Digital Business Strategy - Project Aurora

Council presentation 24/04/14

https://www.youtube.com/watch?v=0eUeL3n7fDs – The Social Media Revolution

Digital business strategy

• In an increasingly digitally-enabled society change is a constant

• Lots of opportunity• Lots of ideas• Lots of energy• Lots going on

• Create a vision and framework that enables us to prioritise our investments and get on with the right things in the right order!

Digital business strategy

Activities completed and ongoing:• Stakeholder interviews• Member interviews• Staff survey and drop-in sessions• Review of previous work completed• Competitor/comparator review• Audience profiling workshop (personas)• Ideation workshops (canvas)• Actionable data workshop• Ongoing engagement with key stakeholders

Digitally integrated business

Broadcast Orientation

Initial Dialogue

Engaging Dialogue

Digitally Integrated

Research and Content

Digital Department

Yammer and Social

Marketing

Opportunity?

Events & Training

• For the most part CIPD’s key assets continue to be viewed as “broadcast”• There are some excellent initiatives underway to increase digital engagement e.g. the piloting of

yammer and social channels used to maximise ACE13

Digital ACE?

Member Community

Competitive landscape

Competitive landscape

• Have customers love us by engaging with excellent user experience, and (re)tell that story

• Attention deficits are increasingly answered by easily digestible factoids and graphical treatments – less is more

• Direct audience(s) to relevant content through slick utility, finders and tools

• Clear value propositions

Competitive landscape

• People share when you give them a reason to do so (building reputation etc)

• Rich professional communities reward engagement regardless of participation (gamifying)

• Some of the most exciting innovations out there “get people hooked” around a purpose – we are lucky in that we naturally have one of those to work with

A vision that guides

Enabling people to connect with each other

Inspiring the best by sharing the best

An internationally renowned creator of innovative digital content and products

Having an active base of engaged people that love the way that we connect with them

Strengthened peer to peer advocacy

Valuable digital exchanges building

long term relationships that

support better work and working lives

Vision....Known for...

Valuable digital exchanges building

long term relationships that

support better work and working

lives

Enabling people to connect with each other

Inspiring the best by sharing the best

An internationally renowned creator of innovative digital content and products

Having an active base of engaged people that love the way that we connect with them

Strengthened peer to peer advocacy

Setting Our Sights Vision

Essentials for effectiveness

Inspiring better working futures

Network of peers

Project Aurora

• A website and online learning environment that better suits our customer segments and needs

• A supercharged community programme that engages and inspires our communities, both internally and externally

• A contact management strategy that communicates with our customers in a sophisticated way

• A new product development process that focuses our efforts on creating the best content and products we can, inspired by and meeting customer needs

• A new intranet giving us access to the information and tools we need for our jobs and making it easier for us to collaborate, get to know each other better and work together more effectively.

Action - internal

Valuable digital exchanges building

long term relationships that

support better work and working

lives

Making it happen Vision

Customer Centricity & Actionable Data

Using data & intuition to understand who are audience is, to make better decisions, and to sense check what we do

Digital Workflow & Nextranet™

Having the right tools for the job. Making it easy to collaborate together

Customer Innovation (NPD)

With our customers as inspiration, we are an internationally renowned creator of innovative digital content and products

Action - external

Valuable digital exchanges building

long term relationships that

support better work and working

lives

Making it happen Vision

Community into the Heart of the Organisation

Having an active base of engaged people that love the way that we connect with them and who tell their peers about it!

Customer Engagement

Engaging the our membership by walking the talk, sharing the best, and building the platforms that let ourselves and members shine

Digital Expression

Being consistently CIPD when we need to be and being consistently human the rest of the time

Key messages

• It’s the start of the journey

• Network of peers, inspiring better working futures, essentials for effectiveness

• Delivered at scale and internationally complementing face to face

• More to come!