1. 5 Lessons Learned
from Pioneers of Digital
@MelCarson

2. @MelCarson

3. @MelCarson
Social Media – Digital PR – Personal Branding

4. @MelCarson

5. @MelCarson

6. @MelCarson
1- Don’t Let
Technology
Dictate

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Qi LU

8. @MelCarson
Bold & Audacious
‘There’s a certain ability for him to set a bold, audacious
goal without yelling about it and you feel as though he’s
thought it all through and has answers for any objections.’
Stefan Weitz – Bing Evangelist

9. @MelCarson
Thomas
Gensemer
‘When it comes to brands,
especially big traditional
brands…there is this grey area
between communications & PR.’
‘Technology needs to support
core business instead of
dictating how it works..’

10. @MelCarson
2- Make Things
That Satisfy
Needs

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12. @MelCarson
June Cohen
‘Don’t assume you know
what your audience wants.
What works for other media
might not work online, so
survey, test, learn &
optimise.’

13. @MelCarson
Video (R)evolution
‘Different people watch video in different ways and
at different times (so) we released TED Talks on
multiple platforms.
As a podcast on iTunes, streaming video on
TED.com, embeddable player for blogs and on
YouTube. We’ve now extended to mobile apps,
set-top boxes like Roku & Boxee, even airplane in-
flight video systems.’

14. @MelCarson
3 - Take
Decisions in Real
Time

15. @MelCarson
Vanessa
Fox
‘what the industry needed was an
intelligent geek from Google to
listen and communicate with us’
Dave Naylor - Bronco

16. @MelCarson
Value Exchange
‘Spend time with colleagues & partners in different
departments. Really try to understand what they do
and how to speak their language. It’ll help when it
comes to communicating ideas and having an
empathy with their thinking.’

17. @MelCarson
Jaron Lanier

18. @MelCarson
Lawnmower Man
&
Minority Report

19. @MelCarson

20. @MelCarson
Coming Soon…

21. @MelCarson
‘There is no such
thing as passive
perception. Young
people today will
remember our media
as quaint, cute but
not quite fully
engaged.’
On Advertising…

22. @MelCarson
Avinash Kaushik
‘There is a lack of
imagination when it
comes to doing
glorious things. We
need to truly embrace
digital in creative ways
and embrace digital’s
new rules.’

23. @MelCarson
Occam’s Razor
‘My purpose in life would be to write a blog post
that would meet three requirements that I formed
for myself. It would be something
incredible, relevant and of value. I formed this
mantra, and then I practiced blogging for a month
and a half where only my wife and my Intuit
employees read the blog, because I wanted to
see that I could actually produce content that was
incredible, relevant and of value.’

24. @MelCarson
4 - You Don’t
Have to Be
Original, Just
Relevant!

25. @MelCarson
Gurbaksh
Chahal

26. @MelCarson
Originality Anyone?
‘If you want to disrupt the market, don’t
necessarily do something brand new. See
what people are already doing.
Once you’ve scaled that, incorporate what
you want to bring that’s new. You need
traction on what people are already doing
– existing behaviours, existing products.’

27. @MelCarson
Jeff Bezos
"It's very important not to be hermetically sealed. You want
to look at it and say, 'That's very interesting. What can we
be inspired to do as a result of that?' And then put your own
unique twist on it."

28. @MelCarson
5 – Have Fun!

29. @MelCarson
‘Ok. This is now mad. I am stuck in a lift on the 26th floor of Centre
Point. Hell’s teeth. We could be here for hours. Arse, poo & widdle’
Stephen Fry

30. @MelCarson
‘You have to love it. You absolutely have
to love it. Just enjoy the ride, enjoy the
creativity that it gives you…What you've
got to be driven by is what f**king fun and
how unbelievably exciting it is.’
Stephen Fry
Be You…….and Enjoy It!

31. @MelCarson
5 Pioneering DNA Strands
 Don’t let technology dictate
 Make things that satisfy needs
 Take decisions in real time
 Don’t have to be original, just relevant
 Have fun!

32. @MelCarson
Reaction
"Pioneers of Digital makes for compelling
reading about fascinating innovators. Their
curiosity, passion, drive and enthusiasm for
using technology in creative ways to help
people connect and interact is both contagious
and inspirational." USA Today
"If you embrace new media and the spell
it has cast over advertising and the world
in general, this may be your lucky day.
Readers will feel like kids in a digital
candy shop." Publishers Weekly
"These very insightful stories are perfect for those fascinated by the history of
digital.“
Sir Martin Sorrell, CEO, WPP

33. Thank You!
www.PioneersOfDigital.com
mel@delightfulcommunications.com