Page 42 - AC/E's Digital Culture Annual Report 2015

Cultural business models on the Internet423. Make the customer or consumer the centre- piece of your strategy. Know in depth who your customer will be or is, what they are passionate about, and provide them with valuable content and information presented in an attractive way. You must be transparent in your communica- tions, always listen and respond in real time.4. Attract the best talent, involve your employees and incorporate an innovative and collaborative culture into your organisation. Surround yourself with the best. And never forget to apply one of the best pieces of adviceI have received from my partners: “Hire slow, and fire fast”. Train your partners/executives in digital innovation, in acquiring sufficient digital skills to allow them to experiment in this new economy. Also train all your employees, as all areas of companies are witnessing how their environment is undergoing transformation. It is recommendable you establish corporate social networks to share knowledge and deepen the sense of belonging. And share progress with them and with the whole team.5. Define and implement a social media strategy geared to creating emotional links with your customers. Identify where your target audience is, which channels are relevant to the strategy and what the role of the social networks should be within your digital strategy.5. Create the website or app from the user’s point of view and extend its content to a network of media. Always think about your user’s experience of use. Extend your own content and content that appeals to your users in a blog, social network profiles, a LinkedIn group, microsites, other apps, etc.6. Define and control key performance indicators (KPIs). We should not begin any digital business without defining the objectives and measurement indicators as a cost of customer acquisition, conversion, indicators of influence... It is important to create a dashboard with the key indicators of the strategy as well as the digital business processes. And it should be possible to obtain information in real time.7. Define and establish active listening and online corporate reputation management. Whether or not you have an active Internet presence, people talk about your brands, prod- ucts, services and even your team. You should monitor who talks about you and where, and what they say, and devise a reputation and crisis management protocol. Don’t let others act on your behalf.8. Define and establish a customer relations management (social CRM) and customer experience management (CEM) strategy. Define multichannel and customised digital content in order to establish relations with your potential users and start up a relationship with them, and purchasing will happen spontaneous- ly. Define a plan for contacting your customers, through which media and at what time and why you wish to communicate with them. Don’t forget that the main objective of your manage- ment must be to create customer-promoters who are not just your customers but are willing to recommend you. You must discover which and how many customs recommend you (promoters) and orient yourself to them. A customer who makes recommendations is worth 81% more to the company than a passive customer.How to encourage entrepreneurship in the culture sector