Mitch Joel's Blog: Six Pixels of Separation, page 214

Your Brand Is A Learning Space

How much more content does the world really need?

Laugh at that line as much as you want, but when I published my first business book, Six Pixels of Separation, back in 2009, I wrote about this newly-formed idea that "content is media" (a concept that I was blogging and speaking about long before the first book was even published). Sure, the world had advertorial content back then, but it was nothing like the media landscape of today. Ads continue to take a back seat in these digital channels, to brands that are creating pieces of content which are augmented with a paid media strategy. We're seeing it everywhere.

Still, most of the media being created looks, feels and acts like an ad. 

The world has changed, but brands have remained (mostly) stagnant. A brand is not something that sits outside of innovation, culture, traditions and creativity (all of of things that turn us from individuals into communities). Brands are now an important part of our communities and ecosystems. So, if brands are struggling with their advertising to drive business, and have turned to content, digital platforms, social media and mobile to better connect with an ever-evolving consumer, why do we have the expectation that traditional advertising on new media platforms will deliver the efficacy needed for businesses to evolve in the future?

There's an opportunity here.

If brands can tell a new brand narrative (which, they can), we have a moment of innovation that's happening in a day and age when consumers are becoming increasingly more informed, intelligent, curious and concerned about not only what they are buying... but who they are buying it from. We see this in places like Etsy... and we see this as consumers continue to flock to locally-sourced businesses. While this may not be pushing itself out to the masses just yet, or those who spend their time at big box retailers, it's becoming a reality.

Thank technology. Use technology. 

Technology is where we are seeing the modernization of brands, the shopping experience and how consumers want to connect and understand the entire supply chain. How do consumers make choices? It's a huge factor as well. So, if they're not getting the learning from the brand, they start to stray. They stray to their social graph, they stray to other entities, and they might even stray to another brand.

Your brand is a learning space.

Not all marketing can or should be direct response. For most consumers, education and information is paramount. A learning space doesn't just happen is physical spaces, it happens in digital ones as well. By amping up in the opportunities for your consumer to understand, dive deeper and connect to the product or service, brands can create and promote a much healthier relationship between them and their customers. It seems so basic, but it's a massive marketing initiative that few brands have truly spent enough time working on.

A learning space is not a campaign. 

A learning space is a platform. At the retail level, on a mobile application, on Facebook or on YouTube. It's not for all consumers. Some customers simply want the best price delivered in the most efficient way. For many others, they want to know the details. Not just from the brand, but from consumer reviews. Even if they can't buy something online, they want to know the price, and where it is available. Leveraging a website as a simple repository for this information is not the answer, either. This brand learning space is porous, organic and flowing through they many channels that consumers find themselves living in. A brand that acts like a learning space - in everything that they do - is investing in their consumer's well-being. It's a platform that is ever-growing, ever-valuable and ever-evolving into the channels that best suit the target market. It's not a destination... it's a brand ethos... a brand imperative.

The best brands will be the brands that are a learning space as well. 

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Algorhythm... My Next Book

Algorhythm - The Pulse of Creativity, Data And The Future of Brands.

There is this ongoing debate: is the future of brands about data or is it about creativity? Building brilliant brands in a disruptive age in not as easy (or obvious) as some might think. We live in a culture of change. Most brands are overwhelmed by the massive shifts that they have to make to their business models. Disruption is everywhere. Digital transformation is imperative. We live in the Uber-ization of everything. Consumers seem much more willing to pay for access, as they shift away from ownership (think about streaming music, instead of buying it). There are several new (and dramatic) realities that will force businesses to rethink many of their commonly held beliefs about what works in business today, and what the future may look like. Interestingly, this is less about the evolution of technology, and much more about how consumers have become that much more efficient in this very different landscape. The world continues to evolve and challenge brands like never before.

Algorhythm will be your compass.

This is the general theme and purpose of what will be the follow-up to my previous two business books, Six Pixels of Separation and CTRL ALT Delete. I am really excited by the notion that leaders are doing their best to transform their brands, bring a heightened level of marketing innovation to the work that they're doing, and focusing much more on turning branding moments into transactional ones. The theme of this book has been swirling around in my brain/content for the greater part of these past two years.

So, when will Algorhythm be out in book stores?

It is early days. I'm putting the title "out there" as I begin to roll out an entirely new presentation that I am giving to corporations and organizations all over the world. It is in working through the content and development of this presentation that the idea, title and format of the book came to fruition. The finalized book proposal will happen by the end of the summer, and that's when my literary agent will gauge the interest from current book publisher, Hachette Book Group - Grand Central Publishing. My plan is to not self-publish this book, because I have had great experiences working with Grand Central Publishing on the previous two, and they have been a great partner in my book publishing adventures. I know, I'm probably in the minority of non-fiction business writers who might say this, but this has been the case for me.

In the meantime...

I will continue to blog, podcast, contribute to other publications and media entities, public speak and, of course, nurture these ideas in the work that our agency, Mirum, will continue to deliver for clients. I am really excited about digging into the writing of my third book, and I'm especially interested to document and demonstrate what Algorhythm means as the pulse, beat and rhythm of business continues to evolve. Look for the publication date to be at the end of 2016/2017... it may seem like a long ways off, but it's just around the corner.

Algorhythm... a book about future-proofing your brand.  

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Apple And The Future Of Streaming

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:

Taylor Swift is trying to stand up for artists to be paid. Apple decided to offer it's new streaming service to everyone for free for the first three months. In doing so, it's also forcing the artists to not get paid during those three months. Might this be the streaming audio service of the future? Can it crush Spotify? Can it crush Rdio? Only time will tell, but Taylor Swift is holding back her latest album, 1989, unless Apple changes this rule. Apple has a lot of money. It can still pay artists while this promotion runs. So, who's right? Taylor Swift? Apple? Well, it didn't take long to find out. Swift posted on Saturday and Apple agreed to pay the artist on Sunday.
When was the last time you ran out and bought a magazine? The cover story from the latest edition of Bloomberg BusinessWeek is called, What Is Code? by Paul Ford. Well, the truth is that it's not just a cover story... it's the whole magazine. Close to 40,000 words long. That's like a book. Why did they do it? Code is important. It's the architecture of the Web. Our kids in school should be forced to learn to code, if they're going to be forced to learn other languages like English, French and math (yes, I believe math - like music - is a language). This article about code is an important read... for all of us.
App of the week: Kite.

Listen here...

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The Science Of Attention

Episode #467 of Six Pixels of Separation - The Mirum Podcast is now live and ready for you to listen to.

Ben Parr leads an interesting life. He's an award-winning journalist, author, entrepreneur, investor and expert on what it takes to get attention. Parr is the author of Captivology - The Science of Capturing People's Attention. Why do we pay attention to certain people, products, and ideas? Is there a science behind how these people and brands capture and retain somebody's attention? He is Co-Founder and Managing Partner of an early-stage venture capital firm, DominateFund, a columnist for Inc. Magazine and a contributor to CNBC. Parr is widely known as a former Editor-at-Large of Mashable, where he wrote more than 2,000 articles on social media and technology, managed Mashable's editorial team, and interviewed everyone from Ashton Kutcher to Mark Zuckerberg. 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 #467.

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Six Links Worthy Of Your Attention #261

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:

Favela United - TSN. "This surprisingly engaging piece of original reporting by TSN looks at how football is changing life in some of the world's poorest regions." (Alistair for Hugh). 
Apple, Spotify, and the Battle over Freemium - Harvard Business Review . "Since I started researching how data is changing music, I've read some great posts from Mark Mulligan... easily one of the sharpest analysts in this space (you should check him out). With Apple's recent music announcement, this HBR post -- one of the few notable ones he didn't pen -- is a good recap of how the industry is changing." (Alistair for Mitch).
The death of international development - Red Pepper . "I'm not sure about the numbers here, but the article makes the case that international aid and development is dishonest and a failure, more or less by design." (Hugh for Alistair).
Somber Jon Stewart Delivers Scathing Monologue About Charleston Shooting - Gawker . "Another week, another horrific event. Jon Stewart makes no jokes." (Hugh for Mitch).
The full-stack employee - Chris Messina . "Chris invented the hashtag. No joke. He's a smart individual who seen and done a lot. He has an arsenal of skills. He believes that the future of work is about the full-stack employee. It's an exhaustive list that when read leaves you nodding in agreement, and thinking to yourself, 'where can I get me some of those?' I'd like to think that every young person graduating university comes out of these institutions with the full-stack skills. Yes, that sound that you hear is me laughing. It's true, everyone coming out of school should have been taught this stuff. The truth is that the full-stack employee might as well be called the 'unicorn'." (Mitch for Alistair).
Bruno Munari Will Make You Fall In Love With Books All Over Again - Fast Company . "For the love paper with lots and lot of words on them. The kind that are broken up into chapters. The ones that take several days... maybe weeks... maybe a month to finish. The thing that once you're done reading, you save. You put it on a shelf. It's a souvenir. It's design. It's the kind of thing that people look at when they're pretending to not be snooping around your house. Yes, the Kindle rocks and reading books digitally makes my life extremely happy, hyper-functional and way more literate. But don't mistaken that for the reality that I still love the physical objects, how they're devoured and how they look so conquered up on my shelf." (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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What Is Code?

It's for you to understand what lies beneath these words, your website, that mobile application, Facebook, YouTube and more.

Every Saturday, I share links with good friends, Alistair Croll and Hugh McGuire. The process is simple: Each one of us must choose one link for the other person. Alistair is more a techie, data and modern-day philosopher. Hugh is an old school author and book worm with a penchant for technology. I'm just a marketing dude who loves the words. It's an eclectic mix of links, and it's always refreshing. Last week, Hugh chose for Alistair the cover story of Bloomberg Businessweek, The Code Issue. It's not really a cover story. It's the entire magazine. Seriously. It's close to 40,000 words. It's an incredible read. So much so, that I went out and purchased a physical copy of the magazine for my library. I can't remember the last time that I did that for a magazine. The story was written by Paul Ford. He's a programmer who has an amazing way with words.

Like this...

"I love computers, but they never made any sense to me. And yet, after two decades of jamming information into my code-resistant brain, I've amassed enough knowledge that the computer has revealed itself. Its magic has been stripped away. I can talk to someone who used to work at Amazon.com or Microsoft about his or her work without feeling a burning shame. I'd happily talk to people from Google and Apple, too, but they so rarely reenter the general population. The World Wide Web is what I know best (I've coded for money in the programming languages Java, JavaScript, Python, Perl, PHP, Clojure, and XSLT), but the Web is only one small part of the larger world of software development. There are 11 million professional software developers on earth, according to the research firm IDC. (An additional 7 million are hobbyists.) That's roughly the population of the greater Los Angeles metro area. Imagine all of L.A. programming. East Hollywood would be for Mac programmers, West L.A. for mobile, Beverly Hills for finance programmers, and all of Orange County for Windows. There are lots of other neighborhoods, too: There are people who write code for embedded computers smaller than your thumb. There are people who write the code that runs your TV. There are programmers for everything. They have different cultures, different tribal folklores, that they use to organize their working life. If you told me a systems administrator was taking a juggling class, that would make sense, and I'd expect a product manager to take a trapeze class. I've met information architects who list and rank their friendships in spreadsheets. Security research specialists love to party. What I'm saying is, I'm one of 18 million. So that's what I'm writing: my view of software development, as an individual among millions. Code has been my life, and it has been your life, too. It is time to understand how it all works."

It's a magical piece.

When people ask me about my kids, I jokingly say that I'd like for them to learn three language: English, French and Code. As the world evolves, I'm not sure which order is most important anymore. Yes, this issue of Bloomberg Businessweek is something that everybody should read. Most won't. It's long, which means: TLDR (Too Long Didn't Read). This past week, Charlie Rose had on the magazine's editor, along with the writer to discuss the story and the importance of code in our society... and our future.

It's 25 minutes... and it's worth the watch: Charlie Rose - What Is Code? with Josh Tyrangiel and Paul Ford:

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Is Television Lying To Us?

So, what do you think? Is television lying to us?

Last week, AdWeek published an article titled, Why TV Is Still the Most Effective Advertising Medium. I had three thoughts immediately enter my mind:

Google AdWords. How can TV advertising be more efficient than Google AdWords in terms of hard core conversion to sales?
YouTube. How can TV advertising be more efficient than running a video ad in a pre-roll that can be so well targeted on YouTube, or a myriad of other online video channels?
Netflix. How can TV advertising be performing so well in a world where both cable TV. PVRs and Netflix are creating so much disruption and pushing consumers away from the habit of being interrupted during a show with a commercial?

When we talk about efficacy, are we really just talking about mass reach?

The article is based on a new study done in partnership between Turner Broadcasting, Horizon Media and MarketShare. The outcome is that TV advertising outperforms digital and offline channels at metrics like sales. Here are some of the data points from the research that might surprise you (it surprised me):

When comparing advertising performance at similar spending levels, TV averaged four times the sales lift of digital.
In a study using data from a luxury automaker, TV was the only medium to maintain its effectiveness (a 1.5 percent decrease in five years) while the other advertising media--both online and offline--declined more than 10 percent.
TV marketers can optimize their spend by leveraging data sources, including high-frequency consumer interactions like website visits and inbound calls, to improve TV advertising performance.
Premium online video from broadcast and cable networks out-performs video content from other publishers.

What is true about advertising?

We do know that advertisers of all kinds are shifting dollars to digital. Are they doing this because there is an assumption that digital is cheaper and more effective, or are they doing this because there is a feeling that TV's efficacy has been shrunk, as more channels and opportunities to connect with consumers have come online? Are we in a place where TV is still the best way to spread a message far and wide, due to the focus of the medium? It's hard to reach everyone - at once - on the Internet. Still, one would think that the targeting capabilities digitally enable a brand to reach a mass audience in a more deliberate and targeted way. The net result of this new report on television advertising, is not that TV trumps digital. It's that digital and TV must work in a more complimentary fashion. That's a fair conclusion (maybe even an obvious one), but it all seems a little confusing to me (and, yes, I'm a biased digital marketer).

What does television advertising do great?

For decades television advertising worked for one (major) reason: they held the viewers captive. The TVs were in all of our living rooms, basements and bedrooms. After a hard day of work, TV was our cumulative escape. As TV evolved beyond the major networks into the cable and specialty television business models, it added layers of opportunity. Technology, the Internet, computers, laptops, mobile devices, tablets and soon wearables are taking this video content, and not only distributing it across different screen formats, it's forcing a new type of content that is symbiotic to the hardware and the channels within it. Yes, you can watch your favorite TV show on your mobile device (which more and more people are doing), but there are new networks and channels also being created that are native to the platforms as well (YouTube channels, Twitch and the like). Even television networks are now enabling their customers to watch (or binge watch) programs that were typically reserved for specific days and times during the week. So, that mass effect must be a game of diminishing returns.

Does the data lie?

Massive television shows debut with much smaller numbers than their counterparts did year's ago. Look no further than Mad Men's 3.3 million viewers for their series finale, and compare that to what happened a decade ago when other big series had a finale. YouTube sensation, Bethany Mota, has close to 9 million subscribers to her channel, and almost all of her videos can crank past the 3.3 million viewer mark, without much help. No, I'm not comparing Mota to Mad Men, but simply demonstrating that "mass" is a notion that can be easily challenged in this instance.

I still love TV... and so do you.

There is no need to eulogize TV viewership or TV advertising. I believe that it does, indeed, create attention, interest and even sales for many brands. I do question the notion that it's the most effective way to advertise, in a world where messages can be so much more easily targeted, tested, optimized and delivered... to a mass audience. It feels like this study is saying that there is no advertising results without a mass TV effect. I'm not sure how many real brand managers would agree with that kind of declaration.

"Effective" may be a very tumultuous term when the mass audiences can be found in places that aren't the television. 

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Time Spent Is The New Impression

Engagement just got a whole lot more interesting.

Facebook made a major update and announcement this week. They're going to tweak their algorithm based on how long a user looks at a piece of content. It's something that marketers need to think about. Deeply. There have been some brands looking to transcend engagement as a metric in social media (they're not getting enough value out of it). These brands believe that they can be more transactional or direct response-driven in social media platforms. It's not a zero sum game, but it's also not something that many brands will be able to achieve, with the current flow of social media usage... which is mostly centred around links being shared, private groups and messaging. Time spent isn't a new metric in media, but it's an interesting one in a media format that allows users to interact, share and create with media.

Does this metric send media a few steps back?

Prior to digital media, all a publisher had was "time spent" as a metric over an above the simple impression. Did a consumer find your content and spend some time with it? The more time spent on it, the higher the value (or amount) of advertising that could be placed against it. Digital brought with it some newer (and more interesting) metrics. Suddenly, digital media could get a consumer to be engaged with the media... it meant something.

Did they like the content so much that they would be willing to acknowledge it to their social graph (a "like" or a favorite)? 
Did they like it so much that they are willing to share it with their community? 
Did they like it so much that they added their own comment to the piece? 
Did they like it so much that they went off and created their own piece of content inspired by it (a blog post, a podcast, a video on YouTube)? 

What's most interesting about this move from Facebook, is how they're now evaluating the physical actions that people take once they consume content as not being as relevant as what they simply see. From the Business Insider article, Facebook is watching how long you spend reading a story to decide what will appear in your news feed: "even though people may not 'like' or 'share' an item, they may spend significantly more time on it than the majority of other stories. This is still considered a good sign that the content was relevant to them."

It's human nature.

Be honest, how many times have you liked or shared something without spending much time with it? Maybe you acted on it because you liked the headline, or you thought it might impress those you are connected to, without really spending any time on the content and what it means to you. There's a depth of understanding that happens when you stop and spend time with content in such a digitally frenetic paced world. From this point of view, Facebook is - without question - on to something. Still, without the user physically acknowledging a piece of content, and knowing that Facebook is tracking our every move and able to manipulate the feed not based off of what we do, but by simply understanding - in a very profound way - what we're spending time on, has a distinctly Orwellian feel to it. 

Knowing the user better than the user knows itself.

As strange as this may seem to consumers, this is what all media has done before. The media monitoring companies have been looking at how many viewers are spending time with content forever. The fact that Facebook is going back to this metric as a way to continually feed content that will (hopefully) keep the user on their platform, is what makes this most interesting. We're no longer talking about how many people cared for a thirty minute sitcom at 8 pm on a Thursday night. We're now using this traditional metric to continually pump at consumers in a non-stop, always-on, real time and in the palm of your hand pace. It all feels so overwhleming.

Seeing only the things that you want to see.

The balance of this content is also something to consider. If a user is constantly spending time with a handful of friends - and the content that they're creating/curating - it's reasonable to assume that Facebook's algorithm tweak could very well dampen people's world view. Instead of being exposed to differing opinions or cultures, this algorithm has the capacity to shrink people's world views as well.

So, what's a brand to do?

Facebook was quick to point out that this shift in algorithm should not significantly impact Pages operated by brands, but it will. It makes perfect sense. Much like Google AdWords began kicking off advertisers that were not getting clicks, this Facebook move feels similar. If a brand can't get their content to gain traction - especially in a newsfeed that is continually being optimized based on the consumer's usage - what do you think will happen? Facebook can't afford to tolerate these half-baked brand "posts" that are little more than a glorified banner ad. The ability for a brand to create a compelling piece of content, have users spend time with it and then willingly share it has never been more important. Regardless of whether or not a brand has to pay to get consumers to see their media, Facebook is making a bold statement with this adjustment. They want people to spend time there. If people are annoyed or disengaged, Facebook fails. 

The brand imperative for Facebook seems clear. We have been given our marching orders. Let's tell better stories.

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U2 And The Technology To Rock It

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:

U2 is playing four sold our shows, here in Montreal. I went to the first night (which was this past Friday). Their use of technology - both the amazing projection screen and the streaming with Meerkat were done very well. I streamed part of the show through Periscope, and wound up with over 1500 people - from all over the globe - tuning in... it was eye opening. Listen in to find out why.
The biggest news last week was - without question - that Twitter's CEO, Dick Costolo was stepping down, and that co-founder Jack Dorsey is stepping (back) in. Is Twitter in trouble? Strange to see so many people call for Costolo's head considering he's brought the company to the point that they are generating $2 billion a year in revenue.
App of the week: Quora.

Listen here...

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The Power Of Immersive Media

Episode #466 of Six Pixels of Separation - The Mirum Podcast is now live and ready for you to listen to.

We live in tough times for advertising. Yes, it's still a critical component of our economy and a very effective way to reach, connect and build loyalty. There's just so much of it. We have moved from a scarcity model to an abundance model in a very short time. There are countless options that make the old "three network" television model seem like a dinosaur. Frank Rose believes that the best kind of advertising is about real experiences. The kind of experiences that are so highly immersive for the consumer, that they're as enthralled by it as they are with a great movie or book. How many brands can make that happen? A long time contributing editor to Wired, Rose is also an accomplished book author who sits at the intersection of technology, new media and entertainment. Recently he published an article titled, The Power of Immersive Media, in Strategy + Business. 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 #466.

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