Craig Bradford - Creating Your Digital Strategy

Transcript

1. brought to you by… Creating Your Digital Strategy SearchLove Boston 2015
2. @CraigBradford Craig Bradford VP, London Distilled
4. 4 Ginger hair
5. 5 Likes beer
6. 6 Can usually be found in the Scottish
7. 7 Excellent mechanical mind
8. 8 Image source
9. 9 Image source This is easy
10. 10 Image source This is hard
11. Scale matters
12. Good strategy Bad strategy Hitting target
13. Good strategy Bad strategy Dad Hitting target
14. “It’s important to make good decisions. But I spend much less time and energy worrying about ‘making the right decision’ and much more time and energy ensuring that any decision I make turns out right.” Scott McNealy (co-founder of Sun Microsystems)
15. Strategy is about placing bets and shortening odds
16. 1. What is strategy 2. What makes strategy hard 3. 6 steps to creating a digital strategy
17. What is strategy?
18. Image source
19. Image source Hitting hard isn’t a sustainable strategy
20. Image source Build more links Get more tweets Make a ‘viral’ video
22. A sustainable strategy is choosing what not to do
24. The airline folded in 1995 after losing what has been reported in the press as between $140 million or $300 million.
25. The law of raspberry jelly (trade-offs)
27. Strategy isn’t a strapline
28. Limited passanger service Frequent, reliable departures Short-haul, point-to-point routes between midsize cities and Very low ticket prices High aircraft utilisation Lean, highly productive ground and gate crews No baggage No connection s with other airlines Standardise d fleet of 737 aircraft Limited use of travel No meals No seat assignmen 15-minute gate turnaround Automatic ticketing machines High compensatio n of Flexible union contracts High level of employee stock “Southwes t, the low- fare Source
29. “fit”
30. Limited passanger service Frequent, reliable departures Short-haul, point-to-point routes between midsize cities and Very low ticket prices High aircraft utilisation Lean, highly productive ground and gate crews No baggage No connection s with other airlines Standardise d fleet of 737 aircraft Limited use of travel No meals No seat assignmen 15-minute gate turnaround Automatic ticketing machines High compensatio n of Flexible union contracts High level of employee stock “Southwes t, the low- fare Source
31. Digital fit
32. The balanced digital scorecard Platform Measurement Conversion Audience Content
33. The balanced digital scorecard Platform Measurement Conversion Audience Content
34. “If you could get all the people in an organization rowing in the same direction, you could dominate any industry, in any market, against any competition, at any time” Patrick Lencioni
35. Strategy is a tailored set of activities which when combined create a potential solution to a problem
36. What makes strategy hard?
37. #1 The Paradox of Choice
38. #1 The Paradox of Choice (The sofa problem)
41. 41 This is an optimisation problem
42. #2 Fear of regret
43. Would you rather miss a flight by 2 minutes or two hours?
44. Image source
45. Image source Boom!
46. Image source I got a medal!
47. Image source Look mom, I’m on TV!
48. Image source Noooo!
49. Image source #3 Magnitude of the downside
50. Risk Probability * Downside =
52. Fear of commitment #4
53. Decision (to cut)
54. Decision (to cut) Decisive Scissors Concise Incisive
55. Image Sourc Strategy isn’t sniping
56. Image Sourc Ready-aim-fire
57. Image Source Ready-fire-aim
58. Execution doesn’t mean sticking to the plan
59. 6Steps to creating your digital strategy
60. #1 Choose a good question to answer
61. We need a strategy to increase traffic
62. We need a strategy to increase Google organic traffic to the widget page by 15% in the next 4 month.
63. #2 Move from should to could
64. Advantage - Scope - Activities
65. Increase revenue from conferences by 20% over the next 12 months
66. Leverage our existing conference brand to create a lower cost, digital-only SearchLove, which aims to target those that can’t attend in our existing locations. They key activities would be to focus on growing our earned and owned audience through DistilledU, the Distilled blog and public speaking.
67. Leverage our existing conference brand to create a lower cost, digital-only SearchLove, which aims to target those that can’t attend in our existing locations. They key activities would be to focus on growing our earned and owned audience through DistilledU, the Distilled blog and public speaking.
68. #3 Challenge the status quo
69. Medical Decision Making in Situations That Offer Multiple Alternati Image source
70. #4 Ask what must be true, not what is
71. “That’s a terrible idea, we’d cannibalise our existing conference ticket sales.”
72. “For me to get behind this idea, I’d need to know that we wouldn’t cannibalise our existing ticket sales.” “That’s a terrible idea, we’d cannibalise our existing conference ticket sales.”
73. If you permit wallflowers during the planning phase, they are likely to cast long, passive shadows over the organization when it comes time for execution. Robert H. Miles
74. #5Test what is true
75. #6 Make a bet
76. Choose a good Question What could you do? Challeng e status quo Test Make a What must be true 6 Steps to a digital strategy
77. Thank You @CraigBradford
78. The secrets of consulting Which strategy when Bringing science to the art of strategy Simple rules for a complex world What is strategy The big lie of strategic planning Your strategy needs a strategy References: