All Change: Delivering Digital Transformation
AMA London Network meeting, 26 February 2015
Carolyn Royston
@caro_ft
• Independent consultant for Cultural sector - focus on digital
strategy and transformation
• Former Head of Digital, Imperial War Museums
o Responsible for all public facing digital media including
online, in-gallery digital experiences, social media
• Project Director, National Museums Online Learning Project,
V&A, a partnership of 9 national museums
• Mentor for #CultureHiveDMA
About Me
How are the demands of digital making us change how
our organisations need to function?
How to kick start a digital transformation process and
introduce different mindsets around new ways of
working and collaborating?
What I’m going to talk about today
• Digital transformation refers to the changes and challenges
associated with digital technology, across all aspects of
business.
• Digital transformation requires strong leadership to drive
change.
• But also requires a vision for what parts of the business you
want to transform.
• the way you understand and serve your customers
• the way your staff work and collaborate
• the way operational processes are delivered across the
organisation
What do we mean by digital transformation?
Key drivers:
• Digital disruption – digital permeates every area of activity
• Increasingly connected customers
• Audience demand and expectations
• External financial pressures requiring more efficient delivery of
services
Why is it important now?
Complex digital landscape
Digital channels
Websites
Social media
Apps
Games
Blogs
Media (audio/video)
Kiosk & Interactives
Mobile/Tablets/Wearable
Live Cinema
SmartTv
A shift is occurring…
Digital as add on
Maturing presence
across many channels
Digital core to organisation’s
activities
Digital is part of everyone’s
job
Digital Programme(strategy)
Website & collections
Content authorship & production
Social Media
CRM, Analytics &
Insight
Digital gallery
experiences
Education, Academic
Research & Publication
eCommerce
Development and
fundraising
Leadership, Governance & Advocacy
Digital Skills development & new ways of working
Technology
Complex
interconnected
Digital
Programme
• Audiences and customers
• Technology
• eCommerce
• Organisational change
A complex landscape
Digital across all
activity
Complex stakeholder
management
Specialist skills and
new processes
Many channels of
delivery
A BIG challenge!
Leadership not providing clear vision for digital
Working in silosNot customer
focussed
Priorities unclear, too many competing projects
Merging roles and responsibilities
New roles emerging
Outdated processes
Need to up skill staff
Increased digital delivery vsreduced
resources/budgets
Organisational challenges
Kickstart a digital transformation process
Digital Transformation
Process
Leadership
Build digital
confidence
Introduce new digital processes
Digital skills development
• Brainstorm ways to spread digital capability.
• This could include:
• on-the-job training
• new training developed by HR and training
department
• more informal opportunities like Computer
Club
• Use the wide expertise of your organisation, not
What you can do
• Brainstorm a project idea
with colleagues
• Prototype the ideas in small,
low risks ways
• Paper prototype
• Use free digital tools
• Recognise different skills
in the group
• Test out on audiences, learn
from success and failures
What you can do
• Both museums exploring how digital can solve some
organisational challenges
• Modifying business processes
• Changing the way they work
• Impact across whole organisation
• Requires shift in mindset
Why transformational?
• How can digital solutions help to solve your organisational
challenges?
• What processes and techniques do you need to apply to ensure
project delivery in a lean and agile way?
• How do you involve your stakeholders in the digital
transformation process and facilitate new ways of working?
• What is your role or your team’s role in facilitating and
supporting this process?
• How can you build the digital confidence of your staff?
Some takeaway questions…
Thank you
Contact details:
Carolyn Royston
@caro_ft
uk.linkedin.com/in/carolynroyston