should you outsource your digital technology?

Crown from Seville CathedralThis week I picked up a new phrase (thanks Ian); ‘technology sovereignty’. It’s a nifty way to explain a principle I’ve used in my work ever since I can remember.

Technology Sovereignty = While you might, and probably should in many cases, outsource your technology supply and maintenance needs to a specialist/s – you should not hand over complete control. 

There’s obvious downsides if you do hand over your sovereignty; reduced ability to negotiate price or options, reduced flexibility, and more.  You could even find yourself in the terrible position I once experienced.

At one workplace I inherited a setup where the website CMS, development contract and hosting were all with one supplier – then the company went into administration due to a hostile merger. I was forced to move suppliers without any real choice, unless you consider months of downtime a choice. The new supplier had significantly higher prices and no understanding of the CMS (among other things).

I learnt a lot from that experience. One thing I realised is how much I’ve leaned on my computer science background to help me at work. The benefit of being able to challenge and co-design solutions with suppliers has definitely helped me to keep more control and avoid all kinds of issues.

Recently someone told me they didn’t feel they should need to know this stuff to do their digital job. In reply I talked about car maintenance. I was taught about how a car engine worked in school. It didn’t mean I could build an engine – but I could describe how it should work. It’s meant I can challenge car mechanics where needed.

So should you outsource your technology?
Yes, at least in part. Outsourcing often means you can benefit from economies of scale that come with a supplier or platform having multiple clients. But make sure you know what you’re talking about and avoid having a single point of failure unless it’s an area where failure doesn’t matter.

what makes a perfect employee?

Skill and Passion and Org needToday we had a session at work on well-being and employee engagement. Lots of interesting management theory and practise was shared. At one point during discussion I drew a diagram to explain a point I was making. It seemed to explain things pretty well and someone even said I should write a book 😉

I’m not going to write a book, I imagine someone has already beaten me to it, but I thought it might be useful to share here.

I wanted to explain the delicate balance between skill, passion and organisational need in creating the right mix of team members. It’s particularly relevant to a disruptive industry like digital.

There’s lots of people who have passion for digital, but that doesn’t mean they have the skill/s, or that the organisation needs the particular thing that individual is passionate about. How many times have you had to gently remind people that ‘shiny new’ digital idea in isolation is less likely to get results? Or how many bad videos by keen hobby videographers have you sifted through?

But at the same time; meeting an organisation need and having the right skill is often not helpful unless the passion is also there. While digital is still evolving you need passion in order to keep up with industry changes and / or to have that moment of inspiration that makes your delivery different or better.

The night before barcampnfp

barcampnfp Oct 2012I’ve been involved in barcampnfp for about a year and a half now, once as a helper and twice as the London lead organiser. Every time I learn something new, or more accurately, lots of new things.

There’s something special about an unconference format which means you learn something every time no matter whether you’re a newbie or old hand. Often it’s something I didn’t even know I wasn’t aware of. That’s why I’m really excited about tomorrow, not for what I know is going to happen but what I don’t know.

We’ve got some brilliant people on the participants list and lots of plotting of ideas for sessions already happening on the hashtag.

Watch this space #barcampnfp and hopefully our live notes will work too: bit.ly/bcnfpnotes

being a leader who gets digital

A little while ago I was extremely flattered to be asked to say what I thought every charity leader should know about digital as one of around thirty ‘opinion leaders’. There’s some great content so I thought I’d repost it for anyone who hasn’t yet seen it. I’ve also got some additional thoughts to add to my points (slide 33) so I’ve expanded on them here.

Silos don’t exist externally, don’t let them exist internally

Digital is breaking down walls because of the required ways of working, but the silos shouldn’t have been there in the first place. Recognise the organisational change your digital staff may (or should) be driving and create space for it to happen.

+ Personal responsibility is something every leader strives to embed in their whole team, its good business sense. The same is true with digital, it should be everyone’s responsibility to embrace and explore the opportunities and challenges. Leaving it to the digital staff alone can slow change down and re-enforce siloes. This also means every leader taking the time to explore how to integrate digital into work (and life) too. While existing work approaches are effective they might be bettered… you don’t know what you don’t know.

Your brand has always been what people say about you – you can just see it more

The risks of social media aren’t much bigger than those you already have when a member of staff picks up the phone or knocks on a door. Put the same effort into social media training and guidance and you should be covered.

+ Designing enablers for others to use your brand is the other critical component. Providing easy tools, guides and ways for audiences to use your brand is a proactive way to manage brand. After-all we’re all pretty lazy 😉

Focus on outcome, not sparkle 

An app may be on-trend but you need to do the basics (search, email, website) brilliantly first. It’s a better investment. If you’re not up-to scratch in these areas your other promo activity will be less effective.

+ The opposite side of the coin is also useful to keep in mind (sorry it’s never simple!). Sometimes the sparkly things will get you the outcome you’re looking for. Build a culture that can be experimental at low risk with low effort, at the right time! An example is our UNICEF pinterest experiment, here’s an interview with Beth Kanter about it.

Evidence based decisions rule

Why guess when you can test. Next time you’re agonising over a headline, colour, layout or something else equally subjective remember this. You can test run your work – taking the guessing and the internal politics out of the situation.

+ This is another double-edged sword to be aware of. The old saying is true – if you fail you should try again. So much can influence a result that you need to be sure your test was valid. Too many definitive decisions could limit your options too soon.

Mobile is already here, and it’s not going away

If you’re redesigning your website, emails or anything else, including how you interact in face to face activities – design for mobile devices first. This should also concentrate the mind on ditching any unnecessary-ness.

+ Mobile web is still in evolution. It’s right to invest but worth considering slightly more short-term solutions until the technology starts to settle down more.

disintermediation: is it really that new?

spring giving disintermediation eventThe folk at Spring-giving asked me to give a perspective on their disintermediation study. It’s not been an easy task, hence why this is appearing much later than the event.

I think that’s because I’m not sure how new it feels.

A proportion of individuals have always given directly to someone in need without needing intervention from a non-profit brand. Rewind the clock and you can see that’s how charities started (and continue to start).

Of course, technology is now a part of the journey, and that is new(ish). The convenience of crowd-funding platforms is a real enabler. Yet, that feels new mostly because we’re just in another tech adoption curve; we’ll move past the spawning of many platforms to a small set of reliable platforms that become the way to get something done.

We don’t know if disintermediation will result in more philanthropic giving than pre-internet – it just wasn’t tracked or published before. For example, I recently heard a charity praise their crowd-funding website for giving visibility of the fundraising by their local services. I’ve also pondered if the big successes in crowd-funding are simply aggregating money that would have been involved in smaller informal giving.

That’s not to say the third sector isn’t feeling a little bit unsure and perhaps even at risk due to the concept. You only need to look at the number of events and articles that have started to crop up to know that.

The perceived challenge is the fit with the way many charities currently work. Established charities have processes that help them comply with legislation, to manage reputation and brand, and to ensure investment in long-term sustainable impact as well as the short-term. All things that crowd-funding appears to handle very differently, if at all, at the moment.

But, there will always be people who just want to ‘do their bit’ without too much thought of who is handling the processing. For most, philanthropic acts are only a small part of their life. Based on the hypothesis that this has always happened and it’s just more visible now, what we’re really talking about is not a total shift in behaviours but about finding a way for both to work together better.

I think what we might need to adopt within charities is the Amazon approach; provide a user driven ‘marketplace’ alongside the brand. Provide choice transparently where the charity is facilitator. From what I’ve heard, Amazon’s business was strengthened by this rather than weakened…

barcamp non-profits october 2012

Last week was the second London Barcampnfp. As one of the co-organisers I don’t want to say too much as a few of our lovely participants have already done a much better job than I would:

[I’ll keep adding to this list as new posts appear]

My key take-out is; get the right people together and wonderful ideas are inevitable. But we need even more people, including more non-charity people as well next time!

So please spread the word, February 2013 here we come…

digital stats – integration’s worse enemy

I love digital analytics, but the perceived concreteness can lead to some tricky situations…

Unless you’re only using one channel to showcase your brand (if you are I’m intrigued to hear why!?) your audience is almost certainly seeing you in more than one place. This creates a challenge for Google Analytics and other similar tools. While its easy to generate ‘last-touch’ reporting this doesn’t give you a true sense of why someone responded.

We talk a lot about this at work. We were quite aware during our East Africa emergency activity that integrated channels and messages perform best.

So we’ve been building up our understanding of multi-touch attribution, including using tools like Ignition One. But this doesn’t help if/when you include offline in your media mix. You still can’t fully understand what the impact of the full mix is.

The tricky situation this puts you in is particularly relevant if you’re still trying to build the business case for integrating digital. Individuals can interpret last-touch reporting in terms of ROI (return on investment) on a purely channel by channel basis. This can mean investment is skewed, and integration completely overlooked.

Unless you invest in regular market research studies I’m not sure there’s a real-time answer (until we all get micro-chipped!). So next step for us will probably be considering what ‘closest guess based on historic data’ models we can devise and use.

Where are you with your attribution models? Be great to compare notes!

what does a digital first organisation look like?

I often mull over whether my digital transformation work will ever been done (in a good way), and what it will look like when we get there. I was thinking this over while scanning through a e-consultancy report on the evolution of agencies. There were a couple of role descriptions which I think go some way to painting a picture of digital first organisation structures:

‘T-shaped’ people
“staff who have a strong, vertical digital skill, but have either a breadth of experience outside of this vertical area or at least a useful level of understanding and empathy with other vertical digital channels and, notably, with traditional marketing practice and techniques.”

Chief creative technologist (More on this theme in the excellent chiefmartec blog)
“The three main areas of focus for the role are:
1. Helping the Chief Marketing Officer translate strategy into technology and vice versa
2. Choreographing data and technology across the marketing organisation
3. Infusing technology into the DNA of marketing – practices, people and culture”

I’m still undecided whether digital teams will cease to exist entirely. I certainly think there will be fewer titles with ‘digital’, ‘web’ or ‘online’ within them. Like the descriptions above, digital and non-digital staff will have more rounded skills-sets all around.

building a digital team

So, it’s been a little while since I last posted. Don’t worry I’ve still been living all things digital (twitter and instagram prove that) but I’ve been faced with immense writers block. So this is me breaking it quickly and concisely.

Since I last wrote I’ve been to a few digital events, perhaps too many, many are on personal time so that’s one excuse I’ve been using for my lack of blogging. I’ve also spoken a couple of times on the digital transformation work I’m leading at UNICEF UK so here’s the presentation via slideshare.

digital marketing optimisation event notes

Notes from Brand Republic event 17 April 2012

  1. Digital strategy
  2. Share
    “Digital marketing is just marketing” #dmoevent

    Tue, Apr 17 2012 04:31:14
  3. Share
    Understand people’s lives if you want to understand how your brand fits in #dmoevent

    Tue, Apr 17 2012 04:36:50
  4. Share
    We can’t treat the online world and the real world as seperate – J Gatward, Britvic #dmoevent

    Tue, Apr 17 2012 04:53:22
  5. Share
    Use 1-9-90 influence model. 1 really strong endorsers get them to influence 9 others and make those 9s feels like 1s #digitaloptimisation

    Tue, Apr 17 2012 04:46:23
  6. Share
    Once you have the 9s you probably have the 90s #digitaloptimisation

    Tue, Apr 17 2012 04:46:41
  7. Share
    Jonathan Gatward, Britvic UK: create hackable content for your brand #dmoevent

    Tue, Apr 17 2012 05:06:54
  8. Share

    I like this one a lot ‘you have to embrace complexity, it’s actual not complex anymore’ #digitaloptimisation http://twitpic.com/9atmer

    Tue, Apr 17 2012 04:57:25
  9. Share
    One of the final takeouts – don’t forget to do internal marketing as well as external. It’s important for buy-in #dmoevent

    Tue, Apr 17 2012 12:13:30
  10. Share
    “Digital marketing works. But it will never work on its own” Jacqui O’Beirne @DogsTrust #DMOevent

    Tue, Apr 17 2012 12:48:25
  11. Campaign examples
  12. Share
    With competitor as event ‘owner’ for Olympics, Britvic goal to own the legacy instead with ‘transform your patch’ #digitaloptimisation

    Tue, Apr 17 2012 04:38:00
  13. Share
    Partners needed to take digital promises into the real world #dmoevent

    Tue, Apr 17 2012 04:59:50
  14. Share
    Pepsi Super Bowl saw over half of the adverts were ‘shazamable’ with shazam tv app #digitaloptimisation cc @willlord

    Tue, Apr 17 2012 04:56:08
  15. Share
    Debenhams beta with content network audience retargeted using tracking on brand site, 1month 3k sales #dmoevent

    Tue, Apr 17 2012 05:21:11
  16. Share
    MediaCom rep in audience says ‘t in the park’ press ad with aurasma worked really well due to video rich content link #dmoevent

    Tue, Apr 17 2012 06:26:11
  17. Share
    Aurasma – results very small but can get very good PR (Debenhams experience) #dmoevent

    Tue, Apr 17 2012 06:28:14
  18.            EA campaign…
  19. Share
    Waterloo takeover by battlefield 3: 17 sites, some posters started to get stolen. That’s a great KPI!! #dmoevent

    Tue, Apr 17 2012 10:20:20
  20. Share

    Example poster from the campaign #dmoevent http://twitpic.com/9awu5g

    Tue, Apr 17 2012 10:25:53
  21. Share
    4k downloads from QR code, Wifi (90% of downloads) NFC in the 2 week campaign #dmoevent

    Tue, Apr 17 2012 10:24:06
  22. Share
    Over 9k interactions, over 900 email addresses collected from an interactive digital 6sheet display in cinemas #dmoevent

    Tue, Apr 17 2012 10:29:18
  23. Share
    Digital out of home learnings – wifi 92% of interactions and consumers still getting used to the approach #dmoevent

    Tue, Apr 17 2012 10:30:53
  24. Search – PPC & SEO
  25. Share
    86% using mobile search while watching TV, debenhams see peak for apps around 10pm. Parts of day strategy important #dmoevent

    Tue, Apr 17 2012 05:25:11
  26. Share

    Debenhams using hydra platform to integrate PPC and SEO activity, but only a week in at mo #dmoevent http://twitpic.com/9atw8o

    Tue, Apr 17 2012 05:34:28
  27. Share
    J Stephenson, Debenhams. Paid Search Mob Stgy: separate mob campaigns on tablets and mobiles for more control and better targeting #dmoevent

    Tue, Apr 17 2012 05:36:19
  28. Email
  29. Share
    When and whe emails are checked makes a big difference – optimise for this #dmoevent

    Tue, Apr 17 2012 05:48:54
  30. Share
    Progressive disclosure using CSS to include expandable areas in emails can help – works on most devices #dmoevent cc @teminamoledina

    Tue, Apr 17 2012 05:50:14
  31. Share
    Open rate significantly improved by using social info in subject line eg ‘share with your 123 friends’ #dmoevent cc @teminamoledina

    Tue, Apr 17 2012 06:02:08
  32. Share
    Optimise for snippets- gmail and outlook summary that appears before open. Use gif with alt being tagline #dmoevent

    Tue, Apr 17 2012 06:03:24
  33. Share
    Segment by most responsive and target them with a social campaign to help optimise a launch #dmoevent

    Tue, Apr 17 2012 06:04:51
  34. Share
    You can download the @BrandRepublic event slides by @marcmunier on email marketing here – ow.ly/akzAQ #dmoevent

    Tue, Apr 17 2012 07:08:51
  35. Mobile
  36. Share
    #dmoevent More mobile Internet than desktop Internet by end 2013

    Tue, Apr 17 2012 06:32:36
  37. Share
    “Mobile technology changes so fast. Be aware, but check whether it is relevant to you” @bansahaUK #dmoevent

    Tue, Apr 17 2012 06:11:34
  38. Share
    80% of ftse100 companies do not have mobile sites & 65% fail to use device detection #dmoevent

    Tue, Apr 17 2012 06:35:19
  39. Share
    Get that @magusblog report about FTSE 100 mobile websites here: magus.co.uk/knowledgebase/… #dmoevent

    Tue, Apr 17 2012 06:44:27
  40. Share
    “Companies that optimise their mobile sites outperform those that don’t by 80pc” Tom Golden Magus #dmoevent

    Tue, Apr 17 2012 06:33:07
  41. Share
    Responsive web design not widely adopted at all – tech challenges still a barrier at mo but this does seem to be the future #dmoevent

    Tue, Apr 17 2012 06:43:16
  42. Share

    Most #mobile sites are full of #usability errors #dmoevent #ux http://twitpic.com/9audwu

    Tue, Apr 17 2012 06:35:48
  43. Share
    BMI baby being taken to court by @RNIB for #mobile website lack of #accessibility #dmoevent #ux

    Tue, Apr 17 2012 06:40:18
  44. Social media and insights
  45. Share
    We’re speaking after lunch at #dmoevent on turning social data into social insight. Find out more about our thinking: (http://bit.ly/ztKbI1)

    Tue, Apr 17 2012 07:50:35
  46. Share
    Value in social media is in the insights it gives into customers thinking #dmoevent

    Tue, Apr 17 2012 09:54:21
  47. Share

    When you make a promise always deliver on it. The effect of not is amplified through social like BA eg #dmoevent http://twitpic.com/9awicv

    Tue, Apr 17 2012 09:59:47
  48. Share
    Pre-TV buzz is created by a digital debut – and TV debut is amplified by this #dmoevent

    Tue, Apr 17 2012 09:56:42
  49. Share

    RT @spirals: Sum up – use insight to plan, optimise, create .. #dmoevent http://twitpic.com/9awjmx

    Tue, Apr 17 2012 10:14:04
  50. Video
  51. Share
    Not about keeping people in a single environment anymore. It’s about streamlining the experience for the user #dmoevent #ux

    Tue, Apr 17 2012 10:46:51
  52. Share
    Successful video strategy is based on views, consumer engagement, and finding your video dubbed into Russian! #dmoevent

    Tue, Apr 17 2012 10:38:19
  53. Share
    Exclusive video content might be all you need to make an audience feel valued #dmoevent

    Tue, Apr 17 2012 10:53:15
  54. And just for the heck of it – a few comments from the twittersphere…
  55. Share
    @ActonPies @brandrepublic seems it went well – liking the skysports twitch pick up #DMOevent #PWNEDonwardsandupwards

    Tue, Apr 17 2012 14:03:07
  56. Share
    So I think that went alright – lot of fun. Thank for having me @BrandRepublic #DMOevent

    Tue, Apr 17 2012 11:09:00
  57. Share
    @ActonPies great energy presentation at @brandrepublic #dmoevent really enjoyed it!

    Tue, Apr 17 2012 12:30:49
  58. Share
    @actionpies fantastic presentation. Really enjoyed. Well done #DMOevent

    Tue, Apr 17 2012 10:59:07
  59. Share
    Seeing nothing but positive comments for @marcmunier ‘s presentation at the #dmoevent – nice work! @pure360 #emailmarketing

    Tue, Apr 17 2012 06:15:51
  60. Share
    Lovin some of the comedy pic slides @marcmunier #DMOevent

    Tue, Apr 17 2012 05:53:56
  61. Share
    At the Digital Marketing Optimisation event in London. Some interesting insights into digital and it’s future #DMOevent

    Tue, Apr 17 2012 07:06:17
  62. Share
    Disappointed that interactive fridges are not the future 😦 #dmoevent

    Tue, Apr 17 2012 11:48:08