Cactus staffers Norm and Mike headed to Boulder Digital Works' Making Digital Work. Here is there take on the 2-day workshop. Norm's through his sketchpad, Mike's through his iPad.

1. FPO: Making Digital Work II
via
Norm’s Sketch Pad ...................................................
MAKING DIGITAL WORK
“analog bullshit”
...................................................
August 9 & 10 at Boulder Digital Works
...................................................
Workshop Overview
*REGISTER NOW AT MAKINGDIGITALWORK.COM*

2. Stop communicating products and start
making communication products.
Useful entertaining or memorable, not
interruptive, experiences.
Create, don’t fill, media space.
Gareth Kay
Director of Brand Strategy
Goodby, Silverstein & Partners

4. "It's really hard to design
products by focus groups.
A lot of times, people don't
know what they want until
you show it to them.”
Steve Jobs
Since you are reading this on an
iPad, do I really need to tell you
who Steve Jobs is? If you don’t
know, please leave now.

5. “Doing and then learning is
a much better strategy
these days versus
learning and then doing.”
Gareth Kay
Director of Brand Strategy
Goodby, Silverstein & Partners

6. Pre-digital
Pre-digital Post-digital
Post-digital
Interruption
Interruption Participation
Participation
Image manipulation
Image manipulation Value creation
Value creation
Saying things at people
Saying things at people Doing things for people
Doing things for people
Intangible value
Intangible value Tangible value
Tangible value
Perception
Perception Behavior
Behavior
www.whatthefuckismysocialmediastrategy.com”

7. “50% of clients are trying to
escape the old agency model.
The other 50% want to try
something new.”
John Winsor
Chief Executive Officer
Victors & Spoils

8. “Any idea is dangerous if itʼs a
personʼs only idea”

10. There's a lot of redundancy in silo'd
agency structure. Interactive accnt
mgmt and regular accnt mgmt = $$$ +
bad work @mrhowell #digiwork
KevinRothermel

11. marketing thought leaders need to
shift from campaigns to commitments
#digiwork
michelleevans

12. Digital is no longer someone else's jobs.
It's YOURS. @mrhowell #digiwork
10:54 AM Aug 10th via TweetDeck
soulkat

13. "Bloated teams = lack of accountability." -
@mrhowell be more efficient with your
team, be more efficient with your work.
#digiwork
Twitter - Aug 10, 2010 10:46:45 AM
mq5

14. “The structures and
processes that guided our
industry for the past 25+
years have begun to fail. They
are not working now, and
something needs to change.
The old structures are
actually becoming liabilities to
the business.”
Matt Howell
Chief Interactive Officer
Modernista!
Also dude who invented Nike+

15. It's hard to get people to talk about a
brand. It's much easier to get people to
talk about themselves on a brand's
platform. #digiwork
Twitter - Aug 10, 2010 10:46:45 AM
e_t_t

16. “Consumers today have more
control over the experiences
they choose to have. The
best way to reach them is to
understand them &
understand where they are
thinking/ coming from.”
Kim Laama
Interactive Director
AKQA

17. A new breed of T-shaped
people is emerging with
knowledge of all disciplines at
the top and core discipline
expertise pointed upward.
Ultimately, it is up to every
employee, not a department,
to become digiraditional. Learn
it, live it, tweet it.
Edward Boches
Chief Creative Officer /
Chief Social Media Officer
Mullen

18. copywriter
art director
web designer
IA/UX
programmer
video producer
content strategist
connection planner
PR/social media
media
analytics
Thursday, April 15, 2010
You need to be a T person

19. “Expect some pain.”
Edward Boches
Chief Creative Officer /
Chief Social Media Officer
Mullen

21. “Email volume = communications
breakdown = trouble" - @mrhowell.
Irresponsible substitutions for
collaboration. #digiwork
Twitter - Aug 10, 2010 10:48:45 AM
mq5

22. “Where are we headed: More
mobile, More socialized layers
and Location-Based Contextual
Norm was on a client call Awareness (messaging relevant
to where you are at the time).”
Alastair Green
Digital Executive Creative Director
Team One

23. "We (ad industry) have a lot of money
invested in people who are no longer
capable of contributing" #digiwork
Twitter - Aug 10, 2010 10:46:45 AM
edubble_u

26. The Twitchhiker:
one man on a Twitter travel mission
Meet the Twitchhiker. His quest - to see how far
he can travel in 30 days relying solely on the
hospitality and advice of the Twitter community,
and raising money for charity as he goes

27. “It’s not what we do,
it’s what people do with
what we do.”
Gareth Kay
Director of Brand Strategy
Goodby, Silverstein & Partners

28. Thursday, April 15, 2010
Like Kogi BBQ, which launched a brand with a Twitter handle

29. $80 million

33. The Good Enough Revolution
•Fast
•Easy
•Portable
•Accessible

35. Edward Boches
Chief Creative Officer /
Chief Social Media Officer
Mullen

37. Thursday, April 15, 2010

38. Master conversation strategy:
Embrace agility,
constant presence,
frequent experimentation
Edward Boches
Chief Creative Officer /
Chief Social Media Officer
Mullen

39. audience community
message experience
target engage
media plan interest plan
penetrate collaborate
Thursday, April 15, 2010
Re-think how you think

40. Sharable
Interactive
Participatory
Ongoing

41. Old
TV > WEB > MEDIA > PR
Thursday, April 15, 2010
The old sequence. WTF?

42. This isnʼt about the
digital brief.
Itʼs about a better
brief for the post-
digital world.
Gareth Kay
Director of Brand Strategy
Goodby, Silverstein & Partners

43. Check list manifesto

44. huh?
Mike Lee
pr & social media director
Cactus

45. Smart people can be really stupid
sell scope staff deliver reward
how we sold ! encouraging offline ae’s to think and how we delivered ! collapsed all project
sell digital with no training or supervision ! management into one group, allowing key online
neglected to put digital-savvy person in new pm to leave ! assumed a “brand” creative brief
business role ! arrogant enough to think we knew was enough despite lack of details to do effective
what we were talking about digital work ! allowed traditional creative teams to
present ideas before including UX and technology
how we scoped ! refused to acknowledge true
Thursday, April 15, 2010
! failed to unite different groups physically !
Sharing some mistakes team leftover money
costs of digital ! gave
delayed integrating digital media, creative,
squeezed from offline budgets ! failed to train
Technical Support ! neglected to invest in
clients on actual value ! brought message rather
collaborative technology, depending too much on
than experience mentality to the space ! gave
IT instead of developers
digital work away to “get” the business !
perpetuated the diminished worth of digital how we rewarded ! assumed digital people would
put learning on hold while they spent time cleaning
how we staffed ! continued to hire legacy talent !
up after offline colleagues ! under invested in
focused on usage rather than future when
training (formal and informal) ! didn’t mandate
downsizing ! assumed traditional talent could
digital skill expansion as part of performance
lead digital efforts ! believed project management
evaluation for all
could compensate for digitally naïve account
people ! defined integration as offline people
could try digital (but not the other way around)
Thursday, April 15, 2010

46. 2005 2010
Media $ placed in
online, SEM, SEO
$22,300 $4,394,200
Cacti who contribute
to blogs, YouTube,
3/15 47/47
Twitter, Facebook,
etc.
Staff time hours
spent on web, 140 3,560
online, digital,
soche, mobile, etc.
* These figures are all made up.