Mike Saunders is the CEO of DigitLab, a well-known business that focuses on digital strategy, design and development, research and training. Mike also provides training, presentations, consulting, social media, social business and networking, email marketing, and is an avid blogger. Along with his array of offerings, Mike was also voted one of the top 20 people of follow o Twitter in South Africa. Heavy Chef caught p with him to learn about his success and specialty role as a keynote speaker.

Hi Mike. Can you tell us a bit about what you do, as the CEO of DigitLab?

As a CEO I would say that my primary role is to get the best out of people, to find out what they love and set that free in the work they do at DigitLab. If I can create an environment where people feel empowered, trusted and needed then I think I have done my job well.

Apart from that I spend most of my time traveling to meet new clients around the world, researching industry trends and trying to stay on top of the fast paced and incredibly exciting industry. Most of the team at DigitLab would probably tell you that my iPhone is permanently attached to my ear. So I guess I spend a lot of my time talking. I just hope someone is listening.

What does the role of a keynote speaker and a social media coach entail?

As a keynote speaker and social media coach I get to spread the word of how social media and the internet can be harnessed to help people and business. I love this part of the job because I constantly see the light bulb moments as people start to see the potential.

I spend much of my time researching the impact that these technologies have had on consumers, employees and business. My personal belief is that social media and the internet is only useful because it connects people, so we need to do our best to understand these people more. That opens doors to a multitude of new possibilities.

How would you sum up Generation Y in relation to technology and digital?

Generation Y are digital natives. They don’t know a world without the internet and digital technology. In general, they are pretty savvy on digital devices and using the internet. The main reason is because it is such an integral part of their world. Older generations are amazed at how technology has changed their lives but Generation Y take it for granted. They don’t know any different.

This has created a generation that multitasks constantly. It has been said that you will never actually be able to hold the entire attention of a Generation Y. They are constantly bombarded with messages from multiple sources demanding their attention. So this creates a great challenge in communicating to this generation. We need to speak through multiple levels and channels.

Most people believe that technology is the only way to speak to Generation Y but I would suggest that they need to be engaged on multiple fronts to catch their attention. They need events that are exciting in the physical experience and engaging in the digital. More than ever, digital, traditional and experiential marketing need to dove tail in order to create an experience that will actually grab the attention of a Generation Y.

As you are presenting the Web 2.0 conference, which I’m sure you are excited about – what would be your top tips when it comes to business reinvention in 2012?

I am excited about presenting at the conference. This Social Reinvention presentation is something that is close to my heart. I hope it inspires people to actively consider reinventing themselves and their businesses. The key to remember is that this is a social technology reinvention and not only a social media reinvention. The technology is what counts, social media is only one application of the concepts of social technology.
My top tips would be unlearn everything you think you know about business and social technology. Rethink social technology and your business. Approach social technology with a focus on how people use it. Approach your business with a focus on how people use it. Invent an offering that meets your clients and customers needs through the way they use social technology.

Who do you admire or see as a great example in your field that others can learn from?

I think there are many people we can learn from in this industry. I respect anyone who is willing to learn about this industry. Especially those who have a deep knowledge in specific area. Anton Koekemoer is a constant source of the application of more social media technology and SEO objectives. The SEO Cowboy is a wealth of SEO information. Quirk are doing a great job in educating our future industry professionals, and people like Fred Roed, Mike Stopforth and Angus Robinson are doing a good job of bringing credibility to this industry. I always enjoy the research that comes from Arthur Goldstuck and WorldWideWorx because it fits the South African context very well. Memeburn is doing a great job at reporting on the news in this space.

I must also say at this point that I have a deep respect for people in my industry. There are some very smart people doing some very cool things in the South African social media space.

Thanks for sharing your thoughts with us, Mike. We look forward to hearing the great things that will come out of the Web 2.0 Conference.

Read more posts by Wendy Tayler

Wendy is the new editor at Heavy Chef. After 3 years cooking up a storm at UNISA studying English and Communications, Wendy decided to mesh her passion for writing with her love of digital. She firmly believes the world is moving into the online sphere and can be found writing, tracking down great names for interviews, or singing her heart out at the World Wide Creative studio.

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