This document discusses integrating digital strategy across an organization. It emphasizes that digital must be customer-centric and aligned with business goals. It highlights the importance of integrating customer service across digital channels like social media. It also addresses developing a comprehensive content strategy and future-proofing the digital strategy for emerging technologies. The document provides a framework for presenting a digital strategy to others using an executive summary, background, action plan, and being prepared to address surprises.

1. INTEGRATING YOUR DIGITAL STRATEGY
INTEGRATING YOUR DIGITAL STRATEGY
Integrating your digital strategy
Simon Kingsnorth
Global Head of Digital Marketing and Digital Marketing Author
@thekingsnorth

2. BE AWARE OF THE SILO
DIGITAL MARKETING HR FINANCE TECH

3. WHO DO YOU THINK YOU ARE?
• Are you customer centric?
• Do you work digital first?
• Do you live your brand?
• Is your culture supportive?
• Is your strategy aligned to your vision?
• Are your KPIs aligned to the business?
Customer-
centric
companies
are 60% more
profitable

4. INTEGRATING CUSTOMER SERVICE
• Remember good service principles
Teamwork
Listen
Be Real
Be
Honest
Know
Your
Products
Be
Empathetic
Every
second
counts
in just a few
years 89% of
business will
compete mainly
on customer
experience
(Gartner)

6. …AND SOCIAL SERVICE?
• Should you touch social service
• Who owns social service?
#askjpm
#AskBG
#TescoTweets
BK Hack
67% of
consumers
have used a
company's
social media
site for
servicing

7. IS SOCIAL SENSIBLE?
• Are your customers there?
• Will you be authentic?
• Is your content strategy setup?
• Do you separate social channels?
• Are you a one-way communicator?

8. DOES MOBILE MATTER
• Responsive?
• Analytics?
• Apple / Android?
• Social media?
78% of active
Twitter users
are mobile.
81% for
Facebook

9. HOW DEEP IS YOUR CONTENT STRATEGY?
• Do you have the processes?
• Do you have the resource?
• Do you have the SMEs?
• What distribution channels are open?
• Curation or creation? 84 percent of
B2B marketers
said brand
awareness was
a top goal.
Content Marketing
Institute
24 percent of
organizations
now devote 50
percent or more
of their budget
to content.
Contently

10. FUTURE PROOFING
• Internet of things
• Wearables and Implants
• World Wifi and Lifi
• Beacons
• Drones
Hologram
Engineer
Nano
Medic
Vertical
Farmer
Child
designer
Bodypart
Builder Virtual
System
Designer
Personal
Data
Guard

11. KNOW YOUR ENEMY
• Understanding decision making

12. PRESENTING YOUR STRATEGY
• 6S Framework TM
– Synopsis: Exec summary
– Scene setting: Background, goals
– Story: What are we doing?
– Sums: Financials
– Steps: Action plan with timescales
– Surprise: Be prepared

13. Thanks for listening
Simon Kingsnorth
@thekingsnorth