Building the Digital Capability

Private & Confidential © 2011

Strengthening the Organization’s Digital Capability

+ Albette R0ble-Buddahim + Digital Group Director



-  Theme : Strategic Perspectives in Philippine Business and an Introduction to Leadership

-  Audience : Asian Business Leaders

-  Perspective : Business Executive



-  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

4! Albet : 32 y/o, Married w/ son

2006 : Yehey! Head of Sales & Marketing

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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Building Digital Capability

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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,

Why-What-How to Build Digital Capability

HOW TO STRENGTHEN YOUR COMPANY’S DIGITAL CAPABILITY

1 WHY

2WHAT 3HOW


WHY Strengthen the Company’s Digital Capability

-  - Future-proofing -  - Competitive Advantage -  - Staying Relevant

-  - Simplify to get More for Less

Why : 1. Future-proofing

Play Corning Video

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.

Why : 3. Staying Relevant

Why : 4. Simplify to Get More for Less

Removing the Non-‐Value aspects of Everyday

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

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?


WHAT Digital Capabilities to Build?

-  - Search | SEM/SEO -  - eCommerce -  - Social-at-the-Core -  - Mobile-first Platform -  - Cloud-based Solutions

What : 1. Search

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

What : 3. Social-at-the-Core

What : 4. Mobile-first Platform

What : 5. Cloud-based Solutions


HOW to Build Digital Capabilities?

-  - Start with the Mindset -  - Build an Innovative Culture -  - Digital Champions per Function -  - Provide Digital Trainings -  - Outsource non-Core Capabilities

How : 1. Start with the Mindset

How : 2. Build an Innovative Culture

Play 2015 Trends Video

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

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


WHO will Build Digital Capabilities?

-  - President -  - HR -  - Marketing -  - IT -  - A new person into the Team

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


Resources in building your Company’s Digital Capabilities?

-  - Google Partners -  - Facebook Studio Edge -  - Microsoft Digital Academy

-  - YouTube DIY’s / How-To’s

Resources : 1. Google Partners

Resources : 2. Facebook Studio Edge

Resources : 3. Microsoft Digital Academy

Resources : 4. YouTube How-To’s

ENROLL your Teams at the IIDM-CDM

http://www.imadigitalmarketer.com/


+63 998 549 8123 [email protected]

HOW TO STRENGTHEN

YOUR COMPANY’S DIGITAL

CAPABILITY

Strengthening the OrganizaIon’s Digital

Capability

Building the Digital Capability

Leadership & Management

Transcript of Building the Digital Capability