Digital Excellence (Econsultancy)
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Transcript of Digital Excellence (Econsultancy)
Econsultancy.com | 1 Digital Excellence |
Digital Excellence: are you a winner or an
average performer?
John Sinke
November 2012
Econsultancy.com | 2 Digital Excellence |
Why is Digital Excellence important?
Econsultancy.com | 3 Digital Excellence |
Training, consultancy, events, content and more…
Econsultancy.com | 4 Digital Excellence |
185,000 members and counting….
• 185,000+ members worldwide • 52,000 trained/60 countries/6 languages • London, New York, Dubai, Singapore and Sydney • 100+ trainer faculty in all regions globally • Research: best practice/consultancy/training • 1.2 million reports downloaded • “About Us” video: www.econsultancy.com/about
Econsultancy.com | 5 Digital Excellence |
Just a few clients we’ve worked with…
Econsultancy.com | 6 Digital Excellence |
How to achieve Digital Excellence?
• What is Digital Excellence?
• Research from Econsultancy
• Why is Digital Excellence critical?
• Research from Cap Gemini/MIT and Adobe
• Tools and Case Studies
• How do you develop Digital Excellence (in eight steps!)?
• Resources and bed time reading…
Econsultancy.com | 7 Digital Excellence |
What is Digital Excellence?
Digital Excellence Marketing leadership in the strategic deployment
of digital channels and business processes
It is not about making everyone in the company a digital guru.
It's about giving everyone a degree of digital literacy.
Econsultancy.com | 8 Digital Excellence |
Is your organisation competent and capable?
Capability (technology) (processes)
Competence (knowledge)
(skills)
Econsultancy.com | 9 Digital Excellence |
How do you rate your understanding of ROI from digital?
Source: Econsultancy-State-of-Digital-in-Asia-2012 in association with Campaign Asia Pacific (magazine)
Competent and capable: we’re not so sure?
Econsultancy.com | 10 Digital Excellence |
What are the biggest barriers preventing your organisation from investing in digital marketing?
Source: Econsultancy-State-of-Digital-in-Asia-2012 in association with Campaign Asia Pacific (magazine)
Barriers to digital budget - Asia
Econsultancy.com | 11 Digital Excellence |
Still not enough digital specialists?
Source: http://econsultancy.com/uk/reports/digital-marketing-organisational-structures-and-resourcing-best-practice-guide
Econsultancy.com | 12 Digital Excellence |
Digital Excellence according to Google...
Source: http://www.chiefmartec.com/2012/08/the-problem-is-very-rarely-data.html
Business optimisation in the digital world: 1. Influence — reaching the right people at the
right time with the right message 2. Experience — delivering remarkable customer
experiences in all channels 3. Value — recognising the economic value in all
customer interactions Avinash Kaushik, Google
Econsultancy.com | 13 Digital Excellence |
“Digirati” are 26% more profitable…
Econsultancy.com | 14 Digital Excellence |
Digital Excellence creates competitive advantage
Digital Marketing Benefits: • 93%: creates competitive advantage • 52%: crucial in forming customer-centric/responsive organisation • 51%: boosts effectiveness/efficiency of overall marketing programme
Greatest obstacle: low digital marketing investment levels: • 53%: budget limitations preventing from testing and analysis • 72%: spends <25% of total marketing budget on digital • Of that group, 37% spend <10%
Digital Marketing Investment in 2013: • 47%: increase to 10-24% of total marketing budget • 22%: increase spend to 25-49% of total marketing budget
Source: APAC Digital Marketing Performance Dashboard 2012, Adobe
Econsultancy.com | 15 Digital Excellence |
Why is Digital Excellence important?
Econsultancy.com | 16 Digital Excellence |
Why is Digital Excellence important?
gghh
Econsultancy.com | 17 Digital Excellence |
Behavioural change= audit, plan, learn, transform Digital Business Auditing (audit) • Skills assessment – skills gap analysis • Digital infrastructure audit – platforms, channels, tools & data • Organisational benchmarking – team structure & skills strategy review
SkillSet™ planning (plan): • Capabilities development plan – custom, focused team-learning programmes • Digital excellence roadmap – strategic, company-wide development planning
Actionable learning™ (learn) • Custom learning delivery – in-person, online, toolkits, workshops • Digital excellence portal – a branded content-rich collaboration space •Digital inspiration events – major team kick-offs and refreshers •Self learning via membership - > 400 research, reports and guides
Transformation programmes (transform) • SkillSet transform™ – total capabilities improvement and culture change • SkillSet academy™ – the 360º digital centre of excellence programme
Econsultancy.com | 18 Digital Excellence |
Benchmarking
• Self rating statements
• Strategy, process, tools & technology, measurement and best practice
• Benchmark and identify knowledge gaps
• Repeat assessment: assess uplift in perceived knowledge
Identify gaps in knowledge
Econsultancy.com | 19 Digital Excellence |
Philips
Online Sales Strategy
Approach by phases:
• Mapping online effectiveness - scoping and analytical activity
• Benchmarking best practice
• Development and deployment of a 'toolkit‘
• Tuning online presence to the level of best-practice
Econsultancy.com | 20 Digital Excellence |
Du Pont
Global support to drive change of knowledge levels and capabilities (digital being the driver)
Deliver digital roadmap and online vision
Solutions:
• guidelines for implementing best practice across all major digital channel & insights into digital development and innovation
• training across US, Europe and APAC/China/India
• ongoing skills gap analysis and development of sophisticated competence frameworks
• on-going support for key digital staff
Econsultancy.com | 21 Digital Excellence |
Sony Mobile
On-going global programme to enhance digital skills and knowledge
Face-to-face workshop sessions in North & South America, UK & Europe and Asia.
Advanced workshops and forums to share learnings, inform and inspire.
Online learning modules and bespoke supporting digital marketing content (best practice guides, trends, further resources and case studies).
In-depth digital capabilities & competency skills assessment to identify significant gaps in digital knowledge.
Advanced workshops, forums and on-going content creation.
Detailed report with recommendations for senior management team.
Focus on more local digital deep dive workshops in local markets.
Econsultancy.com | 22 Digital Excellence |
Step 1. Understand where you are now
Foundation Intermediate Advanced World Class
Emergent Managed Optimised
Pioneers, driven by personal interest
Transformed
Companies that
achieve Digital
Excellence out-
perform their peers
in innovation,
agility and
responsiveness
People
Process
Technology
Inadequate measurement, ineffective control
and direction
Legacy systems, poorly designed, difficult to
operate
All necessary people knowledgeable and
engaged
Strategic direction in silos, some identified targets,
some form of measurement
Some integrated systems part-managed or auto-
mated , fit--for -purpose
All necessary people knowledgeable, engaged
directed and managed
Fully integrated systems, designed to specification and fully fit-for -purpose
Strategic direction, targets, planned measurement and
response
Digital Excellence in eight steps!
Econsultancy.com | 23 Digital Excellence |
Step 2. Define excellence for your business
Econsultancy.com | 24 Digital Excellence |
Step 3. Map against competency frameworks
Econsultancy.com | 25 Digital Excellence |
Step 4. Understand that skills alone don’t achieve digital excellence
Do you have access to the right tools and networks?
Are the tools fit for purpose and have
they been correctly installed?
Digital marketing relies on agility, testing and the ability to fail.
Senior management needs to have a real
understanding of digital.
Can your organisation
execute?
Skill are important, but are not the only piece of the puzzle.
Skills Process Tools Culture
Econsultancy.com | 26 Digital Excellence |
Step 5. Ensure support staff have the skills to recruit and manage
Cartoon by SocMedSean.com
Econsultancy.com | 27 Digital Excellence |
Step 6. Ensure senior executives understand the business environment needed
Econsultancy.com | 28 Digital Excellence |
Step 7. Digital marketing is digital business
“Are you a digital business or
a business that does digital?”
Econsultancy.com | 29 Digital Excellence |
“Do something different” Step 8. Change isn’t easy…
Econsultancy.com | 30 Digital Excellence |
eLearning and Portal Content
• Market data
• Best Practice Guides
• Template Files
• Buyer’s Guides
• Courses
• Custom Training
• SkillSet™
• Qualifications
• Conferences
• Events
• eLearning Modules
• Etc.
Sample online eLearning module
Econsultancy.com | 31 Digital Excellence |
Digital Excellence brochure
http://files.econsultancy.com/econsultancy-6-digital-imperatives.pdf
Econsultancy.com | 32 Digital Excellence |
Digital Cream Singapore 2012 Raffles City Convention Centre
29 November 2012 #DCSG
Platinum Sponsors:
Contact:
Econsultancy.com | 33 Digital Excellence |
• John Sinke • Phone: +65 8403 5757 • Email: [email protected] • Twitter: @johnsinke • www.linkedin.com/in/johnsinke
• Econsultancy • Phone: +65 6809 2088 • www.econsultancy.com • Twitter: @econsultancy • www.facebook.com/Econsultancy
Winner or average performer?