Digital transformation Before and After Seminar, 6th August, Perth

BEFORE &AFTER

PRECEDENT AUSTRALIAAUGUST 2015

HOW TO BUILD A DIGITAL CULTURE

LINDSAY HERBERT GLOBAL HEAD OF DIGITAL at PRECEDENT

DIGITAL TRANSFORMATION

@lindzeiy @precedentcomms #precsem

WHAT IS DIGITAL?


WHAT IS DIGITAL?


IN-HOUSE:– Websites– Tablet & mobile– Social profiles– Blogs & articles

WHAT IS DIGITAL?



EXTERNAL:– Content

syndication– SEO & SEM– Social marketing– Online campaigns

WHAT IS DIGITAL?



EXTERNAL:– Content

syndication– SEO & SEM– Social marketing– Online campaigns

PHYSICAL:– Digital signage– Digital kiosk– Virtual guide– Virtual host

WHAT IS DIGITAL


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.


MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.

”@lindzeiy @precedentcomms #precsem


DIGITAL STRATEGY

WEBSITES, TABLET & MOBILE


PRECEDENT.COM


26 YEARS

+100 EXPERTS IN DESIGN, TECH, STRATEGY & UX

6 LOCATIONS

PRECEDENT.COM

LOVES


TRANSFORMATION

EVERYONE

10 Best CDO Practices for Dealing with Digital Transformation

1. Build a high-performance digital team2. Digital should be everyone's job3. Don't do digital for the sake of digital4. Do fewer things better 5. Create an atmosphere of collaboration6. Bake data-informed thinking into the culture7. Think from the outside-in8. Sometimes it's better to beg for forgiveness then ask

permission 9. Get experimental and analytical10.Management needs to live digital

Perry Hewitt, Harvard Chief Digital Officer

BARRIERS TO CHANGE• Misconceptions about digital• Departments trapped in silos• Traditional culture and mind sets• Rewards for being risk-averse • Small budgets (and getting smaller)• Wide gaps in audience knowledge


• Audiences are already digital-first• Competition from other sectors and areas• Opportunities to cost-save and grow reach• Competition for top staff talent• ‘Traditional’ services under scrutiny• Service ‘shelf life’ will only get shorter


REASONS TO CHANGE


WHAT’S YOUR

BEFORE&AFTER?

“In the last 5 years, the world has moved faster outside the business than in it.”

H O W W O U L D Y O U T R A N S F O R M ?


“Our structure is too cumbersome, decision making too slow.”



“We will be faster with innovation, smarter with taking risks, bolder with moves that drive transformation.”




20% MORE SPEND THAN IN-STORE

30% MORE SPEND THAN CASHIERS


WHERE SHOULD YOU

START?


BUILD YOUR VISION:SIX GLOBALTRENDS

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

47% of all jobs will disappear over the next 20 years.2

‘Global’ is achievable and everyone’s a jetsetter.3

We experience life through our devices.4

We’re about to be blindsided by climate change.5

Local, bespoke & personalised are the new Big Business.6

IF YOU WERE FOUNDED


HOW WOULD YOU LOOK

TODAY?

CHOOSE FOR YOURWHAT WOULD YOU

VISION?

SERVICES WOULD YOUWHAT PRODUCTS AND

OFFER?

YOU TRAIN YOUR HOW WOULD

STAFF?

IT LOOK LIKEWHAT WOULD

ONLINE?


BEFORE &AFTERHOW TO BUILD A DIGITAL CULTURE



OF TRANSFORMATION3 STAGES

SURFACEAUDIENCEINTERNAL

SUPERFICIAL CHANGE TO TEST THE CASE FOR BIGGER TRANSFORMATION.



TRANSFORM THE AUDIENCE EXPERIENCEWITHIN EXISTING CONSTRAINTS.



COMPLETE AND CONSIDERED TRANSFORMATION INSIDE AND OUT.


LEARNING FROM PROS:

BEFORE&AFTER


3 STAGES OF TRANSFORMATION

DISCUSSION TIME:

WHAT’S YOUR

& WHAT ARE THE BARRIERS?


VISION

LEARNING FROM PROS:

BEFORE&AFTER


3 STAGES OF TRANSFORMATION


SUPERFICIAL CHANGE TO TEST THE CASE FOR BIGGER TRANSFORMATION.



BEFORE

BEFORE AFTER

SHARES UP FROM $8 IN 2009 TO $89 NOW


BEFORE

8% INCREASE IN CONVERSION


BEFORE

http://thrive.cardiff.ac.uk/

The Method:Which tactics will be used?How will they be plannedand implemented?

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 L T 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.



TRANSFORM THE AUDIENCE EXPERIENCEWITHIN EXISTING CONSTRAINTS.



Gov.uk example

• 25 things

BEFORE

70% LESS INFORMATION (4 PAGES DOWN FROM 14)

“As the agent of the state we can do things that are as good, if not better, than the rest of the private sector.

I don't think people believed we could do that 2 years ago.”

D I G I T A L T R A N S F O R M A T I O N



BEFORE

BLACKROCK

HIGHER ENGAGEMENT & LOWER WORKLOADS


BEFORE

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.




COMPLETE AND CONSIDERED TRANSFORMATION INSIDE AND OUT.



BEFORE

BEFORE AFTER

£1 BILLION ONLINE


BEFORE

shared idea

lived experience

how it works

effective plumbing


BEFORE

277% INCREASE IN ONLINE DONATIONS

40% INCREASE IN F&E DONATIONS = £1M

74% INCREASE IN EVENT REGISTRATIONS

25% INCREASE IN HEART MATTERS SIGN-UPS

STEP 3: TRANSFORM THE

INTERNAL✱ Get the right investment and authority, set

expectations and communicate throughout.

✱ Tackle business critical processes and systems first with clear benchmarks and targets.

✱ Identify and implement ‘quick wins’ throughout using existing resources and skillsets.@lindzeiy @precedentcomms #precsem


BUT WHAT DOES IT ALL MEAN?


LOVES


TRANSFORMATION

EVERYONE


OF TRANSFORMATION3 STAGES


BUILD YOUR VISION:SIX GLOBALTRENDS

IF YOU WERE FOUNDED


HOW WOULD YOU LOOK

TODAY?

IT LOOK LIKEWHAT WOULD

ONLINE?

MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.

”@lindzeiy @precedentcomms #precsem


DIGITAL STRATEGY

WEBSITES, TABLET & MOBILE


PRECEDENT.COM


26 YEARS

+100 EXPERTS IN DESIGN, TECH, STRATEGY & UX

6 LOCATIONS

PRECEDENT.COM

QUESTIONS & THANK YOU.


Technology

Digital transformation Before and After Seminar, 6th August, Perth