Oh My God, what happened?
Zoals aangekondigd heb ik ‘Oh My God What Happened And What Should I Do’ gelezen, een e-paper van Innovative Thunder, dat je gratis kunt downloaden via paywithatweet.com. Mijn eindoordeel? Helemaal de moeite waard om te lezen. En dat doe je in een avondje. Of je leest even mijn samenvatting, na de klikkk.
Leif Abraham en Christian Behrendt van Innovative Thunder trachten met hun (e)boekwerk de creatief kennis te maken met ‘the digital awesomeness’. “(…) still the majority of the creatives would rather spend their time thinking of print ads and TV spots instead of jumping at the next digital briefing as soon as possible. Most of these creatives suffer from the New Media Phobia. They believe they must know about programming languages or have a master in Flash in order to be able to develop New Media campaigns.” Niets is minder waar. Goddank. Daarom willen Leif en Christian dat excuus ook niet meer horen. “(…) nobody should take this as an excuse to do nothing. Nowadays, everybody should have an understanding of what digital is all about, be it a writer, a designer, an event manager, an accounter or a planner. What is important is that you try things out for yourself and don’t ask someone else to do them for you.” Immers, met je eigen ervaringen, grove fouten en kleine succesverhalen, weet je wel waar je het over hebt. Wat best een fijn gevoel is.
Toch nog een beetje angstig? Word dan vriendjes met de dichtstbijzijnde geek: “(…) you can only develop (digital, red.) campaigns if you know what’s possible and what’s not. Techies (some call them nerds) do know what’s possible. Usually, they can be found under title such as web developer, programmer, technical director or simply IT expert.”
De mannen van Innovative Thunder waarschuwen voor hals-over-kop-digitaal-geklus: “Many CMO’s (Chief Marketing Officers, red.) are currently thinking of getting a blog, a YouTube channel, a Facebook group or an iPhone app for their products. The dangerous thing about this is that this advice alone is already considered by many to be a creative accomplishment. Many neglect to really make use of the respective medium channel and don’t offer anything relevant to the user.” In plaats van te zeggen ‘we moeten aan de blog’, kun je er beter even bij stilstaan wat je precies wil communiceren. Misschien kom je erachter dat een ander communicatie middel je daar verder mee kan helpen.
De auteurs hameren erop dat je eerlijk bent. “When a brand lies, if they know it or not, there will be someone in this world who will find out about it and spread the news via Twitter and Co to thousands of people within seconds.” Verspeel die kansen, als brand heb je nu je eigen media kanalen, waarvoor je voorheen afhankelijk was van anderen, nou niet. En: hou het simpel: “(…) 200 great tools are, by far, not as overwhelming as ONE single really unbelievable top-notch idea. As soon as someone wants to tell someone else about the site, he suddenly has to focus hard on telling about this whole bunch of ideas. The real, basic idea of the site can easily get lost.”
En onthoud: what we witness today is just the beginning of the digital era of awesomeness.
