DIGITAL STRATEGY + CENTER OF EXCELLENCE
P T W 2 0 1 4 – C A P T E C H C O N S U L T I N G – D I G I T A L B U S I N E S S T R A N S F O R M A T I O N
A P R I L 8 , 2 1 0 4 – P H I L A D E L P H I A , P A
A STORY ABOUT CREATING A DIGITAL STRATEGY + A MARKETING CENTER OF EXCELLENCE IN 3 MINUTES

CREATING A DIGITAL STRATEGY
THIS IS A STORY ABOUT CHANGE.
BUILDING A MARKETING CENTER OF EXCELLENCE
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
EVERYONE WANTS CHANGE BUT NOBODY WANTS TO CHANGE.

BUY THIS BOOK. READ THIS BOOK. GIVE IT TO EVERYONE IN YOUR ORGANIZATION.
DIGITAL ADAPTATION
By Paul Boag
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

D I G I TA L S T R AT E G Y
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

On September 10, 2013 CapTech
began a 7 week engagement at
Dominion Resources in Richmond VA
to create a Digital Communications
Strategy.
The team took over
a conference room
and this would
become the
Digital Strategy
“war room”.
Without this level
of collaboration
the work simply
could not have
been done.
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

MULTI-CHANNEL
is simply having multiple
channels through which
you buy, market, sell,
and fulfill.
CROSS-CHANNEL has
the ability to see all of a
customer’s information
across all channels
enables more
personalized offers
based on their brand
relationship.
OMNICHANNEL
weaves all the
touchpoints of the
products and services
of the brand into a
seamless fabric
of all phases of the
customer’s brand
experience.
GOAL
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

A digital strategy allows you to understand the who,
what, when, and where of listening and responding
to consumers, bridging brand experiences, iterating
offerings, and collecting and activating consumer
relationships in order to accomplish an actionable
and measurable objective.
SOURCE: DIGITAL STRATEGY 101: BUD CADDELL
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
1. GUIDING PRINCIPLES
2. CHALLENGES & OPPORTUNITIES
3. STRATEGIC PRIORITIES
4. OUTCOMES
5. DETERMINING INITIATIVES
6. ROADMAP
7. GOVERNANCE
WHAT WAS
IN THE
DIGITAL
STRATEGY?

D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
SOURCE: DIGITAL ADAPTION BY PAUL BOAG
FIRST, WE
ESTABLISHED
SOME
GUIDING
PRINCIPLES.

D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
HERE ARE
OUR GUIDING
PRINCIPLES.
We view Dominion information as a resource to
be made available to advance our commitment
to transparency, disclosure, and engagement.
We harness technology to provide easily
accessible, responsive, and cost-effective
services.
We value, recognize, and facilitate the right of
our customers to be engaged.
We ensure that our customers are not unfairly
disadvantaged because of the “digital divide”
created by technology.

D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
HERE ARE OUR
CHALLENGES &
OPPORTUNITIES.
CUSTOMER EXPECTATIONS
BRAND CONFUSION
BUDGETARY CONSIDERATIONS
TECHNOLOGY CONSIDERATION
SHAREHOLDER CONSIDERATIONS
INFORMATION SECURITY CONSIDERATIONS
CORPORATE CULTURE CONSIDERATIONS
ORGANIZATIONAL FRAGMENTATION

Customer
Expectations
Brand
Confusion
Budgetary
Considerations
Technology
Considerations
Shareholder
Considerations
Information
Security
Considerations
Corporate
Culture
Considerations
Organizational
Fragmentation
Surprisingly, out of eight challenges & opportunities, only two are about technology.
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

ORGANIZATIONAL
GAPS IN DIGITAL
BUSINESS
TRANSFORMATION
MISSING SKILLS
Percentage of
companies
encountering
gaps in Skills,
IT, or Culture
as mentioned
by their
executives.
CULTURE ISSUES
DISAPPOINTING I.T.
77%
55%
50%
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
SOURCE:
MIT
CENTER
FOR
DIGITAL
BUSINESS

D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
HERE ARE
OUR
STRATEGIC
PRIORITIES.
EXECUTIVE SPONSORSHIP
CUSTOMER EXPERIENCE
BRAND CLARITY
COMMUNITY AWARENESS
CORPORATE CULTURE
PROCESS
SKILLS
MEASUREMENT
TECHNOLOGY

D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
1. PROVIDE AN EXCELLENT CUSTOMER EXPERIENCE
2. BUILD STRONG BRAND RELATIONSHIPS
3. BUILD SHAREWORTHY COMMUNITY AWARENESS
HERE ARE
OUR
OUTCOMES.

2014 2015
Usability Testing (Web & Mobile)
Search Engine Optimization - Installed (Web) Search Engine Optimization - Strategy (Web)
Refine Information Architecture (Web)
Personalization Installed (Rules-Based)
Social Media Campaigns
Outbound Company Email
Video Strategy
Accessibility Strategy
Executive Blogs
Digital Contests
Customer Feedback Capability Installed
Digital Executive Steering Committee
Digital Core Committee – Cross Company
Governance Plan
Digital Team Organizational Review
Customer Advocacy
Digital Training (Sitecore) Digital Training (All Digital Tools)
Digital Measurement Scorecard
Web Analytics Evaluation
Responsive Design (Web & Mobile)
Text – Outage Alerts
Expand Mobile Strategy
Enhanced Demand Side M
Digital Promotion
Sitecore Targeted Con
Contact StrategyCreative Style Guide
CUSTOMER EXPERIENCE
BRAND CLARITY
COMMUNITY AWARENESS
EXECUTIVE SPONSORSHIP
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
HERE’S A ROADMAP.

D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
HERE IS HOW
GOVERNANCE
FITS INTO THE
PLAN.
CONTENT
STRUCTURE
WORKFLOW
GOVERNANCE
CONTENT
COMPONENTS
PEOPLE
COMPONENTS
HINT: A Governance Model
does not equal the org chart.
It describes a collaborative,
multi-discipline team that
spans business units.
DIGITAL
STRATEGY

C E N T E R O F E X C E L L E N C E
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

Governance
& Business
Process
Digital
Capability
Maturity &
Best
Practices
Training,
Development
& Advocacy
Analytics,
Research &
Convergence
Strategy
YOU’LL
NEED A
DIGITAL
CENTER OF
EXCELLENCE
OK. WHY DO I NEED A DIGITAL CENTER OF EXCELLENCE?
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

TESTING &
TARGETING
CONTENT
MANAGEMENT
OTHER
BUSINESS
SYSTEMS
COMMERCE
CRM
MARKETING
AUTOMATION,
EMAIL, ETC.
SITES
MOBILE
COMMERCE
COMMUNITY
SOCIAL MEDIA
SEARCH
EMAIL
APPS
MEASUREMENT,
MONITORING &
OPTIMIZATION
THE GOOD NEWS:
Technology is
making it easier
for companies to
deliver delightful
experiences.
THE BAD NEWS:
It can feel like an
impossible task.
(Legacy systems).
SOURCE
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

Provide leadership, evangelization, best practices, research, support and training for a focus area.
Establish a Center of Excellence
A Federation of Independents
Shared Strategy, Infrastructure,
and Execution
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

Consistent, efficient, accurate operational
execution and delivery, technology use, and
data analysis in a verifiable manner.
Strategy for identifying KPIs to measure
success in data-driven initiatives; principles
of Lean Analytics and Agile Marketing as
applicable to data convergence.
Optimal use of technology, cross-functional
development, knowledge acceleration, and
socializing collaboration success.
Deployment of new digital capabilities and
iterative, evolving improvement in data
quality and timely campaign execution.
GOVERNANCE & BUSINESS PROCESS
ANALYTICS & CONVERGENCE STRATEGY TRAINING, DEVELOPMENT & ADVOCACY
CAPABILITY MATURITY & BEST PRACTICES
Marketing
Center of
Excellence
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

THANK YOU.
Was that 3 minutes?
Bill Rattner
Director, Digital Strategy
brattner@captechconsulting.com
Twitter: @BillRattner
Mark Mountan
Marketing Center of Excellence
mmountan@captechconsulting.com
D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E
CapTech / Philly:
676 E Swedesford Road
Wayne, PA 19087
Contact: Andy Sofish
asofish@captechconsulting.com
http://capte.ch/digital