Companies around the world are still undergoing digital transition. Some believe they are there already whilst others still have their heads buried in the sand. Digital is a loose term and can encompass many things, so for the purpose of this article, I am talking specifically about the use of digital as an organisation’s “window to the world”. I have listed 5 things that may indicate that your organisation has made the digital transition.
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1. Digitally educated employees
You generally find pockets of expertise in companies, with groups of individuals managing the website, online advertising, search engine optimisation, the corporate blog, social media channels and direct marketing. Whilst this should still be the case in a digitally transformed organisation, every employee should know what the company does online, know where they can contribute, understand what content and interaction is managed and how the company, and individuals within the company, benefit.
2. The digital channel is always considered
In the digitally aware organisation, every individual will consider how they can use the digital channel in their day-to-day activities, when developing strategy or planning ahead for an event. Employees will ensure that they have an updated LinkedIn profile, those managing Twitter accounts will generate tweets on a regular basis, employees will take photos and post on the corporate Facebook page, all thought ware and opinion pieces will be blogged regularly and shared across relevant channels, employees will be responsive to online questions, queries and conversation, activities will be video-ed and uploaded to the corporate YouTube account.
3. Optimised paid, earned and owned media
Companies that are well and truly on the digital bandwagon will be reviewing their investments in the three main media buckets of earned, shared and paid which each give opportunities to influence customers, and will be measuring their returns in order to set their investment at the right level. Owned media includes the website, mobile site, blog and social media accounts. Paid media includes display ads, paid search and sponsorships. Earned media is “word of mouth”, creating “buzz” and going viral. Digital companies optimise each of these to maximise the return on their digital investment.
4. Online channels are the digital extension of the company
The digital channel is described by some as cold, so the digitally astute company will use the online channels they have at their disposal to humanise wherever possible. With proper use of words and images and video on the corporate blog, Twitter, Facebook, YouTube and email, they give their online presence a personality to which their communities form an emotional attachment. Companies that get this right are the ones that build huge online communities and produce content that goes viral.
5. Digital companies have fun
I left the most important point to last. Digital companies have fun when participating online and this is noticed by their online community. These companies have regular internal competitions where they post comments, blog posts, images and video that encapsulate the essence, spirit and personality of the company. When they are having fun at an event, this is captured and shared. Client experiences are captured and shared (with their permission of course). When they are doing pro bono work at a local orphanage or school, they take photos and publish them. It is all these collective experiences, when captured and shared that humanises their online presence and encourages their communities to form real connections.
Have I left something out? Do you have anything to add? I would love to hear from you.
