ny business expo 2010

Shift&Reset

BuildingYourBrandInTheDigitalAge

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Whatyouaredoingisn’tworkinganymore!

PhonesChange

Everything

iPadsChange

Everything

FacebookChangesEverything

HuluChangesEverything

NikeChangesEverything

RealLifeChangesEverything

TechnologyandtheInternet,andtheirroleinourlives,haschangedhowwecommunicate,getandshareinformation,themediaweconsume,andthereasonsweengagewitheachother‐onlineandof9line.Theeffectsofthesechangesarebeingfeltbyallofus,everyday,allthetime.

InformationmovesFASTER.PeoplearemorecloselyCONNECTED.WeallhaveDIFFERENTOPTIONSandBETTERCHOICES.OurEXPECTATIONSAREHIGHER.TheconnectionswemaketotheissuesandeventsthatshapeourworldarebeingTRANSFORMED‐‐rapidlyandconstantly.

Everythingmustchange.

Shift&Reset

Howorganizationsoperate,organize,andcommunicatemustbeRE­IMAGINED.ThepassionandinterestofindividualsmustbeRE­FOCUSEDandRE­DIRECTED.ThewaysthatwemeasuresuccessmustbeRE­ASSESSED.ThewayswepromotebigideasandcreatebettersolutionsmustbeRE­ENVISIONED.

Brandisaboutexperience

Marketingislikedating...andmarriage

TrustmeI’ma

marketer

Technologyisjustthefacilitator

Socialmediachangeseverything...andnothing

[3Things]

‘Theinternetscaresme.’

‘Idon’thavethetime.’

‘Idon’tknowwhattodo.’

‘Itcoststoomuch.’

‘Iamoverwhelmed.’

‘Mycustomersdon’tusethesetools.’

‘Itriedanditdidn’twork.’

‘ShouldIbeonTwitter?’

‘Adifferentdepartmenthandlesthat.’

‘Iamtooold.’

‘So,Ijustneedtobuildablog?’

‘It’stoolate.We’redoomed’

Timely,relevant,compellinginformation

Experiencespeoplewillremember(fondly)andtalk

about.

Stuffthatpeoplewilluse...andvalue.

[BigFinish]

YouneedtoRE­THINK

YOURWORK.

YouneedtoPLAYNICELYWITHOTHERS.

YouneedtoKNOWMOREABOUTHOWPEOPLELIVE.

YouneedtoKNOWABOUTEVERYTHING.

YouneedtoPROVIDELOTS

OFGOODCHOICES.

YouneedtoADAPTTODIFFERENT

CHANNELSANDPLATFORMS.

YouneedtoSTOPCARINGABOUTCASESTUDIES.

YouneedtoREDEFINESUCCESS.

Consideryourselfchallenged

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readme:MediaRules!Shift&Reset(Spring2011)

ThinkingAboutMedia.comFastCompanyExpert!

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Shift&Reset

BuildingYourBrandInTheDigitalAge

[Extras]

KnowYourAudience

DemographicPsychographicTechnographicBehavioral

OrderofOperations

GoalsStrategies

TacticsResources

Whatyouneedtoknow...about(someof)thetools

Thereisno‘rightway’toblog

Moredynamiccontent=moreremembering

Gamesareformorethanplaying

Mobilephonesarealwayson,alwaysactive

EverythingIsSocial

YouMustBeFindable

Communicationhappensofflinealso

Whatyoushouldknow...togetstarted

1)CreatingaudienceProfiles

2)Developingacontentplan

3)Monitoring

4)Experimentingw/outreach

5)Buildingsystems

Beforeanythingelse

1)Positioning

2)RealTime

3)Value

4)Transparency

Focuson...

Anddon’tforget...

Change is hard: You are asking people to shift their

behavior. It cannot be forced.

Audiences need help and support: You need to teach people how to have

an impact.

Organizations must be patient and committed: You have to invest -- time, money, energy, and focus

-- to be successful.

Try. Fail. Learn: There are no right answers. Nobody

knows exactly how this stuff works.