Recap: The Fall of Digital
November 13, 2010 Zerek Welz
For our November 3 event, Reid Givens discussed how today's digital trends will affect the professionals who set the ball in motion. If you were unable to attend or need a refresher, we've got you covered:
15 years ago something came and changed the world … the internet. Kind of a big deal. It wasn't like anything. No one knew what to do with it.
- The web democratized everything. Small shops could compete with big shops. Location didn't matter. It changed everything.
- Digital created new professionals for the the field. These professionals started cutting into PR and Ad firms services.
- Digital firms were now the wave of the future!
- Everyone must be online. Land grab for all the .coms.
- Then... the bubble burst. The web wasn't a magical ATM. So then what was it?
- The web started to mature and everyone got a website.
- Anyone could publish content and communicate using email marketing.
- Lots of hype started up with email marketing so the snake oil salesmen moved in and took over. Web professionals had to fight to take it back over.
- SEO got hyped. Salesmen came in. Web professionals take it back.
- Affiliate Marketing. Rinse repeat.
- In 1950 if you needed a lawyer you got a lawyer. Now you need a specialty lawyer.
- Same problem with digital online professionals. Now all of a sudden we have a ton of different specialties. All the professionals have different answers on how to be successful on the web.
- How should clients know who to pick? Who should they listen to? CONFUSION!
- Then Web 2.0 shows up(now with more gloss!). It's the wave of the future! Change everything!
- Wait... hold on... time passes and Facebook wins Web 2.0.
- The rise of digital was shiny object syndrome.
- All the other "dead" media didn't die. The internet was supposed to kill TV. TV was supposed to kill radio. What gives?
- People watch 20% more TV now then they did 20 years ago before the rise of digital.
- The internet has more than one purpose. People can watch, listen, read, publish, build and socialize online. Same track as other media it just took longer to get to all the specializations.
- Most businesses don't have the resources to interview, research and compare all the options on the internet. So they ask their social network.
- It's not what you know it's who you know.
- BUT. What if the business doesn't have a good network. No one has a good response; bad experiences, the guy that did their site does something else, just don't know. Maybe they meet the developer and don't jive.
- Now what do they do? They search for it or use some other traditional advertising.
- Digital is now a traditional channel. The goal now isn't any one thing. It's integration of all the channels.
- Old Spice did this well with their 'Old Spice guy' ad campaign. But... it was made by a traditional ad company and was a TV spot?
- Most people only saw the TV spot so they don't even know the social media part happened.
- Traditional shops are now getting the jobs for social media and online.
- Web professionals have been making the web easier to use. You don't need to "know" web stuff to be online. You can build a site, store and advertise all by yourself.
- Did we make a world that doesn't need us?
- Technical expertise takes a backseat to strategy. A strong strategy can come from anywhere. Numbers became less important, quality became the focus.
- So now most people fall back to social networking to find answers, or do we?
- Most of the time we don't trust recommendations from our friends online.
- What is a friend? A Twitter follower? A Facebook friend? A friend isn't what it used to be and trust is just down on everything.
- So where do we go for information? There is no one clear answer. Comes down to strategy, market and goals. Sometimes it's the web and sometimes it isn't.
- So businesses hire the people with the expertise to do the job. But those people won't be "digital".
- Digital will be absorbed. Digital professionals will all get "real" job titles.
- Innovations will become best practices. Technical know how, down. Execution and creativity, up.
- The promise of the internet was to share and democratize knowledge. Web trade knowledge is no exception.
- Web industry is still maturing. The hierarchy of web folks will eventually become established, but that doesn't mean they will anyone will be devalued. This setup allows for stars to step up.
So what should web professionals do now?
- Engage with furthering the industry.
- Engage with other organizations to see how they can be helped.
- Study the cycles of the past.
- Shape the future of the craft.
- Understand they are part of a bigger picture.
- Specialize. Stop trying to be a jack of all trades.
- Take the lead and own it.
- Create the future they want before someone else does.
Video of the presentation is available on Vimeo:
The slide deck is available on SlideShare:
Photos are available on Flickr:
Thanks to All Our Volunteers!
Webuquerque just wouldn't be the same without helping hands from our community members:
Want to help? Let us know if you'd like to lend a hand. Interested in speaking? Let us know that too!
Stay Tuned for Our Next Event!
For our January 5 event, we are hosting a little "get to know you" soiree to kick off our third year:
- Name badges required
- Each attendee will get 40 seconds to talk about who they are, what they do and why they come to Webuquerque
Let Us Know What You Think
As always, we want to know what's on your mind so we can do the best to ensure Webuquerque is all you want it to be. Make sure to let us know if you have any suggestions, comments or complaints.