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Connected Economy TV will continue to follow ideas about data, access to data and connecting with customers.
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Connected marketing relies on well developed personal brands to share company content. Our latest video from Bob Barker explores the issue:
A lot of companies out there have been using traditional marketing mechanisms.
They’ve been using digital marketing, and what we see is that more and more marketing has got to rely on the individuals in the company to help get the messages out because it’s those individuals that are often the sales people and it’s the individuals who themselves have got networks.
So what we do a lot of is helping people to understand what their personal brand is all about and to make sure, for example, on LinkedIn that they’ve got a decent profile because Google’s going to find you on LinkedIn if somebody’s looking for you quicker than any other platform, so you need to look the part.
You need to be dressed well, and so on and so forth. And then there’s the whole thing about network maintenance, or understanding and managing your network.
So we’ve all built up contacts on our Outlook or whatever it is, and we’re beginning to build up more and more contact on LinkedIn as it becomes more the de facto business platform for business people connecting.
So we have to put time in and understand how we build and nurture our networks using something like that.
And then the other thing is that now we’ve got a brand and we understand our network, we’ve then got all this content that the company’s produced that might be relevant to what we’re talking about but nobody’s sharing it.
So a lot of companies are building all this content and people aren’t sharing it, like these videos.
We see in large companies, when you look at the shares, nothing’s going on, and so we help companies to understand.
We help the individuals in those companies to understand it’s their responsibility to help get this content out there because on the internet when people are researching companies and they’re looking for what people, you know, what companies are all about, they’re doing a lot of their research without the company knowing.
So unless that company’s got content out there and people are interfacing and being out there, and having their brand out there, they’re not going to be visible when companies are looking for who they want to do business with and who they might trust.
Connected Economy TV is following ideas about big data and digital strategy with new shows everyday.
The digital economy creates a lot of unstructured data. In this TV show Nigel Huddleston discusses the challenge of making it relevant to your business.
There’s a real hot topic around big data and it means lots of different things to different people.
But I think the key is, is finding an intelligent way to make this massive confusing information relevant to what you’re looking at.
I think in the hospitality sector again, one of the key things is, is bringing in data from third parties and your own data in a meaningful way
So integrating things like your loyalty programmes with search behaviour, you know, who’s looking for what hotels in which cities and at what times and from what devices, and being able to track that with your own data.
And bring all of these bits of information together so that you can both serve the user but also carry out transactions and push information to the user in a meaningful way.
It’s very confusing. There’s lots of companies out there trying to help with this at the moment.
It’s early stages but it’s very, very important to the industry.
Connected Economy TV is following discussions about the digital economy and we will have more expert insight daily.
The connection economy is normal for generation Y and organisations should embrace this, as Keith Coates discusses in this TV Show.
The war for talent leads to a generational gap, if you like, around how people view information, how they access information and how they make decisions and that’s where the whole technology piece comes in.
So you’re dealing increasingly with a generation, inside and outside of your business, who are using technology to make the decisions, to get their information, and when they step into organisations they expect to have access to that technology, they expect the platforms to be there, but often they walk into mind sets and policies that don’t allow them to be who they are.
It’s a little bit like me going into the Board Room of elderly people and saying ‘no books, no journals, no newspapers, banned’. They’d look at you and say ‘but that’s what we do, that’s how we get our information’.
And so policies that restrict access to the internet and Facebook and the social media platforms is sending out exactly the same message to a generation for whom that is normal, that is how they live their lives, that’s how they switch on and switch off, that’s how they connect. And my concern is often a lack of understanding around this kind of basic framework and difference of working and paradox, which is what it really is, a generational paradox around work and around technology that, because it’s not understood, we make very poor decisions in that and we alienate the people that we should be engaging.
This TV channel is all about the connection economy and we have plenty more expert discussion to come.