Independent's Day: Digital Nomads Rising

The following is also my column in Advertising Age next week.

As I write this column, all the talk is about the recession. There were nearly 40,000 stories in Google News in the last week mentioning the R-word. In addition, a gallon of gas, now at four dollars, may hit seven bucks by 2010, according to CIBC World Markets. Meanwhile, layoff announcements are up 21% in 2008, Challenger, Gray and Christmas reports.

Recessions often accelerate social shifts that are already percolating under the surface. One of the key trends I have been watching is the growing number of Digital Nomads.

If you spend as much time on the road as I do, you’re likely to run into Digital Nomads. This sector of the workforce includes both independents and corporate workers. They use web-based tools like Twitter, wikis, Google Docs, social networks and Skype to collaborate and work wherever, whenever and however they want.

Digital Nomads are already extremely influential. Many of them blog and hang out on sites like Web Worker Daily. In addition, they shun traditional communication tools like email.

Luis Suarez is one such corporate nomad who I met recently at a conference in Brussels. Suarez has a successful career in knowledge management with IBM. He lives in the Canary Islands and has virtually eliminated all business email in favor collaborating via social networks. Suarez has chronicled this extensively on his blog.

Others are declaring free agency. Charlene Li, an influential Forrester analyst who tracks digital trends, blogged that she is leaving the research firm to go independent. Some believe that the growing ranks of free-agent analysts may spell trouble for traditional research firms.

The reality is that many of the tools that workers need to do their jobs are becoming free or low cost. This extends into verticals as well. For example the Google Ad Planner, which launched last week, theoretically could allow anyone to become a nomadic media planner.

Digital Nomads are growing in numbers and they will create ripples. This trend will accelerate use of Web 2.0 technologies in the workplace. Over time, this may slow the efficacy of email marketing and accelerate the reliance on social media engagement.

However, it goes deeper than that. If you don't allow your employees to become nomadic, they may do so and even compete against you in the process.

Comments

[Nitin Badjatia]

On a slightly different note, the Economist recently did a survey on mobility in which they talked about a rising 'cyber-Bedouin' culture whereby the 'digital nomads' that you talk about are not only free of a corporate structure, but also free to roam from physical location to location. Good stuff.

[Bill Anderson]

This post highlights two threads. First, the so-called transaction costs of being employed are going down. This is part of Yochai Benkler's argument in The Wealth of Networks. Cost of producing music, movies, literature, scholarship are all going down and peer production of the same is increasing. This bodes well.

Second, e-mail is being replaced by messaging tools and services. I like this move. But I still like e-mail for correspondence, which is different from messaging. Or is that just too old-skool?

[Josh Bernoff]

I love the idea of being a nomad -- but working at a company like Forrester has some serious benefits.

Like . . . collaborating with other analysts, salespeople to sell so I can spend my time researching and writing, and the usual health bennies and stock options.

As you point out, these days we can do our jobs with a broadband connection and a mobile phone. But it's still fun to have a company behind you.

[Shailesh Ghimire]

While the cost of the tools may be falling, the ability to use these tools effectively is still at a premium. I've run courses on blogging and social media (and pointed out the low cost element), however the development of the skill to properly use it is where they call me back for. That is still at a premium.

[Erik Sebellin-Ross]

As an on-again, off-again digital nomad (both while self-employed and in salaried positions) I can attest to the attraction of this lifestyle. However, the old argument of it being insular DOES hold water -- there's only so much you can take before you just want to meet people face to face.

[Social Marketing Journal]

Very good article! We must say that we agree with another commenter. These tools are making it easier for the average person to do not so average tasks. However, if people cannot acquire the skills to use such tools, they are deemed virtually useless to the user anyhow. Either way - we certainly can relate to what you are covering here.

[Brandon Carlos]

As a newly graduated communications professional, I think I speak for us all when I say that the "digital nomad" is moving in record migratory numbers. I have plenty of business aside from my 9-5-- indeed, freelance is a wonderful perk of being a communicator. My mentality, though, is that this freelance will one day provide me the opportunity to go solo. Is there an impending epidemic of of these nomads? Not likely. Where this is destined to make the most change is in corporate culture-- expect to see some serious perks as organizations scramble to attract and retain this talent.

[Connie Bensen]

Hi Steve,
I'm not sure if trackbacks are working here - I responded to renting vs owning too. and now this post.

I've been using the term Remote Warriors for a reason - but Digital Nomad is good too!
thanks for a great post. This is one of my platforms - I have a category on the topic.

[zp]

My comment doesn't address the heart of this post, but I just have some thoughts on some of the things mentioned.

I read the NY Times article about Luis Suarez and while shedding e-mail usage may be feasible with someone who has a title like "Social Media Evangelist," I don't think it's something most of us could swing. Some more thoughts on this here:
http://www.zenproductivity.com/2008/07/07/communications-e-mail-vs-telephone-vs-instant-messenger/

In regards to google's ad planner, I am an independent media planner but I don't really see myself using that tool as part of my workflow any time soon. It simply takes more than a demo research tool to be a media planner, especially in today's economy where direct response tactics such as testing, low rates and real time optimizations are gaining attention.

[Bernhard]

I agree that there is this growing tribe of consumer which call themselves "digital nomads". And even though this is a really "viral" term, I think there is something behind it.

We all know the times when we are in a hotel somewhere in this world and connecting with our friends and family through digital technologies.

So in my understanding "digital nomads" use modern technology to feel home away from home by connecting to their friends or family.

Which closes the loop to social media.