Niti Vaish of Slalom Consulting delivers a very insightful discussion of how to create a true multi-channel strategy for brands to leverage mobile presence, social media, and the wealth of unstructured data that is generated in conversations about your brand in order to generate positive ROI.

2. Challenge “Can you build me an iPhone application?” “Lets start a Twitter account and a Facebook page”

3. Digital Channel – Content Management Systems (CMS) “How easy is it to create and manage content?” Content management systems support creation, organization, storage, workflow, versioning, publishing and archiving of content. Digital Channel - User Experience Social Channel “How easy is to find information?” “How usable is the site?” “Which customer segments provide the highest ROI?” “What are the users saying about our brand?” “Next destination from here” By year 2013, 43% of global internet users will be accessing social networks from mobile devices. (source: eMarketer) Q2 2009 Only 60% of online would-be bookers complete the reservation. The main barrier to conversion is usability. (source: iPerceptions). Digital Channel - Information Architecture & Search Online search and discovery is still the biggest problem in travel planning and shopping source: PhoCusWright 2009 Travel Summit). Integrated Multi-Channel Strategy Mobile Channel “Find a Dentist Near Me” Digital Channel – Business Intelligence & Web Analytics Maps / Navigation / Local Search are the most popular applications on a smartphone. (source: Nielsenwire, Jun 2010). Ability to earn rewards is the reason 55% on online hotel bookers prefer to book via a branded hotel website. (source: eMarketer) Integrated Multi-Channel Strategy

4. Key Considerations Create a holistic and integrated multi-channel strategy which ties back to business goals. Mobile and social channels should be considered core customer interaction channels. Brands should make the cultural shift to adopt social media and social media goals and objectives should have been defined.

5. Top-Down and Bottom-Up Approach Roadmaps, Competitive Market Intelligence Application Data, Log Files Customer Feedback Web Analytics Product Specifications Maturity Model and Gap Analysis Stakeholder Interviews Prioritization Matrix Roadmap

6. Sample Multi-Channel Maturity Model Level 0 Limited Web, Mobile and Social Presence Level 1 Reactive and Experimental Level 3 Managed and Measured Level 4 Optimized Level 2 Defined and Repetitive No mobile presence Leverage current website on mobile device Mobile web application Mobile native application Rich channel experiences Mobile Business driven, working on defining metrics, accuracy and process Single channel optimization Advanced optimization and automation Cross-channel strategic integration IT-driven, “feel-good” information, fee decisions, minimum value Business Intelligence and Analytics 14% Ad-hoc UGC and informal social media practices UGC is not existent on the site Managed UGC and social media practices Customers use UGC to support each other Highly flexible organizations who have embraced social media 16% 32% UGC / Social Media 48% 25% Content authoring is form and element based Hybrid content creation / authoring Enterprise content creators = authors = owners Authoring and publishing are optimized Content is pages 86% Content Management System(CMS) Multiple templated sites Seamless, dynamic web experience Seamless, dynamic multi-channel experience Rich multi-channel experience Fragmented overall user experience User Experience Information architecture is navigation Business unit goals trump enterprise vision Global information architecture for the web Global information architecture for global processes Information architecture supports rich interaction design Information Architecture / Search Desired State Current State

7. Sample Mobility Maturity Model

9. Arrays the capabilities against sorting criteria such as impact, complexity, etc.

10. Provides a mechanism for prioritizing capabilities and driving the 1, 2, 3 and 5 year goalsRisk High Business Benefit Medium Business Benefit Improved BI & Web Analytics 3 3 2 Low Business Benefit Improved Social Media Mobile - Native CRM Solution Improved UX Improved IA/Search Enhanced BI & Web Analytics Enhanced Social Media Enhanced IA/Search Enhanced CMS Enhanced UX Maturity Level # 2 2 2 3 3 3 3 3 Factors Considered Legend Business Benefit Increased Traffic Increased Sales Cost Savings Increase Brand Awareness Risk Adoption / Resistance Concept Maturity Confidence Level LOE/Implementation Complexity Level of Effort Required Organizational Readiness Technical Complexity Low High Low LOE / Implementation Complexity

11. KPA’s <- - - - -Maturity Level 1,2 - - - - -> <- - - - - - - - - - - -Maturity Level 4 - - - - - - - - - - - -> <- - - - - - - - - -Maturity Level 3 - - - - - - - - - -> Sample Roadmap Build, test, deploy, support Continuous Improvement Discovery & Design ment Months Apr 2013 May 2011 Nov 2011 Jan 2012 Feb 2012 Mar 2012 Apr 2012 May 2012 Jun 2012 Nov 2012 Dec 2012 Jan 2013 Feb 2013 Apr 2011 Feb 2011 Mar 2011 Jun 2011 Oct 2011 Dec 2011 Jul 2012 Aug 2012 Sept 2012 Oct 2012 Mar 2013 Jul 2011 Aug 2011 Sept 2011 Define Design for iPhone Test (US) Build for iPhone Test (US) Provision Build for BB Provision Test and deploy solution WW on iPhone and BB Post-deployment measurement, tracking & analysis Build contextually aware applications and deliver real-time, deeper insights on consumer behavior Mobile Design for BB Review Implement CRM Leverage data analysis Create automated dashboard Post deployment measurement, tracking and analysis Create multi-channel sales dashboard, aggregate data and draw insights from brand monitoring Business Intelligence and Web Analytics Define CRM strategy Build Begin brand monitoring Define KPI Build integration with Twitter and other social media sites User Generated Content (UGC) / Social Media Define Define processes, build a community, a reputation system and measure ROI Post deployment measurement, tracking and analysis Policies, procedures and best practices in place to draw insights for continuous improvement Develop strategies to increase frequency of new / user generated content Enhance content strategy Implement content creation, storage, workflow, versioning, publishing and archiving Content repurposed across mediums and strong focus on managing enterprise processes Post deployment measurement, tracking and analysis ECM evolves to six sigma level Content Management System (CMS) Implement robust presentation framework, faceted search and integrate UGC in branded website Define robust presentation framework personalized content pushed across channels with a rich user experience Post deployment measurement, tracking and analysis Distribution of content via widgets, ability to leverage network effects and geo tag assets User Experience Define enterprise taxonomy, metadata and facets Implement faceted search and leverage metadata to improve SEO Improve KM, manage taxonomy within CMS, personalized, targeted, location based content Post deployment measurement, tracking and analysis Personalized content across channels, semantic search and use of text analytics improves accuracy of classification Information Architecture / Search

12. Define a Mobile Strategy P S T PEOPLE TECHNOLOGY STRATEGY O OBJECTIVES Source: Forrester

14. Define monetization model, promotional strategy, global strategy, mobile metrics, customer support plan etc.

15. Define mobile development strategy

16. Define long-term platform plan

17. Define capabilities that benefit the user on a mobile device

18. Identify key stakeholder groups

20. Thank You http://blog.slalom.com/author/nitivaish/ Email: nitiv@slalom.com