John Blue - Digital Technology: You Can’t Do It All. But How Do You Get Through It?

2
Write down two
questions that are on
your mind when you
are thinking about
attention.
Friday, February 15, 13

Digital Technology:
You Can’t Do It All.
But How Do You
Get Through It?

Welcome to Weekend U and the
session on Digital Technology:
You Can’t Do It All. But How Do You Get Through It?

Truffle Media

Ned Arthur, Director of Sales and
Content Development

John Blue, Chief of
Community Creation

Hi, My name is John Blue and I work at Trufﬂe Media Networks, an ag media company focused on agriculture animal health issues.

Thanks to Indiana
University Alumni
Association for the
opportunity to
share our attention.
Thanks to Indiana University Alumni Association for the
opportunity to share my attention with you.

Reminder to use
#WeekendU
hashtag!


Reminder to use
#WeekendU
hashtag!

1793 The Pennsylvania Evening Post becomes America's
ﬁrst daily newspaper.
1851 Selling for a penny a copy, the New York Times
debuts.
1885 William Dempster Hoard wrote his issue of a "journal
devoted to dairy farming.
1962 Agri-Marketing magazine started
1984 United States newspaper circulation peaks at 63
million people

191 Years
Before we start, I want to share a perspective: It took 191 years to get from ﬁrst American paper to a peak circulation of 63 million people.

1995 The American Reporter ﬁrst daily newspaper on Internet
2004 Podcasting started
2004 Facebook launched
2005 YouTube launched
2006 Twitter launched
2010 Facebook passed 63 million US people

15 Years
In contrast to newspaper, It took 15 years to go from the ﬁrst internet newspaper to get to a single service having 63 million users. The speed of technology adoption and use will continue to
be fast.

Landscape

Media use over the last 15 years has changed.
People have moved from utilizing media based on time and location to discovering and ﬁnding information in real time through multiple channels and various sources of authority. Information
media has become time free, virtual, digital, and participatory.

Write down as many
things as you can:
What are the things
you take for granted
about technology
today.
Write down as many things as you can: What are the things you take for granted about technology today.
(take 2 minutes)

Write down as many
things as you can:
What are the things
you take for granted
about technology
today.
What did you write
down?

Review what people wrote: What are the things you take for granted about technology today.
(take 2 minutes)


I would like to share with you several images that highlight technology and
behavior.

Trains originally helped expand the population of the US and now allows us to
commute


Highway systems offer us the opportunity to be in traffic jams


The telephone expands our ability to tele-market


The web as a basic information source brings us online advertisements and
dating sites.


Mobile phones from the 1940‘s and early 1990‘s bring us more Words With
Friends

Technology
Revolution

Behavior
Revolution


So is the technology revolution really a behavior revolution?


When your attention is captured by something, it also means something else is not getting
your attention.

Show video

http://www.youtube.com/watch?v=vJG698U2Mvo





How many got the ball pass count correct?
Did you see the gorilla?

Multitasking is a Myth


“Wait Wait’s” Peter Sagal and Carl Kasell demonstrate the dangers
of multitasking. (©2004 NPR Photo by Tony Nagelmann)


“There are procrastinators, and there are people who are easily distracted,”

“And then there is me.”

says Peter Sagal, host of Wait, Wait…Don’t Tell Me!.

http://www.wbur.org/2013/01/31/digital-lives-iii

According to attention scientist Eh-all OhFear (Eyal Ophir):
* Media multitasking is taxing our brains’ limited capacity for working memory.
* The brain is really switching from task to task.
* Technology terrible at ﬁltering out what’s irrelevant.


Any questions?

http://agtoday.us/intel-internet-minute

Trends

43% of Americans say they get most of their news on national and international issues from the web. This data, from the Pew Research Center, shows that people are shifting their ways to
get news and information.

Pinterest has strong Interest

Data from
Services like Pinterest and

Over 300 million
visits per month to
Tumblr based sites

Data from
Tumblr are gaining traction and demanding the attention of people

Other services like LinkedIn and Google+ also are demanding on people’s attention.

Trends

Sept, 2012, 1.3 Million Android activations per day!
(Feb, 2012, 850,000 Android activations per day!)
The number of android activations per day has jumped from 500,000 per day in June 2011
to 1.3 million per day in Sept 2012.
39 million in one month!
468 million in one year!

With limited resources?
With limited resources, what do you do?

How do I ﬁnd the things I need, that will help me stay focused, that will help guide my attention?

Again, I am presenting from a point of view as an ag media person.
But this approach is applicable to others.

Here are some key steps
Identify
Learn
Triage
Implement
Review

Here are some key steps: identify, learn, triage, implement, and review.

1) Identify

Identify
To ﬁnd out what is happening outside your world:
* Go to conferences and events you would not normally attend.
* Use your eyes and ears to ﬁnd things with potential.
* Listen to what others might be saying.

When it comes to identifying the future,
these are some key sources I use and recommend.
SpringWise has 15,000 spotters across the planet to offer an international perspective on new business ideas.
MIT’s Open Course ware is a great way to learn about deep topics like history and technology.

Also, events like these are great places
to identify trends in development.
The recent TEDx Indianapolis shared the challenges, innovations and future of design learning.
The 2012 Combine in Bloomington explored community, culture, and code.

Other ways to identify what is
coming?

Some additional resources to identify include
* Wired Magazine, Mashable, and TED.
* Other media like The Economist and Fast Company offer different perspectives.

Other ways to identify what is
coming and how people feel?

http://www.pewresearch.org/

http://www.knightfoundation.org/grants/

See what is being funded by leading non proﬁt institutions.

How else do I identify what is coming? Through other people that are better connected than I am. Chris Penn, Michele Payn-Knoper, Chris Clayton, and Gina Tripani are some of the experts
in Agriculture, media, marketing, and technology to stay connected to. Your list will be different depending on what your interests and needs are.

2) Learn
Example:
Agriculture

Example of Learn: What are technology tools and services able to provide?
Don't try to work them into your day to day activity just yet.
Just play with them, have fun.
Example Learn: I wanted to see if Scoop.It was worth my time. During the 2012 Commodity Classic, a conference for the grain industry, I used Scoop.it to organize and share various event
posts.
The service offered a simple to use web interface and quick publishing platform to share. I learned what it could and could not do.

3) Triage
Remember: you can't do it all!

Triage. You can’t do it all. Some things you try will need to be stopped because it just doesn’t meet you initial expectations. Cut out things early. When I first see an app or technology, I see if
I can try it out. If the app or technology is not quite what I want, then I have to say “No” and move on. If it works for me, then I figure out how to integrate it into my day to day activities.

Unfortunate Example: Phones are hard to tryout for just a few days. When you find a phone you like it becomes harder to upgrade when the times comes because sometimes the update is
not better! Find a friend who tried it first!

4) Implement

Implement: Some apps or gadgets may seem to “worth it”.

Now you have to ﬁgure out how to scale it up a bit.

Remember when your company website page was setup and run by your nephew?

If that website is to be of greater value others will have to start using it too.

Ask: How will this be supported? Who is responsible for its care and feeding?

Start to understand what “Worth It” means. For the business minded in the audience, you may ask about the return on investment (ROI).

A great resource on
understanding ROI in
marketing is in
Marketing White Belt by
Christopher S. Penn,
http://agtoday.us/
marketing-white-belt
(affiliate link).

A great resource to understand ROI is Christopher Penn’s Marketing White Belt ebook.

5) Review

Review: In the last 12 months Facebook, Twitter, and LinkedIn all have introduced dozens of new features, functionality, and services.
And the cycle of changes will continue.

You must review the updates and decide if they are worth your time and resources.

You will always need to ask if what you are doing is of value to you or your organization.

Is it still “Worth It”?

Here are some key steps
Identify
Learn
Triage
Implement
Review
Again here are some key steps: identify, learn, triage, implement, and review.

Now What?
Deciding what to do...

Too many places, not enough time.

There will always be more information and tools than you
can use. You must limit, cut out, focus on a few to really
reach your goals.

There will always be more information and tools than you can use. You must limit, cut out, and focus on a few things to really reach your goals.

Take aways

Develop a way to stay connected to trends in
your interest area.

Take advantage of opportunities to try out new
approaches to discover and play.

Implement with measurable goals in mind.



Develop a way to stay connected to trends in your interest area.

Take advantage of opportunities to try out new approaches to discover and play.


Truffle Media

Attention!

Some tools and
recommendations.
The following are some recommendations and approaches to protecting your attention.

http://www.chrisbrogan.com/how-to-say-no/

Learn to say “no”. This is hard but you need to be ﬁrm if you
want to have time for attention.

Chris Brogan, well known journalist and frequent speaker about social media marketing, uses this approach: “My best piece of
advice here is to say. “Again, thank you. It’s great that you feel so passionately about me participating. I am so backed up with
other priorities that I just can’t commit to this and deliver you success. I’m very likely to stumble or not complete this. I’d rather
say no now than say ‘I’m sorry’ later.””

Getting Things Done, by David
Allen, whose apt subtitle is “The Art
of Stress-Free Productivity”


Getting Things Done is a time-management methodology, described by productivity consultant David Allen. It is often referred
to as GTD.
The GTD method rests on the approach of getting things out of your brain and recording externally, then breaking them into
doable parts. This allows you to focus your attention on the actions instead of keeping them in your brain all the time..

http://agtoday.us/gtd-tips


So how does GTD work? http://agtoday.us/gtd-tips

Getting Things Done, by David
Allen, whose apt subtitle is “The Art
of Stress-Free Productivity”


Best thing I take away from GTD is this:
I immediately write the things down on something (paper, list on computer) so it is out
of my brain. I later organize the bits into projects I am working on.

Email


Email, we all have email driving us

Inbox Zero

http://inboxzero.com/
One approach to dealing with email is called Inbox Zero
Merlina Mann, Author and speaker on technology says “
That “zero?” It’s not how many messages are in your inbox
it’s how much of your own brain is in that inbox.
Especially when you don’t want it to be. That’s it.”

http://agtoday.us/gmail-power-tips

http://agtoday.us/outlook-power-tips

Learn keyboard shortcuts,
ﬁgure out automating inbound
email, learn to organize, limit
your time on email.

Learn to use the email tools already in your hands.
Gmail and Outlook both offer power tips and tricks.
Learn and practice them to help you stay focused.


One last email tip: Set a time limit and set an “In the office to read mail” time.
Use a method to process email thoughts (like GTD).

Other tools to help


Other tools to help

http://evernote.com/

Evernote is a software app to help capture and organize
all manner of data and information.
This app runs on all mobile phones, tablets, and laptop/desktops.
You could organize your Getting Things Done approach using Evernote.

“Google calendar is great for scheduling employees.”
Carrie Chestnut Mess, Wisconsin dairy farmer


Google apps can be used to help coordinate and make less stressful
some things in life.
Calendaring is one of the best tools.

"Dropbox to communicate between iPad & PC"
Carolyn Olson


Being able to share ﬁles with others has been simpliﬁed
with DropBox.


Tools to do ﬁnancial transactions have gotten cheeper and
simple to use. For example, Square.

"The iPhone lets me do pretty
much everything I need to do
for work and home"
Meggie Foster, Editor at Farm
World.


Your mobile phone is a tool. Put on it the things that get things done and
remove things that are not “Worth It”.

2
What were your two
questions that were on
your mind when are
thinking about
attention?
So what are your questions?

Social media points of view

Contact Information

TruffleMedia.com
(877) 558-7833
info@TruffleMedia.com
@TruffleMedia
TruffleMedia.com/Facebook
Contact Truffle via Phone: (877) 558-7833, Twitter: @TruffleMedia, Facebook: TruffleMedia.com/Facebook, and web: TruffleMedia.com.

Truffle Media

Ned Arthur, Director of Sales and
Content Development

John Blue, Chief of
Community Creation

Close on Trufﬂe team.

John Blue - Digital Technology: You Can’t Do It All. But How Do You Get Through It?

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