Here we go again.. Let's get started folks! I am more than ready to rock this new module.
But.. Am I a digital guru? I don't think so. By doing a master online, I think I know how to collaborate with others on shared projects (5 on the Digital Literacy Self-test scale). I consider that my online identity is up to date and represents me (4 out of 5), and that thanks to my studies I know how to evaluate information that I found online (4 out of 5). I can create basic videos and edit images (3 out of 5), and know how to protect my privacy, by limiting the information I share online. But I am convinced that with my smartphone I transmit much more data than I think (3 out of 5). I participate in online communities, but I read way more than I post (3 out of 5). I am not very active at building online networks, even though I am passionate in various areas (2out of 5).
In the digital visitors-residents framework, I am definitely a resident; I am studying, collaborating, and learning from people I have never met offline!
But I am not always comfortable sharing my persona in "public" online spaces. You never know how and how far your opinion can be interpreted.
I can’t
believe it’s already the last week of our module on Digital Business Models. At
the beginning, I was reluctant to use blogging as part of our assessments. As
mentioned in my introductory post, at 14 I have been victim of identity theft, and this crime is unfortunately not recognised by the law in Switzerland.
However by writing this final assignment, I can see the evolution of my digital
behaviour.
ROLES
CHANGES
Firstly I
chose to talk about travel agent, a job that I am very familiar with (I have a degree in
tourism). I was surprised to see that
Lisanne made the same choice, and by commenting on her post and on mine, I realized how much the experience of
someone shapes his perspective, and, thanks to our discussion, I even learned
new concepts such as the filter bubble.
OPERATING IN
BOTH DIGITAL & PHYSICAL WORLDS
The first
summative exercise is the one where I was able to concretely apply the theory
we were covering so far, as I used
my father’s company. But also by interacting with Isil on her business, I had the opportunity to
apply the concepts we covered beyond the contexts mentioned through our course.
Moreover commenting on Gayle’s post has pushed further my reflexion around a brand, in
this case M.A.C, I have asked myself some questions, such as the possible use
of Augmented Reality in the make-up industry, that I wouldn’t have think about
otherwise.
DIGITAL
BUSINESS MODEL SUCCESS
When I read my comment again under Natasha’s post on Uber, I am amazed to see how
we can start with a specific topic and then go to more fundamental questions, such
as the potentially controversial price of innovation and the responsibility of
companies.
Looking retrospectively,
I can see how these exercises have challenged my opinions on various topics. I remember with my introductory post how nervous I was with the idea of posting my opinion publicly. However, now I have a better understanding on
how my personal branding but also my father’s business can benefit from my
digital presence.
Moreover, I
have realized throughout the course how important it is to bring supporting
evidence when I want to express a different opinion on a topic and how it helps
me to increase the credibility of my statements.
Now I can
feel that I have a voice, but I am still struggling with the fact that I can’t filter
who is looking at my opinions. I have read how blogging can boost self-esteem, but by looking at the various topics
mentioned by the author, I still find that blogging can be very intrusive. Nevertheless,
as indicated in a research paper on achievement in online courses, “interactivity facilitates
deep learning (understanding) by actively engaging the learner in the learning
process”. I think that developing my blog proved the authors right.
After seven
weeks, I see that I am not completely reconciled with blogging. However, I am
willing to improve my digital networks and feel more prepared in our
continuously changing world.
Daniel Wellington, a love (and successful) story between a watch brand and
influencer marketing
After talking about travel
agencies and the wine industry, I decided to take a different approach. When I read that millennials value experiences over things, I couldn’t agree more (I am 28). This time, I want to talk about a brand that I don't particularly like but
I am impressed by how its digital business model has contributed to its
success.
Daniel Wellington, a watch
brand also called DW, is famous for the fact that it managed to put a watch on millennials’
wrists. The success story began in 2006 when Filip Tysander met a wanderer
named Daniel Wellington. He started to be obsessed with his watch and the
minimalist bracelet and named his business after his inspiration. It’s such a
nice story to tell that some people questioned its veracity.
So what made DW so successful?
If it’s not a unique design? Are there any very advanced tech features? No! The
origin of its success story takes its roots with the use of influencer
marketing. The brand quickly started to work with social media influencers who
associate their image to the brand by posting pictures. They also add a discount
code for their followers which ultimately drive traffic to DW web stores, and
it worked amazingly well!
Regarding
the watch industry, traditionally brands have avoided using social media. DW
was smart enough to jump into this opportunity. Today, the brand has more than
4,5 million followers on Instagram! For
DW, the strategy has paid off. Nevertheless, marketers have to be careful with
influencers, as we have seen before. Another consideration that brands have to
think about is legislation. As a brand, if you partner with an influencer, he
must announce it properly in the post. DW should have been more careful. As explained by the Financial Time, the Advertising Standards
Authority in the UK has taken action against Louise Thompson for failing to
disclose that a seaside Instagram photo included product placement (the post now mentions the partnership).
Furthermore, there are other limitations
regarding the use of influencers; brands do not have absolute control over their
campaigns. Yes, they may send pre-written captions, but the influencer may have
a particular style of writing, or may be careless.
But still, when you look at
the Instagram page of Daniel Wellington, you can only be impressed by the
quality of the pictures that the brand uses. And it’s interesting to notice
that most of the content are produced by the community, and not by the brand
itself. Not only DW can leverage the visual content and the storytelling that
the influencers share online, it can also avoid spending additional funds on
testing a new audience.
Am
I ready to buy a Daniel Wellington?
I have always been amazed by
the power of word-of-mouth (92% of consumers believe recommendations from friends and family over all forms of advertising), however, if I know that my friend has been paid (or
receive something) in exchange of a recommendation, I will question the
sincerity of his opinion. Recently Dyson has started to collaborate with an
influencer that I follow, but when I see someone that looks super excited to
vacuum, I can only think about the financial transaction behind this picture.
Sorry Valentine, but the lack of authenticity on your smile can make you lose
some of your 70’000 followers.
The digital business model of
DW turned to be a success, I have to admit. It’s as simple as taking a picture
of myself with the product, modify it with an Instagram filter that makes me
glowing, and sharing it with my friends by adding a discount code that makes me
look so generous. Great.
Nevertheless, I believe that
the power of word-of-mouth lies in authenticity, which is at the opposite of
paid advertisement. Sorry DW, but it’s not because Kendall Jenner said that
it’s the perfect gift that I am going to buy one.
If you have an extra 6-minute,
have a look at this interview of Anand Narayanan, head of digital at Panasonic
UK, who talks about influencer marketing and the importance of
authenticity.
