As Principal Mentor for Digital Media Academy (formerly How2Social.com), I assist individuals, teams and businesses manage through the stages of digital transformation.
In 2020, as we look towards the 25th anniversary of the (public and commercial) internet, the era of disruption is suitably over.
Digital transformation and refinement should be the norm and an understanding of best in practice – specific to the role internet-based revenues and communications plays within the organisation.
Unfortunately, businesses tend to lean on ‘Next-Geners‘ to ‘bridge the gap’ between organisational need and perceived digital capability.
As someone who has researched, trained and managed the mighty Millenials and Gen Z’ers aka the Masters of Brand Me, there’s a lot to be done to enable them to legitimately shine through their contribution to an organisation through digital.
Historically, we’ve let the advertising overshadow the data capability. We’ve focused on how others appeared to engage with us and redefined cut through to suit existing tech capability, rather than demanding the reverse.
In 2010, futurists were looking at if, how and what social networks were being utilised by individuals and its impact on the community.
In 2012, early adopters were asking, how can we harness these new technologies to connect / market/ sell to consumers existing and new?
In 2016, the questions around digital transformation should have been:
- SALES FOCUSED – Do we have the systems in place to ensure our customers and community members actively participate with our business to the point of purchase?
- CUSTOMER-CENTRIC – Are we maintaining said engagement through contextually relevant integrated interactions to evolve our customers into brand and product evangelists?
- SECURE – Are we effectively mitigating the risks (i.e.: reputational, security) associated with this new style of business…?
In 2018, if your business communications weren’t sales focused, customer-centric and secure, it might have been ignoring the fundamental challenges, opportunities and risks associated with digital communications with an audience of over 2 billion global citizens.
In 2019, it was time to stop road testing, and start leading, across the complete marketing mix, because unlike previous iterations Social is just another pay-to-play platform within a broader traditional and digital marketing mix.
In 2020, Content integration is still key, it’s just a refined approach where even in the award-winning cases, is often times fundamentally lacking.
Digital Media Academy exists to educate, guide and evolve the strategic adoption of new social and digital media and mobile technology @home, @work, @school @play for the long term.
If you don’t know How2Learn How2 best Connect, Engage and Participate effectively and efficiently send me an email tj@how2digitalmediaacademy.com and let’s start a dialogue that is both relevant and sustainable for you.
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Additionally, if money is tight, please note I donate 4 x 1 hour ‘Pay It Forward’ sessions per month.
These sessions are for individuals including small business owners who might be doing things a little tough at the moment and just need a helping hand determining strategy (‘To Pivot or not to Pivot’), choosing digital tools for you and your business or help refining your strategic marketing and communications approach.
The only thing I ask in return is that you to ‘pay it forward’ to someone, when you are better able to do so.
Register here for Pay It Forward Session
Tiffanny Junee 
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