.1%, McCourt said.

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