WHY DIGITAL ISN’T
         ABOUT DIGITAL



          @andywhitlock
          nowincolour.com


Saturday, 8 May 2010
MY BACKGROUND IS PR AND WOM
             THERE’S NOTHING MORE SOBERING FOR
             ‘CREATIVES’ THAN A JOURNALIST ASKI...
COLUMN INCHES: IT’S WHAT YOU
                                   DO WITH THEM THAT COUNTS




                           MA...
WILL PEOPLE WRITE AND TALK ABOUT IT?
                       IS THERE A CONVERSATION, BEYOND
                       “THAT W...
Saturday, 8 May 2010
Genius reactive ‘marketing’ to the debate about 2005 Turner
                       Prize winner Shed Boat Shed. Not only g...
BE REAL




Saturday, 8 May 2010
HOW TO BE ABDUCTED BY ALIENS




        The thing that made this interesting - and newsworthy - was
        that the rese...
THE GOOD FOOD RIDE
                              Plotting food routes to enjoy
                              breakfast, lu...
MOVING INTO DIGITAL WAS NATURAL

              THE WEB HAS ALWAYS BEEN ABOUT
              CONNECTING US TO REAL THINGS


...
TO REAL PEOPLE   TO REAL OBJECTS




Saturday, 8 May 2010
IT TEASED US WITH NEW ‘REAL’ INTERACTIONS




Saturday, 8 May 2010
REAL STUFF RESONATES WITH US




                                        http://noonebelongsheremorethanyou.com/
Saturday,...
THE MORE ‘REAL’, THE MORE MEANINGFUL IT IS




Saturday, 8 May 2010
OR THE FUNNIER




Saturday, 8 May 2010
THE MORE THERE IS TO TALK ABOUT




Saturday, 8 May 2010
THE MORE IT NEEDS A SECOND LOOK




                       DAVID LYNCH READS THE WEATHER




Saturday, 8 May 2010
THE MORE UNDERSTANDABLE




Saturday, 8 May 2010
OR THE MORE CULTURALLY RELEVANT




Saturday, 8 May 2010
A CONNECTION TO REALITY MAKES IT MORE
              CULTURALLY RELEVANT, AND MORE MEANINGFUL




Saturday, 8 May 2010
IN FACT THE WEB HAS ITS
                           VERY OWN REAL POLICE


                       You’ve probably seen them...
WE LOVE THINGS THAT START WITH:
    “THEY ACTUALLY DID IT”




Saturday, 8 May 2010
Saturday, 8 May 2010
Saturday, 8 May 2010
AND OF COURSE THE WEB DEMOCRATISES
              WHICH MEANS IT CAN CONNECT US TO MORE
              EXCITING REALITIES TO...
TWEETS FROM SPACE




Saturday, 8 May 2010
TWITPICS FROM SPACE




Saturday, 8 May 2010
TWITPICS FROM SPACE




Saturday, 8 May 2010
SUDDENLY ORDINARY TOOLS CAN BE MORE
       INTERESTING THAN SPECIAL BROADCASTS




Saturday, 8 May 2010
DRAMATIC DOING
               Do the thing you stand for. Only turn it ip a notch.




Saturday, 8 May 2010
TAKE THINGS TO THEIR NATURAL CONCLUSION
                 AND FILM IT




Saturday, 8 May 2010
THE MORE BOUNDARIES MELT AWAY,
              THE EASIER IT IS TO BE, INSTEAD OF SAY




Saturday, 8 May 2010
BRACE YOURSELF
  FOR THE BEST BANNER EVER...




 http://www.flickr.com/photos/mahalie/349791947/sizes/l/

Saturday, 8 May ...
REALTIME DATA MAKES IT EASIER TO
     CONNECT EVERYTHING TO REAL LIFE




Saturday, 8 May 2010
THEN




                       real life                     awesome stuff




    NOW


                                ...
Saturday, 8 May 2010
Saturday, 8 May 2010
CONCLUSION:
          IF YOU WANT TO BE PART OF PEOPLE’S LIVES
          BE PART OF PEOPLE’S LIVES




          @andywhit...
why digital isn't about digital
why digital isn't about digital
why digital isn't about digital
why digital isn't about digital
why digital isn't about digital
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why digital isn't about digital

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This is the first of four presentations I gave at a thing in Madrid in April 2010.

It explains how my background in PR and WOM has helped to shape my approach to digital marketing.

The more things melt into one another, the more invisible the channels and platforms are - and the more about real lives things become. Or something like that ;)

Apologies for holes in the presentation. I talked around a lot of the points and examples.

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  • why digital isn't about digital

    1. 1. WHY DIGITAL ISN’T ABOUT DIGITAL @andywhitlock nowincolour.com Saturday, 8 May 2010
    2. 2. MY BACKGROUND IS PR AND WOM THERE’S NOTHING MORE SOBERING FOR ‘CREATIVES’ THAN A JOURNALIST ASKING “SO, WHERE’S THE STORY?” Saturday, 8 May 2010
    3. 3. COLUMN INCHES: IT’S WHAT YOU DO WITH THEM THAT COUNTS MAKE CULTURE, NOT JUST HEADLINES http://www.flickr.com/photos/49968232@N00/2883929795/ Saturday, 8 May 2010
    4. 4. WILL PEOPLE WRITE AND TALK ABOUT IT? IS THERE A CONVERSATION, BEYOND “THAT WAS COOL”? Saturday, 8 May 2010
    5. 5. Saturday, 8 May 2010
    6. 6. Genius reactive ‘marketing’ to the debate about 2005 Turner Prize winner Shed Boat Shed. Not only got B&Q on page 3 of a national paper, but also was all about low price point. Saturday, 8 May 2010
    7. 7. BE REAL Saturday, 8 May 2010
    8. 8. HOW TO BE ABDUCTED BY ALIENS The thing that made this interesting - and newsworthy - was that the research was real. Included mapping out most likely places to be abducted, based on sightings and stories. Saturday, 8 May 2010
    9. 9. THE GOOD FOOD RIDE Plotting food routes to enjoy breakfast, lunch and dinner at restaurants with the finest local produce. Saturday, 8 May 2010
    10. 10. MOVING INTO DIGITAL WAS NATURAL THE WEB HAS ALWAYS BEEN ABOUT CONNECTING US TO REAL THINGS Saturday, 8 May 2010
    11. 11. TO REAL PEOPLE TO REAL OBJECTS Saturday, 8 May 2010
    12. 12. IT TEASED US WITH NEW ‘REAL’ INTERACTIONS Saturday, 8 May 2010
    13. 13. REAL STUFF RESONATES WITH US http://noonebelongsheremorethanyou.com/ Saturday, 8 May 2010
    14. 14. THE MORE ‘REAL’, THE MORE MEANINGFUL IT IS Saturday, 8 May 2010
    15. 15. OR THE FUNNIER Saturday, 8 May 2010
    16. 16. THE MORE THERE IS TO TALK ABOUT Saturday, 8 May 2010
    17. 17. THE MORE IT NEEDS A SECOND LOOK DAVID LYNCH READS THE WEATHER Saturday, 8 May 2010
    18. 18. THE MORE UNDERSTANDABLE Saturday, 8 May 2010
    19. 19. OR THE MORE CULTURALLY RELEVANT Saturday, 8 May 2010
    20. 20. A CONNECTION TO REALITY MAKES IT MORE CULTURALLY RELEVANT, AND MORE MEANINGFUL Saturday, 8 May 2010
    21. 21. IN FACT THE WEB HAS ITS VERY OWN REAL POLICE You’ve probably seen them in comments sections... Saturday, 8 May 2010
    22. 22. WE LOVE THINGS THAT START WITH: “THEY ACTUALLY DID IT” Saturday, 8 May 2010
    23. 23. Saturday, 8 May 2010
    24. 24. Saturday, 8 May 2010
    25. 25. Saturday, 8 May 2010
    26. 26. AND OF COURSE THE WEB DEMOCRATISES WHICH MEANS IT CAN CONNECT US TO MORE EXCITING REALITIES TOO Saturday, 8 May 2010
    27. 27. Saturday, 8 May 2010
    28. 28. TWEETS FROM SPACE Saturday, 8 May 2010
    29. 29. TWITPICS FROM SPACE Saturday, 8 May 2010
    30. 30. TWITPICS FROM SPACE Saturday, 8 May 2010
    31. 31. SUDDENLY ORDINARY TOOLS CAN BE MORE INTERESTING THAN SPECIAL BROADCASTS Saturday, 8 May 2010
    32. 32. DRAMATIC DOING Do the thing you stand for. Only turn it ip a notch. Saturday, 8 May 2010
    33. 33. TAKE THINGS TO THEIR NATURAL CONCLUSION AND FILM IT Saturday, 8 May 2010
    34. 34. Saturday, 8 May 2010
    35. 35. THE MORE BOUNDARIES MELT AWAY, THE EASIER IT IS TO BE, INSTEAD OF SAY Saturday, 8 May 2010
    36. 36. BRACE YOURSELF FOR THE BEST BANNER EVER... http://www.flickr.com/photos/mahalie/349791947/sizes/l/ Saturday, 8 May 2010
    37. 37. Why advertise the store, when you can put the store in the ad? Saturday, 8 May 2010
    38. 38. REALTIME DATA MAKES IT EASIER TO CONNECT EVERYTHING TO REAL LIFE Saturday, 8 May 2010
    39. 39. REALTIME DATA MAKES IT EASIER TO CONNECT EVERYTHING TO REAL LIFE Saturday, 8 May 2010
    40. 40. THEN real life awesome stuff NOW real life awesome stuff Saturday, 8 May 2010
    41. 41. Saturday, 8 May 2010
    42. 42. Saturday, 8 May 2010
    43. 43. CONCLUSION: IF YOU WANT TO BE PART OF PEOPLE’S LIVES BE PART OF PEOPLE’S LIVES @andywhitlock nowincolour.com Saturday, 8 May 2010

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