iONOLOGY

Niall McKeown

Digital Business TransformationiONOLOGY

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Fire Fighting

Process

Operational Effectiveness

Strategy

Education

Innovation

‘Doing’ more than ‘thinking’

Simplifying tasks

Vision, purpose & leadership

Management. Automation.Doing more with less

Building on theory and practice

Ideas turned into money

Excellence6 Steps to Business Excellence

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What is Strategy?

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What is Strategy?

“A strategy is a plan of action designed to achieve a specific goal, in conditions of

uncertainty, with defined limited resources”

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What is Digital Strategy?

“In the fields of strategic management, marketing strategy and business strategy, digital strategy is the process of specifying an organization's vision,

goals, opportunities and initiatives in order to maximize the business benefits of digital

marketing to the organization.”

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What is Digital Strategy?

“Strategy comes from identifying one or two critical issues in the situation – the pivotal

points that can multiply the effectiveness of effort – then focusing and concentrating

action and resources on them”

2011 Financial Times and Goldman Sachs Business

Book of the Year

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DiagnosisCoherent

Action

Guiding Policy

Strategy Kernel

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We Define Digital Business Strategy As…

“Digital Business Strategy is the systematic process of diagnosing and eliminating near term challenges using technology, in order to progress a business towards its

stated vision.

The 7 Principles of Digital Business Strategy is the most efficient and comprehensive process available to ensure

actions are indeed strategic and not just tactical” 

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1. Know Yourself 2. Customers 3. Marketplace 4. Resources

5. Position 6. Engine of Growth

7. Tactics

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1. Know Yourself 2. Customers 3. Marketplace 4. Resources

5. Position 6. Engine of Growth

7. Tactics

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1. Know Yourself 2. Customers 3. Marketplace 4. Resources

Micro Analysis

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Micro Analysis

Ambition & Unique Value Proposition

Digital Marketplace Dynamics

Time, Talent & Cash

Customer Data Dynamics

2. Customers 3. Marketplace

4. Resources

1. Know Yourself

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1. Know Yourself 2. Customers 3. Marketplace 4. Resources

Micro Analysis

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1. Know Yourself 2. Customers 3. Marketplace 4. Resources

5. Position 6. Engine of Growth

7. Tactics

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5. Position 6. Engine of Growth

Macro Analysis

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What’s Your Online Engine of Growth?

5. Position 6. Engine of Growth

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Engine of Growth5. Position 6. Engine of Growth

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1 2

3 4Attract: Peer review, people sharing our content

Attract: As the biggest online provider in ‘our world’ people find us by brand

Attract: Word of mouth, sales reps and a host of other efforts

Attract: Google ads and other paid for channels

Behaviour: Blogs, insights and opinions Behaviour: To complete a top task

Behaviour: Contact us and about us Behaviour: Looking at our products/service

Purpose: To be seen as a thought leaderPurpose: To grow our digital business through automation, engagement and leadership

Purpose: Our website supports our sales staff and other sales efforts

Purpose: To sell our product/service

Analytics: Strategically we want to be referenced more than anyone else Analytics: Strategically we want to defend

channels while commercialising inventions

Analytics: We aren’t using analytics in decision making just yet

Analytics: Lowering Cost Per Acquisition is our main strategic aim

Select The Statement Most Suited To Your Business

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Engine of Growth5. Position 6. Engine of Growth

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)

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Over Here

Industry Leader

SmoothOmnipresence

Members

Shout LoudlyHand Shake

High 5

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Campaign 1

Campaign 2

Campaign 3

Campaign 4

5. Position 6. Engine of Growth

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Warm!(Comforted)

Mild!(Informed)

5

1

Authority

Advocacy

Mile Marker 2

Mile Marker 3

Mile Marker 1

Mile Marker 4

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Strategy Delivery Software

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How We Do It…

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How We Do It…

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How We Do It…

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How We Do It…

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How We Do It…

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Case Study

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5. Position 6. Engine of Growth

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How?

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Mild!(Informed)

Cold (Rational)

1

4

Advocacy

Persona Planning & Website Design

Process Tools

Training Tactics

Resolve Channel Conflict

Peer Review Engagement & planning

Therapist Induction

Blogger Outreach

Large scale vision/execution content plan

Demand Tests

Propensity to purchase

Production Size Demand

Technology Choices

Video case studies

Setup Basecamp & Move

Staff Training & Culture

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