All Change: Delivering Digital Transformation

AMA London Network meeting, 26 February 2015

Carolyn Royston

@caro_ft

• Independent consultant for Cultural sector - focus on digital

strategy and transformation

• Former Head of Digital, Imperial War Museums

o Responsible for all public facing digital media including

online, in-gallery digital experiences, social media

• Project Director, National Museums Online Learning Project,

V&A, a partnership of 9 national museums

• Mentor for #CultureHiveDMA

About Me

How are the demands of digital making us change how

our organisations need to function?

How to kick start a digital transformation process and

introduce different mindsets around new ways of

working and collaborating?

What I’m going to talk about today

• Digital transformation refers to the changes and challenges

associated with digital technology, across all aspects of

business.

• Digital transformation requires strong leadership to drive

change.

• But also requires a vision for what parts of the business you

want to transform.

• the way you understand and serve your customers

• the way your staff work and collaborate

• the way operational processes are delivered across the

organisation

What do we mean by digital transformation?

Key drivers:

• Digital disruption – digital permeates every area of activity

• Increasingly connected customers

• Audience demand and expectations

• External financial pressures requiring more efficient delivery of

services

Why is it important now?

Complex digital landscape

Digital channels

Websites

Social media

Apps

Email

Games

Blogs

Media (audio/video)

Kiosk & Interactives

Mobile/Tablets/Wearable

Live Cinema

SmartTv

A shift is occurring…

Digital as add on

Maturing presence

across many channels

Digital core to organisation’s

activities

Digital is part of everyone’s

job

http://myndset.com

Digital Programme(strategy)

Website & collections

Content authorship & production

Social Media

CRM, Analytics &

Insight

Digital gallery

experiences

Education, Academic

Research & Publication

eCommerce

Development and

fundraising

Leadership, Governance & Advocacy

Digital Skills development & new ways of working

Technology

Complex

interconnected

Digital

Programme

• Audiences and customers

• Technology

• eCommerce

• Organisational change

A complex landscape

Digital across all

activity

Complex stakeholder

management

Specialist skills and

new processes

Many channels of

delivery

A BIG challenge!

Leadership not providing clear vision for digital

Working in silosNot customer

focussed

Priorities unclear, too many competing projects

Merging roles and responsibilities

New roles emerging

Outdated processes

Need to up skill staff

Increased digital delivery vsreduced

resources/budgets

Organisational challenges

Risks…

Falling behind

Missing opportunities

Losing audience appeal

How can you effect change?

Kickstart a digital transformation process

Digital Transformation

Process

Leadership

Build digital

confidence

Introduce new digital processes

Digital Transformation in practice

Digital skills development

• Brainstorm ways to spread digital capability.

• This could include:

• on-the-job training

• new training developed by HR and training

department

• more informal opportunities like Computer

Club

• Use the wide expertise of your organisation, not

What you can do

http://www.lynnecazaly.com.au/the-visual-agile-manifesto/

http://www.gov.uk

April September

Design Develop Measure

Design Develop Measure

Regular changes

• Brainstorm a project idea

with colleagues

• Prototype the ideas in small,

low risks ways

• Paper prototype

• Use free digital tools

• Recognise different skills

in the group

• Test out on audiences, learn

from success and failures

What you can do

• Both museums exploring how digital can solve some

organisational challenges

• Modifying business processes

• Changing the way they work

• Impact across whole organisation

• Requires shift in mindset

Why transformational?

• How can digital solutions help to solve your organisational

challenges?

• What processes and techniques do you need to apply to ensure

project delivery in a lean and agile way?

• How do you involve your stakeholders in the digital

transformation process and facilitate new ways of working?

• What is your role or your team’s role in facilitating and

supporting this process?

• How can you build the digital confidence of your staff?

Some takeaway questions…

Thank you

Contact details:

Carolyn Royston

croyston@blueyonder.co.uk

@caro_ft

uk.linkedin.com/in/carolynroyston