Bertie

Bosrédon*

Bertie Bosrédon* @cafedumonde http://bertie.fr . b@bertie.fr */bow-ray-dom/

21 May 2015

Digital Transformation

*

About me

!  BHF

!  Breast Cancer Care

!  Freelance since 2012!  Strategies (fundraising, engagement…)

!  Governance!  Health check!  Skills audit!  Technology signposting

!  Teaching, photos…

* 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

* Projects with a degree of digital transformation

! 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'Marke0ng'

staff

Not'seen'as'priority'for'most'teams

It’s's0ll'an'a:er'thought

We'are'behind:'no'email'strategy.'Terrible'

online'fundraising

We'are'late'for'both'digital'and'social

"Not'my'thing”'aEtude'

We's0ll'focus'on'print'and'have'zero'

digital'culture

Operate'more'like'a'support'

func0on

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'transforma0on'

planned'

Limited'to'social'media'(mostly'Facebook)'

A'Strategy'is'more'important'than'the'tools'

* Existing skills

Federa&on)Content'produc0on'Web'marke0ng'Ecommerce'Project'management'User'experience'

France)Web'content'Community'Technical'

Belgium)Web'content'User'experience'Technical''

USA)Tes0ng'User'journeys'

UK)Web'content'Social'Media'Google'Analy0cs''

Germany)Social'media'Web'content'Google'Analy0cs'Online'fundraising'

Luxembourg)Web'content'Google'Analy0cs'Web'design'MailChimp'Facebook''''''

Canada)Email'marke0ng'CMS'

Switzerland)Online'fundraising'eMarke0ng'Facebook'adver0sing'Google'Analy0cs''Google'Grant''

Note:)Skills'are'based'on'the'responses'from'staff.'Skills'have'not'been'assessed.'

* Required skills

France)Web'marke0ng'Content'strategy'Analy0cs'and'insight'

Belgium)Online'fundraising'Social'Media'Video'

USA)Analy0cs'Data'management'Advanced'tes0ng/insight'

UK)Advanced'Google'Analy0cs'Online'marke0ng'CRM''

Germany)Digital'opportuni0es'Advanced'online'fundraising'Online'marke0ng'SEO'Advanced'analy0cs'

Luxembourg)Advanced'Google'Analy0cs'

Canada)Google'adwords'

Switzerland)Social'Media'Digital'awareness'Web'content'Technical'

global DIGITALP R O J E C T

Global'Digital'Project'Introduc0on)'

* Steps

! Skills and technology survey

! Staff interviews

! Finding report

! Digital strategic framework

! Webinars and e-learning

G) O) S) P) E) L)

Gather'knowledge'SetZup'Objec0ves'Write'the'Strategy'Opera0onal'Plans'Evalua0on'criteria'Launch'

G)O)S)P)E)L)

UBS'6'steps'Digital'Communica0ons'Strategy'Framework'

1) Digital)Strategy' global DIGITALP R O J E C T

* Team Current

engagementExpected

engagementEffort /

ChallengesSMT """"" ##### ★★★★★

Fundraising """"" ##### ★★★★★

Policy & Campaign """"" ##### ★★★★★

Services """"" ##### ★★★★★

Retail """"" ##### ★★★★★

Support: IT """"" ##### ★★★★★

Support: HR """"" ##### ★★★★★

Support: Comms & Marketing """"" ##### ★★★★★

Support: Finance """"" ##### ★★★★★

* Stakeholder interviews summaryTeam Strategic &

ImportanceWork 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

* 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

* Competencies framework: Social Media

Activity Social media

Principles Consistent, inclusive, coherent, brave, agile, empowered

Skills Stage1 SM100

Listening

Stage 2 SM200

Engaging

Stage 3 SM300

Measuring

Stage 4 SM400

Recruiting external

‘champions’

Stage 5 SM500

Planning a campaign

Requirements (tools & resources)

Guidelines, platform/tools

training, online training

module

Online training module, tools,

software

Online training module,

tools, software, workshop

Online training module,

tools, software, guidelines

Workshop, 121 training, case studies, online training

module

*

Questions

Experience

Discussion

Bertie Bosrédon . b@bertie.fr