Hi, I’m Jeremy Dent. I am a digital marketing leader, blogger and speaker. I work helping organisations devise digital strategy and also run social media accounts and develop content. I am also planning the launch of a Social Media Academy. 15 years ago, Nicholas Negroponte wrote a groundbreaking book about digital trends and forecast much of what has happened in the last decade. He is oft-quoted that the book was made of unwieldy atoms that will probably be replaced by a digital copy by the time anyone reads the book. And it was.
Now, we take being digital for granted. We are surrounded by tools and technology. I want to ensure that we understand some current digital trends and what we can do to understand them and harness the power of digital visibility.
I want to focus on trends, not technologies. I believe that digital media has set us free from the toil of content production and allowed almost anyone to compete with much larger enterprises. But to do that successfully, you need to understand what it means to ‘be’ digital. So let’s look at trends, not technology.
We are doing business in the age of a deluge of information. So much information makes it difficult to focus on what we need, even if it is easier to find. But is it easier to analyse?
Sometimes this deluge can be overwhelming. My advice? Use the force: organise your deluge into useable packets and categories. Embrace its sheer multiplicity and follow it wherever you need to. Establish your digital footprint wherever you can: even if you don’t use it actively right now.
All you need to understand about Google is that every piece of content you produce has the potential to be digitally recognised. Metadata, the data tagging content, is important but so are the words you use. Quality content drives digital visibility. Social connections drive digital visibility. Who has a Google AdWords account?
The noughties has given us the power of free digital tools to tap into and use. These tools allow us to harness data for research in extraordinary ways. We can research unmet needs and launch products and services accordingly.
We can now map and analyse social networks so as to use them most efficiently and effectively.
Business is becoming social. Social media has expanded into the fabric of business from communications to how consumers become co‐creators and employees become advocates. No Harvard Business School professor would challenge us if we said that social media is changing business.
I’m helping companies convert empowered individuals into groups of staff and have more formal ‘community management’ roles. You can now include external stakeholders into business initiatives. Staff can be encouraged to act as company advocates and they can be prepared for public engagement.
“ Where are you” is the new what are you doing? Mobile and local bring the digital and real worlds together.
As networks such as Facebook begin to loosen their privacy restrictions and Generation Y advances in the workforce, what once was private becomes increasingly public Last week, Ron Bowes, a Canadian security consultant, “harvested” the names, profile addresses, and unique ID numbers of 100 million Facebook users – a fifth of the network’s total user base. So, assume everything is public unless you are certain about encryption or privacy settings.
Being Digital I have suggested six themes that are both relevant and challenging. I’ll just leave you with one further thought. Each of us produces digital content every day. As you produce it, think of how a search engine views it and your key business audiences might find it. Be digital.