Category Archives: Weekly Readings

P.O.S.T.

Weekly Reading Response, Kristen Moore POST Post is the foundation of Groundswell thinking. People, Objectives, Strategy, Technology “How will your customers engage, based on what they are already doing?” This question accompanies the specific and focused question that a successful campaign is … Continue reading

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Strategy and Story

As you all are planning your final campaigns I want you to do some in-depth thinking about two things: the strategies you’ll use and the stories you’ll tell to engage with people. In terms of strategy, I’d like you to … Continue reading

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Transparency and Branding in the Digital Age

I’ve been thinking about the central ideas of this class for a very long time (since 2002), and one of the original inspirations was a manifesto originally published by Jager Di Paola Kemp Design in Burlington, Vermont. The original detailed … Continue reading

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Splinternet and the Fragmented Media Landscape

When I’ve been talking about this class and a fragmented media landscape, this is in part what I have meant. Read these three short articles and give me your take on what you have learned. The Splinternet means the end … Continue reading

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