The 6 challenges behind Digital Transformation #M2C

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The 6 challenges behind
Digital Transformation

Emmanuel VIVIER - Digital & Marketing Expert & Co-founder of the HUB Institute
Emmanuel VIVIER
@EMMANUELVIVIER

Ex Co-Founder & CEO of Vanksen, one of
the leading international digital & social
media agency (10 years)
Emmanuel has conceived & lead more than 400
marketing 2.0 campaigns
Emmanuel has trained more than 7.000
executivesand spoke atmore than 600
eventsworldwide
Co-Founder of the HUB Institute, digital expert
Emmanuel helps companies and organizations
through their Digital Transformation
Emmanuel VIVIER
Expert Digital & Social Media
@EMMANUELVIVIER

The HUB INSTITUTE - A digital Think Tank assisting leading brands in their Digital Transformation
Consulting
Digital Transformation
Training
+ 30 Training Modules
Conferences
Digital Summits & Corporate Events
Research
Publishing & TrendsReports
Accelerate
your digital
leadership

From 1900 to 1950 competition was fierce between ships across the Atlantic Ocean

That is until one day… the 28th of June 1939 precisely…

Here is the question you should all ask to yourself :
WHO/WHAT WILL BE
YOUR BOEING 314?

DIGITAL DISRUPTION
is everywhere and impacts all industries#1

1.1 DIGITAL DISRUPTION is due to a combination of technology innovations

1.2 DIGITAL DISRUPTION is due to the Connected Consumer

1.3 DIGITAL DISRUPTION is due to the advent of new startups

1.4 DIGITAL DISRUPTION is due to Digital Giants (The GAFA and co)

Thanks to digital, new players are challenging existing business models
BRANDS
SOFTWARE
& WEB
APPS
API & AI

But the range and speed of Change is Faster, Bigger, Smarter, Better than you might expect
10X is easier
than 10%
Astro Teller
Google[x]
Captain of Moonshots

Digital Players are all about exponential thinking
10x projects from the GAFAs

10x at Tesla Motors : from 50.000 vehicles in 2015 to 500.000 in 2018!

10x at Google : with Google Car
GOOGLE
CAR
The self-driving car project
is part of Google[x].

10x at Amazon with Amazon Echo

10x at Amazon: testing same-day delivery by drones

Disruption is only beginning…. Fasten your seatbelt!
Technology is Exponential
and not Linear
< Disruption
(Moore Law will
rule everywhere)

CHANGE
risks or opportunities ?#2

Even the leaders can not rest : A one day success is no warranty for the future
201620052000

Disruption is source of great opportunities… for the few ready to evolve...

In a digital world, if you are too slow or too scared …

Innovations are the only way

DIGITAL TRANSFORMATION
Where to start ?#3

An Evolution more than a Revolution
DIGITAL IS FAR FROM
BEING THE FIRST
INNOVATION THAT YOU
DID INTEGRATE !

The organisations must gain in speed and agility
ORGANISATIONS HAVE TROUBLE
TO DETECT CHANGE
AND ADAPT TO IT

It is not size that matters but the reactivity to change !
It is not the strongest of the
species that survives, nor the
most intelligent that survives. It
is the one that is most
adaptable to change...
Charles DARWIN, 1809
”
”

Digital Transformation : 4 objectives
OFFERING EXCEPTIONAL, INNOVATIVE,
CONTAGIOUS & CONSISTENT
CONSUMERS EXPERIENCES
CONSUMER
EXPERIENCE
BY LEVERAGING THE RIGHT DATA
TO ENGAGE AT THE RIGHT MOMENT, IN
THE RIGHT PLACE WITH THE RIGHT
MESSAGE AND THE RIGHT
PRODUCT/SERVICE
THANKS TO A 2.0 ORGANISATION
SMART DATA
MARKETING 2.0
ENTREPRISE
2.0
1
2
3
4

Digital Transformation : a new priority for an increasing number of large companies
A 5 year,
€225M
Investment plan

Digital Transformation : a new priority for an increasing number of large companies
A 3 year,
€950M
Investment plan
(2013-15)

The Digital Transformation framework”THE 6 KEY CHALLENGES
FOR A SUCCESSFUL DIGITAL
TRANSFORMATION
Customer Exp.
& Marketing 2.0
Technology
Data
Measurement
People & Org.
Leadership

The Digital Transformation framework”THE 6 KEY CHALLENGES
FOR A SUCCESSFUL DIGITAL
TRANSFORMATION
Customer Exp.
& Marketing 2.0
Technology
Data
Measurement
People & Org.
Leadership
DigitalGovernanceDigitalEngagement
Change Management Change Deployment
DigitalExcellenceDigitalExcellenceDigitalExcellence
AUDIT
Vision &
Understanding
Skills & Culture
Audit
Ecosystems
& Architectures
Existing Data
Mapping
Customers
Understanding
Best Practices
PLAN
Strategy &
New Biz Models
New
Organization
IT & Business
Integration
CRM & Data
Unification
Content, Utility
& Experience
KPIs
TEST
Pilot/Lab
Processes &
Policies
Everywhere
Commerce
Legal & Cyber
Security
Social, Mobile
& Video
Analytics &
Metrics
DEPLOY
Roadmap &
Commitment
Training
& Change
IoT, Cloud
API
Dataviz &
Datamining
Omnichannel
Engagement &
Mediaplanning
Dashboards
OPTIMIZE
Learning
Expeditions
Collaboration
Open Innovation
& Agility
Big Data &
Predictive
Real Time
Benchmarks

DIGITAL
TRANSFORMATION
Challenge #1
Customer Exp.
& Marketing 2.0
Technology
Data
Measurement
People & Org.
Leadership
Leadership

Leadership & Strategic Vision : From “wait and see” to “test and learn”

Leadership & Strategic Vision : The worst decision is no decision

Leadership & Strategic Vision : Parrot has succeeded to invent/enter new markets
+34%
turnover in
2015

Leadership & Strategic Vision : management need to lead by example
“If you can't
understand
the new
world of
digital, fire
yourself.”
George Colony, CEO
Forrester Research

DIGITAL
TRANSFORMATION
Challenge #2
Customer Exp.
& Marketing 2.0
Technology
Data
Measurement
People & Org.
Leadership
Culture & Org.

Culture & Organisation 2.0 : Training and fostering your employee’s digital skills
E-ELEARNING
MOOC
REVERSE MENTORING
DIGITAL DAY
CONFERENCES

Culture & Organisation 2.0 : Training and fostering your employee’s digital skills
“You don’t learn
digital with slides
or commitees. Like
a sport, you have
to practice”
Pierre-Philippe
Cormeraie
@GroupeBPCE

Rethink your internal organisation to ease collaboration, unify vocabulary
FIGHT SILOS
Head of Social Media
Developed the Social Communications Infrastructure
Oversees Social Media activity
Coordinates Social Media activity
Provides leadership + Support
Customer Support
Product Design
Marketing
Measurement
Community Management
Monitoring
Support
Triage
Data Analysis
Reporting
R&D
Product conception
Testing
Production
Monitoring
Responding to inquiries
Content
Triage
Research
Content Development
Promotions
Sales
Sales
Sales CRM

Innovationwashing? Incubators / unicorns / hackathons / IOT

If you want to innovate, start by leveraging your employee ideas!

Or create agile & independent labs (with real budget)

DIGITAL
TRANSFORMATION
Challenge #3
Customer Exp.
& Marketing 2.0
Technology
Data
Measurement
People & Org.
Leadership
Technology

Technology : Is your team equipped with yesterday tools?

Technologies : You have changed jobs …
WE ALL BECAME
SOFTWARE COMPANIES
SAY HELLO TO YOUR NEW COMPETITORS

Technology : a war for digital talents!
WHAT ARE THE TOP 10 ENTRY-LEVEL SALARIES
IN SILICON VALLEY?

Technology : are you profitable enough to pay for the best talents?Comment s’aligner sur ces salaires pour les marques?

Technology : are you profitable enough to pay for the best talents?Comment s’aligner sur ces salaires pour les agences?

Technology : are you profitable enough to pay for the best talents?
Comment s’aligner sur ces salaires pour les marques?

Technology : Your talents are probably already HemorrhagingUSA, c’est déjà l’hémorragie vers les
FAS
argent
st qu’une
raisons

DIGITAL
TRANSFORMATION
Challenge #4
Customer Exp.
& Marketing 2.0
Technology
Data
Measurement
People & Org.
Leadership
Data

The big Data Challenge : Volume, Speed, Variety of data to be processed
DATA
COMPLEXITY
DATA SIZE
VELOCITY VARIETY

DMP (Data Management Platforms): Towards a progressive integration and simplification
BUZZ
MONITORING
SITE
MANAGEMENT
&
PERSONALIZATION
SOCIAL MEDIA
PRESENCE
MANAGEMENT
MEDIA
BUYING
MANAGEMENT
ANALYTICS
CRM &
CLIENTS
DATABASE

Data, CRM & Marketing : A key to success
BIGGER
BETTER
FASTER

Data, CRM & Marketing : Towards Artificial Intelligence & Predictive

Data, CRM & Marketing : Towards Artificial Intelligence & Predictive
+ AI

Data, CRM & Marketing : a security challenge
HACKING WILL EXPLODE :
ARE YOU READY ?

Data & IOT : a security challenge

Data, CRM & Marketing : an ethical challenge

DIGITAL
TRANSFORMATION
Challenge #5
Customer Exp.
& Marketing 2.0
Technology
Data
Measurement
People & Org.
Leadership
Marketing & CX

Itunes sells the same music than music shops, Spotify the same songs as Itunes….
THE ONLY DIFFERENCE IS … IN THE INTERFACE AND THE USER EXPERIENCE

Marketing 2.0 & CX ( Customer experience )
CUSTOMER EXPERIENCE
IS THE NEW
« KILLER APP »

Customer Experience – Startups have made it one of their key of success
SLACK’s WEEKLY GROWTH RATE : 3-5%!
2,3M Daily active users
675K paid users
WEEKLY

DIGITAL
TRANSFORMATION
Challenge #6
Customer Exp.
& Marketing 2.0
Technology
Data
Measurement
People & Org.
Leadership
Measurement

Target Better, Track Faster and Optimize Smarter.
Victory is only a few
% conversion away
from the
competition!

Measure online AND OFFLINE

Don’t forget or understimate the small data!
SEO, SEA, A/B testing, web analytics

Big companies that will undertake
these great changes over the 5 years
will ensure to themselves a place in
the next 10 years by winning in agility
and performance.

Innovation is hard work
Innovation is not a flash of
genius. It’s hard work. And
this work should be organized
as a regular activity of each
business unit and at every
level of management.
Peter Drucker”
”

Innovation is a T.E.A.M effort
Together
Everyone
Achieves
More
YOU
MIGHT GO
SLOWER
BUT YOU
WILL GO
FARTHER

My Slides
http://www.slideshare.net/hubinstitute

Thank You
EMMANUEL VIVIER
HUB Institute CoFondateur
Emmanuel.vivier@hubinstitute.com
@emmanuelvivier
44 rue Notre Dame des Victoires, 75002 PARIS
WWW.HUBINSTITUTE.COM HUBINSTITUTE @HUBINSTITUTE
+ 33 (0)6 11 62 37 94

The 6 challenges behind Digital Transformation #M2C

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