Tracey Brown presentation from The Internet Show Sydney 27 October 2011

1. Joining The Dots
Achieving a successful
integrated digital strategy

2. Tracey Brown
• 15 years working in online
• Client side:
– Westpac eBusiness
– Schroders
– Vodafone Group
• Agency side:
– XT3
– Co-founded Tipping Point
• Digital Strategy, Content Management, Email
Marketing, UX, Social Media Strategy
• Co-founded eMarketingConnected in 2011
– Web, social media, email marketing, mobile
– Services, training & member-based website for online
marketers (case studies, industry research, best practice
information)

3. Joining the Dots
• Overview
• Strategic Planning
• Getting Buy-in
• Implementing your Strategy
• Measuring the results

4. Overview
• The challenges of delivering a co-ordinated digital strategy
• Complexity of business, the organisation itself can be a lot to overcome
• Add in the complexity of digital channels, and technical difficulties as
well as fast pace of change – there’s a lot to consider
• Working out where digital ‘fits’ in the organisation can differ, depending
on the nature of business, departments involved etc
• The strategy will be a living document
• Following tips are based on my experience in digital over 15 years

5. Strategic Planning: Aligning Digital with
Business Objectives
• Business Objectives and Digital Objectives need to be aligned to make
sure the Digital Strategy will get support and deliver to the business
• Understand how they relate to each other - understand the importance of
Digital to the business and how to prioritise components of Digital strategy
Business Objective Digital Objective Metrics
Reduce Costs Increase customer service Volume of queries resolved
online (as a cheaper online
alternative to call centre)
Create differentiated brand Engage customers online Increased interactions in
experience through lifecycle online vs offline channels
Increase sales volume Online contribution to revenue Sales volume, sales conversion
per product rates, average order value

6. Strategic Planning: Aligning Digital with
Business Objectives
• Business Objectives and Digital Objectives need to be aligned to make
sure the Digital Strategy will get support and deliver to the business
• Understand how they relate to each other - understand the importance of
Tips :
Digital to the business and how to prioritise components of Digital strategy
Look for a Digital objective that correlates to each
business objective
Outline the link – how Objective
Business Objective Digital the business needs Digital in order to
Metrics
Reduce Costs
deliver the overall objectives (helps you at budget time!) resolved
Increase customer service Volume of queries
Start thinking about how(as a cheaper the objectives - KPI setting
online to measure online
and what metrics will need to be tracked
alternative to call centre)
Create differentiated brand Engage customers online Increased interactions in
experience through lifecycle online vs offline channels
Increase sales volume Online contribution to revenue Sales volume, sales conversion
per product rates, average order value

7. Strategic Planning: Consider Strategy
Holistically before looking at ‘Channels’
• What are the business goals
• Where does Digital support those
goals
• What are the strengths of each
channel
- awareness, direct sales, re-activation.
• What are the component parts
- Email, social media, website,
advertising, search
• Who owns what (and is that
clear?)
• How can the channels work
together?

8. Strategic Planning: Consider Strategy
Holistically before looking at ‘Channels’
• What are the business goals
• Where does Digital support those
goals
• What are the strengths of each Tips:
channel Map your objectives before looking at channels
- awareness, direct sales, re-activation. strengths of channels
Understand the
• What Be clear on who ownsparts channel – remove ambiguity and agree
are the component each
-
ownership, as well as rules for contacting customers
Email, social media, website,
advertising,on how your strategy will be determined a success – what
Be clear search
will you measure, how will you attribute activity
• Who owns what (and is that
clear?)
• How can the channels work
together?

9. Strategic Planning: Understand your business in
a local/global landscape
Look at your competitors – global/local in specific
areas eg
- Website
- Social Media
- Email Marketing
Determine where you compare to them
Look for research/insights
Understand your organisational capability/readiness
Use a framework to pull this together

10. Strategic Planning: Understand your business in
a local/global landscape
Look at your competitors – global/local in specific
areas:
- Website
- Social Media Tips :
- Email Marketing the core areas you’re interested in understanding – focus on
Define
areas that are important eg social media, email marketing
Determine where you compare to them at competitors
Look
Look at yourself – compare the results to your own capabilities
Look for research/insights for formal research (to backup your plans)
Look
Take your managers through the journey
Understand your organisational capability/readiness
Use a framework to pull this together

11. Getting Buy-in: Stakeholder Engagement
• Identify the ‘right’ stakeholders – may be people you don’t
immediately expect
• Think about the competing priorities and objectives
• Understand where the conflicts and overlapping activities might
be
– eg multiple depts wanting to email the same customers
• Your stakeholders can champion your Digital cause throughout
the organisation
• Having eyes and ears in other areas of the business helps you
become more aware.
– eg an HR committee working on a new recruitment portal might not think to
include you, but your HR stakeholders should

12. Getting Buy-in: Stakeholder Engagement
• Identify the ‘right’ stakeholders – may be people you don’t
immediately expect
• Think about the competing priorities and objectives
• Understand where the conflicts and overlapping activities might
be Tips:
– eg multipleSpendwanting to email theasame customers
depts time developing stakeholder map
Make time to speak to stakeholders regularly
• Your stakeholders can champion your Digital cause throughout
Structure meetings with them and consider formalised structures
the organisation
eg a working party, a Digital steering committee
• Having eyes and ears in otherfinanceof the business helps you
Don’t forget technology and areas are important stakeholders
become more aware.
– eg an HR committee working on a new recruitment portal might not think to
include you, but your HR stakeholders should

13. Getting Buy-in: Budget Planning & Allocation
• Your budget will never seem enough – a big part of your success can be
influencing others to spend their budget online
• Think about those stakeholders and who wanted to “own” elements of
digital
– They might need to co-fund some items
• Be clear about the link between budget and objectives
– If you have to sacrifice budget be clear what deliverables will be impacted

14. Getting Buy-in: Budget Planning & Allocation
• Your budget will never seem enough – a big part of your success can be
influencing others to spend their budget online
• Think about those stakeholders and who wanted to “own” elements of
Tips:
digital Cost the components of the desired digital strategy
– They might need to co-fund some items spend budget online
Influence others to
• Be clearBe aware of link between have to compromise if your budget is
about the what you will budget and objectives
trimmed
– If you have to sacrifice budget be clear what deliverables will be impacted
Track your budget carefully & expect to revisit budget at any time
during the year
Make sure you’ve included all elements eg creative, email
deployment, hosting fees

15. Strategic Planning: Create & Deliver the
Strategy
• Outline the goals
• Outline the approach
• Assign ownership, dependencies
• Get signoff
• Communicate the strategy to the business

16. Strategic Planning: Create & Deliver the
Strategy
• Outline the goals
• Outline the approach
• Assign ownership, dependencies
• Get signoff
Tips:
Create a document that defines the strategy
• Communicate the strategyclear how it will be measured
Be to the business
Be clear on ownership
Communicate the strategy to the business
Sell the vision

17. Implementing Your Strategy – Making Action
Plans
• Planning for success – be pragmatic and structured
• Priorities and timeframes need to be clear
• Raise awareness of dependencies, particularly if you are downstream
of projects outside your control
• Be aware of other Roadmaps within the organisation, particularly
Technology

18. Implementing Your Strategy – Making Action
Plans
• Planning for success – be pragmatic and structured
• Priorities and timeframes need to be clear
• Raise awareness of dependencies, particularly if you are downstream
of projects outside your control
Tips:
Ensure you are aware of other projects, interdependencies
• Be awareMake sure Roadmaps withinof status of other projects
of other you have visibility the organisation, particularly
Technology communicate status of your projects and how this
Clearly
impacts the strategy

19. Implementing your Strategy: Engaging
Suppliers
• Depending on complexity you might require an RFP/I/Q
– Can be difficult & challenging
• Put measures in place to ensure a transparent relationship. Make
your expectations clear
• Share KPI’s/business objectives eg increase online sales, so the
vendor knows what you are being measured on
• Raise and manage any issues proactively

20. Implementing your Strategy: Engaging
Suppliers
• Depending on complexity you might require an RFP/I/Q
– Can be difficult & challenging
Tips
• Put measures in place to ensure a :transparent relationship. Make
your expectations clear support for RFI/P/Q
Get
Make your expectations clear, document them
• Share KPI’s/business objectives eg increaseproduct/service so the
Share the vision – help them know where their online sales, fits
into the overall goals
vendor knows what you are being measured on
Put regular reviews in place eg monthly meeting and annual
• Raise and manage anyperformance reviews
issues proactively
Meet and document agreed actions, particularly if any issues
Create issues logs for ongoing issue management

21. Implementing your Strategy: Tools
• Many tools to consider, remember to
consider the strengths of each and how
it relates to the strategy & objectives
• Some tools combine multiple platforms
eg email marketing tools that also allow
social media monitoring & management
& have embedded analytics – can be
costly
• Dedicated tools are likely to have deeper
capabilities
• Getting tools to work together is
challenge, but you can also over-
complicate things by trying to get tools
that do ‘everything’

22. Implementing your Strategy: Tools
• Many tools to consider, remember to
consider the strengths of each and how
it relates to the strategy & objectives
• Some tools combine multiple platforms
Tips:
eg email marketing tools that also allow
social media monitoring & management looking at available tools
Define the business requirements before
& haveotherwise you risk comparingbe rather than seeing what
– embedded analytics – can tools
costly matches your requirement
• Dedicated tools on what you can afford to compromise – don’t
Be clear are likely to have deeper
capabilitiescompromise on things that are key to the strategy
• Getting tools to work together is
challenge, but you can also over-
complicate things by trying to get tools
that do ‘everything’

23. Implementing your Strategy: Processes and
Structures
• Processes & structures are important (if not glamorous)
• Are there limitations in processes or structure that hinder your ability to
deliver the strategy?
• Look at key areas of your digital strategy eg how long does it take to add
pages to sites, deploy email campaigns?
• If these processes take longer than desired, that is an obstacle to a
successful strategy.

24. Implementing your Strategy: Processes and
Structures
• Processes & structures are important (if not glamorous)
• Are there limitations in processes or structure that hinder your ability to
deliver the strategy?
• Look at key areas of your digital strategy eg how long does it take to add
Tips
pages to sites, deploy email campaigns?:
• If these processes take longer than desired, suspect an obstacle areas
Document processes – focus on any you that is are problem to a
successful strategy. deploy a campaign, time to create a template
eg time to
Assign ownership and timeframes to each step

25. Implementing your Strategy: Competence
Development
• Common to find areas that need
to increase awareness and
competence in Digital
• Could be specific training,
coaching
• Maybe opportunities to increase
management awareness of digital
strategy or areas of opportunity

26. Implementing your Strategy: Competence
Development
• Common to find areas that need
to increase awareness and
competence in Digital
• Could be specific training, Tips:
coaching Look at your own team, and yourself – any areas that need
training/coaching
• MaybeLook for innovative increasemake others in the business interested
opportunities to ways to
management awareness Digital – eg Learning Lunches
in of digital
strategy or areas own personal brand – become the ‘go to’ person about
Raise your of opportunity
anything Digital

27. Measurement and Optimisation: Setting
metrics & measurement
• Online is one of the most measurable areas of marketing
• Metrics will be determined by the business & online objectives
• Set clear KPI’s and put regular reporting in place
• What matters to you will be different from what matters to management
• Metrics might be coming from other areas of the business

28. Measurement and Optimisation: Setting
metrics & measurement
• Online is one of the most measurable areas of marketing
• Metrics will be determined by the business & online objectives
• Set clear KPI’s and put regular reporting in place
Tips:
• What matters to you willKPI’sdifferent fromStrategy
Clear be as part of the what matters to management
• Metrics might sure you have metrics included of the business
Make be coming from other areas for everything you
want to measure
Engage with other stakeholders if you need their numbers to make
the overall picture
Right level of detail for the audience

29. Measurement and Optimisation: Reporting
Success (and Challenges)
• Many systems can auto-send reports to stakeholders or provide
dashboards
• Unlikely to read them unless there’s a business impact to them
• Look for a way to update in person eg a brekky meeting once a month
• Don’t forget to include what’s not working – some of your stakeholders
might have ideas on new approaches

30. Measurement and Optimisation: Reporting
Success (and Challenges)
• Many systems can auto-send reports to stakeholders or provide
dashboards
• Unlikely to read them unless there’s a business impact to them
• Look for a way to update in person eg a brekky meeting once a month
Tips: – some of your stakeholders
• Don’t forget for include what’s not working own are meaningless
to the insights – numbers on their
Look
might have way toon new approaches in a meaningful way – not just
Find a ideas share the information
emailing a report each month
Share the results with interested stakeholders

31. Measurement and Optimisation: Finding time
for Optimisation
• Look for insights that can inform the next iteration of the strategy
• Look for ways to quickly and pragmatically prove/disprove theories
• Biggest challenge of online – finding time to analyse & optimise
• Static content and strategy can be the safe option, but finding the right
mix for your audience is the real insightful stuff – tapping into what works
for your audience will deliver the real business benefits.

32. Measurement and Optimisation: Finding time
for Optimisation
• Look for insights that can inform the next iteration of the strategy
• Look for ways to quickly and pragmatically prove/disprove theories
• Biggest challenge of online – finding time to analyse & optimise
Tips:
• Static content andCapture the data, the safe optimise but finding the right
strategy can be analyse, option,
mix for your audience is the real insightful stuff – tapping into what works
Build time for analysis & optimisation into everything you do
for your audience will deliver the real business benefits. why
Plan for analysis & optimisation, including how, when and
Find the insights on why optimisation has increased business
benefits & share that to your engaged stakeholders

33. Wrap up
1. Align Digital Strategy with overall business strategy and
objectives
2. Engage stakeholders; get buy-in, get budget, get going
3. Measure, analyse & optimise
Always keep sharing, keep talking and become the Digital
champion of your business

34. Keep in touch
Web: www.eMarketingConnected.com.au
Email: tracey.brown@emarketingconnected.com.au
Phone: 1300 366 385
http://au.linkedin.com/in/traceylbrown
@traceybrown74
www.facebook.com/pages/EMarketingConnected/