Has the internet made Everything rubbish?

1. HAS THE INTERNET MADE EVERYTHING
RUBBISH?
24TH OCTOBER 2013
Gareth Jones
Chief Brand & Content Officer,
Global
Twitter: @GJ
LinkedIn: http://uk.linkedin.com/pub/gareth-jones/

5. The cult of free destroys jobs and
destroys quality

6. 40% of news stories shared on Facebook

7. The Daily Mail list of things that make you ill

8. There is real danger that power will
be concentrated in a tiny number of
geeky hands

9. We have to take our stories back

10. Incredible role for brands and
smarter agencies to be helpful with
data

11. Brand + agency + great idea = economic regeneration

12. Sony Mobile co-creates art in the Arctic

13. Digital technology has the power to
liberate. It also has the power to enslave. If
we are not vigilant, if we are not thinking
clearly, we could unwittingly end up as
economic slaves to algorithms. With the
right support, the right funding and the
right ideas from government and from
business, we can tame the beast and
harness it’s energy for the good of the
many not just the geeky few

14. Customer Activity Cycle

15. Examples Digital Innovation
RFID
Wishlist management
Digital Personal
Shopper
Virtual dealerships
Connected objects
Image here
Image recognition &
augmented realiity

16. EXERCISE 1
Thinking about your own brand and
the customer activity cycle, identify an
area of the journey where you can add
value to the customer experience
through digital innovation which has
utility at its heart

17. DIGITAL BUSINESS DESIGN

18. What you should get out of this
• Understand the meaning of DBD
• Help you look at your organisation through a digital
lens
• Start to ask the right questions

19. Digital Business Design
• This discipline blends organization design consultancy with
digital know-how to enable businesses to structure, organize
and skill up to grasp the opportunities afforded by Digital.
• Its about creating connected, collaborative communities
within companies to drive innovation, reduce cost and create
business value.
Organization
Capabilities
Process

20. We help transform
the
digital age …
businesses for
… by leading them from
Innovation through to Impact

23. • What’s missing from my formula?

24. Organisational readiness!

26. Is my business
the
digital age?
transformed for

29. What do I look at when I
look at myself and how do I
get the inside right?

30. 4 key areas
•
•
•
•
Functions (departments)
Skills
Processes and guidelines
Technology

31. Functions

32. What’s the question…
• Do I have all the functions I need
for the digital age?

33. Traditional organisation
•
•
•
•
•
•
•
•
Sales
Marketing
HR
Legal
Operations
Support
IT
Etc….

34. Digital organisation
•
•
•
•
•
•
•
•
•
Traditional +
Social/Community management
CRM
Experience design
Strategy
Content
Media
Analytics
Etc,,,

35. Skills

36. What’s the question…
• Do I have enough people and do
they have the skills my
organisation needs to fulfil our
digital promise to our customers?

38. If not…
• What is the gap and how do I
bridge it?

39. Up skill/train

40. Get
Outside
Help

41. What’s the question…
• How do I get the most out of my
partner as an extension of my
business?

42. Let them be…

43. BOTH

44. Processes
and
guidelines

45. What’s the question…
• What is the right way of doing
things?

46. What to consider
• Clearly defined roles and responsibilities
• Integration points between teams internal and
external
• Do’s and Don'ts
• Brand guidelines
• SLA’s
• Test and learn

47. Techology

48. The millions of dollars question!

50. What’s the question…
• What technology do I need and
why do I need it to drive
innovation?

51. What to consider
• Intranet
• CMS
Mobile platform
• DAM
• Analytics

52. EXERCISE 2
Thinking about the digital innovation
idea you developed earlier, think
about what you would need to do
from an organisational perspective to
deliver that idea across functions,
skills, process & guidelines and
technology

53. THANK YOU
WHAT’S NEXT?
MOBILE
DEC 12TH