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By Niall McKeown twitter: @niallmckeown www.linkedin.com/in/niallmckeown Want to be Liked or Want to be Ri€h?
| Date post: | 14-Jan-2015 |
| Category: |
Business |
| Upload: | enterprise-ireland |
| View: | 379 times |
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By Niall McKeown twitter: @niallmckeown
www.linkedin.com/in/niallmckeown
Want to be Liked or
Want to be Ri€h?
“People love chopping wood. In this activity one immediately sees results”
Albert Einstein
What is Digital Strategy?
“In the fields of strategic management, marketing strategy and business strategy, digital
strategy is the process of specifying an organisation's vision, goals, opportunities and initiatives in order to maximize the business
benefits of digital marketing to the organisation.”
Tactics
Strategy
Operations
Digital Success
2011 Financial Times and Goldman Sachs
Business Book of the Year
7 Principles of Digital Business Strategy
1. Know Yourself 3. Know Customer 4. Resources2. Marketplace
7. Tactics6. Engine of Growth5. Market Position
Micro AnalysisKnow
Yourself Know Your Customer
AvailableResources
TheMarketplace
Micro AnalysisKnow
Yourself
Know Your Customer
AvailableResources
TheMarketplace
Micro Analysis
Know Your Customer
TheMarketplace
Micro AnalysisKnow Your Customer
TheMarketplace
July : 17033 – Bounce Rate – 13.61
June : 18316 – Bounce Rate – 12.44
Micro AnalysisKnow Your Customer
TheMarketplace
Micro AnalysisKnow Your Customer
TheMarketplace
Micro Analysis
Know Your Customer
TheMarketplace
ISO27001
Micro Analysis
Know Your Customer
TheMarketplace
ISO27001
German
Micro Analysis
Know Your Customer
TheMarketplace
ISO 27001
French
Micro Analysis
Know Your Customer
TheMarketplace
JTP38112
Np{bncjrvf
Micro Analysis
Know Your Customer
TheMarketplace
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Micro Analysis
Know Your Customer
TheMarketplace
<FranceMap.jpg>!
Micro Analysis
Know Your Customer
TheMarketplace
<FranceMap.jpg>!
Micro Analysis
Know Your Customer
TheMarketplace
<FranceMap.jpg>!
Micro AnalysisKnow
Yourself
Know Your Customer
AvailableResources
TheMarketplace
Macro Analysis
ExclusiveNiche !
or limited Audience Mass MarketMainstream
Warm!(Comforted)
Mild!(Informed)
Cold (Rational)
Customer Volume
How Customer Perceives Your Business
6
5 7
31
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
High 5 Over Here
Industry Leader
SmoothOmnipresence
Members
Shout LoudlyHand Shake
Hot!(Passionate)
6. Engine of Growth
5. Market Position
Macro Analysis
ExclusiveNiche !
or limited Audience Mass MarketMainstream
Warm!(Comforted)
Mild!(Informed)
Cold (Rational)
Customer Volume
How Customer Perceives Your Business
6
5 7
31
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot!(Passionate)
CASHINN
OV
AT
ION
6. Engine of Growth
5. Market Position
Innovation
People Product
Process
Engine of Growth6. Engine
of Growth5. Market Position
Top Tactics & Engine of Growth
Email Marketing
Blogging & Social
Search & Aggregators
Streamline Website
6. Engine of Growth
5. Market Position
Analytics & Engine of Growth
Low Vol Brand Direct Traffic
Referral Traffic
Generic Search Traffic
High Volume Branded Traffic
6. Engine of Growth
5. Market Position
Irrelevant Irrelevant
Social Media & Engine of Growth
Mild Importance
Super Important
Mild Importance
Important
6. Engine of Growth
5. Market Position
DNA & Engine of Growth
Scientific
Creative Overt
Practical
6. Engine of Growth
5. Market Position
Digital Business Strategy for Firefly
1. Know Yourself 3. Know Customer 4. Resources2. Marketplace
7. Tactics6. Engine of Growth5. Market Position
...Fast forward>>>
ExclusiveNiche !
or limited Audience Mass MarketMainstream
Warm!(Comforted)
Mild!(Informed)
Cold (Rational)
Customer Volume
How Customer Perceives Your Business
6
5 7
31
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot!(Passionate)
Step
1 C
reat
e A
uth
ori
ty
Step 2 Move to PrimeStep 3
Defend Position and
Innovate
Engine of Growth
Authority Tactics
7. Tactics
Tactical Relationships
7. Tactics
Tactical Resources
Channel Time ( days per month)
Talent (Marketing,
Management, Outsource)
Cash
Blogging 0.5 MGT LOW
Online PR 1 OUT HIGH
Email 0.5 MKT LOW
Social 1.5 MKT LOW
Webinar 2 OUT HIGH
SEO 2 OUT HIGH
AvailableResources
106 units exported in 7 days
Innovation & Digital Business Strategy
Innovation is the application of better solutions that meet new requirements, inarticulate needs, or existing market needs.
Macro Analysis
ExclusiveNiche !
or limited Audience Mass MarketMainstream
Warm!(Comforted)
Mild!(Informed)
Cold (Rational)
Customer Volume
How Customer Perceives Your Business
6
5 7
31
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Smooth
Hot!(Passionate)
Macro Analysis
ExclusiveNiche !
or limited Audience Mass MarketMainstream
Warm!(Comforted)
Mild!(Informed)
Cold (Rational)
Customer Volume
How Customer Perceives Your Business
6
5 7
31
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Smooth
Hot!(Passionate)
Innovation
Replication
Innovation
Invention
Iteration
Build
MeasureLearn
DevelopShort List Tests from Strategy >>>
Empirical Evidence
Minimal Viable Product
Testing Leap of Faith Assumptions
