Daring to be Digital - London - 20.11.13

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Mark Sherwin & Cory Hughes share the importance of organisations being 'transformational', providing tips and support to help businesses embed their digital strategy into their wider business strategy to deliver results across all business areas.

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Daring to be Digital - London - 20.11.13

  1. 1. MARK SHERWIN – GLOBAL COMMERCIAL DIRECTOR CORY HUGHES – STRATEGIC CONSULTANT
  2. 2. 5 sectors Higher education Membership organisations Travel and leisure Financial services Third sector
  3. 3. 23 years 24 experience quality stability loyalty results
  4. 4. 80 experts 130 strategy & research branding & communications user centred design development & hosting digital marketing
  5. 5. LONDON PERTH EDINBURGH MELBOURNE CARDIFF HONG KONG
  6. 6. Who we work with
  7. 7. WE ARE EVOLVING FROM A MARKETING CENTRIC TO BUSINESS WIDE VIEW OF THE WEB The Website Web strategy Digital strategy Digital transformation Business-wide impact Marketing centric
  8. 8. THOSE ORGANISATIONS THAT DO NOT FUNDAMENTALLY TRANSFORM ARE RAPIDLY BECOMING IRRELEVANT
  9. 9. DIGITAL TRANSFORMATION IS ABOUT FUNDAMENTAL CHANGE If you think being 'in e-business' means suturing on an e-commerce appendage to your body corporate, then think again. We promise you that won't work... You've got to be prepared to let that e-business commitment ripple through and shake up that body corporate. And like an 8.0 earthquake, you must be prepared for the rearrangement that will inevitably occur. Keyur Patel & Mary Mccarthy | Digital Transformation, 2000
  10. 10. TODAY WE WILL EXPLORE WHAT IT MEANS TO ACHIEVE DIGITAL TRANSFORMATION DIGITAL TRANSFORMATION REFERS TO THE CHANGES ASSOCIATED WITH THE APPLICATION OF DIGITAL TECHNOLOGY IN ALL ASPECTS OF HUMAN SOCIETY. DIGITAL TRANSFORMATION MAY BE THOUGHT AS THE THIRD STAGE OF EMBRACING DIGITAL TECHNOLOGIES: DIGITAL COMPETENCE -> DIGITAL LITERACY -> DIGITAL TRANSFORMATION. THE LATTER STAGE MEANS THAT DIGITAL USAGES INHERENTLY ENABLE NEW TYPES OF INNOVATION AND CREATIVITY IN A PARTICULAR DOMAIN, RATHER THAN SIMPLY ENHANCE AND SUPPORT THE TRADITIONAL Wikipedia | ‘Digital Transformation’
  11. 11. AND THERE IS NO POINT IN SIMPLY WAITING TO SEE WHAT OTHERS DO Innovators 2.5% Early Adopters 13.5% Early Majority 34% Keyur Patel & Mary Mccarthy | Digital Transformation, 2000 Late Majority 34% Laggards 16%
  12. 12. THOSE WHO DO NOT INNOVATE WILL FALL IREVOCABLY BEHIND Innovators 2.5% Early Adopters 13.5% Early Majority 34% Keyur Patel & Mary Mccarthy | Digital Transformation, 2000 Late Majority 34% Laggards 16%
  13. 13. WE’RE GOING TO EXPLORE 5 KEY THEMES 1. Customer service, the missing link 2. Harnessing the wisdom of crowds 3. New money models 4. The tricorder 5. The Internet of things, and big data
  14. 14. WE’LL ALSO HELP YOU FIND YOUR INNER HERO…
  15. 15. What innovations are going to create the biggest threat and opportunity in your marketplace.
  16. 16. Customer service, the missing link
  17. 17. DESIRE INTEREST ADVOCACY INVOLVEMENT The AIDA reflection | Mark Sherwin, Precedent 2013 ACTION DELIVERY AWARENESS MARKETING CAN NO LONGER SIMPLY FOCUS ON AIDA IT MUST FOCUS ON AIDA AND ITS REFLECTION
  18. 18. HELLO FRESH – FAILING AT THE FINAL HURDLE
  19. 19. OPTICAL EXPRESS - NOT JUST AN AGGRESSIVE ACQUISITION MODEL
  20. 20. OPTICAL EXPRESS - DELIVERY
  21. 21. OPTICAL EXPRESS - INVOLVEMENT
  22. 22. OPTICAL EXPRESS - ADVOCACY
  23. 23. OPTICAL EXPRESS - AIDA COMES FULL CIRCLE
  24. 24. TECHNOLOGY ENABLED CUSTOMER SERVICES
  25. 25. TECHNOLOGY ENABLED CUSTOMER SERVICES
  26. 26. O2 – ONLINE LIVE CHAT IS NOT A SALES OPPORTUNITY
  27. 27. PEOPLE BUY PEOPLE
  28. 28. REPLICATING HUMAN INTERACTION?
  29. 29. Harnessing the wisdom of crowds
  30. 30. RESEARCH AND DEVELOPMENT - GOLDCORP
  31. 31. IDEA GENERATION - LEGO
  32. 32. FINANCING - KICKSTARTER x
  33. 33. OPERATIONAL RUNNING - GIFF GAFF
  34. 34. TURNING ADVOCATES INTO STAKEHOLDERS Idea generation Operations Stakeholders Financing Research and Development
  35. 35. START WITH A LITTLE NAVEL GAZING
  36. 36. New money models
  37. 37. AS CUSTOMERS MOVE TO A SUBSCRIPTION ECONOMY BUSINESSES MUST MOVE FROM A PRODUCT ORIENTATED TO CUSTOMER ORIENTATED VIEW
  38. 38. CUSTOMERS WANT INCREASINGLY GRANULAR PURCHASING OPTIONS MAKE THIS SIMPLE, FLEXIBLE AND VALUABLE AND THEY WILL RETURN
  39. 39. TRADITIONAL ORGANISATIONS WILL BE USURPED BY THOSE OFFERING A MORE FLEXIBLE APPROACH TO ACCESS
  40. 40. TRADITIONAL ORGANISATIONS WILL BE USURPED BY THOSE OFFERING A MORE FLEXIBLE APPROACH TO ACCESS
  41. 41. TRADITIONAL ORGANISATIONS WILL BE USURPED BY THOSE OFFERING A MORE FLEXIBLE APPROACH TO ACCESS
  42. 42. NEW PURCHASING MODELS CAN DRIVE NEW CONSUMER HABITS AND DELIVER GREATER RETURNS
  43. 43. THESE MODELS ARE STARTING TO PERFUSE INTO MORE NICHE APPLICATIONS AND SECTORS
  44. 44. FINANCING – NICHE GIVING
  45. 45. FINANCING – NICHE GIVING x
  46. 46. How could integrated customer service, the wisdom of crowds or new money models create new value for your business?
  47. 47. The tricorder
  48. 48. EVERY EMPLOYEE WITH MORE COMPUTING POWER AT THEIR FINGER TIPS THAN THE SPACE SHUTTLE. ANYTIME…ANYWHERE
  49. 49. CONVERGENCE PUTS INCREDIBLE POWER IN THE PALM OF OUR HAND Wired UK | 20 Years of Wired | June 2013
  50. 50. DIGITAL CAN UNCHAIN YOUR EMPLOYEES FROM THEIR DESKS OFFERING INNOVATIVE NEW PRODUCTIVITY SOLUTIONS
  51. 51. AS DIGITAL WALLETS BECOME MORE MAINSTREAM THE MOBILE OFFERS HUGE EFFICIENCY AND PRODUCTIVITY BENEFITS
  52. 52. SMART PHONES CAN NOW REPLACE MANY ANALOGUE PROCESSES AND DEDIATED DEVICES
  53. 53. THEY ALSO OFFER THE OPPORTUNITY TO PROVIDE NEW VIEWS ON TO EXISTING DATA USING CONTEXT TO STREAMLINE EXPERIENCES
  54. 54. INTEGRATING DIGTAL WITH THE PHYSICAL WORLD (PHYGITAL) CREATE INNOVATIVE NEW CUSTOMER SERVICE OPTIONS
  55. 55. TECHNOLOGY ENABLED SERVICE EXPERIENCES
  56. 56. TECHNOLOGY ENABLED SERVICE EXPERIENCES
  57. 57. TECHNOLOGY ENABLED SERVICE EXPERIENCES
  58. 58. The internet of things, and big data
  59. 59. NOT A FRIDGE WITH AN IPAD STRAPPED TO IT…
  60. 60. NOT A FRIDGE WITH AN IPAD STRAPPED TO IT… The internet of things isn’t wi-fi fridges and devices with bolt on connectivity: it’s tiny, cheap sensors that will bring everyday objects to the network – in their billions’ ‘By strapping a receiving computer to the side of it, the internet fridge brings the internet to the device. By connecting transmitting sensors to the network, the internet of things brings the device to the internet.’ BEN HAMMERSLEY | WIRED, 2013
  61. 61. DIGITAL CAPABILITY IS NO LONGER RESTRICTED TO HIGH END COMMUNICATION DEVICES
  62. 62. THE INTERNET OF THINGS IS PERVADING EVERY FACET OF OUR LIVES
  63. 63. AND THIS IS JUST THE BEGINNING!
  64. 64. CONNECTIVITY AND DIGITAL CAPABILITY WILL BECOME STANDARD ACROSS A DIVERSE RANGE OF ‘THINGS’ Beecham Research`s Connected Devices Sector Map | http://beechamresearch.com/article.aspx?id=4
  65. 65. CONNECTIVITY AND DIGITAL CAPABILITY WILL BECOME STANDARD ACROSS A DIVERSE RANGE OF ‘THINGS’ Beecham Research`s Connected Devices Sector Map | http://beechamresearch.com/article.aspx?id=4
  66. 66. THIS CREATES HUGE OPPORTUNNITY FOR NEW MULTI-INPUT, MULTI-OUTPUT DIGITAL INTERACTIONS
  67. 67. THIS CREATES HUGE OPPORTUNITY FOR NEW MULTI-INPUT, MULTI-OUTPUT DIGITAL INTERACTIONS Use case from The New Digital Age | Schmidt and Cohen 2013
  68. 68. DIGITAL CAPABILITY IS EXTENDING VALUE OF PRODUCTS
  69. 69. WHILST PERSONAL DEVICES MAY IN FACT MAKE UP AN INTERNET OF THINGS, COMMERCIAL AND MUNICIPAL APPLICATIONS HAVE MUCH WIDER DATA OPPORTUNITIES
  70. 70. AS THESE DEVICES STORE DATA IN THE CLOUD WE WILL HAVE ACCESS TO MORE DATA ABOUT OUR WORLD THAN EVER BEFORE
  71. 71. THIS CAN LEAD TO INNOVATIVE NEW APPROACHES TO CUSTOMER INSIGHT, AND PRODUCT AND SERVICE DESIGN Mobile phone data redraws bus routes in Africa, BBC | http://www.bbc.co.uk/news/technology-22357748
  72. 72. Gotcha, but how do I make that 15%?
  73. 73. FIRST WE MUST ARTICULATE WHAT IT MEANS TO EMBRACE DIGITAL TRANSFORMATION The Website Web strategy Digital strategy Digital transformation Business-wide impact Marketing centric
  74. 74. DIGITAL MUST MOVE FROM A MARKETING FUNCTION TO A BUSINESS-WIDE IMPERATIVE Daring to be Digital | Adrian Porter, Head of Strategic Research, Precedent 2013
  75. 75. A NEW ECOSYSTEM OF DIGITAL CAPABILITIES DIFFERENTIATES A DIGITAL BUSINESS
  76. 76. WHILST SENIOR MANAGEMENT MAY SUPPORT CHANGE THEY MAY TO BE THE ONES TO DRIVE THE CHANGE. 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 war fought on the battleground of technology is in and of itself fighting a losing battle. BRIAN SOLIS | WHAT’S THE FUTURE OF BUSINESS, 2013
  77. 77. DIGITAL TRANSFORMATION MUST INTERLINK WITH ALL PARTS OF THE BUSINESS DIGITAL TRANSFORMATION Digital Transformation | Adrian Porter, Head of Strategic Research, Precedent 2013
  78. 78. AND TO GATHER SUPPORT IT MUST DELIVER TO ALL PARTS OF THE BUSINESS DIGITAL TRANSFORMATION Digital Transformation | Adrian Porter, Head of Strategic Research, Precedent 2013 DIGITAL TRANSFORMATION
  79. 79. GENERATE IDEAS AND LOOK FOR THOSE IDEAS THAT IMPACT ACROSS ORGANISATIONAL GOALS
  80. 80. UNDERSTAND HOW YOU WILL MEASURE BUSINESS VALUE ESTABLISH BASELINES, CONSTANTLY MEASURE, OPTIMISE AND EVOLVE We need to deliver recognisable and measureable business value every three to five months. That is imperative, otherwise we lose credibility and trust. CLAES MANSSON | DIRECTOR, ICT STRATEGIC INVESTMENT PROGRAMME , MONASH UNIVERSITY, 2013
  81. 81. CONSIDERATIONS
  82. 82. NARRATING THE STORIES IS CRUCIAL TO GATHERING SUPPORT FOR BIGGER CHANGE Creating engaging online experiences for ACI ‘s customers, James Downes, UX Director, Precedent 2012
  83. 83. WHILST SOME MAY APPOINT A CHIEF DIGITAL OFFICER, MOST MUST CHANGE FROM WITHIN. A DIGITAL HERO IS REQUIRED
  84. 84. SO LET’S SAY YOU ARE OUR HERO… WHAT’S THE JOURNEY GOING TO FEEL LIKE?
  85. 85. A HERO’S JOURNEY CHANGING THE WAY BUSINESSES CREATE EXPERIENCES INCEPTION You see the need for change. You feel as if more can be done. You’re not sure its your responsibility and the opportunity is bigger than you envisioned. You question your calling. Perhaps you refuse it. Then you meet others who will empower you…stand by you through change. What’s the Future of Business | Brian Solis, 2013
  86. 86. A HERO’S JOURNEY CHANGING THE WAY BUSINESSES CREATE EXPERIENCES TRIBULATION Change is met with hardship. It’s unavoidable. You start to feel the discomfort from leaving your comfort zone. Obstacles will arise; budget constraints, politics, scepticism, tunnel vision, blatant ignorance. Stay true stay focused. Your customers and employees are anxious for you to succeed. What’s the Future of Business | Brian Solis, 2013
  87. 87. A HERO’S JOURNEY CHANGING THE WAY BUSINESSES CREATE EXPERIENCES TRANSFORMATION Buzz and excitement permeates the halls of your business. Employees hear about what you are trying to do, they enquire how to be part of it or how soon they’ll see the fruits of your labour. To hold consensus takes frameworks and processes. This sets the stage for how people, teams, philosophies, and technology will support the transformation. It’s always darkest before dawn. There will be pushback, more and more challenges. Keep the team strong, you’ve come too far for that. What’s the Future of Business | Brian Solis, 2013
  88. 88. A HERO’S JOURNEY CHANGING THE WAY BUSINESSES CREATE EXPERIENCES REALISATION To call this the last stage is misleading. Transformation is continual, it becomes part of your business model. Here you learn and adapt accordingly. You lift your head and notice that the people inside and outside of the organisation are noticing change. Change is now constant. Take this moment to revel in your journey. Since you are the hero in this story, your journey is just beginning. What’s the Future of Business | Brian Solis, 2013
  89. 89. What will you do to start your Hero’s journey?
  90. 90. The internet is among the few things humans have built that they don’t truly understand. It is the largest experiment involving anarchy in history. As global connectivity continues its unprecedented advance. Many old institutions and hierarchies will have to adapt or risk becoming obsolete. The struggles we see today in many businesses, are examples of the dramatic shift for society that lies ahead. And we’ve barely left the starting blocks. Eric Schmidt & Jared Cohen | The New Digital Age, 2013
  91. 91. WE SHOULD ALL BE CONCERNED ABOUT THE FUTURE BECAUSE WE WILL ALL HAVE TO SPEND THE REST OF OUR LIVES THERE. Charles F. Kettering, American inventor and businessman

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