Sep 22, 2020

Hootsuite: stop posting on social media, start listening

Social Media
Hootsuite
Digital Transformation
Georgia Wilson
2 min
social media
Latest Hootsuite study suggests a new strategic approach for organisations - stop posting on social media, start listening and connecting...

In a recent announcement made by Hootsuite, the company reports the release of its Social Transformation Report

The report - developed in partnership with Altimeter Group - conducts an in depth analysis on how having a powerful social media presence can result in organisational transformation. The findings stressed that the age of social media being used only for marketing should be over.

“To realise its full value, social needs to be connected into the lifeblood and workflow of the entire organisation, not just the social media marketing department—and be completely focused on the customer and the customer’s experience. Every single employee should be involved in forming and executing on the company’s social media strategy,” commented Tom Keiser, CEO Hootsuite.

The two companies applied their research skills and understanding of social media to answer three questions in the report:

  • What benefits do organisations recieve when they expand their use of social media beyond marketing and communications?
  • How does the use of social media impact relationships with customers, employees, partners, shareholders, and the community?
  • As organisations broaden their use, how does social media help organisations to meet their transformation goals?

“Along the way, we’ve lost sight of one of social media’s most potent attributes: the ability to engage, have a conversation, and develop a relationship,” added Charlene Li, Senior Fellow and Founder of Altimeter and co-author of the Social Transformation Report. 

“Our research found that focusing on social media’s relationship power led to greater brand health and deepened employee engagement across all channels—not just social media.” 

The analysis report identified that in order to maximise the power of social media, organisations must listen to audiences, build strong relationships and integrate social into all aspects of the business.

“This study confirms what we’ve focused on all along as a partner to our customers in their social media maturity journey. For social platforms to work for organisations, they need to do more than simply post to the social platforms but also leverage social listening, use data to make better social decisions, integrate with their existing tech stacks, and seek the training and education to achieve their overarching business goals,” concluded Keiser.

For more information on business topics in Europe, Middle East and Africa please take a look at the latest edition of Business Chief EMEA.

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Jun 14, 2021

5 minutes with... Janthana Kaenprakhamroy, CEO, Tapoly

Tapoly
Insurance
Leadership
Digital
Kate Birch
3 min
Heading up Europe’s first on-demand insurance platform for the gig economy, Janthana Kaenprakhamroy is winning awards and leading with diversity

Founder and CEO of award-winning insurtech firm Tapoly, Janthana Kaenprakhamroy heads up Europe’s first on-demand insurance platform for the gig economy, winning industry awards, innovating in the digital insurance space, and leading with inclusivity.

Here, Business Chief talks to Janthana about her leadership style and skills. 

What do you do, in a nutshell?

I’m founder and CEO of Tapoly, a digital MGA providing a full stack of commercial lines insurance specifically for SMEs and freelancers, as well as a SaaS solution to connect insurers with their distribution partners. We build bespoke, end-to-end platforms encompassing the whole customer journey, but can also integrate our APIs within existing systems. We were proud to win Insurance Provider of the Year at the British Small Business Awards 2018 and receive silver in the Insurtech category at the Efma & Accenture Innovation in Insurance Awards 2019.

How would you describe your leadership style?

I try to be as inclusive a leader as possible. I’m committed to creating space for everyone to shine. Many of the roles at Tapoly are performed by women and I speak at industry events to encourage more people to get involved in insurance/insurtech. Similarly, I always try to maintain a growth mindset. I think it’s important to retain values to support learning and development, like reliability, working hard and punctuality.

What’s the best leadership advice you’ve received?

Build your network and seek advice. As a leader, you need smart people around you to help you grow your business. It’s not about personally being the best, but being able to find resources and get help where needed.

How do you see leadership changing in a COVID world?

I think the pandemic has proven the importance of inclusive leadership so that everyone feels supported and valued. It’s also shown the importance of being flexible as a leader. We’ve had to remain adaptable to continue delivering high levels of customer service. This flexibility has also been important when supporting employees as everyone has had individual pressures to deal with during this time. Leaders should continue to embed this flexibility within their organisations moving forward.

They say ‘from every crisis comes opportunity’, what opportunities do you see?

The past year has been challenging, but it has also proven the importance of digital transformation in insurance. When working from home was required, it was much harder for insurers to adjust who had not embedded technology within their operating processes because they did not have data stored in the cloud and it caused communication delays with concerned customers at a time when this communication should have been a priority, which ultimately impacts the level of customer satisfaction. This demonstrates the importance of what we are trying to achieve at Tapoly in driving digitalisation in insurance and making communication between insurers and distribution partners seamless. 

What advice would you give to your younger self just starting out in the industry?

Start sooner, don’t be afraid to take (calculated) risks and make sure you raise enough money to get you through the initial seed stage.

 

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