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Adapt or Die
The document discusses how digital technology is driving a revolution that requires businesses to adapt or face becoming obsolete. It notes that while many organizations have begun responding, most have further to go. The key is embracing social principles internally and externally. Those that view digital as more than just online channels and instead see it as a major shift in how business is conducted will be best positioned to survive and thrive in this new environment.
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Adapt or Die
- 1. ENERGISE2-0.COM Adapt or Die: TheEnd of Business as Usual Dr. Jim Hamill and Alan Stevenson jim.hamill@energise2-0.com alan.stevenson@energise2-0.com @drjimhamill @ast3v3nson
- 2. Who Am I? Iam a Social Media Guru ENERGISE2-0.COM
- 3. A conversation not abroadcast presentation ENERGISE2-0.COM
- 4. Key Point Summary •Good advice given this morning re the Cloud; Online Essentials; Websites; Customer Engagement etc • In closing, take a wider view - Digital is NOT just a channel change e.g. putting Council services online, eCommerce, ‘likes’ and ‘follows’ etc • Digital is a revolution in how we live – how we access information, how we work, how we communicate, how we make purchasing decisions, customer expectations ENERGISE2-0.COM
- 5. Key Point Summary Digital= ENERGISE2-0.COM
- 6. Key Point Summary •It is a major paradigm shift in the way we do business/ the way our organisations operate • Those who ‘get it’ will survive and prosper – those who don’t could become 21st century dinosaurs ENERGISE2-0.COM
- 7. Agenda • The DigitalRevolution – the End of Business as Usual • Response and progress made – where are we? • Implications for you and your business – How to survive and prosper in an era of turbulent change • Gen C or the Lost Generation? ENERGISE2-0.COM
- 8. Digital Natives ENERGISE2-0.COM
- 9. Have we assimilatedyet? ENERGISE2-0.COM
- 10. In Common? ENERGISE2-0.COM
- 11. HMV- Hopelessly MisplacedVision ENERGISE2-0.COM
- 12. HMV- Hopelessly MisplacedVision • HMV Group’s plans to consolidate HMV and Waterstone’s marketing will help it share good marketing ideas across both brands • Newly appointed group marketing director xxxxxxxx says the restructure will allow the group to leverage campaigns, promotions and CRM across both brands • Under the new structure, xxxx, the former marketing director of HMV, will be supported by three marketing heads working on CRM, brand and creative across both brands. Waterstone’s and HMV will maintain separate marketing teams reporting to the group heads ENERGISE2-0.COM
- 13. Rearranging Deck Chairs ENERGISE2-0.COM
- 14. Who Will BeNext? ENERGISE2-0.COM
- 15. MOOCs ENERGISE2-0.COM
- 16. The Future ofEducation ENERGISE2-0.COM
- 17. Spot the Dinosaur ENERGISE2-0.COM
- 18. Most Industries Are Being Affected ENERGISE2-0.COM
- 19. Health Care –Liam’s Story ENERGISE2-0.COM
- 20. Travel/Tourism ENERGISE2-0.COM
- 21. Trains ENERGISE2-0.COM
- 22. Football ENERGISE2-0.COM
- 23. Lawyers ENERGISE2-0.COM
- 24. And Yes B2BToo ENERGISE2-0.COM
- 25. Summary of theChanges • It’s a Revolution • Its Social • Power shift to the customer • Declining effectiveness of traditional sales and marketing strategies • Need for new approaches and performance measures – The source of sustained business growth is the quality of your online network and the strength of the relationship you have with them ENERGISE2-0.COM
- 26. Bob Dylan (MashedUp ) Come gather 'round people Wherever you roam And don’t criticise What you can't understand Your sons and your daughters Are beyond your command Your old road is Rapidly agin‘ Then you better start swimmin’ Or you'll sink like a stone For the times they are a-changin’ ENERGISE2-0.COM
- 27. The times theyare a changin' • Current leading-edge thinking is that we are on the verge of another tectonic shift: from Social Media to Social Business • A Social Business is one that develops innovative new work methods and processes by applying social thinking, social strategy, social culture, social organisation and social technologies to everything it does (internally as well as externally) • Organisations who ‘get this’ will survive and prosper - those who don’t will become 21st century dinosaurs ENERGISE2-0.COM
- 28. What Is SocialBusiness? • Social Business involves work methods, organisational structures and ‘mindsets’ which are radically different from the ‘Industrial Age’ command and control structures still used by the majority of organisations. The use of social media and the adoption of a social ‘mindset’ moves from the periphery to the core of your organisation • It is no longer just about Twitter and Facebook. The key challenge is the way in which your organisation embraces and cultivates a spirit of collaboration based on open communications, internally and externally. Being lean, nimble and responsive to dynamic change based on engagement and transparency ENERGISE2-0.COM
- 29. Social Everything • SocialMarketing – more cost effective and efficient • Social Customer Service – enhanced reputation and brand advocacy • Social HRM – improved staff engagement and loyalty • Social NPD – crowdsource NPD, faster speed to market acceptance, more cost effective • Social Relationships - enhanced partner and stakeholder relationships • Social Listening - flexibility and speed of response • Etc ENERGISE2-0.COM
- 30. Video • Social Business– Rethinking Innovation, Organization and Leadership (from LeaderLab) • Business is changing but much of our management is still rooted in the Industrial Revolution. Why do we keep educating our leaders in old paradigms? Tear down the internal Berlin walls. Social software delivers a new paradigm for collaboration, sharing and crowdsourcing. The time has come to rethink the way we do business. Is your organisation ready? ENERGISE2-0.COM
- 31. Rethinking Innovation…….. ENERGISE2-0.COM
- 32. A Wee Example ENERGISE2-0.COM
- 33. Productive Time ENERGISE2-0.COM
- 34. Productivity Busters ENERGISE2-0.COM
- 35. eMail v. Social ENERGISE2-0.COM
- 36. A Better Wayto Collaborate ENERGISE2-0.COM
- 37. Why Now? ENERGISE2-0.COM
- 38. Why Now? Social Media+ Connectivity + Mobile + The Cloud + Big Data + Gen C = The End of Business as Usual ENERGISE2-0.COM
- 39. Why Now? ENERGISE2-0.COM
- 40. The Connected Customer ENERGISE2-0.COM
- 41. The Connected Customeris also the Connected Employee Yet many organisations still restrict access to Social Media Translated that means ‘we don’t trust you’ ENERGISE2-0.COM
- 42. The Disengaged ENERGISE2-0.COM
- 43. Global Workforce Survey2012 ENERGISE2-0.COM
- 44. Adapt or Die •Are we changing quickly enough? • Are we ready? • International competitors? ENERGISE2-0.COM
- 45. What road arewe on? ENERGISE2-0.COM
- 46. Digital Scotland SurveyResults ENERGISE2-0.COM
- 47. Digital Scotland Survey:Scotland • 90% using Social Media but only 35% using it strategically. Only 5% claim to be a Social Business • 22% have clear mobile strategy • 25% using the Cloud strategically • Only 29% of export companies are using digital to support internationalisation ENERGISE2-0.COM
- 48. Which of thefollowing statements best describes your company's approach to Social Media? Q3 While 90% of respondents use Social Media, 51% have no clear strategy or objectives governing its use or are still experimenting. Encouragingly, 35% are using Social Media strategically whilst a further 5% believe they have become a Social Business. N=193
- 49. Which of thefollowing statements best describes your company's approach to the Mobile Internet e.g. mobile marketing, websites and apps? Q10 Only 3% of respondent companies had never heard of the Mobile Internet. 19% have heard of the Mobile Internet but are taking no action whilst a further 15% are finding out more. 41% have no clear strategy or objectives governing its use or are still experimenting. 22% are using the Mobile Internet strategically , albeit only 8% have integrated mobile into wider initiatives. N=166
- 50. Which of thefollowing statements best describes your company's use of Cloud Computing? Q9 Only 7% of respondent companies had never heard of Cloud Computing. 25% have heard of the Cloud but are taking no action whilst a further 15% are finding out more. 29% have no clear strategy or objectives governing its use or are still experimenting. 25% are using the Cloud strategically many as part of their wider IT strategy. N=166
- 51. How do youuse Digital Technology to support your current level of internationalisation? Q12 Of those companies that are ‘international’, only 29% are using Digital Technologies strategically to support their internationalisation efforts (including 20% who have integrated Digital into their international strategy). 57% have no clear strategy or objectives governing its use or ‘make some use but could do more’. 15% don’t use Digital Technologies. N=81
- 52. What about our International Competitors? 15 of the top OECD countries have identified digital as the main driver of economic growth leading to a wide range of Digital Support Programmes being put in place
- 53. eSkills for RussianSMEs 2006 ENERGISE2-0.COM
- 54. ADVANCE Programme Malta ENERGISE2-0.COM
- 55. Social Business SummitMalaysia ENERGISE2-0.COM
- 56.
- 57. So What? • Digitalis NOT just a channel change e.g. putting services online • It is a major paradigm shift in the way we do business/ the way our organisations operate • From ‘Liking’ and ‘Following’ to Leading ENERGISE2-0.COM
- 58. Paradigm Shift ENERGISE2-0.COM
- 59. Implications for You and Your Business ENERGISE2-0.COM
- 60. Some Advice • Donot be afraid for we will be with you (support and expertise is available) • Have an open mind and learn more; Get Involved – Just Do It! – but do it carefully; Shut up and Listen! • Think from the ‘outside-in’ not just from the ‘inside- out’. Don’t tell your audience how good you are. Prove it by delivering high value content – Inbound/Content Marketing ENERGISE2-0.COM
- 61. Some Advice • Undertakea Digital Landscape Analysis – External: opportunites and threats from Social, the Cloud, Mobile, Gen C, Big Data etc – Internal Audit: your ‘readiness to engage’ – people, resources, structure etc ENERGISE2-0.COM
- 62. Some Advice • Visionand Strategy – business objectives (not just sales and marketing), KPIs and targets, customers, employees, key initiatives and actions we need to take • Agree a Performance Measurement System • Organisation, Resource, People Issues • Start with a Pilot Project ENERGISE2-0.COM
- 63. But I don’thave the time for all of this. I have a business to run! ENERGISE2-0.COM
- 64. Soap Box ENERGISE2-0.COM
- 65. Stood on the tablewith my glass of gin And came straight to the point ENERGISE2-0.COM
- 66. Gen C orthe Lost Generation? ENERGISE2-0.COM
- 67. From ‘Liking’ toLeading • The major challenge facing the Scottish economy is….. • How do we achieve a sustained improvement in our global competitiveness? • Our ability to compete in global markets is the key to economic growth and job creation ENERGISE2-0.COM
- 68. From ‘Liking’ toLeading • There is a very strong correlation between National competitiveness and the strategic use of digital technology (OECD; various studies) • 15 of the top OECD countries have identified digital as a strategic priority • Organisations face major barriers/obstacles to leveraging the full potential of digital, especially SMEs……… ENERGISE2-0.COM
- 69. Digital Barriers • Time • Resources • Lack of Understanding • Mindset • Fear of the Unknown • Limited Digital Skills and Experience ENERGISE2-0.COM
- 70. Gen C ora Lost Generation? • Our young people (Gen C; Digital Natives) have the digital mindset and confidence that our companies need – yet we have a major problem with youth unemployment and underemployment • There is a market failure in connecting supply and demand – some good programmes available but are we doing enough? ENERGISE2-0.COM
- 71. Gen C ora Lost Generation? • Is there a need for a Support Programme matching the digital needs of our SMEs to the core skills and experience of Gen C – the Constantly Connected Generation • Provide an innovative, new, radical approach to creating quality job opportunities for our young people – tackling the twin problems of graduate unemployment and underemployment • While at the same time, delivering real, tangible business benefits to Scottish companies – improved performance and international competitiveness ENERGISE2-0.COM
- 72. Gen C ora Lost Generation? • Digital skills cover a wide range of areas – Basic foundation – Technical – Operational – Information processing – Strategic • There may be a particular need to develop Digital Leaders – a Gen C Digital Leaders Programme…… ENERGISE2-0.COM
- 73. Recent Blog Post ENERGISE2-0.COM
- 74. Skills Shortages • McKinsey– Digital Marketing, Social & Big Data are among the Top 10 priorities of CEOs for 2013 • By 2015, 25% of corporations will have a Chief Digital Officer • Gartner – Big Data, Social, Mobile & the Cloud will create 4.4m new jobs worldwide by 2015 • Only a third of these new jobs will be filled due to skills shortages • Recent EU initiative to fill 900,000 unfilled digital vacancies ENERGISE2-0.COM
- 75. Personal Note ENERGISE2-0.COM
- 76. What you gettingat me for? It was your generation who created this mess ENERGISE2-0.COM
- 77. Lets Discuss ENERGISE2-0.COM