How to Plan for Organizational Success in the Digital Age (IABC Long Island)

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HowToPlanForOrganizationalSuccessIntheDigitalAge

BrianReich

www,thinkingaboutmedia.combrian@littlemmedia.com

Married(Karen)Twokids(HenryandLucy)33YearsOld.Jewish.

LiveinNewYorkCity.Travelalot.

Strategize.Write.Speak.Teach.Provoke.

Focusontheimpactoftechnologyandtheinternetonsociety.

Politics.PublicAffairs.Marketing.PR.Advertising.Causes.Technology.Innovation.Commerce.Entertainment.Sports.News.Education.Games.Brand.Culture.

Mac.PC.iPhone.Flip.ZoomH49.CanonD20.Tivo(x2).Wii.MiFi.

WashingtonPost.WallStreetJournal.NewYorkTimes.SeattleTimes.LATimes.BostonGlobe.ChicagoTribune.Politico.DenverPost.MiamiHerald.DallasMorningNews.SportsIllustrated.GQ.VanityFair.NewYorker.Time.Newsweek.NewRepublic.Wired.Fast

Company.InStyle.1000+Blogs.Twitter.Facebook.SesameStreet.DinosaurTrain.WordWorld.CriminalMinds.Oprah.ModernFamily.SportsCenter.16&Pregnant.FridayNightLights.30Rock.FreshAir.Slate’sHangUpAndListen.ThisAmericanLife.TheSporkful.

WaitWaitDon’tTellMe.Books.Ads..[Partiallist]

617.417.9436

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Seattle.Westport.Washington.Cambridge.AnnArbor.50States.

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Scribd Flickr Groupon

Whatyouaredoingisn’tworkinganymore!

PhonesChange

Everything

iPadsChange

Everything

FacebookChangesEverything

HuluChangesEverything

NikeChangesEverything

RealLifeChangesEverything

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

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

Everythingmustchange.

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

Brandisaboutexperience

Marketingislikedating...andmarriage

TrustmeI’ma

marketer

Technologyisjustthefacilitator

[3Things]

‘Theinternetscaresme.’

‘Idon’thavethetime.’

‘Idon’tknowwhattodo.’‘Itcoststoomuch.’

‘Iamoverwhelmed.’

‘Mypeopledon’treadblogs...’

‘Itriedanditdidn’twork.’

‘Adifferentdepartmenthandlesthat.’

‘Iamtooold.’

‘It’stoolate.We’redoomed’

EXCUSES!

Timely,relevant,compellinginformation

Experiencespeoplewillremember(fondly)andtalk

about.

Stuffthatpeoplewilluse...andvalue.

[4IDEAS]

Human...izePersonal...izeLocal...izeOperational...izeGranular...izeTakeAdvantage...izeTransactionalize

Igot99problemsandyouain’tone

Weallhatesittingintrafeic...

Nobodylikescoldweather,snowdelays...

Mykidsaren’tafraidtotellmewhattheythinkeither...

Takeadvantageofthenewscycle

DidyouthinkApplecanthrivewithSteveJobsonmedicalleave?

J‐E‐T‐SJets!Jets!Jets!

DidyouheartheFCCapproveoftheComcast/NBCmerger?

Don’twaitaroundforthemedia

Givepeoplesomethingtowatch,read,listento,wear,ortalkabouttheother126hoursoftheweek.

Giveyouraudiencemoresupport,guidance,andinstructiontosupporttheirwatchexperience.

Captureeverythingandeigureoutwhattodowithitlater.

Spendsometimeoutside

ZapposNPR

ICANHAZCHEEZBURGEROWN

TheWhiteHouseMLB.com

SarahPalin’sAlaskaetc...

Consideryourselfchallenged

emailme:brian@littlemmedia.com

callme:617.417.9436

followme:twitter.com/brianreich

friendme:facebook.com/brianreich

readme:MediaRules!Shift&Reset(Spring2011)

ThinkingAboutMedia.comFastCompanyExpert!

downloadme:slideshare.net/brianreich

linktome:linkedin.com/in/brianreich

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HowToPlanForOrganizationalSuccessIntheDigitalAge

[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.