Digital Business Strategy - Project Aurora Council presentation 24/04/14 – The Social Media Revolution

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!

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 Digital Department Yammer and Social Marketing Opportunity? Events & Training 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 Digital ACE? Member Community

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

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

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

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

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 Valuable digital exchanges building long term relationships that support better work and working lives 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 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 Valuable digital exchanges building long term relationships that support better work and working lives 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! 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!