What makes a "Digital Leader", Disruptive and Transformative Companies. Become more efficient, more effective, more competitive and more profitable

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Andy Poulton - Enterprise Online Marketing Solutions
For Digital Bristol Week.
19 October 2017

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What is “Digital?”

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What is “Digital Leadership?”
Digital leadership is the strategic
use of a company’s digital
assets to achieve business
goals.

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What is “Digital Leadership?”
Digital leadership can be
addressed at both organisational
and individual levels

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What is a “Digital Enterprise?”
A digital enterprise is an
organization that uses
technology as a competitive
advantage in its internal and
external operations.

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Benefits of “Digital Leadership?”
● Automation
● Simplification
● Cost Reduction
● Speed to Market
● Increased Competitiveness
● Market Advantage
● Increased Profit

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Yesterday’s Digital Leaders
Alan Turing Tommy Flowers Dorothy Vaughan

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Today’s Digital Leaders
Elon Musk Jeff Bezzos Jimmy Wales Larry Page
Sergey Brin
Steve Jobs
Pierre Morad
Omidyer Martha Lane Fox Nick Robertson Mark Zuckerberg

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Tomorrow’s Digital Leaders

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Disruptive Technologies - Project Loon
www.flightradar24.com

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Disruptive Technologies - Self-Milking Cows

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Disruptive Technologies - Self-Milking Cows
● Cows milk themselves whenever they want too
● Relaxed Cows
● Happier Cows
● Higher Milk Yield
● Lower Workforce Costs

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Disruptive Technologies- Renting Rooms

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Disruptive Technologies- Transportation

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It all starts with an idea
How do I transform
My business

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How do I transform my business?
● Step back from the day-to-day
○ Analyse EVERYTHING
○ Look at EVERYTHING you do
○ Invite others to contribute/participate

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How do I transform my business?

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How do I transform my business?
● Look at ways to
○ Automate
○ Simplify
○ Improve
○ Work Smarter
● Look for Off-The-Shelf Solutions
● Consider Bespoke Development

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Where it starts
Order placed through
e-Commerce website
Orders arrive at your
data processing centre
Orders printed off
It all starts with an idea

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Where it starts
Sneakernet used to
transfer printed order
to Supermarket’s own
system Order is re-entered
into retail system
Supermarket nearest
to customer located
Order sent and
printed off

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Where it starts
Employee given
shopping list and sent
to pick items off the
shelves
Order loaded on van
and delivered to
customer
Order arrives.
Frequently with errors

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Where it is now
Order entered into
system once
Sent to branch and
Order Picked
Order placed
through e-
Commerce website
Order loaded on van
and delivered to
customer
Happy Customer

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Typical Small Business
● Order placed via Website
● Order printed off several times
○ Copy for the file
○ Copy to accounts
○ Copy to warehouse
○ Copy to sales/stock control
● Logistics
○ Contact Courier to arrange collection
○ Print of shipping note
○ Print off dispatch label
○ Product located and packaged
○ Readied for shipping
○ Collected and delivered to customer

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ERP - Enterprise Resource Planning
Imagine designing a product
● Automating the BoM (Bill of Materials)
● Automating BoM Ordering
● Managing the delivery of BoM
● Flagging up missing/duplicated items
● Auto import to Accounting System
● Managing Manufacturing Schedules
● Managing Stock Levels and Replenishment
● Organising and Managing shipping
● Managing Customer Relationships

29. Introduction to Social Media
29Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > www.enterprise-oms.co.uk
Web Marketing is a Marathon
There are very few quick wins

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Source: DMA.com

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EMAIL Marketing

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EMAIL Marketing
Sign up to receive
10 Easily Actionable SEO Tips

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EMAIL Marketing
Auto
Response
Day 1 Day 3 Day 5 …….. Day 19 Day 20
Hi Dave
Thank you for signing up to our 10 top
easily actionable SEO tips. You’ll receive a
tip every couple of days which will help
move your website higher in the search
engine results
Kind regards
Andy Poulton
Chief SEO Officer
Hi Dave
Here’s your tenth easily actionable SEO
tip.
If you’ve followed all the tips, your website
is now pretty well optimised. All you have
to do is make sure that you continue the
good work with your new content and
watch your website rise in the results.
Remember though, that there’s no
guarantee as to how high your site will get.
Kind regards
Andy Poulton
Chief SEO Officer
Hi Dave
Here’s your first easily actionable SEO tip.
You’ll receive the next one in a couple of
days, with the rest following at a similar
interval.
Remember though, that there’s no
guarantee as to how high your site will get.
Kind regards
Andy Poulton
Chief SEO Officer
Hi Dave
Hopefully you’ve been able to action our
Top 10 easily actionable SEO tips.
If you’ve had a problem, or want help
taking your site to the next level, please
don’t hesitate to get in contact.
You can reply to this email, call us on
01793 238020 or give us a shout-out on
Social Media. The links are in the footer of
this email.
Kind regards
Andy Poulton
Chief SEO Officer

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EMAIL Marketing
Remember
It’s a romance you’re after
Not a 1 night stand

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Segmentation

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EMAIL Marketing - Automatic List Segmentation
● Abandoned Shopping Cart
● Age
● Gender
● Location
● Purchase History
● Lapsed Customer

38. Introduction to Social Media
38Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > www.enterprise-oms.co.uk

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Social Media - How you might be doing it
● Think of/find something to talk about
● Find a picture to illustrate your update
● Log-in to Facebook
● Read your messages
● Reply to messages
● Make your update
● Log-in to Linkedin
● Read your messages
● Reply to messages
● Make your update
● Log-in to Twitter
● Read your messages
● Reply to messages
● Make your update
etc.

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Social Media - Frequency
Low Recommended High
3/week 1/day 2/day
Low Recommended High
2/week 1/day 1/day
Low Recommended High
3/day 7-10/day 20/day
Low Recommended High
1/day 1-2/day 3/day
Low Recommended High
3/day 11/day
30/day
Low Recommended High
3/week 2/day 3/day

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Social Media - Adding Automation
● Manage all of your Social Media with 1 log-in
○ Hootsuite.com

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Social Media - Adding Automation
● Manage all of your Social Media with 1 log-in
○ Hootsuite.com
● Automatically Find news to share
○ Google Alerts
○ drumup.io

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Social Media - Adding Automation
● Manage all of your Social Media with 1 log-in
○ Hootsuite.com
● Automatically Find news to share
○ Google Alerts
○ drumup.io
● Automatically schedule articles across multiple Social Media Platforms
○ Buffer.com

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Social Media - Adding Automation
● Manage all of your Social Media with 1 log-in
○ Hootsuite.com
● Automatically Find news to share
○ Google Alerts
○ drumup.io
● Automatically schedule articles across multiple Social Media Platforms
○ Buffer.com
● Create lists (Top 10 Tips etc)
○ Excel
● Schedule your lists for auto posting
○ Hootsuite

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Benefits of Automation
● Simplification removes opportunities for errors to creep in
● Automation
○ Improves Accuracy
○ Reduces errors
○ Saves Time
○ Requires fewer people
● Reduces cost
● Improves competitiveness
● Market Advantage
● Increased Profit

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Data
The world’s most valuable resource

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● Employee Records
● Customer Records
● Supplier Records
● Bid/Tender Records
● Contact Lists
● Marketing Lists
○ Email
○ Phone numbers
○ Mailshot
● HMRC Records
● Expired Customer Records
● Expired Supplier Records
● Recruitment Notes
● Newsletter Subscriptions
● etc…………………..
Data - What Do You Already Have?

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Data - Where do you obtain new data?

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Data
Where do you keep it?

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Data - Where do you keep it?

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Data - How/where do you store it?
Amazon Web Services
Box
DropBox
Google Drive
Mega
One Drive
pCloud
Vimeo
YouTube
current IT systems;
portable media devices;
mobile phones;
mobile data storage ie USBs and external hard drives;
network folders;
spreadsheets (and other such static documentation);
emails and archived inboxes;
other external communications;
social media postings;
microfiche;
back-up tapes;
secure drop boxes;
web sites;
decommissioned systems and IT hardware
hard copy documents and archives.

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Data - How/where do you store it?
• Know WHERE your data is stored
• Take adequate measures to protect personal data
from loss, alteration or unauthorised processing
• Enter into a Data Processing Agreement with your
Cloud Provider
• Ensure your Cloud Provider is GDPR complaint
• Ensure you can audit their Data Processing
• Ensure data is erased should you change Cloud
supplier and when people leave your platform

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Data
What do you do with it?

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Data - What do you do with it?
Using it in any way is called Data Processing and includes
○ Payroll Processing
○ HR
○ Sales Processing
○ Order Processing
○ Contact lists
○ Marketing Lists
○ Christmas/Birthday Card Lists
○ Banking Records
○ Insurance Details and Records
○ Data Mining
○ Loyalty Card Processing
○ CCTV Recording
○ etc………….

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Data - How is it accessed?

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Data - Who can access it?

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Data - Who can access it?
Ensure people can ONLY access files relevant to their
requirements

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Data - How long do you store it?
For as long as it is required
and relevant
Destruction should occur as soon as possible
after this time
a. Paper Records - securely shredded
b. Digital data - deleted, not just abandoned
c. Cloud Data - erased
and NO LONGER

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GDPR
Don’t get caught out

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Data - if it goes wrong

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Data - if it goes wrong

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Data Audit - if it goes wrong

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GDPR Audit Summary
● What have you already got?
● How did you get it?
● Who collects new data, how is it acquired?
● Why do you have it?
● Do you have consent to use it?
● How can it be accessed?
● Who can access it?
● How do you store it?
● How are you using it?
● How long do you need to keep it?
● How do you destroy it?
● How do you respond to “Data Subject Requests”?

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● Not having an executive in charge
○ Lack of power and influence to “make things happen”
● Inadequate Leadership “buy-in”
○ Implementation could be delayed, missing opportunities
● Decision Makers don’t understand the technologies
○ Wrong solutions selected
● Fragmented Tactical Approach
○ Short term gains, long term pain
● Lacking proper financial perspectives
○ Cost outweigh benefits and savings
Risks and Threats

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● Do nothing
○ Miss opportunities and get left behind
● Spend 100% of the budget on “The Solution”
○ c30% for Training
● System Failure
○ Business Continuity
● Data Loss
○ Data Backup
● Poor Implementation
○ Ensure thorough Planning
Risks and Threats

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Find me
www.enterprise-oms.co.uk
andy@enterprise-oms.co.uk
Follow me
Twitter @andypoulton
Linkedin AndyPoulton
Phone me
01793 238020
07966 547146