digital strategies for international markets | niall mckeown

Niall McKeown www.ionology.com

@niallmckeown

Digital Transformation Experts

This presentation is Copyright. All materials belong to the presenter and can not be used without express written consent (c)

Digital Strategies for International Markets

http://www.ionology.com



We help organisations discover what it takes to deliver maximum results in international markets


Strategy creates competitive advantage

WHAT WE BELIVE

People and a culture of innovation sustains it

Technology & Communications is the means by which it is delivered

What is strategy?

how come…

Double Business in 18 Months

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

€3,000,000 sales in 37 countries in 18 months

how come…?

Transform from “doing digital”

Digital Innovators

Digital Innovator

Digital Innovators Doing Digital

Set destinations Set targets

Build communications upon innovations Spin stories into content

Drive salesDrive cultural evolution

Pulled by latest technology trends

Push technology to overcome strategic challenges

Strive for “likes”Data driven decision

making

Digitise existing servicesSeek to invent, disrupt and improve

The Principle Disciplines Leading Digital Transformation

DigitalTransformation

Communications Technology

Lead

ersh

ip

Technology Support

RapidSolutionBuilders

Marketing Tactics

Communications Leadership

Short Term Management

Leading StepChange

STRATEGY& CULTURE

STAFF &CUSTOMER

ENGAGEMENTPROCESS &

INNOVATION TECHNOLOGY DATA &ANALYTICS+ + + +

=DIGITAL

TRANSFORMATION= DIGITAL TRANSFORMATION

how come…?

how do I…?

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

$

Knowyourself

17 principles

?

Customers2

Books/Gap Analysis/E-Learning/Courses/Concultancy

Digital Transformation Training

http://ionology.com/digital-transformation-training/

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


0

25

50

75

100

M1 M2 M3 M4 M5 M6

Advocacy Attention Authority Prime

© All Rights Reserved

ExclusiveNiche


Warm(Comforted)

Mild(Informed)

Cold (Rational)

Customer Volume


6

5 7

31

2 4

8

PrimeAuthority

AttentionAdvocacy

All Media


Earned Media

Hot(Passionate)

LENS LOCK [Ireland GAA]


ExclusiveNiche


Warm(Comforted)

Mild(Informed)

Cold (Rational)

Customer Volume


6

5 7

31

2 4

8

PrimeAuthority

AttentionAdvocacy

All Media


Earned Media

Hot(Passionate)

LENS LOCK [UK]


ExclusiveNiche


Warm(Comforted)

Mild(Informed)

Cold (Rational)

Customer Volume


6

5 7

31

2 4

8

PrimeAuthority

AttentionAdvocacy

All Media


Earned Media

Hot(Passionate)

LENS LOCK [ Vertical or Geographic]

Start Here >

< Destination


ExclusiveNiche


Warm(Comforted)

Mild(Informed)

Cold (Rational)

Customer Volume


6

5 7

31

2 4

8

PrimeAuthority

AttentionAdvocacy

All Media


Earned Media

Hot(Passionate)

LENS LOCK [ ]


ExclusiveNiche


Warm(Comforted)

Mild(Informed)

Cold (Rational)

Customer Volume


6

5 7

31

2 4

8

PrimeAuthority

AttentionAdvocacy

All Media


Earned Media

Hot(Passionate)

LENS LOCK [ ]


Builder

Story Teller Strategiest

Scientist

ExclusiveNiche


Warm(Comforted)

Mild(Informed)

Cold (Rational)

Customer Volume


6

5 7

31

2 4

8

PrimeAuthority

AttentionAdvocacy

All Media


Earned Media

Hot(Passionate)

LENS LOCK [ ]


StrategiestServicing Demand

Price/Product

Opinion

People


Yourself

Customer

Market

Resources

Diagnosis

Strategic Ambition

Competitors

Proposition

Force=ma

Volume Time

Talent

Cash

1 3

2 4

Task

Intent

Unique Value Proposition


Yourself

Diagnosis

Strategic Ambition

1


Pains (context)Pain Relievers!

Gain Creators" Pleasures♥

$Message Map

TasksProductsService %& '

Customer(You

)

Value Proposition Canvas

$ 15 Second Message Map

Their Pain

Our Pain Reliever

Additional Gain CreatorsTheir Pleasure

Their Jobs Done

Our Product

Message Map


Yourself

Customer

Market

Resources

Diagnosis

Strategic Ambition

Competitors

Proposition

Force=ma

Volume Time

Talent

Cash

1 3

2 4

Task

Intent



Market

Competitors

Proposition

Force=ma

3Customer

Volume

2

Task

Intent


Yourself

Customer

Market

Resources

Diagnosis

Strategic Ambition

Competitors

Proposition

Force=ma

Volume Time

Talent

Cash

1 3

2 4

Task

Intent


Resources

Resources

Time

Talent

Cash

4


Yourself

Customer

Market

Resources

Diagnosis

Strategic Ambition

Competitors

Proposition

Force=ma

Volume Time

Talent

Cash

1 3

2 4

Task

Intent


ExclusiveNiche


Warm(Comforted)

Mild(Informed)

Cold (Rational)

Customer Volume


6

5 7

31

2 4

8

PrimeAuthority

AttentionAdvocacy

All Media


Earned Media

Hot(Passionate)

LENS LOCK [ ]


Advocacy Based Selling

Sales Lead Gen

Sales Lead Convert

Sales Management

*+ , -.

Advocacy Marketing

/01

ExclusiveNiche


Warm(Comforted)

Mild(Informed)

Cold (Rational)

Customer Volume


6

5 7

31

2 4

8

PrimeAuthority

AttentionAdvocacy

All Media


Earned Media

Hot(Passionate)

LENS LOCK [ ]


The Firefly Story

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

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


We help organisations discover what it takes to deliver maximum results in international markets

• 8 to 12 Weeks • Plan of Action • Targeted Collateral That Matches Market Play • 50% Enterprise Ireland Funded
