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THE RISE OF THE CHIEF DIGITAL OFFICER
How organizations are tackling digital transformation from within
Perry Hewitt
CDO, Harvard University
1 What is a CDO, anyway?
2 Digital strategy: one definition
3 Setting the stage for digital transformation
4 Mind shifts just for marketers
5 The post-CDO world
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1 What is a CDO, anyway?
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marketing
language
technology
Enterprise responsibilitymarketing, editorial, web publishing
Agency experiencescoping, client management, high pressure, high volume
Software and professional servicesalways be shipping, product management mindset
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Or, more like a next generation Chief Telephone Officer?
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“centralized, world-class capability…charged with removing barriers to exceptional … service delivery”
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“Born analog” organization eager to adapt
Licensed experimentation
Shared guidelines and best practices
Marketing and IT alignment
Appetite but not capability for data and analytics
“We have an agency for that.”
A CDO might help you with the following
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2 Digital strategy: one definition
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Share Harvard’s mission of excellence in teaching, learning, and research while making the University and its contributions relatable and relevant in an always-on world
Enable communications and engagement approaches to live digitally, and often digital-first to enrich our constituents’ experience of Harvard
Connect and amplify digital initiatives
build amplif
y
aggregate
curate
COPE
ship measur
e iterate
mobile data
social mm /video
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mobilesocial
#iot (beyond the screen)
visual apps
speed of spread
MOOCs
emailSaaS
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Heightened expectations: mobile, social, frictionless, ubiquitous
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Messaging alignment
RWD Web platforms Social platforms Community
engagement
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3 Setting the stage fordigital transformation
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Gather the components for your own enterprise digital remix
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Get the right people in matrixed reporting and project roles
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Develop digital guidelines that spread knowledge and enable user contributions
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Adopt a product management mindset
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Create formal and informal learning paths to extend digital capabilities
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4 Mind shifts just for marketers
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Time to rebalance control and influence
Influence
Control
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Head & heart
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Marketing analytics is a core competency
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Death of the five-year, and maybe even the annual plan
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5 What’s next: the post CDO world
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RIP TYPISTSJust as the typing pool gave way to broad interaction with tech, so advanced digital capabilities will spread beyond one group
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THE RISE OF THE CHIEF DIGITAL OFFICER
How organizations are tackling digital transformation from within
Perry Hewitt
CDO, Harvard University
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LESS ABOUT EDUCATIONMORE ABOUT INTEGRATION
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ENOUGH, ALREADY.
QUESTION
S ?
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THANKS@perryhewitt