‘Digital transformation’ is the latest buzz phrase but what does it really mean? Our seminar takes a look at the difference between those who are digitally reactive, strategic, and transformational and asks: Which are you and what difference does it make to your business? We look at the challenges and tangible benefits of digital transformation and why it needs to move out of the marketing team and into the boardroom.

1. MARK SHERWIN – GLOBAL COMMERCIAL DIRECTOR
ROB VAN TOL – SENIOR STRATEGIST
RYAN SACKETT – UX & STRATEGY CONSULTANT

4. EDINBURGH
PERTH
LONDON
MELBOURNE
CARDIFF
HONG KONG

5. Our broader experience

7. Missoni_Conference
MissoniGuest2014
#PrecSem
@PrecedentComms

9. WE ARE EVOLVING FROM A MARKETING CENTRIC
TO BUSINESS WIDE VIEW OF THE WEB
The
Website
Web
strategy
Digital
strategy
Digital
transformation
Business-wide impact
Marketing centric

10. TODAY WE WILL EXPLORE WHAT IT MEANS
TO ACHIEVE DIGITAL TRANSFORMATION
DIGITAL TRANSFORMATION REFERS TO THE CHANGES ASSOCIATED WITH THE
APPLICATION OF DIGITAL TECHNOLOGY IN ALL ASPECTS OF HUMAN SOCIETY.
DIGITAL TRANSFORMATION MAY BE THOUGHT AS THE THIRD STAGE OF EMBRACING
DIGITAL TECHNOLOGIES:
DIGITAL COMPETENCE -> DIGITAL LITERACY -> DIGITAL TRANSFORMATION.
THE LATTER STAGE MEANS THAT DIGITAL USAGES INHERENTLY ENABLE NEW TYPES OF
INNOVATION AND CREATIVITY IN A PARTICULAR DOMAIN, RATHER THAN SIMPLY ENHANCE
AND SUPPORT THE TRADITIONAL
Wikipedia | ‘Digital Transformation’

11. THOSE ORGANISATIONS THAT DO NOT FUNDAMENTALLY TRANSFORM
ARE RAPIDLY BECOMING IRRELEVANT

12. DIGITAL TRANSFORMATION IS ABOUT FUNDAMENTAL CHANGE
If you think being 'in e-business' means suturing on an
e-commerce appendage to your body corporate,
then think again.
We promise you that won't work...
You've got to be prepared to let that e-business commitment
ripple through and shake up that body corporate.
And like an 8.0 earthquake, you must be prepared for the
rearrangement that will inevitably occur.
Keyur Patel & Mary Mccarthy | Digital Transformation, 2000

13. AND THERE IS NO POINT IN SIMPLY WAITING TO SEE WHAT OTHERS DO
Innovators
2.5%
Early
Adopters
13.5%
Early Majority
34%
Keyur Patel & Mary Mccarthy | Digital Transformation, 2000
Late Majority
34%
Laggards
16%

14. THOSE WHO DO NOT INNOVATE WILL FALL IREVOCABLY BEHIND
Innovators
2.5%
Early
Adopters
13.5%
Early Majority
34%
Keyur Patel & Mary Mccarthy | Digital Transformation, 2000
Late Majority
34%
Laggards
16%

15. In a world filled with uncertainty, it’s easy to fall into a
“wait and see” mind-set.
But waiting and saying “no” has a cost just as high, if
not higher, than saying “yes.”
Because technology is increasing so fast and because
we are in a period of rapid transformation are the
exact reasons why you can no longer “wait and see”
what will happen.
Remember this: “If you don’t do it, someone else will.”
And they’re doing it right now!
Daniel Burrus, Flash Foresight

16. How is your industry being digitally disrupted?

17. WE’LL ALSO HELP YOU FIND YOUR INNER HERO…

18. WE’RE GOING TO EXPLORE 5 KEY THEMES
1.
Customer service, the missing link
2.
Harnessing the wisdom of crowds
3.
New money models
4.
The tricorder
5.
The Internet of things

19. Customer service, the missing link

20. DESIRE
INTEREST
ADVOCACY
INVOLVEMENT
The AIDA reflection | Mark Sherwin, Precedent 2013
ACTION
DELIVERY
AWARENESS
MARKETING CAN NO LONGER SIMPLY FOCUS ON AIDA
IT MUST FOCUS ON AIDA AND ITS REFLECTION

21. WIGGLE - NOT JUST AN ACQUISITION MODEL

22. WIGGLE - NOT JUST AN ACQUISITION MODEL

23. WIGGLE - NOT JUST AN ACQUISITION MODEL

24. WIGGLE - NOT JUST AN ACQUISITION MODEL

25. WIGGLE - NOT JUST AN ACQUISITION MODEL

26. LOVEFILM – FAILING AT THE FINAL HURDLE

27. LISTENING AND RESPONDING IN A HUMAN WAY IS A GOOD START

28. …AND CHOICE MAKES PEOPLE FEEL BETTER

29. TECHNOLOGY ENABLED CUSTOMER SERVICES

30. TECHNOLOGY ENABLED CUSTOMER SERVICES

31. Harnessing the wisdom of crowds

32. USES OF CROWD SOURCING
Idea
Generation
Research &
Development
Financing
Operations
?

33. IDEA GENERATION - LEGO

34. R&D - GOLDCORP

35. FINANCING - KICKSTARTER
x

36. OPERATIONS - GIFF GAFF

37. ? – SHUTLR

38. TURNING ADVOCATES INTO STAKEHOLDERS
Idea
generation
Operations
Stakeholders
Financing
Research and
Development

39. How could your business harness the wisdom of crowds?

40. New money models

41. WE’D WANT TO HIGHLIGHT NINE DIFFERENT TYPES OF BUSINESS MODELS
ALL OF THEM HAVE BEEN IMPACTED BY THE WEB
 Brokerage
| Bringing buyers & sellers together e.g. Estate Agents, IFAs
 Advertising
| Content provider carrying adverts e.g. Google, Facebook
 Infomediary
| Consumer habits & personalisation e.g. DoubleClick
 Merchant
| Selling e.g. Amazon, John Lewis, Argos
 Manufacturer Direct | Build and sell e.g. Dell
 Affiliate
| Revenue sharing e.g. Amazon
 Community
| User supported e.g. Open source, Kickstarter
 Subscription
| Periodic payment e.g. Guardian, Spotify, membership orgs
 On-demand
| Pay as you go e.g. In App/Game Payments

42. MERCHANTS: CUSTOMERS WANT INCREASINGLY GRANULAR PURCHASING OPTIONS.
MAKE THIS SIMPLE, FLEXIBLE AND VALUABLE AND THEY WILL RETURN

43. ON-DEMAND: NEW PURCHASING MODELS CAN DRIVE NEW CONSUMER HABITS
AND DELIVER GREATER RETURNS

44. OLD SUBSCRIPTION: TRADITIONAL ORGANISATIONS WILL BE USURPED BY
THOSE OFFERING A MORE FLEXIBLE APPROACH TO ACCESS

45. NEW SUBSCRIPTION: TRADITIONAL ORGANISATIONS WILL BE USURPED BY THOSE
OFFERING A MORE FLEXIBLE APPROACH TO ACCESS

46. NEW SUBSCRIPTION: THE VALUE OF KNOWLEDGE HAS PLUMMETED AS THE WEB
HAS WIDENED ACCESS TO IT
0.69p
a month

47. COMMUNITY: THESE MODELS ARE STARTING TO PERFUSE INTO MORE NICHE
APPLICATIONS AND SECTORS

48. COMMUNITY: THESE MODELS ARE STARTING TO PERFUSE INTO MORE NICHE
APPLICATIONS AND SECTORS

49. COMMUNITY: FINANCING – NICHE GIVING

50. BROKERAGE: A NEW SET OF KNOWLEDGE BROKERS HAS GROWN UP, TO
FORCE DOWN PRICES IN ACROSS A NUMBER OF SECTORS

51. ADVERTISING: HAS HAD TO BECOME BLENDED WITH THE CONTENT

52. ADVERTISING: HAS HAD TO BECOME BLENDED WITH THE CONTENT

53. INFOMEDIARY: HAS BEEN VERY EFFECTIVE IN COLLECTING PERSONAL
INFORMATION, A COUNTER TO SHOWROOMING, BUT HAS PRIVACY CONCERNS

54. AFFILIATE: PAY FOR PERFORMANCE MODEL – IF THE AFFILIATE DOESN’T
GENERATE SALES, IT COSTS THE MERCHANT NOTHING

55. MANUFACTURER DIRECT: DISINTERMEDIATING THE TRADITIONAL
MERCHANT AND OFFERING CUSTOMISATION ON BUILD

56. MANUFACTURER DIRECT: NEW SUBMIT YOUR DESIGN TO BE 3D PRINTED. AND A
3D PRINTER IS CREATING A PIZZA – SHADES OF STAR TREK’S REPLICATOR

57. The tricorder

58. EVERY EMPLOYEE
WITH MORE COMPUTING POWER
AT THEIR FINGER TIPS THAN
THE SPACE SHUTTLE.
ANYTIME…ANYWHERE

59. CONVERGENCE PUTS INCREDIBLE POWER IN THE PALM OF OUR HAND
Wired UK | 20 Years of Wired | June 2013

60. SMART PHONES CAN NOW REPLACE MANY ANALOGUE PROCESSES
AND DEDICATED DEVICES

61. THEY ALSO OFFER THE OPPORTUNITY TO PROVIDE NEW VIEWS
ON TO EXISTING DATA USING CONTEXT TO STREAMLINE EXPERIENCES

62. AS DIGITAL WALLETS BECOME MORE MAINSTREAM THE MOBILE
OFFERS HUGE EFFICIENCY AND PRODUCTIVITY BENEFITS

63. PHONE AS BUS TICKET AND BUS TRACKER

64. INTEGRATING DIGITAL WITH THE PHYSICAL WORLD (PHYGITAL)
CREATE INNOVATIVE NEW CUSTOMER SERVICE OPTIONS

65. TECHNOLOGY ENABLED SERVICE EXPERIENCES

66. TECHNOLOGY ENABLED SERVICE EXPERIENCES

67. TECHNOLOGY ENABLED SERVICE EXPERIENCES

68. INTEGRATING DIGITAL WITH THE PHYSICAL WORLD (PHYGITAL)
CREATE INNOVATIVE NEW CUSTOMER SERVICE OPTIONS

69. How will you fit into your staff and customers’ mobile lives?

70. The internet of things

71. NOT A FRIDGE WITH AN IPAD STRAPPED TO IT…

72. DIGITAL CAPABILITY IS NO LONGER RESTRICTED TO
HIGH END COMMUNICATION DEVICES

73. NOT A FRIDGE WITH AN IPAD STRAPPED TO IT…
The internet of things isn’t wi-fi fridges and devices with bolt on
connectivity: it’s tiny, cheap sensors that will bring everyday objects
to the network – in their billions’
‘By strapping a receiving computer to the side of it, the internet
fridge brings the internet to the device. By connecting transmitting
sensors to the network, the internet of things brings the device to
the internet.’
BEN HAMMERSLEY | WIRED, 2013

74. THIS CREATES HUGE OPPORTUNITY FOR NEW MULTI-INPUT,
MULTI-OUTPUT DIGITAL INTERACTIONS

75. THIS CREATES HUGE OPPORTUNITY FOR NEW MULTI-INPUT,
MULTI-OUTPUT DIGITAL INTERACTIONS
Use case from The New Digital Age | Schmidt and Cohen 2013

76. THE INTERNET OF THINGS IS PERVADING EVERY FACET OF OUR LIVES
Learns your behaviour by
you manually changing
the temperature, and it
learning your routine.
And can be adjusted by
your smartphone app.

77. THE INTERNET OF THINGS IS PERVADING EVERY FACET OF OUR LIVES

78. THE INTERNET OF THINGS IS PERVADING EVERY FACET OF OUR LIVES

79. THE INTERNET OF THINGS IS PERVADING EVERY FACET OF OUR LIVES
WHETHER WEARABLE OR AMBIENT

80. THIS IS A 2020 CONCEPT FROM SONY ABOUT A FULL COMPUTER YOU WEAR ON
YOUR WRIST

81. BIG NAME BRANDS NEED TO ADAPT FAST TO SURVIVE

82. WHILST PERSONAL DEVICES MAY IN FACT MAKE UP AN INTERNET OF
THINGS, COMMERCIAL AND MUNICIPAL APPLICATIONS HAVE MUCH WIDER
OPPORTUNITIES

83. WHILST PERSONAL DEVICES MAY IN FACT MAKE UP AN INTERNET OF
THINGS, COMMERCIAL AND MUNICIPAL APPLICATIONS HAVE MUCH WIDER
OPPORTUNITIES

84. How will you be / how are you being impacted by the Internet of Things

85. Gotcha, but how do I make that 15%?

86. FIRST WE MUST ARTICULATE WHAT IT MEANS
TO EMBRACE DIGITAL TRANSFORMATION
The
Website
Web
strategy
Digital
strategy
Digital
transformation
Business-wide impact
Marketing centric

87. DIGITAL MUST MOVE FROM A MARKETING FUNCTION
TO A BUSINESS-WIDE IMPERATIVE
Daring to be Digital | Adrian Porter, Head of Strategic Research, Precedent 2013

88. AND TO GATHER SUPPORT IT MUST DELIVER
TO ALL PARTS OF THE BUSINESS
DIGITAL
TRANSFORMATION
Digital Transformation | Adrian Porter, Head of Strategic Research, Precedent 2013
DIGITAL
TRANSFORMATION

89. GENERATE IDEAS AND LOOK FOR THOSE IDEAS
THAT IMPACT ACROSS ORGANISATIONAL GOALS

90. A STORY IS WORTH 10,000 WORDS

91. UNDERSTAND HOW YOU WILL MEASURE BUSINESS VALUE
ESTABLISH BASELINES, CONSTANTLY MEASURE, OPTIMISE AND EVOLVE
We need to deliver recognisable and measureable business value
every three to five months.
That is imperative, otherwise we lose credibility and trust.
CLAES MANSSON | DIRECTOR, ICT STRATEGIC INVESTMENT PROGRAMME , MONASH UNIVERSITY, 2013

92. CONSIDERATIONS

95. A HERO’S JOURNEY
CHANGING THE WAY BUSINESSES CREATE EXPERIENCES
INCEPTION
You see the need for change.
You feel as if more can be done.
You’re not sure it’s your responsibility and the
opportunity is bigger than you envisioned.
You question your calling.
Perhaps you refuse it.
Then you meet others who will empower
you…stand by you through change.
What’s the Future of Business | Brian Solis, 2013

96. A HERO’S JOURNEY
CHANGING THE WAY BUSINESSES CREATE EXPERIENCES
TRIBULATION
Change is met with hardship.
It’s unavoidable.
You start to feel the discomfort from leaving
your comfort zone.
Obstacles will arise; budget
constraints, politics, scepticism, tunnel
vision, blatant ignorance.
Stay true stay focused.
Your customers and employees are anxious
for you to succeed.
What’s the Future of Business | Brian Solis, 2013

97. A HERO’S JOURNEY
CHANGING THE WAY BUSINESSES CREATE EXPERIENCES
TRANSFORMATION
Buzz and excitement permeates the halls of
your business.
Employees hear about what you are trying to
do, they enquire how to be part of it or how
soon they’ll see the fruits of your labour.
To hold consensus takes frameworks and
processes. This sets the stage for how
people, teams, philosophies, and technology
will support the transformation.
It’s always darkest before dawn. There will be
pushback, more and more challenges.
Keep the team strong, you’ve come too far for
that.
What’s the Future of Business | Brian Solis, 2013

98. A HERO’S JOURNEY
CHANGING THE WAY BUSINESSES CREATE EXPERIENCES
REALISATION
To call this the last stage is misleading.
Transformation is continual, it becomes part
of your business model.
Here you learn and adapt accordingly.
You lift your head and notice that the people
inside and outside of the organisation are
noticing change.
Change is now constant.
Take this moment to revel in your journey.
Since you are the hero in this story, your
journey is just beginning.
What’s the Future of Business | Brian Solis, 2013

99. How will you start your hero’s journey?

100. Transformation will not wait, pause, or stand aside while you think about
it. There are three critical truths about business in this new era that you
cannot afford to ignore; we might call them corollaries to the Golden Rule:
1) Transformation will happen.
2) If it can be done, it will be done.
3) If you don’t do it, someone else will.
The message is clear: in the days, weeks, months, and years
ahead, expect and plan for radical transformation.
Daniel Burrus, Flash Foresight

101. WE SHOULD ALL BE CONCERNED ABOUT
THE FUTURE BECAUSE WE WILL ALL HAVE
TO SPEND THE REST OF OUR LIVES THERE.
Charles F. Kettering, American inventor and businessman