Mitch Joel's Blog: Six Pixels of Separation, page 227
January 4, 2015
Forget ROI. Focus On ROR (Return On Relationship).
Episode #443 of Six Pixels of Separation - The Twist Image Podcast is now live and ready for you to listen to.
A lot of people follow Ted Rubin. I'm not just talking about his 250,000-plus followers on Twitter. Over the years, he has spent his fair share of time working with both brands and agencies at the intersection of technology and marketing. If you go back even further, Ted worked with Seth Godin at Yoyodyne (which was acquired by Yahoo back in 1998). Ted has watched the Internet change business from the front lines. Since those early days of watching Seth develop his thinking on permission marketing and beyond, Ted has developed his own deep and rich philosophies on what businesses must do to be competitive. He shores up a lot of his thinking under the banner of, Return On Relationship (also the name of his business book). 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 Twist Image Podcast #443.
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January 3, 2015
Six Links Worthy Of Your Attention #237
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:
Typeset In The Future - Alien: "I'm a hardass about fonts. But this puts me to shame. It's a detailed look at the fonts of Alien, and design in general, and how much the things in the background you don't really consider -- color schemes, labels -- affect the overall feeling of the piece. Makes my unreasonable agitation at an extra space in the text of a menu seem almost normal. Almost." (Alistair for Hugh).
The Rectangle Behind You - Medium . "I thought I took presentations seriously, too. But I don't make them in HTML, and I haven't given them with a Nintendo Powerglove. This guy has. Marcin Wichary created a series of posts about everything related to presenting... they're amazing." (Alistair for Mitch).
Apple iPhone Will Fail In A Late, Defensive Move: Matthew Lynn - Bloomberg . "As we're all making our predictions for 2015, here is a prescient article from 2007 predicting the failure of the iPhone." (Hugh for Alistair).
The Henry Ford of Books - Vanity Fair . "James Patterson is a publishing phenomenon like no other: he runs his book-writing enterprise (and an enterprise, it is) like a studio, producing multiple books a year. His writing (or rather, his books, since he rarely does the actual writing these days) isn't everyone's cup of tea, but if you want to know what writing as a business looks like, Patterson is your man." (Hugh for Mitch).
Google's Philosopher - Pacific Standard . "What does it mean to be human? How will we define what artificial intelligence is? Sure, you have a definition in mind, but when something goes to court... like, say, your right to be forgotten from a search engine, you will quickly realize that our definitions of humanity need to be updated and redefined for where we're at. Google actually has someone on staff, helping to create these definitions and roles. Sure, that's cool (actually, it's very cool), but do we really want a corporation (no matter how progressive) setting the fence posts on this sort of stuff?" (Mitch for Alistair).
The Best Brain Pickings Articles of the Year - Brain Pickings . "I could have cheated. I could have spent the next twenty weeks just pumping in one article from this amazing treasure trove, and you would be none the wiser. And, every week, all of us would click on the link and be astonished at the depth and quality of the content within it. Brain Pickings is my first destination (along with Seth Godin's blog) each and every morning. This is one, big long journey of greatness. Pack a lunch. Enjoy." (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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January 2, 2015
How You Can Create Great Things In 2015
What is it about these businesses that are being acquired for billions of dollars, or the ones that are worth billions of dollars?
Do they really have something that much greater than their competitors? Are they simply doing things better than everyone else? Can any one of us truly admit that we could have seen the massive growth of Google or Facebook coming? How does anyone believe that companies like Snapchat or Uber are worth what they are currently being valued at? Maybe it's not really about what they do, but much more about how these brands affect us, as human beings? How they get under our skin and become a part of our daily lives. Maybe it's not about what they do, but rather the habits that they create within each and every one of us?
Great brands make consumers become habitual users.
If there was one new business book that I thoroughly enjoyed this past year, it would have to be Hooked by Nir Eyal. Nir is a journalist, teacher and speaker (and, he will be appearing in an upcoming episode of my podcast). His book (and his work) focuses on how brands can create things that are habit-forming for consumers. Eyal recently gave a compelling presentation on the topic at TNW (aka The Next Web) event in New York, this past December. The twenty-five minute presentation was just posted online. It's well-worth your time and attention.
Watch this: Nir Eyal - Hooked: How to Build Habit-Forming Products at The Next Web...
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January 1, 2015
My 3 Words For 2015
Happy New Year! Welcome to 2015. What's your plan?
It's the first day of a new year, and you're already stressing out... aren't you? You've set up your resolutions. You've got your goals in place. Maybe you've even created a mood board for your office to visualize, or you blocked off some time every day on your calendar to meditate. I did what I normally do: I put a little bit of time aside to choose my three words that will define my 2015.
Only three words?
Every year, Chris Brogan does an exercise he calls, My 3 Words For The Year. Brogan explains it like this: "In an effort to tell bigger stories, I've found that the concept of three words allows me to think in more dimensions about what I want to do with my life and it lets me apply lots of tangible goals instead of what most people do when they focus on just a finite task. It's a bit like turbo-charged goal planning."*
Going public (again).
I've been doing this exercise ever since Brogan first introduced it (I think it was back in 2006). Each year, around December - without prompting - I find myself starting to think about my three words. The pressure is on. It's a good pressure, but it's pressure. All of us hope to do more, be more and achieve more. Nailing it down to three words is always a welcome challenge. This year, I have decided to make them public (as I have done for the past few years), in the hopes that you will be encouraged to take this exercise on, and share it with the world as well. So, here's goes everything...
My 3 Words For 2015:
Wonder. While 2015 was a great year, it was also a year filled with many personal challenges. Ones that will shape me for years to come. Ones that are still unresolved and brooding either beneath the surface or in plain view. Some of them are issues that I will continue to be proactive in working on. Others will only be resolved when they get resolved (out of my control). In moments of pain (real, physical pain), it is amazing how all focus shifts to that pain (and how to get it relieved). There is room for nothing else. Showers that were once filled with ideation and wonder were lost to pain. Sadly. In 2015, I look forward to rekindling my personal journey of wonder. That sense of wonder to explore new ideas, push them out into the world, and to think in new and more valuable ways. Only after those moments of pain, was I able to recognize that something that I had loved so deeply was now gone: this ability to wonder about what could be. In 2015, I am reclaiming my sense of wonder.
Serve. That's all I have ever truly done. It's all that I truly want to do. Since we first started Twist Image back in 2000, the idea was to figure out how to best serve our clients. How can we make these brands the powerhouses that they should be, when it comes to digital marketing? Over the years, I spent a great deal of time working "on" the business, but not "in" the business. Long before the agency got acquired by WPP in May of last year, I have been working hard "in" the business (and not just "on" the business), and it's something that I am still passionate and interested in. My job, which also includes creating the content that you read on this blog, the podcast, in contributed articles, business books, presentations and beyond is another way for me to serve. The popularity of that content is something that can create an ego. I've done my best to keep it in check. I do this by honoring the fact that you - by reading this content - allow me to serve you. I'm going to serve my audience a whole lot more in 2015.
Write. Maybe I am getting older. Maybe I am thinking more about the legacy that words will leave (rather than the next blog post that I am going to write), but I will be spending a lot of time - behind the scenes - sharpening my sword of words. I want to write better. I want to write smarter. I want to make each word count. This includes reading books about writers and writing. Watching many more YouTube videos about writers and their process. Working on journaling (yes, with a pen and paper), while considering some kind of writer's retreat or writing residency or writing course. Yes, I want writing to play an even more predominant role in my day-to-day work. And, of course, writing better without a ton of reading.
What three words will define your 2015?
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Do Brands Have Rights When Their Own Data Is Used Against Them?
This is an interesting one, isn't it?
Here's the deal: A direct flight from New York to San Francisco is $1000 (as an example). However, if you want to fly from New York to San Diego during the same time, the flight is $750 with a stopover in San Francisco. Why not just take the Las Vegas flight, hop off in San Francisco and not get back on the plane? Seems easy enough, especially if you're ok with buying a one-way ticket and are not checking any luggage. Why would the airlines mind? Well, it turns out that they mind, and they're worried that these types of fare discoveries would not be good for business. This type of fare is something called a "hidden city" ticket, and it's been in the news a lot this week, because a site called, Skiplagged, is being sued by both United and Orbitz for $75,000 in lost income, because the site helps consumers find these types of flights. Skiplagged is a startup created by 22-year-old, Aktarer Zaman. Was Zaman looking to bring the airlines and travel sites to their knees? Doubtful.
A little data is a dangerous thing.
As a frequent flier, I've created my own MacGyver-like system to find not only the cheapest flights, but the ones that are most efficient in terms of times in/out, and length of flights with connections. It's a dangerous game because I'm often finding better flights than the ones that the airline websites are showing at the top of their internal search engines. I'm sure that there are a myriad of commercial reasons why they do this. And, for the record, I am talking (mostly) about non-direct flights. Still, the ability to fly from one city to another can be done in a whole bunch of different ways, and it looks like Zaman was able to bring this information - that is readily and publicly available - in a format that was more useful to consumers. Of course, the most practical thing that the airlines could do in a situation like this, is to sue.
Oh hello, Barbara Streisand.
In the early days of social media, I would warn brands against creating something called, The Streisand Effect. The best definition of it comes from Wikipedia:
"The Streisand effect is the phenomenon whereby an attempt to hide, remove, or censor a piece of information has the unintended consequence of publicizing the information more widely, usually facilitated by the Internet. It is named after American entertainer Barbra Streisand, whose 2003 attempt to suppress photographs of her residence in Malibu, California inadvertently drew further public attention to it."
Beyond the attention, this lawsuit is also squarely pointed at another macro-trend that continues to emerge (and will have a huge role for marketers in 2015): the age of efficiency. Now that humans are so intimately connected through technology - and have a better understanding of how to access and leverage technology - we're seeing products and services take on much efficient roles in our lives. We share our living space when we don't use it (Airbnb). Professional drivers can take on different types of customers when they're not booked for airport runs (Uber). Consumers don't need to own DVDs when they can stream entire catalogs of movies on a monthly subscription (Netflix). Parents can "rent" toys (that are cleaned and sterilized in between users) instead of buying them and having their kids toss them to the side after a couple of days (Pley. And, all of this is just the beginning. Startups like Skiplagged are leveraging data to not just disrupt traditional models, but to make an industry that much more efficient... and this includes companies that may not be so interested in their data being used to create this type of efficiency.
Are these startups doing anything wrong?
This may be for the courts to decide. It's one thing to start creating businesses that disrupt regulated ones, by circumventing laws that have been put in place to protect both consumers and businesses over a number of years/decades, it's another thing to simply access data and provide it to the public in a way that makes it more visual, findable and functional. It also demonstrates - in this age of efficiency - just how hungry the connected/digital consumer is to find the best flights (in this case). It's going to be interesting to see what happens in this case. It will be more interesting to see what consumers think of United and Orbitz for pursuing this case. Will consumers see these companies as big, bad empires looking to shutdown a clever programmer, or will they respect the companies rights to protect which flights they sell... and how they would like them to be sold. Also, think about the safety factor here. How comfortable would you be knowing that people can (and are) hoping off of connecting flights without notifying the airlines?
This is nothing new.
Skiplagged is just another piece in a growing and challenging puzzle. Rules of industry are being rewritten in this age of efficiency. These rules have been around for a long time. There are many people (and corporations) - large ones - who have a vested interest in protecting these rules and keeping them just the way they are.
Technology pushes on, but the legislation of industry moves at a different (some might argue, opposite) pace.
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Facebook Doesn't Get Small Data Right (And You're Worried About Big Data?)
There was a lot of grumpy folks complaining about Facebook (again) lately.
I can understand why some folks might be upset. Someone in their family passed away or a pet got lost this past year, and suddenly this image is showing up in Facebook's recently released The Year In Review as a way to celebrate that moment with your social graph. The Year In Review is a little app on Facebook that allows users to share with their friends a collection of photos - month by month - to summarize the year that they had in 2014. The thing is, that Facebook took the initiative to pre-populate the app with photos that they thought would best illustrate our year. So... yeah... that led to all kinds of awkward and bad photos being a part of the shareable slideshow. While it is easy enough to customize, remove and add whichever photos might be better, we can be a grumpy bunch around the holiday season. So, seeing photos that make us sad or angry probably wasn't the best way to get users to use it and talk about it.
Pushing beyond the Facebook user issue.
Facebook is so big. It doesn't matter what it does. It will be met with all kinds of reactions (some good, some bad... some neutral). And, while many marketing and communications professionals are quick to analyze how Facebook is reacting (and apologizing) for offending some users, there's a bigger question that marketers really need to be asking: if Facebook can't even use simple tags and basic semantic tools to figure out if a picture was good or bad for a user, how do we really think that our brands are doing when it comes to handling data?
The big data myth explored.
Of course, big data is a real thing. There is no doubt that there are engines of marketing technology that are using previously unavailable data sets, and combining them at speeds previously unimaginable to create new and interesting marketing opportunities. With that, are you telling me that Facebook's technology wasn't strong enough to figure out what really were the best photos to share? Forget that, are you telling me that your brand would have been able to do any better than what Facebook pulled together? Big data is real. What's more real is that there are very few brands that are currently able to fully harness, leverage and act on the isolated data sets that they have in regards to consumer usage, email addresses, search engine marketing results and customization of website based on usage. With that, there are probably even fewer brands who are able to take the data sets mentioned in that last sentence and meld them together to get a clearer perspective of what the actual digital consumer looks and acts like. In 2014, every brand talked about the need to better leverage big data, in a world where almost every single one of those brands are still fundamentally living with a bunch of data ghettos (h/t Bryan Pearson), this Facebook experience validated something very important: for most brands, big data is still - sadly - out of reach.
A better day for data.
Don't take this commentary as a shot against big data and what it can (and will) be. Marketing automation - and the output of it - is one of the core disrupters to the marketing industry. Understanding the value in automating many of the data-based initiatives that we are currently running is going to change lots of the ways that we score "success." Once more automation is in place, the data sets are going to become increasingly more interesting and relevant. Once that level of hygiene and efficacy is achieved, just imagine how powerful the consumer data becomes. At that point, a brand's ability to make that data sing with new and untapped repositories of data from other parts of the business will create unprecedented opportunities. It will, without question, also be the real moment in time when marketing will not be perceived as a cost center at the c-level, but rather a core function of business operations. If this sort of thing seems far off in the distance, don't be fooled. It's available today - and it's not all that expensive - for those that have the culture within the organization to make this all a part of the core. With that, isn't Facebook all about the data? So, is this one experience gone wrong, or is it just another illuminating example that we have a long road ahead of us?
The questions that we need to ask.
It feels like a contradiction. On one hand, big data is here and accessible to all. On the other hand, big data is here, but we still have a long and complex road to head down for brands to truly generate any kind of real and true economic value from it. If anything, Facebook just showed the world that data - even when it's not all that "big" - is still funky. Filters, tags and other tools are still liable to fail. So, we're back to a simple - and always used - ethos: let's get great at the basics. Mistakes happen. Small mistakes can lead to a lot of painful attention. Big mistakes can be fatal (and hard to undo). The excitement of big data is not to be diminished. Let's just make sure that before we go ahead and let the technology do what it can do, that we are in the best place possible with the data that we're currently using.
Are we all cool with that?
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Rescue Books
It's time to save business books.
I'm wondering if we should start a humane society to save the business books of the world? I have a personal problem that I haven't spoken about in public. Please, allow me to indulge myself. Here it is: I can't walk by any form of retail establishment that sells books (new and/or used) without going in. I could have been in a book store earlier in the week... Still, there is an energy-based pull that keeps dragging me back in. Book stores are like the Death Star to me. Resistance is futile. If you think this is some of joke or exaggeration, just ask anyone who knows me. What makes this worse, is my undying need to buy books that I have read, loved and already own. That's not a typo. It's true. It's especially true in used book stores. If I see a copy of The Cluetrain Manifesto or anything by Seth Godin or Tom Peters, I buy it. I can't imagine how anybody could orphan books like that (by writers like that), and leave it stuck in some used book store - among thousand of other titles - to rot. Books like that need to be saved, and they need to be given a good home. I buy them... Err, rescue these business books and find them a good home. I just can't bear the thought that a copy of Purple Cow is sitting on some random bookshelf in a used book store, when it could be helping a burgeoning entrepreneur to figure out what their brand could be all about.
Rescue books help me connect.
This act of rescuing important business books and finding them a better home is something that I have been actively practicing for close to twenty years. What makes this most strange, is that I am no hoarder. I'm no collector. I'm closer to a minimalist, and I haven't read a physical book in a very long time. I do all of book reading on my iPhone with my Kindle app. Yes, I still love physical books, but I find the practicality and ease of my iPhone to read a book so good, that it supersedes my love of the physical object, when I'm on the go (which is often).
Technology, you win this round.
While owning the physical book may sound redundant, it isn't. Because I'm not one to collect stuff like this, seeing those books on my shelves makes me wonder who they can best serve. This sparks all kinds of connections and networking opportunities for me to create. I'm often known to send books to people, or hand them off after a coffee. Ultimately, it's like a big, networking game to find these books a new and safe home, where they will be loved and taken care of. If you're looking for a cheap, valuable and meaningful way to network in 2015, consider rescuing some business books and finding them a new home.
Pawn Stars and saving the classics.
I used to collect comic books. Lots and lots of comic books. I still like to buy the occasional one. I also have a few leftover from those days of collecting. Maybe a box worth. Not sure where the rest went. Sadly. I used to enjoy the collecting part. Hunting for that gem and preserving it. As I got older, I gleaned little satisfaction from knowing that I had something special that others did not. I wanted to share it. Last year, I had a business trip to Las Vegas. When in Vegas, I always enjoy a trip to Bauman Rare Books. You may recognize this store, because one of the employees, Rebecca Romney, often appears on the hit reality show, Pawn Stars. I had a chance to talk about my love of rescuing business books with Rebecca. Beyond making her smile at this practice, I also asked her about the market for collectibles in the business book space. As old as some business books seem, there is not a massive market for unique, one-of-a-kind collectibles. At first, this surprised me. No real value for a mint, first edition of In Search Of Excellence? How can that be? It bothered me. For months. The information in some of these business books can't be measured, and yet there was no substantive market for these in terms of them being collectibles. Then, it hit me harder: let's keep it that way. Let's all ensure that these books always find a nice home. That these ideas are always shared and that they're so valuable that you can't find them tossed in some random stack with Harry Potter and Fifty Shades of Grey. Let's also ensure that these ideas are also never given the status of collectibles, so that they are always egalitarian (anyone can access them for cheap!). We can do this, if we're out there - all of us - buying them up... and rescuing them!
Who's with me?
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rebecca romney
retail
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tom peters
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used books
December 28, 2014
The Value Of Building Zombie Loyalists For Your Brand
Episode #442 of Six Pixels of Separation - The Twist Image Podcast is now live and ready for you to listen to.
Peter Shankman believes that, in the end, customer service is everything. While he is a veteran of the public relations space (we actually met when I was working as an account guy in a PR agency, long before I joined Twist Image), a passionate entrepreneur (he launched Help A Reporter Out), and a multiple-times bestselling author (Customer Service, Can We Do That?! and Nice Companies Finish First), he really loves how technology enables brands to better service their consumers. And, with that, he loves the idea that these customers can not only become loyal to a brand, but how they become willing brand influencers, publishers and word of mouth advocates... for free. But, it's not really free. The price of admission is for brands to be better (and often great), in a world where most brands still miss the mark. Recently, he published his latest business book, Zombie Loyalists. 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 Twist Image Podcast #442.
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can we do that
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david usher
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Facebook
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nice companies finish first
peter shankman
twitter
zombie loyalists
December 26, 2014
Six Links Worthy Of Your Attention #236
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:
Was isolated from 1999 to 2006 with a 486. Built my own late 80s Operating System . "What would you do if you were off the grid with an old computer, completely isolated from the world? This guy got pretty inventive. Much more a story of amazing human spirit in horrible conditions, but also some pretty decent hackery. Sidenote: this is the first time I've posted a link to imgur, which has come a long way from a simple image uploader. Guess it's a social network now." (Alistair for Hugh).
The Rise and Fall of @FairmountBagel - Medium . "If you're a Montrealer, you know which bagels you like best - St. Viateur or Fairmount. Bagels, for Montrealers, are kind of a big deal. We'll take on any New Yorker claiming their fluffy, starchy donuts are the real deal. Yes, Bara, I'm looking at you. Anyway: someone decided to create a fake social media account for one of them. Hilarity, and not a little chest-puffery, ensued. Also a perfect case study in social engineering." (Alistair for Mitch).
The Myth Of AI - Edge . "Contrarian, Jaron Lanier, explores the recent spate of worry over Artificial Intelligence, and why we might be worried about the wrong things." (Hugh for Alistair).
A Weapon for Readers - The New York Review of Books . "One of the great design problems for digital reading... is how to put the pen back in the readers' hands." (Hugh for Mitch).
Nicholas Carr's dire warning: How technology is "making the world less interesting" - Salon . "This is something I have often blogged about. With all of this automation, we should - as human beings - become that much more creative and able to do more interesting things. Or not. There is also the possibility that automation will make us lazy and boring. Right? If we leave everything up to the algorithms, will they give us new and exciting things or will it just show us a very narrow view of the world? It's for humans to decide." (Mitch for Alistair).
The Messy Minds of Creative People - Scientific American . "I was being interviewed a while back after the release of my second business book, CTRL ALT Delete. I can't remember what media outlet it was for, but the interviewer was very interested in understanding my creative process for the book, in comparison with what I publish on the blog or for other outlets (websites, newspapers, magazines, etc...). As a writer, I do my best to publish for the medium. To use my own voice but 'adjusted' so that it fits. For the book, I realized that my process looks... unrefined... if I am to be honest. In truth, I believe all creativity is very messy. Very, very messy." (Mitch for Hugh).
Feel free to share these links and add your picks on Twitter, Facebook, in the comments below or wherever you play.
Tags:
alistair croll
amazon
bitcurrent
bitnorth
book a futurists manifesto
complete web monitoring
edge
fairmount bagel
gigaom
hugh mcguire
human 20
iambik
imgur
jaron lanier
lean analytics
librivox
link bait
link exchange
link sharing
managing bandwidth
medium
nicholas carr
pressbooks
salon
scientific american
social media
solve for interesting
st viateur bagel
the new york review of books
year one labs
About Those Things That You're Buying...
Leave it to Seinfeld.
Here's a very quick, five-minute stand-up set from the one and only Jerry Seinfeld from earlier in the week on The Tonight Show with Jimmy Fallon. Seinfeld is talking about the stuff that we buy, and what it really means to us... and what it, ultimately, becomes.
It's funny, because it's true...
(and, by the way, if you're not watching Seinfeld's online series, Comedians In Cars Getting Coffee, you really should).
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Six Pixels of Separation
- Mitch Joel's profile
- 80 followers
