Post-it Notes
Role: Information strategy and site architecture
Designer: TJ Shaffer, OLSON
http://www.post-it.com/

Command
Role: Information strategy and site architecture
Designer: TJ Shaffer, OLSON
http://www.command.com/

Q4 Advisor
Role: Information strategy , technical lead, programming
Designer: Kris LaFavor, DesignAhead
http://q4advisor.com/

frank.
Role: Programming, technical coordination
Designer, Jody Kolars, frank, LLC.
http://www.areyoufrank.com/

The depth of cultural and philosophical exploration in what we heard that evening was refreshing, even surprising. Home, after the presentation, I visited Faris’ blog to get more of his thoughts. In his post “Mindware”, he uses language that, in my opinion, summarizes the tone of his Minneapolis presentation: ”And it’s that mix of things you are familiar with and things that you aren’t, things both establish and then disrupt expectations, that is one of the awesome features of recombinance.” Faris disrupted our expectations and took us down a path of exploration. He asked big questions: how is technology specifically influencing culture? How should the practice of advertising change in the face of a shifting cultural paradigm?

Here are some points from his presentation:

Technology becomes transformational when it is affordable and accessible to society at large. We’re living in times of great cultural transformation: 1. Variety of communication technologies have become affordable: computers, video cameras and cell phones.  2. A significant portion of the population is publishing content using affordable or free tools.

Speed of cultural response to events has decreased as communication technologies have become faster. Example (my observation): when aUS Airways plane crash-landed on the Hudson, many knew about it via Twitter before the event was covered by traditional news media. Immediate reaction to this event was independent of physical proximity to the crash site. Also, for better or worse, this expedient spread of information happened without mediation.

In this cultural context where the new norm is for technology to provide the power to easily, cheaply and expediently create content, advertising needs to change the mode of engagement. Faris offers four principles for a new mode:

Ubiquity
Make a lot of content and be everywhere. When a brand no longer has audiences’ undivided attention, it needs to be relevantly present in many channels.

Alacrity
Respond faster. In a culture that is increasingly accustomed to the immediate, the ability for any brand to respond or create on the spot is essential.

Utility
Make things, or create content, relevant to audiences. Brands need to merit attention.

Interactivity
We are not passive consumers. We want to participate. Brands need to allow audiences to collaborate building the brand narrative. “Do stuff that gives people a role.”

Faris finished with this message: brands must be willing to experiment and fail. We, the audience, are experimenting with technology and in the process changing culture. Brands, aided by a new approach to advertising, need to join us.

A Website is relevant if it’s built following a strategy that carefully considers users’ expectations to deliver the right content and offer the right interactions. Even if it’s missing opportunities for more in depth connection with visitors, these sites can build positive experiences. Let me be clear: I am not dismissing the importance of social media integration. I am a social media advocate. Rather, I am arguing for careful consideration of content and usability.

So, before embarking into enhancing your site with social components, remember the basics. Ask yourself: are my site’s main messages and my key audience expectations in alignment?

So, here I go. I’m creating this blog to give you my reflections on marketing, technology, interactivity and culture.  Just my opinions. Most importantly, I’m creating this blog to have a conversation with you.

Let’s see where it leads. Are you on board?