Digital Business Strategy - Project Aurora Council presentation 24/04/14 https://www.youtube.com/watch?v=0eUeL3n7fDs – The Social Media Revolution https://www.youtube.com/watch?v=0eUeL3n7fDs

Digital business strategy In an increasingly digitally-enabled society change is a constant Lots of opportunity Lots of ideas Lots of energy Lots going on Create a vision and framework that enables us to prioritise our investments and get on with the right things in the right order! That will enable us to prioritise our investments to: leverage efficiencies enabled by digital to increase value to our audience network people in the HR profession effectively create value by reaching the right people in the right way with our messages and content increase the benefit of engaging with the CIPD through new products and new means of targeting and connecting relevantly with people increase the robustness of the organisation in the face of potential threat from agile digitally centric entrants to the marketplace inspire a culture of digital leadership and clear strategic direction build on our unique market leadership position to ensure we maintain our role as the place for HR (and wider) professionals online and throughout the fast changing digital landscape ensure that our digital future offers return and marries to the CIPDs overarching business objectives

Digital business strategy Activities completed and ongoing: Stakeholder interviews Member interviews Staff survey and drop-in sessions Review of previous work completed Competitor/comparator review Audience profiling workshop (personas) Ideation workshops (canvas) Actionable data workshop Ongoing engagement with key stakeholders

Digitally integrated business Research and Content Opportunity? Digital ACE? Events & Training Digital Department Marketing Member Community Yammer and Social For the most part CIPD’s key assets continue to be viewed as “broadcast” There are some excellent initiatives underway to increase digital engagement e.g. the piloting of yammer and social channels used to maximise ACE13

Competitive landscape

Competitive landscape Have customers love us by engaging with excellent user experience, and (re)tell that story Attention deficits are increasingly answered by easily digestible factoids and graphical treatments – less is more Direct audience(s) to relevant content through slick utility, finders and tools Clear value propositions Much can be learnt from looking at our near competitive set, and further afield to where innovation and best practice might inform our future. Some of the opportunity present resulting from a review of CIPDs competitive landscape: Have customers love us by engaging with excellent user experience, and (re)tell that story Attention deficits are increasingly answered by easily digestible factoids and graphical treatments – less is more Direct audience(s) to relevant content through slick utility, finders and tools Clear statements of value online work (value propositions) People share when you give them a reason to do so (building reputation etc) Rich professional communities reward engagement regardless of participation (gamifying) Some of the most exciting innovations out there “get people hooked” around a purpose – we are lucky in that we naturally have one of those to work with

Competitive landscape People share when you give them a reason to do so (building reputation etc) Rich professional communities reward engagement regardless of participation (gamifying) Some of the most exciting innovations out there “get people hooked” around a purpose – we are lucky in that we naturally have one of those to work with Much can be learnt from looking at our near competitive set, and further afield to where innovation and best practice might inform our future. Some of the opportunity present resulting from a review of CIPDs competitive landscape: Have customers love us by engaging with excellent user experience, and (re)tell that story Attention deficits are increasingly answered by easily digestible factoids and graphical treatments – less is more Direct audience(s) to relevant content through slick utility, finders and tools Clear statements of value online work (value propositions) People share when you give them a reason to do so (building reputation etc) Rich professional communities reward engagement regardless of participation (gamifying) Some of the most exciting innovations out there “get people hooked” around a purpose – we are lucky in that we naturally have one of those to work with

A vision that guides Having an active base of engaged people that love the way that we connect with them Valuable digital exchanges building long term relationships that support better work and working lives Inspiring the best by sharing the best An internationally renowned creator of innovative digital content and products Enabling people to connect with each other Strengthened peer to peer advocacy

Vision.... Setting Our Sights Vision Known for... Having an active base of engaged people that love the way that we connect with them Valuable digital exchanges building long term relationships that support better work and working lives Network of peers Inspiring the best by sharing the best Inspiring better working futures Enabling people to connect with each other An internationally renowned creator of innovative digital content and products Essentials for effectiveness Strengthened peer to peer advocacy

Project Aurora A website and online learning environment that better suits our customer segments and needs A supercharged community programme that engages and inspires our communities, both internally and externally A contact management strategy that communicates with our customers in a sophisticated way A new product development process that focuses our efforts on creating the best content and products we can, inspired by and meeting customer needs A new intranet giving us access to the information and tools we need for our jobs and making it easier for us to collaborate, get to know each other better and work together more effectively.

Action - internal Making it happen Vision Customer Centricity & Actionable Data Using data & intuition to understand who are audience is, to make better decisions, and to sense check what we do Valuable digital exchanges building long term relationships that support better work and working lives Digital Workflow & Nextranet™ Having the right tools for the job. Making it easy to collaborate together Customer Innovation (NPD) With our customers as inspiration, we are an internationally renowned creator of innovative digital content and products

Action - external Making it happen Vision Community into the Heart of the Organisation Having an active base of engaged people that love the way that we connect with them and who tell their peers about it! Valuable digital exchanges building long term relationships that support better work and working lives Customer Engagement Engaging the our membership by walking the talk, sharing the best, and building the platforms that let ourselves and members shine Digital Expression Being consistently CIPD when we need to be and being consistently human the rest of the time

Key messages It’s the start of the journey Network of peers, inspiring better working futures, essentials for effectiveness Delivered at scale and internationally complementing face to face More to come!