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What Flavour Is Your Digital Transformation?
@Annemcx @VisceralBiz
www.visceralbusiness.com© 2014 Anne McCrossan & Visceral Business Ltd

Do you Zoom?

The 2014 CONNECTED HOUSING Study
Accelerating performance

5 Flavours of Digital Transformation

1. Communications Flavour

There are some very whizzy and
shiny social media platforms and
apps out there. But what matters
most really are strategies for the
social media platforms on Housing
websites and that residents’ use...

Is on 99%of the Top 100
UK Housing websites
If your digital transformation’s mainly about communication, it pays to focus on integrating
social media, website engagement and developing networked analytics as the priority.
Is on 86%of the Top 100
UK Housing websites

Social media networks can be walled
gardens, so what’s the value of
publishing straight to these platforms..?
Your website is arguably the main point
of attraction, it builds digital equity in
your brand and creates seamless user
experiences.

P.O.S.S.E
Publish on Own Site, Syndicate Everywhere
Picture by Joyork © https://www.ﬂickr.com/photos/joyork/443885130

Speciﬁc Communications Objectives
Broadcast v Interaction
To engage with our stakeholders
To promote our activities
To reach residents, housing professionals and employers
To be properly recognized externally for all we do well
To reach tenants and staff
These are some of the social media communications objectives Housing organisations have
said they have. These can be developed into detailed speciﬁc engagement and interactivity.
*Source: Connected Housing 2014

2. Channel Shift Flavour

To achieve channel shift, the ﬁrst
step of course is ﬁnding out who
and where people are online.
And it’s still early days here for
many Housing organiations.

Housing organisations can create
channel shifts by developing clear
customer journey strategies and a
framework for tracking and
understanding user behaviours,
backed up by data.

3. Service Design Flavour

Developing powerful service
design experiences and effective
digital interaction goes straight to
the heart of any brand.

‘Putting people ﬁrst?’ It’s arguably a threshold more than a differentiator.

There’s a lot of vendorware out there.
But how many focus on putting a data
capability into your organisation?
A good digital transformation strategy
based on service design does that.

Make your own
Picture by Laura Manfre © https://www.ﬂickr.com/photos/joyork/443885130

4. Networked Culture Flavour

Picture by Claire Howson © https://www.ﬂickr.com/photos/claire_howson/2706334959

Developing a networked culture
internally is at the core of creating
sustained digital transformation.
It can be used to measure ﬂows of
business value and this becomes
even more important when people
are mobile.

Inter-Operability

Networked culture promotes
interoperability and linked data
across departments, projects and
platforms wherever possible.

5. Business model ﬂavour

LACK of supply
Affordability
Unemployment
Skills
These issues Housing organisations say affect them the most*. Digital business modeling as
part of digital transformation can help Housing organisations adapt to meet them.
*Source: Connected Housing 2014

Personal data sources
Locators
Social Interactions
Environment
Transactions
Personal data store Personal data apps and services
Visualisation/Awareness
Management/Control
Sharing/Exploitation
Social Value
Source: Sandy Pentland - MIT Centre for Collective Intelligence
Huge opportunities can be opened up using digital transformation,
but for many it’s not business management as we know it.

So, what ﬂavour is your digital transformation?

Every organisation is different www.visceralbusiness.com© 2014 Anne McCrossan & Visceral Business Ltd
Picture by Martia Craftnya © https://www.ﬂickr.com/photos/martina-craftyna/2711163746

Data
strategy
Brand
communications
Service design
Business model
About Visceral Business
All these things together create connected performance

About Visceral Business
Effective transformation evolves from looking at issues in new ways...
experience

“Look, all I’m saying is now is the time to develop the technology to deflect the asteroid”
It will pay to be proactive about digital transformation.

So, come take a connected
look at it with us.
Content and platform development
Channel shift
Data-led strategy
Service design and delivery
Internal performance
Enterprise architecture
Insight, research and segmentation
Impact measurement
You can download the 2013 Connected Housing Report from www.visceralbusiness.com
Be part of Connected Housing 2014
Check out www.visceralbusiness.com/2014-connected-housing-intro or email anne@visceralbusiness.com

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