So our next task in the digital business course was to answer a few questions regarding the materials given. In this blog post I will answer those questions based on the materials and my own opinions.
1. Do you see digitality impacting worklife based on the material provided? If yes, how? How does Jussi Rautjärvi lead a digital business?
In my opinion digitality impact work life a lot. How could it not, when it's being such a big part of our everyday life nowadays?
I think this video (link) above tells more than a thousand words. Just in a little over 30 years things have changed rapidly. And I think it has become better. All those huge equipment's have been squeezed into one super machine, the computer. Now only the sky is the limit. Wow?
Digitalization have also brought social media into the working life. It's been used by millions of users and has a big impact on people in a lot of different cases, like when shopping new products, whatever it may be. So especially within B2C business social media is highly used. But while doing our social media strategy project to a company in a very creative business field, I was quite surprised how little these type of creative businesses use social media in B2B! It may be more difficult to use social media when marketing to companies, but after all, there's always at least one human behind every company. Maybe this will change in the future?
Here's a video (link) which probably many of you have seen before, but I think it's quite impressive what social media has become to. It connects so many people, cultures and even businesses.
In this video, that we got as part of our materials, Jussi Rautjärvi (client director of Tulos Helsinki) says that leading a digital business is a big question. But anyhow, there is three main points that should be taken in to consideration:
1. Define the starting point. Where are you now? Where are your company now?
2. Make things possible in your company.
3. Create a culture of measuring and testing.
After these three points Rautjärvi states: just trust your people and let it happen! Great advice, don't you think?
2. What kind of opportunities Sani Leino describes about Augmented Reality and Pokemon Go? What is your opinion?
This next answer bases on Sani Leino's article of The Pokémon Effect, you can read it here!
First of all the article starts by listing the goals that John Hanke, the developer of Pokémon Go, has set to the game: 1. Exercise 2. To see the world with new eyes 3. Breaking the ice. Even though I haven't played the game myself, I can tell that all of these goals have been achieved. My friends have walked their dogs while pokémon catching and some of them have even met new friends or connected again with old friends while playing. These, in my opinion have been opportunities that someone chose to do something with. What a great application!
It's clear that Leino thinks virtual reality is the one new thing breaking through, and in a way it already has. I also believe people will go crazy (like by Pokémon GO) when more augmented reality games are launched. People seek experiences that they can't necessarily experience in real life.
3. What does professor Quesenberry mean by four-step social media framework in her Harvard Business Review article "Fix Your Social Media Strategy by Taking It Back to Basics ". How do you consider her framework?
Here is the link to the article.
I think the headline of the article already tells a lot. Many of us thinks social media marketing should involve every social media channel possible and it should be full of creative content that are published many times a day.. But what actually needs to be done when starting (or improving) social media marketing, is to step down a bit and start from the basics.
I think this picture is great. Both your target audience (the sun) and yourself (the watering can) nurture your social media.
Define the status quo. This is the exact same thing that Rautjärvi stated (earlier in the post). It's not even about the social media. It's about your company, where is it right now?
Listen to your target audience. It's impossible to talk to EVERYONE. So it is very important to choose your target audience and focus on them. This is the first part where social media kicks in.
Create social media content that drives engagement. This in my opinion is the most important point in social media marketing. I will keep this in mind all the time when working on a social media strategy, even when doing it for a B2B company. The company needs to be transparent enough so that the customer can become engaged to the company or the product.
Link marketing to goals to social media KPIs. This point also is what Rautjärvi said. It's important to create a culture of measuring and testing. In this point social media already is in action, and due to it to work, you need to keep track on the changes, the development and the success.
I think this road carries your social media much longer, than just jumping into it with no strategy. I think Quesenberry's framework is absolutely great. But this is social media marketing in a nutshell. There's so much more to social media, and these four steps does not define all of it, even though it's probably the best start.
Thanks for reading!