digital transformation - institute of fundraising national convention (06/07/15 - 15.00)
TRANSCRIPT
Steve Thomas, Managing Director, @stevethomas393Bertie Bosrédon, Associate Consultant, @cafedumonde
Digital Transformation:Not as scary as you think
We simplify CRM and digital
Building the business case Integrating digital tools and CRM Selecting digital tools that work best for you Web and content management systems Digital strategy Supporting cultural change Training and staff development
Help when you need it
Tweet @purple_vision
What is a digital first organisation?
• Definition • Digital first/by default/transformation• Examples - video?• Hallmarks
5
Digital is different
Multi-channel, multi-platform, 24/7 interactive relationships
• The reach of mobile and interactivity of social mean that digital is not just another channel for marketing.
• Digital requires a new approach to communications and customer behaviour
• Digital success is about culture change more than technology
Beware of doing all the same old (cr*ppy) things, but faster!
Digital marketing is the process of integrating platforms and customers’ experiences through digital channels.
Dr Aleksej Heinze
The ROI of digital87% 87% of the world population has a
mobile phone
9/10 9/10 mobile searches result in an action i.e. a store visit, a purchase or a donation
2015 In 2015, mobile internet usage has exceeded desktop usage
50% 50% of all mobile page views are on social networks
300% Mobile commerce grew by 300% between 2011 and 2012
74% 74% of UK charities don’t use SMS to fundraise
83% 83% of UK charities don’t have a mobile strategy
Source: Give as you Live Digital Donor Review
If you don’t do it, you won’t survive
Erik Qualman
IoF National Convention 2013
Digital + fundraising
Back to the future
• Digital is founded on the premise of building relationships
• But supporters now own the conversation, and it can be very public. The balance of power has changed.
• Digital is about engaging with supporters where they are, on their terms and in in response to their interests.
• In other, words, it’s just like old fashioned fundraising!
Digital marketing offers the prospect of increasing and improving the interactions and relationships with current and prospective customers
Dr Aleksej Heinze
What is a digital first organisation?
• Definition • Digital first/by default/transformation• Examples - video?• Hallmarks
13
https://youtu.be/krQG2Hceov4
What is a digital first organisation?
What is a digital first organisation?
It’s more than just the technology• Customer focus• Innovation• Infrastructure• Leadership• Culture
Digital maturity
Source: Capgemini/MIT
Digital Intensity• Customer focus• Innovative• Technology-
enabled:– Mobile– Social– Geo-location– Real time– Data
Transformational Management Intensity• Vision• Governance• Co-ordination• Leadership
The journey from beginner to digirati
High
Low
Low High
Management Intensity
DigitalIntensity
Fashionistas
Beginners Conservatives
Digirati
Source: Capgemini/MIT
The journey from beginner to digirati
High
Low
Low High
Management Intensity
DigitalIntensity
Travel
Telecoms
Pharma
Manufacturing
Utilities
Insurance
High Tech
Retail Banking
Source: Capgemini/MIT
Projects
• Age Concern Birmingham• Age UK• Amnesty International• Army Cadet Force Association• Asthma UK• Bliss• BOHS• Bowel Cancer UK• Brathay Trust• Breast Cancer Care• Cardinal Hume Centre• Charity Retail Association• CharityComms• Children's Society• Christian Aid• Combat Stress• Contact a Family• Dementia UK• Dignity in Dying• Disaster Emergency Committee• Dogs Trust• Environmental Investigation Agency
• Feba• Handicap International• Handicap International UK• Haemophilia Society• Human Relief Foundation• Institute of Corporate Responsibility and
Sustainability (ICRS)• Institute of Food Science & Technology• International Nepal Fellowship• International Tibet Network• Jesuits in Britain• League Against Cruel Sports• Leasehold Advisory Service• Lymphoma Association• Macmillan Cancer Support• Pancreatic Cancer UK• Place2Be• Quaker Social Action• Reall (Real Equity for All)• Refuge• RNIB• Royal College of Physicians
• Samaritans• Samec Trust• Scope• Scripture Union• Sightsavers• Social Research Unit• Sue Ryder• Sustrans• Sutherland Cranial College of
Osteopathy• Team PB• Thames Hospice• The Fire Fighters Charity• Tommy's• TrainE-TraidE• UK Council for Psychotherapy• United Bible Societies • Willow• Winston Churchill Memorial Trust• World Animal Protection
Context of digital transformation
• Digital strategy • New website• New digital product• Digital transformation programme
Therapeutic Digital Interviews
• Understand structure and production process– Improve production workflow
• Get a sense of the digital culture– Increase understanding of digital opportunities
• Examine collaboration between teams– Remove tensions and identify best practice
• Analyse skills available and (basic) skills needed– Fill the gaps and reduce tedious tasks
• List objectives– Identify common goals, conflicting objectives, KPIs
• Compile challenges: technical and strategic– Improve systems and redefine the strategy
™
Limited to Comms and Marketing
staff
Not seen as priority for most teams
It’s still an after thought
We are behind: no email strategy. Terrible
online fundraising
We are late for both digital and social
"Not my thing” attitude
We still focus on print and have zero
digital culture
Operate more like a support
function
Digital is now seen as integrated and
understood by all teams
Lack of digital engagement from
Directors is slowing us down
We’re all trying to figure it out.
Digital transformation
planned
Limited to social media (mostly
Facebook)
A Strategy is more important than the tools
Drag picture to placeholder or click icon to add
Existing skills
FederationContent productionWeb marketingEcommerceProject managementUser experience
FranceWeb content CommunityTechnical
BelgiumWeb contentUser experienceTechnical
USATestingUser journeys
UKWeb contentSocial MediaGoogle Analytics
GermanySocial mediaWeb contentGoogle AnalyticsOnline fundraising
LuxembourgWeb contentGoogle AnalyticsWeb designMailChimpFacebook
CanadaEmail marketingCMS
SwitzerlandOnline fundraisingeMarketingFacebook advertisingGoogle Analytics Google Grant
Note: Skills are based on the responses from staff. Skills have not been assessed.
Required skills
FranceWeb marketingContent strategyAnalytics and insight
BelgiumOnline fundraisingSocial MediaVideo
USAAnalyticsData managementAdvanced testing/insight
UKAdvanced Google AnalyticsOnline marketingCRM
GermanyDigital opportunitiesAdvanced online fundraisingOnline marketingSEOAdvanced analytics
LuxembourgAdvanced Google Analytics
CanadaGoogle adwords
SwitzerlandSocial MediaDigital awarenessWeb contentTechnical
Team engagement
Team Currentengagement
Expectedengagement
Effort / Challenges
SMT ★★★★★
Fundraising ★★★★★
Policy & Campaign ★★★★★
Services ★★★★★
Retail ★★★★★
Support: IT ★★★★★
Support: HR ★★★★★
Support: Comms & Marketing ★★★★★
Support: Finance ★★★★★
Stakeholder interviews summary
Team Strategic & Importance
Work with digital team
To improve
Stakeholder Engagement
Should be more pro-active
Individual Giving
Shared targets. Delegate eFundraising to Fundraising. One fundraising platform
Information
To involve in website review. Find innovative ways to work. Involve regions
Retail
Identify opportunities
Events
Develop an integrated e-comms programme
Policy & Campaigns
Relation improvingDigital shouldn’t be limited to marketing
IT
Should explain roles and promote the visionKey partner for the framework
HR
Limited to recruitmentKey partner for the framework
Business dev
Build a two way relationship
Finance
Currently limited to the intranetMore opportunities to identify
Marketing
More opportunities to work together, especially around production
Steps
• Skills and technology survey• Staff interviews• Finding report• Digital strategic framework• Webinars and e-learning
G O S P E L
Gather knowledgeSet-up ObjectivesWrite the StrategyOperational PlansEvaluation criteriaLaunch
GOSPEL
UBS 6 steps Digital Communications Strategy Framework
1 Digital Strategy
The steps of your Strategy To prepare your strategy, you will need to have completed
the two previous steps: Gather knowledge and Set-up
Objectives
The Strategy will follow a process consisting of 7 points:
1. Organisational Goals
2. Audiences
3. Digital Landscape
4. Technology Infrastructure
5. Content Strategy
6. Defining Success
7. Analyse & Adjust
3 Digital Strategy
The steps of your Strategy 1. Organisational Goals
3 Digital Strategy
This is where the process starts...
You take your core goals as an organisation from the previous phase: Set-up Objectives and better define them as executable digital objectives, as well as highlight any dependencies and limitations, to set the foundation for your digital strategy.
We recommend a maximum of 5 objectives that can be internal and external
Here’s an example:Objective: Increase engagement- Remove barriers: by making the information practical and accessible, we will increase the number of calls and emails.- Gather testimonials: we use testimonials to encourage potential supporters to contact us.
Our key digital objectives
# 1
# 2
# 3
# 4
# 5
The steps of your Strategy 3. Digital Landscape
3 Digital Strategy
This stage outlines the properties you will utilise and the tactics you will execute to reach your audiences and meet your objectives.
It is also useful to mention other organisation operating in similar fields of that you can get inspiration from.
Owned Media
Bought Media
Earned Media
Online advertising:Banners:Affiliate:
Website CMS: WordpressEmail supplier:Payment provider:CRM:Analytics:Other:(e.g. event tool)
Social Media channels:
Social Media tools:
What others do
The steps of your Strategy 5. Content Strategy
3 Digital Strategy
You know your audiences and where you are reaching them.
You also need to define the types of content and messaging that will be used on your digital channels.
Content Principles
Example of content principlesExternal• Person-centric: always thinking about the
audience, their needs, motivations and behaviours
• Results-driven: define measurable impact for all digital communications
• Inclusive and responsive: focus on being conversational rather than broadcast
Internal• Instinctive: as ordinary an activity as sending
an email or making a phone call• Empowered: staff should be empowered by
management to engage across all digital spaces, and also equipped with the relevant skills and tools to engage effectively
• Agile: being able to interact with the audience with a more instinctive and pro-active approach
Competencies framework: Digital Awareness
Area Digital AwarenessSteps Beginner Intermediate Advance
Skills Trends & tools Understand your audience Collaborative working
Knowledge acquired •Digital first•Key trends•Communication tools •Tactics used at Scope•Our digital strategy•Working with us
•Segmentation •User persona•User experience•The right message / ask for the right audience•Examples of targeted messages •Safeguarding
•Establishing requirements•Defining objectives•Preparing a brief•Technology, •Content and assets•Budget•Key principles of project management•Engaging your team
Delivery InductionTeam meetingFAQsWebinars
WorkshopProject coaching
WorkshopOne-to-one training
Stakeholders
• Keep it simple – scope, people, aims & outcome• Dedicated resource• Senior engagement (SMT – TEAM not group)• “Intrannovate”
– Work under the corporate radar– Come to work willing to be fired– It’s easier to bet forgiveness …
• Exclusive until it succeeds
45
Finding the firestarters
Ten things you can do next week
1. Come to work willing to be fired!2. Review this presentation (and please send us your
feedback)3. Identify one big challenge that could be addressed with
digital4. Find a great YouTube video on digital and send it to
your boss5. Read an article by Tim O’Reilly6. Recruit three other people who share your vision7. Download Get digital! from www.purple-vision.com
ion.com8. Design a digital maturity survey for your organisation9. Get colleagues to talk about “why they work here” ...
on camera10. Write a 1-page plan for how you will become digitial
first
any questions?comments?
ideas? T: +44 (0)845 458 0250E: [email protected]: www.purple-vision.comTw: @purple_vision