How to Plan for Organizational Success in the Digital Age (IABC Long Island)

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Presentation delivered at luncheon meeting of IABC Long Island (http://www.iabc-li.com/) on January 19, 2011. Title/focus was "How to Plan for Organizational Success in the Digital Age."

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How to Plan for Organizational Success in the Digital Age (IABC Long Island)

  1. 1. How
To
Plan
For
 Organizational
Success
 In
the
Digital
AgeShift
&
Reset
  2. 2. Brian
Reich
 Married
(Karen) Two
kids
(Henry
and
Lucy) 33
Years
Old.

Jewish. Live
in
New
York
City.

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

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

Sports.
News.
Education.
Games.
Brand.
Culture. Washington
Post.
Wall
Street
Journal.
New
York
Times.
Seattle
Times.
LA
Times.
Boston
 Globe.
Chicago
Tribune.
Politico.
Denver
Post.
Miami
Herald.
Dallas
Morning
News.
Sports
 Illustrated.
GQ.
Vanity
Fair.
New
Yorker.
Time.
Newsweek.
New
Republic.
Wired.
Fast
 Company.
In
Style.
1000+
Blogs.

Twitter.
Facebook.
Sesame
Street.
Dinosaur
Train.
Word
 World.
Criminal
Minds.
Oprah.
Modern
Family.
SportsCenter.
16
&
Pregnant.
Friday
Night
 Lights.
30
Rock.
Fresh
Air.
Slate’s
Hang
Up
And
Listen.
This
American
Life.
The
Sporkful.
 Wait
Wait
Don’t
Tell
Me.
Books.
Ads.
.
[Partial
list] Mac.
PC.
iPhone.
Flip.
Zoom
H49.
Canon
D20.
Tivo
(x2).
Wii.
MiFi. Seattle.

Westport.

Washington.

Cambridge.
Ann
Arbor.
50
States. brian@littlemmedia.com 617.417.9436 www,thinkingaboutmedia.com Media
Rules! Shift
&
Reset Podcast Fast
Company
ExpertTwitter Facebook Slideshare Scribd YouTube Flickr Groupon
  3. 3. What
you
are
doing
isn’t
working
anymore!
  4. 4. Phones
 Change
Everything
  5. 5. iPads
 Change
Everything
  6. 6. Facebook
 Changes
Everything
  7. 7. Hulu
 Changes
Everything
  8. 8. Nike
 Changes
Everything
  9. 9. Real
Life
 Changes
Everything
  10. 10. 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
ofeline.
The
effects
of
these
changes
are
being
felt
by
all
of
us,
every
day,
all
the
time.

  11. 11. Information
moves
FASTER.
People
are
more
closely
CONNECTED.
We
all
have
DIFFERENT
OPTIONS
and
BETTER
CHOICES.

Our
EXPECTATIONS
ARE
HIGHER.

The
connections
we
make
to
the
issues
and
events
that
shape
our
world
are
being
TRANSFORMED
‐‐
rapidly
and
constantly.

  12. 12. Everything
must
change.
  13. 13. Shift
&
Reset
  14. 14. How
organizations
operate,
organize,
and
communicate
must
be
RE­IMAGINED.

The
passion
and
interest
of
individuals
must
be
RE­FOCUSED
and
RE­DIRECTED.

The
ways
that
we
measure
success
must
be
RE­ASSESSED.

The
ways
we
promote
big
ideas
and
create
better
solutions
must
be
RE­ENVISIONED.
  15. 15. Brand
is
about
experience
  16. 16. Marketing
is
like
dating...
 Trust
me I’m
a
 marketerand
marriage
  17. 17. Technology
is
just
the
facilitator
  18. 18. [3
Things]
  19. 19. EXCUSES!‘I
don’t
know
what
to
do.’‘It
costs
too
much.’ ‘I
am
overwhelmed.’‘The
internet
scares
me.’‘I
don’t
have
the
time.’‘I
tried
and
it
didn’t
work.’‘My
people
don’t
read
blogs...
’‘A
different
department
handles
that.’‘It’s
too
late.
We’re
doomed’‘I
am
too
old.’
  20. 20. Timely,
relevant,
 compelling
 information
  21. 21. Experiences
people
 will
remember
 (fondly)
and
talk
 about.
  22. 22. Stuff
that
people
will
use...
and
value.
  23. 23. [4
IDEAS]
  24. 24. Human...ize
Personal...izeLocal...izeOperational...izeGranular...izeTake
Advantage...izeTransactionalize
  25. 25. We
all
hate
sitting
in
 trafeic...I
got
99
 Nobody
likes
cold
 weather,
snow
delays...
problems
and
 My
kids
aren’t
afraid
to
you
ain’t
one tell
me
what
they
think
 either...
  26. 26. Take
 Did
you
think
Apple
can
advantage
 thrive
with
Steve
Jobs
on
 medical
leave?of
the
news
 J‐E‐T‐S
Jets!
Jets!
Jets!cycle Did
you
hear
the
FCC
 approve
of
the
Comcast/ NBC
merger?

  27. 27. Give
people
something
to
 watch,
read,
listen
to,
 wear,
or
talk
about
the
 other
126
hours
of
the
 week.Don’t
wait
 Give
your
audience
more
 support,
guidance,
and
around
for
 instruction
to
support
 their
watch
experience.the
media Capture
everything
and
 eigure
out
what
to
do
with
 it
later.
  28. 28. Zappos NPR I
CAN
HAZ
CHEEZBURGER OWNSpend
some
 The
White
House MLB.comtime
outside Sarah
Palin’s
Alaska etc...
  29. 29. Consider
 yourself
challenged
  30. 30. email
me:











brian@littlemmedia.com call
me:















617.417.9436 follow
me:










twitter.com/brianreich friend
me:











facebook.com/brianreich link
to
me:











linkedin.com/in/brianreichread
me:














Media
Rules! 
Shift
&
Reset
(Spring
2011) 





ThinkingAboutMedia.com 





Fast
Company
Expert!download
me:





slideshare.net/brianreich
  31. 31. How
To
Plan
For
 Organizational
Success
 In
the
Digital
AgeShift
&
Reset
  32. 32. [Extras]
  33. 33. Know
Your
 AudienceDemographic







Psychographic
 Technographic




Behavioral
  34. 34. Order
of
Operations Goals







Strategies













Tactics




Resources
  35. 35. What
you
need
to
know...about
(some
of)
the
tools
  36. 36. There
is
no
‘right
way’
to
blog
  37. 37. More
dynamic
content
=
more
remembering
  38. 38. Games
are
for
more
than
playing
  39. 39. Mobile
phones
are
always
on,
always
active
  40. 40. Everything
Is
Social
  41. 41. You
Must
Be
Findable
  42. 42. Communication
happens
offline
also
  43. 43. What
you
should
know...to
get
started
  44. 44. 
 1)
Creating
audience
Profiles
 2)
Developing
a
content
plan Before
 3)
Monitoringanything
 4)
Experimenting
w/
outreach else 5)
Building
systems
  45. 45. 
 1)
Positioning 2)
Real
TimeFocus
on... 3)
Value 4)
Transparency
  46. 46. And
don’t
forget...
  47. 47. Change is hard: You are Audiences need helpasking people to shift their and support: You need to behavior. It cannot be teach people how to have forced. an impact. Organizations must bepatient and committed: Try. Fail. Learn: There areYou have to invest -- time, no right answers. Nobodymoney, energy, and focus knows exactly how this -- to be successful. stuff works.

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