KPMG Digital Marketing case study WEC USA September 2012

Transcription

1 KPMG Digital Marketing case study WEC USA September KPMG International Cooperative ( KPMG International ), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

2 About Digital Strategy..a Web strategy should address not just how an organization will address the wants and needs of its customer or user base, but also how the organization will make that user experience happen operationally... An effective digital marketing strategy is not just about technology, web design, channels etc, it must be about supporting the organization s business strategy, underpinned by clear responsibility and accountability, standards and processes. Increasingly digital strategy is becoming business strategy with many real world examples of the disruptive influence of digital on immutable business models and operations. This FY12 strategy update continues the roadmap for organizational transformation to enable us to compete successfully in an increasingly digital world KPMG International Cooperative ( KPMG International ), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG WEC USA KPMG Global Digital Marketing 1

3 Digital vision FY12 revised To be a leading global digital brand by providing an engaging and consistent audience experience, increasing business opportunities and brand affiliation We will seek to transform our organizational digital capabilities in people, processes and technology to enable us to effectively compete in an increasingly digital world. We will have a clear and consistent focus on attracting and engaging our audiences. We will minimize risk by being best-in-class and actively monitoring our internet presence to scale. WEC USA KPMG Global Digital Marketing 2

4 Organizational framework how we work together Alignment of accountability Global Digital Marketing is focused on developing organizational capability (tools, processes, documentation) and competency (skills, knowledge, application) This frees member firms from trying to determining how to and instead liberates local resources, budget and effort to focus on application of best practices and generating marketing impact All of these initiatives are fully integrated with one another There is a robust, functioning governance structure see next slide Global provides country support through communications, conf calls, a support mailbox, and account management calls with individual countries WEC USA KPMG Global Digital Marketing 3

5 Governance framework Strategic Executive leadership Executive Sponsor Supporting global business strategy shifts: Locally focused Tried and tested Globally minded Innovative Business line & country leadership Digital subject matter experts Tactical Steering Group Implementation Working Group Digital operations team Digital marketing ITS Web policies Web standards Siloed Collaborative Governance framework is the decision making mechanism to specify formal processes and guidelines to reduce risk and liability of a poor digital presence, whilst achieving organizational and audience goals. Editorial Committee Metrics and evaluation Operational performance Platform development Country and business line feedback Competitor intelligence Governance: IBS/SAP Content impact reports Management reports Executive scorecard Roadmap and enhancements Conference and account management calls Digital developments KM & Portals PPC, Risk etc WEC USA KPMG Global Digital Marketing 4

6 Governance framework In a complex matrixed organization such as ours, an effective governance framework can manage tensions of accountability vs autonomy Brand Accountability Autonomy Business units Corporate strategy Country localization..whilst ensuring global consistency and alignment, quality and innovation. WEC USA KPMG Global Digital Marketing 5

7 Digital organizational maturity

8 Digital maturity model Q1 FY12 Beginner - 1 Follower - 2 Competitor - 3 Leader - 4 Technology Deployed common technology toolkit: Defined platform development roadmap Etc. Strategic alignment Global digital marketing strategy seeks to drive member firm alignment Little evidence of documented country digital strategies. Distinct social media strategy Digital channels No visibility on aggregate volumes and expenditure Limited globally preferred providers. Defined templates and brand standards 1 0 Mobile innovator ipad app Need for training, education and best practices. Process & organization Portfolio of documented standards Global common processes for wide variety of digital activities or stages: planning, execution, measurement and evaluation Expanded global digital team Under resourced local digital teams Oct 10 People & culture Digital not widely recognized as a professional discipline within KPMG FY11 step-change in communications and country engagement Need for training, education and leadership awareness Content & context Dedicated global editorial resources & robust processes Improving presentation of high value content Share this and Follow us functionality added Oct 11 WEC USA KPMG Global Digital Marketing 7

9 Digital maturity model: Horizon planning activity Q1 FY12 Q2 FY12 Q3 FY12 Q4 FY12 Strategic alignment FY11 strategy, performance and operations review Develop FY12 digital strategy update: refresh digital strategy in line with enhanced capabilities, organizational requirements and competitor landscape - governance endorsement and executive approval Dot KPMG feasibility evaluation Etc.. Etc.. Etc.. Etc Etc Year end strategy, operations and performance review Digital Channels Content and context Clearer visibility on aggregate volumes Ongoing integration of digital channels to market planning process, communications, recruitment and other relevant business processes Ongoing site clean up against standards Continue migration of micro sites to global platform Continued Integration of site content with social media People & culture Review and align global team objectives to FY12 digital priorities Support countries with senior hires Country account calls Ongoing communications and governance Etc Launch of Ongoing communications and governance Etc.. Ongoing communications and governance Process & organization Develop standards Social media. Review and refine processes Etc Etc.. Etc. Technology FY12 platform development pipeline Enterprise tool RFP Etc Etc Enterprise tool selection Continued platform development Planning Implement Continued platform development WEC USA KPMG Global Digital Marketing 8

10 Digital strategy and planning

11 What do we mean by strategy? An OBJECTIVE is Intention A high-level achievement. Objectives solve a nagging, systemic problem or do something big, like enter a new market. Objectives sit at the top of the strategic plan, and an ideal plan has no more three or four. Anything more is overload -- for leaders and the people who work for them. A GOAL is Measured Impact Anything that s measured. Goals can be revenue, profit margin, members in a community. Goals determine how you fulfill an objective. Multiple goals can, and should, support a single objective. STRATEGY is Connected Thinking Strategy describes action - so description typically begins with a verb e.g: create, hire, develop, launch, etc. Each strategy is supported by a series of specific tactics which could be linear in execution or time, but not necessarily so. A TACTIC is a Process. A very specific action, like creating a new program or improving an existing one. Each tactic has an owner, typically has its own plan, too, whether in a spreadsheet or a Gantt chart, and need to be specific. WEC USA KPMG Global Digital Marketing 10

12 Social Media Strategy VISION Cultivating a participatory organization OBJECTIVES ENABLE the Business Drive organizational capability for sustained engagement. ENGAGE the Enterprise Adapt our organization to become a fully social business. ENHANCE Brand Value Demonstrate market impact and performance GOALS Goal 1 Goal 2 Goal 3 Goal 4 Goal 5 Goal 6 STRATEGIES Strategy 1 Strategy 2 Strategy 3 Strategy 4 WEC USA KPMG Global Digital Marketing 11

13 Strategy Horizon Planning 1 STRATEGY: Lorem Ipsum RESPONSIBLE: David Green TACTIC Status Sept Oct. Nov. Dec Jan Feb Mar Apr May June July Aug T1. Lorem Ipsum OBJECTIVE: Lorem Ipsum OUTCOME: Lorem Ipsum T2. Lorem Ipsum OBJECTIVE: Lorem Ipsum OUTCOME: Lorem Ipsum T3. Lorem Ipsum OBJECTIVE: Lorem Ipsum OUTCOME: Lorem Ipsum 25% 10% 0% Purpose: Lorem Ipsum KPIs: Defined KPIs Target Completion Date: Aug DESCRIPTION Rationale for strategy, proposed approach and timings. Desired outcomes. Resource Requirements: Participation of IT, system requirement TBD Cost: Time, IT planning, system/tool development, ongoing maintenance 2012 KPMG LLP, a Canadian limited liability partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative ( KPMG International ), a Swiss entity. All rights reserved. WEC USA KPMG Global Digital Marketing 12

14 Social Media Journey: FY11 to FY12 Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Traditional Experimental Operational Measurable Fully Engaged One way, command & control comms Bottom up efforts, fragmentation Integration to processes, channel alignment Real business results, confident, trained staff True social customer engagement WEC USA KPMG Global Digital Marketing Copyright: Ant s Eye View 13

15 Digital organizational capability

16 KPMG Global Presence Framework Homebase: As outlined in the platform roadmap, we will introduce social media capabilities to enhance our kpmg.com throughout FY2013. Outposts: Official global social media accounts have been launched on key social media channels: LinkedIn, Twitter, Facebook, Google+, and YouTube. Passports: Influencer outreach will be undertaken to reach key influencers/bloggers on a variety of social media sites. WEC USA KPMG Global Digital Marketing 15

17 Global social media presence Kpmg.com/socialmedia Official KPMG global accounts Member firm social media accounts WEC USA KPMG Global Digital Marketing 16

18 Social media organizational foundation Before you start For many large organizations, the greatest challenge on the Social Engagement Journey is managing risks associated with social media. These are very valid concerns, as every tweet, wall post, or blog entry opens up our brand to some level of risk. The key to moving forward in the journey is a well-constructed governance model that helps the entire organization: 1. Understand potential risks, 2. Learn best practices and who internal experts are, and 3. Know exactly what to do if something does go wrong. The checklist on the left to help guide you through your review of the key resources available to you. Social Media portal page (including monitoring/listening reports) Social Media Strategy Social Media Playbook Social Media Guidelines Social Media Style Guide WEC USA KPMG Global Digital Marketing 17

19 Digital organizational competence

20 Training curriculum KPMG has growing organizational maturity in digital marketing: strategy, governance, people, processes and technology combine to deliver business value. Need to develop individual competence in digital - based on a competency framework. (Training and education identified as priority by Steering Group) Business maturity + Individual competence = Digital Excellence Global Digital Marketing is working with a leading digital training and research company, as well as Global L&D Our social media strategy consultants were also engaged to develop 10 training courses specific to our social media strategy. WEC USA KPMG Global Digital Marketing 19

21 Training curriculum Analytics Design Social Media Market trends & Social shifts Editorial (Content) Optimizing traditional & digital Standards & Policies Inbound marketing (getting found) Online communications Outbound marketing (promotion) Search Engines Mobile Online Advertising Access to research tools and generic elearning already provided Skills and Knowledge Assessments underway Working with Global L&D on curriculum planning WEC USA KPMG Global Digital Marketing 20

22 Digital organizational performance

23 Driving innovation and global consistency Web Globalization Report Interactive tool that compares corporate and indirect tax rates within a particular country or a particular tax type across multiple countries. Superior to competitor tools. Used by 100s of site visitors every day. kpmg.com improves ranking to rate 41 st best website in world Described as a leader in social integration Cited as 1 of 27 websites to emulate for global consistency Pulls away from E&Y in scoring and closes gap with PWC and Deloitte World Economic Forum Live Launch of innovative Twitter aggregation service to support our presence at Davos. Audience reach: 16.4M Google ads 3.4M Twitter followers 395,657 page views 54, 821 unique visitors Great PR: Forbes, Guardian, Telegraph Dot KPMG domain KPMG was amongst the leading global brands that demonstrated innovation in applying to ICANN to operate its own internet domain This change to the Internet is the most important since the invention of the world wide web KPMG was the only brand invited to participate at the press conference announcing this internet change to the world Great PR: Economist, Wall Street Journal, Sky News, BBC News (video) WEC USA KPMG Global Digital Marketing 22

24 Importance of research and benchmarking to planning Purpose of the mega drop-down menu: Faster navigation to key site content Overview of the site structure from any page Informed by extensive research: 39 sites identified and evaluated FT Index web benchmarking tool Web Globalization Report Competitor evaluation Site visitor survey feedback Analytics content pathways Implementation: IA changes and mega drop-down will be implemented mid Oct Will require effort from all countries to implement on their sites detailed guidance will be made available WEC USA KPMG Global Digital Marketing 23

25 Portfolio of standards, guidelines and policies Global policies Web policy is a corporate governance concern: Risk mitigation compliance with legislative requirement, IP protection Brand compliance with standards, consistency, protection, high quality user experience Opportunity enhancement audience reach and engagement, alignment with business goals and targets Global common standards Global common standards, processes and technology toolkit together: Ensure consistency in production, brand and go-to-market approach Raise quality and standards Reduce risk through standards that are defined, implemented and monitored Deliver significant cost savings for countries and global business units through removal of duplication of effort and investment Deliver economies of scale in both internal operations and vendor contract negotiations Focus on accomplishment of audience goals and engagement with KPMG Enable replication of best practices across the organization Support cross training of related digital roles WEC USA KPMG Global Digital Marketing 24

26 Thank you 2012 KPMG International Cooperative ( KPMG International ), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm vis-à-vis third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. The KPMG name, logo and cutting through complexity are registered trademarks or trademarks of KPMG International. INTERNAL USE ONLY