Pioneers of Digital Book Talk at Microsoft Research
Based on the just published book, Pioneers of Digital: Success Stories from Leaders in Advertising, Marketing, Search and Social Media, co-author and former Microsoft Digital Evangelist – Mel Carson - takes us on a whirlwind journey through the internet’s recent history, telling the stories of innovators and entrepreneurs that have shaped the online marketing industry and left their indelible mark on the web. The talk draws on the ten traits and disciplines distilled from twenty interviews with these Pioneers, and the audience will take away actionable insight gleaned from these conversations that can be instantly applied to their businesses and careers. Among others, you’ll learn how June Cohen brought Ted Talks to the internet and generated a video billion views, how Vanessa Fox changed the internal culture at Google for the better while creating Google Webmaster Tools, where Qi Lu was discovered before coming to the US and becoming the brains behind Bing, and what drives the father of Virtual Reality, Jaron Lanier, to question our obsession with social media. Each Pioneer has contributed valuable advice on how to build on ideas, build businesses and build a web for the future. This talk will reflect on their trials and tribulations, many of which have never seen the light of day until now. About Mel Carson A veteran of 13 years in the digital marketing industry, Mel Carson is founder of Seattle-based Delightful Communications, a social media, digital PR and personal branding consultancy. Before starting the company in 2012, Mel worked for 7 years as Digital Marketing Evangelist at Microsoft Advertising building relationships within the online advertising community by supporting and educating through the Microsoft Advertising Blog, evangelizing through social media, writing and by speaking about internet marketing and digital at conferences, trade shows & other events. He began his digital advertising career as an editor at the search engine LookSmart in 2000, spending time at 24/7 Search as an Account Director before moving to Microsoft in 2005. He was part of the team that planned & executed the UK roll-out of Microsoft adCenter in August 2006, and it didn’t take much persuasion for Mel to help set up Microsoft Advertising’s Community Team that same year, when it became apparent that Social Media Marketing was going to be huge. Mel has spoken about Digital Marketing, Search, Social Media and adCenter at conferences and events in the UK, Las Vegas, Los Angeles, New York, Toronto, Reykjavik, Dublin, Barcelona & Tenerife. He has also lectured on MBA, MSc and online marketing courses, advising syllabus decision makers at Cranfield School of Management and Birkbeck College – part of London University.
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Pioneers of Digital Book Talk at Microsoft Research
- 1. Pioneers of Digital Success Stories from Leaders in Advertising, Marketing, Search & Social Media
- 2. @MelCarson
- 3. @MelCarson Social Media – Digital PR – Personal Branding
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- 7. @MelCarson Bold & Audacious ‘There’s a certain ability for him to set a bold, audacious goal without yelling about it and you feel as though he’s thought it all through and has answers for any objections.’ Stefan Weitz – Bing Evangelist
- 8. @MelCarson ‘Can you work on things that have a greater impact to make life greater for other people? Are you able to work with people so you become a better person every day? If you can answer yes, that’s a good day.’
- 9. @MelCarson
- 10. @MelCarson June Cohen ‘Don’t assume you know what your audience wants. What works for other media might not work online, so survey, test, learn & optimise.’
- 11. @MelCarson Video (R)evolution ‘Different people watch video in different ways and at different times (so) we released TED Talks on multiple platforms. As a podcast on iTunes, streaming video on TED.com, embeddable player for blogs and on YouTube. We’ve now extended to mobile apps, set-top boxes like Roku & Boxee, even airplane in- flight video systems.’
- 12. @MelCarson Vanessa Fox ‘what the industry needed was an intelligent geek from Google to listen and communicate with us’ Dave Naylor - Bronco
- 13. @MelCarson …….an experiment that will either fail miserably, or succeed beyond our wildest dreams, in making the web better for webmasters and users alike. Shiva Shivakumar in 2005 Leap of Faith
- 14. @MelCarson Value Exchange ‘Spend time with colleagues & partners in different departments. Really try to understand what they do and how to speak their language. It’ll help when it comes to communicating ideas and having an empathy with their thinking.’
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- 24. @MelCarson ‘There is no such thing as passive perception. Young people today will remember our media as quaint, cute but not quite fully engaged.’ On Advertising…
- 26. @MelCarson Originality Anyone? ‘If you want to disrupt the market, don’t necessarily do something brand new. See what people are already doing. Once you’ve scaled that, incorporate what you want to bring that’s new. You need traction on what people are already doing – existing behaviours, existing products.’
- 27. @MelCarson Business is Business ‘People just don’t learn.....you have a birth of companies trying to do what the original dotcom companies did.....with staggering valuations but no idea how to generate revenue, let alone profit. Don’t get carried away thinking that, because it’s online, it’s different from any other business.’
- 28. @MelCarson Avinash Kaushik ‘There is a lack of imagination when it comes to doing glorious things. We need to truly embrace digital in creative ways and embrace digital’s new rules.’
- 29. @MelCarson Occam’s Razor ‘My purpose in life would be to write a blog post that would meet three requirements that I formed for myself. It would be something incredible, relevant and of value. I formed this mantra, and then I practiced blogging for a month and a half where only my wife and my Intuit employees read the blog, because I wanted to see that I could actually produce content that was incredible, relevant and of value.’
- 30. @MelCarson ‘At the end of the keynote, two people from Google’s management team came and said to me, ‘We want you to work here.’ And I thought, ‘What? Like how? Where is this coming from?’ And my first question to them was, ‘What would I do here?’ And they said, ‘We don’t know.’ They said, ‘You just come and work here, and we’ll figure it out.’ And I said, ‘Oh you’re kidding me.’’
- 31. @MelCarson Stephen Fry ‘There are people so needy, so desperate, so mentally codependent on me that it is a real worry that if I don’t pat them on the head at least once a day………’
- 32. @MelCarson ‘Ok. This is now mad. I am stuck in a lift on the 26th floor of Centre Point. Hell’s teeth. We could be here for hours. Arse, poo & widdle’
- 33. @MelCarson ‘You have to love it. You absolutely have to love it. Just enjoy the ride, enjoy the creativity that it gives you…What you've got to be driven by is what f**king fun and how unbelievably exciting it is.’ Stephen Fry Be You…….and Enjoy It!
- 34. @MelCarson Pioneering DNA Don’t let technology dictate Challenge creativity Make things that satisfy needs Take decisions in real time Don’t have to be original, just relevant Have fun!
- 35. @MelCarson Reaction "Pioneers of Digital makes for compelling reading about fascinating innovators. Their curiosity, passion, drive and enthusiasm for using technology in creative ways to help people connect and interact is both contagious and inspirational." USA Today "If you embrace new media and the spell it has cast over advertising and the world in general, this may be your lucky day. Readers will feel like kids in a digital candy shop." Publishers Weekly "These very insightful stories are perfect for those fascinated by the history of digital.“ Sir Martin Sorrell, CEO, WPP