I'm excited to join a new advertising agency - DraftFCB as their Planning Director in Digital effective August 13th 2012.
I get a significant amount of natural search visitor traffic [a.k.a. Google] against two key phrases -- "digital strategy job description" and "resigning from IBM". Since I resigned from IBM six years ago, I thought I'd offer a quick update on the role a digital strategist plays in today's advertising industry. At first consideration,… Continue reading Top five skill sets of today’s digital strategists
What does it mean to be social? This is precisely the question that @danielberkal and Seattle’s Cole + Weber United set out to answer in 2011. Presented at social media week [#SMWTO], this study is deeply insightful and organized in thought - so much so that I am often sharing the story of Daniel's presentation around… Continue reading Project Butterfly – Palmerston Group
Here is a common scenario for many. A request to identify the top destinations, gadgets, trends, etc... of the day/week/season. This request begs the question - how do you figure out where people go, who the influencers are, what trends are emerging. ... some of the things I do:
Ecosystem is word that I've started to use a *lot* lately to explain how paid, earned and owned medias must work together when creating digital strategies for big brands. The media classification - paid, owned, earned - is a well accepted marketing framework first articulated, to my knowledge, by Forrester research's Sean Corcoran (@seancor) in his report "Defining Earned,… Continue reading Today’s digital strategies need to recognize that digital is a ecosystem
I was recently asked to present at My Charity Connects - an annual sold out conference helping non-profits understand how to use emerging technologies for social good. I had a tough mandate - the conference organizers had pre-sold the topic "Developing a Digital Roadmap" - intended to be an advanced topic - to which 60 people… Continue reading How to develop a digital strategy – a 101 lesson for non-profits
Often self absorbed in my own digital strategy work - I sometimes forget far I've travelled and the level of transition the advertising industry is in over digital strategy. I've been doing digital strategy for years - though at IBM, we called it e-business strategy, then marketing strategy, then customer experience strategy & design and now, due to how broad… Continue reading Demystifying digital strategy