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Digital Transformation KickStarter Workshop Series DEFT

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Sometimes all your Digital Transformation needs is a KickStarter. DEFT Digital has come up with a workshop series that can help you and your team get there.

Publicada em: Marketing
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Digital Transformation KickStarter Workshop Series DEFT

  1. 1. 1 Digital Transformation KickStarter Workshop Series
  2. 2. “We should no longer be talking about ‘digital marketing’ but marketing in a digital world. - Keith Weed, Unilever, 2015 CONTEXT TO EXPERIENCE Interested? Contact us for details at info@digitallydeft.com
  3. 3. 1. Crawl, Walk, Run: Digital Roadmapping 2. Who, What, Where: Developing ‘Pronto’ Personas and Journeys 3. Measuring Up: Establishing KPIs and Metrics for Success 4. Experience Heatmapping: Mapping Content & Functionality to the Persona Journey 5. What It’s Worth: Developing a Content Scorecard 6. On a Personal Note: Building a Personalization Architecture 7. Sift & Shift: Content Migration/Creation Planning 8. Talking Taxonomy: Developing and Managing an Enterprise Taxonomy 9. Breaking it Down: A Primer on Content Object Modeling 10. Keep Up the Good Work: Ongoing Experience Optimization DEFT’S DIGITAL TRANSFORMATION KICKSTARTER SERIES CONTEXT TO EXPERIENCE Interested? Contact us for details at info@digitallydeft.com
  4. 4. ➤ All of our workshops are hands-on collaborative sessions, designed to engage every participant and drive action ➤ Create your own adventure - take all, some or just one of the workshops in the Digital Transformation KickStarter series ➤ Workshops can be facilitated at your offices, at an offsite venue or even virtually ➤ As part of the workshop, you’ll gain access to templates and tools that have taken years to develop and have proven successful across multiple client engagements ABOUT DEFT’S WORKSHOPS CONTEXT TO EXPERIENCE Interested? Contact us for details at info@digitallydeft.com
  5. 5. WORKSHOP 1: CRAWL, WALK, RUN
  6. 6. CRAWL, WALK, RUN: DIGITAL ROADMAPPING CONTEXT TO EXPERIENCE You’ve done the research and have a wishlist of digital projects to complete. We’ll help you prioritize them and transform your list into a roadmap or plan. Our Digital Roadmapping workshop is a collaborative session where we guide stakeholders through alignment, prioritization and planning of activities, based on: ➤ Business value - the estimated positive impact each initiative will have on your organization, and ➤ Investment - the estimated external cost and/or internal level of effort required to implement an initiative Interested? Contact us for details at info@digitallydeft.com
  7. 7. WORKSHOP 2: WHO, WHAT, WHERE?
  8. 8. WHO, WHAT, WHERE: ’PRONTO’ PERSONAS AND JOURNEYS CONTEXT TO EXPERIENCE Knowing who your audiences are and what they need at each touchpoint during the engagement or purchase journey, is key to delivering relevant and engaging experiences. However, few organizations have the luxury of a 6-month pause to research and develop personas and journeys. Our experts will leverage the data you already have (web analytics, sales team and customer service records, survey results, third party research etc.) to guide your team through the creation of “pronto-personas” and journeys that can be put to work immediately, tested and refined over time. Interested? Contact us for details at info@digitallydeft.com
  9. 9. WORKSHOP 3: MEASURING UP
  10. 10. MEASURING UP: ESTABLISHING KPIS AND METRICS FOR SUCCESS CONTEXT TO EXPERIENCE Marketers are increasingly being held accountable to demonstrate the success of their activities. In order to ensure you’re presenting the right metrics, you need a robust measurement plan. In this workshop we’ll work with your team to map organization goals to Key Performance Indicators (KPIs) and corresponding metrics that will help to track the effectiveness of your digital marketing efforts, and inform progressive optimization over time. Interested? Contact us for details at info@digitallydeft.com
  11. 11. WORKSHOP 4: EXPERIENCE HEATMAPPING
  12. 12. EXPERIENCE HEATMAPPING: MAPPING CONTENT & FUNCTIONALITY TO THE PERSONA JOURNEY CONTEXT TO EXPERIENCE You just spent time developing robust representations of your customer personas and their journeys. But how are you using them to drive your digital experiences? DEFT’s Experience Heatmapping Workshop will guide you through the process of mapping your functionality and content to the personas and journeys you have created. The result – being able to deliver the right experience to the right person at the right time. Interested? Contact us for details at info@digitallydeft.com
  13. 13. WORKSHOP 5: WHAT IT’S WORTH
  14. 14. WHAT IT’S WORTH: DEVELOPING A CONTENT SCORECARD CONTEXT TO EXPERIENCE Understanding the relative return on investment (RROI) of your content can help to fine tune your content marketing output and deliver more bang for your buck. In this workshop, DEFT will walk you through evaluating your own content using our scorecard methodology. You’ll score your content quantitatively (based on appropriate metrics), qualitatively (based on predefined criteria), and in terms of the investment (cost to produce and number of times re-used.) Interested? Contact us for details at info@digitallydeft.com
  15. 15. WORKSHOP 6: ON A PERSONAL NOTE
  16. 16. ON A PERSONAL NOTE: BUILDING A PERSONALIZATION ARCHITECTURE CONTEXT TO EXPERIENCE Personalization can get really complex, really quickly. DEFT’s personalization workshop leverages our tried and tested practices and tools to guide you through streamlining and managing the process. We’ll work with you to: ➤ Identify and prioritize attributes (specific elements that define key customer segments) and triggers (the digital data or behaviors that help us identify these attributes) ➤ Create personalization rules, and ➤ Define content and taxonomy requirements for your personalization and targeting programs. Interested? Contact us for details at info@digitallydeft.com
  17. 17. WORKSHOP 7: SIFT & SHIFT
  18. 18. SIFT & SHIFT: CONTENT MIGRATION/CREATION PLANNING CONTEXT TO EXPERIENCE Often an afterthought in the grand scheme of a website re-platforming or redesign, content creation and/or migration requires careful planning and attention. DEFT will conduct a workshop with key content owners to kick off and guide the content planning process, which includes: ➤ Content rationalization based on audit results, ➤ Content mapping to the new IA and content model, ➤ Criteria for automation vs. manual migration, and ➤ Workflow management. Interested? Contact us for details at info@digitallydeft.com
  19. 19. WORKSHOP 8: TALKING TAXONOMY
  20. 20. TALKING TAXONOMY: DEVELOPING AND MANAGING AN ENTERPRISE TAXONOMY CONTEXT TO EXPERIENCE A robust taxonomy is key to delivering dynamic content, but establishing and maintaining it can be tough. The DEFT taxonomy workshop is a collaborative session during which we will: ➤ Form a shared understanding of the definition, role and importance of taxonomy; ➤ Review guidelines and best practices for developing and maintaining an enterprise taxonomy; and ➤ Participate in a hands-on exercise to create foundational categories and apply them to sample content from your site. Interested? Contact us for details at info@digitallydeft.com
  21. 21. WORKSHOP 9: BREAKING IT DOWN
  22. 22. BREAKING IT DOWN: A PRIMER ON CONTENT OBJECT MODELING CONTEXT TO EXPERIENCE One of the most powerful attributes of your content management system (CMS) is the ability for content authors to create and manage all aspects of a content item in one place, and decide where and how it is displayed across multiple instances or platforms. To support this capability, your content structure needs to be defined and documented. During DEFT’s Content Object Modeling workshop we’ll review, deconstruct and document your existing CMS templates and components in order to build a living playbook for your CMS content objects. Interested? Contact us for details at info@digitallydeft.com
  23. 23. WORKSHOP 10: KEEP UP THE GOOD WORK
  24. 24. KEEP UP THE GOOD WORK: ONGOING EXPERIENCE OPTIMIZATION CONTEXT TO EXPERIENCE We’ve seen a shift in the digital space away from ‘one-and-done’ overhauls towards informed and progressive updates and improvements to your digital experience. The DEFT team will guide you through developing an iterative experience optimization process, based on: ➤ Performance and qualitative metrics that reveal which tactics have been successful to date ➤ Updated business objectives based on current market conditions and achievements to date ➤ New audience insights gained from research or observed audience behavior Interested? Contact us for details at info@digitallydeft.com
  25. 25. CUSTOM WORKSHOPS
  26. 26. CUSTOM WORKSHOPS CONTEXT TO EXPERIENCE Don’t see exactly what you and your team need? Work with DEFT to craft your very own custom workshop that combines a number of topics or focuses in more depth on one specific area. We’re flexible that way. Interested? Contact us for details at info@digitallydeft.com
  27. 27. “I never thought we’d all reach alignment on these issues. Your facilitation got us there. Chief Digital Officer, Research Hospital CONTEXT TO EXPERIENCE Interested? Contact us for details at info@digitallydeft.com
  28. 28. “We learned so much this week and really made progress together. I feel inspired and ready to work on next steps. Creative Director, Collaboration Services Company CONTEXT TO EXPERIENCE Interested? Contact us for details at info@digitallydeft.com
  29. 29. “This has been extremely valuable, and way more fun than I expected. Executive, Commercial Development Organization CONTEXT TO EXPERIENCE Interested? Contact us for details at info@digitallydeft.com
  30. 30. DECADES OF COMBINED EXPERIENCE Roadmapping Migration Planning Governance Tool Selection RFPs PLANNING Workshops Seminars Thought Leadership Change Management CMS Training TRAINING Personalization Persona Development Journey Mapping User Testing User Research Content Audits/ROI Heatmapping Object Modeling Taxonomy SEO Assessments CONTENT & EXPERIENCE Deft is a consulting company focused on the strategic end of the digital customer experience. With deep roots in content strategy and management, and an end-to-end understanding of what it takes to create digital experiences, we're helping our clients to define, deliver and optimize ROI on their efforts in the digital space. OUR FOCUS USA South Africa Germany China France Italy England Canada Poland Ireland GLOBALPARTNERS Media Technology Non-profit Travel Pharma Consumer retail Medical Financial INDUSTRIES WE SERVE

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