Download pptx - Decoding Digital Week 8: Tying it all together

www.symphony3.com 1

Decoding Digital

Week Eight: Tying it all together

www.symphony3.com 2

About the Decoding Digital program

• The program aims to help small and medium Victorian businesses develop the digital skills and foundations to ensure future profitability and success

• We want to make you aware of:

– The major trends facing Victorian businesses now and in the future

– The most important digital and ICT considerations for your business

– Why it is important and why it matters for you

• To help you on your journey we will be providing you with:

– Simple explanations of digital technologies available

– Easy steps and takeaways to get you started

– Case studies and examples of other Victorian businesses

– Interactive webinars, Google Hangout Q&A sessions and ongoing social media interaction

www.symphony3.com 3

How to engage with us by webinar

Today is our last webinar: ask us about ANYTHING we’ve covered (or haven’t) during the program while you can!

• Chat box

• Polls

• Twitter

– We will be answering questions during the session on Twitter. Contact us directly at @Symphony3Think and/or use the hashtag #DigitalVic

• LinkedIn:

• au.linkedin.com/in/fergalcoleman/

• au.linkedin.com/in/ryanplaylesmith

• au.linkedin.com/in/sohalkhatwani

http://au.linkedin.com/in/fergalcoleman/



http://au.linkedin.com/in/ryanplaylesmith

http://au.linkedin.com/in/ryanplaylesmith

http://au.linkedin.com/in/sohalkhatwani

http://au.linkedin.com/in/sohalkhatwani

www.symphony3.com 4

Webinar Schedule

Week One: Digital Leadership (May 7)

Week Two: Building the right digital foundations (May 14)

Week Three: Understanding your customer (May 21)

Week Four: How to generate brand awareness and position your products and

services evaluation (May 28)

Week Five: Ecommerce – making it easy for your customers to buy online (June 4)

Week Six: How to support your customers online (June 11)

Week Seven: How to engage your customers and create loyal advocates (June 18)

Week Eight: Tying it all together – Developing your digital strategy(June 25)

www.symphony3.com 5

Today’s Session: Tying it all together

• Week on week review

• Field questions as we go

• Look at Google Analytics

www.symphony3.com 6

What now?

Before any business can implement technology, it needs a strong digital plan.

www.symphony3.com 7

Revisiting the diagnostic

Digital Diagnostic: http://decodingdigital.symphony3.com/

• Resit the diagnostic

• Compare to your original results (email [email protected] if you have deleted your results email)

• See how far you’ve come!

• You cannot make all of your improvements in eight weeks – keep working away after Decoding Digital.

http://decodingdigital.symphony3.com/



mailto:[email protected]

www.symphony3.com 8

Digital Leadership

• In week 1 we asked you where you fit on the matrix. How about now?

www.symphony3.com 9

What are your customer going to want in the future?

www.symphony3.com 10

Our Journey


You need to measure: Google Analytics

• Some Google Analytics tips


Week 1: Digital Leadership

• Digital leadership is important!

• It’s affecting every industry, and it’s happening quickly

• Digital trends

– Crowdsourcing

– Sharing economy

– Cloud

– Data

– 3D Printing

– Social

– Mobile

– Multi-screening

Resources:

• SWOT Analysis Worksheet

• Business Model Canvas



Week 2: Building the right digital foundations

• Policies and guidelines

• Cloud technology

• Your website as a business platform

• Skills and knowledge

• Mobile

• Changing business models

Resources:

• Digital Foundation Audit

• Social Media Guidelines poster



Week 3: Understanding your customer

• Customer personas – the importance of really understanding your customer

• Introduction to the customer journey

– Unaware to aware

– Evaluation

– Purchase

– Implement / Install

– Support

– Advocate

• Advocacy and review platforms

• Multi-screening

Resources:

• Customer persona worksheet

• Customer journey worksheet


Week 4: Online product awareness & evaluation

• How to make customers aware of our products and services

– SEO

– Social media

– Other listings

– Advertising

• How to help customers evaluate your offering

– Best practice web design and product information

– Communicating solutions

– Usability

• Content

– Importance of content

– Content best practice

Resources:

• Content SEO best practice guide

• Content plan template

• Google SEO starter guide


Week 5: Get customers to buy online

• The importance of selling online

• eCommerce trends

• Selling online for services

• Simple eCommerce solutions

• Maximising value from images and product info

• Perceived customer risk

• Case study: The Ark

• Selling with social media

Resources:

• Social media communication types infographic

• Competitor analysis template




Week 6: Support customers online

• Customers’ online support expectations

• The importance of providing great online customer service

• Support tools

– Live chat

– Zendesk

– Listening posts

– Social media

– YouTube & video

• Self-service

• LinkedIn workshop

Resources:

• Social media response guide

• Tips and tricks for LinkedIn



Week 7: Creating loyal advocates online

• Grow your brand audience

• Using social media and customer service to create online advocates

• Importance of image and video content

• Review of social media tools

• Case study: Round She Goes

• Using hashtags and Twitter

• Facebook Insights and content

• Co-creation and voting platforms

Resources:

• Uservoice voting platform example



What now?

Before any business can implement technology, it needs a strong digital vision.


What now?

Step 1: Prioritise areas for improvement with the Digital Diagnostic. Document these on your one page plan with realistic timeframes.

Step 2: Assess any skill, knowledge or infrastructure deficiencies - how will you address these? (Freelancing? New staff? Purchase new software? Training?)

Step 3: Assess your business model structure, process and policy. Make sure the right structures are in place for new technologies.

Step 4: Implement new technologies (after training and testing).

Step 5: Measure, measure, measure. Use data and analytics to refine your methods.

Step 6: Refine and improve your implementations.


Google Analytics – use it!

How do we measure our performance along the customer journey?

• Unaware/aware

• Evaluation

• Purchase

• Implement/install

• Support

• Loyal Advocate


Business Victoria Resources

• http://www.business.vic.gov.au/marketing-sales-and-online/online-business-and-technology

• http://www.business.vic.gov.au/marketing-sales-and-online/online-business-and-technology/setting-up-an-online-presence

http://www.business.vic.gov.au/marketing-sales-and-online/online-business-and-technology



http://www.business.vic.gov.au/marketing-sales-and-online/online-business-and-technology/setting-up-an-online-presence

