Digital Values

DIGITAL VALUES Build what matters.

We hate to admit it, but sometimes we love rules. Rules allow order. Rules provide us with precedent. Rules tell us what to do.

But yesterday’s rules don’t always work today. Especially in a time of CRISIS.

Brands lost in today’s crumbling marketplace need more than rules to thrive.

In fact, they could learn something...

...from airline pilots.

Pilots are subject to hundreds of FAA regulations.

HOWEVER...

“In an in-ﬂight emergency requiring immediate action, the pilot in command may deviate from any rule of this part to the extent required to meet the emergency.” FAA Regulation Manual

IN THE AIR GOOD JUDGMENT & VALUES TRUMP THE RULES.

Like pilots, digital marketers should focus on VALUES, rather than rules.

But what values should shape our thinking in the DIGITAL SPACE?

Because this doesn’t work: ADVERTISING = HEY YOU + BUY SOMETHING

RULES TACTICS TECHNOLOGY MARKETS They all change .

But values are CONSTANT.

“It’s not about technology, it’s about people...The minute you fall in love with any given technology, it’s outdated. It’s like the philandering girlfriend. Technology is not going to stay faithful to you.” Chris Sandoval / via Brains on Fire

SO WHAT SHOULD WE VALUE?

valueSIMPLICITY

valueCOMMUNITY

valueMOBILITY

valuePARTICIPATION

valueINTEGRATION

valueOPENNESS

valueUTILITY

Values outlast trends, crises & shifting economies. Values make for unforgettable stories. Values provide clarity for answering “what’s next?”

Because there will always be a new lineup of rules for tomorrow...

...and hopefully, the RIGHT VALUES to break them.

THANKS. Say hi sometime: RYAN MOEDE DIRECTOR OF CLIENT STRATEGY / 14FOUR @RMOEDE / SOCIALMEDIAWORX.COM / 14FOUR.COM

IMAGES & CREDITS http://www.flickr.com/photos/caribb/80279502/ http://michaeltabtabai.posterous.com/blog-post- nike-livestrong-chalkbot-text-your ADVERTISING = http://www.morenewmath.com http://paultan.org/2008/10/09/fiat-ecodrive-lets-you- analyze-your-driving-pattern-on-your-computer/ SANDOVAL http://brainsonfire.com/blog/index.php/ 2010/01/04/technology-is-not-your-friend/ http://www.dirjournal.com/articles/starbucks- social-media/ http://store.apple.com/us/product/MA365/ Nike-iPod-Sport-Kit?mco=MTY0MjUwNjg http://foursquare.tumblr.com/post/ 273179783/as-you-may-know-every- http://www.gadgetreview.com/2008/01/ checkin-on-foursquare domino-pizza-tracker.html http://www.flickr.com/photos/ziga- zaga/3890328015/sizes/o/

http://www.socialmediaworx.com	20
http://14four.tumblr.com	20
http://ryanmoede.posterous.com	3
http://posterous.com	1

Digital Values

by Ryan Moede on Jan 12, 2010

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Digital Values — Presentation Transcript