Planning and managing a digital afterlife

12 May

Credit Thomas Edmondston-Low

Towards the end of last year, my younger brother was killed in Afghanistan.

While we knew the work he was doing was dangerous and acknowledged there was a risk he could be killed while serving, my parents and I didn’t entertain the possibility that he would.  This is the beginning of the rest of our lives without him.

My brother crammed so much into his 29 years, it’s hard to fathom how he managed it.  Our family continues to receive letters from friends and colleagues offering insights into his adventures, expanding our knowledge and repertoire of stories about him as a boy, a man and later, a soldier.

He lived and worked in five countries, spoke three languages and trained in places such as Nepal and Brunei. He was a keen sportsman, taking up competitive boxing and tributes on his social networks consistently referred to his talent with a cricket, rugby or hockey ball.

As well as being nauseatingly accomplished, he had a wicked sense of humour, was popular and remembered by friends and acquaintances as a gentleman. The nature of his job and the travel involved meant that he had friends all over the world. On the cold, grey, rainy day of his funeral in the North of England, I met people who had travelled from Australia, Germany, Japan, Kuwait, Japan, the Netherlands and the United States to say goodbye to him.

So why am I introducing you to my brother? Mostly because I’m so proud of him that I want everyone to know and remember him.  The initial shock experienced by family and friends is starting to subside and the occasions we’ve had to commemorate his life, have been and gone. Life goes on as updates on Facebook, Twitter, Instagram and LinkedIn illustrate and it has done for a while.

But in the midst of the emotional aftershocks, there are some aspects of his online life that our family has grappled with recently.  My brother has left behind a digital estate and we’re not sure how to administer it.

As well as the many physical mementos he’s left behind, he’s endowed us with an abundance of online memories and content. He applied common safeguards and was security conscious but didn’t consider what he wanted to happen to his digital footprint in the event of his death. This isn’t surprising. Discussions around this subject are not standard procedure during the execution of a will.

We’ve inherited his memories via data in the cloud, email accounts, social media and mobile accounts. While policies and administrative access are some of the items we’ve had to work out, we’re continuing to have philosophical and often difficult discussions on whether we’re managing his online presence in the right way, in the way he would have wanted.

Social plays a significant role in the grieving process for younger generations. With his active, social and well travelled lifestyle, the variety of his in-person relationships and social groups was mirrored in his online life. We’ve spent a lot of time talking about how to communicate online with grieving friends, the management of his communities and other general social media etiquette. Often we’ve received questions from people uncertain about appropriate online behaviour while mourning. Weeks after his death, one of my brother’s friends dropped me a line asking when it would be appropriate to update the tribute cover photo on her Facebook page that she posted at the time of his death.

I’ve also mentioned that I want people to remember my brother but how do you do this with  his digital profiles? In the famous words of Laurence Binyon, those who have fallen… “shall not grow old, as we that are left grow old. Age shall not weary them, nor the years condemn.” We have memorialised his online presence on Facebook but will we change the way he is remembered? At what point should we consider taking down his profile.  Or should we?

So, from time to time, I’m going to share some of the experiences that our family has had since we inherited my brother’s digital legacy and how we’ve resolved the discussions I’ve mentioned. At the same time, I hope to offer practical insights on what to think about in planning a digital will as well as some thoughts on etiquette around death in the digital age.

We don’t have the answers and are working through scenarios as they come up or we think about them. I hope you’ll share your experiences and thoughts here as I write about ours.

What’s next for the industry? Notes from iMedia Brand Summit

1 May

Last week, I attended iMedia Brand Summit in Bali, a conference bringing together brands and industry to connect leaders across Asia Pacific and get everyone up to speed with the latest trends and developments.

photo

Firstly, I would like to point out what a stroke of genius it was to host a brand summit in Bali. It attracted more than 300 delegates from client and agency side over three days encouraging insights from the likes of BMW, BBC Worldwide, Kellogg’s, Philips and SingTel. We stayed in a beautiful resort with stunning poolsides, bars and the kind of romantic outdoor lighting in the evenings that accompanied by a cocktail, gave you the impression of being somewhere unreal. Like Paradise. But I digress.

One of the most interesting topics of conversation from the conference was around programmatic buying and branding, sometimes known as RTB (Real Time Bidding). This is an approach whereby marketers target specific audiences on a real-time auction basis that allows highly targeted contextual campaigns — as audiences are viewing. In this process, each impression is assigned value on an automated rather than manual basis. The Drum provides a good summary of its pros and cons in an article this week. Players in this programmatic buying space include Brandscreen (digital, online, mobile), TubeMogul (video) and Google.

This type of service has been talked about on the marketing circuit for a while.  The difference now being that there are agencies that have engaged major media partners and publishers to support this kind of targeted buying as well as developed the data analytics and platforms to support it. And organisations are starting to adopt this approach.  Kellogg’s is one organisation that put up its hand at the conference to say they were incorporating programmatic buying in the execution of their brand campaigns.

So this is an area that I’ll be investigating. Namely because agencies that can offer a single point of management for competitive, automated and targeted media buying across multiple platforms, including mobile, online and TV in this fragmented media landscape, sound like they would make life easier.

However, it also sounds too good to be true and several questions come to mind.  For instance:

  • Can programmatic buying facilitate Demand Generation programs or is it predominantly suited to brand campaigns?
  • How can you align this type of program with branded and relevant content?
  • What does this mean for media buying/planning agencies; what value and role do these now play with a programmatic approach?
  • Will an automated approach hinder creativity?

If you’ve got thoughts or examples, I’d love to hear them.  Drop me a line or comment below.

A strong beginning and a memorable end

21 Apr

Every once in a while, I’m reminded that regardless of experience and the degree of planning or activity undertaken for a project, it’s important to focus on the basics.

This week, I was involved in a roundtable using TelePresence taking place simultaneously in Sydney, Singapore, Hong Kong, Bangalore and Gurgaon.  The discussion was between a group of CFOs discussing the future of the workspace — how their organisations were readying themselves for increasing global and mobile work practices as well as new distributed business models.

Overall, it was a great session led by moderator who kicked off with a strong beginning, a researched introduction, set objectives and a planned line of questioning on pre-determined topics.

All very necessary to get a good conversation happening.

However, after a scheduled hour of discussion, it was evident that the moderator hadn’t thought about the ending. Realising suddenly that time was short, he stated that he had to close the session and asked if anyone had any questions.

As is so often the case when that particular question is asked, there were none. An awkward moment followed.  So he assigned closing comments to the host and the meeting came to an abrupt end.

It reminded me that a good facilitated session requires a strong beginning as well as a conclusion that is memorable in a good way. It is at these points that information is most likely to be retained.

So here are some back to basics moderation tips that came to mind this week.

If you’re asking a group of people if they have any questions and there are none, always have a plan b on hand, i.e. a prepared question you can throw to the crowd or one you can provide to someone in advance.

Remember timekeeping as well. Keep a watch on the desk in front of you so you can discretely check how much time you have left or ask someone to give you a heads up at important points during the session.

Lastly, make sure that you consider the structure of the discussion from start to finish, including a plan for the actual end!

Follow

Get every new post delivered to your Inbox.

%d bloggers like this: