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

2. 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

3. 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

4. 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

5. Competitive landscape

6. 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

7. 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

8. 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

9. 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

10. 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.

11. 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

12. 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

13. 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!