Scott Monty

Perfection Is Overrated

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We were raised to believe that practice makes perfect.<br />
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But in a rapidly evolving marketplace, is there time for continual practice? Certainly you want to produce something you're proud of.<br />
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The problem is, if you're constantly practicing, you're not publishing or producing. And while you may be able to see the flaws, perhaps your biggest fans, customers or audience members won't mind a slight imperfection. Your effort to share your idea, work or product with them makes them appreciate the effort.<br />
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And even if you do make an error, those who care most about seeing your work may even point it out, in a post-production QA.<br />
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Meanwhile, if you're holding back until it's perfect, they're not seeing any byproduct of your toil.<br />
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What are you waiting for? Go create something.<br />
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<i>Photo credit: <a href="https://www.flickr.com/photos/wilber/">Dávid Kótai</a> (Flickr)</i><br />
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Perfection Is Overrated

We were raised to believe that practice makes perfect. But in a rapidly evolving marketplace, is there time for continual practice? Cer...

The Four Kinds of Content that Move Us

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Apropos of nothing, I was thinking of some of the great Volkswagen ads of years past.</div>
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Volkswagen was known for its unusual style, from the famous "<a href="https://medium.com/theagency/the-ad-that-changed-advertising-18291a67488c">Think Small</a>" ad that called out the Beetle's diminutive size as its strength, to the "Lemon" ad in with minimalist, black and white format that featured unretouched images of the car. Fast forward to the last few years with "<a href="https://www.youtube.com/watch?v=YdZMypElBpo">The Force</a>" commercial from the Super Bowl featuring a kid dressed as Darth Vader trying to move things by virtue of telekinesis.<br />
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Throughout its history, VW has had a sense of humor — largely about itself. It's been unafraid to poke fun at itself, its quirkiness, and uniqueness. And its drivers go right along with it. Why? Well, because for one thing, self-deprecating humor involves a degree of honesty. And when consumers sense that you're being honest with them, it makes them trust you.<br />
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I was just reading an article about <a href="https://www.fastcodesign.com/90127471/we-studied-brands-around-the-world-what-consumers-want-isnt-what-you-think">what consumers want from brands — it's not what you think</a>. Research among some 5,000 consumers and their perception of brands indicated that there are just four kinds of emotionally compelling content that will get people to pay attention to you online: content that is <b>funny</b>, <b>useful</b>, <b>beautiful </b>or <b>inspiring</b>.<br />
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That's it.<br />
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And it's not as if this is new to the Internet. This is an indication that runs far deeper. These are the things that have moved us as a human species for millennia. And are likely the same things that will fuel our interest until we leave this planet.<br />
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Which brings me back to what caused this train of thought in the first place.<br />
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In 1969, Doyle Dane Bernbach (<a href="https://www.ddb.com/">DDB</a>) marked 10 years as Volkswagen's ad agency with the commercial that David Ogilvy called the funniest commercial he'd ever seen. Simply titled "<a href="https://www.youtube.com/watch?v=LPLNhqca0Qc">Funeral</a>," it was the reading of the last will and testament of Maxwell E. Snavely (cleverly named in part after Maxwell Dane of DDB):<br />
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I, Maxwell E. Snavely, being of sound mind and body, do hereby bequeath the following:<br />
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To my wife Rose, who spent money like there was no tomorrow, I leave one hundred dollars. And a calendar.<br />
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To my sons Rodney and Victor, who spent every dime I gave them on fancy cars and fast women, I leave fifty dollars - in dimes.<br />
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To my business partner Jules, whose only motto was "Spend, spend, spend!" I leave "Nothing, nothing, nothing!"<br />
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And to my other friends and relatives who also never learned the value of a dollar, I leave a dollar.<br />
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Finally to my nephew Harold, who oftimes said "A penny saved is a penny earned," who also oftimes said, "Gee Uncle Max, it sure pays to own a Volkswagen," I leave my entire fortune of one hundred million dollars.</blockquote>
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How are you being funny, helpful, beautiful or inspiring to people?<br />
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The Four Kinds of Content that Move Us

Apropos of nothing, I was thinking of some of the great Volkswagen ads of years past. Volkswagen was known for its unusual style, fr...

Is the Future of AI-Powered Search Oral or Visual?

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We're moving into an era when more of our desires and demands will be answered — literally and figuratively — by disembodied voices. But there may be more to the story before we're through...<br />
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You know the major players in the voice-enabled speaker and assistant market: <b>Amazon Echo</b> (powered by <b>Alexa</b>) and <b>Google Home</b>; and associated AI-powered voice activated systems in <b>Apple </b>devices powered by <b>Siri</b>, <b>Google Now</b>, and <b>Microsoft Cortana</b>. And don't forget <a href="https://en.wikipedia.org/wiki/Edwin_Jarvis">J.A.R.V.I.S.</a><br />
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The race is on, as <b>35.6 million</b> Americans will use a voice-activated assistant device at least once a month. That's a growth of <b>130%</b> in the voice-enabled speaker market — a market that is currently dominated by Amazon, with <b>70%</b> market share (followed by <b>23%</b> market share for Google Home).<br />
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But here's the current challenge with voice-activated systems: there's no menu. There's no dropdown of options. There's no visual cue to help you give you a sense of what you can ask the system. Oh sure, you can ask what your query options are, but the voice will simply read back to you what your options are.<br />
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And for anyone who has had the experience of using laptops, smartphones, telephones, typewriters, pen and paper, wet clay tablets, or any other communication system in the last 2500 years, you'll understand that we as a species are trained to think visually. We haven't functioned as a full aural society since Homer's time, when epic poems were shared around fires rather than in printed tomes.<br />
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So it should be no surprise that there might not be universal adoption of voice-enabled speakers (35 million people who use them once a <b><i>month</i></b>?). Could the forefront of artificial intelligence-enabled systems actually be visual rather than audio? Two recent developments indicate a possibility.<br />
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First, Amazon announced <a href="https://www.theverge.com/circuitbreaker/2017/5/9/15590978/amazon-echo-show-touchscreen-price-release-date">a touchscreen version of Echo</a>: the <b>Echo Show</b>. It has the same functionality as its tubular brother, but with visual cues through a built-in display. The upside is that the Echo Show includes video and voice call capability.<br />
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And last week in its I/O announcements, Google debuted <b>Google Lens</b>, which some have said is <a href="https://www.recode.net/2017/5/19/15666704/google-lens-key-example-ai-first-computer-vision">the future of Google</a>. Essentially, you point your phone's camera at anything, and Google Lens acts as a visual search, giving you any relevant information or taking action. It is augmented reality meets search meets artificial intelligence. And Amazon ought to be concerned.<br />
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Why?<br />
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Because for years, the differentiation between Amazon and Google has been this:<br />
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<span style="font-size: large;"><b><i>Google brings you information.</i></b></span></div>
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<span style="font-size: large;"><b><i>Amazon brings you products.</i></b></span></div>
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With visual search, that has the potential to be flipped on its head. How? The phone is mobile, while Echo is not. Echo ties you to interactions with Amazon in your home. With Google Lens (and the less visual Google Now, which is now available in iOS), you're essentially carrying a AI assistant in your pocket with the potential to do much more.<br />
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With the visual search element, it makes showrooming a cinch — should ecommerce brands integrate with visual search results. It also takes the friction out of the audio-only interactions. And it puts Google back on top in this app-dominated market where a Facebook or Amazon search might occur before a Google search.<br />
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So Google might actually be able to bring you more than just information. By giving you more than just a stationary disembodied voice to talk to.<br />
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Is the Future of AI-Powered Search Oral or Visual?

We're moving into an era when more of our desires and demands will be answered — literally and figuratively — by disembodied voices. ...

Dear United, Your Indifference to Customers Is Showing

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By now, you've seen the footage, news reports, tweets, hashtag trends, Facebook posts or general chatter about the one story that was able to take the attention off of Pepsi and global politics: the United passenger who was <a href="http://www.cnbc.com/2017/04/10/video-surfaces-of-man-being-dragged-from-overbooked-united-flight.html">dragged from his seat</a> on April 9 because a flight was overbooked. The story became a nearly instant viral sensation <a href="https://www.buzzfeed.com/meghara/chinese-social-media-calls-for-boycott-of-united-airlines?utm_source=nextdraft&utm_medium=email&utm_term=.tllrErDB9W#.wnOy4yZrXe">across the globe</a>.<br />
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United's initial response was to cite policy, blame the unruly attitude of the passenger, and to use the passive voice <a href="https://withoutbullshit.com/blog/united-breaks-passengers-apologizes-feebly">to cover up the culpability</a>:<br />
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Flight 3411 from Chicago to Louisville was overbooked. After our team looked for volunteers, one customer refused to leave the aircraft voluntarily and law enforcement was asked to come to the gate. We apologize for the overbook situation. Further details on the removed customer should be directed to authorities.</blockquote>
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Then on April 10, United CEO Oscar Munoz <a href="https://twitter.com/united/status/851471781827420160?ref_src=twsrc%5Etfw&ref_url=http%3A%2F%2Fwww.mediaite.com%2Fonline%2Funited-ceo-in-statement-i-apologize-for-having-to-re-accommodate-these-customers%2F">made the matter worse</a> with his use of unfeeling industry-speak:<br />
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This is an upsetting event to all of us here at United. I apologize for having to <b>re-accommodate</b> these customers. Our team is moving with a sense of urgency to work with the authorities and conduct our own detailed review of what happened. We are also reaching out to this passenger to talk directly to him and further address and resolve this situation.</blockquote>
Kind of an odd statement from the person who was just named <a href="http://www.prweek.com/article/1426909/united-airlines-ceo-oscar-munoz-named-prweek-us-communicator-year">PRWeek's Communicator of the Year</a> just a month ago.<br />
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In <a href="http://rare.us/rare-news/across-the-u-s-a/united-airlines-ceo-apologizes-in-public-statement-but-slams-defiant-disruptive-belligerent-passenger-in-internal-email/">an internal email</a> (which always find their way to the press), the CEO blamed the "defiant," "disruptive" and "belligerent" passenger and went on to detail what happened on the flight, including the statement that "Our agents were left with no choice but to call the Chicago Aviation Security Officers to assist in removing the customer," which itself was not true, as the airline only offered $800 and not the higher $1,350 that is required to entice passengers to give up their seats.<br />
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Again, just as it was caught compounding a tense issue in recent weeks, United <a href="http://smonty.co/fullmonty27">failed to demonstrate any kind of empathy</a>.<br />
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United then began to feel the full brunt of the public's outrage. This is a company that is <a href="http://www.huffingtonpost.com/entry/united-airlines-david-dao_us_58ed013ae4b0c89f9121d917?gk">no stranger to scandal and poor customer perception</a>. So it was a pretty easy target for the  <a href="https://twitter.com/search?q=%23NewUnitedAirlinesMottos&src=typd">#NewUnitedAirlinesMottos</a> hashtag on Twitter and <a href="https://pbs.twimg.com/media/C9JFFYPXoAESqTB.jpg:large">excoriating reviews of its app</a>.<br />
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Ultimately, its stock dropped by 4% in trading on the morning of April 11, erasing some $830 million in shareholder value.<br />
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Ah! The inevitable "shareholder value" motivator! This is exactly what United needed. Finally, late in the afternoon of April 11, the company, through its CEO, issued <a href="http://newsroom.united.com/news-releases?item=124755">an updated statement</a> that was much more heartfelt and human:<br />
<blockquote>
The truly horrific event that occurred on this flight has elicited many responses from all of us: outrage, anger, disappointment. I share all of those sentiments, and one above all: my deepest apologies for what happened. Like you, I continue to be disturbed by what happened on this flight and I deeply apologize to the customer forcibly removed and to all the customers aboard. No one should ever be mistreated this way.<br />
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I want you to know that we take full responsibility and we will work to make it right.<br />
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It’s never too late to do the right thing. I have committed to our customers and our employees that we are going to fix what’s broken so this never happens again. This will include a thorough review of crew movement, our policies for incentivizing volunteers in these situations, how we handle oversold situations and an examination of how we partner with airport authorities and local law enforcement. We’ll communicate the results of our review by April 30th.<br />
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I promise you we will do better.<br />
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Sincerely,<br />
Oscar </blockquote>
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This is the right thing to say and the right way to say it. But the gesture was far too late.<br />
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The world witnessed United's initial reaction to the situation, both by the ground crew and by the PR response. It spoke volumes about the company's values, corporate culture, and priorities.<br />
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And those priorities do not center around customers. They center around an existing process, policy and profitability.<br />
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<span style="font-size: large;"><i><b>What you are shouts so loudly in my ears I cannot hear what you say.</b></i></span></div>
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<b>— Ralph Waldo Emerson</b></div>
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If United says it is committed to customers, then every action <span style="text-align: right;">— every single action </span><span style="text-align: right;">— will reflect that. As it stands, United holds the distinction of overbooking and <a href="http://www.economist.com/blogs/graphicdetail/2017/04/daily-chart-6?utm_source=nextdraft&utm_medium=email">bumping the most passengers of any large American airline</a>.</span><br />
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<span style="text-align: right;">That statistic </span><span style="text-align: right;">—</span><span style="text-align: right;"> and the clumsy attempts at apologies this week </span><span style="text-align: right;">—</span><span style="text-align: right;">  do not show a customer-centric approach. There needs to be systemic culture change, training, and an overhaul of processes.</span><br />
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The boarding process starts now.</div>
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Dear United, Your Indifference to Customers Is Showing

By now, you've seen the footage, news reports, tweets, hashtag trends, Facebook posts or general chatter about the one story that wa...

It's Not a PR Problem

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Uber seems to be in a perennial communications death spiral. But this isn't about Uber alone.<br />
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They've gotten in plenty of hot water in the media for a variety of reasons (the details of which we won't go into here - but that we chronicle weekly in <a href="http://fullmontyshow.com/" target="_blank">The Full Monty</a>). And we've previously ranted on what it might take for <a href="http://www.scottmonty.com/2016/08/when-do-ethics-trump-superior-user.html" target="_blank">investors and customers to give up the habit</a>.  Each week, there seems to be host of negative stories. If I were running communications at Uber, the data I'd be tracking would undoubtedly show the volume of negatively-slanted news coverage.<br />
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But as <a href="https://www.recode.net/2017/4/5/14798450/not-pr-problem-uber-grow-up" target="_blank">Kara Swisher has reported on Recode</a>, defenders of Uber are saying, "<i>It's just a PR problem</i>," seemingly thinking that if there were no journalists reporting on the bad behavior that it simply wouldn't be an issue for Uber any more.<br />
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This issue goes well beyond Uber and even beyond the tech industry. The notion that press coverage is the root of problems in companies is a misnomer.<br />
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It's not a PR problem; it's a business problem.<br />
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And until you've rooted around and addressed the fundamental issues in your business — whether it's culture, HR policies, supply chain disruption, human rights violations, or anything else — you're still going to have problems with the press if they've latched onto you.<br />
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We always tell clients that the first step in a crisis is to <a href="https://www.youtube.com/watch?v=ovwxBrIBj1w" target="_blank">stop doing the thing that created the crisis in the first place</a>.<br />
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The press didn't create the issue; you did. Now knock it off and get back to work.<br />
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<i>Image credit: <a href="https://flic.kr/p/difWtp" target="_blank">Martin Ableggen (Flickr)</a></i><br />
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It's Not a PR Problem

Uber seems to be in a perennial communications death spiral. But this isn't about Uber alone. They've gotten in plenty of hot w...

Kenneth, What Is the Frequency?

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I typically update these pages only when I have something of gravity to write. Something that takes many paragraphs and captures your attention for a good amount of time. Thought pieces that are just that: thoughtfully crafted.<br />
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But not every thought is created equal.<br />
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That's not to say I'll be regurgitating nonsensical blather here. But my plan is to be a bit more active than in recent months.<br />
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The reason I'm suddenly considering this change of frequency is due to three separate pieces that came across my screen from my friend and colleague C.C. Chapman.<br />
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First, C.C. wrote an impassioned plea aimed at those who are feeding the content beast, trying to put out material that satisfies the bots and crawlers. He called it <a href="https://medium.com/the-mission/stop-creating-for-the-algorithms-1e7bc3868a69" target="_blank">Stop Creating for the Algorithms</a> and implores us to create based on what compels or inspires us. There's great truth to this, as that which significantly moves us gives us an added impetus to create.<br />
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C.C. also hosts a podcast called <b>Why I Write</b>, and he welcomed <a href="http://whyiwrite.us/episode-6-seth-godin/" target="_blank">Seth Godin to Episode 6</a>. If you don't follow <a href="http://sethgodin.typepad.com/" target="_blank">Seth Godin's blog</a>, he manages to crank out a post every day, without fail. Every. Single. Day. And the interview made me think not only about his prodigious output, but the variance in the length of his posts. Some of Seth's blog posts are multiple paragraphs while others are just a few sentences long. But the frequency (daily) is consistent.<br />
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The third and final piece of content that inspired me is reading <a href="http://neverenoughdays.us9.list-manage.com/subscribe?u=743f540d3a6bc547efa74147e&id=3ae0cc70e6" target="_blank">C.C. Chapman's newsletter</a>. This is the medium that alerted me to the first piece mentioned above, and a stark reminder — for me at least — that email is still a powerful communications channel. Despite the hype given to new technologies and platforms, email is still the old workhorse that gets the job done. [By the way, you should <a href="http://neverenoughdays.us9.list-manage.com/subscribe?u=743f540d3a6bc547efa74147e&id=3ae0cc70e6" target="_blank">subscribe to C.C.'s newsletter</a>.]<br />
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So there you have it. My commitment to sharing more when it's on my mind. But my sincere promise that I won't be <a href="https://en.wikipedia.org/wiki/Dan_Rather#.22Kenneth.2C_what_is_the_frequency.3F.22" target="_blank">beaming it into your brain</a>.<br />
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<i>Image credit: "<a href="https://flic.kr/p/68P43q" target="_blank">Old Timey Tuner</a>" by Orin Zebest (Flickr)</i><br />
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Kenneth, What Is the Frequency?

I typically update these pages only when I have something of gravity to write. Something that takes many paragraphs and captures your att...

The Partial Monty — March 27, 2017

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<b>This Week:</b></h3>
<b>Google </b>got itself into hot water with advertisers and <b>programmatic ads</b> need a safe space; <b>Uber </b>continues to lick its wounds but deny injury; the <b>Senate</b> votes <b>against privacy</b>; a new operating model for marketing; <b>Walmart's </b>innovation for the <b>future of retail</b>; liking a brand on social media doesn't <b>change behavior</b>; a paid version of <b>Twitter</b>; how <b>Instagram </b>stays one step ahead of the market; measuring <b>corporate innovation</b> programs; make way for bike sharing; the Trump administration has its head in the sand about <b>automation</b>; ethical questions around the <b>right to privacy</b>; the busier you are, the more you need <b>quiet time</b>; and much more in the <b>trust edition</b> of <b>The Full Monty</b>. And don't forget to subscribe to <a href="http://smonty.co/fullmontyitunes">The Full Monty podcast</a>, and check out where Brain+Trust  is speaking this week (final section below).<br />
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<strong>Industry</strong></h2>
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<li><b>Google</b> has found itself in hot water with advertisers who are angry over the placement of online ads alongside offensive or extremist content. A number of major brands, including <b>AT&T</b>, <b>Verizon</b>, <b>McDonald's</b>, <b>L'Oreal</b>, <b>Toyota</b>, <b>HSBC </b>and <b>Johnson & Johnson</b> <a href="http://www.usatoday.com/story/tech/news/2017/03/22/att-pulls-google-youtube-ads-over-offensive-content/99497194/">are pulling advertising dollars from Google and YouTube</a>.</li>
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<li>Google is going into <a href="https://qz.com/937987/we-deeply-apologize-google-goog-bows-to-advertiser-pressure-with-new-hate-controls/">damage control</a>, <a href="https://blog.google/topics/ads/expanded-safeguards-for-advertisers/">apologizing in a blog post</a> and committing to add more staff and artificial intelligence to root out the placements.</li>
<li>As inconsistencies behind the company’s ability to police advertising on controversial content are coming to light, <a href="https://www.theguardian.com/technology/2017/mar/21/youtube-google-advertising-policies-controversial-content">many YouTube creators are having difficulty placing trust in Google</a>.</li>
<li>But this isn't an issue that's specific to Google. In an analysis, the the <b><i>Washington Post</i></b> found that ads for big brands have been placed on politically extreme and derogatory content across the web, <a href="https://www.washingtonpost.com/business/technology/for-advertisers-algorithms-can-lead-to-unexpected-exposure-on-sites-spewing-hate/2017/03/24/046ac164-043d-11e7-b1e9-a05d3c21f7cf_story.html?utm_term=.e728165c6269">highlighting broader issues with programmatic advertising</a>. <i>This is what happens when the media buying process becomes too automated</i>.</li>
<li>From the <b>Trusted Media Brands Report</b>: the vast majority (81%) of <b>programmatic digital ad buyers</b> agree that <a href="http://www.marketingcharts.com/online/programmatic-digital-ad-buyers-key-in-on-brand-safe-environments-76041/">ensuring a “brand safe” environment for advertising is a high priority</a>, and an equal proportion feel that in today’s fragmented digital landscape, using brand safe, trusted environments is more important than ever.</li>
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<ul>
<li>To drive revenue growth in the digital age, new data shows that marketing leaders are upgrading data-collection technology, collaborating closely with IT, and focusing on test-and-learn agility. From <b>McKinsey</b>: <a href="http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/meet-your-new-mom">Meet Your New MOM (Marketing Operating Model)</a>. It's made up of three parts: <b>integrated consumer data</b> (the challenge being not the collection, but the integration; <b>decision making</b>; and <b>distribution platforms</b>.</li>
<li>With the advent of Sears, JC Penney, Kmart and others closing multiple stores, <a href="http://www.businessinsider.com/the-retail-apocalypse-has-officially-descended-on-america-2017-3">the retail apocalypse is upon us</a>.</li>
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<li>On the flip side, <a href="https://www.bloomberg.com/news/articles/2017-03-20/wal-mart-unveils-store-no-8-tech-incubator-in-silicon-valley">Walmart is creating a technology-startup incubator in Silicon Valley</a> called <b>Building 8</b> to identify changes that will reshape the retail experience, including virtual reality, autonomous vehicle and drone delivery and personalized shopping.</li>
<li>And <a href="https://www.recode.net/2017/3/20/14989930/walmart-ecommerce-ceo-marc-lore-more-acquisitions">Walmart is poised to make more acquisitions</a> following <b>Moosejaw</b>, <b>Shoebuy </b>and <b>Modcloth</b>. Evidently if your ecommerce company is a compound noun, you stand a good chance of being acquired by Walmart.</li>
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<li>Spending on <a href="https://www.emarketer.com/Article/eMarketer-Unveils-Estimates-Native-Ad-Spending/1015457">native digital display ads will make up more than half of all digital display ad spending</a> in the US this year, growing <b>36.2%</b> this year to reach <b>$22.09 billion</b>. And the vast majority goes to social networks. </li>
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<li>Latching onto the video on demand trend, <a href="https://qz.com/940281/movie-studios-like-warner-bros-and-fox-think-youll-pay-crazy-amounts-of-money-to-rent-movies-still-in-cinemas-at-home/">movie studios are betting consumers will pay a premium to watch new releases at home</a> rather than in theaters. <i>With prices between $25-50 per rental, it may be easy for a family to justify this arrangement — particularly when you factor in costs like babysitters and refreshments</i>.</li>
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<li>Although with <a href="https://qz.com/939530/how-much-tv-are-we-watching-the-average-young-american-binge-watches-netflix-nflx-hulu-and-amazon-prime-amzn-for-five-hours-straight/">Americans binge-watching for 5 hours straight</a>, there might be precious little time to squeeze in that movie.</li>
<li><b>Related</b>: Millennials have finally reached a watershed moment, as they spent <a href="http://www.marketingcharts.com/online/new-milestone-for-millennials-media-time-smartphone-webapps-tops-traditional-tv-75967/">more time using smartphones (app and web) than watching traditional TV</a>.</li>
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<li>A fascinating story of a brand turnaround from <b>Bloomberg</b>: <a href="https://www.bloomberg.com/features/2017-dominos-pizza-empire/">Domino's Atoned for Its Crimes Against Pizza and Built a $9 Billion Empire</a>. <i>If nothing else, you <b>must</b> check out this link for the on-brand layout / user experience</i>.</li>
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<li><a href="http://www.adweek.com/brand-marketing/dominos-remade-the-running-home-scene-from-ferris-bueller-with-joe-keery-of-stranger-things/">Domino's remade the "running home" scene</a> from <i>Ferris Bueller's Day Off</i> and it's amazing.</li>
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<b>More</b></h3>
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The above is just the tip of the iceberg. For updates on platforms, collaborative / autonomous / AI, VR/AR, audio, content / influencer marketing, privacy / security, analytics / measurement / data, and further reading, please see <b><a href="http://www.fullmontyshow.com/2017/03/the-full-monty-march-27-2017.html" style="color: #280170; text-decoration: none;">The Full Monty for March 27, 2017</a></b>.</div>
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<br /><h2>
<b>Upcoming Brain+Trust Speaking Engagements</b></h2>
<ul>
<li>Keynote at <a href="http://www.tsae.org/education-events/tech-talks">Texas Society of Association Executives Tech Talks</a>, March 30, 2017. (Tim) </li>
<li>Keynote at Ragan's <a href="https://store.ragan.com/ProductDetails.asp?product=Y17CM0NY&listshow=Conferences&catid=2ED70BB224CD4C98A1F9FA27EA225E6B&grfr=Yes&pgnumgr=3">PR and Media Relations Summit</a> in New York, April 5-7, 2017. (Christopher) </li>
<li>Speaking at the <a href="https://www.speedconference.net/">Detroit Speed Conference</a>, June 1, 2017 (Scott and Christopher) </li>
<li>Keynote at the <a href="https://www.vsotd.com/psa-ceo-communication-summit">CEO Communications Summit</a> at Concordia University's John Molson School of Business in Montreal, June 13-14, 2017. (Scott) </li>
<li>Can we speak for your organization? Drop us a line.</li>
</ul>
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<a href="https://3.bp.blogspot.com/-GB5ne-runmA/WJgV4X9TLsI/AAAAAAAAuPc/Js6WzzmFCRYVhswLVHgWJfrXOlhb1mp5gCLcB/s1600/B%252BT%2Blogo%2Bsmall.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://3.bp.blogspot.com/-GB5ne-runmA/WJgV4X9TLsI/AAAAAAAAuPc/Js6WzzmFCRYVhswLVHgWJfrXOlhb1mp5gCLcB/s1600/B%252BT%2Blogo%2Bsmall.png" /></a></div>
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<a href="http://braintrust.partners/">Brain+Trust Partners</a> doesn't believe in gobbledygook — we use common sense strategic guidance to help you master the evolving marketplace. From strategy development to technology and data vendor selection, to digital transformation and streamlining processes, our focus is on the customer experience. And our decades of experience working for major brands means that we deeply understand the challenges you're facing. <a href="mailto:info@braintrust.partners">Let us know</a> if we can help you.<div style="background-color: white; color: black; font-family: "times new roman"; font-size: medium;">
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<i>Top photo credit: <a href="https://commons.wikimedia.org/wiki/File%3AJacques-Louis_David_Patrocle.jpg">Patroclus, by Jacques-Louis David [Public domain], via Wikimedia Commons</a></i></div>
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<b>Bonus</b>: <a href="https://en.wikipedia.org/wiki/Patroclus#Life_and_Death">the connection between Patroclus and trust</a>.<br />
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The Partial Monty — March 27, 2017

This is a bite-sized portion of The Full Monty , the weekly publication from Brain+Trust Partners that exposes you to virtually every...

Digital Business Intelligence Digest — March 20, 2017

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<br />
This is a bite-sized portion of <b><a href="http://fullmontyshow.com/">The Full Monty</a></b>, the weekly publication from <a href="http://braintrust.partners/" target="_blank">Brain+Trust Partners</a>  that exposes you to virtually everything you need in business intelligence at the top of every week. If you'd like the entire publication, <a href="http://fullmontyshow.com/subscribe"><b>sign up for email updates</b></a> to make sure you don't miss a thing. And please share this with your colleagues if you find it valuable.<br />
<br />
<h3>
<b>This Week:</b></h3>
<b>Reputation </b>matters, and <b>what drives reputation</b> should drive you; more <b>digital budgets</b> ahead; <b>Facebook </b>and <b>Google </b>continue their duopoly; <b>age discrimination</b> in tech; solving for expensive online <b>subscriptions</b>; the challenges and decisions related to <b>digital transformation</b>; <b>Twitter</b> is getting serious; marketers are skeptical of <b>Snapchat</b>; <b>Uber's </b>executive woes; <b>Intel </b>goes mobile; <b>voice</b> isn't all that; <b>Pandora </b>battles <b>Spotify</b>; who is rocking <b>customer experience</b>; a <b>bad vibe</b> about sensitive <b>data</b>; how drivers <b>milked </b>a company over a missing <b>Oxford comma</b>; and more in the broken bracket edition of <b>The Full Monty</b>. And don't forget to subscribe to <a href="http://smonty.co/fullmontyitunes">The Full Monty podcast</a>, and check out where <b>Brain+Trust</b> is speaking this week (final section below).<br />
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<h4 style="text-align: center;">
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<h2>
<strong>Industry</strong></h2>
<ul>
<li>The <a href="http://www.marketingcharts.com/traditional/the-most-important-drivers-of-corporate-reputation-ranked-75550/">2017 ranking of the world's most reputable companies</a> is out, from the <b>Reputation Institute</b>. The most important driver of corporate reputation by far is <b>perception of quality</b>, followed by <b>have a positive influence on society</b>, <b>behave ethically</b>, and <b>be fair in the way it does business</b>. And in case you were wondering, the top 5 companies are: <b>Rolex</b>, <b>LEGO</b>, <b>The Walt Disney Company</b>, <b>Canon</b>, and <b>Google</b>.</li>
</ul>
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<ul>
<li>Small businesses in the U.S. are <a href="https://www.emarketer.com/Article/Small-Businesses-Shift-Marketing-Spend-Digital/1015357">moving more of their budget to digital</a>, including <b>mobile</b>, <b>social</b>, <b>video </b>and <b>search</b>. According to the January 2017 study by <b>Thrive Analytics</b>, <b>40%</b> of U.S. SMBs said they plan to <b>increase spending</b> on digital media.</li>
<ul>
<li><a href="https://www.emarketer.com/Article/Four-Key-Things-Know-About-Digital-Video-Now/1015400">Some key things to know about digital video</a>: (1) digital video continues to <b>outperform display ads</b>; (2) U.S. digital video viewership will <b>continue to grow through 2021</b>; (3) social and messaging platforms want <b>video ad dollars</b>.</li>
</ul>
<li><a href="https://www.emarketer.com/Article/Google-Facebook-Increase-Their-Grip-on-Digital-Ad-Market/1015417">Digital advertising spending is projected to rise 16% in 201</a>7 to <b>$83 billion</b>. Of particular note: <b>Facebook</b>'s is increasing by<b> 32%</b> and <b>Google</b>'s is increasing by <b>15%</b>, with Twitter <b><span style="color: red;">dropping by 4.7%</span></b>. <i>The duopoly tightens</i>.</li>
<li><b>Viacom</b>, <b>Turner </b>and <b>Fox</b> have joined forces to launch<b> OpenAP</b>, a web interface where marketers can <a href="https://www.wsj.com/articles/turner-viacom-and-fox-join-forces-for-data-driven-tv-ad-buying-1489593919">crunch data from various sources for television ad targeting</a> on all three companies’ networks. <i>The TV giants understand that they need to offer something to compete with the precision offered in the digital space</i>.</li>
<li>A discussion that emerged from SXSW: while there is much attention being paid to <b>gender and racial diversity</b> in tech, <a href="http://darmano.typepad.com/logic_emotion/2017/03/age.html">what about age discrimination</a>? <i>The unspoken rule of younger = better needs addressing, as the tech business is about more than just coding</i>.</li>
<li><b>Discors</b> has developed<a href="http://www.niemanlab.org/2017/03/discors-wants-people-to-pay-for-news-via-a-low-priced-subscription-that-crosses-multiple-publishers/"> a low-priced subscription of curated news from across a number of publications</a>. For $4.99 a month, subscribers get a limited selection of stories from <b>The New York Times</b>, <b>The Economist</b>, <b>The Financial Times</b>, and more. They’re the latest trying to unlock the space between $0 and a full subscription.</li>
<li>New research reveals <a href="https://www.bulldogreporter.com/the-squeeze-on-brand-trust-new-study-reveals-stark-erosion-of-womens-trust-in-media-and-brands/">a surprising level of distrust from women</a>. <b>More than 80%</b> of women claim to <b>distrust the news media</b>, citing “inadequate fact checking” and “political bias” as the primary causes. And <b>brand marketing</b> didn’t fare much better—when asked about their trust in advertising, the response was similarly distrustful: <b>80%</b> of women say <b>they don’t trust ads</b>.</li>
<li><b>Gini Dietrich</b> defends the <b>PESO</b> (paid, earned, shared, owned)<b> </b>model as <a href="http://spinsucks.com/communication/peso-model-challenges-solutions/">an example for practitioners to follow for an integrated communications model</a>.</li>
<li><b>Digital transformation</b> isn't easy (it's one of the services <a href="http://braintrust.partners/">Brain+Trust Partners</a> offers). It's more than digital marketing - it spans the business. </li>
<ul>
<li><b>Mitch Joel</b> outlines some of the <a href="http://www.twistimage.com/blog/archives/the-hard-things-about-the-hard-thing-called-digital-transformation/">challenges associated with tackling digital transformation</a>. </li>
<li>Ultimately, digital transformation sits with the CEO, and <b>McKinsey </b>outlines <a href="http://www.mckinsey.com/business-functions/digital-mckinsey/our-insights/the-seven-decisions-that-matter-in-a-digital-transformation">seven decisions that that matter in digital transformation</a>.</li>
</ul>
</ul>
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<br /></div>
<h3>
<b>More</b></h3>
<div>
For updates on platforms, collaborative / autonomous / AI, VR/AR, audio, content / influencer marketing, privacy / security, analytics / measurement / data, and further reading, please see <b><a href="http://www.fullmontyshow.com/2017/03/the-full-monty-march-20-2017.html">The Full Monty for March 20, 2017</a></b>.</div>
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<h2>
<strong>Upcoming Brain+Trust Speaking Engagements</strong></h2>
<ul>
<li>Speaking at <a href="http://www.whitepapersource.com/cmd.php?Clk=5550554" target="_blank">Social Media Marketing World 2017</a> in San Diego, March 22-24, 2017. (Scott)</li>
<li>Keynote at <a href="http://www.tsae.org/education-events/tech-talks" target="_blank">Texas Society of Association Executives Tech Talks</a>, March 30, 2017. (Tim)</li>
<li>Keynote at Ragan's <a href="https://store.ragan.com/ProductDetails.asp?product=Y17CM0NY&listshow=Conferences&catid=2ED70BB224CD4C98A1F9FA27EA225E6B&grfr=Yes&pgnumgr=3" target="_blank">PR and Media Relations Summit</a> in New York, April 5-7, 2017. (Christopher)</li>
<li>Keynote at the <a href="https://www.vsotd.com/psa-ceo-communication-summit">CEO Communications Summit</a> at Concordia University's John Molson School of Business in Montreal, June 13-14, 2017. (Scott)</li>
<li>Can we speak for your organization? <a href="mailto:info@braintrust.partners" target="_blank">Drop us a line</a>.</li>
</ul>
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Digital Business Intelligence Digest — March 20, 2017

This is a bite-sized portion of The Full Monty , the weekly publication from Brain+Trust Partners that exposes you to virtually everyth...

Newsletter Digest — Week of March 6, 2017

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<br />
Here's a quick overview of some links from <a href="http://www.fullmontyshow.com/2017/03/the-full-monty-march-6-2017.html" target="_blank">my newsletter from the week of March 6, 2017</a>. These are merely highlights extracted from the newsletter; if you'd like to get <b>The Full Monty</b>, please hit <a href="http://www.fullmontyshow.com/p/subscribe.html"><b>subscribe</b></a> now and you'll get an email at the top of each week with the entire edition.<br />
<br />
<h2>
<b>Industry</b></h2>
<ul>
<li><a href="http://www.fullmontyshow.com/2017/02/the-full-monty-february-27-2017.html">Last week</a>, we highlighted the importance of interplay between digital and in-store experiences in retail; this week, we revisit that topic with the acknowledgement that brick and mortar isn't dead, but it's suffering. Some of the <a href="https://www.forbes.com/sites/stevendennis/2017/03/01/the-fault-in-our-stores/#247a53288479">pervasive issues affecting the retail industry</a> include: a sea of sameness, independent entities versus integrated channels, customer experience hiccups, lack of wow factor, and treating all customers the same.</li>
<li>These <a href="https://www.technologyreview.com/lists/technologies/2017/">10 breakthrough technologies</a> all have staying power. They will affect the economy and our politics, improve medicine, or influence our culture. Some are unfolding now; others will take a decade or more to develop. But you should know about all of them right now.</li>
<li>A look at the increasingly complex <a href="http://nativeadvertisinginstitute.com/blog/native-advertising-technology-landscape/">world of native advertising technology</a> in 2017.</li>
</ul>
<br /><h2>
<b>Platforms</b></h2>
<h4>
<b>Twitter</b></h4>
<ul>
<li>The New York Times is <a href="http://www.niemanlab.org/2017/03/the-new-york-times-has-found-a-home-in-print-for-its-journalists-tweetstorms/">publishing its journalists' tweetstorms</a> in its print edition. Giving additional and more permanent life to Twitter commentary is a clever move that will help spread and preserve such correspondence that would otherwise be easily overlooked. It's a technique that brands might consider as well.</li>
</ul>
<h4>
<b>Facebook / Instagram / WhatsApp</b></h4>
<ul>
<li>If an advertiser wants to <a href="http://marketingland.com/instagram-story-ads-now-sold-globally-standalone-placements-facebooks-self-serve-tools-208112">buy Instagram's Story inventory as a standalone</a> (no other Instagram or Facebook inventory), it can do so while still using Facebook's self-serve targeting tools.</li>
</ul>
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<h4>
<b>Google / Alphabet</b></h4>
<ul>
<li>YouTube debuted <a href="http://www.recode.net/2017/2/28/14761348/youtube-pay-mobile-tv-35-dollars-launch">YouTube TV, a $35/month service</a> including broadcast networks, about 30 cable channels, cloud DVR with unlimited storage, personal recommendations. This will be a stand-alone app, separate from the subscription-based YouTube Red. Google got itself into trouble with multiple messaging apps. Might video be going the same way?</li>
</ul>
<h4>
<b>Snap</b></h4>
<ul>
<li>New <a href="https://www.emarketer.com/Article/eMarketer-Releases-New-Snapchat-Usage-Numbers/1015324">Snapchat user numbers</a> indicate that older groups are now more likely to tune in for content. The platform has multiple partnerships with television networks for mini-episodes. Meanwhile, the younger groups are less likely to add Snapchat when Instagram Stories can fulfill their broadcasting needs.</li>
</ul>
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<br /><h2>
<b>Collaborative / Autonomous / AI</b></h2>
<h4>
<b>Transportation</b></h4>
</div>
<div>
<ul>
<li><b><i>As the Uber Turns</i></b>... the soap opera continues as the company continues to get hammered with negative news that includes its corporate culture, bad boy CEO, personnel issues, underhanded use of technology, and lawsuits. Good times. Too much to cover here. Click here for <b><a href="http://www.fullmontyshow.com/2017/03/the-full-monty-march-6-2017.html" target="_blank">the entire rundown of the crisis</a></b>.</li>
<li>Will ride-hailing be free by 2021? If ad platform Vugo has its way, you'll <a href="https://www.fastcompany.com/3068575/will-ride-hail-be-free-by-2021-the-startup-ad-platform-vugo-says-yes">watch ads to earn ride credits</a>. Sounds freakily like the Black Mirror episode "<a href="https://en.wikipedia.org/wiki/Fifteen_Million_Merits">Fifteen Million Merits</a>."</li>
</ul>
<h4>
<b>Autonomous </b></h4>
<ul>
<li>The definitive list of <a href="https://www.cbinsights.com/blog/autonomous-driverless-vehicles-corporations-list/">33 corporations working on autonomous vehicles</a>. Just wait. It'll be up to 34 before the week is out.</li>
</ul>
<b>Artificial Intelligence / Bots / Blockchain</b></div>
<div>
<ul>
<li>Here are <a href="http://fortune.com/2017/02/23/artificial-intelligence-companies/">50 companies leading the artificial intelligene revolution</a>.</li>
</ul>
<br /><h2>
<b>Virtual Reality / Audio</b></h2>
<h4>
<b>VR/AR</b></h4>
<ul>
<li>Competition in the VR headset space is heating up and <a href="http://www.businessinsider.com/facebook-lowers-price-oculus-rift-vr-headset-2017-2">Facebook has slashed the price of Oculus Rift</a>.</li>
</ul>
<h4>
<b>AUDIO</b></h4>
<ul>
<li>Spotify announced another major milestone yesterday, as the music-streaming giant revealed it now has <a href="http://venturebeat.com/2017/03/03/spotifys-path-to-50-million-paying-subscribers/">50 million paying subscribers</a>. And yet, the company is still not profitable. <a href="https://qz.com/924057/spotify-has-50-million-people-paying-for-its-music-why-is-it-still-unprofitable/">How can that be?</a></li>
<li><b>Program of the Week</b>: Our program of the week is...over on <a href="http://www.fullmontyshow.com/2017/03/the-full-monty-march-6-2017.html" target="_blank">The Full Monty</a>. </li>
</ul>
And don't forget to subscribe to our podcast <a href="http://fullmontyshow.com/subscribe">via email</a> or on <a href="http://smonty.co/fullmontyitunes">iTunes</a>, <a href="https://play.google.com/music/listen?t=The_Full_Monty&utm_content=buffer2143a&utm_medium=social&utm_source=facebook.com&utm_campaign=buffer&u=0&view=/ps/Iy3ehvkts2zousixune2kwgmhl4">Google Play</a>, <a href="http://www.stitcher.com/s?fid=96004&refid=stpr">Stitcher</a>, <a href="http://www.spreaker.com/show/the-full-monty_1">Spreaker</a> or  <a href="http://soundcloud.com/fullmontyshow">SoundCloud</a>.<br /><br /><br /><h2>
<b>Content / Customer Experience / Influencer Marketing</b></h2>
<ul>
<li><a href="http://www.convinceandconvert.com/content-marketing/new-research-shows-video-is-the-new-blogging/">Video is the new blogging</a>: research from Convince & Convert and Vidyard indicate that there's more attention than ever being paid to videos today. In fact, 53% of videos that are 90 seconds or less are watched to completion.</li>
</ul>
<br /><h2>
<b>Privacy / Security / Legal</b></h2>
<ul>
<li>The FCC has taken steps toward delaying its own rules protecting consumer privacy, which means that <a href="https://www.wired.com/2017/03/fcc-graciously-sets-internet-providers-free-sell-data/">they won't be able to stop Internet providers from selling your data</a>. Good. I hope they can see the gesture I'm making right now.</li>
</ul>
<br /><h2>
<b>Measurement / Metrics / Data</b></h2>
<ul>
<li><a href="https://www.kaushik.net/avinash/its-not-the-ink-its-the-think-6-effective-data-visualization-rules/">It's not the ink, it's the think: six data visualization strategies</a> to help you simplify and press the right emotional buttons in your presentation of data.</li>
</ul>
<br /><h2>
<b>Essential Watching / Listening / Reading</b></h2>
<ul>
<li>Links from this section are available only on <a href="http://www.fullmontyshow.com/2017/03/the-full-monty-march-6-2017.html" target="_blank">The Full Monty</a>.</li>
</ul>
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Newsletter Digest — Week of March 6, 2017

Here's a quick overview of some links from my newsletter from the week of March 6, 2017 . These are merely highlights extracted from ...

The Metric That Matters

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<br />
When I worked at Ford Motor Company, I had opportunities to do unorthodox things in the pursuit of helping people understand how Ford was changing.<br />
<br />
I gave speeches to thousands of people at conferences, telling the Ford story and demonstrating how Ford's communications efforts were just as exciting and different as its products.<br />
<br />
I arranged to have vehicles loaned to non-traditional influencers. Not car reviewers, not business reporters. But bloggers, people with large Twitter followings or YouTube subscribers — people who could reach and influence audiences that we couldn't. The request was usually greeted with raised eyebrows and a skeptical look, not to mention an under-the-breath muttering that so-and-so didn't have the same reach as <i>Auto Week</i> or the <i>Wall Street Journal</i>.<br />
<br />
And see, those offbeat things didn't necessarily find their way into the company's "Clipsheet" — the metric that mattered most — because they either weren't placed in a publication or platform that could be tracked, and therefore these were discounted — or worse — ignored.<br />
<br />
"We don't see any value in it" was the refrain I heard — even though I had firsthand experience of witnessing these people, whether they approached me after a speech or tweeted from the road — saying how they perceived Ford so much differently because of these efforts. See, the <i><b>value </b></i>attributed by <b><i>the company</i></b> was not the same as the value attributed by <b><i>the public</i></b>.<br />
<br />
But to me, the ultimate value is in a story like <a href="https://www.facebook.com/alexdc" target="_blank">Alex de Carvalho</a>'s, in which he got to take a cross-country road trip with his aging father, sharing a unique experience, and crafting a memory that will last the rest of his life. And in Alex's mind, Ford was responsible for making it possible for him to bring joy to his father, who has since passed away.<br />
<br />
You can read <a href="https://www.facebook.com/alexdc/posts/10155819484808327" target="_blank">Alex's story</a> below:<br />
<br />
<div style="text-align: center;">
<iframe allowtransparency="true" frameborder="0" height="506" scrolling="no" src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Falexdc%2Fposts%2F10155819484808327&width=500" style="border: none; overflow: hidden;" width="500"></iframe><br /></div>
<br />
<br />
Maybe these nontraditional efforts don't show on a company's balance sheet. But I know how much of an impact they make. And they do show on a balance sheet of a very different sort — the balance sheet of life. It didn't necessarily win me any friends with the bean counters at my employer, but it made a difference to at least one person.<br />
<br />
And I would do it again in a heartbeat.<br />
<br />
<iframe allow="autoplay" frameborder="no" height="166" scrolling="no" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/307843608&color=%23ef773c&auto_play=false&hide_related=false&show_comments=true&show_user=true&show_reposts=false&show_teaser=true" width="100%"></iframe><br />
<i><br />
</i> <i>Special thanks to Alex for allowing me to share his story.</i><br />
<br />
--<br />
<br />

The Metric That Matters

When I worked at Ford Motor Company, I had opportunities to do unorthodox things in the pursuit of helping people understand how Ford was...

Essential Reports and Trends as We Enter 2017

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<br />
There's no question that 2016 threw a lot at us. It's tough to keep up with trends and industry news — which is one of the reasons I began <a href="http://fullmontyshow.com/" target="_blank">The Full Monty</a> as a newsletter nearly four years ago. [<b><i>Note</i>:</b> if you don't yet subscribe, <a href="http://www.fullmontyshow.com/p/subscribe.html" target="_blank">here's a quick way to get on board</a>.]<br />
<br />
Given that it came fast and furious, you may have missed a few of the essential reports or industry developments, so we've got some of those of which you should take note. And if you find this or our regular updates of any help to you professionally, we'd urge you to consider <a href="http://patreon.com/scottmonty" target="_blank">supporting us on Patreon</a>.<br />
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<h3>
<b>Trust in Flux</b></h3>
The <a href="http://www.edelman.com/insights/intellectual-property/2016-edelman-trust-barometer/" target="_blank">Edelman Trust Barometer</a> continued its annual summary of what the world thinks of the government, media, NGOs and businesses, and this year indicated a widening gap between the informed and uninformed public. <i>Given the recent spate of elections, it's our prediction that this trust gap will widen in the coming year.</i><br />
<br />
<div style="text-align: center;">
<iframe allowfullscreen="" frameborder="0" height="485" marginheight="0" marginwidth="0" scrolling="no" src="//www.slideshare.net/slideshow/embed_code/key/HNTy2KCZ0oUsyB" style="border-width: 1px; border: 1px solid #ccc; margin-bottom: 5px; max-width: 100%;" width="595"> </iframe> <br />
<div style="margin-bottom: 5px;">
<strong> <a href="https://www.slideshare.net/EdelmanInsights/2016-edelman-trust-barometer-global-results" target="_blank" title="2016 Edelman TRUST BAROMETER - Global Results">2016 Edelman TRUST BAROMETER - Global Results</a> </strong> from <strong><a href="https://www.slideshare.net/EdelmanInsights" target="_blank">Edelman</a></strong> </div>
</div>
<br />
<br />
<h3>
<b>Broaden your Horizons</b></h3>
<span style="background-color: white; color: #333333; font-family: "verdana" , "geneva" , sans-serif; font-size: 14px;">As a classics major, we were drawn to this piece on </span><a href="http://www.artofmanliness.com/2015/11/23/why-every-man-should-study-the-ancient-classics/" style="background-color: white; color: #280170; font-family: Verdana, Geneva, sans-serif; font-size: 14px; font-weight: bold; text-decoration: none;" target="_blank">why everyone should study classical culture</a><span style="background-color: white; color: #333333; font-family: "verdana" , "geneva" , sans-serif; font-size: 14px;">.</span><span style="background-color: white; color: #333333; font-family: "verdana" , "geneva" , sans-serif; font-size: 14px;"> </span><i style="background-color: white; color: #333333; font-family: Verdana, Geneva, sans-serif; font-size: 14px;">Aside from being inspired by the less-than-usual sources, it also helps with strategic thinking, as you begin to see the interconnectedness of ideas. And it makes you more interesting to talk to</i><span style="background-color: white; color: #333333; font-family: "verdana" , "geneva" , sans-serif; font-size: 14px;">.</span><br />
<br />
<br />
<h3>
<b>The Boss Needs Help</b></h3>
CMO.com's <a href="http://www.cmo.com/features/articles/2016/11/29/top-10-marketing-trends-for-2017.html#gs.j0PwrTY" target="_blank">top 10 marketing trends for 2017</a> takes a look at what executives need to deal with in this world that's half-digital, half-analog in its thinking. From geo-political uncertainty to issues of trust, the rise of AI, blockchain and mobile, and the confusion around multiple vendor partners, it's a lot for any single executive to deal with.<br />
<br />
<br />
<h3>
<b>While I Have Your Attention</b></h3>
Meanwhile, CMOs are getting antsy. It's not surprising, given that the <a href="http://www.wsj.com/articles/average-tenure-among-chief-marketing-officers-slips-1456958118" target="_blank">average tenure of CMOs has dropped to 44 months</a>. But CMOs have desires for 2017, and they include — among other things — a broader focus on brand, fewer AORs and more specialty shops, and <a href="http://adage.com/article/small-agency-diary/things-cmos-2017/307136/" target="_blank">better justification for investment in marketing</a>.<br />
<br />
<br />
<h3>
<b>Social Business Is Everyone's Business</b></h3>
Altimeter looked a little deeper at <a href="http://www2.prophet.com/2016-state-of-social-business" target="_blank">the state of social business in 2016</a>. For those not familiar with social business, this is the concept of taking what's learned externally and bringing it back into the enterprise, to benefit from the input. What's becoming even more prevalent is the move away from just sharing on social media, and gathering data and insights that must be integrated across many different departments. Innovation itself is no longer enough, as companies struggle with integration: from customer service to customer data, with a better governance structure in place to alleviate confusion.<br />
<br />
<div style="text-align: center;">
<iframe allowfullscreen="" frameborder="0" height="485" marginheight="0" marginwidth="0" scrolling="no" src="//www.slideshare.net/slideshow/embed_code/key/jydOZ5zeaAWgOy" style="border-width: 1px; border: 1px solid #ccc; margin-bottom: 5px; max-width: 100%;" width="595"> </iframe> <br />
<div style="margin-bottom: 5px;">
<span style="font-size: x-small;"><strong> <a href="https://www.slideshare.net/Altimeter/the-2016-state-of-social-business" target="_blank" title="The 2016 State of Social Business">The 2016 State of Social Business</a> </strong> from <strong><a href="https://www.slideshare.net/Altimeter" target="_blank">Altimeter, a Prophet Company</a></strong></span> </div>
</div>
<br />
<br />
<h3>
<b>Like, Comment or Share this 800-lb. Gorilla</b></h3>
Meanwhile, the Pew Research Center took stock of <a href="http://www.pewinternet.org/2016/11/11/social-media-update-2016/" target="_blank">the demographics of various social platforms in 2016</a>, concluding that there's no stopping Facebook. Engagement and usage of Facebook is on the rise, with <b>79% of online Americans using Facebook</b>, more than double the share that uses Twitter (24%), Pinterest (31%), Instagram (32%) or LinkedIn (29%). That's 68% of <b><i>all</i></b> U.S. adults.<br />
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<br />
<h3>
<b>Newsflash: Marketers Use Social to Self-Promote</b> </h3>
Buffer took at look at <a href="https://blog.bufferapp.com/social-media-2016" target="_blank">the state of social media in 2016</a> and found that marketers are very good at talking about themselves on social channels (SURPRISE!). Video is still top of mind for many marketers, but it's a challenge to find the time and budget to make good on it. Video is currently a hot commodity on Facebook, and <b>93%</b> of marketers are on Facebook, where they're spending money. And surprisingly, only <b>21%</b> of respondents are using social channels for customer service. <i>That's a big opportunity for improvement, and frankly one that should take precedence over finding the time and money to spend on video creation</i>.<br />
<br />
<br />
<h3>
<b>The Future of Work Still Includes Work</b></h3>
<a href="https://www.fastcompany.com/3066605/the-future-of-work/these-are-the-top-5-workplace-trends-well-see-in-2017" target="_blank">The future of work is changing</a>, and we need to change with it. According to Glassdoor, HR needs to get with the program by transforming itself to a "people science" by making use of data. <i>This may be a hard pill to swallow for a department that is largely behind the times in adapting to changes; marketing and communications have already shown how much they lag, and they're usually change agents</i>.<br />
<br />
The report also notes that automation doesn't necessarily portend fewer jobs. The more likely scenario is <i>different</i> jobs. Other observations: there's an increased desire for nontraditional benefits and the gig economy may lose steam as demand for such services decreases.<br />
<br />
<br />
<h3>
<b>When News Breaks, We Fix It</b></h3>
Nieman Labs has more <a href="http://www.niemanlab.org/collection/predictions-2017/" target="_blank">predictions for journalism in 2017</a> than you can read on your commute. There's no question that 2016 marked a wild and unpredictable year for journalism, from unexpected election results on both sides of the Atlantic to the crescendo of "fake news" exacerbated by Facebook and Google. From trust to truth, communities to transparency, drones to data, video to VR and more, there's a number of topics that deserve your attention in this round-up.<br />
<br />
But it's clear now more than ever that we need to make the case for journalism as a profession and to step up and pay for good reporting.<br />
<br />
<br />
<h3>
<b>Uber for Monopoly</b></h3>
Naked Capitalism ran a four-part series called <b>Can Uber Deliver?</b> in which it used data on the industry's competitive economics, to address the question of whether Uber’s aggressive efforts to completely dominate the urban car service industry has (or will) increase overall economic welfare. It's a long read, but if you're at all interested in the gig economy or the ride-hailing industry specifically, it's worth spending some time on this series.<div>
<ul>
<li><a href="http://www.nakedcapitalism.com/2016/11/can-uber-ever-deliver-part-one-understanding-ubers-bleak-operating-economics.html">Part 1: Understanding Uber's Bleak Operating Economics</a>. Uber is a fundamentally unprofitable enterprise, with negative 140% profit margins and incurring larger operating losses than any previous startup.</li>
<li><a href="http://www.nakedcapitalism.com/2016/12/can-uber-ever-deliver-part-two-understanding-ubers-uncompetitive-costs.html">Part 2: Understanding Uber's Uncompetitive Costs</a>. Uber is the industry’s high cost producer, with a significant cost disadvantage in every cost category except fuel and fees where no operator could achieve any advantage.</li>
<li><a href="http://www.nakedcapitalism.com/2016/12/can-uber-ever-deliver-part-three-understanding-false-claims-about-ubers-innovation-and-competitive-advantages.html">Part 3: Understanding False Claims About Uber's Innovation and Competitive Advantages</a>. Uber has not in fact introduced major product/technological/process breakthroughs that create huge competitive advantages incumbents could not match.</li>
<li><a href="http://www.nakedcapitalism.com/2016/12/can-uber-ever-deliver-part-four-part-four-understanding-that-unregulated-monopoly-was-always-ubers-central-objective.html">Part 4: Understanding That Unregulated Monopoly Was Always Uber's Central Objective</a>. The belief that monopoly power can be a major source of financial returns is widely held among the venture capitalists that funded Uber, and its spending priorities and marketplace behavior have been totally consistent with a company pursuing global industry dominance.</li>
</ul>
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We hope this summary has been helpful. If you don't yet subscribe here, please <a href="http://www.scottmonty.com/p/newsletter.html" rel="nofollow" target="_blank">click here to get your free email updates</a>. And the same goes for <a href="http://www.fullmontyshow.com/p/subscribe.html" target="_blank">The Full Monty</a>.<br />
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<i>Photo credit: <a href="https://flic.kr/p/qY8Uw6" target="_blank">Bruce Guenter (Flickr)</a></i><br />
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<br /></div>

Essential Reports and Trends as We Enter 2017

There's no question that 2016 threw a lot at us. It's tough to keep up with trends and industry news — which is one of the reason...

Scott Monty - Strategic Communications & Leadership Advisor