skilling-up for transformation. digital transformation conference, 21 may 2015
TRANSCRIPT
Bertie
Bosrédon*
Bertie Bosrédon* @cafedumonde http://bertie.fr . [email protected] */bow-ray-dom/
21 May 2015
Digital Transformation
*
About me
! BHF
! Breast Cancer Care
! Freelance since 2012! Strategies (fundraising, engagement…)
! Governance! Health check! Skills audit! Technology signposting
! Teaching, photos…
* Projects! Age Concern Birmingham! Age UK! Amnesty International! Army Cadet Force Association! Asthma UK! Bliss! BOHS! Bowel Cancer UK! Brathay Trust! Breast Cancer Care! Cardinal Hume Centre! Charity Retail Association! CharityComms! Children's Society! Christian Aid! Combat Stress! Contact a Family! Dementia UK! Dignity in Dying! Disaster Emergency Committee! Dogs Trust! Environmental Investigation Agency! Feba
! Handicap International! Handicap International UK! Haemophilia Society! Human Relief Foundation! Institute of Corporate Responsibility
and Sustainability (ICRS)! Institute of Food Science &
Technology! International Nepal Fellowship! International Tibet Network! Jesuits in Britain! League Against Cruel Sports! Leasehold Advisory Service! Lymphoma Association! Macmillan Cancer Support! Pancreatic Cancer UK! Place2Be! Quaker Social Action! Reall (Real Equity for All)! Refuge! RNIB! Royal College of Physicians! Samaritans
! Samec Trust! Scope! Scripture Union! Sightsavers! Social Research Unit! Sue Ryder! Sustrans! Sutherland Cranial College of
Osteopathy! Team PB! Thames Hospice! The Fire Fighters Charity! Tommy's! TrainE-TraidE! UK Council for Psychotherapy! United Bible Societies ! Willow! Winston Churchill Memorial Trust! World Animal Protection
* Projects with a degree of digital transformation
! Age Concern Birmingham! Age UK! Amnesty International! Army Cadet Force Association! Asthma UK! Bliss! BOHS! Bowel Cancer UK! Brathay Trust! Breast Cancer Care! Cardinal Hume Centre! Charity Retail Association! CharityComms! Children's Society! Christian Aid! Combat Stress! Contact a Family! Dementia UK! Dignity in Dying! Disaster Emergency Committee! Dogs Trust! Environmental Investigation
Agency! Feba
! Handicap International! Handicap International UK! Haemophilia Society! Human Relief Foundation! Institute of Corporate
Responsibility and Sustainability (ICRS)
! Institute of Food Science & Technology
! International Nepal Fellowship! International Tibet Network! Jesuits in Britain! League Against Cruel Sports! Leasehold Advisory Service! Lymphoma Association! Macmillan Cancer Support! Pancreatic Cancer UK! Place2Be! Quaker Social Action! Reall (Real Equity for All)! Refuge! RNIB! Royal College of Physicians! Samaritans
! Samec Trust! Scope! Scripture Union! Sightsavers! Social Research Unit! Sue Ryder! Sustrans! Sutherland Cranial College of
Osteopathy! Team PB! Thames Hospice! The Fire Fighters Charity! Tommy's! TrainE-TraidE! UK Council for Psychotherapy! United Bible Societies ! Willow! Winston Churchill Memorial Trust! World Animal Protection
* Context of digital transformation
! Digital strategy
! New website
! New digital product
! Digital transformation programme
* Therapeutic Digital Interviews
! Understand structure and production process! Improve production workflow
! Get a sense of the digital culture! Increase understanding of digital opportunities
! Examine collaboration between teams! Remove tensions and identify best practice
! Analyse skills available and (basic) skills needed! Fill the gaps and reduce tedious tasks
! List objectives! Identify common goals, conflicting objectives, KPIs
! Compile challenges: technical and strategic! Improve systems and redefine the strategy
™
*
Limited'to'Comms'and'Marke0ng'
staff
Not'seen'as'priority'for'most'teams
It’s's0ll'an'a:er'thought
We'are'behind:'no'email'strategy.'Terrible'
online'fundraising
We'are'late'for'both'digital'and'social
"Not'my'thing”'aEtude'
We's0ll'focus'on'print'and'have'zero'
digital'culture
Operate'more'like'a'support'
func0on
Digital'is'now'seen'as'integrated'and'
understood'by'all'teams'
Lack'of'digital'engagement'from'Directors'is'slowing'
us'down
We’re'all'trying'to'figure'it'out.'
Digital'transforma0on'
planned'
Limited'to'social'media'(mostly'Facebook)'
A'Strategy'is'more'important'than'the'tools'
* Existing skills
Federa&on)Content'produc0on'Web'marke0ng'Ecommerce'Project'management'User'experience'
France)Web'content'Community'Technical'
Belgium)Web'content'User'experience'Technical''
USA)Tes0ng'User'journeys'
UK)Web'content'Social'Media'Google'Analy0cs''
Germany)Social'media'Web'content'Google'Analy0cs'Online'fundraising'
Luxembourg)Web'content'Google'Analy0cs'Web'design'MailChimp'Facebook''''''
Canada)Email'marke0ng'CMS'
Switzerland)Online'fundraising'eMarke0ng'Facebook'adver0sing'Google'Analy0cs''Google'Grant''
Note:)Skills'are'based'on'the'responses'from'staff.'Skills'have'not'been'assessed.'
* Required skills
France)Web'marke0ng'Content'strategy'Analy0cs'and'insight'
Belgium)Online'fundraising'Social'Media'Video'
USA)Analy0cs'Data'management'Advanced'tes0ng/insight'
UK)Advanced'Google'Analy0cs'Online'marke0ng'CRM''
Germany)Digital'opportuni0es'Advanced'online'fundraising'Online'marke0ng'SEO'Advanced'analy0cs'
Luxembourg)Advanced'Google'Analy0cs'
Canada)Google'adwords'
Switzerland)Social'Media'Digital'awareness'Web'content'Technical'
* Steps
! Skills and technology survey
! Staff interviews
! Finding report
! Digital strategic framework
! Webinars and e-learning
G) O) S) P) E) L)
Gather'knowledge'SetZup'Objec0ves'Write'the'Strategy'Opera0onal'Plans'Evalua0on'criteria'Launch'
G)O)S)P)E)L)
UBS'6'steps'Digital'Communica0ons'Strategy'Framework'
1) Digital)Strategy' global DIGITALP R O J E C T
* Team Current
engagementExpected
engagementEffort /
ChallengesSMT """"" ##### ★★★★★
Fundraising """"" ##### ★★★★★
Policy & Campaign """"" ##### ★★★★★
Services """"" ##### ★★★★★
Retail """"" ##### ★★★★★
Support: IT """"" ##### ★★★★★
Support: HR """"" ##### ★★★★★
Support: Comms & Marketing """"" ##### ★★★★★
Support: Finance """"" ##### ★★★★★
* Stakeholder interviews summaryTeam Strategic &
ImportanceWork with digital team
To improve
Stakeholder Engagement!
!!!!! !!!!!
$ Should be more pro-active
Individual Giving! !!!!! !!!!!
% Shared targets. Delegate eFundraising to Fundraising. One fundraising platform
Information! !!!!! !!!!!
& To involve in website review. Find innovative ways to work. Involve regions
Retail! !!!!! !!!!!
& Identify opportunities
Events! !!!!! !!!!!
% Develop an integrated e-comms programme
Policy & Campaigns! !!!!! !!!!!
$ Relation improvingDigital shouldn’t be limited to marketing
IT! !!!!! !!!!!
$ Should explain roles and promote the visionKey partner for the framework
HR! !!!!! !!!!!
$ Limited to recruitmentKey partner for the framework
Business dev! !!!!! !!!!!
& Build a two way relationship
Finance! !!!!! !!!!!
$ Currently limited to the intranetMore opportunities to identify
Marketing! !!!!! !!!!!
$ More opportunities to work together, especially around production
* Competencies framework: Digital Awareness
Area Digital AwarenessSteps Beginner Intermediate Advance
Skills Trends & tools Understand your audience
Collaborative working
Knowledge acquired
• Digital first• Key trends• Communication tools • Tactics used at Scope• Our digital strategy• Working with us
• Segmentation • User persona• User experience• The right message / ask for the right audience• Examples of targeted messages • Safeguarding
• Establishing requirements• Defining objectives• Preparing a brief• Technology, • Content and assets• Budget• Key principles of project management• Engaging your team
Delivery InductionTeam meetingFAQsWebinars
WorkshopProject coaching
WorkshopOne-to-one training
Stakeholders
* Competencies framework: Social Media
Activity Social media
Principles Consistent, inclusive, coherent, brave, agile, empowered
Skills Stage1 SM100
Listening
Stage 2 SM200
Engaging
Stage 3 SM300
Measuring
Stage 4 SM400
Recruiting external
‘champions’
Stage 5 SM500
Planning a campaign
Requirements (tools & resources)
Guidelines, platform/tools
training, online training
module
Online training module, tools,
software
Online training module,
tools, software, workshop
Online training module,
tools, software, guidelines
Workshop, 121 training, case studies, online training
module