Trending Technology: The Deloitte Study, Part 1

For the last three years, Deloitte has published its annual "Tech Trends" report to identify what areas will have the most impact on CIOs in the coming year and beyond. The predictions are based on insights from Deloitte's technology subject matter specialists.

This year, Deloitte split its list into two parts, "(re)emerging enablers" and "disruptive deployments." It defines emerging enablers as trends that have been vested in but deserve another look, and it defines disruptive deployments as trends that showcase new business models and transformative ways to operate.

Using Deloitte's predictions as an outline, we've included some additional notes based on observations that our team has made in the last 12 months, beginning with the first five trends that fall under the "(re)emerging enablers" topic heading. On Friday, we'll follow up with the second set of five trends that Deloitte identifies as "disruptive deployments."

Five Areas Businesses May Want To Revisit In 2012.

Geo-spatial Visualization. Geospatial visualization takes advantage of geographical, location-aware data and provides semi-structured data from mobile devices such as geo-tagging and new streams of location-aware unstructured data. 

We're bullish on geo-spatial visualization, but mobile geo-tagging tends to elevate privacy concerns even when people opt in to these services. Several geo-tagging enterprises exploded and then dropped off in 2011 as people found out that sharing too much information isn't always a good thing.  If businesses can develop semi-private geo-tagging solutions (where consumers can check in with the option of private and public sharing as opposed to making all information public), then businesses can benefit from such data. Of course, this assumes they give consumers a very good reason to participate.

The challenge in geo-spatial visualization is that the elective nature of participatory location-aware data frequently skews measurements because not all consumers have a desire to participate and those who do might make up a unique group in terms of their psychographics. Where businesses can boost the relevance of the data they collect is in tracking more tangible outcomes tied to weakly linked data that doesn't infringe on individual privacy, e.g., proximity marketing campaigns and specific location sales.

Digital Identities. The digital expression of identity is growing more complex every day. Digital identities should be unique, verifiable, able to be federated and non-repudiable. As individuals take a more active hand in managing their own digital identities, organizations are attempting to create single digital identities that retain the appropriate context across the range of credentials that an individual carries. 

While the thought is a good one, especially in light of Google's effort to improve the Web by minimizing anonymity, there is always that looming question of privacy. More and more people don't feel comfortable with the prying nature of the net or the continued push to create singular online identities that link everything about their lives together. Part of the reason is that people are more complex than businesses think, and tend to keep various aspects of their lives relatively separate.

Organizations, on the other hand, are clearly trying to manage their online presence, but still struggle with an old school mentality that information can be controlled. Instead of attempting to control information through reputation management, organizations would be better off appreciating that they have blemishes and imperfections. Consumers tend to be very tolerant of most mistakes, but are less forgiving of how companies mitigate them.

Data Goes to Work. Organizations are finding ways to turn the explosion in size, volume and complexity of data into insight and value. This is occurring across structured and unstructured content from internal and external sources.  This is expected to complement but not replace long-standing information management programs and investments in data warehouses, business intelligence suites, reporting platforms and relational database experience. 

There is no doubt that organizations have a greater need to employ insightful data analysts who can turn bulk data into quickly understandable and visually stimulating information. More than any other trend, information management provides a definitive edge over the competition.

However, organizations that want to benefit from the vast amount of information that is available also need to develop a culture that tolerates analyst findings as opposed to looking for instructing them to find affirmation data. In addition, organizations need researchers who can correctly identify what data is important and then translate the information into visually dynamic reports without manipulating the numbers or misleading management — making research a function of intelligence over information.

Measured Innovation. CIOs can help facilitate the discovery of the next wave of true disruption -- and continuously improve the business of IT and the business of the business. Measured innovation offers an approach to managing both disciplines by providing a pragmatic way to identify, evaluate and launch potential innovations with a focus on aligning opportunities to areas that can fuel disruption and create measurable, attributable value.

Whether related to technology or communication, measurement is the most important and most abused resource available. Organizations will benefit from better measurement systems in the year ahead, but only if they are willing to measure the right outcomes.

For example, more executives need to appreciate that tangible measures such as increased revenue tend to be a side effect of less tangible outcomes, such as innovation, reputation, and market penetration. So instead of investing in tactics designed to increase sales, they would be better served by investing in strategies that improve the company, products, and promotional efforts, which will inevitably increase sales.

Outside-in Architecture. Flexibility in operating and business models is proving more important. As a result, need to share is colliding with need to know and shifting solution architectures away from a siloed, enterprise-out design pattern and into an outside-in approach to delivering business through rapidly evolving ecosystems.

If you can imagine business enterprise software that tracks multiple department activities (from product innovation to promotional activities) to direct geo-location outcomes, you'll find a glimpse of the future. Specifically, businesses need solutions that adequately deliver a near real-time view of their business at every layer and level.

While the analogy is dramatically oversimplified, operational analysis needs a visually dynamic tool not all that dissimilar to a Sims game (or the existing infrastructure that makes OnStar work), whereby multiple department input data that is simoutaneously viewable and reviewable by every department at various levels: the overall marketplace, geographical primality, departmental activities, and anticipated activities.

For example, pulling up a real-time product report could provide, at a glance, the status of product development, packaging progress, promotional development, regional field tests, anticipated market introductions, etc. based on preset percentages of completion that can be drilled down to the individual or team responsible for the execution.

Those are summaries of the first five predictions from Deloitte, along with our field notes. If you are interested in seeing their 64-page study, you can find it here. If you would like to discuss some of our observations in depth, drop a note in the comments or reach out direct any time.

Wishing You Happy Holidays: And Merry Christmas

Every once in awhile, I'm asked if I really believe in social media. The question is the outcome of occasional sarcasm and satire.

The answer isn't all that much a mystery. I don't believe in social media beyond the tools that make it possible, namely anything that detracts from the people who make it work. And that means you.

As much as I appreciate the talent of social network architects, engineers, innovators, content creators, and investors, it's the participants who ultimately build them. Try to remember that before allowing any service to make you a slave to standards, scores, or whatnot, especially at the expense of your closest connections.

When you really stop long enough to think about it, we aren't given many holidays. We might see 100 of each, and even that is on the outside and against the odds. Make every one of them count, holding your family and friends a little tighter or longer this year. Those are outcomes you can count on.

The Box by Richard Becker

T'was the night before Christmas
and all seemed a loss.
There are not presents to wrap,
just a big empty box.

Their mum had tried hard
to save a pound and sixpence.
But the landlord had told her,
"You must pay the rent."

And not with her children,
all snug in their best,
Christmas was ruined,
her heart heavy with dread.

But when the dawn broke,
she heard not a tear.
Her children were shouting,
"Come see what's down here!"

The big empty box,
was all festive and wrapped.
"Let's open it together,"
they smiled and clapped.

So they undid the bow,
and then opened the lid.
The box held no surprise,
yet her kids squealed like it did.

"I don't understand,"
she looked down, bewildered.
"There is nothing inside,
not a stitch, not a sliver."

But her children were smiling
with toothy grins.
"They're the best gifts we have:
faith, family, and love, from within."

Merry Christmas and happy holidays from my family to yours. May every moment of this season be filled with what's most important in your life. I'll have something up next week, but not on Monday. Good night and good luck.

Advertising Time: Real Time Vs. My Time

Louis Gray wrote an interesting post about real time news, especially as it relates to the explosion of interest spurred along by social sharing tools. In truth, it probably started happening before social networks. Most blog posts have a perceived shelf life (even if freshness might not matter).

Most people readily jumped on the bandwagon, with some people saying that delayed news will no long be acceptable. When they don't have enough time to keep up with readers, they reconcile everything at the end of the week, scanning the first two or three before marking the last 50 read. Even Google wants the Web fresh, enough so that it is willing to alter search algorithms to favor freshness over depth.

Gray's point is right on the money. Real time could very well be a temporary trend, fueled by an illusion. Every day, we receive nuggets of real time news a mile wide and an inch deep, when what we usually want is in-depth information on whatever topic might happen to be top of mind.

Good luck finding it. Even something as simple as an album review can be difficult to find under the wash of "fresh" track listings for more popular artists releasing an LP. Don't bother looking for song lyrics for any band with fewer than two million fans. Ringtone companies have that search sewed up. And many companies operating on networks, assuming they respond at all, are more interested in creating the illusion of real time service. Your issue will be resolved just as quickly by picking up the phone, with the only caveat to make it public.

Real time doesn't hold a candle to what people want, and marketers might take notice.

But it's more than that where Gray strikes at the heart of the matter. We don't want freshness. We want on demand content when we want it, much like more and more people expect their entertainment served up.

"Advents in information and content sharing over the last few years have instead made 'on demand' a reality, getting me what I want when I want it, not when someone else decides for me," writes Gray.

This gave me some pause about marketing too. Since the 1950s, advertisers have been attempting to create a false sense of urgency with ever increasing last chance "opportunities." Never mind that your last chance to save 40 percent really means until next Monday when we restart the email.

When you really think about what advertisers are doing (beyond telling you that they mark their products up so high that their profit margin can absorb a 40 percent reduction), they are marketing urgency with the expressed objective to convince you to make a purchase on their time.

Sometimes it works. But just because it works today, doesn't mean it will work tomorrow.

Consumers might be ripe to experience "on demand" marketing much like they enjoy on demand entertainment today and maybe, as Gray suggests, on demand news tomorrow. The best time to offer someone a discount is when they want to buy the product — their time, on demand.

Advertising Consolidation: Employment Projections

According to The Creative Group, most advertising executives aren't looking to hire new employees in the near term. But people in the communication industry can still consider this good news because only 4 percent of marketing and advertising agencies are considering layoffs and 18 percent anticipate hiring staff in the next there months.

"Many companies are looking to refresh their branding to reflect new product and service offerings, as well as take their marketing campaigns to the next level in the year ahead," said Donna Farrugia, executive director of The Creative Group.

In other words, most agencies are increasingly interested in diversifying the services they offer and the staff they employ. Based on which professionals they are most interested in hiring, it seems most want to provide full-service communication to their clients, with an emphasis on non-traditional agency functions such as public relations, web design, and social media.

Top five agency positions in demand for first quarter 2012.*

1. Account services (24 percent)
2. Brand/product managers (21 percent)
3. Public relations professionals (17 percent)
4. Web designers (16 percent)
5. Social media professionals (14 percent)

*Based on executive responses to the question: "In which of the following areas do you expect to hire in the first quarter of 2012? Media services and marketing research also scored better than 10 percent. While mobile application developers, interactive media, print design/production, creative/art direction, and copywriting all lagged under 10 percent. 

What this means is that many advertising agencies are not only looking to bring more public relations and social media services in house, but they are also increasingly interested in offering these services as a total package, something many marketing clients have been asking agencies to do for years.

In fact, diversification seems to be one of the primary reasons that most marketing and advertising executives are confident in their growth prospects next year. Eighty-nine percent said they were confident, even among those that were not planning to hire in the first quarter. Others, of course, based on their hiring priorities, are hoping to grow their agencies simply by hiring more account executives.

What agencies seem less interested in hiring are what used to be considered essential services at an advertising agency — creative directors, art directors, and copywriters. In terms of priority, all three lagged well behind non-traditional positions, with copywriters coming in dead last.

Advertising agencies are betting on a very different game.

Believe it or not, there are two reasons that marketing and advertising executives are shifting priorities. While many see public relations and online services as essential for growth, they also say that it is increasingly difficult to find skilled creative professionals. Without having the best creative in house, agencies are becoming more reliant on distinguishing themselves in other areas.

It could also allude to another trend in the industry. More executives are increasingly confident in outsourcing creative services but less confident outsourcing or partnering with public relations and social media firms. Part of the reason might be related to how both services are billed (creative is often outsourced by the project whereas public relations and social media are retained).

All of this is part of an ongoing trend that started several years ago, but was punctuated last year. In the quest to own social media, advertising agencies are bringing social media in house much like many brought web design in house during the 1990s. And for those who see public relations firms as owning social might note, it seems more agencies are simply bringing that service in house too.

Teaching Social Media: The Real World Test

While I was walking down the long narrow hallway toward the computer lab where I was scheduled to teach a social media class, I had a revelation. I was marketing myself all wrong offline.

What I really needed to do is use "proven online social media strategies" offline. You know, all those proven strategies, not by the people who know something about communication and marketing but by the people that we know all about. Right, you know who they are. I don't even have to tell you. That's the point. We all owe them a debt of gratitude.

Social Media In The Real World.

I. Increase Followers. 

As I said, I was walking down the narrow hallway, and I started to think about how important the number of followers is in social media. Apparently, it's important. The more people, the better. 

I stopped dead in my tracks. I needed to know how many students were in the class.

I looked rather clumsy, standing there, juggling two water bottles in my left hand, the satchel slipping off my shoulder, and handouts spilling out as I tugged at the flap with my right hand. But I didn't care. Numbers are too important.

It took a little more fumbling, but I found it: The student roster. One ... two ... three ... I stopped, mouth agape. I counted them again. Eight. And then I counted again. Still eight.

Eight isn't so good. The class usually pulls in 20. In truth, I wasn't surprised. The former program director had scheduled the class the weekend between Veterans Day and Thanksgiving. Right. I was a prime time network show being moved to Friday in the hope we could win a weak night. It never works.

So I retraced my steps and started peeking inside the other classrooms to see how many students they had. Six ... five ... seven ... twelve ... hmmm ... now that was more like it. I walked in, and put my satchel on the desk in the front of the room. The other professor looked at me, crinkling her brow. 

II. Troll Management. 

"Can I help you," she said, hands on hips, looking like a sad sack. 

"No, you can go now," I said, feeling better because I had increased my followers from eight to 12. 

She stood there for a minute, obviously shaken, and then made some sort of spitting noise. I was going to ignore her, but she was making the students in the class uncomfortable. So I gave her something to do.

"You know, you can report me to the office if you like," I said. "And while you're there, can you tell them to make me more handouts? I need more. A lot more."

III. Crowd-sourcing. 

I pulled down the overhead screen in front of the white board. It took a few tries, but eventually it stuck. I turned to face the class, and smiled. 

"Today, we're going to talk about social media." 

"Um, this is supposed to be an accounting class," one of the students said. 

"Um, no, this used to be an accounting class," I said, raising my hands to encourage them to show a preference. "Today, it's student choice. Facebook and Twitter or assets and liabilities."

I counted the hands. Five for accounting. Six for social media. One abstained. 

"No hand raised doesn't count," I scolded. "Engagement matters. What do you want to talk about?"

"Twilight."

The class groaned. Accounting was now social media. 

IV. Sharing. 

After establishing that this was now social media, I shared a little bit of my background and then looked  out over the class blankly. And they looked back at me, blankly. So I tried to prod them along. 

"Questions?" 

"You haven't told us anything yet," muttered the Twilight kid. 

"Social media doesn't work that way, Mr. Cullen," I countered, almost glib in my excitement to show I was a real guru. "You can only share information at a rate of one to eight. That means eight of you have to say something first or one of you can say something eight times. I don't care, either way."

"He doesn't care, either way," beamed one of the students. 

"He doesn't care, either way," said another. 

"He doesn't care, either way," added a third.

There's always one or three in every crowd. I squinted my eyes at them. 

"I'd appreciate it if you would wait for us to cover retweets before doing that," I said. "Moving on ..."

V. Quantity. 

Before I could continue, the troll I booted out earlier had come back. She brought some gangling looking office assistant who stood at least a foot taller then me. That's pretty tall. I'm 6 foot.

"Oh good, did you bring the handouts?"

"Handouts?" he said, as if it that was the first he'd ever heard of it. 

"Yes, I specifically asked her to make copies," I said, motioning my hand up like a conductor to the class.

"He did ask for handouts," said one of the students. 

"Yes, she was going to get handouts," said another, grinning, chin in both palms. 

Good, I thought. I was making real progress here. 

"Yes, I need lots of handouts," I said, a few of the students casting the office assistant glances. "It doesn't matter what you bring. Just bring them, lots of them."

Handouts are important. It's what sets most content creators apart from conversationalists. The general concept is simple enough. If you barrage everyone with enough content, they'll be too dazed to notice that you haven't given them anything useful. 

VI. Mob Rules.

The office assistant's phone buzzed. It was his girlfriend. She confirmed it. I needed handouts. 

"And take Debbie downer with you," I said. "I'm trying to teach here."

Two of the students stood up, acting as if they were ready to usher them out. I was impressed. We hadn't covered mob rules, but these kids took to it like coke heads with Pixie Stix. 

"It's cool," he stammered. "I mean, yes sir."

And off they went.

Since I didn't really have anything to hand out yet, I suggested a break. Who knows? The students might even have enough time to come up with the rest of the class content if I waited long enough. But in retrospect, I wish I hadn't told them to take a break. I didn't really need a break. I was on a roll.

VII. Adding Value.

I decided to maximize my time instead. I revisited all the classrooms I passed by earlier and poked my head in to listen in. Eventually, the other professors would sense my presence and invite me into their conversations. It was easy, like playing Farmville on Facebook.

"No, no," I would shake my head. "Except, you know, that one point you made..."

"Yes?"

"It's all very wrong," I would pounce, and then launch into a counter argument.

It didn't even matter so much what I was saying. All that mattered is that I offered some semblance of initiative understanding. That was enough. And, of course, it helped when one of the students who was following me everywhere would chime in.

"He's right, you know."

"I'm teaching social media instead of history or whatever this guy is teaching," I concluded. "You're welcome to join me. I'll even cover whatever this subject is when we get to Wikipedia."

VIII. Perks. 

I'm not going to lie and say it worked every time, but it worked well enough. I'd capture or two or sometimes half of their students before pied piper-ring away to the next room. It took 15 minutes.

The results were breathtaking. Even I was surprised when I did a post-break head count. I had 32 students in my class. It wasn't a record by any stretch, but 32 is better than 12 and a million times better than eight, which was the class size I would have had if I was playing by established rules.

"I think I have enough students now to tell you something important," I said.

They all leaned in closer to hear.

"There is a special at Starbucks today," I said. "Right after class. You can join me or go on your own, it doesn't really matter to me as long as you use this code."

I wrote it down on the white board, amused by how low tech teaching can be. Schools need QR codes for this stuff.

"What does that have to do with social media?"

"What does that have to do with social media?" I asked back, but didn't wait for an answer before continuing. "It has everything to do with it. If even ten of you use the code, I get a free T-shirt."

"Free T-shirt," half them chanted, circling the newbie who asked the question like tribes people. It looked like a scene from Lord Of The Flies.

IX. ROI. 

How do I know it was a newbie? It's always the newbie who asks a stupid question like that. What do people think social media experts do, work for free? No. We don't pay for coffee either.

In fact, I was just planning to cover this advanced subject matter when the gangly office assistant showed up again. He had the troll with him and some new guy.

"Did you bring the handouts?" I asked.

"Mr. Clark wanted to speak to you first," he said.

"Yes, I told Burt to hold off until we had a chance to chat," said Mr. Clark.

"Okay," I said, reaching down to my side to feel for a pistol. It sounded like a showdown, and it wasn't even a western.

"Well, if you take the registration of the original either students in your class, minus the cost of all these handouts for 32 students, then you're providing the university a negative return on investment," he said. "What's worse is you never even showed up at the computer lab, so we'll have to issue those students a refund. And all these students will probably want refunds for the classes they left too."

At first, I thought it was because he was standing next to Burt, but Clark was a very little man.

"You're talking about ROI," I said.

"Yes, yes I am," he said.

At first I was going to dazzle him with outcomes, like how many times the class parroted me, but no one said a word. It was quiet. Too quiet. So I let him have it.

"You silly little man," I chuckled. "There's no ROI in social media for you, but there is for them. And me too. Because I ... well, I'm getting that T-shirt today and there is nothing you can do about it."

As the room burst into applause and students chanted "you silly little man" over and over again, I uploaded the entire confrontation on YouTube. I could already feel it in my bones. The book deal was clinched.

Of course there is an ROI, I mused silently. The only real question is: Who gets it?

***

Social media can be an extremely powerful component of a communication plan, assuming it remains grounded in communication. And the easiest way for anyone to test a social media program is to imagine how all those tactics, strategies, and secret formulas might look if someone applied them to offline communication. If you do and it sounds silly, it probably is silly. Have a nice weekend.

Advertising Arts: Poster Design Contest

The Art Institutes and Americans for the Arts, which is the nation's leading nonprofit organization for advancing the arts and arts education, will accept entries for the 2012 Poster Design Competition through Feb. 3, 2012. Winners will earn up to a full tuition scholarship to study at one of the more than 45 Art Institutes schools located in North America.

The theme of the competition is "You Can Create Tomorrow." The competition is broken into two categories: high school seniors and high school graduates/adults (from the U.S., Canada, and Puerto Rico) to design a poster that best expresses the theme.

"We are inspired by the creativity that students exhibit in the artwork they create for this competition and believe that this scholarship competition helps some of our most talented students achieve their educational goals," said John Mazzoni, president of The Art Institutes. "We, along with our partner, Americans for the Arts, eagerly await submissions to see the innovative and unique ways this year's students express their vision of 'You Can Create Tomorrow'."

Last year, the grand prize winner was Ernest Castillo of Las Vegas. He created a poster that depicts an artist's journey to a magical deep sea environment as he paints his first stroke on a blank canvas. The image exemplified last year's theme "Life Is Better With Art In It." 

As the grand prize winner, he won a full tuition scholarship to study at The Art Institute of Las Vegas. (Had he lived in a different city, the scholarship would have been awarded closer to home.) His work was also showcased along other entries at a Congressional Reception on Capitol Hill in Washington D.C. 

Castillo was overcome with the news, never believing that he would have an opportunity to earn a degree in art. Two other winners, Adrianna Simmons and Paulina Zaborny, received half- and quarter-tuition scholarships. Their sentiment matched Castillo's excitement, which is one of the reasons that Americans for the Arts supports the annual competition. 

"We are excited to be part of this scholarship competition," said Robert L. Lynch, president and CEO of Americans for the Arts. "The entries not only highlight the remarkable talent of our nation's youth, but also remind us what a vital role art plays in our everyday lives."

For more information about the competition, visit The Art Institutes Poster Design Competition. Local winners also receive scholarship money, ranging from $1,000 to $3,000.

 The Art Institutes is a system of more than 45 educational institutions located throughout North America. The Art Institutes schools provide an important source for design, media arts, fashion, and culinary arts professionals. Several institutions included in The Art Institutes system are campuses of South University.

Americans for the Arts is the leading nonprofit organization for advancing the arts in America. With offices in Washington, D.C. and New York City, it has a record of more than 50 years of service. Americans for the Arts is dedicated to representing and serving local communities and creating opportunities for every American to participate in and appreciate all forms of the arts.