Digital Chameleon's measurable, metrics driven process for assessing & addressing digital skills gaps in corporate teams.

1. You’ve crossed the most
difficult threshold —
you’ve recognised that
your organisation has a
skills challenge.
Now embracing change is
the biggest challenge any
organisation has. Digital
Chameleon is a learning
and development solutions
provider that works with
organisations to make the
journey to digital
transformation.
By offering a blended
approach that includes
e-learning, workshops and
assessments, Digital
Chameleon gives you the
clarity and accountability
you need when making
the transformation to
digital literacy.
THE FIRST STEP
DON’T HAVE DIGITAL EXPERIENCE
PRIOR TO CURRENT EMPLOYMENT(DIQI*)70%
OF MARKETING MANAGERS REPORT
SIGNIFICANT DIFFICULTY RECRUITING
ADEQUATE DIGITAL TALENT(MCKINSEY, 2012)
43%
Productivity issues
Digital has changed status quo &
reduced relative productivity
Competitiveness
Digital has created new
competitors
Recruitment issues
Impossible to “hire away”
the challenge ...
THE BIG ISSUES
1
You’ve crossed the
most difficult
threshold— you’ve
recognised that your
organisation has a
skills challenge.
Now it is time to
bridge that gap,
transform the
organisation and
make digital
marketing an essential
asset—and not a
competitive
disadvantage.
BUSINESS OBJECTIVES
2
INCREASE REVENUES: use digital to open up new revenue
streams. Expand and leverage digital channels to
deliver and take payment for products and services
from expanded audiences.
INCREASE MARGINS:
Through superior allocation
of marketing resources
MAINSTREAM DIGITAL TO:
BUSINESS OBJECTIVES
2
You’ve identified the
specific outcomes you
want to achieve by
mainlining digital
marketing literacy
into the organisation.
More revenue
generated from better
use of digital
channels?
Check!
Reducing cost by
making better, more
informed decisions
around digital
channels?
Check!
INCREASE REVENUES: use digital to open up new revenue
streams. Expand and leverage digital channels to
deliver and take payment for products and services
from expanded audiences.
INCREASE MARGINS:
Through superior allocation
of marketing resources
REDUCE COSTS
Reduce reliance on
external partners for
•basic digital
marketing services,
•reduce recruitment
costs, through
more informed
spending decisions
MAINSTREAM DIGITAL TO:
ASSESSMENT
3
The Digital Skills
Assessment tells you just
how skilled your team is
in the key disciplines of
digital marketing, from
online advertising to
social media marketing to
content marketing to data
& analytics. You can now
make informed decisions
about developing digital
skills for individual staff
members, according to
present and future
business requirements.
LNA - ATTITUDINAL PROFILE
OF LEARNERS IN ORGANISATION
WOULD FIND A DIGITAL
MARKETING LEARNING
PROGRAM DESIRABLE(DIQI*)
DETERMINE RELEVANCY OF 4 PILLARS
WHERE DO I SIT?
72% Less than comfortable with
their digital skills (DIQI*)
92%
Skills checklist- DSA
(skills based assessment)
uninformed partial general advanced
Recommendations based on
current and future assignments
E-LEARNING
4
You know how deeply and
how often your team is
engaging with the basics
of digital marketing.
Regular reporting from
Digital Chameleon gives
you a helicopter view of
how rapidly your entire
team is progressing to full
digital marketing
literacy. You’re also pro-
viding your staff with a
rich interactive learning
experience that is self-
paced and doesn’t disrupt
regular business activity.
45
minutes
AVERAGE
DURATION
SELF-PACED
Reduce travel costs
REGULAR
PROGRESS
REPORTS
* encourage
engagement,
* provide
transparency
* manage
completion
MODULE CONTENT
PEER-TO-PEER
SUPPORT
REWARDS
EARBUDS
video, audio,
interactive,
includes resources
(links and documents),
glossary
Encourage
engagement
ADVANTAGES
to facilitate!
first to
complete!
WORKSHOPS
5
Building on the basics
they’ve picked up
through the online
coursework, your
team is now putting
theory into practice.
Workshopping real
world business
challenges provides
the team with skills,
context and
confidence to put their
new digital marketing
mojo to work
on the job.
PREFER ‘DOING’ AS AN ELEMENT
OF THEIR LEARNING PROGRAM (DIQI*)
87%
Best of the best
sharing workshop outcomes
LEARN BY DOING
IDENTIFY CHAMPIONS
Who’s stepping
up in the
program
POST-ASSESSMENT
6
Post-program
assessment provides you
with ultimate
accountability. You now
have organisational proof
of transformation, with
final assessment scores
that represent the journey
of every team member in
the program. You also see
the ‘lift’ the program has
delivered for not only the
entire team, but for each
team member, bench-
marked against the pre-
program Digital Skills
Assessment.
AVERAGE LIFT
IN ASSESSMENT SCORES
100%
AVE. TIME SPENT
ON PROGRAM
AVERAGE
WORKSHOP
AVE. TIME SPENT
PER MODULE
12hours
60minutes
6½hours
RECOGNITION
OF ACHIEVEMENT
Average
doubling
OF SKILLS LEVELS CONTINUOUS LEARNING
7
You’re building on your
investment. Incorporating
online coursework into induc-
tion programs for new hires
keeps digital marketing skills
levels high, establishing a
higher threshold for future
digital marketing skill levels.
In addition, a ‘best of the best’
program audit is used to
create a virtual online
resource centre for both exist-
ing and future team members
to ensure the learning will
continue beyond the calendar
dates of the program.
Social
learning
Central resource
for ongoing
micro-learning
(GLOSSARIES, CASE STUDIES,
DOX, VIDEO, ETC)
OF NEW STARTERS HAVE
NO PRIOR DIGITAL EXPERIENCE (DIQI*)
70%
Average Rapid
Induction Investment
as a % of salary:
1%
Rapid intake
of new staff
“WELCOME
ABOARD!”
Average cost of
recruiting a digitally
skilled candidate
as a % of salary:
12%
T H E S E V E N S T A G E S O F
DIGITAL TRANSFORMATION
UPDATED FOR 2013 BY DIGITAL CHAMELEON
THE FIRST STEP1
BUSINESS OBJECTIVES2
ASSESSMENT3
E-LEARNING 4
WORKSHOPS 5
POST-ASSESSMENT 6
CONTINUOUS LEARNING 7
www.digitalchameleon.net
Ph + 61 2 9997 4417
info@digitalchameleon.net
*Digital IQ Index, 2012. Digital Chameleon *Digital IQ Index, 2012. Digital Chameleon *Digital IQ Index, 2012. Digital Chameleon *Digital IQ Index, 2012. Digital Chameleon