digital collaboration presentation 2011.11.02
TRANSCRIPT
Digital Collaboration
ALTC Viral 2011by Sandra Riches
November 2011
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
What I did and what I do
+So – Digital Collaboration, is
it possible?
IT vs Marketing – the battle ground
IT
Risk Averse
Marketing
High Risk Appetite vs
IT vs Marketing – the battle ground
IT
System Driven
Marketing
Customer Driven vs
IT vs Marketing – the battle ground
IT
Under-resourced and
Over-allocated
Marketing
Instant Gratification vs
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!
Where does the digital team fit?
Source: econsultancy UK-US 2008
How is the team structured?
Source: http://www.ssireview.org/ 2011
How is the team structured?
Source: http://www.ssireview.org/ 2011
How is the team structured?
Source: http://www.ssireview.org/ 2011
Still better than most of these..
Source:
http://www.bonkersworld.net/
The pathway to maturity
INFORMAL
INDEPENDENT
HYBRID
Source: econsultancy UK-US 2008
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
Ideal scenario?
Source: http://www.ssireview.org/ 2011
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
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.
+
Any questions?
www.slideshare.com/sandrariches
@sandrariches
au.linkedin.com/in/sandrariches
www.collaboraid.com.au