Have you dipped your toe in the world of social media? Have you set up a Twitter account for your firm, but then perhaps forgotten about it? Is social media something you think your business should do, but haven’t really yet figured out how it all works or what the benefits can be?
If the answer to the those questions is mainly ‘yes’, then you’ve come to the right place. The good news is that it can be a relatively straightforward process to get something workable in place, the bad news is that you may have to do a quick audit first – don’t worry, we’ll keep it short and sweet.
For educators, students, parents, and politicians the shift to online learning presents an opportunity to improve achievement, reduce costs, and deliver tailored learning experiences. For educational publishers, this change is as much a headache as an opportunity.
Educational publishing is undergoing profound upheaval, and for some traditional firms managing the shift to a digitised world is proving tricky.
Publishers are often guilty of focusing too closely on how customers engage with their existing offering rather than asking themselves the fundamental question: what do my customers really need?
So, what do they need?
Publishing for the professional services used to be a sedate affair: a magazine would come into print once a week, perhaps once a fortnight, and at regular intervals it would be accompanied by a special pullout or an information booklet. It was all very calm and straightforward.
Digital publishing changed everything. News and comment is now instant, and data sets are available at the touch of a button, but of all the changes brought about by technology, this speeding-up of the information transfer is neither the most radical or the most useful.
Providing news and data sets quickly is all very well, but what modern businesses really need is smart information derived from data-driven analysis, and to have that integrated with workflow tools.
Imagine running a business where behind the scenes there wasn’t just lots of dull clerical work, but a ton of switched-on, enthusiastic people experimenting at the cutting edge of technology to push your organisation forward.
Wouldn’t that be great? Isn’t that probably something you’d like to tell your customers about?
Previously, we have asked what makes good brand publishing and looked at best practice in financial services – a sector notorious for its heavy regulation and conservative approach to storytelling – but when looking for brands that are really good at developing innovative ways to talk about what they do well, technology companies are a great place to start.
Last month I tried to buy software online. I knew what I wanted, but when I visited the provider’s website it was full of baffling options and unnecessary guff. So I bought a rival product. My second choice. It was easier.
Then, last week, I bought a television. I researched online, found a product page with all the necessary info and a simple payment method, so I bought it. Suitable follow-up email has encouraged me to go back and buy a printer.
In both cases the determining factor wasn’t the product, it was the experience.
In recent weeks the concept of “efficacy” has become something we have been thinking about more and more. In conversations with clients and prospects, the ability for them to ensure a desired or intended result with the services and products they supply has been high on their list of concerns.
How do we – the conversations go – ensure we produce stuff our customers really want or need? How do we ensure a great reception for the things we produce or the programmes we run?
Increasingly, the answer is to establish a better understanding of the customer – and the way to do that is to talk to them more directly, more personally, and in an overall smarter way.