Digital Excellence (Econsultancy)

Econsultancy.com | 1 Digital Excellence |

Digital Excellence: are you a winner or an

average performer?

John Sinke

November 2012


Why is Digital Excellence important?


Training, consultancy, events, content and more…


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


Just a few clients we’ve worked with…


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…


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.


Is your organisation competent and capable?

Capability (technology) (processes)

Competence (knowledge)

(skills)


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?


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


Still not enough digital specialists?

Source: http://econsultancy.com/uk/reports/digital-marketing-organisational-structures-and-resourcing-best-practice-guide


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


“Digirati” are 26% more profitable…


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





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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


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


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


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


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.


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!


Step 2. Define excellence for your business


Step 3. Map against competency frameworks


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


Step 5. Ensure support staff have the skills to recruit and manage

Cartoon by SocMedSean.com


Step 6. Ensure senior executives understand the business environment needed


Step 7. Digital marketing is digital business

“Are you a digital business or

a business that does digital?”


“Do something different” Step 8. Change isn’t easy…


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


Digital Excellence brochure

http://files.econsultancy.com/econsultancy-6-digital-imperatives.pdf


Digital Cream Singapore 2012 Raffles City Convention Centre

29 November 2012 #DCSG

Platinum Sponsors:

Contact:

[email protected]


• 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?

Education

Digital Excellence (Econsultancy)