daring to be_digital seminar_5th march edinburgh
Post on 21-Oct-2014
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‘Digital transformation’ is the latest buzz phrase but what does it really mean? Our latest seminar aimed at the key decision makers in your organisation, takes a look at the difference between those who are digitally reactive, strategic, and transformational and asks: Which are you and what difference does it make to your business? We look at the challenges and tangible benefits of digital transformation and why it needs to move out of the marketing team and into the boardroom, and look at how crucial it is for organisations to continuously adjust their business model in order to keep up with the fast pace of digital advancement, keep ahead of the curve and to ensure that digital is fully embedded and delivering the best possible results across all aspects of your business.TRANSCRIPT
MARK SHERWIN – GLOBAL COMMERCIAL DIRECTORROB VAN TOL – SENIOR STRATEGISTRYAN SACKETT – UX & STRATEGY CONSULTANT
LONDON
EDINBURGH
CARDIFF
PERTH
MELBOURNE
HONG KONG
Our broader experience
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#PrecSem
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Digitaltransformation
WE ARE EVOLVING FROM A MARKETING CENTRICTO BUSINESS WIDE VIEW OF THE WEB
Marketing centricBusiness-wide impact
DIGITAL TRANSFORMATION REFERS TO THE CHANGES ASSOCIATED WITH THE
APPLICATION OF DIGITAL TECHNOLOGY IN ALL ASPECTS OF HUMAN SOCIETY.
DIGITAL TRANSFORMATION MAY BE THOUGHT AS THE THIRD STAGE OF EMBRACING
DIGITAL TECHNOLOGIES:
DIGITAL COMPETENCE -> DIGITAL LITERACY -> DIGITAL TRANSFORMATION.
THE LATTER STAGE MEANS THAT DIGITAL USAGES INHERENTLY ENABLE NEW TYPES OF
INNOVATION AND CREATIVITY IN A PARTICULAR DOMAIN, RATHER THAN SIMPLY ENHANCE
AND SUPPORT THE TRADITIONAL
Wikipedia | ‘Digital Transformation’
TODAY WE WILL EXPLORE WHAT IT MEANSTO ACHIEVE DIGITAL TRANSFORMATION
THOSE ORGANISATIONS THAT DO NOT FUNDAMENTALLY TRANSFORMARE RAPIDLY BECOMING IRRELEVANT
If you think being 'in e-business' means suturing on an
e-commerce appendage to your body corporate,
then think again.
We promise you that won't work...
You've got to be prepared to let that e-business commitment
ripple through and shake up that body corporate.
And like an 8.0 earthquake, you must be prepared for the
rearrangement that will inevitably occur.
Keyur Patel & Mary Mccarthy | Digital Transformation, 2000
DIGITAL TRANSFORMATION IS ABOUT FUNDAMENTAL CHANGE
Innovators2.5%
Early Adopters
13.5%
Early Majority34%
Late Majority34%
Laggards16%
AND THERE IS NO POINT IN SIMPLY WAITING TO SEE WHAT OTHERS DO
Keyur Patel & Mary Mccarthy | Digital Transformation, 2000
Innovators2.5%
Early Adopters
13.5%
Early Majority34%
Late Majority34%
Laggards16%
THOSE WHO DO NOT INNOVATE WILL FALL IREVOCABLY BEHIND
Keyur Patel & Mary Mccarthy | Digital Transformation, 2000
In a world filled with uncertainty, it’s easy to fall into a
“wait and see” mind-set.
But waiting and saying “no” has a cost just as high, if
not higher, than saying “yes.”
Because technology is increasing so fast and because
we are in a period of rapid transformation are the
exact reasons why you can no longer “wait and see”
what will happen.
Remember this: “If you don’t do it, someone else will.”
And they’re doing it right now!
Daniel Burrus, Flash Foresight
How is your industry being digitally disrupted?
WE’LL ALSO HELP YOU FIND YOUR INNER HERO…
WE’RE GOING TO EXPLORE 5 KEY THEMES
1. Customer service, the missing link
2. Harnessing the wisdom of crowds
3. New money models
4. The tricorder
5. The Internet of things
Customer service, the missing link
MARKETING CAN NO LONGER SIMPLY FOCUS ON AIDAIT MUST FOCUS ON AIDA AND ITS REFLECTION
The AIDA reflection | Mark Sherwin, Precedent 2013
AW
AR
ENES
S
INTE
RES
T
DES
IRE
AD
VO
CA
CY
INV
OLV
EMEN
T
DELIV
ERY
ACTION
WIGGLE - NOT JUST AN ACQUISITION MODEL
WIGGLE - NOT JUST AN ACQUISITION MODEL
WIGGLE - NOT JUST AN ACQUISITION MODEL
WIGGLE - NOT JUST AN ACQUISITION MODEL
WIGGLE - NOT JUST AN ACQUISITION MODEL
LOVEFILM – FAILING AT THE FINAL HURDLE
LISTENING AND RESPONDING IN A HUMAN WAY IS A GOOD START
…AND CHOICE MAKES PEOPLE FEEL BETTER
TECHNOLOGY ENABLED CUSTOMER SERVICES
TECHNOLOGY ENABLED CUSTOMER SERVICES
Harnessing the wisdom of crowds
USES OF CROWD SOURCING
Idea Generation
Research & Development
OperationsFinancing ?
IDEA GENERATION - LEGO
R&D - GOLDCORP
x
FINANCING - KICKSTARTER
OPERATIONS - GIFF GAFF
TURNING ADVOCATES INTO STAKEHOLDERS
Stakeholders
Idea generation
Research and Development
Financing
Operations
How could your business harness the wisdom of crowds?
New money models
WE’D WANT TO HIGHLIGHT NINE DIFFERENT TYPES OF BUSINESS MODELSALL OF THEM HAVE BEEN IMPACTED BY THE WEB
Brokerage | Bringing buyers & sellers together e.g. Estate Agents, IFAs
Advertising | Content provider carrying adverts e.g. Google, Facebook
Infomediary | Consumer habits & personalisation e.g. DoubleClick
Merchant | Selling e.g. Amazon, John Lewis, Argos
Manufacturer Direct | Build and sell e.g. Dell
Affiliate | Revenue sharing e.g. Amazon
Community | User supported e.g. Open source, Kickstarter
Subscription | Periodic payment e.g. Guardian, Spotify, membership orgs
On-demand | Pay as you go e.g. In App/Game Payments
MERCHANTS: CUSTOMERS WANT INCREASINGLY GRANULAR PURCHASING OPTIONS.MAKE THIS SIMPLE, FLEXIBLE AND VALUABLE AND THEY WILL RETURN
ON-DEMAND: NEW PURCHASING MODELS CAN DRIVE NEW CONSUMER HABITSAND DELIVER GREATER RETURNS
OLD SUBSCRIPTION: TRADITIONAL ORGANISATIONS WILL BE USURPED BY THOSE OFFERING A MORE FLEXIBLE APPROACH TO ACCESS
NEW SUBSCRIPTION: TRADITIONAL ORGANISATIONS WILL BE USURPED BY THOSE OFFERING A MORE FLEXIBLE APPROACH TO ACCESS
NEW SUBSCRIPTION: THE VALUE OF KNOWLEDGE HAS PLUMMETED AS THE WEBHAS WIDENED ACCESS TO IT
0.69pa month
COMMUNITY: THESE MODELS ARE STARTING TO PERFUSE INTO MORE NICHE APPLICATIONS AND SECTORS
COMMUNITY: THESE MODELS ARE STARTING TO PERFUSE INTO MORE NICHE APPLICATIONS AND SECTORS
COMMUNITY: FINANCING – NICHE GIVING
BROKERAGE: A NEW SET OF KNOWLEDGE BROKERS HAS GROWN UP, TO FORCE DOWN PRICES IN ACROSS A NUMBER OF SECTORS
ADVERTISING: HAS HAD TO BECOME BLENDED WITH THE CONTENT
ADVERTISING: HAS HAD TO BECOME BLENDED WITH THE CONTENT
INFOMEDIARY: HAS BEEN VERY EFFECTIVE IN COLLECTING PERSONAL INFORMATION, A COUNTER TO SHOWROOMING, BUT HAS PRIVACY CONCERNS
AFFILIATE: PAY FOR PERFORMANCE MODEL – IF THE AFFILIATE DOESN’T GENERATE SALES, IT COSTS THE MERCHANT NOTHING
MANUFACTURER DIRECT: DISINTERMEDIATING THE TRADITIONAL MERCHANT AND OFFERING CUSTOMISATION ON BUILD
MANUFACTURER DIRECT: NEW SUBMIT YOUR DESIGN TO BE 3D PRINTED. AND A 3D PRINTER IS CREATING A PIZZA – SHADES OF STAR TREK’S REPLICATOR
The tricorder
EVERY EMPLOYEEWITH MORE COMPUTING POWERAT THEIR FINGER TIPS THANTHE SPACE SHUTTLE.ANYTIME…ANYWHERE
CONVERGENCE PUTS INCREDIBLE POWER IN THE PALM OF OUR HAND
Wired UK | 20 Years of Wired | June 2013
SMART PHONES CAN NOW REPLACE MANY ANALOGUE PROCESSESAND DEDICATED DEVICES
THEY ALSO OFFER THE OPPORTUNITY TO PROVIDE NEW VIEWSON TO EXISTING DATA USING CONTEXT TO STREAMLINE EXPERIENCES
AS DIGITAL WALLETS BECOME MORE MAINSTREAM THE MOBILEOFFERS HUGE EFFICIENCY AND PRODUCTIVITY BENEFITS
PHONE AS BUS TICKET AND BUS TRACKER
INTEGRATING DIGITAL WITH THE PHYSICAL WORLD (PHYGITAL)CREATE INNOVATIVE NEW CUSTOMER SERVICE OPTIONS
TECHNOLOGY ENABLED SERVICE EXPERIENCES
TECHNOLOGY ENABLED SERVICE EXPERIENCES
TECHNOLOGY ENABLED SERVICE EXPERIENCES
INTEGRATING DIGITAL WITH THE PHYSICAL WORLD (PHYGITAL)CREATE INNOVATIVE NEW CUSTOMER SERVICE OPTIONS
How will you fit into your staff and customers’ mobile lives?
The internet of things
NOT A FRIDGE WITH AN IPAD STRAPPED TO IT…
DIGITAL CAPABILITY IS NO LONGER RESTRICTED TOHIGH END COMMUNICATION DEVICES
The internet of things isn’t wi-fi fridges and devices with bolt on
connectivity: it’s tiny, cheap sensors that will bring everyday objects
to the network – in their billions’
‘By strapping a receiving computer to the side of it, the internet
fridge brings the internet to the device. By connecting transmitting
sensors to the network, the internet of things brings the device to
the internet.’
BEN HAMMERSLEY | WIRED, 2013
NOT A FRIDGE WITH AN IPAD STRAPPED TO IT…
THIS CREATES HUGE OPPORTUNITY FOR NEW MULTI-INPUT,MULTI-OUTPUT DIGITAL INTERACTIONS
THIS CREATES HUGE OPPORTUNITY FOR NEW MULTI-INPUT,MULTI-OUTPUT DIGITAL INTERACTIONS
Use case from The New Digital Age | Schmidt and Cohen 2013
THE INTERNET OF THINGS IS PERVADING EVERY FACET OF OUR LIVES
Learns your behaviour by
you manually changing
the temperature, and it
learning your routine.
And can be adjusted by
your smartphone app.
THE INTERNET OF THINGS IS PERVADING EVERY FACET OF OUR LIVES
THE INTERNET OF THINGS IS PERVADING EVERY FACET OF OUR LIVES
THE INTERNET OF THINGS IS PERVADING EVERY FACET OF OUR LIVESWHETHER WEARABLE OR AMBIENT
THIS IS A 2020 CONCEPT FROM SONY ABOUT A FULL COMPUTER YOU WEAR ON YOUR WRIST
BIG NAME BRANDS NEED TO ADAPT FAST TO SURVIVE
WHILST PERSONAL DEVICES MAY IN FACT MAKE UP AN INTERNET OF THINGS, COMMERCIAL AND MUNICIPAL APPLICATIONS HAVE MUCH WIDER OPPORTUNITIES
WHILST PERSONAL DEVICES MAY IN FACT MAKE UP AN INTERNET OF THINGS, COMMERCIAL AND MUNICIPAL APPLICATIONS HAVE MUCH WIDER OPPORTUNITIES
How will you be / how are you being impacted by the Internet of Things
Gotcha, but how do I make that 15%?
TheWebsite
Webstrategy
Digitalstrategy
Digitaltransformation
FIRST WE MUST ARTICULATE WHAT IT MEANSTO EMBRACE DIGITAL TRANSFORMATION
Marketing centricBusiness-wide impact
DIGITAL MUST MOVE FROM A MARKETING FUNCTIONTO A BUSINESS-WIDE IMPERATIVE
Daring to be Digital | Adrian Porter, Head of Strategic Research, Precedent 2013
AND TO GATHER SUPPORT IT MUST DELIVERTO ALL PARTS OF THE BUSINESS
Digital Transformation | Adrian Porter, Head of Strategic Research, Precedent 2013
DIGITALTRANSFORMATION
DIGITALTRANSFORMATION
GENERATE IDEAS AND LOOK FOR THOSE IDEASTHAT IMPACT ACROSS ORGANISATIONAL GOALS
A STORY IS WORTH 10,000 WORDS
We need to deliver recognisable and measureable business value
every three to five months.
That is imperative, otherwise we lose credibility and trust.
CLAES MANSSON | DIRECTOR, ICT STRATEGIC INVESTMENT PROGRAMME , MONASH UNIVERSITY, 2013
UNDERSTAND HOW YOU WILL MEASURE BUSINESS VALUEESTABLISH BASELINES, CONSTANTLY MEASURE, OPTIMISE AND EVOLVE
CONSIDERATIONS
A HERO’S JOURNEYCHANGING THE WAY BUSINESSES CREATE EXPERIENCES
INCEPTIONYou see the need for change.
You feel as if more can be done.
You’re not sure it’s your responsibility and the opportunity is bigger than you envisioned.
You question your calling.Perhaps you refuse it.
Then you meet others who will empower you…stand by you through change.
What’s the Future of Business | Brian Solis, 2013
A HERO’S JOURNEYCHANGING THE WAY BUSINESSES CREATE EXPERIENCES
TRIBULATIONChange is met with hardship.It’s unavoidable.
You start to feel the discomfort from leaving your comfort zone.
Obstacles will arise; budget constraints, politics, scepticism, tunnel vision, blatant ignorance.
Stay true stay focused.
Your customers and employees are anxious for you to succeed.
What’s the Future of Business | Brian Solis, 2013
A HERO’S JOURNEYCHANGING THE WAY BUSINESSES CREATE EXPERIENCES
TRANSFORMATIONBuzz and excitement permeates the halls of your business.
Employees hear about what you are trying to do, they enquire how to be part of it or how soon they’ll see the fruits of your labour.
To hold consensus takes frameworks and processes. This sets the stage for how people, teams, philosophies, and technology will support the transformation.
It’s always darkest before dawn. There will be pushback, more and more challenges.
Keep the team strong, you’ve come too far for that.
What’s the Future of Business | Brian Solis, 2013
A HERO’S JOURNEYCHANGING THE WAY BUSINESSES CREATE EXPERIENCES
REALISATIONTo call this the last stage is misleading. Transformation is continual, it becomes part of your business model.
Here you learn and adapt accordingly.
You lift your head and notice that the people inside and outside of the organisation are noticing change.
Change is now constant.
Take this moment to revel in your journey.
Since you are the hero in this story, your journey is just beginning.
What’s the Future of Business | Brian Solis, 2013
How will you start your hero’s journey?
Transformation will not wait, pause, or stand aside while you think about
it. There are three critical truths about business in this new era that you
cannot afford to ignore; we might call them corollaries to the Golden Rule:
1) Transformation will happen.
2) If it can be done, it will be done.
3) If you don’t do it, someone else will.
The message is clear: in the days, weeks, months, and years ahead,
expect and plan for radical transformation.
Daniel Burrus, Flash Foresight
WE SHOULD ALL BE CONCERNED ABOUT
THE FUTURE BECAUSE WE WILL ALL HAVE
TO SPEND THE REST OF OUR LIVES THERE.
Charles F. Kettering, American inventor and businessman