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What is Omni-channel digital
strategy
Acquiring digital users from many channels -
social, enterprise, support, mobile, partners.
How do you make sure they stay engaged
Personalize content and increase stickiness
Strong forum with very little moderation
Offline events to identify and engage -coupons, events - touch points to drive people offline and then come back and contribute online
Simple and unified messaging across all channels - either quick response or quality service along those lines
Converge digital strategy to business strategy - never let it run autonomously
Personalize Content
Thumb Rules:
Make it current and relevant. Make it sticky for the user Get feedback and improve
When you , as a business, are acquiring digital contacts from multiple channels, there is no way you could serve content that could be relevant to every one.
Personalize the content based on the user profile information.
More information we have regarding a digital contact, more personalized the content can be.
Personalize Content Make it current and relevant
The content that we have should be personalized and current. For example, if I expect the media to be connected with me and not share some of the recent information online, that becomes tough.
The media expects any information that can be shared with the external world to be available to them - either in terms of press releases or generic press kits.
Make sure that the information is available to them easily when they try to connect with you
Make it sticky for the user
Help the user relate with the content. Organize the content based on what the digital contact would want to do.
For example, if I am a retailer and intend to connect with my customers by offering them recipes, i should allow them to download recipes, share them and interact with the recipe
Interacting with the content - sharing , rating, comments etc - helps the customer relate to the content and helps us serve better content to the user
Get feedback and improve
This is something that all organizations need to do irrespective of whether we want to have a better digital strategy
Collecting feedback - or even listening to digital contacts - gives us better ways of connecting with them
Make it easy for them to provide feedback and show them that you are listening. Show them progress on any feedback that they might have given you
Have Strong ForumsKey Practices:
Have relevant content Have your customer care
interact with your digital connections in the forums
Keep it lightly moderated Encourage digital
connections to connect to one another
Identify and recognize most active digital connections
Run regular campaigns to keep your digital connections engaged
How do you know that your digital connections are engaged?
One of the most effective and popular ways it to have a forum. A forum is a discussion board on your website or a social site that acts as your forum
Organizations that have omni-channel strategy make sure they have internal forums and forums on several social sites. They make sure that the forums are inter-operable
Have Strong Forums
Have relevant
content Relevant content is what gets
the digital connections come to
the forums.
To start with, organizations
would not know which content
is relevant
Over a period of time, digital
connections would start
trending over content that is
relevant to them
Customer care interact
with digital connections People like it when they get
responses from the customer
care of an organization
It helps to have your customer
care respond to the queries
from digital connections
Have Strong Forums
Keep it lightly moderated Moderation helps. However,
sometimes it becomes annoying when you see multiple replies in forums deleted
The better way is to make sure to keep it lightly moderated or moderated with the users themselves
That way, it becomes easier for the users to interact with each other
Customer care interact with digital connections There are digital connections
who would want to know things that are either common knowledge amongst your existing users or things that are frequently asked questions
It helps organizations since it shows that the digital connections are engaged
Have Strong Forums
Identify and recognize most active digital connections Always recognize your most
active digital connections
Allow your partners to be engaged with your customers. It makes it easier for the customers to understand your support network and your partners would also have more increased traffic.
Build it like a platform so that all of the digital connections can benefit
Run regular campaigns
to engage connections
Finally, this is the most
common practice
Have regular campaigns to
keep the digital connections
engaged
Keep things interesting and
active
Connect with online connections
offline
Benefits:
An opportunity to understand them better
Meet-ups used as forums for user research
Offer something that is exclusive and relevant. A ticket to annual event or music event could keep them engaged
Market the events – to engage online connections , drive any offline connections online as well. This will become self-reinforcing
Organizations cannot be run completely online or offline. It has to be a hybrid.
Digital strategy cannot be completely online. It is not possible to have engaging digital connections online
Organizations have to create opportunities to interact with their digital connections offline. There are several ways in which you can connect with digital connections offline
Some of the examples are a retailer organizing a specific wine tasting event just for their online connections or an organization giving passes to their annual meet free or giving some of their merchandise free. A few other organizations have also thrown parties where they have tried to make sure that they interact with their digital connections
Have Strong Forums
Few Reasons
Omni-channel digital strategy , unlike marketing campaigns, tend to be for long periods and need a different level of focus. This is not easy to attain with multiple messaging for each segment
Digital strategy tends to adapt based on how the users change and pull relevant content
Digital strategy tends to dilute the messaging. Subtle messages or clues and ambiguous statements do not help. Neither do disclaimers.
Any organization that has ever run a marketing campaign or has engaged a marketing partner would know that they need to have a clear and directed messaging strategy when targeting users through multiple channels
However, this does not work well when translated to obi-channel digital strategy. There are a few reasons why this does not work well for omni-channel digital strategy
Have Strong Forums
Good Practices:
Simple message that is more relevant to the organization than the user segment
Messages that help send across a single trait of the organization. This helps it easier for connections across any channel to connect to the organization
The digital strategy can keep changing . The message tends to stay the same , helping digital connections make sense of new direction or action the organization is taking.
What helps when you are looking at omni-channel digital strategy -specifically with respect to messaging - is what feeling or image does your organization evoke in your digital connection’s minds.
This is the reason why digital strategy is not something that can be easily consulted on by external agencies or a clear plan of action be provided for the organization to be put in motion.
Drive digital strategy based on business
strategy
Reasons:
Organizations that have not had an IT
department tend to invest more on
them to catchup with their competitors
This leads to a more skewed digital
strategy
Omni-channel digital strategy cannot be driven in isolation.
This is one of the most common practices that organizations use. However, the reasons these happen is because of the way most organizations are structured.
Drive digital strategy based on business
strategy
Practices to avoid:
Having a silo-ed digital strategy -
disconnected from the business
strategy
Having a digital strategy that fails to
relate to the digital connections - Most
of this series is related to that
A digital strategy that tries to catch-up
to the competition
Best Practices:
Digital strategy should always be in
tandem with the organization’s
business strategy.
Digital strategy should be used as an
enabler
A sound digital strategy includes
planning for pivots in your business
model based on your digital strategy.
For more information on pivots, refer
to this post here.
About the Author
The author is a lead consultant / agile coach at Thoughtworks and has 10
years of experience in software delivery – 5 of which has been with
enabling enterprise adapt agile.
The author regularly writes at www.madhavanwrites.blogspot.com
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