Sunday, July 20, 2014

Yin and Yang of Digital

We have heard all the stories about how companies are getting 'Digital' and turning a new leaf with their online offer. Some hire agencies, others do it in-house. As long as the change is coming, it doesn't really matter how. Of course, the only exception to that note is buying fans, which is a big 'NO-NO'.

In my past life, when I was a budding social media self-starter, I learnt very quickly the importance of an integrated communications approach. It helps break down the spawning barriers between Marketing & Communications and Digital. Like with many others, you will have experienced Digital spawning out of the traditional MarComms role, because Digital used to be all 'websites and stuff'.

I was lucky to get Social Media dubbed under Corporate Communications and PR work, since it was more to do with regularly communicating in real-time with customers. Through trial and error, we realized that MarComms and Corp Comms need to co-exist, plan and execute together. This was before customer service was brought into the picture.

Today, the way I see social media is like a Venn Diagram, where there is a significant common overlap between all three functions, which are all tied together by a common organizational brand strategy. Brand isn't just MarComms, it's All Comms.


Demonstrating the functional relationship between all three is quite simple. Convert your online customers offline and vice versa. 

How? Have a competition on your Facebook page, offer a give-away, award a winner, celebrate them online, then invite them with family to your office, where you give the prize, take pictures and create a story to share back online with everyone. Your virtual customer just became real, one that won't soon forget. 

Congratulations! You've just created a brand advocate and understood the 'Yin and Yang of Digital. 

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