The Australian economy is going great but for how long? There's new principles to consider in digital strategy, if you don't think about them now it may be too late.

1. The indistinct
amalgam of beauty
and beast called Digital
Strategy
www.MadeMen.com.au
Fabian Di Marco, Strategy Director

2. ...and why every
Australian company
needs to rethink the
way they do it!

3. The Australian economy
is going well...
AAA Rating

4. Thanks largely to our
neighbors in Asia.

5. But not all good things last
forever right?

6. So how adaptable is
your digital strategy for
the inevitability of
change?

7. Can it handle change in
Macroeconomics + an Internet Minute

8. A great strategy must make
pieces of a puzzle fit to tell one
“cohesive story”.

9. But in an unpredictable
environment, is your digital
strategy looking for (measuring)
the right patterns?
How well does it consider Return
on Investment?
Is it built to handle change?

10. Too many strategies are built 'in luxury'. So called
strategists are bloating budgets and overspending in
low returning channels.
Even worst, they have built their strategies on the
frame that everything will remain as is.

11. HOW
WE
NEED
TO
(re)THINK
ABOUT
STRATEGY

12. A digital strategy requires
both analysis (insights) and
decisions (execution).

13. Analysis (data) and Decision making
(action) are like partners dancing.

14. The dance is always moving
and the partners must work
together to execute the
moves.

15. But sometimes the dance doesn’t go
as planned.

16. THE NEW RULES TO ACCEPT!

17. 1. Strategies must be lean.

18. “Strategy is an iterative process
that relies on the cycle of analysis
and agile decision making for
when things don’t go to plan and
the dance must change.“

19. Strategy is now 80% agile
decision making and 20%
analysis.

20. Be prepared to pause or drop
a plan(e.g. blogger outreach)
from the strategy at any
moment, and let that be‘OK’.

21. 2. Each touchpoint in the
strategy must consider
Return on Investment.

22. What are you investing?
Time? Money? Creativity?
How are you measuring your return?
Sales? Productivity? Engagement?Awareness?
Ask yourself these questions?

23. &
How does this ladder up to the
business objective?

24. Are your touch-points optimised for
performance?
If you could get a better ROI out of Google
PPC than Yahoo, then you would invest
more in Google right?
Well...make sure you’ve considered the ROI at a
touch-point vs touch-point level where the goal
is the same.

25. 3. The whole team must‘get-it’
and have the ability to‘do it’.

26. If a strategy can’t be executed
then it’s useless.

27. To execute a cohesive strategy,
you must have a cohesive team.

28. True Success is in Collaboration!
“The right people, with a unified vision
that have the ability to make agile
decisions as one entity”

29. Consider:When building the team
What skills are required?
Who has those skills?
Are the people available?
Do they have the power to make decisions
(empowerment)?
What experience do they have?

30. Consider:Nimble Frameworks
•What’s the process required to make changes?
•Are regulatory bodies involved?
•What’s the turnaround time to get a green light?
Internal Process Considerations

31. Consider:Nimble Frameworks
Knowledge Share
•Does everybody involved know the strategy and know their
role in that strategy?
•Are you keeping documents and files in a place all required
team members can access and share?

32. Consider:Nimble Frameworks
Communication
How often do you meet/communicate?
Keep people accountable and clear. However, If you meet too
often, you don’t make enough decisions. If you don’t meet
often enough, you’ll make the wrong decisions.

33. 4. You can change the
plan, not the goal.

34. Contingency Planning
What’s your reaction plan? How are you being proactive?
The risks: Identify as many as you can, work in your teams and
user their expertise to list them, then rank the risk by impact.
+ Find at least one alternative solution to every risk!

35. Contingency Planning
What’s your reaction plan? How are you being proactive?
The Merlin:
Go two years ahead from today, look back
and ask yourself what could’ve you done
different?
E.g. What mistakes did you make?
What decision didn’t you take?

36. Summary
You can’t plan for everything, a part of
being agile means to acknowledge
you can’t predict the future but are
prepared to accept whatever happens
as a means to a new opportunity.

37. Summary
Truths:
The great Australian economy won’t last forever and when
things sour, without the new rules applied you can expect...
•Strategies that aren’t nimble will resist change. These will fail
your objectives.
•You will be forced to make decisions, but won’t know what’s
working and what isn’t.
•You will have to cut costs but won’t know it’s impact on your
return until it’s too late.
One word, CHAOS!

38. Summary
However,
by having:
1. A lean strategy.
2.ROI Performance considered at each
touchpoint and is measured correctly.
3. A cohesive team with empowered people.
4.Contingency plans.

39. You will be able to make better decisions with
less process i.e. more agility.

40. And each decision will be accountable,
measurable, and performance optimisable!

41. Thank you
Fabian Di Marco
Strategy Directory
Fabian@MadeMen.com.au
W:http://www.mademen.com.au
Ln:http://www.linkedin.com/company/made-men
Tw:https://twitter.com/MadeMenAU