digital transformation 'before and after' - 27th october, london
TRANSCRIPT
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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
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LOVES
@lindzeiy @precedentcomms #precsem
TRANSFORMATION
EVERYONE
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WHAT IS DIGITAL?
@lindzeiy @precedentcomms #precsem
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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
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WHAT IS DIGITAL
@lindzeiy @precedentcomms #precsem
TRANSFORMATION?
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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
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MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.”@lindzeiy @precedentcomms #precsem
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@lindzeiy @precedentcomms #precsem
26 YEARS+100 EXPERTS IN DESIGN, TECH, STRATEGY & UX 6 LOCATIONS
PRECEDENT.COM
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@lindzeiy @precedentcomms #precsem
DIGITAL STRATEGYWEBSITES, TABLET & MOBILEDIGITAL TRANSFORMATION
PRECEDENT.COM
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@lindzeiy @precedentcomms #precsem
BUILD YOUR VISION:SIX GLOBALTRENDS
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Generation Z don’t want what came before them.1
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47% of all jobs will disappear over the next 20 years.2
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‘Global’ is achievable and everyone’s a jetsetter.3
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We experience life through our devices.4
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We’re about to be blindsided by climate change.5
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Local, bespoke & personalised are the new Big Business.6
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IF YOU WERE FOUNDED
@lindzeiy @precedentcomms #precsem
HOW WOULD YOU LOOK
TODAY?
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CHOOSE FOR YOURWHAT WOULD YOU
VISION?
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SERVICES WOULD YOUWHAT PRODUCTS AND
OFFER?
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YOU TRAIN YOUR HOW WOULD
STAFF?
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IT LOOK LIKEWHAT WOULD
ONLINE?
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@lindzeiy @precedentcomms #precsem
BEFORE &AFTERHOW TO BUILD A DIGITAL CULTURE
DIGITAL TRANSFORMATION
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@lindzeiy @precedentcomms #precsem
OF TRANSFORMATION3 STAGES
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SURFACEAUDIENCEINTERNAL
SUPERFICIAL CHANGE TO TEST THE CASE FOR BIGGER TRANSFORMATION.
@lindzeiy @precedentcomms #precsem
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SURFACEAUDIENCEINTERNAL
TRANSFORM THE AUDIENCE EXPERIENCEWITHIN INTERNAL CONSTRAINTS.
@lindzeiy @precedentcomms #precsem
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SURFACEAUDIENCEINTERNAL
TRANSFORM INTERNAL OPERATIONSTO MATCH THE AUDIENCE EXPERIENCE.
@lindzeiy @precedentcomms #precsem
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LEARNING FROM PROS:
BEFORE&AFTER
@lindzeiy @precedentcomms #precsem
3 STAGES OF TRANSFORMATION
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“To be the best global entertainment distribution service.”
@lindzeiy @precedentcomms #precsem
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“ To provide our customers with the most convenient access to media entertainment.”
@lindzeiy @precedentcomms #precsem
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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
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SURFACEAUDIENCEINTERNAL
SUPERFICIAL CHANGE TO TEST THE CASE FOR BIGGER TRANSFORMATION.
@lindzeiy @precedentcomms #precsem
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SURFACEAUDIENCEINTERNAL
TRANSFORM THE AUDIENCE EXPERIENCEWITHIN EXISTING CONSTRAINTS.
@lindzeiy @precedentcomms #precsem
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SURFACEAUDIENCEINTERNAL
TRANSFORM INTERNAL OPERATIONSTO MATCH THE AUDIENCE EXPERIENCE.
@lindzeiy @precedentcomms #precsem
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@lindzeiy @precedentcomms #precsem
BUT WHAT IFYOU AREN’TNETFLIX?
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“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
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“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
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“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
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@lindzeiy @precedentcomms #precsem
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20% MORE SPEND THAN IN-STORE
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30% MORE SPEND THAN CASHIERS
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@lindzeiy @precedentcomms #precsem
BEFORE YOUSTART
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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
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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
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• 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
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DISCUSSION TIME:WHAT’S YOUR& WHAT ARE THE BARRIERS?
@lindzeiy @precedentcomms #precsem
VISION
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LEARNING FROM PROS:
BEFORE&AFTER
@lindzeiy @precedentcomms #precsem
3 STAGES OF TRANSFORMATION
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SURFACEAUDIENCEINTERNAL
SUPERFICIAL CHANGE TO TEST THE CASE FOR BIGGER TRANSFORMATION.
@lindzeiy @precedentcomms #precsem
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@lindzeiy @precedentcomms #precsem
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BEFORE
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BEFORE AFTER
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SHARES UP FROM $8 IN 2009 TO $89 NOW
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@lindzeiy @precedentcomms #precsem
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BEFORE
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8% INCREASE IN CONVERSION
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@lindzeiy @precedentcomms #precsem
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BEFORE
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The Method:Which tactics will be used?How will they be plannedand implemented?
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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
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SURFACEAUDIENCEINTERNAL
TRANSFORM THE AUDIENCE EXPERIENCEWITHIN EXISTING CONSTRAINTS.
@lindzeiy @precedentcomms #precsem
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@lindzeiy @precedentcomms #precsem
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BEFORE
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70% LESS INFORMATION (4 PAGES DOWN FROM 14)
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@lindzeiy @precedentcomms #precsem
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BEFORE
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BLACKROCK
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HIGHER ENGAGEMENT & LOWER WORKLOADS
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@lindzeiy @precedentcomms #precsem
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BEFORE
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277% INCREASE IN ONLINE DONATIONS
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40% INCREASE IN F&E DONATIONS = £1M
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74% INCREASE IN EVENT REGISTRATIONS
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25% INCREASE IN HEART MATTERS SIGN-UPS
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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.
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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
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SURFACEAUDIENCEINTERNAL
TRANSFORM INTERNAL OPERATIONSTO MATCH THE AUDIENCE EXPERIENCE.
@lindzeiy @precedentcomms #precsem
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@lindzeiy @precedentcomms #precsem
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BEFORE
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BEFORE AFTER
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£1 BILLION ONLINE
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@lindzeiy @precedentcomms #precsem
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BEFORE
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@lindzeiy @precedentcomms #precsem
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BEFORE
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shared idea
lived experience
how it works
effective plumbing
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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
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BUT WHAT DOES IT ALL MEAN?
@lindzeiy @precedentcomms #precsem
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LOVES
@lindzeiy @precedentcomms #precsem
TRANSFORMATION
EVERYONE
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@lindzeiy @precedentcomms #precsem
OF TRANSFORMATION3 STAGES
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@lindzeiy @precedentcomms #precsem
BUILD YOUR VISION:SIX GLOBALTRENDS
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IF YOU WERE FOUNDED
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HOW WOULD YOU LOOK
TODAY?
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IT LOOK LIKEWHAT WOULD
ONLINE?
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MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.”@lindzeiy @precedentcomms #precsem
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@lindzeiy @precedentcomms #precsem
DIGITAL STRATEGYWEBSITES, TABLET & MOBILEDIGITAL TRANSFORMATION
PRECEDENT.COM
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@lindzeiy @precedentcomms #precsem
26 YEARS+100 EXPERTS IN DESIGN, TECH, STRATEGY & UX 6 LOCATIONS
PRECEDENT.COM
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QUESTIONS & THANK YOU.
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