Strategic Leadership – Digital Medias

J. Boye Conference – November 4th 2015

Birgit Gjøl Nielsen, DGI, Marketing and Communication Executive

1,5 million members

Sports association where 6.300 local sports clubs are organized

106.000 volunteers – leaders, trainers and instructors

Focus on ‘sports for all’ (in contrast to elite sports)

Non-profit

DGI in short

Leadership as a critical factor

Research shows:

Companies that excel in digital leadership and build digital capabilities are 26% more profitable than their industry peers

Successful digital transformation starts at the top of the company

Why focus on digital leadership

Source: Leading Digital, George Westerman, Didier

Bonnet, Andrew McAfee

Leadership: Figuring out where to go and to enlist the people and groups necessary to get there

Management: Figuring out how to get there – and the ability to plan, organize and coordinate

Difference between leadership and management

Leadership vs management

The leader The manager

Develops Maintains

Focuses on people Focuses on systems and structure

Inspires trust Relies on control

Has a long-range perspective Has a short-range view

Asks what and why Asks how and when

Has eye on the horizon Has eye on the bottom line

Originates Imitates

Challenges the status quo Accepts the status quo

Is his or her own person Is the classic good soldier

Does the right thing Does things right

Inspired by: “The Wall Street Journal Guide to Management” by Alan Murray

Set an inspiring direction that leverages the potentials of your organization

Be customer-centric

Digital strategy is all about the user experience

Customer-centric digital strategy

User needs

Business needs

User experience

One user journey = one brand experience

How the user journey and the brand experience has changed on dgi.dk

Previously:

A fragmented user journey – a multiple brand experience

Today:

One user journey = one brand experience

Customer-centric digital strategy

RelevantBla BlaBla Bla

What we want to say

What they want to hear

Zzz ZzzZzz Zzz

The primary strategy

X

X

X

X

X

X

X

X

X

X

The digital strategy

#1 Lighthouse

#2 Lighthouse

#3 Lighthouse

#4 Lighthouse20

15

20

16

20

17

X

The vision

Identifying the sports practioners target groups:

Typology 1

The community traditionalist

Typology 2

The competition oriented

Typology 4

The individualist

Typology 3

The lifestyle performer

Typology 4

The skeptic

Ambition: Customer centric and adaptive

Organization: Agile and in a change modus

Strategy: Clear long-term direction that embrace perpetual change and agility to make short-term learnings

Culture: From push to pull

Brand: Walk the talk

Solution: Focus on user needs and “business” – not on technology – MVS – Minimum Viable Solution

Approach to the new dgi.dk

How can you lead upwards and downwards in your organization

Can be used to evaluate your employees, yourself as a leader and your decision makers and even your organization and industry

The ladder of competence

Not aware of a skill you lack

Aware that you lack a skill

Confident with the skill

So skilled that you do things without having to think about itUnconsciously

incompetent

Consciously incompetent

Consciously competent

Unconsciously competent

How can I best help this person?

The best question you can ask yourself

How can you inspire decision makers to support your project?

The hard core arguments:

Make a convincing business case - the big bucks

The competitive arguments:

Benchmark against core competitors

The innovative arguments:

Show first-mover features or even disruptiveness

The emotional arguments:

Show quotes from customers being dissatisfied with your site

The exhausting arguments:

Make a detailed report with all the arguments

Examples of ways to convince decision makers

How can you nurture the organizational involvement in your project?without compromising the project team’s ability to create optimal solutions?

Align expectations

The user of the website is the boss

Always ask your colleagues to be customer-centric

Make a wish list on the intranet

User journeys construction & validation

Make idea generation workshops

The website production

The road leading to successful innovative website development

Success

How people think

you achieve success

Success

How you in reality

achieve success

Intensive development periods every 3 – 5 years

Strategies to work with website development cycles

Workload

Time

Ideally a more stable development level

Strategies to work with website development cycles

Workload

Time

Workload Ideal workload

Chosen development strategy: Stepwise implementation with 20 launches

Analyze

ImplementationTest

How can you reach an agreement, when several decision makers are involved?

32

"The things that matter most must never be slaves to the things that matter least." Goethe

EFFORTSRESULTS

Prioritize

Example 1

Little effect Major effect

High costs

Eliminate it Consider it

Low costs

Consider it Do it at once

1. Determine your criteria and rating scales2. Establish criteria weights3. Create the matrix4. Work in teams to score the projects

Example 2 Prioritization Matrix

Let’s investigate the collective knowledgebase about digital leadership in this room

Share your best practice examples plus

tips & tricks about digital leadership

What are your experiences with digital leadership?

Questions

&

thank you