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Empowering organizations in a connected world

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Empowering organizations in a connected world, presentation by Roberto Fernández Hergueta, Social & Connected Business director in the CMO Forum "Emerging Marketing Technology and Trends". 7 May 2015. Lisbon

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Empowering organizations in a connected world

  1. 1. empowering organizations in a connected world Roberto Fernandez Hergueta @rfhergueta Lisbon
  2. 2. What this presentation is not about…… SOCIAL MEDIA JUST TECHNOLOGY ULTRA KNOWN BEST PRACTICES THEORY & ACADEMIC ISSUES 2
  3. 3. "Being Digital is not a medium. It is the era we are headed into”.
  4. 4. CONTEXT
  5. 5. empowering organizations in a connected world We believe in our passion, our strengths and our vision to empower organizations with our professional solutions. We understand the business and technology challenges We envision the connected company. We help organizations to live and grow in this transformational era. strategy technology digital services Digital Context OUR MANTRA 5
  6. 6. . There are a series of dramatic changes that are transforming the business environment. The pace of change is insanely fast, there is fierce competition, an increase in customer power and a greater number of new demands. 6 Digital Context THE NEW CHALLENGES
  7. 7. WHAT’S DIFFERENT NOW?
  8. 8. 8 Digital Context THE EVOLUTION OF SOCIETY
  9. 9. 9 Digital Context SOMETHING INTERESTING IS HAPPENING
  10. 10. 10 Digital Context
  11. 11. Digital Context The world as we know is rapidly changing THE WORLD IS CONNECTED CUSTOMER HAS CHANGED DIGITAL PURE PLAYERS NEW DISRUPTIVE TECHNOLOGIES
  12. 12. Digital Context DIGITAL PURE PLAYERS GAFA-nomics: New economy, new rules From new kids on the block to heavyweight champions
  13. 13. Digital Context DIGITAL PURE PLAYERS GAFA are disrupting all industries…
  14. 14. Digital Context DIGITAL PURE PLAYERS And are investing in future growth in famous start-ups
  15. 15. Digital Context THE MOMENTUM Digital means challenges (and threats)
  16. 16. Digital Context THE MOMENTUM But also huge opportunities (and profitability)
  17. 17. ”A new type of executive is emerging at the center of the transformation: The chief marketing technologist. They are part strategist, part creative director, part technology leader, and part teacher.” The job: “Aligning marketing technology with business goals, serving as a liaison to IT and evaluating and choosing technology providers. Half are charged with helping craft new business models, as well.” 17 Digital Context THE EVOLUTION OF MARKETING EXECUTIVES
  18. 18. Digital Context THE EVOLUTION OF CIO: BUSINESS ADVISOR
  19. 19. APPROACH TO DRIVE TRANSFORMATION
  20. 20. Be digital 1. Participation The development of initiatives that encourage activity, access and interest to the target group. 2. Horizontality The ability to allow all members act and participate at the same level regardless of their status. . 3. Opening Easy access to various members of the community, regardless of their membership to a target group. . 4. Transparency The ability to report on relevant aspects within a collective openly. 5. Generosity Related to transparency, indicates the degree of public recognition of any equity value. . 6. Reciprocity Meaningful feature that ensures the development of participation by promoting the exchange of views and information. APPROACH TO DRIVE TRANSFORMATION MANIFESTO
  21. 21. APPROACH TO DRIVE TRANSFORMATION THE TRUE QUESTION What’s your purpose?
  22. 22. THE 7 DEADLY SINS OF DIGITAL TRANSFORMATION
  23. 23. “Empathy is emotional connectivity, a sense of reassurance and an aura of authencity” Lucie Sarif The 7 deadly sins of digital transformation PARTIAL CUSTOMER VIEW SIN WISH EMPATHY
  24. 24. “talking to” is not the same as a “conversation with” The 7 deadly sins of digital transformation CORPORATE LANGUAGE SIN WISH ENGAGEMENT
  25. 25. “Digital strategy needs to become the essence of business strategy.” The 7 deadly sins of digital transformation SHORT-TERM THINKING SIN WISH TACKLE BIG ISSUES
  26. 26. “Human performance is the essence of digital transformation.” The 7 deadly sins of digital transformation DT=CUSTOMER ENGAGEMENT SIN WISH INTERNAL & EXTERNAL SCOPE
  27. 27. “From the first till the last minute think in “digital first” mode” The 7 deadly sins of digital transformation PEANUT BUTTER APPROACH SIN WISH RETHINKING BUSINESS
  28. 28. “Rules are what we break. The memorable never emerged from a formula” Bill Bernbach The 7 deadly sins of digital transformation COMFORT ZONE SIN WISH REINVENT EVERYTHING
  29. 29. BE TRUE DIGITAL
  30. 30. TRUE DIGITAL BE DIGITAL The evolution of the digital model towards the transformation and leadership through values and differential experiences of the network. EVOLVING TO THE NEXT LEVEL BE TRUE DIGITAL 32
  31. 31. BE TRUE DIGITAL THE TD SQUARE EVOLUTIONARYPRAGMATIC UNIQUE CONNECTED EVOLVING TO THE NEXT LEVEL TRUE DIGITAL VALUES
  32. 32. DIGITAL SERVICES PERSONAL ENGAGEMENT UBIQUITOUS TECHNOLOGY MEANINGFUL EXPERIENCE Development of innovative services that leverage at the introduction of the digital world Models of ultra customization for a return and a faithful customer participation. Acceleration of technology towards connected_frameworks that allow an instantaneous experience. Defining and creating a unique brand experience based on differential digital values. EVOLVING TO THE NEXT LEVEL TRUE DIGITAL TRANSFORMACIONAL ELEMENTS 34
  33. 33. The most classical digital models implies an adaptation of services, products and experiences to the digital model, without representing a disruption in the way they are deployed. In more advanced models, a transformation of digital services in order to have a new relationship with customers for extending the portfolio of purchase and are seeking greater loyalty. The more ambitious goal is pure digital processing, to deal with all complex market dynamics and align the organization not only models and technology relationship, but broadly the digitization process and experience. NEW DIGITAL BUSINESS SERVICES DIGITAL ADAPTATION DIGITAL COMPANY TRANSFORMATION 35 EVOLVING TO THE NEXT LEVEL POTENTIAL SCENARIOS
  34. 34. Discover Digital SOCIAL PROCESSES MANAGEMENT NETWORK PEOPLE EXPERIENCE DIGITAL FAST IT INTEGRATION DIGITAL & CONNECTED EXPERIENCE All processes taking place in the organization with the aim of transforming the way the company is organized, is related internally structured and managed. Connected Processes An advanced model that aims to socialize the relationship models and people management to integrate diverse talent network, manage tacit knowledge and connected. A global transformation of the technological capabilities of the company, which provides a flexible and evolving environment of all corporate systems. Generating a differential evolutionary experience digital processing to ensure proper alignment of all elements into a reference digital entity Defining the basis for the new digital project Set the digital plan from scratch using an evolutionary model Discovering and defining the model of digital project that is drawn by scanning and digital analysis. . Digital Maturity Evolutionary and connected to successfully develop digital strategy implementation. Connected Talent Model Digital leadership Digital IT Digital Customer Experience Digital &Connected ILLUSTRATIVE EVOLVING TO THE NEXT LEVEL MAKING THINGS HAPPEN
  35. 35. Discover Digital The challenge is not to embrace the digital world, but the important role that each want to play in it. EVOLVING TO THE NEXT LEVEL UNDERSTANDING YOUR DIGITAL CHALLENGE
  36. 36. SOCIO-DIGITAL MATURITY Based on the model of digital maturity that aims to ensure the consistency of the actions by adapting the proposed initiatives to maturity level of the company and by developing a global strategy that will seek for results. 38 Each key element that defines the socio-digital capability of an organization is analyzed to find the basic elements that allow us to adequately develop the maturity level SDBU. Talent Culture Social Strategy Results Knowledge Management Governance Systems & Tools Relationship Model People Mgmt. EVOLVING TO THE NEXT LEVEL WHICH IS YOUR DML (DIGITAL MATURITY LEVEL)?
  37. 37. FACTS
  38. 38. Dan Preston Metromile CEO «…We aim to make the urban experience of having a car as simple as it can be, by taking our deep understanding of data and transforming it into information and services that make having a car less expensive, more convenient, and simply smarter.» FACTS MARKET REFERENCE: THE METROMILE CASE
  39. 39. Fabio Gallia CEO of BNL and Head of BNP Paribas «…Hello bank! Demonstrates our ability to introduce constant innovation into our banking activities. To play its role effectively in this environment of rapid technological change, a bank must keep abreast of the changing habits of its customers, who want a relationship with their bank that is immediate, direct and always available» FACTS MARKET REFERENCE: THE HELLO! BANK CASE
  40. 40. 42 FACTS MARKET REFERENCE: THE OSCAR CASE
  41. 41. 43 FACTS MARKET REFERENCE: THE OSCAR CASE
  42. 42. 44 FACTS MARKET REFERENCE: THE CASTLIGHT CASE
  43. 43. Daimler Car Sharing • Joint venture between Daimler & Europcar • The service forgoes the typical centralized rental office, and cars are user-accessed wherever parked via a downloadable smartphone • Users are charged by the minute, with hourly and daily rates available +13.000 Vehicles Operation 29 Cities Worldwide +1.000.000 Customers Digital Channels Mobility All Connected FACTS MARKET REFERENCE: THE DAIMLER CASE
  44. 44. 46 There are no extra fees for paying for overseas goods in foreign currencies. The new client has register with an invite code, enter an email address, a password and some basic info. Citizens can open a bank account from their phone or tablet in 8 minutes without setting foot in a branch ID-Verification via video call: The new client has to make a video phone call and show his/her passport/identity card to a representative, who will take a picture. FACTS MARKET REFERENCE: THE NUMBER26 CASE
  45. 45. 47 There are no extra fees for paying for overseas goods in foreign currencies.
  46. 46. Thanks, we are delighted to have the opportunity to CONNECT with you.

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