Diving over the Digital Edge: Dr Michael Wu

Dr Michael Wu is the man behind the Facebook Engagement Index (FEI) and Community Health Index (CHI). He will share incredible insights into actionable analytics. As the Chief Scientist at Lithium Technologies, he received CRM Magazine's 2010 Influential Leader's Award and is currently applying data-driven methodologies to investigate and understand the complex dynamics of the social web.

As the author of two books on 'The science of social', who better to share some insights into how all things digital have changed life as we know it?

Dr Michael Wu

1. Let's focus on the importance of digital - is there anything you can think of that doesn't benefit from digital/tech innovation?

Wu: I believe that digital technology and innovation helps with almost every aspect of our lives up until the very last mile, where we need to actually engage physically. For example, I can find out everything about a restaurant online, but we still need to go there to enjoy the food. I can find out which barber is the best for me, and I can even user Uber to get a car to drive me there, but the barber still needs to physically cut my hair. I can learn everything about my friends and family through social media, but nothing can replace the physical and emotional connection of being together.

2. Explain the concept of digital storytelling, the backbone of any marketing today.

Wu: To me, digital storytelling is nothing more than storytelling on the new digital media. That includes any combination of still imagery, video, animation, music, data exploration and game-like interactivity that is very nonlinear, which can be shared over social media or the internet in general. I also believe it is most effective when there is a participatory component to it, whether it changes the trajectory and outcome of the story, or it's merely a nonlinear exploration of the different aspects of a pre-determined story.

3. List the three digital innovations that have changed your life.

Wu: Smartphone, Uber, Amazon.

4. Is SA - and the rest of the continent - on par when it comes to global digital innovation? Share your thoughts!

Wu: I do not know the SA market well, but my perception is that the consumer-facing digital innovations are fairly on par with the global digital innovation. SA has advanced technological and communication infrastructures. The challenge is that there is still a substantial portion of the population who cannot access these technologies. Many of these challenges are social and economic rather than a technological. I feel there are tremendous opportunities for SA to leverage technology for social and economic changes - and some companies already do so. Take Standard Bank or Telkom for example, both Lithium customers.

5. Who are your personal inspirations/mentors?

Wu: I'm a scientist, so my personal inspiration might not be your usual suspects. They are great scientists such as Albert Einstein and Richard Feynman.

6. Who's getting it right in terms of digital at the moment?

Wu: Many consumer brand names are pouring huge resources into digital. Not surprisingly, they tend to be the most digitally savvy. These include brands like Coca-Cola, Red Bull, Aveda, L'Oreal Budweiser, Nike and Kraft.

7. What are you most looking forward to from Digital Edge Live?

Wu: I am looking forward to learn more about the South African market and the technological challenges you are facing. As a scientist, I am always looking out for challenging and interesting problems.

Seems even the international speakers are looking forward to gleaning some local inspiration.

Click here for more on this year's Nedbank Digital Edge Live line-up, taking place on 9 September 2015 at the Sandton Convention Centre. Visit http://www.thedigitaledge.co.za/ to secure your booking and here for insights from other speakers on this year's programme.