strategy for a digital world by louisa heinrich

Strategy for a Digital WorldLouisa Heinrich

@customdeluxe

Hyper Island

March 2015

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Prologue

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digital?

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strategy?

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Strategy = framework What, Why, How

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1. What’s the point?

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2. Find your focus.

7http://zoomwalls.com/telescope-city-evening-photo-focus-silver-metal-fence-hd-wallpaper/

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Magnificent. Failures.

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Let’s take a look.

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“An app that tracks the distance you walk”

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“An app that tracks the distance you walk”

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“An app that tracks the distance you walk”

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“An app that tracks the distance you walk”

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3. Be yourself.

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What’s wrong with this picture?

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DIESEL

(we help you) BE STUPID.

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DIESEL

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GOALS •To help you live better

(have more fun)

•To help you remember

what you’ve done

•To enable you to share

(with your mates, with the

world)

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DIESEL

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GOALS •To help you live better

(have more fun)

•To help you remember

what you’ve done

•To enable you to share

(with your mates, with the

world)

METHODS •By monitoring your phone’s

location

•By taking in data from

twitter/Instagram/

FourSquare

•By pulling travel data from

TripIt

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DIESEL

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GOALS •To help you live better

(have more fun)

•To help you remember

what you’ve done

•To enable you to share

(with your mates, with the

world)

METHODS •By monitoring your phone’s

location

•By taking in data from

twitter/Instagram/

FourSquare

•By pulling travel data from

TripIt

A mobile service that helps you keep track of your STUPID

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Healthcare provider

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Healthcare Provider

To help our customers live better, healthier lives by providing them with the products (and guidance) they need along the way

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Healthcare provider

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GOALS •To help you live better (be

healthier)

•To help you remember

•To enable you to share

(with your doctor)

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Healthcare provider

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GOALS •To help you live better (be

healthier)

•To help you remember

•To enable you to share

(with your doctor)

METHODS •By monitoring your phone’s

location

•By taking in data from your

wearables & scale

•By monitoring your food

orders on GrubHub

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Healthcare provider

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GOALS •To help you live better (be

healthier)

•To help you remember

•To enable you to share

(with your doctor)

METHODS •By monitoring your phone’s

location

•By taking in data from your

wearables & scale

•By monitoring your food

orders on GrubHub

A mobile service that helps you keep track of your lifestyle

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Q&A so far?

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Q: Where do you have permission to play?

Q: What are your focal points?

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Q. What’s your point?

Start making your strategic framework.

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Your point (what does your business do? Why

does it do it? What are its primary

methods?)

(Human-centred) Focal Points

(What problems do your customers/

audience have? What can you help

them with? Where do you have

‘permission to play’?)

Strategic Direction (This should unite or connect the two columns above)

Supporting Pillar

e.g. Digital Comms &

Campaigns (Focus on areas

that deliver on the

top-line strategy)

Supporting Pillar

e.g. Connected Environments (Focus on areas

that deliver on the

top-line strategy)

Supporting Pillar

e.g. Mobile services

(Focus on areas

that deliver on the

top-line strategy)

Supporting Pillar

e.g. Co-created Experiences

(Focus on areas

that deliver on the

top-line strategy)

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4. Why is as important as what. (Why tells you How) 32

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Observation is your friend.

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Every product or service will show you its successor... if you’re paying attention.

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Commercial indicators of why

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Active User Base Retention Churn

Revenue Per Subscriber Searches Per User Transactions Per User

Bookmarked results re-used Results Shared Ratio of transactions

to queryBookmarked results

Services Revenue from Local Search

Average Revenue per Transaction

Average Revenue per Search

Social Media Mentions Net Promoter Score Media Engagement

Subscribers Engagement Quality Revenue Buzz

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Q: What are your indicators of why?

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5. Goto 1

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Thank you. @customdeluxe

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