Charlene Li, CEO and Principal Analyst

@charleneli

The Secret to Digital Strategy Success

Putting People First, Not Technology

STRATEGY

What you will do…and won’t do with digital

Digital is

About

Putting

People First

Short -term

Transactional

Occasional

Impersonal

Long-term

Two-way

Constant

Authentic

What kind of relationship do you want?

Four Components of a Relationship-Based

Digital Strategy

1. Engagement 2. Data

3. Capabilities 4. Leadership

Digital

Strategy

Four Components of a Relationship-Based

Digital Strategy

1. Engagement

Why Most Digital Strategies Fail

Measuring

campaigns not

relationships

A Notable Disconnect

Lead scoring

Prevent Churn

Conquesting

Sampling

Reward loyalty Promote advocates

Reactivation

Product

personalization

Identify

influencers

Lookalike Audiences

Anticipate

support

find understanding

customer behavior an

extremely significant

challenge

53% Mapping the

Customer Journey

Maersk Line Maps and Plans

Engagement by Type of Relationship

Wells Fargo’s Command Center

Operates at Scale

Strategy

• Early alert system for emerging issues

• Routing and triage to stakeholders

• Data trends on a range of topics

Structure

• 60 active users (dashboards and data)

• Runs on Brandwatch

• Rolled out in early 2014

Benefits

• Insight for senior leaders

• Speed to market for new products

• Improved customer service

13

Wells Fargo Mortgage Brokers Empowered

on Facebook and Linkedin

Facebook

Linkedin

Four Components of a Relationship-Based

Digital Strategy

2. Data

SEM

Website

content

Ads:

display,

retargeting,

affiliate

Email

SMS

Case Study: Universal Music Group uses

social data to better target customers

• Profile

• Friends

• Reviews

• Comments

• Location

• Shares

• Views

• Likes

Universal Music Group uses social data

to better understand customer interests

1. Match social

profiles to email

through social login

Social

scores

Append to email database

2. Capture social signals • Facebook Likes • Twitter Follows • Spotify Listens • Youtube Views

Non-Targeted Email

Unique Open Rate: 7%

“Batch & Blast”

Content Heavy

20+ Promoted Items

UMG’s Interscope

Records Customer

Email

Interscope Sees Lift in Open Rates by Targeting

with Social Signals

Semi-targeted Email Unique

Open Rate: 16%

Targeted Twitter Followers of

• Will.i.am

• Britney Spears

• Lil Wayne

• Diddy

Note: for those unfamiliar, “The XX” is a band

Combining Social Scores

for Even More Relevance

∙ Targeted Email Unique

Open Rate: 66.7%

∙ 10x increase

∙ Targeted by:

∙ “The XX” Social Scores*

∙ Great Gatsby Social Scores

Finding the value of digital

transformation can be like

navigating with a flashlight

Data Diversity Requires Data

Expertise

Content Type Social Action Type

Content Lifespan

Platform Demographic

Type of User Relationships

Data Types Location Awareness

Clean Data is Happy Data

∙ Source: Altimeter Group

23

Publishers (Social Networks, Community, Enterprise Collaboration)

Social Data Middleware (Gnip, DataShift, Topsy, Firehouse, Public APIs)

Social Applications

Listening/Monitoring

Engagement SMMS)

Publishing Analytics

Enterprise Applications

CRM BI Market

Research Commerce

Email Marketing

Fraud Detection/Ri

sk Mgt

Supply Chain

Social Data Intelligence

Emerges Over Time

Ask the Right Question about Value

25

“We tend to overvalue the things

we can measure, and undervalue

the things we cannot.”

- John Hayes, CMO of American Express

Four Components of a

Relationship-Based Digital Strategy

3. Capabilities

Biggest Challenges of Digital

Converged Media Challenges Culture and Organizations

Media Buyers

Advertising

Sponsorships Content Marketing

Communications

Business Units

Public Relations

HR/Advocacy

Create a Center for Excellence with

Clear Responsibilities

29

Executive

Alignment

Content &

Customer

Experience

Policies

Best Practices

Sharing

Metrics &

Accountability

Staffing &

Training

Enterprise

Platforms

Listening &

Analytics

Enterprise

Digital

Strategy

Develops content strategy

that supports CX. Oversees

POE platforms including

Web, Community,

Facebook, Twitter, LinkedIn

Coordinates digital

policies and

procedures

Leverage best

practices across

Regions/LoB

Align Investment in holistic digital approach

Help set standards for

staffing / roles and training

Leads process across functions to prevent needless silos in strategy

Provides insights for

use throughout the

organization

Manage a set of

common platforms all

Regions/LoB need

Manage common measurement

framework to ensure ROI impact

Digital

Hub

TD Bank Focuses on Employee

Engagement to Connect with Customers

30

• 85,000 users in CND &

USA

• 2M connections made

• 6,500 communities

Business Value

• Build for the Future

• Supports Transparency

• Supports Unique &

Inclusive Employee

Culture

• Productivity

• Employee Engagement

7,000 Applebee’s employees in 1,000 locations monitor and respond to customers in social media

Planning is Needed to Scale Engagement

Community

∙ Where are they?

∙ What are the touch points?

∙ Who’s interacting with them?

Content

∙ Where is it coming from?

∙ Local vs. regional vs. national

∙ How is it distributed?

Governance

• Who has permission? Training?

• What are the brand guidelines?

• How do you empower but maintain

oversight?

Orchestration

• Who’s responsible?

(local/regional/national)

• How do you monitor?

• How do you analyze the data?

EX

TE

RN

AL

INT

ER

NA

L

Education Develops Judgment – and the

Confidence to Use It

What you should do What you shouldn’t

do Judgment is needed in between

Four Components of Digital Strategy

4. Leadership

Leadership Framework for the Digital Era

Create Shareable

Digital Content

Set Digital Engagement

Strategy

Filter Digital Signal from Noisy Data

Drive Organizational

Digital Capabilities

Personal Organizational

Internal

External

Key Players in Digital Transformation

CHRO

CMO

CIO

How to Get Results

#1 Develop

Trust

#2

Focus

#3

Scale

Digital is

About

Putting

People First