Mark Sherwin & Cory Hughes share the importance of organisations being 'transformational', providing tips and support to help businesses embed their digital strategy into their wider business strategy to deliver results across all business areas.

1. MARK SHERWIN – GLOBAL COMMERCIAL DIRECTOR
CORY HUGHES – STRATEGIC CONSULTANT

3. 5 sectors
Higher education
Membership organisations
Travel and leisure
Financial services
Third sector

4. 23 years
24
experience
quality
stability
loyalty
results

5. 80 experts
130
strategy & research
branding & communications
user centred design
development & hosting
digital marketing

6. LONDON
PERTH
EDINBURGH
MELBOURNE
CARDIFF
HONG KONG

7. Who we work with

10. WE ARE EVOLVING FROM A MARKETING CENTRIC
TO BUSINESS WIDE VIEW OF THE WEB
The
Website
Web
strategy
Digital
strategy
Digital
transformation
Business-wide impact
Marketing centric

11. THOSE ORGANISATIONS THAT DO NOT FUNDAMENTALLY TRANSFORM
ARE RAPIDLY BECOMING IRRELEVANT

12. DIGITAL TRANSFORMATION IS ABOUT FUNDAMENTAL CHANGE
If you think being 'in e-business' means suturing on an
e-commerce appendage to your body corporate,
then think again.
We promise you that won't work...
You've got to be prepared to let that e-business commitment
ripple through and shake up that body corporate.
And like an 8.0 earthquake, you must be prepared for the
rearrangement that will inevitably occur.
Keyur Patel & Mary Mccarthy | Digital Transformation, 2000

13. TODAY WE WILL EXPLORE WHAT IT MEANS
TO ACHIEVE DIGITAL TRANSFORMATION
DIGITAL TRANSFORMATION REFERS TO THE CHANGES ASSOCIATED WITH THE
APPLICATION OF DIGITAL TECHNOLOGY IN ALL ASPECTS OF HUMAN SOCIETY.
DIGITAL TRANSFORMATION MAY BE THOUGHT AS THE THIRD STAGE OF EMBRACING
DIGITAL TECHNOLOGIES:
DIGITAL COMPETENCE -> DIGITAL LITERACY -> DIGITAL TRANSFORMATION.
THE LATTER STAGE MEANS THAT DIGITAL USAGES INHERENTLY ENABLE NEW TYPES OF
INNOVATION AND CREATIVITY IN A PARTICULAR DOMAIN, RATHER THAN SIMPLY ENHANCE
AND SUPPORT THE TRADITIONAL
Wikipedia | ‘Digital Transformation’

14. AND THERE IS NO POINT IN SIMPLY WAITING TO SEE WHAT OTHERS DO
Innovators
2.5%
Early
Adopters
13.5%
Early Majority
34%
Keyur Patel & Mary Mccarthy | Digital Transformation, 2000
Late Majority
34%
Laggards
16%

15. THOSE WHO DO NOT INNOVATE WILL FALL IREVOCABLY BEHIND
Innovators
2.5%
Early
Adopters
13.5%
Early Majority
34%
Keyur Patel & Mary Mccarthy | Digital Transformation, 2000
Late Majority
34%
Laggards
16%

16. WE’RE GOING TO EXPLORE 5 KEY THEMES
1.
Customer service, the missing link
2.
Harnessing the wisdom of crowds
3.
New money models
4.
The tricorder
5.
The Internet of things, and big data

17. WE’LL ALSO HELP YOU FIND YOUR INNER HERO…

18. What innovations are going to create the biggest threat
and opportunity in your marketplace.

19. Customer service, the missing link

20. DESIRE
INTEREST
ADVOCACY
INVOLVEMENT
The AIDA reflection | Mark Sherwin, Precedent 2013
ACTION
DELIVERY
AWARENESS
MARKETING CAN NO LONGER SIMPLY FOCUS ON AIDA
IT MUST FOCUS ON AIDA AND ITS REFLECTION

21. HELLO FRESH – FAILING AT THE FINAL HURDLE

22. OPTICAL EXPRESS - NOT JUST AN AGGRESSIVE ACQUISITION MODEL

23. OPTICAL EXPRESS - DELIVERY

24. OPTICAL EXPRESS - INVOLVEMENT

25. OPTICAL EXPRESS - ADVOCACY

26. OPTICAL EXPRESS - AIDA COMES FULL CIRCLE

27. TECHNOLOGY ENABLED CUSTOMER SERVICES

28. TECHNOLOGY ENABLED CUSTOMER SERVICES

29. O2 – ONLINE LIVE CHAT IS NOT A SALES OPPORTUNITY

30. PEOPLE BUY PEOPLE

31. REPLICATING HUMAN INTERACTION?

32. Harnessing the wisdom of crowds

33. RESEARCH AND DEVELOPMENT - GOLDCORP

34. IDEA GENERATION - LEGO

35. FINANCING - KICKSTARTER
x

36. OPERATIONAL RUNNING - GIFF GAFF

37. TURNING ADVOCATES INTO STAKEHOLDERS
Idea
generation
Operations
Stakeholders
Financing
Research and
Development

38. START WITH A LITTLE NAVEL GAZING

39. New money models

40. AS CUSTOMERS MOVE TO A SUBSCRIPTION ECONOMY BUSINESSES MUST MOVE
FROM A PRODUCT ORIENTATED TO CUSTOMER ORIENTATED VIEW

41. CUSTOMERS WANT INCREASINGLY GRANULAR PURCHASING OPTIONS
MAKE THIS SIMPLE, FLEXIBLE AND VALUABLE AND THEY WILL RETURN

42. TRADITIONAL ORGANISATIONS WILL BE USURPED BY THOSE OFFERING A MORE
FLEXIBLE APPROACH TO ACCESS

43. TRADITIONAL ORGANISATIONS WILL BE USURPED BY THOSE OFFERING A MORE
FLEXIBLE APPROACH TO ACCESS

44. TRADITIONAL ORGANISATIONS WILL BE USURPED BY THOSE OFFERING A MORE
FLEXIBLE APPROACH TO ACCESS

45. NEW PURCHASING MODELS CAN DRIVE NEW CONSUMER HABITS
AND DELIVER GREATER RETURNS

46. THESE MODELS ARE STARTING TO PERFUSE
INTO MORE NICHE APPLICATIONS AND SECTORS

47. FINANCING – NICHE GIVING

48. FINANCING – NICHE GIVING
x

49. How could integrated customer service, the wisdom of crowds or
new money models create new value for your business?

50. The tricorder

51. EVERY EMPLOYEE
WITH MORE COMPUTING POWER
AT THEIR FINGER TIPS THAN
THE SPACE SHUTTLE.
ANYTIME…ANYWHERE

52. CONVERGENCE PUTS INCREDIBLE POWER IN THE PALM OF OUR HAND
Wired UK | 20 Years of Wired | June 2013

53. DIGITAL CAN UNCHAIN YOUR EMPLOYEES FROM THEIR DESKS
OFFERING INNOVATIVE NEW PRODUCTIVITY SOLUTIONS

54. AS DIGITAL WALLETS BECOME MORE MAINSTREAM THE MOBILE
OFFERS HUGE EFFICIENCY AND PRODUCTIVITY BENEFITS

55. SMART PHONES CAN NOW REPLACE MANY ANALOGUE PROCESSES
AND DEDIATED DEVICES

56. THEY ALSO OFFER THE OPPORTUNITY TO PROVIDE NEW VIEWS
ON TO EXISTING DATA USING CONTEXT TO STREAMLINE EXPERIENCES

57. INTEGRATING DIGTAL WITH THE PHYSICAL WORLD (PHYGITAL)
CREATE INNOVATIVE NEW CUSTOMER SERVICE OPTIONS

58. TECHNOLOGY ENABLED SERVICE EXPERIENCES

59. TECHNOLOGY ENABLED SERVICE EXPERIENCES

60. TECHNOLOGY ENABLED SERVICE EXPERIENCES

61. The internet of things, and big data

62. NOT A FRIDGE WITH AN IPAD STRAPPED TO IT…

63. NOT A FRIDGE WITH AN IPAD STRAPPED TO IT…
The internet of things isn’t wi-fi fridges and devices with bolt on
connectivity: it’s tiny, cheap sensors that will bring everyday objects
to the network – in their billions’
‘By strapping a receiving computer to the side of it, the internet
fridge brings the internet to the device. By connecting transmitting
sensors to the network, the internet of things brings the device to
the internet.’
BEN HAMMERSLEY | WIRED, 2013

64. DIGITAL CAPABILITY IS NO LONGER RESTRICTED TO
HIGH END COMMUNICATION DEVICES

65. THE INTERNET OF THINGS IS PERVADING EVERY FACET OF OUR LIVES

66. AND THIS IS JUST THE BEGINNING!

67. CONNECTIVITY AND DIGITAL CAPABILITY WILL BECOME STANDARD ACROSS A
DIVERSE RANGE OF ‘THINGS’
Beecham Research`s Connected Devices Sector Map | http://beechamresearch.com/article.aspx?id=4

68. CONNECTIVITY AND DIGITAL CAPABILITY WILL BECOME STANDARD ACROSS A
DIVERSE RANGE OF ‘THINGS’
Beecham Research`s Connected Devices Sector Map | http://beechamresearch.com/article.aspx?id=4

69. THIS CREATES HUGE OPPORTUNNITY FOR NEW MULTI-INPUT,
MULTI-OUTPUT DIGITAL INTERACTIONS

70. THIS CREATES HUGE OPPORTUNITY FOR NEW MULTI-INPUT,
MULTI-OUTPUT DIGITAL INTERACTIONS
Use case from The New Digital Age | Schmidt and Cohen 2013

71. DIGITAL CAPABILITY IS EXTENDING VALUE OF PRODUCTS

72. WHILST PERSONAL DEVICES MAY IN FACT MAKE UP AN INTERNET OF THINGS,
COMMERCIAL AND MUNICIPAL APPLICATIONS HAVE MUCH WIDER DATA
OPPORTUNITIES

73. AS THESE DEVICES STORE DATA IN THE CLOUD WE WILL HAVE ACCESS TO
MORE DATA ABOUT OUR WORLD THAN EVER BEFORE

74. THIS CAN LEAD TO INNOVATIVE NEW APPROACHES TO CUSTOMER INSIGHT,
AND PRODUCT AND SERVICE DESIGN
Mobile phone data redraws bus routes in Africa, BBC | http://www.bbc.co.uk/news/technology-22357748

75. Gotcha, but how do I make that 15%?

76. FIRST WE MUST ARTICULATE WHAT IT MEANS
TO EMBRACE DIGITAL TRANSFORMATION
The
Website
Web
strategy
Digital
strategy
Digital
transformation
Business-wide impact
Marketing centric

77. DIGITAL MUST MOVE FROM A MARKETING FUNCTION
TO A BUSINESS-WIDE IMPERATIVE
Daring to be Digital | Adrian Porter, Head of Strategic Research, Precedent 2013

78. A NEW ECOSYSTEM OF DIGITAL CAPABILITIES DIFFERENTIATES A DIGITAL BUSINESS

79. WHILST SENIOR MANAGEMENT MAY SUPPORT CHANGE
THEY MAY TO BE THE ONES TO DRIVE THE CHANGE.
Most executives don’t use social networks or smart phones.
Many don’t even read their own email.
So trying to convince decision makers that this is a war
fought on the battleground of technology is in and of itself
fighting a losing battle.
BRIAN SOLIS | WHAT’S THE FUTURE OF BUSINESS, 2013

80. DIGITAL TRANSFORMATION MUST INTERLINK
WITH ALL PARTS OF THE BUSINESS
DIGITAL
TRANSFORMATION
Digital Transformation | Adrian Porter, Head of Strategic Research, Precedent 2013

81. AND TO GATHER SUPPORT IT MUST
DELIVER TO ALL PARTS OF THE BUSINESS
DIGITAL
TRANSFORMATION
Digital Transformation | Adrian Porter, Head of Strategic Research, Precedent 2013
DIGITAL
TRANSFORMATION

82. GENERATE IDEAS AND LOOK FOR THOSE IDEAS
THAT IMPACT ACROSS ORGANISATIONAL GOALS

83. UNDERSTAND HOW YOU WILL MEASURE BUSINESS VALUE
ESTABLISH BASELINES, CONSTANTLY MEASURE, OPTIMISE AND EVOLVE
We need to deliver recognisable and measureable business value
every three to five months.
That is imperative, otherwise we lose credibility and trust.
CLAES MANSSON | DIRECTOR, ICT STRATEGIC INVESTMENT PROGRAMME , MONASH UNIVERSITY, 2013

84. CONSIDERATIONS

88. NARRATING THE STORIES IS CRUCIAL
TO GATHERING SUPPORT FOR BIGGER CHANGE
Creating engaging online experiences for ACI ‘s customers, James Downes, UX Director, Precedent 2012

89. WHILST SOME MAY APPOINT A CHIEF DIGITAL OFFICER,
MOST MUST CHANGE FROM WITHIN. A DIGITAL HERO IS REQUIRED

90. SO LET’S SAY YOU ARE OUR HERO…
WHAT’S THE JOURNEY GOING TO FEEL LIKE?

91. A HERO’S JOURNEY
CHANGING THE WAY BUSINESSES CREATE EXPERIENCES
INCEPTION
You see the need for change.
You feel as if more can be done.
You’re not sure its your responsibility and the
opportunity is bigger than you envisioned.
You question your calling.
Perhaps you refuse it.
Then you meet others who will empower
you…stand by you through change.
What’s the Future of Business | Brian Solis, 2013

92. A HERO’S JOURNEY
CHANGING THE WAY BUSINESSES CREATE EXPERIENCES
TRIBULATION
Change is met with hardship.
It’s unavoidable.
You start to feel the discomfort from leaving
your comfort zone.
Obstacles will arise; budget constraints,
politics, scepticism, tunnel vision, blatant
ignorance.
Stay true stay focused.
Your customers and employees are anxious
for you to succeed.
What’s the Future of Business | Brian Solis, 2013

93. A HERO’S JOURNEY
CHANGING THE WAY BUSINESSES CREATE EXPERIENCES
TRANSFORMATION
Buzz and excitement permeates the halls of
your business.
Employees hear about what you are trying to
do, they enquire how to be part of it or how
soon they’ll see the fruits of your labour.
To hold consensus takes frameworks and
processes. This sets the stage for how people,
teams, philosophies, and technology will
support the transformation.
It’s always darkest before dawn. There will be
pushback, more and more challenges.
Keep the team strong, you’ve come too far for
that.
What’s the Future of Business | Brian Solis, 2013

94. A HERO’S JOURNEY
CHANGING THE WAY BUSINESSES CREATE EXPERIENCES
REALISATION
To call this the last stage is misleading.
Transformation is continual, it becomes part
of your business model.
Here you learn and adapt accordingly.
You lift your head and notice that the people
inside and outside of the organisation are
noticing change.
Change is now constant.
Take this moment to revel in your journey.
Since you are the hero in this story, your
journey is just beginning.
What’s the Future of Business | Brian Solis, 2013

95. What will you do to start your Hero’s journey?

96. The internet is among the few things humans have built that they don’t
truly understand. It is the largest experiment involving anarchy in history.
As global connectivity continues its unprecedented advance. Many old
institutions and hierarchies will have to adapt or risk becoming obsolete.
The struggles we see today in many businesses, are examples of the
dramatic shift for society that lies ahead.
And we’ve barely left the starting blocks.
Eric Schmidt & Jared Cohen | The New Digital Age, 2013

97. WE SHOULD ALL BE CONCERNED ABOUT
THE FUTURE BECAUSE WE WILL ALL HAVE
TO SPEND THE REST OF OUR LIVES THERE.
Charles F. Kettering, American inventor and businessman