Developing a Roadmap

for Digital Transformation

John Sinke (@johnsinke)

3rd December 2014
The views expressed are mine and not necessarily those of Resorts World at Sentosa Pte Ltd
Fourty years ahead:
2054 is already here!

Multi-touch interfaces

Motion sensing camera

Face recognition

Electronic paper

Augmented reality
Technology: no excuses for advertisers
anymore….

https://www.youtube.com/watch?v=GtJx_pZjvzc
No excuses for spoofs either….
Travel Brands catching up…
Skip the front desk…. That’s us!
The Instagram Hotel…
Check in with a “selfie”….

1888 Hotel, Sydney

Leading Digital Hospitality….
 Disruption is black t-shirts…

• OTA’s: Expedia, Agoda, Ctrip…

• Aggregators: Kayak, Trivago, Wego…
• Disrupters: Homeaway, Airbnb, Uber…

“We all felt that the hotel industry would

not de-materialise”
Sébastien Bazin (CEO, Accor)
Source: Skift
“If the rate of change on the outside
exceeds the rate of change on the
inside, then the end is near.”

Jack Welch,
former Chairman and
CEO of General Electric
 Meetings & Six Hotels Shows &
Events Concerts

Luxury
S.E.A.
Aquarium Retail

50 F&B
Outlets
Adventure
Cove Casino
Resorts
Waterpark World Sentosa
Weddings ESPA Luxury Spa
Can you come and fix
Can you come and
our website?
fix our website?

John Sinke
November 2012
This is where we are now…

John Sinke
November 2012
Still a long way to go…

John Sinke
November 2012
Good progress in Search,
Analytics, Display and
Social…

John Sinke
November 2012
Why focus on Digital?
• Follow your audience…
• Better Customer Experience…
• Lower Cost Per Acquisition…
 Digital
Transformation…

Digital Excellence…
What is Digital Excellence?
What is Digital Excellence?

Marketing leadership in the strategic

deployment of digital channels and
business processes
Why is Digital Excellence important?

“Digirati” are 26% more profitable

Enjoy a 12% higher market valuation

Generate 9% more revenue

Drive more efficiency

Source: Cap Gemini and MIT

How digitally mature is your organisation?

1. LEADERSHIP
5. CULTURE
How can you take an
How can you build a
active role in the digital
working culture that
future of your
supports digital change?
organisation?

4. PRODUCTS /
SERVICES 2. STRATEGY
How do you plan and
How do technology and build when the market
customers come landscape is changing
together to shape your so rapidly?
market propositions?

3. AGILITY
How do you make sure
you’re not left behind
in the wake of
disruption?

©The Change Effect / ChangeEffect.org

 Understand where you
DIGITAL ROADMAPare now
Digital Maturity

LEVEL 1 LEVEL 2 LEVEL 3 LEVEL 4 LEVEL 5

LAGGARDS DIY-ERS FOLLOWERS POLYMATHS PIONEERS

“A Long Way “Moving Slowly / “Playing “Learning Fast & “Shaping the
Behind” Unpredictably” Catch-Up” Adapting” Digital Future”

Some encouragement Providing support for Leading evolutional Shaping the future
1. LEADERSHIP Indifferent
but insufficient support incremental change change for others to follow

Industry / market Crossing industries & Reinventing

2. STRATEGY None Informal
focused markets industries & markets

Rapidly adapting and

Lagging competitors by Responding slowly with Closely following Responding quickly or
3. AGILITY many years modest resources competitors leading industry change
redrawing the digital
landscape

4. PRODUCTS & Constant reinvention

Some enhancements to Significant changes to Transformed portfolio &
Minimal changes & innovation across
SERVICES existing portfolio existing portfolio new business models
the portfolio

Organised to
Organisational adoption Proactive digital culture
Employee driven use of embrace digital
5. CULTURE No changes to culture
digital communications
of digital friendly removing the barriers to
change & test new
culture digital change
working practices

©The Change Effect / ChangeEffect.org

 DIGITAL ROADMAP

Online Survey

ClickZ Training & The Change Effect

 Majority is not digital mature yet…

10%
27% of respondents

21% of respondents LEVEL 5

PIONEERS
24% of respondents
LEVEL 4
POLYMATHS
18% of respondents
LEVEL 3
FOLLOWERS “Learning Fast &
“Shaping the
Digital Future”
of respondents
LEVEL 2 Adapting”
DIY-ERS “Playing
LEVEL 1 Catch-Up”
LAGGARDS “Moving Slowly &
Unpredictably”
“A Long Way
Behind”

Digital Maturity

©The Change Effect / ChangeEffect.org

 Laggards: a long way behind…

LEADERSHIP
“Our leaders talk about digital
innovation but don't provide
sufficient support or resources”

PRODUCTS / SERVICES STRATEGY

24% have
“Our products / services “Digital is something we
seen a few changes due to
of respondents discuss informally, but we don't
digital, but nothing significant” have a methodical approach”

LEVEL 1
LAGGARDS
CULTURE RESPONSIVENESS
“Digital disruption has led to “We are slow to respond and
few changes in our culture, but “A Long Way Behind” approach innovations with
nothing significant” modest resources”

©The Change Effect / ChangeEffect.org

 DIY’ers: moving slowly & unpredictably…

LEADERSHIP
“Our leaders encourage the
organisation the think digital
and are supporting gradual
change”
STRATEGY
PRODUCTS / SERVICES
“Digital is something we
“Some of our product / service
discuss informally, but we
propositions have changed
don't have a methodical
significantly”
approach”

LEVEL 2
CULTURE
DIY-ERS RESPONSIVENESS
“The way we interact and work
“We could be faster, but are
together has changed, but this
never very far behind our
is not something driven
“Moving Slowly & competitors”
internally”
Unpredictably”

©The Change Effect / ChangeEffect.org

 Followers: playing catch up…

LEADERSHIP
“Our leaders encourage the
organisation the think digital
and are supporting gradual
change”
STRATEGY
PRODUCTS / SERVICES
“We put significant effort into
“Some of our product /
learning from our
service propositions have
competitors and from other
changed significantly”
industries”

LEVEL 3
CULTURE
FOLLOWERS RESPONSIVENESS
“The organisation has made
an effort to embrace a more “We could be faster, but are
digital culture e.g. teams, never very far behind our
flexible working, new “Playing competitors”
technology” Catch-Up”

©The Change Effect / ChangeEffect.org

 Polymaths: learning fast & adapting…
LEADERSHIP
“Our leaders are the catalysts
for major digital change and
ensure we are responsive to
industry innovations”
PRODUCTS / SERVICES STRATEGY
“Most of our products / “We put significant effort into
services have changed learning from our competitors
significantly over the past few and from other industries /
years” markets”

LEVEL 4
CULTURE POLYMATHS
“We are organised to embrace RESPONSIVENESS
digital innovation and
“We are fast to act and are
constantly experiment with “Learning Fast & typically one of the leaders in
different working practices
that have the potential to Adapting” our industry”
make our culture even better”

©The Change Effect / ChangeEffect.org

 Pioneers: shaping the future…
LEADERSHIP
“Our leaders have led us to the
forefront of digital innovation
so we can shape the future in
our industry”
PRODUCTS / SERVICES STRATEGY
“Most of our products / “We are at the forefront of
services have changed digital innovation in our
significantly over the past few industry and are leading the
years” changes for others to follow”

CULTURE
“We are organised to embrace RESPONSIVENESS
digital innovation and LEVEL 5 PIONEERS “We rapidly embrace digital
constantly experiment with innovations and constantly try
different working practices to push the current
that have the potential to “Shaping the boundaries”
make our culture even better”
Digital Future”

©The Change Effect / ChangeEffect.org

 Who’s driving Digital Transformation?

1% 19%
35%
CMO Other
CEO

22%
CIO
23%
CTO

Opportunities and threats are all

about the customer & the brand….
No one should have the pulse of that
Source: Accenture
Interactive better than the CMO?
 Don Draper Wouldn’t Recognise 75% of
What We Do

Source: Martin Sorrell,

LinkedIn

From Art & Copy… …to Art, Copy & Code…

 External agencies are doing a better job
Brands continue to hire Digital Talent
Not able to hire enough experienced Digital
Marketers…
Solution is to strive for “Digital Excellence”
Don’t make everyone a digital guru
Give everyone a degree of digital literacy
 Train Offline Marketers in Digital Marketing....

Educate Digital Marketers in Offline Marketing....

Marketing Silos  Integrated Marketing

From Marketing Department to

INTEGRATED MARKETING COMMUNICATIONS
Digital Roadmap - People

Digital Expertise

Digital Education

Senior Management Emersion

Training on the Job

Digital WIPs

External Speakers
Digital Roadmap - Processes

Digital & Mobile First

Google Analytics (e-Commerce)

DoubleClick (e-Commerce)

Review Management System

Digital Roadmap - Technology
Alipay

Content Management System

Responsive Design

Mobile Apps

Eat2Eat

Google Indoor & StreetView

Review Management System

Cashless Wristband
 Digital marketing is
digital business

“Are you a digital business

or
a business that does digital?”
DIGITAL BUSINESS?

John Sinke
November 2012
 HIJACK MEAT PACK GUATEMALA

http://www.clickztraining.com/static/training-digital-transformation-hong-kong
HIJACK MEAT PACK GUATEMALA

http://fluidsurveys.com/s/DigitalMaturity2015/
HIJACK MEAT PACK GUATEMALA
Questions? @johnsinke

linkedin.com/in/johnsinke

john.sinke@yahoo.com

slideshare.net/jpsinke