[HUBFORUM SINGAPORE] HUB INSTITUTE, Digital Transformation is NOW !

© 2015 HUB Institute. All Rights Reserved. Confidential.

DIGITAL TRANSFORMATION IS NOW Emmanuel Vivier

#HUBINSTITUTE @emmanuelvivier


Emmanuel VIVIER -‐ Digital & MarkeDng Expert & Co-‐founder of the HUB InsDtute

Ex Co-‐Founder & CEO of Vanksen, one of the leading internaDonal digital & social media agency (10 years)

Emmanuel has conceived & lead more than 400 markeDng 2.0 campaigns

Emmanuel has trained more than 7.000 execu.ves and spoke at more than 600 events worldwide

Co-‐Founder of the HUB Ins.tute, digital expert Emmanuel helps companies and organizaDons through their Digital Transforma.on

Emmanuel VIVIER Expert Digital & Social Media

@EMMANUELVIVIER


The HUB INSTITUTE -‐ A digital Think Tank


Consul.ng

Digital TransformaDon

Forma.on

+ 30 Training Modules

Conférences

Digital Summits & Corporate Events

Research

Publishing & TrendsReports

Acce lerate your d ig i ta l leadersh ip


From 1900 to 1950 compeDDon was fierce between ships across the AtlanDc Ocean



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



Here is the quesDon you should all ask to yourself :

WHO/WHAT WILL BE YOUR BOEING 314?



DIGITAL TRANSFORMATION is everywhere and impacts all industries #1


DIGITAL TRANSFORMATION is due to the 2.0 consumer evoluDon #1


Connected consumer: a new challenge !

3 BILLION WEB-‐USERS



Connected consumer: a new challenge !


3 BILLION WEB-‐USERS


The mobile bafle

The world that surrounds us is going through a seismic change. The consumers look at their smartphones 150 Dmes per

day. They change… We also need to change.

Paul Polman, Unilever CEO,

September 22nd 2014



Are you ready for the next consumer generaDon ? With Google Lenses?




And it’s only the beginning… many more screens will come

ATAWAD ANYWHERE, ANYTIME, ANY DEVICE



Connected consumer : a new challenge!

PARROT Connects your plant with

Parrot Flower Power



An increasing number of devices are becoming intelligent and networked

APPLE CARPLAY



In constant conversaDon with millions of consumers

Facebook Youtube Linkedin Instagram Twitter

1,44MM

1,1MM

332M 284M

Social Web Number of acDve users (in millions)

300M



In constant conversaDon with millions of consumers : focus on Asia


Source We Are Social • Sources: Wikipedia; InternetLiveStats, InternetWorldStats; Facebook, Tencent, VKontakte, LiveInternet; GSMA Intelligence


Consumers opinion impact businesses like hotels



From Mobile Media to Mobile Business : Alibaba, the Chinese e-‐commerce giant

€12,29 BILLION TURN-‐OVER In 2014/2015



The mobile : 61% of Facebook’s income VS 0% 4 years ago



A consumer whose behaviours and desires are changing



DIGITAL TRANSFORMATION due to the advent of new startups #2


New agile startups are challenging exisDng players, even in complex industries

TESLA $957M revenues for

Q3 2014 33.000 vehicles sold worldwide for 2014



Tesla is building a network of free supercharger staDons

423 Free Supercharger

StaDons around the world



And it is not finished yet …

SPACEX

First private spacecrar to the space staDon



Airbnb : Anyone can turn his house into an accommodaDon



By invenDng a service, Airbnb is and will become the largest hotel in the world

+ than 25M total guests 1 million available accomodaDons

34,000 ciDes

192 countries



With the Internet new actors are challenging exisDng business models

APPS ARE COMPETING WITH BRANDS



UBER or the taxi industry revoluDon

$40 BILLION ValuaDon arer

5 years only



#4 DIGITAL TRANSFORMATION TradiDonal industries : beware of the digital giants


Digital giants can raise an incredible amount of money to innovate …

APPLE 2014 R&D IS ESTIMATED TO REACH…

$6 BILLION


… and invent the services & products of tomorrow

GOOGLE 2014 R&D IS ESTIMATED TO REACH…

$9.83 BILLION


… and invent the services & products of tomorrow

GOOGLE CAR

The self-driving car

project is part of Google[x].



Pure Players are going arer new markets, oren below the radar

AMAZON WEB SERVICES

$1.67 BILLION

revenues for the fourth quarter of 2014


They innovate and disrupt the value chain

AMAZON FRESH

Same-‐day and early morning delivery of fresh

grocery



AMAZON DASH

Amazon is disrupDng the way we are shopping



AMAZON ECHO

Amazon Echo is designed around your voice. It's always on, just ask for

informaDon, music, news, weather, and more



AMAZON DASH BUTTON

Place it. Press it.

Get it.


Amazon to begin tesDng same-‐day delivery drones


3D prinDng is going to change the way we buy things


And what if tomorrow you could just download your own items …

Downloading your shoes …

39%


Apple, Amazon, and Google are moving into mobile payment


New actors are launching themselves every day

THE FUTURE OF BANK… WITHOUT BANKS ?


CHANGE risks or opportuniDes ? #5


Even the leaders can not rest : A one day success is not a warranty for future

2015 2005 2000


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


InnovaDons are the only way


DIGITAL TRANSFORMATION Where to start ? #6


An evoluDon more than a revoluDon

DIGITAL IS FAR FROM BEING THE FIRST INNOVATION THAT YOU DID INTEGRATE !


The organisaDons must gain in speed and agility

ORGANISATIONS HAVE TROUBLE TO DETECT CHANGE AND ADAPT

TO IT


It is not size that mafers but the reacDvity to change !

#AdobeSummit @emmanuelvivier

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 TransformaDon : 4 objecDves


OFFER EXCEPTIONAL, INNOVATIVE, VIRAL & COHERENT CONSUMERS EXPERIENCES

CONSUMER EXPERIENCE

CAPITALISING ON ACCURATE DATA

TO ENGAGE AT THE RIGHT MOMENT, IN THERIGHT 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 TransformaDon : a priority for an increasing number of large visionary groups


A 3 year,

€180M Investment plan


Digital TransformaDon : a priority for an increasing number of large visionary groups


A 5 year,

€225M Investment

plan


The Digital TransformaDon framework”

Customers Experience

Technologies

Datas

Measure

Culture & Organiza.on

Leadership

AUDIT

Vision

Culture

Ecosystem

Mapping

eReputa.on

Best Prac.ces

© 2014 HUB InsDtute. com

PLAN

Strategy & New Biz Models

Organiza.on

IT & Biz integra.on

Unifica.on & CRM

Social @scale & Mobile

KPIS

TEST

Pilote/Lab

Processes & Policies

E-‐Commerce

Dataviz

Content & U.lity & exp

Analy.cs & Metrics

DEPLOY

Roadmap & Commitment

Training & Change

Cloud & Agility

Datamining

Omnichannel

Dashboards

OPTIMIZE

Learning expedi.ons

Collabora.on

Open Innova.on

Big Data & Predic.ve

Real Time

Benchmarks

Digital G

overnance

Digital Engagem

ent

Change Management Change Deployment

THE 6 KEY CHALLENGES FOR A SUCCESSFUL DIGITAL TRANSFORMATION



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


1. Leadership & Strategic Vision : The worst decision is no decision


2. Culture & OrganisaDon : Rethink internal organisaDon to facilitate collaboraDon

FIGHT SILOS Head of Social Media

Developed the Social CommunicaDons Infrastructure Oversees Social Media acDvity Coordinates Social Media acDvity Provides leadership + Support

Customer Support

RP + ReputaDon Mgmt MarkeDng

Measurement

Community Management

Monitoring Support Triage

Data Analysis ReporDng

Monitoring Responding to crises Content, events & PromoDon

Monitoring Responding to inquiries Content Triage

Research Content Development PromoDons

Corporate

Brand reputaDon CSR


2. Culture & OrganisaDon 2.0 : Training and fostering your employees’ skills


LEVELS CHALLENGE TARGETS

Managers Leveraging digital & business CEO, VP, General DirecDon

Experts Understanding the digital trends and innovaDons The ROI stakes

CommunicaDon Director, MarkeDng Director, Digital Director

Intermediate Deploy the digital strategy OpDmize the presence on social networks Choose and deploy the digital tools

CommunicaDon Officer, Community Manager

Beginners Understanding of the digital sphere, of the stakes and discovery of the social networks

Company’s staff: lawyers, accountants, secretaries…


2. Culture & OrganisaDon 2.0 : the war for digital talents!

WHAT ARE THE TOP 10 ENTRY-‐LEVEL SALARIES IN SILICON VALLEY?


3. Technologies : You have changed jobs …

WE WILL ALL BECOME SOFTWARE COMPANIES

SAY HELLO TO YOUR NEW COMPETITORS:


4. Big Data Challenge : Volume, Speed, Variety of data to be processed

DATA SIZE

VELOCITY VARIETY

DATA COMPLEXITY


4. Big Data Challenge : A complicated and evolving ecosystem


4. DMP / Data MarkeDng Pla|orms : CRM & MEDIA buying are merging

Buzz Monitoring

Site Management & personalization

Social Media Presence Management

Media Buying Management

Analytics

DATA MARKETING PLATFORMS

CRM & Clients Database

Towards data integration via a DMP


4. Data, CRM & MarkeDng : a security challenge

HACKING WILL EXPLODE : ARE YOU READY ?


4. Data, CRM & MarkeDng : an ethical challenge


5. Customer experience

USER EXPERIENCE IS THE NEW

« KILLER APP »


Itunes sells the same music than Virgin, the radio or Youtube …

ALL THE DIFFERENCE IS … IN THE INTERFACE AND THE

USER EXPERIENCE


Retail 2.0 : it’s Dme to reinvent the retail experience : retail as playgrounds §  Countdown -‐ Grab a free jacket §  The North Face, Korea, 2014 Countdown -‐

Grab a free jacket The North Face, Korea, 2014


6. Measure the right way to be more performant

PRISM : Track your customers journey within your store


6. Measure the right way to be more performant

AVOID THE RISK TO SPEND MORE, IN THE BAD PLACE


The Digital TransformaDon framework”

Customers Experience

Technologies

Datas

Measure

Culture & Organiza.on

Leadership

AUDIT

Vision

Culture

Ecosystem

Mapping

eReputa.on

Best Prac.ces

© 2014 HUB InsDtute. com

PLAN

Strategy & New Biz Models

Organiza.on

IT & Biz integra.on

Unifica.on & CRM

Social @scale & Mobile

KPIS

TEST

Pilote/Lab

Processes & Policies

E-‐Commerce

Dataviz

Content & U.lity & exp

Analy.cs & Metrics

DEPLOY

Roadmap & Commitment

Training & Change

Cloud & Agility

Datamining

Omnichannel

Dashboards

OPTIMIZE

Learning expedi.ons

Collabora.on

Open Innova.on

Big Data & Predic.ve

Real Time

Benchmarks

Digital G

overnance

Digital Engagem

ent

Change Management Change Deployment

THE 6 KEY CHALLENGES FOR A SUCCESSFUL DIGITAL TRANSFORMATION



InnovaDon is hard work


InnovaDon is not a flash of genius. It’s hard work. And this work should be organized as a regular acDvity of

each business unit and at every level of management.

Peter Drucker


T.E.A.M

Together Everyone Achieves More


Thank You

EMMANUEL VIVIER HUB Institute CoFondateur

[email protected]

@emmanuelvivier

44 rue Notre Dame des Victoires, 75002 PARIS

WWW.HUBINSTITUTE.COM HUBINSTITUTE @HUBINSTITUTE

+ 33 (0)6 11 62 37 94


WWW.HUBINSTITUTE.COM

Documents

[HUBFORUM SINGAPORE] HUB INSTITUTE, Digital Transformation is NOW !