Mitch Joel's Blog: Six Pixels of Separation, page 235

Music As Your Therapy And Your Inspiration

What music is on your iPhone?

I often (half-jokingly) tell people that if something should happen to me, I'm worried that my playlists will be discovered on my iPhone, and that I will be made fun of. I love very random, cheesy and weird stuff (everything from obscure hair metal bands from the eighties to fusion jazz musicians and beyond). As Sarah Silverman once brilliantly stated, "I don't judge what my earholes like!" Sure, there are some artists that many would classify as "the greats," but the bulk of what I love would probably make the vast majority of you retch. I'm good with that. I don't just like things like music, comic books, stand-up comedy, martial arts, architecture, etc... I like to unpack it, study it, understand and study the mechanics behind it. Yes, I do like to know, see and understand how the proverbial hot dogs are made. Great content (be it art, music or whatever) comes from a mysterious place and, more often than not, it has mysterious healing properties as well. Take music, for example. I do believe that music can change your brain and your body. It can make you more creative, more experimental, more free and more open.

I'm not a fan of Moby.

This happens a lot. I found myself recently reading the biography of Keith Richards. Some might nod their head in agreement, that this is an obvious, but I'm no fan of The Rolling Stones. Love The Who. Love The Beatles. Never felt much for the Stones. I respect them, and their contributions to rock n' roll, but their music was never my bag. There are countless artists and musicians like this. Moby would also be one of the ones that I respect, but don't love the music. Not a fan of the music, but a deep respect for who he is, how he creates and how he sees the work that he is creating.

Study music.

This week, The Aspen Institute published a presentation that Moby gave about music therapy. And, while the focus is on how music is used to restore, maintain and improve patients' physical, emotional and neurological functions, there are benefits that extend well beyond health. Watch this presentation. Not because Moby is a very dynamic and well-spoken individual, but because there are probably many cues in here about where creativity and ideas can come from. It's something that all of us need to spend some time and attention with. Imagine if we approached our work with the same passion that Moby brought to music and how it affects others?

A magical world. Right? Just watch: The Aspen Institute - Music as Therapy with Moby.

Tags:

architecture

artist

comic books

creativity

hair metal

inspiration

iphone

jazz fusion

keith richards

martial arts

moby

music

music therapy

musicians

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rock n roll

sarah silverman

stand up comedy

the aspen institute

the beatles

the rolling stones

the who

Was Eleven Years Of Relentless Blogging Worth It?

It was eleven years ago today...

Actually, that's a bit of a lie. I started blogging eleven years ago yesterday. It wasn't every day (at first), but quickly - over time - the pace picked up. It was less about driving traffic, building audience and studying analytics, and much more about disbelief. That's right, disbelief. I could not believe that I didn't need a magazine editor, a newspaper editor or anyone else to give me permission to communicate with an audience. I was - without question - that dog in the yard that was suddenly cut free from being chained to a tree. As a journalist during the late-eighties (and a newbie/teenager to boot), the amount of rejection and frustration that came with pitching story ideas (and the deafening silence of long waits... if you heard back at all from these people... was a lesson in humility, frustration and more). When blogging first became something (it later become "a thing," but it just started out as something), I could feel the cloud parts and the fresh air enter my lungs. My own place to publish. Wow. No distance between me and an audience. Yes! An ability to get feedback on the content. Bring it on. The chance to actually get to know the readers by building a direct relationship with them. Is this even possible?

It's still amazing... it's still the things that we take most for granted. 

As a marketing professional, I used blogging as a gateway to share my ideas. To let the world know how Twist Image likes to think differently about what marketing is... and what it can be. Still, I get asked - more often than you might think - what the future holds for social media? I'll often refer to myself as a Presentist over a Futurist, and that's mostly because we're quick to move on to something else, without paying true reverence to what we have. I still believe, to this day, that we take blogging for granted. Some take it for granted, in terms of publishing little more than marketing pap that clogs our feeds and provides no value to the reader. The bigger issue is that we take this amazing publishing capacity for granted. Anyone (you, me, a brand, whatever) now have the tools to publish our ideas (in text, images, audio, video and more) for free to the entire world. I don't take that opportunity lightly at all. I fear and respect the publish button. I think deeply before my fingers touch the keyboard. I often worry about the quality of the work and struggle with whether or not I am adding anything new to what has become a veritable publishing tsunami of discourse. Blogging has become the gateway drug for not just breaking news, but everyone's opinion on it.

Social media is still all about blogging.

The future of social media is deeply rooted in blogging. The future is still going to be about how we publish and how it connects to an audience. It's still going to be about connecting instantly through content. The challenge, of course, is in doing it in a way that builds value over time and grows an audience that is interested in whatever it is that you have to say (and how you say it). Blogging only feels tired, because we know that the vast majority of people are flicking (very quickly) through their newsfeeds. What's going to capture their attention will not be a one thousand words piece on marketing (like this), but a funny and cute picture (or video) that they can quickly share. I agree with this. The real "winners" of social media today are the Instagram and Snapchat plays: quick, fast, mobile, images with small commentary. Still, there must be room for the other stuff too.

I'm not giving up.

Eleven years, close to four thousand blog posts, hundreds of articles (in places like Harvard Business Review, Huffington Post, Inc. Magazine, Strategy Magazine and more), two bestselling business books (Six Pixels of Separation and CTRL ALT Delete), countless media appearances (like being a weekly contributor to CHOM FM as their technology and media correspondent) and, of course, it all laddering up to the success that is Twist Image. Yes, there are days when the words fail me. There are days when the quality of the piece isn't turning my crank. There are days when the blank screen is as ominous as a dark alley in the bad part of town. I try to be relentless. I'm like this, because my passion is writing creative non-fiction. My passion is about sharing the many amazing things that I am blessed to be able to see in my life.

What I'm looking for.

I keep blogging - with this tireless and frenetic pace - because I feel like I have something inside that needs to get outside. I'm sure you're not here - everyday - waiting on my every word. I'm more than ok with that. I just love the art, craft, science and patience of reading, seeing, observing, formulating an opinion and finding the words to express it. I hope you find this kind of joy in your life as well.

Thank you.

Over the years, I often fail to acknowledge, thank and respond to all of the kind commentary (and discourse) that this blog gets. Don't think for a second that I don't read it all, think about it and use it as fuel for something else to write. Maybe it's the introvert in me? Maybe it's the fact that I don't seek out public recognition for myself, that makes me think that others don't want it. I could be wrong. So, before I say thank you for sticking with me over the years, I also want to apologize if you didn't receive some kind of public acknowledgement from me because you did share, retweet, comment or simply whisper my name to someone else. I do appreciate it and I thank you. Deeply and from the bottom of my heart.

Onwards.

Let's keep exploring this world together. Let's keep pushing the boundaries of marketing. Let's keep being excited about the future. Let's keep sharing our opinions.

Let's keep blogging (and yes, it was - and continues to be - totally worth it).

Before we go: if my work has inspired or helped you at all, please consider giving a donation (no amount is too small) to my upcoming Light The Night walk in support of my best friend's daughter: Light The Night Walk to sponsor Mitch Joel.

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creative non fiction

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harvard business review

huffingotn post

inc magazine

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The End Of Agile Marketing (Before It Begins)

Is the concept of Agile Marketing a failed state?

A few weeks ago, I attended a private event for Chief Marketing Officers. There was a lot of conversation (buzz, excitement, peacocking) over how much smarter brands have become as technology and connectivity changes the rules, the landscape and the outcomes. I was particularly interested in the closing keynote speaker. It was the CMO for one of of the most recognized brands in the world. This is an individual that I have known for close to a decade. Their presentation was all about how marketing today looks nothing like the marketing of yesteryear, and how the marketing of tomorrow is going to look nothing like today.

Before we break out that old chestnut.

It's true, digital has changed everything. There is no doubt about it. BUT. When it comes to marketing, a valid argument could be made that while the channels and tools that we use as marketers to connect has changed dramatically, marketing still remains the same. Simplistically, we could argue that the role of marketing is to inform and engage a customer in whatever it is that we are selling. How we market has changed. Marketing hasn't really changed all that much. Can we get more customers to buy what we sell? Can we keep the ones that have bought loyal? This is what marketing is. This is marketing will always do.

Back to that CMO...

We have many more options to make our products and services find a place in the hearts and minds of consumers. So, what makes today's marketers that much better? According to the CMO, it is

Access to information. The ability to use data and analytics to make more informed decisions.

A multi-disciplinary approach. The ability to collaborate (both internally with our team and with our agency partners) and to break down the silos within the organization (this can be both physical spaces and internal social technologies to foster better ideas).

The ability to move. You can't be agile, if you're not being nimble and adaptive to both the changing landscape, and the physical work that is being done. This runs all the way down to the campaign level. Or, as I like to call it: the "set it and forget it" campaign mindset.

Flexibility. Being flexible to change, being open to sprinting during the marathon that is marketing, and having your eyes open to the future and other possibilities.

It sounds less like agile marketing and much more like panacea.

The presentation was strong. It made a fair and balanced case as to why we must change how we market as organizations. The presentation was sprinkled with many examples of well-used real time marketing initiatives, viral videos and Facebook success stories. The presentation was delivered in a compelling and professional way. You would think that this CMO has drastically transformed their organization into the marketing juggernaut that we all hope to work within (one day).

The difference between fact and fiction.

I know this brand well. If they are doing anything that looks like agile marketing, it has not worked. This is a company with very limited digital marketing chops. Even their search engine marketing is quite basic. Generic terms leading to random spaces within their websites (no landing pages, no multivariate testing, no capturing of real time search queries to grab low-hanging market share, etc...). This organization still runs, primarily, within the confines of mass media. From large TV spends with commercial that are not even being tested out on YouTube first, to massive billboards and an email marketing program that could only be described as fatigued and boring. I'm not dumping on this brand, but their infrastructure is such that they rely on a handful of very small boutique agencies to run a myriad of small projects, without an overarching marketing strategy driving against a bigger goal.

It's hard to be brave and fearless.

It's easy to talk about being brave and fearless. It's easy to show examples of others who have taken a risk and won. It's easy to recognize the multiple of other brands who have tried something similar and failed miserably. Marketing is hard work. It is becoming harder. Posturing that your brand is at the cutting edge when - in reality - there are way too many brands who are not taking advantage of the many tools, technologies and opportunities that are right under our nose, can be depressing. It's easy to present big ideas about big data. It's cool to talk about how engaged a brand can be on social media. It's critical to discuss how we're going to shift from a browser-based world to handheld one (or the one screen world). Still, none of that matters if the actual work that we're doing does not mirror our words, our intentions and our presentations.

The opportunities to be brilliant marketers are boundless. Let's not relegate them to just PowerPoint presentations. Let's actually do this.

Tags:

agile marketing

analytics

boutique agency

brand

chief marketing officer

cmo

collaboration

connectivity

data

digital marketing

email marketing

email marketing fatigue

facebook

information

landing pages

marketer

marketing

marketing agency

marketing strategy

mass media

multivariate testing

one screen world

powerpoint

real time marketing

search engine marketing

sem

social media

social technology

technology

tv spend

viral video

youtube

Can Ello Take On Facebook? Can Anyone?

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:

Of course everyone is wondering: will it bend? Is #bendgate for real? Does the iPhone bend? Apple says no... so does Consumer Reports.

Still it was a rough week for Apple due to iOS updates gone awry... did it do damage or did Apple prove how great they are by getting it resolved so quickly?

And, in the midst of all of this, Blackberry's new Passport device is out and getting (mixed) reviews. Are they about to exit the device business?

Ello is a new online social network. A Facebook competitor? Does it have any legs? Lots of people on jumping on board. I jumped in. Is it any good?

Are people getting Facebook fatigue... probably not. Even when they frustrate people.

Why are online social networks invite-only? There's a logical reason!

Google is running some great TV commercials.

App of the week: set-up your Medical ID within Apple's new Health app.

Listen here...

Tags:

apple

apple health app

apple medical id

bendgate

blackberry

blackberyy passport

chom 977 fm

chom fm

consumer reports

ctrl alt delete

ctrl alt delete with mitch joel

digital media

ello

facebook

facebook fatigue

google

google tv commercials

guest contributor

heather backman

ios

iphone

montreal radio

morning show

mornings rock with terry and heather b

online social network

radio segment

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social media

soundcloud

technology

terry dimonte

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The State Of Business, Brands And Marketing With Tom Peters

Episode #429 of Six Pixels of Separation - The Twist Image Podcast is now live and ready for you to listen to.

I love Tom Peters. I've declared it before and it's true. So, this is a total fanboy moment for me. A couple of weeks ago, I decided that I wanted to up the quality of conversation on this podcast. At the same time, I realized that there are a handful of my true idols that I've always either been scared or intimidated to ask to come on the podcast with me. I decided to make a list. Tom Peters was at the top. I never thought that he would ever agree. He responded almost right away. I've met him, in person, several times over the past decade. We've had some great chats. My level of respect for his thinking about business, marketing, and branding grows with every tweet, blog post, article and book that he writes. If you have never had the chance to see him present, you really should. He puts on a clinic in how to deliver a great presentation that oozes with big brains. Don't know who Tom Peters is? Really? Few people have shaped the idea of modern management more than he has over the last six decades. In 1982 he co-authored the seminal business book, In Search Of Excellence, which has been named one of the top three business books of the century by NPR. That's just the beginning of his accolades. For my dollar, he's changed almost everything I thought I knew about business through a series of books called The Reinventing Work Series 50List Books. The Project50 (thanks for turning me on to this, Andy Nulman) and The Brand You50 are the ones that have sent me deep down the rabbit hole of business non-fiction books. In 2003, I devoured Re-Imagine! Business Excellence In A Disruptive Age, and it still sits within arm's reach on my desk (one of the only books to do so). So, how is business doing in 2014? What does he think of personal brands, considering that he wrote the article, The Brand Called You, in Fast Company back in 1997 and - literally - ushered in the era of individuals as brands? We tackle it all and more. Enjoy the conversation... 

You can grab the latest episode of Six Pixels of Separation here (or feel free to subscribe via iTunes): Six Pixels of Separation - The Twist Image Podcast #429.

Tags:

advertising podcast

andy nulman

blog

blogging

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business book

business podcast

david usher

digital marketing

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fast company

google

in search of excellence

itunes

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marketing podcast

npr

reimagine

reinventing work series 50list book

the brand called you

the brand you 50

the project 50

tom peters

twitter

Was The iPhone 6 Worth The Wait? Is It All About iOS 8?

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:

Google Zeitgeist and why it's a great event (even though it's private and invite-only).

The power of Bill Clinton as an amazing orator (regardless of how you feel about his politics).

Apple's new iPhone busted all kinds of records.

If you're an Apple customer, consider upgrading to iOS 8.

What you should do before downloading Apple's iOS 8 via Mashable.

How to use iOS 8, the complete guide via cnet.

Apple won't unlock iOS 8 phones for the police. Ever.

Home Depot had a credit card hacker attack that was worse than Target.

App of the week: Hyperlapse by Instagram.

Listen here...

Tags:

apple

bill clinton

chom 977 fm

chom fm

cnwet

credit card hackers

ctrl alt delete

ctrl alt delete with mitch joel

digital media

google

google zeitgeist

guest contributor

heather backman

home depot

hyperlapse

instagram

ios 8

iphone

mashable

montreal radio

morning show

mornings rock with terry and heather b

radio segment

radio station

social media

soundcloud

target

technology

terry dimonte

Six Links Worthy Of Your Attention #223

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:

 20 GIFs That Teach You Science Concepts Better Than Your Teacher Probably Can - From Quarks To Quasars. "Every time my daughter asks me a question, I realize I can go to the Internet and show her as much as she could possibly want to know about it. In many cases, it's no substitute for the real thing -- but it is absolutely staggering how much we have access to today that simply wasn't available ten years ago. This page of animated GIFs explain some biology, physics, and math better than I could have imagined." (Alistair for Hugh).

The Deep Convergence Of Networks, Software And People - Normative ." Tim O'Reilly sent this around a few weeks ago. It's one of the more thoughtful looks at how we are reshaping what we are and what we value, and how emergent behaviors are a fascinating part of tomorrow -- but are much harder to design ahead of time, because they're out of our control. Iteration is mandatory because prototypes are impossible." (Alistair for Mitch).

Instant Gratification - The American Scholar . " Facebook et al are getting better and better at predicting what we will click next, and design their systems to show us that thing... so that we click. Facebook has been around for only ten years. Imagine what Facebook (or its heirs) will be able to predict in 25 years... when we've poured another couple of decades of behavioral data into networked computational systems that will be orders of magnitudes, if not quantum levels, more powerful than the behemoths that run our Internet today." (Hugh for Alistair).

The Ultimate Retaliation: Pranking My Roommate With Targeted Facebook Ads - My Social Sherpa . "If only Twist Image's Facebook team could offer their clients such detailed ad targeting on Facebook!" (Hugh for Mitch).

What's Up With Ello, the Anti-Facebook Social Network? - Mashable . "Are you on Ello yet? Everyone is talking about Ello. Ello could be the next Facebook. Then again, Ello could be the next... I dunno... how many online social networks have failed in the past decade, thinking that they're going to be the next whatever? I joined Ello . This way, if it explodes in popularity, I will look smart and prescient. I also joined Ello, just in case it fails. This way I can say, 'yeah, I got in early, but couldn't figure out the true value.' In conclusion, all I really have to say is: FIRST!" (Mitch for Alistair).

Science Shows Something Surprising About People Who Love to Write - Arts.Mic . "I love to write (I know, you're not surprised). This article claims that writing does more than improve your vocabulary. Apparently, writing leads to 'strong physical and mental health benefits.' I'll take that. It bothers people (I think), when I tell them that I blog because I enjoy the process of writing. It surprises many, when I tell them that I am less interested in promoting the content and doing the back and forth in the comments (I don't mind doing it, but I really love to just read, think, see, do and write). My friend, Ann Handley , has a great new book out called, Everybody Writes . Now, she (and I) can let you know that it's not just good for your success in business, but it's good for your health too!" (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

ann handley

arts mic

bitcurrent

book a futurists manifesto

complete web monitoring

ello

everybody writes

facebook

facebook advertising

from quarks to quasars

gigaom

hugh mcguire

human 20

iambik

lean analytics

librivox

link bait

link exchange

link sharing

managing bandwidth

mashable

media hacks

my social sherpa

normative

pressbooks

social media

solve for interesting

terry oreilly

the american scholar

year one labs

Be Like Apple

Don't be like Apple .

Apple is always the worst case study to demonstrate anything to any other business. Apple is always the best case study to demonstrate anything to any other business. You could say that Apple is an anomaly. You could also say that Apple is an inspiration and aspiration for all businesses. Like anything this massive, global and dominant, the brand has its fair share of lovers (and addicts) and detractors (and sworn enemies). Personally, I am an advocate for their products, but somewhat ambiguous when it comes to how I really feel about them as a brand (on any given day, my opinions can be swayed, and this has little do with the price of their stock). Apple to me is like any global rock star. I've told this story many times, so skip ahead if you've heard it already. In the past, when someone would ask me why a particular rock brand broke through and became massive stars, I would always say the same thing: every famous rock band is an exception because there are no rules. Apple is like that. "Think different" was more than advertising slogan. It is how they conduct business. From corporate structure to product development to how they see their role within our world. Rarely do you get to sneak behind the curtain and hear a conversation about how they work. Yes, there are countless unauthorized books and accounts from past employees, but their senior management team is, generally, very tight-lipped. In a post Steve Jobs world, things are changing. Apple's new leader, Tim Cook, is not trying to be the extension of Steve Jobs, he's trying to be the best "Tim Cook" that he can be. On September 11th of this year, Cook made his first appearance on Charlie Rose. As usual, Rose is a fascinating conversationalist. They spent a significant amount of time talking about everything (and yes, this includes a little look at the Apple Watch). I've watched this conversation a few times from a different perspective then what he has to say about the iPhone or the future of TV. I watched this conversation while thinking about corporate culture, how to adapt in an ever-evolving times, how is marketing still relevant, and what it takes for a company like that to "win"? Several pages of a Moleskine later, and it became abundantly clear to me: this conversation is a master class in how to imagine and re-imagine what a business is, what it's capable of and how to get people (both customers and employees) to care.

If you watch one thing, this weekend: Charlie Rose - An Hour With Tim Cook - CEO of Apple (Part One & Part Two).

Tags:

advertising

advertising slogan

apple

apple watch

brand

business case study

business inspiration

charlie rose

corporate culture

corporate structure

iphone

moleskine

product development

steve jobs

think different

tim cook

tv

What Is Your Media Really Trying To Do?

That old saying about advertising and performance.

When people talk about media and advertising, they inevitably trot out the old John Wanamaker saying, "Half the money I spend on advertising is wasted; the trouble is I don't know which half." That saying is like some kind of beacon to the realities of waste, lack of analytics and "go by the gut" instinct that has enveloped advertising for decades. It is also - without question - one of the main reasons that marketers within the organization are most often perceived as a cost center above all else in the c-suite. On the other hand, you have brilliant minds like Peter Drucker, one of the forefathers of business consulting, who once said, "The business enterprise has two-and only two-basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business." Which camp does your business sit in? What is your c-suite's core feeling about marketing? Is it a cost center or is it the distinguishing, unique function of the business?

In today's day and age, brands can have it all.

It's hard to argue that the media opportunities that brands are confronted with every day are boundless. It's hard to argue that the advertising space hasn't moved from a world of scarcity to a world of abundance. If you can't get your message out to the world at eight pm on Thursday night via network television, there are still countless (and unique) opportunities to do so anywhere and everywhere else... in real-time. As anyone who is old enough to remember, this is something new. In my second business book, CTRL ALT Delete, I brought forward the case of advertising destruction. The idea was to break down the media silos and to not think about channels (TV, print, radio, online advertising, search, email, social media, mobile, etc...) and to try and figure out when your media needs to be active or passive, based on how the consumer consumes or engages with it.

Let me explain.

Advertising works best when it is conducive to the platform it is on, the mindset of the consumer and the space in which it occupies. So, if someone is watching TV, it is best to understand that TV is primarily a passive experience (with the exception of infomercials), that has the consumer in a passive mindset (they are sitting back and soaking it in). Asking them to tweet follow, friend and chat forces them into another mindset. And, while this is possible - in a world where more and more people watch TV with another device nearby (smartphone, tablet, interactive remote, etc...) -  it is still an experience that creates friction. If you flip this, and look at Google's model, a consumer is on the Internet (which is an active experience) and the advertising models is aligned with the consumer's mindset (they are searching... or active) on a channel that is active as well (the Internet is driven by active consumer behavior... it does not just wash all over you). When brands complain that things like Facebook or YouTube are ineffective channels for advertising, I laugh (sometimes under my breath... sometimes out loud).

Let me explain further.

More often than not, they're simply doing passive and traditional advertising in a channel that is anything but that. So, this leaves the door wide open to think differently. To not just think about the channel or platform, but to guide all messaging in a more structured approach. So the next time you're doing a planning session, start looking (very intensely) at when  you need a branding message, and when you need a performance one? But don't stop there. Dig deep into the proposed channels that will have this messaging on it, and ask if these are the kinds of messages that people can or will connect with contextually to their experience and the channel experience. Case in point: Facebook. A lot of brands are looking for transactions and conversions on Facebook. After the targeting and localization is placed, spend some time looking at how many friends these people have, what types of content works for them? Brands will often find that they're branding in world where these consumers are eager to engage and connect. Conversely, many brands are trying to shill for something, without realizing that the folks on Facebook may simply be looking to graze the newsfeed, so an awareness/branding campaign could be enough to capture a quick impression, as the images get flicked up the newsfeed.

Breaking down the silos.

What if all media was proposed this way? What if we asked just two questions:

Question #1: Are our consumers active or passive when this advertising will be shown to them?

Question #2: Are our consumers ready from a branding or performance-based experience?

That feels more integrated (and smart) than most fully-integrated campaigns, doesn't it?

Tags:

active media

advertising

advertising channel

analytics

branding

business book

business enterprise

c suite

consumer behavior

ctrl alt delete

email marketing

facebook

google

innovation

interactive remote

john wanamaker

marketer

media

media performance

media silos

mobile marketing

network television

newsfeed

online advertising

passive media

performance

peter drucker

print

radio

search engine marketing

smartphone

social media

social media marketing

tablet

traditional advertising

tv

web analytics

youtube

Blogger Burnout

It's not just blogs. There's burnout at every social media turn.

Maybe not on the consumption side, but on the creation/publishing side. A very long time ago, I wrote a post about the quality versus quantity of brands and posting to social media (it's a topic that I have tackled may times over the years, actually). When everything is going well and things are fresh, it seems so obvious that the gravy train will keep rolling all night long. Fatigue always sets in. It can happen for the reader. It can happen for the creator. Sometimes there is sound logic and reason as to why this sets in, and - sometimes - the whole lack of anything just kind of creeps up on people. It can be very disturbing.

It's not always burnout.

The major issue in social media, publishing and consumer fatigue is the brand's/publisher's constant desire to return better-than-yesterday metrics. Content is not advertising, in this sense. You can optimize your content all that you want, but the fact remains that today's blog post (no matter how much better it may be from last year's) could very well not click with the audience. Suddenly, the next thing you post (and, it's usually something that you didn't put that much effort into) is off to the races. What gives? In a world where content is pouring out into people's lives - in text, images, audio and video... in short and long-form - there is a different pulse of consumption and, it can be one of the main attributes as to why content creators burnout or experience fatigue.

Why I don't burnout (much).

I don't chase analytics. I don't get lured into too many blog comment wars. I don't worry about the reach of each and every piece of content. I just write. I write. I write some more. And then, I keep writing. I don't do it because I feel the pressure to. I don't do it because I want more clients (though, I do like that as a strategic by-product). I don't do it because some other president at some other marketing agency is doing it. I certainly don't do it because it's the cool thing to do (blogging's not cool anymore, right?). I do it because I love to write. More than my love of writing, I do it because after a day of observing all sorts of things in the world, something percolates to the top that my mind, eyes and hands want to explore. It comes out in words. It comes out on this blog. For better or worse.

That's the real thing about burnout.

Whether it's a blog or Instagram, you have to have a real (and sincere) desire to produce. I can't imagine not writing. Daily. It truly is an act of love. I don't always get it right. Sometimes the words don't flow. Often, the thinking can be convoluted. But, it's me, the blank screen and a desire to fill it. I am happy that you're here, but I am not insistent on you being here each and every day, or feeling the need to share everything that makes it to the screen. I'm fine with you being transient with this content. I'm also fine when different people hop in and attach to something and then don't come back. It's all a part of the publishing process. Do you love any particular author? Do you love everything that they do? It's rare. Content plays the same way. I wonder what Chief Marketers Officers would think about being happy with content that is transient?

There's a lot of suffering going on.  

Earlier today, The New York Times published a piece titled, When Blogging Becomes a Slog. I found myself feeling very sad for all of the bloggers that were featured in this post (most of them designers in the house and home space). Many of them were burning out because of family, work commitments and some were even falling down because the blog made them so popular that they started pursuing other ventures (kind of like biting the hand that feeds you). Blogging is hard. Many people start doing it without an endgame in mind, and everything from a lack of traffic and interest to too much traffic and interest can lead to the same destitute destination (as strange as that sounds). What made me the most sad about reading this article, is that none of these lapsed bloggers even mentioned a passion for writing and sharing. It was all about everything else BUT the craft of writing. That's what it's really about. Instagram isn't about social media. It's about a passion for sharing pictures. Blogging is not about grabbing traffic. It's about a passion for writing. YouTube isn't about viral videos. It's about a passion for creating video content.

From the article:

" Pam Kueber , the midcentury design expert behind the blog Retro Renovation , is 55, and she sees the Petersiks' escalating stress levels and unhappiness simply as evidence of the latter: A passion turns into a hobby, which becomes a full-time career. 'And in some predictable period of time, it consumes your life and sucks the joy out if it,' said Ms. Kueber, finishing the arc. 'That last part of the Shakespearean tragedy is what you have to be mindful of not letting happen.' A tricky thing to avoid as a full-time blogger, considering that the Internet never sleeps, readers want fresh content daily and new social media platforms must be mastered and added to the already demanding workload. Add to that the economic challenges of blogging full time. As Grace Bonney of Design Sponge lamented earlier this year in a 'State of the Blog Union,' advertising rates have dropped significantly because advertisers are flooded with options. To earn money, many bloggers have had to embrace sponsored content, breeding distrust among readers. Several Young House Love readers, for instance, thought the giveaways were product placements in disguise, even though the Petersiks maintained they weren't compensated for doing them."

There's a lesson here.

Just because it's much easier to publish, it doesn't mean that it's any easier to publish. Some pieces of content hit. Lots of pieces of content miss. Being successful in social media, content marketing and/or publishing will be, mostly, predicated on a true desire to create. From there, you have to hope and work towards finding an audience to care. It may also be a false-promise to assume that caring is - in any way, shape or form - a loyal audience.

Is your experiencing content burnout? What are the symptoms? What's the diagnosis?

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