The Jolt! from ckwrites 05.21.14

So AT&T is about to gobble up DirecTV – talk about convergence. Lot of moving parts there. Here on the high mesa, Spring finally looks like it’s here to stay.

Here’s The Jolt! from ckwrites.

Pitches

Remember this great lyric?

You’ve got to know when to hold ’em
Know when to fold ’em
Know when to walk away
Know when to run.

Partners,  The Gambler by Mr. Kenny Rogers (and that’s a link to the original music video) is one of my favorite life lessons.

And in my opinion, 5 Warning Signs Your Sales Opportunity Won’t Close from Jill Konrath’s new book, Agile Selling, is a modern day equivalent.

This is tough love advice, but then the old gambler was no fool and neither is Jill. (A recent post covered her equally gimlet eyed Crap Selling Toolkit.)

  1. Not sure when they’ll change: If they’re hemming and hawing about when they’ll change, they’re not a prospect right now.
  2. Shift in Priorities: If they tell you other, more urgent priorities have emerged, they’re not going to be buying in the near future.
  3. Boss Isn’t Sold: If they tell you that the boss isn’t sold, it’s not likely you’ll get a signed contract anytime soon.
  4. Unresponsive: If they don’t respond to your calls or emails, take them off your prospect list right now.
  5. Interested but expecting delays: You’ll want to keep in touch if they are still very interested but projecting significant delays – but don’t count on them.

Learning to let go is an invaluable skill… It keeps you realistic about the opportunities (or lack of them) in front of you. It frees up mental energy to pursue new prospects that you have a better chance of winning. It keeps you agile.

http://ckwrites.info/1o8S6ja

Content

How do you activate your sponsorship of the World Cup?

If you’re Sony you hire a bunch of really smart Brits from Isobar U.K. to create a online platform, called One Stadium Live. It’s a new form of crowd sourced real time publishing that will bring together conversations and content across Twitter, Facebook and Google+ before and during the World Cup.

Nick Bailey, CEO and executive creative director of Isobar U.K. describes it as being “like a social broadcast channel for football. It will be like turning social content into TV content. You’ll be able to tune in and see what people are saying, but in an engaging and entertaining way. It won’t feel like just a load of Twitter hashtags – it will be a snapshot of what the world is feeling.”

Here is the staggering statistic driving this:

The last tournament in 2010 attracted two billion TV viewers, and since then internet use has increased by 53%, Twitter use by 13,500%, and Facebook has gone from 300 million to one billion users. Twitter expects 60% of all tweets during matches will be World Cup-related.

http://ckwrites.info/1k0A7ey 

The Big AHA!

What does great branding look like?

Amazing for one thing.

Benetton was one of the first to hire a creative director and do really edgy work – I’m talking 25 years ago. So its good to see that their passion for design and their mastery of the edge is once again (or is it still) part of their culture.

Each issue of their magazine, Colors Magazine, (which was launched in 1991!) is dedicated to a single theme – the current issue is Moving.

“It was started with the idea of making a magazine that was different from the other magazines that were around,” said Cosimo Bizzarri, executive editor of Colors Magazine. “It was based around this premise that globalization means diversity and diversity was a good thing.”

Colors is developed at Benetton’s think tank Fabrica (it means factory) whose mission is to be a communications research center. The site includes social campaigns, design, editorial and news. It’s a trip and well worth a browse.

Always changing and always staying the same: sounds a lot like the world Colors has been covering for 20 years.

http://ckwrites.info/1h1Vzv0

Metrics & ROI

How do you make all that data look like you own it?

The short answer is, get your art squad a copy of Visage, a new graphics app from Column Five. Column Five was one of the pioneering firms in the infographic space, so developing compelling ways to present data is very much part of their DNA.

This is a fun story for me since I’ve been chatting about dashboards and the like with Jake Burkett, one of the co-founders, since Visage was the vaguest outline of an idea.

Visage is an app that was designed from the ground up to incorporate each client’s color palette, fonts and symbols. In fact they’ll even customize your copy to meet your brand guidelines. Not sure how long that can possibly last, but it’s a great deal for you early adopters.

Go to the site and you can download A Business Guide To Visual Communications which explains “why our brains love visuals.” Page 6 invites you to Find The Story In Your Data and reviews many of the visualizations that are commonly used, while page 13 offers up 10 Tips for Design. I love the brand promise:

We believe that beautiful data visualization should be available to anyone… Our unique SaaS application transforms the uninspired data in your reports into beautiful, branded visualizations that make your message more impactful—and make your work look good.

http://ckwrites.info/1jxmcxv

Marketing 501

Is content marketing the most complex thing you’ve ever tried to do?

For me the answer is yes – by a wide margin. It is something that no company I have ever worked with is prepared to do. It requires silo busting, great instincts and lightning decision making and processing. The combination of tools and techniques is one thing, but the number of departments, agencies and partners involved makes it exponentially more complex. Add to that the relentless pressure to produce more and more against a tight calendar, and its no wonder that people are developing apps to try to manage it all.

The root cause is not surprising:

Altimeter finds 70% of marketers lack a consistent or integrated content strategy. Despite a growing awareness (and acceptance) of the fact that content is the atomic particle of all marketing — essential for fueling paid, owned, and earned media — organizations lack a cohesive, coherent, strategic approach to content.

The Content Marketing Software Landscape: Marketer Needs and Vendor Solutions from the Altimeter Group tries to make sense of the options and match needs and solutions.

Much of the report looks at how three content marketing scenarios are driving the evolution of these tools.

Feed the Beast addresses the unending demand to create more content faster.

Refine asks how the enterprise can get smarter about what it’s doing and how how it’s measuring the results.

Govern looks at two issues which must be solved if the content is to be timely and relevant.

  • First how to scale a content marketing initiative across the organization. This in my opinion is essential if a company wants to access the in-depth knowledge that is located across the organization.
  • Second, how to operate in real-time (e.g. at the speed of tweet) and still ensure compliance.

Even if you don’t have to deal with this (yet), it will give you some insight into what is going on in other parts of your client’s organization.

http://ckwrites.info/R23GAD

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