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Technology Integration: Adaptive Versus Disruptive Engagement


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DAY 3 of my communications planning bootcamp at Miami Ad School on adaptive technologies and the importance of cultural enhancement...

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Technology Integration: Adaptive Versus Disruptive Engagement

  1. 1. DAY  3:   Technology  Integra/on:   Adap/ve  versus  Disrup/ve   Engagement                          Gunther Sonnenfeld Principal | Digital Brand Strategist ThinkState -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐  
  2. 2. PEOPLE are loyal to INFORMATION, not places or_ destinations.
  3. 3. Technology has enabled us to better communicate_. _But it has also misled us into thinking that we can hide behind our communication streams. Technology can enhance culture, but it must not dare take away from it.
  4. 4. ADAPTATION: The ongoing effort to move with markets & behaviors. Adaptive technologies not only have the ability to harvest users, but empower their consumptive & shareable behaviors, as well as bridge the gaps between the two. Adaptive platforms look beyond designations such as “2.0” and “3.0”, and focus on cultural value, as well as earned media. DISRUPTION: The often successful attempt to grab A-T-T-E-N-T-I-O-N. Disruptive technologies have the ability to harvest users, but many times lack the ability to keep them engaged. Part of that is a human issue. The other part is the need to bundle paid media and follow inventory demand [or the lack thereof].
  5. 5. The Great Technology Paradigm… ©  Gunther  Sonnenfeld  2009  
  6. 6. REMEMBER: Beyond technologies themselves, is the nerve center of our consciousness.! A giant, collective SUPEREGO, that we must carefully nurture and maintain with deft eyes, hands and HEARTS. !
  7. 7. PUT MORE CRUDELY, IF YOU’RE DOING [too much of] THIS>>
  9. 9. The Semantic_Web [the new ©  Gunther  Sonnenfeld  2009   organic intelligence]
  10. 10. social Some technologies like these <<< [and friends] that we like to call our "own, but are really for " " " " " "everybody.!
  11. 11. THANK YOU FOR PARTICIPATING. (see you next time ;)