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20140915 inbound2014-hewitt

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What do L'Oreal, the Metropolitan Museum of Art, and McDonalds have in common? Like Harvard University, they all have CDOs. But what on earth does a CDO do in a world where almost everything is digital? A CDO is a means to catalyze change and to empower one person to accelerate digital capabilities across the enterprise. This session will focus on practical ways that CDOs, CMOs, and other enterprise leaders can create and innovate through digital strategy.

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20140915 inbound2014-hewitt

  1. 1. #INBOUND1 4 THE RISE OF THE CHIEF DIGITAL OFFICER How organizations are tackling digital transformation from within Perry Hewitt CDO, Harvard University
  2. 2. 1 What is a CDO, anyway? 2 Digital strategy: one definition 3 Setting the stage for digital transformation 4 Mind shifts just for marketers 5 The post-CDO world
  3. 3. #INBOUND14 1 What is a CDO, anyway?
  4. 4. Photo credit: Rayand #INBOUND14
  5. 5. #INBOUND14
  6. 6. #INBOUND14
  7. 7. #INBOUND14 marketing technology language  Enterprise responsibility marketing, editorial, web publishing  Agency experience scoping, client management, high pressure, high volume  Software and professional services always be shipping, product management mindset
  8. 8. Photo credit: Leg0fenris #INBOUND14
  9. 9. Or, more like a next generation Chief Telephone Officer? #INBOUND14 Photo credit: Tim G. Photography
  10. 10. #INBOUND14 “centralized, world-class capability…charged with removing barriers to exceptional … service delivery”
  11. 11. #INBOUND14
  12. 12. #INBOUND14
  13. 13. #INBOUND14 A CDO might help you with the following “Born analog” organization eager to adapt Licensed experimentation Shared guidelines and best practices Marketing and IT alignment Appetite but not capability for data and analytics “We have an agency for that.”
  14. 14. 2 Digital strategy: one definition #INBOUND14
  15. 15. #INBOUND14  Share Harvard’s mission of excellence in teaching, learning, and research while making the University and its contributions relatable and relevant in an always-on world  Enable communications and engagement approaches to live digitally, and often digital-first to enrich our constituents’ experience of Harvard  Connect and amplify digital initiatives build amplify aggregat e curate COPE ship measure iterate mobil e data social mm /video
  16. 16. speed of spread MOOCs apps #INBOUND14 mobile social visual email SaaS #iot (beyond the screen)
  17. 17. #INBOUND14 Heightened expectations: mobile, social, frictionless, ubiquitous
  18. 18. #INBOUND14  Messaging alignment  RWD  Web platforms  Social platforms  Community engagement
  19. 19. #INBOUND14 3 Setting the stage for digital transformation
  20. 20. Gather the components for your own enterprise digital remix #INBOUND14 Photo credit: Peter Morgan
  21. 21. #INBOUND14 Get the right people in matrixed reporting and project roles Photo credit: 12th St David
  22. 22. Develop digital guidelines that spread knowledge and enable user contributions #INBOUND14 Photo credit: Nicolas Nova
  23. 23. #INBOUND14 Adopt a product management mindset Photo credit: BitchBuzz
  24. 24. Create formal and informal learning paths to extend digital capabilities #INBOUND14
  25. 25. 4 Mind shifts just for marketers #INBOUND14
  26. 26. Time to rebalance control and influence #INBOUND14 Influence Control
  27. 27. Photo credit: Sam De Long #INBOUND14
  28. 28. #INBOUND14
  29. 29. #INBOUND14
  30. 30. #INBOUND14
  31. 31. #INBOUND14 Head & heart
  32. 32. Marketing analytics is a core competency #INBOUND14
  33. 33. Death of the five-year, and maybe even the annual plan #INBOUND14 Photo credit: James Vaughn
  34. 34. 5 What’s next: the post CDO world #INBOUND14
  35. 35. RIP TYPISTS Just as the typing pool gave way to broad interaction with tech, so advanced digital capabilities will spread beyond one group #INBOUND14 Photo credit: Seattle Municipal Archives
  36. 36. #INBOUND1 4 THE RISE OF THE CHIEF DIGITAL OFFICER How organizations are tackling digital transformation from within Perry Hewitt CDO, Harvard University
  37. 37. LESS ABOUT EDUCATION MORE ABOUT INTEGRATIO N #INBOUND14
  38. 38. #INBOUND14 ENOUGH, ALREADY. QUESTIONS ?
  39. 39. #INBOUND14 THANKS @perryhewitt

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