anatomy of a digital project seminar - 8th november, london
TRANSCRIPT
SHARING SUCCESS:
THE ANATOMY OF A DIGITAL PROJECT
Andrea BurrowsGLOBAL MANAGING DIRECTOR
Donatella HuijtsPROJECT MANAGEMENT DIRECTOR
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INTRODUCTIONS:Andrea Burrows, Global Managing DirectorDonatella Huijts, Project Management DirectorThea Povell, Marketing ExecutiveRemeny Armitage, Relationship ManagerAlex Pearce, Bids and Contracts Manager
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AGENDA:Defining digital transformationHow to achieve a successful digital transformationBreakReal life case studiesStarting your journey
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WHAT IS DIGITAL?IN-HOUSE:– Websites– Tablet & mobile– Social profiles– Blogs & articles
EXTERNAL:– Content
syndication– SEO & SEM– Social marketing– Online campaigns
PHYSICAL:– Digital signage– Digital kiosk– Virtual guide– Virtual host
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WHAT IS DIGITAL
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TRANSFORMATION?
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.
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One third of UK business leaders are concerned about a significant new competitor from the technology sector.PWC Annual Global CEO Survey
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From 1965 to 2012, the ‘topple rate’ increased by almost 40% as digital technology ramped up competition, disrupted industries and forced businesses to clarify their strategies, develop new capabilities and transform their cultures.
McKinsey, 2016
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Five pillars of a successful digital transformation
1. BE CLEAR ABOUT THE STRATEGY.2. THINK ‘CUSTOMER FIRST’.3. INVEST IN DIGITAL.4. BUILD THE CULTURE.5. ALIGN KPIS.
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Five pillars of a successful digital transformation
1. BE CLEAR ABOUT THE STRATEGY.2. THINK ‘CUSTOMER FIRST’.3. INVEST IN DIGITAL.4. BUILD THE CULTURE.5. ALIGN KPIS.
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THINK BIGSTART SMALLACT QUICKLY
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BH AG
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BIGHAIRY AUDACIOUS GOAL
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Things to ask yourselves when defining a vision.
1. OUR CAUSE WHO, WHAT WHERE?
2. OUR ACTIONS WHAT DO WE DO?
3. OUR IMPACTWHAT CHANGE CAN YOU SEE?
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“To refresh the world in mind, body and spirit. To inspire moments of optimism and happiness through our brands and our actions. To create value and make a difference.
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“To organise the world’s information and make it universally accessible and beautiful.”
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“To make a positive impact in our communities; prepare young people to be active citizens; embrace and contribute to social change. ”
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“To offer designer eyewear at a revolutionary price, while leading the way for socially-conscious businesses”
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“To create a better everyday life for the many people”
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DISCUSSION TIME:WHAT’S YOUR(AND WHAT ARE THE BARRIERS?)B.H.A.G?
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BLUE OCEAN
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• Reinvented the circus by developing uncontested market space, making the competition irrelevant.
• Profitably increased revenue 22-fold over the last ten years by creating a ‘blue ocean’.
• A logistics platform, not simply a food delivery service.
• Now spread across 65 cities.
• Profits for 2016 are set to hit £130m, representing a 1,000% increase on last year’s figures.
• Allows customers to rent out parking spaces at their homes or businesses.
• In 2014 announced partnership with BMW, whose cars will feature a built-in JustPark dashboard app.
• The startup raised £3.7m via Crowdcube in January 2015
• Connecting blind and sighted people all over the world via live video connection
• Allows sighted people to spend free time ‘micro-volunteering’, rather than playing games on mobile devices.
• Designed to leverage the accessibility features available on Apple’s iPhone.
• Founded in 1902, initially mining mineral deposit for grinding-wheel abrasives.
• Moved to producing sandpaper when it transpired that the minerals were of little value.
• Reinvented as a leading stationery and office supplies manufacturer.
• Initially envisioned as a cryptography company, then later as a means of transmitting money via PDAs.
• Ultimately became the default online payments system of millions.
• Founded in 1998, able to change course by 2002, leading to purchase by eBay for $1.5 billion
• An established joint-stock commercial bank.
• Founded the digital-centred Orange Bank to target younger consumers.
• Simple high-return products and one-minute account signup, without requiring traditional branch networks or complex product portfolios.
• Developed a suite of tools to help visitors to Disney theme parks.
• The tech-enabled ‘magic band’ facilitates reservations and customer routing.
• Disney were able to host an additional 3,000 guests each day of the 2013-14 holiday season.
• Invented the very first digital camera in 1975.
• Failed to capitalise on their innovation due to executives’ fears of investing in digital film.
• Emerged from bankruptcy in 2013. Now focuses on imaging solutions and services for businesses.
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BETTER TO BE A CHAMELEON…
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…THAN AGREAT WHITESHARK.
BLOCKERSTO TRANSFORMATION?
WHAT ARE YOUR BIGGEST
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Tackling the biggest blockers to transformation:
• Outdated technology• Time• Budget• Structure and process• Lack of buy in• No clarity of purpose• Quality of management• Lack of required talent• Culture
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FAIL TO EVOLVE?WHY DOBUSINESSES
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PHYSICALPSYCHOLOGICALSTRATEGIC
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PHYSICALPSYCHOLOGICALSTRATEGIC
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PHYSICALPSYCHOLOGICALSTRATEGIC
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PHYSICALPSYCHOLOGICALSTRATEGIC
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CHANGE ISHARD @precedentcomms #precsem
Five pillars of a successful digital transformation
1. BE CLEAR ABOUT THE STRATEGY.2. THINK ‘CUSTOMER FIRST’.3. INVEST IN DIGITAL.4. BUILD THE CULTURE.5. ALIGN KPIS.
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$83bn is lost each year due to poor customer experience.IBM
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Five pillars of a successful digital transformation
1. BE CLEAR ABOUT THE STRATEGY.2. THINK ‘CUSTOMER FIRST’.3. INVEST IN DIGITAL.4. BUILD THE CULTURE.5. ALIGN KPIS.
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DATA-EMPOWERED DECISION MAKING.
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CONNECTIVITY.
AUTOMATED PROCESSES.
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4% of Global 500 business have a board that’s digitally ready.Russell Reynolds survey, 2016
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Steps towards digital fluency:• Build a relevant board.• Digital is everyone’s job, every day.• Be humble.• Introduce ‘reverse mentoring’. • Collaboration and sharing.• Internal communication. • Be enabled, not inundated by technology.
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Five pillars of a successful digital transformation
1. BE CLEAR ABOUT THE STRATEGY.2. THINK ‘CUSTOMER FIRST’.3. INVEST IN DIGITAL.4. BUILD THE CULTURE.5. ALIGN KPIS.
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INTERNAL COMMUNICATION.
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BE ENABLED, NOT INUNDATED, BY TECHNOLOGY
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Steps towards digital fluency:
• Build a relevant board.• Digital is everyone’s job, every day.• Be humble.• Introduce ‘reverse mentoring’. • Collaboration and sharing.• Internal communication. • Be enabled, not inundated by technology.
@precedentcomms #precsem
Five pillars of a successful digital transformation
1. BE CLEAR ABOUT THE STRATEGY.2. THINK ‘CUSTOMER FIRST’.3. INVEST IN DIGITAL.4. BUILD THE CULTURE.5. ALIGN KPIS.
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JOBS THAT DON’TEXIST TODAY…
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…AND THOSEOF THE FUTURE
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TRANSFORMERIN CHEIF
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BE HUMBLE.LISTEN.BE INQUISITIVE.RESPECT DIFFERENCES.
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Culture eats strategy for breakfast.Peter Drucker
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‘One of the things you find in companies is that once a culture is formed it takes nuclear weaponry to change it’.Jeff Bezos, founder of Amazon
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Five pillars of a successful digital transformation
1. BE CLEAR ABOUT THE STRATEGY.2. THINK ‘CUSTOMER FIRST’.3. INVEST IN DIGITAL.4. BUILD THE CULTURE.5. ALIGN KPIS.
@precedentcomms #precsem
Examples of KPIs• User satisfaction - are users happy with the service
you’ve provided? This is determined using web metrics and user research
• Digital take-up - the percentage of your target take-up audience that you have reached
• Completion rate - the percentage of completed transactions out of started transactions
• Cost per transaction - the total estimated cost of your service per month (this varies for some services) divided by the number of completed transactions
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THINK BIGSTART SMALLACT QUICKLY
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When you’ve finished changing, you’re finished. Benjamin Franklin.
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PART TWO:PRACTICE
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THE ANATOMY OF A DIGITAL PROJECT
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START WHERE YOU ARE
THE ANATOMY OF A DIGITAL PROJECT:
GETTING DOWN TO BUSINESSUNDERSTAND YOUR AUDIENCECRAFT THE EXPERIENCEMAKE IT A REALITYEVOLVE THE CONVERSATION
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GETTING DOWN TO BUSINESS
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GETTING DOWN TO BUSINESS
o Getting underneath your organisation’s drivers and objectives
o Identifying what is truly achievable
o Acknowledging and understanding any existing constraints
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GETTING DOWN TO BUSINESS: TOOLS
o Digital SWOT analysis
o Expert reviews
o Stakeholder maps and RACI matrices
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University of Sussex
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To define a digital vision for the University; to ensure that this is embedded in University strategy, and to help assess what people, systems and processes are necessary to deliver this vision.
University of Aberdeen
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University of Aberdeen
GETTING DOWN TO BUSINESS
o Develops a value-focussed business roadmap
o Optimises investment with clear measures
o Provides identification of competitive advantage
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UNDERSTAND YOUR AUDIENCE
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UNDERSTAND YOURAUDIENCE
o Solves real problems and identifies low-hanging fruit
o Discovers a user’s scenarios, emotional state and environment at key touchpoints with you
o Removes reliance from outdated demographics e.g. ‘young people’
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UNDERSTAND YOURAUDIENCE: TOOLS
o ‘3 dot’ audience prioritisation
o Qual and quant research techniques: surveys, interviews, focus groups, contextual observations
o Persona development (critical tasks and pain points)
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UNDERSTAND YOURAUDIENCE
o Quantifies opportunities to deliver competitive advantage
o Provides real world examples for replicationacross the business
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CRAFT THE EXPERIENCE
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CRAFT THEEXPERIENCE
o Whole team approach – design, process and development
o Validate quickly with users directly
o Focuses on solving the right problem
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CRAFT THEEXPERIENCE: TOOLS
o ‘Post-it note’ information architecture
o Lo-fi, paper and browser prototyping
o Refining and removing content
o Visual design flow and mood-boarding
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CRAFT THEEXPERIENCE
o Reduces the risk of errors in final designand development
o Enables optimisation of customer experience without costly revisions
o Allows wider input to verify concept at an early stage
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MAKE IT AREALITY
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MAKE ITA REALITY
o Deciding what goes under the hood
o Considering integration points
o Investigating hosting platforms to boost performance
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EVOLVE THECONVERSATION
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EVOLVE THE CONVERSATION
o Deepening your ability to measure and monitor success
o Ensuring continuous improvement and senior buy-in
o Developing a fail-fast mentality to all digital initiatives
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EVOLVE THE CONVERSATION: TOOLS
o Customer feedback surveys
o Continued program of user testing
o Competitor analysis and benchmarking
o Brand recognition and awareness surveys
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Monash University
EVOLVE THE CONVERSATION
o Sustainable growth of customer acquisition and retention
o Deepened insight into customer needs, wantsand the purchase lifecycle
o Continued competitive advantage
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GETTING DOWN TO BUSINESSUNDERSTAND YOUR AUDIENCECRAFT THE EXPERIENCEMAKE IT A REALITYEVOLVE THE CONVERSATION
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BUT WHAT DOES IT ALL MEAN?
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WHERE DO I START?:3 STEPS TOSUCCESS
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THINK BIGSTART SMALLACT QUICKLY
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BIGHAIRY AUDACIOUS GOAL
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GETTING DOWN TO BUSINESSUNDERSTAND YOUR AUDIENCECRAFT THE EXPERIENCEMAKE IT A REALITYEVOLVE THE CONVERSATION
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30 NOVEMBER 201610% DISCOUNT ON TICKETS:PrecedentCustomerCode (1 ticket)PrecedentCustomer Code2 (2 tickets)
TECHSMARTNFP.COM
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MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.”
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QUESTIONS & THANK YOU.
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