Shift&Reset
HowToPlanForOrganizationalSuccessIntheDigitalAge
BrianReich
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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MediaRules!
Seattle.Westport.Washington.Cambridge.AnnArbor.50States.
Shift&Reset
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.
Shift&Reset
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:[email protected]
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
Shift&Reset
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.
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