The document discusses how rules alone are not sufficient, especially in times of crisis. It advocates focusing on values over rules when navigating changing technologies, markets, and tactics. Some key values highlighted include simplicity, community, mobility, participation, integration, openness, and utility. These values are said to provide clarity and outlast trends compared to rules which constantly change. The document encourages digital marketers to consider what values should shape their work in digital spaces.

1. DIGITAL VALUES
Build what matters.

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

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

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

5. In fact, they could learn something...

6. ...from airline pilots.

7. Pilots are subject to hundreds of FAA regulations.

8. HOWEVER...

9. “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

10. IN THE AIR
GOOD
JUDGMENT
& VALUES
TRUMP
THE RULES.

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

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

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

14. RULES
TACTICS
TECHNOLOGY
MARKETS
They all change
.

15. But values are CONSTANT.

16. “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it’s outdated.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

17. SO WHAT SHOULD WE
VALUE?

18. valueSIMPLICITY

19. valueCOMMUNITY

20. valueMOBILITY

21. valuePARTICIPATION

22. valueINTEGRATION

23. valueOPENNESS

24. valueUTILITY

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

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

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

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

29. 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/