The document discusses how the digital revolution will disrupt many industries and organizations that do not adapt. It makes the following key points: - The changes from digital technologies so far are small compared to what is coming in the next few years. 40% of today's large companies may not exist in 10 years. - Many industries are at risk of disruption, including higher education, tourism, retailing, business services, construction, and more. Companies must transform their business models to adapt. - While some progress has been made in Scotland, the majority of organizations are unprepared for digital disruption. A major gap exists between current technology use and what is needed. - All businesses must make digital transformation a priority

1. ENERGISE2-0.COM
Is Scotland Ready?
Dr Jim Hamill Vincent Hamill
@DrJimHamill @VHSocialMedia
www.linkedin.com/in/drjimhamill www.linkedin.com/in/vincenthamill
www.futuredigitalleaders.com www.futuredigitalleaders.com

2. The Digital Revolution
‘The changes brought about by the Internet over
the last 20 years are nothing compared to what’s
coming over the next few years - we ain’t seen
nothing yet’
40% of today’s Fortune 500 companies will not
exist in ten years time
Are we ready?

3. Agenda
• The digital and social revolutions
• Are we ready as a country?
• Are we ready as a profession?

4. Quick Recap
We live in an era of Digital Disruption
and Digital Darwinism

5. Why now…..?
The convergence of disruptive
technologies

6. Convergence of Disruptive Technologies

7. Ain't seen nothing yet……..
50bn to 70bn connected devices by 2020

8. Ain't seen nothing yet………
Rise of the robots/intelligent machines

9. Disruption
• The digital and social media revolutions are disrupting a
wide range of industries, transforming existing ways of
doing things and existing business models
• Many organisations have become, or are in the process of
becoming, ‘digital dinosaurs’ due to their inability to
adapt. Countries and individuals are under threat too
• The changes seen already are nothing compared to what
is coming over the next few years. Over 40% of jobs could
be replaced by digital technology over the next two
decades

10. Employment Impact

11. Rise of the Robots

12. Will you be disrupted?

13. Should you transform ?

14. Should you transform ?

15. Digital Disruption
Examples

16. What do the following products and
companies have in common?

17. In Common?

18. In Common?

19. Digital Dinosaurs
All have become (or could become) Digital Dinosaurs
due to their failure to adapt to Disruptive Technologies

20. Who Will Be The
Next Dinosaur?

21. Who Will Be Next?

22. MOOCs

23. Spot the Dinosaur 

24. The Future of Higher Education

25. ‘Terminal Degrees’ – the Economist
‘If universities were to face the same conditions over
the next 10 to 20 years that daily newspapers faced
over the last 10 to 20, then revenues would fall by more
than half, employment in the industry would drop by
nearly 30% and more than 700 institutions would shut
their doors.’ (Economist, 2014)

26. Few industries are immune from the
threat of being disrupted

27. Business Model Innovation

28. More Examples
• Tourism and hospitality – digital has revolutionised the
customer journey – Dreaming, Planning, Booking, Experiencing,
Sharing; also impact of the collaborative economy Airbnb
• Retailing - ‘showrooming’
• Business Services – impact of Free Agent on bookkeeping/
accountancy profession; Hourly Nerd
• Construction – Win Sun recently produced 10 basic houses in a
day, at an average cost of less than £3,000, using a giant 3D
printer and “ink" made from recycled waste
• Agriculture – Field Scripts, a Big Data and predictive analytics
development based on a database of 50 billion soil
observations and 10 trillion weather-simulation points.
• Taxis – Uberfy or be Uberfied

29. Disruption
How many industries has this company/product
disrupted?

30. Are we ready for a world of
constantly connected customers, constantly
connected employees and constantly
connected ‘things’?

31. Are We Ready?
Are we on course to be a World Class Digital Nation by 2020?

32. Executive Summary
• No industry, no company, no individual in Scotland is immune
from the threat of digital disruption
• Companies need to ‘adapt or die’ - digital dinosaurs
• Digital transformation – the use of digital technologies to
rethink and improve the way we do things in at least three
main areas:
– ‘Externally’ - marketing communications, PR, stakeholder
engagement, customer service, external data analytics
– ‘Internally’ - the way we communicate with colleagues and
partners; our business processes and systems; becoming an agile,
flexible, fast moving ‘social organisation’
– Digitally transform our core business models

33. Executive Summary
• Developing an appropriate response is the number one
challenge facing Scottish business today – critical to our future
competitiveness as a nation
• So what progress is being made?..................

34. A World Class Digital Nation?
• A growing recognition of the need to adapt and transform
digitally
• Many examples of digital innovation
• But for the majority of Scottish companies and organisations,
a major ‘Strategic Gap’ exists between their current use of
digital technology and where they should be
• The majority of Scottish companies & organisations are
unprepared for the coming digital onslaught
• Digital led change is taking place at a much faster rate than
our ability to adapt
• This raises important implications for companies, policy
makers and the business support network in Scotland…………

35. Companies/Organisations
• The ultimate responsibility for digital transformation lies with
companies themselves. It is no longer acceptable for digital to
be seen as a peripheral activity, the responsibility of ‘techies’
• To remain competitive, all businesses need to embed digital at
the core of everything they do - building digital capabilities
throughout the business supported by digital leadership to
drive change
• The days of the senior executive who is proud of the fact that
he/she doesn’t do digital are over. Finished. A new breed of
senior executive is required – Digital Business Leaders

36. Digital Business Leaders Urgently Required

37. Digital Leaders Urgently Required
• Executives who combine high level business knowledge and
experience with the ability to develop Digital Transformation
Strategies fully aligned with and supportive of agreed
business goals and objectives
• Executives with the personal skills and confidence to drive
organisational change

38. Policy Makers
• A World Class Digital Nation by 2020? More spin than reality
• Digital Economy Business Survey 2014 (4,002 businesses) only
3% are ‘Digital Champions’
• MIT Open Letter to the US Government – called for radical
changes in public policy across a wide range of areas –
education, infrastructure, entrepreneurship, trade
immigration
• For Scotland, more research is urgently required re the impact
of digital disruption on the Scottish economy and Scottish
labour markets
• Urgent action is required in terms of training and skills
development, digital infrastructure, regulation, taxation, cyber
security etc. Progress is being made but is it enough?

39. Business Support Network
• Publicly funded digital support programmes have been
available in Scotland for two decades. Yet only 3% of
companies are digital leaders?
• We need to refocus support on the main barriers/obstacles to
change. Awareness workshops are fine but we need to tackle
the real issues. Three areas…..
– All business advisers in the support network need to
become ‘digital first’
– Graduate internship programmes backed by solid training
– Launch of a digital supported export programme. Export
support is stuck in a 30 year pre-digital time warp

40. Implications for the PR Profession
#adaptordie

41. State of the Profession Report 2016

42. State of the Profession Report 2016

43. These competencies are increasingly digital

44. #adaptordie

45. Next Generation Marketing Skills

46. Next Generation Marketing Skills

47. Next Generation Marketing Skills

48. Next Generation Marketing Skills

49. ‘Shut Up and Listen’
Developing Actionable Insight
from Social Media Listening

50. Single Malt Whisky Brands

51. Single Malt Whisky Brands

52. Recognise This?

53. Or this?