The Significance of Digital Channels in Modern Corporate Strategy

The Significance of Digital Channelsin Modern Corporate StrategiesBy Usman Sheikh

1. Introduction

2. Why We Need this Session?

3. What is Digital?

4. Changes in the Organisational Landscape

5. Social Media & Reputation Management

6. Personal Brand Management

7. Examples

The Next 90 Minutes...

Introduction5 minutes

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» Usman Sheikh

» Creative Director at SapientNitro

» Head of Digital Experience Design for RBS & NatWest

» 18 years within Digital Design & Strategy

» Writer and Contributor for Various Magazines

» (Reasonably) Successful Entrepreneur

Who am I?

» Usman Sheikh

» Creative Director at SapientNitro

» Head of Digital Experience Design for RBS & NatWest

» 18 years within Digital Design & Strategy

» Writer and Contributor for Various Magazines

» (Reasonably) Successful Entrepreneur

» Your Peer at UH..

Who am I?

Why do we need this session?10 minutes

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Why do we need this session?

Digital is not a segment anymore,it is embeded in everything.

Why do we need this session?

Corporate Strategy

Why do we need this session?

Corporate Strategy

Survival of the Business

Why do we need this session?

Corporate Strategy

Survival of the Business

Revenue Generation (Cash)

Why do we need this session?

Corporate Strategy

Survival of the Business

Audience Engagement

Revenue Generation (Cash)

Why do we need this session?

Therefore...

Corporate Strategies are basically about

capturing the audience’s attention

Digital channels have considerably higher engagement levels than any other medium.

In the UK we spend more than6 hours a day actively engaged with digital channels.

More on this later...

What is Digital?20 minutes

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What is Digital?

For most businesses, the words “Digital” or “Digital Strategy“equate to having a company

website.

They’re not wrong.

in the same way as this represents

a bowl of cereal.

What is Digital?

Digital is about... EngagementConnectivityCollaborationCommunicationSharingTechnology?

Video Link:http://youtu.be/xsWbECkVqgI

What is Digital?

How often do you think they mentioned “Technology” in

that video?

What is Digital?

How often do you think they mentioned “Technology” in

that video?

Twice.(With one of those being “Digital is NOT about technology”)

Sir, you need to step away..from the idea that Digital is only

applicable to certain high-tech industry sectors.

If you are in an orgnisation that has customers, and can benefit from providing a better service to those customers then your organisation needs to have a Digital strategy.

What is Digital?

You need to engage with the customersusing one or more of the Digital Channels.

Right, so what were the Digital Channels again?

Simply put, a Digital Channel is any electronic medium which can serve as a touch point between the customer and the brand.

What is Digital?

Web Mobile Social Video

Got it?

Great, let’s move on then.

Changes in the Organisational Landscape

10 minutes

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The Internet and the wide spread usage of Digital channels has triggered a significant pradigm shift in the traditional models of both information access and organisational structures.

Changes in Organisational Landscape

“The Internet is like our equivalent of the Gutenberg Press. It’s the distribution of knowledge in a massiveform.”

Organisational sciences suggest that traditional businesses require structures that have a high degree of clarity about the difference between of inside-vs.-outside the company, employee vs. employer, competitor vs. customer and so on.

These are precisely the fixed distinctions that are becoming fluid, making them more a matter of perspective than structure.

Changes in Organisational Landscape

Adoption of a more complex but fluid organisational structure - a community structure

Changes in Organisational Landscape

Businesses play the role of facilitators of a community of members, allowing them to play various parts as and when they’re needed.

Free flow of information, focus on socialrelationships facilitated by mainstream social channels.

Social Media &Reputation Management

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Social Media & Reputation Management

Unlike traditional media, which was one directional, social media gives the consumer the power to respond back to brand messaging.

Social Media & Reputation Management

This can be incredibly powerful for brands if the consumer sentiment is positive. However, it can

also be devastating if not handled with care.

Unlike traditional media, which was one directional, social media gives the consumer the power to respond back to brand messaging.

Social Media & Reputation Management

This can be incredibly powerful for brands if the consumer sentiment is positive. However, it can

also be devastating if not handled with care.

Unlike traditional media, which was one directional, social media gives the consumer the power to respond back to brand messaging.

Therefore, managing relations with consumers and maintaining a positive reputation should be a critical activity for all brands.

Social Media & Reputation Management

As a brand, always assume that everything will make its way

online.

The worse the story, the quicker it goes viral.

Social Media & Reputation Management

A quick overview of the social platforms that you need to be aware of...

Social Media & Reputation Management

The 3 golden rules for brand reputation management...

Sincerity

Truly wanting to hear from your customers and the desire to provide a positive experience with your company

Social Media & Reputation Management

The 3 golden rules for brand reputation management...

Sincerity Transparency

Truly wanting to hear from your customers and the desire to provide a positive experience with your company

Tear down the corporate rhetoric and the PR spin. The more you share with your customers the more you’ll win their trust

Social Media & Reputation Management

The 3 golden rules for brand reputation management...

Sincerity Transparency Consistency

Truly wanting to hear from your customers and the desire to provide a positive experience with your company

Tear down the corporate rhetoric and the PR spin. The more you share with your customers the more you’ll win their trust

Your customers will forgive your isolated failure, but if you’re not consistently living-up to your promises, they’ll find a company that does.

Social Media & Reputation Management

Online reputation management is about identifying what is being said about you

online, responding where appropriate and building up a positive digital reputation.

So to summarise...

Personal Brand Management

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Personal Brand Management

A well thought through personal brand can give you competitive edge, by setting you apart from

the competition.

Fine tune the details..

Personal Brand Management

The packaging, the ingredients and the value of a product influences your decision to either

buy it or move on.

Personal Brand Management

The packaging, the ingredients and the value of a product influences your decision to either

buy it or move on.

Personal Branding is all about packaging yourself up in a way that you become that must-have product for potential employers.

Personal Brand Management

Key things to consider...

- Have a story.. how did you get here?- Voice - be natural, use simple language and have a perspective- Packaging - is your LinkedIn profile optimised?- Be transparent - nobody like a poser so be who you are.- Market yourself.

Examples10 minutes

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Examples

The Bad...

Woolworths Clinton Cards Borders

Kodak HMV Virgin Mega

Examples

The Good...

Apple Google Amazon

Nike Certain Hotels Easy Jet

Questions?