Monday, February 27, 2017

The Full Monty — February 27, 2017

 The soap opera that is Uber; trends in digital marketing to watch and why the CMO is overwraught; what brand loyalty commands; enterprise social media strategy in 9 simple steps; Facebook's future may require sacrifice; Snap's roadshow continues; corporate innovation requires knowledgable champions and culture change; Waymo's IP lawsuit; AI and the coming decimation of blue collar jobs; podcasting as part of your content strategy; using white space to your advantage in content marketing; liberal arts is the key to the future; new habits; and more in this week's edition of The Full Monty. And don't forget to subscribe to The Full Monty podcast and check out where Brain+Trust is speaking this week.

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  • As we reported last week, Mark Zuckerberg shared his manifesto on changing the world. This week, Ben Thompson has a thoughtful piece on Manifestos and Monopolies, in which he calls for the prevention of any additional network acquisition for Facebook (such as Instagram or WhatsApp) and for Facebook to open its social graph to the market to answer broader socioeconomic and political issues. It's a tall order, but as Facebook continues its dominant march, it's something that must be considered.
  • Facebook will begin testing ad breaks in partner videos, sharing 55% of ad revenue; Live videos from Pages with more than 2,000 followers will get this midroll ad option. Facebook continues its march toward television.
  • Facebook is in talks with the MLB to live stream one baseball game per week. A tepid start, but Facebook is clearly trying to edge its way into Twitter's dominance of live sports.
  • Instagram is giving users the ability to upload as many as 10 photos or videos at once in a carousel for followers to swipe through. 



    • Another fascinating analysis from Stratechery that draws a comparison between Snap and Apple, via its company-as-humanity strategy, and its clear admission that cost of revenue will rise amid many product iterations, failures and tweaking things for their users. Whether or not Snap can follow the same success model as Apple is still in question.
    • As the Snap roadshow continues, investors are particularly concerned about slowing user growth and engagement.
    • Snaplytics (yes, we're serious) released a report about how brands are using Snapchat and gaining followers, looking at things like posting frequency, number of snaps per story, images vs. videos, story completion rate and more.
    • A cautionary tale around a loose intellectual property strategy: Why I'm Leaving Snapchat details that more people are moving to Instagram Stories and enjoying its more authentic feel. Snapchat's inferior user experience, interruptive advertising, and lack of underlying network are among the culprits.

    Collaborative / Autonomous / AI

    From #GartnerSYM


    • You may be using Waze to carpool soon. This will place Waze more directly in competition with Uber. But Waze's approach is to persuade regular drivers using its app to pick up people who are heading in the same direction. It's about behavior change. Will it succeed? Much depends on drivers' willingness to change their behavior, which is always tricky. And whether Uber's woes continue.
    • As the Uber Turns...
      • Last week, we shared the blog post written by a female engineer in which she detailed a year at Uber, during which she experienced sexual harassment, an unresponsive human resources department, threats of retaliation (by HR, no less), and a dwindling percentage of female engineers.
      • This week, early Uber investors Mitch and Freada Kapor wrote an open letter to the Uber board and investors after private appeals reached a “dead end,” saying that the current Uber investigation team is too conflicted. What's the Uber for soap operas? Turns out it's Uber
      • Uber's most glaring overall problems seems to center on how the limited human resources role was conceived by CEO Travis Kalanick. The issue: he felt the function of HR at Uber was largely to recruit talent and to efficiently let go of personnel when needed. You know, HR does executive development too. Just sayin'.
      • Jalopnik is a bit more practical in its criticism of Uber: Forget the sexual harassment, the protests, the endless lawsuits, UberEats, China, the autonomous cars, and even the flying cars. Those disasters mask one critical issue: Uber is doomed because it can’t actually make money.



    Virtual Reality / Audio



    • Jay Acunzo dissects three hidden lessons behind top podcasts to help yours stand out. Boiled down, they are: think format first, consider time constraints, and create recurring segments. But you should read Jay's full treatise to see how he brings these concepts to light.
    • Pandora is debuting personalized digital audio ads and sequential messaging. The tool lets marketers build audio ads designed for listeners based on their gender, age and ZIP code, taking into account variables like the weather and time of day.
    • Audio is one of the most intimate forms of media there is. Which is a perfect reason why podcasting should be part of your content strategy.
    • Program of the Week: In honor of the Oscars and longtime host Johnny Carson, this week's podcast is The Carson Podcast, in which host Mark Malkoff talks with entertainers, show business executives, staffers and others who were associated with The Tonight Show starring Johnny CarsonDo you have a program to recommend? Add yours to our Google Sheet:  
    • And don't forget to subscribe to ours via email or on iTunesGoogle PlayStitcherSpreaker or  SoundCloud.

    Content / Customer Experience / Influencer Marketing


      Privacy / Security / Legal

      • The White House held an emergency meeting about leaks. And that meeting promptly leaked. Press Secretary Sean Spicer explicitly warned staffers that using texting apps like Confide — an encrypted and screenshot-protected messaging app that automatically deletes texts after they are sent — and Signal, another encrypted messaging system, was a violation of the Presidential Records Act, according to multiple sources in the room. The lesson here: corporate secrets can also be leaked with such apps. Security officers should be aware of the risks they pose. Then again, leaks can occur via text too.
      • Amazon is claiming that Alexa is protected by the First Amendment and therefore cannot be used as evidence in an upcoming murder trial. Now that's artificial intelligence indeed.
      •  You might want to think again about charging your device in a public USB port. It's a potential way to get your device infected. Didn't your mother teach you about touching things in public places?
        • There's always devices like Umbrella USB, which acts like a condom for your USB charger.

      Measurement / Metrics / Data

      • If you discover an analytics report with inflated data, what are you do do?
      • Converseon has a white paper on embracing critical new end-to-end language technologies to help unlock the potential of data for effective social listening in 2017. From scaling human intelligence for language analysis to going beyond top-line sentiment to root-cause drivers, determining relevancy, the sunsetting of Boolean strings and more, there's much to dig into.


      Essential Watching / Listening / Reading

      • Mark Cuban doesn't think that finance is the future. In fact, he recommends college students focus on liberal arts degrees, because our automated, data-driven future we'll require more free thinkers.
      • There's a fine line between honesty and rudeness. What does it mean to be polite?
      • Warren Buffet released his annual letter to Berkshire Hathaway shareholders. In it, he shared how to use fear to your advantage as an investor.
      • Once formed, impressions are remarkably perseverant: so it may surprise you to learn why facts don't change our minds from The New Yorker. An important lesson to remember from brands that strive for reputation management or rebranding — you might do well to ignore the facts.
      • There are valuable lessons from Sherlock Holmes on the art of writing. Even though his writing was limited to a few monographs (and questionably, two of the short stories), he demonstrated the importance of focus and making smart choices.
      • It's late February. Is it too late for New Year's resolutions? On the contrary; waiting until later in the year to assess your behavior and make some changes may be exactly what you need. From The Full Monty podcast (you do subscribe, don't you?):

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      Photo credit: Ludolf Bakhuizen [Public domain], via Wikimedia Commons


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