Published on February 16, 2014
A Digital Strategy for NewCo’s Interactive Properties
Strategy Goal: Support Concepting and Planning For New Projects and Projects on the Boards
Marketing Goal: Sales and Service Optimization Acquire Contact information of Prospects Contribute to the Acquisition of Customers Later or Elsewhere Retention and Growth of Existing Customers
Gathering prospect contact info via forms needs to be weighed against better overall user experience. We warn of balancing tactics too far toward obtaining email addresses when other forms of content and interaction may contribute just as strongly to sales and retention. Interactive media is a new world and while the ultimate bottom line is important, many participants argue that the greatest beneﬁts of engagement do not draw a straight line to the cash register. Building a better interactive experience, designing a better brand, oﬀering better tools are softer beneﬁts of interactive engagement that skeptics often don't see when they presume that old-school methods of pushing calls to buy is what should be done on these new channels. Modiﬁed from an article by Read, Write, Web http://www.readwriteweb.com/archives/ social_media_roi_dells_3m_on_twitter_and_four_bett.php Other forms of content and interaction may contribute just as strongly to sales and retention as registration forms The greatest beneﬁts of engagement might not draw a straight line to the cash register. Better Brand. Better Tools. Better Leads.
Digital Branding Goals Messaging Simplify NewCo product messaging Build awareness for the Widget as groundbreaking and unique Build awareness for NewCo as an innovative leader Improve perception of Widget as “more than just backup” Get Attention of Business Level Decision Makers Build belief in NewCo as long term industry player
Digital Branding Goals Interactive Increase credibility by showing NewCo “gets it” better than competitors Improve perception that NewCo is [insert brand attributes here] Make working with NewCo a good career move
Assessment needs to be done by entire team Client side needs reﬁnement Messaging What deﬁnes the interactive Brand and Brand overall? Brand Is this a suite? What are we selling? Widget? NewCo? Product Marketing Site Structure, Navigation and IxD need to be reﬁned. UX
What are the Next Steps? Support Existing Projects and Campaigns Advance the Digital Brand Build up our Customer Insights Improve Usability
And Do What?
Where? Support Existing Projects can receive Where our Customers and Campaigns messages Where our Customers are already doing things Rebuild Information Services (IS) Section Rebuild Partners Section Site Refresh
Where? Advance the Digital Brand Where our Customers can receive messages Where our Customers are already doing things “Methodical and analytical does not always mean rational. This is why your brand is critical in the B2B buying cycle. A strong brand addresses unspoken concerns.” B2B Buying Cycle-The Shattuck Group
Advance the Digital Brand? We already have a powerful brand that can stand up against the competition Next We Need To deﬁne that brand so we can share it with the team put this brand into every customer experience
Finding the Tactics that Support the Digital Brand Brands mean something on six fronts: So... Our Audiences Look at Us Our character means something Do we have self knowledge? How we relate to our customers means something Have we deﬁned the emotional style of engagement? When we stand in league with partners who mean something, Do we make it easy to see the larger team we are part of? we stand for something more Our Audience has Feelings about all of This It means something to stand next to others who work with us Can our customers see each other? It means something to be the person who won by using us Do we help people create winning recommendations? It means something to a person to make good choices Are we in touch with the moment when our customers’ jobs become meaningful to them? -Interpretation of Noel-Kapferer Brand Identity Prism
Where? Where our Customers can receive messages Build up our Customer Insights Where our Customers are already doing things On a continuing cycle… Evolve Personas Find Opportunities within Buying Cycle
Primary Personas Senior Level Technology Planner – CIO, VP IT Looking Across Multiple Projects and Focused on Business Value CIO’s Vendor Table Vendors Aware of Who Will Synergize with Their Products BackUp Administrator Focused on Technical Requirements of Current Project Systems Admin Operating Outside of IT Dept Focused on Smaller Systems such as MS Exchange and MS Sharepoint
Secondary Personas Financial Analysts Interested in products contribution to Corporation’s Value Technical Analysts Interested in Capabilities and Competitiveness The Media Looking for Resources for Stories Investors Looking for Reasons to Invest and Status of Corporation’s Value Partners Looking for Ways to Engage
Primary Persona Steven – A CIO Senior Level Technology Planner He could also be a VP IT Big Plans We will be re-architecting back-up in next 18 months Big Concerns IT productivity Agility Cost beneﬁt of change I need to radically change who we do IT with, with the minimum of risk Strategic Business Questions: Does this support to my vision for business outcomes and directives? Will this increase productivity inside a tight IT budget? Will this enable business growth? How does this aﬀect long-term business performance? What is the balance between price and performance? What is the balance between time and value Is this going to reduce operation costs? How much will it cost to replace our old system? Strategic Technology Questions: Does this align with my initiatives and strategies? How will this be part of my plans over the next three years? Will this increase our ability to gather information/intelligence? will this help us to move from sprawl to real-time infrastructure? Will this increase our agility by sensing needs earlier and responding faster than we do now? Questions based on presentation by Dave Russell of Gartner
Primary Persona CIO’s Vendor Table Server Network Storage Application Big Plans I need to ensure my position with the company moving forward Big Concerns Will this product compliment our solution? Strategic Technology Questions: Does this? Will? Tactical Project Based Questions I need Will this?
Primary Persona Julie – Backup Admin She could also be a Systems Administrator Big Plans I need to increase the speed at which we are backing up our VMs Big Concerns My Job – I need to make choices I can defend I need to choose the best solution What I choose needs to work with everything else we have Strategic Technology Questions: Does this work within a tight IT budget? Will the vendor be around as long as we need support? Tactical Project Based Questions I need answers to my speciﬁc conﬁguration Will this software meet the unique requirements of my industry?
Primary Persona Darin – Systems Admin Technical Admin Operating Outside of IT Dept Big Plans I need to ensure the backup of both MS Exchange and MS Sharepoint Big Concerns My Job – I need to make choices I can defend I need to choose the best solution Strategic Technology Questions: Does this work within a tight IT budget? Will the vendor be around as long as we need support? Tactical Project Based Questions I need answers to my speciﬁc conﬁguration Will this software meet the unique requirements of my industry?
Buying Cycles We Have Chosen to Focus on Four Buying Cycles Large overhaul by IT group Small implementation within the IT group IG support for legal Small implementation outside of the IT (e.g. MS Exchange Server)
Buying Cycle Six Stages Problem Identiﬁcation Business realizes it has a problem it must address Personas Deﬁnition and Requirements Decision-makers and inﬂuencers render opinions on what they think will solve the problem Search Search for solutions and providers based on their established criteria Evaluation Selection Decision makers and inﬂuencers evaluate which solution will best solve the problem Some type of test or limited use of the solution will lead to a ﬁnal selection Procurement POs are cut and the ﬁnal implementation begins
Where? Improve Usability Use intelligent Suppositions, Heuristics and Testing to create… Better Content Strategy Better Interface Design Better User Testing
Time Line Nov Oct Dec Jan Feb Mar Refresh Planned Projects Staging Server IK Partners Personas and Sales Cycle 3 2 1 Personas and Sale Cycle Round One Usability Personas and Sale Cycle Round Two Heuristics User Testing Personas and Sale Cycle Round Three User Testing
Next Projects Plan and Schedule First Itera7on of Customer Insights gathering Plan and Schedule Refresh taking the opportunity to advance • Brand • Design • Usability 25
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