Pioneers of Digital Book Talk at Microsoft Research


Published on

Based on the just published book, Pioneers of Digital: Success Stories from Leaders in Advertising, Marketing, Search and Social Media, co-author and former Microsoft Digital Evangelist – Mel Carson - takes us on a whirlwind journey through the internet’s recent history, telling the stories of innovators and entrepreneurs that have shaped the online marketing industry and left their indelible mark on the web.
The talk draws on the ten traits and disciplines distilled from twenty interviews with these Pioneers, and the audience will take away actionable insight gleaned from these conversations that can be instantly applied to their businesses and careers.

Among others, you’ll learn how June Cohen brought Ted Talks to the internet and generated a video billion views, how Vanessa Fox changed the internal culture at Google for the better while creating Google Webmaster Tools, where Qi Lu was discovered before coming to the US and becoming the brains behind Bing, and what drives the father of Virtual Reality, Jaron Lanier, to question our obsession with social media.
Each Pioneer has contributed valuable advice on how to build on ideas, build businesses and build a web for the future. This talk will reflect on their trials and tribulations, many of which have never seen the light of day until now.
About Mel Carson
A veteran of 13 years in the digital marketing industry, Mel Carson is founder of Seattle-based Delightful Communications, a social media, digital PR and personal branding consultancy.

Before starting the company in 2012, Mel worked for 7 years as Digital Marketing Evangelist at Microsoft Advertising building relationships within the online advertising community by supporting and educating through the Microsoft Advertising Blog, evangelizing through social media, writing and by speaking about internet marketing and digital at conferences, trade shows & other events.

He began his digital advertising career as an editor at the search engine LookSmart in 2000, spending time at 24/7 Search as an Account Director before moving to Microsoft in 2005. He was part of the team that planned & executed the UK roll-out of Microsoft adCenter in August 2006, and it didn’t take much persuasion for Mel to help set up Microsoft Advertising’s Community Team that same year, when it became apparent that Social Media Marketing was going to be huge.

Mel has spoken about Digital Marketing, Search, Social Media and adCenter at conferences and events in the UK, Las Vegas, Los Angeles, New York, Toronto, Reykjavik, Dublin, Barcelona & Tenerife. He has also lectured on MBA, MSc and online marketing courses, advising syllabus decision makers at Cranfield School of Management and Birkbeck College – part of London University.

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Pioneers of Digital Book Talk at Microsoft Research

  1. 1. Pioneers of DigitalSuccess Stories from Leaders inAdvertising, Marketing, Search & SocialMedia
  2. 2. @MelCarson
  3. 3. @MelCarsonSocial Media – Digital PR – Personal Branding
  4. 4. @MelCarson
  5. 5. @MelCarson
  6. 6. @MelCarsonQi LU
  7. 7. @MelCarsonBold & Audacious‘There’s a certain ability for him to set a bold, audaciousgoal without yelling about it and you feel as though he’sthought it all through and has answers for any objections.’Stefan Weitz – Bing Evangelist
  8. 8. @MelCarson‘Can you work on things that have a greater impact to make life greater forother people?Are you able to work with people so you become a better person every day?If you can answer yes, that’s a good day.’
  9. 9. @MelCarson
  10. 10. @MelCarsonJune Cohen‘Don’t assume you knowwhat your audience wants.What works for other mediamight not work online, sosurvey, test, learn &optimise.’
  11. 11. @MelCarsonVideo (R)evolution‘Different people watch video in different ways andat different times (so) we released TED Talks onmultiple platforms.As a podcast on iTunes, streaming video, embeddable player for blogs and onYouTube. We’ve now extended to mobile apps,set-top boxes like Roku & Boxee, even airplane in-flight video systems.’
  12. 12. @MelCarsonVanessaFox‘what the industry needed was anintelligent geek from Google tolisten and communicate with us’Dave Naylor - Bronco
  13. 13. @MelCarson…….an experiment that will either failmiserably, or succeed beyond ourwildest dreams, in making the webbetter for webmasters and users alike.Shiva Shivakumar in 2005Leap ofFaith
  14. 14. @MelCarsonValue Exchange‘Spend time with colleagues & partners in differentdepartments. Really try to understand what they doand how to speak their language. It’ll help when itcomes to communicating ideas and having anempathy with their thinking.’
  15. 15. @MelCarson
  16. 16. @MelCarson
  17. 17. @MelCarsonJaron Lanier
  18. 18. @MelCarsonLawnmower Man&Minority Report
  19. 19. @MelCarsonBewaretheCyberneticTotalist
  20. 20. @MelCarson
  21. 21. @MelCarsonComing Soon…
  22. 22. @MelCarson
  23. 23. @MelCarsonDisney MagicBands
  24. 24. @MelCarson‘There is no suchthing as passiveperception. Youngpeople today willremember our mediaas quaint, cute butnot quite fullyengaged.’On Advertising…
  25. 25. @MelCarsonGurbakshChahal
  26. 26. @MelCarsonOriginality Anyone?‘If you want to disrupt the market, don’tnecessarily do something brand new. Seewhat people are already doing.Once you’ve scaled that, incorporate whatyou want to bring that’s new. You needtraction on what people are already doing– existing behaviours, existing products.’
  27. 27. @MelCarsonBusiness is Business‘People just don’t have a birth ofcompanies trying to do what the originaldotcom companies did.....with staggeringvaluations but no idea how to generaterevenue, let alone profit.Don’t get carried away thinkingthat, because it’s online, it’s different from anyother business.’
  28. 28. @MelCarsonAvinash Kaushik‘There is a lack ofimagination when itcomes to doingglorious things. Weneed to truly embracedigital in creative waysand embrace digital’snew rules.’
  29. 29. @MelCarsonOccam’s Razor‘My purpose in life would be to write a blog postthat would meet three requirements that I formedfor myself. It would be somethingincredible, relevant and of value. I formed thismantra, and then I practiced blogging for a monthand a half where only my wife and my Intuitemployees read the blog, because I wanted tosee that I could actually produce content that wasincredible, relevant and of value.’
  30. 30. @MelCarson‘At the end of the keynote, two people from Google’smanagement team came and said to me, ‘We wantyou to work here.’ And I thought, ‘What? Like how?Where is this coming from?’ And my first question tothem was, ‘What would I do here?’ And theysaid, ‘We don’t know.’ They said, ‘You just come andwork here, and we’ll figure it out.’ And I said, ‘Ohyou’re kidding me.’’
  31. 31. @MelCarsonStephen Fry‘There are peopleso needy, sodesperate, somentallycodependent on methat it is a real worrythat if I don’t patthem on the head atleast once aday………’
  32. 32. @MelCarson‘Ok. This is now mad. I am stuck in a lift on the 26th floor of CentrePoint. Hell’s teeth. We could be here for hours. Arse, poo & widdle’
  33. 33. @MelCarson‘You have to love it. You absolutely haveto love it. Just enjoy the ride, enjoy thecreativity that it gives you…What youvegot to be driven by is what f**king fun andhow unbelievably exciting it is.’Stephen FryBe You…….and Enjoy It!
  34. 34. @MelCarsonPioneering DNA Don’t let technology dictate Challenge creativity Make things that satisfy needs Take decisions in real time Don’t have to be original, just relevant Have fun!
  35. 35. @MelCarsonReaction"Pioneers of Digital makes for compellingreading about fascinating innovators. Theircuriosity, passion, drive and enthusiasm forusing technology in creative ways to helppeople connect and interact is both contagiousand inspirational." USA Today"If you embrace new media and the spellit has cast over advertising and the worldin general, this may be your lucky day.Readers will feel like kids in a digitalcandy shop." Publishers Weekly"These very insightful stories are perfect for those fascinated by the history ofdigital.“Sir Martin Sorrell, CEO, WPP
  36. 36. Thank You!