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What the hell is digital transformation anyway ! - webinar - 25 april 2018 (1)

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What the hell is digital transformation anyway?” a webinar presented by Mark Ralphs, partner at Good Rebels, on the 25th of April 2018.

Learn about the challenge of creating a digital first culture and organisation, the forces driving digital transformation, and practical insights and advice on delivering a transformation programme.

Published in: Business
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What the hell is digital transformation anyway ! - webinar - 25 april 2018 (1)

  1. 1. What the hell is digital transformation anyway?! Mark Ralphs, 25 April 2018
  2. 2. 2 Good Rebels is a digital strategy and creative company. We work with our clients to build a legacy of performance and innovation, enabling them to thrive whatever the future holds. We do this by identifying opportunities and solving complex problems at the ConnectedEdge of people, brands and digital technology; finding new ways to increase revenue and build human-centred, high-performing organisations. What the hell is digital transformation anyway?! | 25 April 2018 |
  3. 3. Transformation
  4. 4. TransformationDigital
  5. 5. TransformationDigital Digital transformation
  6. 6. How digital is changing brands Disruption at the ConnectedEdge
  7. 7. 8What the hell is digital transformation anyway?! | 25 April 2018 | People Technology Brands & Organisations ConnectedEdge
  8. 8. Video link youtube: https://www.youtube.com/watch?v=FkbTCoQ39L4
  9. 9. Challenges at the ConnectedEdge Managing customer expectations: providing a differentiated, brand-led customer experience that delivers to customer needs Understanding market disruption: competing with customer-centred, data-led new entrants reinventing existing products and services Transforming internally: culture change required to operationally deliver Creating an authentic omni-channel brand: transforming from legacy to future proof IT, systems and processes Building a vision: road- mapping future vision to give direction to strategic innovation choices Driving innovation through test and learn: continuous innovation leading to emergent new strategies Future Strategy Club 2017
  10. 10. Examples of technology disrupting supply chains and consumer journeys The potential dominance of Amazon: affecting consumer relationships, pricing and data ownership Advertising effectiveness: as more consumers choose to ignore interruptive advertising, mass marketing will become less effective The Internet of Things: smart devices have the potential to change the way we shop, and the way trade customers are supplied Blockchain: blockchain’s dispersed ledger has the potential to improve logistics management, improving speed and reducing costs
  11. 11. Starbucks, blockchain from bean to cup
  12. 12. “Advertising of all flavours is fundamentally insufficient for building the deeper, more meaningful customer relationships that digital now beckons you to try to build.” Forrester 2017
  13. 13. “We are moving from marketing communism – in which marketers were able to push average quality marketing to consumers – to marketing Darwinism, in which people will only see what they want to see.” Javier Sánchez Lamelas, then VP marketing, Coca- Cola
  14. 14. Forrester 2017
  15. 15. PageFair 2017
  16. 16. 21 MIT Sloane 2017 What the hell is digital transformation anyway?! | 25 April 2018 |
  17. 17. 22 The adoption lag Technology Consumers Organisations
  18. 18. People, brands and organisations Becoming human-centred
  19. 19. “It’s not all about the strategy. Or the technology. It’s about the people. How do we get the people who are good at delivering the today, to deliver the tomorrow better?” Global head of digital transformation, Unliver
  20. 20. 25 C Z W The Citizen Journey The Consumer Journey The Co-Worker Journey Human centred organisations Exceeding expectations Creating value for wider society Empowering internal creativity The most successful organisations are those focused on people. Where human relationships are intrinsic to the business. These are the brands and organisations that clearly identify how they will create shared value for consumers, co-workers, and citizens. These are the truly human centred organisations. What the hell is digital transformation anyway?! | 25 April 2018 |
  21. 21. 27 C Z W Human-centred transformation We encourage human-centred digital transformation, enhancing the relationship with customers, employees and citizens by focussing on: The Consumer Journey Discover Buy Love The Citizen Journey Value Connect Involve The Co-Worker Journey Wish <??> Engage Belong Rich and unique marketing, product and service experiences Empowering & developing coworkers and collaborators Strengthening business by creating shared value, not only for shareholders but for wider society What the hell is digital transformation anyway?! | 25 April 2018 |
  22. 22. Digital transformation is a journey Not a destination
  23. 23. “Any responsible company today should view digital technologies as a means to create a more efficient organization or a different form of customer engagement” Arun Sundararajan, New York University
  24. 24. MIT Sloane 2017
  25. 25. 32 Boston Consulting Group 2017 What the hell is digital transformation anyway?! | 25 April 2018 |
  26. 26. “Don’t confuse complex business challenges with requiring complex solutions. The power is in simplicity.” Mark Luce, SAB Miller
  27. 27. VISION Delivering world class digital capabilities that are game changing, data driven, and that deliver fast growth, innovation, and outstanding people.
  28. 28. 35 Adopt an agile approach Image credit: David Armano, 2011 What the hell is digital transformation anyway?! | 25 April 2018 |
  29. 29. 36 Work fast Audit and ambition Where are you now? Where do you want to get to? Within what timeframe? Roadmap and hero project design How are you going to get there? Winning support Building the business case and engaging internal stakeholders who are vital to long-term success. Gaining momentum Achieving early wins and developing a ccontinuous improvement Weeks 1 to 10 Weeks 11 to 15 Week 16 onwards What the hell is digital transformation anyway?! | 25 April 2018 |
  30. 30. 37 Fernando Polo 2015 What the hell is digital transformation anyway?! | 25 April 2018 |
  31. 31. 38What the hell is digital transformation anyway?! | 25 April 2018 | Brilliant Noise 2018 Focus on digital capability
  32. 32. Find a hero!
  33. 33. 40 Hero projects, some examples • Social recruitment: reducing costs and employee churn • Consumer journey mapping: highlighting opportunities to improve funnel conversion along the digital and inshore consumer journey • Digital consumer insights: improving segmentation, targeting and marketing efficiency • Social media employee advocacy: increasing brand awareness and positive share of voice • Member get member strategy: opening up peer driven acquisition • Digital paid media innovation: testing new formats and approaches • Data-led content strategy: creating relevant content to motivate consumer action • Return on marketing investment (ROMI) modelling: to improve budget effectiveness • Digital excellence training: building capacity across the organisation • Digital and social media governance: reducing risk and improving agility What the hell is digital transformation anyway?! | 25 April 2018 |
  34. 34. Good Rebels 2018
  35. 35. Digital transformation in practice
  36. 36. 43 LEGO global governance and education In 2011 LEGO was seeking to build digital expertise and capacity as they prepared to roll out a global digital programme. They asked Good Rebels to refine internal processes through the development of an education and change management programme. The programme, ‘The digital driver’s license’ was undertaken by digital champions, operators and stakeholders, as well as a further 6,000 employees around the world. The programme underpins all of the digital activity LEGO has delivered during the last 4 years. LEGO is now considered one of the world’s most forward thinking digital brands. What the hell is digital transformation anyway?! | 25 April 2018 |
  37. 37. 44 CESPA loyalty programme Petroleum giant CEPSA asked us to redesign their 10 year-old loyalty programme taking into account the latest changes in consumer behaviour and technology. We analysed legacy data to identify transactional behaviour. Then developed a new loyalty platform that provides a range of emotional and personalised incentives to CEPSA consumers. The new platform is mobile – rather than card – based and uses social sign-in to support social CRM. What the hell is digital transformation anyway?! | 25 April 2018 |
  38. 38. 45 Sephora’s digital ecosystem With over 300 brands, and 750 stores across 21 countries, Sephora is one of the leading and best loved cosmetic brands in the world. Sephora’s Spanish business has also long been recognised as one of Iberia’s most innovative retailers. In 2017 Sephora asked Good Rebels to redefine their digital ecosystem as part of an omni-channel journey; with the goal of creating unique experiences for consumers when engaging with Sephora at any point along the consumer journey or on any digital platform. What the hell is digital transformation anyway?! | 25 April 2018 |
  39. 39. Video link youtube: https://www.youtube.com/watch?v=3UEJyl2ClUc
  40. 40. Video link youtube: https://www.youtube.com/watch?v=Zb3KO27LWhA
  41. 41. Investment and impact
  42. 42. 70 / 20 / 10 Tried and tested Market-proven Innovation Invest for innovation
  43. 43. ROI frameworks PWC / Strategy& 2016
  44. 44. ROI of digital transformation 2x profit 10x customer centricity +10% customer satisfaction +20% employee productivity +59% innovation -40% employee turnover University of Bath
  45. 45. “I like to say that we’re an 800 pound gorilla living in a unicorn world. If we want to grow our only option is to rewire ourselves and disrupt our ways of working to become more entrepreneurial and nimble” Dana Andersen, former CMO of Mondelēz International
  46. 46. Join the Rebellion mark@goodrebels.com linkedin.com.markralphs goodrebels.com Barcelona • Bogotá • Brighton • Madrid • Mexico City

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