The second of my last 5 thoughts of 2010 could not be devoted to anything else than this: with the massive arrival of social media in our lives, agencies and clients alike have two options. Participate, learn, take an active part, shape what comes next, because it’s there to be shapen. Or... Or what? Die? Not really, no one has really died from the arrival of the web. No one has died from the success of new media brands. No one has seen their careers come to a sudden end. It’s a lot worst than that.
Those who do not take art will simply be put aside. Frightened, not aware and incapable of understanding what’s happening, they will be invited to step into a cupboard to be slowly forgotten. A little like the signs on packs of cigarettes. It’s not death, it will be slow and painful ...
The music industry, the highstreet travel agents, are good examples of what’s in store. Because no industry will be left untouched. From services to fmcg, companies need people who will explain what’s happening and how to take part, how to make the most of what’s available now, and will be tomorrow. And sadly, there is no other way to learn it than taking part. It’s not like any other media where an expert could come in and do it for you, where judgement would work because after all we’ve all consumed old media for a long time. Growing up with TV and print. But digital is radically different. If you’re not in it, you’re out of it. And there is no understanding it from outside.
The good news though is that the digital space is still being created and as such, it needs to be read, it can be pushed. An opportunity few generations have had before. A few weeks ago, we asked everyone in the agency to be on twitter. From the MD’s to the receptionist. Not because twitter is the absolute digital thing, but because it is a sign that you’re taking part. And that the only way our people will get headhunted relentlessly for the rest of their career is if they understand better than anyone else the digital space. We also decided we will not recruit anyone who hasn’t got 100 followers. Because we demand that people participate if they want to join. And soon we’ll turn that into a klout or per index score. And one thing amazes me as I go from meeting to meeting: how can people still stay out. How can they not realize this yet? How can ceo’s and marketing directors still happily sit outside, it’s a little like having a captain that cannot sail... So here is a few tips, from someone who’s been there before...
Even if you believe it. Because most of the time it’s fear of the unknown talking. At a recent conference on media I confronted an audience made of newspaper heads whose future is not so bright who kept laughing at people attacking the web. Laugh I said, while you can. Or use that time learning, you might find that’s a better option... 3- lift your fears about private and public life.
You know what it’s too late. Whether you like it or not people will post about you. So learn to lie with it. You have nothing to fear unless you are a child molester (in which case could you please stop reading my blog, thanks ;)) 4- think you’re back at school.
You might think social media and digital is not for you. Well if you don’t do it for you, no one else will. So learn learn learn. It will take time, you will need to invest time by yourself. And remember school? You came back home to homework, well it’s a little of the same. Only this time you can use all your wasted time connecting on your mobile for example. Go to conferences there are many, and if you can’t go you can follow most of them on the web. You will be amazed how many fantastic speakers there are. 5- if it exists try it
Foursquare is nonsense? Well have you tried it? Do you understand why it got traction? If not get in until you do, because the key to all this is understanding why people get involved and what you could do of that.The gaming, and award receiving of foursquare has applications well beyond that world...
Kinetic? Get it, play with it, how could you use it for your own purpose? You’ll be amazed what will come from it soon. 6- make it yours, make it fun.
Because you’ll discover it’s a game. Give yourself 15 minutes to find 3 great posts. Get involved in 3 conversations a day, find a group of people to join up with. It’s incredible fun, yes FUN... That’s why it won’t be so difficult. And most amazingly you’ll find that you’ll learn new things everyday. EVERYDAY...How long has it been since that happened. Why bother doing all this? No one will do it for you. And to be very frank, in a couple of years, people who have not done this will be put on side careers. A slow and painful process...
But more importantly, you’ll learn, you grow, you’ll meet people all over the world who will become your digital friends, who you will debate and share with. So you have a choice, between torture and ignition. I know which one I’ve choosen !
This transmission is intended solely for the person or organization to whom it is addressed and it may contain privileged and confidential information. If you are not the intended recipient you should not copy, distribute or take any action in reliance on it. If you believe you received this transmission in error please notify the sender.
Those who do not take art will simply be put aside. Frightened, not aware and incapable of understanding what’s happening, they will be invited to step into a cupboard to be slowly forgotten. A little like the signs on packs of cigarettes. It’s not death, it will be slow and painful ...
The music industry, the highstreet travel agents, are good examples of what’s in store. Because no industry will be left untouched. From services to fmcg, companies need people who will explain what’s happening and how to take part, how to make the most of what’s available now, and will be tomorrow. And sadly, there is no other way to learn it than taking part. It’s not like any other media where an expert could come in and do it for you, where judgement would work because after all we’ve all consumed old media for a long time. Growing up with TV and print. But digital is radically different. If you’re not in it, you’re out of it. And there is no understanding it from outside.
The good news though is that the digital space is still being created and as such, it needs to be read, it can be pushed. An opportunity few generations have had before. A few weeks ago, we asked everyone in the agency to be on twitter. From the MD’s to the receptionist. Not because twitter is the absolute digital thing, but because it is a sign that you’re taking part. And that the only way our people will get headhunted relentlessly for the rest of their career is if they understand better than anyone else the digital space. We also decided we will not recruit anyone who hasn’t got 100 followers. Because we demand that people participate if they want to join. And soon we’ll turn that into a klout or per index score. And one thing amazes me as I go from meeting to meeting: how can people still stay out. How can they not realize this yet? How can ceo’s and marketing directors still happily sit outside, it’s a little like having a captain that cannot sail... So here is a few tips, from someone who’s been there before... - admit you’re afraid to be caught with your pants down.
Even if you believe it. Because most of the time it’s fear of the unknown talking. At a recent conference on media I confronted an audience made of newspaper heads whose future is not so bright who kept laughing at people attacking the web. Laugh I said, while you can. Or use that time learning, you might find that’s a better option... 3- lift your fears about private and public life.
You know what it’s too late. Whether you like it or not people will post about you. So learn to lie with it. You have nothing to fear unless you are a child molester (in which case could you please stop reading my blog, thanks ;)) 4- think you’re back at school.
You might think social media and digital is not for you. Well if you don’t do it for you, no one else will. So learn learn learn. It will take time, you will need to invest time by yourself. And remember school? You came back home to homework, well it’s a little of the same. Only this time you can use all your wasted time connecting on your mobile for example. Go to conferences there are many, and if you can’t go you can follow most of them on the web. You will be amazed how many fantastic speakers there are. 5- if it exists try it
Foursquare is nonsense? Well have you tried it? Do you understand why it got traction? If not get in until you do, because the key to all this is understanding why people get involved and what you could do of that.The gaming, and award receiving of foursquare has applications well beyond that world...
Kinetic? Get it, play with it, how could you use it for your own purpose? You’ll be amazed what will come from it soon. 6- make it yours, make it fun.
Because you’ll discover it’s a game. Give yourself 15 minutes to find 3 great posts. Get involved in 3 conversations a day, find a group of people to join up with. It’s incredible fun, yes FUN... That’s why it won’t be so difficult. And most amazingly you’ll find that you’ll learn new things everyday. EVERYDAY...How long has it been since that happened. Why bother doing all this? No one will do it for you. And to be very frank, in a couple of years, people who have not done this will be put on side careers. A slow and painful process...
But more importantly, you’ll learn, you grow, you’ll meet people all over the world who will become your digital friends, who you will debate and share with. So you have a choice, between torture and ignition. I know which one I’ve choosen !
This transmission is intended solely for the person or organization to whom it is addressed and it may contain privileged and confidential information. If you are not the intended recipient you should not copy, distribute or take any action in reliance on it. If you believe you received this transmission in error please notify the sender.
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