Marketing Director

The Digital Footprint: Kris Krug Educates (3 of 3)

Bookmark and Share
An iPhone Panorama shot of Pennask Lake. -KE
This is part three of a three part interview with thought leader Kris Krug. Have you read Part One and Part Two yet?

KE: Is web video the new billboard?
KK: A billboard thinks one message is good for all. The internet is the best place to spend your ad dollars because you can customize your message to your audience. It’s the best bang for your buck and you can’t argue with the measurability of it. Billboard analytics are messy at best. They’re hard to track while web tracking and analytics are freely available and very measurable; segment and target. I see more Facebook ads of friend’s businesses. Targeting ads to my interests is pushing me to click more. We want to know more about what we are interested in. Advertisers are picking up on this and making smarter decisions based on that data. -kk Photo Tim Bray
[For great free analytics for your site check out Google Analytics]

In your opinion are Facebook Apps an effective way to engage your audience?
I love connecting other info into my Facebook account using Facebook Connect. Spammy apps, like quizzes, will eventually die off. Smart apps are rad. They can now add cool functionality to Facebook through outside sites and applications. The old way of site transition was difficult and now with various API (application programming interface) I can integrate everything. This is the promise of the internet. Using widgets and linking I can unlock true power by transferring my work, stories and reputation from one medium to another.
[Check out Kris' Netvibes page it is a great showcase of some of his 'hats']
You have spoken in the past about the ability to access your all of your personal information online from any internet terminal anywhere on earth, how does that work?
Storage is the essential thing in this concept. Amazon s3 (simple storage services) is the simplest storage area right now. That is where I would store files and information. You can use Plaxo to store all of your contacts online, while videos can be stored in one place and pictures in another. Using web based email access allow you to access your email from anywhere. (Gmail, Hotmail, etc.)

What do you think the iPhone will do to the mobile computing landscape?
The iPhone essentially puts the power of a printing press in your pocket. It has the power of video creation and study with YouTube integration. Oh yeah, it also has access to all of mankind’s knowledge. It allows us to be always connected to everyone and to all the information in the world. All consumers of this product also have the ability to produce as well as consume. It will help bridge the digital divide. With an iPhone I can do 70-80% of the work I normally do on the computer. The iPod Touch and the iPhone are available to a larger group of the people than conventional computers. This fact has the potential to allow a whole new group of people access to computers.

What do you think educational institutions should be doing with new media/social media that you don’t see them doing right now?
A lot of the changes we see in the classroom will be around wikis and online collaboration. Students and teachers are moving towards posting homework online. They are using technology to create roundtables and meetings, to share more freely. The essence of this shift is the integration of collaboration. I have really enjoyed the benefits of using twitter at events and conferences by putting a Twitterfall on a background at the front of the room. The discussion is democratized and leads to more diverse feedback.

Some teachers are using Twitter in the classroom to aid and encourage discussion

How do you think higher education institutions could be using new media and social media to improve recruiting practices?
Recruiting is only one area where social media should be used. Collaboration is the most interesting aspect of these tools in education. It changes recruiting from a traditional top down system to an inside out system. It’s about drawing people into the real community/culture that is going on around the institution. There is an opportunity to highlight the content being created from inside institutions. It’s about being a storyteller inside the institution not about marketing and sales. It puts the responsibility on the institution to have programs, research and teachers to draw in students in a real way.

What is your least favourite thing about all of these new tools?
I love all of these tools although I can’t see my screen very well at the beach. So I have to be inside too much. The one thing I miss is being outdoors more because this stuff ties you indoors. Also because it’s always on, sometimes it feels like a moving goal post. There is a feeling that, whether we are present or not, things continue to go on without us. It’s hard to get away from. There is no more end of the work day. These tools bring the world into our lives 24/7.

[Kris' photography was brought to global prominence by a bizarre situation where another user attributed his work as theirs.] 
Can you tell us about that incident?
It was back in 2004-5, I had developed an audience online and they had a good sense of the style of my work. Eventually it came to my attention that this young photographer was passing off my work as his. It was obvious that it was my work. I proceeded to blog about it and the blogosphere was angry and pushed back at this guy. The subsequent blog posting was picked up by Digg resulting in over 1700 ‘diggs’. I was then was sent a phony cease and desist order to try and get the post taken down. You see because of the strength of my blog in search engines whenever anyone searched his name this story about how he stole my work and passed it off as his own would come up at the top of the search results.[Three years later the incident is still the top three search results from the thief's name]

Kris talks with Leo Laporte about Creative Commons License

He was trying to pull a fast one on the internet, but it didn’t work. Legal academic journals have used this case study as an example of intellectual property rights and the internet. After I was served this fake cease and desist order he has continued to beg me to take down the blog post, but it remains up to this day. At one point I even told the guy that he should change his name, it’s the best option.

Did you enjoy reading Kris' thoughts? Here is a new post he wrote about the Digital Footprint.
Dick Zokel's golf course Sagebrush overlooks Nicola Lake w/Quilchena Hotel in the bottom right. -KE

Thanks so much for all of your great insights Kris it’s greatly appreciated. I look forward to speaking again in the future. –Kemp Edmonds

This is part three of a three part interview with thought leader Kris Krug. Have you read Part One and Part Two yet?

0 great people have commented:

Post a Comment