Date post: | 18-Aug-2015 |
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Technology |
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BEFORE &AFTER
PRECEDENT AUSTRALIAAUGUST 2015
HOW TO BUILD A DIGITAL CULTURE
LINDSAY HERBERT GLOBAL HEAD OF DIGITAL at PRECEDENT
DIGITAL TRANSFORMATION
@lindzeiy @precedentcomms #precsem
WHAT IS DIGITAL?
@lindzeiy @precedentcomms #precsem
IN-HOUSE:– Websites– Tablet & mobile– Social profiles– Blogs & articles
WHAT IS DIGITAL?
@lindzeiy @precedentcomms #precsem
IN-HOUSE:– Websites– Tablet & mobile– Social profiles– Blogs & articles
EXTERNAL:– Content
syndication– SEO & SEM– Social marketing– Online campaigns
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
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
@lindzeiy @precedentcomms #precsem
DIGITAL STRATEGY
WEBSITES, TABLET & MOBILE
DIGITAL TRANSFORMATION
PRECEDENT.COM
@lindzeiy @precedentcomms #precsem
26 YEARS
+100 EXPERTS IN DESIGN, TECH, STRATEGY & UX
6 LOCATIONS
PRECEDENT.COM
10 Best CDO Practices for Dealing with Digital Transformation
1. 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
“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
BEFORE &AFTERHOW TO BUILD A DIGITAL CULTURE
DIGITAL TRANSFORMATION
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
“To be the best global entertainment distribution service.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem
“ To provide our customers with the most convenient access to media entertainment.”
W H Y D O Y O U E X I S T ?
@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
SURFACEAUDIENCEINTERNAL
SUPERFICIAL CHANGE TO TEST THE CASE FOR BIGGER TRANSFORMATION.
@lindzeiy @precedentcomms #precsem
STEP 1: TRANSFORM THE
SURFACE
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
✱ 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
“As the agent of the state we can do things that are as good, if not better, than the rest of the private sector.
I don't think people believed we could do that 2 years ago.”
D I G I T A L T R A N S F O R M A T I O N
@lindzeiy @precedentcomms #precsem
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
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
@lindzeiy @precedentcomms #precsem
DIGITAL STRATEGY
WEBSITES, TABLET & MOBILE
DIGITAL TRANSFORMATION
PRECEDENT.COM
@lindzeiy @precedentcomms #precsem
26 YEARS
+100 EXPERTS IN DESIGN, TECH, STRATEGY & UX
6 LOCATIONS
PRECEDENT.COM