Digital Glasgow Day 1 Session 1 The Digital Revolution/State of Digital Scotland Survey


Published on

Presentation by Energise 2-0 on the Digital Revolution and State of Digital (Scotland) Survey, 2012

Published in: Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Digital Glasgow Day 1 Session 1 The Digital Revolution/State of Digital Scotland Survey

  1. 1. ENERGISE2-0.COM The Digital Revolution, 2012Dr Jim October, 2012
  2. 2. Digital Glasgow - The Theme• The strategic use of digital technology is ‘mission critical’ to future growth and competitiveness• Used effectively, new technology can deliver a wide range of business benefits - lower costs, improved efficiency, more effective sales and marketing, enhanced customer relationships, loyalty and more rapid globalisation.• While good progress has been made, the pace of technology change is so rapid that we should be constantly benchmarking our own strategy against accepted ‘best practice’ ENERGISE2-0.COM
  3. 3. The Social Media Revolution ENERGISE2-0.COM
  4. 4. Infographic ENERGISE2-0.COM
  5. 5. 168 Million DVDs ENERGISE2-0.COM
  6. 6. 294 Billion E-Mails ENERGISE2-0.COM
  7. 7. 2 Million Blog Posts/172m FB ENERGISE2-0.COM
  8. 8. 4.7 Billion Minutes ENERGISE2-0.COM
  9. 9. 532 Million Status Updates ENERGISE2-0.COM
  10. 10. 864,000 Hours of Video ENERGISE2-0.COM
  11. 11. Mobiles > People ENERGISE2-0.COM
  12. 12. Sources ENERGISE2-0.COM
  13. 13. ENERGISE2-0.COM
  14. 14. The Rules of Business Have Changed ENERGISE2-0.COM
  15. 15. Social Media is a RevolutionA fundamental and revolutionary changein online behaviour, expectations andthe online customer experience.The end of the ‘read only’ internetContent generated by the network forthe networkWe are no longer passive consumers ofcontent/brand messages ENERGISE2-0.COM
  16. 16. It’s SocialA conversationnot a broadcastplatformConversations are takingplace relevant to yourbrand – are you listening? ENERGISE2-0.COM
  17. 17. The Connected Consumer ENERGISE2-0.COM
  18. 18. Power ShiftSocial media empowerscustomers, empowers the network We no longer control the brand The brand becomes the customer experience of the brand – experiences that are widely shared online ENERGISE2-0.COM
  19. 19. ENERGISE2-0.COM
  20. 20. Declining EffectivenessDeclining effectiveness of traditionalapproaches to sales and marketingDoes anyone listen any more?We are no longer passive sheepwaiting to be ‘driven’ to your web siteIf you treat us like sheep, we will tell youto ‘flock off’. ENERGISE2-0.COM
  21. 21. Marketing RIP ENERGISE2-0.COM
  22. 22. The End of Business as UsualNew ‘mindsets’, new businessapproaches and new performancemeasures are requiredNOT a broadcast medium. Itsabout listening to and engagingwith customers, partners, yourcommunity, your tribeThis is something we are not verygood at doing. We prefer tellingpeople how good we are ENERGISE2-0.COM
  23. 23. The End of Business as Usual‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships ENERGISE2-0.COM
  24. 24. New Performance Measures• Business success depends on the quality of your customer base; the strength of the relationship you have with quality customers; and your ability to leverage that relationship• In a social media era, business success depends on the – Quality of your network – Relationship strength – Ability to leverage ENERGISE2-0.COM
  25. 25. Digital ScotlandThe State of Play ENERGISE2-0.COM
  26. 26. Digital Scotland: The State of PlayWhat progress has beenmade in our use ofdigital to improvecompetitiveness? Where are we going? ENERGISE2-0.COM
  27. 27. What road are we on? ENERGISE2-0.COM
  28. 28. Our View on Progress MadeInterest and enthusiasm has grown rapidlye.g. Social MediaGood progress is being made by someBut much work still needs to be donebefore we are leveraging the full potentialof Digital Technology to improve ourinternational competitiveness ENERGISE2-0.COM
  29. 29. 5 To Do’s ENERGISE2-0.COM
  30. 30. 5 To Do’s• Be more strategic in our approach with Digital Technology being fully aligned with and supportive of agreed business goals and objectives• Become ‘Social’. Move from ‘Social Media’ to ‘Social Business’. Major ‘mindset’ change for many ENERGISE2-0.COM
  31. 31. Be SocialNew ‘mindsets’ arerequired to be successful insocial media ‘BE SOCIAL BEFORE DOING SOCIAL’ ENERGISE2-0.COM
  32. 32. 5 To Do’s• Exploit emerging opportunities in Cloud Computing, Mobile, eCommerce• Use Digital to fully support the more rapid internationalisation of SMEs• Improve connectivity, including mobile ENERGISE2-0.COM
  33. 33. ENERGISE2-0.COMThe State of Digital (Scotland) Survey Interim High Level Findings
  34. 34. The State of Digital (Scotland) Survey• The State of Digital (Scotland) Survey’ is currently being undertaken by Energise 2-0 in partnership with:• Please take part and provide your views: ENERGISE2-0.COM
  35. 35. The State of Digital (Scotland) Survey Scottish companies have made good progress in their use of Social Media. –90% of survey respondents are actively involved in Social Media Need for companies to accelerate progress in this area, by adopting a more strategic approach with measurable KPIs, has become ‘mission critical’. –47% have no clear Social Media strategy or Key Performance Indicators ENERGISE2-0.COM
  36. 36. Use vs. Planned Use of Social Media35% Now Future30% 29%25% 21% 21%20% 20% 19% 18% 18% 16%15% 12% 12%10% 10%5% 4%0% Do not/will not use Social Media Experiment Use /Social Media use our use of Social Media and have a clear strategy, objectives and KPIs abusiness strategy with deepen deepen of Social Media (non-strategic) Use / our Fully-integrate Social Media into our wider marketing or Social Business* Become *Social Business definition "as well as extensive use externally, we will use Social Media internally to improve staff communication, knowledge sharing and support key processes" ENERGISE2-0.COM
  37. 37. The Cloud and Mobile Internet30% Cloud Mobile Internet 27% 26%25% 22%20% 18% 15%15% 15% 14% 12% 13%10% 10% 7% 7%5% 4%0% Never heard of…Heard of but taking no action out more about… / developedWe use / developed no clear strategy, objectives, KPIsis fully-integrated into our w Finding We Experimenting with… use initiatives but have initiatives and extensively and it We use have a clear strategy (with objectives, KPIs) ENERGISE2-0.COM
  38. 38. Web and e-MarketingThe majority of respondents so far have a Web presence andare supporting it through a wide range of e-marketingactivities.–97% have a website (for around half, this is best described as an “online brochure”)–4% have an e-commerce site– Social Media, Search Engine Optimisation and E-Mail marketing are the most popular tactics employed ENERGISE2-0.COM
  39. 39. Digital and InternationalisationFew Scottish companies are exploiting the full potential ofdigital/social for ‘going global’:(Of those already international):–10% stated that they made extensive use of Digital Technology and had a clear digital strategy to support their internationalisation. ENERGISE2-0.COM
  40. 40. The State of Digital (Scotland) Survey• Scottish companies have made good progress in their use of Digital Technology.• The pace of technology change is so rapid that we are falling behind accepted international ‘best practice’ in this area.• This could have a major negative impact on the future growth and competitiveness of the Scottish economy. ENERGISE2-0.COM
  41. 41. The State of Digital (Scotland) Survey Please take part and provide your views: ENERGISE2-0.COM
  42. 42. Thank You ENERGISE2-0.COM