Top Banner
MARK SHERWIN – GLOBAL COMMERCIAL DIRECTOR ROB VAN TOL – SENIOR STRATEGIST RYAN SACKETT – UX & STRATEGY CONSULTANT
102

Daring to be_digital seminar_5th march edinburgh

Oct 21, 2014

Download

Technology

‘Digital transformation’ is the latest buzz phrase but what does it really mean?

Our latest seminar aimed at the key decision makers in your organisation, takes a look at the difference between those who are digitally reactive, strategic, and transformational and asks: Which are you and what difference does it make to your business?

We look at the challenges and tangible benefits of digital transformation and why it needs to move out of the marketing team and into the boardroom, and look at how crucial it is for organisations to continuously adjust their business model in order to keep up with the fast pace of digital advancement, keep ahead of the curve and to ensure that digital is fully embedded and delivering the best possible results across all aspects of your business.
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: Daring to be_digital seminar_5th march edinburgh

MARK SHERWIN – GLOBAL COMMERCIAL DIRECTORROB VAN TOL – SENIOR STRATEGISTRYAN SACKETT – UX & STRATEGY CONSULTANT

Page 2: Daring to be_digital seminar_5th march edinburgh
Page 3: Daring to be_digital seminar_5th march edinburgh
Page 4: Daring to be_digital seminar_5th march edinburgh

LONDON

EDINBURGH

CARDIFF

PERTH

MELBOURNE

HONG KONG

Page 5: Daring to be_digital seminar_5th march edinburgh

Our broader experience

Page 6: Daring to be_digital seminar_5th march edinburgh
Page 7: Daring to be_digital seminar_5th march edinburgh

Missoni_ConferenceMissoniGuest2014

#PrecSem

@PrecedentComms

Page 8: Daring to be_digital seminar_5th march edinburgh
Page 10: Daring to be_digital seminar_5th march edinburgh

DIGITAL TRANSFORMATION REFERS TO THE CHANGES ASSOCIATED WITH THE

APPLICATION OF DIGITAL TECHNOLOGY IN ALL ASPECTS OF HUMAN SOCIETY.

DIGITAL TRANSFORMATION MAY BE THOUGHT AS THE THIRD STAGE OF EMBRACING

DIGITAL TECHNOLOGIES:

DIGITAL COMPETENCE -> DIGITAL LITERACY -> DIGITAL TRANSFORMATION.

THE LATTER STAGE MEANS THAT DIGITAL USAGES INHERENTLY ENABLE NEW TYPES OF

INNOVATION AND CREATIVITY IN A PARTICULAR DOMAIN, RATHER THAN SIMPLY ENHANCE

AND SUPPORT THE TRADITIONAL

Wikipedia | ‘Digital Transformation’

TODAY WE WILL EXPLORE WHAT IT MEANSTO ACHIEVE DIGITAL TRANSFORMATION

Page 11: Daring to be_digital seminar_5th march edinburgh

THOSE ORGANISATIONS THAT DO NOT FUNDAMENTALLY TRANSFORMARE RAPIDLY BECOMING IRRELEVANT

Page 12: Daring to be_digital seminar_5th march edinburgh

If you think being 'in e-business' means suturing on an

e-commerce appendage to your body corporate,

then think again.

We promise you that won't work...

You've got to be prepared to let that e-business commitment

ripple through and shake up that body corporate.

And like an 8.0 earthquake, you must be prepared for the

rearrangement that will inevitably occur.

Keyur Patel & Mary Mccarthy | Digital Transformation, 2000

DIGITAL TRANSFORMATION IS ABOUT FUNDAMENTAL CHANGE

Page 13: Daring to be_digital seminar_5th march edinburgh

Innovators2.5%

Early Adopters

13.5%

Early Majority34%

Late Majority34%

Laggards16%

AND THERE IS NO POINT IN SIMPLY WAITING TO SEE WHAT OTHERS DO

Keyur Patel & Mary Mccarthy | Digital Transformation, 2000

Page 14: Daring to be_digital seminar_5th march edinburgh

Innovators2.5%

Early Adopters

13.5%

Early Majority34%

Late Majority34%

Laggards16%

THOSE WHO DO NOT INNOVATE WILL FALL IREVOCABLY BEHIND

Keyur Patel & Mary Mccarthy | Digital Transformation, 2000

Page 15: Daring to be_digital seminar_5th march edinburgh

In a world filled with uncertainty, it’s easy to fall into a

“wait and see” mind-set.

But waiting and saying “no” has a cost just as high, if

not higher, than saying “yes.”

Because technology is increasing so fast and because

we are in a period of rapid transformation are the

exact reasons why you can no longer “wait and see”

what will happen.

Remember this: “If you don’t do it, someone else will.”

And they’re doing it right now!

Daniel Burrus, Flash Foresight

Page 16: Daring to be_digital seminar_5th march edinburgh

How is your industry being digitally disrupted?

Page 17: Daring to be_digital seminar_5th march edinburgh

WE’LL ALSO HELP YOU FIND YOUR INNER HERO…

Page 18: Daring to be_digital seminar_5th march edinburgh

WE’RE GOING TO EXPLORE 5 KEY THEMES

1. Customer service, the missing link

2. Harnessing the wisdom of crowds

3. New money models

4. The tricorder

5. The Internet of things

Page 19: Daring to be_digital seminar_5th march edinburgh

Customer service, the missing link

Page 20: Daring to be_digital seminar_5th march edinburgh

MARKETING CAN NO LONGER SIMPLY FOCUS ON AIDAIT MUST FOCUS ON AIDA AND ITS REFLECTION

The AIDA reflection | Mark Sherwin, Precedent 2013

AW

AR

ENES

S

INTE

RES

T

DES

IRE

AD

VO

CA

CY

INV

OLV

EMEN

T

DELIV

ERY

ACTION

Page 21: Daring to be_digital seminar_5th march edinburgh

WIGGLE - NOT JUST AN ACQUISITION MODEL

Page 22: Daring to be_digital seminar_5th march edinburgh

WIGGLE - NOT JUST AN ACQUISITION MODEL

Page 23: Daring to be_digital seminar_5th march edinburgh

WIGGLE - NOT JUST AN ACQUISITION MODEL

Page 24: Daring to be_digital seminar_5th march edinburgh

WIGGLE - NOT JUST AN ACQUISITION MODEL

Page 25: Daring to be_digital seminar_5th march edinburgh

WIGGLE - NOT JUST AN ACQUISITION MODEL

Page 26: Daring to be_digital seminar_5th march edinburgh

LOVEFILM – FAILING AT THE FINAL HURDLE

Page 27: Daring to be_digital seminar_5th march edinburgh

LISTENING AND RESPONDING IN A HUMAN WAY IS A GOOD START

Page 28: Daring to be_digital seminar_5th march edinburgh

…AND CHOICE MAKES PEOPLE FEEL BETTER

Page 29: Daring to be_digital seminar_5th march edinburgh

TECHNOLOGY ENABLED CUSTOMER SERVICES

Page 30: Daring to be_digital seminar_5th march edinburgh

TECHNOLOGY ENABLED CUSTOMER SERVICES

Page 31: Daring to be_digital seminar_5th march edinburgh

Harnessing the wisdom of crowds

Page 32: Daring to be_digital seminar_5th march edinburgh

USES OF CROWD SOURCING

Idea Generation

Research & Development

OperationsFinancing ?

Page 33: Daring to be_digital seminar_5th march edinburgh

IDEA GENERATION - LEGO

Page 34: Daring to be_digital seminar_5th march edinburgh

R&D - GOLDCORP

Page 35: Daring to be_digital seminar_5th march edinburgh

x

FINANCING - KICKSTARTER

Page 36: Daring to be_digital seminar_5th march edinburgh

OPERATIONS - GIFF GAFF

Page 38: Daring to be_digital seminar_5th march edinburgh

TURNING ADVOCATES INTO STAKEHOLDERS

Stakeholders

Idea generation

Research and Development

Financing

Operations

Page 39: Daring to be_digital seminar_5th march edinburgh

How could your business harness the wisdom of crowds?

Page 40: Daring to be_digital seminar_5th march edinburgh

New money models

Page 41: Daring to be_digital seminar_5th march edinburgh

WE’D WANT TO HIGHLIGHT NINE DIFFERENT TYPES OF BUSINESS MODELSALL OF THEM HAVE BEEN IMPACTED BY THE WEB

Brokerage | Bringing buyers & sellers together e.g. Estate Agents, IFAs

Advertising | Content provider carrying adverts e.g. Google, Facebook

Infomediary | Consumer habits & personalisation e.g. DoubleClick

Merchant | Selling e.g. Amazon, John Lewis, Argos

Manufacturer Direct | Build and sell e.g. Dell

Affiliate | Revenue sharing e.g. Amazon

Community | User supported e.g. Open source, Kickstarter

Subscription | Periodic payment e.g. Guardian, Spotify, membership orgs

On-demand | Pay as you go e.g. In App/Game Payments

Page 42: Daring to be_digital seminar_5th march edinburgh

MERCHANTS: CUSTOMERS WANT INCREASINGLY GRANULAR PURCHASING OPTIONS.MAKE THIS SIMPLE, FLEXIBLE AND VALUABLE AND THEY WILL RETURN

Page 43: Daring to be_digital seminar_5th march edinburgh

ON-DEMAND: NEW PURCHASING MODELS CAN DRIVE NEW CONSUMER HABITSAND DELIVER GREATER RETURNS

Page 44: Daring to be_digital seminar_5th march edinburgh

OLD SUBSCRIPTION: TRADITIONAL ORGANISATIONS WILL BE USURPED BY THOSE OFFERING A MORE FLEXIBLE APPROACH TO ACCESS

Page 45: Daring to be_digital seminar_5th march edinburgh

NEW SUBSCRIPTION: TRADITIONAL ORGANISATIONS WILL BE USURPED BY THOSE OFFERING A MORE FLEXIBLE APPROACH TO ACCESS

Page 46: Daring to be_digital seminar_5th march edinburgh

NEW SUBSCRIPTION: THE VALUE OF KNOWLEDGE HAS PLUMMETED AS THE WEBHAS WIDENED ACCESS TO IT

0.69pa month

Page 47: Daring to be_digital seminar_5th march edinburgh

COMMUNITY: THESE MODELS ARE STARTING TO PERFUSE INTO MORE NICHE APPLICATIONS AND SECTORS

Page 48: Daring to be_digital seminar_5th march edinburgh

COMMUNITY: THESE MODELS ARE STARTING TO PERFUSE INTO MORE NICHE APPLICATIONS AND SECTORS

Page 49: Daring to be_digital seminar_5th march edinburgh

COMMUNITY: FINANCING – NICHE GIVING

Page 50: Daring to be_digital seminar_5th march edinburgh

BROKERAGE: A NEW SET OF KNOWLEDGE BROKERS HAS GROWN UP, TO FORCE DOWN PRICES IN ACROSS A NUMBER OF SECTORS

Page 51: Daring to be_digital seminar_5th march edinburgh

ADVERTISING: HAS HAD TO BECOME BLENDED WITH THE CONTENT

Page 52: Daring to be_digital seminar_5th march edinburgh

ADVERTISING: HAS HAD TO BECOME BLENDED WITH THE CONTENT

Page 53: Daring to be_digital seminar_5th march edinburgh

INFOMEDIARY: HAS BEEN VERY EFFECTIVE IN COLLECTING PERSONAL INFORMATION, A COUNTER TO SHOWROOMING, BUT HAS PRIVACY CONCERNS

Page 54: Daring to be_digital seminar_5th march edinburgh

AFFILIATE: PAY FOR PERFORMANCE MODEL – IF THE AFFILIATE DOESN’T GENERATE SALES, IT COSTS THE MERCHANT NOTHING

Page 55: Daring to be_digital seminar_5th march edinburgh

MANUFACTURER DIRECT: DISINTERMEDIATING THE TRADITIONAL MERCHANT AND OFFERING CUSTOMISATION ON BUILD

Page 56: Daring to be_digital seminar_5th march edinburgh

MANUFACTURER DIRECT: NEW SUBMIT YOUR DESIGN TO BE 3D PRINTED. AND A 3D PRINTER IS CREATING A PIZZA – SHADES OF STAR TREK’S REPLICATOR

Page 57: Daring to be_digital seminar_5th march edinburgh

The tricorder

Page 58: Daring to be_digital seminar_5th march edinburgh

EVERY EMPLOYEEWITH MORE COMPUTING POWERAT THEIR FINGER TIPS THANTHE SPACE SHUTTLE.ANYTIME…ANYWHERE

Page 59: Daring to be_digital seminar_5th march edinburgh

CONVERGENCE PUTS INCREDIBLE POWER IN THE PALM OF OUR HAND

Wired UK | 20 Years of Wired | June 2013

Page 61: Daring to be_digital seminar_5th march edinburgh

THEY ALSO OFFER THE OPPORTUNITY TO PROVIDE NEW VIEWSON TO EXISTING DATA USING CONTEXT TO STREAMLINE EXPERIENCES

Page 62: Daring to be_digital seminar_5th march edinburgh

AS DIGITAL WALLETS BECOME MORE MAINSTREAM THE MOBILEOFFERS HUGE EFFICIENCY AND PRODUCTIVITY BENEFITS

Page 63: Daring to be_digital seminar_5th march edinburgh

PHONE AS BUS TICKET AND BUS TRACKER

Page 65: Daring to be_digital seminar_5th march edinburgh

TECHNOLOGY ENABLED SERVICE EXPERIENCES

Page 66: Daring to be_digital seminar_5th march edinburgh

TECHNOLOGY ENABLED SERVICE EXPERIENCES

Page 67: Daring to be_digital seminar_5th march edinburgh

TECHNOLOGY ENABLED SERVICE EXPERIENCES

Page 68: Daring to be_digital seminar_5th march edinburgh

INTEGRATING DIGITAL WITH THE PHYSICAL WORLD (PHYGITAL)CREATE INNOVATIVE NEW CUSTOMER SERVICE OPTIONS

Page 69: Daring to be_digital seminar_5th march edinburgh

How will you fit into your staff and customers’ mobile lives?

Page 70: Daring to be_digital seminar_5th march edinburgh

The internet of things

Page 71: Daring to be_digital seminar_5th march edinburgh

NOT A FRIDGE WITH AN IPAD STRAPPED TO IT…

Page 73: Daring to be_digital seminar_5th march edinburgh

The internet of things isn’t wi-fi fridges and devices with bolt on

connectivity: it’s tiny, cheap sensors that will bring everyday objects

to the network – in their billions’

‘By strapping a receiving computer to the side of it, the internet

fridge brings the internet to the device. By connecting transmitting

sensors to the network, the internet of things brings the device to

the internet.’

BEN HAMMERSLEY | WIRED, 2013

NOT A FRIDGE WITH AN IPAD STRAPPED TO IT…

Page 75: Daring to be_digital seminar_5th march edinburgh

THIS CREATES HUGE OPPORTUNITY FOR NEW MULTI-INPUT,MULTI-OUTPUT DIGITAL INTERACTIONS

Use case from The New Digital Age | Schmidt and Cohen 2013

Page 76: Daring to be_digital seminar_5th march edinburgh

THE INTERNET OF THINGS IS PERVADING EVERY FACET OF OUR LIVES

Learns your behaviour by

you manually changing

the temperature, and it

learning your routine.

And can be adjusted by

your smartphone app.

Page 77: Daring to be_digital seminar_5th march edinburgh

THE INTERNET OF THINGS IS PERVADING EVERY FACET OF OUR LIVES

Page 78: Daring to be_digital seminar_5th march edinburgh

THE INTERNET OF THINGS IS PERVADING EVERY FACET OF OUR LIVES

Page 79: Daring to be_digital seminar_5th march edinburgh

THE INTERNET OF THINGS IS PERVADING EVERY FACET OF OUR LIVESWHETHER WEARABLE OR AMBIENT

Page 80: Daring to be_digital seminar_5th march edinburgh

THIS IS A 2020 CONCEPT FROM SONY ABOUT A FULL COMPUTER YOU WEAR ON YOUR WRIST

Page 81: Daring to be_digital seminar_5th march edinburgh

BIG NAME BRANDS NEED TO ADAPT FAST TO SURVIVE

Page 84: Daring to be_digital seminar_5th march edinburgh

How will you be / how are you being impacted by the Internet of Things

Page 85: Daring to be_digital seminar_5th march edinburgh

Gotcha, but how do I make that 15%?

Page 87: Daring to be_digital seminar_5th march edinburgh

DIGITAL MUST MOVE FROM A MARKETING FUNCTIONTO A BUSINESS-WIDE IMPERATIVE

Daring to be Digital | Adrian Porter, Head of Strategic Research, Precedent 2013

Page 88: Daring to be_digital seminar_5th march edinburgh

AND TO GATHER SUPPORT IT MUST DELIVERTO ALL PARTS OF THE BUSINESS

Digital Transformation | Adrian Porter, Head of Strategic Research, Precedent 2013

DIGITALTRANSFORMATION

DIGITALTRANSFORMATION

Page 89: Daring to be_digital seminar_5th march edinburgh

GENERATE IDEAS AND LOOK FOR THOSE IDEASTHAT IMPACT ACROSS ORGANISATIONAL GOALS

Page 90: Daring to be_digital seminar_5th march edinburgh

A STORY IS WORTH 10,000 WORDS

Page 91: Daring to be_digital seminar_5th march edinburgh

We need to deliver recognisable and measureable business value

every three to five months.

That is imperative, otherwise we lose credibility and trust.

CLAES MANSSON | DIRECTOR, ICT STRATEGIC INVESTMENT PROGRAMME , MONASH UNIVERSITY, 2013

UNDERSTAND HOW YOU WILL MEASURE BUSINESS VALUEESTABLISH BASELINES, CONSTANTLY MEASURE, OPTIMISE AND EVOLVE

Page 92: Daring to be_digital seminar_5th march edinburgh

CONSIDERATIONS

Page 93: Daring to be_digital seminar_5th march edinburgh
Page 94: Daring to be_digital seminar_5th march edinburgh
Page 95: Daring to be_digital seminar_5th march edinburgh

A HERO’S JOURNEYCHANGING THE WAY BUSINESSES CREATE EXPERIENCES

INCEPTIONYou see the need for change.

You feel as if more can be done.

You’re not sure it’s your responsibility and the opportunity is bigger than you envisioned.

You question your calling.Perhaps you refuse it.

Then you meet others who will empower you…stand by you through change.

What’s the Future of Business | Brian Solis, 2013

Page 96: Daring to be_digital seminar_5th march edinburgh

A HERO’S JOURNEYCHANGING THE WAY BUSINESSES CREATE EXPERIENCES

TRIBULATIONChange is met with hardship.It’s unavoidable.

You start to feel the discomfort from leaving your comfort zone.

Obstacles will arise; budget constraints, politics, scepticism, tunnel vision, blatant ignorance.

Stay true stay focused.

Your customers and employees are anxious for you to succeed.

What’s the Future of Business | Brian Solis, 2013

Page 97: Daring to be_digital seminar_5th march edinburgh

A HERO’S JOURNEYCHANGING THE WAY BUSINESSES CREATE EXPERIENCES

TRANSFORMATIONBuzz and excitement permeates the halls of your business.

Employees hear about what you are trying to do, they enquire how to be part of it or how soon they’ll see the fruits of your labour.

To hold consensus takes frameworks and processes. This sets the stage for how people, teams, philosophies, and technology will support the transformation.

It’s always darkest before dawn. There will be pushback, more and more challenges.

Keep the team strong, you’ve come too far for that.

What’s the Future of Business | Brian Solis, 2013

Page 98: Daring to be_digital seminar_5th march edinburgh

A HERO’S JOURNEYCHANGING THE WAY BUSINESSES CREATE EXPERIENCES

REALISATIONTo call this the last stage is misleading. Transformation is continual, it becomes part of your business model.

Here you learn and adapt accordingly.

You lift your head and notice that the people inside and outside of the organisation are noticing change.

Change is now constant.

Take this moment to revel in your journey.

Since you are the hero in this story, your journey is just beginning.

What’s the Future of Business | Brian Solis, 2013

Page 99: Daring to be_digital seminar_5th march edinburgh

How will you start your hero’s journey?

Page 100: Daring to be_digital seminar_5th march edinburgh

Transformation will not wait, pause, or stand aside while you think about

it. There are three critical truths about business in this new era that you

cannot afford to ignore; we might call them corollaries to the Golden Rule:

1) Transformation will happen.

2) If it can be done, it will be done.

3) If you don’t do it, someone else will.

The message is clear: in the days, weeks, months, and years ahead,

expect and plan for radical transformation.

Daniel Burrus, Flash Foresight

Page 101: Daring to be_digital seminar_5th march edinburgh

WE SHOULD ALL BE CONCERNED ABOUT

THE FUTURE BECAUSE WE WILL ALL HAVE

TO SPEND THE REST OF OUR LIVES THERE.

Charles F. Kettering, American inventor and businessman

Page 102: Daring to be_digital seminar_5th march edinburgh