Digital Business Leadership

Introductions & Review of Experiences

• Pre-training assessment to give a benchmark for evaluating effectiveness of training programme
• SWOT review of experiences of online recruitment
• Opening exercise: personal and team goal setting for the training programme

Marketplace Challenges & Customer Needs

• Assessing emerging technologies and automation
• Responding to emerging competitors and digital disrupters
• Articulating who customers are and the benefits of digital transformation
• Creating two-way relationships that increase customer satisfaction

Organisational Leadership and Decision Making

• Introducing digital transformation into hierarchical organisations
• Shifting employees to a digital mindset through autonomy, mastery and purpose
• Essential digital skills for leaders
• Creating then executing a digital strategy

Benefits of Social Media and Digital Technologies

• Collaboration across the organisation
• Improved customer satisfaction
• Improved employee engagement and motivation
• Improved brand value and reputation

Starting with Social Media

• Using social media to identify and resolve customer problems
• Continuing conversations and building relationships over time
• Choosing platforms and apps for engaging, influencing and inspiring audiences
• Planning social media customer campaigns

Creating Ongoing Customer Touchpoints

• Developing meaningful conversations around brand, products and service
• Introducing customer generated content where people can share experiences and support each other
• Using a story hub to build deep loyalty
• Building customer communities

Using Data to Understand Customers

• Behaviours, spending patterns, what doing well, what not doing well as a business
• Analysing social conversations versus analysing transactional data
• Using data for forward planning and decision making

The Investment Required

• Training to improve social media engagement skills
• Essential infrastructure & the operating model
• Growing the customer service team
• Talent management and personal development

Developing and Managing Brand Identity Online

• Elements of a brand: logo block, strapline, typefaces, typography, colours, tone of voice, photographic style, grids
• Reproducing the brand online: words, images, design, video, audio
• Maintaining brand identity: putting your culture and identity into words, explaining the brand to different audiences
• Policing the brand online: ensuring consistency, finding champions to keep you on-brand

Digital Marketing and Public Relations

• Advertising & sponsorship
• Media relations & event management
• Government, regulators, opinion formers & influencers
• Community relations & CSR

New Product Development

• Soliciting customer ideas and feedback
• Involving customers in trials and launches
• Social media as an effective unfiltered focus group
• Crowdsourcing ideas from the internet

Creating Integrated PR Campaigns

• Social media’s place in a comprehensive marketing plan that includes broadcast, print, direct mail and face2face activities
• Creating a nine step social media route-map that ensures the social media campaign delivers business benefits
• Messaging that works across multiple channels and drives traffic to your ultimate destination
• Creating content that can be adapted for different media and channels

Introducing Social Media for Internal Collaboration

• Pros and cons of the most popular social media apps for employee engagement
• Ensuring apps become well used and useful
• Providing training so employees have the knowledge and confidence to use social media apps
• Management tools to ensure employees use social media responsibly

Creating Internal Social Media Content

• Choosing between the wide variety of tools to create social media content including blogs, slides, video, infographics, quizzes and podcasts
• Tips to create engaging content employees find interesting, relevant and useful
• Creating an emotional connection with humour, human interest and storytelling
• Ensuring relevance with breaking news, experiences and personal exchanges

Capitalising on Employees’ Social Influence

• When word of mouth and personal relationships are most effective
• Helping employees to become effective social media ambassadors
• Motivating employees so they continue to be active ambassadors
• Determining the impact of word of mouth.

Using Social Media for Recruitment

• Choosing between the raft of social media recruitment options
• Creating social media recruitment content
• Maximising recruitment efforts on LinkedIn, Twitter, Facebook, etc
• Improving the application process on the company website

Diagnostic Tools

• Customer measures – engagement, feedback, etc
• Financial measures – return on investment
• Business measures – site traffic, query handling, awareness, etc
• Brand and reputation research

Reviewing Digital Activities

• Reviewing messages and content creation
• Auditing digital channel performance
• Benchmarking against other organisations and industry sectors
• Refreshing the digital strategy and activities

Action Planning

• Developing a personal action plan based on your strengths and areas for development identified during this programme