Monday, July 2, 2018

The Full Monty: Your Most Important Stakeholders - July 2, 2018

Keep your most important stakeholders in mind when making decisions; preparing for the A.I. winter; learning more about machine learning; new mobility options afoot; the 21st century brand economy means direct connections with consumers; GE and journalism; telling your most powerful stories; Amazon steamrolls everyone – vendors, brands, and delivery services; how IGTV will pay for itself; Twitter's most unlikely comeback; gaming addiction is real; how music streaming services compare; new privacy law in California may have wide-ranging effects; just about everyone is breaking the GDPR law; what SEOs do when Google removes organic search traffic; an intro to marketing analytics; the secret to double-digit growth; plus the podcast pick of the week and more in the Your Most Important Stakeholders edition of The Full Monty from Brain+Trust Partners for the week of July 2, 2018.

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The Full Monty, a Brain+Trust Partners publication, exposes you to virtually everything you need in business intelligence at the top of every week. Links are below with commentary in italics. Please sign up for our email updates to make sure you don't miss a thing.


Top Story
Artificial Intelligence / Autonomous
Communications / Marketing / Business Strategy
Retail Apocalypse
Privacy / Security / Regulatory
Measurement / Analytics / Data
Mental Nourishment
Speaking Engagements


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    Top Story

    As a C-level executive, you might think the most important stakeholders in your organization are the stockholders. Or perhaps the board. You know – the very people who have the power to fire you. To a certain extent, you might even think customers are at the pinnacle. And in some ways, they are.

    But there's one group of stakeholders that plays a even more important role in the way your customers experience satisfaction and how your board derives value.

    Your employees.

    It's an often overlooked group that is taken for granted. Your employees represent all of the above and more. If you're running a publicly-traded company, they are shareholders. If you create products, they most likely buy those products as well. They own relationships with your suppliers, they may be the front line to customer complaints (whether or not it's their official job). They are your ambassadors through how they share their experience working for your company with friends, family members, and colleagues at other companies.

    In short, you owe it to your employees – and to the rest of your stakeholders – to ensure that your employees are satisfied and that their morale is high.

    This means constant and clear communication about the vision for your organization and decisions you make that may impact their livelihood. They need to feel as if they're part of something bigger, contributing to something of value. If they feel as if their trust is betrayed or that the organization is moving in a way that is antithetical to their beliefs, the ripples will begin to form, and before you know it, you'll have a disgruntled employee base.

    Obviously, you can't satisfy every employee desire or belief, but if you've set out a strong value system for your company – if you have core beliefs and a mission that you regularly share – then there should be no surprises. It's when companies or divisions within companies make questionable choices that violate these beliefs or mission that things begin to go sideways.

    And so it should be no surprise that recent employee revolts at Amazon, Microsoft and Google are tied directly to those companies' decisions on some very sensitive areas. Specifically: Amazon's facial recognition software being offered to police departments; Salesforce's contracts with the U.S. Customs and Border Protection, following the migrant issues; and Google's contract with the Pentagon for drones. In each case, employees have taken it upon themselves to create a petition for the company to cease such arrangements. And in each case, the companies have backed off. And in each case, the actions specifically countered the mission statements of the companies: Salesforce's mission is in part "to improve the state of the world." Google's mission is famously "do no evil."

    So it isn't just external shareholder activists that CEOs need to be aware of. The threat is much closer at hand. The real threat isn't your employees. It's the decisions you make and how you communicate those decisions.

    Artificial Intelligence / Autonomous

    The latest in AI, machine learning, bots, and blockchain, mobility, and autonomous everything.

    Aʀᴛɪꜰɪᴄɪᴀʟ Iɴᴛᴇʟʟɪɢᴇɴᴄᴇ / Mᴀᴄʜɪɴᴇ Lᴇᴀʀɴɪɴɢ

    Aᴜᴛᴏɴᴏᴍᴏᴜs / Mᴏʙɪʟɪᴛʏ

    Communications / Marketing / Business Strategy

    Industry developments and trends, including advertising & marketing, journalism, customer experience, content, and influencer relations.

    Sᴛʀᴀᴛᴇɢʏ / Mᴀʀᴋᴇᴛɪɴɢ / Cᴏɴᴛᴇɴᴛ

    Jᴏᴜʀɴᴀʟɪsᴍ / Cᴏᴍᴍᴜɴɪᴄᴀᴛɪᴏɴs / Rᴇᴘᴜᴛᴀᴛɪᴏɴ

    The 4th annual Digital Summit Detroit is coming up Sept 12-13. Keynotes
    include Chelsea Handler, Scott Dikkers (Founder of The Onion), and Evernote CMO Andrew
    Malcolm. Plus over 50 in-depth digital marketing sessions led by brands including
    Waze, BuzzFeed, Jaguar, Discover, Salesforce, and more.
    Register with promo code MONTY and get $50 off your pass.

    Retail Apocalypse

    Humans are a transactional species, and the practice — if not the very notion of what retail is  is undergoing a historical metamorphosis. 

    Content is costing someone. Don't you think you should contribute your fair share?


    Want to know 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?

    Don't miss this FREE 16 page report, full of information, insight and guidance on how to best approach prospects based on the findings.

    Some of the results are going to really surprise you.

    If you're seeing this, maybe you'd like to see your company's name here too. Let us know.


    News to know about relevant social, virtual, and augmented reality platforms that may affect your business.

    Fᴀᴄᴇʙᴏᴏᴋ / Iɴsᴛᴀɢʀᴀᴍ / WʜᴀᴛsAᴘᴘ




    The latest in the world of streaming video, audio, and the advertising, pricing and bundling models related to them.



    • Spotify, Apple, Amazon, or YouTube? How the music streaming companies stack up. According to the article, Pandora isn’t on the list because "everything it offers—radio and on-demand streaming—is done better elsewhere." Ouch. But true.
    • Program of the Week: Our pick this week is just in time for your beachgoing holiday: Inside Jaws, from Wondery, who also created Inside Psycho and Inside the Exorcist. A tale of a modest thriller that became an ordeal and then a disaster and then a phenomenon and then a classic. A story of one man, a fresh-faced, inexperienced director who nearly wrecked his promising career and became the most important filmmaker of our era. Do you have a program to recommend? Add yours to our Google Sheet:


    Privacy / Security / Regulatory

    Business disruptions in the legal, regulatory, and computer security fields, from hacking to the on-demand economy and more.
    So many stories in this section this week – more available in our Flipboard magazine.

    Pʀɪᴠᴀᴄʏ / Sᴇᴄᴜʀɪᴛʏ / Hᴀᴄᴋɪɴɢ

      Rᴇɢᴜʟᴀᴛᴏʀʏ / Oɴ-Dᴇᴍᴀɴᴅ Eᴄᴏɴᴏᴍʏ

      Measurement / Analytics / Data

      The future is not in plastics, but in data. Those who know how to measure and analyze it will rule the world.

      Mental Nourishment

      Other links to help you reflect, improve, or simply learn something new.

      Do you like what you see here? Please subscribe to have trends on digital communications, marketing, technology and business delivered to your inbox each week.

      Upcoming Speaking Engagements

      Upcoming events:

      Can we speak for your organization or event? Drop us a line.

      Brain+Trust Partners companies evolve at the speed of customers. From social and content strategy development to technology vendor selection, to improved operations, our focus is on helping companies craft one true view of the customer. And our decades of experience working for major brands means that we deeply understand the challenges you're facing. Let us know if we can help you.

      Top image credit: Declaration of Independence by John Trumbull (1819) via Wikimedia Commons (public domain)



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