CT Nonprofits Workshop

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Slides presented during workshop at CT Association of Nonprofits on June 7, 2010.

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CT Nonprofits Workshop

  1. 1. What
you
are
doing
 isn’t
working
 anymore... Media
 and
everything
 needs
to
change. Rules!
  2. 2. Brian
Reich
 Married
(Karen) Two
kids
(Henry
and
Lucy) 32
Years
Old.

Jewish. Live
in
New
York
City.

Travel
a
lot. Strategize.
Write.
Speak.
Teach.
Podcast.
 Focus
on
the
impact
of
technology
and
the
internet
on
society. Politics.

Public
Affairs.
Marketing.
PR.
Advertising.
Causes.
Technology.
Innovation.
 Commerce.
Entertainment.

Sports.
Journalism.

Education.
Games.
Brand.
Culture. 10‐15
Newspapers.

20+
Magazines.
800+
Channels.
1000+
Blogs.

2500+
Friends.
 Mac.
PC.
iPhone.
Kindle.
Flip
Video.
Tivo.
Wii. Seattle.
Westport.
Washington.
Cambridge.
Ann
Arbor.
Upper
West
Side. brian@littlemmedia.com 617.417.9436 www,thinkingaboutmedia.com Media
Rules! Fast
Company
Expert WeMedia
Senior
Fellow twitter.com/brianreich facebook.com/BrianReich SlideShare FourSquare
  3. 3. [Start]
  4. 4. What
you
are
 doing
isn’t
 working
 anymore!
  5. 5. Ask
yourself
 why(?) What
we
are
doing
isn’t
working
 anymore.
  6. 6. Why do you need to RE-THINK your work? You cannot think about your work in isolation. The shifts that are occurring in every other aspect of our society, and our lives, impact how your products and services are created and consumed. Everything is changing.
  7. 7. Why do you need to know how PEOPLE LIVE? Because convincing someone to buy your product or use your service means asking them to change what they are doing. And those changes happen in the context of people’s lives. You can’t force the changes. You have to fit in.
  8. 8. Why do you need to utilize ALL THE PLATFORMS? Because users seamlessly move between several different pieces of technology every day. People aren’t looking for one thing - they are looking for timely, relevant, compelling experiences that they can benefit from whenever and wherever they choose.
  9. 9. Why do you need to know WHAT IS HAPPENING? Because the experience and expectations that users develop when buying a product or service -- any product or service -- from someone else shapes their experience and expectations of everything else. Someone out there is spending more money and energy trying to convince people their products/services are terrific. They are setting the tone for the conversation.
  10. 10. Why do you need to PLAY NICELY WITH OTHERS? Because everyone is facing a similar challenge. And because other sectors (car designers, clothing manufacturers, soda sales people, government economists, video game makers) understand different things about the target audience -- and how to engage, educate, and mobilize people -- that we can learn from.
  11. 11. Why do you need to LOOK FORWARD? Because we spend too much time creating and analyzing case studies. Case studies represent a specific snapshot in time. They have limited value. It is not important to know that someone was able to sell something a certain way last year. It is important to understand how to apply the lessons to different contexts and times.
  12. 12. Why do you need to REDEFINE SUCCESS? Because each challenge is unique and we don’t fully understand what success really means. For certain, we know that success is not the same for every issue or project.
  13. 13. Why
does
 everything
you
 are
doing
need
 to
change....?
  14. 14. Phones
 Change
 Everything
  15. 15. iPads
 Change
 Everything
  16. 16. PS3
 Changes
 Everything
  17. 17. Facebook
 Changes
 Everything
  18. 18. Hulu
 Changes
 Everything
  19. 19. Nike
 Changes
 Everything
  20. 20. Real
Life
 Changes
 Everything
  21. 21. Something Changes
 Every
Day
  22. 22. Technology
and
the
Internet,
and
 their
role
in
our
lives,
has
changed
 how
we
communicate,
get
and
 share
information,
the
media
we
 consume,
and
the
reasons
we
 engage
with
each
other
‐
online
 and
of]line.
The
effects
of
these
 changes
are
being
felt
by
all
of
 us,
every
day,
all
the
time.

  23. 23. Information
moves
faster.
People
are
 more
closely
connected.
We
have
 different
options
and
better
choices.

 
 Our
expectations
are
higher.

Our
 connections
to
the
issues
and
events
 that
shape
our
world
are
being
 transformed
‐
rapidly
and
constantly.
 We
must
adapt.
We
need
to
engage.

 We
need
to
look
at
things
differently.


  24. 24. Everything
 must
change.
  25. 25. How
organizations
operate,
 organize,
and
communicate
must
 be
re­imagined.

The
passion
and
 interest
of
individuals
must
be
re­ focused
and
re­directed.

The
 ways
that
we
measure
success
must
 be
re­assessed.

The
ways
we
 promote
big
ideas
and
create
better
 solutions
must
be
re­envisioned.
  26. 26. [Pause]
  27. 27. Brand
is
 about
 experience
  28. 28. Marketing
 is
about
 trust
  29. 29. Technology
 is
the
 facilitator
  30. 30. There
is
no
‘right
way’
to
blog More
watching/ There
is
no
‘right
 listening
=
 way’
to
blog more
 remembering Games
are
for
 Mobile
phones
 more
than
 are
always
on,
 playing always
active
  31. 31. There
is
no
‘right
way’
to
blog You
must
be
 Everything
is
social ‘Zindable’ Listening
and
 Stuff
is
 hearing
are
 important different
  32. 32. [3
Things]
  33. 33. Timely,
relevant,
 compelling
 information
  34. 34. Experiences
people
 will
remember
 (fondly)
and
talk
 about.
  35. 35. Stuff
that
people
 will
use...
and
value.
  36. 36. [3
More]
  37. 37. Know
Your
 Audience Demographic







Psychographic
 Technographic




Behavioral
  38. 38. Order
of
 Operations Goals







Strategies
 












Tactics




Resources
  39. 39. Human...ize Personal...ize Local...ize Operational...ize Granular...ize Take
Advantage...ize Transactional...ize
  40. 40. [Big
Finish]
  41. 41. TRY Something
 new
and
different
  42. 42. FAIL Openly
 and
actively
  43. 43. LEARN Update
 and
adapt
  44. 44. ASK Lots
of
 Questions
  45. 45. [End]
  46. 46. What
you
are
doing
 isn’t
working
 anymore... Media
 and
everything
 needs
to
change. Rules!

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