How to introduce digital organisational change for MICE
In 2019 we took a slight break from events, and worked with a couple of clients from various industries, on DIGITALIZATION of their businesses.
It was a challenge, both from the management or budgetary perspective. But the biggest problem in introducing a digitalisation strategy was the opposition from the staff and lack of training that the management was willing to give.
We often think: let's get on the wagon! We see a trend and we want to explore the opportunity. However, we forget that as business owners/ management/ project managers or event the person responsible for the idea - we are introducing a change that our colleagues/ team members will have to adapt to and embrace.
1. IT TAKES TIME
Do not push this change too quickly or too abruptly. This is a revolution and for many people it can be difficult and stressful. NOT EVERYBODY WANTS TO BE ON SOCIAL MEDIA.
Not everybody wants to spend more time on mobile. It was a challenge for some to open a zoom account, simply because they never had to do it. So if you are now introducing a digital change, please allow plenty of time for people to get to terms with this
2. TRAINING, TRAINING, TRAINING
Digital skills are like any other skills: maths, language, creative. It requires education and training. Many organisations book in 1-day training and expect their teams to be ready to embrace and introduce a digital change. This is stressful and unfair and can produce counter results. Training and support is the most important thing you can do to ensure people feel comfortable. This is a learning process and should be treated as one.
Many employees are not on Facebook, Instagram or (never mind) TikTok. Many employees find it hard to join online networking communities. YES, THERE ARE STILL MANY OF US WHO ONLY USE THEIR PHONE FOR CALLING. So do not automatically assume people should have to know, how to use Facebook or record and post a video. There are a lot of barriers to introducing a digital change and this cannot be overlooked. Before you start, you should do an organisational interview and research and find out, who is at what level when it comes to their digital skills.
4. REVISE CONTRACTS
Many people do not feel comfortable, all of the sudden being asked to SELL via social, take part in podcasts, or even share updates on LinkedIn. So make sure you revise your contracts, and if the current climate requires your organisation to promote or sell via social media, put this as a clause and give employees a choice. Explain this is a new world, and therefore we need a new sales strategy.
5. FACEBOOK FEED IS NOT FACEBOOK ADS MANAGER
Just because someone is really good at posting organic content to Facebook or Instagram, this does not mean he knows facebooks ads manager, how to create and optimise Facebook/Instagram ads. This is a more complex process that requires DIGITAL MARKETING EDUCATION. Facebook ads manager IS THE MOST IMPORTANT TOOL for digital marketers. It took us 2 years to excel and become true pros at this tool. (We will be providing more educational resources specifically about the ads manager, Facebook pixel, analytics and more). But the point we want to get across here: creating and optimising paid ads, and the research needed IS A TOTALLY DIFFERENT PROCESS than content creation and posting organically.
6. GOOGLE MY BUSINESS
Google is still a strong choice when it comes to SEO, paid ads and shopping.
Make sure you get educated on this platform. Google testimonials is still a very strong tool that can help your business, along with a number of other tools. Do not invest it all in special media- google is still one of your best friends.
7. LINKS ARE STILL SUPER IMPORTANT FOR SEO
As you are restyling your website, introducing new features know this: link building is still an extremely important strategy to rank you higher in terms of SEO (more about this next week).
8. HIRE EXPERTS TO TRAIN YOU AND YOUR TEAM
We truly believe in the power of EDUCATION. Even if you hire a 3rd party agency to manage your ads manager, PPC ads or posting strategy - do invest in education and training in order to be aware of what this is really about and how it works. You should also work with digital experts specific to your industry, as they will know exactly what works in this niche rather than a general agency who will ask you in the first place: "What is MICE industry - are you working with animals?" You get the picture :).
Get in touch with us, if you have any questions and SUBSCRIBE to our newsletter - we are launching a brand new digital newsletter in July 2020