7. BRUKERNE HAR TATT MER OG MER KONTROLL OVER
tid
verktøy
media
informasjon
egne og andres meninger og
erfaringer
Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman
onsdag 28. april 2010
8. SOCIAL MEDIA CHANNELS
CAMPAIGN TRAFFIC
REAL-TIME
PROFILING
SOCIAL PHOTO- BANNERS
BLOGS VIDEOSITES NEWS SITES DIRECT MAIL E-MAIL MOBILE
NETWORKS SITES /PPC
PIN ENTRY
SEGMENTED BY
HOMEPAGE CRM SIZE, INDUSTRY AND BEHAVIOUR SALES
ADS/TV
/DISPLAY DOWNLOAD
REGISTRATION ASK A QUESTION
THANK
PR
YOU!
CALL REQUEST
SEARCH BROCHURE REQUEST
/LINKS
PROFILE
MGT
CUSTOM CONTENT
CONTENT PAGES TAGGED WITH
RELEVANT META DATA
RSS-FEEDS
XML FEED
INDUSTRY
BLOG NEWS ROOM PODCASTS VIDEO CONTENT
NEWS
BRANDED
WIDGETS
CONTENT DISTRIBUTED AND SHARED TO BRANDED
GOOGLE NEWS
CHANNELS/PROFILES
VISITOR BEHAVIOUR TRACKING AND CAMPAIGN MEASUREMENT
onsdag 28. april 2010
9. Den nye generasjonen av strategi handler om å
forstå og å resepektere brukermakten i det digitale
økosystemet!!
Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman
onsdag 28. april 2010
10. Å FORSTÅ BRUKERMAKTEN HANDLER OM
effektivitet
transparens
dialog
opplevelse
Eirik Norman Hansen - 99 52 35 57 | twitter.com/inorman
onsdag 28. april 2010
12. In the fields of strategic management, marketing strategy,
and operational strategy, digital strategy is the process of
specifying an organization's vision, initiatives and
processes in order to deploy their online assets in a
manner which maximizes the business benefits they
provide to the organization.
Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman
12
onsdag 28. april 2010
13. In the fields of strategic management, marketing strategy,
and operational strategy, digital strategy is the process of
specifying an organization's vision, initiatives and
processes in order to deploy their online assets in a
manner which maximizes the business benefits they
provide to the organization.
Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman
13
onsdag 28. april 2010
14. THE DIGITAL WORLD IS PROGRESSING AT SUCH PACE
DIGITAL STRATEGY
DIGITAL MARKETING
new media marketing E-MARKETING
THESE WORDS ARE OFTEN USED
INTERCHANGABLY & IN THE
WRONG CONTEXT E-COMMERCE
E-BUSINESS
DIGITAL MEIDA
INTERNET MARKETING
social media
onsdag 28. april 2010
15. MANY COMPANIES ARE DEFAULTING TO SOCIAL MEDIA, CHECKING
BOXES AND CALLING IT DIGITAL STRATEGY
“DIGITAL BOX CHECKING STRATEGY”
CEO BLOG Unless tied to clear business objectives
these digital activities can be time
FACEBOOK PAGE consuming, distracting and drive little
incremental value
FACEBOOK APP
There is need for more structured planning
IPHONE APP when it comes to digital if viable
commercial results are to be achieved
TWITTER FEED
WEB TV & VIDEO ADS
YOU TUBE
onsdag 28. april 2010
16. THE MAJORITY OF DIGITAL ACTIVITIES THEREFORE STAND INDEPENDENT
FROM THE OVERALL BUSINESS STRATEGY
CEO BLOG
FACEBOOK PAGE
FACEBOOK APP
IPHONE APP
TWITTER FEED
WEB TV & VIDEO ADS
DIGITAL YOU TUBE
BUSINESS STRATEGY ACTIVITIES
SPONSORED CONTENT
ONLINE PROMOTIONS
MOBILE CAMPAIGNS
EMAIL MARKETING
PRODUCT MICRO-SITES
BY SIMPLY ADDING ON TO EXISTING OPERATIONS PUTS PRESSURE
ON THE BUSINESS - STRETCHING RESOURCES, FINANCES AND
OPERATIONS
onsdag 28. april 2010
17. THERE IS NEED FOR MORE FORMAL PLANNING AND FOR DIGITAL
STRATEGY TO BE INTEGRATED WITH THE TOTAL BUSINESS
DIGITAL
BUSINESS STRATEGY STRATEGY
Companies must begin to re-think their
priorities and budgets, and substantially
reshape their processes and skills to fully
and formally integrate DIGITAL
Over time digital strategy will shift further
to the left as it gains priority and focus as
party of the business planning.
Eventually they will merge completely.
onsdag 28. april 2010
18. FOCUS SHOULD BE PLACED ON DIGITAL DECISIONS THAT WILL HAVE THE
GREATEST INCREMENTAL IMPACT ON BUSINESS RESULTS
By making the right investments, And there is no point doing anything
active digital marketers can unless it positively affects results
TS
INC
spend significantly
OS
less on marketing as a
RA
EC
percentage of sales,
SE
UC
(MicKinsey) DIGITAL
RE
RED
VE
BUSINESS CASE
NE
U
IMPROVE CUSTOMER EXPERIENCE
Choices, investments need to be tailored to each companies
situation, marketplace, customer needs
onsdag 28. april 2010
20. A STANDARD STRATEGIC PROCESS WORKS WELL FOR THE DEVELOPMENT
OF DIGITAL STRATEGY
Where are we now?
SITUATIONAL
ANALYSIS
How do we want to Where do we want
measure success? to be?
CONTROL OBJECTIVES
Strategy into action How do we want to
– who, what, when? get there?
ACTIONS STRATEGY
TACTICS
What are the details of the
strategy?
Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman
onsdag 28. april 2010
21. IT’S THE CONTENT, ANALYSIS AND THINKING WITHIN EACH STAGE THAT IS
DIFFERENT – ITS BEEN DIGITIZED
• Map the digital position today
• Consumer & Competitors from a digital
Whats the incremental impact – SITUATIONAL view point
measurement & monitoring ANALYSIS • Digital Threats & Opportunities
processes
• Sell more
CONTROL OBJECTIVES • Save more
• Experience
ITS BEEN
DIGITIZED
Project plan – do
you have the digital Start making segment
competence or do ACTIONS STRATEGY choices - defining scope -
you need to buy it map ecosystem
in?
TACTICS
Define the mix and what you are going to do
Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman
onsdag 28. april 2010
22. SITUATION ANALYSIS: DIGITAL STATUS AND POSITION WITHIN THE
EXTERNAL MARKETPLACE
Gain a deep understanding of the current situation from a business
and digital perspective.
Investigate the market, key consumer trends and digital behaviours
KEY QUESTIONS:
What does digital mean for our business today?
What is the digital status for our business and each of its divisions?
What are the most important digital trends and behaviors impacting our organization?
What are the digital challenges and opportunities?
Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman
22
onsdag 28. april 2010
23. DIGITAL SWOT: WILL PROVIDE AN INDEPTH UNDERSTANDING OF
COMPETITORS AND INTERMEDIARIES FROM A DIGITAL PERSPECTIVE
These learning's and output will
feed into strategies
“SO” STRATEGIES: Leverage strengths to maximize
STRENGTHS WEAKNESSES
opportunities = attacking strategy
“WO” STRATEGIES: Counter weaknesses through
exploiting opportunities = build strengths for
attacking strategy
OPPORTUNITIES THREATS “ST” STRATEGIES: leverage strengths to minimize
threats = defense strategy
“WT” STRATEGIES: counter weaknesses and threats =
build strengths for defense strategy
Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman
23
onsdag 28. april 2010
24. YOUR AS-IS DIGITAL POSITION
Reviewing current performance and
understanding the position of the website
in the marketplace
It is also valuable to look at examples
beyond your domestic market as well as
out of sector benchmarks
Are there any learnings that can be
transferred, leveraged?
Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman
24
onsdag 28. april 2010
25. DIGITAL USER ANALYSIS: WILL HELP US BUILD DIGITAL PROFILES AND
UNDERSTAND KEY BEHAVIOURS
Selection Action Repeat?
Interest Respons Receipt Engage
Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman
25
onsdag 28. april 2010
26. OBJECTIVES: WHERE DO WE WANT TO BE?
This step focuses on defining the overall desired position our business
wants to take in the digital arena and then defines the sub aims
L E
Strategic Digital Intent A MP
EX
Profile – Message - Concept
AS AS AS AS AS
OBJECTIVE OBJECTIVE OBJECTIVE OBJECTIVE OBJECTIVE
STRATEGY STRATEGY STRATEGY STRATEGY STRATEGY
Tracking, Surveillance & Optimization
Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman
26
onsdag 28. april 2010
27. OBJECTIVES: THROUGH A FACILITATED WORKSHOP WE WILL DESIGN THE
STRATEGIC INTENT
The web site supported by email and Improvements to site search functionality
mobile messaging
EXAMPLE
“Our digital channels will make it easy for shoppers to find, compare and
select products using a structured approach to merchandising and
improving conversion to produce an experience rated as excellent by the
majority of our customers.”
Using detailed product descriptions,
rich media and ratings
Through delivery of automated merchandising facilities to
present relevant offers to maximise conversion and
average order value. Additionally, use of structured
testing techniques such as AB Testing and multivariate
testing will be used.
We will regularly review customer satisfaction and
advocacy against direct competitors and out-of-
sector to drive improvements with the web site
Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman
27
onsdag 28. april 2010
28. STRATEGY: HOW DO WE GET THERE?
Expands each strategic pillar into
more detail
Make choices around the digital
ecosystem and prioritise the
optimal digital mix per target
group
Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman
28
onsdag 28. april 2010
29. TACTICS & ACTIONS: BUILD A REALISTIC ROADMAP TO TAKE THE
STRATEGY FORWARD
Each strategic plan is formulated into a project and prioritised into an implementation
plan
Each project plan takes into account the people, strategy, objectives and
technology necessary to build and execute each initiative
JAN FEB MARCH APRIL
PROJECT 1
MARCH APRIL MAY JUNE
PROJECT 2
JULY AUG SEPT OCT
PROJECT 3
Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman
29
onsdag 28. april 2010
42. Eirik Norman Hansen - 99 52 35 57 | twitter.com/eiriknorman
42
onsdag 28. april 2010
43. SOCIAL MEDIA CHANNELS
CAMPAIGN TRAFFIC
REAL-TIME
PROFILING
SOCIAL PHOTO- BANNERS
BLOGS VIDEOSITES NEWS SITES DIRECT MAIL E-MAIL MOBILE
NETWORKS SITES /PPC
PIN ENTRY
SEGMENTED BY
HOMEPAGE CRM SIZE, INDUSTRY AND BEHAVIOUR SALES
ADS/TV
/DISPLAY DOWNLOAD
REGISTRATION ASK A QUESTION
THANK
PR
YOU!
CALL REQUEST
SEARCH BROCHURE REQUEST
/LINKS
PROFILE
MGT
CUSTOM CONTENT
CONTENT PAGES TAGGED WITH
RELEVANT META DATA
RSS-FEEDS
XML FEED
INDUSTRY
BLOG NEWS ROOM PODCASTS VIDEO CONTENT
NEWS
BRANDED
WIDGETS
CONTENT DISTRIBUTED AND SHARED TO BRANDED
GOOGLE NEWS
CHANNELS/PROFILES
VISITOR BEHAVIOUR TRACKING AND CAMPAIGN MEASUREMENT
onsdag 28. april 2010