Integrating your digital strategy
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This document provides an overview of key considerations for integrating a digital strategy across an organization. It discusses the importance of being customer-centric, having alignment across departments like marketing, HR, and finance, and establishing content and social media strategies that are authentic and have the proper resources. The document also covers how digital trends like mobile, wearables, internet of things, and analytics should influence a company's strategy. It recommends using a six-step framework called the "6S Framework" to present a digital strategy to others in an organization.
Integrating your digital strategy
- 1. INTEGRATING YOUR DIGITAL STRATEGY Simon Kingsnorth Global Head of Digital Marketing and Digital Marketing Author @thekingsnorth
- 2. Beware of the silo DIGITAL MARKETING HR FINANCE TECH
- 3. WHO DO YOU THINK YOU ARE? • Are you customer centric? • Do you work digital first? • Do you live your brand? • Is your culture supportive? • Is your strategy aligned to your vision? • Are your KPIs aligned to the business? Customer- centric companies are 60% more profitable
- 4. INTEGRATING CUSTOMER SERVICE • Remember good service principles Teamwork Listen Be Real Be Honest Know Your Products Be Empathetic Every second counts in just a few years 89% of business will compete mainly on customer experience (Gartner)
- 6. …AND SOCIAL SERVICE? • Should you touch social service • Who owns social service? #askjpm #AskBG #TescoTweets BK Hack 67% of consumers have used a company's social media site for servicing
- 7. IS SOCIAL SENSIBLE? • Are your customers there? • Will you be authentic? • Is your content strategy setup? • Do you separate social channels? • Are you a one-way communicator?
- 8. DOES MOBILE MATTER • Responsive? • Analytics? • Apple / Android? • Social media? 78% of active Twitter users are mobile. 81% for Facebook
- 9. HOW DEEP IS YOUR CONTENT STRATEGY? • Do you have the processes? • Do you have the resource? • Do you have the SMEs? • What distribution channels are open? • Curation or creation? 84 percent of B2B marketers said brand awareness was a top goal. Content Marketing Institute 24 percent of organizations now devote 50 percent or more of their budget to content. Contently
- 10. FUTURE PROOFING • Internet of things • Wearables and Implants • World Wifi and Lifi • Beacons • Drones Hologram Engineer Nano Medic Vertical Farmer Child designer Bodypart Builder Virtual System Designer Personal Data Guard
- 11. KNOW YOUR ENEMY • Understanding decision making
- 12. PRESENTING YOUR STRATEGY • 6S Framework TM – Synopsis: Exec summary – Scene setting: Background, goals – Story: What are we doing? – Sums: Financials – Steps: Action plan with timescales – Surprise: Be prepared
- 13. Thanks for listening Simon Kingsnorth @thekingsnorth