Monday, August 15, 2016

The Full Monty — August 15, 2016

[caption id="" align="alignnone" width="400.0"]Delta finally discovered the problem Delta finally discovered the problem[/caption]

The Full Monty exposes you to the business intelligence that matters at the top of every week. Please sign up for our email updates to make sure you don't miss a thing. And please share this with your colleagues if you find it valuable.

Delta experienced a travel delay; journalism took a hit from John Oliver, then further embarrassed itself; Hulu goes all-in with subscriptions; Disney bets on streaming sports; Blab clams up; Twitter has room at its HQ; Snapchat and NBC are creating a miniseries; what the next economy has to be worried about; VR and brand storytelling; Telsa aims to change how we buy cars; the music industry's digital feud is more about royalties than copyright; the best and worst online customer experience; PR is lagging in analytics; the Internet is killing us; Android Trump vs. iPhone Trump; sorry, no more trivia or poems here — both can now be found exclusively on The Full Monty podcast.

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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 live video on Facebook. If not, you can always catch the replay here — or catch a more formal audio version in the podcast.

Join Me

  • I'm heading to Cleveland for Content Marketing World September 7-8, 2016
  • I'll be keynoting at Brand ManageCamp from September 15-16 in Las Vegas.
  • And it's back to Vegas to keynote at Pubcon on October 11.





  • Amid the Internet's moves to centralize many of its netizens (on Facebook, Google, etc.), we've lost the freedom we used to have. Sir Tim Berners-Less is on a crusade to reclaim the web —  to re-decentralize it.
  • Hulu is moving to an all-subscription model as it makes a deal with Yahoo to provide free, ad-supported episodes of TV shows. There's only so many quarters in a row you can lose to Netflix. No more free streaming Hulu for you.
  • Disney purchased a one-third stake in the MLB-backed BAM Tech, a streaming service. Disney has effectively insured itself against a cable-cutting future.
  • Blab, the four-person live video service, is dead. What killed it? Facebook Live killed Blab. Well, that - and it's lack of a business model.
  • The Gartner Hype Cycle for Digital Marketing and Advertising looks at the need for a more complete, single view of the technologies and practices shaping modern marketing. Customer modeling, personalization, real-time, mobile, AI and marketing technology, ad blocking, and measurement at at stake. Pretty much all of the things we look at here every week.
  • P&G has left Facebook for TV. The world's largest advertiser found that it went too narrow on Facebook (which is necessary), and it was costing more to reach fewer people. This is not a repudiation of the effectiveness of Facebook; quite the opposite. While Facebook make be more expensive at scale, it is actually quite effective with smaller, targeted groups. But when a company the size and scale of P&G is interested in reach and brand advertising, TV still holds that power.


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  • Twitter is opening up Moments to an ever-wider group of influencers, brands and partners. The curated function will give people additional ways to tell their stories.
  • There's 183,000 square feet available in Twitter's headquarters. The company is subleasing the space. Perhaps because it doesn't need its in-house curation staff after that Moments update.
  • Twitter continues to struggle with a 10-year problem: it's a haven for trolls. This long piece from BuzzFeed's news division (real journalism!) shows how this has been a perennial problem for the platform and how a solution is anything but simple.



  • Arianna Huffington is leaving the Huffington Post — or as John Oliver calls it, "Arianna Huffington's Blockquote Junction and Book Excerpt Clearinghouse." Looks like Verizon doesn't want to hear her now. Get ready for a post-Huffington Post.


  • NBC is teaming up with Snapchat to create a five-episode short-form series as part of The Voice. This is only the beginning of the entertainment industry and Snapchat.


Collaborative / Autonomous Economy 

  • As we continue to face threats and opportunities from innovation, the next economy has at least three major challenges, according to Jeremiah Owyang: the autonomous world, Silicon Valley feudalism, and ensuring human safety from advanced robots. A tall order.



  • Uber says that the requirement for some drivers in London to pass a written test will result in fewer drivers and longer wait times for vehicles. 

  • General Motors supposedly made an offer to buy Lyft, but Lyft rejected it.

  • Use Lyft, get free Starbucks points. And get Lyft gift cards in Starbucks stores. Bonus points if your driver is also your barista. Hey, it's the gig economy - it could happen.




Virtual Reality / Audio



  • The music industry's digital war is about more than copyright. Pirating results in fewer royalties for artists, but the platform companies (like YouTube) still benefit.
  • Boston has its first podcast garage, a community center built from an old Jiffy Lube, where producers and creators can come together to share resources. It would have been even better if the site were the home of the garage of Tom and Ray Magliozzi, the Car Talk brothers.
  • Program of the Week. This week's recommendation is Traction, suggested by Jay Acunzo. Creative & unusual things entrepreneurs do to gain initial results against the odds (Note: Marketing tactics often mentioned, in addition to broader business topics)Do you have a program to recommend? Add yours to our Google Sheet:

  • And in case you want to check out our latest:



Content / Customer Experience / Influencer Marketing

  • Personalization is key for content marketers. Behavioral data and consumer insights help drive a more customized approach.
  • Consulting giant Accenture is also a giant in content marketing: to the tune of some $600 million that its clients spend with it every year. An impressive figure, and given their understanding of integration, it's likely that they'll give traditional ad agencies a run for their money.
  • The two pillars of content marketing are extrinsic and intrinsic. You'll want to click through to read the whole thing.
  • A little over halfway through 2016 and five content marketing trends have been spotted. They include influencer marketing, visual communications and personalization.
  • Since visual communications are so important, you might like to know about 10 ways to tell better stories using charts.
  • Email content still works. Especially when you have the secrets to keep people from unsubscribing. You'll like #1. Hopefully.
  • At Jack in the Box, customer service has moved from phones to being an entirely digital operation where they handle 25,000 customer mentions a month.
  • The best and worst web experience ratings can be seen in the chart below. There's a common thread in the stand-outs. And one glaring data point. Can you spot it? Aside from Amazon, the top brands are all banks. Without a trusted and superior online experience, you can go elsewhere. At the other end of the spectrum? Cable companies and discount travel brands, because, hey, what else are you gonna do? But think about it for a moment: the banks have the revenue to be able to afford a better experience, while the discount brands do not. It takes a considerable investment and a commitment to create a better customer experience. You really do get what you pay for.


Privacy / Security / Legal


Measurement / Metrics / Data 

  • How Google Analytics ruined marketing: "too many tech marketers now ignore the difference between strategies and channels, favor digital channels that often deliver lower returns than traditional channels and think that direct responses are the only useful ROI metric." But it's just so much easier to be lazy, isn't it?
  • Is PR lagging behind other industries in data analysis? The development of the Barcelona Principles is a big step forward for public relations, but it isn’t enough. The whole industry must practice a great deal more data analysis or it will fall even further behind other sectors of marketing.
  • Facebook video metrics are getting better. New metrics will give marketers more understanding of demographic viewing, live engagement (by reaction) and page-owned views versus views from shares or cross-posts.
  • Predictive analytics and social analytics are among what B2B marketers want to see in their toolkits.


When You Have the Time: Essential Watching / Listening / Reading 

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