20140915 inbound2014-hewitt

#INBOUND14

THE RISE OF THE CHIEF DIGITAL OFFICER

How organizations are tackling digital transformation from within

Perry Hewitt

CDO, Harvard University

1 What is a CDO, anyway?

2 Digital strategy: one definition

3 Setting the stage for digital transformation

4 Mind shifts just for marketers

5 The post-CDO world

#INBOUND14

1 What is a CDO, anyway?

#INBOUND14Photo credit: Rayand

#INBOUND14

#INBOUND14

#INBOUND14

marketing

language

technology

Enterprise responsibilitymarketing, editorial, web publishing

Agency experiencescoping, client management, high pressure, high volume

Software and professional servicesalways be shipping, product management mindset

#INBOUND14Photo credit: Leg0fenris

#INBOUND14

Or, more like a next generation Chief Telephone Officer?

Photo credit: Tim G. Photography

#INBOUND14

“centralized, world-class capability…charged with removing barriers to exceptional … service delivery”

#INBOUND14

#INBOUND14

#INBOUND14

“Born analog” organization eager to adapt

Licensed experimentation

Shared guidelines and best practices

Marketing and IT alignment

Appetite but not capability for data and analytics

“We have an agency for that.”

A CDO might help you with the following

#INBOUND14

2 Digital strategy: one definition

#INBOUND14

Share Harvard’s mission of excellence in teaching, learning, and research while making the University and its contributions relatable and relevant in an always-on world

Enable communications and engagement approaches to live digitally, and often digital-first to enrich our constituents’ experience of Harvard

Connect and amplify digital initiatives

build amplif

y

aggregate

curate

COPE

ship measur

e iterate

mobile data

social mm /video

#INBOUND14

mobilesocial

#iot (beyond the screen)

visual apps

speed of spread

MOOCs

emailSaaS

#INBOUND14

Heightened expectations: mobile, social, frictionless, ubiquitous

#INBOUND14

Messaging alignment

RWD Web platforms Social platforms Community

engagement

#INBOUND14

3 Setting the stage fordigital transformation

#INBOUND14

Gather the components for your own enterprise digital remix

Photo credit: Peter Morgan

#INBOUND14

Get the right people in matrixed reporting and project roles

Photo credit: 12th St David

#INBOUND14

Develop digital guidelines that spread knowledge and enable user contributions

Photo credit: Nicolas Nova

#INBOUND14

Adopt a product management mindset

Photo credit: BitchBuzz

#INBOUND14

Create formal and informal learning paths to extend digital capabilities

#INBOUND14

4 Mind shifts just for marketers

#INBOUND14

Time to rebalance control and influence

Influence

Control

#INBOUND14Photo credit: Sam De Long

#INBOUND14

#INBOUND14

#INBOUND14

#INBOUND14

Head & heart

#INBOUND14

Marketing analytics is a core competency

#INBOUND14

Death of the five-year, and maybe even the annual plan

Photo credit: James Vaughn

#INBOUND14

5 What’s next: the post CDO world

#INBOUND14

RIP TYPISTSJust as the typing pool gave way to broad interaction with tech, so advanced digital capabilities will spread beyond one group

Photo credit: Seattle Municipal Archives

#INBOUND14

THE RISE OF THE CHIEF DIGITAL OFFICER

How organizations are tackling digital transformation from within

Perry Hewitt

CDO, Harvard University

#INBOUND14

LESS ABOUT EDUCATIONMORE ABOUT INTEGRATION

#INBOUND14

ENOUGH, ALREADY.

QUESTION

S ?

#INBOUND14

THANKS@perryhewitt