Mitch Joel's Blog: Six Pixels of Separation, page 193
April 15, 2016
Working At Mirum In Canada
Mirum in Canada is hiring.
It's been a year, as they say. We've had some major changes within our company over the past short while. Two years ago our agency, Twist Image (which started in 2000), was acquired by WPP (the world's largest marketing and communication holding company). Then, about a year ago, we announced that we would be changing our name to Mirum. We were not the only agency to do this. Over the years, WPP (through the J. Walter Thompson Corporation) had acquired a bunch of other digital marketing agencies that were leading the charge in other geographic markets. We all came together to form one global digital marketing agency called, Mirum (which is latin for wonder, surprising, and amazement). More recently, we announced that after just one short year of working together, Mirum was named to Gartner's Magic Quadrant for Global Digital Marketing Agencies as a "Visionary." Now, Mirum has about 2500 team members in 25-plus countries with over 40 offices. Still, Mirum in Canada retains the services that we have always offered, while adding in some new ones, augmenting our positioning (which, in marketing, is an ongoing practice) and now has an extended bench of team members, tools and opportunities. All in all, it's been exciting (and, obviously, super challenging).
Now, we're growing (again).
We've got some growth within our existing client base, and some new and exciting clients that have come into the fold. With that, we're in need of additional talent (maybe that's you or someone you know). Here's what we're looking for...
Montreal...
Front End Developer (for our Pronto team).
Front End Developer.
Designer.
Project Manager.
Project Coordinator.
UX Analyst - Information Architect.
Toronto...
Motion Designer.
Associate Technology Director.
Associate Creative Director or Senior Creative.
Email Marketing Manager.
Front End Developer.
If you are interested in any of these (or know someone who is)...
Please do not contact me directly (I say this with peace and love... peace and love). The truth is that I have nothing to do with HR and how we hire, at this point. I really do not know the details of the work that we're looking for (beyond what you too can read in the links above), and you will be best suited to follow our process, rather than hit me up for specific questions (that I probably can't answer). If you send in your stuff, rest assured that we're always looking for the right talent. So, if our folks think there is a possible fit, they will reach out to you.
Beyond Mirum in Canada.
Plus, if you would like to see what other work we're looking for beyond Canada, always feel free to check out the careers section on our LinkedIn page.
If you're looking for a career with a great digital marketing agency, or know someone who is, please feel free to share! Work for Mirum in Canada.
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A Dying Breed
With each passing day, the blogger - as we have known them to date - is fading.
That may sound dire, but think about it in this context: do you still use a RSS reader? How many blogs do you subscribe to? Even the ones that you do subscribe to, how often do you click and really engage with the words? If the full text is not on LinkedIn or Facebook or Medium, do you head over to a blogger's page as some form of destination that pulls you away from where you were? The truth is this: the world of writing online continues to evolve. There has been a ton of time and investment in getting you to read and connect with me here at Six Pixels of Separation. Still, it's hard to ignore the data, stats and general consumer behavior of the masses on this day. If the story is not in your feed, or you're being forced to leave wherever that feed may be, it's getting harder and harder to get those readers to click out of their native environments (the places that they want to keep thumbing through).
Maybe that's the way it is supposed to be?
Before blogging existed (I started this one thirteen years ago!), I was a freelance writer (since the late eighties). I didn't "own" the platform. I was able - through a lot of hard work and rejection - to (sometimes) get my content into a magazine or a newspaper. It was a tough job (did I mention the rejection?), but these publishers and editors held the key to the audience. Blogging really flipped that model upside down. Suddenly content creators were not just writers, they owned the publishing platform and the direct relationship with the consumer. This grew. In fact, it grew so fast that it paved the way for new publishers to exist (think about Huffington Post, Vice, Buzzfeed and beyond). Even traditional publications with online platforms started allowing bloggers to add content (think about Inc., Harvard Business Review, etc...). Shortly after that, they removed the delineation between what was an "article" and what was the "blogging section." The idea that bloggers were a good farm team to drive traffic and nurture the search engines faded, as all of the content just became... content. With that, the blogs that most of us used to follow changed. The voice of the blogger transitioned from personal perspectives (written in a personal way) to looking, feeling and sounding like an article. Plus, as a blogger that was building one's own platform, why bother? It feels like things have adjusted and now, if you want to write online, why write and try to build your own platform in a world where you can contribute to an existing platform, that has an established brand name and a built in audience already? Things have come full circle. The big media outlets, once again, control the majority of the audience. As a writer, maybe your time is best spent crafting the words, instead of trying to build the audience (or try to take it away from a publisher with a lot more time, money and audience to beat you at that game)?
In short, it's hard to tell where a blog begins and a publication ends. It's hard to tell who is a blogger from who is a writer or a journalist. It 's hard to beat the big publishers at their own game.
Some of the bloggers that I have most admired over the years, are no longer themselves. Now, they write and publish like a mini-version of a traditional magazine. There's nothing wrong with that, because the competition is fierce. I just miss that personal voice. I also miss their desire to create something unique, rather than something that might compete better against a Buzzfeed listicle. There has been a massive revolution of words. The blogger (the online journal writer) has become the wannabe journalist (writing in a much more formal format). It's a generalization, to be sure. But, it's a fair one.
What chance does personal content have in the present and future?
Of course there is a future for content marketing, but is there a future for blogging? Next week is Social Media Marketing World in San Diego (from April 17 - 19th, 2016 at the San Diego Convention Center). Michael Stelzner and his Social Media Examiner team put on a big and impressive event. If you're at all interested in how to manage and leverage social media in business, this is one of the year's marquee events. I have been attending and presenting for many years. This year is going to be unique. On Monday, April 18th I'll be leading a discussion titled, Is There A Future For Content Marketing?, that will feature Stelzner and Mark Schaefer. Here's how the session is described: "With so much content happening out there, does your business have any chance to cut through the clutter? What does great content look like? How is it measured? Does it really help a brand make more money? Content can help your brand win. In this session, bestselling author and President of global digital marketing agency, Mirum, Mitch Joel will be joined by Mike Stelzner (founder of Social Media Examiner, author of Launch and Writing White Papers) and Mark W. Schaefer (business consultant, blogger at {grow}, teacher at Rutgers University, and the author of The Tao of Twitter, The Content Code, and three other bestselling books) will reveal their secrets, strategies and techniques for what it takes to win with content, today... and into the future." But, above and beyond that marketing copy, we will be focusing on blogs, blogging, bloggers, writers and this very important question: Are bloggers becoming a dying breed? In a world of Snapchat, live video, Instagram and the massive uptick in audio (thank you, podcasting) are the online writers who don't write articles for the bigger publications becoming marginalized?
So, am I a dying breed?
(Sidebar: at Social Media Marketing World, I will also be on a panel titled, How To Get The Most Out Of Your Social Media Agency, at 4:00 pm on Monday April 18th, so please come by and say "hi"!).
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April 11, 2016
The End Of Apps. The Beginning Of Bots.
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:
This week is Facebook's big F8 conference in San Francisco. This is Facebook's developer conference where they usually launch many big ideas and new products. The one that could be most transformative is a Messenger Bot Store. Bots are the new apps. This is a big deal! What's a "bot," and why are they so important?
Also, check out this KLM - Facebook Messenger bot.
We often talk about how annoyed we are with online advertising. Maybe we're not right. Think about online ads and video games. Apparently, it works. Really, really well. "For players, 71 percent of users said watching video ads is their preferred way to 'pay' for in-game content, and 62 percent of players said they 'always or sometimes' choose to watch a video ad to receive an in-game reward if they're given a chance."
Should we skip school to become a tech giant? CBS Sunday Morning investigates Peter Thiel and others.
We used to have young people create interesting hacks for software. Well, hacking has certainly grown up, while the age of hackers remains (mostly) young. Consider this 26 year old hacker who built a self-driving car... in his garage!
The self-driving car hacker also just got over $3 million from Andreessen Horowitz in funding.
App of the week: The Five Minute Journal.
Listen here...
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April 10, 2016
Develop A Strong Coaching Habit
Episode #509 of Six Pixels of Separation - The Mirum Podcast is now live and ready for you to listen to.
There's a reason Michael Bungay Stanier's first book, Do More Great Work, has sold close to 100,000 copies. It's small, but do not let the size of it fool you. If you're stuck. If you're not sure if you're focusing on what's important. You need to read that book. I don't even know how many copies of that book I have passed along to friends and colleagues. Then, Michael asked me to be one of the participants in a compilation book called, End Malaria. All proceeds from the book went to the Malaria No More charity (and that was close to $500,000), while the book wound up hitting #2 on Amazon (plus, it was published on Seth Godin's The Domino Project imprint). Well, Michael does a lot more than publish books that become movements. He spends the bulk of his day running Box Of Crayons - a consultancy to help time-crunched managers do less good work and much more great work. Over the years, he's learned a thing or two. With that, he's back with a brand new book, The Coaching Habit, that has some thoughts on how we can get the best out of ourselves (whether we're coaching someone, coaching ourselves or getting coached). 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 #509.
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April 9, 2016
Your Live Brand Is Alive
How live is your brand?
About one year, I published an article titled, Your Streaming Live Brand. As smartphones got smarter and mobile data speeds made streaming as seamless as texting, it became apparent that brands are going to quickly need to have a "live brand strategy." Last year, everyone was excited about Meerkat and Periscope (some still are). Regardless of how those platforms are performing, there is no doubt that Snapchat is growing by leaps and bounds. With that, Facebook is making big, brash and important bets in the live video space.
This is going to be a huge challenge for brands.
Here's what we know: Facebook is amping up many live video features. Instagram (which Facebook owns) now offers sixty second video clips. Both Facebook and Instagram are controlled by their proprietary algorithms. Because Facebook wants live video to happen (in a big way), they have already tweaked the news feed to deliver videos (and, more importantly, live ones) at the top of their user's news feeds. So, in the old days, as brands would use popular keywords to game the search engines, now brands must use live video if they want some kind of organic placement at the top of the news feed (without paying for it).
Facebook is getting even more serious about live video.
Many more features and functionality are coming to Facebook's video service. Almost all of them are related to live video. Facebook is sending us (all) a very serious message about where they are putting their energy, and how our traditional typed status updates are much more likely to become live video messages. Yesterday, Buzzfeed published a very in-depth article titled, Why Facebook And Mark Zuckerberg Went All In On Live Video. It's a must-read. With that, here's the question: how ready is your brand for live?
A more elegant question about Facebook and live video: does your brand have what it takes to be relevant in a world of live videos on Facebook?
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The New(ish) Trend Of Publishing Within Publishing
Build your own or leverage someone else's audience?
Let's not diminish the power of blogging. Still, something bigger is brewing. About a year ago,there was news that Business Insider was going to start a brand new publication called, Insider. What made it most unique, was that they were going to publish it solely on Facebook. Not links to pre-existing articles that would take the user from Facebook over to Business Insider. Not articles from Business Insider that would simply be copied and pasted on to Facebook. Not just a random bunch off "b-side" type of articles that weren't fit for publishing on Business Insider. The company would build a news team, think about an editorial calendar and create a new and unique "magazine" that lived, breathed and would evolve solely on Facebook. Where's the money? Perhaps an advertising rev share deal with Facebook, perhaps a newish brand on a popular social media platform that would create attention for Business Insider, perhaps a deal with Facebook where this unique content might be used in the future if/when Facebook decides to get serious about being a search engine too, perhaps a data platform?... There are a myriad of reasons why.
The thing about this publishing thing.
Writers used to write for publishers. Publishers were the gatekeepers to an audience. Social media enabled writers (and other forms of content creators) to become their own publishing platform. As blogging and podcasting took hold (over a decade ago), many of the new social media platforms and traditional media outlets that were online opened themselves up to allow individuals to be content creators on their platform. Think about YouTube, Huffington Post, Medium, LinkedIn... You get the idea. The prevailing logic is sound: you can publish on your own - and do your best to fend for yourself - or you can publish on the platforms that already have an established and growing audience.
Which brings us to today.
Six Pixels of Separation has over a decade of content. If I had to start it all over today, I would - without question - publish on a bunch of existing platforms, and then have the articles posted here for centralizing, archive and search engine purposes. In essence, a return to my freelancing days. To be where the audience is. But, what if you're not just a writer or a content creator? What if you wanted to start a new publication? Do the same rules apply? I noticed on Medium that John Battelle (a famed entrepreneur, journalist, author and publisher who was behind Wired Magazine) launched a brand new publication called, NewCo (in conjunction with his event company of the same name). As Wired looked at how technology was going to change our society, NewCo is asking the powerful question: what's next... after technology? NewCo believes that we're now able to start looking at how to reinvent capitalism. Unlike the early days of Wired, you will not find this magazine at the newsstand. Unlike Wired, it does not appear to have its own, unique website like Wired did (which, for the record, was one of the first tech news magazine websites ever on the Internet). Instead NewCo is being published within Medium. Yes, a full publication within this very unique publishing platform. Still, Medium often acts, looks and feel like a publication unto itself. With NewCo, it feels more like a publication within a publication.
An interesting publishing play.
This feels like a smart play. Imagine being the number one tech publication on Facebook, or having the most popular marketing magazine on LinkedIn. Can these publications make a name for themselves within the walled garden of these pre-established platforms? For all of the interesting channels that have had acquisition plays after building their audience on YouTube (think about what Maker Studio did with Disney), is there something happening here for a new wave of publications (not just authors and articles) within already established channels?
The game is afoot.
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Love Your Brand
Let's not forget about brands. Let's not forget about our messaging. Let's not forget about how a brand connects to a market.
When you think about your brand, do you really (and truly) understand the importance of the creativity behind it. We're inundated with technology (data, analytics, automation, platforms, channels and more). With that, the conversation tends to be more about "where" the brand is connected, and much less about "how" that brand is connected. The difference is not semantics. The difference is, ultimately, about who will be the winners, and who will be the losers in your industry's vertical.
What do the top performing marketing teams do?
What if we started there? What would we uncover? What could we learn and replicate to get our brands to be a top performer? This morning, MarketingCharts published an article titled, What Do Top-Performing Marketers Do Differently? Clickbait or not, that headline got my attention. It turns out that Salesforce released their State of Marketing report that surveyed over 4000 marketing chiefs across various countries. With that, they were able to rank what these top performing teams were doing. This was the list of characteristics that the Salesforce study identified:
Have adopted a customer journey strategy as part of its overall business strategy.
Are active at mapping the customer journey.
Are implementing digital transformation across the company.
Excel at collaborating with other business units.
Excel at integrating business systems.
Excel at creating personalized omni-channel customer experience across all business units.
Currently using CRM tools.
Extensively use predictive intelligence.
Extensively use web personalization.
Are substantially increasing spending on marketing tools and technology.
Say their executive team is completely committed to the overall marketing strategy.
Have integrated mobile marketing strategy into overall marketing strategy.
Have integrated email marketing strategy into overall marketing strategy.
Have integrated social media marketing strategy into overall marketing strategy.
Extensively use user-generated content for content marketing.
The results are varying.
From the study: "Some 18% of the survey respondents are 'extremely satisfied' with the current outcomes realized as a direct result of their company's marketing investment. These constitute the 'high performers,' whose actions and initiatives are contrasted with 'moderate performers' (the 68% who are very or moderately satisfied with their outcomes) and the 'under performers' (the 14% who are slightly or not at all satisfied with their outcomes)." What's most interesting about these results is how different these "top performers" look today, if we did the same study a mere ten years ago.
Here's the thing...
I'm fortunate enough to work with some of the most fascinating brands in the world. They all have strategy decks that talk about customer-centricity, being technology agnostic, digitally-focused and a myriad of other industry buzzwords. With that, what are we really talking about? We want people to love our brands. We want our team members to love the brand that they work for and represent. We want our customers to buy from us, and enjoy their products and services so much that they would not hesitate to both buy from us again, and tell everyone that they know about us. That's about it. Everything listed above is just an ever-growing list of more complicated and technology-driven ways for all of us to get to our result in a more efficient way. Don't mistaken the two. CRM, business systems, digital transformation, web personalization, and everything else listed above won't stand for much if you can't get people to love your brand.
Are you up for some love?
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Poets And Plumbers And The Future Of Advertising
It seems like advertising is facing its Judgement Day.
Advertising is not going anywhere, but like every industry, disruption comes... and it comes fast. Many thought that the ad business became disrupted as social media's popularity was rising. It turns out that we're facing the mainstreaming today of smartphones and now Facebook (which, actually, started out ten-plus years ago) that is causing the major waves today. The other week, the 4A's hosted their Transformation conference in Miami. That gem about Facebook and smartphones? That was only one of the many great nuggets that Rishad Tobaccowala (Chief Strategist, Publicis Groupe) brings forth in this panel discussion about the future of the ad industry. Rushed is joined by Rob Norman (Chief Digital Officer, GroupM) and Scott Hagedorn (CEO, Annalect), and this is a highly intellectual and pragmatic look at where - exactly - the industry sits. It's an important conversation for all of us to watch and think about.
Are we an industry of plumbers or poets?
We often argue about analytics over creativity, data over strategy and more. Rishad's insights, pushed further by the debate on the panel, illustrate that our advertising business needs to be populated by what he calls both the "poets and plumbers." Many may not like this analogy, but it is our reality and it's the right way to look at things. With that, our industry continues to grow (both financially and with interest from people who wish to join it), but the advertising agencies - as we have known them to date - are not where these professionals are going. They are working in-house for brands, going to the major consulting firms, working for media companies, startups, digital platforms and more.
So, what is the future of the advertising agency? Watch this: 4A's Transformation - Agency Holding Company Visionaries.
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Six Links Worthy Of Your Attention #303
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:
Miniatur Wunderland - MiWuLaTV - YouTube . "I'm going to Hamburg. When I asked around, apparently this was the thing to do. Yep, it's a model railroad. Yep, they took it to a ridiculous degree. Yep, it's had a Google Street View car." (Alistair for Hugh).
How Reporters Pulled Off the Panama Papers, the Biggest Leak in Whistleblower History - Wired . "Friction used to matter. Privacy might have been illusory, but invading it meant digging through dumpsters. One upside of the digital age is that tech both corrupts and sterilizes. This Wired writeup explains the scope of the Panama Papers analysis -- which, for some reason, hasn't been as big of a story in North America, but is tearing up Europe and South America far more than Wikileaks. And behind it all, some smart algorithms and open source tools." (Alistair for Mitch).
Mad Scientists Created Synthetic Bacteria With Only 473 Genes - Gizmodo . "For lean biotech startups, the key to success is building an MVG (minimum viable genome)." (Hugh for Alistair).
The Silver Dollar - Love And Radio . "In my more optimistic moments, I like to think that a lot of the hate in the world comes from lack of exposure, lack of knowledge; that if people who hate other kinds of people spent more time with those kinds of people, they'd realize, well, people are people. And that might be a way to soften hate. Daryl Davis is black musician and writer who befriended members of the KKK, and convinced committed racists to hang up their robes (some of them, in his closet)." (Hugh for Mitch).
The Tech Story Is Over - NewCo . "Imagine - for a moment - that we stopped paying attention to stories about the latest technologies and the companies that created them. Maybe tech is old - at this point - and it really isn't new. So, if tech is old and it isn't new, that must mean that it should not be news, I guess? What if we stop talking about tech and start talking about something really new? Like reinventing capitalism..." (Mitch for Alistair).
Imperial ambitions - The Economist . "I have said it before, and I will say it again: Facebook is the Internet. Maybe not for you and I, but for the vast majority of the world. This is where they go. This is where they spend their time. With that, Facebook has made some serious (and progressive) acquisitions, investments and bets on what's also going to be big today and tomorrow. How big is their true ambition?" (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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amazon
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April 4, 2016
Tesla Is Not A Car... It's A Software Platform
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:
The new Tesla car went on sale, and the numbers were huge. The Model 3 had over 250,000 people plunk down $1000 to reserve the car (which will be available around the end 2017). There's been a lot of water cooler chat about this car. Many people have asked me if this car is self-driving? Will it have the same features of the other Tesla models? What most people don't realize is this: Tesla is the first car based on software, and that's the real game-changer.
Instagram has some big changes! Now, you can shoot 60 seconds of video. The real big news, is that now you're not going to see the latest pictures that your friends are posting. They are switching over to an algorithm-based news feed (much like Facebook, that owns them). Will this be good for users? Why do all of the online social networks do this?
App of the week: Masquerade (which was just acquired by Facebook).
Listen here...
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