A NEW WORLD ORDER AMA IOWA CONFERENCE: FEBRUARY 10

D I G I TA L B U S I N E S S T R A N S F O R M AT I O N

www.socran.com

W H AT W E ’ L L C O V E R T O D AY

3 F U N D A M E N TA L S T O D I G I TA L B U S I N E S S T R A N S F O R M AT I O N

T H E C H A L L E N G ET H E O P P O R T U N I T Y

T H E S O L U T I O N S

T H E O P P O R T U N I T Y

SECTION 1

G R E AT E X P E C TAT I O N S ! P R O G R E S S I O N O F E C O N O M I C VA L U E

DELIVER SERVICES

STAGE EXPERIENCES

GUIDE TRANSFORMATIONS

RELEVANT TO

UNDIFFERENTIATED IRRELEVANT TO

Customization

Customization

CustomizationDIFFERENTIATED

MAKE GOODS

EXTRACT COMMODITIES

DELIVERING SERVICES

STAGING EXPERIENCES

GUIDING TRANSFORMATIONS

DATA Siloed Data sources, basic data analysis tools

Multichannel, integrated data, basic attribution, automation

Integrated digital and online/offline, real-time decisions

powering “Digital Intelligence”

TECHNOLOGY Legacy technology and restrictive platforms

Agile development, SaaS tech, automation

Customized dashboards, automated marketing, actionable

attribution modeling

SKILLS Paid media skills, vertical skill-sets, poor training

Specialists & generalists, marketing technologists, tech,

data, UX and performance mgmt. skills

T-shaped, deep knowledge, human layer over tech,

knowledge sharing

CULTURE Rigid structures, Push not Pull, Waterfall project mgmt, siloed

teams

More fluid structure, wider range of engagements, collaborative

environment

Interdisciplinary, cross functional workflows, small nimble teams.

Permission to fail, Entrepreneurial

T H E N E W M A R K E T I N G E C O S Y S T E M

PROVIDING SUPERB CUSTOMER EXPERIENCES OFTEN MEANS GETTING MANY DIFFERENT DEPARTMENTS OR FUNCTIONAL AREAS TO COLLABORATE, ESPECIALLY WHEN THEY HAD NOT BEEN IN THE HABIT OF DOING SO BEFORE.

Front End

Social Media

Creative UIContent

Data/AnalyticsUX

Strategy Business

Transformation Consuting

Business/tech M&A

Back End Optimize

CustomerExperience

Middle

M A R K E T I N G ,C O M M S

C - S U I T E , I T, H RF I N A N C E

C U S T O M E R E X P E R I E N C E ( C X ) D E F I N E D

“THE PRODUCT OF AN INTERACTION BETWEEN AN ORGANIZATION AND A CUSTOMER OVER THE DURATION OF THEIR RELATIONSHIP” OR A CUSTOMER’S END-TO-END JOURNEY WITH A BRAND.

A D O B E F O R E C A S T I N G S T U D Y

‘CUSTOMER EXPERIENCE’ THE MOST EXCITING OPPORTUNITY OVER THE NEXT YEAR, AND OVER

THE NEXT FIVE YEARS

ECONSULTANCY AND ADOBE ASKED EXECUTIVE BRAND MARKETERS FOR THEIR FEEDBACK ON

WHERE THEIR FOCUS WOULD BE FOR THE COMING YEAR AND INTO THE FUTURE.

STARBUCKS C A S E S T U D Y

S TA R B U C K S S TA R T E D L I F E M A K I N G G O O D

C O F F E E .

T H E Y E N D E D U P G U I D I N G A N I N D U S T R Y

T R A N S F O R M AT I O N

11

12

Uber Drivers: Disrupting Amazon

13

Uber Drivers: Disrupting Amazon

14

Uber Drivers: Disrupting Amazon

15

Uber Drivers: Disrupting Amazon

16

Uber Drivers: Disrupting Amazon

17

Most Popular Holiday Drinks Per Region

WITH STARBUCKS CAFES APPROACHING A SATURATION CEILING, THERE WAS LITTLE

OPPORTUNITY FOR DOMESTIC GROWTH.

STARBUCKS HAD TO IMPLEMENT A PLAN TO SELL PRODUCTS WITHOUT

THE PHYSICAL STARBUCKS EXPERIENCE

B U S I N E S S T R A N S F O R M AT I O N C H A L L E N G E

0

15

30

45

60

April May June July Aug September

REVENUE

19

20

Uber Drivers: Disrupting Amazon

21

Most Popular Holiday Drinks Per Region

T H E C H A L L E N G E S

SECTION 2

C O N S U M E R I Z AT I O N O F I T

VA G U E O W N E R S H I P O F C U S T O M E R E X P E R I E N C E

A G I L E D E S I G N T H I N K I N G

C O M P L E X I T Y D R I V E N I N E F F I C I E N C I E S

C O M M U N I C AT I O N V I N N O VAT I O N

I M M E D I AT E A N A LY S I S & A C T I O N

T H E N E T N E T …

C A N T H E A P P R O V E R P L E A S E S TA N D U P !

A STUDY BY THE ECONOMIST INTELLIGENCE UNIT ASKED C-SUITE EXECUTIVES WHO WAS RESPONSIBLE FOR DIGITAL INNOVATION AND

THE RESULTS SHOWED:

23% SAID THE CTO 22% SAID THE CIO 1% SAID THE CMO

T H E S O L U T I O N S

SECTION 3

1 F R A M E

4

2

5 B U I L D A “ W I S E C R O W D ”

3

E S TA B L I S H A U N I F I E D P R O C E S S 6 A N A LY Z E &

O P T I M I Z E

6 TA N G I B L E T H I N G S Y O U C A N D O

A R T I C U L AT E A N O R T H S TA R V I S I O N ( 3 Y R R O A D M A P )

A S S E S S ( G A P A N A LY S I S )

1 ) A R T I C U L AT E A N O R T H S TA R V I S I O N

A BRAND IS DEFINED BY THE EXPERIENCES THEY DELIVER DELIVER A CONNECTED COMMERCE ROADMAP

2 ) A S S E S S & E VA L U AT E

LEAD A COLLABORATIVE ASSESSMENT AUDIT

30

WORK STREAM ASSESS BUSINESS PERSPECTIVE

ASSESS CONSUMERS PERSPECTIVE

1 STRATEGY ENROLLMENT

2 DATA PARTICIPATION

3 PERFORMANCE MGMT ACCOUNT MGMT

4 ORGANIZATION & RESOURCES PRIVACY

5 PROGRAM DESIGN COMMUNICATIONS

6 PROGRAM EXECUTION NA

COLLABORATIVE ASSESMENT AUDIT E V A L U A T I O N O U T P U T

Approach Program

3 ) F R A M E T H E “ N E X T ” 1 2 M O N T H S

FRAMING WORKSHOP & EXPERIENCE BRIEF: ESSENTIAL TOOLS

TACTICAL PLANNING S T R A T E G I C P L A N N I N G

COMPANIES WE RESPECT - KPI’S - USERS - FEATURES/FUNCTIONALITY/CONTENT - STAKEHOLDERS - TECHNICAL CONSIDERATIONS

FRAMING WORKSHOP

4 ) E S TA B L I S H A U N I F I E D P R O C E S S

ESSENTIAL WAY OF KEEPING EVERYBODY BOTH ALIGNED & VESTED BEHIND GOALS AND DELIVERABLES

D I S C O V E R

• F R A M I N G W O R K S H O P• T E C H N I C A L

A S S E S M E N T • S TA K E H O L D E R

I N T E R V I E W S• U X A U D I T • D I G I TA L P E R S O N N A S• C O M P E T I T I O N M AT R I X• S O C I A L W O R K S H O P• S O C I A L M E D I A A N D

C O M P E T I T V E A U D I T • B R A N D - S O C I A L

A U D I E N C E R E S E A R C H

D E F I N E D E S I G N D E V E L O P D E P L O Y

• U S E R J O U R N E Y S• S I T E M A P• C O N T E N T A U D I T &

M A P P I N G• S I T E C O N T E N T

S T R AT E G Y • I A• S C A M P S &

W I R E F R A M E S• O N L I N E S T Y L E

G U I D E S • C O P Y D E C K • U S A B I L I T Y T E S T I N G

R O U N D 1• S E O

R E C E O M E N D AT I O N •

• V I S U A L L A N G U A G E D E F I N I T I O N

• PA G E D E S I G N • C O N C P E T U A L D E I S G N S • D E S I G N G U I D E L I N E S • O N L I N E S T Y L E G U I D E • I N T E R A C T I O N

T E C H N I Q U E B R I E F• U S A B I L I T Y T E S T I N G

R O U N D 2

• T E C H N I C A L S P E C I F I C AT I O N S

• U AT P L A N• I S S U E T R A C K E R • S Y S T E M I N T E G R AT I O N • C O N T E N T L O A D I N G • S E O A N D A N A LY T I C S

I M P L E M E N TAT I O N •

• M E D I A P L A N• O P T I M I Z AT I O N P L A N

T H E 5 D ’ S

5 ) B U I L D A “ W I S E C R O W D ”

SMART COLLABORATION ISN’T JUST A NICE TO HAVE. IT’S A STRATEGIC RESPONSE TO EXTERNAL CHANGE.

socran - keynote theme

SHORE UP YOUR STARS’ COLLABORATIVE SKILLS

SELL YOUR STARS ON COLLABORATION BY GIVING

THEM QUANTITATIVE EVIDENCE THAT IT WORKS

CHANGE YOUR STARS’ BEHAVIOR BY TWEAKING SYSTEMS &

STRUCTURES

IF YOU CAN’T BE THE CHANGE, POINT TO IT

6 ) E S TA B L I S H A TA L E N T N E T W O R K

WILL BE INTERNAL & EXTERNAL

TA L E N T N E T W O R K S

PERMANENT EMPLOYEES

ASSOCIATE POOL

FREELANCE CONTRACTORS

THE ADVANTAGES OF TALENT NETWORKS ARE SEEN IN THE FLEXIBILITY AND SCALABILITY THAT THEY CAN BRING, SUCH AS THE ABILITY TO BE ABLE TO PULL IN SPECIALIST EXPERTISE WHEN NECESSARY

TA L E N T N E T W O R K S

C O N C L U S I O N

S I M P L I F Y T H E S T R AT E G I C R O A D M A P

KEEP IT EXECUTIVE FRIENDLY. TOP LINE, EASY TO UNDERSTAND, EASY TO TRACK .

socran - keynote theme

METRICS & KPI

OWNERSHIP STRUCTURE

HIRE AND ORGANIZE SPECIALISTS TO SUPPORT THE TRANSFORMATION BUSINESS MODEL ACROSS THE

ENTERPRISE INCENTIVIZE COLLABORATION

TECHNICAL APPROACH

BRING TOGETHER MULTIPLE TECHNICAL COMPONENTS FOR DATA MANAGEMENT,

ANALYSIS AND ACTIONABILITY

COLLECT A SWATH OF MEASUREMENTS THAT HELP YOU UNDERSTAND CUSTOMERS AND GAUGE THE BUSINESS SUCCESS OF ALL

TOUCHPOINTS (PAID - OWNED)

DESIGN & OPTIMIZE EXPERIENCES

TAKE A CONTINUOUS OPTIMIZATION APPROACH ACROSS THE LIFE CYCLE THAT CAN SCALE USING AUTOMATION

AND ADVANCED ANALYTICS.

NORTH STAR VISION

T H A N K S

BEN KENNEDYVP, MARKET DEVELOPMENT AND

DIGITAL VENTURESBENKENNEDY@INTEGER.COM