Posts Tagged ‘London’

Looking internally for the success of your TLD strategy

Wednesday, October 2nd, 2013

Adrian KinderisTony Kirsch, Senior Manager of International Business Development at ARI Registry Services, discusses the importance of getting internal support for the success of your .brand Top-Level Domain strategy.

By Tony Kirsch

Last week, I had the privilege of presenting at the Digital Marketing & gTLD Strategy Congress in London on how to create a TLD strategy and activate your path to market for launch.

Some of the best and brightest minds in the industry attended and it was encouraging to hear from major brands such as Phillips, Microsoft, Google and KPMG, as well as a variety of other applicants.

While in my previous blog I discussed why a .brand TLD strategy is important, let’s now delve deeper into engagement strategies and why this is the key to a successful .brand.

Why do I need internal engagement?

Internal engagement is a critical element of a TLD strategy because your .brand TLD is going to impact every aspect of your organisation. From technology to marketing and even customer service, everyone in your organisation needs to be engaged in your TLD strategy at differing degrees.

While you may have already engaged key decision makers during the process of applying for a new TLD, many haven’t sought the necessary strategic input across the organisation – something that is extremely challenging for multinational enterprises (and for some of their consultants!!).

You have to appreciate that how one department approaches your .brand TLD might be different to another department.

However, done correctly, your TLD strategy is the perfect mechanism to align key department’s .brand aspirations with your organisational goals.

Who should you engage internally?

Ideally, the critical areas of your business to target are your C-Suite executives, IT infrastructure and systems teams, digital, brand, legal and marketing departments. This is where the key decision makers lie who can make or break your .brand.

You should also consider bringing in the finance department, PR and internal communications teams, and any agency support your organisation receives from digital, branding and advertising specialists.

Finally, don’t forget that even though you are a .brand, you’ll need to engage your Registrar too (if you haven’t already done so).

Remember, engaging with some internal audiences might be a challenge because there are still people out there that don’t know anything about new TLDs.

Change management

Adopting a .brand is a massive change for any organisation.

It’s important to remember that change is never easy and often clouded in risk as people intuitively resist transformation.

This is why your TLD strategy serves two purposes: 1) To provide purposeful direction in the launch of your TLD; and 2) To act as a mechanism to engage internally and gain the support of your key stakeholders.

The reality is that you’re not only taking ownership of your .brand strategy, you will also be seen as the change facilitator. Leaders of large change programs must take responsibility for generating the critical mass movement in favor of the change. This requires more than mere buy-in or passive agreement; it demands complete ownership of the entire change process.

The five steps

I detail these steps in far greater depth during our TLD strategy workshop sessions. At a high level, below are the five key elements you should consider as part of internal engagement for your TLD strategy:

1. De-risk

A successful TLD strategy will need to take a ‘whole of business’ approach if it’s to be effective. Remove the target from your back by involving key stakeholders early and de-risk your .brand TLD investment.

2. Get support from your TLD advisors

Get support from your trusted TLD advisors to guide you through the process. There’s no need to reinvent the wheel.

3. Secure budget

You’ve made an investment in a core piece of Internet infrastructure. Now it’s time to activate this investment. Engage internally to make a business case to secure budget.

4. Get internal resources

You can’t do this yourself. Collaborate and consult with key stakeholders in all departments to share the load. It’s often far more effective to have others champion the cause for you.

5. Align with corporate goals

Does your .brand TLD strategy reflect your organisation’s mission, vision and values? Now’s the time to engage every department to get collective buy-in.

Your plan

You’re building something from scratch and you need to get your plans in place. Internal engagement is the key to successful project planning and management.

Think about the construction of a house. You would never build a new house without detailed plans.

Similarly, with the creation of your TLD strategy, you should facilitate constructive internal engagement so you can build a plan that provides visibility across all facets of your business operations – and provide a digital platform for your organisation for many, many years to come.

By Tony Kirsch
Senior Manager – International Business
ARI Registry Services

Tony Kirsch is widely recognised as an industry expert within the new TLD program and is employed by ARI Registry Services, an International Domain Name Infrastructure Services organisation based in Melbourne, Australia.

Tony has advised some of the world’s largest firms and Governments on their new TLDs and his in- depth understanding of the program’s intricacies is widely sought after in order to assist the creation of companywide processes and strategies.

Bring your .brand to life

Friday, September 20th, 2013

Adrian KinderisTony Kirsch, Senior Manager of International Business Development at ARI Registry Services, previews his upcoming presentation for the Digital Marketing & gTLD Strategy Congress on why your TLD strategy is paramount to making or breaking your .brand.

By Tony Kirsch

“By failing to prepare, you are preparing to fail.”
― Benjamin Franklin

With the first new TLDs slated to be delegated in only a matter of weeks, effective development of your TLD strategy is your most important asset to guide you on the path to the successful implementation of your .brand.

Your strategy will be the most significant weapon in your Top-Level Domain arsenal to drive the launch of your .brand, and you’ll only get there with preparation and engagement. For the vast majority of .brand applicants, ICANN have recently informed you that you have passed your application. You’ve come this far. Now it’s time to get the traction and key stakeholder buy-in that is required to justify the investment to date, and support the initiative into the future.

No matter the motivation for applying for your .brand TLD, effective use of your ‘slice of the Internet’ has the potential to be a significant competitive advantage… when activated and incorporated into your digital presence carefully and strategically.

So what is a .brand TLD strategy?

Your TLD strategy is fundamentally about integration; firstly within your organisation, secondly into your existing digital environment, and thirdly, with all of your external stakeholders.

Other new ‘generic’ TLDs (i.e. those available for sale) will be greenfield business – and in most cases have a significantly different value proposition to their target markets.

Large organisations on the other hand, have invested heavily in the development – both online and offline – of their brands over many years. Simply moving to a .brand without clear direction, and a reason for users to find your .brand compelling to try it, will result in the rapid and public death of your .brand.

Remember that Internet users, even the most innovative ones, are not all that forgiving. Your TLD strategy should demonstrate immediate reward and give them incentive to follow you in your .brand TLD journey.

Great responsibility

If you’ve read this far, it’s because you recognise you are part of a bigger movement.

As a .brand applicant, you are trailblazing the frontier of a new Internet and the whole world is watching. Your individual success adds to the collective success of the new TLD program, and your participation in this evolution means our shared responsibility to get it right rests heavily on strategy and execution. This will be the cornerstone of much of my presentation, in collaboration with NetNames and Philips, at the Digital Marketing and gTLD Strategy Congress in London next week.

One size fits all

I’ve had the pleasure of working with some of the world’s largest brands to deliver strategic guidance in recent months and the one consistent theme from the workshops I’ve been conducting is that there is no one-size-fits-all TLD strategy solution. As a .brand, you must recognise you need a tailored approach to activating your TLD in line with your corporate vision and success is all about tailoring your strategy to deliver on your specific needs.

Use momentum to build your TLD

As a .brand applicant, you will own your own piece of the Internet; this is your digital asset that separates you from your competitors and demonstrates to your customers that you are leaders in innovation. Drive the momentum of your launch activities to generate ambassadors of your .brand and invite them to join this historic movement.

Then, importantly, don’t get lazy after launch as it’s important to understand that launch success does not equate to ongoing success. Your .brand TLD strategy should have multiple stages of activation to continue breathing life into your .brand, and thus ensure it evolves into your future global digital footprint.

Are we there yet?

The distance between today and launch may seem miles away, but the horizon of this Internet evolution is right in front of us and I can assure you there is lots of work to be done. The key is engagement, education… oh, and a little bit of courage and passion too!

By Tony Kirsch
Senior Manager – International Business
ARI Registry Services

Tony Kirsch is widely recognised as an industry expert within the new TLD program and leads Global Strategic Consulting for ARI Registry Services, an International Domain Name Infrastructure Services organisation based in Melbourne, Australia.

Tony has advised some of the world’s largest firms and Governments on their new TLDs and his in- depth understanding of the program’s intricacies is widely sought-after in order to assist the creation of companywide processes and strategies.

AusRegistry International to attend ICANN Live Outreach Meetings

Monday, July 20th, 2009

By Axia Jarnblad

With the introduction of new gTLDs in early 2010, ICANN is organising meetings at different locations across the world as part of the Global Consultation and Outreach program. Meetings have been held earlier this week in New York and London and upcoming events are also scheduled for Abu Dhabi and Hong Kong in the near future.

These meetings have been specifically organised to educate businesses, trademark experts, professional associations, consumer and other civil society groups, members of the domain name industry, government officials, potential applicants and the ICANN community on the progress of the new gTLD program and to facilitate feedback for further improvements.

Being heavily involved in the domain name industry and the new gTLD process, senior AusRegistry International staff will be in attendance at the meetings in both Hong Kong (24th July) and Abu Dhabi (4th August).

As the two events will focus mainly on new gTLDs and Internationalised Domain Names (IDNs) they are of special interest to AusRegistry International as we have been active in both of these areas for quite some time.

View the meeting agenda for Hong Kong at:
http://www.icann.org/en/topics/new-gtlds/hk-agenda-speakers-24jul09-en.pdf

View the meeting agenda for Abu Dhabi at:
http://www.icann.org/en/topics/new-gtlds/ad-agenda-speakers-04aug09-en.pdf

Make sure you follow us on Twitter at http://twitter.com/ausregistryint in order to get updated on what is happening throughout the meetings.

If you are interested in attending any of these meeting, you can register at: http://www.registration123.com/ICANN/GTLD/