The 5 keys to the digital transformation of your company
Digitalisation is changing the way we understand business, from brand management to innovation strategies
Digital transformation. Two words which have become inseparable in recent years when we talk about business. There’s no doubt that it has presented companies with the toughest transition process of the last few decades.
The world is now digital and there’s no denying it.
The greatest challenge that companies face is dealing with this transformation. One solution is to turn to digital talent, but in order to compete the transition the whole organisation needs to be immersed in this new focus at work.
Thanks to the collaboration of the specialists who participate in our courses, we can say that at Homuork we have learned some things about digital transformation. Here are the essential keys to facing the change head on.
1.- Look after your brand
Marketing and communication have changed forever. Organisations no longer have 100% control over the message nor how it spreads. Power is now in the hands of users, who can express their opinion about our products and services on any social media platform. What do we do in this new paradigm? Ignore it or give it context ourselves? Today, interacting with "fans” is the key to creating brand reputation and it can be done at a variety of levels: ranging from simple one-way communication to involvement in initiatives proposed by the users themselves.
2.- Expand your network of digital promoters
Just as Enrique Dans reminded us in this interview, the responsibility of coordinating the corporate message on social networks used to fall on the shoulders of the communication or community manager. This presents us with a narrow vision when we take into account that it’s highly likely that a good number of your employees are active social network users.
The organisation’s message can be enhanced by employees talking about what happens on the inside and positioning themselves as specialists in their fields. It is not a question of forcing anyone to do anything, but instead of knowing what our employees say on social networks and encouraging their digital activity. On our courses, we have seen cases of companies whose workers publish professional content on a daily basis in order to share and, therefore, strengthen their digital profiles.
Just as Dans himself explained, it is a matter of encouraging the digital growth of our employees as much as we can, to such a degree that they catch the attention of our competition who’ll want to poach them from us. Therefore, the challenge lies in offering them a professional project which allows for personal growth and convinces them to stay with us.
3. - Dominate the big data
Monitoring data is the key to detecting trends and traffic on our platforms and adjusting our digital strategies. There are plenty of open tools which allow us to collect basic data so we can monitor our work.
In this respect, it’s best not to take risks but instead rely on specialised professionals. Young profiles who are highly focussed on digital data are capable of getting the most out of these tools. A good professional will be able to detect where our clients are, who we are competing with, the entry points of our website to new users and also on which stages of our website we lose visits.
Innovation is not only applicable to the creation of new products and services, but also to working dynamics. Would you like to improve the time management of your teams’ tasks? Perhaps you don’t know how to improve the coordination between your staff when calling a meeting? There must be a tool made specially for that. Innovation works through trial and error. Investigate the possibilities that the digital world can offer you to help you grow at work. The only drawback is that it means one more step in the process of improvement, but on the other hand the inversion cost is very low.
You can apply this same principal to social networks. Try out new messages, languages and formats. Bear in mind that you are more exposed in this field and will have to find a balance between your innovative spirit and brand care.
5.- Get the format right
In digital communication, the format is just as important as the message we want to transmit. Facts and figures can give us a few clues as to the path we should take. Internet users already spend 44% of their time watching videos, and 80% also say that they better remember content in this format and are much more likely to share it.
Video is king and this trend will only explode over the next few years. Nobody has the exact formula of how to make a video go viral, but a good audiovisual content strategy could be the key to transforming business and reaching new users.
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