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DIGITAL WILL TRANSFORM YOUR ORGANISATION – PRACTICAL TIPS FOR LEADERSCHAIR:MEGAN GRIFFITH GRAYHEAD OF DIGITAL AND COMMUNICATIONS, NCVOSPEAKERS:HELENA RAVENHEAD OF DIGITAL, NSPCCJULIE DODDDIGITAL CONSULTANT AND AUTHOR OF THE NEW REALITY
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STAND UP!
WHAT IS ‘DIGITAL’?
Image by Oliver Tacke / CC BY 2.0 Image by Anthony Ryan CC BY-SA 2.0Image by -Ant / CC BY-NC 2.0
DIGITAL
SURVIVING AND THRIVING IN A NEW REALITY
JULIE DODD, DIGITAL CONSULTANT AND AUTHOR OF THE NEW REALITY
WHAT IS THIS ‘NEW REALITY’?
It’s our rapidly changing society
And it’s also the name of report I produced last year
4 ASPIRATIONS…
#1BROADEN YOUR DEFINITIONS OF ‘DIGITAL’ AND ‘TECHNOLOGY’
We often talk about digital in a very narrow way
Websites Email Apps Social
…which limits its power to be truly transformational
*
Process &Infrastructure
Internal culture
Funding & Budgets
External services Skills
£
Digital technology affects everything
#2PUT TECHNOLOGY AT THE HEART OF YOUR MISSION
I would find it difficult to find an area of our business where there’s not potential for technology to improve what we do"Simon Gillespie, CEO, British Heart Foundation
(from The New Reality)
Use technology to help people“
One of the six pillars of the British Red Cross corporate strategy 2015-2019
“
#3DEVELOP A CULTURE OF EXPERIMENTATION
Test
MakeLearn
Adopt a way of working that’s rapid, lean and iterative (you can get a lot more done)
Small, iterative projects - not an expensive big bang.
Plan it, build it, launch it and learn from it in less than a year"Ed Humphrey, Director of
Digital, BFI(from The New Reality)
#4SUPPORT PEOPLE TO ACHIEVE YOUR MISSION FOR YOU
MAKING THE MOST OF THE NEW REALITYA FINAL STORY…
You never change things by fighting the existing reality. To change something, build a new model that makes the existing model obsolete.Buckminster Fuller
If there was one thing we could change - it would be for leaders to be brave and open to this change.” Vicky Browning, Director, CharityComms
“
WHAT DID YOU FIND MOST INTERESTING OR CHALLENGING?What does it mean for • your approach to leading digital?• the culture of your organisation?
DIGITAL LEADERSHIP- WHAT DOES IT REALLY MEAN?
HELENA RAVEN, HEAD OF DIGITAL, NSPCC
WHAT DOES BEING A DIGITAL LEADER ACTUALLY MEAN?
DIGITAL LEADERSHIPWHAT WORKS
DESIGN USING DATA#1
Question how organisational data is managed
Seek expert counsel on data strategy and not accept the status quo
Support the resourcing of data teams and actively seek out new skills
Always use data to inform business decisions
Challenge guesswork or personal preferences
Evaluate success/failure openly and honestly
Support continual review and iterate based on learning
WHAT MIGHT THAT LOOK LIKE?A DIGITAL LEADER WILL:
#2PUTTING THE USER FIRST
WHAT MIGHT THAT LOOK LIKE?
• Ask what evidence we have about user needs
• Be interested in how users already behave
• Challenge internally-driven decisions
• Care about making life easier for users
• Understand that what people think they want isn’t always what is needed
• Involve real users in product design
A DIGITAL LEADER WILL:
NetawareAn advice website for parents on how to keep kids safe on social media, is now a hugely successful hero product for the NSPCC
Without asking the user: NSPCC experts talking to parents Social media platforms excluded from
contributing Mobile app only Didn’t include children in the conversation
NetawareUser-led strategy: Understood parents wanted to hear
form peers and so used a peer review system
Recognised that parents wanted to hear from the platforms themselves so invited to engage
Knew parents wanted to know about their impact on children so asked children for their feelings
Responsive website and hybrid app
#3EMBRACE AGILITY
WHAT MIGHT THAT LOOK LIKE?
• Support the streamlining of process and procedure
• Trust expertise as well as hierarchy
• Encourage testing and learning
• Not confuse a lack of strategy for agility; being agile means being organised!
A DIGITAL LEADER WILL:
THANKS
WHAT DID YOU FIND MOST INTERESTING OR CHALLENGING?What does it mean for • your approach to leading digital?• the culture of your organisation?
QUESTIONS
FURTHER INFORMATION AND HELP• The New Reality thenewreality.info • Building a digital workforce (NCVO, free toolkit)
knowhownonprofit.org/tools-resources/building-a-digital-workforce
• Tech for common good (NPC, report) www.thinknpc.org/publications/tech-for-common-good
• 7 tips for digital transformation (Julie Dodd for NCVO, webinar) knowhownonprofit.org/organisation/orgdev/digital-transformation
• Third Sector Digital Leaders (SSE with Zoe Amar, course) www.the-sse.org/courses/third-sector-digital-leaders/
• Digital transformation and the CEO (Eduserv, Charity Comms and Acevo, report) www.eduserv.org.uk/insight/reports/Digital-transformation-and-the-CEO
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