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BEFORE &AFTERPRECEDENT
HOW TO BUILD A DIGITAL CULTURE
LINDSAY HERBERT GLOBAL HEAD OF DIGITAL at PRECEDENT
DIGITAL TRANSFORMATION
@lindzeiy @precedentcomms #precsem
LOVES
@lindzeiy @precedentcomms #precsem
TRANSFORMATION
EVERYONE
WHAT IS DIGITAL?
@lindzeiy @precedentcomms #precsem
WHAT IS DIGITAL?
@lindzeiy @precedentcomms #precsem
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
WHAT IS DIGITAL
@lindzeiy @precedentcomms #precsem
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.
@lindzeiy @precedentcomms #precsem
MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.”@lindzeiy @precedentcomms #precsem
@lindzeiy @precedentcomms #precsem
26 YEARS+100 EXPERTS IN DESIGN, TECH, STRATEGY & UX 6 LOCATIONS
PRECEDENT.COM
@lindzeiy @precedentcomms #precsem
DIGITAL STRATEGYWEBSITES, TABLET & MOBILEDIGITAL TRANSFORMATION
PRECEDENT.COM
@lindzeiy @precedentcomms #precsem
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
@lindzeiy @precedentcomms #precsem
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?
@lindzeiy @precedentcomms #precsem
BEFORE &AFTERHOW TO BUILD A DIGITAL CULTURE
DIGITAL TRANSFORMATION
@lindzeiy @precedentcomms #precsem
OF TRANSFORMATION3 STAGES
SURFACEAUDIENCEINTERNAL
SUPERFICIAL CHANGE TO TEST THE CASE FOR BIGGER TRANSFORMATION.
@lindzeiy @precedentcomms #precsem
SURFACEAUDIENCEINTERNAL
TRANSFORM THE AUDIENCE EXPERIENCEWITHIN INTERNAL CONSTRAINTS.
@lindzeiy @precedentcomms #precsem
SURFACEAUDIENCEINTERNAL
TRANSFORM INTERNAL OPERATIONSTO MATCH THE AUDIENCE EXPERIENCE.
@lindzeiy @precedentcomms #precsem
LEARNING FROM PROS:
BEFORE&AFTER
@lindzeiy @precedentcomms #precsem
3 STAGES OF TRANSFORMATION
“To be the best global entertainment distribution service.”
@lindzeiy @precedentcomms #precsem
“ To provide our customers with the most convenient access to media entertainment.”
@lindzeiy @precedentcomms #precsem
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
@lindzeiy @precedentcomms #precsem
SURFACEAUDIENCEINTERNAL
SUPERFICIAL CHANGE TO TEST THE CASE FOR BIGGER TRANSFORMATION.
@lindzeiy @precedentcomms #precsem
SURFACEAUDIENCEINTERNAL
TRANSFORM THE AUDIENCE EXPERIENCEWITHIN EXISTING CONSTRAINTS.
@lindzeiy @precedentcomms #precsem
SURFACEAUDIENCEINTERNAL
TRANSFORM INTERNAL OPERATIONSTO MATCH THE AUDIENCE EXPERIENCE.
@lindzeiy @precedentcomms #precsem
@lindzeiy @precedentcomms #precsem
BUT WHAT IFYOU AREN’TNETFLIX?
“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 ?
@lindzeiy @precedentcomms #precsem
“Our structure is too cumbersome, decision making too slow.”
H O W W O U L D Y O U T R A N S F O R M ?
@lindzeiy @precedentcomms #precsem
“We will be faster with innovation, smarter with taking risks, bolder with moves that drive transformation.”
H O W W O U L D Y O U T R A N S F O R M ?
@lindzeiy @precedentcomms #precsem
@lindzeiy @precedentcomms #precsem
20% MORE SPEND THAN IN-STORE
30% MORE SPEND THAN CASHIERS
@lindzeiy @precedentcomms #precsem
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
@lindzeiy @precedentcomms #precsem
• 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
@lindzeiy @precedentcomms #precsem
REASONS TO CHANGE
DISCUSSION TIME:WHAT’S YOUR& WHAT ARE THE BARRIERS?
@lindzeiy @precedentcomms #precsem
VISION
LEARNING FROM PROS:
BEFORE&AFTER
@lindzeiy @precedentcomms #precsem
3 STAGES OF TRANSFORMATION
SURFACEAUDIENCEINTERNAL
SUPERFICIAL CHANGE TO TEST THE CASE FOR BIGGER TRANSFORMATION.
@lindzeiy @precedentcomms #precsem
@lindzeiy @precedentcomms #precsem
BEFORE
BEFORE AFTER
SHARES UP FROM $8 IN 2009 TO $89 NOW
@lindzeiy @precedentcomms #precsem
BEFORE
8% INCREASE IN CONVERSION
@lindzeiy @precedentcomms #precsem
BEFORE
The Method:Which tactics will be used?How will they be plannedand implemented?
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.
@lindzeiy @precedentcomms #precsem
SURFACEAUDIENCEINTERNAL
TRANSFORM THE AUDIENCE EXPERIENCEWITHIN EXISTING CONSTRAINTS.
@lindzeiy @precedentcomms #precsem
@lindzeiy @precedentcomms #precsem
BEFORE
70% LESS INFORMATION (4 PAGES DOWN FROM 14)
@lindzeiy @precedentcomms #precsem
BEFORE
BLACKROCK
HIGHER ENGAGEMENT & LOWER WORKLOADS
@lindzeiy @precedentcomms #precsem
BEFORE
277% INCREASE IN ONLINE DONATIONS
40% INCREASE IN F&E DONATIONS = £1M
74% INCREASE IN EVENT REGISTRATIONS
25% INCREASE IN HEART MATTERS SIGN-UPS
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.
@lindzeiy @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
SURFACEAUDIENCEINTERNAL
TRANSFORM INTERNAL OPERATIONSTO MATCH THE AUDIENCE EXPERIENCE.
@lindzeiy @precedentcomms #precsem
@lindzeiy @precedentcomms #precsem
BEFORE
BEFORE AFTER
£1 BILLION ONLINE
@lindzeiy @precedentcomms #precsem
BEFORE
@lindzeiy @precedentcomms #precsem
BEFORE
shared idea
lived experience
how it works
effective plumbing
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.@lindzeiy @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?
@lindzeiy @precedentcomms #precsem
LOVES
@lindzeiy @precedentcomms #precsem
TRANSFORMATION
EVERYONE
@lindzeiy @precedentcomms #precsem
OF TRANSFORMATION3 STAGES
@lindzeiy @precedentcomms #precsem
BUILD YOUR VISION:SIX GLOBALTRENDS
IF YOU WERE FOUNDED
@lindzeiy @precedentcomms #precsem
HOW WOULD YOU LOOK
TODAY?
IT LOOK LIKEWHAT WOULD
ONLINE?
MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.”@lindzeiy @precedentcomms #precsem
@lindzeiy @precedentcomms #precsem
DIGITAL STRATEGYWEBSITES, TABLET & MOBILEDIGITAL TRANSFORMATION
PRECEDENT.COM
@lindzeiy @precedentcomms #precsem
26 YEARS+100 EXPERTS IN DESIGN, TECH, STRATEGY & UX 6 LOCATIONS
PRECEDENT.COM
QUESTIONS & THANK YOU.
@lindzeiy @precedentcomms #precsem