Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing

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

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Micro Analysis

Know Your Customer

TheMarketplace

<FranceMap.jpg>!

Micro Analysis

Know Your Customer

TheMarketplace

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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

Do You Need A Digital Business Strategy?

www.ionology.comnmckeown@ionology.com

+44 7788 752285