5 Questions with…

Mark Nicholson, Head of Digital and Interactive at ING DIRECT. Our inaugural Q&A focuses on the theme of brand identity.

DASHBOARD:  What are some of the most common challenges facing brands as they establish/evolve their identity in today’s online world?

MARK: Establishing your online brand identity in a digital world of “conversations” is tricky. A brand’s presence is no longer just a series of one way “managed” communications to consumers. It now includes active two way dialogue. While the barrier to entry is quite low, the ability to scale to the demand of consumers can present a challenge for businesses. One body is often not enough to actively manage and participate in the social space. It requires a fleet of people that need to ensure consistent quality service and interactions at lightning speed. Oh, and stay on brand and voice with each and every interaction. No small feat for any company.

DASHBOARD: What company has most profoundly re-defined or improved its identity in the past few years through digital activity?

MARK: I personally think Rogers has done a great job of going into the digital space. Rogers is a consumer brand often the target of a harsh tongue. They’ve chosen not to hide and have put themselves out there to tackle the issues head on. I respect that, and think initiatives like Red Board will go a long way in earning them the respect of consumers as they deliver on service and meet the growing demands of consumers.

DASHBOARD: What do you think of the current state of corporate/brand engagement in spaces like Facebook?

MARK: I think the potential of Facebook is yet very much untapped for businesses. Facebook continues to show strong growth in an area where Canadians gather and in the grand scheme of things, very few businesses are leveraging social networks like Facebook and Twitter to engage consumers. Not only are social media platforms a great place to engage with your brand, they are an excellent place to understand the unmet needs and wants you can fulfill. It’s also a great place to understand where you’re not delivering on your brand promise. In addition, the API’s and platform allow businesses to leverage the infrastructure to build experiences for their consumers that can elevate their own offerings. Not enough businesses are tapping into it and really transforming the relationship with their Clients.

DASHBOARD: Networks like LinkedIn have changed the landscape of recruiting, job hunting and talent acquisition. What can companies be doing to remain competitive and continually attract fresh talent in this open market?

MARK: Acquiring top talent means marketing your company effectively. Those who do it well and can effectively showcase value to top talent, will win in the end. Organizations need to be committed to offering an environment where talent can flourish, excel and grow and then leverage social networks to tell the world about it. It’s no secret that top talent typically comes from referrals from your current staff. Companies need to encourage their employees to actively network and promote the company on networks like LinkedIn. Having employees actively network on sites like LinkedIn makes it easier for your recruiters to work these connections and attract that top talent.

DASHBOARD: Name one thing you would personally love to be able to do online within the next 5 years?

MARK: In the next five years I’d love to be able to have a single login and password online. This would also enable effective e-signature. I think this is an area where government can play an active role and help reduce the need for multiple logins and passwords.

Love this idea, Mark! And thanks for taking the time to share your thoughts with the Dashboard universe.