Lindsay Herbert, Precedent: Digital transformation
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Topic: A British Heart Foundation Case Study – Digital transformation Before & After: Learning from the pros - Understand the 3 stages of transformation - See it action with best practice examples - Start crafting your own vision in line with major global trends
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Lindsay Herbert, Precedent: Digital transformation
- 2. BEFORE &AFTERHOWTOBUILDADIGITALCULTURE LINDSAY HERBERT GLOBAL HEAD OF DIGITAL at PRECEDENT DIGITALTRANSFORMATION @lindzeiy @precedentcomms #precsem
- 3. WHAT IS DIGITAL @lindzeiy @precedentcomms #precsem TRANSFORMATION?
- 4. 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. @lindzeiy @precedentcomms #precsem
- 6. @lindzeiy @precedentcomms #precsem BUILDYOURVISION: 4 GLOBAL TRENDS
- 7. Generation Z don’t want what came before them.1
- 8. We experience life through our devices. 2
- 9. We’re about to be blindsided by climate change. 3
- 10. Local, bespoke & personalised are the new Big Business. 4
- 15. SURFACE AUDIENCE INTERNAL SUPERFICIAL CHANGE TO TEST THE CASE FOR BIGGER TRANSFORMATION. @lindzeiy @precedentcomms #precsem
- 16. SURFACE AUDIENCE INTERNAL TRANSFORM THE AUDIENCE EXPERIENCE WITHIN INTERNAL CONSTRAINTS. @lindzeiy @precedentcomms #precsem
- 17. SURFACE AUDIENCE INTERNAL TRANSFORM INTERNAL OPERATIONS TO MATCH THE AUDIENCE EXPERIENCE. @lindzeiy @precedentcomms #precsem
- 18. LEARNING FROM PROS: BEFORE &AFTER @lindzeiy @precedentcomms #precsem 3STAGESOFTRANSFORMATION
- 21. THEN TO NOW: NETFLIX • 1997 Company founded • 2007 1 billionth DVD delivered • 2014 Spent $0 on marketing DVDs vs. $US65 million per quarter on streaming • 2016 Spending $US5 billion on programming @lindzeiy @precedentcomms #precsem
- 22. SURFACE AUDIENCE INTERNAL SUPERFICIAL CHANGE TO TEST THE CASE FOR BIGGER TRANSFORMATION. @lindzeiy @precedentcomms #precsem
- 24. SURFACE AUDIENCE INTERNAL TRANSFORM THE AUDIENCE EXPERIENCE WITHIN EXISTING CONSTRAINTS. @lindzeiy @precedentcomms #precsem
- 26. SURFACE AUDIENCE INTERNAL TRANSFORM INTERNAL OPERATIONS TO MATCH THE AUDIENCE EXPERIENCE. @lindzeiy @precedentcomms #precsem
- 28. LEARNING FROM PROS: BEFORE &AFTER @lindzeiy @precedentcomms #precsem 3STAGESOFTRANSFORMATION
- 29. SURFACE AUDIENCE INTERNAL SUPERFICIAL CHANGE TO TEST THE CASE FOR BIGGER TRANSFORMATION. @lindzeiy @precedentcomms #precsem
- 31. BEFORE
- 32. BEFORE AFTER
- 34. SHARES UP FROM $8 IN 2009 TO $89 NOW
- 39. STEP 1: TRANSFORM THE SURFACE H O W T O B U I L D A D I G I T A L C U LT U R E ✱ Tackle a specific problem or perception change online, with measurements in place. ✱ Create digital versions of existing offerings, incentivising their adoption. ✱ Track everything and share victories widely and loudly within the organisation. @lindzeiy @precedentcomms #precsem
- 40. SURFACE AUDIENCE INTERNAL TRANSFORM THE AUDIENCE EXPERIENCE WITHIN EXISTING CONSTRAINTS. @lindzeiy @precedentcomms #precsem
- 42. BEFORE
- 44. 70% LESS INFORMATION (4 PAGES DOWN FROM 14)
- 50. 277% INCREASE IN ONLINE DONATIONS
- 52. 74% INCREASE IN EVENT SIGN-UPS
- 54. 40% INCREASE IN DONATIONS = £1M
- 57. STEP 2: TRANSFORM FOR AUDIENCES ✱ Collaborate outside comfort zones to enhance experiences for priority audiences. ✱ Make on-going audience feedback and engagement part of every new initiative. ✱ Track and escalate barriers to create plans and business cases for overcoming them. @lindzeiy @precedentcomms #precsem H O W T O B U I L D A D I G I T A L C U LT U R E
- 58. SURFACE AUDIENCE INTERNAL TRANSFORM INTERNAL OPERATIONS TO MATCH THE AUDIENCE EXPERIENCE. @lindzeiy @precedentcomms #precsem
- 60. BEFORE
- 61. BEFORE AFTER
- 71. STEP 3: TRANSFORM THE INTERNAL ✱ Get the right investment and authority, set expectations and update plans throughout. ✱ Tackle business critical processes and systems first with clear benchmarks and targets. ✱ Keep your focus on the audience experience as you work through internal changes. @lindzeiy @precedentcomms #precsem H O W T O B U I L D A D I G I T A L C U LT U R E
- 72. BUT WHAT DOES IT ALL MEAN? @lindzeiy @precedentcomms #precsem
- 75. @lindzeiy @precedentcomms #precsem BUILDYOURVISION: 4 GLOBAL TRENDS
- 78. MEANINGFUL IDEAS, INTELLIGENTLY DELIVERED. ” @lindzeiy @precedentcomms #precsem
- 79. @lindzeiy @precedentcomms #precsem DIGITAL STRATEGY WEBSITES, TABLET & MOBILE DIGITAL TRANSFORMATION PRECEDENT.COM
- 80. QUESTIONS & THANK YOU. @lindzeiy @precedentcomms #precsem