If community is the focus of your organisation, you have a superpower that can grow your bottom-line
30 March 2021: The Coronavirus pandemic has shown us just how much humans crave positive, social connection. Throughout various stages of lockdown, we have seen that when people feel connected, they become happier, more engaged and highly loyal. For brands, businesses and organisations that have audiences, members or communities, there is no better time than the present to build and leverage a highly engaged audience, which will ultimately increase the bottom-line.
This is the view of Jonathan Lumley, Head of Clients, Channels and Markets at immedia, a Microsoft backed, proudly South African media and technology company who is at the forefront of digital innovation.
“Businesses and organisations are fast acknowledging the benefit of owned, highly leveraged communities to their bottom-line, but the problem is that many don’t know how to connect their fragmented audiences, nor manage them to the benefit of the business,” explains Lumley.
Some of the organisations that typically face this problem include public audio and broadcast businesses, as well as organisations that communicate in a private way with their various customers, partners and stakeholders.
Many of these organisations have closed communities, who often resort to using Whatsapp, Facebook messenger or similar to engage with their members, or otherwise they use traditional communication channels like newsletters.
“This can be frustrating because it doesn’t result in engaged or connected audiences. It can also create delays and closed, one-way communication,” says Lumley. “On top of this, much of the technology used by such businesses and organisations is outdated, and many have yet to harness digital to their advantage.”
He says that digital tools and technologies should be embraced, not feared, as businesses will benefit from the capabilities offered by exciting, modern, cloud-based technologies, including data-driven insights.
“History teaches us that if we are brave and overcome our fear, we are most often rewarded. This is especially so for businesses that understand the key to growth is to build and leverage ‘owned’ digital communities,” says Lumley, adding that for those with closed communities, it can result in growing“your own private social network”.
A suite of tools developed by immedia precisely to alleviate this frustration for businesses and organisations, is Fabrik, acloud-based platform with tools and applications focused on community engagement. Fabrik allows businesses to digitise, consolidate and monetise audience engagement easily and effortlessly, which ultimatelycatapults community-centric businesses into the future by leveraging the opportunity presented by digital.
“Ignoring the need for connection is simply not an option anymore, and for smart companies with member-driven communities who are ready to take the digital leap and change the way that communities engage, the opportunities are unrivalled,” concludes Lumley.
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Lumley will be speaking at RadioDays Asia on this topic, one ofthe world’s leading events that will bring industry leaders together to discuss the future of radio and audio businesses. The event is taking place virtually between 24 – 26 March 2021. Lumley has previously spoken at RadioDays Africa and, with more than 20 years’ media experience, he is a veteran media personality in South Africa.
immedia is a South African media and technology company at the forefront of digital innovation. Since 1995 the company has conceptualised, designed, developed, maintained and extended app and cloud based software solutions for a range of local and international clients. Under its Ecosystem, its flagship product, Fabrik, is a cloud-basedsuite of toolsand applications for broadcast businesses, allowing them to move from terrestrial to digital transmission. To date the platform has allowed more than 20 businesses across the world to digitise, consolidate and monetise audience engagement easily and effortlessly. Immedia is currently offering broadcast businesses an opportunity to gauge the potential success generated by Fabrik through its Digital Leap Programme. Visit https://www.immedia.co.zafor more.