H HEWSON | GROUP

Digital Strategy Credentials

July, 2013

© 2013 Proprietary & Confidential 1

H HEWSON | GROUP

Hewson|Group “Making things better with digital since 1987”SM

•  Created in 2011 to provide strategic digital services –  Founded on a 25 year strategic marketing & agency record

•  Enterprise-scale digital strategy heritage –  Last 17 years leading digital strategy exercises for Fortune 100s –  Marketing strategy leadership roles: Modem Media, Digitas, Tribal DDB, Carat

•  Global digital marketing strategy best-practices

•  Customer- and user-needs biased

•  Innovating with advanced digital technologies and practices

•  Digital expertise across the customer lifecycle –  digital brand expression –  demand creation and capture –  lead acquisition and nurturing –  retention and LTV optimization –  partner and client collaboration –  data usage and permissions planning –  “always on” customer support –  digital infrastructure planning

© 2013 Proprietary & Confidential 2

Bill Hewson

H HEWSON | GROUP

Strategy

Platforms

Programs Channels

Analytics

Scope of Consulting Services

H|G Clients

/

Proven Digital Strategy Leadership

Specializing in

²  Trend analysis: future-proofing

²  Solutions conceptualization

²  Business case/stakeholder rationale ²  Executional preparedness

²  Business diagnostics

²  Data leverage models

Hewson|Group at a glance

© 2013 Proprietary & Confidential 3

H HEWSON | GROUP

Hewson|Group Strategy Focus

Applying advanced digital strategy for more than 15 years •  Social B2B Online Community = 1996 (AT&T Worldnet) •  Mobile Acquisition Strategy = 1997 (AT&T Wireless) •  eCRM MVC Retention Strategy = 1998 (Starwood) •  Enterprise Digital Strategy = 2004 (American Express) •  Segment Digital Strategy = 2007 (Ernst & Young) •  Global Digital Strategy = 2010 (Otis Elevator), 2012 (GM)

What we’re thinking about in 2013 •  The increasing role of “data” in our lives •  How transparency is changing world markets •  Privacy is becoming a malleable concept culturally •  Expectations for “knowing the customer” are expanding

© 2013 Proprietary & Confidential 4

H HEWSON | GROUP

Hewson|Group Digital Strategy Approach

© 2013 Proprietary & Confidential 5

H HEWSON | GROUP

Our four focus areas for digital strategy

Based on our experience, enterprise level companies focus their digital strategy efforts in one or several of four possible ways:

1.  To make products and services better: digital innovation

2.  To create more efficiency in existing business processes

3.  To sell or merchandise products and services in new ways

4.  To express the company brand more effectively The first steps of our strategy engagements focus on determining which of these objectives are a client’s priority and how progress will be measured.

© 2013 Proprietary & Confidential 6

H HEWSON | GROUP

Creating differentiation with multi-faceted insight

Marketplace Forces

Brand Goals

Business Goals

Customer Goals

Digital Value Proposition

Competitive Environment

© 2013 Proprietary & Confidential 7

H HEWSON | GROUP

Seeking insight beyond “marketing”

© 2013 Proprietary & Confidential 8

What parts of your business make the most margin?

What return are digital investments currently providing?

What reducible friction do your customers hate?

What is possible to envision in 3 years?

H HEWSON | GROUP

1. Audit

(knowing what to

listen for and capture)

2. Interrogate

(asking the right questions of the right people and

data)

4. Consensus

(creating

organizational alignment and

momentum)

3. Concept

(devising impact

scenarios for consideration)

Our proven planning method: sample activities

²  Situation Analysis ²  Goal Setting ²  Benchmarking ²  KPI definition ²  Asset ID ²  Tech Audit

²  Budget Planning ²  Business Case ²  Vision-ware ²  Executive Sell-in

²  Stakeholder Q&A ²  Asset Evaluation ²  Business Data

Review & Analysis ²  Customer Needs

Segmentation

²  Personas ²  User Scenarios ²  High Level UX ²  Data Strategy ²  Tech Requirements ²  Interface IA

© 2013 Proprietary & Confidential 9

H HEWSON | GROUP

Our proven planning method: sample deliverables

Customer Segment Personas Prioritized User Scenarios Current User Experience Diagram

Current Customer Experience Maps New User Experience Architecture

Prioritization Matrix (Features, Functionality, Content) Conceptual Wireframes

New Customer Experience Maps

Project Implementation Plan

© 2013 Proprietary & Confidential 10

H HEWSON | GROUP

Typical H|G strategy engagement work flow

Time

FTE

Effo

rt

Audit Interrogate Conceptualize Consensus

We work well independently or as part of a collaborative client team

(length dependent on complexity of need)

© 2013 Proprietary & Confidential 11

H HEWSON | GROUP

Team Model

•  Bill leads all client engagements for Hewson|Group –  Bill will act as lead strategist and daily project lead

•  Audit period will define any additional resource needs •  Additional resources may be recommended, e.g.

–  UX designer/Information Architect –  Graphic designer –  Statistical data analyst –  1st party research expert –  Technology architect –  Project manager/strategy support

© 2013 Proprietary & Confidential 12

H HEWSON | GROUP

Thanks, let’s get started!

Bill Hewson, CEO @ Hewson|Group

bill@hewsongroup.com

1.203.610.4649

@bill_hewson

© 2013 Proprietary & Confidential 13