Post on 16-Apr-2017
transcript
This is the desired outcome.
OBJECTIVE
We select the highest-value problem from the challenge space.
PROBLEM
We search for a disruptive truth that can’t be ignored. It demands change. It provides evidence for the strategy.
INSIGHT
The plan of action that achieves the objective. Built upon true and simple insight.
STRATEGY
Basic Structure
TheEcosystem AWARENESS
ADVOCACY
PURCHASE
EXPERIENCE
CONSIDERATION
Paid Media
Shared Media
Owned Media
Product/Service
• Aided • Unaided • Reach • Desire • Likability
• CPM • CPA
• Satisfaction • Effort • Promotion • Loyalty • LCV
A Digital Strategy Defines Interactions from Every Business Territory Into Shared Space with the Customer
AWARENESS
ADVOCACY
PURCHASE
EXPERIENCE
CONSIDERATION
Paid Media
Shared Media
Owned Media
Product/Service
Multi-channel, journey-based approach to making services + experiences more competitive.
SERVICE DESIGN
Develop strong emotional bonds with customers by association of a meaningful purpose and shared values.
Digital Strategy is a Symphony
+ BRAND STRATEGY
+ COMMUNICATION PLANNING
+ CONTENT STRATEGY
Architecting a desired communication outcome, across channels, based on the segment and emotional state of customers.
Production and operation of multi-media content, across all channels, both evergreen and transient.
1 2 3 4
AWARENESS
ADVOCACY
PURCHASE
EXPERIENCE
CONSIDERATION
Paid Media
Shared Media
Owned Media
Product/Service
Flustered.Skeptical.
ENTRY POINT
CUSTOMER JOURNEY
STEP 1 STEP 2 STEP 3
TOUCH POINTS
Web Search X
Web Search Y
Read Article
Read Reviews
Visit Website
Get Quote
Web Search Deals
MOTIVATIONS AND NEEDS
“I need X.” “What’s the right way to shop for this?” “What’s available to me?” “What’s most important to
me?”
EMOTIONAL STATE
Overwhelmed.
Trying to make sense of the space. Seeking expert advice. Evaluate the top options.
Understand cost.
Core Anatomy of a Strategy Story
CURRENTSTATE
DESIRED STATE
SELECTED PROBLEM
REQUIRED CHANGE INSIGHT STRATEGY
BLITZ | 2014 CAPABILITIES |
CONTENT COMMERCE PEP
BOOK
EPIC WIN!!
Making SenseSocial Huddle Plan/Customize In the Park Back at Room Remember
VISION1GUIDING LIGHTS2
MOMENTS3 Vignette
Voice Nudge Focus Delight
Vignette Vignette
+ + +
Service Design or Experience Strategy
OBJECTIVE TERRITORY JOURNEYS NEEDS INFLUENCES INSIGHTSAUDIENCE
IN BOTH INTERNETWORKED MARKETS AND AMONG INTRANETWORKED EMPLOYEES, PEOPLE ARE SPEAKING TO EACH OTHER IN A POWERFUL NEW WAY.
- THE CLUETRAIN MANIFESTO
Kaiser Permanente Vision
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We will make Thrive a behavior
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Kaiser Permanente Vision
by extending our approach to excellent care into the shopping experience.
USER JOURNEYDISCOVER EXPLORE ENGAGE COMPARE ENROLL
What does KP mean to me?
We will provide validation through personalized communications, never
asking the same question
What plans are best for me?
We will provide and justify a clear recommendation guided by
information and social connectivity
What are my healthcare needs?
We will make it easy to find the right plan with self-assessment tools and
personalized shopping
What is available to
me?
We will demonstrate the KP difference earlier in the
process
How do I shop for health care?
We will make shopping simpler through helpful guides and plain
language information
Kaiser Permanente Vision
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Homepage
Kaiser Permanente Vision
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Kaiser Permanente Vision
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Thrive Plan
Kaiser Permanente Vision
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Kaiser Permanente Vision
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Thrive Plan
Kaiser Permanente Vision
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Kaiser Permanente Vision
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We are operating in silos and competing for attention from consumers.
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Kaiser Permanente Vision
KP SERVICES
BRAND
REGION
SERVICE AREAS
LINE OF BUSINESS
MEMBER SERVICES
I’M KP!
I’M KP!
I’M KP!
I’M KP!
I’M KP!
I’M KP!
Kaiser Permanente Vision
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Rather than talking over each other,
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Kaiser Permanente Vision
we will find the right time and place in the user journey for each area of our organization to join the conversation.
USER JOURNEYDISCOVER EXPLORE ENGAGE COMPARE ENROLL MEMBER
SERVICES
KP SERVICES
BRAND
REGION
SERVICE AREAS
LINE OF BUSINESS
MEMBER SERVICES
Ecosystem
PRODUCT + SERVICE
OWNED CONTENT
EARNED MEDIA
PAID MEDIA
Influence
expl
orat
ion
buying
satisfaction
engagem
ent
COMPARE
CONSIDER
OPINION
DISCOVERY
PERSONALIZE
DEEPEN
PURCHASE
What is TV?
Who Do We Love?
We Have Next-Level Value
What is our positioning?
+ +
vs
vs
Everything is on. Always.
Don’t fix what’s not broken.
TV?
*binge*
Challenges
This is where we are vikings.
Simple, Easy
Free Gateway
~90% ~30% ~10%
70% of all these people would like to “catch up” before a new season of TV starts :)
New User Journey
“Can I watch all of my digital content on my
television?”Curious Desire
Reduce complexity.
“Instant gratification.”
“What is it? How does it work?”
Anxiety Inspiration
Redefine TV.
“The last thing you’ll ever need
to plug in.”
“How will I use the streaming box?”
Apprehension Understanding
Proof of compatibility.
“Everything’s on. Always.”
DISCOVERY OPINION CONSIDERATION
Ecosystem
PRODUCT + SERVICE
OWNED CONTENT
EARNED MEDIA
PAID MEDIA
Influence
expl
orat
ion
buying
satisfaction
engagem
ent
Reduce complexity.
Instant gratification.
Redefine TV. The Last Thing You’ll Need to
Plug In.
Proof of Compatibility.
Test How You’d Use It.
Simple. Powerful. Valuable.
Gateway to a World of TV. Yours for a Lifetime.
COMPARE
CONSIDER
OPINION
DISCOVERY
CABLE CUTTING CALCULATOR
Listen and Personalize.
Find All of Your Favorite Stuff.
PERSONALIZE
DEEPEN
AWARENESS
ADVOCACY
PURCHASE
EXPERIENCE
CONSIDERATION
Paid Media
Shared Media
Owned Media
Product/Service
Massive Competition Between Channels
Audit and Aggregate
CHANNEL
CONTENT PROGRAM
“What the Fruit?”
SUBJECT/TOPIC
Ingredients
THEME
Only the best.
Instagram“Out and About” Lifestyle Live Naked
YouTube“Live Naked Anthems” Manifesto Live Naked
Analyze and Prioritize
TRAFFIC TIME SPENT
EARNED REACH
ENGAGE-MENT
rank
Current/Benchmark Values
3 2 5 4
BUSINESS VALUE
CUSTOMER VALUE EFFORT
Prioritization
2 3 1weight Attributes via Content Analysis
MEDIA TYPES
TOPIC SPACE
COMM OBJECTIVE
CONTENT OBJECTIVE
EFFICIENCY PREDICTIVE ATTRIBUTES
WEIGHTED ANALYSIS
EVALUATE CONTENT
EVERGREEN CONTENT
TRANSIENT CONTENT/PROGRAMS
MORE LIKE THIS
CREATE NEW
FIX IT
KILL IT
Analyze and Prioritize
TRAFFIC TIME SPENT
EARNED REACH
ENGAGE-MENT
rank
Current/Benchmark Values
3 2 5 4
BUSINESS VALUE
CUSTOMER VALUE EFFORT
Prioritization
2 3 1weight
MORE LIKE THIS
CREATE NEW
FIX IT
CREATIVE DEVELOPMENT
PROGRAM EXPANSION/
MAINTENANCE
DEVELOPMENT + EXPERIMENTATION
“QUALITY”
“TIME/COST”
“EFFICIENCY”
Roadmap and BacklogTYPE EFFORT
Video
HTML/Multi
HTML/Multi
Image
Copy
Video
HTML/Multi
Video
Copy
Copy
Video
HTML/Multi
Video
Copy
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M
L
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L
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H
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M
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M
PRIORITY
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1
1
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4
5
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5
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Roadmap and BacklogTYPE EFFORT
Video
HTML/Multi
HTML/Multi
Image
Copy
Video
HTML/Multi
Video
Copy
Copy
Video
HTML/Multi
Video
Copy
H
H
M
L
L
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L
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H
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PRIORITY
1
1
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4
5
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2
5
5
5
Minimum Viable Strategy
OBJECTIVE PROBLEM INSIGHT STRATEGY
Focus on the desirable outcome in one ecosystem territory.
Which, of all the possible problems, is of highest-value to the brand and customer?
Find the disruptive truth that, when acted upon, will create the desired change.
How have you chosen to reach the objective? What evidence do you have that it is fertile?
OBJECTIVES (CONTEXT)
AUDIENCE
NEEDS
(BRAND)
PURPOSE
PERSONALITY
DESIRED CHANGE
INSIGHTS
STRATEGY KPI’S
SELECTED PROBLEM SET
INFLUENCES
ROLES OF CHANNELS
A Complete Strategy Story
OBJECTIVES (CONTEXT)
AUDIENCE
NEEDS
(BRAND)
PURPOSE
PERSONALITY
DESIRED CHANGE
INSIGHTS
STRATEGY PROTOTYPE KPI’S PLAN
TOUCH POINTS
CREATIVE EXECUTIONS
COMM OBJECTIVES
SELECTED PROBLEM SET
INFLUENCES
ROLES OF CHANNELS
Be a Partner to Creative Teams
OBJECTIVES
ECOSYSTEM MAP
JOURNEYS
AUDIENCE
NEEDS
BRAND BEHAVIORS
PURPOSETERRITORY ANALYSIS
VALUES
PERSONALITY
DESIRED CHANGE
INSIGHTS
STRATEGY PROTOTYPE KPI’S PLAN
TOUCH POINTS
PROGRAMS/CAMPAIGNS
PRODUCTS/SERVICES
NEW JOURNEYS
CREATIVE EXECUTIONS
PRIORITY ANALYSIS
COMM OBJECTIVES
SELECTED PROBLEM SET
INFLUENCES
ROLES OF CHANNELS
Digital Strategy Must Be Operated and Managed