Tyas Digital Project is my digital transformation story at Putera Sampoerna Foundation.
It is not about Putera Sampoerna Foundation the company, but it is about my journey, my version, my story implementing a digital transformation for a corporation named Putera Sampoerna Foundation (PSF). PSF, is a social business institution that channels CSR programs for other corporations. Now, PSF has change its business strategy from CSR channel into the Sampoerna School System.
Why is it important for me to share this story ?
As a professional, I feel it is important to always document what you have learned. To be able to share my story implementing digital transformation. A chance to share what I have picked up along the journey. A way to understand how I structure my planning, my way of thinking, my personal insights, all through this simple narration. Hoping could contribute some knowledge for the digital industry.
It all start from an opportunity came one day, to be the digital and social media manager for PSF. At that moment I was still working for multiply.com Indonesia, one of the e-commerce pioneer in Indonesia as Senior Marketing Manager with mixed roles but mainly strategic partnership. It was quite different from my previous experience however I understand that an opportunity like this just don’t come often. And then I guess it was a good decision for 6 months later, multiply.com got cut. Closed down. And everybody was laid off. So, Phew.
Now, what is the definition of digital transformation ?
As I begin to write my story, I found this article from cmo.com that I thought it really capture the essence of what we need to understand on digital transformation. Title article, Digital Transformation Involves More Than Technology.
On the article, based on The 2017 State of Digital Transformation dari Brian Solis dengan Aubrey Littleton, the definition of Digital Transformation is “The investment in and development of new technologies, mindsets, and business and operational models to improve work and competitiveness and deliver new and relevant value for customers and employees in an ever-evolving digital economy.”
The realignment of investment in new technology, business models and processes to drive value for customers and employees and more effectively compete in an ever-changing digital economy.
The report can be downloaded for further learnings. But what I will do is to take those facts and data, and share together my stories based on my experience. So facts versus implementation. Let’s see how it goes, ok.
The timing couldn’t be more perfect as it became a base and a framework to develop my story. And essentially the research shows that we were on the right track.
Through these serial of posts, I plan to share each milestones of our journey. How we, the digital and social media team, could encounter the challenges, the misconceptions, and how we took every opportunity that happen along the way. On each postings, I will start by sharing some facts or data from Brian Solis’ Altimeter Report. Each topic represents an important part of my digital transformation journey.
Sadari atau tidak, pernyataan diatas ada benarnya. Tidak jarang saya suka mendengar contoh ucapan-ucapan seperti ini,
oh kirain pencitraan
maaf, saya tidak share hal yang berhubungan dengan pekerjaan saya di channel pribadi saya
saya belum bisa melakukan hal itu, konsisten share ke semua socmed tentang saya.
Sebenarnya begini, pencitraan tidak selalu salah. Karena your name is your brand. Social media adalah suatu jalur untuk dapat memperkenalkan diri kita seutuhnya dengan kontrol ditangan kita sendiri. Citra kita adalah sesuatu yang kita ingin tempatkan secara baik tentunya.
It is your choice, absolutely. Understanding that you are taking your personal platform to your professional needs. But look at it this way. What better way to have something you can use to build you as a personal brand on a daily basis.
However, no matter what level you are in the company, you are the direct representation of the company you work in. Your voice is a powerful tool and then never forget that you will always be linked towards anything related to you, in this case, where you work.
On the other hand, if you have a leadership role in your company, I feel it is important to take ownership, to step up, and share the work that you are proud of. Karena menurut saya it goes with the territory. It is the whole package. If you say the work that you do is important, gives value, will make a difference, wouldn’t you want to share? Don’t you think that people would want to know more ?
Selain dari itu yang terkait dari pencitraan adalah kepercayaan. We are linked to the people who knows us, trust us, and have an interest in what we do. They stayed connected because they want to know you better. So imagine the opportunity for your company just by your influence alone.
However I do agree it will take additional work. But what’s more work when you are drawn towards the things you are passionate about ?
Dari sisi social media, tiap kali saya mendapat kesempatan untuk memberikan pembekalan atau berkesempatan untuk dapat memberikan pendapat, saya selalu katakan bahwa “kedewasaan” adalah kunci utama dalam memandu pagar-pagar penempatan pribadi kita kedunia luar. Leadership skill dan tingkat kedewasaan seseorang tentunya akan compliment each other. Apabila kamu memang seorang leader dalam suatu perusahaan, bisa di akui bahwa keduanya akan tumbuh dan memperbaiki diri berjalan dengan waktu.
Hey, we live, we learn, rite ? Like everybody else, I am also a student in life. Thank you for reading 🙂
Two of the most intricate matter that we most recently meet. Changes of disruptive business model pushes many companies and its people to make change, adjust, evolve or be creative in sustaining their core business that has been working just fine over the years.
We understand, however, changes would never happen without support from the high tower. And having that leadership role always makes people waiting what will be the next action. How will the leaders act upon these changes, what will they do strategising their need to change? But that alone does not make the process smoothly or the implementation would likely become stuck at some point. And in the end could turnout not as planned.
Leadership is an ongoing learning process that I feel never ends.
I am always fascinated by well-known leaders of big companies and people who have influencing power that would share new learnings to us, the students. I agree with Simon Sinek that we who aspire to be a leader would always consider ourselves a student and these examples I will share to you represent my findings for now, the current moment. But let’s start from his video “How to become a leader, act like a student not an expert.”
How to become a leader, act like a student not an expert. By Simon Sinek
To capture the essence on this video, if I may, here’s what I feel is sooooo so true ^_^
Leadership is a skill, a learnable practicable skill
Leaders should never consider themselves expert but students
Leaders should understand the importance of prioritizing the needs of the people before their own needs
Leaders are the caregiver of the people
Leaders are those who’s willing to run headfirst onto the unknown or to the dangerous
Leaders are those who’s willing to sacrifice their own resources to protect and grow their own people
Always a student’s regardless status to improve their leaderships skill based on the understanding that leadership is not a rank to achieve
Now the findings I’ve gathered based on what we can see happening in world and Jakarta where I’m based right now. The first example article I want to share is from inc.com . Uber’s CEO Just Posted New Cultural Values, and Taught a Valuable Lesson in Leadership.
Uber’s CEO Just Posted New Cultural Values–and Taught a Valuable Lesson in Leadership
With background problematic happening at UBER, series of mishaps and scandals that included claims of sexual harassment, multiple lawsuits, and serious fights with regulators due to the need of adaptation in countries all over the world. UBER’s CEO, Khosrowshahi has worked tirelessly to rebuild Uber’s reputation and guide the company to the next level, according to Justin Bariso’s article.
What did he do and how did he do it ?
I would start from Simon Sinek’s points above. As the new caregiver of UBER, Khosrowshahi is willing to go below and beyond to learn from the people. Hence understand the importance of prioritizing the needs. Which is preserving the people. The ones who actually made Uber success.
What he did was, initiate his people to write Uber’s new cultural norms. How did he do it mainly to reach common interest that fits with the company’s needs at this point. And not only on head quarters but through representatives all around the world. Together they managed submissions, work together a voting systems and supporting focus group representatives.
Another learning captured is by giving trust and flexibility to be a part of the change. It’s a project for all. No matter who you are in the company, what role or level. As Justin Bariso shared on his article, it allows people to express themselves. Get to know themselves. Learn more about their challenges, their way of working, their strengths and weaknesses. The results and learning of the new Uber’s cultural norms can be reviewed here.
Another learning is closer to me since I lived in Jakarta, Indonesia. Still on transportation sector but from the old ways which is taxi service.
Bluebird is Indonesia’s largest taxi, containers and logistics company previously had many never ending issues and ongoing crisis again, due to the disruptive new way of business. With the new way of transportation options with GO-JEK, Grab and Uber the drivers of Bluebird felt a great impact on the competition. It blew up so fast and become hard to handle since it impacted bluebird drivers labor union from around Indonesia. Chaos in majors cities of Indonesia and one of the biggest incidents was BlueBird Jakarta’s own drivers demonstration held on 22 march 2016 when the anger erupted by the 10.000 drivers.
It’s a good thing that now Bluebird had reach to a point of understanding with the drivers and developed a partnership program with another disruptive company, Go-Jek. So it is all good now. I am not leading this story to the way Bluebird is managing its business strategy. And I applaud Bluebird on moving forward with their new inventions.
This is only an example how leaderships really makes a difference no matter what form of actions are. I was moved by this TVC from bluebird, after quite amount of turmoil they released this. Of course there are so many ways to see this ad but I would take this opportunity to show an example of leadership from the CEO of Bluebird Holding. I wanted to share how their recent ads captured the heart of Bluebird long time devoted passengers. One of them is me. This leads the example, in this case, how to represent a family member of 45.000. Or with Simon Sinek theory, that as the the leader, willing to run headfirst onto the unknown or to the dangerous.
The ad title is, Berbenah untuk berubah or in English would say, Clean up to change. The ad was taken with voice over of the CEO of Bluebird’s Holding, Ibu Noni Purnomo. I feel it is crucial to have the ad spoken by the leader of Bluebird. To regain trust is the main factor in this narration and what better way to show leaderships up front. This is also a lesson of humility. It doesn’t makes you small but precisely showing how big you are as a person, as Company or as a Brand.
It goes like this,
Changes is not easy.
Maybe for those who are new and agile, changes are easy.
But for us, as a huge family with 45.000 family members, changes are not easy.
They say for one who needs to go the distance, a small boat would be easier to change directions. However, when a steering wheel of a huge ship, the winding turn of sails will feel further when it has reached quite much further along the distant.
We fully realized there are some times we are perceived as blind and deaf by others upon changes of time. And being so slow and late overlooking the window of world that moves so rapidly.
But actually, we are learning to ….listen.
And learning to …..change.
We are the same friend that you used to rely. When you would want to be taken home safely.
But we do realize now that a friend cannot hold on to the old memories.
And yet a friend is when we walk together, strive among the hustle and bustle of the world.