digital business strategy workshop

“The%value%of%an%idea%lies%%in%the%using%of%it.”%%—Thomas%Edison%

New%Idea%

Designing%the%Experience%%

Redesigning%for%Handheld%Devices%

Redesigning%for%Handheld%Devices%

Redesigning%the%Social%Experience%%

Redesigning%the%Social%Experience%%

Redesigning%the%Hiring%Process%

Redesigning%the%Shopping%Experience%%

Designing%the%Experience%%

The%Science%%

of%Experienc

e%

AdverDsing%Strategies%%

It#is#all#about#the#impact#

Time%spend%per%visit%%Number%of%repeated%visit%per%user%

SDckiness%is%Loyalty%%

Game%Design%

ObjecDve%of%the%Game:%M%Get%Customers%to%use%their%card%more%%M%Get%New%Customers%%%

How%to%Improve%it?%•  Allow%everyone%to%play%the%game%(SMS,%ATM)%•  Not%limit%the%Dme%of%the%game%%

Free%to%Play%Theory%(Free%–%Premium)%%

Leaderboard%%/%Status%and%Lead%%

Insight%Selling%The%2014%most%advanced%concepts%and%pracDces%in%Sales%

Do%you%see%%Customers%%as%Sales?%

CompeDng%%for%%%Customers%

Sellers%Seller% Buyer%

CompeDng%%for%%%Customers%CompeDng%with%Customers%

Sellers%Seller% Buyer%

The$End$of$Solu-on$Sales$|$CEB$

Where?%

Are%You%Here%% Or%Here%%

What%are%you%doing?%

Change Your Customer’s Understating

•  Sell%The%Drill!%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%Product%•  Sell%The%HOLE%M%Not%the%Drill!%%%%%%%%%%%%%%%SoluDons%•  Sell%the%HOLE%Drilling%–%Not%the%Hole%%Insights%%

Three%Strategies%%•  Avoid%the%trap%of%“established%Demand”%•  Target%mobilizers,%not%advocates%$•  %Coach%Customers%on%how%to%Buy%$

Change%%how%customers%are%thinking%about%

your%business?%%

Change%%how%customers%are%thinking%about%

their%business?%%

Teach%Customers%About%their%Business%%

Total%Experience%%

Current%Behavior% Desired%Behavior%%

Digital%!%Social%%Strategy%%Strategy%%

Tradi-onal$Media$Online$and$Social$Media$

Media$Channels+

Cartoon$by$eBoy.com$

The%focus%should%be%on%the%strategy%%rather%than%the%tacDcs%and%technology%

Iden-fy$

$

Business

$

Objec-ve

s$

Iden-fy$

$

Social$M

edia$$

Strategy

$

$$ $$

$$ $$

I gnor ing + + Not++Participating+

Participating++With+a+Plan+

Participating++without+a+Plan+

Iden-fy$

$

Target$$

Audienc

es$

Social%%Technographics%

$

Social%Media%AcDviDes%

Listening$

Learning$

Responding$

Measuring$

Sharing$

1.  Identify+the+keywords+that+surround+your+organization+and+competitors++(brand+name,+key+executives,+products).++

2.  Identify+the+monitoring+tools+to+be+used+to+listen/monitor+all+potential+forms+of+content+(blogs,+bookmarks,+comments,+images,+news,+video,+questions)+

3.  To+identify+the+best+areas+with+greatest$impact$on$the$

business$and+using+advanced+listening+for+them.++++

1 Listening

Organizations+use+the+insights+from+social+media+to:+G  Improve+the+business+processes+G  Add+value+to+the+operation+G  Reduce+potential+risk.+++Reactive+Learning++++vs.+++Proactive+learning+++++based+on+Listening++++++++++++++++++++based+on+the+plan++

2 Learning

3 Responding

Organizations+should+teach+their+employees+to++++++++++++++++++++take+the+right+action+and+response.++

+

4 Measuring

How$social$media$is$helping$the$organiza-on$

to$meet$its$business$objec-ves.$

H$Stakeholder$engagement.$

H$$Share$of$voice$

Brand%RecogniDon%and%Awareness%

H$Issue$resolu-on$rate$

H$Customer$sa-sfac-on$rate$Customer%Service%

H$New$hire$rate$

H$Employee$reten-on$rate$Human%Resources%

H$Ideas$submiKed$

H$Idea$and$issue$impact$InnovaDon%

H$New$customer$acquisi-on$

H$Customer$life-me$value$Sales%andMarkeDng%

Metrics# Objec4ves#

Social+Media+will:++

++++++Drive+greater+value+in+more+areas+of+the+organization+

+++++++Be+embraced+as+more+than+a+compliance+issue+

+++++++Add+value+to+the+organization+in+new+ways+

+++++++Be+embraced+by+top+management+as+a+strategic+method+

+++++++Reduce+its+risk++

5 Sharing

FiveMyear%average%ROI%%Amazon.com%(17%)%vs.%discount%&%department%stores%(6.5%)%

TradiDonal%Mall%

Virtual%Mall%

Stop%trying%to%delight%your%customers%

Trying%to%hard%vs%Making%it%Easy%•  Don’t$just$resolve$the$current$issueHhead$off$the$next$one$•  Arm$reps$to$address$the$emo-onal$side$of$customer$

interac-ons$

•  Minimize$channel$switching$by$increasing$selfHservice$

channels.$

•  $Use$feedback$from$struggling$customers$to$reduce$

customer$effort.$$

•  Empower$the$front$line$to$deliver$a$low$effort$experience$$

The%number%one%you%need%to%grow%

$

How%likely%is%it%that%you%would%recommend%our%company/

product%to%a%friend%or%colleague?%%

Loyalty%=%Profitability%%

It%is%not%just%about%the%tools,%it%is%also%about%the%people%

who%are%using%them%

•  Add$Videos$and$page$for$each$book$•  Cubs$on$the$Stage$and$entrance$$