Building Digital Culture: A Practical Guide to Successful Digital Transformation

Description

Building Digital Culture aims to answer a simple question: How can organisations succeed when the environment they operate in is changing so quickly? The last thing businesses need today is a digital strategy. Instead, their strategy needs to be fit for our fast-changing digital world, where businesses have more data than they know what to do with, a media landscape that's exploded in size and complexity, the risk of a new disruption around every corner, and only one certainty: that this change won't let up. Building Digital Culture doesn't address whether or not you should advertise on Facebook or invest in virtual reality. It doesn't seek to unearth a silver bullet to make digital investments a sure-thing. It steps back from the hype, and argues that whatever digital might mean for your business, if you don't create a digital culture you'll most likely fail, or at least fall short of what you want to achieve. Daniel Rowles and Thomas Brown combine more than 30 years of experience at the forefront of marketing and digital developments to help you to navigate from being a business that tolerates or acts digital, to one that truly is digital. Building Digital Culture is based on more than 200 hours of research, candid interviews and contributions from senior leaders at a diverse range of brands including Twitter, Made.com, Deloitte, HSBC, Ladbrokes, Direct Line Group, Barclays, The Metropolitan Police, RSA Insurance and many more. Contents About the Authors Contributors to this book Foreword Acknowledgements Introduction Part one Why you need a digital culture 01 The increasing pace of change Disruption Death by a thousand cuts Digital transformation Beyond capability 02 The technology catalyst Enter Moore’s Law Exponential growth in perspective Technology as an enabler The near future Technology changing society Double-edged sword Frictionless technology The distant future A guaranteed future prediction 03 New channels, tools and business models Business to business and technology innovation New channels New tools New business models Beyond Uber Free is always cheaper 04 Why organizations really fail at digital Changing external landscape Changing internal landscape Broad skillsets Conclusions Part two Plotting your digital journey 05 What a digital transformation looks like What does a digital transformation involve? Lessons learned 06 Your digital culture audit Your digital audit scores 07 Understanding your stakeholders Mapping your stakeholders 08 Your strategic approach Choosing a path No silver bullet Part three The Digital Culture Framework 09 Definition and vision Listening first Connecting potential and priority Three types of transformation What sort of change is right for you? Articulating your vision 10 Leadership The role of the CEO The reality of trade-offs Aligning objectives (Non-fiction) Storytelling 11 Agility The need for speed Overcoming the barriers Decision rights Failing fast Agile methodology, reapplied 12 Environment Culture and environment Digital technology and the workplace Competing for digital talent Beware the cool kids in the corner 13 Skills and talent Resistance to change Learning techniques T-shaped people The digital skills gap Digital marketing training and jobs Global digital marketing skills shortage The dogma of recruitment Training and learning techniques Classroom-based digital marketing training Digital marketing qualifications Conclusions 14 Strategic positioning Bridging the gap Strategic positioning in practice Business-to-business service Consumer Packaged Goods Complex consumer product Charity funding Beyond communications Content marketing and the user journey Traditional sales funnel See, Think, Do, Care Content mapping Authenticity 15 Translation and communication Speaking the right language Identify the blockers Lather, rinse, repeat The network effect It’s a two-way street The medium, not just the message 16 Technology Why technology matters Getting the fundamentals in place Single customer view The painful truth about integration Next step: Marketing automation Why technology is a challenge Creating an effective digital culture for technology Conclusions 17 Process and governance Where we need processes Avoiding ‘bottom of the drawer’ syndrome Workplace experimentation Internal service level agreements Example process mapping Social media crisis management – effectively implementing a social media policy How to avoid a social media disaster Social media crisis management plan Social crisis management conclusions Conclusions 18 Structure Avoiding the digital silo Structure is an enabler, not a solution Find your operating rhythm Break down walls Do you need a Chief Digital Officer? 19 Connections Curate your own stream Unlock the value chain Build your network Get out more Seek out the innovators 20 Measurement Digital strategy and measurement in perspective Setting primary objectives Setting primary objectives as analytics goals Connecting primary objectives to business objectives Digital channels driving primary objectives Understanding how digital channels contribute Multi-Channel Funnels Report (MCF) Workplace experimentation Conclusions 21 Innovation and entrepreneurship Culture of managed risk Market insights Ability to experiment Measurement frameworks Leadership commitment to asking challenging questions Conclusions 22 Financial impact Financial measurement to drive change The perfect financial measurement model Adding non-direct activities to our measurement framework Conclusions Part four Keeping up with change 23 Keeping measurement at the core Conclusions 24 Separating the ephemeral from the enduring Experimentation is key The risk of not continuing Insights review and external opinion Conclusions 25 Three things to watch Connected living What if the uberization of talent becomes mainstream? Artificial intelligence Epilogue You are going to struggle at times – practical advice Things happen in fits and starts The journey never ends Appendix: The Digital Culture Toolkit References and further reading Index