Change, digital transformation and social media: notes from Boulder Digital Works
I spent yesterday at Boulder Digital Works, speaking and listening at its 36 Hour Executive Digital Workshop. BDW, part of the University of Colorado’s, is one of the few programs in the country designed to educate students in all things digital.
A joint effort between the university’s School of Journalism and Mass Communication and its College of Engineering and Applied Science, the program acknowledges both the shortage of digital talent in the marketplace, as well as the need to encourage inter-disciplinary rather than multidisciplinary ways of working as everything becomes (if it isn’t already) digital.
Lots of sharing and collaboration at BDW
This session, however, wasn’t for college students, but rather for anyone working in marketing (both at clients and agencies) who is struggling with making his or her organization more relevant. We covered consumer behavior, trends in social media, the differences between traditional product and digital production, and the need for new kinds of briefs, teams and processes. And this was just day one.
A few things struck me. One, everyone is dealing with the same challenges:
- –how to keep up with the onslaught of technology
- –how to free themselves from the shortcomings of legacy systems
- –how to effect internal change
- –how to stay relevant and current and employable
- –how to love (rather than be intimidated by) the challenge of it all
Some of the suggestions we shared included:
- –encourage more people in your organization to use the digital tools and platforms
- –don’t start with the technology, start with people’s use of it
- –create experiences that earn attention rather than messages that buy attention
- –look for “T” people, those who understand how all the different roles need to work together
- –generate lots of little ideas (below the radar) rather than striving for the one big idea
I can’t claim to be a digital expert by any stretch of the imagination. But as an observer of culture, consumers and change (I’ve lived through plenty of the latter having been in the business for 30-plus years) I do know something about transforming one’s self and one’s company. So I shared some of that.
You can poke through my deck on Slideshare (there are some cryptic notes attached if you click “more” under the embed button. Or you can watch it archived on UStream, though UStream may force you to sit through an ad. (Note that they’re not passing the revenue on to me.)
Let me know if it helps. In the meantime, I’ll be back there today, and will share more later. Some great stuff from Gareth Kay on strategy and briefs.
What are you doing or trying to do to keep up, stay relevant and transform your company?
Comments
What if the world hasn't changed, and we are simply accessing new tools that allow us to listen in on the word-of-mouth conversations that have always gone on?
Or, a variation, what if new tools have only slightly expanded human abilities to create, share, and build relationships -- not a sea shift, just a minor expansion in our creative strength and Dunbar numbers?
Does either make all old marketing approaches obsolete?
Just three questions worth exploring.
.-= Ben Kunzu00c2u00b4s last blog ..The noosphere of margins =-.
Ben:
Depends on what argument you are trying to make. Yes, word of mouth has always been there. But let's face it, the control that manufacturers, broadcasters and publishers once had has been diminished. And the role of the passive consumer has evolved into one far more active, vocal and determined to participate as a content creator. As far as I'm concerned these are undeniable and require new thinking (sans fear) from brands and media.
I would say things have moved beyond "slightly expanded." The story teller or guitarist in the subway never had the potential of a global audience or even any sense of who among his listeners had significance or minor influence.
What Mark Manguera or Gary V or Chris Brogan or even Erik Proulx, not to mention Tony Hsieh, have done in the last two years wasn't previously possible without significant paid media or attention from the media on their terms.
There is purchased media (expensive, controllable, yes, but less influential) owned media (it may not scale as quickly, but offers even more control and potential influence) and earned/consumer generated (no control but potentially greater influence). Both the potential and the limitations of each have shifted over the last couple of years and will continue to do so.
No one said that old marketing approaches -- brand essence or beliefs, big emotional TV that can scale quickly, paid media that offers us some control -- is dead. But it's harder for it to succeed without all the other stuff. And, furthermore, trying to do so with no regard for what's coming will leave any marketer at a severe disadvantage over the long term.
We do very well planning and buying paid media, offline and online, and have, arguably, one of the best media groups (mediaHUB) in the country, but even it knows that traditional advertising and marketing and paid media is only part of the equation.
Go see what Pepsi, Best Buy and Zappos are up to. (I know you already know.) But their new directions seem to validate that you can't live on paid media alone anymore.
Brilliant.
A must read for all "students of advertising".
@southsideadguy
.-= Anthony Kalamutu00c2u00b4s last blog ..UPDATE - Heidi Ehlers: One Woman Army "THE JUICE" - 5 MINUTES W/ Leading Creative Directors =-.
Edward
Spectacular presentation. Wish I'd been there. Thanks so much for sharing.
I guess if I had a quibble (maybe you knew this was coming :)) it's in the assumption that trying lots of different kinds of (much more interactive but still messaging-oriented) stuff is the solution to the massive problems you identify at the start of your presentation. I think it's legitimately part of the solution sure. But what about doubling down and doubling down again on generating much better consumer insight - something which social also allows us? The more we understand about how people research, shop a particular sector, share information with each other, where they go for what kinds of advice, etc, the better we can help companies develop digital GTM plans that address genuine NEED rather than simply (ha) provide cool, fun experiences.
How do we help companies understand the difference between advertising and true consumer-centric marketing in the digital realm? Amazing as it may seem judging by the myriad of companies and agencies that don't seem to 'get' digital at all, there's a huge difference between these two concepts. Both are vital. Neither are well served. What do you think? Is Mullen in both businesses?
.-= Jeremy Morrisu00c2u00b4s last blog ..3 Lessons For Successful Co-creation =-.
Jeremy:
Thanks for the kind words. Not sure I suggested quite what you refer to, as I had a number of recommendations, hardly any of them message based. Way of saying I agree with your assessment. Understanding how people relate to content, media, technology and community leads us to invent experiences and platforms, not messages. That's a lot of what I talk about and recommend. Think Chalkbot, Tate Gallery's music/art, Pepsi Refresh, Chevy Volt, Mullen's Bread Art project, etc. Like everyone else Mullen is in the middle of the transition: from augmenting and re-defining out own capabilities and definition of creative, to educating clients on new possibilities. Challenging, invigorating, and hard. All at the same time.
Hi Edward - thanks for sharing your slides. They were very helpful to follow the talk along on the Ustream feed. Just shared on my Posterous feed.
The forward-thinking slide that stood out to me was, "Create experiences that earn attention by inviting participation" ... with so many ubiquitous screens at our on-demand command, attention has to be earned. Also enjoyed the idea of an "Interest Plan" - thanks again and it was great to briefly meet you at SXSW.
@HeathTavrides
.-= Heath Tavridesu00c2u00b4s last blog ..Key Takeaways from SXSWi 2010 =-.
Thanks for stopping by. Totally agree. So much of the old way of doing things doesn't work. There was lots of great content at BDWCU, in fact some suggested it was far better than any of the panels at SxSW, perhaps because the idea of focused info and content works better if that's one's interests. We'll try and publish more of the presos soon.
Slide 58 is my favorite.
"Share, Engage, Create little gifts of content, then sell."
That really speaks to me.
Here's why:
The secret to life and everything: Personal, trusted relationships. That means Respect and Connection.
Wow, you are seriously generous to share this preso, great stuff.
Your question at the end is a great one:
What are you doing or trying to do to keep up, stay relevant and transform your company?
FI'm not employed full-time, but here are things I do to stay relevant:
1) I try a lot of stuff. It's one thing to read about Twitter, another to try it, and this goes for all things digital and non.
2) I read a lot about HOW not just WHAT. In other words, I might read about how a data center works, not just what one is.
3) I have a hobby -- music -- that really forces me to get a handle on all things digital, from posting songs to blogging to connecting with others to promoting and on and on.
4) I read this blog!
Jeff
.-= Jeff Shattucku00c2u00b4s last blog ..Re-amping. Not quite teleportation, but still cool. =-.
Jeff:
Awesome. Thanks for sharing. Big theme here is doing. Best way to learn. Also, clear that no one has it all figured out. But there are undeniable facts and trends. Consumer behavior. Need to create experiences. More little ideas, not just big ones. Coherency vs consistency. Strategy first, technology and platforms second. Hope to have more to post later.
I agree with the "doing" part as well. Instead of reading gobs of posts about new platforms, just dive in and experience it. Want to understand the differences between Foursquare and Gowalla? Don't read about it; use both apps and experience it.
Great post and I haven't even watched the presentation you attached.
By the way, came to this page via @MNplanner retweet of you.
Edward
Spectacular presentation. Wish I'd been there. Thanks so much for sharing.
I guess if I had a quibble (maybe you knew this was coming :)) it's in the assumption that trying lots of different kinds of (much more interactive but still messaging-oriented) stuff is the solution to the massive problems you identify at the start of your presentation. I think it's legitimately part of the solution sure. But what about doubling down and doubling down again on generating much better consumer insight - something which social also allows us? The more we understand about how people research, shop a particular sector, share information with each other, where they go for what kinds of advice, etc, the better we can help companies develop digital GTM plans that address genuine NEED rather than simply (ha) provide cool, fun experiences.
How do we help companies understand the difference between advertising and true consumer-centric marketing in the digital realm? Amazing as it may seem judging by the myriad of companies and agencies that don't seem to 'get' digital at all, there's a huge difference between these two concepts. Both are vital. Neither are well served. What do you think? Is Mullen in both businesses?
.-= Jeremy Morrisu00c2u00b4s last blog ..3 Lessons For Successful Co-creation =-.
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