Upload
little-m-media
View
349
Download
0
Embed Size (px)
DESCRIPTION
Slides presented during workshop at CT Association of Nonprofits on June 7, 2010.
Citation preview
MediaRules!
Whatyouaredoingisn’tworkinganymore...andeverythingneedstochange.
BrianReich
Married(Karen)Twokids(HenryandLucy)32YearsOld.Jewish.
LiveinNewYorkCity.Travelalot.
Strategize.Write.Speak.Teach.Podcast.
Focusontheimpactoftechnologyandtheinternetonsociety.
Politics.PublicAffairs.Marketing.PR.Advertising.Causes.Technology.Innovation.Commerce.Entertainment.Sports.Journalism.Education.Games.Brand.Culture.
Mac.PC.iPhone.Kindle.FlipVideo.Tivo.Wii.
10‐15Newspapers.20+Magazines.800+Channels.1000+Blogs.2500+Friends.
617.417.9436
twitter.com/brianreich facebook.com/BrianReich
FastCompanyExpert
SlideShare
WeMediaSeniorFellow
FourSquare
MediaRules!
Seattle.Westport.Washington.Cambridge.AnnArbor.UpperWestSide.
[Start]
Whatyouaredoingisn’tworkinganymore!
Askyourselfwhy(?)
Whatwearedoingisn’tworkinganymore.
Why do you need to
RE-THINK your work?
You cannot think about your work in isolation. The shifts that are occurring in every other aspect of our society, and our lives, impact how your products and services are created and consumed. Everything is changing.
Why do you need to know how PEOPLE
LIVE?Because convincing someone to buy your product or use your service means asking them to change what they are doing. And those changes happen in the context of people’s lives. You can’t force the changes. You have to fit in.
Why do you need to utilize
ALL THE PLATFORMS?
Because users seamlessly move between several different pieces of technology every day. People aren’t looking for one thing - they are looking for timely, relevant, compelling experiences that they can benefit from whenever and wherever they choose.
Why do you need to know
WHAT IS HAPPENING?
Because the experience and expectations that users develop when buying a product or service -- any product or service -- from someone else shapes their experience and expectations of everything else. Someone out there is spending more money and energy trying to convince people their products/services are terrific. They are setting the tone for the conversation.
Why do you need to PLAY NICELY WITH
OTHERS?Because everyone is facing a similar challenge. And because other sectors (car designers, clothing manufacturers, soda sales people, government economists, video game makers) understand different things about the target audience -- and how to engage, educate, and mobilize people -- that we can learn from.
Why do you need to LOOK FORWARD?
Because we spend too much time creating and analyzing case studies. Case studies represent a specific snapshot in time. They have limited value. It is not important to know that someone was able to sell something a certain way last year. It is important to understand how to apply the lessons to different contexts and times.
Why do you need to
REDEFINE SUCCESS?
Because each challenge is unique and we don’t fully understand what success really means. For certain, we know that success is not the same for every issue or project.
Whydoeseverythingyouaredoingneedtochange....?
PhonesChange
Everything
iPadsChange
Everything
PS3ChangesEverything
FacebookChangesEverything
HuluChangesEverything
NikeChangesEverything
RealLifeChangesEverything
SomethingChangesEveryDay
TechnologyandtheInternet,andtheirroleinourlives,haschangedhowwecommunicate,getandshareinformation,themediaweconsume,andthereasonsweengagewitheachother‐onlineandof]line.Theeffectsofthesechangesarebeingfeltbyallofus,everyday,allthetime.
Informationmovesfaster.Peoplearemorecloselyconnected.Wehavedifferentoptionsandbetterchoices.Ourexpectationsarehigher.Ourconnectionstotheissuesandeventsthatshapeourworldarebeingtransformed‐rapidlyandconstantly.Wemustadapt.Weneedtoengage.Weneedtolookatthingsdifferently.
Everythingmustchange.
Howorganizationsoperate,organize,andcommunicatemustbereimagined.Thepassionandinterestofindividualsmustberefocusedandredirected.Thewaysthatwemeasuresuccessmustbereassessed.Thewayswepromotebigideasandcreatebettersolutionsmustbereenvisioned.
[Pause]
Brandisaboutexperience
Marketingisabouttrust
Technologyisthefacilitator
Thereisno‘rightway’toblog
Thereisno‘rightway’toblog
Morewatching/listening=moreremembering
Gamesareformorethanplaying
Mobilephonesarealwayson,alwaysactive
Thereisno‘rightway’toblog
EverythingissocialYoumustbe‘Zindable’
Stuffisimportant
Listeningandhearingaredifferent
[3Things]
Timely,relevant,compellinginformation
Experiencespeoplewillremember(fondly)andtalk
about.
Stuffthatpeoplewilluse...andvalue.
[3More]
KnowYourAudience
DemographicPsychographicTechnographicBehavioral
OrderofOperations
GoalsStrategies
TacticsResources
Human...izePersonal...izeLocal...izeOperational...izeGranular...izeTakeAdvantage...izeTransactional...ize
[BigFinish]
TRY Somethingnewanddifferent
FAIL Openlyandactively
LEARN Updateandadapt
ASK LotsofQuestions
[End]
MediaRules!
Whatyouaredoingisn’tworkinganymore...andeverythingneedstochange.