Pioneers of Digital: Success Stories from Leaders in Advertising, Marketing, Search and Social Media

Pioneers of Digital: Success Stories from Leaders in Advertising, Marketing, Search and Social Media

Paul Springer, Mel Carson

Language: English

Pages: 232

ISBN: 0749466049

Format: PDF / Kindle (mobi) / ePub

Pioneers of Digital
showcases the stories behind key people who have fundamentally influenced the way advertising, marketing, search and social media have evolved during the internet era.

Springer and Carson have tracked down and documented behind-the-scenes insight, decisions and opinions that inspired digital phenomena such as Virtual Reality, Dove's "Real Beauty" campaign, Obama's 2008 presidential campaign, celebrity take-up of Twitter and Artists Without a Label, a free digital music distribution service for independent artists.

The 20 digital entrepreneurs profiled span the globe; some performed their ground-breaking work in environments like Google, Facebook, Microsoft, Victors & Spoils, OgilvyOne, R/GA, AKQA, Sapient Nitro and Apple, while others performed digital miracles all on their own. Together these stories expose the secrets of success from pioneers that everyone can learn from. Packed full of unique insight, Pioneers of Digital provides advice and inspiration for readers interested in twenty-first century commercial online thinking. More at

The pioneers:

Thomas Gensemer MyBO and Obama's 2008 Presidential Campaign

June Cohen Hotwired and

Denzyl Feigelson iTunes Advisor and Artists Without A Label

Vanessa Fox Google and Nine By Blue

Gurbaksh Chahal ClickAgents and BlueLithium

Jaron Lanier Virtual reality and Microsoft Research

Angel Chen OgilvyOne China

John Winsor Victors & Spoils

Danny Sullivan Search Engine Land

Alex Bogusky, Bob Cianfrone Burger King's Subservient Chicken

Avinash Kaushik Digital marketing evangelist, Google

Carolyn Everson MTV Networks and Facebook

Malcolm Poynton Dove Campaign for Real Beauty

Qi Lu Yahoo!, Microsoft and Bing

Ajaz Ahmed AKQA

Martha Lane Fox and the UK government's digital champion

Kyle MacDonald One Red Paperclip

Jess Greenwood Contagious Magazine and R/GA

Zhang Minhui

Stephen Fry














being original Pioneering commercial models Repositioning creativity Skills convergence All platforms and no content Running in real time (not being ahead of the game) Create something useful and never assume Enjoy what you do! Ten steps to becoming a digital pioneer, from the people who got there Jargon buster Bibliography Index ACKNOWLEDGEMENTS Writing a book like this is a huge collaborative process, so we owe a huge debt of thanks to many people across five continents. There are

into digital was tied with sports and fitness. With the launch of Rocky Mountain Sports in 1986, his first challenge was to make it more viable: With two of us working there the magazine was doing $100,000 in revenue but $35,000 of that was spent on typesetting. It was this horrible arduous process of running galleys through the wax machine, using a pen knife to cut things up and on blue lines – back to the era of my newspaper experience. Paying myself $5,000 a year wasn’t acceptable –

California helping run, she took on consulting and investment work for start-ups before she was offered a role at Zagat Survey, the restaurant guide, while she was working for angel investor Chris Burch: It was to help them build their digital and mobile business. At first I turned it down and then I had this moment that I’ll never forget where I was literally walking in the city and I saw the little vignette guide stickers on a number of different restaurants, and I said to myself

motivation, having online participants populating the site and sharing information reinforced Dove’s standing, because it could associate with the issue in some depth. The strategy certainly worked for this type of cause-related campaign. Creating channels for user-generated content can backfire when used in brand advertising because there is less scope to control the nature of new content. In 2010, for instance, Amazon was criticized for not pulling book reviews posted by participants who

stepped onto the plane Fry had 2000 followers; by the time he landed in Nairobi his followers had tripled his eager audience to 6000. ‘Then I started to tweet while on this journey. And it got bigger and we just watched it grow, we watched it move to 10,000 and then 15,000 as I filmed in Africa; it was absolutely bizarre’, he recalls. Bizarre maybe, but this was just the beginning. The mere mention of Twitter on a UK TV chat show hosted by Jonathan Ross drove more followers to Fry’s Twitter

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