digital glasgow day 1 session 1 the digital revolution/state of digital scotland survey
DESCRIPTION
Presentation by Energise 2-0 on the Digital Revolution and State of Digital (Scotland) Survey, 2012TRANSCRIPT
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The Digital Revolution, 2012
Dr Jim Hamillwww.energise2-0.comwww.twitter.com/drjimhamill October, 2012
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Digital Glasgow - The Theme
• The strategic use of digital technology is ‘mission critical’ to future growth and competitiveness
• Used effectively, new technology can deliver a wide range of business benefits - lower costs, improved efficiency, more effective sales and marketing, enhanced customer relationships, loyalty and more rapid globalisation.
• While good progress has been made, the pace of technology change is so rapid that we should be constantly benchmarking our own strategy against accepted ‘best practice’
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The Social Media Revolution
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Infographic
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168 Million DVDs
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294 Billion E-Mails
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2 Million Blog Posts/172m FB
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4.7 Billion Minutes
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532 Million Status Updates
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864,000 Hours of Video
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Mobiles > People
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Sources
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The Rules of Business Have Changed
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Social Media is a Revolution
A fundamental and revolutionary changein online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet
Content generated by the network for the network
We are no longer passive consumers of content/brand messages
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It’s Social
A conversation not a broadcast platform
Conversations are taking place relevant to your brand – are you listening?
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The Connected Consumer
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Power Shift
Social media empowers customers, empowers the network
We no longer control the brand The brand becomes the customer
experience of the brand – experiences that are widely
shared online
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Declining Effectiveness
Declining effectiveness of traditional approaches to sales and marketing Does anyone listen any more?
We are no longer passive sheep waiting to be ‘driven’ to your web site
If you treat us like sheep, we will tell youto ‘flock off’.
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Marketing RIP
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The End of Business as Usual
New ‘mindsets’, new business approaches and new performance measures are required
NOT a broadcast medium. Its about listening to and engaging with customers, partners, your community, your tribe
This is something we are not very good at doing. We prefer telling people how good we are
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The End of Business as Usual
‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for
engaging with and energising customer and network relationships
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New Performance Measures
• Business success depends on the quality of your customer base; the strength of the relationship you have with quality customers; and your ability to leverage that relationship
• In a social media era, business success depends on the – Quality of your network– Relationship strength– Ability to leverage
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Digital ScotlandThe State of Play
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Digital Scotland: The State of Play
What progress has been made in our use of digital to improvecompetitiveness?
Where are we going?
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What road are we on?
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Our View on Progress Made
Interest and enthusiasm has grown rapidlye.g. Social Media
Good progress is being made by some
But much work still needs to be donebefore we are leveraging the full potentialof Digital Technology to improve our international competitiveness
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5 To Do’s
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5 To Do’s
• Be more strategic in our approach with Digital Technology being fully aligned with and supportive of agreed business goals and objectives
• Become ‘Social’. Move from ‘Social Media’ to ‘Social Business’. Major ‘mindset’ change for many
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Be Social
New ‘mindsets’ are required to be successful in social media
‘BE SOCIAL BEFORE DOING SOCIAL’
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5 To Do’s
• Exploit emerging opportunities in Cloud Computing, Mobile, eCommerce
• Use Digital to fully support the more rapid internationalisation of SMEs
• Improve connectivity, including mobile
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The State of Digital (Scotland) Survey
Interim High Level Findings
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The State of Digital (Scotland) Survey
• The State of Digital (Scotland) Survey’ is currently being undertaken by Energise 2-0 in partnership with:
• Please take part and provide your views: https://www.surveymonkey.com/s/stateofdigital
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The State of Digital (Scotland) Survey
Scottish companies have made good progress in their use of Social Media.
–90% of survey respondents are actively involved in Social Media
Need for companies to accelerate progress in this area, by adopting a more strategic approach with measurable KPIs, has become ‘mission critical’.
–47% have no clear Social Media strategy or Key Performance Indicators
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Use vs. Planned Use of Social Media
0%
5%
10%
15%
20%
25%
30%
35%
12%
18%
29%
21%
16%
4%
10%
21%
18%20% 19%
12%
Now
Future
*Social Business definition "as well as extensive use externally, we will use Social Media internally to improve staff communication, knowledge sharing and support key processes"
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The Cloud and Mobile Internet
0%
5%
10%
15%
20%
25%
30%
7%
27%
12%
15%
14%
7%
18%
4%
22%
12%
26%
13%
14%
10%
Cloud
Mobile Internet
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Web and e-Marketing
The majority of respondents so far have a Web presence and are supporting it through a wide range of e-marketing activities.
–97% have a website (for around half, this is best described as an “online brochure”)
–4% have an e-commerce site– Social Media, Search Engine Optimisation and E-Mail
marketing are the most popular tactics employed
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Digital and Internationalisation
Few Scottish companies are exploiting the full potential of digital/social for ‘going global’: (Of those already international):
–10% stated that they made extensive use of Digital Technology and had a clear digital strategy to support their internationalisation.
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The State of Digital (Scotland) Survey
• Scottish companies have made good progress in their use of Digital Technology.
• The pace of technology change is so rapid that we are falling behind accepted international ‘best practice’ in this area.
• This could have a major negative impact on the future growth and competitiveness of the Scottish economy.
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The State of Digital (Scotland) Survey
Please take part and provide your views: https://www.surveymonkey.com/s/stateofdigital
