Mitch Joel's Blog: Six Pixels of Separation, page 188

CTRL ALT Delete - 3 Years Later

Facebook reminded me about something that happened three years ago on this date.

It was three years ago today that we officially launched my second business book, CTRL ALT Delete. In an attempt to not do the standard "book launch" fare (show up at a bookstore, sign some books, sip some wine, etc...) I had the idea of creating a moment of value, content and conversation. I reached out to my friends at Google, who were overly kind. They offered me two events in their offices (one for Canada in Toronto and one in New York for the United States). My initial idea, was to invite famed business thought leader (and friend) Seth Godin on stage, and that I would interview him in a live Six Pixels of Separation podcast on the topics that I had written about in CTRL ALT Delete. Seth graciously agreed, so I reached out to my publisher Grand Central Publishing - Hachette Book Group to ensure that we could fill the large halls, and have books on hand for our guests.

What Seth Godin did next shocked me.

On the day of the event, we met at my hotel in New York City to go over the night's agenda. He wanted nothing to do with my initial idea. He wanted to interview me about CTRL ALT Delete. I didn't know what to say. I was very taken aback, and I felt like it was beneath him to interview someone like me (considering how big a celebrity, thinker and author that he is). He insisted. Still, I wanted it to be much more of a conversation between us (and the audience) than him interviewing me (truthfully). Many people know Seth's work (and love it). Few people know the kind, generous and giving soul that he really is. He made the launch of CTRL ALT Delete the success that it was. To this day, the Talks At Google of the event that was published on YouTube has been seen over 15,000 times. Three years later, I believe our conversation and the content within it still rings true. It was a special night for me. It's surprising that it was three years ago today (time flies, when you're having fun). It reminds me of how much I still love and respect the work of Seth Godin (more on that here: Dear Seth Godin). It's a great reminder of how much work we all still have to get done. I also believe that the content in CTRL ALT Delete has stood the test of time. Some of the examples/case studies may have changed, but the core spirit and content remains.

Here is our conversation from three years ago: Talks At Google - Mitch Joel & Seth Godin - CTRL ALT Delete. 

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Strong Lessons On How To Present Ideas

Newsflash: you don't have to be a great speaker to get an idea to spread.

We live in fascinating times. Ideas. Powerful ideas are being spread at a frenetic pace. You can blame smartphones. You can blame YouTube. You can blame Snapchat. It doesn't matter. Ideas (of all nature and sizes) have the ability to be spread. One of the most profound shifts in the digital world is simply this: anyone can take an idea, hit the "publish" button and have that idea spread (for free) to the entire world. This doesn't mean that every idea does spread. It simply means that the channel to distribute an idea is free, and has the potential to reach all. We are currently debating the future of work in a robot world. Where will the jobs go? What skills will humans need? One of the most important skills that a human needs (today and going forward) is the ability to cogently and powerfully share their thinking, and share their work. This is about much more than being a strong public speaker, and this isn't about building a career in the domain of being a paid presenter. The core skills that those people use, however, are critical to your future success.

TED Talks are a great demonstration of how strong communication can often make ideas spread.

In fact, TED has become such a global phenomena, that the Head of TED, Chris Anderson, recently published an amazingly excellent book titled, TED Talks - The Official TED Guide to Public Speaking. Even if you don't speak in public, this is a critical book about how to think about your ideas, and how you communicate them. Recently, Anderson spent an hour discussing his thinking about ideas and how we communicate them at the Googleplex in Mountain View, California. Here's how his talk at Google is described:

"Chris Anderson, Head of TED, stops by Google for a presentation and discussion with Gopi Kallayil, Chief Evangelist, Brand Marketing. Since taking over TED in the early 2000s, Chris Anderson has shown how carefully crafted short talks can be the key to unlocking empathy, stirring excitement, spreading knowledge, and promoting a shared dream. His exciting and informative new book TED Talks: The Official TED Guide to Public Speaking serves as Anderson's instruction manual from his 15 years of working with many of the world's most impactful speakers."

Watch this: Talks at Google - Chris Anderson: "TED Talks: The Official TED Guide to Public Speaking." 

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The Art Of Marketing

What an amazing day we had at The Art of Marketing in Toronto today.

Well over three years ago, I begun telling the story of a famed YouTuber that few (outside of her growing audience) had ever heard of. Her name was Bethany Mota. The LA-based teen was recording haul videos (videos posted to places like YouTube where the host talks about recently purchased products, gives a full demo, pricing and more). Her videos attracted a powerful and young audience, and Mota became a huge celebrity. Now, she commands over 10 million YouTube subscribers (with over 850 million video views), has 5.6 million followers on Instagram, 3 million on Twitter... you get the idea. She has been featured on the cover of Fast Company, she's been on Dancing With The Stars, had a successful clothing line with Aeropostale and much, much more. Prior to our conversation, I sat down with my good friend, Ron Tite (CEO of content marketing agency, The Tite Group and an awesome speaker) who interviewed me about the current state of marketing, branding and communications. 

Here is our conversation...

Ron Tite: When it comes to data and tracking metrics, numbers can scare people off. What's a way for marketers and brands to jump into data analytics without getting lost?

Mitch Joel: It's not necessarily about what data to look at. The most important question to look at is: What data do you need to get the result that you desire? That is the biggest shift in marketing that would could not solve for prior to digital. All we really had from the mass media before was numbers of impressions (if that). If I run this ad "x" amount of times, how many people saw it? Did this move the needle? If I show a video on a landing page or YouTube, and then have a call to action at the end, which one performs better, and what do I want the conversion to be? Is it to have people watch the video? To sign up with email, so that I can connect with them? Is it to buy? It's about that trail: to know what outcomes you're looking for, and then run every program against that. We come from a place where we have looked at analytics in the rearview mirror (after it's all said and done). Because of what's happened with digital technology, we can now have that data, optimization and more sit in the passenger seat, right there... along for the ride.

Brands and marketers alike have to stay agile to keep up with today's changing brand-consumer relationships. What's a tip for innovating without losing sight of who they are?

It's about being live in the moments, versus being campaign planning focused. A campaign is, "Christmas is around the corner... plan now." What's that going to look like and how do we get organized - several months out for this moment in time? The live opportunity is how to be fluid. An overused example, but one people know well is the "Dunk in the Dark" move by Oreo. Everyone was like, "This is the tipping point of real-time marketing." I'm not sure it was that, but the indication is that if you want to be agile, you have to be live in the present. Agility is your speed to market and the fluidity in not being all perfect. It's using data, faster content creation models and smarter teams to be there... always.

Building a loyal community base is very important. But I'm sure there's always a bit of trepidation in terms of not being able to maintain it. How can we overcome that fear to keep moving forward and upward?

I've argued for years that I'm not so sure that brands can truly build community. Brands can communicate, and get levels of engagement: someone responds to blog posts or follows you on Snapchat, for example. Real community is tough to do. Very few brands have that type of advocacy and influencer base... that real, genuine community. The ones that have it are more influencer-driven than mass-driven. My recommendation is, don't try to build community. Build something - pieces of content or whatever it may be - and make them as shareable and findable as possible, with the hooks built into them to have that social impact.

With digital marketing, there are so many possibilities for use and creation. Is there such a thing as doing too much?

Yes, too much is always too much. Brands think that they need to keep up a frenetic pace of posting on Facebook or Snapchat, for example. For our team at Mirum, we see so many brands creating a mass amount of content that is adding little value to the overall brand experience. What seems to work best is content that has a unique life to it, the pieces that are more evergreen, and then push it out (promote it) more on paid channels. Also, finding newer and more interesting content distribution models are critical (this is about creating content that other publications would be honoured to publish and host). It's the age-old quality over quantity. Still, you need to have a lot of that quality content to make an impact in such a noisy world.

It's great to get a bunch of clicks or pageviews, but how can we tell when the stories we tell or content we share is effectively engaging and mobilizing audiences?

It goes back to your first question. It's about knowing what that call to action is, measuring it and optimizing against your macro conversion. People think it's the campaign, the brief, the creative, then let's go. We live in different times. The content must be created - specifically - for the right space. With that, you need to know how that space best works with different types of content. For more on this, I believe everybody needs to read Avinash Kaushik's thinking around See. Think. Do. Care. Opportunities are abound for brands today. Sadly, I still feel like most brands are treating these amazing opportunities in a very traditional way, and with a very traditional media mindset. That's not how to do the art of marketing.

A version of this post originally appeared on my speaking bureau's website: Speaker's Spotlight - Mitch Joel Answers Our 5 Questions on Marketing and its Art.

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We're Nearing The End Of Cables

Every Monday morning at 7:10 am, I am a guest contributor on CHOM 97.7 FM radio broadcasting out of Montreal (home base). It's not a long segment - about 5 to 10 minutes every week - about everything that is happening in the world of technology and digital media. The good folks at CHOM 97.7 FM are posting these segments weekly to SoundCloud, if you're interested in hearing more of me blathering away. I'm really excited about this opportunity, because this is the radio station that I grew up on listening to, and it really is a fun treat to be invited to the Mornings Rock with Terry and Heather B. morning show. The segment is called, CTRL ALT Delete with Mitch Joel.

This week we discussed: 

Are you ready for the end of headphone cables? It is hotly rumoured that the pending iPhone 7 will not have a headphone jack (think bluetooth only). Well, Motorola has leapfrogged Apple, with their latest device - MotoZ, by ditching the headphone jack. It's wireless or USB-C compatible headphones going forward. I'm all for getting rid of those cables... how about you?
News site Gawker filed for bankruptcy and will sell the company's assets to Ziff Davis publishing. Hulk Hogan sued (and won) a hotly discussed suit against them (they released his sex tape and Hogan's legal team won a $140 million suit against Gawker). What made the case ever-stranger is that Hogan's legal team was backed by famed Silicon Valley VC (and PayPal co-founder), Peter Thiel, who had several bones to pick with Gawker. Gawker filed to avoid paying Thiel and Hulk Hogan the hefty judgement. A fascinating case of new media, liability, a billionaire's revenge and more. 
App of the week: Foodora.

Listen here...

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Superbosses With Sydney Finkelstein - This Week's Six Pixels Podcast

Episode #518 of Six Pixels of Separation - The Mirum Podcast is now live and ready for you to listen to.

How many of you have experienced a boss who, literally, changed your life? Someone who helped you accomplish more than you could have ever imagined? The stuff of dreams. A dream boss. These are not unicorns. These mortals exist, and they are living among us. The challenge, of course, is that we simply need that much more of them. Super brain, Sydney Finkelstein, has been studying these leaders and he wrote a book about them: Superbosses - How Exceptional Leaders Master the Flow of Talent. Sydney Finkelstein is the Steven Roth Professor of Management, and Associate Dean for Executive Education, at the Tuck School of Business at Dartmouth College, where he teaches courses on Leadership and Strategy. He is the Faculty Director of the flagship Tuck Executive Program, and also has experience working with executives at Northwestern, Wharton, Duke, Bocconi, London Business School, Australian Graduate School of Management, Melbourne Business School, Hanoi School of Business, the Chalmers School (Sweden) and the Helsinki School of Economics. He holds degrees from Concordia University and the London School of Economics, as well as a Ph.D. from Columbia University in strategic management. Professor Finkelstein has published 17 books including Why Smart Executives Fail, Think Again, Strategic Leadership, Breakout Strategy and many more. Enjoy the conversation...

You can grab the latest episode of Six Pixels of Separation here (or feel free to subscribe via iTunes): Six Pixels of Separation - The Mirum Podcast #518.

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What Innovation Looks Like

Everyone thinks that they are being innovative.

The truth is that innovation is really hard. And, by "innovation" I mean real innovation. Not a better mousetrap, but something that the market did not know that it needed, that then becomes adopted (and paid for) in a way in which we could have never imagined our lives without it. It's a tall order. So, when it comes to innovation, the thought should be less about what companies are producing innovative products and services, but who - really - is doing the next generation of ideation and exploration.

It's all about Elon Musk.

The founder, CEO and CTO of SpaceX, co-founder, CEO and product architect of Tesla, co-founder and chairman of SolarCity, co-chairman of OpenAI and - what many may not even remember - the co-founder of PayPal, is thinking on a whole other level. This is someone who is on a mission to change the world (much more than simply trying to put a dent in it). I once saw Musk being interviewed at a TED event, and remember how much I was marked by his comments and desire to make humans the first "multi planetary" species. Even typing those words gives me goosebumps. The other week, Musk was invited to be interviewed at the famed Code Conference by Recode's Kara Swisher and The Verge's Walt Mossberg. The topics covered included everything from one-way tickets to Mars (by 2018!), autonomous driving, artificial intelligence and more. Do you believe that your company (and your leadership) are truly innovative? Watch this...

The true face of innovation: Elon Musk - Code Conference 2016 - Full Interview. 

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Six Links Worthy Of Your Attention #312

Is there one link, story, picture or thought that you saw online this week that you think somebody you know must see?

My friends: Alistair Croll (BitCurrent, Year One Labs, GigaOM, Human 2.0, Solve For Interesting, the author of Complete Web Monitoring, Managing Bandwidth: Deploying QOS in Enterprise Networks and Lean Analytics), Hugh McGuire (PressBooks, LibriVox, iambik and co-author of Book: A Futurist's Manifesto) and I decided that every week the three of us are going to share one link for one another (for a total of six links) that each individual feels the other person "must see".

Check out these six links that we're recommending to one another: 

What happened when a professor built a chatbot to be his teaching assistant - The Washington Post . "First, they came for the teaching assistants, but I was not a TA, so I said nothing. Automation won't happen all at once. The modern job will die by a thousand cuts, as algorithms and machines get specialized first, then coordinate among themselves. This is a good canary for the coal mine." (Alistair for Hugh).
Archer Scavenger Hunt 2 - Everything Uncovered So Far! - Imgur.  "The TV show Archer has pushed a lot of limits, but this season's gigantic treasure hunt may be the biggest push of all. Over the season, the animators have dropped dozens of clues across episodes, tie-in sites, audio, and more. And someone's made a gigantic infographic of it all. Behold, the future of cross-media engagement. ;)" (Alistair for Mitch).
Here Is The Powerful Letter The Stanford Victim Read Aloud To Her Attacker - BuzzFeed . "On a host of really painful issues, it seems like we are at a tipping point, driven in large part by the openness of the web, the easy spread of stories, and crucial voices that might not have been heard 5, 10 or certainly 20 years ago. One issue that is bubbling is police violence: it seems six months ago, there was a new video popping up of police abusing or killing someone every week. I guess this was always happening, but all of a sudden it was getting caught on camera, and posted to the web. I would expect that police departments, city officials, and especially their insurance companies have started to say: this is a problem that needs to be addressed. Another issue is sexual violence, where in Canada we had the high profile case of Jian Ghomeshi, who was acquitted in the court, but due to a public statement by one of the alleged victims, he was not acquitted in the public. Here is a similar case, where the victim in a sexual assault case claimed her public space to speak about what happened. The result is damning and painful. The court system is not a friendly place for people who have been sexually assaulted. But, brave women are making their voices heard inside and outside the courts, and surely that must help." (Hugh for Alistair).
In the Depths of the Digital Age - The New York Review of Books . "What, really, does it mean to be living when we are always connected, monitored, and occupied?" (Hugh for Mitch). 
Digital Currency Tech Will as Be Transformative as the Internet - SingularityHUB . "When most people think about digital currency, the immediate/obvious thought is that money (much like everything else) will become a bunch of zeroes and ones (hint: it already is). All money is digital. Your bank is no longer storing your cash in a vault, and you don't pick up your pay cheque and deposit it, as we once did. In fact, it seems like we're using pretty archaic and traditional products and services in a world where most money is pretty digital already. And, we're not just talking about a future where apps are the new banks. Real digital currency is going to be a thing... and it's going to change the very foundation of our financial institutions. Here's what some of that might  look like..." (Mitch for Alistair).   
The Bezos Effect: How Amazon's Founder Is Reinventing The Washington Post - and What Lessons It Might Hold for the Beleaguered Newspaper Business - Harvard Kennedy School on Media, Politics and Public Policy . "I have vested interest in the future of the newspaper (I sit on the board of directors at Postmedia). It's easy to swat at these papers for everything that they're doing wrong, but there are few examples of anybody truly building a successful business model here. While some are seeing better results, none have returned (or exceeded) their past glories. This is problematic on many levels. It's not just about dead trees and digital distribution. This is truly about an informed public. Look no further than your Facebook feed for a full-on assault of wrong, misquoted and downright lies about people and stories in the news. We need journalism now more than ever. So, why are Silicon Valley's elite buying newspapers, and what are they doing with them?" (Mitch for Hugh).

Feel free to share these links and add your picks on Twitter, Facebook, in the comments below or wherever you play.

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Is Snapchat The New Twitter?

Every Monday morning at 7:10 am, I am a guest contributor on CHOM 97.7 FM radio broadcasting out of Montreal (home base). It's not a long segment - about 5 to 10 minutes every week - about everything that is happening in the world of technology and digital media. The good folks at CHOM 97.7 FM are posting these segments weekly to SoundCloud, if you're interested in hearing more of me blathering away. I'm really excited about this opportunity, because this is the radio station that I grew up on listening to, and it really is a fun treat to be invited to the Mornings Rock with Terry and Heather B. morning show. The segment is called, CTRL ALT Delete with Mitch Joel.

This week we discussed: 

Pierre Landry sits in for Terry and Heather B.
Last week, we talked about Snapchat's $1.8 billion series in funding, that makes it close to a $20 billion company. Well, this week, comes word that Snapchat passes Twitter in terms of daily usage. The 4 year old messaging app now has 150 million people using it each and every day. Twitter has less than 140 million. Is Twitter faltering? 
Tony Fadell is leaving Nest. This is a big surprise. Fadell is widely known for having a pivotal design role in the creation of the iPod at Apple. In 2010 he founded Nest (smart thermostat and fire detectors). Nest was acquired by Google in 2014 for $3.2 billion. In 2015, Google passed the waining Google Glass division over to Fadell's team, and now, two years later, he's out. 
Revenge Facebook. It's becoming more and more commonplace. Maybe it's a rude neighbour. Maybe it's someone who did you wrong on the subway. We're now taking pictures/videos of regular people (just like you and I) who may (or may not) have done something not so nice. We're publicly shaming them. Calling them out. Vigilante justice? Justifiable use of social media or will this bring out the worst in us, as a species? Care to discuss?
App of the week: Hopscotch.

Listen here...

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Funny Business With David Nihill - This Week's Six Pixels Podcast

Episode #517 of Six Pixels of Separation - The Mirum Podcast is now live and ready for you to listen to.

If you can just make them laugh. It's powerful. Even for the most serious of businesses. Adding a component of humor can be a very powerful business advantage. This is the work (and world) of David Nihill. His company, Funny Bizz, exists to add an edge of humour to your content and a mission to abolish boring content. Nihill also runs the Funny Bizz Conference and is the author of Do You Talk Funny - 7 Comedy Habits to Become a Better (and Funnier) Public Speaker (a great book about adding comedy to your presentation skills). David knows what it takes to wake up content, give it some life, and move it to being memorable. Enjoy the conversation...

You can grab the latest episode of Six Pixels of Separation here (or feel free to subscribe via iTunes): Six Pixels of Separation - The Mirum Podcast #517.

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Internet Trends 2016

Stop everything. Mary Meeker is back with her Internet Trends for this 2016.

Without a doubt, Mary Meeker (a partner at the venture capital company, Kleiner Perkins Caufield & Byers) always delivers the goods on the state of digital. Meeker's area of focus is on investments in the firm's digital practice, and she helps lead their Digital Growth Funds (targeting high-growth Internet companies that have achieved rapid adoption and scale). With that, she is more widely known in business circles for her annual, data-driven reports on the state of the online world. Today, her latest report card was unleashed at the Recode conference. While her insights always capture the tech community's attention, there are massive implications for businesses and brands as well. This report looks at massive opportunities in relation to advertising, mobile, connectivity, platforms, commerce trends, digital channels and beyond. 

Here is Mary Meeker's presentation: Internet Trends 2016:

Here is Mary Meeker 's full slide presentation: Internet Trends 2016.

2016 Internet Trends Report from Kleiner Perkins Caufield & Byers

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