Digital Leadershipby Niall McKeown

twitter@niallmckeownnmckeown@ionology.com

Agenda

Know Yourself

Know Your Customer

Know Marketplace

Know Yourself!

Mission

360˚

New Website

Choose Best Design

Select Technology

NavigationEmbed

New Tools

WriteContent

Launch

NothingChanges

ExtranetExtranet

WebsiteWebsite

Search Search SocialSocial

Email Email MarketingMarketing

PrintPrint

TV & RadioTV & Radio

Private

Passive

Push

PR

Promotion

Values

Cultural

VisualTechnical

Commercial

“We currently have an opening for a HR Business Partner. Here at Twitter, the goal of HR is to serve as a consultant across the organisation, to shepherd the core values and to protect the culture,”

- Twitter First Job Post For Dublin October 2011

Mission & Vision

ObjectivesStructure & Tactics

Finance

Planning, Deadlines & KPI

Values

Cultural

VisualTechnical

Commercial

Omnipresence

Channel Time ( days per month)

Talent (Marketing,

Management, Outsource)

Cash

Blogging 0.5 MGT LOW

Online PR 1 OUT HIGH

Email 0.5 MKT LOW

Social 1.5 MKT LOW

Webinar 2 OUT HIGH

SEO 2 OUT HIGH

KNOW YOUR CUSTOMER

Viva La Customer

Search click through

Source: Slingshot SEO “mission imposSERPble: Establishing Clickthrough Rates July 2011

KNOW YOUR MARKET

Michael E. Porter of Harvard Business School in 1979

Hotel Mattress Beds

1% Conversion Rate

•220 Clicks•€138•With 1% conversion= 2 sales= €69 per sale

Background

Cot Mattress is the dominant search term used in the UK.

Know Yourself

Know Your

Customer

Know Your Market

Need Help With Digital Strategy?

Niall McKeownnmckeown@ionology.com

+44 7788 752285twitter@niallmckeown