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Frank Sielaff: Leadership approaches to digital transformation

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Companies like Merck, a large, global and complex pharmaceutical and chemical company, face competition from a completely new angle. The agile and socially networked companies like the ones we bought our music from a few years ago are now entering our market with huge financial power.

This new competition leads to an unprecedented demand to change. More efficient processes, new business models, a new way of collaborating by each and every employee have become necessary.

Such a change requires a new type of leadership, a digital leadership, where hierarchies become less and intrinsic motivation more important and communication obtains a new role.

The presentation is about how
- Merck uses Employee Engagement to enable a sustainable transformation into a more digital business.
- International virtual teams established within our network organization are bringing the new global Digital Workplace to the company.
- This “bottom-up approach” is accompanied by dialog-oriented communication measures and top-down best-practice sessions for management teams around the globe.

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Frank Sielaff: Leadership approaches to digital transformation

  1. 1. J. Boye Aarhus 15 Conference Frank Sielaff Creating Movements Leadership Approaches in the Digital Transformation of a Traditional Company
  2. 2. Creating Movements - Leadership Approaches in the Digital Transformation of a Traditional Company3 Agenda Our Field of Operation A Story to Tell How to Convince Gaining Managers Endorsement The EVA virtual team Moving the Field Multiply Lighthouses
  3. 3. OUR FIELD OF OPERATION
  4. 4. 1668 founded HEALTHCARE, LIFE SCIENCE & PERFORMANCE MATERIALS 66 countries 40,000 employees €1.7 bn invested in R&D in 2014 €11.3 bn sales in 2014
  5. 5. Creating Movements - Leadership Approaches in the Digital Transformation of a Traditional Company6 What we do Life Science Performance Materials Healthcare A wide range of specialty chemicals, such as liquid crystals for displays, effect pigments for coatings and cosmetics, or high-tech materials for the electronics industry. Innovative tools and laboratory supplies for the life science industry that make research and biotech production easier, faster and more successful. Prescription medicines to treat, for example, cancer, multiple sclerosis and infertility, over-the-counter pharmaceuticals for everyday health protection or to provide fast relief of colds and pain, as well as innovations in the areas of allergies and biosimilars.
  6. 6. History and future Nearly 350 years of experience for patients and customers Creating Movements - Leadership Approaches in the Digital Transformation of a Traditional Company7 Friedrich Jacob Merck purchases the “Angel Pharmacy” (Engel-Apotheke) in Darmstadt Emanuel Merck begins production on an industrial scale Merck is represented on all continents Our U.S. subsidi- ary Merck & Co. is expropriated as a consequence of World War I Merck loses its subsidiaries abroad and starts up again from the ruins in Darmstadt Merck subsidiaries are founded or reestablished around the world Merck enters the field of biotech- nology, assuming a pioneering role in Germany The Merck Institute for Experimental Drug Research is established Initial public offering Acquisition of Serono Acquisition of Millipore Merck takes up the fight against schistosomiasis, aiming to elimi- nate this tropical disease in Africa Acquisition of AZ Electronic Materials Merck marks its 350th anniversary 1668 1827 1900 1917 1945 1950/60 1955 1969 1995 2007 2010 2011 2014 2018
  7. 7. A STORY TO TELL
  8. 8. This is Chaosville … In a digital sense, we live in a shantytown where the ways we connect with one another are hopelessly complicated and outdated.
  9. 9. Welcome to Capital City
  10. 10. Q2/Q3 2015 Q4 2015ff Enable digital mindsetCommunication Collaboration 2014 & Q1 2015 Build Infrastructure Communities Creating Movements - Leadership Approaches in the Digital Transformation of a Traditional Company Final goal is to Enable Digital Mindset Building the new city is ongoing. Construction work is ahead. Moving there is your task. 11
  11. 11. 12 EVA – The Digital Workplace Expertise: Global and local knowledge and experts are available quickly and easily Virtual Teams: Employees as well as partners can work together regardless of location or function Access to Information: Employees can be reliably reached by their leaders; and enjoy individually customized access to information to help them accomplish their goals in the most effective and efficient way. Creating Movements - Leadership Approaches in the Digital Transformation of a Traditional Company
  12. 12. Creating Movements - Leadership Approaches in the Digital Transformation of a Traditional Company13 Reasons for EVA Shortfalls in current communication and collaboration possibilities Multiple unconnected systems Working in silos Duplication of work No identification of experts and expert knowledge Outdated or irrelevant content Important communication gets lost in (mass) mails Low capacity of adaptation in the organization …
  13. 13. 14 What is it? Creating Movements - Leadership Approaches in the Digital Transformation of a Traditional Company
  14. 14. Creating Movements - Leadership Approaches in the Digital Transformation of a Traditional Company15 ... and how does it feel?
  15. 15. General EVA Information Architecture „Employee Room“ Rooms (= Websites) Applications Creating Movements - Leadership Approaches in the Digital Transformation of a Traditional Company
  16. 16. EVA Combines Communication and Collaboration „Employee Room“  Personalized, aggregated content  Quick Access Gateway News, Activities, Conversations Creating Movements - Leadership Approaches in the Digital Transformation of a Traditional Company
  17. 17. HOW TO CONVINCE Creating Movements - Leadership Approaches in the Digital Transformation of a Traditional Company18
  18. 18. Creating Movements - Leadership Approaches in the Digital Transformation of a Traditional Company 3 types of audiences Prelaunch Management Executive Conference, Pre-Information, Top-Down Comms, Manager Kits EVA virtual team Practitioner Meetings, Blog-Updates, Info-Packs All Employees Posters, Table Toppers, StandUp Displays, Intranet Articles, ... Communication 01.09.15 Launch and Beyond Management Information Meetings Lighthouse exchanges EVA virtual team Support Forum, Lighthouse exchanges All Employees Virtual Guided Tour, All People Mail, Profile Contest Big Bang Global Browser Switch
  19. 19. EVA Virtual Team Governance Roles Creating Movements - Leadership Approaches in the Digital Transformation of a Traditional Company20
  20. 20. Relation & Responsibilities of EVA Roles Creating Movements - Leadership Approaches in the Digital Transformation of a Traditional Company21
  21. 21. GAINING MANAGERS ENDORSEMENT
  22. 22. Creating Movements - Leadership Approaches in the Digital Transformation of a Traditional Company23 Stage Play at Group Executive Conference Management Information Meetings Leadership Team Meetings "Meeting in a Box" Use touchpoints, varied formats, ...
  23. 23. "YOU ARE ROCKSTARS" The virtual EVA team
  24. 24. • Early and regular information (before others) • Prioritized response in online communities • Classroom and Remote Trainings • Practicioner meetings • Focus sessions • EVA Excellence Awards • EVA Launch Celebration Motivating the virtual EVA team members Creating Movements - Leadership Approaches in the Digital Transformation of a Traditional Company25 Being an EVA room manager is a job enrichment!
  25. 25. Creating Movements - Leadership Approaches in the Digital Transformation of a Traditional Company26 Interactivity offered in Launch Discussion Board
  26. 26. MOVING THE FIELD
  27. 27. Launch Communication Creating Movements - Leadership Approaches in the Digital Transformation of a Traditional Company28
  28. 28. Creating Movements - Leadership Approaches in the Digital Transformation of a Traditional Company29 The "Social Awakening"
  29. 29. MULTIPLY LIGHTHOUSES
  30. 30. 31 Creating Movements - Leadership Approaches in the Digital Transformation of a Traditional Company Biweekly Management Video Blog
  31. 31. 32 Creating Movements - Leadership Approaches in the Digital Transformation of a Traditional Company Community becoming functional
  32. 32. 33 Creating Movements - Leadership Approaches in the Digital Transformation of a Traditional Company Very Active Leadership Team
  33. 33. 34 Creating Movements - Leadership Approaches in the Digital Transformation of a Traditional Company "Easy to find" integrated document collaboration
  34. 34. MeRCK Frank Sielaff Frankfurter Straße 250 64293 Darmstadt, Germany LinkedIn https://de.linkedin.com/in/fsielaff CONTACT

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