building the digital capability
TRANSCRIPT
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Private & Confidential © 2011
Strengthening the Organization’s Digital Capability
+ Albette R0ble-Buddahim + Digital Group Director
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Private & Confidential © 2011
Strengthening the Organization’s Digital Capability
- Theme : Strategic Perspectives in Philippine Business and an Introduction to Leadership
- Audience : Asian Business Leaders
- Perspective : Business Executive
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Private & Confidential © 2011
Strengthening the Organization’s Digital Capability
- Introduction of myself
- Why build Digital Capability?
- What Digital Capabilities to build?
- How to build the Digital Capabilities?
- Who’s responsible for doing this?
- Resources in Building Digital Capabilities
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4! Albet : 32 y/o, Married w/ son
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2006 : Yehey! Head of Sales & Marketing
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ZenithOptimedia | Performics
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GLOBAL AD NETWORKS
GLOBAL MEDIA AGENCIES
DIVERSIFIED AGENCIES SPECIALITY SERVICES
IPG Mediabrands Philippines Digital Head
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$36 Billion in Advertising Dollars 8,500 Employees Globally
127 Countries
2013 RECMA Global Network Grade: A
We are…
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12!
Building Digital Capability
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13!
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First, let’s define the Big Word
A capability is the ability to perform or achieve certain actions or outcomes through a set of controllable and measurable faculties,
features, functions, processes, or services.
noun: capabilitypower or ability.
synonyms: ability, capacity, power, potential; More
a·wareadjective: aware
having knowledge or perception of a situation or fact.synonyms: mindful of, informed about, familiar with,
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Why-What-How to Build Digital Capability
HOW TO STRENGTHEN YOUR COMPANY’S DIGITAL CAPABILITY
1 WHY
2WHAT 3HOW
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Private & Confidential © 2011
WHY Strengthen the Company’s Digital Capability
- - Future-proofing - - Competitive Advantage - - Staying Relevant
- - Simplify to get More for Less
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Why : 1. Future-proofing
Play Corning Video
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Why : 2. Competitive Advantage
The world’s largest taxi company, owns no vehicles.
The world’s most popular media owner, creates no
content.
The world’s largest accomodation provider,
owns no real estate.
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Why : 3. Staying Relevant
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Why : 4. Simplify to Get More for Less
Removing the Non-‐Value aspects of Everyday
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Why Companies are Building Digital CapabiliGes?
Example #1 Procter & Gamblehttp://www.mckinsey.com/insights/consumer_and_retail/inside_p_and_ampgs_digital_revolution
Business Objective To make P&G the most technologically-enabled business in the world. (P&G Digital Revolution)
Business Goals1. Better Innovation2. Higher Productivity3. Lower Costs4. Promise of Faster Growth
Size of Digital Team: More than 100 Globally under the IT team of its Shared Services Business Unit with a Digital skills integrated across functions and to every employee
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Example #2 AVON2013 Annual Report of AVON as shared in its Global website. www.avon.com
Business Focus (1 out of 3)Expand our Brand and Channel to reach New Customers and Drive Profitable Growth
Business Goals1. Reach New Consumers2. Improved Earnings Opportunity of Representatives3. Drive Profitable Growth
Size of Digital Team: Less than 50 Globally with local Digital Team under Marketing or PR/Communication- Basic: 2 FTE’s – Marketing/Media & PR/Social Media- Advance: 10-20 FTE’s – w/ eCommerce and Apps/Tools
* All Production is outsourced
Why Companies are Building Digital CapabiliGes?
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Private & Confidential © 2011
WHAT Digital Capabilities to Build?
- - Search | SEM/SEO - - eCommerce - - Social-at-the-Core - - Mobile-first Platform - - Cloud-based Solutions
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What : 1. Search
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What : 2. eCommerce
1. E-Store 2. Order Placement
3. Payment
4. Order Fulfilment & Delivery
Part of Digital Marketing
E-Brochure and Website to Social Media Activation
Digital Apps & Tools enables the Reps to get Orders
from Customers
e-Commerce enables the business to receive
payment from Reps or Customers
Order Fulfilment can be via Avon courier or
a Representative
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What : 3. Social-at-the-Core
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What : 4. Mobile-first Platform
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What : 5. Cloud-based Solutions
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Private & Confidential © 2011
HOW to Build Digital Capabilities?
- - Start with the Mindset - - Build an Innovative Culture - - Digital Champions per Function - - Provide Digital Trainings - - Outsource non-Core Capabilities
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How : 1. Start with the Mindset
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How : 2. Build an Innovative Culture
Play 2015 Trends Video
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How : 3. Digital Champion per Function Supply Chain – Real Time Inventory System to reduce Product Storage cost; Avoid Over-Supply and Out-of-Stock
HR – Equip employees with Digital skills and tools to make decision making faster, operate with agility & accuracy
Finance – Automate expense report generation with connection of Corporate Credit Cards transactions to Concur (Online financial system)
Marketing – Engaging consumers and customers who are online then understanding how Digital can make their life easier and more convenient
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How : 4. Provide Digital Trainings
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Business Integration
Search Marketing
Digital Performance
Optimizer
Social Infusion
Trading & Negotiations
Shopper Marketing
Digital Commerce
POE Optimization
How : 5. Outsource Non-Core
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Private & Confidential © 2011
WHO will Build Digital Capabilities?
- - President - - HR - - Marketing - - IT - - A new person into the Team
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President
Marketing IT Digital
Media / Marketing
Paid / Campaigns
Owned / Website
Social Media / PR
CRM
Earned Media
Sales / eCommerce
Owned
3rd party
Apps & Tools
Online
Offline
HR Sales
Who will build the Digital Capability?
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Outsource non-Core Business Capabilities Business
Integration
Search Marketing
Digital Performance
Optimizer
Social Infusion
Trading & Negotiations
Shopper Marketing
Digital Commerce
POE Optimization
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Private & Confidential © 2011
Resources in building your Company’s Digital Capabilities?
- - Google Partners - - Facebook Studio Edge - - Microsoft Digital Academy
- - YouTube DIY’s / How-To’s
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Resources : 1. Google Partners
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Resources : 2. Facebook Studio Edge
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Resources : 3. Microsoft Digital Academy
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Resources : 4. YouTube How-To’s
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ENROLL your Teams at the IIDM-CDM
http://www.imadigitalmarketer.com/
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Private & Confidential © 2011
+63 998 549 8123 [email protected]
HOW TO STRENGTHEN
YOUR COMPANY’S DIGITAL
CAPABILITY
Strengthening the OrganizaIon’s Digital
Capability