Empowering organizations in a connected world, presentation by Roberto Fernández Hergueta, Social & Connected Business director in the CMO Forum "Emerging Marketing Technology and Trends". 7 May 2015. Lisbon

1. empowering organizations in a
connected world
Roberto Fernandez Hergueta
@rfhergueta
Lisbon

2. What this presentation
is not about……
SOCIAL
MEDIA
JUST
TECHNOLOGY
ULTRA KNOWN
BEST PRACTICES
THEORY &
ACADEMIC
ISSUES
2

3. "Being Digital
is not a medium.
It is the era we are
headed into”.

4. CONTEXT

5. empowering organizations in a connected world
We believe in our passion, our
strengths and our vision to
empower organizations with
our professional solutions.
We understand the
business and technology
challenges
We envision the connected
company. We help
organizations to live and
grow in this transformational
era.
strategy technology digital services
Digital Context
OUR MANTRA
5

6. .
There are a series of
dramatic changes that are
transforming the business
environment.
The pace of change is
insanely fast, there is fierce
competition, an increase in
customer power and a greater
number of new demands.
6
Digital Context
THE NEW CHALLENGES

7. WHAT’S DIFFERENT NOW?

8. 8
Digital Context
THE EVOLUTION OF SOCIETY

9. 9
Digital Context
SOMETHING INTERESTING IS HAPPENING

10. 10
Digital Context

11. Digital Context
The world as we know is rapidly changing
THE WORLD
IS
CONNECTED
CUSTOMER
HAS
CHANGED
DIGITAL
PURE
PLAYERS
NEW
DISRUPTIVE
TECHNOLOGIES

12. Digital Context
DIGITAL PURE PLAYERS
GAFA-nomics:
New economy,
new rules
From new kids on the block
to heavyweight champions

13. Digital Context
DIGITAL PURE PLAYERS
GAFA are disrupting all industries…

14. Digital Context
DIGITAL PURE PLAYERS
And are investing in future growth in famous start-ups

15. Digital Context
THE MOMENTUM
Digital
means challenges
(and threats)

16. Digital Context
THE MOMENTUM
But also
huge opportunities
(and profitability)

17. ”A new type of executive is emerging at the center of the transformation: The chief marketing
technologist. They are part strategist, part creative director, part technology leader, and part teacher.”
The job:
“Aligning marketing technology with business goals, serving
as a liaison to IT and evaluating and choosing technology
providers. Half are charged with helping craft new business
models, as well.” 17
Digital Context
THE EVOLUTION OF MARKETING EXECUTIVES

18. Digital Context
THE EVOLUTION OF CIO: BUSINESS ADVISOR

19. APPROACH TO DRIVE
TRANSFORMATION

20. Be
digital
1. Participation
The development of initiatives that encourage activity, access and
interest to the target group.
2. Horizontality
The ability to allow all members act and participate at the same level
regardless of their status.
.
3. Opening
Easy access to various members of the community, regardless of
their membership to a target group.
.
4. Transparency
The ability to report on relevant aspects within a collective openly.
5. Generosity
Related to transparency, indicates the degree of public recognition of
any equity value.
.
6. Reciprocity
Meaningful feature that ensures the development of participation by
promoting the exchange of views and information.
APPROACH TO DRIVE TRANSFORMATION
MANIFESTO

21. APPROACH TO DRIVE TRANSFORMATION
THE TRUE QUESTION
What’s your purpose?

24. THE 7 DEADLY SINS OF
DIGITAL TRANSFORMATION

25. “Empathy is emotional connectivity, a sense of
reassurance and an aura of authencity”
Lucie Sarif
The 7 deadly sins of digital transformation
PARTIAL CUSTOMER VIEW
SIN
WISH
EMPATHY

26. “talking to” is not
the same as a
“conversation with”
The 7 deadly sins of digital transformation
CORPORATE LANGUAGE
SIN
WISH
ENGAGEMENT

27. “Digital strategy needs to become the essence
of business strategy.”
The 7 deadly sins of digital transformation
SHORT-TERM THINKING
SIN
WISH
TACKLE BIG ISSUES

28. “Human performance is the essence of digital
transformation.”
The 7 deadly sins of digital transformation
DT=CUSTOMER ENGAGEMENT
SIN
WISH
INTERNAL & EXTERNAL SCOPE

29. “From the first till the last minute think in “digital
first” mode”
The 7 deadly sins of digital transformation
PEANUT BUTTER APPROACH
SIN
WISH
RETHINKING BUSINESS

30. “Rules are what we break.
The memorable never emerged from a formula”
Bill Bernbach
The 7 deadly sins of digital transformation
COMFORT ZONE
SIN
WISH
REINVENT EVERYTHING

31. BE TRUE DIGITAL

32. TRUE DIGITAL
BE DIGITAL
The evolution of the digital model towards
the transformation and leadership through
values and differential experiences of the
network.
EVOLVING TO THE NEXT LEVEL
BE TRUE DIGITAL
32

33. BE TRUE DIGITAL
THE TD SQUARE
EVOLUTIONARYPRAGMATIC
UNIQUE CONNECTED
EVOLVING TO THE NEXT LEVEL
TRUE DIGITAL VALUES

34. DIGITAL
SERVICES
PERSONAL
ENGAGEMENT
UBIQUITOUS
TECHNOLOGY
MEANINGFUL
EXPERIENCE
Development of
innovative services that
leverage at the
introduction of the
digital world
Models of ultra
customization for a
return and a faithful
customer participation.
Acceleration of
technology towards
connected_frameworks
that allow an
instantaneous
experience.
Defining and creating a
unique brand experience
based on differential
digital values.
EVOLVING TO THE NEXT LEVEL
TRUE DIGITAL TRANSFORMACIONAL ELEMENTS
34

35. The most classical digital
models implies an
adaptation of services,
products and experiences
to the digital model, without
representing a disruption in
the way they are deployed.
In more advanced models, a
transformation of digital
services in order to have a
new relationship with
customers for extending the
portfolio of purchase and are
seeking greater loyalty.
The more ambitious goal is
pure digital processing, to
deal with all complex market
dynamics and align the
organization not only models
and technology relationship,
but broadly the digitization
process and experience.
NEW DIGITAL
BUSINESS
SERVICES DIGITAL
ADAPTATION
DIGITAL COMPANY
TRANSFORMATION
35
EVOLVING TO THE NEXT LEVEL
POTENTIAL SCENARIOS

36. Discover
Digital
SOCIAL
PROCESSES
MANAGEMENT
NETWORK
PEOPLE
EXPERIENCE
DIGITAL
FAST IT
INTEGRATION
DIGITAL &
CONNECTED
EXPERIENCE
All processes taking place in
the organization with the aim
of transforming the way the
company is organized, is
related internally structured
and managed.
Connected
Processes
An advanced model that
aims to socialize the
relationship models and
people management to
integrate diverse talent
network, manage tacit
knowledge and connected.
A global transformation of the
technological capabilities of
the company, which provides
a flexible and evolving
environment of all corporate
systems.
Generating a differential
evolutionary experience
digital processing to ensure
proper alignment of all
elements into a reference
digital entity
Defining the basis for the
new digital project
Set the digital plan from
scratch using an evolutionary
model
Discovering and defining the
model of digital project that
is drawn by scanning and
digital analysis.
.
Digital
Maturity
Evolutionary and connected to
successfully develop digital
strategy implementation.
Connected
Talent Model
Digital
leadership
Digital IT
Digital
Customer
Experience
Digital
&Connected
ILLUSTRATIVE
EVOLVING TO THE NEXT LEVEL
MAKING THINGS HAPPEN

37. Discover
Digital
The challenge is not to embrace the
digital world, but the important role
that each want to play in it.
EVOLVING TO THE NEXT LEVEL
UNDERSTANDING YOUR DIGITAL CHALLENGE

38. SOCIO-DIGITAL
MATURITY
Based on the model of digital
maturity that aims to ensure the
consistency of the actions by
adapting the proposed initiatives to
maturity level of the company and by
developing a global strategy that will
seek for results.
38
Each key element that defines the socio-digital
capability of an organization is analyzed to
find the basic elements that allow us to
adequately develop the maturity level SDBU.
Talent
Culture
Social
Strategy
Results
Knowledge
Management
Governance
Systems
& Tools
Relationship
Model
People
Mgmt.
EVOLVING TO THE NEXT LEVEL
WHICH IS YOUR DML (DIGITAL MATURITY LEVEL)?

39. FACTS

40. Dan Preston
Metromile CEO
«…We aim to make the urban experience of having a car as simple as
it can be, by taking our deep understanding of data and transforming it
into information and services that make having a car less expensive,
more convenient, and simply smarter.»
FACTS
MARKET REFERENCE: THE METROMILE CASE

41. Fabio Gallia
CEO of BNL and Head of BNP Paribas
«…Hello bank! Demonstrates our ability to introduce constant innovation into
our banking activities. To play its role effectively in this environment of rapid
technological change, a bank must keep abreast of the changing habits of its
customers, who want a relationship with their bank that is immediate, direct
and always available»
FACTS
MARKET REFERENCE: THE HELLO! BANK CASE

42. 42
FACTS
MARKET REFERENCE: THE OSCAR CASE

43. 43
FACTS
MARKET REFERENCE: THE OSCAR CASE

44. 44
FACTS
MARKET REFERENCE: THE CASTLIGHT CASE

45. Daimler Car Sharing
• Joint venture between Daimler & Europcar
• The service forgoes the typical centralized rental
office, and cars are user-accessed wherever parked
via a downloadable smartphone
• Users are charged by the minute, with hourly and
daily rates available
+13.000
Vehicles
Operation
29
Cities
Worldwide
+1.000.000
Customers
Digital
Channels
Mobility
All
Connected
FACTS
MARKET REFERENCE: THE DAIMLER CASE

46. 46
There are no extra fees
for paying for overseas
goods in foreign
currencies.
The new client has register with an invite code, enter an
email address, a password and some basic info.
Citizens can open a bank account
from their phone or tablet in 8
minutes without setting foot in a
branch
ID-Verification via video call:
The new client has to make a
video phone call and show
his/her passport/identity card to
a representative, who will take
a picture.
FACTS
MARKET REFERENCE: THE NUMBER26 CASE

47. 47
There are no extra fees
for paying for overseas
goods in foreign
currencies.

48. Thanks, we are delighted
to have the opportunity
to CONNECT with you.