Mitch Joel's Blog: Six Pixels of Separation, page 229
December 14, 2014
Win More Pitches
Episode #440 of Six Pixels of Separation - The Twist Image Podcast is now live and ready for you to listen to.
If you're in the agency business, you know the new business development and pitching grind like no other. As we all know, pitching for new business is the lifeblood of any marketing agency. Winning the pitches... no matter how great of a closing record you may have, is such a strange thing. There is no real science as to why one great agency wins over another one, and it's not hard to find a litany of articles about how badly damaged the process is... and can be. From closed envelope pricing submissions to strange efforts by procurement to purchase agency services much in the same way that the company buys rubber bands. Still, the process must be understood, executed upon and mastered. Peter Levitan thinks he knows how to make it happen. After reading his book, The Levitan Pitch - Buy This Book. Win More Pitches, I believe him. He's an industry veteran who has pitched and won all kinds of major accounts for major agencies, and he's currently writing and training the next generation of agencies. If you're trying to figure out how to win more business (and who isn't?), this show is just for you. 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 #440.
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December 13, 2014
How To Generate A Lot Of Creative Ideas Quickly.
How often do you watch something twice that you have seen online?
It doesn't happen often for me. In fact, I often have a hard time finishing a video on YouTube that I'm interested in, because there's something on the right-hand side - in the recommended viewing column - that grabs my attention like some kind of shiny, bright object (and yes, on YouTube, I can be quite the squirrel). Someone on Facebook posted a link to this little piece of glory just today. The online learning platform, Lynda, has issued a design challenge. They're asking a bunch of designers to take on a logo design challenge. Aaron Draplin from Draplin Design Co. (and the guy behind Field Notes - which I love) took a stab at it. In this video, he walks us through his blue-collar creative process, and it is a sight to behold. It doesn't look like Draplin ever gets blocked, and you will see - from this video - how he creates a myriad of directions from simply pushing ideas out on paper in a fast and driven way (before heading to the computer).
This is a true sight to behold...
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The Way Television Should Be
What if television looked and acted like Netflix?
Many years back, I was blogging about the future of education. If I could find the specific link to the post, I would have dropped it in here. The dream - as I was dreaming it - would be that one day, students could pick and choose courses to attend like iTunes (remember, Netflix didn't exist back then). Their attendance could be physical and/or virtual. It seems to make sense, doesn't it? You get accepted to a college. That's the one that you physically attend, but you can take an economics course at Harvard or a design thinking course at Stanford... you get the drill. As consumers become much better at moving from a fixed or weekly-based schedule, to on-demand, it felt (back then) like common sense... but something that was still out-of-reach and - perhaps - out of context for the mass audience.
Times they change.
We're seeing dramatic changes in how we connect to one another. In both of my business books (Six Pixels of Separation and CTRL ALT Delete, I referred to this moment as "The Great Untethering." We are (nearly) there. One of my favorite new data points is this one: 40% of homes in the U.S. are now without a landline. We quickly adapt to new technology. This is not the same length of adoption that we had with the initial Internet - when companies sat on the side-lines before adopting basic digital assets like a website and some form of search engine optimization. Today, brands struggle to keep pace with consumers, who seem to be grasping technology with no need for extensive education, beyond the now-standard touch and go. In my public presentations, I often refer to our current state, as a major inflection point in society when: technology has removed technology from technology.
So, what's happening with television?
I read with interest the MediaPost article published today, Cord Cutting Rises, Consumers Prefer A La Carte TV Model. Television a la carte. Imagine that? Just two choices: live events (think sporting, cultural, etc...) and everything else is a la carte. Yes, newer episodes of your favorite shows may be marketed as a "moment in time," but the water cooler discourse dissolves into something else, because we're all consuming television on our own schedules (like binge viewing an entire season over a weekend)... And not the desired timetables of the television broadcasters and their executives.
A la carte today. A la carte tomorrow.
For now, the MediaPost article (and the research behind it) suggests a higher level of sophistication and willingness of consumers to pay for specific channels. This could be cable or specialty channels. So,they're no longer interested in, let's say, a sports bundle, but rather specific channels. These could be related to teams, sports, whatever. It's easy to assume where this natural selection of today will lead to tomorrow. We're racing ever-closer to consumers wanting specific programs, and not the entire channel. This is also a topic that I have been discussing and refining in my newer presentations. We live in the "age of brand efficiency," and consumers don't have time to waste (and they don't want any more waste in their lives). Why waste buying an entire bundle - or even a la carte channel - when there's really only two specific shows that they would like to watch and pay for? Consumers don't want to pay for things that they're not going to use. This is why, those who love television, are enjoying the self-selection and usability of services like Netflix.
It may not be Netflix.
Who knows if everything will look, feel and act like Netflix? The point is that consumers are now being given a depth of choice - at their command - and this familiarity with it, will lead them to want the same kind of functionality from their other video-based forms of content. TV will, naturally, adapt to this. And, if you think about how television makes it money (advertising), this opens up an entirely new conversation that is going to have to take place sooner rather than later. My guess is that it's going to be a very uncomfortable conversation.
What's your take on the evolution of television?
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The Instagram That You Hardly Know
There are a lot of people sharing pictures on Instagram.
It's a trap to think that Instagram is an amazing marketing channel, simply because there are a lot of people on it taking photos and sharing photos. There are many more dynamic factors at play, and Instagram is so much more than just another photo-sharing app. There's a reason (actually, there are many reasons) why Facebook was so aggressive in their acquisition of Instagram for about a billion dollars back in 2012. At the time, Instagram was quickly defining a very different way that consumers wanted to connect. The photos became a gateway to not only sharing, but to create and connect through conversation. Another form of communication. The photos also became a simple and creative way (don't forget about the filters) for people to feel good about their pictures. With that, Instagram brought in video capabilities to snip at the heels of Vine.
What Instagram taught us.
While it may be nothing new, Instagram re-highlighted something that we have always known: people are visual. They would rather look at something than read something. We are a visual species. When you add in photos and as a simple and easy way to share on the mobile/smartphone platform, it creates a combustion of usage (especially when mixed with some luck, good timing and proper relationships in Silicon Valley). Instagram ushered in a new era of "winners" in digital marketing. The "winners" are the ones who are image-based, mobile and social. With that, it was announced this week that Instagram is now bigger than Twitter, which is something that I'm still astonished by, and trying to reconcile. Instagram being bigger than Twitter is something. Instagram being owned by Facebook and still, independently, being bigger than Twitter is something even more fascinating (and, maybe, worrisome to others).
Instagram is building an economy.
It is about so much more than pictures. Small and medium-sized businesses are using Instagram as a storefront. The next great e-commerce platform? Some bigger brands are testing and selling new products in Instagram before launching them in a more formal, e-commerce platform. That's right, Instagram as a platform for buying and selling of products and services. It's a topic that I have covered many times in the past couple of years, and it's an area of growth for Instagram, that is now starting to see some traction. More on that here: Are Brands Ready For The Instagram Economy?. Instagram can (and should) be used by brands as a new marketplace of commerce with a built-in audience, culture and desire to see an ever-evolving merchandising. Plus, it allows brands to experiment with new products to sell, without the risk of significant investment and infrastructure.
Instagram as a primary gateway to connect with fans.
A contentious issue for sure. Some (including me) might argue that making any platform or channel that a brand doesn't own/control a primary gateway for fans and consumers to connect with is a dangerous proposition. Brands should never find themselves in a place where a channel or platform loses audience credibility and suddenly, all of that goodwill, data and connection is suddenly lost (think about MySpace. Still, using a place, like Instagram, to try new things, or push a brand narrative is another way to do something more that the standard "image and copy," which can become boring (and, is still commonplace for most brands). Ikea got some attention earlier this year for launching an Instagram account that was much more like a website than a place to post pictures. With that, if your brand is already highly visual, Instagram can become another way to share, but take the narrative into different perspectives. Chanel got a lot of attention this past October after joining Instagram and growing their account by close to two million users, out of nowhere. The lesson for marketers is clear: don't just post photos as an afterthought. How can your brand leverage what Instagram has become to build something new and exciting for your consumers?
Instagram as the go-to destination for breaking news.
It's one thing to be impressed with Instagram's rapidly-rising user base, but it's another thing to see it emerging as the place we go to get our breaking news - from local to global - at a rapidly increasing pace. I thought that was what we had Twitter for? Photos are a great way for us to communicate - over text. It's not hard to imagine a world where Instagram starts snagging more and more of Twitter's intent. It's already happening. Just this week, Wired ran an article titled, Instagram Is Getting So Good at News, It Should Scare Twitter. From the piece: "'I think we're at the stage right now where exchanging simple text-based messages on a social platform seems antiquated,' says Debra Aho Williamson, an analyst with eMarketer who has been covering social media and realtime marketing for more than a decade. Twitter of course carries photos, too, but, she says, 'The platform is still very heavily text.'" How does this evolution of the platform change what your brand puts into it?
Instagram has its own celebrities and influencers.
While some might argue that stars of Instagram, Vine, YouTube, etc... are as morbidly scripted as bad reality TV (for a perspective on this, please check this recently published feature in The Guardian titled, Do the Instagram stars show we're now all living in scripted reality?, there is treasure trove of interesting people on Instagram that have significant followers and the credibility to connect the right products and brands to that audience. The keyword in that last sentence? Right. Instagram has its own culture. If I haven't reiterated this thought enough: don't try to sell to the culture of Instagram. Try to become a relevant part of that culture. Many discount Instagram as a nascent social media platform. It has evolved. It continues to evolve. With that, comes a new slew of individuals who have done a great job of building their own brands, so new opportunities to leverage influencers - or even create your own - is viable.
Size isn't everything.
Sadly, the focus for most marketers is still the news that Instagram is now bigger than Twitter. That's not the really big news that marketers need to be paying attention to.
Is it?
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Six Links Worthy Of Your Attention #234
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:
Understand - a novelette by Ted Chiang . "A couple of friends sent me this link over the past few weeks. Flowers for Algernon depressed me immeasurably -- to fly so close to brilliance and lose it. This is a suitably thought-provoking look at what it might be like to understand absolutely everything." (Alistair for Hugh).
HEBOCON: The Robot Contest for Dummies - The 18th Japan Media Arts Festival . "This is a contest for bad robots. That's not entirely accurate -- it's Robot Wars, for those who can't build robots in the first place. Funny? Sure. But it's also strangely ingenious and heartwarming." (Alistair for Mitch).
The Birth of the Information Age: How Paul Otlet's Vision for Cataloging and Connecting Humanity Shaped Our World - Brain Pickings . "Read about the mind-bending Belgian visionary, Paul Otlet, who conceived, in the earliest years of the 20th Century, an information ecosystem presaging the Web, and actually went about trying to catalog... everything there is. Thinking of what the future would look like, he wrote, in 1903: 'Everything in the universe, and everything of man, would be registered at a distance as it was produced. In this way a moving image of the world will be established, a true mirror of [its] memory.'" (Hugh for Alistair).
Steve Albini on the surprisingly sturdy state of the music industry - The Guardian . "An amazing talk on the state of the music industry, by producer and engineer Steve Albini." (Hugh for Mitch).
America should be more like Disneyland - Aljazeera America . "We live in a messed up world. The more connected we get, the more we realize just how messed up it truly is. We're now able to see human atrocities taking place in parts of the world that we would have never heard from - unless there was some journalist or bureau embedded there (which was an expensive and dangerous business). So, we now have to figure out what kind of world we truly want? This is an interesting piece looking to build on the old immigrant notion that America was a place where the streets were paved with gold. Can we reclaim that? This writer makes the claim that, 'the country needs Walt Disney's optimism and investment in infrastructure and human happiness,' to recapture that sense of hope for a better future." (Mitch for Alistair).
How Will Technology Change the Novel? - PSFK . "I am quite certain, that Hugh will laugh after reading this article's title. Well, it turns out that the world has come a long way since 2009, when Hugh and I (with the help of many) pulled together the first BookCamp in North America (in Toronto) to discuss these exact questions. Check out these ideas from the two-day Innovative and Immersive Literature Symposium at the New School's School of Writing." (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's Next For Marketing?
Who isn't fascinated with where the world is going?
In this day and age, the most paranoid amongst us (yes, I'm talking to you!) have to watch both our backs... and our fronts. The competition is everywhere... and the competition is anywhere. Take a cold hard look at your next door neighbour's garage this coming week, because it is more than likely that your industry's next massive disruption is happening in an environment that looks just like that. Only the paranoid survive, as they say. But, we're at that time of year, when the topics of discourse - in print and online - not only look back at what happened in 2014, but look into what the next year (or decade) will bring.
Framing the future.
How do you feel about the myriad of articles that are plowing into your newsfeeds over the past few weeks that have some variation on the topic of "what's next?" It's my job to see, think, do and care (thanks, Avinash Kaushik. It's my job to care. It's my responsibility to study, understand and direct this copious amount of thought leadership, and distill it down into something reasonable and actionable. With that, I can't help but realize that what's next is not where the attention needs to be paid for marketers. Sure, take a glance at wearable technology. Yes, virtual reality seems like it's getting closer and closer to being something more. Everyone is still talking up robots and augmented reality. The future is upon us. Is this relevant for brands? Probably. But, we have a lot more work to do on the home front before we can seriously worry about the horizon at this point.
Why?
While presenting at the HubSpot's Inbound marketing summit this past year, my close friend, Christopher S. Penn from Shift Communications asked me to discuss the future of marketing at the FutureM event (which was taking place at the same time). For me, the future, really is today for marketers... and it's ours to lose.
Here's why...
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December 8, 2014
Are We Ready For The Uber-ization Of Everything?
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:
We all carry the latest and greatest in technology in the palm of our hands, and yet we often find ourselves walking around trying to find somewhere to plug it into, like a heroin addict trying to find their next fix. The battery technology hasn't advanced as fast as everything else. That could all change. A company called StoreDot has claimed to have cracked the code. How about being able to charge your smartphone in 30 seconds. Would that be fast enough?
We have often discussed businesses like Uber. It's a new marketplace where people can now have customers pay to access stuff in its downtime... when it's not typically being used. Right now, all of those black town cars that are always waiting for their next call from their airport can offer their services to anyone using Uber. Cabs and other professional drivers are using this platform too. A friend once told me that cars are just the beginning. Soon, we're going to see the Uber-izaiton of almost everything. Maybe that friend was right. Last week, Uber raised $1.2 billion in funding. What does that mean? The company now have a valuation of $40+ billion. Sounds crazy, right?
This one makes perfect sense. If Amazon knows everything about the customer. And, they do. Why would they not go into business and directly compete with the brands that they sell. They've done it with book publishing, now they're doing it with diapers. Yes, diapers, Amazon Elements is the brand, and they're starting by selling diapers and wipes to their Amazon Prime Members. Something tells me that diapers are just the beginning.
Think that brands are annoying when it comes to advertising on social media networks? Even though Twitter must still be considered a nascent advertising platform for brands, check this out this piece of data: 500 million brand tweets are sent every day!
App of the week: Pedometer++.
Listen here...
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December 7, 2014
Seth Godin Doesn't Want You To Be Missed When You're Gone
Episode #439 of Six Pixels of Separation - The Twist Image Podcast is now live and ready for you to listen to.
How do you make change? How do you take the time to think about what's next? What you're going to do? How you're going to do it? Does change come from a blog post? A tweet? A podcast? I'm lucky. Very lucky. I get to do things like this. I get to spend an hour with Seth Godin. While he likes to poke around at what's coming next, I get the chance to poke and prod him about the directions and ideas that he brings into our world. Seth Godin doesn't want to change you. Seth wants you to change yourself. He believes (and, I happen to agree with him) that books are one of the best ways to inspire people to make the changes necessary in lives for success. Seth just published his 18th book and - much like his personality - it's different. It's full color. It's in the size format of a magazine, but it's a book (even though, I jokingly called it a MagaBook on the show). It's called, What To Do When It's Your Turn (And It's Always Your Turn), and you won't find it in any bookstore. You also just can't buy one copy. It's all very... Seth Godin (I say that with complete peace and love). I am not going to list off his impressive accolades or past bestselling business books. It's Seth Godin. Just listen. 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 #439.
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December 5, 2014
Six Links Worthy Of Your Attention #233
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:
Oath Keepers and the Age of Treason - Mother Jones . "Mother Jones isn't exactly a centrist publication, and I try to steer clear of polarizing topics. But this article was such an eye-opener for me, I had to break that rule. Reading it felt like the prequel to The Handmaid's Tale or something." (Alistair for Hugh).
David Pescovitz - Just Say Know: A Cyberdelic History of the Future - Lift Conference. "David Pescovitsz has been thinking about the future for a long time. In this video for Lift, he talks about the links between psychedelic drug culture, the computer revolution, and where technologies like Oculus Rift are bringing us full circle." (Alistair for Mitch).
Chernobyl's eerie desolation revealed by camera mounted on drone - The Guardian . "In 1986, reactor 4 of the Chernobyl nuclear power plant in the Ukraine exploded, killing 31 people and spewing radioactive materials into the atmosphere. It is still considered the worst nuclear power plant accident in history. Soon after the accident, an Exclusion Zone with a 30km radius was established by the military, which remains one of the most radioactively contaminated areas on Earth. British film-maker Danny Cook has visited the Chernobyl Exclusion Zone, and, with the help of Cook's camera-mounted drone, you too can visit the Zone." (Hugh for Alistair).
Stalker . "If you are intrigued by the footage above, run, don't walk, to get your hands on a copy of Andrei Tarkovsky's Stalker, one of the greatest sci-fi/art movies of all time, about... a tour guide to a radioactive Exclusion Zone. You can find the film free online at the link above (make sure you click CC to get the subtitles)." (Hugh for Mitch).
Graphene Armor Would Be Light, Flexible and Far Stronger Than Steel - Singularity Hub . "There are some people who think we have seen all that we're going to see from technology. I think that we're just at the beginning. When we're able to discover new (and incredible) ways to use materials... no, better yet, when we're able to combined technology and natural resources to develop new materials, things start looking extra cool and freaky. I head out to the TED conference every year, and one of the coolest things that you see there, are demos of amazing new compounds (like this one). It what makes the trip that much more special, because you feel like you're being exposed to it, long before the mass public sees it. Read this article, and think about the potential of graphene." (Mitch for Alistair).
This 24-year-old author just broke JK Rowling's sales record. NBD. - Hello Giggles . "In case you needed it, here's another incredible story about a young person, independent publishing and the ability to use the Internet to connect content to the right people/audience. As Hugh and I both - continually - say, this isn't the first time, and it certainly won't be the last. Still, with each one of these incidents, the plot thickens... Special thanks to Scott Stratten for the link." (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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human 20
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jk rowling
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stalker
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the handmaids tale
year one labs
Everything Is Mobile, And The World According To Vice
Houston, We Have A Problem.
I've known Shane Smith for over twenty years. Most people know Shane as the co-founder of . We first met in the early nineties, when he was launching a local alternative publication called, Voice Of Montreal. This publication soon became Vice. I used to do some writing for them (back when I was, primarily, a writer about music and culture), and back when Vice was a very edgy national magazine. We probably hung out in bars many more times than I wrote for them, but that's another story (never to be published). Shane (along with the other co-founders), soon left Montreal for New York. Their success is evident by their massive global appeal, as they have become one of the truest multi-media companies in the world. They are a juggernaut and everyone wants a piece of them.
Media is getting smaller and mobile.
That's what Shane and the team at Vice are solving for. How do you create the media platform of the future when most people are consuming video content on their smartphones now (and, who knows what in the future)? In this fascinating conversation at The Paley Media Council, Shane sits down with author and blogger, Jeff Jarvis, to talk about the media business and where it's going.
You have to watch this: Shane Smith Talks To Jeff Jarvis...
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