What is a Digital Strategy and Why Do I need one?
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This document discusses the need for organizations to develop a digital strategy and provides an overview of what a digital strategy entails. It outlines a 5-step approach to developing a digital strategy that includes assessing the customer experience, organizational goals, current systems, then developing and executing a digital plan. It emphasizes that a digital strategy is not an IT strategy, but a holistic and human-centric approach to improving processes and enabling organizational strategy through technology.
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What is a Digital Strategy and Why Do I need one?
- 2. (E) lee@brighterdays.co.nz (t) @leestevens1979 Copies of this deck
- 4. All in the name…
- 6. MarketingProjectsStrategy www.brighterdays.co.nz • Intranets • Websites • HR Tools • Collaboration • Custom Applications • CRM • Paid Content • Marketing Automation • Video • Analytics • Organisational Goals • Customer Profiling • Solution Design • Project Management • Technology Roadmaps Digital Delivered
- 7. Who we work with…
- 8. Who we work with…
- 10. Why you need a Digital strategy?
- 12. What is Digital? DIGITAL IS NOT IT. IT IS AN APPROACH Analogue Marketing IT HR Operations Finance Function Staff Suppliers Customers Strategy
- 13. What is Digital? DIGITAL IS NOT IT. IT IS AN APPROACH Digital Infrastructure Marketing IT HR Operations Finance WebsiteCRM Digital Marketing Intranet Bespoke Applications Kiosk Systems Portals Extranet E-Learning Function Staff Suppliers Customers Strategy
- 15. Personalisation
- 16. Bots
- 18. ISN’T X Led by IT, without buy in from the business X An IT Strategy with a ‘different name’ X Acquiring technology as ‘point solutions’ X A replacement for Change Management X Fixed and ‘set in stone’ IS ✓ Sponsored by Senior Executives ✓ Human centric and holistic ✓ Improves Processes and People ✓ Technology Agnostic ✓ Disruptive and different ✓ Enables the organisational strategy ✓ Identifies the realistic priorities ✓ Ongoing + Iterative What is a Digital Strategy?
- 19. The 5-Step Approach to Digital ASSESS ACT Your Customer Experience What your customers care about. What they really think. Your Organisational Goals Where is your business going? What do you want to achieve? Your Systems What have you got? What do you need? Executing your Digital Plan What you need to do. How you will do it. DELIVER Digital Strategy Develop guiding principles and ideas for digital success 10 Days
- 20. What business are you in? 7 out of 10 employees that are misaligned to the companies digital strategy Forbes: April 2013
- 22. Do digital well
- 23. The 5-Step Approach to Digital ASSESS ACT Your Customer Experience What your customers care about. What they really think. Your Organisational Goals Where is your business going? What do you want to achieve? Your Systems What have you got? What do you need? Executing your Digital Plan What you need to do. How you will do it. DELIVER Digital Strategy Develop guiding principles and ideas for digital success
- 24. Staff
- 25. What do I do? | Lee Stevens Suppliers
- 26. Customers
- 27. Keep Kill Build
- 29. Exercise Spend 5 minutes talking to your neighbours about some of the personas that use your systems
- 31. The 5-Step Approach to Digital ASSESS ACT Your Customer Experience What your customers care about. What they really think. Your Organisational Goals Where is your business going? What do you want to achieve? Your Systems What have you got? What do you need? Executing your Digital Plan What you need to do. How you will do it. DELIVER Digital Strategy Develop guiding principles and ideas for digital success
- 34. Easy Navigation
- 38. SharePoint 2013 (on Prem) SharePoint Online (Cloud) SharePoint 2010 (or earlier) SharePoint 2016 Other Wordpress Websphere Lotus Notes Sitecore Custom .NET 0 8 15 23 30 What technology is your Intranet built on? Source: Perficent 2016 Intranet Report
- 39. Yammer Other Office groups Facebook at work Slack Chatter Jive IBM Connections Sitrion Tibbr 0 10 20 30 40 What social tools does your organisation use? Source: Perficent 2016 Intranet Report
- 40. Air New Zealand - 2014
- 42. Tourism NZ- 2017
- 44. People
- 45. People
- 46. The 5-Step Approach to Digital ASSESS ACT Your Customer Experience What your customers care about. What they really think. Your Organisational Goals Where is your business going? What do you want to achieve? Your Systems What have you got? What do you need? Executing your Digital Plan What you need to do. How you will do it. DELIVER Digital Strategy Develop guiding principles and ideas for digital success
- 47. Digital Roadmap Checklist ✓ A strategy statement ✓ A timeline of the initiatives and projects ✓ A prioritised list of improvement opportunities. ✓ High-level justifications for each project. ✓ The estimated cost and duration for each project ✓ An owner for each project. ✓ Solution architecture diagrams ✓ A systems inventory Get things going
- 48. Create Awareness Generate Leads Highlight Events Website Goal Reinforce Offline / Online Advertising Website Goal Engage Local Community Website Goal Capture Leads (Email / Contact) Website Goal Provide Spaghetti Recipes KPI Branded Traffic Target 7k Visits a month KPI Visitor Loyalty Target 50% Repeat Visits KPI E-Newsletter Target 45/Month KPI # of Downloads Target 150/Month KPI Home Tours Target 20/Month Segments Traffic Sources Converted Visits Segments 1,2 and 3 + Visits Segments Traffic Sources Site tools used Segments Document Types Geography Segments Visitor Type Content Type Viewed Measurement Model - Website
- 49. Staff Engagement Reduce Operational Costs Increase Profits Intranet Goal Increase staff engagement levels Intranet Goal Sell More Stuff Intranet Goal Reduce queries to HR (Email / Phone) Intranet Goal Online Leave Request KPI Visits to Intranet Target 20k Visits a month KPI Turnover Target +5% KPI HR Helpdesk Target -25% KPI # of requests Target 150/Month KPI HR Site Target 30/Month Segments Locations # of Visits Segments By Quarter Segments Traffic Sources Site tools used Segments Channels Request Types Segments Visitor Type Content Type Viewed Measurement Model - Intranet
- 51. SharePoint 2010 Intranet G: Drive - Course Materials Library A Site A Site I Sites B-H 1 2 SharePoint 2010 (On Premises) SharePoint 2010 SharePoint Online (Office 365) Teams Sites B-H Delivery Site K 3 SharePoint 2010 SharePoint 2013 (Azure) Training Live Stuff Site K Something Else Library B 4 SharePoint 2010 SharePoint Online (Office 365) Teams Delivery New Site Collection Development Library B Library C Library A Training Management Archive 1 1 2 2 3 4 4 3 5 6 6 7 7 8 5 Completed Courses Completed Courses Live Stuff 8 Shared Drive Site Collection 9 9 Site Library Example Migration MapTo / From Location
- 52. The 5-Step Approach to Digital ASSESS ACT Your Customer Experience What your customers care about. What they really think. Your Organisational Goals Where is your business going? What do you want to achieve? Your Systems What have you got? What do you need? Executing your Digital Plan What you need to do. How you will do it. DELIVER Digital Strategy Develop guiding principles and ideas for digital success
- 53. Pick the right channels
- 56. Pick the right channels
- 57. Get your messaging right
- 60. McDonalds Facebook | OffersTarget your personas
- 61. Facebook | Target Markets / RefinersTarget your personas
- 63. Be brave with video