digital strategy
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TRANSCRIPT
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Gareth Kay: Associate Partner, Director of Brand Strategy
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I H AT E D I G I TA L S T R AT E GY
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S T R AT E GY F O R T H E P O S T- D I G I TA L W O R L D
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P O S T- D I G I TA L?
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1 9 9 2
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A G O O D S T R AT E GY
1. Will the message trigger the desired response?
2. Is it simple? (“-er” good, “-est” best)
3. Is it entertaining? (what’s the sugar coating for the message ‘pill’)?
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N E W T E C H N O LO GY
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“This stuff is as mainstream as it can be. Google, the iPhone - these move the culture more than The Beatles did in the ’60’s. It’s shaping the human race.”
- Andy Hertzfeld
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N E W T E C H N O LO GY, D I F F E R E N T C U LT U R E
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“Nobody comes out of a movie saying, “that was a really good movie. I really enjoyed it. It was really clear.”
- Russell Davies
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$310 million$220 million
$77 million
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“We’ve moved from a downloading culture to an uploading culture.”
- Charles Vallance
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Pre-digital
Narcissistic
Messaging
Perception
One way
Big
Post-digital
Interesting
Actions
Behavior
Participatory
Long
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W H AT M A K E S A G O O D S T R AT E GY N O WA D AYS ?
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1 . B E I N T E R E S T E D I N W H AT P E O P L E A R E I N T E R E S T E D I N
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H AV E A C U LT U R A L M I S S I O N ,N OT S I M P LY A C O M M E R C I A L P R O P O S I T I O N
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B U I L D A B R I D G E
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2 . B E I N T E R E S T I N G N OT J U S T R I G H T
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“If you had to choose, would you rather be interesting or right?”Q:
—Malcolm Gladwell, GQ Magazine
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“If I were President of the United States, I would rather be right than interesting. If I were a CEO of a company, I would rather be right than interesting. But I am a journalist— what journalist would rather be right than interesting?”
A:—Malcolm Gladwell, GQ Magazine
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I N T E R E S T I N G & R I G H T
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I F YO U A R E I N T E R E S T I N G , I N T E R E S T I N G T H I N G S H A P P E N
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L E AV E G A P S
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3 . D O S T U F F, D O N ’ T J U S T S AY S T U F F
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W E N O W L I V E I N T H E A G E I F I D E A S T H AT D O
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S TO P C O M M U N I C AT I N G P R O D U C T S A N D S TA R T M A K I N G C O M M U N I C AT I O N P R O D U C T S
U S E F U L , E N T E R TA I N I N G , M E M O R A B L E N OT I N T E R R U P T I V E E X P E R I E N C E S
C R E AT E , D O N ’ T J U S T F I L L , M E D I A S PA C E
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D O N ’ T J U S T C O M M U N I C AT E A P R O D U C T
M A K E C O M M U N I C AT I O N P R O D U C T S
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4 . E X P E R I M E N T W I T H S TO RY T E L L I N G
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T E L L S TO R I E S A C R O S S S C R E E N S
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5 . M A K E T H E E V E RY D AY P L AY F U L A N D U S E F U L
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R E D U C E F R I C T I O N
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6 . W O R K S M A R T E R
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H I R E D I F F E R E N T LY
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7 . B R E A K T H E T Y R A N N Y O F P E R F E C T I O N
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“The show doesn’t go on because it’s ready; it goes on because it’s eleven thirty.”
- Lorne Michaels
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E X P E R I M E N T S N OT R E S E A R C H
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M I N I M U M V I A B L E P R O D U C T
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C O M M U N I C AT I O N R & D
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I N S U M M A RY
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Pre-digital
Narcissistic
Messaging
Perception
One way
Big
Post-digital
Interesting
Actions
Behavior
Participatory
Long
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—Tom Kelley, General Manager, IDEO
“Creative firms of all kinds (including ours) know that they must evolve at LEASTas fast as the world is changing around them.”
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