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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