Digital Strategies for International Markets| Niall McKeown | iONOLOGY

1. Niall McKeown www.ionology.com @niallmckeown Digital Transformation Experts This presentation is Copyright. All materials belong to the presenter and can not be used without express written consent (c) Digital Strategies for International Markets

2. Digital Transformation Experts We help organisations discover what it takes to deliver maximum results in international markets

3. Strategy creates competitive advantage WHAT WE BELIVE People and a culture of innovation sustains it Technology & Communications is the means by which it is delivered

4. What is strategy?

5. how come…

6. Double Business in 18 Months

7. Zero to €4,000,000 in one year 50,000 co-collaborating

8. €3,000,000 sales in 37 countries in 18 months

9. how come…?

10. Transform from “doing digital” Digital Innovators

11. Digital   Innovator   Digital Innovators Doing Digital Set destinations Set targets Build communications upon innovations Spin stories into content Drive salesDrive cultural evolution Pulled by latest technology trends Push technology to overcome strategic challenges Strive for “likes” Data driven decision making Digitise existing services Seek to invent, disrupt and improve

12. The Principle Disciplines Leading Digital Transformation Digital Transformation Communications Technology Leadership Technology Support Rapid  Solution  Builders Marketing Tactics Communications Leadership Short Term Management Leading Step  Change

13. STRATEGY & CULTURE STAFF & CUSTOMER ENGAGEMENT PROCESS & INNOVATION TECHNOLOGY DATA & ANALYTICS+ + + + = DIGITAL TRANSFORMATION = DIGITAL TRANSFORMATION

15. how come…?

16. how do I…?

17. Crying baby Kitchen fire Some calls Interruptions Distractions Most calls Trivia Busy Work Browsing Planning Strategy Exercise  Change Urgent Not Urgent ImportantNotImportant Put First Things First

18. 7 Principles of Digital Business Strategy Resources4 Market position 5 Engine of growth 6 Tactics7 Marketplace3 $ Know yourself 1 7 principles ? Customers2

19. Books/Gap Analysis/E-Learning/Courses/Concultancy Digital Transformation Training

20. Exclusive Niche or limited Audience Mass MarketMainstream Warm (Comforted) Mild (Informed) Cold   (Rational) Customer   Volume How Customer Perceives   Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot (Passionate) LENS LOCK [ ] Ionology Digital Strategy Quadrant

22. Exclusive Niche or limited Audience Mass MarketMainstream Warm (Comforted) Mild (Informed) Cold   (Rational) Customer   Volume How Customer Perceives   Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot (Passionate) LENS LOCK [Ireland GAA] Ionology Digital Strategy Quadrant

23. Exclusive Niche or limited Audience Mass MarketMainstream Warm (Comforted) Mild (Informed) Cold   (Rational) Customer   Volume How Customer Perceives   Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot (Passionate) LENS LOCK [UK] Ionology Digital Strategy Quadrant

24. Exclusive Niche or limited Audience Mass MarketMainstream Warm (Comforted) Mild (Informed) Cold   (Rational) Customer   Volume How Customer Perceives   Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot (Passionate) LENS LOCK [ Vertical or Geographic] Start Here > < Destination Ionology Digital Strategy Quadrant

26. Exclusive Niche or limited Audience Mass MarketMainstream Warm (Comforted) Mild (Informed) Cold   (Rational) Customer   Volume How Customer Perceives   Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot (Passionate) LENS LOCK [ ] Ionology Digital Strategy Quadrant Builder Story Teller Strategiest Scientist

27. Exclusive Niche or limited Audience Mass MarketMainstream Warm (Comforted) Mild (Informed) Cold   (Rational) Customer   Volume How Customer Perceives   Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot (Passionate) LENS LOCK [ ] Ionology Digital Strategy Quadrant StrategiestServicing Demand Price/Product Opinion People

28. Ionology Digital Strategy Quadrant Yourself Customer Market Resources Diagnosis Strategic Ambition Competitors Proposition Force=ma Volume Time Talent Cash 1 3 2 4 Task Intent Unique Value Proposition

29. Ionology Digital Strategy Quadrant Yourself Diagnosis Strategic Ambition 1 Unique Value Proposition

30. Pains (context) Pain Relievers! Gain Creators" Pleasures♥ $ Message Map Tasks Products  Service %& ' Customer ( You ) Value Proposition Canvas

31. $ 15 Second Message Map Their Pain Our   Pain Reliever Additional   Gain Creators Their Pleasure Their   Jobs Done Our Product Message Map

33. Ionology Digital Strategy Quadrant Market Competitors Proposition Force=ma 3 Customer Volume 2 Task Intent

35. Resources Resources Time Talent Cash 4

40. Advocacy Based Selling Sales Lead Gen Sales Lead Convert Sales Management *+ , -. Advocacy Marketing /01

44. The Firefly Story

54. http://www.dailymail.co.uk/news/article-2604663/Flower-girl-4-took-steps-thanks-harness-attached-dad.html

55. Digital Transformation Experts We help organisations discover what it takes to deliver maximum results in international markets • 8 to 12 Weeks • Plan of Action • Targeted Collateral That Matches Market Play • 50% Enterprise Ireland Funded

Digital Strategies for International Markets| Niall McKeown | iONOLOGY

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