Act with Digital Certainty - Sigurður Orri Guðmundsson - Presentation at eZ Conference 2017
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This document summarizes a presentation about acting with digital certainty. It discusses how poor digital experiences can negatively impact organizations and brands. It also examines the challenges of managing numerous digital platforms and demands with limited resources. The presentation recommends asking the right questions about business goals, digital strategy, and impact. It emphasizes measuring what matters through key performance indicators rather than superficial metrics. Finally, it suggests prioritizing actions, working proactively with data, and demonstrating return on investment to act with digital certainty.
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Act with Digital Certainty - Sigurður Orri Guðmundsson - Presentation at eZ Conference 2017
- 1. Act with Digital Certainty eZ Conference, London June 8th 2017 Sigurður Orri Guðmundsson
- 2. What is Siteimprove? Quality assurance of content Accessibility of websites Analytics SEO Complete platform
- 3. Why are we here?
- 8. A “digital effectiveness” crisis is holding organizations back 88% abandon a site after a poor digital experience 75% develop a brand perception based upon the digital experience Sources: University of Surrey, econsultancy
- 9. Numerous questions are a concern for innovators. • How is our digital presence supporting our business goals? • How to improve the customer experience? • How to generate more revenue? • How to manage and deliver our digital presence in a successful and efficient way?
- 10. Introduction to the digital challenge Everything needs to be top notch
- 11. The Digital Presence Numerous platforms More content More demands from customers More demands to us Social media Apps Websites Subsites Intranet Mobile version
- 12. What does a webteam have to have? Expert in social media Expert in Analytics Expert in Accessibility Expert in SEO Expert in design Expert in content writing
- 13. What do we know about the impact of our digital presence? Companies offering superior CX are outperforming their peers in terms of revenue and customer growth Forrester data CX Index 2016
- 14. Audi AG – Growing through quality “ People’s standards have risen, the volume of text in content updates has increased, and the update cycles have shortened considerably at the same time. We have new content every day, and decentralized editing. ” – Volker Scholz, Head of Internet and Content Management at Audi AG
- 15. Graubunden Tourismus – The challenge of a relaunch “At the beginning of such a project (relaunch) you have a lot of ideas and would like to do as much as possible. The biggest challenge was to decide what is really necessary to achieve our strategic goals and what is more of a "nice to have".”
- 16. Ask yourself the right questions How to approach those challenges?
- 17. What questions are relevant? • What are our business goals? • How is our digital presence supporting those goals? • What is my digital strategy? • What is the impact for our business when we are not taking advantage of the digital channels? • How can I measure the success of my digital effort? • What should I improve and how?
- 18. Best practices Communicate a clear digital strategy to your team and enforce brand guidelines to insure e- reputation.
- 19. Measure what matters Set up clear, ambitious but realistic goals for your team and start measuring your performances. Stop focusing on superficial metrics that are not demonstrating any value/outcomes. -Traffic -Demographics Track Real KPI’s: Finance Industry: Lead generation, retention, loyalty, self-service Public Industry: Self-service, engagement BtoB: Lead generation, product relevance Best practices
- 22. • Prioritize actions and facilitate collaboration • Act proactively instead of reactively • Keep control and base your decisions based on actionable data. • Demonstrate clearly the ROI of your digital presence • Define what is successful and what is not, adapt your strategy and continue tracking! Work smarter Best practices
- 24. • Be certain of quality • Be certain you maintain credibility • Be certain things get done • Be certain of impact • Be certain of success • Be certain you achieve compliance • Outperform the status quo Act with Digital Certainty
- 25. Questions?
- 26. Thank you!
Editor's Notes
- Heimilislæknir
- Zero in on relevant insights: dig into a variety of detailed quality, behavior and performance metrics, including any metrics that you define Connect the dots: align digital metrics with organizational objectives. Define KPI’s that empower your team to operationalize your digital strategy Real-time pulse: metrics and data are continuously refreshed to constantly measure the quality, effectiveness and impact of your digital presence Built for everyone: put relevant and intuitive analytics in the hands of your team members - no specialized expertise required
- Inspire informed teams: empower team members with the information, data-driven insights and policies they need to take initiative and make appropriate actions Get things done faster: prioritize tasks that have the biggest impact, prevent bottle-necks and work better together to solve problems and take action at new speeds Secure brand integrity: make it easy for numerous contributors to deliver brand-consistent content that combines global standards with local control Shared visibility: drive quality excellence and quantify progress across team members, as well as external partners
- Be certain of quality: your digital presence is error-free, brand compliant, predictable and always up-to-date - across hundreds of contributors and higher volumes of content Be certain you maintain credibility: remain consistent with brand guidelines despite increasing volumes of content and numerous contributors Be certain things get done: empower each team member with the right priorities, shared visibility, and the ability to resolve problems faster Be certain of impact: track visitor journeys and behaviors to tailor content and design for a superior digital experience; anticipate and understand the impact of changes before implemented Be certain of success: measure how your digital efforts are always linked to the organizational goals and your digital strategy Be certain you achieve compliance: minimize risk by adhering to regional and global privacy and accessibility standards