A lecture focusing on how to create a solid and differentiated digital roadmap.
• How to plan for changing consumer expectations
• How to approach digital strategy planning
• What a social media maturity model looks like and how to apply it to your own roadmap efforts.
Great definition http://www.easy-strategy.com/strategy-definition.htmlStrategy is the mean by which objectives are consciously and systematically pursued and obtained over time. The word “strategy” derives from the Greek word stratçgos; which derives from two words: - "stratos" – meaning army."ago" – which is the ancient Greek for leading/guiding/moving.In its military aspect, the term had to do with stratagems by which a general sought to defeat an enemy, with plans he made for a campaign, and with the way, he moved and disposed his forces in war. The strategy definition most commonly known today is as the art of analyzing, projecting and directing campaigns. Strategy is not planning. Strategy deals with competitive situation in an uncontrolled environment. Planning deals with situations in a controlled environment.
You might question where the brand review, strategy & plan fits within this diagram. Ideally, a business review, strategy & plan and a brand r,s,p have taken place prior to a digital r,s,p. The brand idea & direction informs the strategy.
Deliver in a dedicated “immersion” workshop with cross functional, in person participationDo not lump the digital review and the digital strategy into one deliverable. There needs to be stakeholder check points & involvement so that by the project sponsor/approver sees the digital strategy and roadmap, there are no surprises.
A well designed digital experiences carefully manages several levels of consumer expectationsDifferentiators : Attacts customers away from a competitor. We need to excel at this to increase market share!Satisfiers: May improve satisfaction, but are ‘nice to have’ because they do not change buying behaviour.Basic Expectations: If expectations are not met or done poorly, it drives dissatisfaction and would cause customers to leave.Must do this – but only to “meet the minimum” - no gain in over-investing.