The rise of the MOOCs Read More
Another term begins Read More
Not too long ago I would never have said this: I love teaching. I’ve been leading a digital strategy class at the University of Oregon since late 2010 after being invited to do so by the indomitable Professor Deborah Morrison. She worked on me for quite some time. I capitulated. Last week Spring Term ended sending off 28 students of mine, who I now hope will spend quality time pondering advertising, apps, websites, user experience, digital products, mobile, designing for small screens and, most importantly, how the web and mobile are their own thing, in an entirely new light. Read More
Brands cannot ignore mobile e-commerce Read More
posted by Dave Allen, Comments Off
“How am i supposed to sit in a cubicle and make print ads when stuff like this exists?” Read More
We can’t learn “digital marketing..” Read More
I spend every Thursday these days down in Eugene, Oregon teaching a Digital Brand Strategy class at the University of Oregon. It’s quite an honor. The video above was filmed and edited by some students in my class, I then tweaked it and added some music. It’s part of a project that we are launching very soon.
As Robert Frost so famously wrote:
Now I am old my teachers
are the young
What can’t be molded must
be cracked and sprung
I strain at lessons fit to start
I go to school to youth
to learn the future
And now we are stepping things up a bit as we just discovered that Kickstarter has given us the green light to raise money for a project. (More details and links to the project to be announced later today or tomorrow.)
Why build something?
As most, or at least some, of these students will be graduating this summer I felt it would be beneficial to have something in their resumé that shows that they actually built something. The class was organized into teams – videographers, narrative copywriters, project managers and account managers, book researchers and record pressing researchers. It gives them a real-world example of how to work together to produce and design a tactile object.
I see it as an opportunity for them to bring something into the world in a format that other people are passionate about and supportive of. It becomes passion feeding on passion. The students came up with a Twitter hashtag for it too – #buildshit and one of them built a website to track that hashtag..
We are going to be looking for everyone’s support so please check back. Thanks for reading.
The illustration above is by Cam Giblin, a student in my University of Oregon digital class, who presented each speaker with a notebook. inside which was a portrait and a quote from their talk. Hand drawn and analog, nicely done!
TEDx University of Oregon speakers – (l-r) Mark Blaine, Edward Boches, Deborah Morrison, Warren Berger and Dave Allen.
“There’s something happening here…” Edward Boches
I’m trying to gather my thoughts after three days of whirlwind activity last week down in Eugene at the University of Oregon. Edward Boches, Mullen’s Chief Innovation Officer, who was invited to the University under the 2011 Richard Ward Executive In Residence program, gave a handful of presentations which also included a great roundtable on the future of journalism (more on that later.) Then it was back to Portland to speak along with Edward, Warren Berger, Deborah Morrison and Mark Blaine at the TEDx Portland event. (#TedxUOregon)
It’s an absolute truth to say that none of the above could have taken place without the passion and enthusiasm of the indomitable Deborah Morrison.
Since the beginning of Winter Term in January, at her request, I have been teaching a Digital Brand Strategy class at the U of O. It’s hard for me to express what a great opportunity this is, given the fact that I am doing my best to impart as much knowledge and experience (or lackthereof) that I’ve picked up in the digital space over the last seventeen years. I’m being very honest when I say I am learning as much as I’m giving.
But first I had to work out how to avoid falling into the trap of using rote teaching devices. Early on I guessed that just as the web can provide for an expanding and malleable user experience I would have to be prepared to provide a malleable syllabus. That has been the case. More importantly though is my students willingness to be whiplashed to and fro as the syllabus takes shape through their own input. If the ultimate goal of going to college is to learn how to learn, then my students are excelling at that. My class has become their class; we’re in this thing together whether we like it or not.
The really important and fun part will begin when they graduate; they will be a force to be reckoned with. And that has nothing to do with me. They came already prepared. My job is to continue to validate their thinking and positions. The best news is that they didn’t arrive with the idea that every brand communication plan starts with an ad. They don’t express every idea as a digital idea or a social media idea..it’s just an idea. As Boches says – “They represent the first generation that doesn’t use words like digital or social media. To them everything is digital and social. It’s how they think and create. Our industry needs them. Badly.”
They are designers, project managers, copywriters, creatives, strategists, filmmakers, illustrators – and disruptors. They know they need to understand a certain amount of code if they want to provide content for a website. They now understand, as I can tell by their writings, that not one inch of code will be written for a new website until there has been as much user research done as possible, and that the build will align with the brand’s business strategy. They have grasped, quickly, that interface design on a device is different from print and that there are no direct design lines from print to web and web to mobile; they know that new thinking is required. They know that they don’t need to learn digital marketing, they need to go out and create or discover new markets.
And this week they learned that they don’t need to necessarily find a job at an advertising agency. In one of his presentations, Boches pointed out that he sees more and more college graduates starting up their own businesses, working from home with a laptop. And he showed them some real world examples of that.
Which brings me to #BuildShit.
During the first class there were the obvious questions from my students about how to get a job. (This was back on January 6th, by the way. They may have changed their minds about what they want to do now.) I pointed out to them that if I see a resumé these days that doesn’t show that the person has built something, then I tend to pass on it. And building something, as they now know, doesn’t necessarily mean in digital. It might be a treehouse for the kids in their neighborhood, it could be their own blog – kept current please – or in our class’s case, a Kickstarter project.
When Edward, along with David Ewald, joined my class last Thursday, during our discussions some of the students came up with the Twitter hashtag #BuildShit. Edward was thrilled. He wrote a post immediately after class and the social web did the rest. If you click the link above you will see how the hashtag has taken on a life of its own. The students own that idea and they are ready to get stuff done, or #BuildShit. Over the weekend David grabbed a URL and started a Build Shit Tumblr which we’ll be filling up with content as we go. Everything done at the speed of the zero-barrier-to-entry web.
Agencies, pay attention. Edward Boches and David Ewald would love to hire some of these students. They may well do that very soon. As Edward says – “Our industry needs them. Badly.”
This was an inspiring event with too much great work to show here. This is but a small selection of work from Katie Freedle, Liz Heidner, Evan Schultz, Ryan Dols and Adam Zash – click on a thumbnail for larger image and student details. There are URLs for each student’s web site where you can see full size images, as the Flickr images are my photographs of their work.