By Debbie Friez
When asked to share digital trends and predictions to kick-off the inaugural Minnesota PRSA Digital Skills Workshop, Lee Aase, Director, Mayo Clinic Social Media Network, took an alternative approach.
I’ll share the trends that I’ve observed, and the books that I have read or heard at least two times, but generally more. And link you to the Audible store, while the future I cannot foretell these principles will serve you well.
Digital media is changing fast, so Aase, a leader in utilizing social media, shared insights for getting your mind moving in new directions. Along the way, he shared some of his favorite audio books, and joked if you subscribe to the one book per month plan on Audible, you will be set for the next year. (Note – one book is free.)
Principle 1: Extrapolation is the Best Starting Point for Prediction
We start our research by looking back at digital media. Aase reminisced about the big three TV networks and newspapers. Their monopoly over the news and advertising was staggering until Ted Turner came along and created CNN. Eventually, the internet meant new production and distribution was democratized.
These two revolutions have turned both news and advertising on their heads. Just look at the value of Facebook, which far outweighs the traditional media giants.
The books to consider to open your mind to digital opportunities include:
- Free the Future of Radical Price by Chris Anderson (It’s free on Audible!)
- Wikinomics: How Mass Collaboration Changes Everything by Don Tapscott and Anthony D. Williams
- Cognitive Surplus: How Technology Makes Consumers into Collaborators by Clay Shirky
Principle 2: Improbable Events Will Have Outsized Influence in Your Life
Aasee told the story of how Mayo Clinic came out of an improbable event. A tornado that destroyed much of Rochester, MN moved a group of nuns to ask the doctors Mayo to help with a hospital they wanted to build.
Now, the Mayo Clinic was rated the best hospital by U.S News and World Report.
Disruptive innovation comes in several forms. Consider the introductions of the iPod, Flip camera or IPhone. How did they change your world?
At TopRank Marketing, we know disruption can prove to have great value. Trying new disruptive techniques or tools challenges the team and often provides the client with new and better outcomes.
Books to consider:
- Fooled by Randomness: The Hidden Role of Chance in Life and in the Markets by Nassim Nicholas Taleb
- The Black Swan by Nassim Nicholas Taleb
- The Innovator’s Dilemma by Clayton M. Christensen
Principle 3: Mindset Matters More Than Skill
As a digital marketer, it is important to remember these basic skill sets for presenting yourself well:
- Speaking skills
- Digital production skills
- Writing skills
Writing represents you when you are not present, says Aase, so use an active voice and avoid cliches.
Key to remember — have the mindset that you can do new things.
Book to consider: