Visionary Process Roadmap

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

“ You’ve got to start with the consumer
experience and work backwards to the
technology.
Steve Jobs
4
LeadingPreface

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

Although the impact of digitization is not new, the digital economy continues
to evolve as it presents continuing challenges for all CEOs.
6
LeadingPreface

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

Within this environment,
Smart Organizations have realized that adaptability is…
paramount to future business success.
8
LeadingPreface

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

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

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

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

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

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

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

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

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

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

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

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

Where the Brand Experience...
is optimized across the digital ecosystem and all customer touchpoints
to create seamless and omnichannel digital consumer experiences.
21
LeadingPreface

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

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

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

But first any transition should be approached with some…
common considerations and reflections that will undoubtedly
apply to most organizations.
25
LeadingPreface

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

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

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

Architecting MASTER frameworks
should be designed as guiding and adaptable business models
customizable for each department or business function’s unique needs...
31

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

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

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.
REPRESENTATION

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
REPRESENTATION

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Process and methodology is simply a systematic approach
to guide the Digital Transformation efforts.
ProcessRoadmap

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

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

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

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

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

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

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

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

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

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

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

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

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

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

THE CONTENT IDEATION FRAMEWORK VISUAL FLOW
Ideation
Process
ProcessRoadmap
REPRESENTATION

THE CONTENT PRODUCTION ROUTING FRAMEWORK VISUAL FLOW
Content
Production
Routing
ProcessRoadmap
REPRESENTATION

THE CONTENT RE-PURPOSING FRAMEWORK VISUAL FLOW
Content Re-
Purposing
ProcessRoadmap
REPRESENTATION

THE CONTENT DISTRIBUTION FRAMEWORK VISUAL FLOW
Blog Post
Distribution
Example
ProcessRoadmap
REPRESENTATION

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

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

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

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

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

THE GOVERNANCE & OVERSIGHT FRAMEWORK
91
Governance & Oversight
Management
Creative
Director
Program
Manager
Analytics
Manager
Content
Strategist
Marketing
& Digital Leads
Digital
Strategist
ProcessRoadmap
REPRESENTATION

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

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 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

Content
Execution
Centralized
Building Block
Execution
MANAGED
ü Web & App Design
ü SEM
ü Email Marketing
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 Channel Use
ü Content Needs
ü Localization
ü Lead Generation
Conversion
Engagement
& Lead
Nurturing
Ecosystem
Alignment
Ecosystem
Alignment Digital
Footprint
THE HUB & SPOKE MODEL WORKFLOW ALIGNMENT FRAMEWORK
94
# 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

THE DECENTRALIZED WORKFLOW ALIGNMENT FRAMEWORK
95
Local Content
Local Execution
Local
Building Block
Execution
MANAGED
ü Web & App Design
ü SEM
ü Email Marketing
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 Channel Use
ü Content Needs
ü Localization
ü Lead Generation
Local Ecosystem
Alignment
Local
Ecosystem
Alignment Digital
Footprint
Local Conversion
Local
Engagement
& Lead
Nurturing
# COLLABORATIVE MULTI-LOCATION ACTIVATION #
Seamless
Integration
with Parent
Footprint &
Branding
REPRESENTATION

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

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

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

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

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

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

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

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

“ 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

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

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

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

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

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

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

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

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

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

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

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

FINAL THOUGHTS
REALIZING YOUR VISION
135
TransformationRealization

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

Visionary Process Roadmap

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