Recap: PRSA Digital Impact Conference Day 2

As promised, here is the recap of Day 2, of the PRSA Digital Impact Conference in NY this week.  I was invited to cover the 2 day conference, and was happy to join the discussion with all the bright and interesting professionals that it brought together.

Unfortunately, I missed Jennifer Preston’s talk but fortunately for you, Eric Schwartzman has you covered.  You can watch the whole talk here. I heard it was really good.

The first speaker I caught on Day 2 was Carlos Dominguez.

He said that people don’t want to change, which makes it hard to change a process within a company. It usually isn’t the system that’s the problem, it’s the people in it. Once they become comfortable with a system, they don’t want to change it.

He went over a lot of the stuff you hear all the time.  Know your goals and objectives.  Measure…etc.

He mentioned that Cisco does a lot of reverse mentoring with their employees.  They host meetings and create an environment where the younger (Gen-Y) employees mentor the older employees on how to use the new tools.

You guys know where I stand on that one.  Reverse mentoring is great, and needed…but to assume that a young professional is more knowledgeable on how to use social tools for business than an older professional, is a mistake.  Gen-Yers grew up using these tools recreationally.  It’s very different than how businesses approach it.

Carlos also said, “Video is going to be the killer application”.  I think it already is.  Either way, he’s right, and he spoke a lot about how cisco is embracing video.

Next, I listened to Rishi Dave (Dell) speak.

"Forget the numbers. The impact of SM is this big"

Rishi had some good stuff.  Here are some gems:

“It’s all about who and how many you follow, not how many follow you”.  On twitter, it doesn’t matter how many followers you have.  What’s important is that you’re following the right people.  This way:

  • You can gather the best viewpoints in that space, and organize it for potential and current customers to consume.
  • The followers will come.

He broke down the growth of the web, and it’s purpose in terms of information, into 3 stages:

  • Internet Age: Used to send information (ie. Yahoo)
  • Information Age:  Used to find, or search for information (ie. Google)
  • Connected Age:  Used to follow, as in a stream of information (ie. Twitter)

Towards the end, I appreciated this line: “Successful companies in social media act like party planners aggregators and content creators.”

Next I watched Kevin Roderick – UCLA Newsroom

To be honest, I was pretty disappointed with this talk.  I really don’t have points to share with you because he didn’t say much.  He had great content, with a timeline of videos and images from the crisis they faced when Michael Jackson passed away, and mobs formed around the hospital.  In the end, it just sounded like they were in a tough situation, and had no idea what to do.

The talk was supposed to use this situation as a learning experience,  and show us how we can apply UCLA’s insights to developing a social media program that’s nimble and ready for anything.  It really didn’t.

Or maybe I’m just a bad listener.

Finally, I truly enjoyed a panel about “Where is PR headed?” with Kami Huyse, Clay Hebert and Jonathan Kopp.

The responses were a bit scattered so I’ll try to just list out a few key points from the panel as a whole.

Trends to look for:

  • Augmented reality is going to be huge.
  • Location is also going to be huge.
  • Social media overload is only getting worse.
  • Mobile will continue to grow and will probably be the most important platform for business.
  • End of privacy as we know it.  (The hot topic as of late)

Overall I really enjoyed this conference.  The speakers were pretty insightful and the crowd seemed to genuinely find value in the content.  Everything ran on time, the people were great, the food was awesome, the Day 1 networking after party was done really well and the location got the job done.

I’d like to thank the fine folks of PRSA for inviting me to cover the conference.

You can find all of the photos from this event here.

You can find the Day 1 recap of this event here.

The Blur

This is a guest post from Carlos Miceli.

Photo cred: Ségozyme

There are two reasons why anyone would want their business life to meddle in their personal life: more money or more freedom.

If your job or projects are going to get in the way of your leisure time, they better make you some cash, or help you enjoy life more. The problem is most people are working harder and the money or freedom never comes.

Take social media for example. There’s an air of business-like responsibility once you get involved in it. Business concepts like deadlines and networks get together with more philosophical terms like authenticity and transparency, and the result is a set of rules that you can’t ignore even if you are there “just for fun.” The reason this happens is because in social media there are no fences. People doing business and people being social are in the same room.

This is positive for those that work with social media. But for those that don’t, they see their social life getting tainted by these professional impositions like personal branding that force them to be more professional in their social life. I’m not even sure there’s any way to avoid this, but I’m sure many people didn’t choose it. And the worst part? All these people are not even getting richer; they are just getting busier.

These rules brought more responsibilities and fewer payoffs.

The real opportunity of this blur is to get more freedom, but it’s not what capitalism wants you to do (despite its claims of the contrary). People that have let their business and personal life unite in a positive way, have improved either the amount, location, or schedule of their work. Sadly, very few people have made this possible. To pull it off you need either a very valuable set of skills that let you negotiate effectively your professional life, or you need to be very good at critical thinking to develop a customized professional life of your own.

In the end, this fusion of rules may be disguised as a positive change, but I doubt that most people are enjoying its perks. It seems to me that we are only complicating our lives with it.

What do you think? Is this change good? Did we want this to happen?  Would you go back if you had the choice?

Carlos is an Argentinian philosophy lover, who surfs through life smiling, debating and reading. He blogs at OwlSparks, and is also co-founder of Untemplater, the guide to shatter the template lifestyle!  Follow him on Twitter @carlosmic.