Scott Monty

Shifting into Gear

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It's been a few weeks since I left Ford, and since that time, many people have inquired about my next move. I've been deliberately quiet on that front as I spent more time offline, enjoying the summer with my family, doing a little consulting and just generally soaking in a less frenetic pace. It's been refreshing.<br />
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I initially had a direction in mind, but after I made <a href="http://www.scottmonty.com/2014/05/driving-into-sunset.html">my announcement</a> I received a number of inquiries from a variety of companies, giving me an opportunity to reflect on what mattered most to me personally and professionally, and how I wanted to approach the next phase of my career.<br />
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For me, it's not simply about having a job that's mentally stimulating and work that is professionally challenging and satisfying. I'm moved by the core values of a company, how it treats its employees, how it views itself within the market and the level of contributions it makes to an industry and customers alike.<br />
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That's why I have decided to join <a href="http://www.shiftcomm.com/">SHIFT Communications</a> as <b>Executive Vice President of Strategy</b>.</div>
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<b>The company</b></h3>
SHIFT is a progressive integrated communications agency, with some 140+ employees in Boston, New York and San Francisco and has a roster of impressive clients that range from large multinational companies like McDonalds, Whole Foods and Toyota, small to mid-size consumer goods companies, and plenty in the tech industry. In 2012, SHIFT was named the digital/social agency of the year by the Holmes Group; in 2013 it was awarded the <a href="http://www.shiftcomm.com/about-shift/news/shift-in-the-news/shift-communications-named-agency-of-the-year/">SABRE Gold Award for small agency of the year</a>.<br />
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I'm excited to be part of a team that's poised for growth and that is constantly out to improve itself and what it does for clients. When I decided to join Ford in 2008, I was asked, "Why not one of the leading car companies?" My response was that Ford had something to prove and that I wanted to be part of a comeback story, not simply keeping an already successful enterprise on a steady course. Throughout my time there, I was able to be an <i><a href="http://www.forbes.com/sites/davidkwilliams/2013/10/30/the-4-essential-traits-of-intrapreneurs/">intrapreneur</a> </i>- having an entrepreneurial spirit within the confines of an established institution.<br />
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The same can be said for SHIFT. Recently, it was named as one of <a href="http://worldreport.holmesreport.com/growth">the top 10 fastest growing agencies in the U.S.</a>, and I can feel the momentum and passion for growing the business, helping clients achieve success, and telling the SHIFT story that the rest of the leadership team feels. Working together with the SHIFT team on innovative programs and blazing new trails in an entrepreneurial way, I'm confident in the impact we can make for clients, the business and the industry at large.<br />
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<b>The people</b></h3>
Speaking of innovation, last year SHIFT brought <a href="http://www.christopherspenn.com/">Christopher Penn</a> on board to lead the firm's marketing practice, with a particular focus on analytics. For many communications practitioners (aka people who don't like math), <a href="http://www.shiftcomm.com/2014/06/the-value-of-pr-beyond-marketing-roi/" target="_blank">analytics and measurement</a> have long been a strange and frightening area of the business, and marketing departments are often viewed as "the other guys." <br />
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But as communicators increasingly rely on <a href="http://www.shiftcomm.com/2014/07/facebook-enhanced-audience-retargeting-makes-pr-more-valuable/" target="_blank">digital technologies</a> for storytelling, building relationships with customers, and even influencing sales, analytics is an essential skill that communicators will need, and the practice must be done in conjunction with marketing. SHIFT sees this as a white space for communications firms and I'm excited about helping to lead the efforts in that direction in conjunction with Chris and his uber-smart team.<br />
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In a way, joining SHIFT is a bit of a homecoming. It's headquartered in Boston, my beloved city of some 20 years. Plus, I've known SHIFT's CEO Todd Defren for nearly 10 years, and he's always been someone I've admired and respected. He was at the forefront of the intersection of PR and social media as he and his team developed the industry's first <a href="http://www.shiftcomm.com/downloads/smprtemplate.pdf">Social Media Press Release template</a> that began to transform how communicators took into account digital and social assets. <br />
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Aside from being a great innovator and thought leader, Todd is simply a good human being. I've seen how he looks after his own family, and he's extended that same level of care toward his employees with an Employee Stock Ownership Plan (if you're not familiar with the concept, here's <a href="http://www.nceo.org/articles/esop-employee-stock-ownership-plan">how an ESOP works</a>). That means that every single person at SHIFT owns a piece of the company. Not to mention that the company has <a href="http://www.shiftcomm.com/how-we-do-it/culture/">a culture that is incredibly cool and fun</a> - tangibles and intangibles that contribute to the overall well-being of its employees.<br />
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<b>The other stuff</b></h3>
I'm very excited to be able to reconnect with Boston and to be able to spend time with SHIFT team members there, as well as in New York and San Francisco. The great part of this new role is that I can still be based in Michigan for the foreseeable future, as family priorities require us to be there for now.<br />
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Speaking of Michigan, it's where I've met many wonderful, creative and talented people. Some of those fine folks are at <a href="http://www.rpmvc.com/">RPM Ventures</a> in Ann Arbor, a venture capital firm that invests in start-ups in the following areas: automotive/mobility, social media & cloud infrastructure, marketplaces, and mid-market SaaS. Last month, I agreed to become an Advisor for the firm and some of its portfolio companies, and I'll continue in this capacity as time allows.<br />
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I'll also continue my commitment to the <a href="http://dso.org/">Detroit Symphony Orchestra</a>, where I serve on the Digital Advisory Committee and as a member of the Board of Trustees. As the "most accessible orchestra on the planet," the DSO has many firsts to its name, including livestreaming performances on a regular basis, among other things. It will be an honor and privilege to continue to be part of such a forward-thinking group and to bear witness to the inspirational Maestro Leonard Slatkin on a regular basis.<br />
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Similarly, earlier this month I began a three-year term on the Board of Directors of the <a href="https://www.ama.org/Pages/default.aspx">American Marketing Association</a>. The AMA was established in 1937 by visionaries in marketing and academia, and today the AMA has grown to be one of the largest marketing associations in the world, with over 30,000 members who work, teach and study in the field of marketing across the globe. Along with other professionals and academics, I'll be serving to help with innovative and evolving digital knowledge, training and tools to enhance lifelong learning of AMA membership.<br />
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So there we have it. A summer that's been packed with plenty of activity at home and on the road, personally and professionally. And now I get to surround myself with some fabulous people at the home office and the SHIFT offices beginning on July 28.<br />
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You can also read <a href="http://www.shiftcomm.com/2014/07/big-news-scott-monty-joins-shift/" target="_blank">SHIFT's announcement on their blog</a> and check out all of the assets <a href="http://www.shiftcomm.com/scottmontyshift/" target="_blank">on the microsite they created</a>.</div>
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<i>Image credit: <a href="https://twitter.com/viktorhanacek" target="_blank">Viktor Hanacek</a><br />
Note: Apple, the Apple logo and iPhone are trademarks of Apple Inc., registered in the U.S. and other countries</i><br />
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Shifting into Gear

It's been a few weeks since I left Ford, and since that time, many people have inquired about my next move. I've been deliberat...

Weird Al Is a Marketing Genius With #8videos8days

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<a href="http://4.bp.blogspot.com/-2jsiMFTCHrU/U8naTqSJ08I/AAAAAAAAWc8/VWTTjTcImew/s1600/weird-al-mandatory-fun-propaganda.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img alt="You *will* enjoy Weird Al's latest album, Mandatory Fun" border="0" src="http://4.bp.blogspot.com/-2jsiMFTCHrU/U8naTqSJ08I/AAAAAAAAWc8/VWTTjTcImew/s1600/weird-al-mandatory-fun-propaganda.jpg" height="380" title="Weird Al Yankovic propaganda photo" width="640" /></a></div>
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I have a confession to make. I'm huge fan of Weird Al Yankovic. Or, I'm one of what he used to call his fanbase: the <a href="http://www.al-oholicsanonymous.com/faq/#cpfa" target="_blank">Close Personal Friends of Al</a>.<br />
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Like so many others, I first heard his music on <i><a href="http://www.drdemento.com/" target="_blank">The Dr. Demento Show</a></i>. Then, I bought all of his early albums, from his eponymous debut up until <i>Running with Scissors</i> in 1999. I even saw him in concert during his <i>Dare to Be Stupid</i> tour in the 1980s. Hey, what did you expect from a fan who was trained classically on the accordion?</div>
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(I'll bet you didn't see <i>that </i>one coming, did you?)</div>
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Weird Al has made a living out of what had once been a hobby; he is synonymous with music parody genre. Of course, he's well known for hits like "Eat It," "My Bologna," "White and Nerdy," "Pretty Fly for a Rabbi" and "I Love Rocky Road," but in addition to song parodies, he also does parodies of styles of music,  writes his own original songs, and polkanates medleys of popular tunes. And he's been doing it consistently for 35 years.</div>
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<b>What's the secret to Weird Al's success? Weird Al Marketing Rules. [<a href="http://ctt.ec/ajkhM" target="_blank">Tweet this</a>]</b></h3>
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Unlike a typical musical act, Weird Al doesn't rely on his own musical sensibilities for his bread and butter. He's a parodist, which means that with a little talent, luck and a great deal of intuition, he can select the songs that are part of (or about to become part of) the cultural zeitgeist and create funny versions that will engage his audience. If he's fortunate, he goes beyond just his fans and touches the mainstream.<br />
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One way that this is possible is through regular or recurring subjects that include Michael Jackson, Star Wars, food and television. Such topics are universally recognized, and when it comes to humor, the more broad an artist can be, the more likely he is to reach a wide audience.<br />
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<b>Weird Al Marketing Rule #1:</b> Understand your audience and create content to suit their tastes.<br />
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<b>Working with artists</b></h3>
For every song and video that is a parody of another artist's work, Al seeks their blessing for his work. Because parody is protected under the "fair use" provision of U.S. copyright law, he does not need permission in order to produce his work. However, in the spirit of creating good relationships with musicians, Yankovic has always made it a point to seek the personal permission of stars before publishing his parodies.<br />
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What typically happens - particularly with up and coming artists - is that they perceive such a request to be an official indication that they've reached a pinnacle in their career. In other words, when Weird Al wants to cover your work, you know you've made it.<br />
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Now, while this makes great sense from a personal/professional relationship building perspective, there's another force at play here as well. In addition to having the legal angle covered, Weird Al essentially has gotten the attention and trust of these well-known personalities, and if they approve of his lampooning of their work, they're likely to help promote the parody (because in a sense, they're legitimizing and promoting their own work as well).<br />
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<b>Weird Al Marketing Rule #2:</b> Create strong relationships with key stakeholders and give them something of value.<br />
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<b>Adapting to the times</b></h3>
We're all familiar with the plight of the music industry. It was completely disrupted in the digital era with the advent of iPods and other mp3 players, as well as YouTube, and has resulted in artists seeing a decline in the money coming in from their album sales. Attention and time are being spent on a variety of other screens - mobile, gaming, online video, etc. and not on pure music. In fact, a recent piece on Vox noted that <a href="http://www.vox.com/2014/7/11/5890237/aerosmith-made-more-money-from-guitar-hero-than-from-any-one-of-its-albums" target="_blank">Aerosmith has made more money from Guitar Hero than it has from any one of its albums</a>.</div>
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So it's not surprising to see that Weird Al Yankovic - the musician who has managed to remain relevant and capture the popular anthems of the day for three decades - is able to understand and adapt to the changes around him.<br />
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On July 15, his latest album, <a href="http://amzn.to/1nlwZN5" rel="nofollow" target="_blank"><i>Mandatory Fun</i></a>, went on sale. But this was anything but a cookie-cutter launch plan when "<a href="http://www.npr.org/2014/07/12/329873481/weird-al-yankovic-on-parody-in-the-age-of-youtube" target="_blank">there's a pretty good chance this is the last conventional album</a>."<br />
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<tr><td style="text-align: center;"><a href="http://www.amazon.com/gp/product/B00L326LTI/ref=as_li_tl?ie=UTF8&camp=1789&creative=9325&creativeASIN=B00L326LTI&linkCode=as2&tag=thebakerstree-20&linkId=5KEU5XMO5LAE4M6I" style="margin-left: auto; margin-right: auto;"><img border="0" src="http://ws-na.amazon-adsystem.com/widgets/q?_encoding=UTF8&ASIN=B00L326LTI&Format=_SL250_&ID=AsinImage&MarketPlace=US&ServiceVersion=20070822&WS=1&tag=thebakerstree-20" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Available on <a href="http://amzn.to/1nlwZN5" rel="nofollow" target="_blank">Amazon</a></td></tr>
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The earned media blitz began with a number of features and interviews, including the <a href="http://nypost.com/2014/07/12/why-weird-al-is-still-the-king-of-spoof/?utm_campaign=SocialFlow&utm_source=NYPTwitter&utm_medium=SocialFlow" target="_blank">New York Post</a> and <a href="http://www.npr.org/2014/07/12/329873481/weird-al-yankovic-on-parody-in-the-age-of-youtube" target="_blank">NPR</a> on July 12 and <a href="http://grantland.com/features/weird-al-yankovic-mandatory-fun-review-career/" target="_blank">Grantland</a> and the <a href="http://www.latimes.com/entertainment/music/la-et-weird-al-mandatory-fun-review-20140715-story.html" target="_blank">LA Times</a> on July 15, among many others. At last glance, there were over 3,600 results in a Google News search for Weird Al and Mandatory Fun.<br />
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But some of the most significant efforts came from Weird Al himself, namely on his @alyankovic Twitter account:<br />
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It begins… <a href="http://t.co/LfirCw8QTg">pic.twitter.com/LfirCw8QTg</a><br />
— Al Yankovic (@alyankovic) <a href="https://twitter.com/alyankovic/statuses/488038104776048640">July 12, 2014</a></blockquote>
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I'll be premiering 8 brand new music videos - one every single day for 8 days - starting TOMORROW MORNING. (11 AM Eastern, 8 AM Pacific)<br />
— Al Yankovic (@alyankovic) <a href="https://twitter.com/alyankovic/statuses/488373905602519041">July 13, 2014</a></blockquote>
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I’m not sure if I’ve mentioned it yet, but I have a new album coming out tomorrow.<br />
— Al Yankovic (@alyankovic) <a href="https://twitter.com/alyankovic/statuses/488740186159714305">July 14, 2014</a></blockquote>
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With over 3.3 million fans on Twitter, a YouTube account that he's had for nearly 5 years, and yes, a Facebook page, Al has a direct connection to his fans - something that every entertainer must have these days. Recently, <a href="http://www.businessinsider.com/taylor-swift-wsj-op-ed-2014-7" target="_blank">Taylor Swift noted the changing times</a> and how she finds that fans are less interested in an autograph than they are in a selfie with her or a tweet back to them.<br />
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Putting those channels to work during a launch is key. Weird Al realizes that he needs to be everywhere, so he's putting each of those channels to use in a launch that takes place over the course of eight days. Using the hashtag <a href="https://twitter.com/search?q=%238videos8days&src=tyah" target="_blank">#8videos8days</a>, he's been amping up the effort all week long to drive curiosity and attention around his new album.<br />
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It's been working: the album landed the #1 spot on iTunes just a day after it went on sale and is currently ranked as the #1 pop album on Amazon.<br />
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<a href="https://twitter.com/hashtag/MandatoryFun?src=hash">#MandatoryFun</a> is the #1 album on iTunes??? This is insane!! You guys!! <a href="http://t.co/m3aK3uztSj">http://t.co/m3aK3uztSj</a><br />
— Al Yankovic (@alyankovic) <a href="https://twitter.com/alyankovic/statuses/489577129512669186">July 17, 2014</a></blockquote>
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<b>Weird Al Marketing Rule #3: </b>Create anticipation for your product/event/announcement<br />
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Each day during the #8videos8days promotion - you guessed it - a new video was revealed. But it wasn't simply Yankovic posting something on his YouTube page. In a creative and collaborative push, he took a different turn that was born out of necessity. From the Grantland interview, Al notes:<br />
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“The budgets have kind of dried up,” he said. “Back in the day, record companies were rolling in money and MTV were the kingmakers. I mean, people spent half a million dollars to do a music video. That is not happening anymore.”</blockquote>
Creating a music video is big business, and the way Weird Al approached it this time around was to partner with a number of sites that have been Al-friendly over the years. It's not clear if these sites provided the budgets to make the videos possible, but they've certainly served themselves up as destinations that will be a Hanukkah's-worth of viral videos.<br />
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Accordingly, the first video in the series was "Tacky" (a parody of Pharrell's "Happy") and it was launched on July 14 on <a href="http://nerdi.st/WeirdAlTacky" target="_blank">Nerdist</a>. The video features cameos by Jack Black, Eric Stonestreet, Aisha Tyler, Margaret Cho and Kristen Schaaled, who together have 1.8 million Twitter followers.<br />
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That was followed on Day 2 with the grammarian's national anthem "<a href="https://www.youtube.com/watch?v=8Gv0H-vPoDc" target="_blank">Word Crimes</a>" on Weird Al's own YouTube channel:<br />
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[Personally, this is my favorite song of the entire album.]<br />
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In addition to launching the new video, <a href="http://t.co/lBaAqwNgP5" target="_blank">Weird Al hosted an AMA</a> (Ask Me Anything) over on reddit. As a side note, he's not just creating an account to host an AMA; "<a href="http://www.reddit.com/user/alyankovic" target="_blank">alyankovic</a>" has been a redditor for 3 years. He participates as a regular user of these platforms.<br />
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On July 16, we were treated to "Foil," a takeoff on Lorde's "Royals," with <a href="http://www.collegehumor.com/post/6980771/exclusive-weird-al-yankovic-music-video-foil-parody-of-royals-by-lorde" target="_blank">an exclusive from College Humor</a>. A cameo by <a href="http://twitter.com/pattonoswald" target="_blank">Patton Oswald</a>, who with his 1.8 million Twitter followers is another comedy sensation on social media. Next, <a href="https://music.yahoo.com/blogs/music-news/see-it-first--weird-al-yankovic-totally-nails-it-with-iggy-azalea-parody--handy-164010600.html" target="_blank">Yahoo Screen</a> was given the chance to shine with "Handy" to riff on the seemingly mindless Iggy Azalea hit "Fancy."<br />
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WORLD PREMIERE! New music video <a href="https://twitter.com/hashtag/Handy?src=hash">#Handy</a> up now!! <a href="https://twitter.com/hashtag/8videos8days?src=hash">#8videos8days</a> <a href="http://t.co/LBdVEH2aKs">http://t.co/LBdVEH2aKs</a> <a href="http://t.co/HNgyXHaL51">http://t.co/HNgyXHaL51</a><br />
— Al Yankovic (@alyankovic) <a href="https://twitter.com/alyankovic/statuses/489786747518087169">July 17, 2014</a></blockquote>
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As the weekend drew near, Friday's feature was "Sports Song," a college fight song that could ignite the passions of band geeks and athletic supporters near and far. That was featured <a href="http://smarturl.it/SportsSongVid" target="_blank">exclusively on Funny or Die</a>. In conjunction with that, Yankovic answered <a href="http://www.avclub.com/article/weird-al-yankovic-answers-our-11-questions-206949?utm_source=Twitter&utm_medium=SocialMarketing&utm_campaign=Default:1:Default" target="_blank">11 Questions</a> on A.V. Club, a regular feature in which the site asks interesting people 11 interesting questions—and then asks them to suggest one for the next interviewee.<br />
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<b>Weird Al Marketing Rule #4:</b> Find the right partners to help your message reach their audiences as well as yours.<br />
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As the three remaining videos are released over the weekend and into Monday, we'll be intrigued to see how Weird Al manages to continue to use all four of his rules of marketing to have Mandatory Domination over the charts as well as our hearts and minds. For someone who has dared to be stupid and run with scissors, you're pretty smart in the marketing department. We can think of many who are even worse.<br />
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Now <a href="http://amzn.to/1kG9AA8" target="_blank">go buy that album</a>!<br />
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And rock on, Weird Al.<br />
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Weird Al Is a Marketing Genius With #8videos8days

I have a confession to make. I'm huge fan of Weird Al Yankovic. Or, I'm one of what he used to call his fanbase: the Close Perso...

Scott Monty - Strategic Communications & Leadership Advisor

Shifting into Gear

Weird Al Is a Marketing Genius With #8videos8days

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