DIGITAL STRATEGY + CENTER OF EXCELLENCE

P T W 2 0 1 4 – C A P T E C H C O N S U L T I N G – D I G I T A L B U S I N E S S T R A N S F O R M A T I O N

A P R I L 8 , 2 1 0 4 – P H I L A D E L P H I A , P A

A STORY ABOUT CREATING A DIGITAL STRATEGY + A MARKETING CENTER OF EXCELLENCE IN 3 MINUTES

CREATING A DIGITAL STRATEGY

THIS IS A STORY ABOUT CHANGE.

BUILDING A MARKETING CENTER OF EXCELLENCE

D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

EVERYONE WANTS CHANGE BUT NOBODY WANTS TO CHANGE.

BUY THIS BOOK. READ THIS BOOK. GIVE IT TO EVERYONE IN YOUR ORGANIZATION.

DIGITAL ADAPTATION By Paul Boag

D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

D I G I TA L S T R AT E G Y

D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

On September 10, 2013 CapTech began a 7 week engagement at Dominion Resources in Richmond VA to create a Digital Communications Strategy.

The team took over a conference room and this would become the Digital Strategy “war room”.

Without this level of collaboration the work simply could not have been done.

D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

MULTI-CHANNEL is simply having multiple channels through which you buy, market, sell, and fulfill.

CROSS-CHANNEL has the ability to see all of a customer’s information across all channels enables more personalized offers based on their brand relationship.

OMNICHANNEL weaves all the touchpoints of the products and services of the brand into a seamless fabric of all phases of the customer’s brand experience.

GOAL

D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

DIGITAL  STRATEGY  101  –  BUD  CADDELL  DIGITAL  STRATEGY  101  –  BUD  CADDELL  

A digital strategy allows you to understand the who, what, when, and where of listening and responding to consumers, bridging brand experiences, iterating offerings, and collecting and activating consumer relationships in order to accomplish an actionable and measurable objective.

SOURCE: DIGITAL STRATEGY 101: BUD CADDELL

D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

1. GUIDING PRINCIPLES

2. CHALLENGES & OPPORTUNITIES

3. STRATEGIC PRIORITIES

4. OUTCOMES

5. DETERMINING INITIATIVES

6. ROADMAP

7. GOVERNANCE

WHAT WAS IN THE DIGITAL STRATEGY?

D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

SOURCE: DIGITAL ADAPTION BY PAUL BOAG

FIRST, WE ESTABLISHED SOME GUIDING PRINCIPLES.

D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

HERE ARE OUR GUIDING PRINCIPLES.

We view Dominion information as a resource to be made available to advance our commitment to transparency, disclosure, and engagement. We harness technology to provide easily accessible, responsive, and cost-effective services. We value, recognize, and facilitate the right of our customers to be engaged. We ensure that our customers are not unfairly disadvantaged because of the “digital divide” created by technology.

D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

HERE ARE OUR CHALLENGES & OPPORTUNITIES.

CUSTOMER EXPECTATIONS

BRAND CONFUSION

BUDGETARY CONSIDERATIONS

TECHNOLOGY CONSIDERATION

SHAREHOLDER CONSIDERATIONS

INFORMATION SECURITY CONSIDERATIONS

CORPORATE CULTURE CONSIDERATIONS

ORGANIZATIONAL FRAGMENTATION

Customer Expectations

Brand Confusion

Budgetary Considerations

Technology Considerations

Shareholder Considerations

Information Security

Considerations

Corporate Culture

Considerations

Organizational Fragmentation

Surprisingly, out of eight challenges & opportunities, only two are about technology.

D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

ORGANIZATIONAL GAPS IN DIGITAL BUSINESS TRANSFORMATION

MISSING SKILLS

Percentage of companies encountering gaps in Skills, IT, or Culture as mentioned by their executives.

CULTURE ISSUES

DISAPPOINTING I.T.

77%

55%

50%

D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

SOURCE:  MIT  CENTER  FOR  DIGITAL  BUSINESS  

D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

HERE ARE OUR STRATEGIC PRIORITIES.

EXECUTIVE SPONSORSHIP

CUSTOMER EXPERIENCE

BRAND CLARITY

COMMUNITY AWARENESS

CORPORATE CULTURE

PROCESS

SKILLS

MEASUREMENT

TECHNOLOGY

D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

1.  PROVIDE AN EXCELLENT CUSTOMER EXPERIENCE

2.  BUILD STRONG BRAND RELATIONSHIPS

3.  BUILD SHAREWORTHY COMMUNITY AWARENESS

HERE ARE OUR OUTCOMES.

2014 2015            

Usability Testing (Web & Mobile)

Search Engine Optimization - Installed (Web) Search Engine Optimization - Strategy (Web)

Refine Information Architecture (Web) Personalization Installed (Rules-Based)

Social Media Campaigns

Outbound Company Email Video Strategy

Accessibility Strategy

Executive Blogs Digital Contests

Customer Feedback Capability Installed

Digital Executive Steering Committee

Digital Core Committee – Cross Company

Governance Plan

Digital Team Organizational Review Customer Advocacy

Digital Training (Sitecore) Digital Training (All Digital Tools)

Digital Measurement Scorecard Web Analytics Evaluation

Responsive Design (Web & Mobile)

Text – Outage Alerts    

Expand Mobile Strategy

Enhanced Demand Side M

Digital Promotion

Sitecore Targeted Con

Contact Strategy Creative Style Guide

   

CUSTOMER EXPERIENCE

BRAND CLARITY

COMMUNITY AWARENESS

EXECUTIVE SPONSORSHIP

D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

HERE’S A ROADMAP.

D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

HERE IS HOW GOVERNANCE FITS INTO THE PLAN.

CONTENT

STRUCTURE

WORKFLOW

GOVERNANCE

CONTENT COMPONENTS

PEOPLE COMPONENTS

HINT: A Governance Model does not equal the org chart. It describes a collaborative, multi-discipline team that spans business units.

DIGITAL STRATEGY

C E N T E R O F E X C E L L E N C E

D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

Governance & Business

Process

Digital Capability Maturity &

Best Practices

Training, Development & Advocacy

Analytics, Research &

Convergence Strategy

YOU’LL NEED A DIGITAL

CENTER OF EXCELLENCE

OK. WHY DO I NEED A DIGITAL CENTER OF EXCELLENCE?

D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

TESTING & TARGETING

CONTENT MANAGEMENT

OTHER BUSINESS SYSTEMS

COMMERCE

CRM

MARKETING AUTOMATION,

EMAIL, ETC.

SITES MOBILE

COMMERCE COMMUNITY

SOCIAL MEDIA SEARCH

EMAIL APPS

MEASUREMENT, MONITORING & OPTIMIZATION THE GOOD NEWS:

Technology is making it easier for companies to deliver delightful experiences.

THE BAD NEWS: It can feel like an impossible task. (Legacy systems).

SOURCE    

D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

Provide leadership, evangelization, best practices, research, support and training for a focus area.

Establish a Center of Excellence A Federation of Independents Shared Strategy, Infrastructure, and Execution

D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

Consistent, efficient, accurate operational execution and delivery, technology use, and data analysis in a verifiable manner.

Strategy for identifying KPIs to measure success in data-driven initiatives; principles of Lean Analytics and Agile Marketing as applicable to data convergence.

Optimal use of technology, cross-functional development, knowledge acceleration, and socializing collaboration success.

Deployment of new digital capabilities and iterative, evolving improvement in data quality and timely campaign execution.

GOVERNANCE & BUSINESS PROCESS

ANALYTICS & CONVERGENCE STRATEGY TRAINING, DEVELOPMENT & ADVOCACY

CAPABILITY MATURITY & BEST PRACTICES

Marketing Center of

Excellence

D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

THANK YOU. Was that 3 minutes?

Bill Rattner Director, Digital Strategy

brattner@captechconsulting.com

Twitter: @BillRattner

Mark Mountan Marketing Center of Excellence

mmountan@captechconsulting.com

D I G I T A L S T R A T E G Y + M A R K E T I N G C E N T E R O F E X C E L L E N C E

CapTech / Philly: 676 E Swedesford Road Wayne, PA 19087 Contact: Andy Sofish asofish@captechconsulting.com http://capte.ch/digital