MDW Boulder April '11 | Gareth Kay_Strategy for the Post Digital Age

Gareth Kay: Associate Partner, Director of Brand Strategy

I H AT E D I G I TA L S T R AT E G Y

S T R AT E G Y F O R T H E P O S T- D I G I TA L W O R L D

P O S T- D I G I TA L?

A G O O D S T R AT E G Y1. Will the message trigger the desired response?2. Is it simple? (“-er” good, “-est” best)3. Is it entertaining? (what’s the sugar coating for the message ‘pill’)?

N E W T E C H N O LO G Y

“This stuff is as mainstream as it can be.Google, the iPhone - these move theculture more than The Beatles did in the’60’s. It’s shaping the human race.” - Andy Hertzfeld

N E W T E C H N O LO G Y, D I F F E R E N T C U LT U R E

“Nobody comes out of a movie saying,“that was a really good movie. I reallyenjoyed it. It was really clear.” - Russell Davies

$77 million $220 million $310 million

“We’ve moved from a downloading culture to an uploading culture.” - Charles Vallance

Pre-digital Post-digitalNarcissistic InterestingMessaging ActionsPerception Behavior One way Participatory Big Long

W H AT M A K E S A G O O D S T R AT E G Y N O W A D AY S ?

1 . B E I N T E R E S T E D I N W H ATPEOPLE AR E I NTE R ESTE D I N

H A V E A C U LT U R A L M I S S I O N ,N O T S I M P LY A C O M M E R C I A L P R O P O S I T I O N

BUILD A BRIDGE

2. B E I N T E R E ST I N G N OT J U ST R I G H T

Q: “If you had to choose, would you rather be interesting or right?” —Malcolm Gladwell, GQ Magazine

“If I were President of the United States, I would ratherA: be right than interesting. If I were a CEO of a company, I would rather be right than interesting. But I am a journalist— what journalist would rather be right than interesting?” —Malcolm Gladwell, GQ Magazine

I NTE R ESTI NG & RIGHT

I F YO U A R E I N T E R E ST I N G ,I NTE R ESTI NG TH I NGS HAPPE N

L E AV E G A P S

3. D O S T U F F, D O N ’ T J U S T S AY S T U F F

W E N O W L I V E I N T H E A G E I F I D E A S T H AT D O

S TO P C O M M U N I C AT I N G P R O D U C T S A N DS TA R T M A K I N G C O M M U N I C AT I O N P R O D U C T S U S E F U L , E N T E R TA I N I N G , M E M O R A B L E N OT I N T E R R U P T I V E E X P E R I E N C E S C R E AT E , D O N ’ T J U S T F I L L , M E D I A S PA C E

D O N ’ T J U S T C O M M U N I C AT E A P R O D U C T M A K E C O M M U N I C AT I O N P R O D U C T S

4. E X P E R I M E N T W I T H S TO R Y T E L L I N G

T E L L S TO R I E S A C R O S S S C R E E N S

5 . M A K E T H E E V E R Y D AY P L AY F U L A N D U S E F U L

R E DUCE FR ICTION

6. WOR K SMARTE R

HIRE D I F F E R E N T LY

7. B R EAK TH E TYRAN NY OF PE R FECTION

“The show doesn’t go on because it’s ready;it goes on because it’s eleven thirty.” - Lorne Michaels

E X P E R I M E N TS N OT R E S E A R C H

M I N I M U M VIAB LE PRODUCT

C O M M U N I C AT I O N R & D

I N S U M M A RY

Pre-digital Post-digitalNarcissistic InterestingMessaging ActionsPerception Behavior One way Participatory Big Long

“Creative ﬁrms of all kinds (including ours) know that they must evolve at LEAST as fast as the world is changing around them.” —Tom Kelley, General Manager, IDEO

http://garethkay.typepad.com	5606
http://www.garethkay.typepad.com	5600
http://christopherwatts.posterous.com	505
http://thecuriousbrain.com	379
http://www.socialmediaclub.at	116
http://feeds.feedburner.com	91
http://neuewerbung.org	47
url_unknown	30
http://digimolek.com	28
http://newadvertising.org	21
http://michaelbatistich.com	17
http://cristianmurillo.tumblr.com	13
http://translate.googleusercontent.com	12
http://luismiranda.posterous.com	10
http://flavors.me	7
http://socialmediaclub.tumblr.com	6
http://alvarograsso.tumblr.com	5
http://www.slideshare.net	4
http://bryngelson.tumblr.com	4
http://www.tumblr.com	4
http://safe.tumblr.com	3
http://www.istikbal.gr	3
https://twitter.com	2
http://retailomania.blogspot.com	2
http://webcache.googleusercontent.com	2
http://bundlr.com	2
http://paper.li	2
http://twitter.com	2
http://www.onlydoo.com	2
http://participationcooler.posterous.com	2
http://static.slidesharecdn.com	2
http://www.mongodb.org	2
http://posterous.com	1
http://www.utpl.edu.ec	1
http://a0.twimg.com	1
http://illustratingyou.com	1
http://aprendersociales.blogspot.com	1
http://pesquisacommetodo.blogspot.com	1
http://michaelbatistich.tumblr.com	1
http://klymenkoblog.blogspot.com	1
http://myorange2u.blogspot.com	1
http://www.blogger.com	1
http://pibatef.com.br	1
http://mashup.inf.unisi.ch	1
http://www.mashup-oopsla.org	1
http://etnik.idbms.net	1
http://www.ideastransformlandscapes.org	1

MDW Boulder April '11 | Gareth Kay_Strategy for the Post Digital Age

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MDW Boulder April ’11 | Gareth Kay_Strategy for the Post Digital Age — Presentation Transcript