webinar: how to build a digital culture in higher education
TRANSCRIPT
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BEFORE &AFTER
PRECEDENT LONDONJULY 2015
HOW TO BUILD A DIGITAL CULTURE
LINDSAY HERBERT GLOBAL HEAD OF DIGITAL at PRECEDENT
DIGITAL TRANSFORMATION
@lindzeiy @precedentcomms #precsem
IN HIGHER EDUCATION
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WHAT IS DIGITAL TRANSFORMATION?
@lindzeiy @precedentcomms #precsem
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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.
@lindzeiy @precedentcomms #precsem
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LOVES
@lindzeiy @precedentcomms #precsem
TRANSFORMATION
EVERYONE
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10 Best CDO Practices for Dealing with Digital Transformation
1. 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
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BARRIERS TO CHANGE• Departments trapped in silos• Traditional culture and mind sets• Rewards for being risk-averse • Slow moving and evidence based• Small budgets (and getting smaller)• Wide audience knowledge gaps
@lindzeiy @precedentcomms #precsem
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• Students are digital-first• Competition from private sector• Competition from other countries• Competition for top staff talent• ‘Traditional’ education under scrutiny• Course ‘shelf life’ will only get shorter
@lindzeiy @precedentcomms #precsem
REASONS TO CHANGE
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@lindzeiy @precedentcomms #precsem
WHAT’S YOUR
BEFORE&AFTER?
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@lindzeiy @precedentcomms #precsem
BUILD YOUR VISION:SIX GLOBALTRENDS
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Generation Z don’t want what came before them.1
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47% of all jobs will disappear over the next 20 years.2
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‘Global’ is achievable and everyone’s a jetsetter.3
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We experience life through our devices.4
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Cybercrime is escalating andno device or platform is safe.5
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Local, bespoke & personalised are the new Big Business.6
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IF YOU WERE FOUNDED
@lindzeiy @precedentcomms #precsem
HOW WOULD YOU LOOK
TODAY?
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YOUR UNIVERSITY’SWHAT WOULD BE
VISION?
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YOUR UNIVERSITY WHAT WOULD
OFFER?
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YOU MANAGE AND HOW WOULD
TEACH?
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IT LOOK LIKEWHAT WOULD
ONLINE?
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@lindzeiy @precedentcomms #precsem
BEFORE &AFTERHOW TO BUILD A DIGITAL CULTURE
DIGITAL TRANSFORMATION
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@lindzeiy @precedentcomms #precsem
OF TRANSFORMATION3 STAGES
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SURFACEAUDIENCETOTAL@lindzeiy @precedentcomms #precsem
SUPERFICIAL CHANGE TO TEST THE CASE FOR BIGGER CHANGE.
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SURFACEAUDIENCETOTAL@lindzeiy @precedentcomms #precsem
SUPERFICIAL CHANGE TO TEST THE CASE FOR BIGGER CHANGE.
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SURFACEAUDIENCETOTAL@lindzeiy @precedentcomms #precsem
SUPERFICIAL CHANGE TO TEST THE CASE FOR BIGGER TRANSFORMATION.
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SURFACEAUDIENCETOTAL@lindzeiy @precedentcomms #precsem
TRANSFORM THE AUDIENCE EXPERIENCEWITHIN EXISTING CONSTRAINTS.
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SURFACEAUDIENCETOTAL@lindzeiy @precedentcomms #precsem
COMPLETE AND CONSIDERED TRANSFORMATION INSIDE AND OUT.
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@lindzeiy @precedentcomms #precsem
LEARNING FROM PROS:
BEFORE&AFTER
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@lindzeiy @precedentcomms #precsem
LEARNING FROM PROS:
BEFORE&AFTER
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BEFORE
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BEFORE AFTER
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£1 BILLION ONLINE
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@lindzeiy @precedentcomms #precsem
OF TRANSFORMATION3 STAGES
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SURFACEAUDIENCETOTAL@lindzeiy @precedentcomms #precsem
SUPERFICIAL CHANGE TO TEST THE CASE FOR BIGGER TRANSFORMATION.
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@lindzeiy @precedentcomms #precsem
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The Method:Which tactics will be used?How will they be plannedand implemented?
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STAGE 1: LEARNING FROM
CARDIFF UNI
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
✱ Tackle one problem at a time and put specific measurements in place.
✱ Incentivise the adoption of any new digital tools or channels.
✱ Track everything and share victories in a structured manner with senior leadership.
@lindzeiy @precedentcomms #precsem
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SURFACEAUDIENCETOTAL@lindzeiy @precedentcomms #precsem
TRANSFORM THE AUDIENCE EXPERIENCEWITHIN EXISTING CONSTRAINTS.
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@lindzeiy @precedentcomms #precsem
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STAGE 2: LEARNING FROM
MONASH✱ Focus on improving the student experience
(even if everything’s still messy behind-the-scenes).
✱ Use a project with tangible outputs to frame bigger strategic discussions.
✱ Track and escalate barriers to map out routes for overcoming them.
@lindzeiy @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
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SURFACEAUDIENCETOTAL@lindzeiy @precedentcomms #precsem
COMPLETE AND CONSIDERED TRANSFORMATION INSIDE AND OUT.
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@lindzeiy @precedentcomms #precsem
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shared idea
lived experience
how it works
effective plumbing
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STAGE 3: LEARNING FROM
ABERDEEN✱ Get the right investment, set expectations
and communicate changes throughout.
✱ Tackle business critical processes and systems first with clear benchmarks and targets.
✱ Identify and complete ‘quick wins’ throughout using existing resources and skillsets.@lindzeiy @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
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BUT WHAT DOES IT ALL MEAN?
@lindzeiy @precedentcomms #precsem
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LOVES
@lindzeiy @precedentcomms #precsem
TRANSFORMATION
EVERYONE
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@lindzeiy @precedentcomms #precsem
BUILD YOUR VISION:SIX GLOBALTRENDS
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IF YOU WERE FOUNDED
@lindzeiy @precedentcomms #precsem
HOW WOULD YOU LOOK
TODAY?
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IT LOOK LIKEWHAT WOULD
ONLINE?
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MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.
”@lindzeiy @precedentcomms #precsem
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@lindzeiy @precedentcomms #precsem
DIGITAL STRATEGY
WEBSITES, TABLET & MOBILE
DIGITAL TRANSFORMATION
PRECEDENT.COM
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@lindzeiy @precedentcomms #precsem
26 YEARS
140 EXPERTS IN DESIGN, TECH, STRATEGY & UX
6 LOCATIONS
PRECEDENT.COM
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QUESTIONS & THANK YOU.
@lindzeiy @precedentcomms #precsem