Digital Strategies for International Markets | Niall McKeown | iONOLOGY

Enterprise Ireland
Enterprise IrelandEnterprise Ireland
Niall McKeown
@niallmckeown

Digital Strategy For
International Markets
What is strategy?
Strategy creates competitive advantage
People and a culture of innovation sustains it
Technology & Communications is the means
by which it is delivered
how come…
Double Business in 18 Months
Zero to €4,000,000 in one year
50,000 co-collaborating
how come…?
Digital Strategies for International Markets | Niall McKeown | iONOLOGY
Digital Strategies for International Markets | Niall McKeown | iONOLOGY
Digital Strategies for International Markets | Niall McKeown | iONOLOGY
Digital Strategies for International Markets | Niall McKeown | iONOLOGY
Digital Strategies for International Markets | Niall McKeown | iONOLOGY
4
5 6 7
3
$
1
?
2
7 PRINCIPLES
Know
yourself
ResourcesMarketplaceCustomers
Market
position
Engine
of growth Tactics
THERE IS A FRAMEWORK FOR PLANNING
ACTIONABLE STRATEGIES
FOR INTERNATIONAL DIGITAL
CULTURAL HIERARCHY OF NEEDS
The Principle Disciplines Leading Digital Transformation
Digital
Transformation
Communications Technology
Leadership
Technology
Support
Rapid

Solution

Builders
Marketing
Tactics
Communications
Leadership
Short Term
Management
Leading Step

Change
Crying baby
Kitchen fire
Some calls
Interruptions
Distractions
Most calls
Trivia
Busy Work
Browsing
Planning
Strategy
Exercise

Change
Urgent Not Urgent
ImportantNotImportant
Put First Things First
7 Principles of Digital Business Strategy
Resources4
Market
position
5 Engine
of growth
6 Tactics7
Marketplace3
$
Know
yourself
1
7 principles
?
Customers2
Exclusive
Niche
or limited Audience Mass MarketMainstream
Warm
(Comforted)
Mild
(Informed)
Cold 

(Rational)
Customer 

Volume
How Customer Perceives 

Your Business
6
5 7
3
1
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot
(Passionate)
LENS LOCK [ ]
Ionology Digital Strategy Quadrant
Ionology Digital Strategy Quadrant
0
25
50
75
100
M1 M2 M3 M4 M5 M6
Advocacy Attention Authority Prime
© All Rights Reserved
Exclusive
Niche
or limited Audience Mass MarketMainstream
Warm
(Comforted)
Mild
(Informed)
Cold 

(Rational)
Customer 

Volume
How Customer Perceives 

Your Business
6
5 7
3
1
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot
(Passionate)
LENS LOCK [Ireland GAA]
Ionology Digital Strategy Quadrant
Exclusive
Niche
or limited Audience Mass MarketMainstream
Warm
(Comforted)
Mild
(Informed)
Cold 

(Rational)
Customer 

Volume
How Customer Perceives 

Your Business
6
5 7
3
1
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot
(Passionate)
LENS LOCK [UK]
Ionology Digital Strategy Quadrant
Exclusive
Niche
or limited Audience Mass MarketMainstream
Warm
(Comforted)
Mild
(Informed)
Cold 

(Rational)
Customer 

Volume
How Customer Perceives 

Your Business
6
5 7
3
1
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot
(Passionate)
LENS LOCK [ Vertical or Geographic]
Ionology Digital Strategy Quadrant
Start Here >
< Destination
Exclusive
Niche
or limited Audience Mass MarketMainstream
Warm
(Comforted)
Mild
(Informed)
Cold 

(Rational)
Customer 

Volume
How Customer Perceives 

Your Business
6
5 7
3
1
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot
(Passionate)
LENS LOCK [ ]
Ionology Digital Strategy Quadrant
Exclusive
Niche
or limited Audience Mass MarketMainstream
Warm
(Comforted)
Mild
(Informed)
Cold 

(Rational)
Customer 

Volume
How Customer Perceives 

Your Business
6
5 7
3
1
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
Exclusive
Niche
or limited Audience Mass MarketMainstream
Warm
(Comforted)
Mild
(Informed)
Cold 

(Rational)
Customer 

Volume
How Customer Perceives 

Your Business
6
5 7
3
1
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot
(Passionate)
LENS LOCK [ ]
Ionology Digital Strategy Quadrant
People
Opinion StrategiestServicing Demand
Price/Product
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
Ionology Digital Strategy Quadrant
Yourself
Diagnosis
Strategic Ambition
1
Unique Value Proposition
“We are the _______ in ______ for _____ because
we do _______ better than anyone else”
Only/Fastest Ireland Service/Product
CONCREATE
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
Resources
Resources
Time
Talent
Cash
4
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
Ionology Digital Strategy Quadrant
Market
Competitors
Proposition
Force=ma
3
Customer
Volume
2
Task
Intent
Exclusive
Niche
or limited Audience Mass MarketMainstream
Warm
(Comforted)
Mild
(Informed)
Cold 

(Rational)
Customer 

Volume
How Customer Perceives 

Your Business
6
5 7
3
1
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot
(Passionate)
LENS LOCK [ ]
Ionology Digital Strategy Quadrant
Exclusive
Niche
or limited Audience Mass MarketMainstream
Warm
(Comforted)
Mild
(Informed)
Cold 

(Rational)
Customer 

Volume
How Customer Perceives 

Your Business
6
5 7
3
1
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot
(Passionate)
LENS LOCK [ ]
Ionology Digital Strategy Quadrant
Exclusive
Niche
or limited Audience Mass MarketMainstream
Warm
(Comforted)
Mild
(Informed)
Cold 

(Rational)
Customer 

Volume
How Customer Perceives 

Your Business
6
5 7
3
1
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot
(Passionate)
LENS LOCK [ ]
Ionology Digital Strategy Quadrant
The Firefly Story
Digital Strategies for International Markets | Niall McKeown | iONOLOGY
Digital Strategies for International Markets | Niall McKeown | iONOLOGY
Digital Strategies for International Markets | Niall McKeown | iONOLOGY
Digital Strategies for International Markets | Niall McKeown | iONOLOGY
Digital Strategies for International Markets | Niall McKeown | iONOLOGY
Digital Strategies for International Markets | Niall McKeown | iONOLOGY
Digital Strategies for International Markets | Niall McKeown | iONOLOGY
Digital Strategies for International Markets | Niall McKeown | iONOLOGY
Digital Strategies for International Markets | Niall McKeown | iONOLOGY
http://www.dailymail.co.uk/news/article-2604663/Flower-girl-4-took-steps-thanks-harness-attached-dad.html
Transform from “doing digital”
Digital Innovators
Digital 

Innovator 

Characteristics
Digital Innovators Doing Digital
Set destinations Set targets
Create action based strategy
and guiding policy
Manage people against
targets
Sell the productSell the innovation
Bolt it on to ‘business as
usual’
Create capacity, capability and
fund transformation
Subjective decision making
Outcomes based data driven
decision making
Articulate outcomes in terms
of technology
Constantly articulate the
‘human changed state’
Niall McKeown
@niallmckeown

Digital Strategy in
International Markets
Exclusive
Niche
or limited Audience Mass MarketMainstream
Warm
(Comforted)
Mild
(Informed)
Cold 

(Rational)
Customer 

Volume
How Customer Perceives 

Your Business
6
5 7
3
1
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot
(Passionate)
Ionology Digital Strategy Quadrant
Innovation
Exclusive
Niche
or limited Audience Mass MarketMainstream
Warm
(Comforted)
Mild
(Informed)
Cold 

(Rational)
Customer 

Volume
How Customer Perceives 

Your Business
6
5 7
3
1
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot
(Passionate)
Ionology Digital Strategy Quadrant
Exclusive
Niche
or limited Audience Mass MarketMainstream
Warm
(Comforted)
Mild
(Informed)
Cold 

(Rational)
Customer 

Volume
How Customer Perceives 

Your Business
6
5 7
3
1
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot
(Passionate)
Ionology Digital Strategy Quadrant
Exclusive
Niche
or limited Audience Mass MarketMainstream
Warm
(Comforted)
Mild
(Informed)
Cold 

(Rational)
Customer 

Volume
How Customer Perceives 

Your Business
6
5 7
3
1
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot
(Passionate)
Ionology Digital Strategy Quadrant
Exclusive
Niche
or limited Audience Mass MarketMainstream
Warm
(Comforted)
Mild
(Informed)
Cold 

(Rational)
Customer 

Volume
How Customer Perceives 

Your Business
6
5 7
3
1
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot
(Passionate)
Ionology Digital Strategy Quadrant
Exclusive
Niche
or limited Audience Mass MarketMainstream
Warm
(Comforted)
Mild
(Informed)
Cold 

(Rational)
Customer 

Volume
How Customer Perceives 

Your Business
6
5 7
3
1
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot
(Passionate)
LENS LOCK [ ]
Ionology Digital Strategy Quadrant
Apple (AAPL) and Samsung continue to
soak up all the industry's profits,
McCourt says. Apple claimed 87.4% of
phone earnings before interest and taxes
in the fourth quarter, he said. Samsung
took in 32.2% of industry profits.
Because their combined earnings were
higher than the industry's total earnings
as a result of many vendors losing
money in Q4, Apple and Samsung
mathematically accounted for more than
100% of the industry's earnings.
A year ago, Apple accounted for 77.8% of
mobile phone industry profits, followed
by Samsung with 26.1%, McCourt said.
http://www.slate.com/blogs/moneybox/2014/02/12/smartphone_profits_apple_and_samsung_drink_all_your_milkshake.html
1 de 54

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Digital Strategies for International Markets | Niall McKeown | iONOLOGY

  • 3. Strategy creates competitive advantage People and a culture of innovation sustains it Technology & Communications is the means by which it is delivered
  • 5. Double Business in 18 Months
  • 6. Zero to €4,000,000 in one year 50,000 co-collaborating
  • 13. 4 5 6 7 3 $ 1 ? 2 7 PRINCIPLES Know yourself ResourcesMarketplaceCustomers Market position Engine of growth Tactics THERE IS A FRAMEWORK FOR PLANNING ACTIONABLE STRATEGIES FOR INTERNATIONAL DIGITAL
  • 15. The Principle Disciplines Leading Digital Transformation Digital Transformation Communications Technology Leadership Technology Support Rapid
 Solution
 Builders Marketing Tactics Communications Leadership Short Term Management Leading Step
 Change
  • 16. Crying baby Kitchen fire Some calls Interruptions Distractions Most calls Trivia Busy Work Browsing Planning Strategy Exercise
 Change Urgent Not Urgent ImportantNotImportant Put First Things First
  • 17. 7 Principles of Digital Business Strategy Resources4 Market position 5 Engine of growth 6 Tactics7 Marketplace3 $ Know yourself 1 7 principles ? Customers2
  • 18. Exclusive Niche or limited Audience Mass MarketMainstream Warm (Comforted) Mild (Informed) Cold 
 (Rational) Customer 
 Volume How Customer Perceives 
 Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot (Passionate) LENS LOCK [ ] Ionology Digital Strategy Quadrant
  • 19. Ionology Digital Strategy Quadrant 0 25 50 75 100 M1 M2 M3 M4 M5 M6 Advocacy Attention Authority Prime © All Rights Reserved
  • 20. Exclusive Niche or limited Audience Mass MarketMainstream Warm (Comforted) Mild (Informed) Cold 
 (Rational) Customer 
 Volume How Customer Perceives 
 Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot (Passionate) LENS LOCK [Ireland GAA] Ionology Digital Strategy Quadrant
  • 21. Exclusive Niche or limited Audience Mass MarketMainstream Warm (Comforted) Mild (Informed) Cold 
 (Rational) Customer 
 Volume How Customer Perceives 
 Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot (Passionate) LENS LOCK [UK] Ionology Digital Strategy Quadrant
  • 22. Exclusive Niche or limited Audience Mass MarketMainstream Warm (Comforted) Mild (Informed) Cold 
 (Rational) Customer 
 Volume How Customer Perceives 
 Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot (Passionate) LENS LOCK [ Vertical or Geographic] Ionology Digital Strategy Quadrant Start Here > < Destination
  • 23. Exclusive Niche or limited Audience Mass MarketMainstream Warm (Comforted) Mild (Informed) Cold 
 (Rational) Customer 
 Volume How Customer Perceives 
 Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot (Passionate) LENS LOCK [ ] Ionology Digital Strategy Quadrant
  • 24. Exclusive Niche or limited Audience Mass MarketMainstream Warm (Comforted) Mild (Informed) Cold 
 (Rational) Customer 
 Volume How Customer Perceives 
 Your Business 6 5 7 3 1 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
  • 25. Exclusive Niche or limited Audience Mass MarketMainstream Warm (Comforted) Mild (Informed) Cold 
 (Rational) Customer 
 Volume How Customer Perceives 
 Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot (Passionate) LENS LOCK [ ] Ionology Digital Strategy Quadrant People Opinion StrategiestServicing Demand Price/Product
  • 26. 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
  • 27. Ionology Digital Strategy Quadrant Yourself Diagnosis Strategic Ambition 1 Unique Value Proposition “We are the _______ in ______ for _____ because we do _______ better than anyone else” Only/Fastest Ireland Service/Product CONCREATE
  • 28. 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
  • 30. 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
  • 31. Ionology Digital Strategy Quadrant Market Competitors Proposition Force=ma 3 Customer Volume 2 Task Intent
  • 32. Exclusive Niche or limited Audience Mass MarketMainstream Warm (Comforted) Mild (Informed) Cold 
 (Rational) Customer 
 Volume How Customer Perceives 
 Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot (Passionate) LENS LOCK [ ] Ionology Digital Strategy Quadrant
  • 33. Exclusive Niche or limited Audience Mass MarketMainstream Warm (Comforted) Mild (Informed) Cold 
 (Rational) Customer 
 Volume How Customer Perceives 
 Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot (Passionate) LENS LOCK [ ] Ionology Digital Strategy Quadrant
  • 34. Exclusive Niche or limited Audience Mass MarketMainstream Warm (Comforted) Mild (Informed) Cold 
 (Rational) Customer 
 Volume How Customer Perceives 
 Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot (Passionate) LENS LOCK [ ] Ionology Digital Strategy Quadrant
  • 46. Transform from “doing digital” Digital Innovators
  • 47. Digital 
 Innovator 
 Characteristics Digital Innovators Doing Digital Set destinations Set targets Create action based strategy and guiding policy Manage people against targets Sell the productSell the innovation Bolt it on to ‘business as usual’ Create capacity, capability and fund transformation Subjective decision making Outcomes based data driven decision making Articulate outcomes in terms of technology Constantly articulate the ‘human changed state’
  • 49. Exclusive Niche or limited Audience Mass MarketMainstream Warm (Comforted) Mild (Informed) Cold 
 (Rational) Customer 
 Volume How Customer Perceives 
 Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot (Passionate) Ionology Digital Strategy Quadrant Innovation
  • 50. Exclusive Niche or limited Audience Mass MarketMainstream Warm (Comforted) Mild (Informed) Cold 
 (Rational) Customer 
 Volume How Customer Perceives 
 Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot (Passionate) Ionology Digital Strategy Quadrant
  • 51. Exclusive Niche or limited Audience Mass MarketMainstream Warm (Comforted) Mild (Informed) Cold 
 (Rational) Customer 
 Volume How Customer Perceives 
 Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot (Passionate) Ionology Digital Strategy Quadrant
  • 52. Exclusive Niche or limited Audience Mass MarketMainstream Warm (Comforted) Mild (Informed) Cold 
 (Rational) Customer 
 Volume How Customer Perceives 
 Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot (Passionate) Ionology Digital Strategy Quadrant
  • 53. Exclusive Niche or limited Audience Mass MarketMainstream Warm (Comforted) Mild (Informed) Cold 
 (Rational) Customer 
 Volume How Customer Perceives 
 Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot (Passionate) Ionology Digital Strategy Quadrant
  • 54. Exclusive Niche or limited Audience Mass MarketMainstream Warm (Comforted) Mild (Informed) Cold 
 (Rational) Customer 
 Volume How Customer Perceives 
 Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot (Passionate) LENS LOCK [ ] Ionology Digital Strategy Quadrant Apple (AAPL) and Samsung continue to soak up all the industry's profits, McCourt says. Apple claimed 87.4% of phone earnings before interest and taxes in the fourth quarter, he said. Samsung took in 32.2% of industry profits. Because their combined earnings were higher than the industry's total earnings as a result of many vendors losing money in Q4, Apple and Samsung mathematically accounted for more than 100% of the industry's earnings. A year ago, Apple accounted for 77.8% of mobile phone industry profits, followed by Samsung with 26.1%, McCourt said. http://www.slate.com/blogs/moneybox/2014/02/12/smartphone_profits_apple_and_samsung_drink_all_your_milkshake.html