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The Significance of Digital Channels
in Modern Corporate Strategies
By Usman Sheikh
1. Introduction
2. Why We Need this Session?
3. What is Digital?
4. Changes in the Organisational Landscape
5. Social Medi...
Introduction
5 minutes
1 of 7
»Usman Sheikh
»Creative Director at SapientNitro
»Head of Digital Experience Design for RBS & NatWest
»18 years within Dig...
»Usman Sheikh
»Creative Director at SapientNitro
»Head of Digital Experience Design for RBS & NatWest
»18 years within Dig...
Why do we need this session?
10 minutes
2 of 7
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 than
6 hours a ...
What is Digital?
20 minutes
3 of 7
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... Engagement
Connectivity
Collaboration
Communication
Sharing
Technology?
Video Link:
h...
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 “Digita...
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 y...
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...
Great, let’s move on then.
Changes in the
Organisational Landscape
10 minutes
4 of 7
The Internet and the wide spread usage of
Digital channels has triggered a significant
pradigm shift in the traditional mo...
Organisational sciences suggest that traditional
businesses require structures that have a high degree
of clarity about th...
Adoption of a more complex but fluid
organisational structure - a community structure
Changes in Organisational Landscape
...
Social Media &
Reputation Management
10 minutes
5 of 7
Social Media & Reputation Management
Unlike traditional media, which was one directional,
social media gives the consumer ...
Social Media & Reputation Management
This can be incredibly powerful for brands if the
consumer sentiment is positive. How...
Social Media & Reputation Management
This can be incredibly powerful for brands if the
consumer sentiment is positive. How...
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...
Social Media & Reputation Management
The 3 golden rules for
brand reputation management...
Sincerity Transparency
Truly wa...
Social Media & Reputation Management
The 3 golden rules for
brand reputation management...
Sincerity Transparency Consiste...
Social Media & Reputation Management
Online reputation management is about
identifying what is being said about you
online...
Personal Brand
Management
10 minutes
6 of 7
Personal Brand Management
A well thought through personal
brand can give you competitive
edge, by setting you apart from
t...
Fine tune the details..
Personal Brand Management
The packaging, the ingredients and the value
of a product influences your decision to either
buy...
Personal Brand Management
The packaging, the ingredients and the value
of a product influences your decision to either
buy...
Personal Brand Management
Key things to consider...
- Have a story.. how did you get here?
- Voice - be natural, use simpl...
Examples
10 minutes
7 of 7
Examples
The Bad...
Woolworths Clinton Cards Borders
Kodak HMV Virgin Mega
Examples
The Good...
Apple Google Amazon
Nike Certain Hotels Easy Jet
Questions?
The Significance of Digital Channels in Modern Corporate Strategy
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Transcript of "The Significance of Digital Channels in Modern Corporate Strategy"

  1. 1. The Significance of Digital Channels in Modern Corporate Strategies By Usman Sheikh
  2. 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...
  3. 3. Introduction 5 minutes 1 of 7
  4. 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. 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?
  6. 6. Why do we need this session? 10 minutes 2 of 7
  7. 7. Why do we need this session? Digital is not a segment anymore, it is embeded in everything.
  8. 8. Why do we need this session? Corporate Strategy
  9. 9. Why do we need this session? Corporate Strategy Survival of the Business
  10. 10. Why do we need this session? Corporate Strategy Survival of the Business Revenue Generation (Cash)
  11. 11. Why do we need this session? Corporate Strategy Survival of the Business Audience Engagement Revenue Generation (Cash)
  12. 12. Why do we need this session? Therefore...
  13. 13. Corporate Strategies are basically about capturing the audience’s attention
  14. 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...
  15. 15. What is Digital? 20 minutes 3 of 7
  16. 16. What is Digital? For most businesses, the words “Digital” or “Digital Strategy“ equate to having a company website.
  17. 17. They’re not wrong.
  18. 18. in the same way as this represents a bowl of cereal.
  19. 19. What is Digital? Digital is about... Engagement Connectivity Collaboration Communication Sharing Technology? Video Link: http://youtu.be/xsWbECkVqgI
  20. 20. What is Digital? How often do you think they mentioned “Technology” in that video?
  21. 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. 22. Sir, you need to step away.. from the idea that Digital is only applicable to certain high-tech industry sectors.
  23. 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.
  24. 24. Right, so what were the Digital Channels again?
  25. 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?
  26. 26. Great, let’s move on then.
  27. 27. Changes in the Organisational Landscape 10 minutes 4 of 7
  28. 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. 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. 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.
  31. 31. Social Media & Reputation Management 10 minutes 5 of 7
  32. 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. 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. 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. 35. Social Media & Reputation Management As a brand, always assume that everything will make its way online.
  36. 36. The worse the story, the quicker it goes viral.
  37. 37. Social Media & Reputation Management A quick overview of the social platforms that you need to be aware of...
  38. 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. 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. 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. 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...
  42. 42. Personal Brand Management 10 minutes 6 of 7
  43. 43. Personal Brand Management A well thought through personal brand can give you competitive edge, by setting you apart from the competition.
  44. 44. Fine tune the details..
  45. 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. 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. 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.
  48. 48. Examples 10 minutes 7 of 7
  49. 49. Examples The Bad... Woolworths Clinton Cards Borders Kodak HMV Virgin Mega
  50. 50. Examples The Good... Apple Google Amazon Nike Certain Hotels Easy Jet
  51. 51. Questions?
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