Module 8: Digital Leadership Module 8 Digital Leadership - - PowerPoint PPT Presentation

Module 8: Digital Leadership

Strategy and Planning

Module 8

Digital Leadership

PROFESSIONAL DIPLOMA IN DIGITAL STRATEGY & PLANNING

Digital Leadership Process

1. Conce cepts 2. Become come a Digi igital al Leader ader 3. 3. Implem lement ent a Glob

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al Digi gital al St Strat ategy gy 4. Measur asure e & Repor

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Digital Leadership Process

1. Conce cepts pts 2. Become come a Digi igital al Leader ader 3. 3. Implem plement ent a Glob

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al Digi gital al St Strat ategy gy 4. Measur asure e & Repor

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Concepts

This section will cover

1. The Role of the Digital Leader 2. Pillars of Digital Strategy 3. Digital Transformation 4. Goal Setting

Digital Leadership

What is Digital Leadership?

Innovation needs to be part of your culture. Consumers are transforming faster than we are, and if we don’t catch up, we’re in trouble

Ian Schafer

Digital Leadership

The Role of a Digital Leader

1 2 3 4 5 6 7 Set the Vision Influence Executives & Stakeholders Create Sustainable Digital Programs Hire A-Players Define Processes for Digital Excellence Track Impact Optimize & Continually Improve

Digital Leadership

Leads

#1

Inspires

#2

Educates

#3

Enables

#4

Characteristics of an Effective Digital Leader

Accountable

#7

Fosters Partnerships

#6

Empowers

#5

Digital Leadership

Case Study: Burberry

Back in 2006, Burberry was grossly underperforming. While the overall sector was growing at around 12-13% a year, Burberry was only achieving 1-2%. Burberry was not keeping pace with the rapid development in the luxury goods market, neither in terms of innovation, nor in terms of products and services.

We use the technology to bring the brand to life in our stories. We have developed our stores to showcase our digital innovations

Angela Ahrendts

Digital Leadership

Case Study: Burberry

Digital is all about change and we told our teams early on to fall in love with change because we’re going to need to evolve every year

Angela Ahrendts

Timelines and Next Steps

Digital Strategy

The Key Pillars of an Organization’s Digital Strategy

1 2 3 4 5

Current State of Digital Transformation Adoption Vision for the Next 1-3 Years Proposed Strategic Approach and Why A Phased Plan of Enablement & Phasing Required Resources and Infrastructure

6 7

Projected Outcomes and KPIs

8

Examples of Similar Programmes

Digital Strategy

Misconceptions around Building and Implementing a Successful Strategy

It’s Easy to Take Off the Ground One Size Fits All Radical Changes Produce Faster Results Social & Digital Maturity Don’t Matter Creates Immediate Impact Solves All Marketing Issues

Digital Strategy

Considerations when Implementing a Digital Strategy

Measurement Tracks Result and Best Practice Governance Mitigates Risk Processes Make Behaviors Repeatable Training Develops Social Capabilities Considerations

Digital Transformation

What does Digital Transformation Mean?

Customer Experience Operational Process Business Model

Digital Transformation

Why is it Important?

Digital Transformation

Shifting Away from a Legacy Approach

Transf sformi rming g Customer er Experience rience Transf sformi rming Operatio tional l Proce cesse sses Transf sformi rming Busine siness ss Models ls Customer er Under erstandin ing Process Digitization Digitally Modified Businesses Top-Line ine Growth Worker Enablement New Digital Businesses Customer er Touch Point ints Performance Management Digital Globalization

MIT Slo loan’s s 9 Ele lement ents s of D Dig igit ital al Transf sfor

• rmati

mation:

• n:

• Provides the purpose of why the

digital strategy is being set

• Informs what needs to be

tracked, reported, and measured

Digital Strategy Success

Importance of Goal Setting Early in the Process

Digital Strategy Success

SMART Goals

Digital Strategy Success

Changes to Goals and KPIs

The Changes in Strategy to Adapt to Market Challenges The State of the Program Changes in Strategy to Adapt to Shifts in the Executive Charter These changes are often dependent upon:

Summary

• Digital leadership is the discipline of leading the organization towards digital transformation in order to stay

competitive and agile

• It is important to follow the key pillars of digital strategy in order to deliver successful results
• There are several misconceptions concerning implementing digital strategies including; its easy to get off the

ground, and it creates immediate results

• Goal setting is imperative in order to effectively implement digital transformation

Digital Leadership Process

1. Conce cepts pts 2. Become come a Digi igital al Leader ader 3. 3. Implem plement ent a Glob

• bal

al Digi gital al St Strat ategy gy 4. Measur asure e & Repor

• rt

Become a Digital Leader

This section will cover

1. Establishing Personal Leadership 2. Digital Transformation Support 3. Executive Sponsorship

• Thrive despite uncertainty
• Focus on ideas that leapfrog ahead
• Select your digital-era lever
• Start, experiment, learn, iterate
• Innovate faster than others

Establishing Yourself as a Digital Leader

Establishing yourself through Leading by Example

Creating a Complete Social Footprint Creating Relevant Content Connect with Industry Trying Out New Tactics

Establishing Yourself as a Digital Leader

The Benefits of Leading by Example

• Create a fully optimized

profile

• Build your network
• Share relevant, curated

content across platforms

• Publish self-written content

Establishing Yourself as a Digital Leader

Building an Executive Profile

Digital Transformation Support

Educate Yourself Partner with IT Utilize Tools (e.g. Marketing Automation)

Aids for Non-Technical Leaders

Executive Sponsorship

How to Identify an Executive Sponsor

Respected & has Influence Understands the Key Goals & Outcomes Personal Investment & Interest Understands Internal Politics

Executive Sponsorship

The Role of an Executive Sponsor

1 2 3 4 5

Champion Digital Transformation Secure Board Approval & Budget Facilitate Internal Decision Making Invite Key Stakeholders to the Table Help to Remove Major Roadblocks

Executive Sponsorship

How To Secure Executive Sponsorship

ABC JK JKL

1 2 3 4 5

Understand Company’s Priorities Understand Executives’ Priorities Understand the Challenges Understand this Year’s Charter & Immediate Priorities Understand and Speak their Language

• Industry Data from Respected Sources
• Quotes from Experts
• Brand Examples from the same Industry
• Company’s Own Data (if available)

Executive Sponsorship

How to Leverage Data to Help Gain Executive Support

Use internal promotion to drive momentum, which can be achieved by:

Executive Sponsorship

Internal Promotion to Drive Momentum

Continuously Acknowledging your Exective Sponsor’s Support Tying Outcomes Back to Company’s Goals Reporting on Business Impact Internally Communicating Results

Summary

• Leading by example is an effective way of establishing yourself as a digital leader
• It is important to establish an executive profile and presence across all social channels
• There are tools and ways that you can help yourself if you are a non-technical leader to derive digital transformation
• Securing executive sponsorship is important to be able to gain company-wide support of digital transformation

projects

Digital Leadership Process

1. Conce cepts pts 2. Become come a Digi igital al Leader ader 3. 3. Implem lement ent a Glob

• bal

al Digi gital al St Strat ategy gy 4. Measur asure e & Repor

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Implement a Global Digital Strategy

This section will cover

1. Crossing the Chasm 2. Building an Effective Team 3. Nurturing Digital Adoption

Digital Strategy Blueprint

Identify Clear Parameters

Parameters Include:

• Objectives
• Strategy of Execution
• Dedicated Resources
• Clear Internal Communications
• Continuous Learning & Training
• Accountability & Reporting
• Continuous Optimization

Implementing Global Digital Strategy

Crossing the Chasm

Crossing the Chasm

The Four Stages of Organizational Maturity

Grassroots

#1

Rationalization

#2

Operationalization

#3

Widespread Adoption

#4

Crossing the Chasm

Grassroots Stage of Maturity

1 2 3 4 5 Analyze Grassroots & find Change Agents Find your Customer Evangelists Increase your Teams’ Skillset Establish Central Governance Launch a Pilot Test 6 7 8 9 Share Wins and Best Practise Identify Basic KPIs If you Fail, Fail Quickly Ask for Advice from Peers

Crossing the Chasm

Rationalization Stage of Maturity:

1 2 3 4 5 Build a Bigger Business Case based on Pilot Gradual Transformation and Integration Partner Cross-Functionally Establish Clear Roles and Responsibilities Provide Central Infrastructure 6 Keep Trying New Things

Crossing the Chasm

Operationalization Stage of Maturity

Focus on Efforts Create a Solid Content Pipeline Scale Central Infrastructure Refine your Metrics Manage Budget Smartly Scale Program across Business Shamelessly Promote Success Report Regularly Recognize Employees 1 2 3 4 5 6 7 8 9

Crossing the Chasm

Widespread Adoption Stage of Maturity

Inclusion at Strategy Phase

#1

Easily Replicated Processes & Standardized Metrics

#2

Global Adoption

#3

Everyone’s Job

#4

Digital Teams

Team Building Qualities

Digital Center of Excellence

Organizational Structures

Decentralized Hub & Spoke Dandelion Centralized Holistic

Digital Teams

Creating a Training Program; Key Facets

Address Weaknesses Improve Employee Satisfaction Ensure Consistency Improve Employee Performance

Digital Teams

Resources Needed to Create Training Programs

Training Manager Team Members to Lead Budget to Cover External Classes Budget to Cover Industry Experts Infra-structure & Equipment Partners (e.g. IT, Creative)

• Provide Clear Demonstrations
• Organize Training Days to Teach Digital Transformation Best

Practice

• Divide Training Days by Level of Technical Competency
• Establish a ‘Train-the-Trainer’ Program
• Create a Regular ‘Brown-Bag-Lunch’ Program

Digital Teams

Considerations when Delivering Offline Training

Digital Teams

Considerations when Delivering Online Training

Make it Short & Informative Utilize Easy-to- Follow Format Find an Engaging & Knowledgable Presenter Design Impactful Test Questions Refresh the Training

Digital Teams

Important Skills to be Proficient In

Brand Advertising & Messaging Product, Service, Offering Case Studies

Thought Leadership

Digital Team

Sharing Relevant Content

Teach employees how to share relevant content through:

Guidelines

#1 #2 #3 #4

Correct Distribution Tools Leadership Boards Global Editorial Calendars

Collaboration of Teams

Know How to Partner with Other Teams

Our greatest strength lies in collaboration, not competition

Joseph Rain

Digital Teams

Gamification Incentivization Scoreboards & Leaderboards

How to Motivate Your Employees

Digital Teams

Case Study: Sacremento Kings

There was a buzz in the office when we rolled this out... We’ve even done sales contests where some of the prizes awarded, included the ability to change your Hoopla action event music as many times as you want

Leopold VP Ticket Sales

Digital Transformation

Securing Internal Support; Asking the Right Questions

How Digital Transformation will Help them Achieve their Own Goals How Digital Transformation will Benefit the Entire Team How they can Easily get Started Type of Support they will Receive from your Team How their Success will be Measured Globally

1 2 3 4 5

Employee Advocacy

Effect of Employee Advocacy on Digital Transformation

Digital Transformation

Embedding Digital Transformation into the Fabric of your Company

1 2 3 4 5

Educating and Partnering with Key Stakeholders Company-wide Communication of Results Ensuring the Digital Strategy is Considered to be Critical Securing a Variety of Digital Supporters Creating a Company-wide Employee Advocacy Program

Summary

• It is important to build a long-term strategy in order to cross the chasm
• Building successful digital teams is essential to becoming a digital organization and regular training is required to

sustain this

• It is important to ensure that digital transformation culture is woven into the fabric of the organization

Digital Leadership Process

1. Conce cepts pts 2. Become come a Digi igital al Leader ader 3. 3. Implem lement ent a Glob

• bal

al Digi gital al St Strat ategy gy 4. Measur asure e & Repor

• rt

Measure & Report

This section will cover

1. Metrics Management 2. Benchmarking 3. Reporting to Stakeholders 4. Establishing an Executive Digital Footprint

Monitoring & Measuring Digital Strategies

Importance of Measuring Results

Map your Marketing Plan Add Metrics to the Map Create Composite Metrics Determine Business Impact Review & Repeat

Digital Strategies and KPIs

Which KPIs to Use

Growth of Digital & Social Communities Brand Engagement Sentiment Analysis Net Promoter Score (NPS) Average Revenue Per Channel Effectiveness of Paid Media Campaigns Website Visits Increase in Qualified Leads from Social Marketing Cost per Advocate

Vanity Metrics vs Quality Metrics

Understanding the Difference

Vanity ty Metrics rics

• Only Touch on Quantitative

Elements & don’t Highlight the Context (e.g. Number of Likes, Conversations, Web Traffic)

• Don’t Provide Actionable

Output

Quality lity Metr tric ics

• Highlight the Business Impact

(e.g. Conversation Rates)

• Use Metrics that are

Appropriate to your Business / Channels

• Provide Actionable Output to

Inform Decision-Making

Benchmarking to Improve Effectiveness

Adjusting Strategy According to Insights

Plan Gather Data Analyze Take Action Review Results Refine & Reiterate

Benchm hmar arkin king

• Right Distribution Lists
• Key KPIs each Management Team Cares about
• Frequency of Reports
• The Best Reporting Format
• Key Venues to Present your Results
• Continual Feedback Loop

Reporting to Executives

How to Craft Impactful Reports

Executive Leadership

The Benefits of Social Channels

Company seen as Progressive

#1 #2 #3 #4

Generates Incremental Value Opportunities Creates Thought Leadership Builds Awareness of the Company & Vision

Executive Digital Footprint

Three Steps to Establishing an Executive Digital Footprint

• 1. Take Part and Take Control
• 2. Demonstrate Leadership
• 3. Gain Distinctive Industry Insights

Executive Digital Footprint

Take Part and Take Control

• Create an Effective Executive Profile
• Control your Privacy & Confidentiality
• Efficiently Connect with the People that Matter

Executive Digital Footprint

Demonstrate Leadership

• Show that your Company is Innovative through Socially Engaged Leaders
• Offer an Authentic, Human Face to your Company
• Be a Voice for your Industry
• Be the First Stop for Press to Reach Out to in Case of Brand Crisis

Gain Distinctive Industry Insights

• Stay on Top of the Leading Ideas in your Industry
• Hire the Best Talent Available Worldwide
• Keep Tabs on the Competition & Potential Acquisitions

Executive Digital Footprint

Summary

• Monitoring and measuring digital strategies is important to see business impact and can be achieved by selecting

the appropriate KPIs and measurement tools

• Increased effectiveness of digital strategies can be achieved through benchmarking
• Reporting to stakeholders should be accomplished by crafting impactful reports that are of interest to executives

and management

• Establishing an executive digital footprint is a crucial part of positioning your organization at the cutting-edge of your

industy, helping you to attract the best talent

Great work, you‘ve completed this module!

Up Up next xt: Strategy