Serco Internal

Digital Leadership

Serco Internal

• Business advice and specialist support to help growth businesses maximise

the opportunities of Superfast Broadband and associated technologies.

• Benefits for businesses can include:

Competitive advantage through take-up and exploitation of SFBB

Increased productivity

Improve access to new markets and business opportunities

Increase competitive advantage for businesses in rural locations

More flexible and environmentally friendly working practices

Increased opportunity for innovation

Efficiency and timesaving

• Eligibility criteria apply to businesses accessing the service

Superfast Business Support

http://www.youtube.com/watch?v=G7KZR9

NwKQQ

Serco Internal

Need any other support?

• UKTI

• Digital Marketplace

• GrowthAccelerator

• Get up to speed

• Rural Growth Network

Serco Internal

• www.superfastbusiness.co.uk

• twitter @superfastbiz

• Facebook www.facebook.com/superfastbiz

• join our LinkedIn group 'Superfast Business SW'

• info@superfastbusiness.co.uk

• 0845 603 8593

Stay up to date

Serco Internal

Digital Leadership

Kate Doodson

@Cosmickated

Serco Internal

• How do leaders move business forward in a digital age?

• Set of strategic mindsets, skills and behaviours

What is digital leadership?

Serco Internal

Why digital leadership?

Serco Internal

• Instantaneous response

• Accessibility

• Transparency

• Accountability

The World is Changing ….

Serco Internal

People are changing

• Gen X

• Gen Y

• Gen Z

• Baby Boomers • Millennials • Digital Natives

Serco Internal

Employment is Changing

Staff ….. 1/3 of all homeworkers work in rural locations (CPRE 2013)

Serco Internal

• Policy landscape is changing

• Changes to policy and thinking i.e. Localism, channel shift,

digital by default, mobile first

• Cost savings and protection of frontline services

Serco Internal

Other drivers……

• Fragmentation and ownership

– Devices, data, operating systems

• Democratisation of IT knowledge

– Sharing, empowering, collaboration

• Communication and data is increasing

– (and costs decreased)

Serco Internal

• https://www.youtube.com/watch?v=6yWzKvQXsYM

And technology is changing

Serco Internal

Some of us don’t like change

Serco Internal

Barriers

Legacy systems

Technology

inertia?

Innovation

Blindness?

Serco Internal

It’s a serious issue

Serco Internal

Questions for leaders

• How can you lead your business in the digital world?

• How can you be strategic around digital?

• How can you stand out as a leader ?

• How can your organisation gain advantage?

Serco Internal

7 Habits of Highly Effective Digital Leaders

1. Listen and share

2. Begin with the end in

Mind

3. Always be learning

4. Sharpen and publish

5. Collaborate for success

6. Skill versus Will

7. Think big and stay

ahead

Serco Internal

1. Listen & Share

Serco Internal

Listening

Use Social media as a highly effective listening device

• Colleagues/staff

• Journalists

• Peers

• Competitors

• Influencers

Serco Internal

Google Alerts

Serco Internal

Hootsuite

Serco Internal

Hashtags

#journorequest

#Exeter

#Plymouth

#leadership

#digitalleaders

#leadfromwithin

#womenofpower

Sector specific?

Subject specific?

Any you know?

Serco Internal

2. Begin with the end in mind

Serco Internal

What’s your personal strategy?

• To increase sales

• To increase brand awareness

• To be at the centre of online conversations about X

• To be a thought leader on …..

• To create brand loyalty?

Serco Internal

Measure your success

Klout is a tool that measures your online influence; or as they’re

calling it now, your “reputation and expertise”

Out of 100

It offers ‘perks’ to the more influential people

Score of 55 or more gets you in to AA lounges, worldwide

It is a way of telling how ‘social’ you actually are…

Serco Internal

Serco Internal

Serco Internal

3. Always be learning

Serco Internal

Learn using Blogs

• “Blogs are great for learning from others, reflection, story sharing,

facilitating connections among people, philosophising, and much more”

• “Writing a blog is a learning activity, of course, but reading the

best blogs that are available is one of my most productive learning experiences.”

Serco Internal

Serco Internal

Subscribe to blogs (using Feedly)

Serco Internal

Use social media news feeds

• Follow people you

want to learn from on

Twitter/Facebook/

LinkedIn

Serco Internal

•Create learning

lists on Twitter

Serco Internal

2014 Top 100

• 1 - Twitter

2 - Google Docs/Drive

3 - YouTube

4 - PowerPoint

5 - Google Search

6 - WordPress

7 - Dropbox

8 - Evernote

9 - Facebook

10 - LinkedIn

11 - Google+ & Hangouts

Learning survey 2014

Serco Internal

YouTube

• Harvard Business School

• Most Universities YouTube channels

• Khan Academy

• Any learning…

• YouTube Edu

Podcasts

iTunes

e.g. – Leadership…

Serco Internal

4. Sharpen and publish

Serco Internal

What is digital reputation?

• What appears when you type in a keyword search….

– First Name Surname (if unique)

– First name Surname, Location

– First name, surname, Business

– Business name

• Reputation =

– First page of Google results + Reviews + real time social

media

Serco Internal

Serco Internal

Serco Internal

Images?

Serco Internal

Serco Internal

Manage your real estate

• Develop more content

– Include more web pages about you

– Upload more photos, title your name

– Blog about you and your business

– Include history of the business

– More information about you

– Press releases (in text format)

• Get listed in directories

Serco Internal

Audit your Social Media

• Remember Social Media ranks highly

Set up and fully populate (in your name and business name)

• LinkedIn profile (and business)

• Twitter profile – Bio is really important

• Facebook Page – any old pages? Delete or claim

Serco Internal

Become a Thought leader

Daniel Rasmus provided this definition:

‘Thought leadership should be an entry point to a

relationship. Thought leadership should intrigue,

challenge, and inspire even people already familiar

with a company’

• Highlight your opinion

• Show off your expertise

• Start to gain followers in your sector

• Influence purchasing decisions at the right level

Serco Internal

Serco Internal

The Digital Thought Leader

Serco Internal

Ideas for thought leadership

1. Identify the questions your customers are asking. Identify

them all. Then prioritize them.

2. Answer those questions across multiple formats and multiple channels in a way that adds value to your audience. Start

with the most important and work your way down the list.

3. You have to “Give to Get” so do not promote or put registration hurdles in front of your thought leadership

content.

4. Make it interesting. the “Return on Interesting” that you get

when your content rises above the noise of all the boring, overly-promotional, gated content that is bombarding your

audience.

5. Invite customers to participate: I love the idea of interviewing customers to create content or curating content from other sources while adding your own perspective.

Serco Internal

TEDMED.

• asked conference delegates to select a list of complex, persistent

problems that affect millions of lives

• The resulting list of 20 Great Challenges of Health and Medicine are knotty problems that require cross-disciplinary discussion.

• Open this discussion to the world and get a broad national

debate & conference in two weeks

Serco Internal

5. Collaborate

Serco Internal

Collaboration tools

• Arrange meetings

• Set up workspace

• Collaborate

• Share calendars

• Crowd source : money, ideas, feedback

Serco Internal

Arrange meetings - Doodle

Serco Internal

Conceptboard

Serco Internal

Podio – quick workspaces

Serco Internal

Google Apps – Great for integration

Serco Internal

Evernote – notes and Business card collection

Serco Internal

Crowdsourcing

Serco Internal

Serco Internal

Crowdsourcing websites

• 1. Odesk – Employers post their job requirement and members apply for the job. It’s just like your typical matchmaking service without the mixed signals and the requirement for dinner and flowers.

• 2. Pickydomains – It’s not easy to think of a domain name that embodies your business to a T in 8 characters or less. Business owners post their requirements and contributors get to create a name for that business. It’s a name game, except you don’t sing “bananapana”. You can if you wanted to, though.

• 3. CloudCrowd – Members also apply for projects but with a referral program that makes it twice more fun. Here you can make more money when your referral completes a task. Sounds like something people do out on the streets, right? Only, this is done in the comfort of your home.

• 4. Poptent – Use this for advertising requirements. This is where you will find the next James Cameron. Ok, maybe not. But, you will find a lot of talent here.

• 5. Amazon Mechanical Turk – It is here because the list is not complete without it. Emblazoned on the banner are the words “Mechanical Turk is a marketplace for work”. There you go! Many have been said about this site, both positive and negative. You be the judge.

Serco Internal

6. Skill vs will

Serco Internal

Leadership : Culture Change is needed

• Data-friendly attitudes

• Empowered employees

• Exploration

• Creativity

Serco Internal

Connected Workers

• They need to feel engaged and

empowered

• Internal customers – value and support

them

• Transformational customer experiences –

needs transformational employees

• If you don’t unleash your employees –

you’ll be left behind!

Serco Internal

Internal serendipity

• You’ll need an excellent CRM,

data management, social networks, etc.

• Also invest in time for creativity

and reflection – that’s where

the magic will happen

Skill vs Will - It’s not just your IT managers job…

Serco Internal

Gartner’s Magic Quadrants

Leaders, Visionaries, Niche Players and

Challengers

Serco Internal

6. Think big

Serco Internal

Struggling to market a product?

Struggling to market something new?

Serco Internal

Serco Internal

Using YouTube to respond

• Taco Bell - a rumour spread

online questioning whether the fast food chain used real

beef in its products. “You

don’t want people to even be

questioning if you’re using

beef in your tacos.”

• Taco Bell president

immediately went to YouTube

with his response.

• They also contacted their over

7 million fans on Facebook

and ~150k Twitter followers.

• As Dorie said, they already

had an army of people who

were favorably inclined toward Taco Bell. “They were

able to quickly reach them

and dispel rumors.”

Serco Internal

Serco Internal

7 Habits of Highly Effective Digital Leaders

1. Listen and Share

2. Begin with the End in Mind

3. Always be learning

4. Sharpen and Publish

5. Collaborate for success

6. Skill versus Will

7. Think Big

Serco Internal

COSMIC

kate@cosmic.org.uk

@Cosmickated