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Digital Strategy
Strategy for dummies
A potential framework for digital strategy.
Process
Digital strategy
Strategy without tactics is the slowest route to victory.
Tactics without strategy is the noise before defeat.
- Sun Tzu
First...
What is Strategy?
What is Strategy?
Strategy is the action plan that describes when to use what
means to reach a certain goal, given the current context.
Questions this document has to answer:
‣

What is the context?

‣

What are the goals?

‣

Which means do we need?

‣

When, how and with what priority do we use these means?
What is Strategy?
Strategy is the action plan that describes when to
use what means to reach a certain goal, given the
current context.
Deliverable:
‣

1. context

‣

2. goal

‣

3. means

‣

4. action plan
Strategy
‣

1. context
- macro: relevant trends in society
- meso: sector and competitors analysis
- micro: company trends and resources

‣

2. goals
- target audience: personas and user stories
- kpi’s and kpi dashboard

‣

3. means
- channels
- tactics

‣

4. action plan
- roadmap with timing
1. Context: macro
‣

What: society trends that are relevant and
applicable to sector and company

‣

Methods:
- desk research
- internal trend library
- external sources (trendwatching.com ...)

‣

Deliverable:
- document outlining trends
Trend: FOMO (“Fear Of Missing Out”)
Societal trend where people are anxious not to
miss anything exciting (reinforced by social
media).
Reaction:
- Exploit: “Follow us to miss nothing!”
- Use: “We will aggregate the coolest stuff for you!”
- Counter: “Come to us to unplug!”
1. Context: meso
‣

What: sector trends that are relevant and
applicable to sector and company; competitor
analysis

‣

Methods:
- desk research (sector organisations)
- keyword research
- benchmark audits

‣

Deliverable:
- document SWOT sector
Online cycli | Seizoenaliteit in zoektrends
1. Context: meso
‣
‣

‣

Grootste pieken rond beurzen en campagnes
What: sector trends that are relevant and
applicable to sector and company; competitor
Dips tijdens bouwverlof
analysis
Methods:
- desk research (sector organisations)
- keyword research
9
- benchmark audits

6,75

‣4,5
Deliverable:

2,25 document SWOT sector
0
Januari

Maart

Mei

Juli

September

November
Source: Think Finance with Google, April 2011
Source: Think Finance with Google, April 2011
Source: Think Finance with Google, April 2011
A Wijs-example: paths to conversion
1. Context: micro
‣

What: analysis of current situation of company,
constraints in resources company

‣

Methods:
- vision, mission, target audience (in-company
docs)
- Google Analytics
- social media audit, usability audit
- stakeholder interviews

‣

Deliverable:
- document company situation
Example: trends (for public transport)
‣

Constant traffic throughout the year, with peaks
in summer (festivals & start school year).

‣

Extra peak at feb 2012, caused by strike.
Example: search behaviour (for public transport)
‣

Branded keywords most commonly used (ex. “De
Lijn dienstregeling”).

> Keywords with city, incl. Brussel & Antwerpen
(3,6%).
> Keywords with city, excl. Brussel & Antwerpen
(2,0%).
> Keywords with bus (1,9%).
> Keywords with province (1,8%).
2. Goals: target audience
‣

What: definition of target audiences, where they
are online, what triggers them online

‣

Methods:
- keyword research
- Google Analytics
- online surveys
- user tests
- focus groups

‣

Deliverable:
- user stories
- personas
DIY & Garden Equipment

online
11%
ffline
96% o
online
4%

7%

89% offline

21%

43%

100% offline
0% online
Uitsluitend offline onderzoek
Off & online onderzoek
Uitsluitend online onderzoek

Verhouding tussen off & online kopen
Bron: TNS, IAB and Google » Consumer Barometer » Belgen die het product/dienst hebben aangeschaft, en onderdeel zijn van de online populatie
Meet Luc, 36
2. Goals: target audience
‣

Na zijn scheiding is hij
Example
nu gelukkig samen met
zijn vriend, Alex

‣

Heeft 2 kindjes: Lotta en
Gillian

‣

Wil niet terug gaan
huren door een te hoge
energiefactuur

‣

Wil meer tijd spenderen
met de kindjes

Source: picture by Anaïs Stoelen
http://withyoureyesiwillsee.wordpress.com
Meet Marcel, 68
2. Goals: target audience
‣

Geniet van pensioen
Example
samen met zijn vrouw
Agnes

‣

Is bang om snel oud en
versleten te worden

‣

Ziet zijn enige dochter
Marie ontzettend graag

‣

Is mee met zijn tijd en
kocht net een
smartphone

Source: picture by Anaïs Stoelen
http://withyoureyesiwillsee.wordpress.com
Meet Katrien, 24
2. Goals: target audience
‣

Werkt 3 jaar als
Example
verpleegster

‣

Wil gaan samenwonen
met haar vriend

‣

Heeft altijd bij haar
ouders gewoond

‣

Heeft een drukke job

‣

Wil ooit kindjes

Source: picture by Anaïs Stoelen
http://withyoureyesiwillsee.wordpress.com
2. Goals: kpi’s
‣

What: definition of relevant kpi’s, based on
business goals of company

‣

Methods:
- analysis of business goals
- translation into digital kpi’s
- based on 4 A’s

‣

Deliverable:
- definition of kpi’s
- (automated) kpi dashboard
Awareness
Appreciation
Advocacy
Action
Automated
KPI dashboard
3. Means: channels
‣

What: within the context of the company, target
audience and kpi’s - what channels are best
suited?
EPO

‣

Channels:
- website
- search
- Facebook/Twitter/LinkedIn/...
- e-mail
- affiliate
- bannering
- ...

‣

Deliverable:
Owned

Paid

Earned
Awareness

Appreciation
Owned
Paid

Action

Earned

Advocacy
3. Means: tactics
‣

What: based on the chosen channels, what tactics
work best

‣

Tactics:
- search -> SEO or SEA?
- Facebook -> ads, posts, shares?
- e-mail ->bought list? content or promotion?
- ...

‣

Deliverable:
- list of tactics
AAAA dashboard
4. Action plan
‣

What: roadmap for a finite period (1-2-3 years)
that describes when to use what tactics

‣

Deliverable:
- list of tactics
- timetable
Caveat!
‣

tactics <> strategy

‣

strategy as a project vs strategy in the process

‣

just one framework
Tactics <> strategy
Strategy is not just a chain of different tactical
actions; how cleverly they may be disguised in an
action plan.
Strategy binds the tactical actions together with a
narrative and a purpose.
Strategy as project vs process
People fill the word ‘strategy’ with different
meanings.
Confusion: strategy as a finite project with
deliverable versus strategy as a skill in a process.
Everything in the digital process is (or should be)
strategic. From concept over design and
development to online marketing.
But ‘strategy’ is also a project: deliver a document
that outlines the strategy to be followed in the
future.
Strategy as project vs process
Compare it to ‘usability’.
1. Usability in the process
Every step in the process should include attention for
usability; everyone (designer, front-ender, developer)
should have notions of usability
2. Usability as a project
A ‘usability audit’ is a finite project with an end
deliverable - a document that outlines the steps to
take to improve usability
Strategy as project vs process
This document talks about strategy as a project; as
the first step in the complete process. It has a clearly
defined duration and a clearly defined deliverable.
(For me it is obvious that strategy and strategic thinking should be
involved throughout the whole process. Developers, designers,
frontenders, IA’s, online marketeers should all include strategic
thinking in their work, and contribute to the overall strategy of
the project.)
Just a framework!
This is just one version and one view of Strategy.
There are several ways to reach the same goal...
Always embedded!
Think & Do.
Process
Questions?
Wijs bvba
Voorhavenlaan 31/3
9000 GENT
09 335 22 80
09 330 09 83
http://wijs.be
info@wijs.be
BE 0473.071.275

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Digital Strategy for dummies

  • 2. Strategy for dummies A potential framework for digital strategy.
  • 5. Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat. - Sun Tzu
  • 7. What is Strategy? Strategy is the action plan that describes when to use what means to reach a certain goal, given the current context. Questions this document has to answer: ‣ What is the context? ‣ What are the goals? ‣ Which means do we need? ‣ When, how and with what priority do we use these means?
  • 8. What is Strategy? Strategy is the action plan that describes when to use what means to reach a certain goal, given the current context. Deliverable: ‣ 1. context ‣ 2. goal ‣ 3. means ‣ 4. action plan
  • 9. Strategy ‣ 1. context - macro: relevant trends in society - meso: sector and competitors analysis - micro: company trends and resources ‣ 2. goals - target audience: personas and user stories - kpi’s and kpi dashboard ‣ 3. means - channels - tactics ‣ 4. action plan - roadmap with timing
  • 10.
  • 11.
  • 12. 1. Context: macro ‣ What: society trends that are relevant and applicable to sector and company ‣ Methods: - desk research - internal trend library - external sources (trendwatching.com ...) ‣ Deliverable: - document outlining trends
  • 13. Trend: FOMO (“Fear Of Missing Out”) Societal trend where people are anxious not to miss anything exciting (reinforced by social media). Reaction: - Exploit: “Follow us to miss nothing!” - Use: “We will aggregate the coolest stuff for you!” - Counter: “Come to us to unplug!”
  • 14.
  • 15. 1. Context: meso ‣ What: sector trends that are relevant and applicable to sector and company; competitor analysis ‣ Methods: - desk research (sector organisations) - keyword research - benchmark audits ‣ Deliverable: - document SWOT sector
  • 16. Online cycli | Seizoenaliteit in zoektrends 1. Context: meso ‣ ‣ ‣ Grootste pieken rond beurzen en campagnes What: sector trends that are relevant and applicable to sector and company; competitor Dips tijdens bouwverlof analysis Methods: - desk research (sector organisations) - keyword research 9 - benchmark audits 6,75 ‣4,5 Deliverable: 2,25 document SWOT sector 0 Januari Maart Mei Juli September November
  • 17. Source: Think Finance with Google, April 2011
  • 18. Source: Think Finance with Google, April 2011
  • 19. Source: Think Finance with Google, April 2011
  • 20. A Wijs-example: paths to conversion
  • 21.
  • 22. 1. Context: micro ‣ What: analysis of current situation of company, constraints in resources company ‣ Methods: - vision, mission, target audience (in-company docs) - Google Analytics - social media audit, usability audit - stakeholder interviews ‣ Deliverable: - document company situation
  • 23. Example: trends (for public transport) ‣ Constant traffic throughout the year, with peaks in summer (festivals & start school year). ‣ Extra peak at feb 2012, caused by strike.
  • 24. Example: search behaviour (for public transport) ‣ Branded keywords most commonly used (ex. “De Lijn dienstregeling”). > Keywords with city, incl. Brussel & Antwerpen (3,6%). > Keywords with city, excl. Brussel & Antwerpen (2,0%). > Keywords with bus (1,9%). > Keywords with province (1,8%).
  • 25.
  • 26.
  • 27. 2. Goals: target audience ‣ What: definition of target audiences, where they are online, what triggers them online ‣ Methods: - keyword research - Google Analytics - online surveys - user tests - focus groups ‣ Deliverable: - user stories - personas
  • 28. DIY & Garden Equipment online 11% ffline 96% o online 4% 7% 89% offline 21% 43% 100% offline 0% online Uitsluitend offline onderzoek Off & online onderzoek Uitsluitend online onderzoek Verhouding tussen off & online kopen Bron: TNS, IAB and Google » Consumer Barometer » Belgen die het product/dienst hebben aangeschaft, en onderdeel zijn van de online populatie
  • 29. Meet Luc, 36 2. Goals: target audience ‣ Na zijn scheiding is hij Example nu gelukkig samen met zijn vriend, Alex ‣ Heeft 2 kindjes: Lotta en Gillian ‣ Wil niet terug gaan huren door een te hoge energiefactuur ‣ Wil meer tijd spenderen met de kindjes Source: picture by Anaïs Stoelen http://withyoureyesiwillsee.wordpress.com
  • 30. Meet Marcel, 68 2. Goals: target audience ‣ Geniet van pensioen Example samen met zijn vrouw Agnes ‣ Is bang om snel oud en versleten te worden ‣ Ziet zijn enige dochter Marie ontzettend graag ‣ Is mee met zijn tijd en kocht net een smartphone Source: picture by Anaïs Stoelen http://withyoureyesiwillsee.wordpress.com
  • 31. Meet Katrien, 24 2. Goals: target audience ‣ Werkt 3 jaar als Example verpleegster ‣ Wil gaan samenwonen met haar vriend ‣ Heeft altijd bij haar ouders gewoond ‣ Heeft een drukke job ‣ Wil ooit kindjes Source: picture by Anaïs Stoelen http://withyoureyesiwillsee.wordpress.com
  • 32.
  • 33. 2. Goals: kpi’s ‣ What: definition of relevant kpi’s, based on business goals of company ‣ Methods: - analysis of business goals - translation into digital kpi’s - based on 4 A’s ‣ Deliverable: - definition of kpi’s - (automated) kpi dashboard
  • 36.
  • 37. 3. Means: channels ‣ What: within the context of the company, target audience and kpi’s - what channels are best suited? EPO ‣ Channels: - website - search - Facebook/Twitter/LinkedIn/... - e-mail - affiliate - bannering - ... ‣ Deliverable:
  • 40.
  • 41. 3. Means: tactics ‣ What: based on the chosen channels, what tactics work best ‣ Tactics: - search -> SEO or SEA? - Facebook -> ads, posts, shares? - e-mail ->bought list? content or promotion? - ... ‣ Deliverable: - list of tactics
  • 43.
  • 44. 4. Action plan ‣ What: roadmap for a finite period (1-2-3 years) that describes when to use what tactics ‣ Deliverable: - list of tactics - timetable
  • 45.
  • 46. Caveat! ‣ tactics <> strategy ‣ strategy as a project vs strategy in the process ‣ just one framework
  • 47. Tactics <> strategy Strategy is not just a chain of different tactical actions; how cleverly they may be disguised in an action plan. Strategy binds the tactical actions together with a narrative and a purpose.
  • 48. Strategy as project vs process People fill the word ‘strategy’ with different meanings. Confusion: strategy as a finite project with deliverable versus strategy as a skill in a process. Everything in the digital process is (or should be) strategic. From concept over design and development to online marketing. But ‘strategy’ is also a project: deliver a document that outlines the strategy to be followed in the future.
  • 49. Strategy as project vs process Compare it to ‘usability’. 1. Usability in the process Every step in the process should include attention for usability; everyone (designer, front-ender, developer) should have notions of usability 2. Usability as a project A ‘usability audit’ is a finite project with an end deliverable - a document that outlines the steps to take to improve usability
  • 50. Strategy as project vs process This document talks about strategy as a project; as the first step in the complete process. It has a clearly defined duration and a clearly defined deliverable. (For me it is obvious that strategy and strategic thinking should be involved throughout the whole process. Developers, designers, frontenders, IA’s, online marketeers should all include strategic thinking in their work, and contribute to the overall strategy of the project.)
  • 51. Just a framework! This is just one version and one view of Strategy. There are several ways to reach the same goal...
  • 55. Wijs bvba Voorhavenlaan 31/3 9000 GENT 09 335 22 80 09 330 09 83 http://wijs.be info@wijs.be BE 0473.071.275