Monday night I was part of a panel of Gen-Y digital marketers and innovators that made up the first event in a movement called #MASStalent. From what I understand, #MASStalent aims to bring students and young professionals together for conversation about the future of all things digital. The kickoff was nothing short of awesome. It was headed up by Hill Holliday’s DJ Capobianco and organized by Emerson’s Zach Cole, BU’s Maurice Rahmey and Northeastern’s Aaron Gerry. Kudos to those guys for putting it on.
[Watch video of the panel here]
I got to speak on a few topics during the panel including the role of social media in a campaign and why SCVNGR isn’t the “next big thing.” But I noticed a few questions posted on Hill Holliday’s windows that did not get answered. Here’s the rest of what I would have said, but never got a chance to.
Augmented Reality
Right now, it’s too early to look at AR as a whole. Pieces of it are developing on their own. So if you want to know about where AR is going, study up on where location technology is going, where image recognition is going, and where hologram tehcnology like GE’s Ecomagination Smart Grid campaign is going. It is a combination of these things–location, image recognition, 3D objects–that will make up instantaneous, design-oriented access to information. That is what AR will be, but it hasn’t all come together quite yet.
This is sort of what I’m talking about (except it will be optimized not to be so overwhelming):
The Education System is Broken
One goal of #MASStalent is to help students understand what they can do before graduation in order to be ready for work in digital industries. My advice is this:
- Recognize that your professors are ignorant of new technology. I am overgeneralizing, but not by much. In my time at BU, I might have had two professors who knew that they actually did not know everything.
- Read Mashable and TechCrunch as much as you can. Test as much technology as you can. Learn as much as you can outside of class.
- Shut up. Don’t point out to your PR professor that a blogger will think you’re nuts for trying to pitch them via snail mail. Just keep your head down and do it. You’re never going to convince them that the ways they have known and loved their professions are now irrelevant, so spend your time and energy worrying about more important things. It’s a sad reality, but it’s true.
The Hardest Part
One student asked what defines success for Gen-Y in digital industries. If you can convince people to say “yes” to new ideas about technology, you will be successful. That’s a lot harder than it sounds, and it’s something I struggle with daily. That goes for fellow employees, clients, customers, consumers, everyone. Humans are creatures of habit, and their initial instinct is to reject the unfamiliar. Get them to break that habit, and you will win.
Next Trend in Digital
I saw a post-it asking, “What’s the next trend in digital besides group buying and location?” Yes, I really do believe that group buying and location are the two most important trends right now. I also believe in the following equation:
Foursquare + Groupon = beautiful rainbows and baby bunnies
But since that isn’t the question, I’ll say that collaboration is the next next big trend. There are so many mobile applications and so many social networks that at some point we will need to see more collaboration. TriOut is a thought leader in this respect. It’s an iPhone app and web app that lets you check into multiple location-based services at the same time. It adds its own features as well, but the collaboration piece is key. More developers will be using more APIs than ever before as time goes on. Platforms will encourage third-party apps, knowing that they are crucial to success.
Our panel at #MASStalent
That’s it. I’m given away all of my knowledge. Stay tuned into the #MASStalent hashtag for future brain orgasms like Monday night’s.
