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Developing a Roadmap for Digital Transformation (ClickZ Live Singapore)

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Digitally mature companies enjoy advantages in efficiency and effectiveness in marketing, e-commerce, sales and customer service. “Digerati” are also 26% more profitable. But many businesses have realised that the road to digital excellence is paved with obstacles and challenges. During this presentation, John Sinke will share research from leading management consultants and his own personal experience of turning Resorts World Sentosa into a digital business.

- What is digital excellence and why is it important to your organization?
- How do you develop a roadmap for digital transformation?
- What are the biggest barriers to digital success and how do you tackle them?

Speaker: John Sinke, AVP Digital Marketing & e-Commerce, Resorts World Sentosa

Published in: Marketing

Developing a Roadmap for Digital Transformation (ClickZ Live Singapore)

  1. 1. Developing a Roadmap for Digital Transformation John Sinke (@johnsinke) 3rd December 2014 The views expressed are mine and not necessarily those of Resorts World at Sentosa Pte Ltd
  2. 2. Multi-touch interfaces Motion sensing camera Face recognition Electronic paper Augmented reality Fourty years ahead: 2054 is already here!
  3. 3. https://www.youtube.com/watch?v=GtJx_pZjvzc Technology: no excuses for advertisers anymore….
  4. 4. No excuses for spoofs either….
  5. 5. Travel Brands catching up…
  6. 6. Skip the front desk…. That’s us!
  7. 7. The Instagram Hotel… Check in with a “selfie”…. 1888 Hotel, Sydney
  8. 8. Leading Digital Hospitality….
  9. 9. Disruption is black t-shirts… • OTA’s: Expedia, Agoda, Ctrip… • Aggregators: Kayak, Trivago, Wego… • Disrupters: Homeaway, Airbnb, Uber… “We all felt that the hotel industry would not de-materialise” Sébastien Bazin (CEO, Accor) Source: Skift
  10. 10. “If the rate of change on the outside exceeds the rate of change on the inside, then the end is near.” Jack Welch, former Chairman and CEO of General Electric
  11. 11. Resorts World Sentosa Six Hotels Adventure Cove Waterpark S.E.A. Aquarium Meetings & Events Shows & Concerts ESPA Luxury Spa 50 F&B Outlets Luxury Retail Weddings Casino
  12. 12. John Sinke November 2012 Can you come and fix our website? Can you come and fix our website?
  13. 13. John Sinke November 2012 This is where we are now…
  14. 14. John Sinke November 2012 Still a long way to go…
  15. 15. John Sinke November 2012 Good progress in Search, Analytics, Display and Social…
  16. 16. Why focus on Digital? •Follow your audience… •Better Customer Experience… •Lower Cost Per Acquisition…
  17. 17. Digital Excellence… Digital Transformation…
  18. 18. What is Digital Excellence? What is Digital Excellence? Marketing leadership in the strategic deployment of digital channels and business processes
  19. 19. “Digirati” are 26% more profitable Enjoy a 12% higher market valuation Generate 9% more revenue Drive more efficiency Source: Cap Gemini and MIT Why is Digital Excellence important?
  20. 20. How digitally mature is your organisation? 1. LEADERSHIP How can you take an active role in the digital future of your organisation? 2. STRATEGY How do you plan and build when the market landscape is changing so rapidly? 3. AGILITY How do you make sure you’re not left behind in the wake of disruption? 4. PRODUCTS / SERVICES How do technology and customers come together to shape your market propositions? 5. CULTURE How can you build a working culture that supports digital change? ©The Change Effect / ChangeEffect.org
  21. 21. DIGITAL ROADMAP ©The Change Effect / ChangeEffect.org Understand where you are now LEVEL 1 LAGGARDS “A Long Way Behind” LEVEL 2 DIY-ERS “Moving Slowly / Unpredictably” LEVEL 3 FOLLOWERS “Playing Catch-Up” LEVEL 4 POLYMATHS “Learning Fast & Adapting” LEVEL 5 PIONEERS “Shaping the Digital Future” 2. STRATEGY None Informal Industry / market focused Crossing industries & markets Reinventing industries & markets 1. LEADERSHIP Indifferent Some encouragement but insufficient support Providing support for incremental change Leading evolutional change Shaping the future for others to follow 3. AGILITY Lagging competitors by many years Responding slowly with modest resources Closely following competitors Responding quickly or leading industry change Rapidly adapting and redrawing the digital landscape 4. PRODUCTS & SERVICES Minimal changes Some enhancements to existing portfolio Significant changes to existing portfolio Transformed portfolio & new business models Constant reinvention & innovation across the portfolio 5. CULTURE No changes to culture Employee driven use of digital communications Organisational adoption of digital friendly culture Proactive digital culture removing the barriers to digital change Organised to embrace digital change & test new working practices Digital Maturity
  22. 22. DIGITAL ROADMAP Online Survey ClickZ Training & The Change Effect
  23. 23. Majority is not digital mature yet… ©The Change Effect / ChangeEffect.org LEVEL 1 LAGGARDS “A Long Way Behind” LEVEL 2 DIY-ERS “Moving Slowly & Unpredictably” LEVEL 3 FOLLOWERS “Playing Catch-Up” LEVEL 4 POLYMATHS “Learning Fast & Adapting” LEVEL 5 PIONEERS “Shaping the Digital Future” 24% of respondents 18% of respondents 21% of respondents 27% of respondents 10% of respondents Digital Maturity
  24. 24. Laggards: a long way behind… ©The Change Effect / ChangeEffect.org 24% of respondents CULTURE “Digital disruption has led to few changes in our culture, but nothing significant” PRODUCTS / SERVICES “Our products / services have seen a few changes due to digital, but nothing significant” LEADERSHIP “Our leaders talk about digital innovation but don't provide sufficient support or resources” STRATEGY “Digital is something we discuss informally, but we don't have a methodical approach” RESPONSIVENESS “We are slow to respond and approach innovations with modest resources” LEVEL 1 LAGGARDS “A Long Way Behind”
  25. 25. DIY’ers: moving slowly & unpredictably… ©The Change Effect / ChangeEffect.org CULTURE “The way we interact and work together has changed, but this is not something driven internally” PRODUCTS / SERVICES “Some of our product / service propositions have changed significantly” LEADERSHIP “Our leaders encourage the organisation the think digital and are supporting gradual change” STRATEGY “Digital is something we discuss informally, but we don't have a methodical approach” RESPONSIVENESS “We could be faster, but are never very far behind our competitors” LEVEL 2 DIY-ERS “Moving Slowly & Unpredictably”
  26. 26. Followers: playing catch up… ©The Change Effect / ChangeEffect.org CULTURE “The organisation has made an effort to embrace a more digital culture e.g. teams, flexible working, new technology” PRODUCTS / SERVICES “Some of our product / service propositions have changed significantly” LEADERSHIP “Our leaders encourage the organisation the think digital and are supporting gradual change” STRATEGY “We put significant effort into learning from our competitors and from other industries” RESPONSIVENESS “We could be faster, but are never very far behind our competitors” LEVEL 3 FOLLOWERS “Playing Catch-Up”
  27. 27. Polymaths: learning fast & adapting… ©The Change Effect / ChangeEffect.org CULTURE “We are organised to embrace digital innovation and constantly experiment with different working practices that have the potential to make our culture even better” PRODUCTS / SERVICES “Most of our products / services have changed significantly over the past few years” LEADERSHIP “Our leaders are the catalysts for major digital change and ensure we are responsive to industry innovations” STRATEGY “We put significant effort into learning from our competitors and from other industries / markets” RESPONSIVENESS “We are fast to act and are typically one of the leaders in our industry” LEVEL 4 POLYMATHS “Learning Fast & Adapting”
  28. 28. Pioneers: shaping the future… ©The Change Effect / ChangeEffect.org CULTURE “We are organised to embrace digital innovation and constantly experiment with different working practices that have the potential to make our culture even better” PRODUCTS / SERVICES “Most of our products / services have changed significantly over the past few years” LEADERSHIP “Our leaders have led us to the forefront of digital innovation so we can shape the future in our industry” STRATEGY “We are at the forefront of digital innovation in our industry and are leading the changes for others to follow” RESPONSIVENESS “We rapidly embrace digital innovations and constantly try to push the current boundaries” LEVEL 5 PIONEERS “Shaping the Digital Future”
  29. 29. Opportunities and threats are all about the customer & the brand…. No one should have the pulse of that better than the CMO? Who’s driving Digital Transformation? 35% CEO 23% CTO 22% CIO 1% CMO 19% Other Source: Accenture Interactive
  30. 30. Source: Martin Sorrell, LinkedIn Don Draper Wouldn’t Recognise 75% of What We Do …to Art, Copy & Code… From Art & Copy…
  31. 31. External agencies are doing a better job Brands continue to hire Digital Talent Not able to hire enough experienced Digital Marketers… Solution is to strive for “Digital Excellence” Don’t make everyone a digital guru Give everyone a degree of digital literacy
  32. 32. Train Offline Marketers in Digital Marketing.... Educate Digital Marketers in Offline Marketing.... Marketing Silos  Integrated Marketing From Marketing Department to INTEGRATED MARKETING COMMUNICATIONS
  33. 33. Digital Roadmap - People Digital Expertise Digital Education Senior Management Emersion Training on the Job Digital WIPs External Speakers
  34. 34. Digital Roadmap - Processes Digital & Mobile First Google Analytics (e-Commerce) DoubleClick (e-Commerce) Review Management System
  35. 35. Digital Roadmap - Technology Alipay Content Management System Responsive Design Review Management System Eat2Eat Google Indoor & StreetView Mobile Apps Cashless Wristband
  36. 36. Digital marketing is digital business “Are you a digital business or a business that does digital?”
  37. 37. John Sinke November 2012 DIGITAL BUSINESS?
  38. 38. HIJACK MEAT PACK GUATEMALA http://www.clickztraining.com/static/training-digital-transformation-hong-kong
  39. 39. HIJACK MEAT PACK GUATEMALA http://fluidsurveys.com/s/DigitalMaturity2015/
  40. 40. HIJACK MEAT PACK GUATEMALA
  41. 41. @johnsinke linkedin.com/in/johnsinke john.sinke@yahoo.com slideshare.net/jpsinke Questions?

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