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1200px-Met_Office.svg (Developed an INFORMATION SYSTEM that (Changes the…
Is the UK National Weather Service
:red_cross:
AS IS
(Before digital transformation)
No Digital Marketing Team
Focus in B2B partnerships
Digital unawareness
Rough data - without contextual information
:checkered_flag:
TO BE
(After digital transformation)
Increase digital awareness across organization
Turn weather data more accessible and adapted to customers' needs - expand to a wider public through social media
Improve B2B and B2C services
Focus on content marketing through storytelling
Has new business
CHALLENGES
:
:check: Generate new sources of revenue
:check: Differentiate in the weather and climate market
Business alignment with strategy
:check: Create valuable content within internal knowledge share
Wants to Seize
OPPORTUNITIES
("The digital opportunity")
Data around weather has become more accessible
Social media are used by million of people around world
More people want weather data to improve:
decision making;
event planning;
learning about particular weather phenomenon.
Advertising and digital marketing have created new revenue streams
Generic
STRATEGY
aproach through digital transformation
[Focus on product differentiation]
:red_flag:
Management
Focus on the opportunity to monetize through sponsorship/advertising
Build out a digital team to grow
Determine the specific kind of content that drives the most engagement
Focus on customer needs (customer design approach)
Educate/promote horizontal collaboration within teams
Expand digital knowledge internally
Encourage a knowledge sharing and value creation culture
:red_flag:
Organization
Create a digital culture (Digital Academy)
Find important socioeconomics deliveries in weather and climate market
Collaboration and digital education as key elements
Operate with cross-functional teams
:red_flag:
Technology
Develop a mobile app as a differentiation factor from competitors
API's to interact with other technologies and applications - engage more people
Use of voice search technology to answer the increasing demand
Innovative interactive features to improve customer experience
Assure a social media footprint
User-defined infographics and push notifications
Developed an
INFORMATION SYSTEM
that
Changes the way this business communicates with outside world
Develops valuable content (both B2B and B2C)
Brings and adapts scientific data to wider public in a multichannel way
Handles data to answer What/Why/How/Where that surrounds a weather event
Is defined to be customer/people oriented
