Scott Monty

The Full Monty — February 29, 2016

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There were reactions to Reactions, Apple continues its fight to the core, NBCUniversal is making some advertising changes of note, what really damages your company's reputation, marketing budgets set to increase, Facebook VR, traditional ad measurement on a messaging platform, Uber is upset about a recent shooting, but won't let its screening process be held hostage, it doesn't take much or long for customers to leave you, how BuzzFeed thinks about data, the leadership industry, getting fired for honesty, the Zignal Labs chart of the week, plus a trivia challenge, our podcast pick and more, it's <b>The Full Monty</b>.</div>
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And, if you're around at 9:30 pm ET on Sunday evenings, you can get a preview of a couple of topics via the <a href="http://facebook.com/scottmonty">live video on Facebook</a>. If not, you can always catch the replay here:<br />
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<span style="font-size: x-small;">In this case, the replay is edited, as we were unable to award an Oscar to our sound guy.</span></div>
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<b>Join me</b><br />
<ul>
<li><span style="font-weight: normal;">This week, I'm headed to Raleigh, NC for the <a href="http://www.highfiveconference.com/Raleigh-2016/" target="_blank">High Five Conference</a>, hosted by the Triangle chapter of the <a href="http://ama.org/" target="_blank">American Marketing Association</a>. I'll be speaking along with some other heavy hitters to a sold-out crowd, reminding them of the Broken Promise of Digital.</span></li>
<li><span style="font-weight: normal;">If you missed my webinar on getting better at Publishing on LinkedIn last week, <a href="http://prdaily-pru.com/webinars-page/publishing-on-linkedin-master-content-and-connections-to-drive-roi/" target="_blank">it's available on demand</a>.</span></li>
</ul>
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<b>Industry</b></h4>
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<li>NBCUniversal is upending the traditional advertising model. Beginning this fall, <a href="https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0ahUKEwj31vWa2pnLAhWJ7iYKHWTcDI8QFggdMAA&url=http%3A%2F%2Fwww.wsj.com%2Farticles%2Fnbcu-offers-programmatic-tv-ads-with-important-caveats-1456343672&usg=AFQjCNHPGmzPOB_BmbYtf7OGxcS53UPsdQ&sig2=Seu3vK0M1Vo_vZAWn-er_A" target="_blank">advertisers will be able to use programmatic ad buying for TV spots</a> on networks like NBC, SyFy or USA by using their preferred demand-side platforms. However, insertions will still be manual.</li>
<li>Additionally, <a href="http://adage.com/article/media/nbc-replace-ads-content-paid-american-express/302859/" target="_blank">NBCUniversal will also replace traditional ads with content</a> paid for by American Express and produced by BuzzFeed. The content will include extra scenes and interviews with stars from the shows on which it airs.</li>
<li>Netflix and other on-demand streaming video companies <a href="https://theconversation.com/how-netflix-and-original-series-tv-are-rescripting-the-business-of-television-53802" target="_blank">are changing the face of television with their original series</a>. <i>From binge watching to cord cutting, we're seeing new behaviors creep into the mainstream — and not just viewers, but distributors as well</i>.</li>
<li>Since Twitter and Facebook suspended some ISIS accounts, the terror group has <a href="http://www.theguardian.com/technology/2016/feb/24/isis-video-targets-twitter-and-facebook-ceos-over-suspended-accounts" target="_blank">targeted Jack Dorsey and Mark Zuckerberg</a>. <i>That's what you get for turning ISIS into ISISN'T on your network. But we haven't yet heard of mouthy Conservatives doing the same</i>.</li>
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<li>At the same time, top officials from Apple, Snapchat, Twitter, Facebook and MTV (!) have <a href="http://edition.cnn.com/2016/02/24/politics/justice-department-apple-fbi-isis-san-bernardino/" target="_blank">lent their support to the U.S. government in defeating ISIS</a>. </li>
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<li>When it comes to <a href="http://www.marketingcharts.com/traditional/which-scenarios-do-consumers-believe-are-most-damaging-to-corporate-reputations-65871/" target="_blank">damaging your company's reputation</a>, breaking the law and lying are equally as detrimental, as 80% of consumers indicate. Some 64% think unfair workplace and culture are very damaging, while 37% consider poor employee conduct extremely damaging. (<i>See Yelp employee situation below</i>).</li>
<li>While virtual reality is still fairly new, <a href="http://www.emarketer.com/Article/Virtual-Reality-Content-Users-Most-Interested-Experiencing/1013615" target="_blank">users are still interested in experiencing it</a>. In particular, 39% want to watch movies with VR and 38% want to play games. And generationally, it's fairly flat too: over 70% of Gen Z (10-17), Millennials (18-34) and Gen X (35-49) want to try it.</li>
<li>Some web publishers <a href="https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0ahUKEwijqty15ZnLAhVDg4MKHSc3AB0QFggdMAA&url=http%3A%2F%2Fwww.wsj.com%2Farticles%2Fpublishers-offer-rewards-to-readers-who-visit-their-sites-for-timed-sessions-1456165839&usg=AFQjCNGEc0WRJdlaFynyILYIwTAfpU6G5Q&sig2=Wuim08PebwHTs8dpqQSBWA" target="_blank">are incorporating incentives to entice readers to their sites</a>. Tactics include rewards to readers who visit their sites for a set duration-- say, 15 seconds -- multiple times in a row. <i>The lengths big media companies will go to get noticed in an uber-competitive marketplace</i>.</li>
<li>Here are <a href="https://contently.com/strategist/2016/02/24/25-stats-show-how-marketing-changing/" target="_blank">25 statistics that show how marketing is changing</a>. A sampling:</li>
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<li>Banner ads have a 0.12% click-through rate (CTR); mobile banner ads have a 0.14% CTR.</li>
<li>Adblocking grew by 41% year over year in the last 12 months.</li>
<li>28% of users tried to block their information from advertisers — second only to criminals.</li>
<li>Marketers who blog are 13X more likely to generate ROI. </li>
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<li>According to the latest edition of the CMO Survey by the Duke University Fuqua School of Business, CMOs in the US expect their <a href="http://www.marketingcharts.com/traditional/cmos-predict-budget-growth-despite-limited-roi-65792/" target="_blank">marketing budgets to increase by an average of 6.9%</a> over the next 12 months.</li>
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<b><span style="font-size: small;">Sponsor</span></b></h3>
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<b>Platforms</b></h4>
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<li><b>Alphabet</b></li>
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<li>Google is <a href="https://www.technologyreview.com/s/600889/google-unveils-neural-network-with-superhuman-ability-to-determine-the-location-of-almost/" target="_blank">using machine learning to determine the locations where photos were taken</a>, based on individual pixels within the photos. <i>After you've finished marveling at the advances, you can waste a good 30 minutes by <a href="https://www.geoguessr.com/" target="_blank">playing the human version here</a></i>.</li>
<li>Search-engine optimization now is less about stuffing a website with keywords and more about <a href="https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0ahUKEwiHq-Lp7ZnLAhUGQyYKHS2lA1cQqQIIHTAA&url=http%3A%2F%2Fwww.wsj.com%2Farticles%2Fmobile-devices-upend-google-search-1456396202&usg=AFQjCNFU3NFGM-OxKXikvZcgydgo81pHng&sig2=TJJ9oXoQvibHxVJczJBBbg" target="_blank">opening apps to Google’s computers</a>, or regularly feeding them detailed product information, prices and photos. <i>What goes in your app is the new SEO</i>.</li>
<li>YouTube creators now have the ability <a href="http://youtubecreator.blogspot.com/2016/02/blur-moving-objects-in-your-video-with.html" target="_blank">to blur out any object in their videos</a>, in addition to faces. <i>As privacy and security issues mount, this is a helpful tool</i>.</li>
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<li><b>Yahoo</b></li>
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<li>This headline says it all about the management concerns at Yahoo right now: <a href="http://www.businessinsider.com/yahoo-layoffs-heat-up-while-marissa-mayer-meets-investors-to-save-her-job-2016-2" target="_blank">Marissa Mayer is meeting with investors to save her job while laying off 400 people</a>. <i>Ouch</i>.</li>
<li>Time, Inc. is one of the companies that might buy Yahoo. <a href="http://fortune.com/2016/02/23/time-yahoo/" target="_blank">Here's why it might not be such a bad idea</a>. <i>How'd the AOL thing work out for you?</i></li>
<li>Ultimately, the decision to pursue a sale <a href="http://www.nytimes.com/2016/02/23/business/dealbook/yahoos-decision-to-explore-a-sale-exposes-a-weak-board.html?mwrsm=Facebook&referer=http%3A%2F%2Fm.facebook.com&_r=0" target="_blank">reveals one thing: a weak board</a>.</li>
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<li><b>Facebook</b></li>
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<li>In a long-form interview, Facebook CEO <a href="http://www.businessinsider.com/mark-zuckerberg-interview-with-axel-springer-ceo-mathias-doepfner-2016-2" target="_blank">Mark Zuckerberg expands on his vision for the virtual reality market</a>. <i>It may seem silly now, but even the smartphone market took almost a decade to catch on. It's best to start thinking long term about VR strategies</i>.</li>
<li>Live video is now available <a href="http://newsroom.fb.com/news/2016/02/bringing-facebook-live-to-android-and-more-countries/" target="_blank">for Android users and in 30 more countries</a>. <i>Interesting statistic: people watch a live video <b>more than 3 times longer when it is live</b> compared to when it is not live</i>. </li>
<li>Facebook is aiming to <a href="http://fortune.com/2016/02/22/facebook-telco-infra-project/" target="_blank">upend the telecommunications market</a> with its new Telco Intra Project. The goal is to build open source hardware and software that will cover the three elements of a telecommunications network: the access (how a computer or phone gets online), the backhaul (how the signals get from the device to the Internet) and the core (information exchanged via data packet delivery).  Facebook wants to create a simplified model.</li>
<li><a href="http://newsroom.fb.com/news/2016/02/reactions-now-available-globally/" target="_blank">Facebook Reactions rolled out globally</a>. You've probably already seen the six emoji options instead of the 'Like' button: like, love, haha, wow, sad, angry that all allow us to express ourselves more fully than a 'Like.' <i>Because actually thinking of and typing out words to express the full range of the human condition is so 2015. <b>Long live the digital grunt!</b></i></li>
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<li>Just use them with caution: <a href="https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0ahUKEwiO3Kvu8pnLAhXCLSYKHVPKBzUQFggdMAA&url=http%3A%2F%2Fwww.wsj.com%2Farticles%2Fas-facebook-moves-beyond-like-you-need-to-love-and-haha-with-caution-1456318800&usg=AFQjCNEFv7mF-oRfUTBlndQtsAVJjoJC_Q&sig2=K5IXKpL0xxksbaHuVPOmYA" target="_blank">a little emotion goes a long way</a>. <i>I'm still waiting for my Dislike button</i>.</li>
<li>Of course, this is just <a href="http://mic.com/articles/136111/facebook-is-using-those-new-like-emojis-to-learn-a-whole-lot-more-about-you#.gFJeUrk9M" target="_blank">a more detailed way of tracking your interactions and preferences</a>, with a likely course toward applying the same toward ad options.</li>
<li>Facebook wants to give advertisers <a href="http://techcrunch.com/2016/02/25/facebook-canvas-ads/" target="_blank">an immersive way to reach people without making them leave the social network</a>: ad Canvas takes over the whole screen and keeps the experience in-app. <i>It's like Instant Articles meet Instant Ads</i>.</li>
<li>You can now <a href="http://www.adweek.com/socialtimes/invite-non-facebook-users-events-email/634680" target="_blank">use email to invite people to Facebook events</a>, whether or not they're Facebook users.</li>
<li>And from the More You Know department: those Facebook quizzes that you love taking? <a href="http://gizmodo.com/heres-a-reminder-why-you-shouldnt-bother-doing-dumb-fac-1744364044" target="_blank">They've got your data</a>. </li>
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<li><b>Instagram</b></li>
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<li>Instagram now has <a href="http://www.nbcnews.com/tech/tech-news/instagram-now-has-more-advertisers-twitter-n525481" target="_blank">more advertisers than Twitter</a>.</li>
<li>And it's showing double-digit growth, with <a href="http://www.emarketer.com/Article/Instagram-Continues-Double-Digit-Growth/1013612?ecid=NL1009" target="_blank">one-third of all mobile users expected to be on Instagram in 2016</a>.</li>
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<li><b>Twitter</b></li>
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<li><a href="http://recode.net/2016/02/22/twitter-hires-former-apple-exec-natalie-kerris-as-vp-of-communications/" target="_blank">Twitter has a new VP of Communications</a> with some significant experience: former Apple communications executive Natalie Kerris. <i>Although, we'll wager that in her previous job she never had to deal with the kind of circus that Twitter is currently in the middle of</i>.</li>
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<li style="text-align: left;">Shapchat cut a deal with Nielsen so it will now be able to show advertisers <a href="http://fortune.com/2016/02/25/snapchat-nielsen/" target="_blank">how ads are performing based on measurements that they are used to from other campaigns</a>. <i>So, rather than create new metrics that are right for the platform, Nielsen will continue supporting the twice-broken model of advertising</i>.</li>
<li style="text-align: left;">The future of the web is mobile. And <a href="https://medium.com/swlh/why-brands-should-care-about-messaging-apps-d560390aa0a4" target="_blank">the future of mobile is messaging apps</a>. It's the emoji's world; we're just living in it. <i>But expect emojis to more accurately convey sentiment than anything else.</i></li>
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<b>Trivia question: What Uber-like tactic is Disney Parks adopting this year?</b><b> *</b></h3>
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<b>Collaborative / Autonomous Economy</b> </h4>
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<li style="text-align: left;">Uber says <a href="http://recode.net/2016/02/22/uber-were-devastated-by-kalamazoo-working-with-authorities-and-not-changing-its-policies/?mkt_tok=3RkMMJWWfF9wsRokuqTKZKXonjHpfsX54uUuT%2Frn28M3109ad+rmPBy934YIWp8na+qWCgseOrQ8mFkIV8izUs0TrKM%3D" target="_blank">it is "devastated" about the shooting</a> by an Uber driver in Kalamazoo. It's unclear whether or not the suspect had any passengers in the vehicle while allegedly committing the crime, but he did pick up fares between shootings.</li>
<li style="text-align: left;">However, Uber has dug in its heels and <a href="http://www.theverge.com/2016/2/22/11095518/uber-kalamazoo-mass-shooting-jason-dalton-rating" target="_blank">refuses to reconsider its driver screening process</a>. <i>As usual, a hard-line approach from a company that regularly bulldozes the competition and local regulations</i>.</li>
<li style="text-align: left;">And even though Uber instituted a panic button for its app in India, it won't be creating a panic button for the United States, because "<a href="http://www.fastcompany.com/3057035/why-uber-doesnt-have-a-panic-button" target="_blank">911 is the panic button</a>."</li>
<li style="text-align: left;">The on-demand parking service <a href="http://techcrunch.com/2016/02/26/luxe-is-raising-tens-of-millions-in-a-big-new-funding-round-from-hertz/" target="_blank">Luxe is getting a $50 million investment from Hertz</a>. <i>Another example of a <a href="http://www.web-strategist.com/blog/2015/12/07/why-a-strong-brand-matters-in-the-collaborative-economy/" target="_blank">big brand getting smart about partnering</a> with startups in the collaborative economy</i>.</li>
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<b>Audio</b></h4>
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<li style="text-align: left;">Spotify has moved its sound to Google's cloud. The streaming music service <a href="http://www.wired.com/2016/02/spotify-moves-itself-onto-googles-cloud-lucky-for-google/" target="_blank">is now using Google's infrastructure</a> to store and stream its music around the world. It's a move away from data centers and to the cloud — a common refrain from many businesses today.</li>
<li style="text-align: left;"><a href="http://techcrunch.com/2016/02/23/soundcloud-pulse-a-dedicated-app-for-music-creators-arrives-on-ios/" target="_blank">SoundCloud Pulse is a new dedicated app</a> for artists and music creators. The app is available on iOS and is an important move for SoundCloud, which needs to shore up its relationship with artists.</li>
<li style="text-align: left;"><b>Podcast Recommendation of the Week</b>. This week, how about hitting the play button on Marc Maron's <a href="http://wtfpod.com/" target="_blank">WTF</a>? He consistently has some of the best interviews out there. And if you really like his work, <a href="https://www.youtube.com/watch?v=mCo5J6Wk6qY" target="_blank">check this out</a> (and don't say I didn't warn you). <i>Do you have a podcast recommendation for us? Add yours to our Google Sheet: <a href="http://smonty.co/yourpodcasts">smonty.co/yourpodcasts</a></i></li>
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<b>Content / Customer Experience</b></h4>
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<li>According to the 2016 Customer Engagement Index survey of 1,200 consumers, 47%  percent of consumers would take their business elsewhere <a href="https://www.bulldogreporter.com/cex-ultimatum-half-of-customers-will-select-another-competitor-within-a-day-of-receiving-poor-customer-service/" target="_blank">within a day of receiving poor customer service</a>. <i>There are options out there. Odds are, you're providing a commodity and your differentiator is service. Take it seriously</i>.</li>
<li>Here's <a href="http://www.esquire.com/lifestyle/a42392/netflix-how-long-you-browse/" target="_blank">how long people browse Netflix before they give up</a>. <i>And go and browse on Amazon Prime Video, Hulu or another service</i>...</li>
<li>There's a major change afoot for technology brands: the consumer engagement process today is <a href="https://www.bulldogreporter.com/customer-engagement-a-major-value-shift-is-underway-for-technology-brands-new-customer-loyalty-index-finds/" target="_blank">more dependent on emotional values than ever</a>. <i>Technology companies, like CPG brands, must embrace an emotion-based approach to marketing</i>.</li>
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<i><b>"If you wish to persuade me, you must think my thoughts, feel my feelings and speak my words." </b>— Cicero </i>[<a href="http://ctt.ec/19YHd" target="_blank">TWEET THIS</a>]</h3>
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<b>Privacy / Security / Legal</b></h4>
<ul>
<li>The Apple saga continues, and while we won't recount the entire thing, here's the highlight reel:</li>
<ul>
<li><a href="https://www.lawfareblog.com/we-could-not-look-survivors-eye-if-we-did-not-follow-lead" target="_blank">The FBI's reason</a> for requesting extraordinary measures from Apple: they owe it to the families of the survivors. They also claim "The relief we seek is limited."</li>
<li>And yet, the Department of Justice is also seeking <a href="https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0ahUKEwiD3ZOqmpvLAhWMNiYKHcaTCsMQFggdMAA&url=http%3A%2F%2Fwww.wsj.com%2Farticles%2Fjustice-department-seeks-to-force-apple-to-extract-data-from-about-12-other-iphones-1456202213&usg=AFQjCNEIETde6afjeMJk3KCvZfGA-fWgnw&sig2=8LLEWPeNwjTFi048bgf4FQ" target="_blank">to force Apple to extract data from about 12 other iPhones</a> that don't involve terrorism charges.</li>
<li>Wired was very clear: <a href="http://www.wired.com/2016/02/apple-fbi-privacy-security/" target="_blank">The Apple-FBI Fight Isn't About Privacy vs. Security. Don't Be Misled</a>. </li>
<li>Apple doubled down and <a href="http://www.apple.com/customer-letter/answers/" target="_blank">released an FAQ</a> about the issue in addition to its previous customer letter from Tim Cook.</li>
<li>The tech industry <a href="https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0ahUKEwid-PHCm5vLAhWBPCYKHUyUC60QqQIIHjAA&url=http%3A%2F%2Fwww.wsj.com%2Farticles%2Fgoogle-facebook-to-support-apple-in-court-1456434617&usg=AFQjCNE33AwR8N8PAx4NooVWFR3Gycbjqw&sig2=fV7XLUO3gG_XohGRFX-q-Q" target="_blank">got behind Apple</a>, although <a href="http://fortune.com/2016/02/23/bill-gates-apple-fbi/" target="_blank">Bill Gates did not</a>.</li>
<li>Meanwhile, Apple is putting its efforts behind <a href="http://9to5mac.com/2016/02/25/apple-working-on-stronger-icloud-backup-encryption-and-iphone-security-to-counter-fbi-unlock-requests/" target="_blank">stronger iCloud backup encryption and iPhone security</a> to counter future FBI requests.</li>
<li>Someone already has <a href="http://www.newyorker.com/cartoons/daily-cartoon/thursday-february-25th-apple-encrypted-phone" target="_blank">a schematic of the new unhackable iPhone</a>.</li>
</ul>
<li>A journalist dared two hackers to ruin his life. And <a href="http://fusion.net/video/271750/real-future-episode-8-hack-attack/" target="_blank">here's what happened</a>. <i>Think you're secure from hackers? Don't try this at home, kids</i>.</li>
<li>With all of this hype, it shouldn't be any surprise that the new <a href="http://www.wired.com/2016/02/encrypted-messaging-app-telegram-hits-100-million-people/" target="_blank">encrypted messaging app Telegram has 100 million users</a>.</li>
<li>Selfies and fingerprints will now be part of <a href="http://www.bbc.com/news/technology-35631456" target="_blank">the MasterCard security system</a> for cardholders.</li>
</ul>
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<b>Measurement / Metrics / Data </b></h4>
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<li>Be sure to catch <a href="http://www.twistimage.com/blog/archives/better-marketing-metrics-with-googles-avinash-kaushik/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+TwistImage+%28Six+Pixels+of+Separation+-+Marketing+and+Communications+Insights+Blog+-+Mitch+Joel+-+Twist+Image%29" target="_blank">this interview between Mitch Joel and Avinash Kaushik</a>. There's no better person to learn digital marketing analytics from.</li>
<li><a href="http://www.buzzfeed.com/daozers/how-buzzfeed-thinks-about-data-and-some-charts-too#.vx5gGkWGL" target="_blank">How BuzzFeed thinks about data</a> — by re-anchoring, embracing complexity, learning (not vanity), being pragmatic and understanding that some things are important but not measurable. <i>Lots of great lesssons (and charts!) here for brands as well</i>.</li>
<li>42% of C-level executives are focused on expanding the customer base, while <a href="http://www.emarketer.com/Article/Growing-Customer-Base-Key-Focus-Execs/1013629" target="_blank">32% are focused on retaining the existing base</a>. They measuring their success in customer engagement primarily through revenue metrics (customer lifetime value, revenue per customer and overall revenue increases).</li>
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<i>Brought to you by <a href="http://smonty.co/zignalmonty" target="_blank">Zignal Labs</a>, a realtime, cross media analytics platform (also a client of Scott Monty Strategies).</i></div>
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Social Media Week New York took place, and as you might expect, getting social media types to post on social media about social media was easier than asking Donald Trump to talk about himself. Particularly of interest were the take-aways from the keynote of Mark Thompson, the CEO of <i>The New York Times</i>, as displayed here:<br />
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<a href="https://4.bp.blogspot.com/-q509PqrMkNQ/VtNX1EyzwDI/AAAAAAAAlXE/dKqhu5gMrIs/s1600/COTW%2B2016-2-29.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="472" src="https://4.bp.blogspot.com/-q509PqrMkNQ/VtNX1EyzwDI/AAAAAAAAlXE/dKqhu5gMrIs/s640/COTW%2B2016-2-29.png" width="640" /></a></div>
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<b>* Answer to the trivia question above: </b></h3>
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<li style="text-align: left;">Uber isn't the only company employing surge pricing. Disney Parks (Disneyland and Walt Disney World) are <a href="http://www.nytimes.com/2016/02/28/business/disney-introduces-surge-pricing-at-theme-parks.html?smid=fb-nytimes&smtyp=cur&_r=0" target="_blank">using a tiered pricing model</a> to help address demand. Prices will drop on weekdays in non-holiday and non-school break seasons, and will rise on weekends and in peak seasons (such as July weekends, spring break weeks and December). Analysts say that in pure economic terms, Disney’s price increases have been modest considering the soaring demand.</li>
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<b>When You Have the Time: Essential Watching / Listening / Reading</b> </h4>
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<li>Being a leader isn't an identity, but a set of actions. And so was born the leadership industry. Just what are we looking for in our leaders? <a href="http://www.newyorker.com/magazine/2016/02/29/our-dangerous-leadership-obsession" target="_blank">Shut Up and Sit Down</a> is a long read from <i>The New Yorke</i>r that traces our fascination with leaders and delves into the qualities that make a good leader.</li>
<li>Trust is a funny thing. Real trust (even in our modern culture) doesn't always come from divulging, from providing more transparency, but from the actions that people take (or that we think they take) before our eyes. That is, trust can be <a href="http://sethgodin.typepad.com/seths_blog/2016/02/the-surprising-thing-about-trust.html" target="_blank">completely irrational</a>.</li>
<li>Last week, we shared news of <a href="http://fortune.com/2016/02/22/yelp-employee-ceo/" target="_blank">Yelp firing a 25 year-old employee for speaking out online</a>. This week, it got downright messy.</li>
<ul>
<li>First, it devolved into a series of meta-commentaries and lectures on how others know better, first <a href="https://medium.com/@StefWilliams25/an-open-letter-to-millenials-like-talia-52e9597943aa#.tz9uri1xl" target="_blank">from a 29 year-old to the 25 year-old</a>,  then <a href="https://medium.com/@StefWilliams25/an-open-letter-to-millenials-like-talia-52e9597943aa#.tz9uri1xl" target="_blank">from a 36 year-old to the 29 year-old</a>, and finally <a href="https://medium.com/open-betters/an-open-letter-to-the-36-year-old-who-destroyed-the-29-year-old-millennial-who-ripped-the-25-year-98b79c905788#.p0mjo9jjs" target="_blank">from a 3,000 year-old mummy to the 36 year-old</a>. <i>We understand. This is the Internet. <a href="http://www.urbandictionary.com/define.php?term=Opinions+Are+Like+Assholes." target="_blank">Everyone has opinions</a>. Now shut up and get back to work</i>.</li>
<li>To revisit the reputational statistics above, 64% of people think an unfair workplace and culture are very damaging, while 37% consider poor employee conduct extremely damaging. <i>We'd argue that despite the whining of Yelp's ex-employee, there may be longer term damage to Yelp's reputation here</i>.</li>
<li>What about the bigger issue: <a href="http://www.convinceandconvert.com/monty-minute/should-you-be-fired-for-honesty/" target="_blank">should an employee be fired for honesty</a>? </li>
</ul>
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<h3 style="text-align: center;">
<i>Employee morale reflects company culture. "Snarling people have snarling dogs." — Sherlock Holmes</i> [<a href="http://ctt.ec/ELb0f" target="_blank">TWEET THIS</a>]</h3>
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Each Monday we publish this newsletter that serves as a comprehensive source of business intelligence, covering technology, business, digital communications and marketing in order to keep leaders up to date on changes, newsworthy items and trends that might be useful in your job. A new issue is available every Monday morning. <a href="http://www.scottmonty.com/p/subscribe.html" rel="nofollow" target="_blank">Please subscribe</a> to keep up to date on developments.<br />
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<i>Image source: <a href="http://giphy.com/gifs/l2JJLtCh8tlcHGbxS" target="_blank">Giphy</a></i><br />
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The Full Monty — February 29, 2016

There were reactions to Reactions, Apple continues its fight to the core, NBCUniversal is making some advertising changes of note, what...

The One Ingredient Essential to Success

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<a href="https://2.bp.blogspot.com/-U1MzEY1sgDg/Vs4U1wr2aHI/AAAAAAAAlUs/XhSwPWIYlGQ/s1600/Passion%2BFlower.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img alt="The passion flower" border="0" height="480" src="https://2.bp.blogspot.com/-U1MzEY1sgDg/Vs4U1wr2aHI/AAAAAAAAlUs/XhSwPWIYlGQ/s640/Passion%2BFlower.jpg" title="Passion flower" width="640" /></a></div>
<br />
Recent travels took me to New York City, followed by a direct flight to Indianapolis over the weekend. One trip centered around a literary society, the other around a youth travel hockey tournament.<br />
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These two events couldn't be more different. And yet — there's a common thread flowing through each, and this is the secret sauce that sets stellar brands apart from average ones.<br />
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<b>Passion</b>.<br />
<br />
This is a tricky one, because unlike a fantastic product design, unique logo or improved customer service protocol, it can't be made. You either have passion or you don't.<br />
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In entrepreneurship, it's tough to match the founder's passion for the company. New employees may buy into the concept, throwing themselves into projects with lots of energy. But it's less common to see the passion that ignites the owner. <br />
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It goes behind signing on to the corporate mission and getting excited about the work; you have to believe. And belief requires leadership and communication that make it clear what the challenge is and how the company is uniquely suited to addressing it better than anyone else. With consistent, concise and clear communication to employees, as well as living the tenets of the brand every day, the passionate leader can instill some of the passion to like-minded employees.<br />
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But it doesn't happen by accident. It's about finding the right people who not only have the experience but who are willing to believe as deeply as you.<br />
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When you do that, whether you're discussing <a href="http://ihearofsherlock.com/" rel="nofollow" target="_blank">Sherlock Holmes</a> or watching your kids play hockey, you've got a common-minded group of people with whom to share the passion. And that's what ignites larger movements.<br />
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<i>"If a man has a hobby he follows it up, whatever his other pursuits may be."</i> — Sir Arthur Conan Doyle</h4>
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<i>Image credit: <a href="https://flic.kr/p/Pm7GP" target="_blank">Kuribo (Flickr)</a></i><br />
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The One Ingredient Essential to Success

Recent travels took me to New York City, followed by a direct flight to Indianapolis over the weekend. One trip centered around a literar...

The Full Monty — February 22, 2016

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<a href="https://4.bp.blogspot.com/-AkkxgEE1UAs/VspQ9deEqPI/AAAAAAAAlTM/pG6FgWcNyR0/s1600/Apple.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="444" src="https://4.bp.blogspot.com/-AkkxgEE1UAs/VspQ9deEqPI/AAAAAAAAlTM/pG6FgWcNyR0/s640/Apple.JPG" width="640" /></a></div>
<br />
Apple and the FBI go at it, the need to evolve the entertainment industry, the potential of intelligent assistant apps, how to suck at social media, a week of tough decisions at Yahoo, Facebook wants to advertise to you in Messenger, Twitter gets customer service support, Uber $1 billion a year to break into markets in China but cuts U.S. driver fares by 15%, podcasting is a tough sell for big brands, customer experience is the new marketing, marketers need help with numbers, the psychology of good stories, upcoming events, the Zignal Labs chart of the week, plus a trivia challenge, our podcast pick and more, it's <b>The Full Monty</b>.</div>
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<br />
Virtually everything you need in business intelligence. If you’re on Flipboard, you can get these links — and additional ones — by subscribing to <i><a href="http://smonty.co/flipdigital" rel="nofollow" target="_blank">The Full Monty Magazine</a></i> at <a href="http://smonty.co/fullmontymag" target="_blank">smonty.co/fullmontymag</a>.<br />
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And, if you're around at 9:30 pm ET on Sunday evenings, you can get a preview of a couple of topics via the <a href="http://facebook.com/scottmonty">live video on Facebook</a>. If not, you can always catch the replay here:<br />
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<blockquote cite="https://www.facebook.com/scott.monty/videos/10153344385331625/">
<a href="https://www.facebook.com/scott.monty/videos/10153344385331625/">The Full Monty Preview - February 21, 2016</a><br />
It's the Sherlock Holmes edition of #SundaysWithScott - trivia, rants and the bow tie of the week<br />
Posted by <a href="https://www.facebook.com/scott.monty">Scott Monty</a> on Sunday, February 21, 2016</blockquote>
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<b>Join me</b><br />
<span style="font-weight: normal;">This week, I'll be on a panel and participating in two webinars. Feel free to pick which work for you and join me for some lively conversation. The webinars are also available for replay in case you can't make it live.</span><br />
<br />
<ul>
<li><span style="font-weight: normal;">On Tuesday, </span>February 23 at 2 pm ET<span style="font-weight: normal;">, I'll be joining Richard Binhammer, Doug Simon and Suzanne Blackburn to talk about <a href="http://www.commpro.biz/events-knowledge-centers/the-public-relationships-of-stories-context-connection-and-alternative-storytelling-techniques-free-webcast/" target="_blank">The Public Relationships of Stories: Context, Connection and Alternative Storytelling Techniques</a>. </span></li>
<li><span style="font-weight: normal;">Also on </span>Tuesday February 23 <span style="font-weight: normal;"><span style="font-weight: bold;">at 6 pm ET</span> at during Social Media Week in New York, I'll be taking part in an in-person panel</span><span style="font-weight: normal;"> to talk about <a href="http://socialmediaweek.org/newyork/events/data-insight-action-reaching-consumers-real-time/" target="_blank">Building Brand Love and Changing Behavior with Data, Insight and Action</a>. Fellow ex-corporate types Richard Binhammer (Dell) and Ekaterina Walter (Intel) will join me for that.</span></li>
<li><span style="font-weight: normal;">And don't miss this webinar on </span>Thursday February 25 at 3 pm ET<span style="font-weight: normal;"> on <a href="http://buff.ly/1NUlHH3" target="_blank">Publishing on LinkedIn</a>, as Chuck Hester and I coach you through content strategy, audience development, thought leadership and more. </span></li>
</ul>
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<b>Industry</b></h4>
<ul>
<li>The digital world and consumer behavior is forcing a change from the entertainment and media industries. <a href="http://www.strategyand.pwc.com/perspectives/2016-entertainment-media-industry-trends" target="_blank">This report from PwC is an important read</a> on just what's at stake for these companies to survive the rapid transition to a direct-to-consumer future and need an effective fan-centric strategy for doing so — lest they risk decline and irrelevance.</li>
<ul>
<li>The venerable <a href="http://www.digitaltrends.com/movies/bbc-dropping-television-and-radio-divisions/" target="_blank">BBC is dropping its television and radio divisions</a>, focusing on content- and audience-led divisions. <i>This could be a signal of what's to come for other news and entertainment industries, particularly as devices are less important than content</i>.</li>
<li>Online movie ticket company <a href="http://variety.com/2016/digital/news/fandango-rotten-tomatoes-flixster-1201708444/" target="_blank">Fandango purchased review sites Flixster and Rotten Tomatoes</a>. And if you ever wondered if the Fandango ratings were accurate, <a href="http://fivethirtyeight.com/features/fandango-movies-ratings/" target="_blank">they're not <span style="color: black;">— </span>not by a long shot</a>. <i>Let's hope the FTC gets wind of this as Fandango (owned by NBCUniversal — which makes films at its Universal studio) has purchased Flixster and Rotten Tomatoes. That's right, the ticket company owns the ratings sites, and all are owned by a movie studio</i>.</li>
</ul>
<li>We recently reported on the new app by news gathering service Quartz. <a href="https://econsultancy.com/blog/67539-six-trends-the-new-quartz-app-has-joyfully-piggybacked/" target="_blank">The app has hopped onto a number of trends</a>, including messaging, sponsored content, content sampling to entice completion, GIFs and more.</li>
<li>Google and Facebook are the leaders in artificial intelligence and <a href="http://venturebeat.com/2016/02/14/intelligent-assistance-the-slow-growth-space-that-will-eventually-wow-us/" target="_blank">the rest of the industry is playing catch-up</a>. But there is still <a href="http://venturebeat.com/2016/02/14/intelligent-assistance-the-slow-growth-space-that-will-eventually-wow-us/" target="_blank">huge potential in the growth of intelligent assistants</a> like Siri, Alexa and M. <i><a href="https://www.youtube.com/watch?v=8lcUHQYhPTE" target="_blank">I, for one, welcome our new robot overlords</a></i>.</li>
<li>NASCAR is a digital powerhouse and its innovation continues with <a href="http://www.adweek.com/news/advertising-branding/nascars-new-campaign-celebrates-racer-all-us-169766" target="_blank">integrations with Snapchat and Twitter</a>.</li>
<li>You've reasoned that your brand needs to be on social media because people are there. But a brand's reason should be different than an individual's reason. Here Avinash Kaushik uses data to lay out <a href="http://www.kaushik.net/avinash/social-media-marketing-success-guide-businesses/?utm_campaign=cision&utm_medium=social&utm_source=twitter" target="_blank">How to Suck at Social Media: An Indispensable Guide for Businesses</a>.</li>
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<a href="https://1.bp.blogspot.com/-ctuP0ebTKjU/VsqBFK0uBwI/AAAAAAAAlTc/YUiw9AZ5ZWU/s1600/best_social_media_metrics-3.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img alt="Do the data tell you where you need to be?" border="0" height="327" src="https://1.bp.blogspot.com/-ctuP0ebTKjU/VsqBFK0uBwI/AAAAAAAAlTc/YUiw9AZ5ZWU/s640/best_social_media_metrics-3.png" title="Run the numbers - where are you spending your efforts?" width="640" /></a></div>
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<b><span style="font-size: small;">Sponsor</span></b></h2>
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Advanced Bootcamp for Account Executives</h2>
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<b>Send your AEs to Advanced AE Bootcamp March 31 - April 1, 2016</b></h3>
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The workshop is an opportunity to advance your account executives to the next level, polish their skills, and make them experts!<br />
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<b>What AEs learn during our 2-day Advanced workshop: </b>Agency math; running your accounts like a small business; teaching your team how to think strategically; it’s not just marketing, it’s business; getting paid to build the plan; building a sales funnel that demonstrates actual ROI to clients.<br />
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Attendees also learn how to develop marketing strategies (and know why one is better than the other) instead of just managing a project the client assigns to them.<br />
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<b>Who Should Attend?</b><br />
Agency Senior Management and Account management staff with at least 3+ years account management experience as a project manager, an account coordinator, account executive, key account manager, or as an account supervisor.</div>
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<b><a href="http://smonty.co/1NtLSEe" target="_blank">Register now or learn more!</a></b></h4>
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<b>Platforms</b></h4>
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<li><b>Yahoo</b></li>
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<li>It's been another rough week at Yahoo. The search giant is <a href="http://www.adweek.com/news/press/yahoo-shuttering-7-its-11-digital-magazines-169704" target="_blank">shuttering 7 of its 11 digital magazines</a>, leaving only News, Sports, Finance and Lifestyle. <i>And yet, David Remnick, editor of The New Yorker, thinks that <a href="http://recode.net/2016/02/18/new-yorker-editor-david-remnick-makes-the-case-for-magazines-in-a-facebook-era/" target="_blank">the time is right for magazines</a>, as readers like content delivered on a regular basis that provides value and that they can see love and care went into its making</i>. </li>
<li>Yahoo also <a href="http://www.businessinsider.com/yahoo-labs-to-integrate-with-product-groups-2016-2" target="_blank">pulled the plug on Yahoo Labs</a>, its in-house research group.</li>
<li>Over the last year, <a href="https://www.theinformation.com/the-death-march-of-yahoos-core-products" target="_blank">Yahoo has seen a slow death of its core products</a>, with a drop in daily active users on Mail, Search and Yahoo.com.</li>
<li>And while it's ominous, it shouldn't be too surprising that <a href="https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0ahUKEwiZ-MrFu4rLAhXHOyYKHVNpCo8QqQIIHjAA&url=http%3A%2F%2Fwww.wsj.com%2Farticles%2Fyahoo-forms-board-committee-to-explore-options-1455887856&usg=AFQjCNELWovM-DAtpIQ1nVHqDCPidLZLVA&sig2=wrerXGJ5Jzao8T2zmWvEJQ" target="_blank">Yahoo has hired investment bankers to help the board explore options</a> around a sale of its core businesses.</li>
<li>At the same time, Yahoo-owned <a href="http://www.emarketer.com/Article/Tumblr-Struggles-Grow-Its-User-Base/1013596" target="_blank">Tumblr is having trouble growing its user base</a>, with only 8.7% of Internet users being Tumblrers.</li>
<li>Last week, we explored Snapchat through the eyes of a 13 year-old. Now we take a look at <a href="https://newrepublic.com/article/129002/secret-lives-tumblr-teens" target="_blank">The Secret Lives of Tumblr Teens</a>.</li>
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<i>“If you would not have a man flinch when the crisis comes, train him before it comes.” — Seneca </i>[<a href="http://ctt.ec/EW4Rj" target="_blank">TWEET THIS QUOTE</a>]</h4>
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<li><b>Facebook</b></li>
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<li>Get ready for it: <a href="http://techcrunch.com/2016/02/18/facebook-messenger-ads/" target="_blank">Facebook plans to put ads in Messenger</a>. The catch is that this will only be for customers who have interacted with the Pages via chat. Let's hope there's an opt-out function, though. </li>
<li><i>But this does bring to mind a need: we've had the Do Not Call Registry for handling telemarketers and the CAN-SPAM Act to help with email spam. <b>Do messenger apps need their own pro-consumer legislation? [<a href="http://ctt.ec/bEP72" target="_blank">TWEET THIS</a>]</b></i></li>
<li><a href="https://contently.com/strategist/2016/02/17/facebook-will-likely-open-instant-articles-to-brands-publishers-grandma/" target="_blank">Instant Articles will be open to all publishers</a> beginning on April 12.<i> Expect more engagement within Facebook and not on your site. Are you prepared to make this effective?</i></li>
<li>At Mobile World Congress in Barcelona yesterday, Mark Zuckerberg said that <a href="http://www.usatoday.com/story/tech/columnist/baig/2016/02/21/mark-zuckerberg-vr-can-become-most-social-platform/80706338/" target="_blank">virtual reality "could become the most social platform."</a> At the same time, Facebook announced that <a href="http://mashable.com/2016/02/21/facebook-doubles-down-on-virtual-reality/?utm_medium=email&utm_campaign=velocity&utm_source=newsletter&utm_cid=mash-prod-email-velocity-alert&utm_emailalert=viral#fwKfIPJXW5qo" target="_blank">VR 360-degree video would have 4X higher resolution</a>. <i>Pay attention: if this is what Facebook believes, this is what they'll be spending their money on to ensure. VR is becoming increasingly important for businesses</i>.</li>
<li>However, don't be surprised if <a href="https://youtu.be/Ogji3nSvPjg" target="_blank">this is what the future looks like</a>:</li>
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<li><b>Instagram</b></li>
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<li>The photo-sharing service <a href="http://techcrunch.com/2016/02/16/instagram-two-factor/" target="_blank">finally gets two-factor authentication</a>, to help fight hackers.</li>
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<li><b>Twitter</b></li>
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<li>After companies have been using it for customers service for years, <a href="https://blog.twitter.com/2016/making-customer-service-even-better-on-twitter" target="_blank">Twitter is implementing a couple of improvements to specifically help with customer service</a>: better Direct Messaging and a Customer Feedback integration.</li>
<li>Expect more GIFs on Twitter  as the company is <a href="http://venturebeat.com/2016/02/17/twitter-rolls-out-native-gif-support-in-partnership-with-giphy-and-riffsy/" target="_blank">rolling out native GIF support with Giphy and Riffsy</a>.</li>
<li>Great news — <a href="http://blogs.wsj.com/digits/2016/02/18/twitter-has-more-users-than-facebook-in-japan/?mkt_tok=3RkMMJWWfF9wsRokuqvMZKXonjHpfsX54uUuT%2Frn28M3109ad+rmPBy934YAWp8na+qWCgseOrQ8mFkIV8izUs0TrKM%3D" target="_blank">Twitter is bigger than Facebook</a>. In Japan. It's particularly valuable as a news service there.</li>
<li>One reason Twitter may stumble so much: <a href="http://www.theguardian.com/technology/2016/feb/18/twitter-problems-jack-dorsey-silicon-valley-technology" target="_blank">it's difficult for normal people to figure out</a>.</li>
<li>Some are <a href="https://medium.com/@garyvee/flying-with-a-wounded-wing-why-twitter-still-has-more-than-a-chance-f35db718bb98#.r0dluyuts" target="_blank">still hopeful for Twitter's future</a>, despite it increasingly becoming a cocktail party where everyone shouts at each other.</li>
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<li style="text-align: left;"><a href="http://techcrunch.com/2016/02/16/giphy-closes-55-million-series-c-at-a-300-million-post-money-valuation/" target="_blank">Giphy closed a $55 million round</a>, valuing the company at $300 million, with plenty of opportunities for brands to collaborate, from Giphy Cam to message integration with Slack. <i>This should be a signal to messaging and visual platforms that they're growing in importance</i>.</li>
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<a href="http://giphy.com/gifs/yEtv1wWZpmG2s">via GIPHY</a></div>
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<b>Trivia question: Online review company Yelp fired an employee for what reason</b><b>? *</b></h3>
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<b>Collaborative / Autonomous Economy</b> </h4>
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<li style="text-align: left;">With a company named Uber Promotions having business in Gainesville, Florida, a judge wants Uber to "ensure that a search conducted with the Google, Yahoo, or Bing search engines using the keywords “Uber promotions Gainesville phone” or “Uber promotions Gainesville phone number” does not return a result with Defendant’s 352-area-code number." That's right. <a href="http://searchengineland.com/impossible-court-orders-uber-to-control-google-results-in-trademark-dispute-242848" target="_blank">The judge wants Uber to control Google search results</a>.</li>
<li style="text-align: left;"><a href="http://www.nbcnews.com/tech/tech-news/lyft-asks-judge-stop-uber-s-witch-hunt-trade-secrets-n521526" target="_blank">Lyft has asked a judge to stop Uber from its witch hunt</a> in pursuing confidential information and trade secrets as part of a data breach case.</li>
<li style="text-align: left;"><a href="http://www.reuters.com/article/uber-china-idUSKCN0VR1M9" target="_blank">Uber is losing $1 billion a year in China</a>. <i>Is it fiscally responsible for Uber to pursue a win-at-all-costs approach in every market?</i></li>
<li style="text-align: left;">Meanwhile, <a href="http://www.nytimes.com/2016/02/21/nyregion/uber-drivers-up-against-the-app.html?smprod=nytcore-iphone&_r=0" target="_blank">Uber has angered its drivers with its 15% drop in fares</a>. In a letter to the company, the drivers wrote: “In the beginning, your company was great for both drivers and customers. You treated drivers well and we loved you for that. Little did we know that it would be a short-lived momentary ecstasy that you used to lure us in in great numbers, just so that you can execute your plans and strategies toward world domination.” <i>Consider this with respect to Uber's billion-dollar approach to China for a moment</i>.</li>
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<b>Audio</b></h4>
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<li style="text-align: left;">Advertising dollars have yet to flow into podcasts in a big way, <a href="https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0ahUKEwiT_daGxorLAhWG4iYKHbBVD_cQFggdMAA&url=http%3A%2F%2Fwww.wsj.com%2Farticles%2Fpodcasts-face-advertising-hurdles-1455745492&usg=AFQjCNECOA_4zIKs8hhX_J_mGItG_dFAFA&sig2=LUmQdNsYbo03WoZfLQiNrA" target="_blank">as many big brand marketers remain unconvinced they will get their money’s worth</a>. </li>
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<li style="text-align: left;">And yet, <a href="https://www.linkedin.com/pulse/world-according-fords-mark-laneve-why-radio-remains-key-jeffery-ward" target="_blank">you have some that are doubling down on radio</a> — radio! <i>Maybe because </i><a href="http://www.entercom.com/board/marklaneve/wpp/ford/mayhem#.VsqQvfIrLb0" style="font-style: italic;" target="_blank">they have a vested interest</a><i>?</i></li>
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<li style="text-align: left;">IHeartMedia, Inc., the parent company of IHeartRadio, <a href="http://www.bloomberg.com/news/articles/2016-02-03/iheart-said-to-weigh-bond-exchange-before-wall-of-debt-comes-due" target="_blank">is saddled with over $20 billion in debt</a>.</li>
<li style="text-align: left;"><a href="http://www.forbes.com/sites/shelbycarpenter/2016/02/18/hundreds-of-spotify-premium-accounts-exposed-online-again/#3b638afb2b99" target="_blank">Spotify Premium accounts were exposed to hackers</a>. Change your password if you're a customer.</li>
<li style="text-align: left;"><b>Podcast Recommendation of the Week</b>. This week, check out <a href="http://themoth.org/" target="_blank">The Moth</a> — true stories told live. If you enjoy the art of storytelling, you'll enjoy The Moth. <i>Do you have a podcast recommendation for us? Add yours to our Google Sheet: <a href="http://smonty.co/yourpodcasts">smonty.co/yourpodcasts</a></i></li>
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<b>Content / Customer Experience</b></h4>
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<li>Content marketing is a fluid thing. <a href="http://www.forbes.com/sites/sujanpatel/2016/02/18/how-content-marketing-is-changing-everything-you-need-to-know/#490335044bb0" target="_blank">Everything you know about content marketing is changing</a>: content needs to provide more value, video needs more love, search favors rich content, and not everything is destined for social media.</li>
<li>Put these <a href="http://www.prdaily.com/Main/Articles/20192.aspx" target="_blank">nine principles of psychology to use</a> in your next marketing campaign.</li>
<li>When 71% of customers have ended their relationship with a brand because of poor customer service, it might be helpful to know <a href="http://www.marketingcharts.com/traditional/top-service-frustrations-that-lead-customers-to-abandon-a-company-65766/" target="_blank">what customers' top service-related frustrations are</a>. </li>
<li>There's marketing in everything you do, but <a href="http://www.businessesgrow.com/2016/02/18/customer-experience/" target="_blank">particularly in the customer experience</a>. Mark Schaefer sits down with Brian Solis to discuss Brian's new book <i><a amzn-ps-bm-asin="1118456548" class="amzn_ps_bm_tl" data-amzn-link-id="b28de612a84b70764a6fa327ca5a1806" data-amzn-ps-bm-keyword="X: The Experience When Business Meets Design" href="http://www.amazon.com/Experience-When-Business-Meets-Design/dp/1118456548/ref=as_li_bk_tl/?tag=thebakerstree-20&linkId=b28de612a84b70764a6fa327ca5a1806&linkCode=ktl" id="amznPsBmLink_9809583" rel="nofollow" target="_blank">X: The Experience When Business Meets Design</a><img alt="" border="0" height="0" id="amznPsBmPixel_9809583" src="https://ir-na.amazon-adsystem.com/e/ir?source=bk&t=thebakerstree-20&bm-id=default&l=ktl&linkId=b28de612a84b70764a6fa327ca5a1806&_cb=1456116660862" style="border: none !important; height: 0px !important; margin: 0px !important; padding: 0px !important; width: 0px !important;" width="0" /></i> with him. <i>And you should get the book!</i></li>
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<b>Privacy / Security / Legal</b></h4>
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<li>As you know, Apple and the FBI are at it, as the FBI wants Apple to provide access to the phone of the San Bernardino shooter, which is encrypted. [You can <a href="https://www.documentcloud.org/documents/2714001-SB-Shooter-Order-Compelling-Apple-Asst-iPhone.html" target="_blank">read the court order here</a>.] But Apple is resisting and <a href="http://www.apple.com/customer-letter/" target="_blank">shared a letter with its customers</a> to explain why such a move would be detrimental to all customers.</li>
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<li><a href="https://www.eff.org/deeplinks/2016/02/eff-support-apple-encryption-battle" target="_blank">The EFF immediately announced its support</a> and <a href="http://qz.com/618953/google-agrees-with-apple-tech-companies-shouldnt-hack-consumers-devices/" target="_blank">Google also joined in</a>.</li>
<li>Then, <a href="http://www.macrumors.com/2016/02/18/twitter-facebook-announce-support-for-apple/" target="_blank">Facebook and Twitter got on board</a>. <i>The delay in Silicon Valley support was thought to be due to government contracts that might make things awkward</i>.</li>
<li>In a bizarre development amid the squabble, ex-fugitive and self-styled "cybersecurity legend" John McAfee <a href="http://www.businessinsider.com/john-mcafee-ill-decrypt-san-bernardino-phone-for-free-2016-2" target="_blank">volunteered his services to help decrypt the device</a>.</li>
<li>But despite it protestations of principle, <a href="http://www.thedailybeast.com/articles/2016/02/17/apple-unlocked-iphones-for-the-feds-70-times-before.html" target="_blank">Apple has cooperated with the government man times previously</a>, just not to the extent that the FBI is asking now.</li>
<li>The Justice Department then started playing a little dirty, <a href="http://www.nytimes.com/2016/02/20/business/justice-department-calls-apples-refusal-to-unlock-iphone-a-marketing-strategy.html" target="_blank">calling Apple's refusal to unlock the phone "a marketing strategy."</a></li>
<li>It turns out that the FBI had <a href="http://www.buzzfeed.com/johnpaczkowski/apple-terrorists-appleid-passcode-changed-in-government-cust#.cpGR4ge4p" target="_blank">requested an Apple ID password reset of the device previously</a>. Had this reset not occurred, the decryption request might not have been needed.</li>
<li>Anyway, it's not a technical issue; <a href="http://blog.trailofbits.com/2016/02/17/apple-can-comply-with-the-fbi-court-order/" target="_blank">Apple can comply with the order</a>: "In order to limit the risk of abuse, Apple can lock the customized version of iOS to only work on the specific recovered iPhone and perform all recovery on their own, without sharing the firmware image with the FBI." </li>
<li>The bottom line: <a href="http://www.bloomberg.com/news/articles/2016-02-19/secret-memo-details-u-s-s-broader-strategy-to-crack-phones" target="_blank">the government wants more access to your data</a>. <i>Expect the saga to continue into this week and to continue to color the conversation about privacy, security and personal devices</i>.</li>
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<li>American Airlines is suing <strike>Nogo</strike> Gogo <a href="http://money.cnn.com/2016/02/16/technology/gogo-american-airlines-wi-fi/" target="_blank">for poor inflight wifi performance</a>. <i>We were going to ask what took them so long, but they probably filed it via a Gogo connection on a flight</i>.</li>
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<b>Measurement / Metrics / Data </b></h4>
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<li>Marketers keep spending on social platforms, despite that <a href="http://adage.com/article/agency-news/marketers-spending-social-lack-results/302701/" target="_blank">less than 12% can prove the quantitative impact of social media</a>.</li>
<li>What stops marketers from becoming more data-driven? <a href="http://www.emarketer.com/Article/What-Stops-Marketers-Deriving-Value-Data-Driven-Efforts/1013600" target="_blank">They claim it's the technology</a>. <i>We think it's more than that. How about you?</i></li>
<li><a href="http://fortune.com/2016/02/19/buzzfeed-metrics/" target="_blank">Buzzfeed doesn't consider pageviews and unique visitors</a> as viable metrics.</li>
<li>Some communicator of questionable ability recently wrote that advertising value equivalency (AVE) is the best way to estimate PR value. Our friend Gini Dietrich effectively cuts to the bone of this argument with <a href="http://spinsucks.com/communication/die-aves-die/" target="_blank">Die AVEs, Die!</a> around a metric that's over 30 years old and that was laughable in its prime.</li>
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<i>Brought to you by <a href="http://smonty.co/zignalmonty" target="_blank">Zignal Labs</a>, a realtime, cross media analytics platform (also a client of Scott Monty Strategies).</i></div>
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The Apple/FBI skirmish was all over mainstream and digital platforms last week. Zignal Labs does cross-media monitoring, meaning it picks up broadcast, mainstream and social sources in a single tool. What stuck out this week was how the shared stories were shared from a variety of sources: Apple itself (<i>showing the continued importance of owned media</i>), mainstream news sites and a user-generated site (dontbreakourphones.org). You never know where a spike in sharing will affect your business.<br />
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<b>* Answer to the trivia question above: </b></h3>
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<li>Online review company <a href="http://usuncut.com/class-war/yelp-worker-fired-for-blogging-about-starving/" target="_blank">Yelp fired customer service rep Talia Jane for writing an open letter to Yelp CEO Jeremy Stoppelman</a>, complaining about the lack of living wage. <i>Yes, that's right. An online review company fired an employee for effectively writing a negative review</i>.</li>
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<b>When You Have the Time: Essential Watching / Listening / Reading</b> </h4>
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<li>Storytelling gets a lot of play in marketing and communications circles. Yet, it's incredibly hard to implement. Why is that? Maria Popova looked at the writing of Harvard psychologist Jerome Bruner to get to <a href="https://www.brainpickings.org/2016/01/20/jerome-bruner-actual-minds-possible-worlds-storytelling/" target="_blank">the psychology of what makes a great story</a>. Bruner indicates that scientists and philosophers (<i>and marketers?</i>) are concerned with getting to the truth; but <i><b>storytellers are concerned with the question of how to endow experience with meaning</b></i>.</li>
<li>With Apple and the FBI in the news this week, here are <a href="http://blog.longreads.com/2016/02/21/five-stories-about-espionage/" target="_blank">five stories about espionage</a>. <i>Yes, we know the CIA, not the FBI, is concerned with espionage. Still</i>.</li>
<li>Our friend C.C. Chapman channels Abraham Lincoln's quote "Most folks are as happy as they make up their minds to be," in <a href="http://www.cc-chapman.com/2016/choosing-optimism/" target="_blank">his uplifting piece on choosing optimism</a>.</li>
<li>Seth Godin's <a href="http://sethgodin.typepad.com/seths_blog/2016/02/a-manifesto-for-small-teams-doing-important-work.html" target="_blank">manifesto for small teams doing important work</a> is a mini masterpiece, including this gem: "I'll know it when I see it," is not a professional thing to say. <i>I had the experience of having a manager like that once. Made me <a href="http://sethgodin.typepad.com/seths_blog/2006/05/marketing_potho.html" target="_blank">wish I forwarded this</a> to him</i>.</li>
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Each Monday we publish this newsletter that includes a series of links about current events and trends in the worlds of technology, business, digital communications and marketing in order to keep leaders up to date on changes, newsworthy items and content that might be useful in your job. A new issue is available every Monday morning. <a href="http://www.scottmonty.com/p/subscribe.html" rel="nofollow" target="_blank">Please subscribe</a> to keep up to date on developments.<br />
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The Full Monty — February 22, 2016

Apple and the FBI go at it, the need to evolve the entertainment industry, the potential of intelligent assistant apps, how to suck...

The Full Monty — February 15, 2016

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<img alt="" border="0" height="0" id="amznPsBmPixel_5929209" src="https://ir-na.amazon-adsystem.com/e/ir?source=bk&t=thebakerstree-20&bm-id=default&l=kia&linkId=f074e2511282aeeecfc5f641def69979&_cb=1454896466365" style="border: none !important; height: 0px !important; margin: 0px !important; padding: 0px !important; width: 0px !important;" width="0" /></div>
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<a href="https://1.bp.blogspot.com/-Fr-ViIcjQ68/VsFnauBfJvI/AAAAAAAAlRo/BQQ6buY3WpY/s1600/Customer%2BCentricity.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img alt="Customer-centric. I do not think that word means what you think it means." border="0" height="480" src="https://1.bp.blogspot.com/-Fr-ViIcjQ68/VsFnauBfJvI/AAAAAAAAlRo/BQQ6buY3WpY/s640/Customer%2BCentricity.jpg" title="So you think you know what customer centricity is?" width="640" /></a></div>
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Customer-centricity should be on your mind, the future of advertising belongs to..., social media marketing isn't working, digital priorities for 2016, back to the basics at Tumblr, India refuses Facebook Basics, why teens are leaving Facebook, the potential and the zaniness behind Snapchat, Twitter's numbers are down, the trust-factor of Airbnb, the importance of reputation, autonomous vehicles may affect much more than the auto industry, the future of Pandora and SoundCloud is in question, digital advertising for small business, resilience, the Chart of the Week, plus our trivia challenge, our podcast pick and more, it's <b>The Full Monty</b>.</div>
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<br />
A roundup of relevant links affecting our industry. If you’re on Flipboard, you can get these links — and additional ones — by subscribing to <i><a href="http://smonty.co/flipdigital" rel="nofollow" target="_blank">The Full Monty Magazine</a></i> at <a href="http://smonty.co/fullmontymag" target="_blank">smonty.co/fullmontymag</a>.<br />
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The Full Monty is the publication that exposes you to the business intelligence that matters at the top of every week. Please <a href="http://smonty.co/GetTheFullMonty" target="_blank">sign up for our email updates</a> to make sure you don't miss a thing. And please share this with your colleagues if you find it valuable.<br />
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And, if you're around at 9:30 pm ET on Sunday evenings, you can get a preview of a couple of topics via the <a href="http://facebook.com/scottmonty">live video on Facebook</a>. If not, you can always catch the replay here:<br />
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<a href="https://www.facebook.com/scott.monty/videos/10153332132006625/">The Full Monty Preview - February 14, 2016</a><br />
It's the Valentine edition of #SundaysWithScott - trivia, rants and the bow tie of the week.<br />
Posted by <a href="https://www.facebook.com/scott.monty">Scott Monty</a> on Sunday, February 14, 2016</blockquote>
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<b>Industry</b></h4>
<ul>
<li>In <a href="http://www.scottmonty.com/p/speaking.html" rel="nofollow" target="_blank">my speaking engagements</a>, I address how the advertising model is broken twice over, from analog to digital and foisted on social platforms. Ben Thompson brings you through the history on Stratechery, noting that <a href="https://stratechery.com/2016/the-reality-of-missing-out/" target="_blank">Google and Facebook are the best positioned to succeed</a> in the future of advertising.</li>
<li>According to a Gallup poll of some 18,000 people, <a href="http://mobilemarketingwatch.com/is-the-hoopla-over-social-media-marketing-the-biggest-myth-ever-65145/" target="_blank">social media marketing is a myth</a>: 62% of people think social networks are not effective in driving shopping decisions. <i>Of course, the networks themselves aren't (nor are clumsy brand ads), but the interactions they have with individuals there are. And as we've noted for years, it's more important to <b>engage your existing customers</b> to help attract new ones.</i></li>
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<iframe allowfullscreen="" frameborder="0" height="714" marginheight="0" marginwidth="0" scrolling="no" src="//www.slideshare.net/slideshow/embed_code/key/10gawkW6l4YNgv" style="border-width: 1px; border: 1px solid #ccc; margin-bottom: 5px; max-width: 100%;" width="668"> </iframe> <br />
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<strong> <a href="https://www.slideshare.net/scottmonty/the-myth-of-social-media-58165260" target="_blank" title="The Myth of Social Media">The Myth of Social Media</a> </strong> from <strong><a href="https://www.slideshare.net/scottmonty" target="_blank">Scott Monty</a></strong> </div>
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<ul>
<li><a href="http://techcrunch.com/2016/02/11/time-inc-acquires-viant-owner-of-myspace-and-a-vast-ad-tech-network/" target="_blank">Time, Inc. acquired the last vestige of MySpace</a>, which also nets them a significant ad tech network. <i>In the words of <a href="http://nextdraft.com/" target="_blank">Dave Pell</a>, "as history has shown, nobody knows how to pick a great internet opportunity like Time."</i>
</li>
<li>A new app by <a href="http://www.theverge.com/2016/2/11/10963794/quartz-app-iphone-ios-the-atlantic-download" target="_blank">Quartz will use texts and emoji</a> to send you news updates. The new iPhone app uses a chat interface and push notifications to deliver curated news stories. <i>If you think visuals, grunts, beeps and boops are overrated, wait until you get to the Snapchat section below</i>.</li>
<li>Now, there are an increasing number of talent agencies, networks and matchmaking services for influencer marketing. <a href="http://www.emarketer.com/Article/Influencer-Marketing-Rapidly-Gaining-Popularity-Among-Brand-Marketers/1013563" target="_blank">What's the influencer strategy for this program?</a> <i>Communications teams, pay attention, lest marketers buy their way into relationships that may be on the earned media side. There's certainly room for both, but it must be balanced</i>.</li>
<li>Reputation management is in high demand, as more instances of lying, cheating and other unseemly activity come to light:</li>
<ul>
<li>Zenefits, the benefits company for small businesses, lost its CEO last week after it was discovered that the company <a href="http://www.buzzfeed.com/williamalden/zenefits-program-let-insurance-brokers-fake-training#.sbrAYXlYR" target="_blank">developed software to help benefits brokers cheat on the licensing process</a>. <i>For a company selling benefit services, this is as bad as Volkswagen faking its emissions tests</i>.</li>
<li>A Michelin-starred chef fought back on TripAdvisor <a href="http://www.theepochtimes.com/n3/1963225-michelin-chef-gets-1-star-tripadvisor-review-his-response-is-deeply-satisfying/" target="_blank">to defend his restaurant's reputation</a>.</li>
<li>How five tarnished brands <a href="http://m.prdaily.com/Main/Articles/20136.aspx" target="_blank">managed a comeback</a>.</li>
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<b>Regard your good name as the richest jewel you can possibly be possessed of. — Socrates [<a href="http://ctt.ec/LcF8z" target="_blank">TWEET THIS</a>]</b></h4>
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<li>The techiest Super Bowl ever happened last week. How techy was it? Looking at the <a href="http://www.extremenetworks.com/wi-fi-fan-engagements-from-super-bowl-50-infographic" target="_blank">wifi analytics from the stadium</a> showed that cloud storage was the #1 application type used this year — after two years of social netorking dominance. Clearly lots of content being created and shared.</li>
<li>This shouldn't be a shocker, but here are <a href="http://www.altimetergroup.com/2016/02/the-top-digital-transformation-priorities-for-2016-part-1/" target="_blank">the top digital transformation trends</a> you need to be paying attention to in 2016: </li>
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<a href="https://4.bp.blogspot.com/-iDn470yH1wg/VsFOjsZz5EI/AAAAAAAAlRA/p1F76pumioo/s1600/Digital%2BPriorities%2B2016.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="346" src="https://4.bp.blogspot.com/-iDn470yH1wg/VsFOjsZz5EI/AAAAAAAAlRA/p1F76pumioo/s640/Digital%2BPriorities%2B2016.png" width="640" /></a></div>
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<b><span style="font-size: small;">Sponsor</span></b></h2>
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Advanced Bootcamp for Account Executives</h2>
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<br />
<b>Send your AEs to Advanced AE Bootcamp March 31 - April 1, 2016</b></h3>
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<a href="http://3.bp.blogspot.com/-r2QzzxjakrM/VqVfoVDTZVI/AAAAAAAAk8g/mcio1ZIfW2Y/s1600/AMI.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="128" src="https://3.bp.blogspot.com/-r2QzzxjakrM/VqVfoVDTZVI/AAAAAAAAk8g/mcio1ZIfW2Y/s640/AMI.jpg" width="640" /></a></div>
<br />
The workshop is an opportunity to advance your account executives to the next level, polish their skills, and make them experts!<br />
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<b>What AEs learn during our 2-day Advanced workshop: </b>Agency math; running your accounts like a small business; teaching your team how to think strategically; it’s not just marketing, it’s business; getting paid to build the plan; building a sales funnel that demonstrates actual ROI to clients.<br />
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Attendees also learn how to develop marketing strategies (and know why one is better than the other) instead of just managing a project the client assigns to them.<br />
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<b>Who Should Attend?</b><br />
Agency Senior Management and Account management staff with at least 3+ years account management experience as a project manager, an account coordinator, account executive, key account manager, or as an account supervisor.</div>
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<b><a href="http://smonty.co/1NtLSEe" target="_blank">Register now or learn more!</a></b></h4>
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<b>Platforms</b><br />
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<li><b>Yahoo</b></li>
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<li>With all of the tumult going on a Yahoo, it's not surprising that suitors are lining up to make a purchase. Chief among them is <a href="http://arstechnica.com/business/2016/02/verizon-reportedly-in-the-market-to-buy-yahoo-for-large-user-base/" target="_blank">Verizon, to add to its AOL kingdom</a>. <i>It would make an interesting combination of users, platforms, ad tech and content</i>.</li>
<li>It looks like it's back to basics at Tumblr, where s<a href="http://www.businessinsider.com/yahoos-plan-to-combine-its-sales-team-with-tumblr-failed-2016-2" target="_blank">ales team integrations that were put in place last year are being rolled back</a>.</li>
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<li><b>Alphabet (Google)</b></li>
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<li>Google is <a href="http://fortune.com/2016/02/12/google-shuts-photo-service-picasa/" target="_blank">officially shutting down Picasa</a> in favor of Google Photos, which has 100 million active users.</li>
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<li><b>Facebook</b></li>
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<li><a href="http://www.theverge.com/2016/2/8/10913398/free-basics-india-regulator-ruling" target="_blank">India has banned Facebook's Free Basics service</a>. The ruling was not directly aimed at Free Basics, but the general practice of zero-rated internet services — those that let users access certain apps and websites without eating away at their mobile data. <i>The reasoning: a single service should not be determining the winners and losers of the marketplace</i>.</li>
<li>Related: <a href="https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0ahUKEwjQ5sHz9fjKAhVK7iYKHQ3fBn0QFggdMAA&url=http%3A%2F%2Fwww.wsj.com%2Farticles%2Fslowdown-in-funding-takes-bite-out-of-indias-startups-1454887776&usg=AFQjCNHRy3kMyTW5aRMZe9ojFaGtSZeJTA&sig2=SeZp2VFyrHcw5GGpcFlrIA" target="_blank">Indian startups have taken a hit, as funding has slowed</a>. People want to invest in sustainable businesses rather than the more risky tech startup space.</li>
<li>Instant Articles are generating the same amount of ad revenue on a per-view basis as the pageviews on their mobile properties. The reason has to do with Facebook’s relaxing of its ad rules, including <a href="https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0ahUKEwiJz_On9vjKAhXE5iYKHcm4BVQQFggdMAA&url=http%3A%2F%2Fwww.wsj.com%2Farticles%2Ffacebooks-instant-articles-advertising-fixes-win-over-publishers-1455218551&usg=AFQjCNG6NpPM_VHz9HFfKvz5IJuZHGfouw&sig2=RW3hgQLfWDcB4iFPxXTK4Q" target="_blank">its decision to allow more ads per page</a>. <i>This is good news for publishers who are looking to generate revenue from the platform</i>.</li>
<li>Tired of your phone battery draining too quickly? You might think about <a href="http://mashable.com/2016/02/08/delete-facebook-app-iphone-battery/#D9EDCUWzu8qm" target="_blank">removing the Facebook app from your phone</a>.</li>
<li>We're seeing a wider adoption of messaging apps in favor of (or at least in addition to) the traditional social networks. <a href="https://theconversation.com/so-long-social-media-the-kids-are-opting-out-of-the-online-public-square-53274" target="_blank">Teens have a smart reason for choosing alternatives to Facebook and Twitter</a>.</li>
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<li><b>Snapchat</b></li>
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<li><a href="https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0ahUKEwjLx6zq-fjKAhUDNSYKHS6CBCgQFgggMAA&url=http%3A%2F%2Fwww.wsj.com%2Farticles%2Fviacom-to-sell-snapchat-ads-in-multi-year-deal-1454988604&usg=AFQjCNEy5ESNrEp2iGKLkXD89NiRcaQJdQ&sig2=ekr-8nfyJ9bu5asy5QUm3g" target="_blank">Viacom has signed a multiyear agreement to directly sell ads</a> on behalf of Snapchat in which Viacom will have access to Snapchat’s owned and operated inventory on Live Stories and on Discover, the app’s media portal. For Snapchat, the deal makes it easier for big TV-buying brands to put ads on Snapchat.</li>
<li>If you're a marketer, you'll want to know how you can win with <a href="http://www.socialmediaexaminer.com/snapchat-content-strategy-how-marketers-can-win-with-snapchat/" target="_blank">a smart strategy for Snapchat</a>.</li>
<li>And if you're over 30, you're probably struggling with Snapchat. <a href="http://www.buzzfeed.com/benrosen/how-to-snapchat-like-the-teens#.pt3bkRVkE" target="_blank">A glimpse inside the world of a prolific 13 year-old Snapchatter</a> should tell you all you need to know about how the next generation is being trained to read and think:</li>
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"No conversations…it’s mostly selfies."<br />
"How are you able to take in all that information so quickly?"<br />
"<b><i>I don’t really see what they send</i></b>. I tap through so fast."</blockquote>
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<li><b>Instagram</b></li>
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<li>Video watch time on Instagram is up 40% in six months and now <a href="http://techcrunch.com/2016/02/11/where-the-eyeballs-are/" target="_blank">Instagram is planning on showing video view counts instead of likes</a>. <i>This should help advertisers get a better sense of video performance, as well as influencer status</i>.</li>
<li><a href="http://wwd.com/media-news/marketing/tommy-hilfiger-instagram-instapit-content-creators-10333778/" target="_blank">Tommy Hilfiger is hosting the first 'InstaPit'</a> for Instagram content creators at Fashion Week in New York. </li>
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<li><b>Twitter</b></li>
<ul>
<li>It was a big week for Twitter, with its earnings call. The numbers went pretty much nowhere: earnings were on target, but <a href="http://techcrunch.com/2016/02/10/twitters-user-growth-goes-nowhere-as-it-meets-revenue-expectations-of-710m/" target="_blank">user growth stalled significantly</a>. Twitter says it is dedicated toward making the service less confusing in its letter to shareholders discussing its fourth-quarter earnings.</li>
<li><a href="http://www.nytimes.com/2016/02/11/technology/twitter-to-save-itself-must-scale-back-world-swallowing-ambitions.html?referer=http%3A%2F%2Fm.facebook.com&_r=0" target="_blank">Here's a potential direction</a>: maybe Twitter needs to dial back its ambitions, focus on a smaller user base and take itself private.</li>
<li>Meanwhile, Twitter <a href="https://blog.twitter.com/2016/never-miss-important-tweets-from-people-you-follow" target="_blank">officially announced its tweak to the timeline</a>, with the option to see the best tweets first that occurred <a href="http://techcrunch.com/2016/02/10/twitter-will-now-put-recommended-not-recent-tweets-at-the-top-of-your-timeline/#.fvmhl3:cHpG" target="_blank">while you were away</a>.</li>
<li>Meanwhile, the company unveiled <a href="http://techcrunch.com/2016/02/09/timing-is-everything-twitter-unveils-first-view-ads-videos-at-the-top-of-your-timeline/#.fvmhl3:wOdd" target="_blank">First View, a video ad unit</a> that places ads at the top of the feed.</li>
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<li><b>Amazon</b></li>
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<li>Jay Carney, former press secretary to the Obama administration, is now <a href="http://www.nytimes.com/2015/02/27/technology/amazon-hires-jay-carney-former-obama-press-secretary.html" target="_blank">Amazon's vice president of global corporate affairs</a>.</li>
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<li><b>LinkedIn</b></li>
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<li>If you'd like to learn about the power of publishing on LinkedIn, I'll be giving a webinar with Chuck Hester and Ragan PR on February 25. <a href="http://buff.ly/1NUlHH3" target="_blank">Sign up here</a>.</li>
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<li>The Wall Street Journal's fastest-growing platform? <a href="http://digiday.com/platforms/line-wall-street-journals-fastest-growing-platform/" target="_blank">Line</a>. <i>Yes, messaging apps are the new thing</i>.</li>
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<b>Trivia question: Which two words/phrases is the city of Seattle banning from use by its employees</b><b>? *</b></h3>
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<b>Collaborative / Autonomous Economy</b> </h4>
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<li style="text-align: left;"><a href="http://www.nytimes.com/2016/02/12/technology/uber-settles-class-action-suit-over-safety-background-checks.html" target="_blank">Uber has settled a class-action safety lawsuit</a> regarding its misleading driver background checks. There's $28.5 million available in the fund, and some 25 million claimants. <i>I'd do better looking for loose change in the back of my next UberX ride</i>.</li>
<li style="text-align: left;">Airbnb de-listed some 1,000 rentals in New York City because they might have been illegal rentals. "Good for them!" you say. Not so fast: <a href="http://recode.net/2016/02/10/did-airbnb-purge-potentially-illegal-nyc-listings-ahead-of-its-own-data-dump/" target="_blank">the data dump occurred just prior to Airbnb publicizing the release of its data</a>, making Airbnb look squeaky clean in the process. The reality was much different.</li>
<li style="text-align: left;">It was a much different reality for an Airbnb host whose disgruntled neighbor took over her rental <a href="http://www.businessinsider.com/airbnb-renter-fooled-neighbor-refused-to-leave-2016-2" target="_blank">by using an alias and then refused to leave</a>. <i>Call it a harsh lesson in the realities of San Francisco rental laws and the pitfalls of the sharing economy, which largely relies on trust</i>.  </li>
<li style="text-align: left;">The National Highway Traffic Safety Administration has declared that for the sake of the Federal Motor Vehicle Safety Standards, <a href="http://www.cnet.com/roadshow/news/feds-declare-that-googles-self-driving-car-is-its-own-driver/" target="_blank">Google's self-driving car system will be considered the driver</a>. <i>The implications for the insurance industry here are massive, should the FMVSS be rolled over into insurance standards</i>.</li>
<li style="text-align: left;">With the looming reality of autonomous vehicles (albeit much farther in the future), <a href="http://www.web-strategist.com/blog/2016/02/10/flowchart-autonomous-cars-change-every-industry-even-yours/" target="_blank">many other industries will be affected</a>. Here's an infographic that contains just a few:</li>
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<b>Audio</b></h4>
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<li style="text-align: left;">What do you do when <a href="http://www.mcsweeneys.net/articles/my-childs-imaginary-friend-is-a-podcast" target="_blank">your child's imaginary friend is a podcast</a>? “I must stay optimistic, and I know it could be worse. One of the kids in his class has an imaginary friend who’s an imaginary Twitter feed. What a strange kid.”</li>
<li style="text-align: left;">Behold, the power of podcasts: <a href="https://sumo.com/stories/podcast-interviews" target="_blank">the ultimate guide to getting featured on podcasts</a>.</li>
<li style="text-align: left;">I was lucky enough to be featured on <a href="http://www.twistimage.com/podcast/archives/spos-501---love-your-marketing-with-scott-monty/" target="_blank">Episode 501 of Six Pixels of Separation</a>, Mirum's podcast, hosted by my good friend Mitch Joel.</li>
<li style="text-align: left;">Pacific Content specializes in a very different kind of podcast without advertising: <a href="http://www.niemanlab.org/2016/02/pacific-contents-podcasts-are-all-sponsored-by-companies-but-at-least-there-arent-any-ads/" target="_blank">the branded podcast</a>.</li>
<li style="text-align: left;">SoundCloud reportedly has $44 million in losses and there is <a href="http://www.factmag.com/2016/02/11/soundcloud-financial-report-44m-losses/" target="_blank">significant doubt on the company’s ability to continue as a going concern</a>. And <a href="http://mashable.com/2016/02/11/pandora-becomes-the-latest-streaming-service-to-struggle/#AN4AkR3QWPq1" target="_blank">Pandora may be exploring a sale</a>. <i>Shall we call this the sound and the fury?</i></li>
<li style="text-align: left;"><b>Podcast Recommendation of the Week</b>. This week, you might want to listen to a few episodes of <a href="http://www.npr.org/podcasts/510307/invisibilia" target="_blank">Invisibilia</a>, which is about the invisible forces that control human behavior – ideas, beliefs, assumptions and emotions. <i>Do you have a podcast recommendation for us? Add yours to our Google Sheet: <a href="http://smonty.co/yourpodcasts">smonty.co/yourpodcasts</a></i></li>
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<li>Whether it's content for yourself or a larger audience, <a href="http://spinsucks.com/communication/keeping-a-journal-the-power-of-daily-writing/" target="_blank">keeping a daily journal is an essential habit</a> to make you a better writer and to help you retain information.
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<li>The Washington Post's content management system is pretty powerful: <a href="http://www.wsj.com/articles/washington-posts-bandit-tool-optimizes-content-for-clicks-1454960088" target="_blank">it optimizes and promotes the headlines and images for the most clicks</a>.</li>
<li>If you're trying to handle customer complaints on social, it's not just enough to be fast; <a href="http://www.convinceandconvert.com/hug-your-haters/new-research-shows-how-fast-companies-have-to-be-in-social-media/" target="_blank">you have to answer every single one of them</a>.</li>
<li>There's <a href="http://holtz.com/blog/facebook/why-are-pr-and-marketing-ignoring-the-hottest-video-trend/4591/" target="_blank">a new trend in video used by news organizations</a>, but few brands have taken up the mantle: less than a minute with no sound.</li>
<li><a href="http://www.adweek.com/news/technology/snackable-branded-video-was-all-rage-couple-years-ago-it-already-dead-169448" target="_blank">Are 'snackable' videos dead</a>? Lengthening social video ads "has very little to do with what's convenient or preferable for users and everything to do with appealing to marketers and competing for advertising dollars." <i>If that doesn't tell you who rules the roost, I don't know what will</i>.</li>
<li>Related: retailers are still <a href="https://www.bulldogreporter.com/retailers-are-still-struggling-to-put-the-customer-at-the-center-of-business-new-report-examines-obstacles/" target="_blank">struggling to put the customer at the center of the business</a>.</li>
<li>The former CEO and chairman of Apple advises a customer-centric approach, advocating marketers to not worry about the technology, but rather <a href="http://marketingland.com/john-sculley-to-marketers-dont-worry-about-the-technology-focus-on-the-customer-163865" target="_blank">focus on the customer</a>. <i>Sensing a trend here?</i></li>
<li>One of <a href="http://www.scottmonty.com/p/speaking.html" rel="nofollow" target="_blank">the topics I speak about regularly</a> is customer centricity. If you're interested in having me address your group, <a href="mailto:speaking@scottmonty.com" rel="nofollow" target="_blank">please get in touch</a>.</li>
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<li>It's time to change your Netflix password: <a href="http://thenextweb.com/insider/2016/02/12/hackers-are-selling-your-netflix-password-for-a-measly-0-25/" target="_blank">hackers are selling stolen Netflix passwords for only $0.25</a>. <i>I think I could have commanded at least a dollar</i>.
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<li>It might be time to familiarize yourself with <a href="http://www.thedailybeast.com/articles/2016/02/08/scary-new-ways-the-internet-profiles-you.html" target="_blank">the scary new ways the Internet is profiling you</a>. <i>And by 'Internet,' we of course mean advertisers</i>.</li>
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<b>Measurement / Metrics / Data </b></h4>
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<li>If you haven't yet cracked Google Analytics, you might want to hold off on this one: <a href="http://www.shiftcomm.com/blog/use-ibm-watson-analytics-advanced-social-media-insights/" target="_blank">how to use IBM Watson analytics for advanced social media insights</a>.
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<li>Here's a comparison of <a href="http://www.christopherspenn.com/2016/02/small-business-digital-advertising-bakeoff/" target="_blank">a limited digital advertising budget at work on four different platforms</a>, as a small business would do: Facebook, Google AdWords, Twitter and email. Who wins?</li>
<li>A quick primer on how to <a href="https://blog.bufferapp.com/utm-guide" target="_blank">use UTM codes to track every link and all social media traffic</a>. <i>What's more, it's free</i>.</li>
<li>Measuring content marketing is hard. <a href="http://www.businessesgrow.com/2016/02/08/content-marketing-metrics/" target="_blank">But there are options</a>.</li>
<li>The ad tech industry is <a href="http://digiday.com/platforms/ad-tech-trying-bring-science-emoji-marketing/" target="_blank">trying to figure out the ROI of emoji</a>. <i>Kill me now. How about the ROI of the letter 'T'?</i></li>
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<i>Brought to you by <a href="http://smonty.co/zignalmonty" target="_blank">Zignal Labs</a>, a realtime, cross media analytics platform (also a client of Scott Monty Strategies).</i></div>
One of the breakout hits of the Super Bowl last week (not counting #PuppyMonkeyBaby) was T-Mobile's ad starring Steve Harvey that <a href="http://www.usatoday.com/story/news/nation-now/2016/02/07/watch-steve-harvey-mocks-his-miss-universe-mistake-super-bowl-ad/79982200/" target="_blank">called out Verizon for getting things wrong</a> (not Harvey), and clearly goading them on to #ballogize. The resultant spike in mentions and conversation put T-Mobile in the thick of things:<br />
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<b>* Answer to the trivia question above: </b></h3>
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<li><i> </i>Seattle has implemented a policy that <a href="http://www.telegraph.co.uk/news/worldnews/northamerica/usa/10219389/Seattle-bans-words-citizen-and-brown-bag.html" target="_blank">bans government employees from using the words "brown bag" and "citizen,"</a> because they might be offensive to people of color and non-US residents of the city. <i>Let's also ban the use of the phrases "government intelligence" and "let's plan a trip to Seattle" while we're at it</i>.</li>
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<b>When You Have the Time: Essential Watching / Listening / Reading</b> </h4>
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<li>Resilience is a familiar concept: the ability to rebound from setbacks and keep forging ahead. But how much of resilience <a href="http://www.newyorker.com/science/maria-konnikova/the-secret-formula-for-resilience" target="_blank">is built into our personalities and how much can be taught</a>? Maria Konnikova delves into it in <i>The New Yorker</i>. [P.S. Buy Maria's latest book <i><a amzn-ps-bm-asin="0525427414" class="amzn_ps_bm_tl" data-amzn-link-id="19c88b5574b4b27ae9076fbb76bd1c31" data-amzn-ps-bm-keyword="The Confidence Game" href="http://www.amazon.com/The-Confidence-Game-Fall-Every/dp/0525427414/ref=as_li_bk_tl/?tag=thebakerstree-20&linkId=19c88b5574b4b27ae9076fbb76bd1c31&linkCode=ktl" id="amznPsBmLink_2298301" rel="nofollow" target="_blank">The Confidence Game</a><img alt="" border="0" height="0" id="amznPsBmPixel_2298301" src="https://ir-na.amazon-adsystem.com/e/ir?source=bk&t=thebakerstree-20&bm-id=default&l=ktl&linkId=19c88b5574b4b27ae9076fbb76bd1c31&_cb=1455514362608" style="border: none !important; height: 0px !important; margin: 0px !important; padding: 0px !important; width: 0px !important;" width="0" /></i>.]</li>
<li>Ten CEOs give their <a href="http://qz.com/608398/be-prepared-we-gotasked-10-ceos-to-tellgive-us-their-killer-interview-questions/" target="_blank">one killer question for new hires</a>. <i>My favorite: asking every employee that the prospect came into contact with how they were treated by the person</i>.</li>
<li><a href="http://www.nytimes.com/2016/02/14/magazine/pee-wees-big-comeback.html" target="_blank">Pee-wee Herman's big comeback</a>, nearly three decades after he disappeared from the public, is a familiar one. </li>
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Each Monday we publish this newsletter that includes a series of links about current events and trends in the worlds of technology, business, digital communications and marketing in order to keep leaders up to date on changes, newsworthy items and content that might be useful in your job. A new issue is available every Monday morning. <a href="http://www.scottmonty.com/p/subscribe.html" rel="nofollow" target="_blank">Please subscribe</a> to keep up to date on developments.<br />
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<a href="http://smonty.co/announcemt" rel="nofollow" target="_blank">I advise brands and agencies to help them improve their communications and digital acumen</a>. Please <a href="http://www.scottmonty.com/p/contact.html" rel="nofollow" target="_blank">get in touch</a> if you'd like to put my experience and digital smarts to work on a project, to consult with your group, or to address an audience at your next corporate or industry event.</div>
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<i>Image credit: <a href="https://frinkiac.com/?p=meme&q=complain+kitchen&e=S06E25&t=300783&m=+THE+CAFETERIA+STAFF+IS+%0A+COMPLAINING+ABOUT+THE+MICE+%0A+IN+THE+KITCHEN.+%0A+I+WANT+TO+HIRE+A+NEW+STAFF." target="_blank">Frinkiac</a></i><br />
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The Full Monty — February 15, 2016

Customer-centricity should be on your mind, the future of advertising belongs to..., social media marketing isn't working, digita...

Scott Monty - Strategic Communications & Leadership Advisor

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The Full Monty — February 15, 2016

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