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.

Published in: Business

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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