Digital Strategy 101

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Digital Strategy 101 Mark Farmer: 2014- 05-02

description

A primer to digital strategy: what it is & isn't, the steps to creating your own digital strategy, the strategic cycle, platforms & tools, organizational change and more.

Transcript of Digital Strategy 101

Page 1: Digital Strategy 101

Digital Strategy 101

Mark Farmer: 2014-05-02

Page 2: Digital Strategy 101

Strategy 101

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Traditional vs Digital vs Social

Facebook,Twitter,

YouTube,Blogs, etc,

Websites

Mediarelations

Mobile

Display

SMS / MMS

Email

Print advertising

Broadcastadvertising

Print collaterals

Directmail

Out of home

MarComm (Marketing Communications)

Digital MarComm

Social media MarComm

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Please keep in mind...

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Digital Strategy: 2 different ideas

1. Helping an organization become digitalo Organizational changeo Cultural shifto Behavioural shift

2. Marketing / communicating digitallyo Tactics & executiono Marketing campaigns / objectives

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Wikipedia says

Digital strategy = specifying an organization’s...

• Vision

• Goals

• Opportunities

• Initiatives

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What I says

• Helping an organization communicate better online by helping its people communicate better online

• That usually means finding a way to help you reach your audience more efficiently, more thoroughly and more substantially

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What strategy isn’t

• A plan

• Done by experts

• Complete

• A document

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The essence of strategy

• Visiono What’s the desired state?o Paint a pictureo Engage people

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Digital Strategy’s only one part of the job

1. Helping an organization’s people communicate better online

2. Help your unit achieve its goalsa. Improving and defending reputation

b. Issues & crisis mgmt

c. Developing social media channels

d. Building audience

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Strategy is the big picture

• The long gameo Gandhi

• Cultural / organizational / behavioural shiftso Risk toleranceo Innovationo Collaborationo Openness

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What that means for you

• Training & supporto Platforms, practices, etc.

• Resourceso Guidelineso Best practiceso Analytics & intelligenceo Industry news

• Strategies for units

• Gathering & sharing marketing intelligence

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What that means institutionally

• Active listening

• Messagingo Issues / criseso Campaigns

• Keeping our finger on the pulse of the institution, through its departments and faculties

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The steps

• Define the organization’s needs (based on opportunities, problems, etc.)

• Identify the goals you’ll need to reach, to meet those needs

• Define how you’ll measure attainment of those goals

• Attach target numbers (more tactical at this point)

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Where the real magic begins

• Coming up with creative ideas & solutions for how you’ll meet those numbers

• Executing them as tactics

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Danger: the competitive scan

Winning coaches don’t focus on the competiton

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The cycle

• Execute

• Measure

• Learn

• Repeat

• “The Lean Startup”

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You can’t predict success

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In other terms

• Try something.

• If it works, do more of it.

• If it doesn’t, do less of it.

• Rinse, repeat.

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Strategy on a day-to-day basis

• Recognizing opportunities

• Coming up with creative ways to leverage those opportunities

• Being an advocate

• Setting an example (“walk the walk”)

• Innovating

• Exploring new channels & platforms

• Supporting the institution

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Some of the tools

• Market intelligence: Radian6

• Collaboration: Confluence & Facebook

• Analytics: SproutSocial

• Customer service: HootSuite and the channels themselves

• Reputation management: Radian6, HootSuite and Sysomos

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The vision: bringing it all together

• Social

• Web

• Email

• Mobile

• Display

• SEO (onsite and off)

• Traditional

• Etc.

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The holy grail

• An integrated digital & traditional marketing & communications strategy

• Pan-institutional

• Cross-functional

• Including new media & traditional media

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The benefits to you & the org

• Network effect

• Economies of scale

• Eliminating the redundancies and lack of sharing cause by siloes

• Don’t have to recreate the wheel

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The hope

• Raise the organization’s reputationo Reach more peopleo Engage them better and more efficientlyo Get our messages out thereo Show the world the great things happening where

you work

• Work more efficiently as teams and individuals

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How we can do this

• Break down barriers to collaboration

• Demonstrate successful prototypes with discrete projects, that provide examples to others

• Demonstrate transparency

• Apply agile concepts to our workflows

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Organizational change: the key

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And remember how to eat a whale….