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DIGITAL CULTURE IN YOUR ORGANISATION?
HOW
TO
BUILD
It might seem surprising but in the contemporary world there are
s6ll organisa6ons that have stuck to a tradi6onal marke6n...
If, somehow, you are one of them, always watching
the back of your compe66on....
…it’s your 6me to rock on!
To make the transi6on from tradi6onal to digital marke6ng,
you need to consider three things
EXPERIENCE
SHARING
COMMON
RULES
PEOPLE
1 PEOPLE
In every organisa6on there are three factors in terms of people:
MANAGEMENT
BUY-IN
COMMUNITY CAPABILITIES
OK, first things first.
If your boss is eager to challenge the status quo,
or you are the boss yourself… well, good for you!
But let’s face it, in many cases you will be facing risk averse and
maybe even suspicious conserva6sts.
What you need to do is to show the evidence that digital works.
and show them the money!
Secondly.
You need the team.
Gather all the people that should be involved in the change and
try to find the ones that have the digital skills.
Perhaps you would need to hire some digital experts to launch
the whole process.
Anyway, you will be star1ng with the team like this one….
…and you want them to become a team like this one.
To accomplish that
you will need the capabili6es.
As people are coming and going you will need a rolling training
programme for your community.
And then... prac6se, prac6se, prac6se!
1
PEOPLE
Just to recap.
In terms of people
you need to take care of:
MANAGEMENT
BUY-IN
COMMUNITY CAPABILITIES
Time to move on.
2 Experience sharing
Why is it so important to make it a separate point?
Because it is the key factor in building any culture.
Without sharing the experience, people in your community will be
working in siloes preserving their best knowledge only fo...
So make them meet on a regular basis.
And let them honestly and openly share their ups and downs.
As an op6on, also provide an easy way to share experiences on a
daily basis
3 Common rules
Yeah, that seems boring.
But the truth is that without the rules, every community will
collapse into chaos.
So not to make it boring, facilitate your community to work out
the rules themselves, adjusted to your organisa6on.
CONTENT
STRATEGY
SEARCH ENGINE
OPTIMISATION
DOMAINS
REGISTRATION
E-COMMERCE WEB
DEVELOPMENT
SOCIAL MEDIA
INTEGRATION
WEB
A...
THAT’s it!
EXPERIENCE
SHARING
COMMON
RULES
PEOPLE
Building Digital culture
=
Never too late to sele on that journey...
Filip baranski
filipbaranski.com @filipbaranski
marke6ng consultant
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How to Build Digital Culture in Your Organisation

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A few useful tips how to deal with transition to digital marketing in big organisations. Pure but often forgotten basics for digital wannabies. Embrace three, key factors and brace yourself!

Published in: Marketing
  • Nice one Filip, hope you're doing well
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How to Build Digital Culture in Your Organisation

  1. 1. DIGITAL CULTURE IN YOUR ORGANISATION? HOW TO BUILD
  2. 2. It might seem surprising but in the contemporary world there are s6ll organisa6ons that have stuck to a tradi6onal marke6ng culture
  3. 3. If, somehow, you are one of them, always watching the back of your compe66on....
  4. 4. …it’s your 6me to rock on!
  5. 5. To make the transi6on from tradi6onal to digital marke6ng, you need to consider three things
  6. 6. EXPERIENCE SHARING COMMON RULES PEOPLE
  7. 7. 1 PEOPLE
  8. 8. In every organisa6on there are three factors in terms of people: MANAGEMENT BUY-IN COMMUNITY CAPABILITIES
  9. 9. OK, first things first.
  10. 10. If your boss is eager to challenge the status quo, or you are the boss yourself… well, good for you!
  11. 11. But let’s face it, in many cases you will be facing risk averse and maybe even suspicious conserva6sts.
  12. 12. What you need to do is to show the evidence that digital works.
  13. 13. and show them the money!
  14. 14. Secondly. You need the team.
  15. 15. Gather all the people that should be involved in the change and try to find the ones that have the digital skills.
  16. 16. Perhaps you would need to hire some digital experts to launch the whole process.
  17. 17. Anyway, you will be star1ng with the team like this one….
  18. 18. …and you want them to become a team like this one.
  19. 19. To accomplish that you will need the capabili6es.
  20. 20. As people are coming and going you will need a rolling training programme for your community.
  21. 21. And then... prac6se, prac6se, prac6se!
  22. 22. 1 PEOPLE Just to recap. In terms of people you need to take care of: MANAGEMENT BUY-IN COMMUNITY CAPABILITIES
  23. 23. Time to move on.
  24. 24. 2 Experience sharing
  25. 25. Why is it so important to make it a separate point?
  26. 26. Because it is the key factor in building any culture.
  27. 27. Without sharing the experience, people in your community will be working in siloes preserving their best knowledge only for themselves.
  28. 28. So make them meet on a regular basis.
  29. 29. And let them honestly and openly share their ups and downs.
  30. 30. As an op6on, also provide an easy way to share experiences on a daily basis
  31. 31. 3 Common rules
  32. 32. Yeah, that seems boring.
  33. 33. But the truth is that without the rules, every community will collapse into chaos.
  34. 34. So not to make it boring, facilitate your community to work out the rules themselves, adjusted to your organisa6on.
  35. 35. CONTENT STRATEGY SEARCH ENGINE OPTIMISATION DOMAINS REGISTRATION E-COMMERCE WEB DEVELOPMENT SOCIAL MEDIA INTEGRATION WEB ANALYSIS LEGAL COMPLIANCE .com A few digital topics examples: …or anything that is a priority for your marke6ng.
  36. 36. THAT’s it!
  37. 37. EXPERIENCE SHARING COMMON RULES PEOPLE Building Digital culture =
  38. 38. Never too late to sele on that journey...
  39. 39. Filip baranski filipbaranski.com @filipbaranski marke6ng consultant

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