HdM-Gastvorlesung "Online-Konzeption & Strategie"
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Transcript of HdM-Gastvorlesung "Online-Konzeption & Strategie"
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Online-Strategie&KonzeptionGrundlagenundÜbung
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 1
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FalkinsiebenLogos.
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 2
falkebert.de
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A BStrategie dient derZielerreichung.
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A BStrategieüberwindetHinternisse.
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Strategieistabgeleitet.
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StrategieistaufhoherEbene.
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Strategieistlangfristig.
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Strategieentstehtoftemergent.
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DerKernderStrategienachRumelt.
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 9
1. Diagnosis2. GuidingPolicy3. CoherentSet
ofActions
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VorschlagfüreineArbeitsdefinition.
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 10
Aplanofhigh-leveldecisionsandcorrespondingactionstoovercomechallengesandachievealong-termgoal.
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VorschlagfüreineArbeitsdefinition.
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 11
Aplanofhigh-leveldecisionsandcorrespondingactionstoovercomechallengesandachievealong-termgoal.
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Könnenwirbittekonkreterwerden?
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 12
Comingup:
WiesiehtdasinderPraxisaus?WiesehrsindsolcheProzessestandardisiert?Wiekannichsicherstellennichtszuvergessen?WasistdasProblemanderSache?
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WiesiehtdasinderPraxisaus?
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 13
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WiesiehtdasinderPraxisaus?
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 14
1.Zuhören!
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WiesiehtdasinderPraxisaus?
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 15
2.DatenundWissensammeln.
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WiesiehtdasinderPraxisaus?
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 16
3.DingeaufWhiteboardsschreiben.
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WiesiehtdasinderPraxisaus?
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 17
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WiesiehtdasinderPraxisaus?
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 18
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WiesiehtdasinderPraxisaus?
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 19
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WiesiehtdasinderPraxisaus?
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 20
5.Powerpointen.
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WiesiehtdasinderPraxisaus?
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 21
6.Vermitteln.
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WiesehrsindsolcheProzessestandardisiert?
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 22
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BeispielefürFunnel-Modelle(1/8)
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 23
REACH
• buildawarenessonothersitesandinofflinemediaanddrivetowebpresences
• KPI:Uniques,AudienceShare,RevenueperVisit,…
ACT
• engageaudiencewithbrandonitswebsiteorotheronlinepresences
• BounceRate,Pagespervisit,Leadconversion,…
CONVERT
• achieveconversiontomarketinggoalssuchasfans,leads,salesonwebpresencesandonline
• KPI:Conversionrates,Sales,Revenue,…
ENGAGE
• buildcustomerandfanrelationshipsthroughtimetoachieveretentiongoals
• KPI:ActiveHurdleRate,FanEngagement,RepeatConversion,…
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BeispielefürFunnel-Modelle(2/8)
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 24
REACH ACT CONVERT ENGAGE
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BeispielefürFunnel-Modelle(3/8)
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 25
Awareness Consideration Preference Loyalty Advocacy
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BeispielefürFunnel-Modelle(4/8)
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 26
Awareness Consideration Intent Decide
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BeispielefürFunnel-Modelle(5/8)
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 27
Awareness Familiarity Cosideration Preference FirstChoice
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BeispielefürFunnel-Modelle(6/8)
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 28
Orientation Planning Consideration&Evaluation Implementation
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BeispielefürFunnel-Modelle(7/8)
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 29
Awareness Consideration Conversion
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BeispielefürFunnel-Modelle(8/8)
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 30
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EineganzheitlicheBetrachtung„nachLehrbuch“.
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 31
SituationAnalysis:Wherearewenow?• GoalPerformance(5S9• CustomerInsight• EmarketplaceSWOT• BrandPerception• InternalCapabilities
Objectives:Wheredowewanttobe?• 5S:
• Sell (CustomerAcquisitionandRetentionRates)
• Serve(CustomerSatisfactionTargets)
• Sizzle(SiteStickiness,VisitDuration)
• Speak(Trialogue,NumberofEngagedCustomers)
• Save(QuantifiedEfficiencyGains)
Strategy:Howdowegetthere?• Segmentation,TargetingandPositioning• OVP(OnlineValueProposition)• Sequence(CredibilityBeforeVisibility)• Integration(ConsistentOVP)• Tools(WebFunctionality,e-Mail,IPTV,
etc.)
Tactics:Howexactlydowegetthere?• E-marketingmix,including:
• communicationsmix• socialnetworking• whathappenswhen?
• DetailsofContactStrategy• E-campaignInitiativeSchedule
Actions:TheDetailsofTactics,WhoDoesWhatandWhen?
• Responsibilities andStructures• InternalResourcesandSkills• ExternalAgencies
Control:HowDoWeMonitorPerformance?• 5S+WebAnalyticsKPIs• UsabilityTesting/MysteryShopper• CustomerSatisfactionSurveys• SiteVisitorProfiling• FrequencyofReporting• ProcessofReportingandActions
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Wirddas„was“dabeigenugindenVordergrundgestellt?
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 32
SituationAnalysis:Wherearewenow?• GoalPerformance• CustomerInsight• EmarketplaceSWOT• BrandPerception• InternalCapabilities
Objectives:Wheredowewanttobe?• 5S:
• Sell (CustomerAcquisitionandRetentionRates)
• Serve(CustomerSatisfactionTargets)
• Sizzle(SiteStickiness,VisitDuration)
• Speak(Trialogue,NumberofEngagedCustomers)
• Save(QuantifiedEfficiencyGains)
Strategy:Howdowegetthere?• Segmentation,TargetingandPositioning• OVP(OnlineValueProposition)• Sequence(CredibilityBeforeVisibility)• Integration(ConsistentOVP)• Tools(WebFunctionality,e-Mail,IPTV,
etc.)
Tactics:Howexactlydowegetthere?• E-marketingmix,including:
• communicationsmix• socialnetworking• whathappenswhen?
• DetailsofContactStrategy• E-campaignInitiativeSchedule
Actions:TheDetailsofTactics,WhoDoesWhatandWhen?
• Responsibilities andStructures• InternalResourcesandSkills• ExternalAgencies
Control:HowDoWeMonitorPerformance?• 5S+WebAnalyticsKPIs• UsabilityTesting/MysteryShopper• CustomerSatisfactionSurveys• SiteVisitorProfiling• FrequencyofReporting• ProcessofReportingandActions
![Page 33: HdM-Gastvorlesung "Online-Konzeption & Strategie"](https://reader033.fdocument.pub/reader033/viewer/2022052606/5a65ffe97f8b9a9f298b45db/html5/thumbnails/33.jpg)
WerdenHerausforderungengenuggewürdigt?
Online Strategie / Konzeption © Prof. Dr. Thomas Lehning 33
SituationAnalysis:Wherearewenow?• GoalPerformance• CustomerInsight• EmarketplaceSWOT• BrandPerception• InternalCapabilities
Objectives:Wheredowewanttobe?• 5S:
• Sell (CustomerAcquisitionandRetentionRates)
• Serve(CustomerSatisfactionTargets)
• Sizzle(SiteStickiness,VisitDuration)
• Speak(Trialogue,NumberofEngagedCustomers)
• Save(QuantifiedEfficiencyGains)
Strategy:Howdowegetthere?• Segmentation,TargetingandPositioning• OVP(OnlineValueProposition)• Sequence(CredibilityBeforeVisibility)• Integration(ConsistentOVP)• Tools(WebFunctionality,e-Mail,IPTV,
etc.)
Tactics:Howexactlydowegetthere?• E-marketingmix,including:
• communicationsmix• socialnetworking• whathappenswhen?
• DetailsofContactStrategy• E-campaignInitiativeSchedule
Actions:TheDetailsofTactics,WhoDoesWhatandWhen?
• Responsibilities andStructures• InternalResourcesandSkills• ExternalAgencies
Control:HowDoWeMonitorPerformance?• 5S+WebAnalyticsKPIs• UsabilityTesting/MysteryShopper• CustomerSatisfactionSurveys• SiteVisitorProfiling• FrequencyofReporting• ProcessofReportingandActions
![Page 34: HdM-Gastvorlesung "Online-Konzeption & Strategie"](https://reader033.fdocument.pub/reader033/viewer/2022052606/5a65ffe97f8b9a9f298b45db/html5/thumbnails/34.jpg)
Abschließend:Hüteteuchvor„Template-Strategy“!
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Vielen Dank.