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Transcript of Digital Strategy
a website as a reflection of their newspaper ads
influence political outcomes
target influential people
how do we break free?
how we change our DNA?
the environment has changed
Approaching the industry
The real issue?
digital strategy based on people
built understanding of:
people's channel preferences
their behavioural tendencies
address the "business DNA" required thru:
Where did half my DNA go?
how do we reach Gen-X / Y?
how can we stay relevant in a digital world of iPhones & tablets?
how to change our DNA?
I think the aliens
Is your business missing half its potential DNA?
not leveraging the HUGE potential inherent in digital mechanisms of engagement
Personas User Stories
User Stories Requirements
Requirements Concrete value
call to market using Agile methods
behaviour + context
ignoring people's behavioural preferences for engagement
Not a digital technology capability deficit
It's about people, behaviour & preferences
Source: Forrester, 2009
Focus on people over technology:
Principal, SMS Management & Technology
Email : firstname.lastname@example.org
Twitter : @magia3e
Blog : magia3e.wordpress.com
Digital Strategy - Filling the gaps in your digital DNA through a Persona-based approach
identified capability gaps in business DNA required to support stakeholders' preferred engagement behaviour
Benefits of this approach:
Building - traceability of solution
ROI - clear understanding of benefits/outcomes to end-users and the value of the solution