digital business strategy - project aurora council presentation 24/04/14
TRANSCRIPT
Digital Business Strategy - Project Aurora
Council presentation 24/04/14
https://www.youtube.com/watch?v=0eUeL3n7fDs – The Social Media Revolution
Digital business strategy
• In an increasingly digitally-enabled society change is a constant
• Lots of opportunity• Lots of ideas• Lots of energy• Lots going on
• Create a vision and framework that enables us to prioritise our investments and get on with the right things in the right order!
Digital business strategy
Activities completed and ongoing:• Stakeholder interviews• Member interviews• Staff survey and drop-in sessions• Review of previous work completed• Competitor/comparator review• Audience profiling workshop (personas)• Ideation workshops (canvas)• Actionable data workshop• Ongoing engagement with key stakeholders
Digitally integrated business
Broadcast Orientation
Initial Dialogue
Engaging Dialogue
Digitally Integrated
Research and Content
Digital Department
Yammer and Social
Marketing
Opportunity?
Events & Training
• For the most part CIPD’s key assets continue to be viewed as “broadcast”• There are some excellent initiatives underway to increase digital engagement e.g. the piloting of
yammer and social channels used to maximise ACE13
Digital ACE?
Member Community
Competitive landscape
Competitive landscape
• Have customers love us by engaging with excellent user experience, and (re)tell that story
• Attention deficits are increasingly answered by easily digestible factoids and graphical treatments – less is more
• Direct audience(s) to relevant content through slick utility, finders and tools
• Clear value propositions
Competitive landscape
• People share when you give them a reason to do so (building reputation etc)
• Rich professional communities reward engagement regardless of participation (gamifying)
• Some of the most exciting innovations out there “get people hooked” around a purpose – we are lucky in that we naturally have one of those to work with
A vision that guides
Enabling people to connect with each other
Inspiring the best by sharing the best
An internationally renowned creator of innovative digital content and products
Having an active base of engaged people that love the way that we connect with them
Strengthened peer to peer advocacy
Valuable digital exchanges building
long term relationships that
support better work and working lives
Vision....Known for...
Valuable digital exchanges building
long term relationships that
support better work and working
lives
Enabling people to connect with each other
Inspiring the best by sharing the best
An internationally renowned creator of innovative digital content and products
Having an active base of engaged people that love the way that we connect with them
Strengthened peer to peer advocacy
Setting Our Sights Vision
Essentials for effectiveness
Inspiring better working futures
Network of peers
Project Aurora
• A website and online learning environment that better suits our customer segments and needs
• A supercharged community programme that engages and inspires our communities, both internally and externally
• A contact management strategy that communicates with our customers in a sophisticated way
• A new product development process that focuses our efforts on creating the best content and products we can, inspired by and meeting customer needs
• A new intranet giving us access to the information and tools we need for our jobs and making it easier for us to collaborate, get to know each other better and work together more effectively.
Action - internal
Valuable digital exchanges building
long term relationships that
support better work and working
lives
Making it happen Vision
Customer Centricity & Actionable Data
Using data & intuition to understand who are audience is, to make better decisions, and to sense check what we do
Digital Workflow & Nextranet™
Having the right tools for the job. Making it easy to collaborate together
Customer Innovation (NPD)
With our customers as inspiration, we are an internationally renowned creator of innovative digital content and products
Action - external
Valuable digital exchanges building
long term relationships that
support better work and working
lives
Making it happen Vision
Community into the Heart of the Organisation
Having an active base of engaged people that love the way that we connect with them and who tell their peers about it!
Customer Engagement
Engaging the our membership by walking the talk, sharing the best, and building the platforms that let ourselves and members shine
Digital Expression
Being consistently CIPD when we need to be and being consistently human the rest of the time
Key messages
• It’s the start of the journey
• Network of peers, inspiring better working futures, essentials for effectiveness
• Delivered at scale and internationally complementing face to face
• More to come!