Management and managerial skills training manual.pdf
The Significance of Digital Channels in Modern Corporate Strategy
1. The Significance of Digital Channels
in Modern Corporate Strategies
By Usman Sheikh
2. 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...
4. »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?
5. »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?
14. Digital channels have
considerably higher
engagement levels than
any other medium.
In the UK we spend more than
6 hours a day actively engaged
with digital channels.
More on this later...
18. in the same way as this represents
a bowl of cereal.
19. What is Digital?
Digital is about... Engagement
Connectivity
Collaboration
Communication
Sharing
Technology?
Video Link:
http://youtu.be/xsWbECkVqgI
20. What is Digital?
How often do you think they
mentioned “Technology” in
that video?
21. 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”)
22. Sir, you need to step away..
from the idea that Digital is only
applicable to certain high-tech
industry sectors.
23. 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 customers
using one or more of the Digital Channels.
25. 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?
28. 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 massive
form.”
29. 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
30. 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 social
relationships facilitated by mainstream social
channels.
32. Social Media & Reputation Management
Unlike traditional media, which was one directional,
social media gives the consumer the power to respond
back to brand messaging.
33. 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.
34. 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.
35. Social Media & Reputation Management
As a brand, always assume that
everything will make its way
online.
37. Social Media & Reputation Management
A quick overview of the social platforms
that you need to be aware of...
38. 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
39. 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
40. 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.
41. 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...
45. Personal Brand Management
The packaging, the ingredients and the value
of a product influences your decision to either
buy it or move on.
46. 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.
47. 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.
