CCIQ Digital Roadmap Workshop 2013
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Digital Strategy Workshop run as part of the 2013 CCIQ Regional Roadshow.
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CCIQ Digital Roadmap Workshop 2013
- 1. Building your Digital Strategy CCIQ Regional Roadshow REF: CCIQ-‐DIGITAL-‐MAY2013
- 2. WHO AM I?
- 3. WHO ARE YOU?
- 5. 5 Acronym Mayhem www TLA AFAIK FWIW FB lol TY <3
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- 8. OVERVIEW • CCIQ Digital Readiness Study – OCT 2012 • How are Queensland businesses adapting to and leveraging the benefits of, the digital economy? • Key findings • Next Steps
- 9. DIGITAL ECONOMY "The global network of economic and social activities that are enabled by information and communications technologies, such as the internet, mobile and sensor networks.” Department of Broadband, Communications and the Digital Economy
- 10. THE STUDY • How are Queensland businesses adapting to and leveraging the benefits of, the digital economy? • ~700 businesses participated • 25% Micro-businesses (1-5 employees) • 28% Mid-sized (51-500 employees) • State-wide participation • Undertaken by CCIQ with support from Glentworth
- 11. KEY FIGURES • Primary website use is Marketing and Communication with Clients (>70%) • Facebook is the most popular social media platform (89.1%) 88.7% OF BUSINESSES HAVE A WEBSITE 27.5% OUTSOURCE WEBSITE MANAGEMENT 24% HAVE A MOBILE VERSION OF THEIR WEBSITE 53.1% ADVERTISE ONLINE 61.4% USE SOCIAL MEDIA
- 12. KEY FIGURES • Industries with high digital readiness include Education and Training, Financial and Insurance services, and Information Media and Technology services. • Industries with low readiness include Manufacturing, Construction, Healthcare, Retail Trade and Transport 67.9% DON”T HAVE A DIGITAL MARKETING PLAN 67% REALISE <10% OF REVENUE THROUGH INTERNET SALES 61.5% LACK OF KNOWLEDGE/ UNDERSTANDING IS BIGGEST BARRIER TO DIGITAL BUSINESS
- 13. KEY FACTORS • Strategic Planning • Mobile • Online Purchasing • The Cloud • Social Media • Barriers and Enablers
- 14. STRATEGIC PLANNING • Digital marketing should form an important part of your overall marketing plan. • It helps forecast the level of investment required in technology, services and effort. • A plan allows you to set objectives and measure your performance against them, thereby knowing if you are getting a suitable return on your investment. 53.1% ADVERTISE ONLINE 67.9% DON’T HAVE A DIGITAL MARKETING PLAN
- 15. MOBILE TIPS Are people visiting your site on their mobile? • Smartphones and Tablets use specific browsers. • Web Servers record the version of browsers when they visit your site. • Look at your Log Files/Analytics (Google Analytics). Does your site present well on a mobile? • Test it on Apple and Android phones (different browsers). Most recent website tools produce a mobile version of your site. • Ask your provider. 24% HAVE A MOBILE VERSION OF THEIR WEBSITE 47% OF INTERNET CONNECTIONS IN AUSTRALIA ARE MOBILE 11,000,000 mobile internet subscribers. At the end of 2013 it is estimated there will be more mobile devices on Earth, than people. How are you catering for people on mobile devices?
- 16. ONLINE PURCHASING • Businesses in Australia receiving portion of orders online – 13% in 2009-10 – 28% in 2010-11 • Online sales in Australia – $143 billion in 2009-10 – $189 billion in 2010-11 – That is a 32% increase • How do you use your website in your business? – Communication with Clients >70% – Marketing >70% – Sell Online < 20% • Do your clients not buy online? • Can the people who do buy online become your customers?
- 17. THE CLOUD • The need to have your own server in a back room (or under a desk) are fast becoming rare. • More secure and reliable options are now available, hosted in purpose built environments on the internet. • Usage of Cloud based services – Email 65.1% – Storage 53% – Software as a Service >33% – Infrastructure as a Service >15% • Use of cloud services can reduce risks posed by natural disasters and aging equipment failures.
- 18. SOCIAL MEDIA • 61.4% of businesses have adopted social media • Most popular platform is Facebook (89.1%) followed by LinkedIn and Twitter. • Primary use is for communicating with clients, marketing and public relations. • The most popular reason for not using social media is that it is not relevant to my customers (>40%), followed by a lack of time and resources (~35%) • Is there a potential for people who do use social media to become customers? • Trend in Content Marketing – provide some valuable information or entertainment that stops short of a direct sales pitch or call to action, but which seeks to positively influence a customer in some way
- 19. BARRIERS & ENABLERS • What are the barriers to Digital Business? – Lack of Knowledge / Understanding 61.5% – Cost v Benefit 44.1% – Internet Speed 41.3% – Information Security Concerns 37.6% – Lack of Time 37.4% • Businesses feel that many of the barriers can be overcome by improving their digital readiness. • They believe this can be done by developing their knowledge through information and training sessions (61,7%), and online resources (55.6%). • The NBN is considered a good investment, however a majority of businesses do not know when it will be rolled out to their region and are not confident it will be delivered on time.
- 20. OPPORTUNITIES What can I do now? • Plan your digital strategy to support yourself, your staff and your clients • Check how your website looks on a mobile phone • Integrate your traditional marketing and promotion activities, with complementary online and social techniques • Learn more about what is possible as a Digital Business – CCIQ Digital Learning Program
- 21. THE FUTURE IS BRIGHT
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- 30. 30 KEY POINTS KNOW WHO YOUR TARGET IS CUSTOMER EXPERIENCE LISTEN / WATCH ‘HERE BE TROLLS’ SHARE STORIES KEEP UP TO DATE
- 31. EXAMPLES
- 32. 32 KEEP UP TO DATE
- 33. QUESTIONS
- 35. DIGITAL ROADMAP
- 36. 36 FIT FOR PURPOSE BUT WHAT IS THE PURPOSE?
- 37. 37 WHAT IS A DIGITAL ROADMAP? DIGITAL MARKETING STRATEGY Website Online AdverOsing Search Engine OpOmisaOon Social Media TRADITIONAL Digital Strategy MarkeOng & PromoOon eCommerce CollaboraOon eProcurement ProducOvity Customer Engagement Monitoring & Listening Security Disaster Recovery EMERGING
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- 40. 40 TECHNOLOGY IS AN ENABLER WHAT ARE YOU TRYING TO ENABLE?
- 41. 41 FUTURE STATE VISION ASPIRATION WHAT DO YOU WANT TO BE KNOWN FOR ONLINE? WHAT WILL YOUR ORGANISATION LOOK LIKE ONLINE IN 3 YEARS?
- 42. 42 STRATEGIC GOALS ONLINE MARKETING & PROMOTION MONITORING & LISTENING eCommerce WORKFORCE ENABLEMENT BUSINESS CONTINUITY CUSTOMER ENGAGEMENT
- 43. 43 ACTION PLAN OBJECTIVE > ACTION > WHO > WHEN SMART OBJECTIVES SPECIFIC MEASURABLE ATTAINABLE RELEVANT TIME-BOUND
- 44. 44 KEY POINTS KNOW WHO YOUR TARGET IS WHAT IS THEIR EXPERIENCE LISTEN / WATCH HERE BE TROLLS SHARE STORIES KEEP UP TO DATE
- 45. 45 KEy TAKEAWAYs
- 46. 46 Thank you! Cory Banks cory.banks@glentworth.com 0400 419 982 @corza
- 47. Glentworth supports businesses to increase their value and growth, and decrease risk. We do this by facilita;ng the development of informa;on and knowledge management strategies that enhance business performance Office: 1300 364 430 Email: info@glentworth.com 77 Hope St South Brisbane 4101 Australia www.glentworth.com Who are Glentworth?