digital strategies for international markets | niall mckeown | ionology

Niall McKeown @niallmckeown

Digital Strategy For International Markets

What is strategy?

Strategy creates competitive advantage

People and a culture of innovation sustains it

Technology & Communications is the means by which it is delivered

how come…

Double Business in 18 Months

Zero to €4,000,000 in one year 50,000 co-collaborating

how come…?

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7 PRINCIPLES Knowyourself

ResourcesMarketplaceCustomers

Marketposition

Engine of growth Tactics

THERE IS A FRAMEWORK FOR PLANNING ACTIONABLE STRATEGIES

FOR INTERNATIONAL DIGITAL

CULTURAL HIERARCHY OF NEEDS

The Principle Disciplines Leading Digital Transformation

DigitalTransformation

Communications Technology

Lead

ersh

ip

Technology Support

RapidSolutionBuilders

Marketing Tactics

Communications Leadership

Short Term Management

Leading StepChange

Crying baby Kitchen fire Some calls

Interruptions Distractions Most calls

Trivia Busy Work Browsing

Planning Strategy Exercise Change

Urgent Not Urgent

Impo

rtant

Not

Impo

rtant

Put First Things First

7 Principles of Digital Business Strategy

Resources4

Marketposition

5 Engineof growth

6 Tactics7

Marketplace3

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Knowyourself

17 principles

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Customers2

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Customer Volume

How Customer Perceives Your Business

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PrimeAuthority

AttentionAdvocacy

All Media

Bought MediaOwned Media

Earned Media

Hot(Passionate)

LENS LOCK [ ]

Ionology Digital Strategy Quadrant

Ionology Digital Strategy Quadrant

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M1 M2 M3 M4 M5 M6

Advocacy Attention Authority Prime

© All Rights Reserved

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LENS LOCK [Ireland GAA]

Ionology Digital Strategy Quadrant

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Customer Volume

How Customer Perceives Your Business

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LENS LOCK [UK]

Ionology Digital Strategy Quadrant

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LENS LOCK [ Vertical or Geographic]

Ionology Digital Strategy Quadrant

Start Here >

< Destination

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Builder

Story Teller Strategiest

Scientist

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Ionology Digital Strategy Quadrant

People

Opinion StrategiestServicing Demand

Price/Product

Ionology Digital Strategy Quadrant

Yourself

Customer

Market

Resources

Diagnosis

Strategic Ambition

Competitors

Proposition

Force=ma

Volume Time

Talent

Cash

1 3

2 4

Task

Intent

Unique Value Proposition

Ionology Digital Strategy Quadrant

Yourself

Diagnosis

Strategic Ambition

1

Unique Value Proposition“We are the _______ in ______ for _____ because

we do _______ better than anyone else”Only/Fastest Ireland Service/Product

CONCREATE

Ionology Digital Strategy Quadrant

Yourself

Customer

Market

Resources

Diagnosis

Strategic Ambition

Competitors

Proposition

Force=ma

Volume Time

Talent

Cash

1 3

2 4

Task

Intent

Unique Value Proposition

Resources

Resources

Time

Talent

Cash

4

Ionology Digital Strategy Quadrant

Yourself

Customer

Market

Resources

Diagnosis

Strategic Ambition

Competitors

Proposition

Force=ma

Volume Time

Talent

Cash

1 3

2 4

Task

Intent

Unique Value Proposition

Ionology Digital Strategy Quadrant

Market

Competitors

Proposition

Force=ma

3Customer

Volume

2

Task

Intent

ExclusiveNiche

or limited Audience Mass MarketMainstream

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Customer Volume

How Customer Perceives Your Business

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PrimeAuthority

AttentionAdvocacy

All Media

Bought MediaOwned Media

Earned Media

Hot(Passionate)

LENS LOCK [ ]

Ionology Digital Strategy Quadrant

ExclusiveNiche

or limited Audience Mass MarketMainstream

Warm(Comforted)

Mild(Informed)

Cold (Rational)

Customer Volume

How Customer Perceives Your Business

6

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PrimeAuthority

AttentionAdvocacy

All Media

Bought MediaOwned Media

Earned Media

Hot(Passionate)

LENS LOCK [ ]

Ionology Digital Strategy Quadrant

ExclusiveNiche

or limited Audience Mass MarketMainstream

Warm(Comforted)

Mild(Informed)

Cold (Rational)

Customer Volume

How Customer Perceives Your Business

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PrimeAuthority

AttentionAdvocacy

All Media

Bought MediaOwned Media

Earned Media

Hot(Passionate)

LENS LOCK [ ]

Ionology Digital Strategy Quadrant

The Firefly Story

http://www.dailymail.co.uk/news/article-2604663/Flower-girl-4-took-steps-thanks-harness-attached-dad.html

Transform from “doing digital”

Digital Innovators

Digital Innovator

Characteristics

Digital Innovators Doing Digital

Set destinations Set targets

Create action based strategy and guiding policy

Manage people against targets

Sell the productSell the innovation

Bolt it on to ‘business as usual’

Create capacity, capability and fund transformation

Subjective decision makingOutcomes based data driven

decision making

Articulate outcomes in terms of technology

Constantly articulate the ‘human changed state’

Niall McKeown @niallmckeown

Digital Strategy in International Markets

ExclusiveNiche

or limited Audience Mass MarketMainstream

Warm(Comforted)

Mild(Informed)

Cold (Rational)

Customer Volume

How Customer Perceives Your Business

6

5 7

31

2 4

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PrimeAuthority

AttentionAdvocacy

All Media

Bought MediaOwned Media

Earned Media

Hot(Passionate)

Ionology Digital Strategy Quadrant

Inno

vatio

n

ExclusiveNiche

or limited Audience Mass MarketMainstream

Warm(Comforted)

Mild(Informed)

Cold (Rational)

Customer Volume

How Customer Perceives Your Business

6

5 7

31

2 4

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PrimeAuthority

AttentionAdvocacy

All Media

Bought MediaOwned Media

Earned Media

Hot(Passionate)

Ionology Digital Strategy Quadrant

ExclusiveNiche

or limited Audience Mass MarketMainstream

Warm(Comforted)

Mild(Informed)

Cold (Rational)

Customer Volume

How Customer Perceives Your Business

6

5 7

31

2 4

8

PrimeAuthority

AttentionAdvocacy

All Media

Bought MediaOwned Media

Earned Media

Hot(Passionate)

Ionology Digital Strategy Quadrant

ExclusiveNiche

or limited Audience Mass MarketMainstream

Warm(Comforted)

Mild(Informed)

Cold (Rational)

Customer Volume

How Customer Perceives Your Business

6

5 7

31

2 4

8

PrimeAuthority

AttentionAdvocacy

All Media

Bought MediaOwned Media

Earned Media

Hot(Passionate)

Ionology Digital Strategy Quadrant

ExclusiveNiche

or limited Audience Mass MarketMainstream

Warm(Comforted)

Mild(Informed)

Cold (Rational)

Customer Volume

How Customer Perceives Your Business

6

5 7

31

2 4

8

PrimeAuthority

AttentionAdvocacy

All Media

Bought MediaOwned Media

Earned Media

Hot(Passionate)

Ionology Digital Strategy Quadrant

ExclusiveNiche

or limited Audience Mass MarketMainstream

Warm(Comforted)

Mild(Informed)

Cold (Rational)

Customer Volume

How Customer Perceives Your Business

6

5 7

31

2 4

8

PrimeAuthority

AttentionAdvocacy

All Media

Bought MediaOwned Media

Earned Media

Hot(Passionate)

LENS LOCK [ ]

Ionology Digital Strategy Quadrant

Apple (AAPL) and Samsung continue to soak up all the industry's profits, McCourt says. Apple claimed 87.4% of phone earnings before interest and taxes in the fourth quarter, he said. Samsung took in 32.2% of industry profits. Because their combined earnings were higher than the industry's total earnings as a result of many vendors losing money in Q4, Apple and Samsung mathematically accounted for more than 100% of the industry's earnings.

A year ago, Apple accounted for 77.8% of mobile phone industry profits, followed by Samsung with 26.1%, McCourt said.

http://www.slate.com/blogs/moneybox/2014/02/12/smartphone_profits_apple_and_samsung_drink_all_your_milkshake.html