What the hell is digital transformation anyway?” a webinar presented by Mark Ralphs, partner at Good Rebels, on the 25th of April 2018. Learn about the challenge of creating a digital first culture and organisation, the forces driving digital transformation, and practical insights and advice on delivering a transformation programme.

1. What the hell is
digital transformation
anyway?!
Mark Ralphs, 25 April 2018

2. 2
Good Rebels is a digital strategy and
creative company.
We work with our clients to build a legacy of performance and
innovation, enabling them to thrive whatever the future holds.
We do this by identifying opportunities and solving complex
problems at the ConnectedEdge of people, brands and digital
technology; finding new ways to increase revenue and build
human-centred, high-performing organisations.
What the hell is digital transformation anyway?! | 25 April 2018 |

4. Transformation

5. TransformationDigital

6. TransformationDigital
Digital
transformation

7. How digital is
changing brands
Disruption at the ConnectedEdge

8. 8What the hell is digital transformation anyway?! | 25 April 2018 |
People
Technology
Brands &
Organisations
ConnectedEdge

9. Video link youtube: https://www.youtube.com/watch?v=FkbTCoQ39L4

10. Challenges at the ConnectedEdge
Managing customer
expectations: providing a
differentiated, brand-led
customer experience that
delivers to customer needs
Understanding market
disruption: competing
with customer-centred,
data-led new entrants
reinventing existing
products and services
Transforming internally:
culture change required to
operationally deliver
Creating an authentic
omni-channel brand:
transforming from legacy
to future proof IT, systems
and processes
Building a vision: road-
mapping future vision to
give direction to strategic
innovation choices
Driving innovation
through test and learn:
continuous innovation
leading to emergent new
strategies
Future Strategy Club 2017

13. Examples of technology disrupting supply
chains and consumer journeys
The potential dominance
of Amazon: affecting
consumer relationships,
pricing and data
ownership
Advertising effectiveness:
as more consumers choose
to ignore interruptive
advertising, mass
marketing will become
less effective
The Internet of Things:
smart devices have the
potential to change the
way we shop, and the way
trade customers are
supplied
Blockchain: blockchain’s
dispersed ledger has the
potential to improve
logistics management,
improving speed and
reducing costs

15. Starbucks, blockchain from bean to cup

17. “Advertising of all flavours is
fundamentally insufficient for building
the deeper, more meaningful customer
relationships that digital now beckons
you to try to build.”
Forrester 2017

18. “We are moving from marketing communism – in
which marketers were able to push average quality
marketing to consumers – to marketing Darwinism, in
which people will only see what they want to see.”
Javier Sánchez Lamelas, then VP marketing, Coca-
Cola

19. Forrester 2017

20. PageFair 2017

21. 21
MIT Sloane 2017
What the hell is digital transformation anyway?! | 25 April 2018 |

22. 22
The adoption lag
Technology
Consumers
Organisations

23. People, brands and
organisations
Becoming human-centred

24. “It’s not all about the strategy. Or the
technology. It’s about the people. How
do we get the people who are good at
delivering the today, to deliver the
tomorrow better?”
Global head of digital transformation, Unliver

25. 25
C
Z W
The Citizen Journey
The Consumer Journey
The Co-Worker Journey
Human centred organisations
Exceeding expectations
Creating value for wider society
Empowering internal creativity
The most successful organisations are those focused
on people. Where human relationships are intrinsic
to the business.
These are the brands and organisations that clearly
identify how they will create shared value for
consumers, co-workers, and citizens. These are the
truly human centred organisations.
What the hell is digital transformation anyway?! | 25 April 2018 |

27. 27
C
Z W
Human-centred transformation
We encourage human-centred digital transformation, enhancing the relationship with customers,
employees and citizens by focussing on:
The Consumer
Journey
Discover
Buy
Love
The Citizen
Journey
Value
Connect
Involve
The Co-Worker
Journey
Wish <??>
Engage
Belong
Rich and unique
marketing, product
and service
experiences
Empowering &
developing coworkers
and collaborators
Strengthening business by
creating shared value, not
only for shareholders but for
wider society
What the hell is digital transformation anyway?! | 25 April 2018 |

29. Digital transformation
is a journey
Not a destination

30. “Any responsible company today
should view digital technologies as a
means to create a more efficient
organization or a different form of
customer engagement”
Arun Sundararajan, New York University

31. MIT Sloane 2017

32. 32
Boston Consulting Group 2017
What the hell is digital transformation anyway?! | 25 April 2018 |

33. “Don’t confuse complex business
challenges with requiring complex
solutions. The power is in simplicity.”
Mark Luce, SAB Miller

34. VISION
Delivering world class digital
capabilities that are game changing,
data driven, and that deliver fast
growth, innovation, and outstanding
people.

35. 35
Adopt an agile approach
Image credit: David Armano, 2011
What the hell is digital transformation anyway?! | 25 April 2018 |

36. 36
Work fast
Audit and ambition
Where are you now?
Where do you want to get to?
Within what timeframe?
Roadmap and hero
project design
How are you going to get
there?
Winning support
Building the business case and
engaging internal stakeholders
who are vital to long-term
success.
Gaining momentum
Achieving early wins and
developing a ccontinuous
improvement
Weeks 1 to 10 Weeks 11 to 15 Week 16 onwards
What the hell is digital transformation anyway?! | 25 April 2018 |

37. 37
Fernando Polo 2015
What the hell is digital transformation anyway?! | 25 April 2018 |

38. 38What the hell is digital transformation anyway?! | 25 April 2018 |
Brilliant Noise 2018
Focus on digital capability

39. Find a hero!

40. 40
Hero projects, some examples
• Social recruitment: reducing costs and employee churn
• Consumer journey mapping: highlighting opportunities to improve funnel conversion along
the digital and inshore consumer journey
• Digital consumer insights: improving segmentation, targeting and marketing efficiency
• Social media employee advocacy: increasing brand awareness and positive share of voice
• Member get member strategy: opening up peer driven acquisition
• Digital paid media innovation: testing new formats and approaches
• Data-led content strategy: creating relevant content to motivate consumer action
• Return on marketing investment (ROMI) modelling: to improve budget effectiveness
• Digital excellence training: building capacity across the organisation
• Digital and social media governance: reducing risk and improving agility
What the hell is digital transformation anyway?! | 25 April 2018 |

41. Good Rebels 2018

42. Digital transformation
in practice

43. 43
LEGO global governance and
education
In 2011 LEGO was seeking to build digital expertise and capacity as they
prepared to roll out a global digital programme.
They asked Good Rebels to refine internal processes through the
development of an education and change management programme.
The programme, ‘The digital driver’s license’ was undertaken by digital
champions, operators and stakeholders, as well as a further 6,000
employees around the world.
The programme underpins all of the digital activity LEGO has delivered
during the last 4 years. LEGO is now considered one of the world’s most
forward thinking digital brands.
What the hell is digital transformation anyway?! | 25 April 2018 |

44. 44
CESPA loyalty programme
Petroleum giant CEPSA asked us to redesign their 10 year-old loyalty
programme taking into account the latest changes in consumer behaviour
and technology.
We analysed legacy data to identify transactional behaviour. Then
developed a new loyalty platform that provides a range of emotional and
personalised incentives to CEPSA consumers.
The new platform is mobile – rather than card – based and uses social
sign-in to support social CRM.
What the hell is digital transformation anyway?! | 25 April 2018 |

45. 45
Sephora’s digital ecosystem
With over 300 brands, and 750 stores across 21 countries, Sephora is one of
the leading and best loved cosmetic brands in the world. Sephora’s Spanish
business has also long been recognised as one of Iberia’s most innovative
retailers.
In 2017 Sephora asked Good Rebels to redefine their digital ecosystem as
part of an omni-channel journey; with the goal of creating unique
experiences for consumers when engaging with Sephora at any point along
the consumer journey or on any digital platform.
What the hell is digital transformation anyway?! | 25 April 2018 |

47. Video link youtube: https://www.youtube.com/watch?v=3UEJyl2ClUc

48. Video link youtube: https://www.youtube.com/watch?v=Zb3KO27LWhA

49. Investment and
impact

50. 70 / 20 / 10
Tried and tested Market-proven Innovation
Invest for innovation

51. ROI frameworks
PWC / Strategy& 2016

52. ROI of digital transformation
2x profit
10x customer
centricity
+10% customer
satisfaction
+20% employee
productivity
+59% innovation
-40% employee
turnover
University of Bath

53. “I like to say that we’re an 800 pound gorilla
living in a unicorn world. If we want to grow
our only option is to rewire ourselves and
disrupt our ways of working to become
more entrepreneurial and nimble”
Dana Andersen, former CMO of Mondelēz International

54. Join the Rebellion
mark@goodrebels.com
linkedin.com.markralphs
goodrebels.com
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