CCIQ Digital Roadmap Workshop 2013
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Building your Digital Strategy CCIQ Regional Roadshow REF: CCIQDIGITALMAY2013
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Digital Strategy Workshop run as part of the 2013 CCIQ Regional Roadshow.
Transcript of CCIQ Digital Roadmap Workshop 2013
Building your Digital Strategy
CCIQ Regional Roadshow
REF: CCIQ-‐DIGITAL-‐MAY2013
WHO AM I?
WHO ARE YOU?
AGENDA Digital Landscape
EXAMPLE
QUESTIONS
SHARING EXPERIENCE
DIGITAL ROADMAP
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Acronym Mayhem
www TLA AFAIK FWIW FB lol TY <3
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OVERVIEW
• CCIQ Digital Readiness Study – OCT 2012 • How are Queensland businesses adapting
to and leveraging the benefits of, the digital economy?
• Key findings • Next Steps
DIGITAL ECONOMY
"The global network of economic and social activities that are enabled by in fo rmat ion and communica t ions technologies, such as the internet, mobile and sensor networks.”
Department of Broadband, Communications and the Digital
Economy
THE STUDY • How are Queensland businesses
adapting to and leveraging the benefits of, the digital economy?
• ~700 businesses participated
• 25% Micro-businesses (1-5 employees)
• 28% Mid-sized (51-500 employees)
• State-wide participation
• Undertaken by CCIQ with support from Glentworth
KEY FIGURES
• Primary website use is Marketing and Communication with Clients (>70%) • Facebook is the most popular social media platform (89.1%)
88.7% OF BUSINESSES HAVE A WEBSITE
27.5% OUTSOURCE
WEBSITE MANAGEMENT
24% HAVE A MOBILE
VERSION OF THEIR WEBSITE
53.1% ADVERTISE ONLINE
61.4% USE SOCIAL MEDIA
KEY FIGURES
• Industries with high digital readiness include Education and Training, Financial and Insurance services, and Information Media and Technology services.
• Industries with low readiness include Manufacturing, Construction, Healthcare, Retail Trade and Transport
67.9% DON”T HAVE A DIGITAL
MARKETING PLAN
67% REALISE <10% OF REVENUE THROUGH INTERNET SALES
61.5% LACK OF KNOWLEDGE/
UNDERSTANDING IS BIGGEST BARRIER TO DIGITAL BUSINESS
KEY FACTORS
• Strategic Planning • Mobile • Online Purchasing • The Cloud • Social Media • Barriers and Enablers
STRATEGIC PLANNING
• Digital marketing should form an important part of your overall marketing plan.
• It helps forecast the level of investment required in technology, services and effort.
• A plan allows you to set objectives and measure your performance against them, thereby knowing if you are getting a suitable return on your investment.
53.1% ADVERTISE ONLINE
67.9% DON’T HAVE A DIGITAL
MARKETING PLAN
MOBILE
TIPS Are people visiting your site on their mobile? • Smartphones and Tablets use
specific browsers. • Web Servers record the version of
browsers when they visit your site. • Look at your Log Files/Analytics
(Google Analytics). Does your site present well on a mobile? • Test it on Apple and Android phones
(different browsers).
Most recent website tools produce a mobile version of your site. • Ask your provider.
24% HAVE A MOBILE VERSION
OF THEIR WEBSITE
47% OF INTERNET CONNECTIONS
IN AUSTRALIA ARE MOBILE
11,000,000 mobile internet subscribers.
At the end of 2013 it is estimated there will be more mobile devices on Earth, than people.
How are you catering for people on mobile devices?
ONLINE PURCHASING • Businesses in Australia receiving portion of
orders online – 13% in 2009-10 – 28% in 2010-11
• Online sales in Australia – $143 billion in 2009-10 – $189 billion in 2010-11 – That is a 32% increase
• How do you use your website in your business?
– Communication with Clients >70% – Marketing >70% – Sell Online < 20%
• Do your clients not buy online? • Can the people who do buy online become
your customers?
THE CLOUD • The need to have your own server in
a back room (or under a desk) are fast becoming rare.
• More secure and reliable options are now available, hosted in purpose built environments on the internet.
• Usage of Cloud based services – Email 65.1% – Storage 53% – Software as a Service >33% – Infrastructure as a Service >15%
• Use of cloud services can reduce risks posed by natural disasters and aging equipment failures.
SOCIAL MEDIA • 61.4% of businesses have adopted social
media • Most popular platform is Facebook (89.1%)
followed by LinkedIn and Twitter. • Primary use is for communicating with clients,
marketing and public relations. • The most popular reason for not using social
media is that it is not relevant to my customers (>40%), followed by a lack of time and resources (~35%)
• Is there a potential for people who do use social media to become customers?
• Trend in Content Marketing – provide some valuable information or entertainment
that stops short of a direct sales pitch or call to action, but which seeks to positively influence a customer in some way
BARRIERS & ENABLERS • What are the barriers to Digital Business?
– Lack of Knowledge / Understanding 61.5% – Cost v Benefit 44.1% – Internet Speed 41.3% – Information Security Concerns 37.6% – Lack of Time 37.4%
• Businesses feel that many of the barriers can be overcome by improving their digital readiness.
• They believe this can be done by developing their knowledge through information and training sessions (61,7%), and online resources (55.6%).
• The NBN is considered a good investment, however a majority of businesses do not know when it will be rolled out to their region and are not confident it will be delivered on time.
OPPORTUNITIES What can I do now? • Plan your digital strategy to support
yourself, your staff and your clients • Check how your website looks on a
mobile phone • Integrate your traditional marketing and
promotion activities, with complementary online and social techniques
• Learn more about what is possible as a Digital Business
– CCIQ Digital Learning Program
THE FUTURE IS BRIGHT
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CURRENT STATE
EXTERNAL FACTORS
INTERNAL FACTORS
Customers
COMPETITORS
REGULATION
EXISTING PLATFORMS
SKILLS
RISK APPETITE
BUDGET
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KEY POINTS
KNOW WHO YOUR TARGET IS
CUSTOMER EXPERIENCE
LISTEN / WATCH
‘HERE BE TROLLS’
SHARE STORIES
KEEP UP TO DATE
EXAMPLES
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KEEP UP TO DATE
QUESTIONS
SHARING EXPERIENCE
DIGITAL ROADMAP
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FIT FOR PURPOSE
BUT WHAT IS THE PURPOSE?
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WHAT IS A DIGITAL ROADMAP?
DIGITAL MARKETING STRATEGY
Website
Online AdverOsing
Search Engine OpOmisaOon
Social Media
TRADITIONAL
Digital Strategy
MarkeOng & PromoOon
eCommerce
CollaboraOon
eProcurement ProducOvity Customer
Engagement
Monitoring & Listening
Security
Disaster Recovery
EMERGING
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TECHNOLOGY IS AN ENABLER
WHAT ARE YOU TRYING TO ENABLE?
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FUTURE STATE
VISION ASPIRATION
WHAT DO YOU WANT TO BE KNOWN FOR ONLINE?
WHAT WILL YOUR ORGANISATION LOOK LIKE ONLINE IN 3 YEARS?
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STRATEGIC GOALS
ONLINE MARKETING
& PROMOTION
MONITORING & LISTENING
eCommerce
WORKFORCE ENABLEMENT
BUSINESS CONTINUITY
CUSTOMER ENGAGEMENT
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ACTION PLAN
OBJECTIVE > ACTION > WHO > WHEN
SMART OBJECTIVES
SPECIFIC
MEASURABLE
ATTAINABLE
RELEVANT
TIME-BOUND
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KEY POINTS
KNOW WHO YOUR TARGET IS
WHAT IS THEIR EXPERIENCE
LISTEN / WATCH
HERE BE TROLLS
SHARE STORIES
KEEP UP TO DATE
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KEy TAKEAWAYs
Glentworth supports businesses to increase their value and growth, and decrease risk. We do this by facilita;ng the development of informa;on and knowledge management strategies that enhance business performance
Office: 1300 364 430 Email: [email protected] 77 Hope St South Brisbane 4101 Australia www.glentworth.com
Who are Glentworth?
