MediaRules!

Whatyouaredoingisn’tworkinganymore...andeverythingneedstochange.

BrianReich

www,thinkingaboutmedia.combrian@littlemmedia.com

Married(Karen)Twokids(HenryandLucy)32YearsOld.Jewish.

LiveinNewYorkCity.Travelalot.

Strategize.Write.Speak.Teach.Podcast.

Focusontheimpactoftechnologyandtheinternetonsociety.

Politics.PublicAffairs.Marketing.PR.Advertising.Causes.Technology.Innovation.Commerce.Entertainment.Sports.Journalism.Education.Games.Brand.Culture.

Mac.PC.iPhone.Kindle.FlipVideo.Tivo.Wii.

10‐15Newspapers.20+Magazines.800+Channels.1000+Blogs.2500+Friends.

617.417.9436

twitter.com/brianreich facebook.com/BrianReich

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[Start]

Whatyouaredoingisn’tworkinganymore!

Askyourselfwhy(?)

Whatwearedoingisn’tworkinganymore.

Why do you need to

RE-THINK your work?

You cannot think about your work in isolation. The shifts that are occurring in every other aspect of our society, and our lives, impact how your products and services are created and consumed. Everything is changing.

Why do you need to know how PEOPLE

LIVE?Because convincing someone to buy your product or use your service means asking them to change what they are doing. And those changes happen in the context of people’s lives. You can’t force the changes. You have to fit in.

Why do you need to utilize

ALL THE PLATFORMS?

Because users seamlessly move between several different pieces of technology every day. People aren’t looking for one thing - they are looking for timely, relevant, compelling experiences that they can benefit from whenever and wherever they choose.

Why do you need to know

WHAT IS HAPPENING?

Because the experience and expectations that users develop when buying a product or service -- any product or service -- from someone else shapes their experience and expectations of everything else. Someone out there is spending more money and energy trying to convince people their products/services are terrific. They are setting the tone for the conversation.

Why do you need to PLAY NICELY WITH

OTHERS?Because everyone is facing a similar challenge. And because other sectors (car designers, clothing manufacturers, soda sales people, government economists, video game makers) understand different things about the target audience -- and how to engage, educate, and mobilize people -- that we can learn from.

Why do you need to LOOK FORWARD?

Because we spend too much time creating and analyzing case studies. Case studies represent a specific snapshot in time. They have limited value. It is not important to know that someone was able to sell something a certain way last year. It is important to understand how to apply the lessons to different contexts and times.

Why do you need to

REDEFINE SUCCESS?

Because each challenge is unique and we don’t fully understand what success really means. For certain, we know that success is not the same for every issue or project.

Whydoeseverythingyouaredoingneedtochange....?

PhonesChange

Everything

iPadsChange

Everything

PS3ChangesEverything

FacebookChangesEverything

HuluChangesEverything

NikeChangesEverything

RealLifeChangesEverything

SomethingChangesEveryDay

TechnologyandtheInternet,andtheirroleinourlives,haschangedhowwecommunicate,getandshareinformation,themediaweconsume,andthereasonsweengagewitheachother‐onlineandof]line.Theeffectsofthesechangesarebeingfeltbyallofus,everyday,allthetime.

Informationmovesfaster.Peoplearemorecloselyconnected.Wehavedifferentoptionsandbetterchoices.Ourexpectationsarehigher.Ourconnectionstotheissuesandeventsthatshapeourworldarebeingtransformed‐rapidlyandconstantly.Wemustadapt.Weneedtoengage.Weneedtolookatthingsdifferently.

Everythingmustchange.

Howorganizationsoperate,organize,andcommunicatemustbere­imagined.Thepassionandinterestofindividualsmustbere­focusedandre­directed.Thewaysthatwemeasuresuccessmustbere­assessed.Thewayswepromotebigideasandcreatebettersolutionsmustbere­envisioned.

[Pause]

Brandisaboutexperience

Marketingisabouttrust

Technologyisthefacilitator

Thereisno‘rightway’toblog

Thereisno‘rightway’toblog

Morewatching/listening=moreremembering

Gamesareformorethanplaying

Mobilephonesarealwayson,alwaysactive

Thereisno‘rightway’toblog

EverythingissocialYoumustbe‘Zindable’

Stuffisimportant

Listeningandhearingaredifferent

[3Things]

Timely,relevant,compellinginformation

Experiencespeoplewillremember(fondly)andtalk

about.

Stuffthatpeoplewilluse...andvalue.

[3More]

KnowYourAudience

DemographicPsychographicTechnographicBehavioral

OrderofOperations

GoalsStrategies

TacticsResources

Human...izePersonal...izeLocal...izeOperational...izeGranular...izeTakeAdvantage...izeTransactional...ize

[BigFinish]

TRY Somethingnewanddifferent

FAIL Openlyandactively

LEARN Updateandadapt

ASK LotsofQuestions

[End]

MediaRules!

Whatyouaredoingisn’tworkinganymore...andeverythingneedstochange.