Daring to be digital - 13 June 2013

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Presentation given by Mark Sherwin and Rose Riley at Precedent's London Studio on 13 June 2013.

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Daring to be digital - 13 June 2013

  1. 1. MARK SHERWIN & ROSE RILEYJune 2013Daring to be Digitalembedding digital in 21st century organisations
  2. 2. TheWebsiteWebstrategyDigitalstrategyDigitaltransformationWE ARE EVOLVING FROM A MARKETING CENTRICTO BUSNESS WIDE VIEW OF THE WEBMarketing centricBusiness-wide impact
  3. 3. THOSE ORGANISATIONS THAT DO NOT FUNDAMENTALLYTRANSFORM ARE RAPIDLY BECOMING IRRELEVANT
  4. 4. IF YOU THINK BEING IN E-BUSINESS MEANS SUTURING ON ANE-COMMERCE APPENDAGE TO YOUR BODY CORPORATE,THEN THINK AGAIN.WE PROMISE YOU THAT WONT WORK...YOUVE GOT TO BE PREPARED TO LET THAT E-BUSINESS COMMITMENTRIPPLE THROUGH AND SHAKE UP THAT BODY CORPORATE. AND LIKEAN 8.0 EARTHQUAKE, YOU MUST BE PREPARED FOR THEREARRANGEMENT THAT WILL INEVITABLY OCCUR.Keyur Patel & Mary McCarthy | Digital Transformation, 2000DIGITAL TRANSFORMATION IS ABOUT FUNDAMENTAL CHANGE
  5. 5. A CHANGE THAT IS NO LONGER A CHOICE BUT AN IMPERATIVE
  6. 6. Innovators2.5%EarlyAdopters13.5%Early Majority34%Late Majority34%Laggards16%AND THERE IS NO POINT IN SIMPLY WAITING TO SEE WHAT OTHERS DOKeyur Patel & Mary McCarthy | Digital Transformation, 2000
  7. 7. Innovators2.5%EarlyAdopters13.5%Early Majority34%Late Majority34%Laggards16%THOSE WHO DO NOT INNOVATE WILL FALL IREVOCABLY BEHINDKeyur Patel & Mary McCarthy | Digital Transformation, 2000
  8. 8. THE GOOD NEWS IS THAT THERE IS LIGHT AT THE END OF THETUNNEL, WE JUST NEED TO BE IN THAT FIRST 15% OF INNOVATORS ANDADOPTERS!
  9. 9. DIGITAL TRANSFORMATION REFERS TO THE CHANGES ASSOCIATED WITH THEAPPLICATION OF DIGITAL TECHNOLOGY IN ALL ASPECTS OF HUMAN SOCIETY.DIGITAL TRANSFORMATION MAY BE THOUGHT AS THE THIRD STAGE OF EMBRACINGDIGITAL TECHNOLOGIES:DIGITAL COMPETENCE -> DIGITAL LITERACY -> DIGITAL TRANSFORMATION.THE LATTER STAGE MEANS THAT DIGITAL USAGES INHERENTLY ENABLE NEW TYPESOF INNOVATION AND CREATIVITY IN A PARTICULAR DOMAIN, RATHER THAN SIMPLYENHANCE AND SUPPORT THE TRADITIONALWikipedia | ‘Digital Transformation’TODAY WE WILL EXPLORE WHAT IT MEANS TO ACHIEVEDIGITAL TRANSFORMATION
  10. 10. WE’RE GOING TO EXPLORE 5 KEY THEMES1. Customer service, the missing link2. Harnessing the wisdom of crowds3. New money models4. The corporate tricorder5. The Internet of things, and big data
  11. 11. WE’LL ALSO HELP YOU FIND YOUR INNER HERO…
  12. 12. Customer service, the missing link
  13. 13. MARKETING CAN NO LONGER SIMPLY FOCUS ON AIDAIT MUST FOCUS ON AIDA AND ITS REFLECTIONThe AIDA reflection | Mark Sherwin, Precedent 2013AWARENESSINTERESTDESIREADVOCACYINVOLVEMENTDELIVERYACTION
  14. 14. OPTICAL EXPRESS - NOT JUST AN AGGRESSIVE ACQUISITION MODEL
  15. 15. OPTICAL EXPRESS - TAILORED PRE AND POST PURCHASE COMMUNICATIONS
  16. 16. OPTICAL EXPRESS - REWARDING CONTINUED ENGAGEMENT
  17. 17. OPTICAL EXPRESS - LINKING, BUT NOT DEMANDING ADVOCACY
  18. 18. OPTICAL EXPRESS - USING ADVOCACY TO DRIVE NEW AWARENESS ANDINTEREST
  19. 19. LOVEFILM – FAILING AT THE FINAL HURDLE
  20. 20. A MORE CONSIDERED APPROACH
  21. 21. ANTICIPATING NEEDS
  22. 22. HELPFUL ALTERNATIVE SUGGESTIONS AND FURTHERACTIONS
  23. 23. NEXT GENERATION DIGITAL CUSTOMER SERVICE AGENTS -REPLICATING HUMAN INTERACTION?http://www-05.ibm.com/uk/watson/
  24. 24. Harnessing the wisdom of crowds
  25. 25. USES OF CROWD SOURCING?OperationsFinancingResearch andDevelopmentIdea generation
  26. 26. IDEA GENERATION – MY STARBUCKS
  27. 27. RESEARCH AND DEVELOPMENT - GOLDCORP
  28. 28. FINANCING
  29. 29. xFINANCING - KICKSTARTER
  30. 30. OPERATIONAL RUNNING - GIFF GAFF
  31. 31. TURNING ADVOCATES INTO STAKEHOLDERSStakeholdersIdeagenerationResearch andDevelopmentFinancingOperations
  32. 32. The corporate tricorder
  33. 33. EVERY EMPLOYEEWITH MORE COMPUTING POWERAT THEIR FINGER TIPS THANTHE SPACE SHUTTLE.ANYTIME…ANYWHERE
  34. 34. DIGITAL CAN UNCHAIN YOUR EMPLOYEES FROM THEIR DESKSOFFERING INNOVATIVE NEW PRODUCTIVITY SOLUTIONS
  35. 35. SMART PHONES CAN NOW REPLACE MANY ANALOGUE PROCESSESAND DEDIATED DEVICES
  36. 36. THEY ALSO OFFER THE OPPORTUNNITY TO PROVIDE NEW VIEWSON TO EXISTING DATA USING CONTEXT TO STREAMLINE EXPERIENCES
  37. 37. AS DIGITAL WALLETS BECOME MORE MAINSTREAM THE MOBILEOFFERS HUGE EFFICIENCY AND PRODUCTIVITY BENEFITS
  38. 38. INTEGRATING DIGTAL WITH THE PHYSICAL WORLD (PHYGITAL)CREATE INNOVATIVE NEW CUSTOMER SERVICE OPTIONS
  39. 39. INTEGRATING DIGTAL WITH THE PHYSICAL WORLD (PHYGITAL)CREATE INNOVATIVE NEW CUSTOMER SERVICE OPTIONShttp://www.youtube.com/watch?v=fGaVFRzTTP4
  40. 40. WEARABLE TECHNOLOGY INTEGRATES CONTEXTUAL, MOBILE EXPERIENCESEVEN FURTHER INTO OUR EVERYDAY LIVEShttp://youtu.be/ykDDxWbt5Nw
  41. 41. New money models
  42. 42. AS CUSTOMERS MOVE TO A SUBSCRIPTION ECONOMY BUSINESSES MUSTMOVE FROM A PRODUCT ORIENTATED TO CUSTOMER ORIENTATED VIEW
  43. 43. TRADITIONAL ORGANISATIONS WILL BE USURPED BY THOSE OFFERING AMORE FLEXIBLE APPROACH TO ACCESS
  44. 44. TRADITIONAL ORGANISATIONS WILL BE USURPED BY THOSE OFFERING AMORE FLEXIBLE APPROACH TO ACCESS
  45. 45. TRADITIONAL ORGANISATIONS WILL BE USURPED BY THOSE OFFERING AMORE FLEXIBLE APPROACH TO ACCESS
  46. 46. CUSTOMERS WANT INCREASINGLY GRANULAR PURCHASING OPTIONSMAKE THIS SIMPLE, FLEXIBLE AND VALUABLE AND THEY WILL RETURN
  47. 47. NEW PURCHASING MODELS CAN DRIVE NEW CONSUMER HABITSAND DELIVER GREATER RETURNS
  48. 48. WHILST PURCHASING MODELS ARE CHANGING SO ARE OTHER ASPECTSOF FINANCIAL TRANSACTIONS SUCH AS RAISING FUNDS
  49. 49. THESE MODELS ARE STARTING TO PERFUSE INTO MORE NICHEAPPLICATIONS AND SECTORS
  50. 50. The internet of things, and big data
  51. 51. DIGITAL CAPABILITY IS NO LONGER RESTRICTED TOHIGH END COMMUNICATION DEVICES
  52. 52. IT USED TO BE THAT EVERY CHILD DREAMT OF HAVING THEIR OWN ROBOThttp://www.kickstarter.com/projects/john-cole/brickpi-lego-bricks-with-a-raspberry-pi-brain/widget/video.html
  53. 53. Beecham Research`s Connected Devices Sector Map | http://beechamresearch.com/article.aspx?id=4CONNECTIVITY AND DIGITAL CAPABILITY WILL BECOME STANDARDACROSS A DIVERSE RANGE OF ‘THINGS’
  54. 54. Beecham Research`s Connected Devices Sector Map | http://beechamresearch.com/article.aspx?id=4CONNECTIVITY AND DIGITAL CAPABILITY WILL BECOME STANDARDACROSS A DIVERSE RANGE OF ‘THINGS’
  55. 55. THIS CREATES HUGE OPPORTUNNITY FOR NEW MULTI-INPUT,MULTI-OUTPUT DIGITAL INTERACTIONSUse case from The New Digital Age | Schmidt and Cohen 2013
  56. 56. ‘THE INTERNET OF THINGS ISN’T WI-FI FRIDGES AND DEVICES WITHBOLT ON CONNECTIVITY: IT’S TINY, CHEAP SENSORS THAT WILLBRING EVERYDAY OBJECTS TO THE NETWORK – IN THEIR BILLIONS’‘BY STRAPPING A RECEIVING COMPUTER TO THE SIDE OF IT, THEINTERNET FRIDGE BRINGS THE INTERNET TO THE DEVICE. BYCONNECTING TRANSMITTING SENSORS TO THE NETWORK, THEINTERNET OF THINGS BRINGS THE DEVICE TO THE INTERNET.’BEN HAMMERSLEY | WIRED, 2013NOT A FRIDGE WITH AN IPAD STRAPPED TO IT…
  57. 57. WHILST PERSONAL DEVICES MAY IN FACT MAKE UP AN INTERNET OF THINGS,COMMERCIAL AND MUNICIPAL APPLICATIONS HAVE MUCH WIDER DATAOPPORTUNITIES
  58. 58. THE DATA IS EASY TO GATHER, OR ALREADY EXISTS – THE OPPORTUNITYLIES IN WORKING OUT HOW TO USE IT
  59. 59. THIS CAN LEAD TO INNOVATIVE NEW APPROACHES TO CUSTOMERINSIGHT, AND PRODUCT AND SERVICE DESIGNMobile phone data redraws bus routes in Africa, BBC | http://www.bbc.co.uk/news/technology-22357748
  60. 60. Gotcha, but how do I make that 15%?
  61. 61. TheWebsiteWebstrategyDigitalstrategyDigitaltransformationFIRST WE MUST ARTICULATE WHAT IT MEANSTO EMBRACE DIGITAL TRANSFORMATIONMarketing centricBusiness-wide impact
  62. 62. Marketing centricBusiness-wide impactDIGITAL MUST MOVE FROM A MARKETING FUNCTIONTO A BUSINESS-WIDE IMPERATIVEBusinessStrategyMarketingStrategyWebStrategyBusinessStrategyMarketingStrategyDigitalStrategyDigitalStrategyBusinessStrategyMarketingStrategyDigitalTransformationWeb strategy Digital strategy Digital transformationDaring to be Digital | Adrian Porter, Head of Strategic Research, Precedent 2013
  63. 63. Marketing centricBusiness-wide impactDIGITAL MUST MOVE FROM A MARKETING FUNCTIONTO A BUSINESS-WIDE IMPERATIVEBusinessStrategyMarketingStrategyWebStrategyBusinessStrategyMarketingStrategyDigitalStrategyDigitalStrategyBusinessStrategyMarketingStrategyDigitalTransformationWeb strategy Digital strategy Digital transformationDaring to be Digital | Adrian Porter, Head of Strategic Research, Precedent 2013
  64. 64. Marketing centricBusiness-wide impactDIGITAL MUST MOVE FROM A MARKETING FUNCTIONTO A BUSINESS-WIDE IMPERATIVEBusinessStrategyMarketingStrategyWebStrategyBusinessStrategyMarketingStrategyDigitalStrategyDigitalStrategyBusinessStrategyMarketingStrategyDigitalTransformationWeb strategy Digital strategy Digital transformationDaring to be Digital | Adrian Porter, Head of Strategic Research, Precedent 2013
  65. 65. WHILST SOME MAY APPOINT A CHIEF DIGITAL OFFICER,MOST MUST CHANGE FROM WITHIN. A DIGITAL HERO IS REQUIRED
  66. 66. MOST EXECUTIVES DON’T USE SOCIAL NETWORKS OR SMART PHONES.MANY DON’T EVEN READ THEIR OWN EMAIL.SO TRYING TO CONVINCE DECISION MAKERS THAT THIS IS A WARFOUGHT ON THE BATTLEGROUND OF TECHNOLOGY IS IN AND OFITSELF FIGHTING A LOSING BATTLE.BRIAN SOLIS | WHAT’S THE FUTURE OF BUSINESS, 2013WHILST SENIOR MANAGEMENT MAY SUPPORT CHANGETHEY MAY TO BE THE ONES TO DRIVE THE CHANGE.
  67. 67. DIGITAL TRANSFORMATION MUST INTERLINKWITH ALL PARTS OF THE BUSINESSFINANCEOPERATIONSCUSTOMERSERVICEMARKETINGHUMANRESOURCESRESEARCH &DEVELOPMENTDIGITALTRANSFORMATIONDigital Transformation | Adrian Porter, Head of Strategic Research, Precedent 2013
  68. 68. AND TO GATHER SUPPORT IT MUSTDELIVER TO ALL PARTS OF THE BUSINESSBUSINESSVALUEIMMEDIATERETURNCUSTOMERSATISFACTIONBRANDVALUEKNOWLEDGERETENTIONINNOVATIONDIGITALTRANSFORMATIONDigital Transformation | Adrian Porter, Head of Strategic Research, Precedent 2013
  69. 69. GENERATE IDEAS AND LOOK FOR THOSE IDEASTHAT IMPACT ACROSS ORGANISATIONAL GOALSBUSINESSVALUEIMMEDIATERETURNCUSTOMERSATISFACTIONBRANDVALUEKNOWLEDGERETENTIONINNOVATIONIDEA
  70. 70. AVOID STARTING WITH A HUGE TECHNOLOGY SOLUTIONINSTEAD LOOK FOR SMALL CHANGES THAT CAN DELIVER BIG IMPACTS
  71. 71. WE NEED TO DELIVER RECOGNISABLE AND MEASUREABLE BUSINESSVALUE EVERY THREE TO FIVE MONTHS. THAT IS IMPERITIVE, OTHERWISEWE LOSE CREDIBILITY AND TRUST.Claes Mansson | Director, ICT Strategic Investment Programme , Monash University, 2013UNDERSTAND HOW YOU WILL MEASURE BUSINESS VALUEESTABLISH BASELINES, CONSTANTLY MEASURE, OPTIMISE AND EVOLVE
  72. 72. NARRATING THE STORIES IS CRUCIALTO GATHERING SUPPORT FOR BIGGER CHANGECreating engaging online experiences for ACI ‘s customers, James Downes, UX Director, Precedent 2012
  73. 73. SO LET’S SAY YOU ARE OUR HERO…WHAT’S THE JOURNEY GOING TO FEEL LIKE?
  74. 74. A HERO’S JOURNEYCHANGING THE WAY BUSINESSES CREATE EXPERIENCESINCEPTIONYou see the need for change.You feel as if more can be done.You’re not sure its your responsibility and theopportunity is bigger than you envisioned.You question your calling.Perhaps you refuse it.Then you meet others who will empoweryou…stand by you through change.What’s the Future of Business | Brian Solis, 2013
  75. 75. A HERO’S JOURNEYCHANGING THE WAY BUSINESSES CREATE EXPERIENCESTRIBULATIONChange is met with hardship.It’s unavoidable.You start to feel the discomfort from leavingyour comfort zone.Obstacles will arise; budget constraints,politics, scepticism, tunnel vision, blatantignorance.Stay true stay focused.Your customers and employees are anxiousfor you to succeed.What’s the Future of Business | Brian Solis, 2013
  76. 76. A HERO’S JOURNEYCHANGING THE WAY BUSINESSES CREATE EXPERIENCESTRANSFORMATIONBuzz and excitement permeates the halls ofyour business.Employees hear about what you are trying todo, they enquire how to be part of it or howsoon they’ll see the fruits of your labour.To hold consensus takes frameworks andprocesses. This sets the stage for howpeople, teams, philosophies, and technologywill support the transformation.It’s always darkest before dawn. There will bepushback, more and more challenges.Keep the team strong, youve come too far forthat.What’s the Future of Business | Brian Solis, 2013
  77. 77. A HERO’S JOURNEYCHANGING THE WAY BUSINESSES CREATE EXPERIENCESREALISATIONTo call this the last stage is misleading.Transformation is continual, it becomes partof your business model.Here you learn and adapt accordingly.You lift your head and notice that the peopleinside and outside of the organisation arenoticing change.Change is now constant.Take this moment to revel in your journey.Since you are the hero in this story, yourjourney is just beginning.What’s the Future of Business | Brian Solis, 2013
  78. 78. THE INTERNET IS AMONG THE FEW THINGS HUMANS HAVE BUILT THAT THEYDON’T TRULY UNDERSTAND. IT IS THE LARGEST EXPERIMENT INVOLVINGANARCHY IN HISTORY.AS GLOBAL CONNECTIVITY CONTINUES ITS UNPRECEDENTED ADVANCE. MANYOLD INSTITUTIONS AND HIERACHIES WILL HAVE TO ADAPT OR RISK BECOMINGOBSOLETE.THE STUGGLES WE SEE TODAY IN MANY BUSINESSES, ARE EXAMPLES OF THEDRAMATIC SHIFT FOR SOCIETY THAT LIES AHEAD.AND WE’VE BARELY LEFT THE STARTING BLOCKS.Eric Schmidt & Jared Cohen | The New Digital Age, 2013
  79. 79. WE SHOULD ALL BE CONCERNED ABOUTTHE FUTURE BECAUSE WE WILL ALL HAVETO SPEND THE REST OF OUR LIVES THERE.Charles F. Kettering, American inventor and businessman

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