1. MyCharityConnects #mcc11Developing a Digital Strategy & Roadmap June 6, 2011 Laurie Dillon-Schalk, Digital Strategy Director, JWT Copyright 2011About me Laurie Dillon-Schalk 2011

2. DEFINED: What is a digital strategy?Digital is an umbrella term used Strategy is the recommendedto capture a broad base of approach to achieving a set ofonline or web accessible objectives.medias, channels, technologiesor devices such as websites,portals*, banners, socialnetworks, digital signage, mobileand moreDigital strategies provide measurable direction on how use digital toachieve a vision and its specific business, brand and/or marketingobjectives.* Portals include general interest sites such as AOL or Yahoo. Laurie Dillon-Schalk 2011Said differently - a strategy is how the gap to future goalswill be addressed. Gap Desired FutureToday Laurie Dillon-Schalk 2011 3. A Digital Strategy exercise is useful to: Address a new vision, unsatisfactory current position, or competitive incursions. Identify how the consumer interacts today and digitals impact on that purchasing process or customer experience. Create alignment on digital understanding, opportunities and planning. Prioritize the many digital opportunities facing an organization. Understand and address new brand realities WOM, communities, etc . Laurie Dillon-Schalk 2011An approach to digital strategy & planningWhere do How do weHow do we Where arewe want to get there?know our we now? be?impact?Digital Review Digital Strategy Digital PlanMeasurement Consumer Insights Link to vision, brand idea,Simple: Plan Competitive Auditcorporate objectives Roadmap of tactics by Measures of success Digital Review Digital vision strategy. Balanced scorecard Business + Brand Strategies to achievedevtPerformancedefined objectives.Experience Devt: User & bizrequirements Personas, customerexperience mapping &user flows, etc.Emerging Tech Perspectives Includes optimization ofexisting digital assets Laurie Dillon-Schalk 2011 4. Focus of today What is included in a digital review How to map customer experiences Explanation of how to conduct a digital strategy exercise How to plan for changing consumer expectations E.g Social media maturity model Planning rules of thumb Laurie Dillon-Schalk 2011 Digital Review Laurie Dillon-Schalk 2011 5. A comprehensive digital review provides context forWhere arewe now? digital strategy developmentAS-IS: Corporate AssessmentDiscovery: Competitive Audit Internal stakeholder interviews Competitive benchmarking Strategic fit to corp. objectives Gaps to customer Current plans & roadmaps experience framework Full digital asset review Internal context Industry &contextreview & competitivestakeholders insights insights context ExternalDiscovery: customer Consumer Auditinsights Target segment needs & wants & behaviours Purchase decision cycle Purchase motivations & barriers (loyalty & churn drivers) Customer Experience mapping Source: Framework from @pcrowe. Detail from LDS Laurie Dillon-Schalk 2011 6. Framework for Customer Experience Mapping Major steps in the Customer ExperienceAware Research ConsiderBuyEngage ServiceSupportLoyalty Moments of Truth (customer interactions) Identify moments of truth that are: most important to the customer, painful (create churn), the largest gap to competitors create loyalty* Adapted from IBM Global Service consulting in 2006 Laurie Dillon-Schalk 2011 7. Audience check: A quick review of free sources for insightsAudience check: A quick review of free sources for insightsAnalyticsAnalytics Google Analytics: website analytics Google Analytics: website analytics Website Grader grades website search engine optimization Website Grader grades website search engine optimization Social Mention real time social media search & analysis Social Mention real time social media search & analysisIndustry & Consumer Research Industry & Consumer Research Pew Internet and American Life Research: digital consumer behaviour research. Pew Internet and American Life Research: digital consumer behaviour research. E-marketer e-mails subscription: industry research E-marketer e-mails subscription: industry research Google Think Insights: industry research Google Think Insights: industry research Quora: Interest network (wormhole) Quora: Interest network (wormhole)Trend & Performance TrackingTrend & Performance Tracking Google Insights for search: key search term analytics Google Insights for search: key search term analytics Google Trends: trends in worldwide traffic for key terms Google Trends: trends in worldwide traffic for key terms Wildfireapp.com (sign in & monitor) competitor social network past three month Wildfireapp.com (sign in & monitor) competitor social network past three monthgrowthgrowth Laurie Dillon-Schalk 2011 Laurie Dillon-Schalk 2011 8. Where are A perspective on emerging technology & trendswe now?educates stakeholders & informs digital planning AS-IS: Corporate AssessmentDiscovery: Competitive Audit Internal stakeholder interviews Competitivebenchmarking Strategic fit to corp. objectives Gaps to customer Current plans & roadmaps experience framework Full digital asset reviewInternalcontext Industry &context review &competitive stakeholdersinsightsinsightscontext perspectiveExternalTechnologyDiscovery:customer trends & Assessment: Consumer Audit insights Emerging Tech Target segment needs opportunities Education to internal & wants & behaviours Review of consumer Purchase decision cycleexpectations by media Purchase motivations & barriers or channel (loyalty & churn drivers) Customer Experience mapping Source: Framework from @pcrowe. Detail from LDS Laurie Dillon-Schalk 2011 9. How you present a digital review is critical Purpose of a review: to provide full information to allow for decisions. Strip the opinion, present the facts. Do not lump the digital review and the digital strategy (nor roadmap) into one deliverable. Deliver and facilitate the review in a dedicated immersion workshop with cross functional, in person participation. Allow line of business owners to present their own sections. Create a tight presentation No more than 7 bullets, per slide (or categorize) Follow bullshit !, prove it, so what? format No more than 1 idea per slide No facebook wall or twitter screen capture dumps! Learn the art of visualization make complex data easy to read Include the one page pull out Laurie Dillon-Schalk 2011Digital Strategy Laurie Dillon-Schalk 2011 10. Strategy development Insist on starting with a digital review Invite outside perspectives for emerging media, assetreview Speed up the delivery of a strategy by holding crossfunctional, team exercises: Immersion: Sharing context, insights, perspectives Planning: Objective & initiatives setting After immersion, identify key issues or opportunities Confirm vision & objectives Have a independent stakeholder consideration of strategies and tactics, then allowfor group think. Consider sticky notes! Synthesize & vote Alignment: Involve, agree & commit Laurie Dillon-Schalk 2011By understanding the hierarchy of your customer needs,we can prioritize the digital opportunitiesSatisfactionDifferentiatorsDifferentiators : Attracts customers away from a competitor.Satisfiers Satisfiers: May improve satisfaction, but are nice to have because they do not change buying behaviour.BasicExpectations Basic Expectations: If expectations are not met or done poorly, it drives dissatisfaction and would cause customers to leave. TimeWe can use customers expectations to inform our investments. Laurie Dillon-Schalk 2011Source: Customer Value Management, IBM Global Services 11. Open Source project - @ldillonschalk & @rickwolfe Laurie Dillon-Schalk 2011Digital Plan (Roadmap) Laurie Dillon-Schalk 2011 12. Rules of thumb for planning Accommodate Quick Hits or Low hanging fruit Insist on cascading objectives, strategies & tactics ObjectivesStrategies Tactics Measures 1.1. 1. 2. 2.3.4. 2.3. 5. Agree on the criteria for opportunity prioritization Business Value Impact to Customer Experience Impact to Revenue & Cost Complexity Ease of Implementation Time to market Dependencies & Risks For each major tactic, identify project approach, task list, assumptions anddependencies Laurie Dillon-Schalk 2011Last words Never once & doneWe look at our digital strategy every 3 months as technology ischanging so rapidly always have to readjust it.- Air Canada, in reference to its mobile application. Laurie Dillon-Schalk 2011