I can remember hand coding my first “proper” website. It was for a small business that I was running out of an artists’ studio on a dilapidated pier. We specialised in helping publishers move from the print to the new web-ready world. Well, it was almost web-ready – it was the days when there was “an Internet” and a “World Wide Web” – and they were two different things. They were completely different experiences.
Being impatient and a risk taker, I bet my money on the graphical world wide web and created a website. It felt like I was working at the edge of the world – and in a way it was.
Fast forward to 2010 and it is a vastly different world. Knowledge of “the web” and how it works is far more widespread. Indeed, it has spread far beyond my own meagre expertise. There has been a massive transformation in the shape, technology and the platforms that enable our polyphonic internets – perhaps matched only by the huge shift in the way in which we use it. (And I do mean “use” in a very loose way.)
However, the way in which digital agencies are “briefed” has remained relatively static. Gareth Kay suggests that it is time that we changed our briefs – and has put together a great presentation, PostDigitalBriefs, that challenges us to do just that. But best of all, Gareth provides us with a way forward.
Take a good look through the presentation yourself, but my key takeouts are:
- Know what we want people to do
- Understand which behaviours we want to shift
- Differentiate and articulate your social mission vs the commercial proposition
- Identify the triggers that will prompt people to share
- Make it easy for people to participate
- Know where your constituents are and the social rules that operate there