Presentation by Energise 2-0 on the Digital Revolution and State of Digital (Scotland) Survey, 2012

1. ENERGISE2-0.COM
The Digital Revolution, 2012
Dr Jim Hamill
www.energise2-0.com
www.twitter.com/drjimhamill October, 2012

2. Digital Glasgow - The Theme
• The strategic use of digital technology is ‘mission critical’
to future growth and competitiveness
• Used effectively, new technology can deliver a wide
range of business benefits - lower costs, improved
efficiency, more effective sales and marketing, enhanced
customer relationships, loyalty and more rapid globalisation.
• While good progress has been made, the pace of
technology change is so rapid that we should be
constantly benchmarking our own strategy against
accepted ‘best practice’
ENERGISE2-0.COM

3. The Social Media Revolution
ENERGISE2-0.COM

4. Infographic
ENERGISE2-0.COM

5. 168 Million DVDs
ENERGISE2-0.COM

6. 294 Billion E-Mails
ENERGISE2-0.COM

7. 2 Million Blog Posts/172m FB
ENERGISE2-0.COM

8. 4.7 Billion Minutes
ENERGISE2-0.COM

9. 532 Million Status Updates
ENERGISE2-0.COM

10. 864,000 Hours of Video
ENERGISE2-0.COM

11. Mobiles > People
ENERGISE2-0.COM

12. Sources
ENERGISE2-0.COM

13. ENERGISE2-0.COM

14. The Rules of Business Have Changed
ENERGISE2-0.COM

15. Social Media is a Revolution
A fundamental and revolutionary change
in online behaviour, expectations and
the online customer experience.
The end of the ‘read only’ internet
Content generated by the network for
the network
We are no longer passive consumers of
content/brand messages
ENERGISE2-0.COM

16. It’s Social
A conversation
not a broadcast
platform
Conversations are taking
place relevant to your
brand – are you listening?
ENERGISE2-0.COM

17. The Connected Consumer
ENERGISE2-0.COM

18. Power Shift
Social media empowers
customers, empowers the network
We no longer control the brand
The brand becomes the customer
experience of the brand –
experiences that are widely
shared online
ENERGISE2-0.COM

19. ENERGISE2-0.COM

20. Declining Effectiveness
Declining effectiveness of traditional
approaches to sales and marketing
Does anyone listen any more?
We are no longer passive sheep
waiting to be ‘driven’ to your web site
If you treat us like sheep, we will tell you
to ‘flock off’.
ENERGISE2-0.COM

21. Marketing RIP
ENERGISE2-0.COM

22. The End of Business as Usual
New ‘mindsets’, new business
approaches and new performance
measures are required
NOT a broadcast medium. Its
about listening to and engaging
with customers, partners, your
community, your tribe
This is something we are not very
good at doing. We prefer telling
people how good we are
ENERGISE2-0.COM

23. The End of Business as Usual
‘Winners’ will be those organisations who fully utilise
the interactive power of Web 2.0 technology for
engaging with and energising customer and network
relationships
ENERGISE2-0.COM

24. New Performance Measures
• Business success depends on the quality of your customer
base; the strength of the relationship you have with quality
customers; and your ability to leverage that relationship
• In a social media era, business success depends on the
– Quality of your network
– Relationship strength
– Ability to leverage
ENERGISE2-0.COM

25. Digital Scotland
The State of Play
ENERGISE2-0.COM

26. Digital Scotland: The State of Play
What progress has been
made in our use of
digital to improve
competitiveness?
Where are we going?
ENERGISE2-0.COM

27. What road are we on?
ENERGISE2-0.COM

28. Our View on Progress Made
Interest and enthusiasm has grown rapidly
e.g. Social Media
Good progress is being made by some
But much work still needs to be done
before we are leveraging the full potential
of Digital Technology to improve our
international competitiveness
ENERGISE2-0.COM

29. 5 To Do’s
ENERGISE2-0.COM

30. 5 To Do’s
• Be more strategic in our approach with Digital
Technology being fully aligned with and supportive of
agreed business goals and objectives
• Become ‘Social’. Move from ‘Social Media’ to ‘Social
Business’. Major ‘mindset’ change for many
ENERGISE2-0.COM

31. Be Social
New ‘mindsets’ are
required to be successful in
social media
‘BE SOCIAL BEFORE
DOING SOCIAL’
ENERGISE2-0.COM

32. 5 To Do’s
• Exploit emerging opportunities in Cloud Computing,
Mobile, eCommerce
• Use Digital to fully support the more rapid
internationalisation of SMEs
• Improve connectivity, including mobile
ENERGISE2-0.COM

33. ENERGISE2-0.COM
The State of Digital (Scotland) Survey
Interim
High Level Findings

34. The State of Digital (Scotland) Survey
• The State of Digital (Scotland) Survey’ is currently being
undertaken by Energise 2-0 in partnership with:
• Please take part and provide your views:
https://www.surveymonkey.com/s/stateofdigital
ENERGISE2-0.COM

35. The State of Digital (Scotland) Survey
Scottish companies have made good progress in their use of
Social Media.
–90% of survey respondents are actively involved in
Social Media
Need for companies to accelerate progress in this area, by
adopting a more strategic approach with measurable KPIs,
has become ‘mission critical’.
–47% have no clear Social Media strategy or Key
Performance Indicators
ENERGISE2-0.COM

36. Use vs. Planned Use of Social Media
35%
Now
Future
30%
29%
25%
21% 21%
20%
20% 19%
18%
18%
16%
15%
12% 12%
10% 10%
5%
4%
0%
Do not/will not use Social Media
Experiment Use /Social Media use our use of Social Media and have a clear strategy, objectives and KPIs abusiness strategy
with deepen deepen of Social Media (non-strategic)
Use / our Fully-integrate Social Media into our wider marketing or Social Business*
Become
*Social Business definition "as well as extensive use externally, we
will use Social Media internally to improve staff
communication, knowledge sharing and support key processes" ENERGISE2-0.COM

37. The Cloud and Mobile Internet
30%
Cloud
Mobile Internet 27%
26%
25%
22%
20%
18%
15%
15%
15%
14%
12% 13%
10% 10%
7%
7%
5%
4%
0%
Never heard of…Heard of but taking no action out more about… / developedWe use / developed no clear strategy, objectives, KPIsis fully-integrated into our w
Finding We Experimenting with…
use initiatives but have initiatives and extensively and it
We use have a clear strategy (with objectives, KPIs)
ENERGISE2-0.COM

38. Web and e-Marketing
The majority of respondents so far have a Web presence and
are supporting it through a wide range of e-marketing
activities.
–97% have a website (for around half, this is best
described as an “online brochure”)
–4% have an e-commerce site
– Social Media, Search Engine Optimisation and E-Mail
marketing are the most popular tactics employed
ENERGISE2-0.COM

39. Digital and Internationalisation
Few Scottish companies are exploiting the full potential of
digital/social for ‘going global’:
(Of those already international):
–10% stated that they made extensive use of Digital
Technology and had a clear digital strategy to support
their internationalisation.
ENERGISE2-0.COM

40. The State of Digital (Scotland) Survey
• Scottish companies have made good progress in their use of
Digital Technology.
• The pace of technology change is so rapid that we are falling
behind accepted international ‘best practice’ in this area.
• This could have a major negative impact on the future growth
and competitiveness of the Scottish economy.
ENERGISE2-0.COM

41. The State of Digital (Scotland) Survey
Please take part and provide your views:
https://www.surveymonkey.com/s/stateofdigital
ENERGISE2-0.COM

42. Thank You
Questions
www.energise2-0.com
ENERGISE2-0.COM