Data: Beyond a Shiny Toy

In a recent interview related to WPP earnings, WPP’s CEO, Sir Martin Sorrell said, “The three main reasons why the ad market is struggling are because of digital disruption, activist investors and the low cost of capital money.” He went on to talk about the first reason – digital disruption – in the following terms: “[…] digital disruption creates opportunity, because it is changing the way people consume media, how items are produced and how products are distributed.”

Anyone surprised? I’m not. In fact, I’m shocked that this realization has taken this long to dawn. As an industry, we have been talking about data and its incredible impact on our businesses for decades.

Still, I feel that we are still relegating data to a “shiny toy,” rather than as an organizing principle. Why is this? Three reasons: Denial, Data “Lite,” and Segregation.

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Are You Ready to “Scan and Go?”

Wouldn’t you love to walk into your local grocery store, scan the items on your list, put them in your bag and head straight to your car when you’re done? No waiting to reach the cashier in long checkout lines, or even shorter self-checkout lines for that matter.

I’m talking about a completely autonomous experience. In and out. Actually, it’s more like “scan and go.”

Allow me to explain.

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Hail to the YOLD and the Bold

Unsolicited, and only after a little sip of wine, a lovely woman I had just met attending the Mature Marketing Association’s Summit in London last week tugged down her skirt and showed me the newish and rather colorful tattoo on her hip and boasted she was having the best sex of her life. In her 50s, single, joyful and uninhibited, she was completely unfazed that we were among other Summit-goers at a networking event inside a proper English convention center.

Like Helen Mirren, who seems to be the marketing world’s default older sultry spokesperson, my new acquaintance is the embodiment of “YOLD,” brilliantly defined by legendary British adman Robin Wight as “young old,” the concept that “we’re all young now, even the old.” In his words, and he’s in his 70s and busy with many business and philanthropic endeavors, “ageism is so last century.”

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10 Steps to a Successful Public Relations Plan

It’s that time of year, when thoughts turn to planning for 2018. Taking a 12 month, or even quarterly, outlook is challenging when operating in a period of such uncertainty but organizations need to continue to take bets on investment and talent.

Our recommendation is to take the longest term outlook feasible for your organization but to test, measure and adapt your plan over time. Real time measurement and agility is a reality for any modern public relations team.

Here’s an approach that I use based on Ketchum’s planning methodology. It can be applied to any size of organization and market.

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How to Manage a Long-Distance (Team) Relationship

The virtual office isn’t a place; it’s a state of mind.

Our Organizational Effectiveness and Learning & Development team sits in three different locations in three different time zones. So, how do we work together successfully? How do we share ideas across oceans? And how do we form the same bond that face-to-face teams value so much?

We work hard at it.

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I’ve Got a Micro-Influencer Program… Now What?

A few weeks ago, I wrote a post about the importance of properly defining micro-influencers. tl;dr – you need to think of them as regular consumers, rather than what we traditionally consider influencers. Their content mix, engagement dynamic and audience relationships are fundamentally different than that of bloggers, YouTube stars and social media superstars. Because of this fact, getting the most out of them requires an entirely different approach than what you’re probably used to when partnering with influencers. So, let’s get to it!

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Preparing for Crises in a Hyper-Visible World

The dramatic photos and videos of an engine explosion taken by passengers on an Air France A380 super jumbo flying from Paris to Los Angeles last week were a reminder of the hyper-visible world in which airlines now operate. Any incident, no matter where it happens, may be seen by people around the world in real time – or at least, as soon as a wifi connection is available.

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You Really Really Like Me! (But Did You Hit the Like Button?)

Why are we all so wonderfully addicted to Social Media? Well, I believe in the rule of 3’s, and 3×3 = 9. So here we go with 9 reasons:

1. It’s fun, yes, but also incredibly important.
To your brand (personal or business) everything is social. Or it better be. It represents your voice to the world. It’s your dialogue, your sounding board, your relationship avenue, your deep research and insight pool, your biggest fans, your instant feedback loop. It’s not just “another channel”…it’s infused in the most important parts of your customer’s journey of how your target audience thinks about you, your brand and your product.

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What You Say Matters. What They Say… Matters More.

Whether you like it or not, people are talking about you around. the. clock…

They’re talking about your company, they’re talking about the amazing services you provide, and about the defective products you’ve manufactured.

They’re complaining about your exorbitant fees and praising your incredible discounts.

They’re talking about your down-to-earth CEO, your hilarious flight attendants, your thoughtful cashiers, your rude customer service reps… and they’re also talking about your competitors who, by the way, are also having their say about you.

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Why Twitter is Trialing 280 Character Tweets

User behaviour, customer service and social insight, are all reasons that Twitter is trialling longer tweets.

Twitter has a problem. It hasn’t seen significant user growth since 2014.

User data for Q2 2017 was flat over the previous quarter at 328 million. The platform needs to increase users in order to increase revenue from advertising.

Twitter has tried a number of different innovations in the past 12 months to drive growth including improved safety; algorithm changes; and removing usernames from the 140 character limit.

The latest change, announced in a tweet by CEO Jack Dorsey last night, sees it trialing tweets of 280 characters.

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