Digital Strategy for an IT company

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Information about Digital Strategy for an IT company
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Published on February 16, 2014

Author: Metrozoe

Source: slideshare.net

Description

This is a presentation to executive level managers of an international IT services company of the strategy I created for their digital brand.

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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