Digital innovation: some reading

Serendipitously I stumbled across a couple of great articles about digital innovation in the advertising space recently which dovetail neatly with some of the thinking and writing I’ve been doing.

Following on from Adam’s comment about the diffusion and adoption of innovation within the PR sector (which warrants some analysis and a further blog post in its own right) it’s equally interesting to see how the same issues are being played out in the advertising space.

According to Digital Planning Director at BBDO/Proximity, Vincent Teo:

“This shift toward creative innovation and product development will be a continuous evolution in the agency space and one in which I believe will form the foundation of the digital agency of the future. There is a real synergy between product innovation and what agencies are currently doing and this looks like the next evolution in extending what agencies can offer to their clients.”

What this looks like in detail can found in Vincent’s great survey of the current ad/digital/innovation landscape, The Digital Agency of the Future. And following Vincent’s vision and line of questioning, a number of other posts and article’s further explore the same issues, including Rei Inamoto‘s Why Ad Agencies Should Act More Like Start-ups and .net magazine’s Inside the Labs of the World’s leading Digital Agencies.

Although there are some distinct differences between the ad and PR industries, both are rapidly converging around digital. Some level of comparative analysis will undoubtedly be useful to see where each industry is succeeding (and not succeeding) and looking for clearer paths to innovation, adoption and sharing/commercialisation. Hopefully more to come on this.

 

PR & paid media: a new reality?

A number of smart PR agencies seem to be setting up new paid media divisions of late. First, Edelman announced its hire of Cassell Kroll as vice president, media strategy operating out of the firm’s digital arm. Shortly afterwards We Are Social revealed their new paid media offering, with ex-TBG Digital sales and client services director, David Gilbert, as Media Director. It is fascinating to see how the increasing convergence of owned, earned and paid media channels is rapidly driving organisational innovation in order to remain relevant and competitive. As We Are Social’s Global Managing Director, Robin Grant, puts it:

“Today’s social environment demands that media planning be integrated into brands’ social media strategies and for media buying to operate in real-time and in synergy with always-on social content creation and community management.”

Edelman also outlines its perspective on the contemporary converged media landscape that gives some rationale for their hire into a wider context and outlines nicely how the agency approaches digital in an increasingly integrated way:

The insights reflected in Edelman and We Are Social’s new business models and strategic offerings are part of wider trends I reiterate to my students when we discuss future directions for the PR industry. The reality is the PR industry they are learning about is arguably becoming less and less like industry they’re seeing represented in textbooks and also (perhaps worryingly) discussed by *some* senior industry speakers.

It’s also something that plays into my thoughts and speculation about the continued need to proactively innovate. The challenges and opportunities of social are ‘live’; that is to say they’re continual emerging meaning leading agencies or practitioners need to stay entrepreneurial in their approach to navigating this new media and communications landscape. This requires thinking freshly about what PR is now and where it’s going – or more specifically being taken by the flows of the social web.

Having worked with Edelman and We Are Social, this is a trait I can confidently say is present within the agencies’ senior leadership and embodied in employees. It must be there in others too undoubtedly, but how can we join up this thinking to ensure that ‘entrepreneurial’ agenda remains a priority – not just at the micro-level of individual agencies or organisations but more broadly at the macro, sector level.

I appreciate this is no small task requiring a focus on collaboration, rather than competition and again, potentially across sectors as well as organisations. Maybe it is already happening through industry events (but it’s not something I’ve come across recently). It’s an exciting time with a number of equally exciting opportunities for the PR industry; the question remains: how can we maximise these opportunities to ensure their strategic potential is realised? Hopefully more to come on this.

Arts Council England podcast: social media and UGC

Arts Council England are currently funding a potentially exciting series of digital projects that connect arts organisations, researchers and technology providers to form, in its own words, ” collaborative relationships” that will hopefully create knowledge and practical innovation for people and groups in the creative sectors to improve engagement with audiences and/or explore new business models.

Projects are themed around a number of areas, including:

  • User generated content and social media: harnessing the power of the internet and social media to reach audiences and to give them a platform for discussion, participation and creativity
  • Distribution and exhibition: using digital technologies to deliver artistic experiences and content in new ways in online and place based environments, including exploring international distribution and exhibition
  • Mobile, location and games: developing a new generation of mobile and location-based experiences and services, including games
  • Data and archives: making archives, collections and other data more widely available to other arts organisations and the general public
  • Resources: using digital technologies to improve the way in which arts organisations are run including business efficiency and income generation and the way in which they collaborate with each other
  • Education and learning: developing interactive education and learning resources for children, teachers, young people, adult learners and arts sector professionals

In response to the current projects being delivered – and to showcare some of the interim results – the Arts Council are producing a series of podcasts to discuss the key themes listed above. I took part in the inaugural podcast covering social media and UGC along with Charles Beckett from Arts Council England and Spencer Hyman from Artfinder. You can take a listen via Soundcloud…

The next round of funding for potential projects is now open so if you’re interested head over to the Digital R&D website or take a look at the case studies of current projects.

Some new stuff on social business

Apologies for the radio silence. If there's anyone still hanging on the edge of their seat for a new post, I've been busy working and PhD-ing. Sorry.

But I thought it was worth posting a couple of links to blog posts I've published over on the We Are Social blog, predominently about a new area of practice in which we've been doing a fair bit of thinking and doing.

Firstly, there's a piece about social customer service – what it is; how organisations can integrate it into their marketing and communictions activity – and hopefully how they can get it right!

Secondly, there's a post reflecting on the transition more and more clients are starting to make once they've launched and embedded social media marketing programs. More often we're seeing clients going from being a 'social brand' to becoming a 'social business'.

Enjoy – and hopefully I'll be back around these parts soon :)

 

NHS innovation through digital networks

I’ve been deeply busy of late and have a wealth of reading and blogging to catch-up on.

My first post, however, has to be this simply inspiring presentation from Dan McQuillan:

NHS innovation diffusion – from Deleuze & Guattari to Digital Movements

Dan is possibly the only person able to invoke Deleuze & Guatari and not only get away with it, but make it absolutely appropriate and insightful.

Beautiful stuff and serendipitously linked to some other thnking I;ve been doing of late regarding networked social movements.