Digital Sense. Snook Chris

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СКАЧАТЬ Summer 2015, they reconnected and the concept of this book was born. Chris was back in build mode with Ethology (a customer experience performance media agency) and Travis had become one of the most sought after thought leaders in marketing technology. Travis was working on building his agency, CCP Digital, was a paid columnist at Inc. magazine, and had a new podcast on VentureBeat, called VB Engage, with the incomparable Stewart Rogers. We had originally decided to write the book and self-publish it, when serendipitously a few weeks later, Lia Ottaviano, from John Wiley & Sons, Inc. in Hoboken, NJ, reached out, and a deal for Digital Sense was born with the country's oldest and most prolific business book publisher.

      In this book, you will learn how to blend customer experience, social business strategy, and marketing technologies using the Experience Marketing Framework.™ This book will teach you how to amplify that content correctly, and give you some different hacks and tricks on how to look at digital. It will help teach your organization how to be more digitally savvy at an individual and collective level.

      We want digital sense to permeate your whole organization and the world at large.

      With over 3 billion more humans coming into the commercial cycle globally in the coming years, as mobile web and smartphone access proliferates in the Third World, we no longer live in the information age, instead residing firmly in the age of opportunity.

      You have an unprecedented chance to capitalize and thrive (not just survive) through what Klaus Schwab, the founder and executive chairman of the World Economic Forum, has called the Fourth Industrial Revolution.10

      Having a model to cultivate a continually increasing digital sense will be an imperative. In the coming decade, the road ahead will not merely be a prolongation of the Third Industrial Revolution, which used electronics and information technology to automate production. It will be a complete and distinctly different revolution wherein everything exists as bits centered around velocity, scope, and impact as humanity enters a time of scale where technology has no historical precedent.

      Our hope with this book is to share some of the wisdom we have picked up during our collective 40-plus years of marketing and technology startup experience. We have unified our sharp tongues and quick wits into one voice for the narrative to make your reading experience fluid.

      You've heard the quote from Wayne Gretzky that says, “I skate to where the puck is headed, not where it is.” That's been one of the guiding lights and principles of Travis's whole existence. Chris's personal tagline for those who have seen him speak, mentor, or invest, is “The real risk is doing nothing.” Strap yourself in and let's begin.

      SECTION I

      OVERVIEW

      1

      THE GAME AT SPEED

      Every second of every day the rate of change is accelerating and we all fall further behind. Welcome to your new reality. You will realize this reality slowly at first and then suddenly in the coming years. As an executive, a marketer, and/or a founder/entrepreneur, you are no longer dealing with the convenience of saying outwardly that the customer is always right while staying with legacy processes and metrics internally as you march toward your next quarterly earnings call or round of funding.

      We now live in a world where the customer is always right and enabled by technology, platforms, and channels to provide unparalleled support for the brands they love in any given moment and to enact massive justice/vengeance in real time on the brands that violate their trust or abuse/take for granted their attention.

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      1

      Travis Wright's tweet to the Chiefs, “The Tweet Hear ’Round the World,” https://twitter.com/teedubya/status/245324813265145857.

      2

      Jay Baer, Hug Your Haters (Penguin Publishing Group, 2016), www.jaybaer.com/hug-haters.

1

Travis Wright's tweet to the Chiefs, “The Tweet Hear ’Round the World,” https://twitter.com/teedubya/status/245324813265145857.

2

Jay Baer, Hug Your Haters (Penguin Publishing Group, 2016), www.jaybaer.com/hug-haters.

3

Joel Thorman, “Chiefs Have Plenty of Salary Cap Space Entering 2012 Season,” SB Nation, September 4, 2012, http://www.arrowheadpride.com/2012/9/4/3290986/chiefs-salary-cap-space.

4

Jason La Canfora, “Updated Cap Space for All 32 Teams,” NFL.com, August 16, 2011, http://blogs.nfl.com/2011/08/16/updated-cap-space-for-all-32-teams.

5

Sam Laird, “Dissed Fan Teaches NFL Team a Social Media Lesson on Twitter,” Mashable, September 12, 2012, http://mashable.com/2012/09/12/nfl-fan-chiefs.

6

Save Our Chiefs Facebook Fan Page, https://www.facebook.com/SaveOurChiefs/Chiefs.

7

Joel Thorman, “Kansas City Chiefs Break Guinness World Record against Patriots with 142.2 Decibels: A New Record for Arrowhead Stadium and Chiefs Fans.” SB Nation, September 29, 2014, http://www.arrowheadpride.com/2014/9/29/6870283/kansas-city-chiefs-guinness-world-record-crowd-noise-decibels-patriots-mnf.

8

Travis Wright, “Data Strategy Symposium,” Ashton Media, YouTube video, 59:24, from Data Strategy Symposium, February 9, 2015, https://www.youtube.com/watch?v=xosapBvUeQ4.

9

Optus Twitter page and Travis Wright's Twitter feed, accessed May 14 2015, https://twitter.com/search?q=%40teedubya%20%40optus&src=typd.

10

Klaus Schwab, “The Fourth Industrial Revolu СКАЧАТЬ