Digital Strategies for International Markets| Niall McKeown | iONOLOGY
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Transcript of Digital Strategies for International Markets| Niall McKeown | iONOLOGY
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Niall McKeown www.ionology.com
@niallmckeown
Digital Transformation Experts
This presentation is Copyright. All materials belong to the presenter and can not be used without express written consent (c)
Digital Strategies for International Markets
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Digital Transformation Experts
We help organisations discover what it takes to deliver maximum results in international markets
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Strategy creates competitive advantage
WHAT WE BELIVE
People and a culture of innovation sustains it
Technology & Communications is the means by which it is delivered
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What is strategy?
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how come…
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Double Business in 18 Months
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Zero to €4,000,000 in one year 50,000 co-collaborating
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€3,000,000 sales in 37 countries in 18 months
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how come…?
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Transform from “doing digital”
Digital Innovators
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Digital Innovator
Digital Innovators Doing Digital
Set destinations Set targets
Build communications upon innovations Spin stories into content
Drive salesDrive cultural evolution
Pulled by latest technology trends
Push technology to overcome strategic challenges
Strive for “likes”Data driven decision
making
Digitise existing servicesSeek to invent, disrupt and improve
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The Principle Disciplines Leading Digital Transformation
DigitalTransformation
Communications Technology
Lead
ersh
ip
Technology Support
RapidSolutionBuilders
Marketing Tactics
Communications Leadership
Short Term Management
Leading StepChange
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STRATEGY& CULTURE
STAFF &CUSTOMER
ENGAGEMENTPROCESS &
INNOVATION TECHNOLOGY DATA &ANALYTICS+ + + +
=DIGITAL
TRANSFORMATION= DIGITAL TRANSFORMATION
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how come…?
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how do I…?
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Crying baby Kitchen fire Some calls
Interruptions Distractions Most calls
Trivia Busy Work Browsing
Planning Strategy Exercise Change
Urgent Not Urgent
Impo
rtant
Not
Impo
rtant
Put First Things First
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7 Principles of Digital Business Strategy
Resources4
Marketposition
5 Engineof growth
6 Tactics7
Marketplace3
$
Knowyourself
17 principles
?
Customers2
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Books/Gap Analysis/E-Learning/Courses/Concultancy
Digital Transformation Training
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ExclusiveNiche
or limited Audience Mass MarketMainstream
Warm(Comforted)
Mild(Informed)
Cold (Rational)
Customer Volume
How Customer Perceives Your Business
6
5 7
31
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot(Passionate)
LENS LOCK [ ]
Ionology Digital Strategy Quadrant
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Ionology Digital Strategy Quadrant
0
25
50
75
100
M1 M2 M3 M4 M5 M6
Advocacy Attention Authority Prime
© All Rights Reserved
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ExclusiveNiche
or limited Audience Mass MarketMainstream
Warm(Comforted)
Mild(Informed)
Cold (Rational)
Customer Volume
How Customer Perceives Your Business
6
5 7
31
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot(Passionate)
LENS LOCK [Ireland GAA]
Ionology Digital Strategy Quadrant
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ExclusiveNiche
or limited Audience Mass MarketMainstream
Warm(Comforted)
Mild(Informed)
Cold (Rational)
Customer Volume
How Customer Perceives Your Business
6
5 7
31
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot(Passionate)
LENS LOCK [UK]
Ionology Digital Strategy Quadrant
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ExclusiveNiche
or limited Audience Mass MarketMainstream
Warm(Comforted)
Mild(Informed)
Cold (Rational)
Customer Volume
How Customer Perceives Your Business
6
5 7
31
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot(Passionate)
LENS LOCK [ Vertical or Geographic]
Start Here >
< Destination
Ionology Digital Strategy Quadrant
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ExclusiveNiche
or limited Audience Mass MarketMainstream
Warm(Comforted)
Mild(Informed)
Cold (Rational)
Customer Volume
How Customer Perceives Your Business
6
5 7
31
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot(Passionate)
LENS LOCK [ ]
Ionology Digital Strategy Quadrant
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ExclusiveNiche
or limited Audience Mass MarketMainstream
Warm(Comforted)
Mild(Informed)
Cold (Rational)
Customer Volume
How Customer Perceives Your Business
6
5 7
31
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot(Passionate)
LENS LOCK [ ]
Ionology Digital Strategy Quadrant
Builder
Story Teller Strategiest
Scientist
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ExclusiveNiche
or limited Audience Mass MarketMainstream
Warm(Comforted)
Mild(Informed)
Cold (Rational)
Customer Volume
How Customer Perceives Your Business
6
5 7
31
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot(Passionate)
LENS LOCK [ ]
Ionology Digital Strategy Quadrant
StrategiestServicing Demand
Price/Product
Opinion
People
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Ionology Digital Strategy Quadrant
Yourself
Customer
Market
Resources
Diagnosis
Strategic Ambition
Competitors
Proposition
Force=ma
Volume Time
Talent
Cash
1 3
2 4
Task
Intent
Unique Value Proposition
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Ionology Digital Strategy Quadrant
Yourself
Diagnosis
Strategic Ambition
1
Unique Value Proposition
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Pains (context)Pain Relievers!
Gain Creators" Pleasures♥
$Message Map
TasksProductsService %& '
Customer(You
)
Value Proposition Canvas
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$ 15 Second Message Map
Their Pain
Our Pain Reliever
Additional Gain CreatorsTheir Pleasure
Their Jobs Done
Our Product
Message Map
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Ionology Digital Strategy Quadrant
Yourself
Customer
Market
Resources
Diagnosis
Strategic Ambition
Competitors
Proposition
Force=ma
Volume Time
Talent
Cash
1 3
2 4
Task
Intent
Unique Value Proposition
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Ionology Digital Strategy Quadrant
Market
Competitors
Proposition
Force=ma
3Customer
Volume
2
Task
Intent
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Ionology Digital Strategy Quadrant
Yourself
Customer
Market
Resources
Diagnosis
Strategic Ambition
Competitors
Proposition
Force=ma
Volume Time
Talent
Cash
1 3
2 4
Task
Intent
Unique Value Proposition
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Resources
Resources
Time
Talent
Cash
4
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Ionology Digital Strategy Quadrant
Yourself
Customer
Market
Resources
Diagnosis
Strategic Ambition
Competitors
Proposition
Force=ma
Volume Time
Talent
Cash
1 3
2 4
Task
Intent
Unique Value Proposition
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ExclusiveNiche
or limited Audience Mass MarketMainstream
Warm(Comforted)
Mild(Informed)
Cold (Rational)
Customer Volume
How Customer Perceives Your Business
6
5 7
31
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot(Passionate)
LENS LOCK [ ]
Ionology Digital Strategy Quadrant
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ExclusiveNiche
or limited Audience Mass MarketMainstream
Warm(Comforted)
Mild(Informed)
Cold (Rational)
Customer Volume
How Customer Perceives Your Business
6
5 7
31
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot(Passionate)
LENS LOCK [ ]
Ionology Digital Strategy Quadrant
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Advocacy Based Selling
Sales Lead Gen
Sales Lead Convert
Sales Management
*+ , -.
Advocacy Marketing
/01
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ExclusiveNiche
or limited Audience Mass MarketMainstream
Warm(Comforted)
Mild(Informed)
Cold (Rational)
Customer Volume
How Customer Perceives Your Business
6
5 7
31
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot(Passionate)
LENS LOCK [ ]
Ionology Digital Strategy Quadrant
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ExclusiveNiche
or limited Audience Mass MarketMainstream
Warm(Comforted)
Mild(Informed)
Cold (Rational)
Customer Volume
How Customer Perceives Your Business
6
5 7
31
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot(Passionate)
LENS LOCK [ ]
Ionology Digital Strategy Quadrant
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ExclusiveNiche
or limited Audience Mass MarketMainstream
Warm(Comforted)
Mild(Informed)
Cold (Rational)
Customer Volume
How Customer Perceives Your Business
6
5 7
31
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot(Passionate)
LENS LOCK [ ]
Ionology Digital Strategy Quadrant
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The Firefly Story
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http://www.dailymail.co.uk/news/article-2604663/Flower-girl-4-took-steps-thanks-harness-attached-dad.html
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Digital Transformation Experts
We help organisations discover what it takes to deliver maximum results in international markets
• 8 to 12 Weeks • Plan of Action • Targeted Collateral That Matches Market Play • 50% Enterprise Ireland Funded