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| Rob and Suzanne pitching their award winning business plan to Jackson Nat'l Life Insurance Co. |
... it was less than 15 years ago that the Internet began to assume the role it now has in companies... the way they served customers, transacted business, worked with partners and managed employees. Social technology is about to do the same thing: transform the way people work together and do business. The only question is, how fast will you get there?
~ Groundswell: Winning in a World
Transformed by Social Technologies
Looking around and looking ahead at the disruption of traditional business models, Jackson National Life Insurance Company recently reached out to college students across the U.S. looking for ways to integrate social media into their business operations. Thus was born the Jackson Social Media Business Plan Challenge. Well, guess who won the challenge... along with a cool 15K? None other than Suzanne Bonifaz and Rob Flores, fellow classmates in St. Ed's dMBA program!What is particularly exciting about their Grand Prize win is that the plan was developed for a traditional insurance company. Often, when people hear about our MBA program focusing on Digital Media Management, they typically assume its solely focused on the music, film, tech and media industries. While many of my classmates will work in these industries upon graduation, Rob and Suzanne's win demonstrates that the principles we've been studying apply across the business world. While perhaps media is the most "glamorous" industry, its ultimately about all industries staying competitive and thriving in our ever-evolving new business environment.
Exemplifying the program's infusion of 'Digital Media Management' into a traditional MBA, Suzanne and Rob applied the principles recommended by Forrester Research in Groundswell: Winning in a World Transformed by Social Technology (required reading for our Digital Consumer class). For example, remembering that social media is ultimately about relationships and creating tight ties with the customer (rather than simply the technology), Rob and Suzanne didn't settle for the obvious answer of simply suggesting a Facebook or Twitter account. Instead, they took into account the technographics of Jackson's customers to create a plan that would fit the overall objectives and strategies that would make sense for Jackson's unique needs. Further, because Jackson is a financial services company, subject to strict oversight and regulation, they employed the "issue spotting" skills developed in our law classes.
As our cohort nears the end our dMBA journey, (graduation is just over 3 months away!) it is inspiring to see our classmates succeed in applying to the real world what we've been studying. Not only does this encourage us that businesses are clamoring for our skills... shoot... thanks for just making the rest of us look good!
Congratulations Rob and Suzanne!
What?!?!
You're not following them on Twitter?
Well, you should be!
