Strategy for a Digital World by Louisa Heinrich

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These slides have been generously made available by Louisa Heinrich for the purpose of sharing on our course content hub - http://medium.com/hyper-island You can find Louisa on twitter: http://twitter.com/customdeluxe

Marketing

Strategy foraDigitalWorld
Louisa Heinrich
@customdeluxe
Hyper Island
March 2015

© 2013 All Rights Reserved
Strategy =framework
What, Why,How
5

© 2013 All Rights Reserved
1. What’sthepoint?
6

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2. Findyourfocus.
7
http://zoomwalls.com/telescope-city-evening-photo-focus-silver-metal-fence-hd-wallpaper/

© 2013 All Rights Reserved
Magniﬁcent.Failures.
108

© 2013 All Rights Reserved
Let’stakealook.
12

© 2013 All Rights Reserved
“An appthattracksthe
distanceyouwalk”
13

© 2013 All Rights Reserved
“An appthattracksthe
distanceyouwalk”
14

© 2013 All Rights Reserved
“An appthattracksthe
distanceyouwalk”
15

© 2013 All Rights Reserved
“An appthattracksthe
distanceyouwalk”
16

© 2013 All Rights Reserved
3. Beyourself.
17

© 2013 All Rights Reserved
What’swrongwiththispicture?
18

© 2013 All Rights Reserved
DIESEL
(we help you) BE STUPID.
19

© 2013 All Rights Reserved
DIESEL
20
GOALS
•To help you live better
(have more fun)
•To help you remember
what you’ve done
•To enable you to share
(with your mates, with the
world)

© 2013 All Rights Reserved
DIESEL
21
GOALS
•To help you live better
(have more fun)
•To help you remember
what you’ve done
•To enable you to share
(with your mates, with the
world)
METHODS
•By monitoring your phone’s
location
•By taking in data from
twitter/Instagram/
FourSquare
•By pulling travel data from
TripIt

© 2013 All Rights Reserved
DIESEL
22
GOALS
•To help you live better
(have more fun)
•To help you remember
what you’ve done
•To enable you to share
(with your mates, with the
world)
METHODS
•By monitoring your phone’s
location
•By taking in data from
twitter/Instagram/
FourSquare
•By pulling travel data from
TripIt
Amobileservice thathelps
youkeeptrackofyourSTUPID

© 2013 All Rights Reserved
Healthcareprovider
23

© 2013 All Rights Reserved
HealthcareProvider
To help our customers live better, healthier
lives by providing them with the products
(and guidance) they need along the way
24

© 2013 All Rights Reserved
Healthcareprovider
25
GOALS
•To help you live better (be
healthier)
•To help you remember
•To enable you to share
(with your doctor)

© 2013 All Rights Reserved
Healthcareprovider
26
GOALS
•To help you live better (be
healthier)
•To help you remember
•To enable you to share
(with your doctor)
METHODS
•By monitoring your phone’s
location
•By taking in data from your
wearables & scale
•By monitoring your food
orders on GrubHub

© 2013 All Rights Reserved
Healthcareprovider
27
GOALS
•To help you live better (be
healthier)
•To help you remember
•To enable you to share
(with your doctor)
METHODS
•By monitoring your phone’s
location
•By taking in data from your
wearables & scale
•By monitoring your food
orders on GrubHub
Amobileservicethathelps
youkeeptrackofyourlifestyle

© 2013 All Rights Reserved
Q:Wheredoyouhave
permissiontoplay?
Q:Whatareyourfocalpoints?
29
Q.What’syourpoint?
Startmakingyour strategic
framework.

© 2013 All Rights Reserved
Your point
(what does your business do? Why
does it do it? What are its primary
methods?)
(Human-centred)
FocalPoints
(What problems do your customers/
audience have? What can you help
them with? Where do you have
‘permission to play’?)
StrategicDirection
(This should unite or connect the two columns above)
Supporting
Pillar
e.g.Digital
Comms&
Campaigns
(Focus on areas
that deliver on the
top-line strategy)
Supporting
Pillar
e.g.Connected
Environments
(Focus on areas
that deliver on the
top-line strategy)
Supporting
Pillar
e.g. Mobile
services
(Focus on areas
that deliver on the
top-line strategy)
Supporting
Pillar
e.g. Co-created
Experiences
(Focus on areas
that deliver on the
top-line strategy)
30

© 2013 All Rights Reserved
4.Whyisasimportantaswhat.
(WhytellsyouHow) 32

© 2013 All Rights Reserved
Observationisyourfriend.
33

© 2013 All Rights Reserved
Everyproductorservicewill
showyouitssuccessor...if
you’repayingattention.
34

© 2013 All Rights Reserved
Commercial indicators ofwhy
35
Active User Base Retention Churn
Revenue Per
Subscriber
Searches Per User Transactions Per User
Bookmarked results
re-used
Results Shared
Ratio of transactions
to query
Bookmarked results
Services Revenue
from Local Search
Average Revenue per
Transaction
Average Revenue per
Search
Social Media Mentions Net Promoter Score Media Engagement
Subscribers Engagement Quality Revenue Buzz

© 2013 All Rights Reserved
Q:What are yourindicatorsofwhy?
36

© 2013 All Rights Reserved
Thank you.
@customdeluxe
38

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Strategy for a Digital World by Louisa Heinrich

1. Strategy foraDigitalWorld Louisa Heinrich @customdeluxe Hyper Island March 2015

11.

21. © 2013 All Rights Reserved DIESEL 21 GOALS •To help you live better (have more fun) •To help you remember what you’ve done •To enable you to share (with your mates, with the world) METHODS •By monitoring your phone’s location •By taking in data from twitter/Instagram/ FourSquare •By pulling travel data from TripIt

22. © 2013 All Rights Reserved DIESEL 22 GOALS •To help you live better (have more fun) •To help you remember what you’ve done •To enable you to share (with your mates, with the world) METHODS •By monitoring your phone’s location •By taking in data from twitter/Instagram/ FourSquare •By pulling travel data from TripIt Amobileservice thathelps youkeeptrackofyourSTUPID

26. © 2013 All Rights Reserved Healthcareprovider 26 GOALS •To help you live better (be healthier) •To help you remember •To enable you to share (with your doctor) METHODS •By monitoring your phone’s location •By taking in data from your wearables & scale •By monitoring your food orders on GrubHub

27. © 2013 All Rights Reserved Healthcareprovider 27 GOALS •To help you live better (be healthier) •To help you remember •To enable you to share (with your doctor) METHODS •By monitoring your phone’s location •By taking in data from your wearables & scale •By monitoring your food orders on GrubHub Amobileservicethathelps youkeeptrackofyourlifestyle

30. © 2013 All Rights Reserved Your point (what does your business do? Why does it do it? What are its primary methods?) (Human-centred) FocalPoints (What problems do your customers/ audience have? What can you help them with? Where do you have ‘permission to play’?) StrategicDirection (This should unite or connect the two columns above) Supporting Pillar e.g.Digital Comms& Campaigns (Focus on areas that deliver on the top-line strategy) Supporting Pillar e.g.Connected Environments (Focus on areas that deliver on the top-line strategy) Supporting Pillar e.g. Mobile services (Focus on areas that deliver on the top-line strategy) Supporting Pillar e.g. Co-created Experiences (Focus on areas that deliver on the top-line strategy) 30

34. © 2013 All Rights Reserved Commercial indicators ofwhy 35 Active User Base Retention Churn Revenue Per Subscriber Searches Per User Transactions Per User Bookmarked results re-used Results Shared Ratio of transactions to query Bookmarked results Services Revenue from Local Search Average Revenue per Transaction Average Revenue per Search Social Media Mentions Net Promoter Score Media Engagement Subscribers Engagement Quality Revenue Buzz

Strategy for a Digital World by Louisa Heinrich

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Strategy for a Digital World by Louisa Heinrich