Scott Monty

The Full Monty — March 28, 2016

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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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This week: the advertising industry has some challenges; projected ad spending by device and format through 2020; how journalists consume PR content; Yahoo's difficult situation; the hot Facebook marketing trends for 2016; Twitter turns 10; beating the Instatram algorithm; Snapchat's plans for brands; Uber for everything doesn't work; embracing civility over trolls; the brand as publisher; the security-privacy battle and PR; don't measure SOV; attention and genius; the Zignal Labs chart of the week, our weekly trivia challenge, podcast pick and more.</div>
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If you're around at 9:30 pm ET on Sunday evenings, you can get a preview of a couple of topics from the week's 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/10153427858006625/">The Full Monty Preview — March 27, 2016</a><br />
It's the Easter edition of #SundaysWithScott - commentary, trivia, bow tie of the week and more<br />
Posted by <a href="https://www.facebook.com/scott.monty">Scott Monty</a> on Sunday, March 27, 2016</blockquote>
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<b>Join me</b></h4>
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<li><span style="font-weight: normal;">I'll be in New York City this week, speaking to Google. Let me know if you're around.</span></li>
<li><span style="font-weight: normal;">Upcoming speaking engagements include the <a href="http://www.youtoosm.com/" target="_blank">YouToo Conference</a> at Kent State University on Friday April 8, 2016.</span></li>
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<b>Industry</b></h4>
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<li>The ad industry has higher turnover rates than other comparable industries and is always battling morale issues. But <a href="http://www.adweek.com/news/advertising-branding/why-so-many-people-leave-advertising-170337" target="_blank">why do so many people leave the ad industry</a>? <i>I used to be in it; maybe I'll tell you about it some day</i>.</li>
<li>Bob Hoffman (aka the "Ad Contrarian") notes that <a href="http://www.businessinsider.com/bob-hoffmans-three-ad-delusions-2016-3" target="_blank">the ad industry is suffering from three delusions</a>: brand, digital and age. <i>While he is a contrarian, he has valid points in this talk</i>.</li>
<li><a href="http://www.emarketer.com/Article/US-Spending-on-Paid-Media-Expected-Climb-51-2016/1013739" target="_blank">Spending on paid media is expected to rise 5.1%</a> in the US, or $192 billion — a slower rate than previously anticipated, as TV and radio investments are scaled back. And TV is taking a smaller share each year for the next 5 years:</li>
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 <a href="https://1.bp.blogspot.com/-mWASumE9oco/Vvh2G3_j2sI/AAAAAAAAljc/7Bjt5EdOsFsvqbvOTmfyIlGPm4kxQVFvw/s1600/US%2BTotal%2BMedia%2BAd%2BSpending%2Bby%2BMedia%2B2015-2020.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img alt="Total media ad spending by media 2015 to 2020" border="0" src="https://1.bp.blogspot.com/-mWASumE9oco/Vvh2G3_j2sI/AAAAAAAAljc/7Bjt5EdOsFsvqbvOTmfyIlGPm4kxQVFvw/s1600/US%2BTotal%2BMedia%2BAd%2BSpending%2Bby%2BMedia%2B2015-2020.gif" title="Total media ad spending by media 2015 to 2020" /></a></div>
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<li><a href="http://www.emarketer.com/Article/Digital-Video-Advertising-Continues-Expand/1013722" target="_blank">Digital video advertising keeps expanding</a>; in fact, it's the fastest growing category on mobile. Below you can see the projected US digital ad spending by device and format until 2020.</li>
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<a href="https://2.bp.blogspot.com/-ZuV5t_p_M_4/Vvii-_omOyI/AAAAAAAAljo/cCsyKzXvUHcDuGGQEykJLzeadekGvdI6A/s1600/Digital%2Bad%2Bspending%2Bby%2Bformat%2Band%2Bdevice%2B2014-2020.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img alt="" border="0" src="https://2.bp.blogspot.com/-ZuV5t_p_M_4/Vvii-_omOyI/AAAAAAAAljo/cCsyKzXvUHcDuGGQEykJLzeadekGvdI6A/s1600/Digital%2Bad%2Bspending%2Bby%2Bformat%2Band%2Bdevice%2B2014-2020.gif" title="US digital ad spending by device and format 2014-2020" /></a></div>
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<li>Of course, <a href="http://www.marketingcharts.com/online/video-ad-engagement-benchmarks-by-industry-in-2015-66542/" target="_blank">video viewability, click-throughs and completion rates vary</a> by industry.</li>
<li>And Nielsen is taking a step into the modern era by breaking down <a href="http://www.engadget.com/2016/03/24/nielsen-streaming-ratings/" target="_blank">TV streams by device</a>.</li>
<li>Here's <a href="http://thenextweb.com/insider/2016/03/25/basics-programmatic-advertising/" target="_blank">all you need to know about programmatic advertising</a>, including the players, terms, targeting, and how it's changing.</li>
<li>This media study reveals how journalists consume PR content and <a href="https://www.bulldogreporter.com/how-journalists-consume-pr-content-media-study-reveals-increasing-need-for-multimedia-quality-online-newsrooms/" target="_blank">their need for more quality multimedia online newsrooms</a>. <i>And yes, the press release is something of an outdated source for stories</i>.</li>
<li>HBR and Russell Reynolds Associates have the results of a survey of <a href="https://hbr.org/2016/03/the-industries-that-are-being-disrupted-the-most-by-digital" target="_blank">the industries most disrupted by digital</a>. Unsurprisingly, media organizations were the most disrupted and telecoms and consumer financial services close behind.</li>
<li>Audi won the New York Auto Show with is clever approach on the stand: providing free wifi for members of the press, and <a href="http://www.adweek.com/adfreak/audi-sets-free-wifi-new-york-auto-show-and-look-what-networks-are-called-170359" target="_blank">making every wifi network name a product proof point</a>.</li>
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<tr><td class="tr-caption" style="text-align: center;">Audi wifi networks (Image credit: <a href="http://www.adweek.com/adfreak/audi-sets-free-wifi-new-york-auto-show-and-look-what-networks-are-called-170359" target="_blank">AdWeek</a>)</td></tr>
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<b><span style="font-size: small;">Sponsor </span></b><span style="font-size: small;">— Agency Management Institute</span></h3>
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<b>Platforms</b></h4>
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<li><b>Alphabet</b></li>
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<li>Google Photos now let you <a href="http://9to5google.com/2016/03/22/google-photos-smarter-albums/" target="_blank">add maps, locations and captions to Albums</a> after automatically curating them.</li>
<li>Get your <a href="http://petapixel.com/2016/03/24/googles-150-nik-collection-photo-editing-software-now-100-free/" target="_blank">free photo editing software ($150 value)</a> from Google's Nik Collection.</li>
<li>Google is working on <a href="http://venturebeat.com/2016/03/23/google-is-building-youtube-connect-a-live-streaming-app-to-take-on-periscope/" target="_blank">YouTube Connect, a livestream video product</a> that will compete with Periscope and others.</li>
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<li><b>Yahoo</b></li>
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<li>Things aren't looking good at Yahoo. The company's <a href="http://www.emarketer.com/Article/Yahoo-Ad-Revenue-Drop-Nearly-14-This-Year/1013731" target="_blank">ad revenue will drop 14% this year</a> and its share of the global search market will shrink from 2% to 1.7%. </li>
<li>Meanwhile, activist shareholder <a href="http://www.nytimes.com/2016/03/25/business/dealbook/starboard-value-plans-to-oust-yahoos-board.html?_r=0" target="_blank">Starboard Value will replace the entire board of Yahoo</a> if it gets its way. <i>And if that happens, Marissa Mayer may be on her way out</i>.</li>
<li>And while Yahoo continues to pursue a sale, <a href="http://recode.net/2016/03/24/microsoft-tells-possible-yahoo-buyers-it-would-consider-backing-bids-with-big-bucks/" target="_blank">Microsoft offered to financially back any buyers that need additional funds</a>. <i>After all this time, <a href="http://www.scottmonty.com/2008/02/microhoo.html" target="_blank">Microsoft may finally get a piece of Yahoo</a></i>.</li>
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<li><b>Facebook</b></li>
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<li><a href="http://www.adweek.com/socialtimes/a-look-into-the-hot-facebook-marketing-trends-of-2016/636462" target="_blank">The hot Facebook marketing trends of 2016</a> include Instagram video ads, carousel ads, local awareness ads, Audience Network for mobile web, Canvas ads and placement optimization. <i>Study up and stay ahead of the competition</i>.</li>
<li>Facebook is testing a system that may notify you <a href="http://mashable.com/2016/03/22/facebook-impersonation-alert/#JH_JVSfxWgq9" target="_blank">if someone is impersonating your account</a>.</li>
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<li><b>Twitter</b></li>
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<li>Twitter turned 10 this week, and they celebrated with a tweet (naturally) <a href="https://twitter.com/twitter/status/711658625924620288" target="_blank">and a touching video</a>:</li>
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Starting in 🇦🇺 on 3/21 and moving across the 🌍, we thank you for 10 incredible years. <br />
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Love, Twitter<a href="https://twitter.com/hashtag/LoveTwitter?src=hash">#LoveTwitter</a><a href="https://t.co/pH4WWdgK6q">https://t.co/pH4WWdgK6q</a></div>
— Twitter (@twitter) <a href="https://twitter.com/twitter/status/711658625924620288">March 20, 2016</a></blockquote>
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<ul><ul>
<li>Here's a look at <a href="http://www.theverge.com/2016/3/21/11277008/twitter-10th-anniversary-10-year-peoples-history" target="_blank">a people's history of Twitter</a> and a birthday gift in which one user pledges to pay $100 a year for the service, <a href="https://medium.com/@darrenrovell/my-3-5-billion-gift-to-twitter-f6982b735fe6#.8ohlv9hl9" target="_blank">equating to a $4.5 billion impact</a>.</li>
<li><a href="http://thenextweb.com/facebook/2016/03/22/twitter-better-than-facebook/" target="_blank">Twitter is better than Facebook</a> — at some things. Just don't compare them head-to-head. <i>Largely because most of us never come up for air often enough from Facebook</i>.</li>
<li>It should seem intuitive, but a study has proven that <a href="http://www.adweek.com/lostremote/study-active-tweeting-leads-to-higher-ad-recall-for-viewers/55600" target="_blank">active tweeting leads to higher TV ad recall</a> for viewers. And the emotional connection with the TV programming makes an impact.</li>
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<li><b>Instagram</b></li>
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<li>Instagram's new algorithm <a href="http://techcrunch.com/2016/03/20/the-death-of-instagram-for-brands/" target="_blank">may be the downfall of brands</a> on the platform. <i>We've seen this play out on Facebook. It's now pay-to-play and a need to create truly standout content</i>.</li>
<li>You're freaked out about the changes, just like everyone else. <a href="http://www.prdaily.com/Main/Articles/20407.aspx" target="_blank">Here are some ways to beat the new Instagram algorithm</a>.</li>
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<li style="text-align: left;"><b>Snapchat</b></li>
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<li style="text-align: left;"><a href="https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0ahUKEwj0jo-pyOLLAhUETCYKHbCJDt8QFggdMAA&url=http%3A%2F%2Fwww.wsj.com%2Farticles%2Fsnapchat-hires-two-senior-measurement-executives-1458671678&usg=AFQjCNH4Ro6jvo754-7osEo7PJjkSwBG6g&sig2=AEmEK8tEcFLGMq_g6sm-mg" target="_blank">Snapchat snapped up two senior measurement excecutives</a>, signifying its intent to get serious with brands.</li>
<li style="text-align: left;">And the company <a href="http://fortune.com/2016/03/24/exclusive-snapchat-buys-bitmoji-maker/" target="_blank">purchased Bitstrips</a>, a company that makes personalized emojis. A continuation of the rising importance of visual communications.</li>
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<li>Much like branded emojis and GIFs have become a more prominent mainstay in the advertising strategy of large brands, <a href="http://www.mediapost.com/publications/article/271512/the-chat-bots-are-coming-the-chat-bots-are-coming.html" target="_blank">official branded account pages within messaging apps can now serve as content hubs</a>.</li>
<li>Microsoft's Tay was developed by their Technology and Research and Bing teams to experiment with and conduct research on conversational understanding. <a href="http://www.newyorker.com/tech/elements/ive-seen-the-greatest-a-i-minds-of-my-generation-destroyed-by-twitter" target="_blank">Then things went haywire</a>, thanks to <a href="http://www.buzzfeed.com/alexkantrowitz/how-the-internet-turned-microsofts-ai-chatbot-into-a-neo-naz#.qkwwD5pDm" target="_blank">Twitter users who abused the bot</a>. <i>Not all messaging bots are made equal</i>. </li>
<li>Amazon is huge — $275 billion huge. But <a href="http://www.businessinsider.com/17-charts-that-show-just-how-scary-amazons-275-billion-business-really-is-2016-3" target="_blank">these 17 charts</a> give you a sense as to how significant the company really is.</li>
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<b>Trivia question: According to a rumor widely reported last week, what's the upper threshold of income to be considered for housing assistance in Palo Alto?</b><b> *</b></h3>
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<b>Collaborative / Autonomous Economy</b> </h4>
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<li style="text-align: left;"><b>Transportation</b></li>
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<li style="text-align: left;"><a href="http://www.fastcompany.com/3057421/lyft-to-uber-the-race-is-on" target="_blank">Lyft has its sights set on Uber</a>. <i>Could a series of partnerships be the answer that the #2 player needs to battle the behemoth</i>?</li>
<li style="text-align: left;">Meanwhile, <a href="http://qz.com/648114/travis-kalanick-says-uber-is-sustainably-losing-1-billion-a-year-in-china/" target="_blank">Uber is sustainably losing $1 billion a year in China</a>. <i>I'm sure their investors are relieved to hear that</i>.</li>
<li style="text-align: left;">In India, Uber is accusing rival ride-hailing service Ola of <a href="https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0ahUKEwiYmqT0yuLLAhVBuoMKHT4ZAV8QFggdMAA&url=http%3A%2F%2Fwww.wsj.com%2Farticles%2Fuber-ola-rivalry-takes-nasty-turn-in-india-1458733041&usg=AFQjCNHxv-YoPSD_lkJ26zarwDQ4iPvS6A&sig2=ERuE0g7pd8bVrQ8Sdt6p-g" target="_blank">creating fake accounts to make false Uber ride requests</a>. <i>Evidently Uber thought it was completely acceptable <a href="http://money.cnn.com/2014/08/11/technology/uber-fake-ride-requests-lyft/" target="_blank">to do this to Lyft in 2014</a>, though. Oh, the irony</i>.</li>
<li style="text-align: left;">And Uber's strong-arm tactics may come up against a roadblock in Colombia, where they have to deal with <a href="http://techcrunch.com/2016/03/24/ubers-colombian-speed-bumps/" target="_blank">aggression, legislation and government opposition</a>. <i>Good luck</i>.</li>
<li style="text-align: left;"><a href="http://www.nytimes.com/2016/03/24/technology/the-uber-model-it-turns-out-doesnt-translate.html" target="_blank">The Uber model doesn't necessarily work</a> as a panacaea for the larger on-demand economy. <i><a href="http://www.scottmonty.com/2015/10/new-collaborative-economy-report-shows.html" target="_blank">Price and convenience are key</a>, and more likely to work with commoditized services</i>.</li>
<li style="text-align: left;">However, <a href="https://convoy.com/" target="_blank">Convoy</a> is a sensible, non-sexy "Uber-for-X" startup that answers logistics needs so vital to our national infrastructure.</li>
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<li style="text-align: left;"><b>Autonomous</b></li>
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<li style="text-align: left;">The arms race for <a href="https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0ahUKEwiWgoyfzeLLAhUEOiYKHQDQCOEQFggdMAA&url=http%3A%2F%2Fwww.wsj.com%2Farticles%2Fcar-makers-hunger-for-self-driving-tech-1458811804&usg=AFQjCNFdwsY1sI2EKGQvKuyhc2JfUkR04A&sig2=RRcg9tQBt99v5Yc5sSFwRg" target="_blank">small artificial intelligence and autonomous vehicle startups</a> will continue, thanks to the desire of major auto manufacturers to stay in the race.</li>
<li style="text-align: left;">And <a href="http://www.autonews.com/article/20160328/RETAIL/303289961/another-batch-of-silicon-startups-takes-on-car-retailing?cciid=email-autonews-weekly" target="_blank">Silicon Valley is back at ecommerce</a> in the auto industry.</li>
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<li style="text-align: left;"><b>Podcast Recommendation of the Week</b>. This week's recommendation is Jay Acunzo's brand-new podcast <a href="http://unthinkable.fm/" target="_blank">Unthinkable</a>. He's been working on it for quite some time and has finally released his show for craft-driven content creators. And he's got <a href="https://twitter.com/jayacunzo/status/712984964229439488" target="_blank">an awesome org chart</a>. <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>Shel Holtz suggests putting growing social media budgets <a href="http://holtz.com/blog/customer-service/lets-rethink-our-social-media-priorities/4604/" target="_blank">into efforts that matter</a> with regard to the customer experience.</li>
<li>A great way to get away from comment trolls <a href="http://www.wired.com/2016/03/want-save-comments-trolls/" target="_blank">is to embrace civility and use peer review</a>, like the appropriately-named commenting system Civil does.</li>
<li>Here's <a href="https://moz.com/blog/brand-as-publisher" target="_blank">a master plan for making over your brand as a publisher</a>. "Imagine yourself as THE leading consumer magazine for your market." <i>It requires a mindset of generosity, not of need. Related: see Bob Hoffman's comments in top section</i>.</li>
<li>Now that you've got that content, it's time to atomize it. In fact, <a href="http://www.convinceandconvert.com/content-marketing/49-tactics-to-atomize-your-content-marketing/" target="_blank">here are 49 ways to do it</a> that will increase your efficiency, help you become more relevant, and amplify your efforts.</li>
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<li><a href="http://www.twistimage.com/blog/archives/the-digital-economys-privacy-problem/" target="_blank">Is privacy a quaint notion of the past</a> as we consider our new digital economy? <i>I've hidden the answer behind that link</i>.</li>
<li>The entire Apple-FBI battle has demonstrated the trade-off between privacy and security, but when you're dealing with such hot-button issues, <a href="http://explore.zignallabs.com/h/i/222559635-privacy-security-transparency-and-crisis-management" target="_blank">it becomes a crisis communication and PR battle as well</a>.</li>
<li>If you use Gmail, <a href="http://thenextweb.com/google/2016/03/24/google-security-risks-gmail/" target="_blank">you'll be notified if your email has security risks</a>. <i>But what if the risk is from Google itself?</i></li>
<li>Hackers might be able to steal your car <a href="http://www.wired.com/2016/03/study-finds-24-car-models-open-unlocking-ignition-hack/" target="_blank">using a simple radio signal hack via your key fob</a>. <i>Paranoid yet?</i></li>
<li>General Motors is using external reports <a href="https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0ahUKEwj_2df81eLLAhVQySYKHbkoDc0QFggoMAA&url=http%3A%2F%2Fwww.wsj.com%2Farticles%2Fgm-to-use-external-reports-to-strengthen-cybersecurity-1458656166&usg=AFQjCNHauHwy3qb-Fv9QAbpBn6VYOtEXWw&sig2=poO4jNuzKo9cbqlo2SvHyQ" target="_blank">to shore up its cybersecurity</a>. </li>
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<li>Don't waste your time measuring share of voice. Chris Penn tells you <a href="http://www.christopherspenn.com/2016/03/measure-share-of-engagement-instead-of-share-of-voice/?utm_source=WhatCounts%2c+Publicaster+Edition&utm_medium=email&utm_campaign=Almost+Timely+News+from+%40cspenn+for+3%2f27%2f16&utm_content=http%3a%2f%2fwww.christopherspenn.com%2f2016%2f03%2fmeasure-share-of-engagement-instead-of-share-of-voice%2f" target="_blank">what you should be measuring instead</a>.</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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He Who Must Not Be Named is still leading in overall mentions in the media and on social media, but there's an interesting and slowly growing topic that is beginning to be tracked: #NeverTrump. Keep an eye on this as we get nearer to the convention. <a href="http://smonty.co/zignalmonty" target="_blank">It may grow significantly</a>.<br />
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<li style="text-align: left;">According to the rumors, the cutoff salary for subsidized housing in Palo Alto is <a href="http://www.sfgate.com/news/article/Palo-Alto-considers-plan-to-offer-subsidized-6977112.php" target="_blank">$250,000</a>. </li>
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<li>If you have to fly frequently, <a href="http://www.fastcodesign.com/3058123/food-week/the-most-opulent-meals-served-on-flights-around-the-world" target="_blank">you may as well enjoy your food</a>. <i>Most of my restaurants on the ground don't measure up to these</i>.</li>
<li>To many people, one of the most terrifying things in the world is the thought of public speaking. Chris Anderson has advice on <a href="http://fortune.com/2016/03/26/how-to-give-a-ted-talk/" target="_blank">how to give a TED talk</a>. <i>He should know. He founded TED</i>.</li>
<li>And as long as you're getting speaking advice from a top speaking destination, here's <a href="http://om.co/2016/03/26/how-to-write-a-good-blog-post/" target="_blank">how to write a good blog post</a> from Om Malik, one of the tech industry's most prolific bloggers.</li>
<li>Want to be inspired to update your LinkedIn summary? <a href="http://mashable.com/2015/06/12/3-brilliant-linkedin-summaries/#37b3ghAyWqqD" target="_blank">Read these three brilliant LinkedIn summaries</a>.</li>
<li>William James knew that multitasking was a nonstarter. But instead he concentrated on <a href="https://www.brainpickings.org/2016/03/25/william-james-attention/" target="_blank">what sets solid thinkers apart</a>: “When we come down to the root of the matter, we see that [geniuses] differ from ordinary men less in the character of their attention than in the nature of the objects upon which it is successively bestowed.”</li>
<li>Netflix's US catalog of movies and TV shows <a href="https://www.allflicks.net/netflixs-us-catalog-has-shrunk-by-more-than-2500-titles-in-less-than-2-5-years/" target="_blank">has shrunk by about a third</a>. <i>Original content costs money, people</i>.</li>
<li>We're more honest with our phones <a href="http://www.nytimes.com/2016/03/27/magazine/were-more-honest-with-our-phones-than-with-our-doctors.html" target="_blank">than with our doctors</a>. <i>This should make the robot takeover that much easier</i>. </li>
<li>You'll want to <a href="http://www.artofmanliness.com/2016/03/25/podcast-186-the-legend-and-reality-of-frank-sinatra/" target="_blank">listen to this interview with James Kaplan</a>, author of the two-volume biography on Frank Sinatra.</li>
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The Full Monty — March 28, 2016

The Full Monty is the publication that exposes you to the business intelligence that matters at the top of every week. Please sign u...

The Full Monty — March 21, 2016

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This week: the shocking truth behind mobile ad units; top priorities for marketers in 2016; you don't control your timelines; Snapchat is an important media company; getting to Mexico in an Uber; the demise of on-demand parking; the expected rollout of autonomous vehicles; why NPR is not promoting its podcasts on the air; all about influencer marketing; the importance of privacy, even in 2016; inside the mind of a procrastinator; the Zignal Labs chart of the week, our weekly trivia challenge, podcast pick and more.</div>
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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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If you're around at 9:30 pm ET on Sunday evenings, you can get a preview of a couple of topics from the week's 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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Posted by <a href="https://www.facebook.com/scott.monty">Scott Monty</a> on Sunday, March 20, 2016</blockquote>
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<b>Join me</b></h4>
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<li><span style="font-weight: normal;">Upcoming speaking engagements include the <a href="http://www.youtoosm.com/" target="_blank">YouToo Conference</a> at Kent State University on Friday April 8, 2016.</span></li>
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<b>Industry</b></h4>
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<li>Digital strategy is more than just planning for online presence and operations; its very nature means there may be <a href="http://www.mckinsey.com/business-functions/strategy-and-corporate-finance/our-insights/the-economic-essentials-of-digital-strategy" target="_blank">major economic impacts and disruptions</a> that cause companies to refocus significant resources. <i>A long and smart read from McKinsey</i>.</li>
<li><a href="http://www.adweek.com/news/technology/buzzfeed-launches-new-ad-format-further-monetize-its-big-social-reach-170172" target="_blank">BuzzFeed is launching a new ad format</a> that allows advertisers to run campaigns simultaneously across all of his company's Web and mobile properties and six of its social platforms (Snapchat Discover, Vine, YouTube, Facebook, Instagram and Tumblr). <i>Opening access to all of a publisher's networks makes sense, yet it's not a standard offer. Perhaps it's time to say farewell to the lowly banner ad</i>.</li>
<li>The real reason people should think about ad blockers is not because of the annoying or intrusive ads; it's because <a href="http://www.businessinsider.com/enders-analysis-ad-blocker-study-finds-ads-take-up-79-of-mobile-data-transfer-2016-3" target="_blank">ad content accounts for between 18% and 79% of mobile data transferred</a>. <i>In other words, the advertisers are making you go over your data limits</i>.</li>
<li>If you have yet to understand the power of earned media, <a href="http://www.nytimes.com/2016/03/16/upshot/measuring-donald-trumps-mammoth-advantage-in-free-media.html" target="_blank">look no further than the runaway success of Donald Trump</a>, who has underspent half of the candidates on advertising.</li>
<li>Marketers want to <a href="http://www.emarketer.com/Article/Whats-Topping-Marketing-Managers-2016-Wish-Lists/1013696" target="_blank">put more focus on customer-centric initiatives</a> in 2016, along with strategy and brand management, and better <b>reporting and insights</b>. But they're also looking for better technology and a better set of <b>reporting tools</b> for creating <b>dashboards and custom reports</b>. <i>Ahem. See the Chart of the Week below for a client who does just that</i>.</li>
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<li>As unusual as it may sounds, <a href="http://www.adweek.com/news/technology/liberty-mutual-tries-novel-filming-technique-choose-your-own-adventure-vr-video-170089" target="_blank">Liberty Mutual —  an insurance company — is leveraging Facebook's 360-degree video</a> for an immersive choose-your-own-adventure. <i>This isn't virtual reality per se (more like VR-lite), but we have to give an old school industry props for experimenting</i>.</li>
<li><a href="http://techcrunch.com/2016/03/16/apple-news-opens-up/" target="_blank">Apple News is opening up is app to all publishers</a> who wish to curate and even monetize their own content. Now Apple News will go beyond just news publications. <i>Is this more of a competitive threat to Facebook or to Flipboard?</i></li>
<li>The majority of updates that most brands make are of the 1:1 variety — replies, reactions, conversations — but less time and budget is spent on these. <a href="http://marketingland.com/social-iceberg-data-11-marketing-may-surprise-167569" target="_blank">If marketers flipped their focus, the impact could be tremendous</a>. <i>And it's not only budget; how your team is structured to take advantage of this is important as well</i>.</li>
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<i>More than 93% of social content created by brands is 1:1. [<a href="http://ctt.ec/94i5c" target="_blank">Tweet this</a>]</i></h3>
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<li>Are you putting enough focus on email? <a href="http://www.marketingcharts.com/online/which-digital-marketing-tactics-are-perceived-to-be-the-most-effective-and-difficult-66370/" target="_blank">Among digital marketing tactics</a>, it's considered one of the easiest to execute and the most effective.</li>
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<b><span style="font-size: small;">Sponsor</span></b></h3>
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<b><br />
</b>Get the scoop on what 500 marketers (budgets up to $10 million) believe and how those beliefs influence their behaviors when it comes to hiring and firing agencies just like yours.<br />
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<a href="http://smonty.co/1pgREFk" rel="nofollow" target="_blank">Download this FREE 16 page report</a>, full of information, insight and guidance on how to best approach prospects based on the findings.<br />
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Some of the results are going to really surprise you.</div>
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<li><b>Facebook</b></li>
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<li>Here's a secret trip to try: <a href="http://marketingland.com/how-to-see-facebook-shares-169068" target="_blank">how to tell who has shared your content on Facebook</a>. </li>
<li>If you really can't get enough basketball this month, <a href="http://www.theverge.com/2016/3/18/11259986/how-to-play-facebook-basketball-game" target="_blank">you can always play Facebook Messenger's secret basketball minigame</a>.</li>
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<li><b>Twitter</b></li>
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<li>Twitter has often been derided, or too complicated, or not complex enough, too similar to Facebook, or not Facebook-like enough. The bottom line is that <a href="https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0ahUKEwj428vm3dDLAhXMKiYKHfD9DMoQFggdMAA&url=http%3A%2F%2Fwww.wsj.com%2Farticles%2Fhow-to-make-twitter-actually-useful-1458065159&usg=AFQjCNHAZVoSUwXUdu5K8y1NEgXDSqD7WA&sig2=w3wncc4E8AtMTXnwNR--xg" target="_blank">Twitter can be as useful as you make it</a><i>.</i> <i>"What's your name?" "What do you want it to be?" — Pretty Woman</i></li>
<li>You may not have noticed it, but <a href="http://thenextweb.com/twitter/2016/03/17/twitter-quietly-turned-new-algorithmic-timeline-everyone/" target="_blank">Twitter quietly turned on its new algorithmic timeline</a>, meaning that you'll see tweets that you may have missed, rather than a strict chronological timeline.</li>
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<li><b>Instagram</b></li>
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<li>Twitter was not alone, as <a href="http://techcrunch.com/2016/03/15/filteredgram/" target="_blank">Instagram turned on its own algorithm</a> to show you the content it deems worthy, "based on the likelihood you’ll be interested in the content, your relationship with the person posting and the timeliness of the post." </li>
<li>Still, people <a href="http://www.theguardian.com/technology/2016/mar/17/i-though-my-instagram-was-all-mine-until-the-algorithm-proved-me-wrong" target="_blank">freaked out</a>.</li>
<li>It shouldn't be a surprise. As we saw above, Twitter has done it. And Pinterest. And remember that time Facebook made a change to the Timeline? That was in 2011. The real reason social networks change their timelines from chronological to algorithm-based filtered feeds? <a href="https://www.washingtonpost.com/news/the-intersect/wp/2016/03/16/the-real-reason-all-the-big-social-networks-have-introduced-filtered-feeds/" target="_blank">Because they're growing up</a>.</li>
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<li style="text-align: left;"><b>Snapchat</b></li>
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<li style="text-align: left;">Admit it: <a href="https://medium.com/@hilzfuld/why-i-was-so-wrong-about-snapchat-and-why-you-probably-are-too-f2ef3ddf876b#.bpj47fe1s" target="_blank">you were wrong about Snapchat</a>. <i>I was</i>.</li>
<li style="text-align: left;">The most-used social app of 12-24 year-olds is more than just a silly visual messaging app. It is <a href="http://www.bothsidesofthetable.com/2016/03/12/long-case-snapchat/" target="_blank">an important media company</a>: it has reach, immediacy, authenticity, engagement, geography, brand recall, and an economic engine behind it.</li>
<li style="text-align: left;">More evidence: <a href="http://recode.net/2016/03/15/snapchat-hires-longtime-pandora-exec-tom-conrad-as-vp-of-product/?mkt_tok=3RkMMJWWfF9wsRokuarLZKXonjHpfsX54uUuT%2Frn28M3109ad+rmPBy90IQAWp8na+qWCgseOrQ8mFkIV8izUs0TrKM%3D" target="_blank">Snapchat just hired a VP of product</a> who was a longtime executive at Pandora; and <a href="http://recode.net/2016/03/14/snapchat-adds-another-publishing-partner-news-video-startup-nowthis/?mkt_tok=3RkMMJWWfF9wsRokuanKZKXonjHpfsX54uUuT%2Frn28M3109ad+rmPBy90IUFWp8na+qWCgseOrQ8mFkIV8izUs0TrKM%3D" target="_blank">added video startup NowThis</a> to is Discover section.</li>
<li style="text-align: left;">If you're still having trouble, here's <a href="http://www.bothsidesofthetable.com/2016/03/11/snapchat-101-vcs-old-folks/" target="_blank">another primer on how to use Snapchat</a> — especially if you're over 30.</li>
<li style="text-align: left;">But if you're a luxury brand, <a href="http://www.adweek.com/news/technology/why-youtube-more-important-platform-snapchat-luxury-brands-170204" target="_blank">YouTube is more powerful than Snapchat</a>. <i>For now</i>.</li>
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<b>Trivia question: What is the latest and tastiest entry in autonomous vehicles?</b><b> *</b></h3>
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<li style="text-align: left;"><b>Lodging</b></li>
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<li style="text-align: left;">Good news: soon <a href="http://qz.com/638485/youll-soon-be-able-to-review-your-neighbors-airbnb-rental/" target="_blank">you'll be able to review your neighbor's Airbnb rental</a>. <i>It could mean more honest assessments of things; it could also give neighbors an opportunity to stop that <strike>drug-induced orgy</strike> business traveler rental before it even happens</i>.</li>
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<li style="text-align: left;"><b>Transportation</b></li>
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<li style="text-align: left;">On-demand valet parking seemed like a good idea. <a href="http://www.bloomberg.com/news/articles/2016-03-14/on-demand-valet-parking-seemed-like-such-a-great-idea-it-wasn-t" target="_blank">It wasn't</a>. Two shut down (Caarbon and Vatler) and another three are shifting away from the on-demand model (Luxe, Zirx, Valet Anywhere). <i>"You really need to get money from customers." Hey, maybe Silicon Valley is growing up</i>.</li>
<li style="text-align: left;">Lyft and Maven, GM’s catchall brand for its car-sharing programs, will be rolling out <a href="http://recode.net/2016/03/14/lyft-will-subsidize-car-rentals-for-drivers-who-do-65-rides-a-week/?mkt_tok=3RkMMJWWfF9wsRokuanMZKXonjHpfsX54uUuT%2Frn28M3109ad+rmPBy90IUEWp8na+qWCgseOrQ8mFkIV8izUs0TrKM%3D" target="_blank">a short-term rental program for Lyft drivers in Chicago</a> later this month.</li>
<li style="text-align: left;"><a href="http://www.sandiegouniontribune.com/news/2016/mar/17/uber-passport-san-diego-border/" target="_blank">Uber launched Passport</a>, a one-way cross-border service from San Diego to Mexico. <i>Buena suerte getting home</i>.</li>
<li style="text-align: left;">Meanwhile, up north, <a href="http://www.cityofeastlansing.com/CivicAlerts.aspx?AID=316" target="_blank">two Uber drivers were arrested in East Lansing, MI</a> and are under investigation of criminal sexual conduct. </li>
<li style="text-align: left;">And for those who thought that Uber shouldn't have been part of the news story of the driver who went on a shooting rampage in Kalamazoo: the driver claims that the Uber app took him over <a href="http://www.clickondetroit.com/news/kalamazoo-shooting-rampage/kalamazoo-shootings-suspect-told-police-uber-app-controlled-him-like-artificial-intelligence" target="_blank">"like artificial intelligence that can tap into your body."</a> <i>We can sympathize. The same thing happens to us with Facebook</i>.</li>
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<li style="text-align: left;"><b>Autonomous</b></li>
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<li style="text-align: left;">Uber has sounded-out auto manufacturers <a href="http://www.reuters.com/article/us-daimler-uber-idUSKCN0WK1C8" target="_blank">for a large order of self-driving cars</a>.</li>
<li style="text-align: left;">Google says that <a href="http://spectrum.ieee.org/cars-that-think/transportation/self-driving/google-selfdriving-car-will-be-ready-soon-for-some-in-decades-for-others" target="_blank">autonomous vehicles will have a gradual roll-out</a> and will phase in over decades, with warmer, sunnier climates going first. <i>Typical of a California-based company</i>.</li>
<li style="text-align: left;">Ford has developed its autonomous vehicle technology <a href="http://qz.com/637509/driverless-cars-have-a-new-way-to-navigate-in-rain-or-snow/" target="_blank">to sense snow or rain</a>. <i>Typical of a Michigan-based company</i>.</li>
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<b>Audio</b></h4>
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<li style="text-align: left;">Audio search has long been a hoped-for, wished-for and needed function. <a href="http://thenextweb.com/apps/2016/03/17/deepgram-lets-search-podcasts-videos-keywords/" target="_blank">DeepGram is working on a solution to search podcasts</a> and lectures for quotes.</li>
<li style="text-align: left;"><a href="http://www.latimes.com/entertainment/envelope/cotown/la-et-ct-cbs-announces-cbs-radio-sale-20160315-story.html" target="_blank">CBS is selling off its radio division</a>. <i>A big blow for traditional radio. This is where is all started</i>.</li>
<li style="text-align: left;"><a href="http://www.nytimes.com/2016/03/18/business/media/spotify-reaches-settlement-with-publishers-in-licensing-dispute.html" target="_blank">Spotify is settling a dispute with publishers</a> in a licensing dispute and will pay them more than $20 million in owed but unpaid royalties.</li>
<li style="text-align: left;">NPR has decided that <a href="http://www.niemanlab.org/2016/03/npr-decides-it-wont-promote-its-podcasts-or-npr-one-on-air/" target="_blank">it won't promote its podcasts or NPR One on the air</a>.</li>
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<li style="text-align: left;">At first glance, this might seem foolhardy, but it's <a href="http://www.markramseymedia.com/2016/03/is-npr-crazy-yes-like-a-fox/" target="_blank">actually a smart move</a>. Their affiliates are harmed by the promotion of national-level shows that don't tie back to local fundraising; and why send <i>more</i> people away from the radio? They need to serve the audience first. And this includes reaching <i>new</i> audiences that don't yet listen on the radio.</li>
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<li style="text-align: left;"><b>Podcast Recommendation of the Week</b>. This week's recommendation is <a href="http://fasterthannormal.com/" target="_blank">Faster Than Normal</a>. Peter Shankman hosts this show in which he interviews guests and taps into their knowledge and experience on how to use the gift of ADD / ADHD to excel. <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>Long-form content is alive and well. Anthony Bourdain thinks that <a href="http://www.adweek.com/news/technology/why-anthony-bourdain-bullish-future-long-form-digital-storytelling-170184" target="_blank">digital media is perfect for exploring deeper stories</a> in travel and food. </li>
<li>We hear a lot about influencers and influencer marketing. Here's a series of links on that topic. <i>And reminder: I advise on influencer relations; it's something I used to do at Ford</i>.</li>
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<li><a href="http://recode.net/2016/03/14/what-is-an-influencer-how-do-they-make-money-i-asked-one-so-you-dont-have-to/?mkt_tok=3RkMMJWWfF9wsRokuanMZKXonjHpfsX54uUuT%2Frn28M3109ad+rmPBy90IUEWp8na+qWCgseOrQ8mFkIV8izUs0TrKM%3D" target="_blank">What is an influencer and how do they make money?</a> Re/code asked so you don't have to.</li>
<li>But finding them can be problematic <a href="http://www.convinceandconvert.com/podcasts/episodes/influencers-are-everywhere-if-you-know-where-to-look/" target="_blank">unless you know where to look</a>.</li>
<li>Of course, at $10K an Instagram, some of them may be a little overpriced. <a href="http://www.theluxuryspot.com/10k-for-an-instagram-why-imposter-influencers-need-to-go/" target="_blank">You need to know how to vet them too</a>.</li>
<li>And if you'd like to know<a href="http://www.christopherspenn.com/2016/03/are-professional-influencers-impactful/" target="_blank"> the impact of an influencer</a>, we've got you covered.</li>
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<li>While the legal outcome may not yet be settled, the FBI - Apple saga has had one certain impact: <a href="http://www.theguardian.com/technology/2016/mar/14/facebook-google-whatsapp-plan-increase-encryption-fbi-apple" target="_blank">Facebook, WhatsApp, Google and others have increased their encryption of user data</a>.</li>
<li>Meanwhile in Europe, thanks to a ruling by the highest court, <a href="http://thenextweb.com/eu/2016/03/17/want-illegally-download-head-cafe-europe/" target="_blank">cafes can become hotspots for illegal piracy</a>. The court determined that cafe owners don't have to install passwords or monitor traffic. <i>It may be just us, but we think there's a difference in the degree of difficulty of those two things, and installing a password isn't an undue burden on a small business</i>.</li>
<li>As autonomous vehicles and connected cars become the norm, <a href="http://www.wired.com/2016/03/fbi-warns-car-hacking-real-risk/" target="_blank">the FBI warns that cars are the next big hacking risk</a>. </li>
<li>A Florida court ruled <a href="http://www.vanityfair.com/hollywood/2016/03/gawker-hulk-hogan-verdict" target="_blank">in favor of Hulk Hogan over Gawker Media</a>, which had published a private video of him. In a thirst for staying atop sensational news stories, the online gossip site published what it considered newsworthy. A jury thought otherwise and awarded Hogan $115 million in damages. <i>Let's not forget that during the trial, Gawker <a href="http://nypost.com/2016/03/09/gawker-editors-line-a-sex-tape-of-a-4-year-old/" target="_blank">exhibited their judgment</a> for all to see, saying they'd draw the line at posting a sex tape of a celebrity who's under 4 years old</i>.</li>
<li><a href="http://www.bloomberg.com/features/2016-benjamin-wey/?src=longreads" target="_blank">A journalist stands up for herself and gets attacked further</a>. <i>And this is someone who has a platform on which to defend herself. Imagine how difficult an online smear campaign would be for an average citizen</i>.</li>
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<b>Measurement / Metrics / Data </b></h4>
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<li><a href="http://thenextweb.com/google/2016/03/15/962213/" target="_blank">Six new tools from Google Analytics</a> will help marketers mine customer data for insights.</li>
<li>You've long heard that acquiring a new customer is more expensive than retaining one. <a href="https://www.marketingtechblog.com/whats-cost-acquiring-versus-retaining-customer/" target="_blank">Here's an analysis</a> to help you determine just what the ROI is on that.</li>
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<i>In fact, a 5% increase in customer retention rate increases profits by 25% to 95% [<a href="https://twitter.com/intent/tweet?text=a%205%25%20increase%20in%20customer%20%23retention%20rate%20increases%20profits%20by%2025%25%20to%2095%25&url=http://j.mp/1R7Nzj8&via=mktgtechblog">Tweet this</a>]</i></h3>
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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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American Airlines is in a tailspin. The company has been dealing with a series of public issues that have called its management style and entire corporate culture into question. In the span of five days earlier this month, a flight attendant purposefully set a fire on board a flight; its pilots issued a letter of complaint to the management questioning its commitment to product and culture; and the company reversed course on three month-old decision to fly to Venezuela, effectively abandoning many customers. As a result, the news stories and mentions began picking up pace, which you can see below in the total mentions chart. More <a href="http://explore.zignallabs.com/h/i/226158009-lost-aadvantage" target="_blank">available here</a>.<br />
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<b>* Answer to the trivia question above: </b></h3>
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<li style="text-align: left;">The latest autonomous vehicle is Dominos Robotic Unit (DRU), <a href="http://arstechnica.com/gadgets/2016/03/dominos-pizza-delivery-robot/" target="_blank">a pizza delivery robot</a>. The four-wheeled vehicle, developed in Australia, can traverse roads or sidewalks and has a 12-mile range. Two separate units keep drinks cold and up to 10 pizzas hot. Customers access the unit with a code.</li>
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<a href="https://2.bp.blogspot.com/-bWvE7QTpKd0/Vu9Cxv19UNI/AAAAAAAAlhc/iEKlRufH2Q8wXIHfzt3vKd1xtxEC6cE0g/s1600/DRU.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="360" src="https://2.bp.blogspot.com/-bWvE7QTpKd0/Vu9Cxv19UNI/AAAAAAAAlhc/iEKlRufH2Q8wXIHfzt3vKd1xtxEC6cE0g/s640/DRU.jpg" width="640" /></a></div>
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<b>When You Have the Time: Essential Watching / Listening / Reading</b> </h4>
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<li>That one trick everyone tells you to do to save your iPhone battery? <a href="http://qz.com/637485/that-one-trick-everybody-does-to-improve-iphone-battery-life-does-absolutely-nothing/" target="_blank">It doesn't work</a>. </li>
<li>If you think virtual reality is the most exciting technology you'll ever encounter, <a href="https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0ahUKEwir5tbe7NDLAhVM5iYKHbRUCtMQFggdMAA&url=http%3A%2F%2Fwww.wsj.com%2Farticles%2Fheres-the-most-exciting-technology-youll-ever-encounter-1457928061&usg=AFQjCNF6REqtAhs6E5aKdog5nGbsCy3OMQ&sig2=rkDjxum2OC2bP3AyNycwMw" target="_blank">think again</a>.</li>
<li>Who's hiring the most MBAs in the tech world? <a href="http://qz.com/636539/amazon-is-hiring-the-most-mbas-in-tech-and-its-not-really-close/" target="_blank">Amazon</a>. And it's not even close.</li>
<li>In the US, diagnoses of narcissistic personality disorder (NPD) have risen sharply over the past 10 years. <i>Hey, wait — Facebook and Twitter have been around for 10 years. Exactly</i>. It's what happens when you combine <a href="http://www.theguardian.com/world/2016/mar/17/i-narcissist-vanity-social-media-and-the-human-condition" target="_blank">vanity, social media and the human condition</a>.</li>
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<li>That being said, you might want to read <a href="http://www.fastcompany.com/3057746/how-to-be-a-success-at-everything/how-to-be-a-better-friend-even-when-youre-busy" target="_blank">How To Be a Better Friend, Even When You're Busy</a>.</li>
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<li>It's not often that a TED Talk gets a standing ovation, but Tim Urban managed it with his delightful and creative talk that takes us <a href="http://waitbutwhy.com/2016/03/my-ted-talk.html" target="_blank">Inside the Mind of a Master Procrastinator</a>. <i>No, don't wait to watch this</i>.</li>
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<i>Image source: <a href="https://flic.kr/p/qLVPz1" target="_blank">Mike Lewinsky (Flickr)</a></i><br />
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The Full Monty — March 21, 2016

The Full Monty is the publication that exposes you to the business intelligence that matters at the top of every week. Please sign u...

You See But You Do Not Observe

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<br />If the title of this post seems familiar, then perhaps you've been reading some Sherlock Holmes stories lately. The master logician and thinker Sherlock Holmes uttered this line when Dr. Watson admitted not knowing how many steps led up to the sitting room of 221B Baker Street (there were 17, in case you were wondering). Similarly, when he was looking for more evidence before he could apply his reasoning, Holmes also said, "Data! Data! Data! I can't make bricks without clay."<br /><br />When it comes to brand management and social media, knowing what's been said about you is more important than what you say about yourself. With the amount of data that are thrown off by customers on various platforms, it's a robust source of information. But how can a brand make sense through the clutter? It can certainly be overwhelming, but if you have the right monitoring tools and reporting process, it can make a significant difference.  <br /><br />We turn to Sherlock Holmes to give us some insights on how to approach listening and generating insights that will help guide your content, customer experience and reputation management.<br /><br /><h3>
<b><br /></b><b>From Big Data to Small Insights</b></h3>
At this point, you're probably tired of hearing about "big data." It's been an industry buzzword for the past few years, but how much progress has been made? We can now collect more data about consumers and their behavior than we ever have before; we can monitor their tweets, their forum posts, their actions on our websites, and even the information from devices in their homes thanks to the Internet of Things. But are we better off for it?<br /><br />Odds are, you're drowning in big data. The last thing you need is more data. In short, you don't need big data; you need the direction and action that come from Small Insights. You need to sharpen your skills of observation - perhaps with a little help.<br /><br />When you're part of a complex organization - let's say anywhere from 500 to 300,000 employees - and you need clarity on how to effectively coordinate your monitoring, particularly during crises. Having spent some time at a Fortune 10 company, on some days the flurry of incoming activity from consumers and the media was harrowing, with touchpoints at marketing, customer service and communications in traditional, social and broadcast media.<br /><br />The data that each of those groups throw off are extraordinary in volume; and the velocity makes it even more difficult to actively monitor and manage the situation, let alone perform any meaningful analysis. The goal is to move from seeing to observing, and then to action based on the insights from your observations.<br /><br />While traditional tools have been more directional in nature, when you're trying to reconcile information among many business units during a crisis a workflow is necessary for consistency and clarity. A workflow that follows this formula is a good start: relegate, delegate, escalate.<br /><br /><br /><h4>
<b>Relegate</b></h4>
<i>"When you have eliminated the impossible, whatever remains, however improbable, must be the truth."</i><br />The first step is to determine which data matter and are actionable. Sherlock Holmes made it his business to study up on historical cases and to understand human nature. Similarly, we need to have a broader understanding and knowledge of the world around us.<div>
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I've often seen customer service reps fret about a tweet, only to discover that the writer had just opened his account that morning and had zero followers. That puts a different weight on the situation than the celebrity with hundreds of thousands of followers. Looking at the influencers and sources of information is a critical first step when assessing what to do.<br /><br /><br /><h4>
<b>Delegate</b></h4>
<i>"In future they can report to you, Wiggins, and you to me."</i><br /><br /><div>
The Baker Street Irregulars were a band of homeless children that Holmes paid to "go everywhere, see everything, overhear everyone." And rather than have the entire army of street urchins invade his rooms, he asked Wiggins, one of the group, to deal with him directly. It was his way of creating some scale and minimizing the number of people in the chain.</div>
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Different business units have varying responsibility with regard to external communications and internal reporting during a crisis, as well as during normal business operation. You'll want a system that provides clarity in assignments and that ensures that the data are consistent in reporting. Having one set of data from a CMO and an separate set from a VP of communications makes the business look as if the left hand doesn't know what the right hand is doing. With more clarity comes the ability to effectively delegate responses, business process changes and other necessary actions within the enterprise.<br /><br /> <br /><h4>
<b>Escalate</b></h4>
<i>"The summons was a brief and urgent one."</i><br />With millions of data points in the signal-to-noise ratio, ultimately a business needs to know what to act upon and what to ignore. Being able to ferret out the nugget of online information — whether it's a single tweet, a video, a blog post, a Facebook boycott page or a forum thread — that is at the root of the issue and to be able to address it.</div>
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<br /> <br /><br />One of the reasons Sherlock Holmes is just as popular today as he was over 100 years ago is because he represents a common thread of human nature: our desire to create order out of chaos. Today's digital world is probably more chaotic that Holmes could have ever imagined, but with the right framework and tools, it becomes much more manageable.</div>
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You See But You Do Not Observe

If the title of this post seems familiar, then perhaps you've been reading some Sherlock Holmes stories lately. The master logician an...

The Full Monty — March 14, 2016

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This week, he top digital marketing trends; CMO tenure falls; ad blocking developments; Yahoo downsizes and its CEO wants more time; Facebook is changing the face of news; Twitter is getting back on track; Uber has some challenges; a major survey of digital habits; tying value to the customer experience; the big speech at SXSW; the history of pessimism; the Zignal Labs chart of the week, our weekly trivia challenge, podcast pick and more.</div>
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<b>Join me</b></h4>
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<li><span style="font-weight: normal;">Upcoming speaking engagements include the <a href="http://www.youtoosm.com/" target="_blank">YouToo Conference</a> at Kent State University on Friday April 8, 2016.</span></li>
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<b>Industry</b></h4>
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<li>Digital marketing continues to evolve; here are <a href="https://www.bulldogreporter.com/the-top-five-digital-trends-communicators-and-marketers-must-master/" target="_blank">the top five digital marketing trends that communicators and marketers must master</a>. These include post-digital thinking, and influencer management. <i>Go figure! Two of the services that my consultancy provides</i>.</li>
<li>The <a href="https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0ahUKEwj5nrGNl7_LAhUmvYMKHSABCwsQFggdMAA&url=http%3A%2F%2Fwww.wsj.com%2Farticles%2Faverage-tenure-among-chief-marketing-officers-slips-1456958118&usg=AFQjCNHO7s48fMLHiS64smFQSBTGDM9B2Q&sig2=N9CVu1AvvaZDGl7HjUR4qQ" target="_blank">average tenure for chief marketing officers fell</a> to 44 months as of 2015, down from 48 months in the prior year.</li>
<li>The top priority for the B2B digital marketing industry is <a href="http://www.marketingcharts.com/online/assessing-the-state-of-b2b-digital-marketing-66007/" target="_blank">understanding the customer buying journey</a>.</li>
<li>When it comes to social media marketing, <a href="http://www.strategy-business.com/blog/OMG-This-Online-Marketing-Campaign-Rocks?gko=ff62d" target="_blank">it’s not what you say but how you say it</a>. <i>Of course, <a href="http://gapingvoid.com/blog/2006/05/09/if-you-talked-to-people/" target="_blank">we already knew that</a></i>.</li>
<li>The New York Times <a href="http://adage.com/article/media/york-times-a-message-ad-blockers/302995/" target="_blank">is testing different approaches to ad blocking</a> that include prompting a whitelisting of the site or signing up for a digital subscription. At the same time, the <a href="http://techcrunch.com/2016/03/10/opera-adds-a-built-in-ad-blocker-to-its-desktop-browser/" target="_blank">Opera browser is adding a built-in ad blocker</a>. <i>The day of reckoning is coming for the ad industry. There need to be some serious changes that go beyond fighting the ad blockers</i>.</li>
<li>Mic, the Millennial-focused news site, has <a href="http://www.wsj.com/articles/mic-acquires-mobile-video-app-hyper-1457434801" target="_blank">acquired Hyper, a mobile video curation app</a>. <i>Millennials, video and curation — this is what you call a trifecta of trends</i>.</li>
<li>Dos Equis' <a href="http://www.npr.org/sections/thetwo-way/2016/03/09/469775625/-most-interesting-man-in-the-world-raises-his-glass-for-last-time" target="_blank">the World's Most Interesting Man is being retired</a>. <i>His only regret is not knowing what regret feels like</i>.  </li>
<li>Digital ad spending will <a href="http://www.emarketer.com/Article/Digital-Ad-Spending-Surpass-TV-Next-Year/1013671" target="_blank">surpass that of television by next year</a>. And by 2020, TV's share of ad spending will drop below one-third.</li>
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<b><span style="font-size: small;">Sponsor</span></b></h3>
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<li><b>Alphabet</b></li>
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<li>Google is experimenting with a feature that allows celebrities and businesses to create <a href="http://mashable.com/2016/03/08/google-posts/#wf.wp5HvWEqH" target="_blank">short Tumblr-style posts in their search results</a>. <i>This development could allow for more contextual search results with more personality. It's akin to having blog posts appear in searches</i>.</li>
<li><a href="http://www.theverge.com/2016/3/9/11179832/destinations-on-google-travel-feature-launches" target="_blank">Google search now has Desitnation</a>s, which allows you to plan your travel, explore cities and book flights. It's not a separate site, but is built into travel search results.</li>
<li>The founder of 4chan has joined Google <a href="http://mashable.com/2016/03/07/4chan-creator-joins-google-team/#.Kw.PIBM0Oqi" target="_blank">to help revive the flagging Google+ platform</a>. <i>Interesting choice</i>. </li>
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<li><b>Yahoo</b></li>
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<li>The beleagured Yahoo <a href="http://venturebeat.com/2016/03/11/yahoo-announces-plans-to-kill-off-games-livetext-boss-and-more-regional-sites/" target="_blank">is killing off a number of sites</a> including Games, Livetext, Build Your Own Search Service (BOSS) and some regional sites.</li>
<li>And their plan for raising more revenue is evidently to <a href="http://venturebeat.com/2016/03/11/yahoo-announces-plans-to-kill-off-games-livetext-boss-and-more-regional-sites/" target="_blank">charge Flickr users $5.99 a month for the Autuploadr tool</a>.</li>
<li>Meanwhile, Marissa Mayer is pleading for <a href="http://blogs.wsj.com/digits/2016/03/11/marissa-mayer-wants-three-more-years-to-turn-around-yahoo/" target="_blank">another three years to turn Yahoo around</a>. <i>She has a plan. It'll work this time. Really</i>.</li>
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<li><b>Facebook</b></li>
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<li>There are fundamental changes to the journalism industry that have taken place over the last five years. Publishers no longer control the distribution. That's right, <a href="http://www.cjr.org/analysis/facebook_and_media.php" target="_blank">Facebook is eating the world</a>. <i>It's the end of the news as we know it</i>.</li>
<li>With so many updates flowing through it at any given time, Facebook is in a position to predict trends. So it's working on <a href="http://www.businessinsider.com/facebook-social-glossary-patent-slang-mainstream-teens-2016-3" target="_blank">a software tool that predicts new slang before it goes mainstream</a>. <i>We guess you could say that Facebook is on fleek. Unless on fleek is past it's prime. Then we'll let Facebook tell us what it is</i>.</li>
<li><a href="http://venturebeat.com/2016/03/09/facebooks-acquisition-of-video-selfie-startup-masquerade-is-all-about-live-video/" target="_blank">Facebook acquired video selfie starup Masquerade</a>, which does filters and face-swaps, which makes is sound a lot like Snapchat. <i>If you can't buy them, beat them</i>.</li>
<li>You'll soon be able to <a href="http://digiday.com/platforms/facebook-live-video-notifications/" target="_blank">disable all of those notifications of live videos</a>. <i>Just don't disable mine!</i></li>
<li> The streaming rights for Thursday Night Football may go to Facebook. <i>So NFL may stand for National Facebook League. Are you ready for some Facebook?</i></li>
<li>You can now <a href="http://www.theverge.com/2016/3/7/11173354/facebook-messenger-lyft-app-integration-software-uber" target="_blank">hail a Lyft from Facebook Messenger</a>. <i>Expect more services to be integrated with Messenger. We've seen it play out in China already with WeChat</i>.</li>
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<li><a href="http://fortune.com/fixing-twitter-jack-dorsey/" target="_blank">Twitter is getting back on track</a> after two years of missteps.</li>
<li>A look at <a href="http://www.theguardian.com/technology/picture/2016/mar/10/comic-long-slow-death-of-twitter" target="_blank">the long slow death of Twitter</a> in a comic strip.</li>
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<li style="text-align: left;"><b>Snapchat</b></li>
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<li style="text-align: left;">There's a team at Snapchat <a href="http://techcrunch.com/2016/03/11/snapchat-has-a-secret-team-possibly-building-a-pair-of-smart-glasses/" target="_blank">working on smart glasses</a>. <i>Virtual reality is the future</i>.</li>
<li style="text-align: left;">When it comes to marketers, Snapchat is anything but straightforward. Here's <a href="http://www.businessesgrow.com/2016/03/07/snapchat-for-marketing/" target="_blank">a balanced look at using Snapchat for marketing purposes</a>. <i>Can't we master what we're already using and avoid the temptation to advertise on yet another platform?</i></li>
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<li>The controversial "Yelp for people" app <a href="http://www.adweek.com/socialtimes/peeple-controversial-yelp-for-people-reputation-app-launches-on-ios/635456" target="_blank">Peeple has launched</a>. Brace yourselves.</li>
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<b>Trivia question: Who beat a grandmaster of the board game Go this week?</b><b> *</b></h3>
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<li style="text-align: left;"><a href="http://www.web-strategist.com/blog/2016/03/10/honeycomb-3-0-the-collaborative-economy-market-expansion-sxsw/" target="_blank">The Collaborative Economy market has grown</a> to include new applications in Reputation and Data, Worker Support, Mobility Services, and the Beauty Sector. It's the Honeycomb 3.0.</li>
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<li style="text-align: left;">Lyft ridership has <a href="http://recode.net/2016/03/07/lyft-ridership-has-increased-sixfold-in-nyc-since-may/" target="_blank">increased 500% in New York City</a>, due to price cuts as well as increased marketing, promotions, ad buys and staff.</li>
<li style="text-align: left;">Meanwhile, <a href="http://www.buzzfeed.com/charliewarzel/internal-data-offers-glimpse-at-uber-sex-assault-complaints#.mfB93Rq3k" target="_blank">the data on Uber's sexual assault complaints</a> are damning. In one screenshot, a search query for “sexual assault” returns 6,160 Uber customer support tickets. A search for “rape” returns 5,827 individual tickets. Other variations of the terms yield similarly high returns: A search for “assaulted” shows 3,524 tickets, while “sexually assaulted” returns 382 results. <i>It may be time to open Facebook Messenger and call a Lyft</i>.</li>
<li style="text-align: left;">Uber has some legislative issues in Florida. So it's <a href="http://www.theverge.com/2016/3/10/11193852/uber-florida-senate-andrew-gardiner-politician-app-troll" target="_blank">mobilizing Uber users to pressure the Florida state senate</a>.</li>
<li style="text-align: left;">And <a href="https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0ahUKEwi96ZC6rL_LAhUFwiYKHQArA84QFggdMAA&url=http%3A%2F%2Fwww.wsj.com%2Farticles%2Fuber-plans-big-advertising-campaign-in-france-1457462344&usg=AFQjCNHa_KvPSnJbh_hiCxHZWJq3WAROVQ&sig2=cAWGevRf994jadHIXDYhGw" target="_blank">to overcome opposition in France</a>, Uber is launching an ad campaign to soften its image.</li>
<li style="text-align: left;"><a href="http://recode.net/2016/03/11/gm-acquires-driverless-tech-company-cruise-automation/" target="_blank">General Motors is acquiring Cruise</a>, an autonomous technology company. This follows the acquisition of the assets of Sidecar and a $500 million investment in Lyft. <i>GM is becoming an autonomous vehicle and ride-sharing powerhouse</i>.</li>
<li style="text-align: left;">Meanwhile, <a href="http://recode.net/2016/03/11/ford-is-looking-for-a-tech-executive-to-be-the-ceo-of-its-new-mobility-company/" target="_blank">Ford is seeking a CEO of its mobility unit</a> from the Silicon Valley tech industry.</li>
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<b>Audio</b></h4>
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<li style="text-align: left;">Edison Research and Triton Digital have released <a href="http://www.edisonresearch.com/the-infinite-dial-2016/" target="_blank">Infinite Dial 2016</a>, the latest entry in the longest-running survey of digital media habits of Americans. Some highlights:</li>
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<li style="text-align: left;">Monthly podcast listening has increased YoY from 17% to 21%.</li>
<li style="text-align: left;">In-home ownership of over-the-air radio receivers has dropped from 96% in 2008 to just 79% this year.</li>
<li style="text-align: left;">On-demand video subscriptions are held by 51% of Americans.</li>
<li style="text-align: left;">Facebook remains the most used of all social networks among all ages at 64%, but the 12-24 year-olds prefer Snapchat by 72% to Facebook by 68%. </li>
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<strong> <a href="https://www.slideshare.net/webby2001/infinite-dial-2016" target="_blank" title="Infinite Dial 2016">Infinite Dial 2016</a> </strong> from <strong><a href="https://www.slideshare.net/webby2001" target="_blank">Edison Research</a></strong> </div>
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<li style="text-align: left;"><b>Podcast Recommendation of the Week</b>. This week's recommendation comes to us from Tracy Darchini: <a href="http://www.jamesaltucher.com/category/the-james-altucher-show/" target="_blank">The James Altucher Show</a>. James Altucher is a successful entrepreneur, investor, board member, and the writer of 11 books. He interviews guests on what motivates them as entrepreneurs. <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>When it comes to sponsored content, <a href="http://contently.net/2016/03/09/trends/age-sponsored-content-whats-ethical-freelance-journalists/" target="_blank">even freelance journalists need to consider the ethical implications</a>.</li>
<li>A majority of professional marketing content fails to have an impact; but is it a quality over quantity issue? Listen in for a riveting discussion on <a href="http://www.businessesgrow.com/2016/03/08/bad-news-about-content-marketing/" target="_blank">the silver lining in the bad news about content marketing</a>.</li>
<li>With the need to be on every platform, you have an omnichannel strategy. But there may be something missing from your strategy — namely a <a href="http://www.convinceandconvert.com/digital-marketing/omnichannel-strategy/" target="_blank">thorough, realistic understanding of the customer experience</a>.</li>
<li><a href="http://www.prdaily.com/Main/Articles/3_ways_marketers_can_improve_customer_experience_20336.aspx" target="_blank">Three ways that marketers can improve the customer experience</a> include looking for points of friction, place innovation over iteration and rethink what success means for the customer experience.</li>
<li>And ultimately, you should be <a href="http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/linking-the-customer-experience-to-value?cid=other-eml-alt-mip-mck-oth-1603" target="_blank">linking your customer experience to value</a> to make a measurable impact to your business.</li>
<li>If you want a good customer experience, <a href="http://www.marketingcharts.com/traditional/us-companies-with-the-best-and-worst-customer-experience-ratings-in-2016-66278/" target="_blank">supermarkets lead the way</a>. Publix, H-E-B, Save-a-Lot, Kroger and Wegmans are in the top 7. At the bottom of the pack are mostly health plans. <i>We thought more airlines and cable companies would have appeared there</i>.</li>
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<a href="https://1.bp.blogspot.com/-MBLoO07Gp3g/VuYnEp5b2CI/AAAAAAAAlcA/5ZFOvk5qd-gsBrFQf9BZapGbN4hlKlnMA/s1600/Best%2Band%2BWorst%2BCompanies%2B-%2BCustomer%2BExperience%2BMar2016.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="352" src="https://1.bp.blogspot.com/-MBLoO07Gp3g/VuYnEp5b2CI/AAAAAAAAlcA/5ZFOvk5qd-gsBrFQf9BZapGbN4hlKlnMA/s640/Best%2Band%2BWorst%2BCompanies%2B-%2BCustomer%2BExperience%2BMar2016.png" width="640" /></a></div>
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<b>Privacy / Security / Legal</b></div>
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<li>Apple claims that <a href="http://www.theguardian.com/technology/2016/mar/10/apple-v-fbi-encryption-case-digital-privacy-san-bernardino" target="_blank">the US government intended to smear the company</a> in the privacy fight over the San Bernardino shooter's iPhone.</li>
<li>In case you wondered where President Obama stood on the issue, <a href="http://www.techinsider.io/obama-comments-on-phone-encryption-2016-3" target="_blank">he sides with the FBI</a>, indicating “there needs to be a way to get in somehow.”</li>
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<a href="https://1.bp.blogspot.com/-MZJB1QBfGXI/VuZRgT_JUQI/AAAAAAAAlcw/T-Gyfdbw6jwKAOolc0kgR4jbX5-eS6GwQ/s1600/ohnoyoudidnt.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://1.bp.blogspot.com/-MZJB1QBfGXI/VuZRgT_JUQI/AAAAAAAAlcw/T-Gyfdbw6jwKAOolc0kgR4jbX5-eS6GwQ/s1600/ohnoyoudidnt.jpg" /></a></div>
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<li>Meanwhile, <a href="http://www.nytimes.com/2016/03/13/us/politics/whatsapp-encryption-said-to-stymie-wiretap-order.html?WT.nav=top-news&action=click&clickSource=story-heading&module=first-column-region&pgtype=Homepage&region=top-news" target="_blank">WhatsApp's encryption is slowing government efforts</a> to obtain information. <i>The battle over security, encryption and privacy of data is just beginning</i>.</li>
<li>And in the UK, the government is trying to pass a law that will force internet companies and technology providers <a href="http://thenextweb.com/insider/2016/03/13/uk-government-going-beyond-fbi-wants-apple/" target="_blank">to build security flaws into their systems</a> to allow law enforcement to access data. </li>
<li>The first known <a href="http://www.reuters.com/article/us-apple-ransomware-idUSKCN0W80VX" target="_blank">ransomware attack on Apple's Mac computers</a> was thwarted before too much damage could be done. <i>But it still shows there's reason for concern among Macs, which were previously thought to be impervious to attack</i>.</li>
<li>It was <a href="http://www.reuters.com/article/us-usa-fed-bangladesh-typo-insight-idUSKCN0WC0TC" target="_blank">a mere typo that stopped a hacker</a> from gaining a billion dollars. <i>Yes, spelling and grammar still matter</i>.</li>
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<b>Measurement / Metrics / Data </b></h4>
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<li>Video is a dominant form of storytelling and marketing. Therefore, it's essential to understand <a href="http://thenextweb.com/media/2016/03/06/how-to-measure-video-roi-a-beginners-guide/" target="_blank">how to calculate the ROI of video content</a>.</li>
<li>Are you getting pressure to measure Facebook's new Reactions? Don't fall for it. Stay strong and <a href="http://www.techrepublic.com/article/dont-let-facebook-reactions-distract-your-brand-from-measuring-real-social-metrics/" target="_blank">measure what matters</a>.</li>
<li>Dark traffic is where there is an unknown source of traffice to a website. The Guardian has an analytics tool <a href="http://digiday.com/publishers/guardian-shines-light-source-dark-traffic/" target="_blank">that can unlock some of the secrets of dark traffic</a>.</li>
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<b>Chart of the Week</b></div>
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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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With SXSW taking place this weekend (SXSW Interactive began last Thursday) and President Obama's appearance there, it should be no surprise that his speech became a trending topic. On Sunday evening, the top stories were still focused on his remarks about privacy and security.<br />
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<a href="https://1.bp.blogspot.com/-uQCNEDb0Ix8/VuZSbDE8ElI/AAAAAAAAlc4/mvlH_1fc8OonR4QdmczpwtUbkL91NXORA/s1600/Zignal%2BCOTW.PNG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="508" src="https://1.bp.blogspot.com/-uQCNEDb0Ix8/VuZSbDE8ElI/AAAAAAAAlc4/mvlH_1fc8OonR4QdmczpwtUbkL91NXORA/s640/Zignal%2BCOTW.PNG" width="640" /></a></div>
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If you're at SXSW in Austin on Tuesday, you can <a href="https://www.eventbrite.com/e/atx-zignal-command-center-tacosunrise-part-two-tickets-22507880677" target="_blank">join Zignal Labs for breakfast tacos and a tour of their Command Center</a>. Tell them I sent you.<br />
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<b>* Answer to the trivia question above: </b></h3>
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<li style="text-align: left;">Lee Se-dol, a Go grandmaster and 18-time world champion, was defeated 3 games to 1 by AlphaGo, the artificial intelligence system <a href="http://www.theverge.com/2016/3/13/11184328/alphago-deepmind-go-match-4-result" target="_blank">created by Google's DeepMind division</a>. <i>Go Grandmaster would be a great rapper name</i>.</li>
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<b>When You Have the Time: Essential Watching / Listening / Reading</b> </h4>
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<li>If you're still suffering the after effects of a short weekend due to Daylight Saving Time, <a href="http://qz.com/636313/why-america-will-never-get-rid-of-day-light-saving/" target="_blank">there's no end in sight for you</a>. We're not likely to rid ourselves of it any time soon.</li>
<li>Equally as worrying: <a href="http://www.fastcompany.com/3057465/how-to-be-a-success-at-everything/why-six-hours-of-sleep-is-as-bad-as-none-at-all" target="_blank">six hours of sleep may be as bad as none at all</a>. <i>I'm in big trouble</i>.</li>
<li>Are you new to public speaking? Christopher Penn has advice on <a href="http://www.christopherspenn.com/2016/03/advice-for-preparing-your-first-speech/" target="_blank">how to prepare for your first speech</a>.</li>
<li>With so much information at our fingertips, it's easy to become overwhelmed. There's actually <a href="https://www.washingtonpost.com/news/wonk/wp/2016/03/03/the-incredible-power-of-ignoring-everything/" target="_blank">value in ignoring everything</a>.</li>
<li>Similarly, <a href="http://www.newyorker.com/science/maria-konnikova/how-to-beat-writers-block" target="_blank">if you want to get over writer's block</a>, you might want to learn to do creative work of any kind.</li>
<li>While we may find natural skeptics of virtual reality, autonomous vehicles, artificial intelligence or other cutting edge technologies, <a href="http://humanprogress.org/blog/pessimism-in-historical-perspective" target="_blank">there's a great history of pessimism</a>.</li>
<li>It's a strange number and one that we were taught in school factored into calculating the area of a circle, but it's woven into structural engineering, air travel, oceanography, and much of life around us. On Pi Day (3/14), we look at <a href="http://www.newyorker.com/tech/elements/pi-day-why-pi-matters" target="_blank">Why Pi Matters</a>. <i>Yes, we know this is a marketing newsletter</i>.</li>
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<a href="http://smonty.co/announcemt" rel="nofollow" target="_blank">I speak to groups and advise brands and agencies to help them embrace the fundamentals of human communication in the digital age</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 source: <a href="https://flic.kr/p/risXt8" target="_blank">Bill Ward (Flickr)</a></i><br />
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The Full Monty — March 14, 2016

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