Creating Digital Strategies for International Markets

  • Published on
    11-Apr-2017

  • View
    131

  • Download
    0

Embed Size (px)

Transcript

Niall McKeownwww.ionology.com@niallmckeownDigital Transformation Experts

This presentation is Copyright. All materials belong to the presenter and can not be used without express written consent (c)Creating Digital Strategies for International Markets

Strategy creates competitive advantageWHAT WE BELIVEPeople and a culture of innovation sustains itTechnology & Communications is the means by which it is delivered

What is strategy?

how come

Double Business in 18 Months

Zero to 4,000,000 in one year50,000 co-collaborating

3,000,000 funding & sales in 37 countries in 18 months

Digital Transformation Training

how come?

Transform from doing digitalDigital Innovators

Digital Innovator CharacteristicsDigital InnovatorsDoing Digital

Set destinationsSet targets

Build communications upon innovationsSpin stories into content

Drive salesDrive cultural evolution Pulled by latest technology trendsPush technology to overcome strategic challenges

Strive for likesData driven decision making

Digitise existing servicesSeek to invent, disrupt and improve

= DIGITAL TRANSFORMATION

The Principle Disciplines Leading Digital TransformationDigitalTransformation

Communications

Technology

LeadershipTechnology SupportRapidSolutionBuilders

Marketing TacticsCommunications Leadership

Short Term ManagementLeading StepChange

how come?

how do I?

Crying babyKitchen fireSome callsInterruptionsDistractionsMost callsTriviaBusy WorkBrowsingPlanningStrategyExerciseChangeUrgentNot UrgentImportantNot Important

Put First Things First

7 Principles of Digital Business Strategy

Books/Gap Analysis/E-Learning/Courses/Concultancy

ExclusiveNiche or limited AudienceMass MarketMainstreamWarm(Comforted)Mild(Informed)Cold (Rational)Customer VolumeHow Customer Perceives Your Business

6

5

7

3

1

2

4

8PrimeAuthorityAttentionAdvocacyAll MediaBought MediaOwned MediaEarned MediaHot(Passionate)LENS LOCK [ ]Ionology Digital Strategy Quadrant

Ionology Digital Strategy Quadrant All Rights Reserved

ExclusiveNiche or limited AudienceMass MarketMainstreamWarm(Comforted)Mild(Informed)Cold (Rational)Customer VolumeHow Customer Perceives Your Business

6

5

7

3

1

2

4

8PrimeAuthorityAttentionAdvocacyAll MediaBought MediaOwned MediaEarned MediaHot(Passionate)LENS LOCK [Ireland GAA]Ionology Digital Strategy Quadrant

ExclusiveNiche or limited AudienceMass MarketMainstreamWarm(Comforted)Mild(Informed)Cold (Rational)Customer VolumeHow Customer Perceives Your Business

6

5

7

3

1

2

4

8PrimeAuthorityAttentionAdvocacyAll MediaBought MediaOwned MediaEarned MediaHot(Passionate)LENS LOCK [UK]Ionology Digital Strategy Quadrant

ExclusiveNiche or limited AudienceMass MarketMainstreamWarm(Comforted)Mild(Informed)Cold (Rational)Customer VolumeHow Customer Perceives Your Business

6

5

7

3

1

2

4

8PrimeAuthorityAttentionAdvocacyAll MediaBought MediaOwned MediaEarned MediaHot(Passionate)LENS LOCK [ Vertical or Geographic]Ionology Digital Strategy QuadrantStart Here >

< Destination

ExclusiveNiche or limited AudienceMass MarketMainstreamWarm(Comforted)Mild(Informed)Cold (Rational)Customer VolumeHow Customer Perceives Your Business

6

5

7

3

1

2

4

8PrimeAuthorityAttentionAdvocacyAll MediaBought MediaOwned MediaEarned MediaHot(Passionate)LENS LOCK [ ]Ionology Digital Strategy Quadrant

ExclusiveNiche or limited AudienceMass MarketMainstreamWarm(Comforted)Mild(Informed)Cold (Rational)Customer VolumeHow Customer Perceives Your Business

6

5

7

3

1

2

4

8PrimeAuthorityAttentionAdvocacyAll MediaBought MediaOwned MediaEarned MediaHot(Passionate)LENS LOCK [ ]Ionology Digital Strategy Quadrant

Builder

Story Teller

Strategiest

Scientist

ExclusiveNiche or limited AudienceMass MarketMainstreamWarm(Comforted)Mild(Informed)Cold (Rational)Customer VolumeHow Customer Perceives Your Business

6

5

7

3

1

2

4

8PrimeAuthorityAttentionAdvocacyAll MediaBought MediaOwned MediaEarned MediaHot(Passionate)LENS LOCK [ ]Ionology Digital Strategy Quadrant

People

Opinion

Strategiest

Servicing Demand

Price/Product

Ionology Digital Strategy Quadrant

YourselfCustomerMarketResources

DiagnosisStrategic AmbitionCompetitorsPropositionForce=maVolumeTimeTalentCash1324

TaskIntentUnique Value Proposition

Ionology Digital Strategy Quadrant

Yourself

DiagnosisStrategic Ambition1

Unique Value Proposition

Pains (context)Pain RelieversGain CreatorsPleasuresMessage MapTasksProductsService

Customer

YouValue Proposition Canvas

15 Second Message Map

Their PainOur Pain Reliever Additional Gain CreatorsTheir PleasureTheir Jobs DoneOur Product

Message Map

Ionology Digital Strategy Quadrant

YourselfCustomerMarketResources

DiagnosisStrategic AmbitionCompetitorsPropositionForce=maVolumeTimeTalentCash1324

TaskIntentUnique Value Proposition

Ionology Digital Strategy Quadrant

MarketCompetitorsPropositionForce=ma3

CustomerVolume2

TaskIntent

Ionology Digital Strategy Quadrant

YourselfCustomerMarketResources

DiagnosisStrategic AmbitionCompetitorsPropositionForce=maVolumeTimeTalentCash1324

TaskIntentUnique Value Proposition

ExclusiveNiche or limited AudienceMass MarketMainstreamWarm(Comforted)Mild(Informed)Cold (Rational)Customer VolumeHow Customer Perceives Your Business

6

5

7

3

1

2

4

8PrimeAuthorityAttentionAdvocacyAll MediaBought MediaOwned MediaEarned MediaHot(Passionate)LENS LOCK [ ]Ionology Digital Strategy Quadrant

Advocacy Based Selling

Sales Lead Gen

Sales Lead Convert

Sales ManagementAdvocacy Marketing If I.would you?

ExclusiveNiche or limited AudienceMass MarketMainstreamWarm(Comforted)Mild(Informed)Cold (Rational)Customer VolumeHow Customer Perceives Your Business

6

5

7

3

1

2

4

8PrimeAuthorityAttentionAdvocacyAll MediaBought MediaOwned MediaEarned MediaHot(Passionate)LENS LOCK [ ]Ionology Digital Strategy Quadrant

ExclusiveNiche or limited AudienceMass MarketMainstreamWarm(Comforted)Mild(Informed)Cold (Rational)Customer VolumeHow Customer Perceives Your Business

6

5

7

3

1

2

4

8PrimeAuthorityAttentionAdvocacyAll MediaBought MediaOwned MediaEarned MediaHot(Passionate)LENS LOCK [ ]Ionology Digital Strategy Quadrant

ExclusiveNiche or limited AudienceMass MarketMainstreamWarm(Comforted)Mild(Informed)Cold (Rational)Customer VolumeHow Customer Perceives Your Business

6

5

7

3

1

2

4

8PrimeAuthorityAttentionAdvocacyAll MediaBought MediaOwned MediaEarned MediaHot(Passionate)LENS LOCK [ ]Ionology Digital Strategy Quadrant

The Firefly Story

http://www.dailymail.co.uk/news/article-2604663/Flower-girl-4-took-steps-thanks-harness-attached-dad.html

Digital Transformation Experts

We help organisations discover what it takes to deliver maximum results in international markets

ExclusiveNiche or limited AudienceMass MarketMainstreamWarm(Comforted)Mild(Informed)Cold (Rational)Customer VolumeHow Customer Perceives Your Business

6

5

7

3

1

2

4

8PrimeAuthorityAttentionAdvocacyAll MediaBought MediaOwned MediaEarned MediaHot(Passionate)Ionology Digital Strategy Quadrant

Innovation

ExclusiveNiche or limited AudienceMass MarketMainstreamWarm(Comforted)Mild(Informed)Cold (Rational)Customer VolumeHow Customer Perceives Your Business

6

5

7

3

1

2

4

8PrimeAuthorityAttentionAdvocacyAll MediaBought MediaOwned MediaEarned MediaHot(Passionate)Ionology Digital Strategy Quadrant

ExclusiveNiche or limited AudienceMass MarketMainstreamWarm(Comforted)Mild(Informed)Cold (Rational)Customer VolumeHow Customer Perceives Your Business

6

5

7

3

1

2

4

8PrimeAuthorityAttentionAdvocacyAll MediaBought MediaOwned MediaEarned MediaHot(Passionate)Ionology Digital Strategy Quadrant

ExclusiveNiche or limited AudienceMass MarketMainstreamWarm(Comforted)Mild(Informed)Cold (Rational)Customer VolumeHow Customer Perceives Your Business

6

5

7

3

1

2

4

8PrimeAuthorityAttentionAdvocacyAll MediaBought MediaOwned MediaEarned MediaHot(Passionate)Ionology Digital Strategy Quadrant

ExclusiveNiche or limited AudienceMass MarketMainstreamWarm(Comforted)Mild(Informed)Cold (Rational)Customer VolumeHow Customer Perceives Your Business

6

5

7

3

1

2

4

8PrimeAuthorityAttentionAdvocacyAll MediaBought MediaOwned MediaEarned MediaHot(Passionate)Ionology Digital Strategy Quadrant

ExclusiveNiche or limited AudienceMass MarketMainstreamWarm(Comforted)Mild(Informed)Cold (Rational)Customer VolumeHow Customer Perceives Your Business

6

5

7

3

1

2

4

8PrimeAuthorityAttentionAdvocacyAll MediaBought MediaOwned MediaEarned MediaHot(Passionate)LENS LOCK [ ]Ionology Digital Strategy Quadrant

Apple (AAPL) and Samsung continue to soak up all the industry's profits, McCourt says. Apple claimed 87.4% of phone earnings before interest and taxes in the fourth quarter, he said. Samsung took in 32.2% of industry profits. Because their combined earnings were higher than the industry's total earnings as a result of many vendors losing money in Q4, Apple and Samsung mathematically accounted for more than 100% of the industry's earnings.

A year ago, Apple accounted for 77.8% of mobile phone industry profits, followed by Samsung with 26.1%, McCourt said.

http://www.slate.com/blogs/moneybox/2014/02/12/smartphone_profits_apple_and_samsung_drink_all_your_milkshake.html

Recommended

View more >