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No Digital Strategy
Do you really have a digital strategy?
Or do you have?...
1. No Digital Strategy
2. No Digital Strategy
3. No Digital Strategy
Problem 1.
Problem 1.
The People
Marketing Department
71 % Data explosion
68 % Social media
65 % Growth of channel & device
choices
63 % Shifting consumer
demographics
                          IBM Global CMO Study: “From Stretched to
                          Strengthened: Insights from the Global
                          Chief Marketing Officer Study.”
% CMO´s who are unprepared to key
     changes in marketing.


                           IBM Global CMO Study: “From Stretched to
                           Strengthened: Insights from the Global
                           Chief Marketing Officer Study.”
CXO-level.
Advertising Agency.
IT Department.
By the end of this year over 50%
 of workforce will be unsatisfied
with their company IT equipment.


                               Gartner 2008
The wrong people in the wrong
         positions.
In too many organizations.
Basically anyone expect you.
Basically anyone expect you.
Basically anyone including you.
Random quotes from the water-
          cooler.
“People do not buy our products
         from digital”
“People do not buy our products
       from digital” Yet.
“KPI? Is that a drug?”
“I want a Facebook page because
     the competitor has one”
“That is a security threat”
Business is increasingly driven more
              with data.
We can´t handle the data.
How you turn that data into
information & knowledge?
How you turn that data into
information & knowledge?
      And to action.
Problem 2.
The Process.
“Strategies are like a**holes.
    Everyone has one.”
Digital marketing strategy.
   Digital e-commerce strategy.
     Digital customer strategy
    Digital contacting strategy.
      Social media strategy.
Social media marketing strategy.
“I want to make myself important
 and order yet another” strategy
Choose your silo.
Strategy should answer one
   fundamental question.
Where is this company going?
Digital is the way to learn more
about the customer & consumer.
Digital is way to serve them better.
Digital is way to serve them better.
             Sell more.
Solution 1.
The Customer.
VISION
   CONCENTRATE ON THE ESSENTIALS




CONSUMER INSIGHTS
         CRM        ANALYTICS




  CONVERSATION
    SOCIAL MEDIA    CUSTOMER
                     SERVICE



CONSUMER LISTENING
“The demand for something
fundamentally new is completely
        unpredictable”


                http://www.fastcodesign.com/1663220/user-led-innovation-cant-create-breakthroughs-just-ask-apple-and-ikea
You need to know where customer
        wants to go next.
Solution 2.
The Process.
Eight questions for the digital
          strategy.
1. Why?
1. Why?
Business targets.
Including
   Vision
     &
Bottom-line.
2. Who?
2. Who?
Target audience.
3. Where?
3. Where?
Own, bought & created media.
Bought                      Own             Earned
                                                                            Blogs


                                   Google                      Google
                                                  CRM                           Forums
                                    SEM                         SEO



                                                                     YouTube
                         Result-based                                                 Twitter
                          advertising                                -channel
                                                Website
                                                 App
                                               Newsletter
                                                                                    Other video
                              Mobile                                 Facebook        services
                             marketing
     Own
   channels    WOM
                                                                                PR
                                     Display   DB+ CRM      Pilots
Bought   Created                    (+video)
         channels
                                                  DB
4. Why again?
4. Why anyone should care,
    participate or share?
4. Why again?
Social objects.
5. Who?
5. Who?
Digital Team across the departments.
6. When?
6. When?
Marketing, content & action plan.
7. How?
7. How?
Training & testing.
Pilot A
                              evaluation
                                                        Twitter- pilot




                               Pilot B
                              definition



                                                          Google+
                                                           -pilot
                               Pilot C
                              definition



Starting   Target    Pilots   Evaluation
                                           New social    Next pilots
 point     setting
                                             media
                                           ecosystem
8. What´s next?
8. What´s next?
     KPIs.
TRAFFIC
  INTERACTION

    LEADS

    SALES



   REFERRAL



   REACTION

   ANALYSIS
COMPANY RELEVANT
   DISCUSSION
GENERAL DISCUSSION
Referral will become the most
 important KPI for the Future
         companies.
“Millennials trust UGC more than
their family & friends when making
        purchase decisions.”


                        Bazaarvoice: Talking To Strangers-Millenials Trust People over brands
Main Question.
How will digital shape our business
           in the future?
How our business can shape the
      future with digital?
Digital DNA
Digital DNA
 In People
Digital DNA
In Process.
Digital DNA
Data-driven, people-led.
The End.
The End.

     Riku Vassinen
http://rikuvassinen.com

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