digital transformation 'before and after' seminar 13th april, london

BEFORE &AFTERPRECEDENT

HOW TO BUILD A DIGITAL CULTURE

Tim O’DonnellOPERATIONS DIRECTOR

DIGITAL TRANSFORMATION

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Donatella HuijtsCLIENT DIRECTOR

WHAT IS DIGITAL?

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WHAT IS DIGITAL?

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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

LOVES

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TRANSFORMATION

EVERYONE

WHAT IS DIGITAL

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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.

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MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.”@precedentcomms #precsem

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26 YEARS+100 EXPERTS IN DESIGN, TECH, STRATEGY & UX 6 LOCATIONS

PRECEDENT.COM

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DIGITAL STRATEGYWEBSITES, TABLET & MOBILEDIGITAL TRANSFORMATION

PRECEDENT.COM

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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

We’re about to be blindsided by climate change.5

Local, bespoke & personalised are the new Big Business.6

IF YOU WERE FOUNDED

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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?

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BEFORE &AFTERHOW TO BUILD A DIGITAL CULTURE

DIGITAL TRANSFORMATION

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OF TRANSFORMATION3 STAGES

SURFACEAUDIENCEINTERNAL

TACTICAL CHANGE TO TEST THE CASE FOR BIGGER TRANSFORMATION.

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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.

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SURFACEAUDIENCEINTERNAL

TRANSFORM THE AUDIENCE EXPERIENCEWITHIN INTERNAL CONSTRAINTS.

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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

SURFACEAUDIENCEINTERNAL

TRANSFORM INTERNAL OPERATIONSTO MATCH THE AUDIENCE EXPERIENCE.

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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.@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

LEARNING FROM PROS:

BEFORE&AFTER

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3 STAGES OF TRANSFORMATION

“ To provide our customers with the most convenient access to media entertainment.”

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“To be the best global entertainment distribution service.”

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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

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SURFACEAUDIENCEINTERNAL

SUPERFICIAL CHANGE TO TEST THE CASE FOR BIGGER TRANSFORMATION.

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SURFACEAUDIENCEINTERNAL

TRANSFORM THE AUDIENCE EXPERIENCEWITHIN EXISTING CONSTRAINTS.

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150,000,000 NEW SUBSCRIBERS!

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TRANSFORM INTERNAL OPERATIONSTO MATCH THE AUDIENCE EXPERIENCE.

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BUT WHAT IFYOU AREN’TNETFLIX?

• 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

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REASONS TO CHANGE

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

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BEFORE

277% INCREASE IN ONLINE DONATIONS

40% INCREASE IN F&E DONATIONS = £1M

74% INCREASE IN EVENT REGISTRATIONS

DISCUSSION TIME:WHAT’S YOUR& WHAT ARE THE BARRIERS?

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VISION

LEARNING FROM OTHERS:

BEFORE&AFTER

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3 STAGES OF TRANSFORMATION

SURFACEAUDIENCEINTERNAL

TACTICAL CHANGE TO TEST THE CASE FOR BIGGER TRANSFORMATION.

@precedentcomms #precsem

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.

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BEFORE

350% INCREASE IN MEMBER JOIN UPS

BEFORE

8% INCREASE IN CONVERSION

SURFACEAUDIENCEINTERNAL

TRANSFORM THE AUDIENCE EXPERIENCEWITHIN EXISTING CONSTRAINTS.

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BEFORE

70% LESS INFORMATION (4 PAGES DOWN FROM 14)

46% OF PEOPLE STOPPED USING SUNBEDS

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TRANSFORM INTERNAL OPERATIONSTO MATCH THE AUDIENCE EXPERIENCE.

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BEFORE

145% INCREASE IN PAGE VIEWS

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

BUT WHAT DOES IT ALL MEAN?

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LOVES

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TRANSFORMATION

EVERYONE

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OF TRANSFORMATION3 STAGES

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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.”@precedentcomms #precsem

QUESTIONS & THANK YOU.

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