Technology has revolutionized the way we communicate with each other. The ever increasing arsenal of apps, social media platforms, content management services, and viral videos can be overwhelming, even for those well versed in technology. However, once harnessed correctly, technology can propel your message to the forefront of your audience’s minds. So what role can technology play in the Rotary Club of Hamilton? The answer lies in research conducted by one of the most successful businesses of our time–Google.
Zero Moment Of Truth
Zero Moment of Truth is a term coined by the search engine giant Google. The term reflects its key finding in a recent study on the new consumer decision making process. Google found that consumers tend to research products, purchases, charities, and organizations before even going to the store, attending a meeting, or making formal contact with an organization. Because technology now gives consumers access to an array of information, this information gathering process–i.e., the Zero Moment of Truth, has become a key step in their decision making process–one that could make or break a purchase decision. Essentially, the Zero Moment of Truth is the technological first impression that a consumer gets of an organization.
First impressions are not to be taken lightly. According to experts, we make an initial judgment of someone within 30 seconds to two minutes. What, then, makes a virtual first impression any different? Potential Rotary Club members usually get their first impression of the organization from an online interaction. In fact, according to the Zero Moment of Truth model, technology has left an indelible mark on our decision making process.
The effect of the Zero Moment of Truth is grossly exaggerated for the younger generation. Studies have shown that younger people are more receptive to being influenced by marketing, while older people are harder to influence (see here). Ultimately, if we want to stay relevant, attract new members, and sustain the growth of our organization, we must adapt to the current habits of our audience. That means we must leverage technology to gain a good first impression.
Your Digital Footprint
Building your digital footprint is the key to making a good first impression in today’s technology centered world. Your digital footprint, as a company and an organization, is your presence and authority in the online world. It includes all the different ways you represent your organization online such as your website, your social media profiles, emails, and newsletters.
How to Make a Good First Impression
Great User Experience
A good user experience has the following:
This is a great opportunity to teach your visitors why you/your company/your organization is awesome–talk to them about what you do, how you do it and why you do it best. Be honest; let your passion shine through.
Make it Shareable
People trust their friends to help them make decisions and word of mouth is powerful. Make it easy for potential members to find you and to tell others about you. A core element of Rotary is our power to connect people—we need to stay relevant in our pursuit of that goal. Having a blog or videos is a good way to build a repertoire of sharable content.
Nowadays everyone is using social media. There are many options such as Facebook, LinkedIn and Twitter. Each of these social media platforms have their own idiosyncrasies and unique capabilities. It is worth investing time into creating strong and active profiles on these platforms. If your website is your communication hub, your social media is a way to link your contacts or potential contacts to that hub. Share great stories, content, tips, and relevant articles. Use your social media to teach your audience how your organization is set apart from the rest.
Rotary is a brand, like any business, and we need to be aware of how we present our image. It is essential that we embrace technology as a means to communicate, otherwise we will be left out of the conversation. When we harness the power of technology, we will be better positioned to do what we do best—connecting people.