The document discusses developing a holistic multi-channel strategy that integrates mobile, social, digital, and other channels. It recommends creating a strategy that ties back to business goals and considers mobile and social as core customer interaction channels. The document also provides examples of a mobile maturity model, a multi-channel maturity model, and a sample multi-year roadmap to achieve strategic goals across multiple channels over time.

1. +

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. 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. 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. 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. 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. 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. 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. 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. Define a Mobile Strategy
P PEOPLE
O OBJECTIVES
S STRATEGY
T TECHNOLOGY
© Slalom Consulting, all rights reserved Source: Forrester 10

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. Thank You
http://blog.slalom.com/author/nitivaish/
Email: nitiv@slalom.com
+