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Multi channel strategy mo mo chicago jan 24 final


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Multi channel strategy mo mo chicago jan 24 final

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  2. 2. Challenge “Can you build me an iPhone application?” “Lets start a Twitter account and a Facebook page”© Slalom Consulting, all rights reserved 2
  3. 3. Integrated Multi-Channel Strategy Mobile Channel “Next destination from here” “Find a Dentist Near Me” Digital Channel – Content Maps / Navigation / Local Social Channel Management Systems (CMS) Search are the most “How easy is it to create and popular applications on a “What are the users saying smartphone. manage content?” (source: Nielsenwire, Jun about our brand?” 2010). Content management By year 2013, 43% of systems support global internet users will creation, organization, st be accessing social orage, workflow, versioni networks from mobile ng, publishing and devices. archiving of content. (source: eMarketer) Integrated Digital Channel - User Digital Channel – Business Experience Multi-Channel Intelligence & Web Analytics “How usable is the site?” Strategy “Which customer segments provide the highest ROI?” Q2 2009 Only 60% of online Ability to earn rewards is would-be bookers the reason 55% on online complete the reservation. hotel bookers prefer to The main barrier to book via a branded hotel conversion is usability. Digital Channel - Information website. (source: (source: iPerceptions). eMarketer) Architecture & Search “How easy is to find information?” Online search and discovery is still the biggest problem in travel planning and shopping source: PhoCusWright© Slalom Consulting, all rights reserved 2009 Travel Summit). 3
  4. 4. Key Considerations Create a holistic and integrated multi- channel strategy which ties back to business goals. Mobile and social channels should be considered core customer interaction channels. Brands should make the cultural shift to adopt social media and social media goals and objectives should have been defined.© Slalom Consulting, all rights reserved 4
  5. 5. Top-Down and Bottom-Up Approach Roadmaps, Competitive Stakeholder Market Intelligence Interviews Maturity Model and Gap Analysis Product Specifications Prioritization Customer Feedback Matrix Roadmap Application Data, Log Files Web Analytics© Slalom Consulting, all rights reserved 5
  6. 6. Sample Multi-Channel Maturity Model Level 0 Level 1 Level 2 Level 3 Level 4 Limited Web, Mobile Reactive and Defined and Managed and Optimized and Social Presence Experimental Repetitive Measured No mobile presence Leverage current Mobile web Mobile native Rich channel Mobile website on mobile application application experiences device IT-driven, “feel- Business driven, Single channel Advanced Cross-channel Business good” information, working on defining optimization optimization and strategic integration Intelligence fee decisions, metrics, accuracy automation and Analytics minimum value 14% and process UGC is not existent Ad-hoc UGC and Managed UGC and Customers use Highly flexible UGC / Social on the site 32% informal social social media 16% to support UGC organizations who Media media practices practices 48% other each have embraced social media Content is pages 25% Content authoring Hybrid content Enterprise content Authoring and Content Management 86% is form and element creation / authoring creators = authors = publishing are based owners optimized System(CMS) Fragmented overall Multiple templated Seamless, dynamic Seamless, dynamic Rich multi-channel User user experience sites web experience multi-channel experience Experience experience Information Business unit goals Global information Global information Information Information architecture is trump enterprise architecture for the architecture for architecture Architecture navigation vision web global processes supports rich / Search interaction design© Slalom Consulting, all rights reserved Current State Desired State 6
  7. 7. Sample Mobility Maturity Model • Clients have no mobile presence and have no mobile strategy or standards defined. Maturity Level 0 • Clients leverage the current online website on a mobile device. • User experience is rudimentary and not customized for the device. Maturity • Other issues commonly seen are excessive scrolling, bloated pages and slow load times Level 1 • Clients use the mobile channel to extend their current multi-channel business strategy. • Despite a fragmented market, clients reach mobile users but not able to capitalize on mobile specific Maturity features such as location, camera, accelerometer, address book etc. Level 2 • Clients invest in building native applications with a rich user interface • Innovative and engaging mobile applications can be created by accessing device level features such as Maturity location, camera, accelerometer, address book etc. Level 3 • Clients radically redefine mobile communications by building contextually aware applications • Mobile analytics help to deliver real-time insights into consumer behavior as well as building cross- Maturity media campaigns using augmented reality, m-commerce, mobile social media etc. to drive conversions, Level 4 revenue and brand awareness.© Slalom Consulting, all rights reserved 7
  8. 8. Sample Prioritization Matrix High CRM Mobile - Solution 3 Native 3 Enhanced 3 BI & Web Description Analytics Enhanced IA/Search • Identifies the major 3 3 Enhanced potential capabilities Enhanced CMS identified through Social 3 Enhanced stakeholders Media UX interviews, customer 3 research and 2 Improved Improved competitor analysis Risk IA/Search Social High Business Benefit • Arrays the 2 Media Medium Business Benefit capabilities against Low Business Benefit Improved Improved sorting criteria such # Maturity Level as impact, UX BI & Web complexity, etc. 2 Analytics 2 Factors Considered Legend • Provides a Business Benefit 1. Increased Traffic mechanism for 2. Increased Sales prioritizing 3. Cost Savings 4. Increase Brand Awareness capabilities and driving the 1, 2, 3 Risk 1. Adoption / Resistance and 5 year goals 2. Concept Maturity 3. Confidence Level LOE/Implementation Complexity Low 1. Level of Effort Required 2. Organizational Readiness High 3. Technical Complexity Low LOE / Implementation Complexity© Slalom Consulting, all rights reserved 8
  9. 9. Sample Roadmap KPA’s Discovery & Design Build, test, deploy, support ment Continuous Improvement Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr Months 2011 2011 2011 2011 2011 2011 2011 2011 2011 2011 2011 2012 2012 2012 2012 2012 2012 2012 2012 2012 2012 2012 2012 2013 2013 2013 2013 Provisi Post- Build contextually aware Test and deploy deployment Design Build for Test on Build for Test Provi applications and deliver real- Mobile Define for solution WW on measurement, t iPhone iPhone (US) Design BB (US) sion time, deeper insights on iPhone and BB racking & for BB consumer behavior analysis Review Leverage data Create automated Post Business Implement CRM Create multi-channel sales analysis dashboard deployment Intelligence Define CRM dashboard, aggregate data and measurement, and Web strategy draw insights from brand Build Begin brand monitoring tracking and Define KPI monitoring Analytics analysis Build integration with Define User Post Twitter and other social processes, build Policies, procedures and best Generated deployment media sites a community, a practices in place to draw Define measurement, Content (UGC) Develop strategies to reputation insights for continuous increase frequency of new / system and tracking and / Social Media improvement user generated content measure ROI analysis Content Content repurposed Post Enhance Implement content creation, across mediums deployment Management content storage, workflow, versioning, and strong focus on measurement, ECM evolves to six sigma level System strategy publishing and archiving managing enterprise tracking and (CMS) processes analysis Implement robust personalized Post Distribution of content via Define robust presentation content pushed deployment User framework, faceted widgets, ability to leverage presentation across channels measurement, t Experience network effects and geo tag framework search and integrate with a rich user racking and assets UGC in branded website experience analysis Improve KM, Define Implement Post Information manage taxonomy Personalized content across enterprise faceted search deployment within CMS, channels, semantic search and Architecture taxonomy, me and leverage measurement, personalized, use of text analytics improves / Search tadata and metadata to tracking and targeted, location accuracy of classification facets improve SEO analysis based content <- - - - -Maturity Level 1,2 - - - - -> <- - - - - - - - - -Maturity Level 3 - - - - - - - - - -> <- - - - - - - - - - - -Maturity Level 4 - - - - - - - - - - - ->© Slalom Consulting, all rights reserved 9
  10. 10. Define a Mobile Strategy P PEOPLE O OBJECTIVES S STRATEGY T TECHNOLOGY© Slalom Consulting, all rights reserved Source: Forrester 10
  11. 11. Define a Mobile Strategy • Identify key stakeholder groups PEOPLE • Identify target audience and their mobile behaviors • Identify business objectives that need to be met OBJECTIVES via the mobile channel such as increasing sales, decreasing costs or increasing loyalty • Identify all data sources and application touchpoints • Define monetization model, promotional STRATEGY strategy, global strategy, mobile metrics, customer support plan etc. • Define mobile development strategy • Define long-term platform plan TECHNOLOGY • Define capabilities that benefit the user on a mobile device© Slalom Consulting, all rights reserved Source: Forrester 11
  12. 12. Thank You Email: