SearchLove Boston 2015 | Craig Bradford, 'Creating Digital Strategy'

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brought to you by… Creating Your Digital Strategy SearchLove Boston 2015

Transcript of SearchLove Boston 2015 | Craig Bradford, 'Creating Digital Strategy'

Page 1: SearchLove Boston 2015 | Craig Bradford, 'Creating Digital Strategy'

brought to you by…

Creating Your Digital Strategy

SearchLove Boston 2015

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@CraigBradford

Craig  BradfordVP,  LondonDistilled

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Ginger  hair

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Likes  beer

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Can  usually  be  found  in  the  Scottish  highlands

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7Excellent mechanical mind

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9Image  source

This  is  easy

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Scale matters

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Good  strategy

Bad  strategy

Hitting target

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Good  strategy

Bad  strategy

Dad

Hitting target

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“It’s important to make good decisions. But I spend much less time and energy worrying about

‘making the right decision’ and much more time and energy ensuring that any decision I make turns

out right.”

Scott McNealy (co-founder of Sun Microsystems)

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Strategy is about placing bets and shortening odds

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1. What is strategy 2. What makes strategy hard 3. 6 steps to creating a digital

strategy

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What is strategy?

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Image  sourceHitting hard isn’t a sustainable strategy

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A sustainable strategy is choosing what not to do

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The airline folded in 1995 after losing what has been reported in the press as between $140 million or $300 million.

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The law of raspberry jelly (trade-offs)

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Strategy isn’t a strapline

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Limited  passanger  service

Frequent,  reliable  

departures

Short-­‐haul,  point-­‐to-­‐point  routes  between  midsize  cities  and  secondary  

airports

Very  low  ticket  prices

High  aircraft  utilisation  

Lean,  highly  productive  ground  and  gate  crews

No  baggage  transfers

No  connections  with  other  airlines

Standardised  fleet  of  737  aircraft

Limited  use  of  travel  agents

No  meals

No  seat  assignments

15-­‐minute  gate  

turnarounds

Automatic  ticketing  machinesHigh  

compensation  of  employees

Flexible  union  

contracts

High  level  of  employee  stock  

ownership

“Southwest,  the  low-­‐fare  airline”

Source

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“fit”

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Limited  passanger  service

Frequent,  reliable  

departures

Short-­‐haul,  point-­‐to-­‐point  routes  between  midsize  cities  and  secondary  

airports

Very  low  ticket  prices

High  aircraft  utilisation  

Lean,  highly  productive  ground  and  gate  crews

No  baggage  transfers

No  connections  with  other  airlines

Standardised  fleet  of  737  aircraft

Limited  use  of  travel  agents

No  meals

No  seat  assignments

15-­‐minute  gate  

turnarounds

Automatic  ticketing  machinesHigh  

compensation  of  employees

Flexible  union  

contracts

High  level  of  employee  stock  

ownership

“Southwest,  the  low-­‐fare  airline”

Source

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Digital fit

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The balanced digital scorecard

Platform

MeasurementConversionAudienceContent

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The balanced digital scorecard

Platform

MeasurementConversionAudienceContent

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“If you could get all the people in an organization rowing in the same

direction, you could dominate any industry, in any market, against any

competition, at any time”

Patrick Lencioni

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Strategy is a tailored set of activities which when combined create a potential

solution to a problem

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What makes strategy hard?

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#1 The Paradox of Choice

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#1 The Paradox of Choice (The sofa problem)

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41This is an optimisation problem

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#2 Fear of regret

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Would you rather miss a flight by 2 minutes or two hours?

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Image  source

Look mom, I’m on TV!

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Image  source#3 Magnitude of the downside

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Risk

Probability * Downside =

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Fear of commitment#4

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Decision(to cut)

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Decision(to cut)

Decisive Scissors Concise Incisive

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Execution doesn’t mean sticking to the

plan

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6Steps to creating your digital strategy

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#1 Choose a good question to answer

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We need a strategy to increase traffic

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We need a strategy to increase Google organic traffic to the widget page by

15% in the next 4 month.

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#2 Move from should to could

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Advantage - Scope - Activities

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Increase revenue from conferences by 20% over the next 12 months

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Leverage our existing conference brand to create a lower cost, digital-only SearchLove, which aims to target those that can’t

attend in our existing locations. They key activities would be to focus on growing our earned and owned audience through

DistilledU, the Distilled blog and public speaking.

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Leverage our existing conference brand to create a lower cost, digital-only SearchLove, which aims to target those that can’t

attend in our existing locations. They key activities would be to focus on growing our earned and owned audience through

DistilledU, the Distilled blog and public speaking.

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#3 Challenge the status quo

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Medical  Decision  Making  in  Situations  That  Offer  Multiple  AlternativesImage  source

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#4 Ask what must be true, not what is

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“That’s a terrible idea, we’d cannibalise our existing conference

ticket sales.”

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“For me to get behind this idea, I’d need to know that we wouldn’t

cannibalise our existing ticket sales.”

“That’s a terrible idea, we’d cannibalise our existing conference

ticket sales.”

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If you permit wallflowers during the planning phase, they are likely to cast

long, passive shadows over the organization when it comes time for

execution.

Robert  H.  Miles

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#5 Test what is true

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#6 Make a bet

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Choose  a  good  

Question

What  could  you  

do?

Challenge  status  quo  

Test Make  a  betWhat  

must  be  true

6Steps to a digital strategy

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Thank You

@CraigBradford

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The secrets of consulting Which strategy when

Bringing science to the art of strategy Simple rules for a complex world

What is strategy The big lie of strategic planning Your strategy needs a strategy

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