ulster university digital marketing lecture by niall mckeown nov 2016

Niall McKeown @niallmckeown

Ulster University Lecture November 2016

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?

4

5 6 7

3

$

1

?

2

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

$

Knowyourself

17 principles

?

Customers2

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 sport]


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/Sport]


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


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


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 [ ]


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 Defender

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/ProductPeople

Opinion


Yourself

Customer

Market

Resources

Diagnosis

Strategic Ambition

Competitors

Proposition

Force=ma

Volume Time

Talent

Cash

1 3

2 4

Task

Intent



Yourself

Diagnosis

Strategic Ambition

1

Unique Value PropositionWe are the _______ in ______ for _____ because

we do _______ better than anyone elseOnly/Fastest Ireland Service/Product

CONCREATE


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

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

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

Ulster University Lecture November 2016