Undercurrent CEO Aaron Dignan leads a master class on Day 3 of the 99U Pop-Up School. Photo: MACKME.COM

"We Live In An A.D.D. Culture" + Other Digital Strategy Lessons from the 99U Pop-Up School

When it comes to branding, one-way “push” conversations are a thing of the past. Now it’s all about authentic, two-way conversations with audiences and customers.

To help guide us through this changing landscape we invited Gary Vaynerchuk, Allison Johnson, Jonathan Perelman, and Aaron Dignan to Day 3 of the 99U Pop-Up School in NYC on Sept 20. We collected some of our favorite lessons learned as told through social media.

1. We Now Live In An A.D.D. Culture

Buzzfeed's VP of Agency Strategy Jonathan Perelman leads a lecture on Day 3 of the 99U Pop-Up School. Photo: MACKME.COM

Buzzfeed’s VP of Agency Strategy Jonathan Perelman leads a lecture on Day 3 of the 99U Pop-Up School. Photo: MACKME.COM

Digital strategy moves at the speed of light. The taste of our audience evolves faster than ever, so we must evolve just as quickly. Among all of this competition, we all must fight tooth and nail for the dedicated attention spans of our community. It’s the A.D.D. generation, and we all need to keep up.

 

 

 

 

 

2. Jab, Jab, Jab, Right Hook

Coined by speaker Gary Vaynerchuk as the title of his newest book, “Jab, Jab, Jab, Right Hook” means we should “warm up” our audience before asking for anything. We must learn to constantly give value before ever asking for something in return. 

 

 

 

3. Listen

In previous decades the feedback loop between customers and brands took weeks or months to play out. Now? It’s instantaneous. Mess up, and your audience will let you know immediately. There’s an upside to this new model: we can now listen and gather feedback better than ever. 

 

 

 

4. Give The People What They Want

Founder of West and former VP of Marketing at Apple Alison Johnson interviewed by Head of Behance Scott Belsky on Day 3 of the 99U Pop-Up School. Photo: MACKME.COM

Founder of West and former VP of Marketing at Apple Alison Johnson interviewed by Head of Behance Scott Belsky on Day 3 of the 99U Pop-Up School. Photo: MACKME.COM

We know we need to listen, but that’s not enough. More importantly we need to execute and give our customers what they’ve been asking for — and fast (even if, in some cases, that means cat gifs). All of the pros, from Apple to Buzzfeed, make turning feedback into action a top priority.

 

 

 

 

 

 

All Pop-Up School Recaps:

Day 1 recap“Make Your Own Job” + 3 Other Lessons From Day 1 of the Pop-Up School

Day 2 recapStartup Lessons By Warby Parker, Reddit, and More From Day 2 of the Pop-Up School

Day 3 recap“We Now Live In An A.D.D. Culture” + Other Digital Strategy Lessons from Day 3 of the 99U Pop-Up School

More insights on: Innovation

Sean Blanda

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Sean is the Managing Editor and Producer of 99U and is a co-founder of Technically Philly and Philly Tech Week. Email him: blanda@adobe.com or find him on Twitter: @SeanBlanda.
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