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iONOLOGY
Niall McKeown
Digital Business Transformation
iONOLOGY
iONOLOGYiONOLOGY
iONOLOGY
Fire Fighting
Process
Operational
Effectiveness
Strategy
Education
Innovation
‘Doing’ more
than ‘thinking’
Simplifying tasks
Vision, purpose
& leadership
Management. Automation.

Doing more with less
Building on theory
and practice
Ideas turned
into money
Excellence
6 Steps to Business Excellence
iONOLOGY
iONOLOGY
© All Rights Reserved iON Technologies Ltd.
What is Strategy?
iONOLOGY
iONOLOGY
What is Strategy?
“A strategy is a plan of action designed to
achieve a specific goal, in conditions of
uncertainty, with defined limited resources”
iONOLOGY
iONOLOGY
What is Digital Strategy?
“In the fields of strategic management, marketing
strategy and business strategy, digital strategy is
the process of specifying an organization's vision,
goals, opportunities and initiatives in order to
maximize the business benefits of digital
marketing to the organization.”
iONOLOGY
iONOLOGY
What is Digital Strategy?
“Strategy comes from identifying one or two
critical issues in the situation – the pivotal
points that can multiply the effectiveness of
effort – then focusing and concentrating
action and resources on them”
2011 Financial Times and
Goldman Sachs Business
Book of the Year
iONOLOGY
iONOLOGY
Diagnosis
Coherent

Action
Guiding
Policy
Strategy Kernel
© All Rights Reserved iON Technologies Ltd.
iONOLOGY
iONOLOGY
We Define Digital Business Strategy As…
“Digital Business Strategy is the systematic process of
diagnosing and eliminating near term challenges using
technology, in order to progress a business towards its
stated vision. 



The 7 Principles of Digital Business Strategy is the most
efficient and comprehensive process available to ensure
actions are indeed strategic and not just tactical” 
iONOLOGY
iONOLOGY
iONOLOGY
1. Know Yourself 2. Customers 3. Marketplace 4. Resources
5. Position 6. Engine of Growth
7. Tactics
iONOLOGY
1. Know Yourself 2. Customers 3. Marketplace 4. Resources
5. Position 6. Engine of Growth
7. Tactics
iONOLOGY
1. Know Yourself 2. Customers 3. Marketplace 4. Resources
Micro Analysis
iONOLOGY
Micro Analysis
Ambition &
Unique Value Proposition
Digital Marketplace
Dynamics
Time, Talent & Cash
Customer Data
Dynamics
2. Customers 3. Marketplace
4. Resources
1. Know Yourself
iONOLOGY
1. Know Yourself 2. Customers 3. Marketplace 4. Resources
Micro Analysis
iONOLOGY
1. Know Yourself 2. Customers 3. Marketplace 4. Resources
5. Position 6. Engine of Growth
7. Tactics
iONOLOGY
5. Position 6. Engine of Growth
Macro Analysis
iONOLOGY
© All Rights Reserved iON Technologies Ltd.
What’s Your Online
Engine of Growth?
5. Position 6. Engine of Growth
iONOLOGY
iONOLOGY
Engine of Growth
5. Position 6. Engine of Growth
© All Rights Reserved iON Technologies Ltd.
1 2
3 4
Attract: Peer review, people sharing our
content
Attract: As the biggest online provider in
‘our world’ people find us by brand
Attract: Word of mouth, sales reps and a
host of other efforts
Attract: Google ads and other paid for
channels
Behaviour: Blogs, insights and opinions
Behaviour: To complete a top task
Behaviour: Contact us and about us Behaviour: Looking at our products/service
Purpose: To be seen as a thought leader
Purpose: To grow our digital business
through automation, engagement and
leadership
Purpose: Our website supports our sales staff
and other sales efforts
Purpose: To sell our product/service
Analytics: Strategically we want to be
referenced more than anyone else
Analytics: Strategically we want to defend
channels while commercialising inventions
Analytics: We aren’t using analytics in
decision making just yet
Analytics: Lowering Cost Per Acquisition is
our main strategic aim
Select The Statement Most Suited To Your Business
iONOLOGY
Engine of Growth
5. Position 6. Engine of Growth
Exclusive
Niche !
or limited Audience Mass MarketMainstream
Warm!
(Comforted)
Mild!
(Informed)
Cold 

(Rational)
Customer 

Volume
How Customer Perceives 

Your Business
6
5 7
3
1
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot!
(Passionate)
© All Rights Reserved iON Technologies Ltd.
Over Here
Industry Leader
SmoothOmnipresence
Members
Shout LoudlyHand Shake
High 5
iONOLOGY
Campaign
1
Campaign
2
Campaign
3
Campaign
4
5. Position 6. Engine of Growth
© All Rights Reserved iON Technologies Ltd.
Warm!
(Comforted)
Mild!
(Informed)
5
1
Authority
Advocacy
Mile Marker 2
Mile Marker 3
Mile Marker 1
Mile Marker 4
iONOLOGY
© All Rights Reserved iON Technologies Ltd.
Strategy Delivery
Software
iONOLOGY
iONOLOGY
How We Do It…
© All Rights Reserved iON Technologies Ltd.
iONOLOGY
iONOLOGY
How We Do It…
© All Rights Reserved iON Technologies Ltd.
iONOLOGY
iONOLOGY
How We Do It…
© All Rights Reserved iON Technologies Ltd.
iONOLOGY
iONOLOGY
How We Do It…
© All Rights Reserved iON Technologies Ltd.
iONOLOGY
iONOLOGY
How We Do It…
© All Rights Reserved iON Technologies Ltd.
iONOLOGY
iONOLOGY
© All Rights Reserved iON Technologies Ltd.
Case Study
iONOLOGY
5. Position 6. Engine of Growth
iONOLOGY
iONOLOGY
© All Rights Reserved iON Technologies Ltd.
How?
© All Rights Reserved iON Technologies Ltd.
Mild!
(Informed)
Cold 

(Rational)
1
4
Advocacy
Persona Planning & Website
Design
Process
Tools
Training
Tactics
Resolve Channel Conflict
Peer Review Engagement
& planning
Therapist Induction
Blogger Outreach
Large scale vision/
execution content plan
Demand Tests
Propensity to purchase
Production Size Demand
Technology Choices
Video case studies
Setup Basecamp & Move
Staff Training & Culture
iONOLOGY
iONOLOGY
iONOLOGY
iONOLOGY
iONOLOGY
iONOLOGY
iONOLOGY
iONOLOGY
iONOLOGY
iONOLOGY
iONOLOGY
iONOLOGY
iONOLOGY
iONOLOGY
iONOLOGY
iONOLOGY
iONOLOGY
iONOLOGY

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The 7 Principles of Digital Business Strategy & Transformation

  • 4. iONOLOGY Fire Fighting Process Operational Effectiveness Strategy Education Innovation ‘Doing’ more than ‘thinking’ Simplifying tasks Vision, purpose & leadership Management. Automation.
 Doing more with less Building on theory and practice Ideas turned into money Excellence 6 Steps to Business Excellence
  • 6. iONOLOGY © All Rights Reserved iON Technologies Ltd. What is Strategy? iONOLOGY
  • 7. iONOLOGY What is Strategy? “A strategy is a plan of action designed to achieve a specific goal, in conditions of uncertainty, with defined limited resources” iONOLOGY
  • 8. iONOLOGY What is Digital Strategy? “In the fields of strategic management, marketing strategy and business strategy, digital strategy is the process of specifying an organization's vision, goals, opportunities and initiatives in order to maximize the business benefits of digital marketing to the organization.” iONOLOGY
  • 9. iONOLOGY What is Digital Strategy? “Strategy comes from identifying one or two critical issues in the situation – the pivotal points that can multiply the effectiveness of effort – then focusing and concentrating action and resources on them” 2011 Financial Times and Goldman Sachs Business Book of the Year iONOLOGY
  • 10. iONOLOGY Diagnosis Coherent
 Action Guiding Policy Strategy Kernel © All Rights Reserved iON Technologies Ltd. iONOLOGY
  • 11. iONOLOGY We Define Digital Business Strategy As… “Digital Business Strategy is the systematic process of diagnosing and eliminating near term challenges using technology, in order to progress a business towards its stated vision. 
 
 The 7 Principles of Digital Business Strategy is the most efficient and comprehensive process available to ensure actions are indeed strategic and not just tactical”  iONOLOGY
  • 13. iONOLOGY 1. Know Yourself 2. Customers 3. Marketplace 4. Resources 5. Position 6. Engine of Growth 7. Tactics
  • 14. iONOLOGY 1. Know Yourself 2. Customers 3. Marketplace 4. Resources 5. Position 6. Engine of Growth 7. Tactics
  • 15. iONOLOGY 1. Know Yourself 2. Customers 3. Marketplace 4. Resources Micro Analysis
  • 16. iONOLOGY Micro Analysis Ambition & Unique Value Proposition Digital Marketplace Dynamics Time, Talent & Cash Customer Data Dynamics 2. Customers 3. Marketplace 4. Resources 1. Know Yourself
  • 17. iONOLOGY 1. Know Yourself 2. Customers 3. Marketplace 4. Resources Micro Analysis
  • 18. iONOLOGY 1. Know Yourself 2. Customers 3. Marketplace 4. Resources 5. Position 6. Engine of Growth 7. Tactics
  • 19. iONOLOGY 5. Position 6. Engine of Growth Macro Analysis
  • 20. iONOLOGY © All Rights Reserved iON Technologies Ltd. What’s Your Online Engine of Growth? 5. Position 6. Engine of Growth iONOLOGY
  • 21. iONOLOGY Engine of Growth 5. Position 6. Engine of Growth © All Rights Reserved iON Technologies Ltd. 1 2 3 4 Attract: Peer review, people sharing our content Attract: As the biggest online provider in ‘our world’ people find us by brand Attract: Word of mouth, sales reps and a host of other efforts Attract: Google ads and other paid for channels Behaviour: Blogs, insights and opinions Behaviour: To complete a top task Behaviour: Contact us and about us Behaviour: Looking at our products/service Purpose: To be seen as a thought leader Purpose: To grow our digital business through automation, engagement and leadership Purpose: Our website supports our sales staff and other sales efforts Purpose: To sell our product/service Analytics: Strategically we want to be referenced more than anyone else Analytics: Strategically we want to defend channels while commercialising inventions Analytics: We aren’t using analytics in decision making just yet Analytics: Lowering Cost Per Acquisition is our main strategic aim Select The Statement Most Suited To Your Business
  • 22. iONOLOGY Engine of Growth 5. Position 6. Engine of Growth Exclusive Niche ! or limited Audience Mass MarketMainstream Warm! (Comforted) Mild! (Informed) Cold 
 (Rational) Customer 
 Volume How Customer Perceives 
 Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot! (Passionate) © All Rights Reserved iON Technologies Ltd. Over Here Industry Leader SmoothOmnipresence Members Shout LoudlyHand Shake High 5
  • 23. iONOLOGY Campaign 1 Campaign 2 Campaign 3 Campaign 4 5. Position 6. Engine of Growth © All Rights Reserved iON Technologies Ltd. Warm! (Comforted) Mild! (Informed) 5 1 Authority Advocacy Mile Marker 2 Mile Marker 3 Mile Marker 1 Mile Marker 4
  • 24. iONOLOGY © All Rights Reserved iON Technologies Ltd. Strategy Delivery Software iONOLOGY
  • 25. iONOLOGY How We Do It… © All Rights Reserved iON Technologies Ltd. iONOLOGY
  • 26. iONOLOGY How We Do It… © All Rights Reserved iON Technologies Ltd. iONOLOGY
  • 27. iONOLOGY How We Do It… © All Rights Reserved iON Technologies Ltd. iONOLOGY
  • 28. iONOLOGY How We Do It… © All Rights Reserved iON Technologies Ltd. iONOLOGY
  • 29. iONOLOGY How We Do It… © All Rights Reserved iON Technologies Ltd. iONOLOGY
  • 30. iONOLOGY © All Rights Reserved iON Technologies Ltd. Case Study iONOLOGY 5. Position 6. Engine of Growth
  • 33. © All Rights Reserved iON Technologies Ltd. How?
  • 34. © All Rights Reserved iON Technologies Ltd. Mild! (Informed) Cold 
 (Rational) 1 4 Advocacy Persona Planning & Website Design Process Tools Training Tactics Resolve Channel Conflict Peer Review Engagement & planning Therapist Induction Blogger Outreach Large scale vision/ execution content plan Demand Tests Propensity to purchase Production Size Demand Technology Choices Video case studies Setup Basecamp & Move Staff Training & Culture