integrating your digital strategy

INTEGRATING YOUR DIGITAL STRATEGYSimon KingsnorthGlobal Head of Digital Marketing and Digital Marketing Author

@thekingsnorth

Beware of the silo

DIGITAL MARKETING HR FINANCE TECH

WHO DO YOU THINK YOU ARE?

• Are you customer centric?• Do you work digital first?• Do you live your brand?• Is your culture supportive?• Is your strategy aligned to your vision?• Are your KPIs aligned to the business?

Customer-centric

companies are 60%

more profitable

INTEGRATING CUSTOMER SERVICE

• Remember good service principles

Teamwork

Listen

Be Real

Be Honest

Know Your

Products

Be Empathetic

Every second counts

in just a few years 89% of business will

compete mainly on customer experience (Gartner)

…AND SOCIAL SERVICE?

• Should you touch social service• Who owns social service?

#askjpm

#AskBG

#TescoTweets

BK Hack

67% of consumers

have used a company's

social media site for

servicing 

IS SOCIAL SENSIBLE?

• Are your customers there?• Will you be authentic?• Is your content strategy setup?• Do you separate social channels?• Are you a one-way communicator?

DOES MOBILE MATTER

• Responsive?• Analytics?• Apple / Android?• Social media?

78% of active Twitter

users are mobile.81% for

Facebook

HOW DEEP IS YOUR CONTENT STRATEGY?

• Do you have the processes?• Do you have the resource?• Do you have the SMEs?• What distribution channels are open?• Curation or creation?

84 percent of B2B marketers

said brand awareness was

a top goal. Content Marketing

Institute

24 percent of organizations

now devote 50 percent or more of their budget

to content.Contently

FUTURE PROOFING

• Internet of things• Wearables and Implants• World Wifi and Lifi• Beacons• Drones

Hologram Engineer

Nano Medic

Vertical Farmer

Child designer

Bodypart Builder Virtual

System Designer

Personal Data

Guard

KNOW YOUR ENEMY

• Understanding decision making

PRESENTING YOUR STRATEGY

• 6S Framework TM

– Synopsis: Exec summary– Scene setting: Background, goals– Story: What are we doing?– Sums: Financials– Steps: Action plan with timescales– Surprise: Be prepared

Thanks for listening

Simon Kingsnorth@thekingsnorth