Hootsuite’s Global CMO: The Secret To Scaling Your Business In The Digital Era
In this opinion piece, Penny Wilson, global CMO of social media management platform Hootsuite, explains how businesses can harness technology and consumer expectations to help scale business growth.
After nearly four decades in tech, I’ve seen technology transformations topple entire industries and fundamentally change the way we live, work and communicate.
As the CMO of Hootsuite, I find myself at the heart of the biggest shift yet: a digital transformation of the entire customer experience. Over the past decade alone, we’ve become a society where people can be online at any time, interacting with each other from a variety of locations and devices. There are currently 4.9 billion unique mobile users, accounting for 66 per cent of the world’s population, and 2.7 billion active social media users. Mobile, social and real-time are accelerating the rate of change faster than anyone ever anticipated.
For forward-thinking business leaders, the challenge is always how to best capitalise on these significant shifts. The question I get asked over and over again is: how do we harness the potential of technologies and consumer expectations to help scale business growth?
The most successful companies I’ve encountered recognise the path forward isn’t just about growing the business – it’s also about laying a foundation that easily scales. Leaders and teams must carefully consider whether disruptive strategies implemented today are compatible with the longer-term growth plans for the business, while avoiding adding a large number of resources or costs along the way.
It’s a big undertaking. Luckily, there is a single, best way to get started: shine the spotlight on the customer journey across all parts of your business. Get everyone into a room and map out the exact steps your customers go through when engaging with your business. Then identify which emerging technologies will enhance those key touch points in their journey. Focus on the tools and programs that will foster better, more authentic communication with your customers. Customers don’t see different departments – they see one business – so whether they are dealing with sales, customer service or marketing, they expect the same high-quality care and attention throughout the journey.
Globally, AccorHotels is a business that has recently done exactly this. With over 4,000 hotels in 95 countries, and more than 200 hotels across Australia, AccorHotels is the world’s leading hotel operator.
A few years ago, AccorHotels’ leaders began seeing how this social, real-time and mobile digital transformation was fundamentally changing their customers’ travel behaviours. People were increasingly using digital tools to research, book and give feedback around their travel plans. For instance, instead of just telling a handful of friends and family about their hotel experience, AccorHotels’ customers were now sharing them with hundreds of friends and peers in their social networks.
Recognising this new customer journey, AccorHotels had to find a way to connect with customers beyond just the standard, physical hotel experience. They wanted to engage with their guests before, during and after their visits.
However, it wouldn’t work to set up a social media team at headquarters to manage interactions at thousands of hotels across 95 countries. Each AccorHotels location has distinct features and clientele to cater to. The company’s leadership quickly recognised the most obvious solution wasn’t a scalable one for their business.
AccorHotels launched the AccorHotels Social Desk, a global platform that enables local-level hotel managers to share authentic, customised content with guests via social media. This can be anything from news of recently completed room renovations to the debut of a revamped hotel or restaurant menu – or even just a quick, warm one-to-one response to a guest comment on social.
According to AccorHotels’ senior vice president of global marketing strategy, Antoine Dubois, these are exactly the types of conversations that empower hoteliers to “strengthen bonds with guests, and above all make them want to book a stay”. Dubois noted that the initiative has given the company a clear competitive advantage by allowing it to come into contact with the customer before competitors or online booking agencies. In addition, after the launch of its Social Desk, in just over a year AccorHotels grew its online following from 4.5 million to 10 million people worldwide.
Other businesses should take heed. According to McKinsey, companies serious about becoming digital leaders must not only embrace disruption , but they need to do so with a strong commitment to scaling it.
Over the past two decades, Amazon founder and CEO Jeff Bezos has taken his internet shop and scaled it to enormous heights, having just expanded to Australia. The online retail giant now has tens of millions of loyal customers and continues to exceed earnings expectations. So, when it comes to the importance of the customer journey, he probably described it best: “We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.”
It’ll be exciting to see a whole new generation of organisations, from corporations to educational institutions and governments, tap into this digital transformation and enhance their customer experiences in ways we can’t even yet imagine.
Latest News
Allied Nabs Nicola Gold From Pico International Dubai
Allied Global Marketing (Allied), a full-service integrated marketing agency working with entertainment, consumer and lifestyle brands, has announced the appointment of seasoned executive Nicola Gold as business director APAC, brand experience, effective immediately. Gold assumes a pivotal role in building the Brand Experience offering as part of Allied’s strategy to develop a truly integrated full-service […]
Nine’s Push For Gold, Silver & Bronze Ad Opportunities Could Break New Ground In Broadcasting
Nine insists that AI won't dominate its Olympics coverage. And not merely because Bruce McAvaney doesn't understand it.
TV Ratings (16/04/2024): Toxic City Girls Too Much For Farmer Bert
Fans calling out toxic behaviour on Farmer Wants A Wife, seemingly unaware that's the very premise of any dating show.
Kaimera Wins Afterpay ANZ Media Account
Have couriers even started to mention you're overdoing the online shopping? Probably best to avoid this Afterpay news.
Industry Reacts: Stuff Group Swoops In To Save 6pm News After Newshub Closure
As you'll read here, New Zealand's media's in a right state of flux. And nor have they forgotten 1981's underarm.
a2 Milk Launches “Only a2 Will Do’ Brand Platform In First Work From BMF
A2 milk drinkers tend not to bother everyone with their gut health issues & it's a lesson for vegans & the gluten-free.
Can You Recite It In Under 4 Seconds? Maccas Relaunches Iconic Competition With Modern Twist
Do you know what would make a fantastic ad? Drunk people at 3am trying to recite the ”two all-beef patties"
‘Liar, Liar’: Lehrmann Exposed As High Profile Defamation Case Comes To A Close
Having exhausted all avenues in his defamation case, is there only one option left for Bruce - reality television?
MECCA & Fendi Among Premium Advertisers For oOh!media Woollahra OOH Network Launch
If you've not been to the snooty suburb of Woollahra, the locals would like to thank you again for staying well away.
Yahoo Academy Announces Class Of 2024
This academy is strictly for "emerging leaders". Courses don't include 'sleeping at your desk' or 'bunking off early'.
Top 35 Media Leaders Announced For 2024 TikTok Agency Accelerator Program
Despite the ban threats, TikTok keeps marching on. Cementing its reputation as the Julian Assange of the tech.
AiMCO Announces First-Ever Diversity Webinar To Explore Inclusion In Influencer Marketing
Think influencer marketing's a little on the white side? This free webinar's for you. Sadly, it's not given TV ideas.
Anthony Ellis Promoted To CEO Of Publicis Media Exchange
Anthony Ellis takes the opportunity to thank the office fern in his press photo following recent work promotion.
Indigenous Stars 3% & Jessica Mauboy Fuel New Supercars Campaign Via WILDCARD
Jessica Mauboy brings the tunes to new Supercars campaign. Meanwhile, Shannon Noll promises a revenge best served cold.
Nine Launches New Look Olympic Experience 100 Days Out From Paris 2024
9Now rolls out Olympics push, but can it bring Aussie gold in handball?
Must-Watch Marketers At Cannes In Cairns!
Is there a better conference agenda than Cannes In Cairns, we ask? Sure, Captain Feathersword yet to put pen to paper.
Retail Media Demands A New Organisation Dynamic
There's no denying retail media's become adland's hot button topic du jour. Much like tomato being the soup du jour.
News Corp & NRMA Unite For Urgent Action To Fix Notoriously Dangerous Bruce Hwy
A top road safety initiative from News & the NRMA. If they could turn their attention to potholes next would be ideal.
Facebook And X Ordered To Remove Sydney Church Stabbing Video; Meta Swiftly Responds, X ‘Too Busy’ To Care
Tech giants ordered to stop running video of Monday's church attack. Not that it's bothered most major news sites.
Tara Ford To Serve On Titanium Jury At Cannes Lions
Monkeys seemingly ruling themselves out of back-to-back Titaniums, as agency ECD takes up Cannes red pen & clipboard.
“Be Like A Skunk At A Garden Party”: Author Patrick Radden Keefe On Investigating Pharma
Patrick Radden Keefe (pictured), author of global bestseller, Empire of Pain, talked to B&T‘s Nancy Hromin at the Samsung Jaipur Literary Festival about reputation laundering, aggressive marketing strategies and the privilege of still being able to practice pure journalism and be paid for it. Keefe’s in-depth reporting in publications such as The New Yorker and […]
Stuart Archibald Departs Half-Eponymous Agency, Archibald Williams
Stuart Archibald departs Archibald Williams after 12 years. And, no, it's not for golf & bowlo club-priced schooners.
B&T’s Campaign Of The Month Wrapped: Queensland Health’s Frightening Skin Cancer Campaign, Via CHEP
Queensland's beautiful one day, perfect the next but there's still lots that can kill you - crocs, skin cancer & XXXX.
TV Ratings (15/4/24): Amidst It All, Seven News Is The Most-Watched Program In Australia
Network 10 may have had a win in the courts yesterday but, alas, it appears viewers heard all about it on Seven.
Even More Cairns Crocodiles Awards Judges Added As Entries Go Gangbusters!
Cairns Crocodiles assembling ominous judging panel that just so happens to coincide with B&T's office sponge bake off.
“Bias Influences Who & How We Appoint”: Aimee Buchanan On Why Diversity In Leadership Matters
When Aimee speaks, B&T goes full Vanilla Ice: "Stop collaborate & listen, GroupM boss back with a brand new invention."
Dove ‘Won’t Use AI To Represent Women’ To Celebrate 20 Years Of ‘Campaign For Real Beauty’
Yet again, Dove pioneering the adland zeitgeist but ignores current clamour around AI, thank god.
Multicultural Comms Agency Ethnolink Announces AI-Enhanced Multilingual Campaigns
Here's an excellent multilingual AI initiative that will hopefully allow us all to finally comprehend drunk Irish people.
Gate 7 Bolsters Visit California & Brand USA Teams
Travel marketer boosts its team for its US destinations. Any talk of the Aussie dollar remaining strictly off limits.
Mediahub Snares Linda Fagerlund From Carat
Mediahub nabs Carat's Linda Fagerlund after reportedly dangling a large carrot or similar root crop vegetable.
BMF’s Tom Hoskins & Dave Roberts Promoted To Group Creative Directors
More evidence two brains are better than one comes these two promotions. After all, a third brain can cause tensions.
QMS Secures Toyota, Stan, Allianz and Patties Food As Paris 2024 Launch Partners
No one's looking forward to Paris like B&T. We're particularly excited about watching countries who detest one another.
Publicis Groupe APAC Strengthens Its Senior Leadership Team With Key Appointments
Publicis rings the changes with three new appointments. No wonder, given it got all that new biz money last year.
Slew Of Promotions & A New Hire At History Will Be Kind
It's promotions & new recruits at History Will Be Kind. Plus the inevitable angst for staffers who didn't get one.
Latto “Talks Snack” With Menulog Via Thinkerbell
Do Aussie agencies think ads with Americans makes us want to eat more? The food deliverers appear to think so.
ING Invests In Finance Partnership With Seven
Seven amps up its finance coverage in latest partnership. Sadly, it's not bringing Kochie out of the cryogenic freeze.