Digitally mature companies enjoy advantages in efficiency and effectiveness in marketing, e-commerce, sales and customer service. “Digerati” are also 26% more profitable. But many businesses have realised that the road to digital excellence is paved with obstacles and challenges. During this presentation, John Sinke will share research from leading management consultants and his own personal experience of turning Resorts World Sentosa into a digital business. - What is digital excellence and why is it important to your organization? - How do you develop a roadmap for digital transformation? - What are the biggest barriers to digital success and how do you tackle them? Speaker: John Sinke, AVP Digital Marketing & e-Commerce, Resorts World Sentosa

1. Developing a Roadmap
for Digital Transformation
John Sinke (@johnsinke)
3rd December 2014
The views expressed are mine and not necessarily those of Resorts World at Sentosa Pte Ltd

2. Multi-touch interfaces
Motion sensing camera
Face recognition
Electronic paper
Augmented reality
Fourty years ahead:
2054 is already here!

3. https://www.youtube.com/watch?v=GtJx_pZjvzc
Technology: no excuses for advertisers anymore….

4. No excuses for spoofs either….

5. Travel Brands catching up…

6. Skip the front desk….
That’s us!

7. The Instagram Hotel…
Check in with a “selfie”….
1888 Hotel, Sydney

8. Leading Digital Hospitality….

9. Disruption is black t-shirts…
• OTA’s: Expedia, Agoda, Ctrip…
• Aggregators: Kayak, Trivago, Wego…
• Disrupters: Homeaway, Airbnb, Uber…
“We all felt that the hotel industry would not de-materialise”
Sébastien Bazin (CEO, Accor)
Source: Skift

10. “If the rate of change on the outside exceeds the rate of change on the inside, then the end is near.”
Jack Welch,
former Chairman and CEO of General Electric

11. Resorts World Sentosa
Six Hotels
Adventure Cove
Waterpark
S.E.A.
Aquarium
Meetings & Events
Shows & Concerts
ESPA Luxury Spa
50 F&B Outlets
Luxury Retail
Weddings
Casino

12. John Sinke
November 2012
Can you come and fix our website?
Can you come and
fix our website?

13. John Sinke
November 2012
This is where we are now…

14. John Sinke
November 2012
Still a long way to go…

15. John Sinke
November 2012
Good progress in Search, Analytics, Display and Social…

16. Why focus on Digital?
•Follow your audience…
•Better Customer Experience…
•Lower Cost Per Acquisition…

17. Digital Excellence…
Digital
Transformation…

18. What is Digital Excellence?
What is Digital Excellence?
Marketing leadership in the strategic deployment of digital channels and business processes

19. “Digirati” are 26% more profitable
Enjoy a 12% higher market valuation
Generate 9% more revenue
Drive more efficiency
Source: Cap Gemini and MIT
Why is Digital Excellence important?

20. How digitally mature is your organisation?
1. LEADERSHIP How can you take an active role in the digital future of your organisation?
2. STRATEGY How do you plan and build when the market landscape is changing so rapidly?
3. AGILITY
How do you make sure you’re not left behind in the wake of disruption?
4. PRODUCTS / SERVICES
How do technology and customers come together to shape your market propositions?
5. CULTURE How can you build a working culture that supports digital change?
©The Change Effect / ChangeEffect.org

21. DIGITAL ROADMAP
©The Change Effect / ChangeEffect.org
Understand where you are now
LEVEL 1 LAGGARDS
“A Long Way Behind”
LEVEL 2
DIY-ERS
“Moving Slowly / Unpredictably”
LEVEL 3 FOLLOWERS
“Playing Catch-Up”
LEVEL 4 POLYMATHS
“Learning Fast & Adapting”
LEVEL 5 PIONEERS
“Shaping the Digital Future”
2. STRATEGY
None
Informal
Industry / market focused
Crossing industries & markets
Reinventing industries & markets
1. LEADERSHIP
Indifferent
Some encouragement but insufficient support
Providing support for incremental change
Leading evolutional change
Shaping the future for others to follow
3. AGILITY
Lagging competitors by many years
Responding slowly with modest resources
Closely following competitors
Responding quickly or leading industry change
Rapidly adapting and redrawing the digital landscape
4. PRODUCTS & SERVICES
Minimal changes
Some enhancements to existing portfolio
Significant changes to existing portfolio
Transformed portfolio & new business models
Constant reinvention & innovation across the portfolio
5. CULTURE
No changes to culture
Employee driven use of digital communications
Organisational adoption of digital friendly culture
Proactive digital culture removing the barriers to digital change
Organised to embrace digital change & test new working practices
Digital Maturity

22. DIGITAL ROADMAP
Online Survey
ClickZ Training & The Change Effect

23. Majority is not digital mature yet…
©The Change Effect / ChangeEffect.org
LEVEL 1
LAGGARDS
“A Long Way Behind”
LEVEL 2
DIY-ERS
“Moving Slowly & Unpredictably”
LEVEL 3 FOLLOWERS
“Playing
Catch-Up”
LEVEL 4 POLYMATHS
“Learning Fast & Adapting”
LEVEL 5
PIONEERS
“Shaping the Digital Future”
24%
of respondents
18%
of respondents
21%
of respondents
27%
of respondents
10%
of respondents
Digital Maturity

24. Laggards: a long way behind…
©The Change Effect / ChangeEffect.org
24%
of respondents
CULTURE
“Digital disruption has led to few changes in our culture, but nothing significant”
PRODUCTS / SERVICES
“Our products / services have seen a few changes due to digital, but nothing significant”
LEADERSHIP
“Our leaders talk about digital innovation but don't provide sufficient support or resources”
STRATEGY
“Digital is something we discuss informally, but we don't have a methodical approach”
RESPONSIVENESS
“We are slow to respond and approach innovations with modest resources”
LEVEL 1
LAGGARDS
“A Long Way Behind”

25. DIY’ers: moving slowly & unpredictably…
©The Change Effect / ChangeEffect.org
CULTURE
“The way we interact and work together has changed, but this is not something driven internally”
PRODUCTS / SERVICES
“Some of our product / service propositions have changed significantly”
LEADERSHIP
“Our leaders encourage the organisation the think digital and are supporting gradual change”
STRATEGY
“Digital is something we discuss informally, but we don't have a methodical approach”
RESPONSIVENESS
“We could be faster, but are never very far behind our competitors”
LEVEL 2
DIY-ERS
“Moving Slowly & Unpredictably”

26. Followers: playing catch up…
©The Change Effect / ChangeEffect.org
CULTURE
“The organisation has made an effort to embrace a more digital culture e.g. teams, flexible working, new technology”
PRODUCTS / SERVICES
“Some of our product / service propositions have changed significantly”
LEADERSHIP
“Our leaders encourage the organisation the think digital and are supporting gradual change”
STRATEGY
“We put significant effort into learning from our competitors and from other industries”
RESPONSIVENESS
“We could be faster, but are never very far behind our competitors”
LEVEL 3 FOLLOWERS
“Playing
Catch-Up”

27. Polymaths: learning fast & adapting…
©The Change Effect / ChangeEffect.org
CULTURE
“We are organised to embrace digital innovation and constantly experiment with different working practices that have the potential to make our culture even better”
PRODUCTS / SERVICES
“Most of our products / services have changed significantly over the past few years”
LEADERSHIP
“Our leaders are the catalysts for major digital change and ensure we are responsive to industry innovations”
STRATEGY
“We put significant effort into learning from our competitors and from other industries / markets”
RESPONSIVENESS
“We are fast to act and are typically one of the leaders in our industry”
LEVEL 4 POLYMATHS
“Learning Fast & Adapting”

28. Pioneers: shaping the future…
©The Change Effect / ChangeEffect.org
CULTURE
“We are organised to embrace digital innovation and constantly experiment with different working practices that have the potential to make our culture even better”
PRODUCTS / SERVICES
“Most of our products / services have changed significantly over the past few years”
LEADERSHIP
“Our leaders have led us to the forefront of digital innovation so we can shape the future in our industry”
STRATEGY
“We are at the forefront of digital innovation in our industry and are leading the changes for others to follow”
RESPONSIVENESS
“We rapidly embrace digital innovations and constantly try to push the current boundaries”
LEVEL 5 PIONEERS
“Shaping the Digital Future”

29. Opportunities and threats are all
about the customer & the brand….
No one should have the pulse of that
better than the CMO?
Who’s driving Digital Transformation?
35%
CEO
23%
CTO
22%
CIO
1%
CMO
19%
Other
Source: Accenture
Interactive

30. Source: Martin Sorrell,
LinkedIn
Don Draper Wouldn’t Recognise 75% of What We Do
…to Art, Copy & Code…
From Art & Copy…

31. External agencies are doing a better job
Brands continue to hire Digital Talent
Not able to hire enough experienced Digital Marketers…
Solution is to strive for “Digital Excellence”
Don’t make everyone a digital guru
Give everyone a degree of digital literacy

32. Train Offline Marketers in Digital Marketing....
Educate Digital Marketers in Offline Marketing....
Marketing Silos  Integrated Marketing
From Marketing Department to
INTEGRATED MARKETING COMMUNICATIONS

33. Digital Roadmap - People
Digital Expertise
Digital Education
Senior Management Emersion
Training on the Job
Digital WIPs
External Speakers

34. Digital Roadmap - Processes
Digital & Mobile First
Google Analytics (e-Commerce)
DoubleClick (e-Commerce)
Review Management System

35. Digital Roadmap - Technology
Alipay
Content Management System
Responsive Design
Review Management System
Eat2Eat
Google Indoor & StreetView
Mobile Apps
Cashless Wristband

36. Digital marketing is
digital business
“Are you a digital business
or
a business that does digital?”

37. John Sinke
November 2012
DIGITAL BUSINESS?

38. HIJACK MEAT PACK GUATEMALA
http://www.clickztraining.com/static/training-digital-transformation-hong-kong

39. HIJACK MEAT PACK GUATEMALA
http://fluidsurveys.com/s/DigitalMaturity2015/

40. HIJACK MEAT PACK GUATEMALA

41. @johnsinke
linkedin.com/in/johnsinke
john.sinke@yahoo.com
slideshare.net/jpsinke
Questions?