The Jolt! 11.06.2013

BTW sorry this is a week late and a dollar short – MailChimp choked. Hopefully we’ll be back on our regular schedule next week.


What does a Broadway backer’s audition have in common with pitching a VC?

If you look back to the roots of the event industry, you’ll discover that our heritage is theater. One of the great theater traditions is “the backers audition,” where the producers “read the book” to prospective backers in the hopes of getting them to fund the production.

As it turns out, presenting to a VC (venture capitalist) is not all that different.

Steve Jurvetson is the Managing Director of Draper Fisher Jurvetson. Which means that he could fin in The Shark Tank, except that he’s probably way too busy to. Here are 5 valuable insights from his side of the table. It’s short, fast and to the point with a couple of surprising insights. I’ve added a comment to each.

  • Save the Speech – can you handle the questions?
  • Be Candid – no one likes to get “sold”.
  • Get Along – don’t cut the other presenters off.
  • Be Enthusiastic – you want their money right?
  • Think Big – read the article to learn why!


Are you using the right content curation tools?

A number of you have been kind enough to ask where I find the material for ck Curates and The Jolt! The none-too-techy answer is that I am still doing it the old-fashioned way… reading an ever-broadening collection of blogs and online aggregations; then pulling out the tastiest bits that fit my editorial bias for all things event.

There is of course a better way – one that uses a more modern set of tools. In addition to new ways to find things, 15 Top-Notch Content Curation Tools will open your eyes to the ever-expanding choice of solutions that make it easier to scale the process and divide the work among a team.

This list from PR Daily divides curation tools into 5 buckets, and offers up specific recommendations for each bucket:

• Aggregation dashboards—multiple source feeds directed to one place
• Content discovery tools—feeds based on keywords and trending posts/topics
• Discovery and delivery solutions—content discovery and publishing with one tool
• All-in-one solutions—discovery, organization, and sharing from a central source
• Content planning tools—taking your original and curated content and organizing it for review/approval and publishing

The Big AHA!

Do you need help parenting your ideas?

If too many of your ideas are ending up on the proverbial filmic floor, or you just need to take a deep breath, take a look at 21 Ways To Nurture Your Ideas.

Plenty of things to try. Here are 5 of my favorites. The links take some time to read but are quite inspiring.

3. Step away from the computer. Pick up a pen, doodle, mind map, take photos. Use both sides of your brain.

7. Begin with the end in mind. Visualise the end product, the colour of the book cover, the texture of the paper, the graphics on the packaging.

14. Work quickly. Start to finish in a day.

18. Focus. Limit distractions.

21. Remember that You Are The Map Maker. Don’t let fear stop you from doing the things that matter.

BTW, this list is from The Story Of Telling, a blog written by Bernadette Jiwa dedicated to getting people to fall in love with your idea(s). It provides an essential contrast to the more technical and process driven articles I share.

Metrics & ROI

“Is marketing ROI really able to be determined or calculated?”

Notice the quotes – I didn’t make this question up. It’s the headline from a post on LinkedIn’s CMO Network Forum posted by Richard Hatheway, Senior Manager, Services Partner Marketing at Cisco Systems. It caught my eye because if there is one company that I expect to have ROI dialed, it’s Cisco.

I know that reading a thread is more work than skimming a neatly formatted article, but in return you will get more insight into the issues and challenges around this seemingly straightforward concept.

After reading the entire thread, my take is that there are companies who are able to calculate ROI (albeit with a big pile of caveats), but that most companies are struggling to come up with a meaningful way to determine ROI.

What everyone can agree on is that:

ROI is a moving target, so the expectations of ROI need to be clearly defined, written down and signed off on by all key stakeholders.

Marketing 501

Seen a good BHAG lately?

Brandopolis – A Big Brand Content Strategy Report from the team at Distilled fits the bill pretty well. (No, not Guess. Goal. And Ambitious.) I predict that this is one you are going to see tweeted, posted and otherwise shared a lot. Remember that you saw it first in The Jolt!

It’s a solid piece of research, writing and thinking about how the biggest of the big are putting their content strategies together. The first great insight we can all use?

It’s pointless to distinguish between content versus social… Good content should always be pushed to the appropriate social channels, and there are usually ways to make content social in itself, such as enabling comments on a blog. There is no point in creating a silo… (ED Never is.)

The Report includes Coca-Cola, General Electric, Dell, IKEA, L’Oréal, Honda, SAP, and Facebook. Here’s a neat little hierarchy that I suspect will be widely adopted…

General Electric uses one of three labels for every campaign’s scope: ‘campfires, fireworks, and forest fires.’ Campfires are small pieces with limited scope; fireworks are bigger and reach across multiple platforms; forest fires are huge brand pushes with facets throughout GE’s digital ecosystem.

Love it.

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