In today’s episode, I will follow on the impact of Twitter building effective interaction between Customers and Businesses as part of a Digital Acceleration Plan. (Episode 14).
As always, it will be simple and concise but accurate. Please subscribe if you’d like to be informed of new episodes.
Quick disclosure: This is not a discussion about political preferences or correctness but purely one on technology and solution components to drive business change.
In writing this Episode, I invite you to concentrate efforts on documenting your dreams, business needs, and drivers and to rethink the value of each innovative and disruptive solution periodically to accelerate your business goals.
Brainstorming on Twitter as part of your Digital Transformation Journey
Imagine this: you are a thought leader committed to Digital Transformation and Digital Acceleration.
You like the idea of building out all services and communications to drive interaction between Customers, Partners, and your business.
You know the typical response rate of any digital marketing campaign: 1% is standard, 2% is OK, and a 4 – 6% response rate is fantastic.
Suddenly, there is this one event where a Business Leader (Elon Musk) asks a WW audience for their opinion on reinstating a blocked account, a stakeholder.
One hundred thirty-four million (134M) participants read your message, and this question gets an 11.25% response rate. (15 million valid votes).
11.25% over 134M reads is a tremendous response, no question about it.
Should I use Twitter as part of my Digital Acceleration Initiative?
As a result, you ask yourself, “Should I use Twitter the same way? or more elaborately: What impedes me from getting the same level of interaction with my audience?”
Big questions.
I’d like to talk about a couple of thoughts around that.
First, it’s clear that the question asked is very polemic: many people were compelled to express their opinion.
However, think about the event a little closer: would you agree that this kind of massive response is part of a good Digital Acceleration initiative?
What is a Healthy Digital Transformation Initiative?
Your Digital Transformation initiative should be a business journey where your services and products, your brand, your communication strategy, and your business processes are redesigned, so your audience will accept your invitation to participate and express their preferences in Real Time.
Think of this: you probably already have a mobile application to interact with your premium customers, you have digital marketing campaigns in place with a fair response rate, and your mobile app has a market penetration of 10%-30% of your target market.
But now you have this new channel for asking everybody’s opinion about an issue, and you hesitate to use it.
Yes, I am still determining what / why I will get a similar response from the audience. Any comments?
Why did this Cyber Referendum receive a significant response?
In my opinion, this Cyber referendum got a significant response because the vast majority of people who read it have a good understanding of the implications and relevance of responding to the question.
In business, we cover that with an Omnichannel approach, building multiple touchpoints with the audience. Hence, the company understands the context surrounding the customer response, and the customer understands the relevance and value of our value proposition.
How should this experience affect my Digital Transformation Strategy?
So, this Episode is not about asking you to forget your previous strategy and focus on developing a new communication strategy around Twitter but to invite you to understand the value of having a holistic Digital Transformation and Digital Acceleration Plan. Hence, both your Business and your audience are aware of the relevance and importance of each party’s questions and answers interacting in real time.
The value of disruptive technologies
This true goal is what drives the incorporation of disruptive technologies and innovation in your Digital Acceleration Plan:
- Internet of Things, to capture environmental information around the decision-making event.
- Artificial Intelligence / Machine Learning to process and interpret Customer responses and preferences.
- Robotic Process Automation to accelerate your processing time and respond to new events in real-time.
- Bots in Customer Care, Customer Relationship Management, Supply Chain Management, Enterprise Resource Management, and Core Solutions to match the customer expectation responding to their needs.
- Cybersecurity, to protect the new IT Platform Ecosystem, as the number of vulnerability points is increasing exponentially due to the new way of building value on the cloud (composable applications sharing information via APIs)
- Don’t forget the Cloud is a significant enabler; the Cloud has allowed us to share information and concentrate information in real-time worldwide.
- Networking is a critical component to allow powerful devices to follow customers in their daily activities and capture their preferences 24x7x365 in real-time.
- Analytics, your magnifying glasses to view any event from multiple points of view.
I hope you find this Episode valuable and entertaining.
What do you think about the subjects raised in this edition of the Digital Acceleration Newsletter?
You are welcome and encouraged to share your thoughts with the audience or via DM; happy to assist.