The findings

January 12, 2018January 12, 20182 Comments

#TyasDigitalProject #4

What does it take to do a digital transformation on an organisation?

Let’s read each points on the above key findings as those struggles has impacted us as well.

Before sharing the implementation process, let me share our findings that common to happened within the organisation. I divided into some examples of human challenges.

1^st example.

In some meetings, as I shared some examples of a digital platform or what it can do for our benefit, usually I would do to trigger discussions, it is not rare that the feedbacks from the project owner that we serve would often happens like this :

Project Owner : “very nice, I want that, go ahead Tyas, you make I just follow.”

Project Lead (Me) : *___*

Or,

A Senior Manager : “There’s no way anyone could ever finished 3 projects plan in one week.”

I’m not saying that, of course we can negotiate the timeline based on priorities but it’s the attitude that moves me. Of course being a leader we have a bunch of other responsibilities or routines that needs our attention. I also have a background in advertising where we were mostly need to handle so many accounts at the same time. Juggling so many things was an everyday regular routine. Whoever has been in the advertising industry knows how it feels like in the circus. Making the impossible, possible hence in terms of managing deadline.

So for me it was also getting to understand the people and the culture. And how things are being kept based from the attitude and performance of most staffs. My feelings were more of so,

2^nd example.

Let’s say there are people not quite convinced about the importance of digital and social media. Or how business translation through digital and social media. Being someone new and introducing something makes us an easy target. It is a process of people to get to know you better. Sarcastic comments, being laughed at in the middle of a meeting, I could go on but you get the picture, I hope. Anyway. For me, it’s mostly about handling a situation by ignoring the negatives and focusing on the work. A true professional by the end of the day will come to his or her true senses. If not, then that person is questionable. My point of view if I may add, there are so many opportunities of intimidation, overused of power and it is so easy to fall into it. How to avoid it, just look back into the bigger picture and how the real important people are rooting for you. To meet the expectation of the given role and be professional. There is nothing more classy or powerful than to ignore them, showing performance, forgiveness and grace to someone who does not deserve it.

Apart from people, there are also much discussion about who’s owning the budget, taking ownerships on the projects, minimum understanding for the importance to the business, wanting to know more, and not having available content or business information on each department. Of course there are so many reason behind all of is. I think each company has their own challenges on managing operational and work process. So it is normal. Is it ?

Despite of all happening, these findings, to be frank, I was having the time of my life. I enjoyed every minute of it. It was the bigger picture that drives me. So cuts and bruises was okay. Blood, sweat and tears, but it was all worth it. Every time I look back I cannot stop being grateful for the opportunity. The greatest pleasure in life is doing what people say you cannot do.

One of the moment was when I had to build a bridge between two big important departments and apparently what I did was good as I walk back to my desk and found this on my computer that made everything become worth it.

There were times when I just don’t know what to do or how I needed to act upon a situation or a person and was just at a point of exhaustion. Yes, there were some occasions like that. Maybe, it is normal in these situations especially when you are introducing something new. However, for me as long as I am needed, my contributions are perceived as valuable and, I am appreciated for what I do, then there’s no reason to complaint.

Next, The Education Process

The support

January 12, 2018January 12, 20182 Comments

#TyasDigitalProject #3

How important is leaderships support on digital transformation.

The CMO vs. CIO: Digital transformation is largely led by the CMO (34%) not the CIO/CTO (19%).
Some executives are beginning to own digital transformation efforts, and the Chief Information Officer (CIO) is most often at the helm (28%). As all companies increasingly become “technology companies,” the roles of the CIO and IT department are more important than ever — but true success in digital transformation is an enterprise-wide, cross-functional endeavor.

The above facts from Brian Solis brings us to discuss what I think is the most important aspect on digital transformation or any needs of change on an organisation in that matter. Without any force of leaderships there will never be any actions to start or evenly tough to start.

This is why I think it becomes the main important point. It is true that digital transformation is not just a change in technology adapted on the process of business but a change management itself. It should start from the top and fully supported by the leaders on the organisation through a shared work planned. Not only the support but are with you all the way. Establishing presence, sharing guidance, discuss directions, sharing insights and all the efforts we do are always understood or supported.

I started around early August 2012. The division of Digital and Social Media was under the department of Centralized Marketing and Communication or we call in short as CMC. Inside CMC there are other departments such as, brand management (that was divided into two parts since there are four pillars of social initiatives with ten brands to cover), and then there are PR division and Creative Division. The department was headed by a Marketing Director however much of the activities and directions was much influenced by Ibu Nenny Soemawinata as PSF’s Managing Director based on her rich experiences in the world of marketing and advertising. As time goes by, she also took the part of Marketing Director to fill in the vacancy on CMC department.

If you asked me who supported right from the start, to be frank I would have to give my thanks and appreciation to these two person.They are, Ibu Seskia A. Balfas as we call her Ibu Kiki, she is the HR Director and Bapak Sakto Wibisono as IT Director or you can also say CTO refer to Brian’s article. The collaborated initiative with the two department Human Resource and Information & Technology was established from the start.

I will always remember how fortunate to have the opportunity given so many directions and discussions of planning with Pak Sakto and his team. We have the same understanding that to introduce something new like digital and social media needs 2 points of perception needed :

The same understanding of digital and social media, and
A sense of togetherness in running it.

And both are not an easy thing to do on a organization with around 800 more or less personnel. We agreed together and through their support, Ibu Kiki and Bapak Sakto I was given a chance to speak up to the Board of Directors of PSF on their management meeting.

Yes, we did not waste any time at all. I have gotten the opportunity to present and explain about digital dan social media on the monthly management meeting. Generally, the management meeting are only attended by members of the Board of Directors and sometimes their senior management levels occasionally based on the needs or a topic to be discuss.

I was only given 30 minutes’ time. With a lot to share and explain, I need to choose what are the best material to bring. At that moment the understanding of why it is important to go digital was well established among the leaders, or else they wouldn’t hire me in the first place. I also understood that they must’ve already been share so many facts and data or research by agencies or some sort. So the next question to answer was how to do it.

Let’s come back to the statement “lack of expertise, literacy, and understanding of digital trends” as one of the key drivers on digital transformation. Although digital and social media is basically used and entrenched on our daily lives, to educate digital and social media on to a business organization has some stages to make. And on this opportunity I need to make an eye opening session to open up the minds of the decision makers, the top of the top.

It is also important to establish the understanding of what are the functions of digital and social media. And I felt that this understanding is essential and had not yet much being shared at that time.

I am not saying I am an expert on social media. But awareness is key. One’s level of understanding or expertise could help connect the dots between knowledge and strategic planning. Sometimes a little more knowledge is just enough to make a difference. Because that knowledge could open the minds and then trigger discussions towards the directions of a bigger plan. The problem of just seeing one point of view is lagging any potentials. Potentials of opportunities. IMHO.

Info. Social media is a user based tool. When user becomes a community and grew larger as a group, then it has the opportunity to become more. And that has a quality of community building.

Aside from my own experience, I also lucky to have a partner/husband that also share the same experience in digital and social media, in Indonesia, he is well known as an expert in digital community hence gave in a lot of discussions and input for me as we exchange opinions or thoughts.

We both agreed that during those times there are still many misconceptions and misunderstanding on what is social media and its functions, furthermore, how to manage it. It is also often many mistake happening to the people they trust in managing it. For example, the appointed agencies or the department of marketing itself on one’s company. I also need to establish that social media is not only a marketing tool.

Eventually, I brought two set of presentation decks with each titled, “How to manage social media” and “How to measure social media”.

These presentations help me to establish understandings with the board members.

An understanding that managing social media it is not JUST about managing the channels, like twitter, facebook, Instagram or youtube. It is about managing the discussions, managing the people talking the discussion, managing the relationship of the people sharing discussions, managing the collaboration being made after discussions, managing the negative or positive impact sentiment, managing the teamwork afterwards, the networking, managing ideas and others that grew and discussed naturally, organically. And that is the based strategy. It is the same or similar like managing a community.

I also share about why and how to manage based on the size of a community versus how to manage the depth of each opportunity discussion happening on social media on that meeting.

Whereas on social media measurements was a basic introductory about the terminology that usually are used such as conversion rate, impression and its differences in using it on each channel on social media. And then also a bit of quick explanation about CTR, SEM & SEO, CPC and CPM, to cover the just to know basis.

On that management meeting, as I recall it was on Senin, 1^st of October 2012. It was less than a month since I entered PSF on the 1^st week of September 2012. Ibu Nenny, a few times, helped to explain and guide the discussions. And that made me stunned and almost fainted because of the overjoy happening inside of me. Luckily, Ibu Nenny did know how hard my heart was beating at that time.

Ibu Nenny also explained the importance and how Bapak Putera Sampoerna wanted this foundation to have that moment of opportunity through digital and social media. Thus it was important to work together. At that moment I felt like a rock star. And I really feel that momentum was very important for me as I would very much agree with Brian Solis in the cmo artikel that “digital transformation is just as much about change management as it is about technology.” And Ibu Nenny has supported Digital and Social Media team all the way from the start to the end.

So what was agreed on that management meeting? Not only that all board members have the same understanding and the same commitment, I am asked to prepare what is the next step and also meet with all brands to developments of each digital presence.

That through that one chance, continued my opportunity to present the next planning on digital dan social media management first stage and that happened on 21^st of January 2013, around 3 months after. Yeay !

Next, The Findings.

The starting point

January 12, 2018January 12, 20181 Comment

#TyasDigitalProject #2

Digital Transformation, the starting point.

I remember I was very excited to start my new role. New workplace. New environment. New company culture. And handful load of just pure joy. I was ready to do anything. New job meant new role to fulfil. I had an opportunity and I was determined to make the best out of it. Because I knew someday, this experience would benefit me one day. With everybody going digital that time there is no right or wrong. And I feel that is the greatest advantage ever.

September 2012. Where was digital and social media at this stage ?It was the emerging time for digital and social media in Indonesia. And possibly the world. Everyone was getting on to jump digital. So it was an exciting time for new opportunities because of the possibilities at that time and the belief that everyone was force to be open minded about anything digital.

I look back and dig on what happen on 2012 and this is what I found hereShift on text messaging happening made quite a disruption on Indonesia’s biggest telecommunication company. The digital media landscape, YAHOO! made some investments globally and locally in Indonesia influence the market place and put a positive credence on everybody for the future of digital.As for new players on Indonesian e-commerce started to bloom through the big guys in Indonesian business from MNC, Djarum and many more.Everybody wanted to go digital. Massive opening for digital resource. Many opportunities including for me. But the question is, does anyone knows how or what does it takes to transform digital on a corporation? Or does the general people understand the role of a digital and social media manager was at that point. Understanding that each job will be determined based on the needs of each organisation, but the general framework on how to do it, what can people expect, at that time no one has has it.

My journey was not easy to say the least. Introducing something new is like changing culture or a new policy for an organisation. But I enjoy every minute of it. Why, because I had the support I needed, and I will tell about this later. There are also some notes on leaderships and professionalism and I am very grateful to be able to look back and say that I am proud for what I have done or how my actions were point delivered. Nevertheless, good or bad, in the end we gotten a framework or a formulation or a blue print for digital transformation for business.

That is why I said that reading Brian Solis article and research really made me really pleased with all that has happened during my years as Digital and Social Media Manager at Putera Sampoerna Foundation.

With the story being shared based on my experience, let’s start from the facts and data.

The findings on key drivers of digital transformation,and the findings on top challenges for digital transformation initiatives.Next, The Support

Tyas Digital Project

January 12, 2018April 14, 20189 Comments

#TyasDigitalProject #1

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.

So enjoy the ride. Discussion are welcome.

Next, The Starting Point

Tyas Handayani

I only talk about what I believe in

Tag: #TyasDigitalProject