Digital Glasgow Day 1 Session 1 The Digital Revolution/State of Digital Scotland Survey
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The document discusses the importance of digital technology and social media for business competitiveness. It notes that while progress has been made in Scotland, the pace of technological change requires businesses to constantly benchmark against best practices. A survey of Scottish businesses found that most use social media but few do so strategically. The survey also found that cloud computing, e-commerce, and using digital tools to support internationalization need more focus. The document advocates becoming more strategic and social in digital approach.
Digital Glasgow Day 1 Session 1 The Digital Revolution/State of Digital Scotland Survey
- 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