Author Archives: Kaitlyn White

From dial up to dialed in

8th December 2011

When I was in middle school, I wanted nothing more than for my parents to get high speed internet. No more dial up. Why? AIM. Yup, Aol Instant Messenger. As a middle schooler, I thought the coolest thing possible was to be able to leave up one of those super cute **<<sleeping>>**  away messages. An away message I was never able to leave, as my internet kicked me off-line as soon as you picked up the phone line.

True. Story.

Today while reading to my mentee over lunch, we started talking about Christmas lists. She shared with me that she is really hoping for a laptop for Christmas this year. She’s in 5th grade. So what use does a laptop serve her? She shared that her favorite things to do on the computer are to play games, check email and chat.

Email and chat? Do 5th graders really do that today? Yes. We talked about email, she has two accounts, Yahoo and Gmail, thought she likes to use g-chat to talk to her friends and cousins. We even talked about video chatting and she expressed how much she loves getting to hang out with her friends online in that way.

I’m sure at this point, I shouldn’t be surprised what-so-ever by how children are using technology in their daily lives, yet it never ceases to intrigue me. It’s so fascinating to think how our behaviors stay the same, while only the mediums are changing. Sure, she’s not dreaming of AIM statuses, but she is thinking of the ease of her own device to communicate, an evolution we know won’t stop anytime soon.

At least I can breathe a sigh of relief that she isn’t asking for an iPhone just yet.

And just in case you needed any more proof of the next generation who will lead the way in technology and connections. Be sure to check out the video below.

Making a list and checking it twice: 2012 planning

22nd November 2011

As 2011 draws to a close, I’m finding my calendar filled with meetings on wrapping up and wish lists…but they don’t involve Santa. 2012 planning is in full swing.

Putting a year on paper is a daunting task for any marketer, especially so in the digital space, where the landscape can change over night. So how do you ensure a plan that not only makes sense in plain English, but also sets clients up for success in the space for an eternity of 365 days?

Hint: head back to the basics. Below are the three “must haves” on my digital planning wish list for 2012.

Vow to not work in silos

With more companies moving away from the idea of one single AOR to multiple players in their business depending on area of expertise, working across agencies is more important than ever. Gone are the days of “we own this.” Your consumer could care less who runs the company Facebook page vs. their TV commercials. We must learn to better communicate and see the experience through the eyes of a consumer.

Back away from digital

Take a step away from the channels you own and go back to square one. Remember that brand research deck you were passed along when you first won the business? Dig it back up. Consumers are no longer on-line and off-line, only the devices and mediums of consumption change.

Take the time to learn who your target consumer really is. What are the interested in? What content outside of your brand’s do they choose to consume? Where are they using their devices? The answers to these questions and so many more will ultimately drive your plans back on-line with insight rather than the sparkly allure.

Think outside the box

The world of “we have to be in social because everyone else is already there” is changing. Companies know having a digital presence isn’t enough – it’s having the right presences and the right experiences across all of your channels. Consider setting aside time to test and learn in 2012. Talk to start-ups or do a pilot program with a less mainstream community; find the passionate people who can help to push your client’s brand forward.

Planning a year in advance is never easy, in fact, we find ways to dread it or present to sparkly object syndrome. Get out of your comfort zone, try something new and you’ll find the year falls into place.

Unplugged

26th October 2011

Working at a digital agency as a millennial who also has a slight obsession with technology, it would be an understatement to say I’m “always on.”

Naturally, it’s rare to find me without some sort of device in hand. So where did I decide to book my vacation this fall? The backwoods of the Rocky Mountains.

Yes, the scenery is breathtaking. Yes, I love to hike. But my number one deciding factor? There is zero cell service in the Rocky Mountains (In case you were curious, this also applies to zero plug-ins and zero hair dryers), in two words bliss and anxiety.

Days before my trip I found myself stressed at what I might miss…I won’t be able to check email, I won’t be able to check-in to my camp site, and I won’t be able to Tweet a picture of the bear that I’m certain to encounter.

Have I become so engrained in technology that simply the thought of not having it for three days might tempt to ruin my trip? It certainly had me thinking, how can we really unplug? Sure I leave the office at a decent hour, but I never truly let go.

We all know recovery is essential. It’s what keeps us going, what refreshes us and what ultimately makes us push harder and do our best work, so why is it so difficult to allow ourselves to partake in? I wouldn’t run 10 miles 7 days a week preparing for a half marathon, why do the same in my digital life?

Welp, long story short, I survived (though I did encounter a rather large moose during a hail storm). Making my way back to reality, I felt more refreshed than ever and tackling my massive inbox was almost enjoyable.

Will I be able to unplug every evening and every weekend? Absolutely not, that’s not the career path I’ve chosen for myself. Does it mean I need to answer every email, text and Tweet minutes after delivery? Absolutely not. Guess what, when I returned home, my computer didn’t explode, my coworkers didn’t go crazy and my clients did just fine.

I’ll always have to be “on” but taking a day, or even an evening off simply means it will be there in the morning  and that’s the really cool thing about digital, it doesn’t self destruct.

Oh, and the scenery wasn’t too shabby either.