The Future of Connected Housing: Going Beyond Getting the Wiring Right.

The Future of
Connected
Housing Beyond
Getting Wiring
Right
@Annemcx
@VisceralBiz
© 2012 Visceral Business Ltd. December 2012.
© 2015 Visceral Business Ltd. www.visceralbusiness.com

About Digital Connectivity in Housing
…And what you can do with it
 
Communications, Analytics, Processes, Skills
And a case study 

2014
2013
2012
235 organisations analysed
Digital adoption assessed by
volume and growth
Integrated view of 
digital business development
Digital Communications
Use of social media across Twitter,
Facebook, LinkedIn, YouTube and Google+
by volume and growth.
Online service design and delivery. What it takes to
deliver digital implementation behind the scenes.
How organisations are adapting their internal
culture and processes and who stands out as digital
leaders. 
+ Networked Inﬂuence
+ Service Design
The Connected Housing Study

Challenges in Housing
Arrears
Universal Credit
The reshaping of local and
national government interfaces
Welfare
Reform
Making sure residents are
adequately prepared for UC
Withdrawal of funding
Digital inclusion Getting as many customers as
possible to embrace technology for
core services
Encouraging decision-makers to take
the sector seriously
We still talk to each
other too much
How to engage with
social media in a way that
is productive for the
business and the
community.
To rise from the
mire of 20th
Century
conservatism
#wrongtobuy
Designing services people want to use
#righttobuy
Source: Visceral Business Connected Housing Study 2015

A lack of joined-up
investment in
digital
Suitability and integration with
back ofﬁce systems
Managing the proliferation of
digital media platforms
Gaining the attention
and engagement of
speciﬁc audiences
across the organisation
The reliance on just a
few people to make it
happen
Developing mobile working for the future
Sustaining
continued buy-in
from colleagues
Getting buy-in across all areas of
the organisation to embrace social
networks in the workplace and to
see its value. There has to be a
clear purpose to gain buy-in.
Staff digital inclusion has
been a surprising barrier. We
have been working hard to
overcome this
Getting the
right data
about our
residents
A disjoint between senior
management’s desire to go digital
and resistance from operational staff
to remain the same
What UK Housing is grappling with
Source: Visceral Business Connected Housing Study 2015

Is the door being shut on social housing?

Digital transformation

The ‘Future Five’
1. The Internet of Things (IOT)  
- Objects, animals or people that are connected to the internet
2. Cloud 
- Information storage, software and linked data, on-demand
3. Computing Everywhere  
- Hand held devices and wearable becoming key computers 
4. Invisible Analytics  
- Embedding analytics into devices to get data quicker and faster
5. 3D Printing 
- ‘Maker’ solutions

The Wheel of Disruption
Home
Organisation
People Community
Source: Brian Solis Wheel of Disruption, 
Agile Elephant and Visceral Business.

Elements of a Digital Business

But here’s the thing…

Data Intelligence Is Revealing New Business Insights

How much do UK Housing organisations spend on tech per resident?
Data Intelligence Is Revealing New Business Insights

The #Selfservice study
What percentage of your existing customers are online?
Source: Yorkshire Housing

What percentage
of your existing
customers are
online?
How many 
homes
does your
organisation
manage?

More than 30% of Housing organisations don’t know how many of their
residents are online at all.

How do you
promote your
customer accounts
online?

1
Website Letter Online portal/
community
Telephone Email Social Media EventsText/SMS In personNewsletter Other
2
3 45
6
78 9
10
11
How Housing associations ranked resident engagement
across channels in terms of levels of contact in 2014.
Service Design in 2014: Mapping Channels of Engagement
© 2015 Visceral Business Ltd. www.visceralbusiness.comSource: Connected Housing Study 2015

Connected Housing 2014 - What We’ve Seen Overall
Branding is a contact
sport
Different elements of
interactivity should not
be seen in isolation
Digital is end to end
Digital transformation
creates data-deﬁned
processes
The digital skills gap is
housing’s biggest liability

The Future of Connected Housing

• Different speeds towards digital 
- Business as data hubs 
- Digital bolted-on not baked in - linear thinking, poor inter-departmental efficiency 
- Conventional broadcast communications prevail online 
- Digital denial 
• Different approaches 
- Tech-driven 
- Data-driven 
- Connected services 
- Governance
• Challenges 
- Lack of familiarity with digital business thinking - fortunately this can be addressed! 
- Cultural fear of accelerated change 
- A ‘Not invented here’ approach, divisionalised initiative and ownership outweighs integration 
Connected Housing 2014 - What we’ve seen overall
Source: Connected Housing Study 2015

www.visceralbusiness.com© 2015 Visceral Business Ltd.
About Digital Transformation

£Value
Development
What
happened?
Descriptive
analytics
Why did it happen?
Diagnostic
analytics
What will happen?
Predictive
analytics
Prescriptive
analytics
How can we make
it happen?
Foresight
Insight
Hindsight
Understanding The Issues Better Using Data

The management challenge

Straightforward
Utility
Interactions
Equation
Measure all things
Communications
Content
Media Management
Stakeholder network
Measuring Digital Communications Success

No-one needs to redesign these because they work.
How much money is being spent on different approaches to digital in Housing?
Measuring Digital Operational Success

Measuring Digital Operational Success
Tom Cruise can’t understand it. He says for Social Housing to do the
impossible and secure its future it needs to look at Elon Musk…

Elon Musk asked himself ‘What will
most affect the future of humanity?’
He came up with ﬁve answers:
• Space exploration and colonization
• Sustainable energy
• The internet
• Artiﬁcial intelligence
• The ability to reprogram the human 
genetic code, or genome.
The Future of Social Housing

Elon Musk asked himself ‘What will
most affect the future of humanity?’
He came up with ﬁve answers:
• Space exploration and colonization
• Sustainable energy
• The internet
• Artiﬁcial intelligence
• The ability to reprogram the human 
genetic code, or genome.
Designing a better battery through open source thinking

About Digital Transformation
Digital Business Modelling

Social Platforms Volume Growth
*Top 100 Rankings 
Facebook Likes
Twitter Follows
LinkedIn Follows
YouTube Views
Google+ Views
2014 Rankings - Helena Partnership
Volume of Units Ranking
Ratio Housing
to Social Engagement Ranking
Brand impact Position 
*Rank
Navigation, ease of read,  
visual coherence, personality 
experience design, tone of voice
and engagement.
Digital Impact Position
*Rank 
Ratio on LinkedIn of
Employees to Followers.
Overall Ranking in 2013
Overall Ranking in 2012
2014 Ranking
Overall
Service Design Ranking 
Online delivery of Find Homes,
Pay Rent, View Account, Report
Repairs, ASB, Beneﬁts Info,
Feedback and Training
Website Facebook Twitter LinkedIn
11
Communications rank
Service Design rank
Networked Inﬂuence rank
19
7
65
6
15
38
67
71
73
66
7 63
30
30
49
50
68
49
In the last twelve months Helena Partnerships’s performance in digitalis been good, with above-average digital media engagement rates proportionate to its
size. Facebook is its strongest social media platform, with an increase of 191% in engagement since Dec 2013, ranking it 10th overall. Website functionality has
been developing too. The area which shows most scope, in terms of future development, is the underlying network capability of the organisation. With large
number of staff on Twitter, for example, and nearly 700 followers on LinkedIn, developing an active networked leadership strategy in 2015 may pay dividends.
Google+
YouTube

Helena Partnership Online Repairs Project
2014 Ranking
Overall 11
Communications rank
Service Design rank
Networked Inﬂuence rank
19
7
65
Metrics March 2014 to March 2015
 
Total sessions on website + 138%
Total unique visitors -+ 118%
Mobile sessions + 160%
Tablet sessions + 143%
Desktop sessions + 124%
Google Chrome sessions + 170%
Safari sessions + 154%
IE sessions + 128%
Developing Digital Intelligence
Helena Partnerships
now holds NI Numbers
for 66% of its tenant
base.
@nasrinfazal
Iterative design
Sprint based
Staged releases
Data enabled UI/UX
Improvement

Service Design in 2014: Online Service Delivery
Source: Connected Housing Study 2015
Aggregated data shows where and how services are provided to meet needs.

Semantic business performance. Find the data within data.
The key to value
development is being
able to find data
within the data.
Linked data and trend
data particularly are
important elements of
open data that enable
semantic
improvement.

Why Connected Housing Going Beyond The Wiring
Digital and Social inside and out
Business Model innovation
Systems of Engagement
Design thinking
 
Open data
Every organisation is different

Why Connected Housing goes beyond the wiring

Case Study: Macmillan Cancer Support & The 9 Box Model

• A £190m charity today and a strong brand.
• 2m people living with cancer today, rising to 4m by 2020. 
• More people living longer with cancer. 
• Charitable income under threat. 
• Stiff competition for non-proﬁt share of wallet. 
• Squeeze on internal resources - do more with less.
The Challenge

Similar to Social Housing, Macmillan Is A Support Network.

Macmillan have been successful and experienced growth because of how they
have framed the business challenge.
Fundamental
change in the
landscape
Fundamental
change for us
to stay ahead
Evolve
A fundamental
change in the
landscape
Fundamental to
change to stay
ahead
Committed to
Evolution
Similar to Social Housing, Macmillan Is A Support Network.

The Inspiration
We Looked To Other Networked Organisations Like Charity Water

The Steps We Took
• Assess cultural readiness.
• Board & Exec
• Fundraising
• Volunteering
• Marketing
• IT
• HR
• Policy
• Finance
• Regions
• Supporters/Staff
We Developed a Plan to Identify Cultural Readiness

The Steps We Took
• Assess cultural readiness.
• Board & Exec
• Fundraising
• Volunteering
• Marketing
• IT
• HR
• Policy
• Finance
• Regions
• Supporters/Staff
We Mapped the Networked Organisation

The Steps We Took
• Assessed cultural readiness. 
• Signal of change around a ‘New 100’ years of Macmillan
• Focus on enabling integrated digital performance.
And We Identiﬁed The Real Strength of The Network

Inspiring Millions
Putting the ‘We’ into ‘We Are Macmillan’.

Inspiring Millions
The Challenge
The Task
Framing The Challenge

Inspiring Millions

The User Journey - A connected network of 19m people and their companies

Starting with needs

The Strategy
Framing the Mission

Connecting key points of contact
Framing the Mission

Networked Inﬂuence and Digital Architecture
Mapping the digital ecosystem

Mapping the digital ecosystem
Developing a Personalised approach to Cancer Care

Developing New Roles and Ways of Working
Developing organisational capability

Empowering the Person
Developing users’ capability

Developing users’ capability
Empowering the Person

The Digital Impact
• £140m gross income target for 2017 set in 2011.
• £190m achieved in 2014.
The result

Social housing can do this too.
SUCCESS!
The result

• Accelerated learnings
• Use of data and networks
• Use of digital technology and social channels
• Development of online customer services and the resident experience
• How Housing Associations are developing processes internally
• How digital and social media is changing the business model
• How digital and social technology in housing is being used to develop social capital
• Who stands out as digital leaders?
Understanding The Issues Better Using Data
Come Be Part of The Connected Housing Study

Come be part of Connected Housing 2015.
Contact
anne@visceralbusiness.com
Thank you
Find me at @Annemcx and @VisceralBiz

The Future of Connected Housing: Going Beyond Getting the Wiring Right.

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The Future of Connected Housing: Going Beyond Getting the Wiring Right.