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Digital transformation - learning from the pros. Digital transformation conference, 21 May 2015

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Lindsay Herbert, global head of digital, Precedent

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do. www.charitycomms.org.uk

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Digital transformation - learning from the pros. Digital transformation conference, 21 May 2015

  1. 1. BEFORE &AFTER PRECEDENT // CHARITY COMMS MAY 2015 LEARNING FROM THE PROS. @lindzeiy @precedentcomms #precsem LINDSAY HERBERT GLOBAL HEAD OF DIGITAL DIGITAL TRANSFORMATION
  2. 2. @lindzeiy @precedentcomms #precsem DIGITAL STRATEGY WEBSITES, TABLET & MOBILE DIGITAL TRANSFORMATION PRECEDENT.COM
  3. 3. @lindzeiy @precedentcomms #precsem 26 YEARS 140 EXPERTS IN DESIGN, TECH, STRATEGY & UX 6 LOCATIONS PRECEDENT.COM
  4. 4. MEANINGFUL IDEAS, INTELLIGENTLY DELIVERED. ” @lindzeiy @precedentcomms #precsem
  5. 5. LOVES @lindzeiy @precedentcomms #precsem TRANSFORMATION EVERYONE
  6. 6. BEFORE
  7. 7. BEFORE AFTER
  8. 8. @lindzeiy @precedentcomms #precsem WHAT’S YOUR BEFORE& AFTER?
  9. 9. “In the last 5 years, the world has moved faster outside the business than in it.” H O W W O U L D Y O U T R A N S F O R M ? @lindzeiy @precedentcomms #precsem
  10. 10. “Our structure is too cumbersome, decision making too slow.” H O W W O U L D Y O U T R A N S F O R M ? @lindzeiy @precedentcomms #precsem
  11. 11. “We will be faster with innovation, smarter with taking risks, bolder with moves that drive transformation.” H O W W O U L D Y O U T R A N S F O R M ? @lindzeiy @precedentcomms #precsem
  12. 12. 20% MORE SPEND THAN IN-STORE
  13. 13. @lindzeiy @precedentcomms #precsem WHERESHOULDYOU START?
  14. 14. @lindzeiy @precedentcomms #precsem TOPSIXGLOBAL TRENDS
  15. 15. ‘Global’ is achievable and everyone’s a jetsetter. 1
  16. 16. Local, niche and personalised are the new Big Business. 2
  17. 17. We experience life through our devices. 3
  18. 18. Generation Z don’t want what came before them.4
  19. 19. We’re about to be blindsided by climate change. 5
  20. 20. Cybercrime is escalating and no device or platform is safe. 6
  21. 21. IFYOUWEREFOUNDED @lindzeiy @precedentcomms #precsem HOWWOULDYOULOOK TODAY?
  22. 22. VISION MANAGEMENT GRASSROOTS HOW WOULD YOU LOOK IF YOU WERE FOUNDED TODAY? GRASSROOTS @lindzeiy @precedentcomms #precsem VISION MANAGEMENT
  23. 23. VISION MANAG EMENT GRASSR OOTS PRODUCT @lindzeiy @precedentcomms #precsem PEOPLE PROCESS HOW WOULD YOU LOOK IF YOU WERE FOUNDED TODAY?
  24. 24. @lindzeiy @precedentcomms #precsem HOW WOULD YOU LOOK IF YOU WERE FOUNDED TODAY?
  25. 25. @lindzeiy @precedentcomms #precsem LEARNING FROM PROS: BEFORE &AFTER
  26. 26. @lindzeiy @precedentcomms #precsem LEARNING FROM PROS: BEFORE &AFTER
  27. 27. BEFORE
  28. 28. BEFORE AFTER
  29. 29. SHARES UP FROM $8 IN 2009 TO $89 NOW
  30. 30. LEARNING FROM STARBUCKS D I G I T A L T R A N S F O R M AT I O N ✱ Incentivise the adoption of digital tools. ✱ Make your website transactional and not just informational. ✱ Use your website to connect people and prove you’re listening. @lindzeiy @precedentcomms #precsem
  31. 31. BEFORE
  32. 32. MORE ENGAGEMENT, LESS WORK & A PLATFORM FOR GROWTH
  33. 33. @lindzeiy @precedentcomms #precsem LEARNING FROM PROS: BEFORE &AFTER
  34. 34. @lindzeiy @precedentcomms #precsem LEARNING FROM PROS: BEFORE &AFTER
  35. 35. Gov.uk example • 25 things
  36. 36. “As the agent of the state we can do things that are as good, if not better, than the rest of the private sector. I don't think people believed we could do that 2 years ago.” D I G I T A L T R A N S F O R M A T I O N @lindzeiy @precedentcomms #precsem
  37. 37. LEARNING FROM GOV.UK D I G I T A L T R A N S F O R M AT I O N ✱ Adopt agile ways of launching new technology and test constantly. ✱ Tackle the quick wins and must-haves first – not everything at once. ✱ Be less inwardly focused: Use your audiences as first word and final say. @lindzeiy @precedentcomms #precsem
  38. 38. BEFORE
  39. 39. 8% INCREASE IN CONVERSION
  40. 40. @lindzeiy @precedentcomms #precsem LEARNING FROM PROS: BEFORE &AFTER
  41. 41. @lindzeiy @precedentcomms #precsem LEARNING FROM PROS: BEFORE &AFTER
  42. 42. BEFORE
  43. 43. BEFORE AFTER
  44. 44. £1 BILLION ONLINE
  45. 45. LEARNING FROM JOHN LEWIS D I G I T A L T R A N S F O R M AT I O N ✱ Use your website to harness and own the end-to-end customer experience. ✱ Back innovation with real budgets. ✱ Don’t be afraid to kill off old ways of working. @lindzeiy @precedentcomms #precsem
  46. 46. BEFORE
  47. 47. 277% INCREASE IN ONLINE DONATIONS
  48. 48. 40% INCREASE IN F&E DONATIONS = £1M
  49. 49. 74% INCREASE IN EVENT REGISTRATIONS
  50. 50. 25% INCREASE IN HEART MATTERS SIGN-UPS
  51. 51. BUT WHAT DOES IT ALL MEAN? @lindzeiy @precedentcomms #precsem
  52. 52. LOVES @lindzeiy @precedentcomms #precsem TRANSFORMATION EVERYONE
  53. 53. @lindzeiy @precedentcomms #precsem WHAT’S YOUR BEFORE& AFTER?
  54. 54. VISION MANAGEMENT GRASSROOTS HOW WOULD YOU LOOK IF YOU WERE FOUNDED TODAY? GRASSROOTS @lindzeiy @precedentcomms #precsem VISION MANAGEMENT
  55. 55. VISION MANAG EMENT GRASSR OOTS PRODUCT @lindzeiy @precedentcomms #precsem PEOPLE PROCESS HOW WOULD YOU LOOK IF YOU WERE FOUNDED TODAY?
  56. 56. @lindzeiy @precedentcomms #precsem HOW WOULD YOU LOOK IF YOU WERE FOUNDED TODAY?
  57. 57. MEANINGFUL IDEAS, INTELLIGENTLY DELIVERED. ” @lindzeiy @precedentcomms #precsem
  58. 58. @lindzeiy @precedentcomms #precsem DIGITAL STRATEGY WEBSITES, TABLET & MOBILE DIGITAL TRANSFORMATION PRECEDENT.COM
  59. 59. @lindzeiy @precedentcomms #precsem 26 YEARS 140 EXPERTS IN DESIGN, TECH, STRATEGY & UX 6 LOCATIONS PRECEDENT.COM
  60. 60. @lindzeiy @precedentcomms #precsem PRECEDENT.COM/CX PRECEDENT.COM/CX
  61. 61. QUESTIONS & THANK YOU. @lindzeiy @precedentcomms #precsem
  62. 62. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do. www.charitycomms.org.uk
  63. 63. Digital transformation Conference 21 May 2015 London #charitydigital Sponsored by

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