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Digital leadership

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What makes a "Digital Leader", Disruptive and Transformative Companies. Become more efficient, more effective, more competitive and more profitable

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Digital leadership

  1. 1. Digital Leadership 1 Andy Poulton - Enterprise Online Marketing Solutions For Digital Bristol Week. 19 October 2017
  2. 2. Digital Leadership 2 What is “Digital?”
  3. 3. Digital Leadership 3 What is “Digital Leadership?” Digital leadership is the strategic use of a company’s digital assets to achieve business goals.
  4. 4. Digital Leadership 4 What is “Digital Leadership?” Digital leadership can be addressed at both organisational and individual levels
  5. 5. Digital Leadership 5 What is a “Digital Enterprise?” A digital enterprise is an organization that uses technology as a competitive advantage in its internal and external operations.
  6. 6. Digital Leadership 6 Benefits of “Digital Leadership?” ● Automation ● Simplification ● Cost Reduction ● Speed to Market ● Increased Competitiveness ● Market Advantage ● Increased Profit
  7. 7. Digital Leadership 7 Yesterday’s Digital Leaders Alan Turing Tommy Flowers Dorothy Vaughan
  8. 8. Digital Leadership 8 Today’s Digital Leaders Elon Musk Jeff Bezzos Jimmy Wales Larry Page Sergey Brin Steve Jobs Pierre Morad Omidyer Martha Lane Fox Nick Robertson Mark Zuckerberg
  9. 9. Digital Leadership 9 Tomorrow’s Digital Leaders
  10. 10. Digital Leadership 10
  11. 11. Digital Leadership 11
  12. 12. Digital Leadership 12 Disruptive Technologies - Project Loon www.flightradar24.com
  13. 13. Digital Leadership 13 Disruptive Technologies - Self-Milking Cows
  14. 14. Digital Leadership 14 Disruptive Technologies - Self-Milking Cows ● Cows milk themselves whenever they want too ● Relaxed Cows ● Happier Cows ● Higher Milk Yield ● Lower Workforce Costs
  15. 15. Digital Leadership 15 Disruptive Technologies- Renting Rooms
  16. 16. Digital Leadership 16 Disruptive Technologies- Transportation
  17. 17. Digital Leadership 17 It all starts with an idea How do I transform My business
  18. 18. Digital Leadership 18 How do I transform my business? ● Step back from the day-to-day ○ Analyse EVERYTHING ○ Look at EVERYTHING you do ○ Invite others to contribute/participate
  19. 19. Digital Leadership 19 How do I transform my business?
  20. 20. Digital Leadership 20 How do I transform my business? ● Look at ways to ○ Automate ○ Simplify ○ Improve ○ Work Smarter ● Look for Off-The-Shelf Solutions ● Consider Bespoke Development
  21. 21. Digital Leadership 21 Where it starts Order placed through e-Commerce website Orders arrive at your data processing centre Orders printed off It all starts with an idea
  22. 22. Digital Leadership 22 Where it starts Sneakernet used to transfer printed order to Supermarket’s own system Order is re-entered into retail system Supermarket nearest to customer located Order sent and printed off
  23. 23. Digital Leadership 23 Where it starts Employee given shopping list and sent to pick items off the shelves Order loaded on van and delivered to customer Order arrives. Frequently with errors
  24. 24. Digital Leadership 24 Where it is now Order entered into system once Sent to branch and Order Picked Order placed through e- Commerce website Order loaded on van and delivered to customer Happy Customer
  25. 25. Digital Leadership 25
  26. 26. Digital Leadership 26 Typical Small Business ● Order placed via Website ● Order printed off several times ○ Copy for the file ○ Copy to accounts ○ Copy to warehouse ○ Copy to sales/stock control ● Logistics ○ Contact Courier to arrange collection ○ Print of shipping note ○ Print off dispatch label ○ Product located and packaged ○ Readied for shipping ○ Collected and delivered to customer
  27. 27. Digital Leadership 27
  28. 28. Digital Leadership 28 ERP - Enterprise Resource Planning Imagine designing a product ● Automating the BoM (Bill of Materials) ● Automating BoM Ordering ● Managing the delivery of BoM ● Flagging up missing/duplicated items ● Auto import to Accounting System ● Managing Manufacturing Schedules ● Managing Stock Levels and Replenishment ● Organising and Managing shipping ● Managing Customer Relationships
  29. 29. Introduction to Social Media 29Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > www.enterprise-oms.co.uk Web Marketing is a Marathon There are very few quick wins
  30. 30. Digital Leadership 30
  31. 31. Digital Leadership 31 Source: DMA.com
  32. 32. Digital Leadership 32 EMAIL Marketing
  33. 33. Digital Leadership 33 EMAIL Marketing Sign up to receive 10 Easily Actionable SEO Tips
  34. 34. Digital Leadership 34 EMAIL Marketing Auto Response Day 1 Day 3 Day 5 …….. Day 19 Day 20 Hi Dave Thank you for signing up to our 10 top easily actionable SEO tips. You’ll receive a tip every couple of days which will help move your website higher in the search engine results Kind regards Andy Poulton Chief SEO Officer Hi Dave Here’s your tenth easily actionable SEO tip. If you’ve followed all the tips, your website is now pretty well optimised. All you have to do is make sure that you continue the good work with your new content and watch your website rise in the results. Remember though, that there’s no guarantee as to how high your site will get. Kind regards Andy Poulton Chief SEO Officer Hi Dave Here’s your first easily actionable SEO tip. You’ll receive the next one in a couple of days, with the rest following at a similar interval. Remember though, that there’s no guarantee as to how high your site will get. Kind regards Andy Poulton Chief SEO Officer Hi Dave Hopefully you’ve been able to action our Top 10 easily actionable SEO tips. If you’ve had a problem, or want help taking your site to the next level, please don’t hesitate to get in contact. You can reply to this email, call us on 01793 238020 or give us a shout-out on Social Media. The links are in the footer of this email. Kind regards Andy Poulton Chief SEO Officer
  35. 35. Digital Leadership 35 EMAIL Marketing Remember It’s a romance you’re after Not a 1 night stand
  36. 36. Digital Leadership 36 Segmentation
  37. 37. Digital Leadership 37 EMAIL Marketing - Automatic List Segmentation ● Abandoned Shopping Cart ● Age ● Gender ● Location ● Purchase History ● Lapsed Customer
  38. 38. Introduction to Social Media 38Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > www.enterprise-oms.co.uk
  39. 39. Digital Leadership 39 Social Media - How you might be doing it ● Think of/find something to talk about ● Find a picture to illustrate your update ● Log-in to Facebook ● Read your messages ● Reply to messages ● Make your update ● Log-in to Linkedin ● Read your messages ● Reply to messages ● Make your update ● Log-in to Twitter ● Read your messages ● Reply to messages ● Make your update etc.
  40. 40. Digital Leadership 40 Social Media - Frequency Low Recommended High 3/week 1/day 2/day Low Recommended High 2/week 1/day 1/day Low Recommended High 3/day 7-10/day 20/day Low Recommended High 1/day 1-2/day 3/day Low Recommended High 3/day 11/day 30/day Low Recommended High 3/week 2/day 3/day
  41. 41. Digital Leadership 41 Social Media - Adding Automation ● Manage all of your Social Media with 1 log-in ○ Hootsuite.com
  42. 42. Digital Leadership 42
  43. 43. Digital Leadership 43 Social Media - Adding Automation ● Manage all of your Social Media with 1 log-in ○ Hootsuite.com ● Automatically Find news to share ○ Google Alerts ○ drumup.io
  44. 44. Digital Leadership 44
  45. 45. Digital Leadership 45 Social Media - Adding Automation ● Manage all of your Social Media with 1 log-in ○ Hootsuite.com ● Automatically Find news to share ○ Google Alerts ○ drumup.io ● Automatically schedule articles across multiple Social Media Platforms ○ Buffer.com
  46. 46. Digital Leadership 46
  47. 47. Digital Leadership 47 Social Media - Adding Automation ● Manage all of your Social Media with 1 log-in ○ Hootsuite.com ● Automatically Find news to share ○ Google Alerts ○ drumup.io ● Automatically schedule articles across multiple Social Media Platforms ○ Buffer.com ● Create lists (Top 10 Tips etc) ○ Excel ● Schedule your lists for auto posting ○ Hootsuite
  48. 48. Digital Leadership 48 Benefits of Automation ● Simplification removes opportunities for errors to creep in ● Automation ○ Improves Accuracy ○ Reduces errors ○ Saves Time ○ Requires fewer people ● Reduces cost ● Improves competitiveness ● Market Advantage ● Increased Profit
  49. 49. Digital Leadership 49 Data The world’s most valuable resource
  50. 50. Digital Leadership 50 ● Employee Records ● Customer Records ● Supplier Records ● Bid/Tender Records ● Contact Lists ● Marketing Lists ○ Email ○ Phone numbers ○ Mailshot ● HMRC Records ● Expired Customer Records ● Expired Supplier Records ● Recruitment Notes ● Newsletter Subscriptions ● etc………………….. Data - What Do You Already Have?
  51. 51. Digital Leadership 51 Data - Where do you obtain new data?
  52. 52. Digital Leadership 52 Data Where do you keep it?
  53. 53. Digital Leadership 53 Data - Where do you keep it?
  54. 54. Digital Leadership 54 Data - How/where do you store it? Amazon Web Services Box DropBox Google Drive Mega One Drive pCloud Vimeo YouTube current IT systems; portable media devices; mobile phones; mobile data storage ie USBs and external hard drives; network folders; spreadsheets (and other such static documentation); emails and archived inboxes; other external communications; social media postings; microfiche; back-up tapes; secure drop boxes; web sites; decommissioned systems and IT hardware hard copy documents and archives.
  55. 55. Digital Leadership 55 Data - How/where do you store it? • Know WHERE your data is stored • Take adequate measures to protect personal data from loss, alteration or unauthorised processing • Enter into a Data Processing Agreement with your Cloud Provider • Ensure your Cloud Provider is GDPR complaint • Ensure you can audit their Data Processing • Ensure data is erased should you change Cloud supplier and when people leave your platform
  56. 56. Digital Leadership 56 Data What do you do with it?
  57. 57. Digital Leadership 57 Data - What do you do with it? Using it in any way is called Data Processing and includes ○ Payroll Processing ○ HR ○ Sales Processing ○ Order Processing ○ Contact lists ○ Marketing Lists ○ Christmas/Birthday Card Lists ○ Banking Records ○ Insurance Details and Records ○ Data Mining ○ Loyalty Card Processing ○ CCTV Recording ○ etc………….
  58. 58. Digital Leadership 58 Data - How is it accessed?
  59. 59. Digital Leadership 59 Data - Who can access it?
  60. 60. Digital Leadership 60 Data - Who can access it? Ensure people can ONLY access files relevant to their requirements
  61. 61. Digital Leadership 61 Data - How long do you store it? For as long as it is required and relevant Destruction should occur as soon as possible after this time a. Paper Records - securely shredded b. Digital data - deleted, not just abandoned c. Cloud Data - erased and NO LONGER
  62. 62. Digital Leadership 62 GDPR Don’t get caught out
  63. 63. Digital Leadership 63 Data - if it goes wrong
  64. 64. Digital Leadership 64 Data - if it goes wrong
  65. 65. Digital Leadership 65 Data Audit - if it goes wrong
  66. 66. Digital Leadership 66 GDPR Audit Summary ● What have you already got? ● How did you get it? ● Who collects new data, how is it acquired? ● Why do you have it? ● Do you have consent to use it? ● How can it be accessed? ● Who can access it? ● How do you store it? ● How are you using it? ● How long do you need to keep it? ● How do you destroy it? ● How do you respond to “Data Subject Requests”?
  67. 67. Digital Leadership 67
  68. 68. Digital Leadership 68 ● Not having an executive in charge ○ Lack of power and influence to “make things happen” ● Inadequate Leadership “buy-in” ○ Implementation could be delayed, missing opportunities ● Decision Makers don’t understand the technologies ○ Wrong solutions selected ● Fragmented Tactical Approach ○ Short term gains, long term pain ● Lacking proper financial perspectives ○ Cost outweigh benefits and savings Risks and Threats
  69. 69. Digital Leadership 69 ● Do nothing ○ Miss opportunities and get left behind ● Spend 100% of the budget on “The Solution” ○ c30% for Training ● System Failure ○ Business Continuity ● Data Loss ○ Data Backup ● Poor Implementation ○ Ensure thorough Planning Risks and Threats
  70. 70. Digital Leadership 70
  71. 71. Digital Leadership 71 Find me www.enterprise-oms.co.uk andy@enterprise-oms.co.uk Follow me Twitter @andypoulton Linkedin AndyPoulton Phone me 01793 238020 07966 547146

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