SlideShare una empresa de Scribd logo
1 de 14
Descargar para leer sin conexión
Filling the
                   digital skills
                   gap through
                   cultural
                   change
          OR



         {                                              {
                How to make your whole
                workforce social media-savvy
                and inject digital into the DNA
                of your business

         By Patty Keegan, Director, Digital Chameleon


Page 1
Tame the social
media beast ...
 ... or it could come back to bite your business on the bottomline




b
                           y the time you
                           read the following
                           statistics, they will
                           have changed. In
                           fact, they were out
                           of date by the time
                           pen reached paper.
                           Still, they’re worth
repeating if only to remind ourselves of
the enormity of the digital era’s most
aggressively growing beast – social media
– and why feeding it must become part of
your company’s culture or you risk being
left behind.
   So here’s food for thought; Facebook
has 800 million users worldwide. That
                                                                                                                   Meet the monster:
isn’t just people who have registered                                                                              social media
we’re talking active users. And those
active users are behind two billion posts
per day and 250 million uploaded photos.
That’s pretty ‘active’.
   Let’s talk about the little program that         interests, issues and, of course, brands
could; Twitter. The first tweet was on              and products.                                   THe
21 March 2006 and came from co-                        This deep engagement with social
                                                                                                    NUMbeR OF
                                                                                                    THe beAST:
founder Jack Dorsey. On 11 March 2011               media, and the digital platforms and
                                                                                                    FAcTS AbOUT
a staggering 177 million tweets were                devices that deliver it, has helped to spark
                                                                                                    SOciAL
tweeted across the world.
   In all, it took just three years, two months
                                                    riots, revolutions and flash-mobs, and
                                                    given us all a little too much insight into
                                                                                                    MeDiA
                                                                                                    » FAcebOOk:

                                                                                                      800
and one day for Twitter to hit the one billion      Demi and Ashton’s marital woes.
tweets a week mark.                                    But it has also drastically shifted                             MiLLiON
   We won’t even mention Linkedin,                  the once paternal nature of brand-                active users world wide
YouTube (now the second largest search              consumer relationships (‘brand talks,           » TwiTTeR:
engine on the web), Google +, Flickr and so
on. Each have added their own million and
billion figure statistics to help form a critical
                                                    consumer listens’) and re-configured
                                                    the conversation (beyond ‘brand
                                                    acts, consumers talk, brand listens’
                                                                                                      177         MiLLiON
                                                                                                      tweets tweeted across
                                                                                                      the world on 11 March 2011
mass of social networking that has become           to ‘communities talk, brand engages,
embedded in our cultural fabric and is,             individuals decide, brands listens
along with mobile technology, creating a            and responds’).
generation of digital natives.                         These shiftshave created a series of
   And yet, as social media users have              gaps for businesses struggling to keep
grown, and more and more people have                up, let alone harness the horsepower of
become digitally connected, they have               social media’s growth spurts. They are
splintered off into micro-communities,              holes that can be filled with short-term
driven by individuals (did we mention               solutions, but which can’t be completely
there are nine million bloggers – a number          closed without companies going through         Why you can’t hire
which also grows daily) engaged around              a cultural shift that embraces social          your way out of the
social groups, friends, subjects, topics,           media as part of their DNA.                    problem
Page 2
Who’s
minding the
digital skills
gap?
Individuals can fill it, but
only a deeper strategy can
future-proof your business
Here are some other telling statistics; in a recent Digital
Chameleon survey of on-the-ground media sales staff, zero
per cent said they were ‘very familiar’ with social media              AUSTRALiAN
marketing opportunities. Only 7.7 per cent felt ‘very familiar’        MeDiA SALeS
with providing multi-platform solutions to clients, and 64.5 per
                                                                       TeAM SURvey
cent admitted they needed to know more about social media
and digital skills.                                                    only
  Meanwhile, in a Mumbrella.com.au survey about which
capabilities Australian and New Zealand CMOs believe they
need to improve at over the next five years, social media rated a
meagre 12 per cent.
                                                                       7.7%
                                                                       felt ‘very familiar’
                                                                       with providing multi-platform
  The disconnect is indicative of the gap within organisations         solutions to clients, and
between managers that don’t have the time, desire, resources or



                                                                       64.5%
say so of their board to address social media, and younger staff
who already live and breathe it.
  It’s a gap that businesses have tried to bridge with individuals,
a quick fix solution of hiring single social media gurus and digital   admitted they needed
evangelists. But while individuals may have impact, it’s rarely a      to know more about
                                                                       social media
sustainable, cross-departmental, long range impact – lone guns
don’t win the war, armies with good strategy and command do.
  A strategic approach aimed at injecting social media into
the corporate body’s DNA via enterprise-wide training and
incentivising exploits the potential ROI of social media and,
just as importantly, future proofs businesses against the high
expectations of the millennial generation:




          Meet the millennials .... demanding digital natives and your clients-to-be...
Page 3
5                           THiNgS
                               yOU NeeD
                               TO kNOw
                               AbOUT
        The millennial generation
    1
    	
         	    They	are	the	
              combined	might	of	
              Generation Y	
                                          2    They	believe	
                                              technology	is	what	
                                              defines	them	as	a	
                                                                        3   They	are	‘digital
                                                                            natives’ who	inhabit	
                                                                            a	world	where	smart	
    	         (born	between		                 generation                    phones,	Facebook,	
              1981	-1991)	and	                                              Twitter	and	YouTube	
    	         Generation Z		                                                are	just	part	of	
              (1991	-2001)	                                                 everyday	life




    4	       	 They	are	advertising,
               marketing and
               media	savvy	and	
                                          5
                                          	
                                               According	to	a	survey	
                                               by	warc.com	
                                               80%	of	them	talk
               are	exposed	to	more	            about brands	online	
               of	all	three	on	a	daily	        regularly
               basis	than	any	other	
               generation	–	they	
               expect	brands	to	be	
               transparent,	honest	
               and	responsive




Page 4
The evolution of social
media skills
From individual experts to enterprise-wide engagement

Not every company can be as agile as it might like, leaving the response to the social media revolution an evolu-
tionary one for most businesses. CEOs, marketing departments and HR directors have largely felt their way to-
wards short-term solutions in a digital landscape moving so quickly that long-term strategising feels like a luxury.
   Along that evolutionary ladder, four transitional ‘ages’ have emerged which most companies are still working
their way through:




1
wALkiNg
wiTH THe
wHiTe cOATS
In the early days of search marketing
and newly emerging digital channels, the
White Coats often elected themselves as
gatekeepers of the new technology. Their
knowledge seems almost mystical and
they aren’t keen on sharing it. While they
champion going online, they firmly close
the gate on sharing their understanding
of SEO and SEM, preferring instead to
maintain a monopoly on digital skills and
know-how.  t




Page 5
2
THe
cOOL kiDS
eRA
As digital and social media grew and
became too valuable to keep in the White
Coats laboratory, companies could see
the need for a different approach. The
call for gurus and evangelists who would
be publically anointed and expected to
preach to the unconverted within the
business grew. Relying on individuals
brought in specifically to try and change
wider company practices works to a
limited degree, but spreads resentment
and often means that the true keepers of
the company’s IP – the rank and file – are
overlooked. And no matter how gifted and
enthusiastic your guru is, there is only one
of him.




3
SURvivALiSTS
ARe DOiNg
iT FOR
THeMSeLveS
The fact is, if a salesman sees that social
media can help generate leads and that
his competitors are doing just that, he
is likely to take matters into his own
hands. Enter the Survivalists, people who
understand that the dividends of using
social media can potentially pay, but are
frustrated by the lack of management
support or the chance of getting any air
time with the company gurus. Why not
just start talking to customers themselves
via whatever channels customers are
using? The result is everyone doing their
own thing because there is no clear,
company-wide strategy and that means
the danger of rogue activity that triggers
bad publicity.t

Page 6
4 Like
SMeLLS
TeAM
PLAyeR SPiRiT
A team player can only really come
into their own when there is a team to
play for. This final evolutionary stage
means that harnessing social media
must become part of a company’s
daily habits, across all departments
and functions, to create a community
spirit within an organisation, which
in turn creates a single brand image
being projected externally via social
media channels. Not surprisingly, it’s
the hardest stage to get to, and the
most difficult to implement as it means
closing the digital skills gap so tightly
through training that social media is no
longer a risky or scary proposition.




           Where is your business in the social media skills scale?
Page 7
Where is your business in the
social media evolutionary scale?

Highly effective
across entire
business




Effective or
damaging
in isolation




Effective
but stymied
by silos




Ineffective




                   Scientist        Cool kids        Survivalists       Team Spirit




          How making social media part of your business can deliver real returns
Page 8
Strategy +
training =
sales
How social media can work
across your business

Inevitably, the profession that has felt the greatest
impact from the growth of social media has been
marketing (including PR and communications), which is        WE GoT ExpErTS
why the marketing department has an evangelistic part        In To HElp uS WITH
to play in the roll out of social media skills across the    SoCIal mEdIa,
business.                                                    buT GuruS dIdn’T
   But it is the HR department that has the greatest role    nECESSarIlY
in creating true cultural change rather than a piecemeal     undErSTand our
approach of giving a handful of chosen individuals           buSInESS.”
access to training and hoping they share.                    Australian media sales director
   A forward thinking HR department can change the
game by providing enterprise-wide training that is
ongoing, relevant and based in practice not theory.
   More than any other digital tool, social media requires
training not just to mitigate against the risks of getting
it wrong but to transform employees from individuals
who know their way around platforms like Twitter, to
employees who use it as an effective tool relevant to
their daily tasks and overall business objectives.
   And if marketing and comms aren’t the only players in
the social media team, other departments can suddenly
add their weight to the social media push and achieve
much greater ROI.




           Learn how social media can work in key departments
Page 9
Customer
Service
Sitting on the front line between the company and the
customer, the customer service department has the
chance to share insights from customer conversations
throughout any organisation. The immediate nature of
Twitter makes it an ideal platform for customer service
to engage with the happy and the unhappy. The result:
                                                              aT dEll, WE HavE
                                                              ComplETElY EmbraCEd
          Productivity goes up because your team are able
                                                              SoCIal mEdIa and
          to field more questions and react to more issues
                                                              CHanGEd our EnTIrE
          than if they were using the phone or email
                                                              CorporaTE CulTurE
           Staff can see the immediate impact of how
                                                              To SuCCEEd. To
          they deal with a customer if that customer can
                                                              bEComE a TrulY SoCIal
          react instantly, it makes staff more accountable,
                                                              buSInESS, You HavE
          more engaged and forces your brand to be
                                                              To makE a ComplETE
          more transparent
                                                              CulTural CHanGE ... IT
           They can react in real time to avert any bad
                                                              IS THE fuTurE of doInG
          customer experience and avert potential PR
                                                              buSInESS.”
          nightmares so the PR department doesn’t have to
                                                              Damien Cummings is the Online & Social
           Your customer service representatives
                                                              Media Director for the Consumer and SMB
          suddenly have a name and a face, or at least a
                                                              Division at Dell, based in Singapore in an
          thumbnail. They are human, making customers
                                                              interview with SAJE Communication
          more likely to respond well
          Conversations can easily be tracked and
          provide useful insights into how the brand and
          products are viewed. Social media, e.g. a locked       who is doing
          Facebook page, can be used for customer
          service to quickly share information with other
                                                                 it smarter?
                                                                 Dell created various Twitter
          departments
                                                                 profiles, one of which is
          Happy customers share their good experience            their customer service and
          via social media building positive brand               support profile, DellCares. Its
          awareness                                              purpose is to help customers
                                                                 with issues in real time with
                                                                 personal responses. It’s
                                                                 part of a company-wide
                                                                 Dell social media strategy
                                                                 which includes a Listening
                                                                 Command Centre that
                                                                 monitors thousands of Dell-
                                                                 related posts each day.




Page 10
Product
development
Producing new products and improving old ones is the
lifeblood of any brand. But it is an expensive process
in which the focus group has been the main method of
gathering insights and information. Not only are focus
groups costly to run, but they are a small window into
the customer that could easily provide a wrong turn or
                                                             IT’S lIkE a lIvE
conflicting conclusion. But social media can open the
                                                             foCuS Group
door to honest customer feedback that does not take
                                                             THaT nEvEr
months to gather. The results:
                                                             CloSES...If You
                                                             HarnESS THE
           Less focus groups and market research are
                                                             poWEr of THIS
          needed, leading to budget savings
                                                             CommunITY, You
          Customers can be invited to provide reviews,
                                                             WIll bEnEfIT. If
          ratings and feedback on existing products 24/7
                                                             You Turn Your
          i.e. your fans and followers are an extension of
                                                             baCk on IT, You
          your R&D department
                                                             GET furTHEr and
          The budget roadblocks to developing multiple
                                                             furTHEr ouT of
          projects is removed – you can do more research
                                                             TouCH”
                                                             Marc Benioff, CEO of Salesforce.
          with less money
                                                             com, which provided the platform
          You can choose specific users to actually test
                                                             for mystarbucksidea, talking to
          new products and provide feedback
                                                             buzzmachine.com
          Social ‘listening’ around keywords gives an idea
          of the sentiment around a topic, brand
          or product
          Competitions can be run to encourage
          customers to get involved and actually come up        who is doing
          with new product ideas and innovations for you        it smarter?
                                                                In 2008 Starbucks created a
                                                                site, mystarbucksidea, which
                                                                is a call to action to customers
                                                                to help shape the future of
                                                                the company and its offering.
                                                                In the first year it generated
                                                                70,000 suggestions, including
                                                                free coffee for Gold Card
                                                                members on their birthday,
                                                                a VIP card and splash sticks.
                                                                Not only has it created a
                                                                community, it’s tapped
                                                                into an endless source of
                                                                development ideas.




Page 11
Sales
Social media tools may not bring the target-hitting quick wins
that drive many sales teams, so they have to be implemented
by companies that understand their application in the sales
cycle and have clear deliverables and ways to measure suc-
cess from the outset. It’s no good teaching your sales team to
use Twitter, then getting on their backs because they didn’t
convert sales on day one. But if you train and incentivise sales
staff to use social media, results may be long range, but they
are more than worthwhile:

          The number of potential customers your sales team
          can reach is suddenly huge
          Say goodbye to cold calling for lead generation,
          social media produces active engagement by people          I SEE mY rolE aS
          interested in your brand and products i.e. it’s like the   CHanGE manaGEmEnT.
          telephone directory calling them                           a dIGITal dEparTmEnT
          Social media heightens awareness of a brand and            IS SomEWHaT
          product                                                    prEpoSTErouS,
          People constantly offer up information about               IT’S kInd of lIkE
          themselves online, information which can readily tell      aIr and WaTEr, ITS
          you whether they are a prospect for your product or not    EvErYWHErE.”
          Social media facilitates conversations, and                Ben Edwards, VP of digital strategy
          conversations facilitate relationships that, if handled    and development at IBM, talking to
          well, can last                                             streetmedia’s Arun Sudhaman.
          A good experience with a product or sales process
          means referrals, and lots of them
          If sales people are listening to customer conversations,
          they have an opportunity to join in, provide a solution
          and close a sale                                            who is doing
          The barrier to the kind of cultural change that would
                                                                      it smarter?
                                                                      IBM has developed a strategy
          see all departments silo-free and working in concert
                                                                      to transform its US sales
          using social media is, as ever, the existing culture.       team into what it calls ‘digital
          Many CEOs still consider Twitter and Facebook time          sellers’ who are empowered
          wasting games their kids use.                               to use Twitter and Linkedin as
             It means that selling a social media training solu-      part of their every day jobs.
                                                                      Some sales reps even have
          tion to them has to be scalable, measurable, cost-
                                                                      their own Facebook pages
          effective and, most of all, proven to work. If you can’t    and blogs.
          measure success, you probably aren’t succeeding.




              Your staff are social media friendly. Why aren’t you?
Page 12
‘Like’ or ‘unlike’
it, social media
is here ...
... and your employees are
already using it
Here are some final, startling statistics; 31 per cent of
companies ban employees from using social media




                                                            1.6
sites such as Facebook at work. Meanwhile, a survey by
IT services firm Telindus found that 39 per cent of 18 to
24 year-olds would leave a job if access was denied.
   Switching the connection off is the type of knee-jerk,
head-in-the-sand approach that ignores the fact that
1.6 billion people worldwide are online, and a major
reason for them being there is to stay connected via
social media.                                               bIllIon pEoplE
   Outlawing it at work is pretty much like                 WorldWIdE arE
disconnecting the phone lines, shutting off email and
barring the door to the post room. Or saying that only
a few, trusted employees can have access to these
                                                            onlInE,
                                                            and a major
‘modern mediums’ at all.                                    rEaSon for
   The reality is, enterprise-wide engagement isn’t a       THEm bEInG
nice to have, it is a must have – and it is happening       THErE IS To STaY
whether companies like it or not.                           ConnECTEd vIa
                                                            SoCIal mEdIa.”

Struggling


           There is an effective and fast way to fill your digital skills gap ....
Page 13
w


    Struggling with
    a digital skills gap?
    Digital Chameleon
    has the solution
    digital Chameleon is the only digital media and marketing learning company to combine
    modular self-paced e-learning with customised face-to-face workshops and training
    sessions for media and marketing professionals.
      We help you stay ahead of the competition by enabling your organisation to adapt to the
    ever-changing digital, social and mobile landscape rapidly and within budget.
      Whether you are working to integrate digital into your business or have staff that need more
    advanced social media marketing and online sale skills, we have a course that will deliver results.

    our modular approach is:
     » Scalable – you can roll bring whole departments or your entire workforce up to date with their
       digital skills quickly
     » Cost effective – access to our online modules won’t blow your budget but will get your teams
       using digital channels to drive revenue and engagement
     » Measurable – you’ll know our approach is working because we will back it up with metrics that
       show how much your teams have learned and how well they’ve learned it
     » Up-to-date – the digital world changes rapidly, and we are constantly responding to those
       changes with new courses and materials

    To speak with us about how to fill your digital skills gap call us on
    +61 2 9997 4417. Or for a free trial go to www.digitalchameleon.com.au




Page 14

Más contenido relacionado

La actualidad más candente

Attack of the Customers!
Attack of the Customers!Attack of the Customers!
Attack of the Customers!Paul Gillin
 
Dow Jones - Social Media, PR and Internal Comms - Webinar, 27 May09
Dow Jones - Social Media, PR and Internal Comms - Webinar, 27 May09Dow Jones - Social Media, PR and Internal Comms - Webinar, 27 May09
Dow Jones - Social Media, PR and Internal Comms - Webinar, 27 May09Lars Voedisch
 
The Micro-Sociology of Networks
The Micro-Sociology of NetworksThe Micro-Sociology of Networks
The Micro-Sociology of NetworksDavid Armano
 
Power of Social Business
Power of Social BusinessPower of Social Business
Power of Social BusinessMichael Pace
 
Luiz moutinho social media 1
Luiz moutinho social media 1Luiz moutinho social media 1
Luiz moutinho social media 1RevistaBiz
 
COI, Nick Jones
COI, Nick JonesCOI, Nick Jones
COI, Nick JonesPaul Edge
 
How Social Networks are Delivering on the Failed Promise of Knowledge Management
How Social Networks are Delivering on the Failed Promise of Knowledge ManagementHow Social Networks are Delivering on the Failed Promise of Knowledge Management
How Social Networks are Delivering on the Failed Promise of Knowledge ManagementPaul Gillin
 
Reputation Management in era of social media
Reputation Management in era of social mediaReputation Management in era of social media
Reputation Management in era of social mediaBen Maynard
 
Reputation management in the era of social media
Reputation management in the era of social mediaReputation management in the era of social media
Reputation management in the era of social mediaMHP Communications
 
Reputation Management In The Era Of Social Media
Reputation Management In The Era Of Social MediaReputation Management In The Era Of Social Media
Reputation Management In The Era Of Social MediaBen Maynard
 
020908 Handshaw Workshop
020908 Handshaw Workshop020908 Handshaw Workshop
020908 Handshaw Workshoptonyodriscoll
 
Wave 3 - Since when did we start trusting Strangers
Wave 3 - Since when did we start trusting StrangersWave 3 - Since when did we start trusting Strangers
Wave 3 - Since when did we start trusting StrangersThorsten Linz
 
The Current State of Email, Social, & Mobile Integration
The Current State of Email, Social, & Mobile IntegrationThe Current State of Email, Social, & Mobile Integration
The Current State of Email, Social, & Mobile IntegrationAlex Williams
 
TripleTree Collaboration
TripleTree  CollaborationTripleTree  Collaboration
TripleTree CollaborationChris Hoffmann
 
Mac309 viral media
Mac309 viral media Mac309 viral media
Mac309 viral media Rob Jewitt
 
OPN SITETALK FLIPBOOK ENGLISH
OPN SITETALK FLIPBOOK ENGLISH OPN SITETALK FLIPBOOK ENGLISH
OPN SITETALK FLIPBOOK ENGLISH Ivan Covic
 
Digital Influence in a Network Economy
Digital Influence in a Network EconomyDigital Influence in a Network Economy
Digital Influence in a Network EconomySparxoo
 

La actualidad más candente (18)

Attack of the Customers!
Attack of the Customers!Attack of the Customers!
Attack of the Customers!
 
Dow Jones - Social Media, PR and Internal Comms - Webinar, 27 May09
Dow Jones - Social Media, PR and Internal Comms - Webinar, 27 May09Dow Jones - Social Media, PR and Internal Comms - Webinar, 27 May09
Dow Jones - Social Media, PR and Internal Comms - Webinar, 27 May09
 
The Micro-Sociology of Networks
The Micro-Sociology of NetworksThe Micro-Sociology of Networks
The Micro-Sociology of Networks
 
Power of Social Business
Power of Social BusinessPower of Social Business
Power of Social Business
 
Luiz moutinho social media 1
Luiz moutinho social media 1Luiz moutinho social media 1
Luiz moutinho social media 1
 
COI, Nick Jones
COI, Nick JonesCOI, Nick Jones
COI, Nick Jones
 
How Social Networks are Delivering on the Failed Promise of Knowledge Management
How Social Networks are Delivering on the Failed Promise of Knowledge ManagementHow Social Networks are Delivering on the Failed Promise of Knowledge Management
How Social Networks are Delivering on the Failed Promise of Knowledge Management
 
Reputation Management in era of social media
Reputation Management in era of social mediaReputation Management in era of social media
Reputation Management in era of social media
 
Reputation management in the era of social media
Reputation management in the era of social mediaReputation management in the era of social media
Reputation management in the era of social media
 
Reputation Management In The Era Of Social Media
Reputation Management In The Era Of Social MediaReputation Management In The Era Of Social Media
Reputation Management In The Era Of Social Media
 
020908 Handshaw Workshop
020908 Handshaw Workshop020908 Handshaw Workshop
020908 Handshaw Workshop
 
Wave 3 - Since when did we start trusting Strangers
Wave 3 - Since when did we start trusting StrangersWave 3 - Since when did we start trusting Strangers
Wave 3 - Since when did we start trusting Strangers
 
The Current State of Email, Social, & Mobile Integration
The Current State of Email, Social, & Mobile IntegrationThe Current State of Email, Social, & Mobile Integration
The Current State of Email, Social, & Mobile Integration
 
TripleTree Collaboration
TripleTree  CollaborationTripleTree  Collaboration
TripleTree Collaboration
 
Mac309 viral media
Mac309 viral media Mac309 viral media
Mac309 viral media
 
OPN SITETALK FLIPBOOK ENGLISH
OPN SITETALK FLIPBOOK ENGLISH OPN SITETALK FLIPBOOK ENGLISH
OPN SITETALK FLIPBOOK ENGLISH
 
Social Mobile Payments: Americas Brochure
Social Mobile Payments: Americas BrochureSocial Mobile Payments: Americas Brochure
Social Mobile Payments: Americas Brochure
 
Digital Influence in a Network Economy
Digital Influence in a Network EconomyDigital Influence in a Network Economy
Digital Influence in a Network Economy
 

Destacado

A very simple trip through social networking
A very simple trip through social networkingA very simple trip through social networking
A very simple trip through social networkingSummitup Marketing
 
Digital Marketing DIY article
Digital Marketing DIY articleDigital Marketing DIY article
Digital Marketing DIY articleDigital Chameleon
 
CEOs and Twitter Marketing Magazine article
CEOs and Twitter Marketing Magazine articleCEOs and Twitter Marketing Magazine article
CEOs and Twitter Marketing Magazine articleDigital Chameleon
 
Marketing mag big data article
Marketing mag big data articleMarketing mag big data article
Marketing mag big data articleDigital Chameleon
 
Digital Transformation Guide
Digital Transformation GuideDigital Transformation Guide
Digital Transformation GuideDigital Chameleon
 

Destacado (6)

A very simple trip through social networking
A very simple trip through social networkingA very simple trip through social networking
A very simple trip through social networking
 
Digital Marketing DIY article
Digital Marketing DIY articleDigital Marketing DIY article
Digital Marketing DIY article
 
CEOs and Twitter Marketing Magazine article
CEOs and Twitter Marketing Magazine articleCEOs and Twitter Marketing Magazine article
CEOs and Twitter Marketing Magazine article
 
Marketing mag big data article
Marketing mag big data articleMarketing mag big data article
Marketing mag big data article
 
Dc2012 iq
Dc2012 iqDc2012 iq
Dc2012 iq
 
Digital Transformation Guide
Digital Transformation GuideDigital Transformation Guide
Digital Transformation Guide
 

Similar a DC White Paper on the Digital Gap

Filling the digital skills gap through cultural change
Filling the digital skills gap through cultural changeFilling the digital skills gap through cultural change
Filling the digital skills gap through cultural changeDigital Chameleon Learning
 
Social Media in the Confectionery Industry
Social Media in the Confectionery IndustrySocial Media in the Confectionery Industry
Social Media in the Confectionery IndustryPete Healy
 
The Impact of Social Media on Organizations
The Impact of Social Media on OrganizationsThe Impact of Social Media on Organizations
The Impact of Social Media on Organizationsvitiellogroup
 
Corporate reputation social age by john bell
Corporate reputation social age by john bellCorporate reputation social age by john bell
Corporate reputation social age by john bellJohn Bell
 
Social Media Presentation
Social Media PresentationSocial Media Presentation
Social Media PresentationHawkPartners
 
Brands And Digital Culture: It Doesn't Have To Suck
Brands And Digital Culture: It Doesn't Have To SuckBrands And Digital Culture: It Doesn't Have To Suck
Brands And Digital Culture: It Doesn't Have To SuckAvin Narasimhan
 
Cision Engaging Social Networks Wp
Cision Engaging Social Networks WpCision Engaging Social Networks Wp
Cision Engaging Social Networks WpRalph Paglia
 
00130 Scaling Up Social Media
00130 Scaling Up Social Media00130 Scaling Up Social Media
00130 Scaling Up Social Mediacvollmer10
 
The digital landcsape
The digital landcsapeThe digital landcsape
The digital landcsapeTim Sparke
 
Deliberately Disruptive: Lessons from Atlantic Media Company's Digital Direction
Deliberately Disruptive: Lessons from Atlantic Media Company's Digital DirectionDeliberately Disruptive: Lessons from Atlantic Media Company's Digital Direction
Deliberately Disruptive: Lessons from Atlantic Media Company's Digital DirectionMalcolm Netburn
 
What To To Look For And Act On In 2010
What To To Look For And Act On In 2010What To To Look For And Act On In 2010
What To To Look For And Act On In 2010Electric Artists, Inc
 
Were all connected the power of the social media ecosystem
Were all connected the power of the social media ecosystemWere all connected the power of the social media ecosystem
Were all connected the power of the social media ecosystemStephanieLeBadezet
 
Were all connected the power of the social media ecosystem
Were all connected the power of the social media ecosystemWere all connected the power of the social media ecosystem
Were all connected the power of the social media ecosystemStephanieLeBadezet
 
Eloqua grande guide_social_cmo
Eloqua grande guide_social_cmoEloqua grande guide_social_cmo
Eloqua grande guide_social_cmoHeuvel Marketing
 

Similar a DC White Paper on the Digital Gap (20)

Filling the digital skills gap through cultural change
Filling the digital skills gap through cultural changeFilling the digital skills gap through cultural change
Filling the digital skills gap through cultural change
 
Social Media in the Confectionery Industry
Social Media in the Confectionery IndustrySocial Media in the Confectionery Industry
Social Media in the Confectionery Industry
 
The Impact of Social Media on Organizations
The Impact of Social Media on OrganizationsThe Impact of Social Media on Organizations
The Impact of Social Media on Organizations
 
Corporate reputation social age by john bell
Corporate reputation social age by john bellCorporate reputation social age by john bell
Corporate reputation social age by john bell
 
Point Magazine : Cover Story (Massive Media) - May-Jul 2011
Point Magazine : Cover Story (Massive Media) - May-Jul 2011Point Magazine : Cover Story (Massive Media) - May-Jul 2011
Point Magazine : Cover Story (Massive Media) - May-Jul 2011
 
Whitepaper - The connected enterprise
Whitepaper - The connected enterpriseWhitepaper - The connected enterprise
Whitepaper - The connected enterprise
 
Infor Prg Social Media Wp
Infor Prg Social Media WpInfor Prg Social Media Wp
Infor Prg Social Media Wp
 
Social Media Presentation
Social Media PresentationSocial Media Presentation
Social Media Presentation
 
Brands And Digital Culture: It Doesn't Have To Suck
Brands And Digital Culture: It Doesn't Have To SuckBrands And Digital Culture: It Doesn't Have To Suck
Brands And Digital Culture: It Doesn't Have To Suck
 
Cision Engaging Social Networks Wp
Cision Engaging Social Networks WpCision Engaging Social Networks Wp
Cision Engaging Social Networks Wp
 
104 190322 Bookclub-The Power of Real-Time Social Media Marketing
104 190322 Bookclub-The Power of Real-Time Social Media Marketing104 190322 Bookclub-The Power of Real-Time Social Media Marketing
104 190322 Bookclub-The Power of Real-Time Social Media Marketing
 
Social Media Presented By Ritz Marketing 2.16.11
Social Media Presented By Ritz Marketing 2.16.11Social Media Presented By Ritz Marketing 2.16.11
Social Media Presented By Ritz Marketing 2.16.11
 
00130 Scaling Up Social Media
00130 Scaling Up Social Media00130 Scaling Up Social Media
00130 Scaling Up Social Media
 
Scaling Up Social Media
Scaling Up Social MediaScaling Up Social Media
Scaling Up Social Media
 
The digital landcsape
The digital landcsapeThe digital landcsape
The digital landcsape
 
Deliberately Disruptive: Lessons from Atlantic Media Company's Digital Direction
Deliberately Disruptive: Lessons from Atlantic Media Company's Digital DirectionDeliberately Disruptive: Lessons from Atlantic Media Company's Digital Direction
Deliberately Disruptive: Lessons from Atlantic Media Company's Digital Direction
 
What To To Look For And Act On In 2010
What To To Look For And Act On In 2010What To To Look For And Act On In 2010
What To To Look For And Act On In 2010
 
Were all connected the power of the social media ecosystem
Were all connected the power of the social media ecosystemWere all connected the power of the social media ecosystem
Were all connected the power of the social media ecosystem
 
Were all connected the power of the social media ecosystem
Were all connected the power of the social media ecosystemWere all connected the power of the social media ecosystem
Were all connected the power of the social media ecosystem
 
Eloqua grande guide_social_cmo
Eloqua grande guide_social_cmoEloqua grande guide_social_cmo
Eloqua grande guide_social_cmo
 

Más de Digital Chameleon

Accelerate Brand Publishing Strategy Infographic
Accelerate Brand Publishing Strategy InfographicAccelerate Brand Publishing Strategy Infographic
Accelerate Brand Publishing Strategy InfographicDigital Chameleon
 
Accelerate Brand Publishing Social Media Infographic
Accelerate Brand Publishing Social Media InfographicAccelerate Brand Publishing Social Media Infographic
Accelerate Brand Publishing Social Media InfographicDigital Chameleon
 
Digital Chameleon's Accelerate Brand Publishing
Digital Chameleon's Accelerate Brand PublishingDigital Chameleon's Accelerate Brand Publishing
Digital Chameleon's Accelerate Brand PublishingDigital Chameleon
 
6 steps to an integrated strategy
6 steps to an integrated strategy6 steps to an integrated strategy
6 steps to an integrated strategyDigital Chameleon
 
Accelerate Content Creation Infographic
Accelerate Content Creation InfographicAccelerate Content Creation Infographic
Accelerate Content Creation InfographicDigital Chameleon
 
Beauty Directory "Brand marketers take note!" June 2012
Beauty Directory "Brand marketers take note!" June 2012Beauty Directory "Brand marketers take note!" June 2012
Beauty Directory "Brand marketers take note!" June 2012Digital Chameleon
 
Accelerate Brand Publishing Social Media & Content Guide 2012
Accelerate Brand Publishing Social Media & Content Guide 2012Accelerate Brand Publishing Social Media & Content Guide 2012
Accelerate Brand Publishing Social Media & Content Guide 2012Digital Chameleon
 
Accelerate Brand Publishing Strategy Guide 2012
Accelerate Brand Publishing Strategy Guide 2012Accelerate Brand Publishing Strategy Guide 2012
Accelerate Brand Publishing Strategy Guide 2012Digital Chameleon
 
Accelerate Brand Publishing Overview Guide 2012
Accelerate Brand Publishing Overview Guide 2012Accelerate Brand Publishing Overview Guide 2012
Accelerate Brand Publishing Overview Guide 2012Digital Chameleon
 
AdNews Digital Skills Are Survival Skills
AdNews Digital Skills Are Survival SkillsAdNews Digital Skills Are Survival Skills
AdNews Digital Skills Are Survival SkillsDigital Chameleon
 
Lawyers Weekly Facebook article
Lawyers Weekly Facebook articleLawyers Weekly Facebook article
Lawyers Weekly Facebook articleDigital Chameleon
 
Digital Chameleon on News.com.au
Digital Chameleon on News.com.auDigital Chameleon on News.com.au
Digital Chameleon on News.com.auDigital Chameleon
 
Jumpstart Campaign Planning Guide
Jumpstart Campaign Planning GuideJumpstart Campaign Planning Guide
Jumpstart Campaign Planning GuideDigital Chameleon
 
Digital Fast Track Series Overview Guide
Digital Fast Track Series Overview GuideDigital Fast Track Series Overview Guide
Digital Fast Track Series Overview GuideDigital Chameleon
 

Más de Digital Chameleon (20)

Accelerate Brand Publishing Strategy Infographic
Accelerate Brand Publishing Strategy InfographicAccelerate Brand Publishing Strategy Infographic
Accelerate Brand Publishing Strategy Infographic
 
Accelerate Brand Publishing Social Media Infographic
Accelerate Brand Publishing Social Media InfographicAccelerate Brand Publishing Social Media Infographic
Accelerate Brand Publishing Social Media Infographic
 
Digital Chameleon's Accelerate Brand Publishing
Digital Chameleon's Accelerate Brand PublishingDigital Chameleon's Accelerate Brand Publishing
Digital Chameleon's Accelerate Brand Publishing
 
Accumulating Brand Wealth
Accumulating Brand WealthAccumulating Brand Wealth
Accumulating Brand Wealth
 
6 steps to an integrated strategy
6 steps to an integrated strategy6 steps to an integrated strategy
6 steps to an integrated strategy
 
Accelerate SEO Cheat Sheet
Accelerate SEO Cheat SheetAccelerate SEO Cheat Sheet
Accelerate SEO Cheat Sheet
 
Accelerate Content Creation Infographic
Accelerate Content Creation InfographicAccelerate Content Creation Infographic
Accelerate Content Creation Infographic
 
Beauty Directory "Brand marketers take note!" June 2012
Beauty Directory "Brand marketers take note!" June 2012Beauty Directory "Brand marketers take note!" June 2012
Beauty Directory "Brand marketers take note!" June 2012
 
Accelerate Brand Publishing Social Media & Content Guide 2012
Accelerate Brand Publishing Social Media & Content Guide 2012Accelerate Brand Publishing Social Media & Content Guide 2012
Accelerate Brand Publishing Social Media & Content Guide 2012
 
Accelerate Brand Publishing Strategy Guide 2012
Accelerate Brand Publishing Strategy Guide 2012Accelerate Brand Publishing Strategy Guide 2012
Accelerate Brand Publishing Strategy Guide 2012
 
Accelerate Brand Publishing Overview Guide 2012
Accelerate Brand Publishing Overview Guide 2012Accelerate Brand Publishing Overview Guide 2012
Accelerate Brand Publishing Overview Guide 2012
 
AdNews Digital Skills Are Survival Skills
AdNews Digital Skills Are Survival SkillsAdNews Digital Skills Are Survival Skills
AdNews Digital Skills Are Survival Skills
 
Lawyers Weekly Facebook article
Lawyers Weekly Facebook articleLawyers Weekly Facebook article
Lawyers Weekly Facebook article
 
Digital Chameleon on News.com.au
Digital Chameleon on News.com.auDigital Chameleon on News.com.au
Digital Chameleon on News.com.au
 
Jumpstart Platforms Guide
Jumpstart Platforms GuideJumpstart Platforms Guide
Jumpstart Platforms Guide
 
Jumpstart Measurement Guide
Jumpstart Measurement GuideJumpstart Measurement Guide
Jumpstart Measurement Guide
 
Jumpstart Campaign Planning Guide
Jumpstart Campaign Planning GuideJumpstart Campaign Planning Guide
Jumpstart Campaign Planning Guide
 
Jumpstart Strategy Guide
Jumpstart Strategy GuideJumpstart Strategy Guide
Jumpstart Strategy Guide
 
Jumpstart Overview Guide
Jumpstart Overview GuideJumpstart Overview Guide
Jumpstart Overview Guide
 
Digital Fast Track Series Overview Guide
Digital Fast Track Series Overview GuideDigital Fast Track Series Overview Guide
Digital Fast Track Series Overview Guide
 

Último

Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptxChapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptxesiyasmengesha
 
Amazon ppt.pptx Amazon about the company
Amazon ppt.pptx Amazon about the companyAmazon ppt.pptx Amazon about the company
Amazon ppt.pptx Amazon about the companyfashionfound007
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 

Último (20)

Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptxChapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
 
Amazon ppt.pptx Amazon about the company
Amazon ppt.pptx Amazon about the companyAmazon ppt.pptx Amazon about the company
Amazon ppt.pptx Amazon about the company
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 

DC White Paper on the Digital Gap

  • 1. Filling the digital skills gap through cultural change OR { { How to make your whole workforce social media-savvy and inject digital into the DNA of your business By Patty Keegan, Director, Digital Chameleon Page 1
  • 2. Tame the social media beast ... ... or it could come back to bite your business on the bottomline b y the time you read the following statistics, they will have changed. In fact, they were out of date by the time pen reached paper. Still, they’re worth repeating if only to remind ourselves of the enormity of the digital era’s most aggressively growing beast – social media – and why feeding it must become part of your company’s culture or you risk being left behind. So here’s food for thought; Facebook has 800 million users worldwide. That Meet the monster: isn’t just people who have registered social media we’re talking active users. And those active users are behind two billion posts per day and 250 million uploaded photos. That’s pretty ‘active’. Let’s talk about the little program that interests, issues and, of course, brands could; Twitter. The first tweet was on and products. THe 21 March 2006 and came from co- This deep engagement with social NUMbeR OF THe beAST: founder Jack Dorsey. On 11 March 2011 media, and the digital platforms and FAcTS AbOUT a staggering 177 million tweets were devices that deliver it, has helped to spark SOciAL tweeted across the world. In all, it took just three years, two months riots, revolutions and flash-mobs, and given us all a little too much insight into MeDiA » FAcebOOk: 800 and one day for Twitter to hit the one billion Demi and Ashton’s marital woes. tweets a week mark. But it has also drastically shifted MiLLiON We won’t even mention Linkedin, the once paternal nature of brand- active users world wide YouTube (now the second largest search consumer relationships (‘brand talks, » TwiTTeR: engine on the web), Google +, Flickr and so on. Each have added their own million and billion figure statistics to help form a critical consumer listens’) and re-configured the conversation (beyond ‘brand acts, consumers talk, brand listens’ 177 MiLLiON tweets tweeted across the world on 11 March 2011 mass of social networking that has become to ‘communities talk, brand engages, embedded in our cultural fabric and is, individuals decide, brands listens along with mobile technology, creating a and responds’). generation of digital natives. These shiftshave created a series of And yet, as social media users have gaps for businesses struggling to keep grown, and more and more people have up, let alone harness the horsepower of become digitally connected, they have social media’s growth spurts. They are splintered off into micro-communities, holes that can be filled with short-term driven by individuals (did we mention solutions, but which can’t be completely there are nine million bloggers – a number closed without companies going through Why you can’t hire which also grows daily) engaged around a cultural shift that embraces social your way out of the social groups, friends, subjects, topics, media as part of their DNA. problem Page 2
  • 3. Who’s minding the digital skills gap? Individuals can fill it, but only a deeper strategy can future-proof your business Here are some other telling statistics; in a recent Digital Chameleon survey of on-the-ground media sales staff, zero per cent said they were ‘very familiar’ with social media AUSTRALiAN marketing opportunities. Only 7.7 per cent felt ‘very familiar’ MeDiA SALeS with providing multi-platform solutions to clients, and 64.5 per TeAM SURvey cent admitted they needed to know more about social media and digital skills. only Meanwhile, in a Mumbrella.com.au survey about which capabilities Australian and New Zealand CMOs believe they need to improve at over the next five years, social media rated a meagre 12 per cent. 7.7% felt ‘very familiar’ with providing multi-platform The disconnect is indicative of the gap within organisations solutions to clients, and between managers that don’t have the time, desire, resources or 64.5% say so of their board to address social media, and younger staff who already live and breathe it. It’s a gap that businesses have tried to bridge with individuals, a quick fix solution of hiring single social media gurus and digital admitted they needed evangelists. But while individuals may have impact, it’s rarely a to know more about social media sustainable, cross-departmental, long range impact – lone guns don’t win the war, armies with good strategy and command do. A strategic approach aimed at injecting social media into the corporate body’s DNA via enterprise-wide training and incentivising exploits the potential ROI of social media and, just as importantly, future proofs businesses against the high expectations of the millennial generation: Meet the millennials .... demanding digital natives and your clients-to-be... Page 3
  • 4. 5 THiNgS yOU NeeD TO kNOw AbOUT The millennial generation 1 They are the combined might of Generation Y 2 They believe technology is what defines them as a 3 They are ‘digital natives’ who inhabit a world where smart (born between generation phones, Facebook, 1981 -1991) and Twitter and YouTube Generation Z are just part of (1991 -2001) everyday life 4 They are advertising, marketing and media savvy and 5 According to a survey by warc.com 80% of them talk are exposed to more about brands online of all three on a daily regularly basis than any other generation – they expect brands to be transparent, honest and responsive Page 4
  • 5. The evolution of social media skills From individual experts to enterprise-wide engagement Not every company can be as agile as it might like, leaving the response to the social media revolution an evolu- tionary one for most businesses. CEOs, marketing departments and HR directors have largely felt their way to- wards short-term solutions in a digital landscape moving so quickly that long-term strategising feels like a luxury. Along that evolutionary ladder, four transitional ‘ages’ have emerged which most companies are still working their way through: 1 wALkiNg wiTH THe wHiTe cOATS In the early days of search marketing and newly emerging digital channels, the White Coats often elected themselves as gatekeepers of the new technology. Their knowledge seems almost mystical and they aren’t keen on sharing it. While they champion going online, they firmly close the gate on sharing their understanding of SEO and SEM, preferring instead to maintain a monopoly on digital skills and know-how. t Page 5
  • 6. 2 THe cOOL kiDS eRA As digital and social media grew and became too valuable to keep in the White Coats laboratory, companies could see the need for a different approach. The call for gurus and evangelists who would be publically anointed and expected to preach to the unconverted within the business grew. Relying on individuals brought in specifically to try and change wider company practices works to a limited degree, but spreads resentment and often means that the true keepers of the company’s IP – the rank and file – are overlooked. And no matter how gifted and enthusiastic your guru is, there is only one of him. 3 SURvivALiSTS ARe DOiNg iT FOR THeMSeLveS The fact is, if a salesman sees that social media can help generate leads and that his competitors are doing just that, he is likely to take matters into his own hands. Enter the Survivalists, people who understand that the dividends of using social media can potentially pay, but are frustrated by the lack of management support or the chance of getting any air time with the company gurus. Why not just start talking to customers themselves via whatever channels customers are using? The result is everyone doing their own thing because there is no clear, company-wide strategy and that means the danger of rogue activity that triggers bad publicity.t Page 6
  • 7. 4 Like SMeLLS TeAM PLAyeR SPiRiT A team player can only really come into their own when there is a team to play for. This final evolutionary stage means that harnessing social media must become part of a company’s daily habits, across all departments and functions, to create a community spirit within an organisation, which in turn creates a single brand image being projected externally via social media channels. Not surprisingly, it’s the hardest stage to get to, and the most difficult to implement as it means closing the digital skills gap so tightly through training that social media is no longer a risky or scary proposition. Where is your business in the social media skills scale? Page 7
  • 8. Where is your business in the social media evolutionary scale? Highly effective across entire business Effective or damaging in isolation Effective but stymied by silos Ineffective Scientist Cool kids Survivalists Team Spirit How making social media part of your business can deliver real returns Page 8
  • 9. Strategy + training = sales How social media can work across your business Inevitably, the profession that has felt the greatest impact from the growth of social media has been marketing (including PR and communications), which is WE GoT ExpErTS why the marketing department has an evangelistic part In To HElp uS WITH to play in the roll out of social media skills across the SoCIal mEdIa, business. buT GuruS dIdn’T But it is the HR department that has the greatest role nECESSarIlY in creating true cultural change rather than a piecemeal undErSTand our approach of giving a handful of chosen individuals buSInESS.” access to training and hoping they share. Australian media sales director A forward thinking HR department can change the game by providing enterprise-wide training that is ongoing, relevant and based in practice not theory. More than any other digital tool, social media requires training not just to mitigate against the risks of getting it wrong but to transform employees from individuals who know their way around platforms like Twitter, to employees who use it as an effective tool relevant to their daily tasks and overall business objectives. And if marketing and comms aren’t the only players in the social media team, other departments can suddenly add their weight to the social media push and achieve much greater ROI. Learn how social media can work in key departments Page 9
  • 10. Customer Service Sitting on the front line between the company and the customer, the customer service department has the chance to share insights from customer conversations throughout any organisation. The immediate nature of Twitter makes it an ideal platform for customer service to engage with the happy and the unhappy. The result: aT dEll, WE HavE ComplETElY EmbraCEd Productivity goes up because your team are able SoCIal mEdIa and to field more questions and react to more issues CHanGEd our EnTIrE than if they were using the phone or email CorporaTE CulTurE Staff can see the immediate impact of how To SuCCEEd. To they deal with a customer if that customer can bEComE a TrulY SoCIal react instantly, it makes staff more accountable, buSInESS, You HavE more engaged and forces your brand to be To makE a ComplETE more transparent CulTural CHanGE ... IT They can react in real time to avert any bad IS THE fuTurE of doInG customer experience and avert potential PR buSInESS.” nightmares so the PR department doesn’t have to Damien Cummings is the Online & Social Your customer service representatives Media Director for the Consumer and SMB suddenly have a name and a face, or at least a Division at Dell, based in Singapore in an thumbnail. They are human, making customers interview with SAJE Communication more likely to respond well Conversations can easily be tracked and provide useful insights into how the brand and products are viewed. Social media, e.g. a locked who is doing Facebook page, can be used for customer service to quickly share information with other it smarter? Dell created various Twitter departments profiles, one of which is Happy customers share their good experience their customer service and via social media building positive brand support profile, DellCares. Its awareness purpose is to help customers with issues in real time with personal responses. It’s part of a company-wide Dell social media strategy which includes a Listening Command Centre that monitors thousands of Dell- related posts each day. Page 10
  • 11. Product development Producing new products and improving old ones is the lifeblood of any brand. But it is an expensive process in which the focus group has been the main method of gathering insights and information. Not only are focus groups costly to run, but they are a small window into the customer that could easily provide a wrong turn or IT’S lIkE a lIvE conflicting conclusion. But social media can open the foCuS Group door to honest customer feedback that does not take THaT nEvEr months to gather. The results: CloSES...If You HarnESS THE Less focus groups and market research are poWEr of THIS needed, leading to budget savings CommunITY, You Customers can be invited to provide reviews, WIll bEnEfIT. If ratings and feedback on existing products 24/7 You Turn Your i.e. your fans and followers are an extension of baCk on IT, You your R&D department GET furTHEr and The budget roadblocks to developing multiple furTHEr ouT of projects is removed – you can do more research TouCH” Marc Benioff, CEO of Salesforce. with less money com, which provided the platform You can choose specific users to actually test for mystarbucksidea, talking to new products and provide feedback buzzmachine.com Social ‘listening’ around keywords gives an idea of the sentiment around a topic, brand or product Competitions can be run to encourage customers to get involved and actually come up who is doing with new product ideas and innovations for you it smarter? In 2008 Starbucks created a site, mystarbucksidea, which is a call to action to customers to help shape the future of the company and its offering. In the first year it generated 70,000 suggestions, including free coffee for Gold Card members on their birthday, a VIP card and splash sticks. Not only has it created a community, it’s tapped into an endless source of development ideas. Page 11
  • 12. Sales Social media tools may not bring the target-hitting quick wins that drive many sales teams, so they have to be implemented by companies that understand their application in the sales cycle and have clear deliverables and ways to measure suc- cess from the outset. It’s no good teaching your sales team to use Twitter, then getting on their backs because they didn’t convert sales on day one. But if you train and incentivise sales staff to use social media, results may be long range, but they are more than worthwhile: The number of potential customers your sales team can reach is suddenly huge Say goodbye to cold calling for lead generation, social media produces active engagement by people I SEE mY rolE aS interested in your brand and products i.e. it’s like the CHanGE manaGEmEnT. telephone directory calling them a dIGITal dEparTmEnT Social media heightens awareness of a brand and IS SomEWHaT product prEpoSTErouS, People constantly offer up information about IT’S kInd of lIkE themselves online, information which can readily tell aIr and WaTEr, ITS you whether they are a prospect for your product or not EvErYWHErE.” Social media facilitates conversations, and Ben Edwards, VP of digital strategy conversations facilitate relationships that, if handled and development at IBM, talking to well, can last streetmedia’s Arun Sudhaman. A good experience with a product or sales process means referrals, and lots of them If sales people are listening to customer conversations, they have an opportunity to join in, provide a solution and close a sale who is doing The barrier to the kind of cultural change that would it smarter? IBM has developed a strategy see all departments silo-free and working in concert to transform its US sales using social media is, as ever, the existing culture. team into what it calls ‘digital Many CEOs still consider Twitter and Facebook time sellers’ who are empowered wasting games their kids use. to use Twitter and Linkedin as It means that selling a social media training solu- part of their every day jobs. Some sales reps even have tion to them has to be scalable, measurable, cost- their own Facebook pages effective and, most of all, proven to work. If you can’t and blogs. measure success, you probably aren’t succeeding. Your staff are social media friendly. Why aren’t you? Page 12
  • 13. ‘Like’ or ‘unlike’ it, social media is here ... ... and your employees are already using it Here are some final, startling statistics; 31 per cent of companies ban employees from using social media 1.6 sites such as Facebook at work. Meanwhile, a survey by IT services firm Telindus found that 39 per cent of 18 to 24 year-olds would leave a job if access was denied. Switching the connection off is the type of knee-jerk, head-in-the-sand approach that ignores the fact that 1.6 billion people worldwide are online, and a major reason for them being there is to stay connected via social media. bIllIon pEoplE Outlawing it at work is pretty much like WorldWIdE arE disconnecting the phone lines, shutting off email and barring the door to the post room. Or saying that only a few, trusted employees can have access to these onlInE, and a major ‘modern mediums’ at all. rEaSon for The reality is, enterprise-wide engagement isn’t a THEm bEInG nice to have, it is a must have – and it is happening THErE IS To STaY whether companies like it or not. ConnECTEd vIa SoCIal mEdIa.” Struggling There is an effective and fast way to fill your digital skills gap .... Page 13
  • 14. w Struggling with a digital skills gap? Digital Chameleon has the solution digital Chameleon is the only digital media and marketing learning company to combine modular self-paced e-learning with customised face-to-face workshops and training sessions for media and marketing professionals. We help you stay ahead of the competition by enabling your organisation to adapt to the ever-changing digital, social and mobile landscape rapidly and within budget. Whether you are working to integrate digital into your business or have staff that need more advanced social media marketing and online sale skills, we have a course that will deliver results. our modular approach is: » Scalable – you can roll bring whole departments or your entire workforce up to date with their digital skills quickly » Cost effective – access to our online modules won’t blow your budget but will get your teams using digital channels to drive revenue and engagement » Measurable – you’ll know our approach is working because we will back it up with metrics that show how much your teams have learned and how well they’ve learned it » Up-to-date – the digital world changes rapidly, and we are constantly responding to those changes with new courses and materials To speak with us about how to fill your digital skills gap call us on +61 2 9997 4417. Or for a free trial go to www.digitalchameleon.com.au Page 14