Deep Digital Strategy

Stakeholders  expect  this…  

…  and  o3en  get  this  

•  Unfocused  •  Not  possible  in  the  first  place  

•  Tried  all  at  once  rather  than  over  =me  

Why  the  mismatch?  

FOCUSED

Easy  to  use  

Fast  publishing  

Mul=channel  

Responsive  

Agile  

Like  my  compe=tor  

Like  Amazon  

Open  Source  

Big  data  

API  

Cura=on  

Customizable  

Like  others  in  my  industry  

Standardized  

Metadata-­‐driven  App-­‐like  

Syndica=on  

Mul=lingual  

Microsites  

Lead  genera=on  

Cloud-­‐based  

E-­‐marke=ng  

Social  Media  

Deepen  engagement  

Drive  ac=on  Secure  

Cost  effec=ve  

Personaliza=on   Integra=on  

A  strategy  isn’t  buzzword  bingo  

Focus  Checklist  

q  You  have  clearly  separated  out  what  is  essen$al  from  what  is  simply  desirable.  

q  The  strategy  addresses  business  needs.  q  It  is  clear  enough  to  say  “no”  to  some  

requests.  q  There  is  a  combina=on  of  “=meless”  goals  as  

well  as  specific  near  term  goals.  q  Stakeholders  understand  it.  

But  not  too  focused  on  one  aspect  

Focus  on  what  is  important  and  unique  

Focus  on  what  is  important  and  unique  

Example  vision:    Build  brand  affinity  via  nes=ng  and  trea=ng  the  customer  as  a  partner.  

Focus  to  avoid  this  

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Plan  around  your  known  obstacles  

Possible  Checklist  

q  Broadly  how  are  you  going  to  move  your  weight  across  distance,  and  reducing  each  as  necessary.  

q  Consider  the  depth  of  implementa=on  for  different  capabili=es  you  are  adding.  

q  Ensure  you  have  or  can  acquire  all  the  roles  and  processes  for  implementa=on  

q  Phase  things  in  a  way  such  that  you  get  rela=vely  high  impact  quickly.  

Avoid  abandoning  an  impossible  transforma=on  

.  

Avoid  Big  Bangs  

Avoid  Redesign-­‐Forget-­‐Redesign  

Define  enhancement  process  

Ongoing  Checklist  

q  Start  phasing  now.  q  Truly  engage  with  stakeholders.  q  Product  manage  your  website  (and  the  CMS  

implementa=on).  q  Carefully  consider  standardiza=on  levels  

This  presenta=on  on  Slideshare:  hYp://slidesha.re/QklvW8  Deep  Digital  Strategy  mini-­‐report:  hYp://bit.ly/deepdigital  

 Five  steps  program:  hYp://hobbsontech.com/five-­‐steps-­‐program