Author Archives: DeanShaw
This week I attended the Internet Summit in Raleigh, a nice little event here in the Triangle that gathers together some of the brightest digital marketing folks in the area…and few stupid ones. Say what you will about New York, Silicon Valley, and Austin, but this little cow-town has some serious stuff going on and this event continues to grow every year. This year’s edition of the Summit brought the likes of Gary Vaynerchuk, Kevin Pollak, Ben Huh, and Coolio. I’m pretty confident you’ve heard of at least one of these people, but if you don’t, well, be assured that they haven’t heard of you either. The agenda was jam packed with keynotes, panel discussions, tech sessions, and rap music you haven’t heard in 20 years, and as the event was a virtual sellout, I know that many of my colleagues were unable to attend. The good news is that I have an awesome set of observations summarizing everything you need to know about this year’s conference. You’re welcome.
Here’s what you missed:
- The most important thing on the planet that digital marketers need to know is “storytelling”. You can go home now.
- Apple uses its market position to block innovation and uses “old technology” (note: a panel member who listed himself as a Blackberry consultant said this. Seriously.) RELATED: Is being a ‘Blackberry Consultant’ really something you want people to know about?
- Gary Vaynerchuk swears a lot and the over/under on when he drops his first f-bomb in a keynote is currently 30 seconds. Take the under.
- Interesting subjects can be neutered by poor speakers.
- Uninteresting subjects can be made to sound glorious by great speakers.
- “Storytelling” is THE most important thing that digital marketers need to know.
- Daft Punk + Duck Dynasty > Wearable Technology.
- You need to understand Millennials. They want meaningful work, rapid advancement, flexible hours, and frequent accolades and rewards. Oddly enough, so do I, so they can just get the fuck in line behind me.
- There is never enough coffee or power outlets at any conference. It;s the law of the Conference Gods. Get over it
- It’s either going to be too hot or too cold. Bring a blanket and a tank top to cover your bases
- Some companies still believe that tchotchkes are a business model. If the tchotchke flashes it indicates that it’s a high-tech business model.
- All innovation is great until the Marketing Department gets a hold of it. Then it’s fucked.
- Of all the things that digital marketers need to know “storytelling” is the most important of them all.
- Coolio is still alive. Double check your Death Pool picks.
- Whatever boundaries of technology Google Glass is eclipsing, the people who wear them look like attention-hungry douchebags.
- Curiously, speakers who preach about the importance of building and cultivating relationships are usually bombarded with resume-wielding job-hunters immediately upon leaving the stage.
- The preferred speaking attire these days is jeans, with an ill-fitting suit coat over a wrinkled button-down shirt that isn’t tucked in. Pros add a pair of shoes that look like they came from a hipster goodwill store.
- “Storytelling” is very important.
- The world desperately needs laws governing the use of PowerPoint slides and harsh penalties for those that offer slides that look like this:
- Social Media is huge!
- Mobile is even huger!
- Storytelling is the hugiest!
- There’s a guy with a dozen bullet points on his slide telling you that you must be more visual.
- You’re totally not going to get that booth babe’s number no matter how interested you pretend you are in the solution she knows nothing about.
- It’s still in vogue for presenters to use tired examples of bad social media execution and tell the audience “what they would have done”.
- The most popular person at the conference is the one who brought the power bar.
- Once a rare siting, the person with the laptop, iPad and iPhone working concurrently is now sadly commonplace. Because you can never really be too connected.
- Asking the audience to “Give it up” for the speaker should be illegal.
- Asking the audience to raise their hands in response to your questions should be illegal.
- Asking the audience the question, “How many of you are marketers?” followed by “Wrong! You are all marketers!” should be illegal and punishable by a swift kick in the nuts.
- Box lunches suck, particularly the “sampler” pack of macaroni salad.
- Sometimes the conversations on Twitter during a presentation are waaaaay more interesting than the presentation itself.
- Once the conference ends everyone will enthusiastically go back to doing things exactly the way the presenters told them not to do it.
- Oh. Almost forgot. Storytelling. Critical.
Well there you have it. I betcha it feels like you sitting right there with me right? I am sure one of the other attendees will claim that I missed a few things like, you know, key learnings, and new tools and techniques, and evolving digital trends, but I’m pretty damn sure I covered the most important parts. See you next year, when ‘storytelling’ will be soooo 2013 and gurus will laugh at the people who are still doing it.
A study commissioned by the @deanshaw Institute indicates that the majority up America couldn’t could less about the outcome of this year’s Super Bowl. Based on a survey of one respondent the results clearly showed that from coast to coast there was very little interest in who the eventual winner would be. There were three outliers in the data clustered around Maryland and Northern California. There also appeared to be strong interest in Southern Nevada.
In a related study, it was determined that 97% of people would rather pour buffalo wing sauce in their eyes than see Ray Lewis do that stupid dance again. The other 3% classified themselves as legally blind.
Granted she is just the smokin’ hot young actress from the Twilight series, but if the acting thing doesn’t work out Kristin Stewart might have a career as the world’s great Crisis Management Consultant. No really, I’m serious about that. Witness her recent scandal where she was caught canoodling with the very-married and 20 years her senior, director of the Twilight series, Rupert Sanders.
Her response to the allegations were straight from the “Here’s how you handle a crisis” playbook. Let’s take a look:
On July 17, 2012, the actress was caught by photographers in a series of steamy rendezvous with her Snow White and the Huntsman director, Rupert Sanders, 41 and on July 24th those photos were splashed across the pages of US Weekly.
On July 25, 2012 Stewart issues the following statement to People Magazine:
I’m deeply sorry for the hurt and embarrassment I’ve caused to those close to me and everyone this has affected. This momentary indiscretion has jeopardized the most important thing in my life, the person I love and respect the most, Rob. I love him, I love him, I’m so sorry.
So what did she do right?
1. She responded quickly. Rather than let the media or tabloids (are they the same things?) drive the narrative, she immediately responded to the allegations. By owning the story you own the direction it takes. Typically, companies will adopt the “close your eyes and cover your ears” response and hope it will all go away. As John Edwards will tell you, it doesn’t always happen that way
2. She told the truth – Many crisis experts will recite the adage “it’s not the crime, it’s the cover-up.” Isn’t that right President Nixon? Rather than to the typical knee jerk “The allegations are totally false and I will work aggressively to clear my name” routine, Stewart admitted to the affair and in doing so neutered the story in its tracks. Is any of this making any sense to you U.S. Representative Anthony Weiner?
3. Her statement was brief and to the point. Rather than write a soliloquy explaining herself she stuck with a simple, matter of fact admission. No excuses. No detailed explanation. This is in contrast to the epic Tiger Woods’ explanation of his sordid affairs which almost needed commercial break s it was so long.
4. She apologized – There was no finger pointing, no scapegoating, just a simple admission and apology. She didn’t even name her canoodling partner. Is this making any sense Time magazine writer, Washington Post columnist, and CNN host Fareed Zakaria?
5. She was sincere – Her statement is an obvious heartfelt apology. This wasn’t something run through her publicists or legal team and it shows. Any of this sinking in Rush Limbaugh?
Of course, her perfect response to the allegation put her “team” into panic mode as they worked to downplay and even deny the affair, which only served to bring focus back on the rumors when Stewart had effectively squashed the story. This brings us to another rule of crisis management:
6. Manage the crisis through a clear and consistent message – preferably through a designated spokesperson. In this case Stewart was that spokesperson. By contradicting her statement they have only reignited the scandal and begged the media to wonder what really happened. Way to go overzealous publicist people.
Has she taking her lumps? Of course she has and so will you. But she minimized the damage by following a perfectly executed crisis management plan. And if losing that douchebag Robert Pattinson is part of the punishment then I would say she’s already way ahead!
So say what you will about Kristen Stewart’s acting chops, but if you’re ever in need of a good Crisis Communication Consultant give the Trampire a call because she probably handled her crisis better than you’ll handle yours.