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Google releases the hounds; a Chewbacca mask makes the Internet collectively crack up; a new look for the AMA; why it's hard to get a company to act as one; the Keystone Cops of Facebook video; the strengths marketing leaders are looking for; the editorial bias is with humans, not institutions; Twitter directors need to tweet; Yahoo isn't all that; a comprehensive Pew Research study on the collaborative economy; putting hosts to work as Airbnb lobbyists; jobs that robots won't do well; engagement alone is not a strategy; VR for storytelling; the effectiveness (?) of influencer marketing; looking at the Facebook feed as a liberal and as a conservative; our weekly trivia challenge, podcast pick, an event discount and more.
Google releases the hounds; a Chewbacca mask makes the Internet collectively crack up; a new look for the AMA; why it's hard to get a company to act as one; the Keystone Cops of Facebook video; the strengths marketing leaders are looking for; the editorial bias is with humans, not institutions; Twitter directors need to tweet; Yahoo isn't all that; a comprehensive Pew Research study on the collaborative economy; putting hosts to work as Airbnb lobbyists; jobs that robots won't do well; engagement alone is not a strategy; VR for storytelling; the effectiveness (?) of influencer marketing; looking at the Facebook feed as a liberal and as a conservative; our weekly trivia challenge, podcast pick, an event discount and more.
Virtually everything you need in business intelligence. If you’re on Flipboard, you can get these links — and additional ones — by subscribing to The Full Monty Magazine at http://smonty.co/fullmontymag.
If you're around at 9:30 pm ET on Sunday evenings, you can get a preview of a couple of topics from the week's via the live video on Facebook. If not, you can always catch the replay here:
Industry
- The American Marketing Association (AMA) unveiled its new brand identity and logo that reflects both the transformation of the organization and its vision for the future. Since 1937, the AMA has been the pre-eminent force in marketing for thought leadership and valued relationships across the entire marketing community. Disclosure: I serve on the board of directors of the AMA.
- Working at a large company means dealing with competing interests. When it comes to getting a company to act as a unified whole, even the best intentions are often undermined by three fundamental challenges: lack of visibility, too much complexity, and difficulty establishing trust.
- We've often cited the user experience with ads that is driving ad blocking; but with mobile ad blockers, the fact is that most people install them because ad tech causes the page to load too slowly and eating up data.
- In the next three years, marketers will put more budget into desktop and mobile video ads; nearly half intend to shift ad dollars away from broadcast TV. Video is the future — on every device.
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- Related fact: over 85% of Facebook videos are viewed without sound. Create your video content accordingly. It's strange, isn't it? "Moving pictures" began with silent movies. And we're right back where we started. It requires a different kind of thinking to execute effectively.
- If you like your videos with sound, then Neflix has about $6 billion worth of original content headed your way. Six. Billion. Dollars. And that's just for 2016. Tell me again why an extra dollar a month for your subscription is such an imposition.
- It's time to redefine employee engagement for 2016: annual survey data isn't timely, it's highly subjective, and more than a handful of executives need to be involved.
- The challenge of the business side of public relations includes operating without a business plan, organized chaos, constantly changing technology, and a difficulty with measurement. Tune in to hear more (or read the transcript) of this fascinating conversation between Chip Griffin and Gini Dietrich.
- In "a desperation to be relevant on mobile," brands have been creating their own emoji keyboards — some 250 have been made by brands so far. And while certainly popular and easy to make, there’s no evidence that they’re really working. Why? Likely because people speak your own language, not the brand language that you foist on them.
- UK Prime Minister David Cameron is on Tinder, hoping to get lucky. Not in love, but with votes from a younger demographic. Swipe right for conservatives, swipe left for liberals.
- Digital marketing – including social media – is the skill that the greatest share of CMOs believe is most important to their marketing team’s success today, per results from a recent Spencer Stuart survey of 150 marketing leaders. They also said that data analytics and insight skills, along with strategic thinking, are among the most difficult to find when recruiting.
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Platforms
- Alphabet
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- Google I/O happened last week, and as usual, the company broke news about a number of new products (comprehensive listing).
- But if you want the top 10, here they are, according to The Verge. We'll outline a few below as well, but right now, it's Google vs. Everybody — Facebook, Apple, Amazon, Microsoft, Samsung, etc.
- Facebook and Samsung now have some competition in the virtual reality space, with Google Daydream, a mobile phone-compatible VR device that is slated to work with any kind of smartphone that runs with Android N operating system (not just a Samsung) — plus headset manufacturers may use Daydream to create their own compatible headsets. Prediction: this is the technology that will open up VR to the masses.
- There's also Google Assistant, which we'll cover below in the Bot section of our newsletter.
- Duo is an HD video calling app that's an answer to Facetime and Skype.
- And Allo is a messaging app, with Google's search function built right in. The reason for video chat separate from messaging? To keep the apps lightweight and differentiate from the others. Not sure that people will want additional apps; time will tell how functional Google makes them.
- Google Home is an always-listening small speaker that will compete with Amazon Echo coming out later this year. No, it's not creepy that in addition to owning your browsing and searching habits, your email and your online storage, Google will now have access to everything you say in your home. Not creepy at all.
- But when you look at everything that Alphabet has done, it's a matter of catching up and competing to be the best amid competitors like Amazon, Facebook, Microsoft and Apple.
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- The Facebook-hates-conservatives tempest in a teapot simmered this week, with some 16 conservatives sitting down with Mark Zuckerberg in Palo Alto to discuss the perceived bias in Facebook's Trending module.
- All reports indicated that it as not only a civil meeting, but one in which Facebook leadership was genuinely curious and looking to learn. In particular, Glenn Beck's post on Medium was a surprisingly good assessment of the meeting.
- Experts agree that the Trending list is skewed more by individual judgment rather than an institutional bias.
- Most major social media platforms have, in recent years, amassed editorial teams of their own, groups that select, tame and fill gaps in the material produced by users and media companies. In essence, social media platforms are the new entertainment and news curators. More reason than ever to be careful of your sources and understand that not everything is automated.
- Facebook's first Surround 360 video is here and you need to try it.
- Hossein Derakhshan is a former blogger who was imprisoned in Iran from 2008-2014. He missed the entire rise of Facebook during that time and has had a rude awakening as to what the internet has become since then: he says it is "heart-breaking to see how Facebook has changed the internet into little more than a portal for entertainment" as the notion of web links becomes outdated. So much for "a more open and connected world."
- Twitter/Periscope/Vine
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- The news many Twitter users have been waiting for: Twitter will no longer count links and images against the 140-character limit.
- Twitter's board of directors has a diversity problem. No, it's not about race nor is it about gender. You see, six of the 11 board members have tweeted less than 800 times (including four who have tweeted less than 150 times). If you're trying to turn a company around, it might be a good idea to have a board that actually uses the product.
- Yahoo
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- Yahoo might be worth less than anyone thought. The bids are coming in at about half of the $4 - 8 billion range expected previously. One thing is certain: Marissa Mayer isn't saying Yahoo! about this.
- Separate from the sale, one photographer wonders about the future of Flickr as it enters a downward spiral.
- Snapchat
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- Here we go again. Facebook, Instagram and Twitter all implemented an algorithm for their feeds. Snapchat is next. If history is any guide, expect widespread complaining for a few weeks, followed by a muted acceptance.
- If anything, these social network algorithms serve at least one other purpose, thanks to the "filer bubble": boosting conspiracy theories.
Trivia question: In Star Wars Episode IV: A New Hope, how old is Chewbacca? *
Collaborative / Autonomous Economy
- Some on demand startups are developing creative descriptions of profitabilty. "Contribution margin positive"? A new way to ignore overhead costs. And get yourself shut down.
- The sharing economy and on-demand services are weaving their way into the lives of (some) Americans, raising difficult issues around jobs, regulation and the potential emergence of a new digital divide. A new and comprehensive Pew Research survey finds that the usage of these platforms varies widely across the population.
- eMarketer also has a report on the sharing economy, indicating that over 27 million US adults will use ride-sharing services this year.
- Transportation
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- Alphabet is unveiling a ride-sharing app that will enable commuters in San Francisco area to hitch rides with users of Waze. The company has effectively cut ties with Uber and established itself as a competitor.
- Get ready Boston, Chicago and Washington, DC: GM's car-sharing startup Maven is launching and coming your way.
- Uber and Grab have suspended their motorbike taxi service in Bangkok, following orders from the government. Ignoring regulations in the US may be one thing, but you don't want to mess around in Thailand.
- Uber has a new Trip Tracker feature that will let you track the whereabouts of family members that are using Uber. A nice convenience and safety feature. But will it work in Target bathrooms? And can we get it to integrate with Google Home, to tell your family when you're home?
- Autonomous Vehicles
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- Uber is testing new autonomous Ford Fusions on the street in Pittsburgh.
- Self-driving cars are coming and everyone wants to know when. Here's the complete timeline of self-driving cars.
- The rise of this ecosystem is changing the competitive landscape for all participants, especially for companies in the insurance industry. A deep dive into this important aspect of the business from McKinsey.
- Lodging
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- Airbnb has regulatory issues in many cities, and is establishing its hosts as a constituency, to put a face on the company as it lobbies for its cause.
- AI/Bots
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- Google Now is now Google Assistant and aims to rival Viv, Siri, Alexa, Messenger and all of the other virtual assistants. Google is betting on its formidable lead in AI to catch up in areas where it is behind its big tech rivals like Facebook, Apple, and Amazon
- And Microsoft is all, "Hey, we're building one too!"
- But the question remains: does all of this competition in cloud-based big data intelligence mean that Apple is in danger of being marginalized like RIM was with Blackberry when the iPhone came along? It's worth considering when Apple's services arm is considered one of its weakest (see next section on Apple Music).
- Have you ever stopped to consider what jobs might not be outsourceable to robots? I asked my Facebook community and here's what they said:
Audio
- PRX's Jake Shapiro is launching a new company that aims to bridge the gap between podcasts and old-school radio.
- Corvex Management owns 9.9 percent of Pandora and is encouraging the company to pursue a sale.
- The music business is at a paradoxical crossroads. The Fair Play Fair Pay Act seeks to lessen the burden on musicians.
- Pretty much everyone agrees that Apple knows how to design great hardware, including the iPhone. But did you ever stop to wonder why Apple Music is so bad?
- Program of the Week. This week's recommendation is Good Job Brain, a program that's part quiz show, part offbeat news. Do you have a program to recommend? Add yours to our Google Sheet: http://smonty.co/yourpodcasts
Offer
Not sure your manager will let you go? No problem! Try this Justify Your Trip letter.
Content / Customer Experience
- New research from Sprout Social shows that customer service could be your best social media strategy. Two in three people have more loyalty if a brand responds to them on social media. This was the exact philosophy I espoused when I worked at Ford.
- "Engagement" is not a strategy, and frankly, it more likely represents the behavior of people online rather than the effectiveness of ads. When engagement is disconnected from your business goals, you need to go deeper.
- Tamsen Webster, Executive Producer for TEDx Cambridge and SVP of Marketing for Oratium — better known as the Idea Whisperer — shares her considerable perspective on how to craft inspirational stories.
- Taken another way, a storyteller shares the art of storytelling.
- Virtual reality is knocking at our door. With such rich media at our disposal, it's not surprising that VR is the ultimate storytelling tool for marketers.
Privacy / Security / Legal
- Facebook, Twitter and YouTube are being sued in France for not removing homophobic and racist content. It's a good thing the plaintiffs don't reside in the US during the Trump campaign.
- Someone filed a Freedom of Information request with the FBI with regard to Amazon's Echo. The result? The FBI can neither confirm nor deny it is wiretapping your Amazon Echo. That's a yes.
- LinkedIn was hacked in 2012. And now some 117 million LinkedIn emails and passwords were posted online.
Measurement / Metrics / Data
- Chris Penn asks: Are Influencers Overpaid? You'll want to read this. It's not as much about cost as it is about effectiveness of outcome.
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- Also: If Your CEO's Kid is Picking Your Influencers, You're Doing it Wrong. That's right. It should be the CMO's kid.
- Visa's Shiv Singh discusses digital measurement with Digiday, noting that "digital has an accountability problem." Well worth a listen if you're in the digital marketing field.
- We can all agree that social listening is widely accepted as a business practice (at least we hope it is by now). As Stephen Covey once said, "Most people do not listen with the intent to understand; they listen with the intent to reply." But what should brands be listening for? It depends on how mature they are.
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* Answer to the trivia question above:
- According to YodasDataPad.com, Chewbacca the legendary Wookie warrior is 200 years old in Episode IV: A New Hope
When You Have the Time: Essential Watching / Listening / Reading
- A very cool interactive graphic from the Wall Street Journal takes a look at a Facebook feed through the eyes of a liberal and through a conservative: Blue Feed, Red Feed.
- Someone spent seven months analyzing Donald Trump's tweets. Great. Terrific. Fantastic. All words to describe the analysis of the negative, pathetic and disgraceful tweets of this individual.
- One man went through 30 years of for-rent ads of San Francisco apartments to learn about housing prices. A valuable lesson in data gathering and analytics to tell a fascinating story.
- Your brain needs downtime to reset and fuel your creativity. My goal: to be one of the most creative people around.
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- One way to enjoy some down time: with a good, old fashioned book.
- You probably saw the single video that made the entire internet laugh last week. Turns out that Kohl's saw it too, and decided to capitalize on it in a non-smarmy, look-at-us brand kind of way. They showed up at Candace's house, with a treasure trove of Star Wars toys for the kids and $2,500 of Kohl's gift cards and 10,000 Rewards Points for her. And they got it on video. Great example of a brand not making it all about them, and celebrating a true fan.
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- But please, don't steal her video.
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