Everything old is new again: Rethink the way you work in digital

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What You’ll Learn:: 

Think Twitter is new? In the 1930s, a “robot messenger” called the Notificator was installed in London train stations.

You could write a note, tell the person you were waiting for you’d meet him in the pub down the street, and stick the message in with six pence. It would scroll for two hours.

“That’s Twitter,” Davis says in an inspiring session that will challenge you to rethink the way you approach the media.

In “Everything old is new again,” you’ll learn:

  • How LA fires escalated Twitter—and made it a valuable tool in crises
  • How hashtags took off during a gas crisis in Atlanta
  • How to think of content as a product―and an asset
  • The importance of tone, concision, consistency and storytelling to a content brand
  • The importance of building your audience
  • Everything that is old is new again
  • Why thinking of content as a brand spurs experimenting, risk-taking and innovation

What if your content became a product? What if, Davis asks, you said, “We put a lot of energy into our product. Let’s think about our content that exact way.”  Do it right, and reap rewards, he says.

Does it matter if a customer ever comes to your website, as long as they buy? In short, no.

Davis explores how social media platforms move from gestation to escalation—and how much time you should spend on things like adoption, experimentation, monetization, escalation, and other aspects of social media.

What if you focused on a single strategy instead of multiple social channels? Think about AOL, AltaVista and other Internet washouts. If you have a Twitter strategy, you’re out of luck if Twitter blows up—or simply loses its cachet.

Success isn’t about multiple media channels, he says. It’s about finding people who will share your content. Find how to create high-quality content that’s frequently delivered and relevant to your audience.

Get over the old Ptolemaic model that treats your organization’s website as the center of your digital universe, Davis says. The Galilean model regards the search engine as your orbital center—your “sun”—surrounded by objects such as LinkedIn, Amazon, Pinterest, Facebook, blogs, and—way out by Pluto—your website.

Learn to think like a TV executive. The Jim Henson Company doesn’t make money on their Muppet movies, says Davis, who formerly worked there. It reaps millions on merchandizing and licensing. The content, in effect, exists to sell products.

Find out why you should think of this as a “subscribe world.” What if you got customers to subscribe to you for one piece of content a week, whether by email, following you on Twitter, or other means?

Learn more here.

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Broadcast: 
August 2013
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Presenter bio: 

Andrew Davis’ inspirational, unconventional, and sometimes controversial concepts are a product of his diverse life and business experiences. His childhood acting career makes him a highly-engaging and entertaining speaker at trade shows, conferences and corporate events around the world. His television writing and producing contributed to his theories on how to build a relationship with a valuable audience through the generation of great content powered by exceptional talent. He honed his marketing and product development skills in the first dotcom boom which shaped his way of getting real revenue and results.