Lindsay Herbert, Precedent: Digital transformation

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Topic: A British Heart Foundation Case Study – Digital transformation Before & After: Learning from the pros - Understand the 3 stages of transformation - See it action with best practice examples - Start crafting your own vision in line with major global trends

Marketing

BEFORE
&AFTERHOWTOBUILDADIGITALCULTURE
LINDSAY HERBERT
GLOBAL HEAD OF DIGITAL at PRECEDENT
DIGITALTRANSFORMATION
@lindzeiy @precedentcomms #precsem

WHAT IS
DIGITAL
@lindzeiy @precedentcomms #precsem
TRANSFORMATION?

Evolving an organisation’s ways of
working in order to continue
delivering its mission in the face of
changing technology, competition,
audience need and behaviour.
@lindzeiy @precedentcomms #precsem

@lindzeiy @precedentcomms #precsem
BUILDYOURVISION:
4 GLOBAL
TRENDS

Generation Z don’t want
what came before them.1

We experience life through
our devices.
2

We’re about to be blindsided
by climate change.
3

Local, bespoke & personalised
are the new Big Business.
4

IFYOUWEREFOUNDED
@lindzeiy @precedentcomms #precsem
HOWWOULDYOULOOK
TODAY?

@lindzeiy @precedentcomms #precsem
BEFORE
&AFTERHOWTOBUILDADIGITALCULTURE
DIGITALTRANSFORMATION

@lindzeiy @precedentcomms #precsem
OFTRANSFORMATION
3 STAGES

SURFACE
AUDIENCE
INTERNAL
SUPERFICIAL CHANGE TO TEST THE
CASE FOR BIGGER TRANSFORMATION.
@lindzeiy @precedentcomms #precsem

SURFACE
AUDIENCE
INTERNAL
TRANSFORM THE AUDIENCE EXPERIENCE
WITHIN INTERNAL CONSTRAINTS.
@lindzeiy @precedentcomms #precsem

SURFACE
AUDIENCE
INTERNAL
TRANSFORM INTERNAL OPERATIONS
TO MATCH THE AUDIENCE EXPERIENCE.
@lindzeiy @precedentcomms #precsem

LEARNING FROM PROS:
BEFORE
&AFTER
@lindzeiy @precedentcomms #precsem
3STAGESOFTRANSFORMATION

THEN TO NOW:
NETFLIX
• 1997 Company founded
• 2007 1 billionth DVD delivered
• 2014 Spent $0 on marketing DVDs vs.
$US65 million per quarter on streaming
• 2016 Spending $US5 billion on programming
@lindzeiy @precedentcomms #precsem

SURFACE
AUDIENCE
INTERNAL
TRANSFORM THE AUDIENCE EXPERIENCE
WITHIN EXISTING CONSTRAINTS.
@lindzeiy @precedentcomms #precsem

STEP 1: TRANSFORM THE
SURFACE
H O W T O B U I L D A D I G I T A L C U LT U R E
✱ Tackle a specific problem or perception
change online, with measurements in place.
✱ Create digital versions of existing offerings,
incentivising their adoption.
✱ Track everything and share victories widely
and loudly within the organisation.
@lindzeiy @precedentcomms #precsem

70% LESS INFORMATION
(4 PAGES DOWN FROM 14)

STEP 2: TRANSFORM FOR
AUDIENCES
✱ Collaborate outside comfort zones to enhance
experiences for priority audiences.
✱ Make on-going audience feedback and
engagement part of every new initiative.
✱ Track and escalate barriers to create plans and
business cases for overcoming them.
@lindzeiy @precedentcomms #precsem
H O W T O B U I L D A D I G I T A L C U LT U R E

STEP 3: TRANSFORM THE
INTERNAL
✱ Get the right investment and authority, set
expectations and update plans throughout.
✱ Tackle business critical processes and systems
first with clear benchmarks and targets.
✱ Keep your focus on the audience experience as
you work through internal changes.
@lindzeiy @precedentcomms #precsem
H O W T O B U I L D A D I G I T A L C U LT U R E

BUT WHAT
DOES IT
ALL MEAN?
@lindzeiy @precedentcomms #precsem

LOVES
@lindzeiy @precedentcomms #precsem
TRANSFORMATION
EVERYONE

MEANINGFUL IDEAS,
INTELLIGENTLY DELIVERED.
”
@lindzeiy @precedentcomms #precsem

@lindzeiy @precedentcomms #precsem
DIGITAL
STRATEGY
WEBSITES,
TABLET & MOBILE
DIGITAL
TRANSFORMATION
PRECEDENT.COM

QUESTIONS &
THANK YOU.
@lindzeiy @precedentcomms #precsem

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