Digital Excellence (Econsultancy)


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Digital Excellence according to Econsultancy

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Digital Excellence (Econsultancy)

  1. 1. | 1Digital Excellence |Digital Excellence:are you a winner or anaverage performer?John SinkeNovember 2012
  2. 2. | 2Digital Excellence |Why is Digital Excellence important?
  3. 3. | 3Digital Excellence |Training, consultancy, events, content and more…
  4. 4. | 4Digital Excellence |185,000 members and counting….• 185,000+ members worldwide• 52,000 trained/60 countries/6 languages• London, New York, Dubai, Singapore and Sydney• 100+ trainer faculty in all regions globally• Research: best practice/consultancy/training• 1.2 million reports downloaded• “About Us” video:
  5. 5. | 5Digital Excellence |Just a few clients we’ve worked with…
  6. 6. | 6Digital Excellence |How to achieve Digital Excellence?• What is Digital Excellence?• Research from Econsultancy• Why is Digital Excellence critical?• Research from Cap Gemini/MIT and Adobe• Tools and Case Studies• How do you develop Digital Excellence (in eight steps!)?• Resources and bed time reading…
  7. 7. | 7Digital Excellence |What is Digital Excellence?Digital ExcellenceMarketing leadership in the strategic deploymentof digital channels and business processesIt is not about making everyonein the company a digital guru.Its about giving everyone a degree of digital literacy.
  8. 8. | 8Digital Excellence |Is your organisation competent and capable?Capability(technology)(processes)Competence(knowledge)(skills)
  9. 9. | 9Digital Excellence |How do yourate yourunderstandingof ROI fromdigital?Source: Econsultancy-State-of-Digital-in-Asia-2012 in association with Campaign Asia Pacific (magazine)Competent and capable: we’re not so sure?
  10. 10. | 10Digital Excellence |What are thebiggest barrierspreventing yourorganisation frominvesting indigital marketing?Source: Econsultancy-State-of-Digital-in-Asia-2012 in association with Campaign Asia Pacific (magazine)Barriers to digital budget - Asia
  11. 11. | 11Digital Excellence |Still not enough digital specialists?Source:
  12. 12. | 12Digital Excellence |Digital Excellence according to Google...Source: optimisation in the digital world:1. Influence — reaching the right people at theright time with the right message2. Experience — delivering remarkable customerexperiences in all channels3. Value — recognising the economic value in allcustomer interactionsAvinash Kaushik, Google
  13. 13. | 13Digital Excellence |“Digirati” are 26% more profitable…
  14. 14. | 14Digital Excellence |Digital Excellence creates competitive advantageDigital Marketing Benefits:• 93%: creates competitive advantage• 52%: crucial in forming customer-centric/responsive organisation• 51%: boosts effectiveness/efficiency of overall marketing programmeGreatest obstacle: low digital marketing investment levels:• 53%: budget limitations preventing from testing and analysis• 72%: spends <25% of total marketing budget on digital• Of that group, 37% spend <10%Digital Marketing Investment in 2013:• 47%: increase to 10-24% of total marketing budget• 22%: increase spend to 25-49% of total marketing budgetSource: APAC Digital Marketing Performance Dashboard 2012, Adobe
  15. 15. | 15Digital Excellence |Why is Digital Excellence important?
  16. 16. | 16Digital Excellence |Why is Digital Excellence important?gghh
  17. 17. | 17Digital Excellence |Behavioural change= audit, plan, learn, transformDigital Business Auditing (audit)• Skills assessment – skills gap analysis• Digital infrastructure audit – platforms, channels, tools & data• Organisational benchmarking – team structure & skills strategy reviewSkillSet™ planning (plan):• Capabilities development plan – custom, focused team-learning programmes• Digital excellence roadmap – strategic, company-wide development planningActionable learning™ (learn)• Custom learning delivery – in-person, online, toolkits, workshops• Digital excellence portal – a branded content-rich collaboration space•Digital inspiration events – major team kick-offs and refreshers•Self learning via membership - > 400 research, reports and guidesTransformation programmes (transform)• SkillSet transform™ – total capabilities improvement and culture change• SkillSet academy™ – the 360º digital centre of excellence programme
  18. 18. | 18Digital Excellence |Benchmarking• Self rating statements• Strategy, process,tools & technology,measurement andbest practice• Benchmark andidentify knowledgegaps• Repeat assessment:assess uplift inperceived knowledgeIdentify gaps inknowledge
  19. 19. | 19Digital Excellence |PhilipsOnline Sales StrategyApproach by phases:• Mapping online effectiveness - scoping and analytical activity• Benchmarking best practice• Development and deployment of a toolkit‘• Tuning online presence to the level of best-practice
  20. 20. | 20Digital Excellence |Du PontGlobal support to drive change of knowledgelevels and capabilities (digital being the driver)Deliver digital roadmap and online visionSolutions:• guidelines for implementing best practiceacross all major digital channel & insightsinto digital development and innovation• training across US, Europe andAPAC/China/India• ongoing skills gap analysis anddevelopment of sophisticatedcompetence frameworks• on-going support for key digital staff
  21. 21. | 21Digital Excellence |Sony MobileOn-going global programme to enhance digital skills andknowledgeFace-to-face workshop sessions in North & South America, UK &Europe and Asia.Advanced workshops and forums to share learnings, inform andinspire.Online learning modules and bespoke supporting digital marketingcontent (best practice guides, trends, further resources and casestudies).In-depth digital capabilities & competency skills assessment toidentify significant gaps in digital knowledge.Advanced workshops, forums and on-going content creation.Detailed report with recommendations for senior managementteam.Focus on more local digital deep dive workshops in local markets.
  22. 22. | 22Digital Excellence |Step 1. Understand where you are nowFoundation Intermediate Advanced World ClassEmergent Managed OptimisedPioneers, driven bypersonal interestTransformedCompanies thatachieve DigitalExcellence out-perform their peersin innovation,agility andresponsivenessPeopleProcessTechnologyInadequate measurement,ineffective controland directionLegacy systems, poorlydesigned, difficult tooperateAll necessary peopleknowledgeable andengagedStrategic direction in silos,some identified targets,some form of measurementSome integrated systemspart-managed or auto-mated , fit--for -purposeAll necessary peopleknowledgeable, engageddirected and managedFully integrated systems,designed to specificationand fully fit-for -purposeStrategic direction, targets,planned measurement andresponseDigital Excellence in eight steps!
  23. 23. | 23Digital Excellence |Step 2. Define excellence for your business
  24. 24. | 24Digital Excellence |Step 3. Map against competency frameworks
  25. 25. | 25Digital Excellence |Step 4. Understand that skills alone don’t achievedigital excellenceDo you have accessto the right toolsand networks?Are the tools fit forpurpose and havethey been correctlyinstalled?Digital marketingrelies on agility,testing and theability to fail.Senior managementneeds to have a realunderstanding ofdigital.Can yourorganisationexecute?Skill are important,but are not the onlypiece of the puzzle.Skills Process Tools Culture
  26. 26. | 26Digital Excellence |Step 5. Ensure support staff have the skills torecruit and manageCartoon by
  27. 27. | 27Digital Excellence |Step 6. Ensure senior executives understandthe business environment needed
  28. 28. | 28Digital Excellence |Step 7. Digital marketing is digital business“Are you a digital businessora business that does digital?”
  29. 29. | 29Digital Excellence |“Do something different”Step 8. Change isn’t easy…
  30. 30. | 30Digital Excellence |eLearning and Portal Content• Market data• Best Practice Guides• Template Files• Buyer’s Guides• Courses• Custom Training• SkillSet™• Qualifications• Conferences• Events• eLearning Modules• Etc. Sample online eLearning module
  31. 31. | 31Digital Excellence |Digital Excellence brochure
  32. 32. | 32Digital Excellence |Digital Cream Singapore 2012Raffles City Convention Centre29 November 2012#DCSGPlatinum
  33. 33. | 33Digital Excellence |• John Sinke• Phone: +65 8403 5757• Email:• Twitter: @johnsinke•• Econsultancy• Phone: +65 6809 2088•• Twitter: @econsultancy• or average performer?