A look at a recent conference on leading a digital strategy workshop with Dreamplex

1. CREATIVITY DRIVEN BY
DIGITAL STRATEGY
February 2020
What we will discuss today
a little bit about you and me
creativity found in digital strategy
solutions and examples
strategy quiz
Alex McCardell

2. USA - France - Vietnam
100% web since 1995

3. customer
COMPANY
ag e n
c
y

4. creativity & digital strategy
understand the relationship
embrace the process and methods
rethink the structure,
the content, the visuals, the priorities
perform a collaborative workshop

5. 1) company / customer relationship
2) content optimization (user focused)
3) interface and ergonomics

7. Dreamplex website remake workshop
———
core message
site map
zoning

8. company / customer relationship
1

9. what are your objectives
that meet customer demands
to offer easy access to…
to allow customers to view our…
(shhhh - customers don’t care about your KPIs, just their own)
1

10. what are your objectives
that meet customer demands
to offer easy access to contact us
to allow customers to compare our offers & pricing
allow members to share documents
showcase our co-working offices dedicated to entrepreneurs
1

11. what are your values
to which customers can relate
we believe in…
we value…
1

12. what are your values
to which customers can relate
we value inspiration and sharing
we believe in connecting people
we value people, we value innovation
1

13. what is your UVP (unique value proposition)
that customers benefit from
our most indispensable and unique offer is…
1

14. what is your UVP (unique value proposition)
that customers benefit from
our most indispensable and unique offer: we have state-of-the-
art office and conference spaces that cater to diverse
communities for private or collaborative needs.
1

15. what are your qualities (as a brand)
we are this…, but not this…
1

16. what are your qualities (as a brand)
we are flexible, but we don’t break
we are fun, yet mature
we share everything, but we respect privacy
1

17. where are you in proximity to your customer
we are located…
which countries/languages
1

18. where are you in proximity to your customer
we are located in HCMC, Hanoi
we are investing in other cities in Vietnam
Long-term goals in SE Asia
1

19. what are your strengths/weaknesses (as a company)
1
we have this…, but not this…

20. what are your strengths/weaknesses (as a company)
we have a hard-working team, but good life-work balance too
we have a diverse offer, but highly focused on specific segments
1

21. which markets and industries do you attract
sector of activity
competitive analysis
1

22. QUESTIONS STARS
DOGS CASH COWS
marketgrowth
market share
growth - share matrix
?
1

23. BIG AND IMPOSING
TEAMS
LONG-TERM
COMMITMENTS
SHORT-TERM
COMMITMENTS
SMALL AND AGILE
TEAMS
marketgrowth
market share
growth - share matrix
?
1

24. internalstrengths/weaknesses
market and external forces
?
Freelancers &
nomads
Start-ups with some
money, potential, but
limited immediate needs
long-term commitment capacity
small &
agile teams
short-term, low-budget, or over-capacity
big &
imposing teams Big
corps
>200
5-100 person teams
with stable growth
price / quality sensitive
privacy / space
1
existing private
office members
foreigners who
come for a day
because the
coffee is so good
expats on
a 2-year
mission
influenced
by events
and
community

25. content optimization
2

26. define your target (profile/personas)
think - feel - do
« as a <persona>, I want to <action>, so that <outcome> »
2

27. define your target (profile/personas)
what do I know
or understand?
what are my
emotions
(fears, needs,
joys)?
what action do I
take as a
result?
think feel do
2

28. define your target (profile/personas)
coworking is
noisy, crowded,
and expensive
I feel I cannot
find my own
space
I just want an
affordable
private office
think feel do
2

29. define your target (profile/personas)
coworking is
professional
with lots of
space and
privacy
I feel I can grow
my team at my
rythme
I want to
contact
someone to book
a tour
think feel do
2

30. 2
« as a <persona>, I want to <action>, so that <outcome> »
As an entrepreneur for a financial services company I
want to offer modern and convenient office space for
my 10-person team to be recruited in Saigon so that
we can accommodate our projected growth over the next
two years.

31. keyword search
« office space »
2
« as a <persona>, I want to <action>, so that <outcome> »
home page private office pricing contact

32. POINT OF
DEPARTURE
LANDING PAGE PAGE 2 PAGE 3 END GOAL
Google search Home page Contact us
External source
link
Blog article Share
Conference Home page
Learn about the
company
Google search Service description Pricing
Referral from
colleague
Home Page Contact us
Find a pattern, select key CTAs
2

33. SEO - organic search visibility
(what language are we speaking)
keyword planner (suggestions), google trends,
performance analytics, answerthepublic, SEMrush, on crawl
2

34. SEO - organic search visibility
"shared workspace" or "co-working"
2
last 5 years, in Vietnam

35. 2
last 5 years, in Vietnam
SEO - organic search visibility
"shared workspace" or "co-working"

36. what tone am I using
what is my (authentic) voice
first-person - second-person - third-person
2

37. what is the user journey
where are users coming from
where do they need to go
2

38. 2
Ineedyourserviceorproduct
I want your service or product
understanding
action
inactive
curious
interested
actively
searching
actively
using
promoting

39. Ineedyourserviceorproduct
I want your service or product
understanding
action
inactive
curious
interested
actively
searching
actively
using
promoting
prospects

40. Ineedyourserviceorproduct
I want your service or product
understanding
action
inactive
curious
interested
actively
searching
actively
using
promoting
prospects
custom
ers

41. Ineedyourserviceorproduct
I want your service or product
understanding
action
inactive
curious
interested
actively
searching
actively
using
promoting
sweet spot
service/value oriented
We want events!
(and good coffee)
Big corps
Start-ups,
with limits
Freelancers &
Nomads
5-100 team
business
?

42. create a core message
the central idea for using content to achieve an
organization's business goals that meet user needs
2

43. create a core message
we provide modern co-working and office space facilities, for
freelancers and small businesses, to promote innovation,
creativity and learning
2

44. Define a site map
(structure and prioritize)
top tasks, card sorting
2

45. Réf N0 N1 N2 notes CTA current page
Home
Main menu
link
Main menu
link
Main menu
link
2nd menu
2nd menu
2nd menu
3rd menu
Permanent
2

46. Réf N0 N1 N2 notes CTA current page
Home
Co-working Hot spots testimonies Book a tour
Virtual office
Event space
etc.
Private
offices
Call us
Meeting
rooms
Our complex
Locations HCMC
Hanoi
Become a
member
member benefits
Events
The
Dreamplex
Our dream Become a member
Our complex
Our team (including the founder)
Contact (book a tour, or simple contact)
Members Login
Language EN and VI
2

47. content templates
2

48. Meta Constraints Content
Ref sitemap reference
Title 5 words or 70ch(except brand)
Meta-Description 20 words or 140ch
Navigation link 2 - 4 words max
Hreflang automatic
Rel Canonical automatic
Related content TAGS or CTAs
Category For blog or news
Body
H1 10 words max
Resume 30 words max
H2 15 words max
paragraph H2 with images
H2 b 15 words max
paragraph H2 b with images
also exists on-line tools such as gather content
2

49. interface and ergonomics
3

50. design content
3

51. zoning
3

53. an example

55. marketgrowth
market share
?

59. QUIZSTRATEGY

60. The user journey starts when the
user first arrives on your landing page?
true
false

61. The user journey starts when the
user first arrives on your landing page?
true
false

62. mobile-first
user-first
content-first
seo-first
performance-first
analytics-first
strategy-first
What comes first?

63. mobile-first
user-first
content-first
seo-first
performance-first
analytics-first
strategy-first
What comes first?

64. customer experience
personas
storytelling
user scenarios
customer buying voyage
Open question:
Is it just a trend or here to stay?

65. your users
your bosses
your employees and colleagues
your agency
your dog or your cat
your inner child
your self
Who are your most important stakeholders?

66. SEO is more important
than usability/readability?
true
false

67. Which city is the most fun to cross the street?
Ho Chi Minh City
Hanoi
Paris

68. thank you
alex mccardell
wsinteractive.digital