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Visionary Process Roadmap

The document outlines a comprehensive roadmap for digital transformation, emphasizing the need for organizations to realign processes, technology, and business models to better engage digital consumers. It identifies foundational guiding principles, strategic directions, and emphasizes the importance of adaptability and optimization of the digital ecosystem for successful transformation initiatives. Ultimately, it asserts that creating customer value and seamless experiences across all touchpoints is crucial for achieving greater business outcomes.

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Guiding Frameworks DIGITAL TRANSFORMATION ROADMAP Visionary Change: Process & Methodology
Guiding Frameworks Content Basic Guiding Principles…………………………………………………. 3 Frameworks & MethodologiesDefined Master Framework Design.……………………………………………….. 29 Process Roadmap Guidelines…………………………………………… 38 Advance Discovery………………………………………………..… 39 Ecosystem Optimization………………………………………..… 46 Strategic Directions……………………………………………..….. 54 Process & Methodology……………………………………..…… 62 Workflow Alignments………………………………………..……. 89 Content Directions……………………………………………..…… 97 Technology Stacks……………………………………………..……. 100 Ecosystem Alignment………………………………………..……. 103 Building Block Execution…………………………………..…….. 108 Engagement & Conversion………………………………………. 114 Team Collaboration…………………………………………..…….. 120 Measurement & ROI…………………………………………..…… 130 Management & Oversight………………..………………………………. 133 Final Thoughts……………….………………..………………………………. 135
Guiding Frameworks Basic GuidingPrinciples BASIC GUIDING PRINCIPLES OPPORTUNTITY AND POSITIONING 3 LeadingPreface
Guiding Frameworks Basic GuidingPrinciples “ You’ve got to start with the consumer experience and work backwards to the technology. Steve Jobs 4 LeadingPreface
Guiding Frameworks Basic GuidingPrinciples DIGITAL TRANSFORMATION IS… the re-alignment of, or new investment in – process, technology and business models to more effectively engage Digital Consumers at every touchpoint in the customer experience lifecycle. Using the definition AS ALIGNED TO WHERE CHANGE CAN BE MOST AFFECTED: 5 LeadingPreface
Guiding Frameworks Basic GuidingPrinciples Although the impact of digitization is not new, the digital economy continues to evolve as it presents continuing challenges for all CEOs. 6 LeadingPreface
Guiding Frameworks Basic GuidingPrinciples We are now living in an increasingly complex world. Information flow has grown at exponential rates and technology continues to bring about fundamental and rapid changes to our society. 7 LeadingPreface
Guiding Frameworks Basic GuidingPrinciples Within this environment, Smart Organizations have realized that adaptability is… paramount to future business success. 8 LeadingPreface
Guiding Frameworks Basic GuidingPrinciples There is an inherent need to rethink the brand experience through the entire customer journey. This, more often than not, is the main catalyst for driving Digital Transformation initiatives. 9 LeadingPreface
Guiding Frameworks Basic GuidingPrinciples Source: Altimeter Group ZMOT through to UMOT leads to shared expressions and trusted impressions via community experiences which affect every moment of truth. Social Discovery Consideration to Purchase Experience Shared Experience Awareness Stimulus Zero Moment Of Truth First Moment Of Truth Second Moment Of Truth Ultimate Moment Of Truth From the initial stimulus to the ultimate moment of truth… 10 LeadingPreface
Guiding Frameworks Basic GuidingPrinciples As a result, organizations of all sizes – and in all markets now face common pressures from customers, employees and competitors alike to begin or speed up their digital transformation efforts. 11 LeadingPreface
Guiding Frameworks Basic GuidingPrinciples Status quo is no longer a viable option. As organizations consider deploying Digital Transformation initiatives, it must first be understood that… it will be a direction unique for every organization. 12 LeadingPreface
Guiding Frameworks Basic GuidingPrinciples Implementing new technologies is certainly part of the equation. However, the bigger part of the value proposition will be strategically aligning leadership with vision and empowering stakeholders at every level to impact the necessary organizational change and business transformation to realize the benefits for the possibilities that new technologies create. 13 LeadingPreface
Guiding Frameworks Basic GuidingPrinciples Vision Leadership Transformation EXTERNAL DEGREE OF CHANGE INTERNAL ABILITY TO CHANGE EMPOWERMENT CUSTOMER CENTRICITY INNOVATION TECHNOLOGY Vision + Leadership Leads to Transformation 14 WHERE VISION + LEADERSHIP = TRANSFORMATION LeadingPreface
Guiding Frameworks Basic GuidingPrinciples Transformation may touch every part of the organization. It will influence strategy, process, workflow and collaboration… and impact organizations across all business functions including operational efficiencies; competitive positioning; product innovation; talent pool acquisition; and all customer facing touchpoints. 15 LeadingPreface
Guiding Frameworks Basic GuidingPrinciples But in the end… Digital Transformation and its business benefit is ultimately about creating customer value across each customer touchpoint in the business ecosystem for greater business outcomes. 16 LeadingPreface
Guiding Frameworks Basic GuidingPrinciples Where VALUE is defined by delivering better omnichannel Brand Experiences which benefits the organization at a holistic level to get closer to customers and to better compete in our changing world. 17 LeadingPreface
Guiding Frameworks Basic GuidingPrinciples Ultimately leading to greater business profitability and success. This is the opportunity. This is where leadership and vision can impact fundamental business change through strategy, process and culture. 18 LeadingPreface
Guiding Frameworks Basic GuidingPrinciples The starting point is to frame the discussion. Executives and prospective stakeholders must have a sense of urgency and commitment to lead meaningful and insightful conversations to bring concepts to life. 19 LeadingPreface
Guiding Frameworks Basic GuidingPrinciples With an inherent organizational-wide understanding and competitive market position that digital transformation’s aim is to… Create Brand Experiences With The Customer At The Center. 20 LeadingPreface
Guiding Frameworks Basic GuidingPrinciples Where the Brand Experience... is optimized across the digital ecosystem and all customer touchpoints to create seamless and omnichannel digital consumer experiences. 21 LeadingPreface
Guiding Frameworks Basic GuidingPrinciples Optimization will require architecting, building, and refining core frameworks, processes and methodologies as scalable building blocks … and as the prelude to developing actionable roadmaps to begin the transition. 22 LeadingPreface
Guiding Frameworks Basic GuidingPrinciples Presented as an integrated digital business and marketing approach to transition the organization across all business areas to realize the Customer-focused Digital Transformation vision. 23 LeadingPreface
Guiding Frameworks Basic GuidingPrinciples Reinforced with milestone proof cases, case studies and testimonials to establish internal credibility and confidence across all practice areas as a critical step to strengthen commitment and advocacy for the organization’s ability to develop and execute actionable integrated roadmaps for each unique step in the Digital Transformation initiative. 24 LeadingPreface
Guiding Frameworks Basic GuidingPrinciples But first any transition should be approached with some… common considerations and reflections that will undoubtedly apply to most organizations. 25 LeadingPreface
Guiding Frameworks Basic GuidingPrinciples q There should be a general acknowledgement that staff, resource, skillsets and even budget challenges may exist within organizations to quickly adopt digital transformation. q The short-term goal should be to put into place progressive frameworks, strategies and processes that will serve as the initial building blocks which can be implemented quickly to create a solid foundation for which can grow and evolve into future, longer-term success. q Taking the first step in any digital transformation initiative will be the vision and stakeholder support. How organizations get from where they are today to where they want to be in the future will come from the understanding that digital transformation is not a “set and execute” one-time strategic initiative. 26 LeadingPreface
Guiding Frameworks Basic GuidingPrinciples q It must be understood digital transformation has to naturally evolve over time… building on each past success as the organization continues to develop best practices, and grow internal resources, skillsets and expertise at each phase in the digital transformation journey. q Sponsors and key managerial stakeholders will need to allocate expertise with scale and balance to execute a unified strategic direction at the highest possible levels that will ‘phase in’ building block programs and initiatives based on each business function requirements unique to the realities facing the organization. q The key to early success will hinge on the ability to quickly and effectively establish proof cases as credibility for demonstrating expertise in quantifiabe impacting milestones in all new digital transformation initiative areas. 27 LeadingPreface
Guiding Frameworks Basic GuidingPrinciples And as the last consideration which may be most critical… It must be demonstrated expertise, skillsets and resources can be leveraged across business and departmental operations to apply the best possible talent for each engagement step representative of a cohesive, seamless organizational-wide team effort. 28 LeadingPreface
Guiding Frameworks MASTER FRAMEWORKS 29 ARCHITECTING AN INTEGRATED DIGITAL MARKETING A FRAMEWORK MODEL FOR DIGITAL TRANSFORMATION Master Framework Architecture& Design
Guiding Frameworks Master Framework “ The greatest danger for most of us is not that our aim is too high, and we miss it, but that it is too low, and we reach it. Michelangelo If you strive for greatness, you need to aspire for greatness. 30 Architecture& Design
Guiding Frameworks Master Framework Architecting MASTER frameworks should be designed as guiding and adaptable business models customizable for each department or business function’s unique needs... 31 Architecture& Design
Guiding Frameworks Master Framework With the added clarity all digital initiatives and the scope of the initiative will advance as governed by the organization’s own internal skillsets and it’s ability to assign and manage requisite resources and budgets. 32 Architecture& Design
Guiding Frameworks Master Framework And with a bigger picture point of view that any building blocks that can be implemented today should be designed to grow and mature over time as ROI is demonstrated and as internal expertise, experience and skillsets grow and mature. 33 Architecture& Design
Guiding Frameworks Master Framework Advance Discovery Ecosystem Optimization Strategic Directions Process & Methodology Workflow Alignments Content & Publishing Team Collaboration Measurement & ROI Technology Stacks Ecosystem Alignment Engagement & Conversion Building Block Execution 34 ARCHITECTING A GUIDING FRAMEWORK CAN BE DESIGNED AS A VISUAL FLOW …and then aligned to a process roadmap to implement the transformation vision. Architecture& Design REPRESENTATION
Guiding Frameworks Master Framework PROCESS ROADMAP A Digital Ecosystem Master Framework Design Advance Discovery Digital Footprint Review Goals & Objectives Review KPI Review Benchmark Performance Audits Customer Journey Mapping Ecosystem Optimization SEO Alignments Digital Landscape Navigation Alignments Content & Publishing Schedule Alignments Brand Identity Alignments Design & Architectural Alignments Strategic Directions Vision, Goals, Objectives & KPIs Target Personas Digital Footprint & Touchpoints Brand Story Branding Online/Offline Integration Content Production Publishing Localization Mobile Lead Generation Employer Branding Milestone Management Process & Methodology Search Engine Marketing Search Engine Optimization Paid Media Experiential Marketing Social Media Marketing Mobile & App Marketing Email Marketing Content Strategy Inbound Marketing Employer Brand Marketing Workflow Alignments Team Structures Team Roles Corporate Models Hub & Spoke Models Decentralized Local Models Onboarding & Continued Learning Content & Publishing Owned Earned Paid User Generated Content (UGC) Campaigns & Promotions Technology Stacks Workflow Management Marketing Automation Community Management Lead Management Workflow Collaboration Business Intelligence (Insights) Listening & Monitoring Web & App Platforms Ecosystem Alignment Channel Use Optimization Seamless Integrated Footprint Customer Touchpoints Alignment Channel Content Optimization Building Block Execution Budget Alignments Objective Oriented Phased In Roadmaps & Timelines Omnichannel Brand Experience Optimization Workflow Management Engagement & Conversion Community Management Lead Tracking Lead Nurturing Mobile Optimization Web Design Real-Time Personalization Mobile First Design App Design Team Collaboration Intra-Office Departmental Management Inter- Department Management Agencies & Stakeholders Planning Workshops Workflow Tools Measurement & ROI Measurement & Reporting Cycles Adaptation & Re-alignment Iterative Planning Cycles A more expansive roadmap view of the Digital Transformation master framework. 35 Architecture& Design REPRESENTATION
Guiding Frameworks Master Framework It should be noted that the framework just presented is only the starting point for an integrated digital transformation model… and it is expected that the ecosystem and framework like digital marketing in general is expected to evolve over time as new market dynamics are introduced and as expertise and skillsets grow. 36 Architecture& Design
Guiding Frameworks Master Framework To commence your digital transformation initiative, here are 12 guiding steps as a Process Roadmap to get started which may be unique for each organization and can be modified based on individual needs and requirements. 37 Architecture& Design
Guiding Frameworks Master Framework THE PROCESS ROADMAP 12 GUIDING STEPS TO TRANSFORMATION DEFINED 38 ProcessRoadmap
Guiding Frameworks Getting Started ADVANCE DISCOVERY Assess the current situation • Assimilate other people’s viewpoints • Determine critical success factors • Gather insights for the important year-one game plan 39 AdvanceDiscovery ProcessRoadmap
Guiding Frameworks AdvanceDiscovery “ You can only know where you’re going if you know where you’ve been. Legendary historian and documentarian James Burke 40 ProcessRoadmap
Guiding Frameworks AdvanceDiscovery In order to build future success, you’ll need to be able to define it and then measure it against the defined criteria established for success. Understanding the current digital state of affairs is crucial not only because it drives future strategy, but also because the value of all future digital efforts will be judged according to this baseline. 41 ProcessRoadmap
Guiding Frameworks AdvanceDiscovery Discovery Framework Digital Footprint & Integration Review Benchmark Performance Audits Web SEM|SEO SMM Email Mobile, Apps & IoT Advertising Content Lead Generation Competitive Landscape Departmental Collaboration Internal Process & Workflow Offline / Online Branding Integration Online Reputation Analysis Existing Goals & Objectives Existing KPIs Customer Journey Mapping Customer Persona & Needs Analysis Discovery is a critical first step to any Digital Transformationeffort. q Reveals what’s broken and what’s not in the digital ecosystem q Establishes a performance benchmark to measure against future ROI q Identifies early baseline priority needs within the current digital ecosystem which can be aligned to a timeline in advance of defining strategic directions q Provides the insights and intelligence required to architect and refine strategy, internal process and executable tactical directions 42 THE ADVANCE DISCOVERY FRAMEWORK ProcessRoadmap REPRESENTATION
Guiding Frameworks AdvanceDiscovery Discovery Review Process Audit Inclusion Digital Footprint (Ecosystem) What are the current digital assets? How are they linked (connected)?Managed and supported? Existing Goals & Objectives What are the current goals & objectivesdriving the digital efforts? Are they mapped to business goals and objectives? Are they measurable? Existing KPIs What does success look like? How is it currently being measured? What is the current performance? Search Engine Optimization (SEO) Brand and competitive SERP optimization (accessibility, indexability, on-page/ off- page optimization, keyword analysis, link building) for all digital assets Search Engine Marketing (SEM) Paid search & display (objectives,campaigns & ad groups, budgets, targeting, bidding, delivery, ad rotation, keywords,landing pages, device, ad schedules, A/B testing, overall performance) Social Media Marketing (SMM) Channel objectives & use, branding,profiles, descriptions,tags, links, practices and trends, content, targeting & publishing, SEO & web traffic influence,unclaimed properties, KPI metrics, performance Email Marketing Objectives& use, campaign frequencies,content themes, open rates, CTRs, landing pages, opt-in lead gen, list management Mobile Marketing Objectives& use, cross channel strategic direction, audience profile and needs, responsivedesigns (web, mobile, landing pages), SMS/MMS,app use, A/B testing, optimization, KPIs, performance Advertising (Digital) Objectives& use (banner, display, rich media, video, pop-up,mobile, native, social), campaigns & ad groups,targeting, contextual delivery, media buys, ad rotation and schedules,design, landing pages, device optimization, A/B testing, ROAS performance 43 ProcessRoadmap REPRESENTATION
Guiding Frameworks AdvanceDiscovery Discovery Review Process Audit Inclusion Content Marketing Content assets, strategy, optimization, objective-based use, production process, topics (brand, competitive, industry), audience needs, re-purposing,re-targeting, performance Apps & IoT Objectives& use, strategy, design, development,promotion, in-app engagement, performance- opportunities Lead Generation CRM platform, ecosystem integration, and process(lead acquisition, lead nurturing, triggered response,behavioral tracking, real-time contextual content delivery,lead stage tracking, database segmentation and management) Departmental Collaboration Inter-Departmental input (sales, customer service, HR, IT et al), information (data) sharing, independent departmental initiatives / assets, departmental cooperation and support Internal Process & Workflow Staff and agency resources,processes,systems and technology platforms, internal champions for change, other stakeholder roles, C-Suite advocate support Offline/ Online Branding Integration Brand story and messaging, street level offlinebranding tie-ins and integration; community, customer service, HR tie-ins Online Brand Reputation Competitive landscape benchmark review, online brand amplitude and resonance, discussion topic themes, brand /productsentiments, levels of community service and satisfaction, community engagements and advocacy Customer Journey Mapping Target persona development,online behavior and preferenceanalysis, digital touchpoints(heatmap), multiscreen behaviors,content needsassessment 44 ProcessRoadmap REPRESENTATION
Guiding Frameworks AdvanceDiscovery ADDITIONAL DISCOVERY REQUIREMENTS & NEEDS Gathering intel and a roadmap from sales, marketing, agency partners and all other stakeholders relative to planned and active initiatives, promotions and partnerships builds the foundation for architecting the near, intermediate and long-term strategic frameworks and goals in a collaborative environment. • Appointment of all principals, sponsors and stakeholders for team collaborations. • Identification of internal champions and advocates for change. • Interviews with cross functional department heads (communications, customer service, HR, IT) for input and understanding of perceived customer facing problem areas and pain points. • Introductions to agency teams (as applicable) to establish collaboration and to document and support all active initiatives. • Define with marketing teams short, intermediate and long-term measurable communications goals, timelines and KPIs. • Understand the organizational structure to establish open communications and a collaborative team support system. 45 ProcessRoadmap
Guiding Frameworks 46 Optimizing The DIGITAL ECOSYSTEM LANDSCAPE Enhance discoverability • Align to SEO best practices • Ensure easy cross navigation • Refine publishing schedules to online activity • Align to common visual branding • Resolve design and architectural issues Ecosystem Optimization ProcessRoadmap
Guiding Frameworks Ecosystem Optimization 47 “People who bet against the Internet, who think that somehow this change is just a generational shift, miss that it is a fundamental reorganizing of the power of the end user. Google Chairman Eric Schmidt ProcessRoadmap
Guiding Frameworks Ecosystem Optimization 48 Immediately following the Discovery Process… Digital Transformation should advance by optimizing the existing digital (footprint) ecosystem as a baseline initiative and as strategic directions are defined and refined from the intelligence gathered. ProcessRoadmap
Guiding Frameworks Ecosystem Optimization 49 This ensures the Digital Transformation initiative starts with an optimized digital footprint which can be further optimized as building block frameworks are designed and implemented. ProcessRoadmap
Guiding Frameworks Ecosystem Optimization 50 An added benefit for starting with optimizing the digital ecosystem… it’s essentially low hanging fruit which organizations can begin to see much quicker actionable, change-altering steps after the vision is announced which builds early confidence among all stakeholders that the effort is underway. ProcessRoadmap
Guiding Frameworks Ecosystem Optimization 51 THREE COMPONENTS OF THE DIGITAL BUSINESS MODEL OPTIMIZING A DIGITAL ECOSYSTEM INCLUDES THREE COMPONENTS: which work together to create a compelling customer value proposition. INFORMATION PRODUCT INTERNAL EXTERNAL CUSTOMER EXPERIENCE Product, information, price & use details, more Experience can include community facing digitized business processes, community destinations, community input, expertise for informed decision making, recommendations, tools and interface Other business processes, community data, technology Public networks & assets, proprietary apps, partners Content What is consumed? How is it discovered? Experience How is it packaged? Platform How is it delivered? Source: MIT Sloan Management Review ProcessRoadmap
Guiding Frameworks Ecosystem Optimization 52 Social Media Ecosystem Optimization Framework SEO Alignments Keyword Optimization Assessability & Indexability On-Page / Off-Page Optimization Link Building Visual Branding Alignments Online / Offline Integration Seamless Experience Navigation Alignments Footprint Integration Tabs & Content Organization Publishing Alignments Keyword Density Message & Values Optimization Publishing Schedules Channel & Content Use Architectural Alignments Mobile Optimization Objectives & Roadmap Web & Social Design Flaws Layout Corrections Web Properties Ecosystem optimization allows the Digital Transformation effort to begin on a solid digital footprint foundation. q Optimizes digital footprint for easier discovery q Aligns common and complementary branding across all digital assets q Begins to implement channel best practices for content production and publishing q Optimizes navigation for better digital consumer experiences q Begins to address architectural and design flaws as well as mobile optimization needs THE ECOSYSTEM BASELINE OPTIMIZATION FRAMEWORK ProcessRoadmap REPRESENTATION
Guiding Frameworks Ecosystem Optimization 53 Ecosystem Optimization Process Task Inclusion SEO Alignments Domain names; URLs; page titles; meta descriptions; keywords;keyword density; internal links; code corrections; optimization via page rankings, CTRs, bouncerates, time on site, exit pages, visitor flow; link building Visual Branding Alignments Alignment to brand visual guidelines, common visual brand elements and treatment integration with offline (and retail) branding, optimized use of branding across all digital assets and content Publishing Alignments Keyword,message and values optimization within content and communications, alignment of publishing schedulesto target persona online behaviors, alignment of content publishing to specificchannel purposeand use Navigation Alignments Digital propertieslinkage and integration, re-alignment of published content organization to persona interests and navigation needs Architectural Alignments Mobile roadmap optimization steps for web properties (adaptive or responsive design, mobile first strategies), needed efficient web code fixes, social media asset design fixes ProcessRoadmap REPRESENTATION
Guiding Frameworks 54 Defining STRATEGIC DIRECTIONS Articulate a governing vision • Define goals and objectives • Document master strategic directions • Customize master building block models • Align roadmaps, timelines skillsets and budgets to defined milestones ProcessRoadmap StrategicDirections
Guiding Frameworks StrategicDirections 55 “ Organizations that destroy the status quo win. Whatever the status quo is, changing it gives you the opportunity to be remarkable.. Best Selling Author & Marketing Guru Seth Godin ProcessRoadmap
Guiding Frameworks StrategicDirections 56 According to a global research report from the MIT Sloan Management Review… a clear strategic direction is one of the top reasons organizations continue to struggle with their digital transformation initiatives. MIT Sloan Management Review ProcessRoadmap
Guiding Frameworks StrategicDirections 57 Organizatins will need to understand that the power of a digital transformation strategy lies in its scope and objectives. Less digitally mature organizations will tend to focus on individual technologies and strategies that are decidedly operational in focus. a.k.a. silo marketing ProcessRoadmap
Guiding Frameworks StrategicDirections 58 Scope and objectives should always align to the proposed value proposition. The goal should be to help the organization focus on a vision and a clear strategic direction to transform business via the brand experience using an integrated seamless digital marketing framework model. ProcessRoadmap
Guiding Frameworks StrategicDirections 59 But it will be imperative organizations appreciate this inherent connected value. Business success and long-term and mutually rewarding Digital Transformation outcomes are dependent on it. ProcessRoadmap
Guiding Frameworks StrategicDirections Strategic Directions Framework Organization Vision Goals & Objectives Re-aligned ROI KPIs Re-aligned Strategic Direction Documented Process& Methodology Frameworks Workflow Alignments Team Onboarding Search& Paid Directions Content Directions Themes& Campaigns Production Publishing Distribution Localization Promotion Optimization Engagement& Conversion Community Management Lead Tracking Lead Nurturing Real-Time Personalization Mobile Measurement Planning Workshops Adaptation& Adjustments Roadmaps Defined Milestones Established New Asset Development Ecosystem Alignedto Journey Mapping Persona Touchpoint Content Needs Assessment Brand Story Guidelines Visual Branding Guidelines– Online/Offline Integration Employer Branding Content Needs Assessment Digital Touchpoint Heatmaps Alignedto Personas CurrentAsset Upgrades Technology Stack Setup Timelines Applied Budgets Aligned 60 THE STRATEGIC DIRECTIONS CORE FRAMEWORK ProcessRoadmap REPRESENTATION
Guiding Frameworks StrategicDirections 61 Strategic Directions Process Task Inclusion Vision, Goals, Objectives,KPIs & Strategic Directions Articulation of governing vision, re-alignment of goals and objectives,documentation of KPI success factors and overall master strategic direction Milestone Setting, Timelines, Roadmaps & Budget Alignments Establish milestone management parameters via aligned timelines, roadmaps and budgets Ecosystem Alignments & Technology Stacks Re-align digital ecosystem to journey mapping and digital touchpoints; identify and develop new asset needs; scheduleany asset major upgrade as discovered in audit discovery phase; acquire, setup new technology tools / systems / platforms as needed Content & Branding Guidelines Clearly document all branding guidelines, incorporate offlinebranding with online branding, assess content needs for digital consumer and employer branding needs Process, Methodology & Execution Customize and execute master processand methodology models per each unique engagement Measurement, Planning, Adjustments Continually measure performanceand adjust execution and planning in iterative cycles ProcessRoadmap REPRESENTATION
Guiding Frameworks 62 Applying PROCESS & METHODOLOGY Customizable building block framework models for an integrated digital marketing approach ProcessRoadmap Process& Methodology
Guiding Frameworks Process& Methodology 63 “Digital marketing is at a crossroads, and it’s the brands that understand the role of context in delivering customer value that will excel in this new era of connectivity. Analyst, Best Selling Author, Speaker Brian Solis ProcessRoadmap
Guiding Frameworks Process& Methodology 64 Process and methodology is simply a systematic approach to guide the Digital Transformation efforts. ProcessRoadmap
Guiding Frameworks Process& Methodology 65 If executed and managed well, organizations should be in a position to craft new business models, develop new revenue streams, or drive other material changes that lead to an increase in their top or bottom lines. ProcessRoadmap
Guiding Frameworks Process& Methodology 66 Process and methodology creates the underlying foundation to market and execute a comprehensive Digital Transformation solution. ProcessRoadmap
Guiding Frameworks Process& Methodology • Brand Story • Branding Guidelines • Content Needs Seamless Brand Experience Web Assets Social Media Profiles Email Platform SEM Mobile & Apps Technology Platforms 67 THE INTEGRATED SEAMLESS BRAND EXPERIENCE FRAMEWORK • Content • Publishing • Distribution • Engagement • Conversion Roadmaps Budgets Aligned STRATEGICDIRECTIONDEFINED • Measurement • Adjustments • Workshops • Planning Cycles Ecosystem Alignment Asset Development & Upgrades Community Management Optimized Content Distribution Channel Journey Mapping Multitouch Alignment Lead Nurturing Opt-in Lead Gen Reach & Discovery Preference & Multiscreen Managed Engagement Efficiencies ProcessRoadmap REPRESENTATION
Guiding Frameworks Process& Methodology Brand Conversation • SHARING • MENTIONS • SHARES • REPOSTS • REVIEWS EARNED MEDIA • WEB PROPERTIES • PORTALS / MICROSITES • MOBILE + APPS • BLOGS • SOCIAL MEDIA • EMAIL + SMS Brand Experience OWNED MEDIA 68 THE SEM FRAMEWORK Brand Awareness • BANNER ADS • PAY PER CLICK • DISPLAYADS • RETARGETING • PAID INFLUENCERS • PAID CONTENT PROMOTION • SOCIAL MEDIA ADS PAID MEDIA SEO & brand content drive earned media (sharing) & traffic More exposure to web properties is gained with SEO and PPC Sharing & engagement is enhanced with paid promotion When leveraged together - owned, earned and paid media create a comprehensive SEM strategy ProcessRoadmap REPRESENTATION
Guiding Frameworks Process& Methodology Search Engine Optimization Framework SEO Audit Keyword Analysis Brand Keywords Competitive Keywords Relevance Competitive Performance Long Tail Keywords Optimization Footprint URLs, Meta Tags, Meta Data, Descriptions Site & Page Submission Sitemaps Content Siloing Content Owned Publishing Volume & Frequency On-Page (Web) Off-Page (Social) Mobile Paid Social Native Earned Engagements Advertising PPC Banner Display 69 THE SEO FRAMEWORK VISUAL FLOW Measurement Continued Optimization Analysis Cycles Optimization UX Keyword Density & Use Rich Media Rich Snippets Multimedia Optimization Employee Sharing Link Building Backlinking ProcessRoadmap REPRESENTATION
Guiding Frameworks Process& Methodology PPC Keyword Campaigns Objectives Search Engine Selection Keyword Groups Keyword Research Ad Creation Landing Page Creation Account Setup Campaign Launch A/B Multivariate Testing Monitor Performance Campaign Adjustments Budget Allocated Tracking Installation 70 THE PAID MEDIA (DIGITAL ADVERTISING) FRAMEWORK VISUAL FLOW Online Digital Ad Campaigns Objectives Channel Planning Media Buy Analysis Display & Banner Re-Targeting Social Mobile Search Rich Media Native & Syndicated Budget Allocated Campaign Launch A/B Multivariate Testing Monitor Performance Campaign Adjustments Accounts Setup Landing Page Creation ProcessRoadmap REPRESENTATION
Guiding Frameworks Process& Methodology 71 THE EXPERIENTIAL MARKETING FRAMEWORK VISUAL FLOW Experiential Marketing Framework Objectives Budget Allocation Campaign Planning Promotions Special Offers Contests Loyalty, Rewards & Incentive Programs Membership Programs Community Portals Engagement Apps Offline - Commerce, Special Events Crowdsourcing Brand Evangelism User Generated Content Creative Direction & Campaign Design Brand Experience Reinforcement Execution Requirements Channel Selection Legal & Channel Compliance Technology Platforms Web, App, UX Development Process Flow Resource Allocation Management & Maintenance Key Performance Indicators Measurement Cycles Promotion Plan Budget Re-alignment Execution Measurement Cycles Adjustments & Adaptation ProcessRoadmap REPRESENTATION
Guiding Frameworks Process& Methodology 72 THE SOCIAL MEDIA MARKETING FRAMEWORK VISUAL FLOW Social Media Marketing Framework Overriding Objectives Target Persona Channel Mapping Channel Selection Facebook Twitter YouTube & Vimeo Instagram & Pinterest Messaging Networks Live Streaming Networks Popular New Networks Business Networking LinkedIn & Xing Community Portals Popular Geo Networks Specialty Niche & Emerging Networks Target Persona Content Needs Product Information Community Services Special Offers Rewards & Incentives Membership Community Engagement Customer Voice Brand & Product Influence Brand Experience Reinforcement Moments of Truth Alignment Channel Purpose & Use Alignment Channel Aligned Content Strategies Channel Linking Alignment Resource & Budget Allocation Channel KPIs Execution Measurement Cycles Adjustments & Adaptation Budget Alignment & Optimization ProcessRoadmap REPRESENTATION
Guiding Frameworks Process& Methodology Roadmaps Resource& Budget Allocation Prioritized Roll Outs Manage to Milestones AppMarketing Automation Platform Selection Content Directions PersonaNeeds Web (Mobile) Optimization DynamicServing Mobile Centric AppCentric Mobile First Design Mobile Site Architecture& Design Hybridor Mobile CentricContent Target Persona Mobile Use Overriding Objectives Strategic Direction Web Assets Mobile Optimized Responsive Web Design SeamlessMulti- Touch Experience DynamicMobile Specific Content 73 THE MOBILE MARKETING FRAMEWORK VISUAL FLOW Mobile Apps Purpose& PersonaUse Competitive AppReview Architecture & Design Content Considerations Engagement Retention Lifetime Value Real-Time Location iBeacons& GeoFencing App Development Incremental Builds In-AppExperience Optimization A/B Testing & Analytics Push Notifications Measure Mobile Engagements Optimize Mobile Platforms ProcessRoadmap REPRESENTATION
Guiding Frameworks Process& Methodology 74 THE MOBILE APP PROMOTION FRAMEWORK VISUAL FLOW Owned Content Needs Paid Media Needs App Promotion Framework App Store Submission App Store Optimization Cost Per Download Analysis Resource & Budget Allocation Active Promotion Mobile Advertising Mobile Search Social Media Profiles Social Media Advertising Web & Mobile Sites Email & Customer Statements SEO Content A/B Testing Measurement Optimization Resource & Budget Re-alignment ProcessRoadmap REPRESENTATION
Guiding Frameworks Process& Methodology 75 THE EMAIL MARKETING FRAMEWORK VISUAL FLOW Distribution Scheduling Live Distribution Email & Web Traffic Analytics Engagement Optimization Adjustments List Management & Maintenance Email Marketing Framework Objectives Brand Experience Reinforcement Platform Selection CRM Integration Lead Generation Programs Opt-in Promotion Social Media Website Mobile Site Campaign Execution Target List Selection Campaign Design Campaign Schedules Managed Frequencies Budget Allocations HTML Design & Production Multi-Touch Theme Use Brand Engagements Site Traffic Call to Actions Landing Page Offers Content & Campaign Promotion Engagements, Reach, Traffic, Subscribers Social Media Community Building Engagements, Follower Growth, Social Sharing Lead Nurturing CRM Triggered Lead Responses Customer Loyalty & Advocacy Programs Rewards, Incentives, News, Information, Education Campaign Planning Workflow Management List Management Target Persona Segmentation Target Persona Content Needs q Campaign Segmentation q Target Segmentation q Recipient Personalization q Triggered Lead Responses q Custom or Template Formats q Automated Device Optimization q Social Sharing & Linking ProcessRoadmap REPRESENTATION
Guiding Frameworks Process& Methodology Systems Platforms Framework Process Analytics Email Campaigns Paid Media Re- Marketing Publishing Channels Content SEO Planning Marketing Strategy Brand Story CONTENT MARKETING 76 THE CONTENT MARKETING FRAMEWORK ProcessRoadmap REPRESENTATION
Guiding Frameworks Process& Methodology Content Strategy Framework Planning (Structure) Objectives & Goals Guiding Framework Brand Story Development Messaging Platform Resource Planning & Allocation Business Intelligence Personas & Content Mapping Channel Mapping Competitive & Inspirational Review Benchmarking & Audits Content Inventory Audit Internal Performance Benchmark Development (Frameworks) Strategic Directions Campaign & App Creation Brand Promotion UGC Events & Retail Tie-ins Content Creation Personality, Style & Voice Guidelines Channel, Media & Content Mix Guidelines Re-Purposing Guidelines SEO, CTA & Landing Page Guidelines Performance Tracking Channel KPIs Measurement Analysis & Reporting Program Re- Alignments Management (Process) Content Engineering Workflows Publishing & Delivery Tools & Platforms Asset Library & Archival System Hub & Spoke Implementation Guide Content Distribution Channel Selection & Integration Paid Promotion Governance (Teams) Leadership & Team Roles Center of Excellence Consortium Editorial Board Content Leads Executive Steering Committee Content Departments Inter-Agency Collaboration Corporate Oversight 77 THE CONTENT STRATEGY FRAMEWORK VISUAL FLOW ProcessRoadmap REPRESENTATION
Guiding Frameworks Process& Methodology 78 THE CONTENT OVERSIGHT FRAMEWORK VISUAL FLOW Weekly Oversight Process The 4-1-1 Rule suggests that you should post four pieces of new content, one repost and one self-serving post. When you follow this pattern, you will achieve the ideal ratio of original posts, engagement and self-serving posts. ProcessRoadmap REPRESENTATION
Guiding Frameworks Process& Methodology 79 THE CONTENT NEEDS ASSESSMENT & ANALYSIS FRAMEWORK VISUAL FLOW Content Performance& Analytics Input Needs Assessment Input Channel Mix Needs Review Persona Mix Needs Review Content Type Needs Review Tabulating & Cataloging ProcessRoadmap REPRESENTATION
Guiding Frameworks Process& Methodology 80 THE CONTENT IDEATION FRAMEWORK VISUAL FLOW Ideation Process ProcessRoadmap REPRESENTATION
Guiding Frameworks Process& Methodology 81 THE CONTENT PRODUCTION ROUTING FRAMEWORK VISUAL FLOW Content Production Routing ProcessRoadmap REPRESENTATION
Guiding Frameworks Process& Methodology 82 THE CONTENT RE-PURPOSING FRAMEWORK VISUAL FLOW Content Re- Purposing ProcessRoadmap REPRESENTATION
Guiding Frameworks Process& Methodology 83 THE CONTENT DISTRIBUTION FRAMEWORK VISUAL FLOW Blog Post Distribution Example ProcessRoadmap REPRESENTATION
Guiding Frameworks Process& Methodology 84 THE INBOUND MARKETING FRAMEWORK STRANGERS VISITORS LEADS CUSTOMERS PROMOTERS ATTRACT CONVERT CLOSE REINFORCE Blog SEO / SEM Social Media Optimization Call to Actions Landing Pages Lead Forms CRM Database CRM Email Workflows Reporting CRM Events Analytics Smart Content Inbound Marketing frameworks are designed to create leads and conversions using content marketing for building traffic and credibility among prospects and customers throughout each stage of the buyer cycle. ProcessRoadmap REPRESENTATION
Guiding Frameworks Process& Methodology 85 THE INBOUND MARKETING CHANNEL FRAMEWORK Social Media Email & Lead Nurturing CTAs & Landing Pages Content Creation SEO SEM Marketing Analytics Marketing Automation INBOUND MARKETING There are a number of Inbound Marketing platforms available today for both B2C and B2B applications, which can be used for a Lead Generation efforts. Inbound Marketing places an emphasis on creating triggered digital touchpoints for attracting website visitors in various stages of the engagement cycle using numerous channels, marketing techniques, and content types to stimulate lead generation and conversion. ProcessRoadmap REPRESENTATION
Guiding Frameworks Process& Methodology Inbound Marketing Framework Objectives Brand Experience Reinforcement Platform Selection & Setup CRM Integration 86 THE INBOUND MARKETING CAMPAIGN FRAMEWORK VISUAL FLOW Content & Lead Gen Strategy Ideal Customer Profile Target Persona Segmentation Competitor Analysis Keyword & PPC Analysis Website Readiness Assessment Campaign Planning Target Persona Chosen Campaign Offer Campaign Timeline Triggered Response Lead Nurturing Rules Call to Action Offer Landing Page & Email Design Resource & Budget Allocation Social Media Tactical Plan Channel Selection & Use Content Themes Call to Action & Offer Lists Campaign Cycles & Frequencies Defined Measurement KPIs Resource & Budget Allocation Needs Campaign Execution Landing Page & Email Templates Built A/B Test Content Produced Campaign Launch Content Offers Published & Promoted A/B Testing & Optimization Lead Capture Lead Tracking Lead Nurturing Lead Classification Triggered Responses Measurement Optimization CRM Management ProcessRoadmap REPRESENTATION
Guiding Frameworks Process& Methodology ü Specific Employee Satisfaction Surveys ü In depth interviews with key target groups (cross functional, country, self identification, age) ü Interviews with key persons in selection process: line management, HR, CEO, Recruiters Identity • Company Reality • EmployeePerception • Values, Beliefs& Attributes IDENTITY IMAGE Image • ExternalOpinion • Labor Market Perception • Functional,Regions,Sexes, & Ages ü Labor market research & public opinion published data points PROFILE • Company Aim • Ambition • What doesthe companywant to representand aspire to be known? Profile ü Company values Outcome The Message: Based on the attributes of the Employer Value Proposition Identificationof Employer Attributesand Characteristics 87 THE EMPLOYER VALUE PROPOSITION FRAMEWORK ProcessRoadmap REPRESENTATION
Guiding Frameworks Process& Methodology Employer Branding Framework Objectives Strategic Planning & Defined Purpose Brand Experience Reinforcement 88 THE EMPLOYER BRANDING MARKETING FRAMEWORK VISUAL FLOW Perceived Employer Attributes Aligned Organizational Structure & Management Indirect & Direct Communications Planning Target Segmented Audiences Validated Employer Attributes Employer Value Proposition (EVP) Internal & External Branding Message Platform Employer Attributes Competitive Positioning Communications Strategy Planning & Toolkit Channel Selection, Purpose & Use Business Networks (LinkedIn & Xing) Social Media (Facebook, Twitter, YouTube et al) Corporate Web Assets Content & Publishing Channel Use Optimization Paid Media Requirements Consistent Messaging Content Volume & Formats Delivery Employee Value Proof Cases Contracted Recruiter Needs Internal Leadership Practice Management Guidelines Employee Value Reinforcement Systems External Leadership Recognition Offline Corporate & Industry Events Public Relations Campaigns Employee Advocacy Programs Recruiter Network Outreach Resource Analysis Staff & Agency Needs Outside Recruiter Contract Needs Media Budget Needs Technology Platform Needs Budget Analysis Employee Onboarding Guidelines Recognition Performance Reviews Career Opportunities Job Training Budget Allocated Milestones Developed Roadmaps & Timelines Architected Offline Events Planned PR Structure Initiated Execution Phased In Roll Out Managed Measurement Iterative and Real-Time Adjustments & Adaptation ProcessRoadmap REPRESENTATION
Guiding Frameworks Aligning TEAMS & WORKFLOWS 89 Apply an adaptable team structure & role framework • Assign collaborative responsibilities Structure corporate, hub & spoke and decentralized management model workflows Build onboarding process for integrating departments and agency teams ProcessRoadmap WorkflowAlignments
Guiding Frameworks WorkflowAlignments THE OVERSIGHT TEAM STRUCTURE & ROLE FRAMEWORK Agency Teams Program Management Creative Director Graphic Designer(s) Content Strategist Managing Editor Writer(s) & Author(s) SEO/SEM Expert(s) Media Planner Web/App Developer(s) UI/UX Designer(s) Community Manager(s) Insights Manager Research Associate(s) Analytics Manager Program Coordinator Digital Strategist Management & Support System Program Manager Other Stakeholders Marketing Teams 90 ProcessRoadmap REPRESENTATION
Guiding Frameworks WorkflowAlignments THE GOVERNANCE & OVERSIGHT FRAMEWORK 91 Governance & Oversight Management Creative Director Program Manager Analytics Manager Content Strategist Marketing & Digital Leads Digital Strategist ProcessRoadmap REPRESENTATION
Guiding Frameworks WorkflowAlignments EXECUTIVE SPONSORSHIP OVERSIGHT & MANAGEMENT THE COLLABORATIVE WORKFLOW TIMELINE FRAMEWORK 92 OPTIMIZATION DISCOVERY STRATEGY ALIGNMENT CONTENT EXECUTION CONVERSION Oversight & Management Team Collaboration Departmental Management Team Task Business Oversight Team Task Vision, Goals, Objectives, KPIs Strategic Direction Planning Milestones Applied Process Roadmaps Applied Timelines & Budget Applied Overall Direction Approved Direction Re-alignments Budgets Allocated Initial Info Collection Workshop Stakeholder Meetings Benchmark Audits Audit Findings Journey Mapping Journey Mapping Findings Final Discovery & Alignments SEO Alignments Visual Branding Alignments Publishing Alignments Navigation Alignments Architectural Alignments Content Marketing Web & SEM Marketing Experiential Marketing Social Media Marketing Mobile & App Marketing Email Marketing Inbound Marketing Employer Branding Channel Use Optimization Seamless Footprint Integration Touchpoint Alignment Channel Content Optimization Process & Methodology Optimization Community Management Lead Tracking Lead Nurturing Mobile Optimization Web & App Design Performance Measurement Cycles Adaptation & Adjustment Iterative Milestone Planning Resource & Budget Management Timeline Management Content Publishing Community Engagements Brand Experience Management DEPARTMENTAL & BUSINESS FUNCTION MANAGEMENT REPRESENTATION
Guiding Frameworks WorkflowAlignments Content Execution Centralized Building Block Execution ü PHASED-IN ROADMAPS ü OBJECTIVE & TIMELINE MANAGED ü Web & App Design ü SEM ü Content Marketing ü Experiential Marketing ü Social Media Marketing ü Mobile & App Marketing ü Email Marketing ü Inbound Marketing ü Employer Branding ü Online Advertising Measurement Adjustment Alignment Adaptation Collaboration Iterative Planning Cycles Milestone Management THE CENTRALIZED WORKFLOW ALIGNMENT FRAMEWORK 93 Centralized Workflow Alignment Model Discovery Discovery Input Workshop Stakeholder Introductions Audits Journey Mapping Findings Ecosystem Optimization Ecosystem Optimization Digital Footprint Strategy Strategic Directions ü Vision, Goals, Objectives ü Seamless Brand Experience ü Integrated Marketing ü Branding Guidelines ü Channel Use ü Content Needs ü Channel Optimization ü Localization ü Mobile Optimization ü Lead Generation ü Employer Branding ü KPIs & Milestone Mapping Conversion Engagement & Lead Nurturing Ecosystem Alignment Ecosystem Alignment Digital Footprint ü Channel Use Optimization ü Integrated Digital Footprint ü Customer Journey & Touchpoint Alignments ü Seamless Omnichannel Brand Presence BASELINE TIMELINE CADENCE 30 – 60 Days 90 Days 120 Days 120 + Days ProcessRoadmap REPRESENTATION
Guiding Frameworks WorkflowAlignments Content Execution Centralized Building Block Execution ü PHASED-IN ROADMAPS ü OBJECTIVE & TIMELINE MANAGED ü Web & App Design ü SEM ü Content Marketing ü Experiential Marketing ü Social Media Marketing ü Mobile & App Marketing ü Email Marketing ü Inbound Marketing ü Employer Branding ü Online Advertising Measurement Adjustment Alignment Adaptation Collaboration Iterative Planning Cycles Milestone Management Hub & Spoke Workflow Alignment Model Discovery Discovery Input Workshop Stakeholder Introductions Audits Journey Mapping Findings Ecosystem Optimization Ecosystem Optimization Digital Footprint Strategy Strategic Directions ü Vision, Goals, Objectives ü Seamless Brand Experience ü Integrated Marketing ü Branding Guidelines ü Channel Use ü Content Needs ü Channel Optimization ü Localization ü Mobile Optimization ü Lead Generation ü Employer Branding ü KPIs & Milestone Mapping Conversion Engagement & Lead Nurturing Ecosystem Alignment Ecosystem Alignment Digital Footprint ü Channel Use Optimization ü Integrated Digital Footprint ü Customer Journey & Touchpoint Alignments ü Seamless Omnichannel Brand Presence THE HUB & SPOKE MODEL WORKFLOW ALIGNMENT FRAMEWORK 94 BASELINE TIMELINE CADENCE 30 – 90 Days 120 Days 150 Days 150 + Days # COLLABORATIVE MULTI-LOCATION ACTIVATION # Local & Regional Presences Added Region Layers Added Region Layers Added Region Layers Managed Strategic Directions Regional Measurement Adjustment Alignment Adaptation Collaboration Iterative Planning Cycles Integrated Regional Footprint Governed Region Spokes Managed Oversight Leveraged Client Content Content Localization Region Specific Activity Regional Engagement & Lead Nurturing Collaborative Planning Cycles REPRESENTATION
Guiding Frameworks WorkflowAlignments THE DECENTRALIZED WORKFLOW ALIGNMENT FRAMEWORK 95 Local Content Local Execution Local Building Block Execution ü PHASED-IN ROADMAPS ü OBJECTIVE & TIMELINE MANAGED ü Web & App Design ü SEM ü Content Marketing ü Experiential Marketing ü Social Media Marketing ü Mobile & App Marketing ü Email Marketing ü Inbound Marketing ü Employer Branding ü Online Advertising Local Measurement Local Adjustment Local Alignment Local Adaptation Local Collaboration Local Planning Cycles Local Milestone Management Decentralized Regional Workflow Alignment Model Local Discovery Local Discovery Input Workshop Stakeholder Introductions Audits Journey Mapping Findings Local Ecosystem Optimization Local Ecosystem Optimization Digital Footprint Local Strategy Local Strategic Directions ü Vision, Goals, Objectives ü Seamless Brand Experience ü Integrated Marketing ü Branding Guidelines ü Channel Use ü Content Needs ü Channel Optimization ü Localization ü Mobile Optimization ü Lead Generation ü Employer Branding ü KPIs & Milestone Mapping Local Ecosystem Alignment Local Ecosystem Alignment Digital Footprint ü Channel Use Optimization ü Integrated Digital Footprint ü Customer Journey & Touchpoint Alignments ü Seamless Omnichannel Brand Presence Local Conversion Local Engagement & Lead Nurturing BASELINE TIMELINE CADENCE 30 – 60 Days 90 Days 120 Days 120 + Days # COLLABORATIVE MULTI-LOCATION ACTIVATION # Seamless Integration with Parent Footprint & Branding REPRESENTATION
Guiding Frameworks WorkflowAlignments Select Digital Team Specialists SEM Specialists Social Media Manager Content Specialists IT & Web Developers Impacted Department Heads Local Impacted Interests Other Relevant Stakeholders & Agency Partners Select Digital Team Specialists Select Marketing Specialists Select Digital Team Specialists Select Marketing Specialist Select Agency Stakeholders Select Relevant Stakeholders Internal Change Agents (Champions) All Digital Team Specialists All Marketing Team Specialists Agency Stakeholders All Other Relevant Stakeholders All Impacted Dept. Interests Select Digital Team Specialists SEM Specialists Social Media Manager Content Specialists Impacted Dept. Interests Select Digital Team Specialists SEM Specialists Social Media Manager Content Specialists Impacted Dept. Interests Select Digital Team Specialists SEM Specialists Social Media Manager Content Specialists Media Planner Select Digital Team Specialists IT & Web Developers Social Media Manager Content Specialists Other Workflow Impacted Interests Impacted Department Heads Social Media Manager Content Specialists Select Digital Team Specialists Select Marketing Specialists Onboarding & Continued Learning Workflow Framework Audit Findings Journey Mapping Findings Ecosystem Optimization Strategic Directions Process & Methodology Workflow Alignments Content Directions Technology Stacks Ecosystem Alignment Building Block Execution Conversion Collaboration Workshops Measurement THE ONBOARDING & COLLABORATIVE LEARNING WORKFLOW FRAMEWORK 96 Marketing / Digital Team Management Leads Impacted Department Heads Internal Change Agents (Champions) Other Relevant Stakeholders & Agency Partners Select Digital Team Specialists Select Marketing Specialists + ALIGNED IMPACTED LOCAL & REGIONAL INTERESTS + REPRESENTATION
Guiding Frameworks Architecting CONTENT DIRECTIONS 97 Align content distribution to digital customer journey • Sync contextual content to digital touchpoints • Leverage search engine marketing • Build an omnichannel seamless brand experience ProcessRoadmap
Guiding Frameworks ContentDirections awareness consideration conversion retention advocacy Physical Touchpoints Digital Touchpoints PR Radio, TV Print Trade Shows Conferences Word of Mouth Display Ads Email PPC Social Ads Blog Website Direct Mail News / Influencer 3rd Party Sites Sales Call RFP Website Community Forum IM/Chat Call Center FAQ Knowledge Base Promotions Blog Social Networks Newsletter Email Social Media + Groups / Forums CTAs Paid Search Landing Page Email Social Engagements News Feed Content THE CUSTOMER JOURNEY MAPPING ALIGNMENT FRAMEWORK 98 Content(owned and paid) should be aligned to the digital user journey in each phase of the user’s lifecycle with context and relevancy. ProcessRoadmap REPRESENTATION
Guiding Frameworks ContentDirections Identify with target personas. Reinforcea blended and seamless brand experience. Produce with clear objectives. Align to target personas and behaviors. Deliver via experiential, lifestyle designs. 99 THE CONTENT DIRECTION FRAMEWORK VISUAL FLOW Complement offline touchpoints and real world brand image. Build engagements on the consumer'sown terms. Relevance. Context. Right Place. Right time. Seek to create emotionalresponse. Deliver aspirationalthemes for building brand affinity. Consistently deliver to createtrust and credibility. Be flexible to evolve with digital change catalysts. Planning Research, Ideation, Strategy Context & Relevance Development Content Creation, Asset Management Optimization Search, Social, Usability Optimization Distribution Content Placement and Syndication Measurement Listening, Tracking and Performance Analysis Brand Experience Context and relevancy should never be sacrificed in support of volume & frequency. Content should always be managed from a perspective of Quality over Quantity. ProcessRoadmap REPRESENTATION
Guiding Frameworks TechnologyStacks Integrating TECHNOLOGY STACKS 100 Balance technology needs to workflow and ROI efficiencies ProcessRoadmap
Guiding Frameworks TechnologyStacks THE TECHNOLOGY PLATFORM PYRAMID FRAMEWORK 101 # A Recommended Core Tool Chest Audit Is Required # ContentManagement Platform E-Commerce Tools Community& Social Media Platform CollaborationTools BusinessIntelligence & Research Tools Marketing& Email AutomationPlatform CRM Platform MobileMarketing AutomationPlatform Analytics& Reputation ManagementTools ProcessRoadmap REPRESENTATION
Guiding Frameworks TechnologyStacks THE PREVAILING TECHNOLOGY PLATFORMS | REPRESENTATION 102 # A Recommended Core Tool Chest Audit Is Required # Source: martechtribe.com 97% of companies reported COVID-19 had sped up their digital transformation. The number Martech tools availablegrew from 150 to more than 8,000 in 10 years ● The number of solutions per stack grew from 16 to 32.4 tools in 5 years ● 67% of marketing departments replace solutions at least every quarter ● 80% of tool deployments take more than 6 months ● 58% of all Martech solutions offer a Free trial/Freemium version. ProcessRoadmap REPRESENTATION
Guiding Frameworks Ecosystem Alignment Adopting Channels ECOSYSTEM ALIGNMENT 103 Optimize channel selection and use • Re-align digital footprint with seamless navigation • Align digital touchpoints to the customer lifecycle • Publish contextual and relevant channel content ProcessRoadmap
Guiding Frameworks Ecosystem Alignment THE CHANNEL USE OPTIMIZATION FRAMEWORK 104 Websites brand image positioning credibility trust confidence SEO Portals & Blogs brand image reputation building credibility trust WOM (sharing) SEO & backlinking LinkedIn brand image reputation building credibility competitive differentiation SEO & backlinking Twitter brand image reputation building awareness engagement credibility consideration SEO & backlinking Facebook brand image reputation building awareness engagement credibility consideration SEO & backlinking Email brand image reputation building CTAs & backlinking Instagram brand image reputation building awareness engagement credibility consideration SEO & backlinking YouTube brand image reputation building credibility trust SEO & backlinking Channel selection, purpose and use should match channel strengths and align to target persona preferences(unique for each organization) for how audiences use the channel for targeted community interests and topics. ProcessRoadmap REPRESENTATION
Guiding Frameworks Ecosystem Alignment xx Linked In You Tube Twitter THE INTEGRATED SEAMLESS NAVIGATION DIGITAL FOOTPRINT FRAMEWORK 105 xx Twitter Face book V.me France Market 3 Market 1 Market 2 Market 4 Collab. Hub Microsi te Membership Microsites Opt-In Topic Microsites Rewards Microsite Product Service Microsites xx Twitter Face book Twitter Face book You Tube Insta- gram Corp. Blog Snap Chat Twitter Linked In Parent Website ROW Websites Division Website 1 Social Profiles Division Website 2 Affiliated Websites Gateway Microsite Local Portals Special Interest Microsites Campaign Microsite Linked navigation Objective is to navigate to any brand destination with a minimal of clicks. Aside from the navigational benefits, a linked navigational digital footprint makes it easier to discover new content and brand engagement opportunities. ProcessRoadmap REPRESENTATION
Guiding Frameworks Ecosystem Alignment 106 Digital Touchpoint Traffic Trust Credibility Influence Website Portal Articles Paid Search + PPC Testimonials Price Comparison Social + Communities Online Videos CTA Offers Email Blog Performance Dimension Awareness Consideration Product Research Compare Solutions Purchase Customer Service Product Support Retention Learn More Customer Relations Advocacy Strong Performance Weak Performance Heatmapsshouldbeusedto analyzeand betterunderstandhowclientcustomerstraversethemulti-channelroadmap. Ensuresbestresources, tacticsandcontentarealwaysappliedandoptimizedatthe righttimesforeachdigitaltouchpoint. THE DIGITAL TOUCHPOINT ALIGNMENT FRAMEWORK ProcessRoadmap REPRESENTATION
Guiding Frameworks Ecosystem Alignment THE CHANNEL CONTENT OPTIMIZATION FRAMEWORK 107 Build Trust SEO Text Optimization Create Quality Match Intent Produce Calls to Action Establish Authority Continuously Measure Optimize Engagements with Visuals Word choice, objectivity within published content, UGC, and sharing expert advice all matters. Limit overt pushy sales approaches. One of the keystones of content creation is to match the user’s intent. Themes & topics should optimized and mapped to channel and customer needs. Always apply filters for context and relevancy with basic production criteria such as grammar & spelling, formatting, content length, focus, and readability. Leverage a content marketing effort that is both deep and wide. Create in-depth expert advice posts and articles. Guest blog for wider reach and influence. Optimized content is action oriented. Build into content calls to action to stimulate customers moving to the next step in the conversion process. Images and videos are extremely important for both engagement and conversion decisions. Ensure images or videos are in context with your content and provide value. Manage load times and SEO optimization. Content directions should leverage keywords for maximum user discovery. Keyword research stimulates content theme and topic ideation. Continuously adapt and evolve based on KPIs that govern channel and content performance. ProcessRoadmap REPRESENTATION
Guiding Frameworks Executing Via BUILDING BLOCK EXECUTION 108 Align roll-out initiatives to objectives • Balance budgets • Implement roadmaps and timelines • Build the omnichannel brand experience • Manage to workflow efficiencies ProcessRoadmap BuildingBlock Execution
Guiding Frameworks BuildingBlock Execution RESOURCE ALLOCATION FRAMEWORK | A Job-Task Operations Model Exercise Team Role Role & Task Responsibility Operations Time Commitment Operations Budgeting Impact Cost Benefit Forecasting Digital Strategist Program Manager Oversight Management & Support System Creative Director & Designers Content Strategist Managing Editor Writers & Authors SEO/SEMExpert Media Planner Web/App Developers UI/UX Designer Community Manager Insights Manager & Researcher Analytics Manager Program Coordinator Date: BusinessUnit: Job / Task Description: Duration: • RESOURCE ALLOCATION (ESPECIALLY WITH shared resources and expertise across business units) requires a systematic modeled approach to ensure skill sets are aligned to ability with the consideration for all the complexities of implementing a digital transformation effort. • Custom spreadsheets, off-the-shelf software or SaaS solutions are readily available and can be easily implemented as a project management tool. • Loosely estimating assigned resources to complex initiatives and commitments without first performing due diligence via a THOROUGH operational and budget planning analysis and review should be avoided. 109 ProcessRoadmap REPRESENTATION
Guiding Frameworks BuildingBlock Execution Role / Function Baseline Expense Monthly Expense Budget Allocation Annual Expense OperationalBenefit Digital Strategist - - - - - Program Manager - - - - - Coordinator - - - - - Creative Director - - - - - Graphic Designers - - - - - Content Strategist - - - - - Managing Editor - - - - - Writers / Authors - - - - - SEO/SEM Expert - - - - - Web/App Developers - - - - - UI/UX Designer - - - - - Community Manager - - - - - Analytics Manager - - - - - Professional Services Costs - - - - - MarTech Tool Costs - - - - - Analytics Tool Costs - - - - - Misc. Tool Subscriptions - - - - - Image Licensing - - - - - Tool Automation Costs - - - - - PPC Campaigns - - - - - Social Advertising Campaigns - - - - - Email Campaigns - - - - - Promotion / Advertising Costs - - - - - Scenario One Budget Costs - - - - - COSTBENEFIT ANALYSISFRAMEWORK| A Financial Planning Resource Allocation Exercise Date: BusinessUnit: Phased-inInitiative: Duration: 110 ProcessRoadmap REPRESENTATION
Guiding Frameworks BuildingBlock Execution OnlineAdvertising App Marketing Continuallyadjust & adapt for enhanced performance Measureperformance against channelKPIs and overallbusinessROI impact MANAGE EXECUTION TO GOALS & OBJECTIVES Mobile Marketing Experiential Marketing Implementsystems platforms, process& methodologies Set performance measurementcycles 111 A VISUAL FLOW | THE OBJECTIVE BASED ROADMAP & TIMELINE FRAMEWORK INBOUND MARKETING L e a d T r a c k i n g & N u r t u r I n g Phase In Initiatives Based on Timeline Priorities,Resource& BudgetAllocation Web Marketing Search Engine Marketing Email Marketing Ecosystem Alignment ContentMarketing Social Media Marketing Ecosystem Optimization SEAMLESS BRAND EXPERIENCES ProcessRoadmap REPRESENTATION
Guiding Frameworks BuildingBlock Execution 112 THE OMNICHANNEL BRAND EXPERIENCE FRAMEWORK q Unified: One brand, one voice, different channels q A continuous experience across channels Brick-and-Mortar Web Mobile Email Social Media Unified Seamless Targeted Content Core Content Features Start Continue End q Contentdistributionis prioritized based on channel or context q Contentcore features remain the same across channels (e.g. products | services | costs | value propositions) ProcessRoadmap REPRESENTATION
Guiding Frameworks BuildingBlock Execution 113 THE WORKFLOW MANAGEMENT FRAMEWORK Marketing automation platforms with campaign and channel filters are able to monitor workflow steps and collaborative work task assignments with team email alert systems, as well as schedule content distribution to keep content moving through each publishing phase. Jan 9 09:00 AM Scheduling Workflow Alerts ProcessRoadmap REPRESENTATION
Guiding Frameworks Reaping Benefits ENGAGEMENT & CONVERSION 114 Build a community • Deliver community value via content publishing • Engage the community in two way dialogue • Track and nurture leads ProcessRoadmap StrategicDirections
Guiding Frameworks StrategicDirections 115 “ Everyday we’re saying how can we keep this customer happy. How can we get ahead… because if we don’t somebody else will. Bill Gates, Microsoft Chairman ProcessRoadmap
Guiding Frameworks Engagement& Conversion 116 Community Managers are responsible for relationship management across all channels with a comprehensive list of roles to build an active and vibrant online Brand presence and community. Community Management Social Profiles Updates crafting posts & comments CommunityEngagement follows, mentions, dialogue, comments Community Building audience outreach & acquisition Research & Planning align strategy with content & editorial calendar Ideation tactical planning & defining best practices Content Aggregation reading RSS feeds, filtering & sharing KPI Measurement weekly performance measurement & reporting Listening & Monitoring tracking brand, influencer, competitive & keyword mentions RelationshipBuilding influencer research, outreach & recruitment Advocacy relationships with high engagement followers Brand Awareness forum & group research & participation Experimentation continued exploration of changing trends & practices THE COMMUNITY MANAGEMENT FRAMEWORK ProcessRoadmap REPRESENTATION
Guiding Frameworks Engagement& Conversion 117 THE LEAD TRACKING & NURTURING FRAMEWORK Lead Tracking & Management q Marketing automationplatform should be in compliancewith CRM systems or be able to stand- alone independently q Platform should be fully customizableto store virtually any kind of data in Contact database q Prospect Tracking should monitor companies who are visiting the website beforethey convertinto a lead - and automatically associate them with their past actions q Lead Tracking should document every lead interaction (website visits, emails, webinars, videos, and social media) q DatabaseSegmentation should enable the schedulingand delivery of stage cycle emails, website content, and campaigns with a lead scoring system based on characteristics and behaviors Leadsneedto becontinuouslyqualifiedusingbehavioraltrackingdatato deliverpersonalizedcontent leadingto greaterandshorterconversions. ProcessRoadmap REPRESENTATION
Guiding Frameworks Engagement& Conversion 118 THE LEAD NURTURING - TRIGGERED COMMUNITY MANAGEMENT Leadnurturingneedstoincludetriggeredcommunitymanagementtoprovidethecapabilityto monitor thecommunitydiscussiontoproactivelyengageatkeylifecyclemoments. Real-time "inbox' streaming provides an easy-to-use mechanism to continue engaging with influencers,followers and leads based on trackingpast interactionsand contentconsumption - aiding in therelationshipbuildingandconversionprocess. @beqom Marketing automation tools allow for a real-time keyword monitoring stream to track the ongoing community discussion and identify key influencers to follow and engage. ProcessRoadmap REPRESENTATION
Guiding Frameworks Engagement& Conversion 119 THE MOBILE OPTIMIZATION FRAMEWORK Mobile Site Separate version of corporate site Separate domain Usually a scaled-down version of main site Customize format for mobile, but poor SEO due to separate domain More difficult to manage two separate sites rather than one Pro: Able to completely custom content for mobile Responsive Design Use same code across desktop and mobile website versions Design will automatically format content for mobile when it’s accessed from a mobile device Option is good for SEO because there’s only one one website Always compatible with the latest mobile devices Quick set up but costs are usually higher than a mobile site costs Pro: Google-endorsed. SEO-friendly. Future- proof for the latest mobile devices Con: If not done correctly, responsive design can slow down the mobile version of the site Con: Responsive design may also require a site redesign without mobile-specific content Dynamic Serving Determines from where site is being accessed (mobile, desktop, or tablet), and it then serves a different code depending on the device Strong SEO as it keeps the URL the same while offering a customized format for the user’s device Expensive to maintain because new pages will need to be coded several times Pro: Only one URL so dynamic serving is another SEO-friendly option Pro: Can include mobile-specific content Con: Dynamic serving sites are tricky to maintain because every time a new mobile device comes out, there will be a need to update the list of user agents to reflect that new device Con: Fairly common for desktop and mobile devices to be served the wrong code Eachorganizationwillbedifferent. Theapproachoptionedwillbebasedonuniquetimelines,prioritiesandgoals. ProcessRoadmap REPRESENTATION
Guiding Frameworks Reinforcing TEAM COLLABORATION 120 Structure collaborative team opportunities for better performance and efficiencies ProcessRoadmap Team Collaboration
Guiding Frameworks Team Collaboration 121 “ Coming together is a beginning. Keeping together is progress. Working together is success.. American industrialist and automaker Henry Ford ProcessRoadmap
Guiding Frameworks Team Collaboration There may be times allocating the right resources with the right expertise may stretch the capabilities of a department or individual office… either due to bandwidth constraints, the lack of skills and expertise for a specific marketing discipline or market category – or even based on local expertise and language needs. 122 ProcessRoadmap
Guiding Frameworks Team Collaboration It is important to consider how best you can collaborate across offices to demonstrate to all stakeholders that the initiative is more than the sum of its parts, and which requires cohesive expertise and a organizational team effort to realize the vision and ultimately business success. 123 ProcessRoadmap
Guiding Frameworks Team Collaboration Essentially, you’ll need to plan for and to demonstrate that the initiative can apply the best possible expertise at the right moment for the specific required job task regardless of personnel location and without program interruption. 124 ProcessRoadmap
Guiding Frameworks Team Collaboration And be able to do so with confidence that successful team collaboration can be realized across offices regardless of geographies as applicable… reinforcing skills and expertise can be applied regardless of individual team proximities and talents for the benefit of business and transformation success. 125 ProcessRoadmap
Guiding Frameworks Team Collaboration Team Role Resource Allocation Digital Strategist Can be universally assigned from any geography based on available bandwidth Program Manager Designated officeof client contract origin for in-person client access as needed Oversight Management & Support System Designated officeof client contract origin with intra-officesupportas needed Creative Director & Designers Preferably from designated office of client contract origin for workflowefficiencies Content Strategist Can be universally assigned from any geography based on available bandwidth Managing Editor Can be universally assigned from any geography based on available bandwidth Writers & Authors Can be universally assigned from any geography based on available bandwidth SEO/SEMExpert Can be universally assigned from any geography based on available bandwidth Media Planner Can be universally assigned from any geography based on available bandwidth Web/App Developers Preferably from designated office of client contract origin for workflowefficiencies UI/UX Designer Can be universally assigned from any geography based on available bandwidth Community Manager Preferably from designated office of client contract origin for workflowefficiencies Insights Manager & Researcher Analytics Manager Can be universally assigned from any geography based on available bandwidth Program Coordinator Designated officeof client contract origin for in-person client access as needed THE INTRA-OFFICE EXPERTISE MODEL | A Collaborative Shared Resource Allocation Exercise 126 ProcessRoadmap REPRESENTATION
Guiding Frameworks Team Collaboration THE OPERATIONAL BENEFITS Collaborative Shared Expertise Model Considerations • Sharing resources and expertise across offices leverages in-house larger pools of expertise regardless of physical presence. • Sharing resources and expertise across offices ensures clients are always serviced to the very best of our capabilities. Transcends into happier clients and longer engagements. • Sharing resources and expertise across offices better manages staff resource needs on an individual office basis for the greater profitability across the organization. • Sharing resources and expertise across offices breeds smarter people through shared experiences. • Sharing resources and expertise across offices demonstrates to clients we are more than the sum of its parts and is truly a business partner which can service them well into the future for all digital marketing and targeted multi-geography needs. 127 ProcessRoadmap
Guiding Frameworks Team Collaboration THE COLLABORATIVE PLANNING WORKSHOP FRAMEWORK 128 Who Should Attend q CxOs q Sales & Marketing Teams q Advertising & Branding Teams q PR & Communications Teams q Digital Marketing Teams q CRM Teams q Corporate & Regional Offices 1. PLACESANEMPHASISON THECONSUMEREXPERIENCE. Reinforces an organizational vision for digital change that can be shared with key stakeholders and employees across all regions while keeping digital strategy objectives clearly aligned with overall business goals. 2. CREATESAN OPENCOLLABORATIVEANDCREATIVEFORUMfor sharing ideas, experiences, successes and challenges while nurturing an organizational-widecustomer- centric and team culture. 3. PROVIDESTIMELYCORPORATEROADMAPS for refining, adapting, developing, planning and integrating future digital initiatives based on past performance and newly identified needs in a brainstorming environment. LISTENING ENGAGING INSPIRING TRANSFORMING IT’S ABOUT… CONNECTING PEOPLE TO PEOPLE FOR ENABLING CHANGE Common Goals ⃝ Shared Experiences for delivering better performing results across the organization’s digital ecosystem. ProcessRoadmap REPRESENTATION
Guiding Frameworks Team Collaboration THE WORKFLOW COLLABORATION TOOLS FRAMEWORK • Sharing resources and expertise across offices and with teams can easily be managed through an assortment of today’s collaboration tools. Communications, document management and platform sharing possibilities independent of a person’s physical presence are endless. • It will be important that case scenarios are planned and adopted by prospective stakeholders that there is a proven working model in place to efficiently and effectively manage an intra- office cross-team initiative. Collaboration Workflow Tool Chest Video Collaboration Document Management Brainstorming Chat / Messaging Content Management Discussion Boards Email Integration Group Calendars Project Management Marketing Automation Performance Dashboards 129 ProcessRoadmap REPRESENTATION
Guiding Frameworks Emphasizing MEASUREMENT & ROI 130 Measure, align, adjust, and adapt in continuous iterative cycles • Plan with confidence via insights and intelligence • Grow and enhance overall performance ProcessRoadmap Measurement& ROI
Guiding Frameworks Measurement& ROI BASELINE METRICS / KEY PERFORMANCE INDICATORS FRAMEWORK 131 Web, Portal, Blogs q Overall Visits q Traffic Source Breakdown q Blog HomepageVisits q Number Posts Published q Top Viewed Posts q Avg. Views Per Post q Avg. In-Bound Links / Post q Avg. Comments/ Post q Social Shares / Post q New Blog Leads q Lead Source Breakdown q Top Lead Gen Posts q Conversion Rate q Active RSS Subscribers q Email Subscribers Social Media q Audience (Follower) Growth q Monthly Reach & Impressions q Channel Engagement Levels q Content Consumption / Clicks q Share of Voice q Website Traffic, Referrals q Website Consumption q In-Bound Lead Generation Email DirectMarketing q Conversion Rate q Click Rate q Unique Open Rate q Unsubscribe Rate q Bounces q Site Traffic SEM q Organic Traffic q Conversion Rate q Impressions q Percentageof Branded Words q Entry Pages q Keyword Traffic q Stickiness q Bounce Rate q Rankings Boost Since Start SEO q Organic Traffic (non-branded) q Number of New High Quality Links q Content Quality q Conversion Improvements q New Leads A combination of automated analytic tools with human quantitative and qualitative analysis should be applied to measurement and reporting to gauge impact and influence, while aiding in the constant re-alignment of best practices and program performance. ProcessRoadmap REPRESENTATION
Guiding Frameworks Measurement& ROI THE MEASUREMENT WORKFLOW FRAMEWORK 132 Full-FunnelAnalytics q Source Reports should analyze site traffic by visits, leads and customers q AttributionReports should identify the most influential pages and sources that drive conversions q Channel Reports should analyze landing page, email and CTA performance q Contact List Reports should analyze database influence performance q Competitive Reports hould analyze SEO and site performance q Contact Leads Reports should providedata-rich, individual lead profile insights with complete interaction reporting Real-time dashboards with monthly qualitative insights provides transparent reporting. ProcessRoadmap REPRESENTATION
Guiding Frameworks MANAGEMENT & OVERSIGHT 133 MILESTONES BY OBJECTIVES Mgm’t. & Oversight ProcessRoadmap
Guiding Frameworks 134 MANAGEMENT BY OBJECTIVES WILL KEEP THE INITIATIVE MOVING FORWARD Executeand promotedigitaltransformationinitiativemilestones,repeatand execute Developshared intra-officerequiredcommunicationstoolsand systems Identifyneedsand allocateshared resourcesand budgetsto marketingplan Develop& adopt a corporateintra-officemaster digitalmarketingplan Package shared knowledgeinto best practiceguidelines Begin conductingcollaborativeworkshopswith intra-officemarketingdisciplineexpertsto refineprocess & methodology Recruit sponsorsand key stakeholdersand refinethe vision Announcethe Intent ProcessRoadmap Mgm’t. & Oversight REPRESENTATION
Guiding Frameworks Basic GuidingPrinciples FINAL THOUGHTS REALIZING YOUR VISION 135 TransformationRealization
Guiding Frameworks Basic GuidingPrinciples DIGITAL TRANSFORMATION IS… a vision followed through by an organizational-wide commitment. No two initiatives are alike, and this journey will be unique for each organization. The process and methodologies just discussed provide simply a springboard for you to rethink your own transforming consumer experience as the catalyst for developing strategic directions which can lead to greater future business outcomes. Through strategy, patience, experimentation, measurement and testing with management and oversight, your digital transformation effort can become a reality. 136 TransformationRealization
AUTHOR CREDITS Author Credentials 137
Daniel McKean Bio & Credentials About The Author Daniel is a 30+ years marketing veteran and consultant who has provided agency and direct to client consulting services across all marketing disciplines, including 20+ years in digital marketing and 10+ years in marketing data analytics. As a principal consultant since 2002, Daniel has traveled the world and provided senior-level strategy and analytics expertise to large multi-national B2C and B2B brands; federal, state and local governments; clients in the entertainment and sporting industries, as well as internationally recognized marketing agencies. Sample work has included: Elizabeth Arden, Alés Group, FIVB, Microsoft, National Institutes of Health (NIH), New York State, PepsiCo, Stella Artois, Swatch, Swiss Army, Ticketmaster, United Nations, Visa, Wilson Sporting Goods, and many more. Daniel is married to his wife Lisa of 27 years, has two grown children (Ethan and Emma) and is an animal lover and proud owner of two Siberian Huskies and two Siamese cats. Education: BS/BA Advertising & Public Relations MIT Sloan School of Business, Digital Analytics Marketing Discipline Expertise: Advertising, Digital Media, Social Media, Public Relations, Direct Marketing, Trade Show Marketing, Marketing Communications, Email Marketing, Content Marketing, Copywriting, SEO, SEM, Marketing Dashboards, Data Analytics. Certifications: Marketing Analytics, Data Visualization, Google Analytics, Google Tag Manager, Google Data Studio, DOMO, Tableau, Power BI, Excel Pivot Tables, Excel Solver, SEO, SQL. W O R K I N G M O T T O : M A K E A D I F F E R E N C E E A C H A N D E V E R Y D AY. linkedin.com/in/danielmckean Author Credentials 138
Daniel McKean, Sr. Digital Strategist & Analyst www.linkedin.com/in/danielmckean

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Visionary Process Roadmap

  • 1.
    Guiding Frameworks DIGITAL TRANSFORMATIONROADMAP Visionary Change: Process & Methodology
  • 2.
    Guiding Frameworks Content BasicGuiding Principles…………………………………………………. 3 Frameworks & MethodologiesDefined Master Framework Design.……………………………………………….. 29 Process Roadmap Guidelines…………………………………………… 38 Advance Discovery………………………………………………..… 39 Ecosystem Optimization………………………………………..… 46 Strategic Directions……………………………………………..….. 54 Process & Methodology……………………………………..…… 62 Workflow Alignments………………………………………..……. 89 Content Directions……………………………………………..…… 97 Technology Stacks……………………………………………..……. 100 Ecosystem Alignment………………………………………..……. 103 Building Block Execution…………………………………..…….. 108 Engagement & Conversion………………………………………. 114 Team Collaboration…………………………………………..…….. 120 Measurement & ROI…………………………………………..…… 130 Management & Oversight………………..………………………………. 133 Final Thoughts……………….………………..………………………………. 135
  • 3.
    Guiding Frameworks BasicGuidingPrinciples BASIC GUIDING PRINCIPLES OPPORTUNTITY AND POSITIONING 3 LeadingPreface
  • 4.
    Guiding Frameworks BasicGuidingPrinciples “ You’ve got to start with the consumer experience and work backwards to the technology. Steve Jobs 4 LeadingPreface
  • 5.
    Guiding Frameworks BasicGuidingPrinciples DIGITAL TRANSFORMATION IS… the re-alignment of, or new investment in – process, technology and business models to more effectively engage Digital Consumers at every touchpoint in the customer experience lifecycle. Using the definition AS ALIGNED TO WHERE CHANGE CAN BE MOST AFFECTED: 5 LeadingPreface
  • 6.
    Guiding Frameworks BasicGuidingPrinciples Although the impact of digitization is not new, the digital economy continues to evolve as it presents continuing challenges for all CEOs. 6 LeadingPreface
  • 7.
    Guiding Frameworks BasicGuidingPrinciples We are now living in an increasingly complex world. Information flow has grown at exponential rates and technology continues to bring about fundamental and rapid changes to our society. 7 LeadingPreface
  • 8.
    Guiding Frameworks BasicGuidingPrinciples Within this environment, Smart Organizations have realized that adaptability is… paramount to future business success. 8 LeadingPreface
  • 9.
    Guiding Frameworks BasicGuidingPrinciples There is an inherent need to rethink the brand experience through the entire customer journey. This, more often than not, is the main catalyst for driving Digital Transformation initiatives. 9 LeadingPreface
  • 10.
    Guiding Frameworks BasicGuidingPrinciples Source: Altimeter Group ZMOT through to UMOT leads to shared expressions and trusted impressions via community experiences which affect every moment of truth. Social Discovery Consideration to Purchase Experience Shared Experience Awareness Stimulus Zero Moment Of Truth First Moment Of Truth Second Moment Of Truth Ultimate Moment Of Truth From the initial stimulus to the ultimate moment of truth… 10 LeadingPreface
  • 11.
    Guiding Frameworks BasicGuidingPrinciples As a result, organizations of all sizes – and in all markets now face common pressures from customers, employees and competitors alike to begin or speed up their digital transformation efforts. 11 LeadingPreface
  • 12.
    Guiding Frameworks BasicGuidingPrinciples Status quo is no longer a viable option. As organizations consider deploying Digital Transformation initiatives, it must first be understood that… it will be a direction unique for every organization. 12 LeadingPreface
  • 13.
    Guiding Frameworks BasicGuidingPrinciples Implementing new technologies is certainly part of the equation. However, the bigger part of the value proposition will be strategically aligning leadership with vision and empowering stakeholders at every level to impact the necessary organizational change and business transformation to realize the benefits for the possibilities that new technologies create. 13 LeadingPreface
  • 14.
    Guiding Frameworks BasicGuidingPrinciples Vision Leadership Transformation EXTERNAL DEGREE OF CHANGE INTERNAL ABILITY TO CHANGE EMPOWERMENT CUSTOMER CENTRICITY INNOVATION TECHNOLOGY Vision + Leadership Leads to Transformation 14 WHERE VISION + LEADERSHIP = TRANSFORMATION LeadingPreface
  • 15.
    Guiding Frameworks BasicGuidingPrinciples Transformation may touch every part of the organization. It will influence strategy, process, workflow and collaboration… and impact organizations across all business functions including operational efficiencies; competitive positioning; product innovation; talent pool acquisition; and all customer facing touchpoints. 15 LeadingPreface
  • 16.
    Guiding Frameworks BasicGuidingPrinciples But in the end… Digital Transformation and its business benefit is ultimately about creating customer value across each customer touchpoint in the business ecosystem for greater business outcomes. 16 LeadingPreface
  • 17.
    Guiding Frameworks BasicGuidingPrinciples Where VALUE is defined by delivering better omnichannel Brand Experiences which benefits the organization at a holistic level to get closer to customers and to better compete in our changing world. 17 LeadingPreface
  • 18.
    Guiding Frameworks BasicGuidingPrinciples Ultimately leading to greater business profitability and success. This is the opportunity. This is where leadership and vision can impact fundamental business change through strategy, process and culture. 18 LeadingPreface
  • 19.
    Guiding Frameworks BasicGuidingPrinciples The starting point is to frame the discussion. Executives and prospective stakeholders must have a sense of urgency and commitment to lead meaningful and insightful conversations to bring concepts to life. 19 LeadingPreface
  • 20.
    Guiding Frameworks BasicGuidingPrinciples With an inherent organizational-wide understanding and competitive market position that digital transformation’s aim is to… Create Brand Experiences With The Customer At The Center. 20 LeadingPreface
  • 21.
    Guiding Frameworks BasicGuidingPrinciples Where the Brand Experience... is optimized across the digital ecosystem and all customer touchpoints to create seamless and omnichannel digital consumer experiences. 21 LeadingPreface
  • 22.
    Guiding Frameworks BasicGuidingPrinciples Optimization will require architecting, building, and refining core frameworks, processes and methodologies as scalable building blocks … and as the prelude to developing actionable roadmaps to begin the transition. 22 LeadingPreface
  • 23.
    Guiding Frameworks BasicGuidingPrinciples Presented as an integrated digital business and marketing approach to transition the organization across all business areas to realize the Customer-focused Digital Transformation vision. 23 LeadingPreface
  • 24.
    Guiding Frameworks BasicGuidingPrinciples Reinforced with milestone proof cases, case studies and testimonials to establish internal credibility and confidence across all practice areas as a critical step to strengthen commitment and advocacy for the organization’s ability to develop and execute actionable integrated roadmaps for each unique step in the Digital Transformation initiative. 24 LeadingPreface
  • 25.
    Guiding Frameworks BasicGuidingPrinciples But first any transition should be approached with some… common considerations and reflections that will undoubtedly apply to most organizations. 25 LeadingPreface
  • 26.
    Guiding Frameworks BasicGuidingPrinciples q There should be a general acknowledgement that staff, resource, skillsets and even budget challenges may exist within organizations to quickly adopt digital transformation. q The short-term goal should be to put into place progressive frameworks, strategies and processes that will serve as the initial building blocks which can be implemented quickly to create a solid foundation for which can grow and evolve into future, longer-term success. q Taking the first step in any digital transformation initiative will be the vision and stakeholder support. How organizations get from where they are today to where they want to be in the future will come from the understanding that digital transformation is not a “set and execute” one-time strategic initiative. 26 LeadingPreface
  • 27.
    Guiding Frameworks BasicGuidingPrinciples q It must be understood digital transformation has to naturally evolve over time… building on each past success as the organization continues to develop best practices, and grow internal resources, skillsets and expertise at each phase in the digital transformation journey. q Sponsors and key managerial stakeholders will need to allocate expertise with scale and balance to execute a unified strategic direction at the highest possible levels that will ‘phase in’ building block programs and initiatives based on each business function requirements unique to the realities facing the organization. q The key to early success will hinge on the ability to quickly and effectively establish proof cases as credibility for demonstrating expertise in quantifiabe impacting milestones in all new digital transformation initiative areas. 27 LeadingPreface
  • 28.
    Guiding Frameworks BasicGuidingPrinciples And as the last consideration which may be most critical… It must be demonstrated expertise, skillsets and resources can be leveraged across business and departmental operations to apply the best possible talent for each engagement step representative of a cohesive, seamless organizational-wide team effort. 28 LeadingPreface
  • 29.
    Guiding Frameworks MASTER FRAMEWORKS 29 ARCHITECTINGAN INTEGRATED DIGITAL MARKETING A FRAMEWORK MODEL FOR DIGITAL TRANSFORMATION Master Framework Architecture& Design
  • 30.
    Guiding Frameworks MasterFramework “ The greatest danger for most of us is not that our aim is too high, and we miss it, but that it is too low, and we reach it. Michelangelo If you strive for greatness, you need to aspire for greatness. 30 Architecture& Design
  • 31.
    Guiding Frameworks MasterFramework Architecting MASTER frameworks should be designed as guiding and adaptable business models customizable for each department or business function’s unique needs... 31 Architecture& Design
  • 32.
    Guiding Frameworks MasterFramework With the added clarity all digital initiatives and the scope of the initiative will advance as governed by the organization’s own internal skillsets and it’s ability to assign and manage requisite resources and budgets. 32 Architecture& Design
  • 33.
    Guiding Frameworks MasterFramework And with a bigger picture point of view that any building blocks that can be implemented today should be designed to grow and mature over time as ROI is demonstrated and as internal expertise, experience and skillsets grow and mature. 33 Architecture& Design
  • 34.
    Guiding Frameworks MasterFramework Advance Discovery Ecosystem Optimization Strategic Directions Process & Methodology Workflow Alignments Content & Publishing Team Collaboration Measurement & ROI Technology Stacks Ecosystem Alignment Engagement & Conversion Building Block Execution 34 ARCHITECTING A GUIDING FRAMEWORK CAN BE DESIGNED AS A VISUAL FLOW …and then aligned to a process roadmap to implement the transformation vision. Architecture& Design REPRESENTATION
  • 35.
    Guiding Frameworks MasterFramework PROCESS ROADMAP A Digital Ecosystem Master Framework Design Advance Discovery Digital Footprint Review Goals & Objectives Review KPI Review Benchmark Performance Audits Customer Journey Mapping Ecosystem Optimization SEO Alignments Digital Landscape Navigation Alignments Content & Publishing Schedule Alignments Brand Identity Alignments Design & Architectural Alignments Strategic Directions Vision, Goals, Objectives & KPIs Target Personas Digital Footprint & Touchpoints Brand Story Branding Online/Offline Integration Content Production Publishing Localization Mobile Lead Generation Employer Branding Milestone Management Process & Methodology Search Engine Marketing Search Engine Optimization Paid Media Experiential Marketing Social Media Marketing Mobile & App Marketing Email Marketing Content Strategy Inbound Marketing Employer Brand Marketing Workflow Alignments Team Structures Team Roles Corporate Models Hub & Spoke Models Decentralized Local Models Onboarding & Continued Learning Content & Publishing Owned Earned Paid User Generated Content (UGC) Campaigns & Promotions Technology Stacks Workflow Management Marketing Automation Community Management Lead Management Workflow Collaboration Business Intelligence (Insights) Listening & Monitoring Web & App Platforms Ecosystem Alignment Channel Use Optimization Seamless Integrated Footprint Customer Touchpoints Alignment Channel Content Optimization Building Block Execution Budget Alignments Objective Oriented Phased In Roadmaps & Timelines Omnichannel Brand Experience Optimization Workflow Management Engagement & Conversion Community Management Lead Tracking Lead Nurturing Mobile Optimization Web Design Real-Time Personalization Mobile First Design App Design Team Collaboration Intra-Office Departmental Management Inter- Department Management Agencies & Stakeholders Planning Workshops Workflow Tools Measurement & ROI Measurement & Reporting Cycles Adaptation & Re-alignment Iterative Planning Cycles A more expansive roadmap view of the Digital Transformation master framework. 35 Architecture& Design REPRESENTATION
  • 36.
    Guiding Frameworks MasterFramework It should be noted that the framework just presented is only the starting point for an integrated digital transformation model… and it is expected that the ecosystem and framework like digital marketing in general is expected to evolve over time as new market dynamics are introduced and as expertise and skillsets grow. 36 Architecture& Design
  • 37.
    Guiding Frameworks MasterFramework To commence your digital transformation initiative, here are 12 guiding steps as a Process Roadmap to get started which may be unique for each organization and can be modified based on individual needs and requirements. 37 Architecture& Design
  • 38.
    Guiding Frameworks MasterFramework THE PROCESS ROADMAP 12 GUIDING STEPS TO TRANSFORMATION DEFINED 38 ProcessRoadmap
  • 39.
    Guiding Frameworks Getting Started ADVANCEDISCOVERY Assess the current situation • Assimilate other people’s viewpoints • Determine critical success factors • Gather insights for the important year-one game plan 39 AdvanceDiscovery ProcessRoadmap
  • 40.
    Guiding Frameworks AdvanceDiscovery “You can only know where you’re going if you know where you’ve been. Legendary historian and documentarian James Burke 40 ProcessRoadmap
  • 41.
    Guiding Frameworks AdvanceDiscovery Inorder to build future success, you’ll need to be able to define it and then measure it against the defined criteria established for success. Understanding the current digital state of affairs is crucial not only because it drives future strategy, but also because the value of all future digital efforts will be judged according to this baseline. 41 ProcessRoadmap
  • 42.
    Guiding Frameworks AdvanceDiscovery Discovery Framework DigitalFootprint & Integration Review Benchmark Performance Audits Web SEM|SEO SMM Email Mobile, Apps & IoT Advertising Content Lead Generation Competitive Landscape Departmental Collaboration Internal Process & Workflow Offline / Online Branding Integration Online Reputation Analysis Existing Goals & Objectives Existing KPIs Customer Journey Mapping Customer Persona & Needs Analysis Discovery is a critical first step to any Digital Transformationeffort. q Reveals what’s broken and what’s not in the digital ecosystem q Establishes a performance benchmark to measure against future ROI q Identifies early baseline priority needs within the current digital ecosystem which can be aligned to a timeline in advance of defining strategic directions q Provides the insights and intelligence required to architect and refine strategy, internal process and executable tactical directions 42 THE ADVANCE DISCOVERY FRAMEWORK ProcessRoadmap REPRESENTATION
  • 43.
    Guiding Frameworks AdvanceDiscovery DiscoveryReview Process Audit Inclusion Digital Footprint (Ecosystem) What are the current digital assets? How are they linked (connected)?Managed and supported? Existing Goals & Objectives What are the current goals & objectivesdriving the digital efforts? Are they mapped to business goals and objectives? Are they measurable? Existing KPIs What does success look like? How is it currently being measured? What is the current performance? Search Engine Optimization (SEO) Brand and competitive SERP optimization (accessibility, indexability, on-page/ off- page optimization, keyword analysis, link building) for all digital assets Search Engine Marketing (SEM) Paid search & display (objectives,campaigns & ad groups, budgets, targeting, bidding, delivery, ad rotation, keywords,landing pages, device, ad schedules, A/B testing, overall performance) Social Media Marketing (SMM) Channel objectives & use, branding,profiles, descriptions,tags, links, practices and trends, content, targeting & publishing, SEO & web traffic influence,unclaimed properties, KPI metrics, performance Email Marketing Objectives& use, campaign frequencies,content themes, open rates, CTRs, landing pages, opt-in lead gen, list management Mobile Marketing Objectives& use, cross channel strategic direction, audience profile and needs, responsivedesigns (web, mobile, landing pages), SMS/MMS,app use, A/B testing, optimization, KPIs, performance Advertising (Digital) Objectives& use (banner, display, rich media, video, pop-up,mobile, native, social), campaigns & ad groups,targeting, contextual delivery, media buys, ad rotation and schedules,design, landing pages, device optimization, A/B testing, ROAS performance 43 ProcessRoadmap REPRESENTATION
  • 44.
    Guiding Frameworks AdvanceDiscovery DiscoveryReview Process Audit Inclusion Content Marketing Content assets, strategy, optimization, objective-based use, production process, topics (brand, competitive, industry), audience needs, re-purposing,re-targeting, performance Apps & IoT Objectives& use, strategy, design, development,promotion, in-app engagement, performance- opportunities Lead Generation CRM platform, ecosystem integration, and process(lead acquisition, lead nurturing, triggered response,behavioral tracking, real-time contextual content delivery,lead stage tracking, database segmentation and management) Departmental Collaboration Inter-Departmental input (sales, customer service, HR, IT et al), information (data) sharing, independent departmental initiatives / assets, departmental cooperation and support Internal Process & Workflow Staff and agency resources,processes,systems and technology platforms, internal champions for change, other stakeholder roles, C-Suite advocate support Offline/ Online Branding Integration Brand story and messaging, street level offlinebranding tie-ins and integration; community, customer service, HR tie-ins Online Brand Reputation Competitive landscape benchmark review, online brand amplitude and resonance, discussion topic themes, brand /productsentiments, levels of community service and satisfaction, community engagements and advocacy Customer Journey Mapping Target persona development,online behavior and preferenceanalysis, digital touchpoints(heatmap), multiscreen behaviors,content needsassessment 44 ProcessRoadmap REPRESENTATION
  • 45.
    Guiding Frameworks AdvanceDiscovery ADDITIONALDISCOVERY REQUIREMENTS & NEEDS Gathering intel and a roadmap from sales, marketing, agency partners and all other stakeholders relative to planned and active initiatives, promotions and partnerships builds the foundation for architecting the near, intermediate and long-term strategic frameworks and goals in a collaborative environment. • Appointment of all principals, sponsors and stakeholders for team collaborations. • Identification of internal champions and advocates for change. • Interviews with cross functional department heads (communications, customer service, HR, IT) for input and understanding of perceived customer facing problem areas and pain points. • Introductions to agency teams (as applicable) to establish collaboration and to document and support all active initiatives. • Define with marketing teams short, intermediate and long-term measurable communications goals, timelines and KPIs. • Understand the organizational structure to establish open communications and a collaborative team support system. 45 ProcessRoadmap
  • 46.
    Guiding Frameworks 46 OptimizingThe DIGITAL ECOSYSTEM LANDSCAPE Enhance discoverability • Align to SEO best practices • Ensure easy cross navigation • Refine publishing schedules to online activity • Align to common visual branding • Resolve design and architectural issues Ecosystem Optimization ProcessRoadmap
  • 47.
    Guiding Frameworks EcosystemOptimization 47 “People who bet against the Internet, who think that somehow this change is just a generational shift, miss that it is a fundamental reorganizing of the power of the end user. Google Chairman Eric Schmidt ProcessRoadmap
  • 48.
    Guiding Frameworks EcosystemOptimization 48 Immediately following the Discovery Process… Digital Transformation should advance by optimizing the existing digital (footprint) ecosystem as a baseline initiative and as strategic directions are defined and refined from the intelligence gathered. ProcessRoadmap
  • 49.
    Guiding Frameworks EcosystemOptimization 49 This ensures the Digital Transformation initiative starts with an optimized digital footprint which can be further optimized as building block frameworks are designed and implemented. ProcessRoadmap
  • 50.
    Guiding Frameworks EcosystemOptimization 50 An added benefit for starting with optimizing the digital ecosystem… it’s essentially low hanging fruit which organizations can begin to see much quicker actionable, change-altering steps after the vision is announced which builds early confidence among all stakeholders that the effort is underway. ProcessRoadmap
  • 51.
    Guiding Frameworks EcosystemOptimization 51 THREE COMPONENTS OF THE DIGITAL BUSINESS MODEL OPTIMIZING A DIGITAL ECOSYSTEM INCLUDES THREE COMPONENTS: which work together to create a compelling customer value proposition. INFORMATION PRODUCT INTERNAL EXTERNAL CUSTOMER EXPERIENCE Product, information, price & use details, more Experience can include community facing digitized business processes, community destinations, community input, expertise for informed decision making, recommendations, tools and interface Other business processes, community data, technology Public networks & assets, proprietary apps, partners Content What is consumed? How is it discovered? Experience How is it packaged? Platform How is it delivered? Source: MIT Sloan Management Review ProcessRoadmap
  • 52.
    Guiding Frameworks EcosystemOptimization 52 Social Media Ecosystem Optimization Framework SEO Alignments Keyword Optimization Assessability & Indexability On-Page / Off-Page Optimization Link Building Visual Branding Alignments Online / Offline Integration Seamless Experience Navigation Alignments Footprint Integration Tabs & Content Organization Publishing Alignments Keyword Density Message & Values Optimization Publishing Schedules Channel & Content Use Architectural Alignments Mobile Optimization Objectives & Roadmap Web & Social Design Flaws Layout Corrections Web Properties Ecosystem optimization allows the Digital Transformation effort to begin on a solid digital footprint foundation. q Optimizes digital footprint for easier discovery q Aligns common and complementary branding across all digital assets q Begins to implement channel best practices for content production and publishing q Optimizes navigation for better digital consumer experiences q Begins to address architectural and design flaws as well as mobile optimization needs THE ECOSYSTEM BASELINE OPTIMIZATION FRAMEWORK ProcessRoadmap REPRESENTATION
  • 53.
    Guiding Frameworks EcosystemOptimization 53 Ecosystem Optimization Process Task Inclusion SEO Alignments Domain names; URLs; page titles; meta descriptions; keywords;keyword density; internal links; code corrections; optimization via page rankings, CTRs, bouncerates, time on site, exit pages, visitor flow; link building Visual Branding Alignments Alignment to brand visual guidelines, common visual brand elements and treatment integration with offline (and retail) branding, optimized use of branding across all digital assets and content Publishing Alignments Keyword,message and values optimization within content and communications, alignment of publishing schedulesto target persona online behaviors, alignment of content publishing to specificchannel purposeand use Navigation Alignments Digital propertieslinkage and integration, re-alignment of published content organization to persona interests and navigation needs Architectural Alignments Mobile roadmap optimization steps for web properties (adaptive or responsive design, mobile first strategies), needed efficient web code fixes, social media asset design fixes ProcessRoadmap REPRESENTATION
  • 54.
    Guiding Frameworks 54 Defining STRATEGICDIRECTIONS Articulate a governing vision • Define goals and objectives • Document master strategic directions • Customize master building block models • Align roadmaps, timelines skillsets and budgets to defined milestones ProcessRoadmap StrategicDirections
  • 55.
    Guiding Frameworks StrategicDirections55 “ Organizations that destroy the status quo win. Whatever the status quo is, changing it gives you the opportunity to be remarkable.. Best Selling Author & Marketing Guru Seth Godin ProcessRoadmap
  • 56.
    Guiding Frameworks StrategicDirections56 According to a global research report from the MIT Sloan Management Review… a clear strategic direction is one of the top reasons organizations continue to struggle with their digital transformation initiatives. MIT Sloan Management Review ProcessRoadmap
  • 57.
    Guiding Frameworks StrategicDirections57 Organizatins will need to understand that the power of a digital transformation strategy lies in its scope and objectives. Less digitally mature organizations will tend to focus on individual technologies and strategies that are decidedly operational in focus. a.k.a. silo marketing ProcessRoadmap
  • 58.
    Guiding Frameworks StrategicDirections58 Scope and objectives should always align to the proposed value proposition. The goal should be to help the organization focus on a vision and a clear strategic direction to transform business via the brand experience using an integrated seamless digital marketing framework model. ProcessRoadmap
  • 59.
    Guiding Frameworks StrategicDirections59 But it will be imperative organizations appreciate this inherent connected value. Business success and long-term and mutually rewarding Digital Transformation outcomes are dependent on it. ProcessRoadmap
  • 60.
    Guiding Frameworks StrategicDirections Strategic Directions Framework Organization Vision Goals& Objectives Re-aligned ROI KPIs Re-aligned Strategic Direction Documented Process& Methodology Frameworks Workflow Alignments Team Onboarding Search& Paid Directions Content Directions Themes& Campaigns Production Publishing Distribution Localization Promotion Optimization Engagement& Conversion Community Management Lead Tracking Lead Nurturing Real-Time Personalization Mobile Measurement Planning Workshops Adaptation& Adjustments Roadmaps Defined Milestones Established New Asset Development Ecosystem Alignedto Journey Mapping Persona Touchpoint Content Needs Assessment Brand Story Guidelines Visual Branding Guidelines– Online/Offline Integration Employer Branding Content Needs Assessment Digital Touchpoint Heatmaps Alignedto Personas CurrentAsset Upgrades Technology Stack Setup Timelines Applied Budgets Aligned 60 THE STRATEGIC DIRECTIONS CORE FRAMEWORK ProcessRoadmap REPRESENTATION
  • 61.
    Guiding Frameworks StrategicDirections61 Strategic Directions Process Task Inclusion Vision, Goals, Objectives,KPIs & Strategic Directions Articulation of governing vision, re-alignment of goals and objectives,documentation of KPI success factors and overall master strategic direction Milestone Setting, Timelines, Roadmaps & Budget Alignments Establish milestone management parameters via aligned timelines, roadmaps and budgets Ecosystem Alignments & Technology Stacks Re-align digital ecosystem to journey mapping and digital touchpoints; identify and develop new asset needs; scheduleany asset major upgrade as discovered in audit discovery phase; acquire, setup new technology tools / systems / platforms as needed Content & Branding Guidelines Clearly document all branding guidelines, incorporate offlinebranding with online branding, assess content needs for digital consumer and employer branding needs Process, Methodology & Execution Customize and execute master processand methodology models per each unique engagement Measurement, Planning, Adjustments Continually measure performanceand adjust execution and planning in iterative cycles ProcessRoadmap REPRESENTATION
  • 62.
    Guiding Frameworks 62 Applying PROCESS& METHODOLOGY Customizable building block framework models for an integrated digital marketing approach ProcessRoadmap Process& Methodology
  • 63.
    Guiding Frameworks Process&Methodology 63 “Digital marketing is at a crossroads, and it’s the brands that understand the role of context in delivering customer value that will excel in this new era of connectivity. Analyst, Best Selling Author, Speaker Brian Solis ProcessRoadmap
  • 64.
    Guiding Frameworks Process&Methodology 64 Process and methodology is simply a systematic approach to guide the Digital Transformation efforts. ProcessRoadmap
  • 65.
    Guiding Frameworks Process&Methodology 65 If executed and managed well, organizations should be in a position to craft new business models, develop new revenue streams, or drive other material changes that lead to an increase in their top or bottom lines. ProcessRoadmap
  • 66.
    Guiding Frameworks Process&Methodology 66 Process and methodology creates the underlying foundation to market and execute a comprehensive Digital Transformation solution. ProcessRoadmap
  • 67.
    Guiding Frameworks Process&Methodology • Brand Story • Branding Guidelines • Content Needs Seamless Brand Experience Web Assets Social Media Profiles Email Platform SEM Mobile & Apps Technology Platforms 67 THE INTEGRATED SEAMLESS BRAND EXPERIENCE FRAMEWORK • Content • Publishing • Distribution • Engagement • Conversion Roadmaps Budgets Aligned STRATEGICDIRECTIONDEFINED • Measurement • Adjustments • Workshops • Planning Cycles Ecosystem Alignment Asset Development & Upgrades Community Management Optimized Content Distribution Channel Journey Mapping Multitouch Alignment Lead Nurturing Opt-in Lead Gen Reach & Discovery Preference & Multiscreen Managed Engagement Efficiencies ProcessRoadmap REPRESENTATION
  • 68.
    Guiding Frameworks Process&Methodology Brand Conversation • SHARING • MENTIONS • SHARES • REPOSTS • REVIEWS EARNED MEDIA • WEB PROPERTIES • PORTALS / MICROSITES • MOBILE + APPS • BLOGS • SOCIAL MEDIA • EMAIL + SMS Brand Experience OWNED MEDIA 68 THE SEM FRAMEWORK Brand Awareness • BANNER ADS • PAY PER CLICK • DISPLAYADS • RETARGETING • PAID INFLUENCERS • PAID CONTENT PROMOTION • SOCIAL MEDIA ADS PAID MEDIA SEO & brand content drive earned media (sharing) & traffic More exposure to web properties is gained with SEO and PPC Sharing & engagement is enhanced with paid promotion When leveraged together - owned, earned and paid media create a comprehensive SEM strategy ProcessRoadmap REPRESENTATION
  • 69.
    Guiding Frameworks Process&Methodology Search Engine Optimization Framework SEO Audit Keyword Analysis Brand Keywords Competitive Keywords Relevance Competitive Performance Long Tail Keywords Optimization Footprint URLs, Meta Tags, Meta Data, Descriptions Site & Page Submission Sitemaps Content Siloing Content Owned Publishing Volume & Frequency On-Page (Web) Off-Page (Social) Mobile Paid Social Native Earned Engagements Advertising PPC Banner Display 69 THE SEO FRAMEWORK VISUAL FLOW Measurement Continued Optimization Analysis Cycles Optimization UX Keyword Density & Use Rich Media Rich Snippets Multimedia Optimization Employee Sharing Link Building Backlinking ProcessRoadmap REPRESENTATION
  • 70.
    Guiding Frameworks Process&Methodology PPC Keyword Campaigns Objectives Search Engine Selection Keyword Groups Keyword Research Ad Creation Landing Page Creation Account Setup Campaign Launch A/B Multivariate Testing Monitor Performance Campaign Adjustments Budget Allocated Tracking Installation 70 THE PAID MEDIA (DIGITAL ADVERTISING) FRAMEWORK VISUAL FLOW Online Digital Ad Campaigns Objectives Channel Planning Media Buy Analysis Display & Banner Re-Targeting Social Mobile Search Rich Media Native & Syndicated Budget Allocated Campaign Launch A/B Multivariate Testing Monitor Performance Campaign Adjustments Accounts Setup Landing Page Creation ProcessRoadmap REPRESENTATION
  • 71.
    Guiding Frameworks Process&Methodology 71 THE EXPERIENTIAL MARKETING FRAMEWORK VISUAL FLOW Experiential Marketing Framework Objectives Budget Allocation Campaign Planning Promotions Special Offers Contests Loyalty, Rewards & Incentive Programs Membership Programs Community Portals Engagement Apps Offline - Commerce, Special Events Crowdsourcing Brand Evangelism User Generated Content Creative Direction & Campaign Design Brand Experience Reinforcement Execution Requirements Channel Selection Legal & Channel Compliance Technology Platforms Web, App, UX Development Process Flow Resource Allocation Management & Maintenance Key Performance Indicators Measurement Cycles Promotion Plan Budget Re-alignment Execution Measurement Cycles Adjustments & Adaptation ProcessRoadmap REPRESENTATION
  • 72.
    Guiding Frameworks Process&Methodology 72 THE SOCIAL MEDIA MARKETING FRAMEWORK VISUAL FLOW Social Media Marketing Framework Overriding Objectives Target Persona Channel Mapping Channel Selection Facebook Twitter YouTube & Vimeo Instagram & Pinterest Messaging Networks Live Streaming Networks Popular New Networks Business Networking LinkedIn & Xing Community Portals Popular Geo Networks Specialty Niche & Emerging Networks Target Persona Content Needs Product Information Community Services Special Offers Rewards & Incentives Membership Community Engagement Customer Voice Brand & Product Influence Brand Experience Reinforcement Moments of Truth Alignment Channel Purpose & Use Alignment Channel Aligned Content Strategies Channel Linking Alignment Resource & Budget Allocation Channel KPIs Execution Measurement Cycles Adjustments & Adaptation Budget Alignment & Optimization ProcessRoadmap REPRESENTATION
  • 73.
    Guiding Frameworks Process&Methodology Roadmaps Resource& Budget Allocation Prioritized Roll Outs Manage to Milestones AppMarketing Automation Platform Selection Content Directions PersonaNeeds Web (Mobile) Optimization DynamicServing Mobile Centric AppCentric Mobile First Design Mobile Site Architecture& Design Hybridor Mobile CentricContent Target Persona Mobile Use Overriding Objectives Strategic Direction Web Assets Mobile Optimized Responsive Web Design SeamlessMulti- Touch Experience DynamicMobile Specific Content 73 THE MOBILE MARKETING FRAMEWORK VISUAL FLOW Mobile Apps Purpose& PersonaUse Competitive AppReview Architecture & Design Content Considerations Engagement Retention Lifetime Value Real-Time Location iBeacons& GeoFencing App Development Incremental Builds In-AppExperience Optimization A/B Testing & Analytics Push Notifications Measure Mobile Engagements Optimize Mobile Platforms ProcessRoadmap REPRESENTATION
  • 74.
    Guiding Frameworks Process&Methodology 74 THE MOBILE APP PROMOTION FRAMEWORK VISUAL FLOW Owned Content Needs Paid Media Needs App Promotion Framework App Store Submission App Store Optimization Cost Per Download Analysis Resource & Budget Allocation Active Promotion Mobile Advertising Mobile Search Social Media Profiles Social Media Advertising Web & Mobile Sites Email & Customer Statements SEO Content A/B Testing Measurement Optimization Resource & Budget Re-alignment ProcessRoadmap REPRESENTATION
  • 75.
    Guiding Frameworks Process&Methodology 75 THE EMAIL MARKETING FRAMEWORK VISUAL FLOW Distribution Scheduling Live Distribution Email & Web Traffic Analytics Engagement Optimization Adjustments List Management & Maintenance Email Marketing Framework Objectives Brand Experience Reinforcement Platform Selection CRM Integration Lead Generation Programs Opt-in Promotion Social Media Website Mobile Site Campaign Execution Target List Selection Campaign Design Campaign Schedules Managed Frequencies Budget Allocations HTML Design & Production Multi-Touch Theme Use Brand Engagements Site Traffic Call to Actions Landing Page Offers Content & Campaign Promotion Engagements, Reach, Traffic, Subscribers Social Media Community Building Engagements, Follower Growth, Social Sharing Lead Nurturing CRM Triggered Lead Responses Customer Loyalty & Advocacy Programs Rewards, Incentives, News, Information, Education Campaign Planning Workflow Management List Management Target Persona Segmentation Target Persona Content Needs q Campaign Segmentation q Target Segmentation q Recipient Personalization q Triggered Lead Responses q Custom or Template Formats q Automated Device Optimization q Social Sharing & Linking ProcessRoadmap REPRESENTATION
  • 76.
    Guiding Frameworks Process&Methodology Systems Platforms Framework Process Analytics Email Campaigns Paid Media Re- Marketing Publishing Channels Content SEO Planning Marketing Strategy Brand Story CONTENT MARKETING 76 THE CONTENT MARKETING FRAMEWORK ProcessRoadmap REPRESENTATION
  • 77.
    Guiding Frameworks Process&Methodology Content Strategy Framework Planning (Structure) Objectives & Goals Guiding Framework Brand Story Development Messaging Platform Resource Planning & Allocation Business Intelligence Personas & Content Mapping Channel Mapping Competitive & Inspirational Review Benchmarking & Audits Content Inventory Audit Internal Performance Benchmark Development (Frameworks) Strategic Directions Campaign & App Creation Brand Promotion UGC Events & Retail Tie-ins Content Creation Personality, Style & Voice Guidelines Channel, Media & Content Mix Guidelines Re-Purposing Guidelines SEO, CTA & Landing Page Guidelines Performance Tracking Channel KPIs Measurement Analysis & Reporting Program Re- Alignments Management (Process) Content Engineering Workflows Publishing & Delivery Tools & Platforms Asset Library & Archival System Hub & Spoke Implementation Guide Content Distribution Channel Selection & Integration Paid Promotion Governance (Teams) Leadership & Team Roles Center of Excellence Consortium Editorial Board Content Leads Executive Steering Committee Content Departments Inter-Agency Collaboration Corporate Oversight 77 THE CONTENT STRATEGY FRAMEWORK VISUAL FLOW ProcessRoadmap REPRESENTATION
  • 78.
    Guiding Frameworks Process&Methodology 78 THE CONTENT OVERSIGHT FRAMEWORK VISUAL FLOW Weekly Oversight Process The 4-1-1 Rule suggests that you should post four pieces of new content, one repost and one self-serving post. When you follow this pattern, you will achieve the ideal ratio of original posts, engagement and self-serving posts. ProcessRoadmap REPRESENTATION
  • 79.
    Guiding Frameworks Process&Methodology 79 THE CONTENT NEEDS ASSESSMENT & ANALYSIS FRAMEWORK VISUAL FLOW Content Performance& Analytics Input Needs Assessment Input Channel Mix Needs Review Persona Mix Needs Review Content Type Needs Review Tabulating & Cataloging ProcessRoadmap REPRESENTATION
  • 80.
    Guiding Frameworks Process&Methodology 80 THE CONTENT IDEATION FRAMEWORK VISUAL FLOW Ideation Process ProcessRoadmap REPRESENTATION
  • 81.
    Guiding Frameworks Process&Methodology 81 THE CONTENT PRODUCTION ROUTING FRAMEWORK VISUAL FLOW Content Production Routing ProcessRoadmap REPRESENTATION
  • 82.
    Guiding Frameworks Process&Methodology 82 THE CONTENT RE-PURPOSING FRAMEWORK VISUAL FLOW Content Re- Purposing ProcessRoadmap REPRESENTATION
  • 83.
    Guiding Frameworks Process&Methodology 83 THE CONTENT DISTRIBUTION FRAMEWORK VISUAL FLOW Blog Post Distribution Example ProcessRoadmap REPRESENTATION
  • 84.
    Guiding Frameworks Process&Methodology 84 THE INBOUND MARKETING FRAMEWORK STRANGERS VISITORS LEADS CUSTOMERS PROMOTERS ATTRACT CONVERT CLOSE REINFORCE Blog SEO / SEM Social Media Optimization Call to Actions Landing Pages Lead Forms CRM Database CRM Email Workflows Reporting CRM Events Analytics Smart Content Inbound Marketing frameworks are designed to create leads and conversions using content marketing for building traffic and credibility among prospects and customers throughout each stage of the buyer cycle. ProcessRoadmap REPRESENTATION
  • 85.
    Guiding Frameworks Process&Methodology 85 THE INBOUND MARKETING CHANNEL FRAMEWORK Social Media Email & Lead Nurturing CTAs & Landing Pages Content Creation SEO SEM Marketing Analytics Marketing Automation INBOUND MARKETING There are a number of Inbound Marketing platforms available today for both B2C and B2B applications, which can be used for a Lead Generation efforts. Inbound Marketing places an emphasis on creating triggered digital touchpoints for attracting website visitors in various stages of the engagement cycle using numerous channels, marketing techniques, and content types to stimulate lead generation and conversion. ProcessRoadmap REPRESENTATION
  • 86.
    Guiding Frameworks Process&Methodology Inbound Marketing Framework Objectives Brand Experience Reinforcement Platform Selection & Setup CRM Integration 86 THE INBOUND MARKETING CAMPAIGN FRAMEWORK VISUAL FLOW Content & Lead Gen Strategy Ideal Customer Profile Target Persona Segmentation Competitor Analysis Keyword & PPC Analysis Website Readiness Assessment Campaign Planning Target Persona Chosen Campaign Offer Campaign Timeline Triggered Response Lead Nurturing Rules Call to Action Offer Landing Page & Email Design Resource & Budget Allocation Social Media Tactical Plan Channel Selection & Use Content Themes Call to Action & Offer Lists Campaign Cycles & Frequencies Defined Measurement KPIs Resource & Budget Allocation Needs Campaign Execution Landing Page & Email Templates Built A/B Test Content Produced Campaign Launch Content Offers Published & Promoted A/B Testing & Optimization Lead Capture Lead Tracking Lead Nurturing Lead Classification Triggered Responses Measurement Optimization CRM Management ProcessRoadmap REPRESENTATION
  • 87.
    Guiding Frameworks Process&Methodology ü Specific Employee Satisfaction Surveys ü In depth interviews with key target groups (cross functional, country, self identification, age) ü Interviews with key persons in selection process: line management, HR, CEO, Recruiters Identity • Company Reality • EmployeePerception • Values, Beliefs& Attributes IDENTITY IMAGE Image • ExternalOpinion • Labor Market Perception • Functional,Regions,Sexes, & Ages ü Labor market research & public opinion published data points PROFILE • Company Aim • Ambition • What doesthe companywant to representand aspire to be known? Profile ü Company values Outcome The Message: Based on the attributes of the Employer Value Proposition Identificationof Employer Attributesand Characteristics 87 THE EMPLOYER VALUE PROPOSITION FRAMEWORK ProcessRoadmap REPRESENTATION
  • 88.
    Guiding Frameworks Process&Methodology Employer Branding Framework Objectives Strategic Planning & Defined Purpose Brand Experience Reinforcement 88 THE EMPLOYER BRANDING MARKETING FRAMEWORK VISUAL FLOW Perceived Employer Attributes Aligned Organizational Structure & Management Indirect & Direct Communications Planning Target Segmented Audiences Validated Employer Attributes Employer Value Proposition (EVP) Internal & External Branding Message Platform Employer Attributes Competitive Positioning Communications Strategy Planning & Toolkit Channel Selection, Purpose & Use Business Networks (LinkedIn & Xing) Social Media (Facebook, Twitter, YouTube et al) Corporate Web Assets Content & Publishing Channel Use Optimization Paid Media Requirements Consistent Messaging Content Volume & Formats Delivery Employee Value Proof Cases Contracted Recruiter Needs Internal Leadership Practice Management Guidelines Employee Value Reinforcement Systems External Leadership Recognition Offline Corporate & Industry Events Public Relations Campaigns Employee Advocacy Programs Recruiter Network Outreach Resource Analysis Staff & Agency Needs Outside Recruiter Contract Needs Media Budget Needs Technology Platform Needs Budget Analysis Employee Onboarding Guidelines Recognition Performance Reviews Career Opportunities Job Training Budget Allocated Milestones Developed Roadmaps & Timelines Architected Offline Events Planned PR Structure Initiated Execution Phased In Roll Out Managed Measurement Iterative and Real-Time Adjustments & Adaptation ProcessRoadmap REPRESENTATION
  • 89.
    Guiding Frameworks Aligning TEAMS &WORKFLOWS 89 Apply an adaptable team structure & role framework • Assign collaborative responsibilities Structure corporate, hub & spoke and decentralized management model workflows Build onboarding process for integrating departments and agency teams ProcessRoadmap WorkflowAlignments
  • 90.
    Guiding Frameworks WorkflowAlignments THEOVERSIGHT TEAM STRUCTURE & ROLE FRAMEWORK Agency Teams Program Management Creative Director Graphic Designer(s) Content Strategist Managing Editor Writer(s) & Author(s) SEO/SEM Expert(s) Media Planner Web/App Developer(s) UI/UX Designer(s) Community Manager(s) Insights Manager Research Associate(s) Analytics Manager Program Coordinator Digital Strategist Management & Support System Program Manager Other Stakeholders Marketing Teams 90 ProcessRoadmap REPRESENTATION
  • 91.
    Guiding Frameworks WorkflowAlignments THEGOVERNANCE & OVERSIGHT FRAMEWORK 91 Governance & Oversight Management Creative Director Program Manager Analytics Manager Content Strategist Marketing & Digital Leads Digital Strategist ProcessRoadmap REPRESENTATION
  • 92.
    Guiding Frameworks WorkflowAlignments EXECUTIVESPONSORSHIP OVERSIGHT & MANAGEMENT THE COLLABORATIVE WORKFLOW TIMELINE FRAMEWORK 92 OPTIMIZATION DISCOVERY STRATEGY ALIGNMENT CONTENT EXECUTION CONVERSION Oversight & Management Team Collaboration Departmental Management Team Task Business Oversight Team Task Vision, Goals, Objectives, KPIs Strategic Direction Planning Milestones Applied Process Roadmaps Applied Timelines & Budget Applied Overall Direction Approved Direction Re-alignments Budgets Allocated Initial Info Collection Workshop Stakeholder Meetings Benchmark Audits Audit Findings Journey Mapping Journey Mapping Findings Final Discovery & Alignments SEO Alignments Visual Branding Alignments Publishing Alignments Navigation Alignments Architectural Alignments Content Marketing Web & SEM Marketing Experiential Marketing Social Media Marketing Mobile & App Marketing Email Marketing Inbound Marketing Employer Branding Channel Use Optimization Seamless Footprint Integration Touchpoint Alignment Channel Content Optimization Process & Methodology Optimization Community Management Lead Tracking Lead Nurturing Mobile Optimization Web & App Design Performance Measurement Cycles Adaptation & Adjustment Iterative Milestone Planning Resource & Budget Management Timeline Management Content Publishing Community Engagements Brand Experience Management DEPARTMENTAL & BUSINESS FUNCTION MANAGEMENT REPRESENTATION
  • 93.
    Guiding Frameworks WorkflowAlignments Content Execution Centralized BuildingBlock Execution ü PHASED-IN ROADMAPS ü OBJECTIVE & TIMELINE MANAGED ü Web & App Design ü SEM ü Content Marketing ü Experiential Marketing ü Social Media Marketing ü Mobile & App Marketing ü Email Marketing ü Inbound Marketing ü Employer Branding ü Online Advertising Measurement Adjustment Alignment Adaptation Collaboration Iterative Planning Cycles Milestone Management THE CENTRALIZED WORKFLOW ALIGNMENT FRAMEWORK 93 Centralized Workflow Alignment Model Discovery Discovery Input Workshop Stakeholder Introductions Audits Journey Mapping Findings Ecosystem Optimization Ecosystem Optimization Digital Footprint Strategy Strategic Directions ü Vision, Goals, Objectives ü Seamless Brand Experience ü Integrated Marketing ü Branding Guidelines ü Channel Use ü Content Needs ü Channel Optimization ü Localization ü Mobile Optimization ü Lead Generation ü Employer Branding ü KPIs & Milestone Mapping Conversion Engagement & Lead Nurturing Ecosystem Alignment Ecosystem Alignment Digital Footprint ü Channel Use Optimization ü Integrated Digital Footprint ü Customer Journey & Touchpoint Alignments ü Seamless Omnichannel Brand Presence BASELINE TIMELINE CADENCE 30 – 60 Days 90 Days 120 Days 120 + Days ProcessRoadmap REPRESENTATION
  • 94.
    Guiding Frameworks WorkflowAlignments Content Execution Centralized BuildingBlock Execution ü PHASED-IN ROADMAPS ü OBJECTIVE & TIMELINE MANAGED ü Web & App Design ü SEM ü Content Marketing ü Experiential Marketing ü Social Media Marketing ü Mobile & App Marketing ü Email Marketing ü Inbound Marketing ü Employer Branding ü Online Advertising Measurement Adjustment Alignment Adaptation Collaboration Iterative Planning Cycles Milestone Management Hub & Spoke Workflow Alignment Model Discovery Discovery Input Workshop Stakeholder Introductions Audits Journey Mapping Findings Ecosystem Optimization Ecosystem Optimization Digital Footprint Strategy Strategic Directions ü Vision, Goals, Objectives ü Seamless Brand Experience ü Integrated Marketing ü Branding Guidelines ü Channel Use ü Content Needs ü Channel Optimization ü Localization ü Mobile Optimization ü Lead Generation ü Employer Branding ü KPIs & Milestone Mapping Conversion Engagement & Lead Nurturing Ecosystem Alignment Ecosystem Alignment Digital Footprint ü Channel Use Optimization ü Integrated Digital Footprint ü Customer Journey & Touchpoint Alignments ü Seamless Omnichannel Brand Presence THE HUB & SPOKE MODEL WORKFLOW ALIGNMENT FRAMEWORK 94 BASELINE TIMELINE CADENCE 30 – 90 Days 120 Days 150 Days 150 + Days # COLLABORATIVE MULTI-LOCATION ACTIVATION # Local & Regional Presences Added Region Layers Added Region Layers Added Region Layers Managed Strategic Directions Regional Measurement Adjustment Alignment Adaptation Collaboration Iterative Planning Cycles Integrated Regional Footprint Governed Region Spokes Managed Oversight Leveraged Client Content Content Localization Region Specific Activity Regional Engagement & Lead Nurturing Collaborative Planning Cycles REPRESENTATION
  • 95.
    Guiding Frameworks WorkflowAlignments THEDECENTRALIZED WORKFLOW ALIGNMENT FRAMEWORK 95 Local Content Local Execution Local Building Block Execution ü PHASED-IN ROADMAPS ü OBJECTIVE & TIMELINE MANAGED ü Web & App Design ü SEM ü Content Marketing ü Experiential Marketing ü Social Media Marketing ü Mobile & App Marketing ü Email Marketing ü Inbound Marketing ü Employer Branding ü Online Advertising Local Measurement Local Adjustment Local Alignment Local Adaptation Local Collaboration Local Planning Cycles Local Milestone Management Decentralized Regional Workflow Alignment Model Local Discovery Local Discovery Input Workshop Stakeholder Introductions Audits Journey Mapping Findings Local Ecosystem Optimization Local Ecosystem Optimization Digital Footprint Local Strategy Local Strategic Directions ü Vision, Goals, Objectives ü Seamless Brand Experience ü Integrated Marketing ü Branding Guidelines ü Channel Use ü Content Needs ü Channel Optimization ü Localization ü Mobile Optimization ü Lead Generation ü Employer Branding ü KPIs & Milestone Mapping Local Ecosystem Alignment Local Ecosystem Alignment Digital Footprint ü Channel Use Optimization ü Integrated Digital Footprint ü Customer Journey & Touchpoint Alignments ü Seamless Omnichannel Brand Presence Local Conversion Local Engagement & Lead Nurturing BASELINE TIMELINE CADENCE 30 – 60 Days 90 Days 120 Days 120 + Days # COLLABORATIVE MULTI-LOCATION ACTIVATION # Seamless Integration with Parent Footprint & Branding REPRESENTATION
  • 96.
    Guiding Frameworks WorkflowAlignments SelectDigital Team Specialists SEM Specialists Social Media Manager Content Specialists IT & Web Developers Impacted Department Heads Local Impacted Interests Other Relevant Stakeholders & Agency Partners Select Digital Team Specialists Select Marketing Specialists Select Digital Team Specialists Select Marketing Specialist Select Agency Stakeholders Select Relevant Stakeholders Internal Change Agents (Champions) All Digital Team Specialists All Marketing Team Specialists Agency Stakeholders All Other Relevant Stakeholders All Impacted Dept. Interests Select Digital Team Specialists SEM Specialists Social Media Manager Content Specialists Impacted Dept. Interests Select Digital Team Specialists SEM Specialists Social Media Manager Content Specialists Impacted Dept. Interests Select Digital Team Specialists SEM Specialists Social Media Manager Content Specialists Media Planner Select Digital Team Specialists IT & Web Developers Social Media Manager Content Specialists Other Workflow Impacted Interests Impacted Department Heads Social Media Manager Content Specialists Select Digital Team Specialists Select Marketing Specialists Onboarding & Continued Learning Workflow Framework Audit Findings Journey Mapping Findings Ecosystem Optimization Strategic Directions Process & Methodology Workflow Alignments Content Directions Technology Stacks Ecosystem Alignment Building Block Execution Conversion Collaboration Workshops Measurement THE ONBOARDING & COLLABORATIVE LEARNING WORKFLOW FRAMEWORK 96 Marketing / Digital Team Management Leads Impacted Department Heads Internal Change Agents (Champions) Other Relevant Stakeholders & Agency Partners Select Digital Team Specialists Select Marketing Specialists + ALIGNED IMPACTED LOCAL & REGIONAL INTERESTS + REPRESENTATION
  • 97.
    Guiding Frameworks Architecting CONTENT DIRECTIONS 97 Aligncontent distribution to digital customer journey • Sync contextual content to digital touchpoints • Leverage search engine marketing • Build an omnichannel seamless brand experience ProcessRoadmap
  • 98.
    Guiding Frameworks ContentDirections awarenessconsideration conversion retention advocacy Physical Touchpoints Digital Touchpoints PR Radio, TV Print Trade Shows Conferences Word of Mouth Display Ads Email PPC Social Ads Blog Website Direct Mail News / Influencer 3rd Party Sites Sales Call RFP Website Community Forum IM/Chat Call Center FAQ Knowledge Base Promotions Blog Social Networks Newsletter Email Social Media + Groups / Forums CTAs Paid Search Landing Page Email Social Engagements News Feed Content THE CUSTOMER JOURNEY MAPPING ALIGNMENT FRAMEWORK 98 Content(owned and paid) should be aligned to the digital user journey in each phase of the user’s lifecycle with context and relevancy. ProcessRoadmap REPRESENTATION
  • 99.
    Guiding Frameworks ContentDirections Identifywith target personas. Reinforcea blended and seamless brand experience. Produce with clear objectives. Align to target personas and behaviors. Deliver via experiential, lifestyle designs. 99 THE CONTENT DIRECTION FRAMEWORK VISUAL FLOW Complement offline touchpoints and real world brand image. Build engagements on the consumer'sown terms. Relevance. Context. Right Place. Right time. Seek to create emotionalresponse. Deliver aspirationalthemes for building brand affinity. Consistently deliver to createtrust and credibility. Be flexible to evolve with digital change catalysts. Planning Research, Ideation, Strategy Context & Relevance Development Content Creation, Asset Management Optimization Search, Social, Usability Optimization Distribution Content Placement and Syndication Measurement Listening, Tracking and Performance Analysis Brand Experience Context and relevancy should never be sacrificed in support of volume & frequency. Content should always be managed from a perspective of Quality over Quantity. ProcessRoadmap REPRESENTATION
  • 100.
    Guiding Frameworks TechnologyStacks Integrating TECHNOLOGYSTACKS 100 Balance technology needs to workflow and ROI efficiencies ProcessRoadmap
  • 101.
    Guiding Frameworks TechnologyStacks THETECHNOLOGY PLATFORM PYRAMID FRAMEWORK 101 # A Recommended Core Tool Chest Audit Is Required # ContentManagement Platform E-Commerce Tools Community& Social Media Platform CollaborationTools BusinessIntelligence & Research Tools Marketing& Email AutomationPlatform CRM Platform MobileMarketing AutomationPlatform Analytics& Reputation ManagementTools ProcessRoadmap REPRESENTATION
  • 102.
    Guiding Frameworks TechnologyStacks THEPREVAILING TECHNOLOGY PLATFORMS | REPRESENTATION 102 # A Recommended Core Tool Chest Audit Is Required # Source: martechtribe.com 97% of companies reported COVID-19 had sped up their digital transformation. The number Martech tools availablegrew from 150 to more than 8,000 in 10 years ● The number of solutions per stack grew from 16 to 32.4 tools in 5 years ● 67% of marketing departments replace solutions at least every quarter ● 80% of tool deployments take more than 6 months ● 58% of all Martech solutions offer a Free trial/Freemium version. ProcessRoadmap REPRESENTATION
  • 103.
    Guiding Frameworks EcosystemAlignment Adopting Channels ECOSYSTEM ALIGNMENT 103 Optimize channel selection and use • Re-align digital footprint with seamless navigation • Align digital touchpoints to the customer lifecycle • Publish contextual and relevant channel content ProcessRoadmap
  • 104.
    Guiding Frameworks EcosystemAlignment THE CHANNEL USE OPTIMIZATION FRAMEWORK 104 Websites brand image positioning credibility trust confidence SEO Portals & Blogs brand image reputation building credibility trust WOM (sharing) SEO & backlinking LinkedIn brand image reputation building credibility competitive differentiation SEO & backlinking Twitter brand image reputation building awareness engagement credibility consideration SEO & backlinking Facebook brand image reputation building awareness engagement credibility consideration SEO & backlinking Email brand image reputation building CTAs & backlinking Instagram brand image reputation building awareness engagement credibility consideration SEO & backlinking YouTube brand image reputation building credibility trust SEO & backlinking Channel selection, purpose and use should match channel strengths and align to target persona preferences(unique for each organization) for how audiences use the channel for targeted community interests and topics. ProcessRoadmap REPRESENTATION
  • 105.
    Guiding Frameworks EcosystemAlignment xx Linked In You Tube Twitter THE INTEGRATED SEAMLESS NAVIGATION DIGITAL FOOTPRINT FRAMEWORK 105 xx Twitter Face book V.me France Market 3 Market 1 Market 2 Market 4 Collab. Hub Microsi te Membership Microsites Opt-In Topic Microsites Rewards Microsite Product Service Microsites xx Twitter Face book Twitter Face book You Tube Insta- gram Corp. Blog Snap Chat Twitter Linked In Parent Website ROW Websites Division Website 1 Social Profiles Division Website 2 Affiliated Websites Gateway Microsite Local Portals Special Interest Microsites Campaign Microsite Linked navigation Objective is to navigate to any brand destination with a minimal of clicks. Aside from the navigational benefits, a linked navigational digital footprint makes it easier to discover new content and brand engagement opportunities. ProcessRoadmap REPRESENTATION
  • 106.
    Guiding Frameworks EcosystemAlignment 106 Digital Touchpoint Traffic Trust Credibility Influence Website Portal Articles Paid Search + PPC Testimonials Price Comparison Social + Communities Online Videos CTA Offers Email Blog Performance Dimension Awareness Consideration Product Research Compare Solutions Purchase Customer Service Product Support Retention Learn More Customer Relations Advocacy Strong Performance Weak Performance Heatmapsshouldbeusedto analyzeand betterunderstandhowclientcustomerstraversethemulti-channelroadmap. Ensuresbestresources, tacticsandcontentarealwaysappliedandoptimizedatthe righttimesforeachdigitaltouchpoint. THE DIGITAL TOUCHPOINT ALIGNMENT FRAMEWORK ProcessRoadmap REPRESENTATION
  • 107.
    Guiding Frameworks EcosystemAlignment THE CHANNEL CONTENT OPTIMIZATION FRAMEWORK 107 Build Trust SEO Text Optimization Create Quality Match Intent Produce Calls to Action Establish Authority Continuously Measure Optimize Engagements with Visuals Word choice, objectivity within published content, UGC, and sharing expert advice all matters. Limit overt pushy sales approaches. One of the keystones of content creation is to match the user’s intent. Themes & topics should optimized and mapped to channel and customer needs. Always apply filters for context and relevancy with basic production criteria such as grammar & spelling, formatting, content length, focus, and readability. Leverage a content marketing effort that is both deep and wide. Create in-depth expert advice posts and articles. Guest blog for wider reach and influence. Optimized content is action oriented. Build into content calls to action to stimulate customers moving to the next step in the conversion process. Images and videos are extremely important for both engagement and conversion decisions. Ensure images or videos are in context with your content and provide value. Manage load times and SEO optimization. Content directions should leverage keywords for maximum user discovery. Keyword research stimulates content theme and topic ideation. Continuously adapt and evolve based on KPIs that govern channel and content performance. ProcessRoadmap REPRESENTATION
  • 108.
    Guiding Frameworks Executing Via BUILDINGBLOCK EXECUTION 108 Align roll-out initiatives to objectives • Balance budgets • Implement roadmaps and timelines • Build the omnichannel brand experience • Manage to workflow efficiencies ProcessRoadmap BuildingBlock Execution
  • 109.
    Guiding Frameworks BuildingBlockExecution RESOURCE ALLOCATION FRAMEWORK | A Job-Task Operations Model Exercise Team Role Role & Task Responsibility Operations Time Commitment Operations Budgeting Impact Cost Benefit Forecasting Digital Strategist Program Manager Oversight Management & Support System Creative Director & Designers Content Strategist Managing Editor Writers & Authors SEO/SEMExpert Media Planner Web/App Developers UI/UX Designer Community Manager Insights Manager & Researcher Analytics Manager Program Coordinator Date: BusinessUnit: Job / Task Description: Duration: • RESOURCE ALLOCATION (ESPECIALLY WITH shared resources and expertise across business units) requires a systematic modeled approach to ensure skill sets are aligned to ability with the consideration for all the complexities of implementing a digital transformation effort. • Custom spreadsheets, off-the-shelf software or SaaS solutions are readily available and can be easily implemented as a project management tool. • Loosely estimating assigned resources to complex initiatives and commitments without first performing due diligence via a THOROUGH operational and budget planning analysis and review should be avoided. 109 ProcessRoadmap REPRESENTATION
  • 110.
    Guiding Frameworks BuildingBlockExecution Role / Function Baseline Expense Monthly Expense Budget Allocation Annual Expense OperationalBenefit Digital Strategist - - - - - Program Manager - - - - - Coordinator - - - - - Creative Director - - - - - Graphic Designers - - - - - Content Strategist - - - - - Managing Editor - - - - - Writers / Authors - - - - - SEO/SEM Expert - - - - - Web/App Developers - - - - - UI/UX Designer - - - - - Community Manager - - - - - Analytics Manager - - - - - Professional Services Costs - - - - - MarTech Tool Costs - - - - - Analytics Tool Costs - - - - - Misc. Tool Subscriptions - - - - - Image Licensing - - - - - Tool Automation Costs - - - - - PPC Campaigns - - - - - Social Advertising Campaigns - - - - - Email Campaigns - - - - - Promotion / Advertising Costs - - - - - Scenario One Budget Costs - - - - - COSTBENEFIT ANALYSISFRAMEWORK| A Financial Planning Resource Allocation Exercise Date: BusinessUnit: Phased-inInitiative: Duration: 110 ProcessRoadmap REPRESENTATION
  • 111.
    Guiding Frameworks BuildingBlockExecution OnlineAdvertising App Marketing Continuallyadjust & adapt for enhanced performance Measureperformance against channelKPIs and overallbusinessROI impact MANAGE EXECUTION TO GOALS & OBJECTIVES Mobile Marketing Experiential Marketing Implementsystems platforms, process& methodologies Set performance measurementcycles 111 A VISUAL FLOW | THE OBJECTIVE BASED ROADMAP & TIMELINE FRAMEWORK INBOUND MARKETING L e a d T r a c k i n g & N u r t u r I n g Phase In Initiatives Based on Timeline Priorities,Resource& BudgetAllocation Web Marketing Search Engine Marketing Email Marketing Ecosystem Alignment ContentMarketing Social Media Marketing Ecosystem Optimization SEAMLESS BRAND EXPERIENCES ProcessRoadmap REPRESENTATION
  • 112.
    Guiding Frameworks BuildingBlockExecution 112 THE OMNICHANNEL BRAND EXPERIENCE FRAMEWORK q Unified: One brand, one voice, different channels q A continuous experience across channels Brick-and-Mortar Web Mobile Email Social Media Unified Seamless Targeted Content Core Content Features Start Continue End q Contentdistributionis prioritized based on channel or context q Contentcore features remain the same across channels (e.g. products | services | costs | value propositions) ProcessRoadmap REPRESENTATION
  • 113.
    Guiding Frameworks BuildingBlockExecution 113 THE WORKFLOW MANAGEMENT FRAMEWORK Marketing automation platforms with campaign and channel filters are able to monitor workflow steps and collaborative work task assignments with team email alert systems, as well as schedule content distribution to keep content moving through each publishing phase. Jan 9 09:00 AM Scheduling Workflow Alerts ProcessRoadmap REPRESENTATION
  • 114.
    Guiding Frameworks Reaping Benefits ENGAGEMENT& CONVERSION 114 Build a community • Deliver community value via content publishing • Engage the community in two way dialogue • Track and nurture leads ProcessRoadmap StrategicDirections
  • 115.
    Guiding Frameworks StrategicDirections115 “ Everyday we’re saying how can we keep this customer happy. How can we get ahead… because if we don’t somebody else will. Bill Gates, Microsoft Chairman ProcessRoadmap
  • 116.
    Guiding Frameworks Engagement&Conversion 116 Community Managers are responsible for relationship management across all channels with a comprehensive list of roles to build an active and vibrant online Brand presence and community. Community Management Social Profiles Updates crafting posts & comments CommunityEngagement follows, mentions, dialogue, comments Community Building audience outreach & acquisition Research & Planning align strategy with content & editorial calendar Ideation tactical planning & defining best practices Content Aggregation reading RSS feeds, filtering & sharing KPI Measurement weekly performance measurement & reporting Listening & Monitoring tracking brand, influencer, competitive & keyword mentions RelationshipBuilding influencer research, outreach & recruitment Advocacy relationships with high engagement followers Brand Awareness forum & group research & participation Experimentation continued exploration of changing trends & practices THE COMMUNITY MANAGEMENT FRAMEWORK ProcessRoadmap REPRESENTATION
  • 117.
    Guiding Frameworks Engagement&Conversion 117 THE LEAD TRACKING & NURTURING FRAMEWORK Lead Tracking & Management q Marketing automationplatform should be in compliancewith CRM systems or be able to stand- alone independently q Platform should be fully customizableto store virtually any kind of data in Contact database q Prospect Tracking should monitor companies who are visiting the website beforethey convertinto a lead - and automatically associate them with their past actions q Lead Tracking should document every lead interaction (website visits, emails, webinars, videos, and social media) q DatabaseSegmentation should enable the schedulingand delivery of stage cycle emails, website content, and campaigns with a lead scoring system based on characteristics and behaviors Leadsneedto becontinuouslyqualifiedusingbehavioraltrackingdatato deliverpersonalizedcontent leadingto greaterandshorterconversions. ProcessRoadmap REPRESENTATION
  • 118.
    Guiding Frameworks Engagement&Conversion 118 THE LEAD NURTURING - TRIGGERED COMMUNITY MANAGEMENT Leadnurturingneedstoincludetriggeredcommunitymanagementtoprovidethecapabilityto monitor thecommunitydiscussiontoproactivelyengageatkeylifecyclemoments. Real-time "inbox' streaming provides an easy-to-use mechanism to continue engaging with influencers,followers and leads based on trackingpast interactionsand contentconsumption - aiding in therelationshipbuildingandconversionprocess. @beqom Marketing automation tools allow for a real-time keyword monitoring stream to track the ongoing community discussion and identify key influencers to follow and engage. ProcessRoadmap REPRESENTATION
  • 119.
    Guiding Frameworks Engagement&Conversion 119 THE MOBILE OPTIMIZATION FRAMEWORK Mobile Site Separate version of corporate site Separate domain Usually a scaled-down version of main site Customize format for mobile, but poor SEO due to separate domain More difficult to manage two separate sites rather than one Pro: Able to completely custom content for mobile Responsive Design Use same code across desktop and mobile website versions Design will automatically format content for mobile when it’s accessed from a mobile device Option is good for SEO because there’s only one one website Always compatible with the latest mobile devices Quick set up but costs are usually higher than a mobile site costs Pro: Google-endorsed. SEO-friendly. Future- proof for the latest mobile devices Con: If not done correctly, responsive design can slow down the mobile version of the site Con: Responsive design may also require a site redesign without mobile-specific content Dynamic Serving Determines from where site is being accessed (mobile, desktop, or tablet), and it then serves a different code depending on the device Strong SEO as it keeps the URL the same while offering a customized format for the user’s device Expensive to maintain because new pages will need to be coded several times Pro: Only one URL so dynamic serving is another SEO-friendly option Pro: Can include mobile-specific content Con: Dynamic serving sites are tricky to maintain because every time a new mobile device comes out, there will be a need to update the list of user agents to reflect that new device Con: Fairly common for desktop and mobile devices to be served the wrong code Eachorganizationwillbedifferent. Theapproachoptionedwillbebasedonuniquetimelines,prioritiesandgoals. ProcessRoadmap REPRESENTATION
  • 120.
    Guiding Frameworks Reinforcing TEAM COLLABORATION 120 Structurecollaborative team opportunities for better performance and efficiencies ProcessRoadmap Team Collaboration
  • 121.
    Guiding Frameworks TeamCollaboration 121 “ Coming together is a beginning. Keeping together is progress. Working together is success.. American industrialist and automaker Henry Ford ProcessRoadmap
  • 122.
    Guiding Frameworks TeamCollaboration There may be times allocating the right resources with the right expertise may stretch the capabilities of a department or individual office… either due to bandwidth constraints, the lack of skills and expertise for a specific marketing discipline or market category – or even based on local expertise and language needs. 122 ProcessRoadmap
  • 123.
    Guiding Frameworks TeamCollaboration It is important to consider how best you can collaborate across offices to demonstrate to all stakeholders that the initiative is more than the sum of its parts, and which requires cohesive expertise and a organizational team effort to realize the vision and ultimately business success. 123 ProcessRoadmap
  • 124.
    Guiding Frameworks TeamCollaboration Essentially, you’ll need to plan for and to demonstrate that the initiative can apply the best possible expertise at the right moment for the specific required job task regardless of personnel location and without program interruption. 124 ProcessRoadmap
  • 125.
    Guiding Frameworks TeamCollaboration And be able to do so with confidence that successful team collaboration can be realized across offices regardless of geographies as applicable… reinforcing skills and expertise can be applied regardless of individual team proximities and talents for the benefit of business and transformation success. 125 ProcessRoadmap
  • 126.
    Guiding Frameworks TeamCollaboration Team Role Resource Allocation Digital Strategist Can be universally assigned from any geography based on available bandwidth Program Manager Designated officeof client contract origin for in-person client access as needed Oversight Management & Support System Designated officeof client contract origin with intra-officesupportas needed Creative Director & Designers Preferably from designated office of client contract origin for workflowefficiencies Content Strategist Can be universally assigned from any geography based on available bandwidth Managing Editor Can be universally assigned from any geography based on available bandwidth Writers & Authors Can be universally assigned from any geography based on available bandwidth SEO/SEMExpert Can be universally assigned from any geography based on available bandwidth Media Planner Can be universally assigned from any geography based on available bandwidth Web/App Developers Preferably from designated office of client contract origin for workflowefficiencies UI/UX Designer Can be universally assigned from any geography based on available bandwidth Community Manager Preferably from designated office of client contract origin for workflowefficiencies Insights Manager & Researcher Analytics Manager Can be universally assigned from any geography based on available bandwidth Program Coordinator Designated officeof client contract origin for in-person client access as needed THE INTRA-OFFICE EXPERTISE MODEL | A Collaborative Shared Resource Allocation Exercise 126 ProcessRoadmap REPRESENTATION
  • 127.
    Guiding Frameworks TeamCollaboration THE OPERATIONAL BENEFITS Collaborative Shared Expertise Model Considerations • Sharing resources and expertise across offices leverages in-house larger pools of expertise regardless of physical presence. • Sharing resources and expertise across offices ensures clients are always serviced to the very best of our capabilities. Transcends into happier clients and longer engagements. • Sharing resources and expertise across offices better manages staff resource needs on an individual office basis for the greater profitability across the organization. • Sharing resources and expertise across offices breeds smarter people through shared experiences. • Sharing resources and expertise across offices demonstrates to clients we are more than the sum of its parts and is truly a business partner which can service them well into the future for all digital marketing and targeted multi-geography needs. 127 ProcessRoadmap
  • 128.
    Guiding Frameworks TeamCollaboration THE COLLABORATIVE PLANNING WORKSHOP FRAMEWORK 128 Who Should Attend q CxOs q Sales & Marketing Teams q Advertising & Branding Teams q PR & Communications Teams q Digital Marketing Teams q CRM Teams q Corporate & Regional Offices 1. PLACESANEMPHASISON THECONSUMEREXPERIENCE. Reinforces an organizational vision for digital change that can be shared with key stakeholders and employees across all regions while keeping digital strategy objectives clearly aligned with overall business goals. 2. CREATESAN OPENCOLLABORATIVEANDCREATIVEFORUMfor sharing ideas, experiences, successes and challenges while nurturing an organizational-widecustomer- centric and team culture. 3. PROVIDESTIMELYCORPORATEROADMAPS for refining, adapting, developing, planning and integrating future digital initiatives based on past performance and newly identified needs in a brainstorming environment. LISTENING ENGAGING INSPIRING TRANSFORMING IT’S ABOUT… CONNECTING PEOPLE TO PEOPLE FOR ENABLING CHANGE Common Goals ⃝ Shared Experiences for delivering better performing results across the organization’s digital ecosystem. ProcessRoadmap REPRESENTATION
  • 129.
    Guiding Frameworks TeamCollaboration THE WORKFLOW COLLABORATION TOOLS FRAMEWORK • Sharing resources and expertise across offices and with teams can easily be managed through an assortment of today’s collaboration tools. Communications, document management and platform sharing possibilities independent of a person’s physical presence are endless. • It will be important that case scenarios are planned and adopted by prospective stakeholders that there is a proven working model in place to efficiently and effectively manage an intra- office cross-team initiative. Collaboration Workflow Tool Chest Video Collaboration Document Management Brainstorming Chat / Messaging Content Management Discussion Boards Email Integration Group Calendars Project Management Marketing Automation Performance Dashboards 129 ProcessRoadmap REPRESENTATION
  • 130.
    Guiding Frameworks Emphasizing MEASUREMENT &ROI 130 Measure, align, adjust, and adapt in continuous iterative cycles • Plan with confidence via insights and intelligence • Grow and enhance overall performance ProcessRoadmap Measurement& ROI
  • 131.
    Guiding Frameworks Measurement&ROI BASELINE METRICS / KEY PERFORMANCE INDICATORS FRAMEWORK 131 Web, Portal, Blogs q Overall Visits q Traffic Source Breakdown q Blog HomepageVisits q Number Posts Published q Top Viewed Posts q Avg. Views Per Post q Avg. In-Bound Links / Post q Avg. Comments/ Post q Social Shares / Post q New Blog Leads q Lead Source Breakdown q Top Lead Gen Posts q Conversion Rate q Active RSS Subscribers q Email Subscribers Social Media q Audience (Follower) Growth q Monthly Reach & Impressions q Channel Engagement Levels q Content Consumption / Clicks q Share of Voice q Website Traffic, Referrals q Website Consumption q In-Bound Lead Generation Email DirectMarketing q Conversion Rate q Click Rate q Unique Open Rate q Unsubscribe Rate q Bounces q Site Traffic SEM q Organic Traffic q Conversion Rate q Impressions q Percentageof Branded Words q Entry Pages q Keyword Traffic q Stickiness q Bounce Rate q Rankings Boost Since Start SEO q Organic Traffic (non-branded) q Number of New High Quality Links q Content Quality q Conversion Improvements q New Leads A combination of automated analytic tools with human quantitative and qualitative analysis should be applied to measurement and reporting to gauge impact and influence, while aiding in the constant re-alignment of best practices and program performance. ProcessRoadmap REPRESENTATION
  • 132.
    Guiding Frameworks Measurement&ROI THE MEASUREMENT WORKFLOW FRAMEWORK 132 Full-FunnelAnalytics q Source Reports should analyze site traffic by visits, leads and customers q AttributionReports should identify the most influential pages and sources that drive conversions q Channel Reports should analyze landing page, email and CTA performance q Contact List Reports should analyze database influence performance q Competitive Reports hould analyze SEO and site performance q Contact Leads Reports should providedata-rich, individual lead profile insights with complete interaction reporting Real-time dashboards with monthly qualitative insights provides transparent reporting. ProcessRoadmap REPRESENTATION
  • 133.
    Guiding Frameworks MANAGEMENT &OVERSIGHT 133 MILESTONES BY OBJECTIVES Mgm’t. & Oversight ProcessRoadmap
  • 134.
    Guiding Frameworks 134 MANAGEMENTBY OBJECTIVES WILL KEEP THE INITIATIVE MOVING FORWARD Executeand promotedigitaltransformationinitiativemilestones,repeatand execute Developshared intra-officerequiredcommunicationstoolsand systems Identifyneedsand allocateshared resourcesand budgetsto marketingplan Develop& adopt a corporateintra-officemaster digitalmarketingplan Package shared knowledgeinto best practiceguidelines Begin conductingcollaborativeworkshopswith intra-officemarketingdisciplineexpertsto refineprocess & methodology Recruit sponsorsand key stakeholdersand refinethe vision Announcethe Intent ProcessRoadmap Mgm’t. & Oversight REPRESENTATION
  • 135.
    Guiding Frameworks BasicGuidingPrinciples FINAL THOUGHTS REALIZING YOUR VISION 135 TransformationRealization
  • 136.
    Guiding Frameworks BasicGuidingPrinciples DIGITAL TRANSFORMATION IS… a vision followed through by an organizational-wide commitment. No two initiatives are alike, and this journey will be unique for each organization. The process and methodologies just discussed provide simply a springboard for you to rethink your own transforming consumer experience as the catalyst for developing strategic directions which can lead to greater future business outcomes. Through strategy, patience, experimentation, measurement and testing with management and oversight, your digital transformation effort can become a reality. 136 TransformationRealization
  • 137.
  • 138.
    Daniel McKean Bio &Credentials About The Author Daniel is a 30+ years marketing veteran and consultant who has provided agency and direct to client consulting services across all marketing disciplines, including 20+ years in digital marketing and 10+ years in marketing data analytics. As a principal consultant since 2002, Daniel has traveled the world and provided senior-level strategy and analytics expertise to large multi-national B2C and B2B brands; federal, state and local governments; clients in the entertainment and sporting industries, as well as internationally recognized marketing agencies. Sample work has included: Elizabeth Arden, Alés Group, FIVB, Microsoft, National Institutes of Health (NIH), New York State, PepsiCo, Stella Artois, Swatch, Swiss Army, Ticketmaster, United Nations, Visa, Wilson Sporting Goods, and many more. Daniel is married to his wife Lisa of 27 years, has two grown children (Ethan and Emma) and is an animal lover and proud owner of two Siberian Huskies and two Siamese cats. Education: BS/BA Advertising & Public Relations MIT Sloan School of Business, Digital Analytics Marketing Discipline Expertise: Advertising, Digital Media, Social Media, Public Relations, Direct Marketing, Trade Show Marketing, Marketing Communications, Email Marketing, Content Marketing, Copywriting, SEO, SEM, Marketing Dashboards, Data Analytics. Certifications: Marketing Analytics, Data Visualization, Google Analytics, Google Tag Manager, Google Data Studio, DOMO, Tableau, Power BI, Excel Pivot Tables, Excel Solver, SEO, SQL. W O R K I N G M O T T O : M A K E A D I F F E R E N C E E A C H A N D E V E R Y D AY. linkedin.com/in/danielmckean Author Credentials 138
  • 139.
    Daniel McKean, Sr.Digital Strategist & Analyst www.linkedin.com/in/danielmckean