What Andy Black can tell you about succeeding in a Digital Economy
He is a Director of Andy Black Associates, a London based Digital Media firm. He began his career in Film, Television and Theatre before making the switch from traditional analogue media to digital media-that’s close to an impressive thirty years ago! Andy’s message on his website is a constant reminder to visitors that having digital presence is profitable for all businesses:
‘Are you ready for the Digital Economy?’ It says.
Those who have attended Andy’s training courses know that he is very practical in his teaching methods with great insights on ways to manage a fast growing numbers of digital channels. Andy has a process: he tries and then tests the latest apps and digital platforms before introducing them to you.
The digital economy is huge. Think Konga, think Dealdey don’t forget Amazon or eBay. Part of world globalization includes the luxury of getting across to people, opportunities and products regardless of distance, language , time or even business type.
Here’s an interview I did of Andy about three weeks ago. He tells you just how relevant Digital Media is to you and how you can own it.
Amina: Thanks for agreeing to do this interview. Could you start off by telling me a little bit about yourself?
Andy: I am Andy Black, a 50 something digital consultant, I have been running my own digital consultancy for 3 years and have been working in the technology sector for over 25 years.
In the 1970’s I was a pupil at Emanuel School in London where my contemporaries included Sir Tim Berners-Lee, the creator of the web, Sir Sebastian Wood, UK Ambassador in Germany and Matthew Taylor, Chief Executive of the Royal Society for the encouragement of Arts, Manufactures and Commerce (RSA).
In the early 1980’s I was a student at the Bristol Old Vic Theatre School where I received practical training in film, TV, radio and acting. My contemporaries at Bristol included Daniel Day-Lewis, Miranda Richardson and Samantha Bond – in this sort of company I soon realised my limitations and became an expert in spear carrying.
I worked professionally in film, TV and theatre for 2 years before joining a Soho video production company in 1987 that was launching the first analogue to digital film tech – that was 30 years ago!
Since then I have worked in data analysis, information services, search software, intelligence gathering, digital marketing & content creation. I am divorced, happily single and have a 28 year old son who is getting married next year. I look forward to being a digital granddad.
Amina: Digital grandad! That would an interesting title, definitely. When and why did you make the transition from traditional to digital media?
Andy: My transition from traditional analogue media to digital media occurred in 1987 when I started working for TeleTape Video Ltd. They introduced the first analogue to digital video display technology to the UK, and I joined a team of 4 young edgy techie creatives who started to play with and evolve commercial services with the new technology. Lots of late nights, laughter, hard work and busy weekends.
I became a digital obsessive and tried out things like subliminal messaging and building digital sculptures with monitors that displayed video & information. We were involved in lots of interesting projects including the launch of Sky TV, video displays at the Conservative Party conference and lots of air and defence trade shows. I will always remember working on the the launch of SkyTV at the National Theatre, the highlight was Rupert Murdoch slowly walking through a swirling sea of dry ice engulfing two of our huge videowall sculptures as he launched Sky TV to the assembled global media – you can imagine the pressure on me in the control room!!
In 1990 I was headhunted to join Perfect Information a City start-up, where digital was used to scan original company documents and newspaper cuttings to create a unique image based real-time information service for City clients such as Goldman Sachs, Cazenove and Kroll Associates – I learnt on the job about data management, ISDN, metadata, information, RAID, internet, broadband, cloud computing, telecoms, optical storage – as well as how the City and M&A teams operate.
In 1996 I joined Excalibur Technologies, a US based advanced search software company, where I worked on projects including web crawling for Factiva, advanced search software for ProQuest and the Excalibur rapid rebuttal database for the Labour Party. In many ways Twitter and automated bots have now democratised rapid rebuttal. Unfortunately it has also led to memes, fake news and algorithmic manipulation being used as a type of information warfare to distort traditional news flows and disrupt public opinion. It is fascinating to watch the analogue to digital revolution.
Amina: It must have been exciting to be part of that revolution. What do you find is the major difference between the two?
Andy: A digital file is cheap, made once and can be easily stored, copied and also shared an infinite number of times. A printed book is expensive to print and also difficult to share or store. The economics of digital totally disrupts any sector it touches. Every business needs a digital transformation strategy otherwise they risk being Blockbuster when their customers want Netflix.
Amina: For a lot of people, digital or social media is what they do on the go with no specific time scheduled for it. Your case obviously is different, perhaps with more structure. What is a typical day like for you?
Andy: I am connected 24/7 and regularly monitor Twitter for news, Facebook for news from friends, LinkedIn for news from connections, Twitter Lists for expert news and Google Custom Search for key website content for projects i am working on. I also use extensive Boolean search operators and scripts to retrieve deep web information that is not indexed by Google. When not working at a client site or on a specific project, my typical day is as follows:
At 08.00 am I normally start by checking Twitter for trends and news – I then curate interesting stories regarding the digital economy and use scheduling tools so my tweets appear at the optimum time for my followers, which is between 1pm-4pm – I normally send 5 tweets and 1 LinkedIn share a day. I use Twitter saved searches, Twitter Lists, Google Custom Search and Hootsuite to make this fast and efficient.
After this I monitor trending topics and hashtags to see if I can “newsjack” a relevant trend and share a link to my website – this is a very effective tactic for growing followers and increasing traffic to my website. I normally complete this by 10.00am.
Then I login to my website, check emails from website visitors, check my SEO, Google Analytics, Adwords and Woorank to make sure my pages and ads are all functioning. A key daily task is monitoring for any changes in the Google, Facebook and Twitter algorithms, these three companies are now the gatekeepers for news and content and any changes they make can have a dramatic effect on content marketing and digital campaigns. I finish this by 10.30.
From 10.30am to 12.00 i do my admin, other business emails, proposals, Skype calls with my associates. In the afternoons I attend meetings or go to the Frontline Club to work.
In the evening I normally do 1-2 hours reading, OSINT deep web research or try out new software/apps. Google only indexes 5% of the Internet so an understanding of information resources on the deep web is absolutely vital, otherwise you may make “fake decisions”.
Amina: The digital sphere is flooded with all kinds of apps and social media channels, if you’re an outsider it’s a bit hard to decide on which one to embrace or ignore. Which 5 platforms would you say are an absolute must for organizations or businesses and why?
Andy: Whilst there are regional and demographic differences, I think the current 5 key platforms are;
- Facebook (Page, Live, analytics, ads, Messenger)
- Twitter (ads, analytics, Periscope, lists, geo-location search, advanced search)
- LinkedIn (ads, SlideShare, posts, advanced search – and soon Skype)
- Hootsuite (social media management/engagement, Hootlet, apps, scheduling)
- Website (SEO, mobile responsive, AdWords, blog, YouTube, navigation, ecommerce, Skype)
Your website should be the hub, with social channels linking to it.
Amina: Let’s take a look at the digital economy. I notice it’s the first thing that pops up on your page. More specifically, we see the question ‘ Are you ready for the digital economy?’ Why is that such an important thing?
Andy: Digital technology is reshaping traditional industry, especially those sectors that rely on direct engagement with consumers (for example, marketing, PR and design) and technological innovation (for example. science and high tech). Education, however, is the sector with the lowest proportion of digital businesses.
Digital is ubiquitous. Mobile devices are everywhere and countries like India, Nigeria, Brazil are using digital and mobile to transform their economies. This represents huge opportunities for collaboration, trade and knowledge sharing, organisations that fail to grasp these opportunities will go out of business .
Amina: Finally, what do businesses and organizations need to do to get ready for the digital economy?
Andy: They need to move away from hierarchical structures to self-organising networks.
If you want to know more about the Digital Economy follow Andy Black Associates on Twitter @AndyBlacz .
You can also access their free Advanced digital toolkit here.
This interview originally appeared on Amina Maikori’s blog.