Communication and Marketing

00:07 When it comes to communication and marketing, our focus is inward first, then outward.

00:14 I believe that a modern working culture can help you establish a great brand and that a work 4.0 mindset can become a recruiting weapon.

00:28 A fresh work culture will attract young professionals.

00:33 At the same time, it sends a message to customers, as well as a commitment to partners. Non-communication, according to Paul Watzlawick, is impossible.

00:43 Exactly - the same is true in our culture.

00:46 I'd even go so far as to suggest, and this is my hypothesis, that any company that creates a modern working culture would face a competitive disadvantage in the long run.

00:58 However, I've noticed that many businesses follow the shortest path.

01:03 We have enough fruit for everyone.

01:05 There's a foosball table, beer and soda in the fridge, yoga and meditation classes during lunch, and you may wear sneakers as long as customers can't see them.

01:15 That's only on the surface; it has nothing to do with work 4.0.

01:20 When you convey this to the outside world, it is not a modern working culture.

01:24 Yes, you can accomplish this.

01:26 However, everyone else can.

01:28 After all, it's quite simple.

01:30 What I predict is that there will be more, delving deeper and away from the surface - we want to see what a company is actually about.

01:37 Don't get me wrong: fruit and yoga are fantastic.

01:41 What I mean is that we need to show ourselves in such a way that people can see who we truly are. How are we collaborating? Why are we collaborating? What is the raison d'être - the reason for the company's existence? What is our perspective? And you must agree with me that this is an entirely different quality.

02:02 When we present ourselves to the outside world, we frequently do so through social media. One thing I've noticed is that businesses and marketing teams frequently try to use old tools and strategies to survive in this new world.

02:18 Billboards and social media advertising is ineffective; we must learn this lesson.

02:26 Every platform has its own set of rules, its own set of success formulas.

02:30 How does Facebook advertising work? How can I grow my brand on Instagram? Which types of articles do LinkedIn users actually read? Which YouTuber targets my target demographic? Which podcast is appropriate for my business? We must ask ourselves these questions and delve deeply.

02:51 And, most importantly, markets and social media are continuously shifting.

02:58 It's hyperdynamic, and the success mechanisms could be radically different tomorrow. The potential for social media is virtually limitless.

03:10 Rapid progress is being made; for example, one movement is currently focusing on entirely automated marketing.

03:18 The term "artificial intelligence" comes to mind.

03:20 Everything is being scrutinized.

03:23 Everything is personalized and then delivered on schedule.

03:27 For example, suppose you click on a social media item.

03:30 This article has been opened and may be read.

03:33 If I click it, the article will be shown in a slightly different manner.

03:38 Why? Because artificial intelligence is like it this way.

03:42 My own movement is absolutely different.

03:46 When we talk about social media, we're talking about people, and that's exactly what it is. Some say, "We want to reach." I declare, "I want attitude." Some argue that artificial intelligence, chatbots, and automation are mad.

04:03 I contend that it is a matter of personality.

04:07 There are marketing departments that have a company account with 100 followers, 90 of whom are employees.

04:16 Then there are corporate influencers, people who work in our organization who have a passion for something, such as leading people or leadership, and they blog and write about it, and suddenly they have 500 Twitter followers.

04:32 People are drawn to our company's personnel because they exhibit attitude and personality - which is admirable.

04:43 Perhaps the truth lies somewhere in the middle.

04:48 Now here's my question: Why shouldn't someone who is highly active on Twitter and highly effective also manages the company account? They can manage social media for two hours per day.

05:03 They have previously demonstrated that they are capable of doing so.

05:07 Why don't we give our trainees a project week where they implement our Instagram account? Young people who understand the media can portray our company creatively on Instagram. I'm sure this is preferable to the methods used by certain marketing teams.

05:28 Perhaps we have a hobby photographer in our business.

05:31 Why don't we have one day a month when a hobby photographer comes through the department and shoots innovative photos? And I am confident that the result will be superior to what you can buy on the free market for a lot of money.

05:48 Authenticity is the cornerstone of successful communication and marketing.

05:55 Only present yourself as you truly are.

05:59 That is the only way to prevent disappointing someone and to ensure that people believe in your organization.

06:07 Every day, reinvent yourself and your marketing; be honest and relevant.