SearchLove Boston 2015 | Craig Bradford, 'Creating Digital Strategy'
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Strategy is hard. The word strategy is synonymous with tough decisions, head scratching and late nights, but it doesn't need to be that way. At its core, strategy is about picking A or B and following through with the execution. In this presentation, Craig will describe the exact process he uses to create strategies for Distilled's clients. By the end, you'll have a clear process for defining your own strategy and ensuring the best chance of success.
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SearchLove Boston 2015 | Craig Bradford, 'Creating Digital Strategy'
- 1. brought to you by… Creating Your Digital Strategy SearchLove Boston 2015
- 3. 3
- 5. 5 Likes beer
- 6. 6 Can usually be found in the Scottish highlands
- 9. 9 Image source This is easy
- 10. 10 Image source This is hard
- 11. Scale matters
- 12. Good strategy Bad strategy Hitting target
- 13. Good strategy Bad strategy Dad Hitting target
- 14. “It’s important to make good decisions. But I spend much less time and energy worrying about ‘making the right decision’ and much more time and energy ensuring that any decision I make turns out right.” Scott McNealy (co-founder of Sun Microsystems)
- 15. Strategy is about placing bets and shortening odds
- 16. 1. What is strategy 2. What makes strategy hard 3. 6 steps to creating a digital strategy
- 18. Image source
- 19. Image sourceHitting hard isn’t a sustainable strategy
- 20. Image source Build more links Get more tweets Make a ‘viral’ video
- 22. A sustainable strategy is choosing what not to do
- 24. The airline folded in 1995 after losing what has been reported in the press as between $140 million or $300 million.
- 25. The law of raspberry jelly (trade-offs)
- 26. Strategy isn’t a strapline
- 28. Limited passanger service Frequent, reliable departures Short-‐haul, point-‐to-‐point routes between midsize cities and secondary airports Very low ticket prices High aircraft utilisation Lean, highly productive ground and gate crews No baggage transfers No connections with other airlines Standardised fleet of 737 aircraft Limited use of travel agents No meals No seat assignments 15-‐minute gate turnarounds Automatic ticketing machines High compensation of employees Flexible union contracts High level of employee stock ownership “Southwest, the low-‐fare airline” Source
- 29. “fit”
- 30. Limited passanger service Frequent, reliable departures Short-‐haul, point-‐to-‐point routes between midsize cities and secondary airports Very low ticket prices High aircraft utilisation Lean, highly productive ground and gate crews No baggage transfers No connections with other airlines Standardised fleet of 737 aircraft Limited use of travel agents No meals No seat assignments 15-‐minute gate turnarounds Automatic ticketing machines High compensation of employees Flexible union contracts High level of employee stock ownership “Southwest, the low-‐fare airline” Source
- 31. Digital fit
- 32. The balanced digital scorecard Platform Measurement Conversion Audience Content
- 33. The balanced digital scorecard Platform Measurement Conversion Audience Content
- 34. “If you could get all the people in an organization rowing in the same direction, you could dominate any industry, in any market, against any competition, at any time” Patrick Lencioni
- 35. Strategy is a tailored set of activities which when combined create a potential solution to a problem
- 37. #1 The Paradox of Choice
- 38. #1 The Paradox of Choice (The sofa problem)
- 39. 39
- 40. 40
- 41. 41 This is an optimisation problem
- 42. #2 Fear of regret
- 43. Would you rather miss a flight by 2 minutes or two hours?
- 44. Image source
- 46. Image source I got a medal!
- 47. Image source Look mom, I’m on TV!
- 49. Image source #3 Magnitude of the downside
- 54. Decision (to cut) Decisive Scissors Concise Incisive
- 55. Image SourceStrategy isn’t sniping
- 58. Execution doesn’t mean sticking to the plan
- 59. 6Steps to creating your digital strategy
- 60. #1 Choose a good question to answer
- 61. We need a strategy to increase traffic
- 62. We need a strategy to increase Google organic traffic to the widget page by 15% in the next 4 month.
- 63. #2 Move from should to could
- 64. Advantage - Scope - Activities
- 65. Increase revenue from conferences by 20% over the next 12 months
- 66. Leverage our existing conference brand to create a lower cost, digital-only SearchLove, which aims to target those that can’t attend in our existing locations. They key activities would be to focus on growing our earned and owned audience through DistilledU, the Distilled blog and public speaking.
- 67. Leverage our existing conference brand to create a lower cost, digital-only SearchLove, which aims to target those that can’t attend in our existing locations. They key activities would be to focus on growing our earned and owned audience through DistilledU, the Distilled blog and public speaking.
- 68. #3 Challenge the status quo
- 69. Medical Decision Making in Situations That Offer Multiple AlternativesImage source
- 70. #4 Ask what must be true, not what is
- 71. “That’s a terrible idea, we’d cannibalise our existing conference ticket sales.”
- 72. “For me to get behind this idea, I’d need to know that we wouldn’t cannibalise our existing ticket sales.” “That’s a terrible idea, we’d cannibalise our existing conference ticket sales.”
- 73. If you permit wallflowers during the planning phase, they are likely to cast long, passive shadows over the organization when it comes time for execution. Robert H. Miles
- 74. #5Test what is true
- 75. #6 Make a bet
- 76. Choose a good Question What could you do? Challenge status quo Test Make a bet What must be true 6Steps to a digital strategy
- 78. The secrets of consulting Which strategy when Bringing science to the art of strategy Simple rules for a complex world What is strategy The big lie of strategic planning Your strategy needs a strategy References: