How To Create Your Own Digital Ecosystem
In the digital era, driving business success has a lot to do with taking advantage of digital tools. But what if you’re not sure which tools are available?
Or what if you know they exist, but aren’t sure which ones to use, when or for what? Let’s look at how – and when – to merge your online and offline worlds to build a digital ecosystem that helps to support your community.
What do we know?
According to Statista*, 1.8 billion people worldwide purchased goods online in 2018 – a 7.8% increase from the year before. In other words, more and more people are looking online to research, discover and buy. But that’s only part of the puzzle.
Modern consumers, inundated with virtually endless online choices, are also searching for authentic connections, dialogue and experiences. This means, to achieve digital success, you have to think in terms of O2O (online-to-offline solutions) and merge your worlds to build, support and engage your community.
Connecting the pieces – O2O style!
The approach is simple: ensure that anything you post online supports what you do offline and, in turn, that whatever you do offline leads to more engagement online. Going a little deeper, as a general rule, social media channels should not be used as recruiting or selling platforms. Instead, they’re great awareness, branding, trust-building and communication tools.
Offline environments, such as product demonstrations, offer better opportunities to start a conversation or sell, but should be supported by your online activities. In essence, you want your O2O ecosystem to support your community in obtaining all of the information and resources that they find helpful. Familiarise yourself with Amway’s Digital Communications Standards, which explain the rules and standards around ABO behaviour in the digital world.
Four O2O examples
- Announcing news and product launches – Share behind-the-scenes images of a new product online (e.g. Facebook) and engage your community in a lighthearted conversation. When meeting customers, direct them to your social media and inform them about the official Amway website.
- Staging demos and tutorials – Share tutorial videos online (e.g. Instagram). When hosting an in-person demonstration, ask about tutorials or content your clients would like to see, then create (or find) it and share it digitally (e.g. via WhatsApp).
- Optimising business activities – Establish WhatsApp groups with uplines, downlines, or a mix of business or entrepreneur friends and arrange an offline meeting to share ideas, inspiration and resources. Stay in touch and share insights and successes both digitally and in person.
- Engaging new customers and prospects – Do not use social media to recruit prospects or customers, but rather to establish a presence. When approaching new prospects or customers, do so through natural connections. For example, join a cycling group and bring a can of XS. If you sense interest, share your social media accounts and Amway’s website to round out the experience.
Here's a quick guide to social media channels:
Facebook – great for posting photos, videos and articles and engaging the community
Instagram – a powerful way of sharing authentic lifestyle and product images to build awareness around your life and passion
YouTube – easy platform for uploading engaging video content that appeals to users worldwide
Twitter – a popular “microblogging” system for snappy content that encourages feedback and interaction
Pinterest – wonderful channel to gather inspiration, ideas and product images that can be shared with engaged customers
WhatsApp – a communication tool, which supports images, videos and links, to keep your community informed and connected
Snapchat and TikTok – photo and video communication channels, popular with younger users
* Source: Statista – E-commerce worldwide, Statistics & Facts