Can We Digitally Disconnect? Should We?

By Mark Evans in Social Media 1 Comment Tags: , , ,

As someone who makes a living from helping companies that do business on the Web, one of the necessary evils is spending a lot of time online. As much as I enjoy my work and find the Web to be an endless treasure trove of new things to discover and learn, I have a love-hate relationship with it.

On one hand, the Web is enthralling, exciting and enchanting to the point where hours can easily pass. With the exception of watching live sports, the Web has replaced pretty much my television consumption. The Web is the place where I work, play, watch, listen and get entertainment. I happily spend hours in my inbox and on social media services such as blogs, Facebook and Twitter.

On the other hand, the Web is a time-suck. It chews up hours of time that could be spent doing other things – be it spending time with friends and family, or enjoying activities or hobbies. Even when I recognize that the Web has me by the throat, it can be difficult to escape its clutches.

If recognizing you have a problem is half the battle, then I guess the realization of my conflicted relationship with the Web is a positive sign. The question is what to do about it in ways that provide more balance and healthier lifestyle while still providing the “screen time” needed to do your job and pursue personal interests.

Here’s a few small steps that I’ve been taking:

1. Resisting the urge to get an iPad. I accept the fact it’s an amazing device but the fear is it becomes a constant companion to consume online content given it can pretty much do anything – read books, listen to music, watch movies and television, read e-mail, access social media services, etc. Peter Bregman’s post on “Why I Returned My iPad” is a must-read for anyone not sure whether they really want or need one.

2. Leaving my iPhone at home. I, um discovered this technique by accident when I forgot to take my iPhone on a bicycle trip. It’s liberating to not have it, although it was initially strange not to be able to take photos, read e-mail or surf the Web.

3. Reading more books (paper ones, not electronic). When you spend too much time online consuming content, it doesn’t leave a lot of time to read off-line. The downside is you’re missing out on a medium that lets you learn and, as important, digest information in a way that doesn’t encourage multi-tasking.

4. When online, I’m trying to stay focused on the task at hand. I’m a multi-tasker; a bad one who flips from application to application, Web site to Web site, and social media service to social media service. The work gets done but the process seems scattered and not as productive as it can be. Focusing on one task at a time takes discipline but, at the end of the day (or hour) it is a better and more efficient way to work.

5. Enjoying other activities such as spending time with friends and family, doing sports (my passion is hockey) and doing new things (It’s amazing the things you can make with pears!)

6. Trying not to send work e-mail at night or weekends unless necessary. It’s one thing if I have to work at night or on the weekend, it’s another thing to digitally interrupt other people during “non-work” hours.

Let’s be clear, I’m work in progress. It is impossible to go from 60 to zero overnight but every small step is a move in the right direction.

If you’re looking for some inspiration, check out this NRP podcast featuring New York Times technology journalist Matt Richtel, who written a series – “Your Brain On Computers”- that looks at how multitasking on computers and digital gadgets affects the way people process information.

Forget About 3D TV, I Want My Apple TV

By Mark Evans in Apple/iPod 3 Comments Tags: , , , ,

How many rabbits can Steve Jobs pulled out of his magical Apple hat?

Since the iPod’s launch in late-2001, Apple has been steadily introducing new and improved products that have transformed it into the world’s most exciting and leading consumer electronics company.

The launch yesterday of Apple TV is another example of Apple’s ability to disrupt well-entrenched markets with something that may not be revolutionary but it’s bound to make an impact based on its design, functionality and, of course, the magical Apple aura.

Designed to stream television shows, videos and movies off the Internet or via a personal computer, the new Apple TV (aka the hockey puck) is simplistic yet it has the potential to be disruptive. At $99 (or C$119), it’s a product lots of people will if only because it’s from Apple, it’s cool and it will easily change how you watch TV, movies and videos. Heck, I’m going to buy one, and I’m someone who has steadfastly resisted buying an iPad because it’s been impossible to justify.

The another interest aspect to Apple 2.0 is how it puts the spotlight on another part of the TV world: 3D. For months, the TV industry has been aggressively trying to convince consumers they need a 3D TV, even though the amount of programming available is minimal right now. At a time when many consumers are upgrading to large-screen plasma or LCD TVs, the TV industry is trying to force us to take another step forward that consumers aren’t prepared to take.

Apple, on the other hand, is appealing to couch potatoes in a different way. Apple’s approach is providing consumers with choice and the ability to easily take advantage of all the content on the Internet. It is appealing to how consumers want to watch what they want, when they want, which is a powerful proposition.

My sense is Apple TV will be a smash-hit with units flying off the shelves because Steve Jobs will convince them it is something they need to have because it will make their lives better and more enjoyable. Whether or not they need one is another question but Apple, in many ways, is a master of getting people to believe there are things they wand, and then there are things (such as the iPod, iPhone and iPad), they need.

What Agency Should Own Social Media?

By Mark Evans in Social Media 11 Comments Tags: , , , ,

As social media becomes a more integral part of many company’s operations, there’s a battle being waged behind the scenes pitting public relations, digital and advertising agencies against each.

The prize they’re pursuing is the mandate to help companies create strategic and tactical social media plans and campaigns. The winner gets to play a key role, while the losers will be forced to play minor supporting roles. This battle is particularly interesting because for decades the three agencies happily co-existed within their own orbs. There was was cross-over but, in reality, there was little competition.

Social media, however, has changed the landscape. Rather than the three agencies having a gentile lunch, they have suddenly found themselves in the middle of a mixed martial arts contest for the big chunk of the social media pie.

The question is which agency is best suited to lead social media?

Is it PR agencies who know how to tell stories but, traditionally, have not done created or developed Web sites, widgets or applications? Is it ad agencies that put together great creative ideas for campaigns but have little experience with having conversations with consumers? Or it digital agencies, who can build great widgets but aren’t story tellers?

What makes the battle increasingly intriguing is how each kind of agency is beefing up their capabilities to transform themselves from one-trick ponies. PR agencies are adding creative and digital talent through hiring or acquisitions. Ad agencies are getting stronger when it comes to social media strategy and tactics, while digital agencies are building out their strategic and tactical operations.

At the same time, a growing number of companies are looking for one-stop social media shopping or, at least, they want one agency to take the lead, and then manage the other agencies in the ecosystem. By and large, companies are not looking to have multiple players at the table.

My take is that PR agencies are probably the best-suited to take the lead role in many situations. This is based on the beilef that PR agencies are story tellers, which is a crucial part of making social media thrive. Regardless of the service or platform being used, compelling stories have to be at the heart of any social media program.

PR agencies also have lots of experience in building relationships and communities. They are experienced in outreach and providing strategic and tactical counsel while listening and monitoring conversations happening about clients and the markets their clients operate in. And PR agencies have creative capabilities that involve putting together events, promotions and communications campaigns.

For many companies, having a PR agency take the social media lead makes a lot of sense, particularly if the PR agency has digital capabilities in-hour or through a trusted network of suppliers. It provides one-stop shopping.

This isn’t to suggest there aren’t advertising and digital agencies doing great work within social media, or that they won’t be picked to lead social media programs. But at the end of the day, PR agencies seem a more natural choice.

For more perspective on the roles that different agencies are playing within the social media landscape, check out this AdAge column.

Disclosure: I have a strategic relationship to provide social media strategic services to Media Profile, a PR agency.

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