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Building a digital strategyYoumna OvazzaMay 2011,[object Object],Overviews and illustrations from the ebook,[object Object]
About,[object Object],This presentationis a condensed version of the ebook « Building a digital strategy »:itfeatures an overview of each article with the ebook illustrations.,[object Object],The detailed content of each article and the ebook are available for reading and free download in PDF format on Butter Cake’swebsite(www.butter-cake.com), underCreative Commons licensing.,[object Object],Thankyou for yourinterest and have a good reading!,[object Object],YoumnaOvazza,[object Object],yovazza@butter-cake.com,[object Object],May 2011,[object Object]
Ebook « Building a digital strategy »,[object Object],At a time when the economicpotential of the Internet isundeniable, can brands and companiescontinue to addressitonlyfrom an operational perspective or even continue surfing new trends opportunistically? How to build a digital strategythatis the truereflection of the brand strategyon the Internet, and allowsto optimizeefficiencyand performance?Adding up a sum of actions on the web and mobile does not makea digital strategy, nordoes the gathering of digital operationalexperts produce a strategic point of view. The lack of a comprehensivedigital architecture thataligns all web and mobile meanswith the brand strategyisoften the weaklink in the whole system.This book develops a global overview of the Internet, thatconnects all the variouschannelstogether and thenputstheminto perspective withthe othermedia and means of action. It thenproposes a pragmatic and stepby stepmethodology to developa digital strategyfrom the brand or business strategy.,[object Object]
About the author,[object Object],Youmna Ovazza is a communications specialist with an expertise in both strategic marketing and online communication, developed in more than,[object Object],15 years of extensive professional experience in and for major corporate companies, medium and start-up businesses, in the FMCG, services and High-Tech/Telco industries.,[object Object],She created Butter Cake in february 2011. Butter Cake is an independent non-profit online publication, focused on business strategy, digital innovation, management and organisation themes. This ebook is Butter Cake’s first completed project.,[object Object], ,[object Object],Youmna is Franco-Lebanese and a graduate of the ESSEC business school.,[object Object], ,[object Object],Contact:,[object Object],yovazza@butter-cake.com,[object Object],@ButterCakeNews,[object Object]
Index,[object Object]
Warning: Translation,[object Object],This book was originally published in French hence a few specific references to the French Internet market, which serve as an illustration but don’t impact the general demonstration and methodology developed here. Internet uses observed are those of mature markets similar to France, and may need some adjustment with regard to specific behaviours in emerging markets.,[object Object],- Translation by Stuart Mudie -,[object Object],(www.stuartmudie.com),[object Object], ,[object Object]
IntroductionWhy have a digital strategy?,[object Object]
Overview,[object Object],Companies have a growing need to effectively coordinate their different activities on the web and on the mobile, yet they struggle to come up with a digital strategy. Confusion exists between digital expertise and strategic expertise. The development of a strategy first requires the creation of common points of reference for discussing the different actions: a coherent, global vision of the Internet would connect the various professions and stakeholders and would thus provide greater perspective across all channels..,[object Object],> Full article on Butter Cake website,[object Object]
Adding up a sum of actions on the web and mobile does not make a digital strategy,[object Object],e-commerce,[object Object],BLOGS,[object Object],+,[object Object],+,[object Object],+,[object Object],Digital strategy,[object Object],#,[object Object],+,[object Object],+,[object Object],+,[object Object],ePUB,[object Object],forums,[object Object],@,[object Object],www.butter-cake.com,[object Object]
Gathering a bunch of digital operational experts doesn’tproduce a strategic point of view,[object Object],Digital strategy,[object Object],#,[object Object],+,[object Object],+,[object Object],+,[object Object],+,[object Object],+,[object Object],Usability,[object Object],Mobile marketing,[object Object],Blogging,[object Object],Community management,[object Object],Emailing,[object Object],SEO,[object Object],www.butter-cake.com,[object Object]
I. How to have a global vision of the Internet?I.1. Internet is a SPACE made of places,[object Object]
Overview,[object Object],By considering the Internet as a virtual SPACE instead of a media or channel, the different places that make up the web, how they work and the way Internet users use them becomes clearer for companies and brands that have ventured into the web. The same geographical logic can be transposed to define the pillars of a digital strategy: places of presence, traffic, routes, places where audiences gather, accessibility… along with a sense of place and how to behave there.,[object Object],> Full article on Butter Cake website,[object Object]
Why do weneed a global vision of the Internet?,[object Object],www.butter-cake.com,[object Object]
The mobile is a bridge between the virtual online space and the physical offline space,[object Object],Internet ,[object Object],= virtual online space,[object Object],The mobile as a BRIDGEbetween the twospaces,[object Object],Offline physicalspace,[object Object],www.butter-cake.com,[object Object]
Likeanyspace, the Internet is a collection of places (sites)joinedtogether by roads (links),[object Object],www.butter-cake.com,[object Object]
Types of places on the Internetby main function/features(compared to places in the physicalspace),[object Object],Web sites: the generic buildings of the web,[object Object],For a brand, the equivalent of itsheadquarters or store,[object Object],………………………………………………,[object Object],Blogs: diaries, information and opinions (windows),[object Object],©,[object Object],………………………………………………,[object Object],♬,[object Object],Mobile apps and sites: drive-ins or vending machines (shortcutswhile on the move to a selection of products and services) ,[object Object],Searchengines and directories: the streetmaps and guides of the web,[object Object],Content platforms: libraries (not only of books,but also media and gameslibraries) on the web,[object Object],Social networks: cafes and meeting places on the web,[object Object],Forums: spaceswhere non-profit-making associations meet, places for sharing consumer information on the web,[object Object],www.butter-cake.com,[object Object]
I. How to have a global vision of the Internet?I.2. Internet users: uses & motivations,[object Object]
Overview,[object Object],Today, almosteveryoneis on the Internet. Writing down the many uses in a listthatgets longer eachyearis no longer of any use to brands looking to analyse the web. Instead, theyneed to step back and look at the main starting motivations of Internet users (searching for information, building relationships, consumption and production) to seewherethese cross over with the brand’s objectives and thusfind the right place for the Internet compared to other media and channels. The Internet isbasically a medium of utility, experience and relationships, far lessthanitis one of image and emotion. It is of far greaterbenefit for thosewhoparticipate in itregularlyinstead of focusing on occasional, tactical use.,[object Object],> Full article on Butter Cake website,[object Object]
Whatis a "use" on the Internet?,[object Object],www.butter-cake.com,[object Object]
Comparison of use cases for the main communications tools,[object Object],www.butter-cake.com,[object Object],Inspiration source : https://community.jivesoftware.com/message/435339,[object Object]
The four main motivations for using the Internet,[object Object],Blahblahblah,[object Object],www.butter-cake.com,[object Object]
I. How to have a global vision of the Internet?I.3. Internet users: browsing & criteria for selection,[object Object]
Overview,[object Object],The Internet is a virtualspace in whichwefindourwayaround in the sameway as we do in the real physicalspace: using points of reference and pathsthat come fromexperienceenabling us to build up a mental image of the space. Content is the tar of the web, the materialthatisused to builditsroads: a strategy of content and a strategy of means are closelylinked. Internet userscontinuallypassjudgement on the content theyfinduntiltheyreachtheir goal. Theircriteria are oftenbased on the quality of the source as much as on the quality of the content itself.,[object Object],> Full article on Butter Cake website,[object Object]
Threeways of findingyourway on the Internet- justlike in real life -,[object Object],B,[object Object],B,[object Object],B,[object Object],A,[object Object],A,[object Object],A,[object Object],C,[object Object],C,[object Object],C,[object Object],www.butter-cake.com,[object Object],Source: « Consumer web searchbehaviour: diagrammaticillustration of wayfinding on the web » by Chris Hodkinson, Geoffrey Kiel & Janet R. McColl-Kennedy, University of Queensland, 2000,[object Object]
Characteristics of a web search,[object Object],DEPTH of search,[object Object],= number of pages viewed / site,[object Object],Narrow, deepsearch,[object Object],> Typically, when a purchaseis close to being made: looking for specifickeywords, time spent on a limitednumber of sites in particular,[object Object],@,[object Object],Broad, superficialsearch,[object Object],> Typically, in the early  part of a purchase-relatedsearch: looking for a range of general information,[object Object],BREADTH of search,[object Object],= number of sites visited to rearch the final destination,[object Object],www.butter-cake.com,[object Object],Source: « Consumer web searchbehaviour: diagrammaticillustration of wayfinding on the web » by C. Hodkinson, G. Kiel & J. McColl-Kennedy, Univ. of Queensland,[object Object]
Internet-users’ decision-makingcriteria about web content,[object Object],Maison X,[object Object],……………………………………………………………………………………………………………………………………………………………………….,[object Object],Blablabla,[object Object],©,[object Object],♬,[object Object],www.butter-cake.com,[object Object]
II. How to build a digital strategy?II.1. How to design a digital strategy,[object Object]
Overview,[object Object],A digital strategyis not just the sum total of all the actions yourcompany carries out on the Internet. It involvesnativelyintegrating the Internet prior to thinking about strategyeven on a company-widelevel, and identifying areas of presence and action withineachfunction/job alongsideother drivers and means. One way of approachingthisis to evaluate the potential impact of the Internet on the business model of the company and leadership methodsused by senior management, in order to define the right levels of goals, leadership and organisation relating to various cases. Onlythencanitbetranslatedinto action plans.,[object Object],> Full article on Butter Cake website,[object Object]
- Key quantitative Indicators for the brand or company: ,[object Object],Brand awareness, Sales, Marketshare, Growth, New customers, Churn, Profit, Profitability, Staff turnover…,[object Object],- Key qualitative Indicators for the brand or company:,[object Object],Image & Reputation, Customer/partner/employee satisfaction, Referrals…,[object Object],www.butter-cake.com,[object Object]
Factorsinfluencingdecisionswhencreating a digital strategy,[object Object],Impact on business model,[object Object],€€€,[object Object],Direct impact on business model,[object Object],> Decisiontaken by CEO,[object Object],Significant contribution to strategicfunctional areas,[object Object], > Decisiontakenat C-level,[object Object],Minor contribution to one or more functional areas,[object Object],> Decisiontakenat C-level or direct reports (Lead TBD),[object Object],€,[object Object],How executivesfeel about new technologies,[object Object],X,[object Object],$,[object Object],X,[object Object],€,[object Object],www.butter-cake.com,[object Object],Not a fan,[object Object],Focused on ROI,[object Object],Geek,[object Object]
II. How to build a digital strategy?II.2. How to turn a digital strategyinto an action plan,[object Object]
Overview,[object Object],Turning a digital strategyinto an action plan issomethingthatshouldbedone in phases to reflect the relative position of the Internet in the overallstrategy of means. Using a customerjourney and associatingdifferent brand goals to itis a way of organising all the content and actions and prioritisingthembeforegettinginto the detail of the digital action plan. Defining how to steer the projectwillthenbedoneretroactively.,[object Object],> Full article on Butter Cake website,[object Object]
Illustration of a genericcustomerjourneyand how it corresponds to brand objectives,[object Object],33,[object Object],www.butter-cake.com,[object Object]
Which type of content corresponds to which consumer needs?- Example for a typicalcustomerjourney -,[object Object],www.butter-cake.com,[object Object]
Creating a digital action planMapping content and actions by cross-referencing brand objectives and consumer objectives (Push & Pull),[object Object],> Positioning and prioritisingavailable content,[object Object],> Identifyingmissing content: to generate or produce,[object Object],> Correspondencebetween actions to perform and functionalresponsibilities (communication, marketing, sales, after-sales, CRM…),[object Object],www.butter-cake.com,[object Object]
II. How to build a digital strategy?II.3. How to manage and measure a digital action plan: what are the right performance indicators?,[object Object]
Overview,[object Object],The two main problemsrelating to the strategic management of digital actions are linked: an excess of available data and the difficulty of aggregatingthemwith actions carried out on other media. ,[object Object],It is the startingviewpointthatdistorts the situation: if westartfocusing on operations and whatismeasurable, any additions or comparisonswillbeshortsighted and made at the wronglevel.,[object Object],Weneed to startfromstrategic objectives and criteria for success and failure to define the right indicators, and to avoidconfusingindicatorsrelating to goals withtacticalindicators.,[object Object],> Full article on Butter Cake website,[object Object]
Defining multi-channel marketing/communications objectives- Example of a macro approach - ,[object Object],www.butter-cake.com,[object Object]
Correspondencebetween online/offline indicators in marketing / communications- Example of a customerjourneywith a view to making a purchase -,[object Object],39,[object Object],www.butter-cake.com,[object Object]
Example of differentpriorities of objectives and KPIsfor different brand strategies,[object Object],40,[object Object],www.butter-cake.com,[object Object]
II. How to build a digital strategy?II.4. How your digital communications canevolve and innovate,[object Object]
Overview,[object Object],Digital media isconstantlyevolving, and some trends are long-termwhileothers are more short-lived. Keeping up with the times whilemaking the right choice in terms of which trends to embrace for the brand and itscustomersis the communications balance thatneeds to besought. To be proactive in thissense, all brands need to continuallyintegrate monitoring and experimentation in theirannual plans.,[object Object],> Full article on Butter Cake website,[object Object]
New trends are a toolthatcan help balance the image of a brand with the counter-weightbeing the target profile,[object Object],Trends,[object Object],Target profile,[object Object],Brand image:,[object Object],REALITY as seen by consumers,[object Object],Brand image:,[object Object],GOAL desired by company,[object Object]
Someideas for organising a collaborative monitoring project,[object Object],Two-way,[object Object],One-way,[object Object],Degree of exchange and engagement over time,[object Object],Employees,[object Object],Partners,[object Object],Clients,[object Object],Continuouscollaboration,[object Object],Open innovation,[object Object],Monitoring,[object Object],Meetings,[object Object],Internalpresentations,[object Object],Meeting on specifictopics,[object Object],Cross-departmental teams,[object Object],Ideas box,[object Object],Collect feedback,[object Object],Studies and analysis,[object Object],Opinions and feedback,[object Object],Participative project,[object Object],Tests and requests for feedback,[object Object],Co-creation,[object Object],Ideas box,[object Object],www.butter-cake.com,[object Object],Stakeholders,[object Object]
ConclusionII.4. How to use this book: Somepotential applications,[object Object]
Conclusion,[object Object],This book can help brands and companies structure their interrogations and approachwhatever issue they have withtheir digital strategy and withbothexternalpartners and internalstakeholderswithin the organisation.,[object Object],Some suggestions for use could include supporting actions such as:,[object Object], ,[object Object],- Preparing annual marketing / communications plans,[object Object],- Preparing a response to a tender or a brand communications brief,[object Object],- Redesigning a web site and the associated communications strategy (SEO, content…),[object Object],- Launching or evaluating an e-commerce activity, particularly from the consumer/client viewpoint,[object Object],- Analysing existing activities to optimise digital strategy,[object Object],- Integrating different actions (online and offline) based around the customer experience,[object Object],- Integrating the Internet in internal organisation and the role of different departments,[object Object],- Selecting suppliers and dividing up work between them,[object Object],- Developing or updating the brand or company strategy and evaluating the impact of the Internet,[object Object],- Building dashboards and scorecards, analysing the contribution of the Internet compared to other channels…,[object Object], ,[object Object]
THANK YOU.,[object Object]

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Building a digital strategy

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