This document summarizes a presentation on making digital work in advertising. It discusses how creative directors need to learn digital skills to keep up with new technologies. It also outlines eight trends in digital media like consumers wanting to participate and influence each other online. The presentation aims to provide ideas, validation, confidence and ammunition for adapting to changes in digital advertising.
Edward Boches, Chief Innovation Officer at Mullen,
focusing on the need to actually build things,
collaborate across disciplines and learn by doing
rather than watching.
Presentation for a doctoral seminar at the University of Lancaster, Lancaster, UK, March 24, 2010. The argument put forth is that open, distributed infrastructures are the way go for networked learning, particularly in non-formal settings.
Edward Boches, Chief Innovation Officer at Mullen,
focusing on the need to actually build things,
collaborate across disciplines and learn by doing
rather than watching.
Presentation for a doctoral seminar at the University of Lancaster, Lancaster, UK, March 24, 2010. The argument put forth is that open, distributed infrastructures are the way go for networked learning, particularly in non-formal settings.
New ways to market and communicate in an age when there are "2 billion new participants in a media landscape previously controlled by a select few."
Keynote to University of Oregon School of Journalism and Communication on February 10, 2011.
Talk about new trends, tactics and techniques that agencies and marketers should master, and the individual skills needed to stay relevant.
Video of talk should be available soon. Will add link here when it is.
Some credits
Slide 27: The Common, from Alex Bogusky and the FearlessRevolution.com
Slide 29 and 30 from Fast Company article on advertising
Slide 52 from Skype and Made by Many
Slide 58 Test/Learn/Make from Made by Many
Slide 59 Art of the Trench, Burberry
Four Steps Toward Marketing in the Age of Social Mediaedward boches
ย
A presentation made to Century 21's Leadership Conference. 1. Stop thinking like a marketer. 2. Start by answering the right questions. 3. Take time to learn the basics. 4. Be creative
In transformative markets, incumbents rarely surviveedward boches
ย
Presentation I made at recent Planningness conference in Brooklyn about how Mullen has worked to transform form an advertising agency to an advertising agency that gets and practices digital.
We have been given a multi-billion dollar communication infrastructure. What will we do with it?
These were simply accompanying slides for a talk I gave at TedxUOregon http://tedxuoregon.com/
Eventually the video will be available so they will make more sense. Essentially the point was that the new media forces, unlike the old controlling forces, have liberated us. So why do we still deliver other people's messages to other people's audiences with other people's money. We have the creative power and know how to do things on our own. We can influence brands, drive social innovation, start new companies, invent new models. What are we waiting for?
Five things that work in social media: great content, experiences, giving people a voice,ideas that generate content, conversation strategy, and of course, the magic formula: Break things down into small pieces so people will help. Give community members psychic reward for participating and helping. Trust the community. Donโt be afraid to ask. Smile or be optimistic or be passionate. Itโs contagious.
Moms and Social Media. Thoughts on sharing, connecting, and the imminent role of mobile for brands and marketers to consider in their efforts to engage.
Matt Howell, Global Chief Digital Officer and Managing Partner at Arnold will present his vision for the new brand team, individual roles and the process necessary to go from making messages to building platforms.
New ways to market and communicate in an age when there are "2 billion new participants in a media landscape previously controlled by a select few."
Keynote to University of Oregon School of Journalism and Communication on February 10, 2011.
Talk about new trends, tactics and techniques that agencies and marketers should master, and the individual skills needed to stay relevant.
Video of talk should be available soon. Will add link here when it is.
Some credits
Slide 27: The Common, from Alex Bogusky and the FearlessRevolution.com
Slide 29 and 30 from Fast Company article on advertising
Slide 52 from Skype and Made by Many
Slide 58 Test/Learn/Make from Made by Many
Slide 59 Art of the Trench, Burberry
Four Steps Toward Marketing in the Age of Social Mediaedward boches
ย
A presentation made to Century 21's Leadership Conference. 1. Stop thinking like a marketer. 2. Start by answering the right questions. 3. Take time to learn the basics. 4. Be creative
In transformative markets, incumbents rarely surviveedward boches
ย
Presentation I made at recent Planningness conference in Brooklyn about how Mullen has worked to transform form an advertising agency to an advertising agency that gets and practices digital.
We have been given a multi-billion dollar communication infrastructure. What will we do with it?
These were simply accompanying slides for a talk I gave at TedxUOregon http://tedxuoregon.com/
Eventually the video will be available so they will make more sense. Essentially the point was that the new media forces, unlike the old controlling forces, have liberated us. So why do we still deliver other people's messages to other people's audiences with other people's money. We have the creative power and know how to do things on our own. We can influence brands, drive social innovation, start new companies, invent new models. What are we waiting for?
Five things that work in social media: great content, experiences, giving people a voice,ideas that generate content, conversation strategy, and of course, the magic formula: Break things down into small pieces so people will help. Give community members psychic reward for participating and helping. Trust the community. Donโt be afraid to ask. Smile or be optimistic or be passionate. Itโs contagious.
Moms and Social Media. Thoughts on sharing, connecting, and the imminent role of mobile for brands and marketers to consider in their efforts to engage.
Matt Howell, Global Chief Digital Officer and Managing Partner at Arnold will present his vision for the new brand team, individual roles and the process necessary to go from making messages to building platforms.
Building Community: Lessons Learned from Social Media ClubKristie Wells
ย
Social Media Club has grown largely from our emphasis on core values such as sharing, helping others, peer to peer learning, and emphasizing ethics and by giving the community the power to help one another directly. We learned some lessons, and are happy to share them.
Ben McAllister - The Science of Good Design: A Dangerous Ideabolt peters
ย
Ben's article in the Atlantic challenged the notion that design research can be truly objective or quantitative. At URF, he expanded on this theme with additional thoughts for researchers, and open it up for a broad discussion.
Social Media Marketing For Biotech and Pharmaceutical Industry Chakard Chalayut
ย
Social Media Marketing For Biotech and Pharmaceutical Industry
Biopharm Company 26/04/11
Topic:
Overview of Social Media
How to use Social Media?- Case Study
Tools for Social Media for Organization
How to Start?
How to Grow an Ad Agency: A Story of Vision, Culture, Reinventionedward boches
ย
Talk given to Magnet, a community of the world's most successful, independent advertising and marketing agencies on how Mullen grew from a small, regional boutique to an integrated, global, progressive advertising agency. A story about vision, culture and reinvention.
The difference between PR and advertising. Helping students decide.edward boches
ย
A simplistic overview of the difference between PR and advertising and the ways in which the two are actually bleeding into each other's territory. Presentation for freshman and sophomores at BU's College of Communication.
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digita...edward boches
ย
Thoughts on being creative and finding inspiration. Four chapters: creativity matters more than ever; there's no such thing as an original idea; learn to steal and remix; dissect the formulas in ideas that work. I should note that while the statement in this title has been attributed to Picasso, Oscar Wilde and others, I stole it from Faris Yakob, who has used it for years. Thank you, Faris.
Fast isn't fast enough. (an e-book written and created in three hours)edward boches
ย
Welcome to the second annual โWe Wrote a Book in Three
Hoursโ exercise. To test their creativity, content generating
prowess, collaborative skills and ability to think fast, I asked
students in Strategic Creative Development (a course at Boston
Universityโs College of Communication) to conceive, write,
sketch and produce this little ebook in three hours. Give or
take a couple of minutes. They had no idea where it would
take them or how they would get there. But here it is. Some
thoughts about who they are as a generation, how theyโve
embraced the age of digital disruption and what it means as
they exit their college years and enter
SxSW observations. Privacy comes out of the closet. Digital manufacturing gets accessible. Social responsibility emerges as a cool thing to do. Actions beat advertising when it comes to marketing. And more.
Lecture I am giving to an introductory creative class. I think it's a good thing to learn some history and have a frame of reference about how we got where we are today. This frames up the Big Idea from the days of Ogilvy and Lois to how creative ideas have and need to evolve.
Courage, Creativity, Collaboration: How to Succeed in the new PR and Media La...edward boches
ย
Talk I gave to Council of PR Firms Boston event on October 3, 2013. Full text can be found on my blog.
Cover image downloaded from: http://www.hdwallpapersbank.com/red-bull-stratos-hd-wallpapers/
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
ย
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
ย
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Putting the SPARK into Virtual Training.pptxCynthia Clay
ย
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
ย
Experience unparalleled EXTENDED STAY and comfort at Skye Residences located just minutes from Toronto Airport. Discover sophisticated accommodations tailored for discerning travelers.
Website Link :
https://skyeresidences.com/
https://skyeresidences.com/about-us/
https://skyeresidences.com/gallery/
https://skyeresidences.com/rooms/
https://skyeresidences.com/near-by-attractions/
https://skyeresidences.com/commute/
https://skyeresidences.com/contact/
https://skyeresidences.com/queen-suite-with-sofa-bed/
https://skyeresidences.com/queen-suite-with-sofa-bed-and-balcony/
https://skyeresidences.com/queen-suite-with-sofa-bed-accessible/
https://skyeresidences.com/2-bedroom-deluxe-queen-suite-with-sofa-bed/
https://skyeresidences.com/2-bedroom-deluxe-king-queen-suite-with-sofa-bed/
https://skyeresidences.com/2-bedroom-deluxe-queen-suite-with-sofa-bed-accessible/
#Skye Residences Etobicoke, #Skye Residences Near Toronto Airport, #Skye Residences Toronto, #Skye Hotel Toronto, #Skye Hotel Near Toronto Airport, #Hotel Near Toronto Airport, #Near Toronto Airport Accommodation, #Suites Near Toronto Airport, #Etobicoke Suites Near Airport, #Hotel Near Toronto Pearson International Airport, #Toronto Airport Suite Rentals, #Pearson Airport Hotel Suites
"๐ฉ๐ฌ๐ฎ๐ผ๐ต ๐พ๐ฐ๐ป๐ฏ ๐ป๐ฑ ๐ฐ๐บ ๐ฏ๐จ๐ณ๐ญ ๐ซ๐ถ๐ต๐ฌ"
๐๐ ๐๐จ๐ฆ๐ฌ (๐๐ ๐๐จ๐ฆ๐ฆ๐ฎ๐ง๐ข๐๐๐ญ๐ข๐จ๐ง๐ฌ) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
๐๐ ๐๐จ๐ฆ๐ฌ provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
โญ ๐ ๐๐๐ญ๐ฎ๐ซ๐๐ ๐ฉ๐ซ๐จ๐ฃ๐๐๐ญ๐ฌ:
โข 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
โข SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
โขFreenBecky 1st Fan Meeting in Vietnam
โขCHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
โข WOW K-Music Festival 2023
โข Winner [CROSS] Tour in HCM
โข Super Show 9 in HCM with Super Junior
โข HCMC - Gyeongsangbuk-do Culture and Tourism Festival
โข Korean Vietnam Partnership - Fair with LG
โข Korean President visits Samsung Electronics R&D Center
โข Vietnam Food Expo with Lotte Wellfood
"๐๐ฏ๐๐ซ๐ฒ ๐๐ฏ๐๐ง๐ญ ๐ข๐ฌ ๐ ๐ฌ๐ญ๐จ๐ซ๐ฒ, ๐ ๐ฌ๐ฉ๐๐๐ข๐๐ฅ ๐ฃ๐จ๐ฎ๐ซ๐ง๐๐ฒ. ๐๐ ๐๐ฅ๐ฐ๐๐ฒ๐ฌ ๐๐๐ฅ๐ข๐๐ฏ๐ ๐ญ๐ก๐๐ญ ๐ฌ๐ก๐จ๐ซ๐ญ๐ฅ๐ฒ ๐ฒ๐จ๐ฎ ๐ฐ๐ข๐ฅ๐ฅ ๐๐ ๐ ๐ฉ๐๐ซ๐ญ ๐จ๐ ๐จ๐ฎ๐ซ ๐ฌ๐ญ๐จ๐ซ๐ข๐๐ฌ."
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
ย
Buy Verified PayPal Account
Looking to buy verified PayPal accounts? Discover 7 expert tips for safely purchasing a verified PayPal account in 2024. Ensure security and reliability for your transactions.
PayPal Services Features-
๐ข Email Access
๐ข Bank Added
๐ข Card Verified
๐ข Full SSN Provided
๐ข Phone Number Access
๐ข Driving License Copy
๐ข Fasted Delivery
Client Satisfaction is Our First priority. Our services is very appropriate to buy. We assume that the first-rate way to purchase our offerings is to order on the website. If you have any worry in our cooperation usually You can order us on Skype or Telegram.
24/7 Hours Reply/Please Contact
usawebmarketEmail: support@usawebmarket.com
Skype: usawebmarket
Telegram: @usawebmarket
WhatsApp: +1โช(218) 203-5951โฌ
USA WEB MARKET is the Best Verified PayPal, Payoneer, Cash App, Skrill, Neteller, Stripe Account and SEO, SMM Service provider.100%Satisfection granted.100% replacement Granted.
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
ย
This article provides a comprehensive guide on how to
effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
ย
According to TechSci Research report, โIndia Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030โ, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
ย
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Improving profitability for small businessBen Wann
ย
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
ย
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
ย
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
1. WELCOME TO
MAKING DIGITAL
WORK
Thursday, April 28, 2011
2. Edward Boches Matt Howell Gareth Kay Matt Britton
Chief Innovation Officer Global Chief Digital Officer Director. Brand Strategy CEO
Mullen Arnold Worldwide Goodby, Silverstein and Partners Mr. Youth
@edwardboches @mrhowell @garethk @mattyb123
Tim Malbon Alessandra Lariu Daniel Stein Kim Laama Scott Prindle
Founding Partner SVP, Digital Group Creative Director CEO Creative Director VP/Executive Creative Technology Director
Made By Many McCann Erickson EVB AKQA CP+B
@malbonster @alelariu @danielstein @kimlaama @prindlescott
Thursday, April 28, 2011
3. I donโt have to
advertising
creative director
learn any digital
technology
because I know
that no matter
what I think up
someone can
build it.
Thursday, April 28, 2011
4. oh yeah?
could you think this up?
Thursday, April 28, 2011
5. not without knowing
something about
html5, googleโs
APIs and what you
could do with them.
Thursday, April 28, 2011
9. not without being
among the first
people to use and
embrace new
technologies and
think about building
things rather than
saying things.
Thursday, April 28, 2011
19. We are living
through the
disorientation that
comes from
including 2 billion
new participants in
a media landscape
previously operated
by a small group of
individuals
Thursday, April 28, 2011
21. eight trends
consumers want to participate
Thursday, April 28, 2011
22. eight trends
consumers want to participate
we have complex relationships with media
Thursday, April 28, 2011
23. eight trends
consumers want to participate
we have complex relationships with media
community is our new source of content
Thursday, April 28, 2011
24. eight trends
consumers want to participate
we have complex relationships with media
community is our new source of content
we want to do business with human brands
Thursday, April 28, 2011
25. eight trends
consumers want to participate
we have complex relationships with media
community is our new source of content
we want to do business with human brands
we join forces to exert influence
Thursday, April 28, 2011
26. eight trends
consumers want to participate
we have complex relationships with media
community is our new source of content
we want to do business with human brands
we join forces to exert influence
there is no such thing as perfect
Thursday, April 28, 2011
27. eight trends
consumers want to participate
we have complex relationships with media
community is our new source of content
we want to do business with human brands
we join forces to exert influence
there is no such thing as perfect
we have a new definition of quality
Thursday, April 28, 2011
28. eight trends
consumers want to participate
we have complex relationships with media
community is our new source of content
we want to do business with human brands
we join forces to exert influence
there is no such thing as perfect
we have a new definition of quality
attention is the new scarcity
Thursday, April 28, 2011
30. SEARCH
LE
AR
AY
N
PL
Earn
ย TrueBlue
ย
points
ย every
ย 2me
ย
you
ย check
ย in
ย at
ย
JetBlue
ย
CT
EN
SA
TE
AN
RT
TR
AIN
CONNECT
Thursday, April 28, 2011
31. entertainment information utility
awareness websites loyalty
buzz presence engineering barriers to exit
attention social added value
cultural impact mobile competitive advantage
scale accessible community
owned content
Thursday, April 28, 2011
32. useful
short long
term term
entertaining
Thursday, April 28, 2011
41. what they all have
in common experiences
invite participation
defined by user
sharing is essential
leverage community
content/utility is product
Thursday, April 28, 2011
42. what has to change:
mindset audience
messages
target
media plan
penetrate
Thursday, April 28, 2011
43. what has to change:
mindset audience community
messages experiences
target invite
media plan interest plan
penetrate collaborate
Thursday, April 28, 2011
44. what has to change:
definition of creative
user experience
and engagement
are the new art
and copy
Thursday, April 28, 2011
45. โ
I've worked for some of the best creative shops in north
america, and the biggest issues regarding digital integration
that I've run into are: idea recognition and experience
design. Many creative-lead shops have established
methodologies for coming up with great ideas, and have
senior creative directors who might not have the experience
to understand/ recognize good digital ideas. (That said, it
often doesn't stop the creative-lead shop at coming up with
original ideas that work within the digital space.)
If traditional agencies want to be the future of digital, I think
they need to invest in experience design & experience
strategy. Learning how to do this, and effectively integrating
โ
those UX evangelists throughout the agency will ultimately
determine those agencies that move the industry forward.
Jordan Julien
Digital & social strategy consultant &
UX Architect for BMW, Coke, Telus, Dove,
Canadian Tire, AT&T, Microsoft, Cineplex,
VISA, Toyota, GE, P&G
Thursday, April 28, 2011
46. what has to change:
the brief from:
who is our target?
what is our insight?
what is our message?
where do we reach them?
how do we measure success?
Thursday, April 28, 2011
47. what has to change:
the brief to:
who is our community?
where do they hang out?
what value can we add?
what should our content be?
how will people get involved?
what platforms, tech, APIs should we use?
what will make it ongoing?
how will we measure success?
Thursday, April 28, 2011
48. what has to change:
the brief
interactive/useful
shareable
participatory
ongoing
Thursday, April 28, 2011
49. what has to change:
the team
CW CW CW Design
AD Design AD UX
UX Social Tech
Social Mobile Mobile
Thursday, April 28, 2011
50. what has to change:
skillsets
copywriter
art director
web designer
IA/UX
programmer
video producer
content strategist
connection planner
PR/social media
media
analytics
Thursday, April 28, 2011
51. what has to change:
skillsets
copywriter
art director
web designer
IA/UX
programmer
video producer
content strategist
connection planner
PR/social media
media
analytics
Thursday, April 28, 2011
52. what has to change:
the process
Thursday, April 28, 2011
53. what has to change:
the process
Thursday, April 28, 2011
54. where do you start:
organization pressure from the top
buy-in from everyone
commitment of resources
actionable steps
measurement
Thursday, April 28, 2011
55. where do you start:
as an individual
new sources of content
actively use social media
learn what you can do with an api
partner with someone different
donโt be afraid of tech (go one step beyond)
Thursday, April 28, 2011
56. expect mistakes how we sold
encouraging offline aeโs to think and sell digital with no training or supervision โ
neglected to put digital-savvy person in new business role โ arrogant enough to
think we knew what we were talking about
how we scoped
refused to acknowledge true costs of digital - gave team leftover money squeezed
from offline budgets โ failed to train clients on actual value โ brought message rather
than experience mentality to the space โ gave digital work away to โgetโ the business
โ perpetuated the diminished worth of digital
how we staffed
continued to hire legacy talent l focused on usage rather than future when downsizing
โ assumed traditional talent could lead digital efforts - believed project management
could compensate for digitally naรฏve account people โ defined integration as offline
people could try digital (but not the other way around)
how we delivered
collapsed all project management into one group, allowing key online pm to leave โ
assumed a โbrandโ creative brief was enough despite lack of details to do effective
digital work - allowed traditional creative teams to present ideas before including UX
and technology โ failed to unite different groups physically delayed integrating digital
media, creative, Technical Support โ neglected to invest in collaborative technology,
depending too much on IT instead of developers
how we rewarded
assumed digital people would put learning on hold while they spent time cleaning up
after offline colleagues โ under invested in training (formal and informal) โ didnโt mandate
digital skill expansion as part of performance evaluation for all
Thursday, April 28, 2011