Making a Break Through all the Clutter and Noise

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Making a Break Through all the Clutter and Noise

  1. 1. Making a break through all the clutter and noise <ul><li>Online marketing today and tomorrow </li></ul>
  2. 2. Overview <ul><li>Part 1: Clutter and noise. Understanding the landscape </li></ul><ul><li>Part 2: Cutting through. Content & Community </li></ul><ul><li>Part 3: Organizational challenges </li></ul><ul><li>Part 4: What’s next? Emerging trends </li></ul><ul><li>Part 5: The consultant is in </li></ul>2
  3. 3. Hi, my name is Peter, I’ll be your tour guide <ul><li>Working in the digital space since 1997 </li></ul><ul><li>Designer turned strategist turned consultant </li></ul><ul><li>Started one of the world’s first professional agencies focussed on social media </li></ul><ul><ul><li>The Blog Studio </li></ul></ul><ul><li>Lead the community practice at Sequentia Environics </li></ul><ul><ul><li>HP, Yahoo!, Globe & Mail </li></ul></ul><ul><li>Worked on digital strategy and design for a number of non profits </li></ul><ul><ul><li>Unicef, SiG@MaRS </li></ul></ul><ul><li>@flashlight </li></ul>3
  4. 4. Who’s here? <ul><li>Let’s get a sense of the room </li></ul><ul><ul><li>Are you responsible for communications in your organization? </li></ul></ul><ul><ul><li>Do you have a Facebook account? </li></ul></ul><ul><ul><li>Do you have a Twitter account? </li></ul></ul><ul><ul><li>Do you know HTML? </li></ul></ul><ul><ul><li>Have you placed an using Google’s AdWords? </li></ul></ul><ul><ul><li>Do you know how to use a FTP client? </li></ul></ul>4
  5. 5. Part 1: Clutter and noise. Understanding the landscape <ul><li>From static to social to mobile </li></ul>5
  6. 6. Let’s start with a quick landscape scan <ul><li>Yahoo just turned 15 </li></ul><ul><li>Google is 10 </li></ul><ul><li>Facebook opened to the public less than 4 years ago </li></ul><ul><li>Twitter launched less than 4 years ago </li></ul><ul><li>Does this make anyone else here feel old? </li></ul>6
  7. 7. What’s changed? <ul><li>Originally, the web was a place to get information. </li></ul><ul><li>Today, it’s increasingly a place to interact with people. </li></ul><ul><li>We’re talking about the social web </li></ul><ul><ul><li>(not just social media) </li></ul></ul><ul><li>It’s about the change in what we use the web for </li></ul><ul><ul><li>Gathering information to socializing </li></ul></ul><ul><li>People are spending more time online but are doing new things </li></ul><ul><ul><li>Not the same old, same old </li></ul></ul>7 7
  8. 8. The Static Web – Place 8
  9. 9. The Two Way Web – Purpose 9
  10. 10. The Social Web – People 10
  11. 11. Back in olden times (like 2000) <ul><li>Build it and they will come </li></ul><ul><li>It was easy: </li></ul><ul><ul><li>Hire your cousin’s neighbour’s kid, pay him $250, and you’re done </li></ul></ul><ul><li>It was the era of brochure-ware </li></ul><ul><ul><li>Simply reuse your existing content </li></ul></ul><ul><ul><li>Everything was static </li></ul></ul><ul><li>The web was 1 way </li></ul><ul><li>It was all about place </li></ul>11
  12. 12. Along come the blogs and online banking <ul><li>Blogs are really significant for a couple of reasons </li></ul><ul><ul><li>Democratize the web </li></ul></ul><ul><ul><ul><li>Easy </li></ul></ul></ul><ul><ul><ul><li>Free </li></ul></ul></ul><ul><ul><li>Easy formation of community around subject matter </li></ul></ul><ul><ul><ul><li>Comments </li></ul></ul></ul><ul><ul><ul><li>Trackbacks </li></ul></ul></ul><ul><ul><ul><li>RELATIONSHIPS </li></ul></ul></ul><ul><li>Online banking made it ok to enter private data into a website </li></ul><ul><ul><li>Trained multiple generations of users on using web forms </li></ul></ul><ul><ul><li>Was a huge factor in moving people online </li></ul></ul><ul><ul><li>Purpose </li></ul></ul>12
  13. 13. Birth of Web2.0 <ul><li>Let’s call this the two-way web </li></ul><ul><li>From consumption to creation </li></ul><ul><li>Created a number of irreversible shifts </li></ul><ul><ul><ul><li>Birth of the social web </li></ul></ul></ul><ul><ul><ul><ul><li>Community </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Thin relationships </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Dunbar’s number </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Thick relationships </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Social recommendations </li></ul></ul></ul></ul><ul><ul><ul><ul><li>User generated content </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Purpose </li></ul></ul></ul></ul><ul><ul><ul><li>Dramatically changed SEO </li></ul></ul></ul><ul><ul><ul><ul><li>Much greater focus on content, much less on HTML structure </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Social </li></ul></ul></ul></ul>13
  14. 14. Volume kaboom <ul><li>The thing to note here is that Web2.0 spawned the creation of BILLIONS of websites </li></ul><ul><li>BILLIONS(!!!) </li></ul><ul><li>Largest single output in human history </li></ul><ul><li>Conversely, the number of sites that an individual visits has plummeted </li></ul>14
  15. 15. Along comes mobile <ul><li>Like it wasn’t confusing enough before, right? </li></ul><ul><li>Mobile changes everything </li></ul><ul><ul><li>Different experience </li></ul></ul><ul><ul><li>Different design and messaging needs </li></ul></ul><ul><ul><li>New opportunities </li></ul></ul><ul><ul><li>Location aware </li></ul></ul>15
  16. 16. It’s awesome, but it’s noisy <ul><li>This explosion of creativity and connectivity is pretty amazing </li></ul><ul><ul><li>There are LOTS of social costs, that we haven’t yet begun to understand </li></ul></ul><ul><ul><ul><li>some good </li></ul></ul></ul><ul><ul><ul><li>some downright gloomy </li></ul></ul></ul><ul><ul><ul><ul><li>remember focus? I used to be able to OH LOOK! Shiny! </li></ul></ul></ul></ul><ul><li>Changing surfing habits, plus changing expectations, plus emerging technologies = </li></ul><ul><ul><li>need for new ways to think about digital marketing </li></ul></ul><ul><ul><li>need for new skills, with an emphasis on softer human to group interaction </li></ul></ul>16 16
  17. 17. Part 2: Cutting through. Content & Community <ul><li>We’re going to talk for a bit about content, community, and how to navigate the external and internal challenges of of this much more complex ecosystem. </li></ul><ul><li>First, a couple of definitions: </li></ul>17
  18. 18. Community 18 A group of people who share common interests or values.
  19. 19. Hub and Spoke 19
  20. 20. Hub and spoke, take two 20
  21. 21. Hunting vs Farming <ul><li>Farming = creating an appropriate environment for things to grow </li></ul><ul><ul><li>They come to you </li></ul></ul><ul><ul><li>“ If you build it, they will come” </li></ul></ul><ul><li>Hunting = going out into the wilds to bring down game </li></ul><ul><ul><li>You go to them </li></ul></ul><ul><ul><li>eg advertising </li></ul></ul>21
  22. 22. Law of content attraction <ul><li>The law of content attraction states: </li></ul><ul><ul><li>if properly distributed and built for sharing, content that is designed for a specific user group will attract that user group around it </li></ul></ul><ul><li>Deeply powerful, and kind of hard to grasp ‘till you see it in action </li></ul><ul><ul><li>Swagger Wagon </li></ul></ul><ul><ul><li>http://www.youtube.com/watch?v=ql-N3F1FhW4 </li></ul></ul>22 22
  23. 23. 23 23
  24. 24. http://www.youtube.com/user/Sienna 24
  25. 25. Content <ul><li>Content is the currency of all communication. </li></ul><ul><li>Without content, you’d have _____________ </li></ul><ul><li>So, obviously this is important. </li></ul><ul><li>There’s things you can do with your content to help it break through the noise </li></ul>25 25
  26. 26. Content: Optimize for online <ul><li>Copywriting </li></ul><ul><li>Sharing </li></ul><ul><li>Search </li></ul><ul><li>Repurpose and rework </li></ul><ul><li>Multiple versions </li></ul><ul><ul><li>tone </li></ul></ul><ul><ul><li>length </li></ul></ul><ul><ul><li>media </li></ul></ul>26 26
  27. 27. Content: Distribute <ul><li>Traditional content fortress </li></ul><ul><li>Organic distribution </li></ul><ul><ul><li>Seeding via your fans and readers </li></ul></ul><ul><ul><ul><li>reciprocity </li></ul></ul></ul><ul><ul><li>Optimize for sharing </li></ul></ul><ul><li>Hunting </li></ul><ul><ul><li>Paid search </li></ul></ul><ul><ul><ul><li>Google and Yahoo </li></ul></ul></ul><ul><ul><ul><li>Facebook </li></ul></ul></ul><ul><ul><li>Seeding </li></ul></ul><ul><ul><ul><li>difference is the relationship you have with the community </li></ul></ul></ul>27 27
  28. 28. Content: Make it useful and remarkable <ul><li>Useful content is inherently social </li></ul><ul><ul><li>if it solves a need, likelihood of sharing increases </li></ul></ul><ul><ul><ul><li>reciprocity </li></ul></ul></ul><ul><ul><li>“ need” can be a bunch of different things </li></ul></ul><ul><ul><ul><li>how to </li></ul></ul></ul><ul><ul><ul><li>education </li></ul></ul></ul><ul><ul><ul><li>entertainment </li></ul></ul></ul><ul><li>Rule of thirds </li></ul><ul><li>Relate to Purpose </li></ul>28 28
  29. 29. Content: Actionable <ul><li>Figure out what actions you’d like the user to take </li></ul><ul><ul><li>spread a message </li></ul></ul><ul><ul><li>take an action </li></ul></ul><ul><ul><li>volunteer </li></ul></ul><ul><li>Make completing that action effortless </li></ul><ul><ul><li>include the next step right in the content </li></ul></ul><ul><li>Make every piece of content a stand-alone item </li></ul><ul><ul><li>don’t assume readers will see your call to action in the sidebar </li></ul></ul>29 29
  30. 30. Content: Make is a sequence <ul><li>This could be the most important thing I tell you today </li></ul><ul><ul><li>Think about an action you’d like an audience member to take, ie make a donation </li></ul></ul><ul><ul><li>Break down the steps </li></ul></ul><ul><ul><ul><li>awareness </li></ul></ul></ul><ul><ul><ul><li>info seeking </li></ul></ul></ul><ul><ul><ul><li>seeing results </li></ul></ul></ul><ul><ul><ul><li>make donation </li></ul></ul></ul><ul><ul><ul><li>evangelize </li></ul></ul></ul><ul><ul><li>(Recognize that not everyone will follow all these steps in this order) </li></ul></ul><ul><ul><li>Now: create content for each step, and include a strong call to action to move to the next step </li></ul></ul><ul><ul><li>Always include a call to jump right to the end of the chain, for those who are ready </li></ul></ul>30 30
  31. 31. Content: Diagnostic <ul><li>If you’ve got a good content sequence in place, you can get a lot of intelligence about your audience by looking at what they interact with, what they share, and what actions they take </li></ul>31 31
  32. 32. Content: Analysis <ul><li>Inherent in all of this is the ability to track content and activity </li></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><ul><li>Search </li></ul></ul><ul><ul><li>Social media monitoring </li></ul></ul><ul><li>A lot of this is not easy or intuitive </li></ul><ul><ul><li>good news: lots and lots of good content available online </li></ul></ul><ul><ul><ul><li>YouTube </li></ul></ul></ul>32 32
  33. 33. Content: Optimize for community <ul><li>Definition </li></ul><ul><ul><li>A group of people who share common interests or values. </li></ul></ul><ul><li>It’s interesting to take a moment to think about how the internet has changed how communities form. No longer limited by </li></ul><ul><ul><li>Geography </li></ul></ul><ul><ul><li>Demographics </li></ul></ul><ul><ul><li>Race </li></ul></ul><ul><li>This is a monumental shift </li></ul><ul><ul><li>Tapscott: Growing up Digital </li></ul></ul><ul><ul><li>Shirky: Here Comes Everybody </li></ul></ul>33 33
  34. 34. Content: Why community? <ul><li>Why community? </li></ul><ul><ul><li>Activation </li></ul></ul><ul><ul><ul><li>Communities get things done </li></ul></ul></ul><ul><ul><ul><ul><li>Mobilize the right community and whoa </li></ul></ul></ul></ul><ul><ul><li>Distribution </li></ul></ul><ul><ul><ul><li>It’s where we, the people, spend our time </li></ul></ul></ul><ul><ul><li>Discoverability </li></ul></ul><ul><ul><ul><li>It’s where we turn for recommendations and information </li></ul></ul></ul><ul><ul><li>Innovation </li></ul></ul><ul><ul><ul><li>Unlimited resources </li></ul></ul></ul><ul><ul><ul><li>Unconstrained imagination </li></ul></ul></ul><ul><ul><ul><ul><li>beginner’s mind </li></ul></ul></ul></ul><ul><li>Communities are the new black </li></ul>34 34
  35. 35. Content: Community creation <ul><li>Farming </li></ul><ul><li>You can use content to coalesce a community </li></ul><ul><li>There is a defined practice for how to coalesce communities. If you’re interested, I’d be happy to talk about this at the end. </li></ul>35 35
  36. 36. Content: Getting in to existing communities <ul><li>Hunting </li></ul><ul><li>There are already communities that are either directly or tangentially related to what you do </li></ul><ul><ul><li>Look for them on </li></ul></ul><ul><ul><ul><li>Google </li></ul></ul></ul><ul><ul><ul><li>Facebook </li></ul></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul><ul><ul><ul><li>Ning </li></ul></ul></ul><ul><li>Possibly the most effective way for you to spread a message or create action is by tapping into these existing groups. But how? </li></ul><ul><ul><li>Direct seeding </li></ul></ul><ul><ul><ul><li>Create content specific to that group </li></ul></ul></ul><ul><ul><ul><ul><li>Sounds daunting, but doesn’t need to be a big undertaking </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>simple as a tweet or wall post </li></ul></ul></ul></ul></ul><ul><ul><ul><li>Advertise </li></ul></ul></ul>36 36
  37. 37. Content: Getting in to existing communities <ul><li>Encourage sharing </li></ul><ul><ul><li>ask your fans (who may already be members of these related communities) to introduce and share your content </li></ul></ul><ul><ul><li>make sure you have the right sharing options baked in to your content </li></ul></ul><ul><ul><ul><li>if the community you’d like to reach is on Facebook, make sure it’s easy to “like” </li></ul></ul></ul>37 37
  38. 38. Content: Getting in to existing communities <ul><li>WARNING: every community has a unique culture and set of rules </li></ul><ul><ul><li>Before you wade in and start posting must know and understand the etiquette </li></ul></ul><ul><ul><li>Community manager is your best starting place </li></ul></ul><ul><ul><li>Requires empathy and patience, but can pay off in a really big way </li></ul></ul>38 38
  39. 39. The Obligatory Facebook Slide <ul><li>Should my organization be on Facebook? </li></ul><ul><ul><li>Almost certainly </li></ul></ul><ul><li>What should we expect to get out of it? </li></ul><ul><ul><li>Depends entirely on what you’re prepared to put into it. </li></ul></ul><ul><li>We’ve got a fan page, now what? </li></ul><ul><ul><li>Short answer: built community </li></ul></ul><ul><ul><li>Longer answer: </li></ul></ul><ul><ul><ul><li>post compelling content </li></ul></ul></ul><ul><ul><ul><li>Create (and use) an editorial calendar </li></ul></ul></ul><ul><ul><ul><li>Politely invite everyone in your network </li></ul></ul></ul><ul><ul><ul><li>Distribute content that is valuable to your target audience around the web and link back to your FB page </li></ul></ul></ul><ul><ul><ul><li>Use FB ads to deliver targeted invitations </li></ul></ul></ul><ul><ul><ul><li>Etc </li></ul></ul></ul>39
  40. 40. Bottom line <ul><li>You’ve got to stop thinking about your website as being where your content and digital activity will take place </li></ul><ul><li>If you build it, they may come, but only if you reach out first and offer a compelling reason for them to do so </li></ul><ul><ul><li>Doesn’t mean design and usability aren’t important </li></ul></ul><ul><ul><ul><li>if anything, it’s the opposite </li></ul></ul></ul>40 40
  41. 41. Part 3: Organizational challenges <ul><li>Ok, so this content and community stuff is cool, but how on EARTH am I going to get this done? </li></ul>41 41
  42. 42. Help! I need somebody. <ul><li>Help! </li></ul><ul><li>Not just anybody </li></ul><ul><li>You know I need someone </li></ul><ul><li>Help! </li></ul>42 42
  43. 43. This *is* rocket science <ul><li>Research </li></ul><ul><li>Content development </li></ul><ul><li>Content distribution </li></ul><ul><li>Community management </li></ul><ul><li>Analysis </li></ul><ul><li>We’re talking about developing a whole new skill set </li></ul>43 43
  44. 44. You don’t need to do it all <ul><li>Forget what I said earlier: THIS is the most important thing I’m going to tell you today </li></ul><ul><li>It’s not that you don’t need to do all of this, it’s that YOU don’t need to be one to do it all </li></ul><ul><li>You need support </li></ul><ul><ul><li>We’ll talk about a couple of tips for getting your board to buy in in a moment </li></ul></ul><ul><li>The best news: your fans can do a lot of this </li></ul>44 44
  45. 45. Create your core of digital volunteers <ul><li>This group will </li></ul><ul><ul><li>help you determine what your audience wants/needs to know </li></ul></ul><ul><ul><li>help you figure out what parallel or tangential communities exist </li></ul></ul><ul><ul><li>help you figure out where your target audience spends their time online </li></ul></ul><ul><ul><li>contribute specific content ideas </li></ul></ul><ul><ul><li>(if you allow them and give them the tools) create appropriate content for you </li></ul></ul><ul><ul><li>distribute your content </li></ul></ul><ul><ul><li>notify you of opportunities </li></ul></ul><ul><ul><li>form the seed of an active, vital community of your own </li></ul></ul>45 45
  46. 46. Recruiting your core digital volunteers <ul><li>This takes some up-front work, but you’ll reap the benefits for years and years </li></ul><ul><li>Step 1: ask people to join your new group. Give it a cool name </li></ul><ul><ul><li>Use your existing email lists, website, Facebook fans, Twitter followers, personal networks, etc to find people who are already passionate about your organization </li></ul></ul><ul><ul><li>The name is actually quite important. You want the members to feel special (‘cause they are) </li></ul></ul><ul><li>Step 2: conduct a digital habits survey </li></ul><ul><ul><li>use surveymonkey.com or equivalent to find out where these folks spend their time online, and how they want to communicate </li></ul></ul><ul><li>Step 3: create a private place for group members to interact </li></ul><ul><ul><li>base this on the feedback from your survey </li></ul></ul><ul><ul><li>can be a private forum, blog, or Google group. </li></ul></ul><ul><ul><li>KISS </li></ul></ul>46 46
  47. 47. Recruiting your core digital volunteers <ul><li>Step 4: setup a series of phone calls or face to face meetings </li></ul><ul><ul><li>Facilitate a conversation between the group members </li></ul></ul><ul><ul><ul><li>Hire a facilitator for a few hours if you need help. This is a critical step. </li></ul></ul></ul><ul><ul><li>Ask questions </li></ul></ul><ul><ul><li>Spur conversation </li></ul></ul><ul><ul><ul><li>One of the secondary goals of these phone/face to face meetings is to create connections between the members </li></ul></ul></ul><ul><li>Step 5: communicate with the group on a regular basis </li></ul><ul><ul><li>email is usually the preferred method </li></ul></ul><ul><ul><li>keep it simple, but on a regular schedule </li></ul></ul><ul><ul><li>this group will forgive a lot, but will disband if you leave them alone </li></ul></ul><ul><li>Step 6: ask them to distribute your content </li></ul><ul><ul><li>especially in existing communities, your content will have more resonance and acceptance if it comes from a 3rd party </li></ul></ul>47 47
  48. 48. Getting your board to buy in <ul><li>This is usually the tricky part </li></ul><ul><li>The good news: </li></ul><ul><ul><li>This distributed content/community model is beginning to get some traction in boardrooms. </li></ul></ul><ul><ul><li>Hard to open the newspaper and NOT see something about Facebook or mobile </li></ul></ul><ul><li>The bad news: </li></ul><ul><ul><li>This stuff is complex. It takes time and a lot of attention to get the whole picture </li></ul></ul><ul><ul><li>You’re unlikely to get buy-in from board members who don’t participate online </li></ul></ul>48 48
  49. 49. Getting your board to buy in <ul><li>The tricks: </li></ul><ul><ul><li>The following are taken from the Sequentia Enivronics “Getting Corporate Buy-In for Social Media” white paper. Email me if you want a copy </li></ul></ul><ul><ul><li>Show the discussion that is already happening about your organization or cause </li></ul></ul><ul><ul><ul><li>Google search volume for critical keywords or phrases </li></ul></ul></ul><ul><ul><ul><li>Twitter discussion around key topics or brands </li></ul></ul></ul><ul><ul><ul><li>Show which bloggers, Twitterers and other participants are already contributing to the industry or brand conversation </li></ul></ul></ul><ul><ul><li>Show how others in your field are already active in content and community </li></ul></ul><ul><ul><li>Bootstrap it </li></ul></ul><ul><ul><ul><li>Co-op with another organization </li></ul></ul></ul><ul><ul><ul><li>Ask for forgiveness, not permission </li></ul></ul></ul>49 49
  50. 50. Getting your board to buy in <ul><li>The tricks, con’t </li></ul><ul><ul><li>Make it personal </li></ul></ul><ul><ul><ul><li>Start with these questions: “In the last 1 to 2 months, either privately or professionally, in order to research a product or service, or to answer a question, how many people in this room have: </li></ul></ul></ul><ul><ul><ul><ul><li>gone to the printed phone directory (Yellow Pages)? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>answered a direct mail advertisement? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>referred to mainstream media (newspapers, magazines, radio or TV)? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>used Google or another search engine? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>tapped a network of friends and colleagues online, via email, Facebook, Twitter, LinkedIn, etc, and then received a link to a web- site that you visited?” </li></ul></ul></ul></ul>50 50
  51. 51. Part 4: What comes next? <ul><li>Head spinning yet? Well get used to it. This isn’t slowing down. </li></ul>51 51
  52. 52. What’s next: Mobile <ul><li>Mobile is the next frontier. </li></ul><ul><li>It is huge. </li></ul><ul><ul><li>HUUUUUUUUUUUUGE. </li></ul></ul><ul><li>Factors </li></ul><ul><ul><li>always-on broadband wireless </li></ul></ul><ul><ul><li>powerful handsets </li></ul></ul><ul><ul><li>evolving interfaces </li></ul></ul><ul><ul><li>location aware </li></ul></ul><ul><li>We’re getting a glimpse of what the next 5 years will look like with the iPad, the new Android tablet, etc. </li></ul><ul><ul><li>it’s weird and wonderful, and doesn’t look anything like the last 5 years </li></ul></ul>52 52
  53. 53. What’s next: recommendation vs search <ul><li>Search is going to get a lot smarter </li></ul><ul><ul><li>integrate real recommendations from your real friends </li></ul></ul><ul><ul><ul><li>making your content shareable and “likeable” is critical </li></ul></ul></ul><ul><ul><li>We’re seeing this now, with Google and others integrating social conversations directly in search results </li></ul></ul>53 53
  54. 54. What’s next: smarter filters + community <ul><li>We’ll get better info management systems </li></ul><ul><ul><li>smart agents that predict what we want to see next </li></ul></ul><ul><li>Communities will get stronger </li></ul><ul><ul><li>Number of sites visited will decrease </li></ul></ul><ul><li>Smart filters that bring the web to us, plus strong community hangouts means the number of sites visited will decrease </li></ul>54 54
  55. 55. The final takeaway <ul><li>If you get nothing else from this session, I hope this will be useful: </li></ul><ul><ul><li>In the old days (like 6 months ago), digital communications was about Place </li></ul></ul><ul><ul><li>Today, and going forward, it’s about People + Place + Purpose </li></ul></ul><ul><li>Keep an eye on People + Place + Purpose, and you’re halfway there </li></ul>55 55
  56. 56. Part 5: the consultant is in 56
  57. 57. Thanks! <ul><li>I hope this has been helpful. </li></ul><ul><li>Please, feel free to reach out via </li></ul><ul><ul><li>http://twitter.com/flashlight </li></ul></ul><ul><ul><li>peter.flaschner@sequentiaenvironics.com mailto:peter.flaschner@sequentiaenvironics.com </li></ul></ul><ul><ul><li>http://peterflaschner.com </li></ul></ul><ul><ul><li>http:// http://sequentiaenvironics.com sequentiaenvironics.com </li></ul></ul><ul><li>Slides will be on http://slideshare.net/flashlight </li></ul>57 57

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