Why the Solar System is a Good Analogy for a Digital Ecosystem

I was the content leader on ASAE Business Services' Lunch Learning webinar this week when someone asked the question "I hear this term 'digital ecosystem' all the time, but I don't really know what it means. Would you please define it?" 

Certainly! Here are some average & obvious options for seeking a definition: 

• Wikipedia's Definition of "Digital Ecosystem" that leaves you saying "what the..."
• Read PWC's eBook on Nine Trends in Digital Ecosystems to Get the Skinny on Trends
• Check Out What the ADMA is Saying on Digital Ecosystems

Sure, we could do all of this if we had the time or were motivated to provide a report on this by 9 am for one of our 3 Bs (Boss, Board or Beast of a Member), but the reality is that we probably don't have the time (probably need the time to cut and paste a blast email together that spreads the word to everyone and targets no one). 

Instead of reading the definition, why not just use an analogy that's easy to understand? To this end, here was my answer:

(Now, I'm not going to tell you which of your applications should represent the Sun or which should be deemed Uranus, but feel free to make that into a fun, team bonding experience.) 

So let's say that you have Aptify as your association management system and you consider this the Sun. You use HighRoad for Campaign eMail and this is Earth, you use Syscom Services for your content management system and this is Mars, you use Higher Logic for your private online community and this is Venus....You go through your systems and name each to a planet. Great! We have mapped out a diagram, but does this constitute a Digital Ecosystem?

No! We need the next step which takes into account the user experience. For a member to experience all of the value of each planet, the member needs to be able to travel between all of the planets with ease. I need the connectors between planets to make space travel smooth. These connections, shuttle stops that ferry a user between planets, are called integrations and allow the user to move between experiences with ease because the user's actual data (who they are, are they a member in good standing, etc etc) travels with them between systems through integration points. 

A digital ecosystem that offers these interconnected data points allows the user to have a wonderful experience because each stop in the journey is smooth; there is no reason to stop and log in again. Think of it as having your Mickey bracelet at Disney World. I can go everywhere and do anything with that bracelet and all along the way, they know who I am and therefore, can better serve me because they know my past behaviors and can construct a theory as to how I gather information and make decisions.

Digital ecosystems allow for time travelers to arrive at whatever time they determine and have them leave feeling that they had a worthwhile experience. The whole goal of digital marketing is to be able to track a user's experience so that the organizational entity continues to learn how to better respond to the user (and ultimately, predict and drive the user's experience). 

Why Should U Care? 

U should absolutely care about Digital Ecosystems because they are the key needed to get your life back through automation. The first step is to connect the planets in the Solar System to ensure that travel is possible between each planetary data hub. The second step is to see how much you can automate the data travel so that you can focus in on how to improve the overall experience when the traveler reaches your planet. The third step is understanding that if you have a Digital Ecosystem aligned with your business goals, you can truly deliver a user experience that surprises and delights. If you can do this,well, you are looking at true organizational starpower that results in revenue & retention.