The "K" shaped recovery

I've written before about a "K" shaped recovery.  This is where digital business survive and thrive in the pandemic, new normal.  Whereas, analogue businesses, dwindle away to obscurity. 

It would seem that research is now backing this up. 

What's more, Cognizant reports that almost half of those surveyed (49%) believe the pandemic will "destroy traditional, non-digital businesses and those that don't move online aggressively enough"

But Tim we are all over social

Often companies say to us "we are all over social".

When they explain, it is because somebody is posting on the Linkedin page, maybe once a week or once every two weeks.  I was told today about a company that posts "corporate posts" every day on social.  And the result?  Nothing.  Because nobody is interested in corporate post.  What it shows is an analogue business desperately trying to be digital and failing. 

The other week a CEO sent me a post where he had received 40 likes. 35 of the likes were from his staff and the other 5 were from mates.  This is all tactical, in other words this isn't strategic.  It's just a random act of social and people are posting in their own echo chamber.  This isn't being "all over social", if you business is doing this you need to stop.  

You might be on social, but this isn't digital dominance, it won't "move the needle".

In fact this is a cost to the business, not a revenue generator. 

What ROI could we expect by taking social strategically?

Typically, when an organisation starts to gain traction each year we would expect the salespeople to generate an average of £500k- £1m in pipeline and in excess of 200,000 views of their content per person as well as creating some fantastically targeted content that really engages the people in their target accounts.

This is making a difference, and this is "moving the needle".

Where Do We Go From Here?

Just give me, or one of the DLA Ignite team and hour of your time and we can walk you through what we are doing to transform businesses.  This is all done in the form of case studies.  Companies just like yours, realising that they need not to be just on social, but digital dominance is the real competitive advantage today.  No hard sell, just practical examples.

DLA Ignite has become the market leader in social strategy transformation.  We are also a global business and understand that a "cookie cutter" approach to digital does not work.  Which is why we have built teams across the globe, that can support you by country and industry sector, we have to take into account local language and cultural sensitivities. 

For more information contact me here, visit our website, or visit our Linkedin company page and contact one of the DLA Ignite team members. 

Thanks to Thomas Ross for finding this article, the study was conducted between June 2020 and August 2020.