developing a roadmap for digital transformation (clickz live singapore)
DESCRIPTION
Digitally mature companies enjoy advantages in efficiency and effectiveness in marketing, e-commerce, sales and customer service. “Digerati” are also 26% more profitable. But many businesses have realised that the road to digital excellence is paved with obstacles and challenges. During this presentation, John Sinke will share research from leading management consultants and his own personal experience of turning Resorts World Sentosa into a digital business. - What is digital excellence and why is it important to your organization? - How do you develop a roadmap for digital transformation? - What are the biggest barriers to digital success and how do you tackle them? Speaker: John Sinke, AVP Digital Marketing & e-Commerce, Resorts World SentosaTRANSCRIPT
Developing a Roadmap for Digital Transformation
John Sinke (@johnsinke) 3rd December 2014
The views expressed are mine and not necessarily those of Resorts World at Sentosa Pte Ltd
Multi-touch interfaces
Motion sensing camera
Face recognition
Electronic paper
Augmented reality
Fourty years ahead: 2054 is already here!
https://www.youtube.com/watch?v=GtJx_pZjvzc
Technology: no excuses for advertisers anymore….
No excuses for spoofs either….
Travel Brands catching up…
Skip the front desk…. That’s us!
The Instagram Hotel… Check in with a “selfie”….
1888 Hotel, Sydney
Leading Digital Hospitality….
Disruption is black t-shirts…
• OTA’s: Expedia, Agoda, Ctrip… • Aggregators: Kayak, Trivago, Wego… • Disrupters: Homeaway, Airbnb, Uber…
“We all felt that the hotel industry would not de-materialise” Sébastien Bazin (CEO, Accor) Source: Skift
“If the rate of change on the outside exceeds the rate of change on the
inside, then the end is near.”
Jack Welch, former Chairman and
CEO of General Electric
Resorts World Sentosa
Six Hotels
Adventure Cove Waterpark
S.E.A. Aquarium
Meetings & Events
Shows & Concerts
ESPA Luxury Spa
50 F&B Outlets
Luxury Retail
Weddings
Casino
John Sinke
November 2012
Can you come and fix our website?
Can you come and
fix our website?
John Sinke
November 2012
This is where we are now…
John Sinke
November 2012
Still a long way to go…
John Sinke
November 2012
Good progress in Search, Analytics, Display and
Social…
Why focus on Digital?
• Follow your audience…
• Better Customer Experience…
• Lower Cost Per Acquisition…
Digital Excellence…
Digital Transformation…
What is Digital Excellence?
What is Digital Excellence?
Marketing leadership in the strategic deployment of digital channels and
business processes
“Digirati” are 26% more profitable
Enjoy a 12% higher market valuation
Generate 9% more revenue
Drive more efficiency
Source: Cap Gemini and MIT
Why is Digital Excellence important?
How digitally mature is your organisation?
1. LEADERSHIP How can you take an
active role in the digital future of your organisation?
2. STRATEGY How do you plan and
build when the market landscape is changing
so rapidly?
3. AGILITY
How do you make sure you’re not left behind
in the wake of disruption?
4. PRODUCTS / SERVICES
How do technology and customers come
together to shape your market propositions?
5. CULTURE How can you build a working culture that
supports digital change?
©The Change Effect / ChangeEffect.org
DIGITAL ROADMAP
©The Change Effect / ChangeEffect.org
Understand where you are now
LEVEL 1 LAGGARDS
“A Long Way Behind”
LEVEL 2
DIY-ERS
“Moving Slowly / Unpredictably”
LEVEL 3 FOLLOWERS
“Playing Catch-Up”
LEVEL 4 POLYMATHS
“Learning Fast & Adapting”
LEVEL 5 PIONEERS
“Shaping the Digital Future”
2. STRATEGY None Informal Industry / market
focused Crossing industries &
markets Reinventing
industries & markets
1. LEADERSHIP Indifferent Some encouragement
but insufficient support Providing support for incremental change
Leading evolutional change
Shaping the future for others to follow
3. AGILITY Lagging competitors by
many years Responding slowly with
modest resources Closely following
competitors Responding quickly or
leading industry change
Rapidly adapting and redrawing the digital
landscape
4. PRODUCTS & SERVICES
Minimal changes Some enhancements to
existing portfolio Significant changes to
existing portfolio Transformed portfolio &
new business models
Constant reinvention & innovation across
the portfolio
5. CULTURE No changes to culture Employee driven use of digital communications
Organisational adoption of digital friendly
culture
Proactive digital culture removing the barriers to
digital change
Organised to embrace digital
change & test new working practices
Digital Maturity
DIGITAL ROADMAP
Online Survey
ClickZ Training & The Change Effect
Majority is not digital mature yet…
©The Change Effect / ChangeEffect.org
LEVEL 1
LAGGARDS
“A Long Way Behind”
LEVEL 2
DIY-ERS
“Moving Slowly & Unpredictably”
LEVEL 3 FOLLOWERS
“Playing
Catch-Up”
LEVEL 4 POLYMATHS
“Learning Fast & Adapting”
LEVEL 5
PIONEERS
“Shaping the Digital Future”
24% of respondents 18%
of respondents
21% of respondents
27% of respondents
10% of respondents
Digital Maturity
Laggards: a long way behind…
©The Change Effect / ChangeEffect.org
24% of respondents
CULTURE
“Digital disruption has led to few changes in our culture, but
nothing significant”
PRODUCTS / SERVICES
“Our products / services have seen a few changes due to
digital, but nothing significant”
LEADERSHIP
“Our leaders talk about digital innovation but don't provide
sufficient support or resources”
STRATEGY
“Digital is something we discuss informally, but we don't have a methodical approach”
RESPONSIVENESS
“We are slow to respond and approach innovations with
modest resources”
LEVEL 1
LAGGARDS
“A Long Way Behind”
DIY’ers: moving slowly & unpredictably…
©The Change Effect / ChangeEffect.org
CULTURE
“The way we interact and work together has changed, but this
is not something driven internally”
PRODUCTS / SERVICES
“Some of our product / service propositions have changed
significantly”
LEADERSHIP
“Our leaders encourage the organisation the think digital and are supporting gradual
change” STRATEGY
“Digital is something we discuss informally, but we don't have a methodical
approach”
RESPONSIVENESS
“We could be faster, but are never very far behind our
competitors”
LEVEL 2
DIY-ERS
“Moving Slowly & Unpredictably”
Followers: playing catch up…
©The Change Effect / ChangeEffect.org
CULTURE
“The organisation has made an effort to embrace a more
digital culture e.g. teams, flexible working, new
technology”
PRODUCTS / SERVICES
“Some of our product / service propositions have
changed significantly”
LEADERSHIP
“Our leaders encourage the organisation the think digital and are supporting gradual
change” STRATEGY
“We put significant effort into learning from our
competitors and from other industries”
RESPONSIVENESS
“We could be faster, but are never very far behind our
competitors”
LEVEL 3 FOLLOWERS
“Playing
Catch-Up”
Polymaths: learning fast & adapting…
©The Change Effect / ChangeEffect.org
CULTURE
“We are organised to embrace digital innovation and
constantly experiment with different working practices that have the potential to
make our culture even better”
PRODUCTS / SERVICES
“Most of our products / services have changed
significantly over the past few years”
LEADERSHIP
“Our leaders are the catalysts for major digital change and ensure we are responsive to
industry innovations” STRATEGY
“We put significant effort into learning from our competitors
and from other industries / markets”
RESPONSIVENESS
“We are fast to act and are typically one of the leaders in
our industry”
LEVEL 4 POLYMATHS
“Learning Fast & Adapting”
Pioneers: shaping the future…
©The Change Effect / ChangeEffect.org
CULTURE
“We are organised to embrace digital innovation and
constantly experiment with different working practices that have the potential to
make our culture even better”
PRODUCTS / SERVICES
“Most of our products / services have changed
significantly over the past few years”
LEADERSHIP
“Our leaders have led us to the forefront of digital innovation so we can shape the future in
our industry” STRATEGY
“We are at the forefront of digital innovation in our
industry and are leading the changes for others to follow”
RESPONSIVENESS
“We rapidly embrace digital innovations and constantly try
to push the current boundaries”
LEVEL 5 PIONEERS
“Shaping the Digital Future”
Opportunities and threats are all
about the customer & the brand…. No one should have the pulse of that
better than the CMO?
Who’s driving Digital Transformation?
35% CEO
23% CTO
22% CIO
1% CMO
19% Other
Source: Accenture Interactive
Source: Martin Sorrell, LinkedIn
Don Draper Wouldn’t Recognise 75% of What We Do
…to Art, Copy & Code… From Art & Copy…
External agencies are doing a better job
Brands continue to hire Digital Talent
Not able to hire enough experienced Digital Marketers…
Solution is to strive for “Digital Excellence” Don’t make everyone a digital guru
Give everyone a degree of digital literacy
Train Offline Marketers in Digital Marketing....
Educate Digital Marketers in Offline Marketing....
Marketing Silos Integrated Marketing
From Marketing Department to
INTEGRATED MARKETING COMMUNICATIONS
Digital Roadmap - People
Digital Expertise
Digital Education
Senior Management Emersion
Training on the Job
Digital WIPs
External Speakers
Digital Roadmap - Processes
Digital & Mobile First
Google Analytics (e-Commerce)
DoubleClick (e-Commerce)
Review Management System
Digital Roadmap - Technology
Alipay
Content Management System
Responsive Design
Review Management System
Eat2Eat
Google Indoor & StreetView
Mobile Apps
Cashless Wristband
Digital marketing is digital business
“Are you a digital business or
a business that does digital?”
John Sinke
November 2012
DIGITAL BUSINESS?
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http://fluidsurveys.com/s/DigitalMaturity2015/
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