BEFORE &AFTER
PRECEDENT LONDONJULY 2015
HOW TO BUILD A DIGITAL CULTURE
LINDSAY HERBERT GLOBAL HEAD OF DIGITAL at PRECEDENT
DIGITAL TRANSFORMATION
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IN HIGHER EDUCATION
WHAT IS DIGITAL 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.
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LOVES
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TRANSFORMATION
EVERYONE
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• Departments trapped in silos• Traditional culture and mind sets• Rewards for being risk-averse • Slow moving and evidence based• Small budgets (and getting smaller)• Wide audience knowledge gaps
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• Students are digital-first• Competition from private sector• Competition from other countries• Competition for top staff talent• ‘Traditional’ education under scrutiny• Course ‘shelf life’ will only get shorter
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REASONS TO CHANGE
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WHAT’S YOUR
BEFORE&AFTER?
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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
Cybercrime is escalating andno device or platform is safe.5
Local, bespoke & personalised are the new Big Business.6
IF YOU WERE FOUNDED
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HOW WOULD YOU LOOK
TODAY?
YOUR UNIVERSITY’SWHAT WOULD BE
VISION?
YOUR UNIVERSITY WHAT WOULD
OFFER?
YOU MANAGE AND HOW WOULD
TEACH?
IT LOOK LIKEWHAT WOULD
ONLINE?
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BEFORE &AFTERHOW TO BUILD A DIGITAL CULTURE
DIGITAL TRANSFORMATION
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OF TRANSFORMATION3 STAGES
SURFACEAUDIENCETOTAL@lindzeiy @precedentcomms #precsem
SUPERFICIAL CHANGE TO TEST THE CASE FOR BIGGER CHANGE.
SURFACEAUDIENCETOTAL@lindzeiy @precedentcomms #precsem
SUPERFICIAL CHANGE TO TEST THE CASE FOR BIGGER CHANGE.
SURFACEAUDIENCETOTAL@lindzeiy @precedentcomms #precsem
SUPERFICIAL CHANGE TO TEST THE CASE FOR BIGGER TRANSFORMATION.
SURFACEAUDIENCETOTAL@lindzeiy @precedentcomms #precsem
TRANSFORM THE AUDIENCE EXPERIENCEWITHIN EXISTING CONSTRAINTS.
SURFACEAUDIENCETOTAL@lindzeiy @precedentcomms #precsem
COMPLETE AND CONSIDERED TRANSFORMATION INSIDE AND OUT.
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LEARNING FROM PROS:
BEFORE&AFTER
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LEARNING FROM PROS:
BEFORE&AFTER
BEFORE
BEFORE AFTER
£1 BILLION ONLINE
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OF TRANSFORMATION3 STAGES
SURFACEAUDIENCETOTAL@lindzeiy @precedentcomms #precsem
SUPERFICIAL CHANGE TO TEST THE CASE FOR BIGGER TRANSFORMATION.
@lindzeiy @precedentcomms #precsem
The Method:Which tactics will be used?How will they be plannedand implemented?
STAGE 1: LEARNING FROM
CARDIFF UNI
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 one problem at a time and put specific measurements in place.
✱ Incentivise the adoption of any new digital tools or channels.
✱ Track everything and share victories in a structured manner with senior leadership.
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SURFACEAUDIENCETOTAL@lindzeiy @precedentcomms #precsem
TRANSFORM THE AUDIENCE EXPERIENCEWITHIN EXISTING CONSTRAINTS.
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STAGE 2: LEARNING FROM
MONASH✱ Focus on improving the student experience
(even if everything’s still messy behind-the-scenes).
✱ Use a project with tangible outputs to frame bigger strategic discussions.
✱ Track and escalate barriers to map out routes 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
SURFACEAUDIENCETOTAL@lindzeiy @precedentcomms #precsem
COMPLETE AND CONSIDERED TRANSFORMATION INSIDE AND OUT.
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shared idea
lived experience
how it works
effective plumbing
STAGE 3: LEARNING FROM
ABERDEEN✱ Get the right investment, set expectations
and communicate changes throughout.
✱ Tackle business critical processes and systems first with clear benchmarks and targets.
✱ Identify and complete ‘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?
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LOVES
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TRANSFORMATION
EVERYONE
@lindzeiy @precedentcomms #precsem
BUILD YOUR VISION:SIX GLOBALTRENDS
IF YOU WERE FOUNDED
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HOW WOULD YOU LOOK
TODAY?
IT LOOK LIKEWHAT WOULD
ONLINE?
MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.
”@lindzeiy @precedentcomms #precsem
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DIGITAL STRATEGY
WEBSITES, TABLET & MOBILE
DIGITAL TRANSFORMATION
PRECEDENT.COM
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26 YEARS
140 EXPERTS IN DESIGN, TECH, STRATEGY & UX
6 LOCATIONS
PRECEDENT.COM
QUESTIONS & THANK YOU.
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