Strategy and Planning Module 8: Digital Leadership
Module 8 Digital Leadership PROFESSIONAL DIPLOMA IN DIGITAL STRATEGY & PLANNING
Digital Leadership Process 2. 1. Become come a Digi igital al Conce cepts Leader ader 3. 3. 4. Implem lement ent a Glob obal al Measur asure e & Digi gital al St Strat ategy gy Repor ort
Digital Leadership Process 2. 1. Become come a Digi igital al Conce cepts pts Leader ader 3. 3. 4. Implem plement ent a Glob obal al Measur asure e & Digi gital al St Strat ategy gy Repor ort
Concepts This section will cover 1. The Role of the Digital Leader 2. Pillars of Digital Strategy 3. Digital Transformation 4. Goal Setting
Digital Leadership What is Digital Leadership? Innovation needs to be part of your culture. Consumers are transforming faster than we are, and if we don ’ t catch up, we ’ re in trouble Ian Schafer
Digital Leadership The Role of a Digital Leader Optimize & Continually Set the Vision 7 1 Improve Influence Executives Track Impact 6 2 & Stakeholders Define Processes 5 3 Create for Digital Excellence Sustainable 4 Digital Programs Hire A-Players
Digital Leadership Characteristics of an Effective Digital Leader # 1 # 2 # 3 # 4 Enables Educates Inspires Leads # 5 # 6 # 7 Fosters Empowers Accountable Partnerships
Digital Leadership Case Study: Burberry We use the technology to bring the brand to life in our stories. We have developed our stores to Back in 2006, Burberry was grossly underperforming. showcase our digital innovations While the overall sector was growing at around 12-13% Angela Ahrendts a year, Burberry was only achieving 1-2%. Burberry was not keeping pace with the rapid development in the luxury goods market, neither in terms of innovation, nor in terms of products and services.
Digital Leadership Case Study: Burberry Digital is all about change and we told our teams early on to fall in love with change because we ’ re going to need to evolve every year Angela Ahrendts
Digital Strategy The Key Pillars of an Organization ’ s Digital Strategy 1 Current State of Digital Transformation Adoption 2 Vision for the Next 1-3 Years 3 Proposed Strategic Approach and Why 4 A Phased Plan of Enablement & Phasing 5 Required Resources and Infrastructure 6 Projected Outcomes and KPIs 7 Examples of Similar Programmes 8 Timelines and Next Steps
Digital Strategy Misconceptions around Building and Implementing a Successful Strategy It ’ s Easy to Take Radical Changes One Size Off the Ground Produce Faster Results Fits All Creates Immediate Solves All Marketing Social & Digital Impact Issues Maturity Don ’ t Matter
Digital Strategy Considerations when Implementing a Digital Strategy Measurement Tracks Governance Mitigates Risk Result and Best Practice Considerations Processes Make Behaviors Training Develops Social Repeatable Capabilities
Digital Transformation What does Digital Transformation Mean? Customer Operational Business Model Experience Process
Digital Transformation Why is it Important?
Digital Transformation Shifting Away from a Legacy Approach MIT Slo loan ’ s s 9 Ele lement ents s of D Dig igit ital al Transf sfor ormati mation: on: Transf sformi rming g Customer er Transf sformi rming Operatio tional l Transf sformi rming Busine siness ss Models ls Experience rience Proce cesse sses Customer er Under erstandin ing Process Digitization Digitally Modified Businesses Top-Line ine Growth Worker Enablement New Digital Businesses Customer er Touch Point ints Performance Management Digital Globalization
Digital Strategy Success Importance of Goal Setting Early in the Process • Provides the purpose of why the digital strategy is being set • Informs what needs to be tracked, reported, and measured
Digital Strategy Success SMART Goals
Digital Strategy Success Changes to Goals and KPIs These changes are often dependent upon: The State of the The Changes Program in Strategy to Adapt Changes in Strategy to Market to Adapt to Shifts in Challenges the Executive Charter
Summary • Digital leadership is the discipline of leading the organization towards digital transformation in order to stay competitive and agile • It is important to follow the key pillars of digital strategy in order to deliver successful results • There are several misconceptions concerning implementing digital strategies including; its easy to get off the ground, and it creates immediate results • Goal setting is imperative in order to effectively implement digital transformation
Digital Leadership Process 2. 1. Become come a Digi igital al Conce cepts pts Leader ader 3. 3. 4. Implem plement ent a Glob obal al Measur asure e & Digi gital al St Strat ategy gy Repor ort
Become a Digital Leader This section will cover 1. Establishing Personal Leadership 2. Digital Transformation Support 3. Executive Sponsorship
Establishing Yourself as a Digital Leader Establishing yourself through Leading by Example • Thrive despite uncertainty Creating a Complete • Focus on ideas that leapfrog ahead Social Footprint Creating • Select your digital-era lever Trying Out New Relevant Tactics Content • Start, experiment, learn, iterate Connect with Industry • Innovate faster than others
Establishing Yourself as a Digital Leader The Benefits of Leading by Example
Establishing Yourself as a Digital Leader Building an Executive Profile • Create a fully optimized profile • Build your network • Share relevant, curated content across platforms • Publish self-written content
Digital Transformation Support Aids for Non-Technical Leaders Educate Yourself Partner Utilize Tools (e.g. with IT Marketing Automation)
Executive Sponsorship How to Identify an Executive Sponsor Understands Understands the Key Internal Goals & Politics Outcomes Personal Respected & has Influence Investment & Interest
Executive Sponsorship The Role of an Executive Sponsor 1 Champion Digital Transformation 2 Secure Board Approval & Budget 3 Facilitate Internal Decision Making 4 Invite Key Stakeholders to the Table 5 Help to Remove Major Roadblocks
Executive Sponsorship How To Secure Executive Sponsorship 1 Understand Company ’ s Priorities ABC 2 Understand Executives ’ Priorities 3 Understand the Challenges 4 JK JKL Understand this Year ’ s Charter & Immediate Priorities 5 Understand and Speak their Language
Executive Sponsorship How to Leverage Data to Help Gain Executive Support • Industry Data from Respected Sources • Quotes from Experts • Brand Examples from the same Industry • Company ’ s Own Data (if available)
Executive Sponsorship Internal Promotion to Drive Momentum Use internal promotion to drive momentum, which can be achieved by: Continuously Tying Outcomes Back to Reporting on Internally Acknowledging your Company ’ s Goals Business Impact Communicating Results Exective Sponsor ’ s Support
Summary • Leading by example is an effective way of establishing yourself as a digital leader • It is important to establish an executive profile and presence across all social channels • There are tools and ways that you can help yourself if you are a non-technical leader to derive digital transformation • Securing executive sponsorship is important to be able to gain company-wide support of digital transformation projects
Digital Leadership Process 2. 1. Become come a Digi igital al Conce cepts pts Leader ader 3. 3. 4. Implem lement ent a Glob obal al Measur asure e & Digi gital al St Strat ategy gy Repor ort
Implement a Global Digital Strategy This section will cover 1. Crossing the Chasm 2. Building an Effective Team 3. Nurturing Digital Adoption
Digital Strategy Blueprint Identify Clear Parameters Parameters Include: • Objectives • Strategy of Execution • Dedicated Resources • Clear Internal Communications • Continuous Learning & Training • Accountability & Reporting • Continuous Optimization
Implementing Global Digital Strategy Crossing the Chasm
Crossing the Chasm The Four Stages of Organizational Maturity # 1 # 2 # 3 # 4 Operationalization Widespread Adoption Grassroots Rationalization
Crossing the Chasm Grassroots Stage of Maturity 1 Analyze Grassroots & find Change Agents 6 Share Wins and Best Practise 7 2 Identify Basic KPIs Find your Customer Evangelists 8 3 Increase your Teams ’ Skillset If you Fail, Fail Quickly 4 9 Establish Central Governance Ask for Advice from Peers 5 Launch a Pilot Test
Crossing the Chasm Rationalization Stage of Maturity: 1 Build a Bigger Business Case based on Pilot 2 Gradual Transformation and Integration 3 Partner Cross-Functionally 4 Establish Clear Roles and Responsibilities 5 Provide Central Infrastructure 6 Keep Trying New Things
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