1. October 2016 © 2016 United Focus Pty Ltd
Making sense of the digital world

2. October 2016 © 2016 United Focus Pty Ltd
Your customers are changing
76% own a smartphone
70% own a laptop
53% own a tablet
Sensis Australian
Social Media Report
June 2016
3 – how many Internet-
enabled devices we own
on average
50% are on
Social Media daily
87% of us access the
Internet daily
29% own an Internet-
enabled TVs
12.5 hrs/week – how
long the average Australian
spends on Facebook

3. October 2016 © 2016 United Focus Pty Ltd
Executive lenses on digital
Operations
How can we use digital
technologies to improve our
business processes and
achieve better productivity?
People and Performance
How can digital help us attract
and retain the best people and
how do we manage change?
Finance
How can digital help us to reduce the
cost of doing business and how do we
measure return on digital spend?
Technology
What digital technologies should
we deploy and how? How do we
transition from legacy systems?
Comms & Marketing
How can we use digital to improve our
customer insights, brand, improve
uptake of our services and engage
better with customers?
CEO
Do we understand how digital is changing our
business and our customers? Am I and my
Board up to the challenge? Is our culture right
for driving innovation and embracing digital.
Knowledge & Information
How can we make better use of
our data and better manage data,
records and corporate
knowledge?
Governance
What risks are we vulnerable
to and how best do we
mitigate them?
Learning & Development
How can we leverage technology to
better train staff and improve their
commitment to continual
professional development?
Sales
How can we use digital to reduce
sales paperwork, get better intel on
our customers and make sales more
effectively?

4. October 2016 © 2016 United Focus Pty Ltd
Your customers are changing
How have you changed the
way you do business and
engage with your customers,
all of whom spent last night
like this?
“Why don’t they put the
devices down and just enjoy
the concert …”
for 14-35 year olds, this is
how they enjoy their world.

5. October 2016 © 2016 United Focus Pty Ltd
Your customers are changing
Customers are selfish!
They choose their own
path, usually the one of
least resistance.
How your customers act online, doesn’t
always politely follow what you
planned.
A truly customer centric organisation
will walk in their customers’ shoes to
understand how they behave and then
design accordingly.
Are your digital channels designed for
your customers or your organisation?
Do you use social media the way your
customers want, or the way you want?
Image : Guy Cookson

6. October 2016 © 2016 United Focus Pty Ltd
Digital transition or transformation?
spotify

7. October 2016 © 2016 United Focus Pty Ltd
How many customer
transactions for $50,000?
*Source of amounts: Deloitte Access Economics, 2015
The cost of not innovating
© 2016 United Focus

8. October 2016 © 2016 United Focus Pty Ltd
How many customer
transactions for $50,000?
The cost of not innovating
Don’t replicate in the digital world,
the business models and
behaviours that were designed in
the pre-digital age.
If your use of digital only
replicates your current business,
you’ll miss the opportunities to re-
imagine your relationship with
customers, develop new services,
open new markets and stay ahead
of the competition.
In the 70s and 80s the nations that went into space replicated
experiments from their earth-constrained labs to see how they’d behave
in space.
That done, they collaborated and built the international space station to
undertake entirely new experiments and create new ways of
understanding earth and space made possible by the borderless,
atmosphere free.
Not to have done so would have been to miss the very opportunities that
space offers.
International space station
Image source: NASA

9. October 2016 © 2016 United Focus Pty Ltd© 2016 United Focus Pty Ltd
Since 1995, we have been providing independent, expert advice to
help organisations and communities make sense of the Digital Age
- how to manage digital to stay relevant to customers, improve
productivity and stay competitive through innovation.
• digital strategies and transformation
• implementing digital-led change
• governance and management of the digital business
• digital leadership and innovation
Landmark clients and projects
Digital Placemaking for Renewal SA – the role of digital in the Riverbank redevelopment -
Fair Work Ombudsman – digital strategy and digital leadership webinars
Victorian Government Digital Strategy – researched and developed
Adelaide WiFi Feasibility Study – SA Government and Adelaide City Council
sa.gov.au – Chief Editor and advisor on usability and accessibility
World Health Organisation – Website redevelopment advice and documentation
Website Writing Guide – mandated guide to writing for government websites – author and
publisher
e-businesguide.gov.au, Getting Started booklet and train-the-trainer program –
researched wrote, designed and delivered
Living Websites – understanding the life cycle – Steven Smith, 2003 – author and publisher
eBusiness for the cultural sector – developed and delivered workshops nationally
Digitisation of Collections Report – policy advice to the federal government on the effect of
the Internet on our cultural institutions and heritage
Museums and Web Conference presenter: Toronto, Minneapolis, Montreal, Melbourne
About United Focus
• planning smart cities and digital place-making
• planning, building, sustaining and improving
websites and apps
• risk management of social media

10. October 2016 © 2016 United Focus Pty Ltd
United Focus tools and resources
Digital Maturity Matrix
Self–assessment tool to understand local current
digital strengths and weaknesses across 5 main
themes and what best practice looks like.
Digital Strategy on a Page
See on one page the rationale, guiding
principles, key implementation actions, outputs
and benefits of the Strategy.
Digital Project Prioritisation
This Excel-based tool helps prioritise
digitisation projects according to level of
benefit and ease of execution and risk.
Digital Action Plan
The action plan template categorises actions
under the key themes in the digital maturity and
sets KPIs and review milestones intervals.

11. October 2016 © 2016 United Focus Pty Ltd© 2016 United Focus Pty Ltd
Steven Smith
BA, BEd,
GradDip IUC, MAICD
Steven Smith is the principal digital advisor
of United Focus, a company he established
in 1995 to advise organisations about the
Web.
Steven works with clients across Australia
to help them solve complex digital strategy
and operational challenges as they grapple
with the digital age which is disrupting
industry sectors and traditional business
models.
In the 20+ years he has been a digital
advisor, Steven has worked with clients
across many government and industry
sectors.
Steven was a Director at KPMG Australia in
national digital consulting from 2011-2016.
stevensmith@unitedfocus.com.au
@stevenrsmith100
+61 411 243 906
Catherine Mossop is senior digital
advisor at United Focus. She has worked
on digital strategy projects with
government and regulatory bodies.
She is a Chartered Accountant and had
4+ years' at KPMG in financial processes
and compliance, internal & external
audit, and risk & control.
Catherine is helping our clients manage
the inherent risks in doing business in
the digital world - risk reviews,
cost/benefit analyses and feasibility
studies of digital projects.
She is trained in Lean practices and
helps clients improve internal processes
and productivity.
catherine@unitedfocus.com.au
@catherinemossop
+61 400 087 597
Catherine Mossop
CA BComm
About United Focus
unitedfocus.com.au | 167 Flinders Street Adelaide South Australia 5000 | ACN 069 339 073

12. October 2016 © 2016 United Focus Pty Ltd
Making sense of the digital world