This document summarizes a workshop on digital strategy planning. It discusses why organizations need digital strategies and what constitutes a digital strategy. It covers current digital trends, examples of digital strategy case studies, and the different types of digital marketing. It also discusses social media marketing and analytics. Finally, it addresses integrating digital strategies with business plans and measuring success through metrics like return on investment and engagement.

1. Nottingham Trent University
Planning Your Digital Strategy
workshop
8 March 2012
th

2. 10-1pm
1. Why have a digital strategy?
2. What is a digital strategy? The six forces
3. The digital opportunity: current and future trends
4. Introduction to digital strategy planning
5. Integrating digital with your business plan
6. Measuring success: ROI and Analytics

3. Why a digital strategy?

4. Strategy before tactics is equivalent to diving into a
pool before looking to see if there is water let alone
the depth to handle such.
Aaron Kahlow Online Marketing Connect

5. Strategy without tactics is the slowest route to victory.
Tactics without strategy is the noise before defeat.

6. Your website is NOT a digital strategy

8. Social media content

9. Social media content: priorities

10. Social media content: priorities
Thought leadership
Content production
Active listening

11. We haz an iPad strategy?

13. Old media: lean back

14. New media – lean
forward

15. Changing the game
“When we change how
we communicate, we
change society.”
Clay Shirky,
Here Comes Everybody

16. Old media: New media

17. From direct to personalised marketing
David Wilcox, The Social
Reporter

18. How are you finding it so far?

19. What is a digital strategy?

20. The six pillars of your digital strategy
Internal
Communications
Productivity/
Promotion
Product
Marketing
development
Your
Digital
Strategy
Customer Transaction
service Marketing
Digital
Engagement

21. Digital strategy case studies
Internal Communications:
Creation Interactive, Creative Nottingham, BT
Promotion Marketing: Howies, Wiggly Wigglers
Transaction marketing: Portero fashion
Digital Engagement: Johnson & Johnson
Customer service: Dell
Productivity/Product development:
Sales Force, Lego Users Group Network, Turbo Tax

22. The digital opportunity:
Current and future trends

23. Image
Access over ownership

25. Rise of the digital native
Born after 1980
20,000 hours online by age 20
93% of 12-29 years olds online
73% use social networks

26. Prosumer (Consumer as producer)

27. People Power

28. Source: Altimeter

30. Comparing
Digital Natives
with Silver
Surfers
Forrester: 2009

31. Signal to noise ratio

32. Globalisation
Photo

35. The adoption curve

36. Digital marketing adoption
E-commerce
Social marketing
Email marketing
Web 2.0
Web accessibility
Rich media content
Online support
Search marketing
Mobile apps
Pervasive computing Website
Cloud computing E-Brochure
Augment & Prosumers
virtual reality
3D

37. “Your product will only survive in a crowded marketplace if
you stop advertising and start innovating. The old ways of
marketing are dead – and being safe is now risky”
Seth Godin, Purple Cow

38. Web 1.0

40. Marta Strikland

41. Virtual reality: gaming

42. The mobile web

43. Location, Location, Location

44. Third Spaces

45. The three types of e-marketing
1. Transactional
E-Commerce
Direct marketing
2. Promotional
Online content
Viral marketing
Email marketing
Brand sponsored media
• Conversational
Digital engagement
Social networking
Web 2.0/ shared data,/bookmarking
User-generated content

46. The three types of e-marketing
1. Transactional
E-Commerce
Direct marketing
2. Promotional
Online content
Social
Viral marketing
Email marketing
Brand sponsored media
• Conversational
Media
Digital engagement
Social networking
Web 2.0/ shared data,/bookmarking
User-generated content

47. How does social media marketing work?
100 passionate users
1000 true fans

48. Social media speeds up the sales funnel

49. From direct to personalised marketing
David Wilcox, The Social
Reporter

50. Social media accounts for 1/6 of time online

51. Public is the new default
“People have really gotten
comfortable not only sharing more
information and different kinds, but
more openly and with more people.
That social norm is just something
that has evolved over time.”

52. Public is the new default
Mark Kuckerberg, Facebook Founder (26)

53. Your customers on social media

55. Social networks are the
spokes of your web hub
Your
Website

56. Sentiment analysis
Social Mention

57. Advertising and search
Social media and
video appears in
Google main search
results
(search: Hiking
Wayne Rooney)

58. Digital advertising growth

60. Navigating the data overload
Tastemakers

61. Navigating the data overload
Tastemakers Gatekeepers

62. Navigating the data overload
Tastemakers Gatekeepers Curators

63. Don’t forget the knitting
Email marketing & word of mouth

64. Delighting your customers
Seth Godin:
Circles of influence

65. User persona
Uzma, 35
Working mother from Leicester
Internet access: evenings via laptop
Online locations: Facebook,
Netmums, iVillage
User preferences: email offers,
printable vouchers, sharing photos,
casual games
Website services: home delivery
booking, opening times of stores

66. Exercise: Defining user personas
Blueberry Mobile phones
Phone handsets and special data
packages to two target audiences:
ABC1 20 – 30 year old personal users,
female bias
Business users 40-50, male bias
(skewed to small businessses in
knowledge sectors)

67. User persona: personal user
Name:
Age:
Occupation:
How/where they access web:
Social networks:
Needs from website:
Pre-purchase (sales marketing):
After sale (relationship
marketing):

68. User persona: business user
Name:
Age:
Occupation:
How/where they access web:
Social networks:
Needs from website:
Pre-purchase (sales marketing):
After sale (relationship
marketing):

69. 12-1pm
1. Introduction to digital strategy planning
• Integrating digital with your business plan
• Measuring success: ROI and Analytics
4. Creating your action plan

70. Strategies: POST (external)
People
Objectives
Strategies: POST
(external)
Strategy
People
Technology

71. Strategies: POST (internal)

72. Strategies: SEAT

73. The 5 Cs of online marketing

74. Developing an emergent strategy

75. Digital strategy planning process
Phase 2:
Phase 1: Landscape
Testing & planning
Review
Phase 3:
Phase 4:
Implementation
Measurement & review

76. The strategy planning process

77. Phase 1: Landscape review

78. Phase 2: Testing and Planning

79. Phase 3: Implementation
Phase 4: Measurement and review

80. Digital strategy: key considerations?
Who?
Time?
Resources?
Goals?
Success measures?
Who’s accountable?

81. Digital strategy for
E-Gecko & E-Partyz

82. Integrating online activity with your
business plan

83. What’s your online value proposition?

84. Measuring your returns

85. Return on investment (direct marketing)
Digital Customer
activity End sale
interaction
•Metrics:
Website traffic
(paid/organic search, social media)
On site conversion
Size of network (email, followers, unique users)

86. Return on engagement
(relationship marketing)
Reduced cost/
Conversation interaction Increased sale
•Metrics:
Website traffic from other sites/social networks
Quality of network (relevancy and influence)
Volume and percentage of network interaction

87. Introduction to Analytics
www.google.com/analytics/

88. Thank you
Susi O’Neill, Digital Consultant
www.digitalconsultant.co.uk
Twitter @susioneill
LinkedIn/Facebook @susioneill
email: susi@digitalconsultant.co.uk
Tel: 07981 222799