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Shift&Reset
HowToPlanForOrganizationalSuccessIntheDigitalAge
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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
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Whatyouaredoingisn’tworkinganymore!
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PhonesChange
Everything
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iPadsChange
Everything
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FacebookChangesEverything
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HuluChangesEverything
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NikeChangesEverything
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RealLifeChangesEverything
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TechnologyandtheInternet,andtheirroleinourlives,haschangedhowwecommunicate,getandshareinformation,themediaweconsume,andthereasonsweengagewitheachother‐onlineandofeline.Theeffectsofthesechangesarebeingfeltbyallofus,everyday,allthetime.
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InformationmovesFASTER.PeoplearemorecloselyCONNECTED.WeallhaveDIFFERENTOPTIONSandBETTERCHOICES.OurEXPECTATIONSAREHIGHER.TheconnectionswemaketotheissuesandeventsthatshapeourworldarebeingTRANSFORMED‐‐rapidlyandconstantly.
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Everythingmustchange.
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Shift&Reset
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Howorganizationsoperate,organize,andcommunicatemustbeREIMAGINED.ThepassionandinterestofindividualsmustbeREFOCUSEDandREDIRECTED.ThewaysthatwemeasuresuccessmustbeREASSESSED.ThewayswepromotebigideasandcreatebettersolutionsmustbeREENVISIONED.
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Brandisaboutexperience
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Marketingislikedating...andmarriage
TrustmeI’ma
marketer
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Technologyisjustthefacilitator
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[3Things]
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‘Theinternetscaresme.’
‘Idon’thavethetime.’
‘Idon’tknowwhattodo.’‘Itcoststoomuch.’
‘Iamoverwhelmed.’
‘Mypeopledon’treadblogs...’
‘Itriedanditdidn’twork.’
‘Adifferentdepartmenthandlesthat.’
‘Iamtooold.’
‘It’stoolate.We’redoomed’
EXCUSES!
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Timely,relevant,compellinginformation
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Experiencespeoplewillremember(fondly)andtalk
about.
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Stuffthatpeoplewilluse...andvalue.
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[4IDEAS]
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Human...izePersonal...izeLocal...izeOperational...izeGranular...izeTakeAdvantage...izeTransactionalize
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Igot99problemsandyouain’tone
Weallhatesittingintrafeic...
Nobodylikescoldweather,snowdelays...
Mykidsaren’tafraidtotellmewhattheythinkeither...
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Takeadvantageofthenewscycle
DidyouthinkApplecanthrivewithSteveJobsonmedicalleave?
J‐E‐T‐SJets!Jets!Jets!
DidyouheartheFCCapproveoftheComcast/NBCmerger?
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Don’twaitaroundforthemedia
Givepeoplesomethingtowatch,read,listento,wear,ortalkabouttheother126hoursoftheweek.
Giveyouraudiencemoresupport,guidance,andinstructiontosupporttheirwatchexperience.
Captureeverythingandeigureoutwhattodowithitlater.
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Spendsometimeoutside
ZapposNPR
ICANHAZCHEEZBURGEROWN
TheWhiteHouseMLB.com
SarahPalin’sAlaskaetc...
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Consideryourselfchallenged
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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
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Shift&Reset
HowToPlanForOrganizationalSuccessIntheDigitalAge
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[Extras]
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KnowYourAudience
DemographicPsychographicTechnographicBehavioral
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OrderofOperations
GoalsStrategies
TacticsResources
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Whatyouneedtoknow...about(someof)thetools
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Thereisno‘rightway’toblog
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Moredynamiccontent=moreremembering
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Gamesareformorethanplaying
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Mobilephonesarealwayson,alwaysactive
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EverythingIsSocial
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YouMustBeFindable
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Communicationhappensofflinealso
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Whatyoushouldknow...togetstarted
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1)CreatingaudienceProfiles
2)Developingacontentplan
3)Monitoring
4)Experimentingw/outreach
5)Buildingsystems
Beforeanythingelse
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1)Positioning
2)RealTime
3)Value
4)Transparency
Focuson...
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Anddon’tforget...
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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.