Presentation delivered at luncheon meeting of IABC Long Island (http://www.iabc-li.com/) on January 19, 2011. Title/focus was "How to Plan for Organizational Success in the Digital Age."

1. How To Plan For
Organizational Success
In the Digital Age
Shift
& Reset

2. Brian Reich
Married (Karen)
Two kids (Henry and Lucy)
33 Years Old. Jewish.
Live in New York City. Travel a lot.
Strategize. Write. Speak. Teach. Provoke.
Focus on the impact of technology and the internet on society.
Politics. Public Affairs. Marketing. PR. Advertising. Causes. Technology. Innovation. Commerce.
Entertainment. Sports. News. Education. Games. Brand. Culture.
Washington Post. Wall Street Journal. New York Times. Seattle Times. LA Times. Boston
Globe. Chicago Tribune. Politico. Denver Post. Miami Herald. Dallas Morning News. Sports
Illustrated. GQ. Vanity Fair. New Yorker. Time. Newsweek. New Republic. Wired. Fast
Company. In Style. 1000+ Blogs. Twitter. Facebook. Sesame Street. Dinosaur Train. Word
World. Criminal Minds. Oprah. Modern Family. SportsCenter. 16 & Pregnant. Friday Night
Lights. 30 Rock. Fresh Air. Slate’s Hang Up And Listen. This American Life. The Sporkful.
Wait Wait Don’t Tell Me. Books. Ads. . [Partial list]
Mac. PC. iPhone. Flip. Zoom H49. Canon D20. Tivo (x2). Wii. MiFi.
Seattle. Westport. Washington. Cambridge. Ann Arbor. 50 States.
brian@littlemmedia.com 617.417.9436 www,thinkingaboutmedia.com
Media Rules! Shift & Reset Podcast Fast Company Expert
Twitter Facebook Slideshare Scribd YouTube Flickr Groupon

4. What you are
doing isn’t
working
anymore!

5. Phones
Change
Everything

6. iPads
Change
Everything

7. Facebook
Changes
Everything

8. Hulu
Changes
Everything

9. Nike
Changes
Everything

10. Real Life
Changes
Everything

11. Technology and the Internet, and
their role in our lives, has changed
how we communicate, get and
share information, the media we
consume, and the reasons we
engage with each other ‐ online
and ofeline. The effects of these
changes are being felt by all of
us, every day, all the time.

12. Information moves FASTER. People
are more closely CONNECTED. We
all have DIFFERENT OPTIONS
and BETTER CHOICES. Our
EXPECTATIONS ARE HIGHER.
The connections we make to the
issues and events that shape our
world are being TRANSFORMED
‐‐ rapidly and constantly.

13. Everything
must
change.

14. Shift
& Reset

15. How organizations operate,
organize, and communicate must be
RE­IMAGINED. The passion and
interest of individuals must be RE­
FOCUSED and RE­DIRECTED. The
ways that we measure success must
be RE­ASSESSED. The ways we
promote big ideas and create better
solutions must be RE­ENVISIONED.

16. Brand is
about
experience

17. Marketing
is like
dating...
Trust me
I’m a
marketer
and
marriage

18. Technology
is just the
facilitator

19. [3 Things]

20. EXCUSES!
‘I don’t know what to do.’
‘It costs too much.’
‘I am overwhelmed.’
‘The internet scares me.’
‘I don’t have the time.’
‘I tried and it didn’t work.’
‘My people don’t read blogs... ’
‘A different department handles that.’
‘It’s too late. We’re doomed’
‘I am too old.’

21. Timely, relevant,
compelling
information

22. Experiences people
will remember
(fondly) and talk
about.

23. Stuff that people
will use... and value.

24. [4 IDEAS]

25. Human...ize
Personal...ize
Local...ize
Operational...ize
Granular...ize
Take Advantage...ize
Transactionalize

26. We all hate sitting in
trafeic...
I got 99 Nobody likes cold
weather, snow delays...
problems and My kids aren’t afraid to
you ain’t one
tell me what they think
either...

27. Take Did you think Apple can
advantage thrive with Steve Jobs on
medical leave?
of the news J‐E‐T‐S Jets! Jets! Jets!
cycle
Did you hear the FCC
approve of the Comcast/
NBC merger?

28. Give people something to
watch, read, listen to,
wear, or talk about the
other 126 hours of the
week.
Don’t wait Give your audience more
support, guidance, and
around for
instruction to support
their watch experience.
the media Capture everything and
eigure out what to do with
it later.

29. Zappos
NPR
I CAN HAZ CHEEZBURGER
OWN
Spend some The White House
MLB.com
time outside
Sarah Palin’s Alaska
etc...

30. Consider
yourself
challenged

31. email me: brian@littlemmedia.com
call me: 617.417.9436
follow me: twitter.com/brianreich
friend me: facebook.com/brianreich
link to me: linkedin.com/in/brianreich
read me: Media Rules!
Shift & Reset (Spring 2011)
ThinkingAboutMedia.com
Fast Company Expert!
download me: slideshare.net/brianreich

32. How To Plan For
Organizational Success
In the Digital Age
Shift
& Reset

33. [Extras]

34. Know Your
Audience
Demographic Psychographic
Technographic Behavioral

35. Order of
Operations
Goals Strategies
Tactics Resources

36. What you need to know...
about (some of) the tools

37. There is no ‘right way’ to blog

38. More dynamic content = more remembering

39. Games are for more than playing

40. Mobile phones are always on, always active

41. Everything Is Social

42. You Must Be Findable

43. Communication happens offline also

44. What you should know...
to get started

45.
1) Creating audience Profiles
2) Developing a content plan
Before 3) Monitoring
anything 4) Experimenting w/ outreach
else
5) Building systems

46.
1) Positioning
2) Real Time
Focus on...
3) Value
4) Transparency

47. And don’t forget...

48. Change is hard: You are Audiences need help
asking people to shift their and support: You need to
behavior. It cannot be teach people how to have
forced. an impact.
Organizations must be
patient and committed: Try. Fail. Learn: There are
You have to invest -- time, no right answers. Nobody
money, energy, and focus knows exactly how this
-- to be successful. stuff works.