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AIM HIGH

DEER IN THE HEADLIGHTS!!..

.DIGITAL

READINESS

Australian Institute of ManagementDeer in the Headlights!vv

Where is the Digital Leadership?

SOME BACKGROUND INFORMATION

Australian Institute of ManagementDeer in the Headlights!v

Where is the Digital Leadership?• A recent study has

identified the alarming trend that 82% of marketing and senior professionals continue to learn ‘on the job’ when it comes to Digital and Social Media capability

(Adobe Digital Distress Report 2014)

Australian Institute of ManagementDeer in the Headlights!v

Where is the Digital Leadership?• With the exception of

resources and security issues, the only genuine barrier to Digital and Social Media adoption is leadership.

• The barriers identified in the study exert their influence either as causes or consequences of leadership inaction.

(Unilever Global Research, September 2013)

Australian Institute of ManagementDeer in the Headlights!v

Do You Know Any of these Business Leaders?

Australian Institute of ManagementDeer in the Headlights!vv

The Big 4 Digital Business Pillars

WHERE DO ORGANISATIONS

START?

Australian Institute of ManagementDeer in the Headlights!v

B&B

B&C

B&C

B&B

IndustrialDigital

OrganisationalDisruption

CreatingCommunities

CollaborativeEconomy

The Big 4 Digital Business Pillars

Australian Institute of ManagementDeer in the Headlights!v

Creating & Building Communities• Social Media

– Where is my Customer?– What is my Tone?– What is the Most appropriate Platform?

• Mobile– Website– Content: Rich Media, Inforgraphics

• Online Capability– eNewsletter, Mobile Apps

• Content Management– Who is doing it?– When are the doing it?– What is the content?– Crisis Management Process

• SEM & eMarketing

This is about Content, Content and Content. It needs to be relevant, recent and engaging.

Australian Institute of ManagementDeer in the Headlights!v

Industrial Digital• Big Data

– Acquire– Manipulate – Analyse– Action– Speed, Speed, Speed

• Cloud Computing– Implementation– Consolidation– Optimisation– Transformation

• Cyber Security– Have more than one provider of Cloud infrastructure.– Ensure that the Cloud provider is a ‘trusted’ supplier,

or CSA (Cloud Security Alliance) approved.– Constant monitoring of the Cloud by a designated

resource is critical. – Encryption of all content before sending it into the

Cloud environment – Symmetric and Asymmetric cryptography.

– Have Identity and Access Controls protocols in place.– Have internal protocols around Mobile device usage

and BYOD.

Australian Institute of ManagementDeer in the Headlights!v

Collaborative Economy• Crowd Financials

– Crowd Sourcing 1. Company has a Problem2. Company will broadcast the problem online3. The online community submits solutions4. The crowd and the company vet the solutions5. Winning solution is rewarded6. Company and the community benefits

– Crowd Funding

• Digital Payments– Peer to Peer (PayPal)– Digital Currency (Bitcoin, Litecoin)

Australian Institute of ManagementDeer in the Headlights!v

Organisational Disruption• Integration with Pre-Digital environments

• Plugging the Skills Gap1. Innovative Recruitment Methods2. Training Programs3. Targeted Acquisitions4. Reverse Mentoring5. Partnerships6. Incubating for the Future7. Exchange Program

• Digital & Social Media Policy Framework– Social Media Response Protocols – Digital Policies

Australian Institute of ManagementDeer in the Headlights!v

B&B

B&C

B&C

B&B

IndustrialDigital

OrganisationalDisruption

CreatingCommunities

CollaborativeEconomy

The Big 4 Digital Business Pillars

Australian Institute of ManagementDeer in the Headlights!vv

au.linkedin.com/in/dgraham27/

David Graham Digital Marketing Blog

HAPPY FOR YOU TO CONTACT ME

Australian Institute of ManagementDeer in the Headlights!v

ENDTHANK YOU

v

AIM HIGHwww.aim.com.au