Digital Transformation 'Before and After' seminar 10th February, Edinburgh

BEFORE &AFTERPRECEDENT

HOW TO BUILD A DIGITAL CULTURE

Tim O'Donnell OPERATIONS DIRECTOR

DIGITAL TRANSFORMATION

@precedentcomms #precsem

Robert van Tol CLIENT DIRECTOR

WHAT IS DIGITAL?


WHAT IS DIGITAL?


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

EXTERNAL:– Content

syndication– SEO & SEM– Social marketing– Online campaigns

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

LOVES


TRANSFORMATION

EVERYONE

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.


shared idea

lived experience

how it works

effective plumbing

Mission

MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.”@precedentcomms #precsem



26 YEARS+100 EXPERTS IN DESIGN, TECH, STRATEGY & UX 6 LOCATIONS

PRECEDENT.COM


DIGITAL STRATEGYWEBSITES, TABLET & MOBILEDIGITAL TRANSFORMATION

PRECEDENT.COM


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

DIGITAL TRANSFORMATION


OF TRANSFORMATION3 STAGES

SURFACEAUDIENCEINTERNAL

TACTICAL CHANGE TO TEST THE CASE FOR BIGGER TRANSFORMATION.



TRANSFORM THE AUDIENCE EXPERIENCEWITHIN INTERNAL CONSTRAINTS.



TRANSFORM INTERNAL OPERATIONSTO MATCH THE AUDIENCE EXPERIENCE.


LEARNING FROM PROS:

BEFORE&AFTER


3 STAGES OF TRANSFORMATION

“ To provide our customers with the most convenient access to media entertainment.”


“To be the best global entertainment distribution service.”


THEN TO NOW: NETFLIX• 1997 Company founded• 2007 1 billionth DVD delivered• 2014 Spent $0 on marketing DVDs vs.

$US65 million per quarter on streaming• 2015 Launched in Australia and New

Zealand• 2016 Spending $US5 billion on

programming• 2017 Expanding to stream in 200 countries



SUPERFICIAL CHANGE TO TEST THE CASE FOR BIGGER TRANSFORMATION.



TRANSFORM THE AUDIENCE EXPERIENCEWITHIN EXISTING CONSTRAINTS.

@lindzeiy @precedentcomms #precsem

150,000,000 NEW SUBSCRIBERS!





BUT WHAT IFYOU AREN’TNETFLIX?


BEFORE YOUSTART

10 Best CDO Practices for Dealing with Digital Transformation1. 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


DIGITAL• insight-lead• radical idea seeking• customer driven• constraints limited• fashion influenced

MANAGEMENT• finance-led• consensus seeking• agenda driven• resource limited• ego influenced

DIFFERENT LANGUAGE

“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

• 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

DISCUSSION TIME:WHAT’S YOUR& WHAT ARE THE BARRIERS?


VISION

LEARNING FROM PROS:

BEFORE&AFTER


3 STAGES OF TRANSFORMATION


TACTICAL 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

STEP 1: TRANSFORM THE

SURFACEH 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.



BEFORE

70% LESS INFORMATION (4 PAGES DOWN FROM 14)

AUDIENCE-LED STRATEGY

Radical Simplification Selling You-basedShowcasing ExcellencePrioritising

MAJOR INCREASE IN CONVERSION

46% OF PEOPLE STOPPED USING SUNBEDS


BEFORE

277% INCREASE IN ONLINE DONATIONS

40% INCREASE IN F&E DONATIONS = £1M

74% INCREASE IN EVENT REGISTRATIONS

“it’s easy to make something complicated”

Rob Van Tol

What?

How?

Why?

EDINBURGH BUSINESS SCHOOL

A clear and logical prospect

journey

THE SITE NEEDED

THE PROSPECT JOURNEY

what

howwhere

WHAT DO YOU WANT TO STUDY?

HOW DO YOU WANT TO STUDY?

WHERE DO YOU WANT TO STUDY?

‘prospect-centric’content

THE SITE NEEDED

Bold, real, relevant, aspirational, responsive

DESIGN

Some results

MEASUREMENT

+50% highest since spring 2013

+10%60% new 40% returning

New visitors

UNIQUE VISITS

70% of all traffic

MOBILE VISITS

+50%

-30%Conversion time

New enquires

ENGAGEMENT

CONNECT ONLINE

[email protected]

linkedin.com/in/kirstyhay

@syzygyk

ebsglobal.netall feedback welcome!

Visit to the site…

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.


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





BEFORE

STEP 3: TRANSFORM THE

INTERNAL✱ Get the right investment and authority, set

expectations and update plans throughout.

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

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

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

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.”@precedentcomms #precsem

QUESTIONS & THANK YOU.


Internet

Digital Transformation 'Before and After' seminar 10th February, Edinburgh