EUPRI. 2018 - Masterclass - 10 Steps to Build a Digital ... · Sellers’ threat of forward...

#euprio2018 @berndvolcker (Image: Anual CC BY 3.0)

MASTERCLASS10 Steps to Build a Digital Strategy

Sevilla, 4th June 2018 Bernd Völcker

Digital Strategy10 Steps to Build a

#euprio2018 masterclass

Hello EUPRIO @ Sevilla

#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker

Bernd Völcker

Boston

Berlin

Wrocław

@berndvolcker

[email protected]

+49 151 140 690 22

https://infopark.com/ https://linkedin.com/in/berndvoelcker

VCF

What do we want to achieve on the

Internet?


Why?


Securing success by securing scope?


Always7 %

Often13 %

Sometimes16 % Rarely

19 %

Never45 %

Features and content usage

Infrequently30 %

Often20 %

Hardly Ever50 %

Features used

Source: Standish Group 2002, 2014

Learning by pain …


29 %

14 %57 %

Out of Budget or Time In Plan Crashed

42 %49 %

9 %

AgileWaterfall

Source: Standish Group 2012

Complexity


Walk Like An Egyptian


Success

Value

User Experience

Security & Compliance

Technical Platform

Processes & Products

6

5

4

3

2

1

Campus IT Zoo


Analytics

Shop

CMS

CRM

Search

Library

E-Mail

ERP

Campus

Mgmt

News- letter Helpdesk

Events

Payment

eLearning

Basic Components

Digital Stack2018

Alumni Database

Enrolment

DARS

SIS

DIY -> Buy-in


10 Steps to Build a Digital Strategy

1. Status quo 2. Vision 3. Target Groups 4. Customer Journey 5. Content 6. Compliance 7. Technology 8. Project Management 9. Analytics 10. Resources




Understand the Status quo

Step 1

Why understanding the status quo?


What is our competitive environment on the

Internet?


Porter’s 5 Forces Strategic Assessment


Threat of New Entrants

Barriers to entry - Economies of Scale - Product differentiation - Capital requirements - Switching cost of Buyer# - Access to distribution channels - Other cost advantage - Government policies Incubants’ defines of market share Industry growth rate

Existing Players

Concentration Diversity of competitors

Fixed costs vs. variable costs Buyers’ switching costs

Exit barriers Strategic stakes

Growth rate Balance

new competitors

existing competitors

new competitors

Threat of Substitute ProductsRelative price of substitute Relative quality of substitute Switching costs to buyers

Determinants ofBuyer Power

Number of buyers relative to sellers Product differentiation Switching cost to use other product Buyers’ profit margins Buyers’s use of multiple sources Buyers’ threat of backward integration Sellers’ threat of forward integration Importance of product to the buyer Buyers’ volume

Determinants of Supplier Power

Supplier concentration Availability of substitute inputs Importance of suppliers’ input to buyer Suppliers’ product differentiation Importance of industry to suppliers Buyers’ switching cost to other input Suppliers’ threat of forward integration Buyers’ threat of backward integration

Empirical Evaluation


https://www.similarweb.com

https://www.alexa.com

Higher Education Value Chain


CoursesSecondary

School DegreeExamsApplication Alumni

MOOCs and Nanodegrees

new competitors

Step 1: Prepare a

written list of competitors


Worksheet Step 1.1 - List of Competitors


# Competitor URL Rank Notes

1 University of Oxford http://www.ox.ac.uk 5

2 Universidad de Sevilla http://www.us.es 2

3

4

5

6

7

8

9

10

Audit of the competitor’s Internet offerings and

your web sites


Where do we really stand?


Check yourself by Mystery Surfing

Total Visits


Traffic Sources


Social


Referrals


Worksheet Step 1.2 - Audit


# Competitor Benchmark 1 Page Speed

Benchmark 2 WCAG Sec. 508

Benchmark 3 SEO

Benchmark 4 Rank

Benchmark 5 _____________

…

1 http://www.ox.ac.uk 72 % Mobile 63 % Desktop

54% Pages with Issues

71 % 2626 Global 185 Domestic

2

3

4

5

6

7

8

9

10

Sites that help …


Google https://developers.google.com/speed/pagespeed/insights/ Page Speed / Quality / Mobile

Amazon https://www.alexa.com Rank

W3C https://www.w3.org/WAI/ER/tools/ Compliance

SimilarWeb https://www.similarweb.com Competition

Screaming Frog https://www.screamingfrog.co.uk SEO

Powermapper https://www.powermapper.com WCAG

Builtwith https://builtwith.com Tech

Buffer https://blog.bufferapp.com/free-seo-tools SEO

Keep in mind: Results will change…


Summary of Challenges

Worksheet Step 1.3 - Summarize the Status Quo


Internal attributes of the organisation External attributes of the organisation

Strengths (helpful) Weaknesses (harmful) Opportunities (helpful) Threats (harmful)


Invite everybody

Colleagues who contribute or complain

Potential users representatives

Start with some slides on trends, numbers and show what others have done

Distribute 10 to 20 cards per participant

Step by step: S -> W -> O -> T

Gather inputs on pin wall

Encourage discussions

Consolidate similar cards

Advice for analyzing the status quo

3h



Create a Vision

Step 2

What is a Vision good for?


Vision Statement Template


By <DATE>, <OUR ORGANIZATION> wants to interact with

<TARGET GROUPS> on the Internet better than <OUR COMPETITORS>

as well as supply these groups with <CONTENT & SERVICES>

to promote <PRODUCTS>and to achive <GOALS>.

Vision "A working hypothesis

(old greek ὑπόθεσις, hypóthesis = ‚assumption‘, ‚requirement‘, ‚foundation‘)

is a provisionally accepted thesis,that is supposed to be valid,

but is not verified or proven." Source: Wikipedia


Worksheet Step 2 - Create a Vision


By <DATE>, <COMPANY> wants a <PROGRAM> for <USER GROUPS> in order to <ACT> better than <COMPETITORS> as well as supply these groups effectively with <DATA & FUNCTIONS> to achive <VALUE>.

By <__.__.____>, <_______________________> wants to interact with

<______________________________________> on the Internet better than

<______________________________________> as well as supply these groups with

<______________________________________> <______________________________________>

to promote <______________________________________>

and to achive <______________________________________>.

Sanity Check for a Vision Statement

S M A R T

pecific

easurable

ttainable

ime-based

elevant

A great Vision is


Invite the power center

Decision-makers

Influencers

Important stakeholders

Start with some slides on trends, numbers and show what others have done

Explain the template

Gather results with pin wall or video beamer

Colleagues explain what they think

Ask, to keep the discussion going

Create urgency

Advice for Building a Vision

2h



Select a Target Audience

Step 3

Who do we want to communicate with?

(Target Groups)


User Roles


Each user role represents a natural person that follow a

specific goal.


User Roles at a School


Director of Sport

Sixth Former

Parents

Teacher Principal

Non-local Attendee

Middle School Member

School Secretary

Elementary School Member

Each person follows a specific agenda.


One person can have more than one user role.


Organisations can’t be user roles. User roles are always natural persons.


Administration

Factory

Hospital Business

ClubSchool

User Roles at a Factory


Procurement Manager

Head of Sales

General Manager

Marketing

Representative

Technician

Customer Service

CFO

Worker

Unique Roles in Your Organization


University

_____________

??

?

_____________

_____________

_____________

_____________

__________________________

_____________

_____________


Understanding your users’ motivation

Potency buying center role gate keeper, decision maker, user, technician, promotor …

Obstacles handle objections budget, staff motivation, team size, time, moving priorities, capacity leaks, work overload, rolling out changes …

Win emotional needs safety, achievements, esteem, self-actualization …

Access devices & locations mobile, public transport, car, …

Result rational goals income, security, revenue, retention, calculate risks, assure quality …

Worksheet Step 3 - Find User Roles


User Role Primary Goal Result Win Life Situation Catch Points Value Priority

Bachelor Student Bachelor DegreeJob: Income and

Social Status

Meets the interests, easy to achieve,

affordable, near home

Late Stage Secondary School (College,

High School)

facebook, RA, Jodel, Snapchat, musical.ly +++ 1

Samples Wins & Results

#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker Source: Miller, Heiman, Tuleja 1988


One user role at a time

Invite a diverse group of colleagues

Customer centric departments

Colleagues with direct contact to the users

potential user representatives

No bosses

Start with 10 - 20 cards per meeting participant

Gather results on a pin wall

colleagues explain what they thought

consolidate and form categories

Prioritize with points or by customer live time value

Advice for User Role Modeling

3h



Customer Journey

Step 4

An user role is a website’s intended user following a sequence of steps

to achieve a goal: the customer journey.


Customer Behaviour


Sandra Vandermerwe 1996

Elias St. Elmo Lewis 1898

A.I.D.A. Customer Activity Cycle

Sequenze of Steps


… … … …

One big step

Many small steps

1

2

Start Goal

Qualified Leads

Promotion

Conversion

Content Creation

Attention

Interest

Desire

Action

• Blog Posts • Articles • Landing Pages • Keywords

• SEO on-page • Social Media • Emails • Adwords • Retarget

• Forms • Value Content • Downloads • White Paper • eBooks

• CTAs • Emails • Phone • Messaging

• Self Assessment • Configurator • Value Calculator • Games • Quizzes • Demos • Representative

• Direct Marketing • Sales Force • Transaction

Goal

AI

DA


Customer Journey


Attention

Interest

Action

Recommend

Desire

Cross/Up-Sell

Start

Goal

Use

Starting Point

Touch Points

Motive

User Role / Persona

PRE

DURING

POST

Customer Journey


Parking

Enter Store

Buy

Tell

Browse

Shoeshine

Try

Use

Content

Content

Content

ContentContent

Content

Content

Content

Touch Point

Ads

Need Shoes

Start

Have Shoes

Goal

Content

PRE

DURING

POST

Dependecies


PRE

DURING

POST

PRE

DURING

POST

PRE

DURING

POST

Alumni

Bachelor Student

Master Student

Worksheet Step 4 - Customer Journey


PRE

DURING

POST

Starting Point

Goal / Motive

User Role

Content

Content

Content

Content

Content

Content

Content

Content

ContentContent

Content

Content

Content

Content

Content

Content

Content

Content

Content

Content

Content

Touch Point

Content

Worksheet Step 4 - Customer Journey Legend


Starting Point

Touch Point / Stage

Content

Interactive

Non-Digital Activities

Goal / Main Motive

Lead

Phases

Data & Functions

Customer Journeys in HE

Academic Staff

Media Rep

Secondary Bachelor

Master Ph.D.

Alumni Donator

Extended Edu

t


Invite user role related colleagues only

Colleagues with direct contact to the user role

User role representatives

Start with the end of the action phase: the goal

In a first step get the touch points

Work forward and backward along the path

Gather results on a pin wall

Participants explain what they think

In a second step talk about content

In a third step talk about CTAs, MQLs, KPIs

Advice for Analyzing the Customer Journey

2h

One Pager: Sec. School Student (late stage)


Geo

Special Needs

PRE

DURING

POST

Discover

Visiting college / 6th form

Compare

Enrolment

Understand Need/Benefit Subject / University

Rate

Tell

Recommend

Choose

Report

Story

Call

Campus Management

Self Assessment

Application

Story Base

Long List

PDF

Video

SEO

Schema

Share

Website

Landing Page

Search Engine

Email

Social Media

Events

Collateral

Media

Pain Points

USPs

…Objections

Found a place to study

Contact

MQL

Start

Goal

Values

Ideas

Short List

Blog

Directory

Assessment

Choose

Assessment Center

Interview

Rankings

Map

Tags

Key Terms

Ads

Retarget

Display Networks

UGC

Chat

Email

Social MediaTests

Form

Bots

Messaging Email

EventsMail

Nurturing

Ads

Targeting

Retarget

Display Networks

Messaging Email

EventsMail

Nurturing

Ads

Leverage

ID Check

Qualification Certificates

Form

Dates

Admissions

Students' Union

Social Media

One Pager: Bachelor Student


Tests

PRE

DURING

POST

Welcome

Enrolment

Evaluate

StarterUndergraduate

Course FrameworkRate

Tell

Recommend

Intro

Report

Story

Exams

Story Base

Welcome Pack

Share Website

Get a Bachelor Degree

Start

GoalCourses

Learn

UGC

eLearning

Sources

Social Culture

Lectures

Sports

Campus Map

Campus Life

Reports

Check-in eLectures

Library Activities

CurriculumFaculty Handbook

HE Regulations

Club Directory

Contacts

Term Dates

Upgrade

Events Meetings

myClasses

Reader Reading List

eBooks

Portal Campus Management

Events

Notifictions

SMS

Registration

E-Mail

Social Media

Computer Equipment

EquipmentTrips

Master

Social Media

WhatsApp



Content Creation & Seeding

Step 5

Self Assessment

#euprio2018 Endnote @berndvolcker Role of HE in a Fully Interconnected World

What's MyLearning Style?

Which Study Habits Can I Improve?How Strong Is

My Character?

Which Careers

Match My Skills?

Courses are Key Content

#euprio2018 Endnote @berndvolcker Role of HE in a Fully Interconnected World

Worksheet Step 5.1 - Content Register


# ContentPrimary

User RoleOther

User RolesIn Out

Up-date

Seed Editor Changes

1Welcome to

Campus VideoEN

Bachelor Student(Starter)

Applicant 2019-02-05 YWeb / Email / Social Media

MSALogo

update

2 Welcome Checklist

EN Bachelor Student(Starter)

Applicant 2019-02-05 2019-05-01 Y Web / Email KAM Images for mobile use

3

4

… … …

Worksheet Step 5.2 - Editorial Calendar


Quarter MonthSocial Media

Newsletter Videos__________ __________ __________

…

1/19 Jan Daily 2 1

… …


Invite everybody

Colleagues who are able to contribute

Users generate content

3rd party: agencies / copy writers / editors

Start with the customer journey

Avoid media breaks and gaps on the path

Define an editorial workflow

Set-up the calendar

Use tools for collaboration (Slack, Google Docs)

Set-up an editorial meeting as jour-fix

Advice for Creating a Content Foundation

One Pager Step 5:Content Process


Definition Phase

Operations Phase

Foundation Building Phase

Start

Planning

Research

Concept

Production

Distribution

Analytics

Stop

Define Goals / KPIs

Define Target Groups

Define Formats Define Themes

Themes Keywords Seeding Sources

Owned Earned Paid

Ideas TrafficRanking

Content

Format SubjectCause

Define Source Pool Build Source PoolEvaluate Source

PoolConfirm Source

Pool

Search Source Pool Create Mark up / SEOPersonalize / Customize

CMS QA

Indicators ReportMetrics

PersonasCRM

ProfileCustomer Journey

WebsiteSocial Media

Blog Email Influencer Ads

Editorial Calendar Resources

Team /Skills

ToolsStyle

Guide / CD

Define Buying Cycle

Content Grid

PersonaBuying Cycle Stage

Building Source Base



Care about Compliance

Step 6

Identify the legal boundaries.


Where to get the Consents?


Worksheet Step 6 - Compliance


Subject Document MeetingMeeting Minutes …

Legal Department

Data Protection Commissioner

GDPR/ Tracking/DOI

GDPR & Privacy Statement / Cookies

Objections/Consent

IT Standards/Operations/Certificates/Domains

Service Level Agreement

Employee Concil

Academic Senat

Other Commissioners

WCAG

…



MarTech Stack

Step 7

Global is the new normal.


Content Delivery Network


50+ Edge Locations

Content in Content out

Digital Platform


Infrastructure as a Service

Websites & Digital Marketing

StorageAWS S3

CDN AWS CloudFront

Server AWS EC2

Database AWS DynamoDB

E-Mail AWS SES

Load Balancing AWS ELB

ResponsiveDesign

Web Development Revision Control

PerformanceMonitoring

ErrorMonitoring

UptimeMonitoring

AppWWW Bot Social Media

Newsletter CMS & MAM Chat & Email SIS CRMLanding Pages

Templates & Widgets

Search Analytics

Voice AssistentIntranet …

Platform as a Service

Software as a Service

Directory Service

Worldwide


Availabiliy zones and regions - compliant to E.U. / U.S. data privacy regulations and high-level security standards

IT does not matter but IT scales.


Worksheet Step 7 - Build a MarTech Stack


Infrastructure as a Service

Websites & Digital Marketing

StorageContent Delivery NetworkServer Database Message Delivery

(Email, SMS) Load Balancing

UI FrameworkWeb Development Environment

Revision Control Monitoring Authentication Container

Social Mediawww Shop Student Portal

Platform as a Service

Messages (Email, SMS, Newsletter)

EventManagement Chat CRM Search

Content Management &

DAM

Templates

Campus Management Analytics

BotsWhite Label Voice Assistents

Domain Name Service Directory Service

eCommerce

Pre-Rendering

Software as a Service



Methods & Procedures: Find a modus vivendi

Step 8

Not that way …


What the product owner

understood

What the customer explains

The consultant’s powerpoint presentation

The designers concept

What the programmer implemented

The documentation of the project

What was installed by IT

What was on the invoice

The project’s maintenance

What really was needed

Source: The Project Cartoon CC BY 3.0

A list of to-dos that everbody understands


User Story Template

As <who? user role> ,I want <what? function>so that <why? value>.


Granularity of User Stories


Epic

User Story 1

User Story 2

User Story 3

Too Big, sketchy Small, detailed, specific



Building a Backlog of User Stories


Priority User Story Value Risk

1 As a … +++ +++

2 As a … +++ ++

3 As a … +++ +

4 As a … ++ +

5 As a … ++ +

... ... ... ...

Plans are nothing, Planing is everything.

Be prepared for chance


Traditional Approach

#euprio2018 Masterclass 10 Steps to Build a Digital Strategy

deve

lopme

nt of

digit

al off

ers

time

interval: 4-6 years

deviation

as it should be (red)

as it is (blue)

relaunch

Moderne Approch: Agile

#euprio2018 Masterclass 10 Steps to Build a Digital Strategy

interval: 2-4 weeks

Sprint

as it should be (red)as it is (blue)

deve

lopme

nt of

digit

al off

ers

time

Sequenze of Steps


… … … …

One big step

Many small steps

1

2

Start Goal

Why not adopting this insight to projects?


Product Backlog Sprint Backlog Sprint Softwareready to run,

improved incrementally

30 Days

Source: Wikipedia, Srum Process

Set Priorites

What is important?


M o S C o W

must

hould

on't

ouldPriorities are

What to do frist?


Value

3 2

1

Risk

Reuse Customer Journey

Worksheet Step 8 - Backlog with User Stories


# As a / an I want to … so that … Notes Priority Assigned Status

1 Bachelor Student enroll to university I can start studing Must Team B done

2 Researcher publish my research papers The peers can review them Comments of peers should be readable inline

Should Team A WiP


Invite everybody

Everybody can contribute anytime

Involve users for feedback

Start with the customer journey

Creating the backlog

Backlog should be available public

Make the prioritization rules transparent

Use tools for collaboration (Slack, Trello)

Groom the backlog

Advice for Building the Backlog

1d

One Pager: Step 8 - Scrum

Review

Status

Documents

List of requirements & problems Responsibility: PO Anyone can add entries Only PO prioritizes

Product Backlog

Summary in one sentence by PO Must be accepted by PO and T

Sprint goal

Each entry of the product backlog displays a list of related tasks. Responsibility: T Daily update of status & estimate by T Only T performs changes PO must not change the target

Sprint Backlog

List of current obstacles: technical or organizational blockades, open decisions Responsibility: SM, daily update

List of problems

Visualizes the progress and speed of the team, daily update

Burndown chart product & sprint

Test whether requirements are met Must be accepted by PO and T

Acceptance criteria

Useable result at the end of the sprint Corresponds to requirements and tests

Increment

Scrum documents and other documents for transparency against SH

Public information

Meetings

Presentation: SM, all participate, 1/2 - 2 days Input: Product Backlog und general conditions Output: Sprint goal and sprint backlog Procedure: PO shows goal and top priorities T estimated the effort, accepts the prioritized requirements and creates detailed entries in the sprint backlog

Planning

presentation: SM, all participate, 2-3 h Format: Informative and informal Procedure: - Demo & Discussion of increment - PO accepts or rejects increment - SM announces next planning meeting

Presentation: SM, all participate, 15 min. PO is only an observer and responds to a short question from T T: Reports the status briefly and updates the sprint burndown chart - What have I done yesterday? - What will I do today? - What are the problems? SM updates list of problems

presentation: SM, only T (no PO), 2-3 h Procedure: - T report successes and problems - T discuss improvements in the flow

Retrospective

Convicted by SM, if T can not reach the sprint goal Procedure: Analysis of the circumstances and solution

Abort (rare)

Daily (Status)

Review

General conditions

General conditions

Sprint goal

SprintBacklog

List of problems

Result/product

Increment

Product Backlog

Planning

…

…

Review

Status

Work

Current sprint (approx. 3 weeks)

previous day (8h)

current day (8h)

next day (8h)

Next sprint

previous sprint

Product backlog increment

Process

Product Backlog Increment

Burndown Chart

Roles

Product Owner: PO

Scrum Master: SM

Team Members: T

Stakeholder: SH

sets priorities

manages process removes blockades

developresult/product

Observe and advise

Customer

Infopark

Infopark

Customer

#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker (Source: William C. Wake - CC BY-NC-SA 2.5, modified by: A. Kriegisch, B. Völcker)



Set up Analytics

Step 9

Worksheet Step 9 - KPIs for Conversion


PRE

DURING

POST

Starting Point

Goal / Motive

User Role

Content

Content

Content

ContentContent

Content

Content

Content

Content

Content

Content

Content

Touch PointKPI



Get the money: Budgeting

Step 10

Resources Needed


Q1/2019 Q/4 2019

31.12.19

30.11.1903.01.16

01.01.16

Worksheet Step 10 - Resources & Budget


Budget MD Month Year

Content Creation 40 % 640

Content Seeding 15 % 240

IT Services 5 % 80

Development 25 % 400

Management 10 % 160

Reserve 5 % 80

100 % 1600



Done


Q & A …

Thank you!

EUPRI. 2018 - Masterclass - 10 Steps to Build a Digital ... · Sellers’ threat of forward...

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