Digital collaboration presentation 2011.11.02
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How to foster digital collaboration between IT and marketing and how to reach digital maturity.
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Digital collaboration presentation 2011.11.02
- 1. Digital Collaboration ALTC Viral 2011 by Sandra Riches November 2011
- 2. What we’ll cover today IT vs marketing, the key pain points and how to address them Digital team structures, common approaches How to reach digital maturity
- 3. What I did and what I do
- 4. + So – Digital Collaboration, is it possible?
- 5. IT vs Marketing – the battle ground Marketing IT High Risk Appetite vs Risk Averse
- 6. IT vs Marketing – the battle ground Marketing IT Customer Driven vs System Driven
- 7. IT vs Marketing – the battle ground Marketing IT Instant Gratification vs Under-resourced and Over-allocated
- 8. Key ways to help collaboration? Agree on mutual objectives Set out combined strategies and priorities Share budget responsibility Co-locate staff Hey, that sounds like a digital team!
- 9. Where does the digital team fit? Source: econsultancy UK-US 2008
- 10. How is the team structured? Source: http://www.ssireview.org/ 2011
- 11. How is the team structured? Source: http://www.ssireview.org/ 2011
- 12. How is the team structured? Source: http://www.ssireview.org/ 2011
- 13. Still better than most of these.. Source: http://www.bonkersworld.net/
- 14. The pathway to maturity INFORMAL INDEPENDENT HYBRID Source: econsultancy UK-US 2008
- 15. This is a slow process Key stumbling blocks: Digital is working in isolation from the rest of the organisation The wrong person in the digital role Digital team is overloaded and is unable to prioritise There is a lack of digital vision There is a lack of organisational vision
- 16. Ideal scenario? Source: http://www.ssireview.org/ 2011
- 17. And what about your customer? They don’t care about your internal struggles, they see you as one company and expect you to all behave in the same way
- 18. What does this mean for you? Marketing and comms are becoming more technology driven and analytical Our customers expect us to keep up with the their ways of communicating We need to ensure that within our businesses we work with each other to reach a higher level of digital maturity more quickly, rather than work against each other and remain stagnant.
Hinweis der Redaktion
- Stanford Social Innovation ReviewHow it all started. Unstructured and un-managed. Does not provide customer with one brand experience.
- Seems to be where many companies are heading. Would think this is how a lot of unis approach it. Confusing user experience.Duplication of role and internal competition rather than encourage collaboration.
- Very popular. Like a mini-agency. Also often a good way to create momentum and gain an important role for digital in org. Means a good head of is required.Fits in with common “silo” model and budgets are easily allocated and managed.Not scalable long term though. Too bogged down with old to keep up with new.Too many new areas in digital and team too small. See Forrester research.
- Central area sets strategic goals and looks fw. But is not all-controlling of departmental team initiatives.Vision driven, rather than task drivenEach department has own skill set based on needs and supported by central unit and central specialised skills.Where social media model is ideally headed as well.Hard to implement though as many silo’d organisations would not be open to this type of structure. Is it Utopia?