Know Digital Or It Will Eat YouDigiday Agency Innovation Camp 2014Lovely Va i l , Co lorado

Al l ison Kent-Smith

Wait a minute, who’s this gal?

founder, smith & beta

a talent development consultancy that designs and curates education programs for forward-thinking

brands and agencies.

So, what will I share in <15 min?

1. Inside view on the current state of digital talent 2. Three critical “digital skills” that aren’t really digital

First, let’s peek at talent.

“Doesn’t everyone know digital by now?”

– super duper important magazine editor, 2014

Whoa.

We’ve interviewed and/or surveyed 1000’s of employees

(at some pretty important companies)

I’m here today to share a few down and dirty truths about digital

skills at advertising agencies.(so you can understand career opportunities)

For the next few minutes, imagine you are working in a 80 person advertising agency.

You represent the numbers.

Learning = ParticipationWhen I call your card color, it’s your turn.

Yellow Squares

40% of agency employees identify as

“novice” or “have no idea” about Rich Media.

Green Squares

59% of agency employees identify as

“novice” or “have no idea” about Analytics.

Blue Squares

41% of agency employees identify as

“novice” or “have no idea” about Mobile.

Purple Squares

56%

of agency employees believe education is optional, not critical.

“Please describe the ocean in which we are drowning.”

– Anon Agency Employee

Now, the three critical “digital skills” that aren’t really digital.

APIs. ROI. Hadoop. Java. C++. Responsive Design. CRM. Social Media. Mobile. Courage. IXD. Open Source. Cloud. SVSD. IoT. Programming. IA. Rich Media. Algorithm. Data. Analytics. SEM. Prototyping. Curiosity. Application Development. Platform Strategy. Waterfall. Data Science. PR. User Experience Design. Agile. Drupal. HTML. Javascript. SQL. Physical Computing. Marketing. Metrics. Interface Development. Empathy. CSS. jQuery. Native Advertising. Content Strategy. Sprints. Production. PM. SEO. Strategy. Product Design. Multi-platform. Ecosystem. Storytelling. Apps. Paid Media.

Think about your “skills”, workplace and colleagues.

Curiosity

Are employees content with what they know? Do they teach themselves new skills or “call

in the experts”?

Agency Symptoms

Curiosity separates the most interesting talent from the

not-so-interesting talent.

What have you taught yourself in the last six months?

Empathy

Are employees confused about roles? Is there a general “lack of understanding”

across disciplines?

Agency Symptoms

Are a lot of ideas pitched to clients but very few are sold?

Symptoms Agency Symptoms

How often do you set aside yourexpertise or opinion and

listen?

Courage

Do leaders talk more than act? Are clients demanding more “innovation”?

Agency Symptoms

Are ideas challenged often?

Agency Symptoms

Because if you don’t do that little thing that scares you every day…then why bother?

What is your most courageous idea?

APIs. ROI. Hadoop. Java. C++. Responsive design. CRM. Social Media. Mobile. Courage. IXD. Open source. Cloud. SVSD. IoT. Programming. IA. Rich Media. Algorithm. Data. Analytics. SEM. Prototyping. Curiosity. Application Development. Platform Strategy. Waterfall. Data Science. PR. User Experience Design. Agile. Drupal. HTML. Javascript. SQL. Physical Computing. Marketing. Metrics. Interface Development. Empathy. CSS. J Query. Native Advertising. Content Strategy. Sprints. Production. PM. SEO. Strategy.

Finally, know digital or it will eat you*.

*@mattlemay, teacher

Commit to being more savvy.

Admit what you don’t know.

Know that you will never know it all.

Remember those numbers. Get in there.

Thank you.allison@smithandbeta.com

smithandbeta.com