The Jolt! from ckwrites 07.09.14

Hope everyone had a great weekend. Hard to imagine we’re halfway to Labor Day.

On the theory that the words we write and speak define us – here’s a bit of Jolt! lagniappe – 12 remarkable words you should include in your vocabulary.

And on the concept of remarkable, how about Germany getting past Brazil 7-1? Talk about an absolute gift for the chattering class.


Do you have a process for on-boarding new accounts?

Because if you don’t, you need one. Both to get things off to a good start, so that you can deliver everything that your agency is capable of. And because I think that describing this as a QA (quality assurance) process could be magic at a pitch.

So You Just Hired an Agency: Here’s How to Start Off on the Right Foot is written from the client perspective so you will have to adapt it to the way you work and the work you do.

Here are the 6 big beats.

  • Give them access to your experts.
  • Introduce them to your buyer personas.
  • Organize your marketing efforts and share your metrics.
  • Agree on the processes – this one is great – see quote below.
  • Create a master list of marketing tools.
  • Set communication expectations and protocols and put a system
    in place to support it.

I particularly like the following statement. To me it reinforces the notion that the successful relationship is one that is built on mutual respect, not some outdated master-slave model.

You are the protector of your brand the defender of your audience, and that gives you and your colleagues every right to review, request changes, and turn down ideas. That doesn’t give you the right to ignore timelines for reviews and approvals, or request an outrageous number of revisions.


Do you really know how to get people to do what you want?

4 Conversion Rate Boosters Based on Psychology offers up some interesting ideas from one of the more prolific people writing on the subject, Neil Patel.

Conversion Rate Optimization (CRO) has risen to the forefront as a Holy Grail of social media – not to say that it hasn’t always been of great interest to those in direct marketing and traditional advertising.

If you need a definition, CRO is defined as:

The method of creating an experience for a website or landing page visitor with the goal of increasing the percentage of visitors that convert into customers.

The article offers up 4 ways to have your way with your prospects.

  1. Explain why – because people want to know.
  2. Simplify your solution – in a world of increasing complexity,
    less is
    usually more.
  3. Create a common enemy – most real relationships have
    this whether it’s a sports team or a hated class.
  4. Build controversy – because its engaging. 

The full article includes a list of 15 psychological triggers. Read it and rock.

The Big AHA!

Looking to make a big impact?

In the saturation bombing media environment that we all endure daily, an image that captures our attention (and so provides the sponsor with a shot at conversion) is worth a lot more than 1,000 words.

How Nokia and Volkswagen Are Embracing 360 Storytelling showcases two very different examples of the quest to create compelling visuals.

Nokia (now a division of MSFT) used 50 of their Lumia 1020 smartphones mounted on a rigid semicircle to create what they called Living MomentsThe Arc of Wonder. They moved this around New York City creating 50 ‘day in the life’ vignettes. It’s an interesting effect – and the more effective of the two – though I personally have no interest in seeing it repeated 50 times. The piece has definitely gone viral and may break 1 million views.

In Turbocharge the EverydayVolkswagen takes a more kinetic approach by bolting a ton of GoPros (c. 30-40) all over a 2015 Golf GTI and sending it out on the town in the hands of a pro driver. Truth is that it is not very compelling. For one thing they didn’t figure out how to meld multiple images into a single point of view. Perhaps because of this, the piece has not generated much of a following.

Both attempts would be more effective in a multi-screen environment that could allow simultaneous display of multiple angles – perhaps with a moving armature?

Also worth noting, VW gave away up to 1,750 GoPro® HERO3+ Black Edition cameras and mounts for use on a closed course to customers who purchase or lease the new rocket.

Now that is a compelling way to do a selfie – or document a ride and drive. It could be a powerful sales tool since “sharing” would lead to peer reinforcement for the purchase decision. And no doubt the offer to give driving lessons.

Metrics & ROI

Do you know what the PESO Model is, and why to measure it?

PESO is an acronym for Paid, Earned, Shared and Owned Media. While the article, PR Metrics: What to Measure in the PESO Model is written from the PR perspective, a well balanced audience acquisition campaign utilizes all of these media types.

This is a solid article with some excellent resources and links. In case you are unfamiliar with the concepts here is a quick primer.

  • Paid Media – is traditional advertising you pay for. So called “native advertising” is the hot trend in this segment.
  • Earned Media – traditional coverage earned the old fashioned way… expanded to include bloggers and other influencers.
  • Shared Media – where the likes and tweets live.
  • Owned Media – this is media you literally own. The event and corporate
    websites are primary examples.

Some of these things are considered traditional PR, while others might historically fall under marketing or advertising.

Marketing 501

Is the smartphone reinventing the TV?

Unless you do a lot of research you may have missed the fact that at the end of 2013, a full 65% of all cellphones in the US were smartphones.

More astounding is that people – and Millennials in particular – now spend:

  • More time surfing the web on their smartphones than they do on their laptops.
  • More time watching their smartphones than they do TV.
  • And they no longer just watch TV, they use their smartphones to surf the web and text while they watch.

Which leads us to Our Smartphones Are Making Live TV Better Than Ever. The author puts forward an interesting premise that the Internet has gotten better and better at letting us talk to each other.

I can pick up my phone, start a conversation with a friend in Europe and another in Asia, and watch as they both type replies. It’s as if I’m seeing their thoughts form. I can share something—on Twitter or Facebook or Instagram—about what I’m currently experiencing and immediately hear from others experiencing the same thing.

In contrast, TV doesn’t listen.

Connect the dots and you see that while we all watched the moon landing together (at least those of us who are old enough did) we were disconnected. The connection happened the next day at the water cooler.

Today the conversation is the event: The highlight of the show is what happens simultaneously on another screen. It’s experiential synchronicity. It’s why and how Ellen DeGeneres could post a photo that became the most retweeted thing ever. We broke that record. We were part of the Oscars.

(Ed Note: And now part of Brazil-Germany – which I watched on ESPN while reading the Sports Illustrated Twitter feed.)

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