How 4 Leading Digital Companies Value Innovation
At the AIB Digital Marketing Forum in Melbourne last month, marketing leaders from LinkedIn, Facebook, Uber and Yahoo7 gathered to discuss a range of targeted digital topics and trends. At the heart of each of these companies is innovation, which plays a crucial role in ongoing growth, and remaining competitive in their digital industries. For those who missed out on attending the event, read on to find out how each of these brands foster a culture of innovation.
1. The creation of brand advocates at Uber
On-demand ride service Uber is an intriguing case study in digital disruption, with its popularity around the world continuing to grow. At the forum, General Manager at Uber Technologies, Simon Rossi, shared how the business idea came from the need to solve a problem, which was a lack of accessible transport services. Simon explained that this culture of innovative problem solving is important to Uber, and is encouraged daily.
Uber also shares this innovative culture with its customers, by offering a range of interesting transport services to engage with, including helicopter rides and ice-cream delivery, which could be ordered through the app.
“Ice-cream has got nothing to do with moving people from A to B, but pretty much everyone loves ice-cream and if we can deliver them, the best ice-cream in Australia within minutes, they then start to really resonate with the brand. That resonating with the brand, loving the brand, actually makes really strong advocates for us,” Simon explained.
These brand advocates then share their out of the ordinary experience on social media with their communities, further engaging customers and converting new ones.
2. Inspiration and intelligent risk taking at LinkedIn
Innovation is also ingrained culturally in LinkedIn offices around the world. Once a month, LinkedIn holds ‘In Day’, where employees are encouraged to use the day to invest in themselves, the company and the world around them. Matt Tindale, Director of Marketing Solutions at LinkedIn ANZ, explained that this encourages employees to do things that inspire them to be more innovative, and whatever they choose to do for the day is entirely up to the employee.
Another of LinkedIn’s company values is intelligent risk taking, which allows employees to test new ideas through innovation.
“At the beginning of the year, every single staff member in LinkedIn came up with an intelligent risk that they wanted to take, and it’s something that they’re working on throughout the entire year.”
3. A hacker culture at Facebook
With company values including ‘be bold’ and ‘move fast’, innovation is also embedded in the culture at Facebook. Oliver Moore, Client Partner at Facebook ANZ, explained that Facebook sustains a ‘hacker culture’, where staff members are encouraged to adopt the mentality of a hacker to help each other problem solve when challenges arise. Every employee needs to have the opportunity to put their recommendations forward for consideration, as it is through this open culture that innovation can foster.
4. Combining content and technology at Yahoo7
It was through the partnering of Seven West Media and Yahoo Inc. that the popular web portal Yahoo7 was born. This partnership has enabled its employees, including Natalie Grabbe, the Head of Sales (Victoria), to utilise resources from both companies to innovatively develop and share content that users can engage with across multiple devices. To remain relevant in this space, Yahoo7 are constantly looking at different ways to entertain audiences and to innovate for advertisers, which Natalie explained requires a high level of integration.
“We’re constantly coming up with really big, great ideas that integrate and can easily be delivered across channels. From a tech point of view, it’s about constantly trying to be ahead of what’s next. From a content point of view, it’s about what people want to engage with.”
What do you think?
Did you attend the AIB Digital Marketing Forum? We’d love to hear your thoughts on the night!
This article was written by Megan Baker on behalf of the Australian Institute of Business. All opinions are that of the writer and do not necessarily reflect the opinion of AIB.