The document discusses how digital transformations often fail to be truly transformative due to a lack of accountability, unrealistic expectations, and siloed initiatives. It argues that building communities within organizations can help foster sustainable adoption of new technologies and processes by establishing governance, sharing best practices, and translating strategies into daily activities. Communities provide a framework for building an organizational culture that supports ongoing transformation.

1. IS YOUR DIGITAL
TRANSFORMATION TRULY
TRANSFORMATIVE?
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November 16, 2016
Twitter: @PhilKemelor
Email: pkemelor@maassmedia.com

2. E"MARKETING+ANALYTICS
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Societal transformation
evolves over years…
@PhilKemelor

3. E"MARKETING+ANALYTICS
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Societal transformation
evolves over years…
@PhilKemelor

4. E"MARKETING+ANALYTICS
MAASSMEDIA
Pantone 377 C
Pantone 421 C
Societal transformation
evolves over years…
@PhilKemelor

5. E"MARKETING+ANALYTICS
MAASSMEDIA
Pantone 377 C
Pantone 421 C
Societal transformation
evolves over years…
@PhilKemelor

6. E"MARKETING+ANALYTICS
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@PhilKemelor
But we expect enterprise-
wide transformation to
happen over quarters…

7. @PhilKemelor
“
“
Digital transformation is the
profound and accelerating
transformation of business
activities, processes,
competencies and models to
fully leverage the changes and
opportunities of digital
technologies and their impact
across society in a strategic and
prioritized way. -- i-SCOOP

8. @PhilKemelor
“
@PhilKemelor
1. We need to use data to guide digital
channel strategy and tactics.
2. We purchase digital analytics
platforms to provide data.
3. We have IT set up the platforms and
digital analysts set up the reporting.
4. We send out lots of reports and make
a lot of data available…but we don’t
get a lot of use and it isn’t guiding
decisions.
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Common digital
transformation scenario

9. @PhilKemelor
Why transformation falls short
• No incentive to change legacy processes
“Always do what you are afraid to do.”
-Ralph Waldo Emerson
• Independent and siloed initiatives
“Isolation is the worst possible counselor.”
-Miguel de Unamuno

10. @PhilKemelor
Why transformation falls short
• Lack of accountability and authority
“A body of men holding themselves
accountable to nobody ought not to be
trusted by anybody.”
-Thomas Paine
• Unrealistic expectations
”The greatest dreams are always unrealistic.”
-Will Smith

11. @PhilKemelor
Can we compress the
natural course of
transformation into a
tighter time frame?

12. @PhilKemelor
Adoption
Executive
sponsorship
Individual
performance
Training
Culture
Sustainable adoption is an
ongoing and multi-pronged
strategic initiative

13. @PhilKemelor
Adoption
Executive
sponsorship
Individual
performance
Training
Culture
Culture is the most elusive
part of the strategy

14. From community to culture
• Purpose
• Governance
Community
• Processes
• Learning
• Advocacy
Culture
@PhilKemelor

15. A safe forum for cross-silo
dialogue and collaboration
@PhilKemelor

16. Determination of a mission
that is independent of
organizational boundaries
@PhilKemelor

17. Community develops processes
for problem solving and wisdom
sharing
@PhilKemelor

18. Expanding community influence
among peers, management,
stakeholders
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@PhilKemelor
Communities give freedom to
build a company culture based on
a framework
Leading mutual fund organization establishes A/B testing community…establishes
charter, roles, defines processes for testing priorities.
International professional services firm creates global analytics community to create
best practices from regional success stories.

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@PhilKemelor
Communities give freedom to build a
company culture based on a framework
US media conglomerate digital center of excellence leads monthly ”brown bags”
featuring outside experts to share industry insights to line of business digital teams.
US federal government agency analytics office creates community focused on shared
learning of analytics software and standardized metrics across enterprise.
US telco digital community provides cross-functional support to build business cases
for new initiatives.

21. Can we compress the
natural course of
transformation into a
tighter time frame?
Communities provide
enterprises with means to
translate governance,
processes, and best
practices into meaningful
and relevant daily
activities.
@PhilKemelor

22. @PhilKemelor
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