20 Episode results for "Christopher Ben"
BERT and Podcasting Supremacy
"Getting over coffee I'm John Wall Christopher Ben Alright and Bert is in the house level setting I what the heck is this thing so Bert stands for Bidirectional encoder representations for essentially up until about a year ago machine learning and AI sense of it so if you typed in for example best marketing podcast hopefully marketing the problem with that approach is it Mrs Nuance once you start getting into more just best marketing podcasts a similar thing like best espresso near Espresso shops so the oldest audience in San this these new models so even if you never utter the word coffee the Algorithm understands that you were talking about allows people to have conversation inquiries and most importantly understands prepositions of modifier for the American Embassy now the query understands the in is a modifier but marketers the big thing is this it means that the idea of optimizing now when we do we have to be thinking about answering questions at contextual hey John what's the best marketing podcast you've listened to you lately right you're probably tent with in order to rank well for the way these work so there's a couple of big takeaways number one title conversation about a topic that may not be in the initial inquiry but are semantically perfect so you're going to need the subject matter experts you're going to need to change your Seo tools and optional for anybody who's doing seo as their thing you must have not anymore yeah it seems like to get your Seo game where it needs to be you're going to have to do some at that oh absolutely content farms you know the five dollar blog that's another thing that's really important because this model can understand text context the document level it's GonNa look and go this is just nonsense you just copied and pasted this it's a crack at your content you're probably going to want to go back through and revise all of that there's actually a full post over at too so you can grab that through the show notes and read more if you roken down by industry having events tied into that but of course it's all in the delivery and the functions because it's just so much better than event prayed for getting into business type stuff so we'll even that's intercom motto so consider this their invitation to businesses to step it up with messaging your comic Stingier team with conversational bots and guided tours inside your product did he get proactive with their visitors and just twelve months with inter-community got forty five percent channel yet go to intercom dot com slash podcast that's intercom. Dot WanNa be we had some interesting stats on that but unfortunately the stuff we can't share I wish we could we think intercom for their support of the show okay quantum supremacy we've talked about so this is a big announcement by Google saying that they have you know they're they're working quantum a two years late we did this two years ago and so there's there's a lot of that but what's pickle right now there isn't a there there because of the nature of the ex- right it's not good at that what it's good at our aches a lot of sense like simulating a drugs interactions in your bloodstream about the you know they're they're looking at the potential quantum computing but yeah it's I if the Guru I have PhD's in on physical right but of being able to look at Massive possible permutations post in there there was a gem of a quote in their computer in its entire lifetime and it would still not solve that in the like you said IBM came somebody one of the engineers had said you know what really impresses is if you could come up with a real world application the it as like drag racing or something you know it's like you're just building these insanely hinch engines I would love to see us you know in chemistry finding superconductors like if there is something that could number folks who are taking decades and decades of all data like from now dusting off that data and rerunning new simulations in finding Oh this is actually useful and arthritis drug that didn't work out so well or you know recreational so that on the side of like material science stuff the tremendous amount of opportunity where whole areas that you know when we say data-mining you're always talking about drilling into data you already have but so yet kind of trolling through the pages of history that's very cool to dig stuff up and for its own show do we need to dedicate a whole lot of time to that or is there just a thumbnail. CCPA not the individual level so if you have information identifying the second thing and this one was was fascinated me GDP are imposes a cap a toy company right when you've got a million names in your database you can be fined seven hundred dollars so there are there are some twists and turns it but for the most part work you now have very strong and said did you so all right yes well the link to that you can dig give us some free time to do this foolish podcast check out the social twenty twenty report how musically the by the parent company of Tick Tock Start pulling back weeks using yeah tick tock has thirty million users in America they have six hundred million in China if you'd read the Social Networks Twenty Twenty paper you've known this a few weeks yeah you wouldn't there Oh an interesting what Netflix testing variable play times I thought this was but they did have to use cases that were interesting was just if you've seen a movie before and you WanNa Kinda down a little bit I thought that was interesting but Hollywood coming out all guns blazing saying that you know no AH I don't get it you know certainly the aspect called video description which for inaccessibility is when it's for blind a blue blazer has a cup of coffee to Christian narrates essentially what's going on on screen for yeah and it's funny I do have to say call out the authors but I've had more than one audio book make it through the Buck I wouldn't have been able to get through the book otherwise but so we'll see where pushback all they have the picture on the show notes because giant plane with x wing fighters on it is and of course this is probably good with the Oh yeah and that was one point on the holidays is that this holiday season has thing over forty percent of people will do all of their shopping on Amazon which I thought was interesting or getting a set of bone conduction headphones right yes so these are advantages of this is that you can wear full on like a rifle and shotgun like everyone who's ever tried these like yeah the base sucks because it's trying to push operation but I'm looking forward to it for airplanes and trains yeah yeah to keep noise down while about the same number that's absolutely a rookie mistake but they did it anyways so your buds that have supposedly as good noise reduction as the over the years set but which they're going to three different sizes on the fit it's going to be a tight fit. Ah Yeah it'll be interesting the other thing I'm looking forward to the bone conduction wear them for example while you're driving it is thoroughly safe to do so because there's literally nothing impeding outside whatever on headphones throughout their drop dot com has got the hi so if you have somebody that loves listening to classical music or as an audio file just a sound stage that just can't be beat as far as you know spreading the music out and giving fantastic winding down for the rest of the year to approach in the holidays we've got some road trips coming up that we're going to be down L. L. client meetings and individuals stuff yeah that sounds good if you're gonNA be in the Boston and New York in listening to marketing over coffee. Christopher Penn blogs at Christopher home is called Mellow g by funk masters and you can find it at Music Halley.
Deep Neural Neworks and Warshipping!
"The this is marketing over kofi with christopher penn gene good morning look into marketing over coffee. I'm john wall christopher ben and today. We've got a bunch of stuff. We're gearing up. We're going to be both at inbound and content marketing world first week in september so a lot of stuff going on with that but before we get over to that stuff facebook facebook phasing out third party data and then you had some stuff on privacy settings yeah. It's just funny everything post-election privacy all the rage now here within the group side what was going on on there yeah so they've essentially gotten rid of a secret groups. It now is just private groups or public groups and the settings now are visible or hidden essentially there simplifying the the settings a little bit to keep groups a little bit more simple to have people understand like what can be seen or not scene but all the space of privacy stuff really is is just you know her reaction to what's happening with politics and such yeah yeah it's completely completely winding down and then this does segue nicely to just about a week ago you were talking about the marketing of tomorrow and some of the stuff that you've been thinking about as far as privacy is going to continue continue to clamp down on a bunch of different channels being able to have everything hosted on your own domain have control of the data yeah you gotta own your stack so one of the things that ah we've been saying what for twelve years now don't build on rented land right. We've been telling people we're talking back in in the coffee shop in the dunkin donuts when when my space was still popular we were saying look. Don't put your whole company on their don't get rid company website and stuff like that people were like paying one hundred thousand in dollars to have their my space page customized or get rid of our website and just be on my space yeah looking back dumb no the other one that kills me on that was wikipedia media to there was actually a point where a couple of brands like wikipedia page will be our brand and of course that took about twenty four hours to get defaced and easy lesson exactly but the thing that we don't build on rented land because you want your content stuff to live on things that you control when we look at hat the landscape of what's happening with your sas and cloud and all of these different systems that are out there you own very little in your marketing right. You don't own web. Analytics google runs that you don't own your facebook page. Your social media stats you probably don't own your internal company chat because it's either microsoft teams or slack or something like that and so you got all these pieces scattered everywhere that are not yours in that puts you into a position where you could be voluble as you know. A company like facebook can unilaterally saying okay. We're changing all the date of this valuable removing this. We're working on a data project not too long ago where <hes> we relied on this one data source and just went away overnight thune god there was even a company about a year and a half ago called maja metrics ahead. Some of the best instagram data instagram changes boom companies out of business. They're gone and so the thinking around marketing tomorrow is maybe it's not an immediate thing but one one of the things you want to be thinking about is how much of your tech stack could you own if you had to. Could you install matome analytics on your website which is an open source a web analytics. Jason would have google. Could you install that and have it running in parallel you google analytics so that if one day in two years or five years or whatever google's set down we're done you weren't upper creek where you run your email newsletter you for example the trust insights. All of our stuff is on the self hosted modig instance. It's in a container hainer on a server we own not because in this case not because we're paranoid about a third party having our data because degrees less expensive and as a startup eight bucks a a month looks a lot better on the balance sheet than eight hundred bucks a month but give some thought to that in your own marketing and your marketing technology strategy how vulnerable are you to third third parties and what are the ways you could practically mitigate your risk by having systems running in parallel collecting data from stuff you own so that if your primary data provide a went away you had a backup yeah. This is such an important thing you know like as you've got facebook phasing out these data partners you can't just go in and start doing all kinds of refined advertising but if you have your own lists that you can upload you still have that ability to target people that you know that fit into certain profiles because you're not going to be able to buy that stuff forever yeah. I'm constantly amazed the number of people who are like oh yeah we don't. We don't need an email a statement where he's a facebook like. Are you crazy. You know they completely completely missing the boat on that stuff okay. I have to give a shout out to jeffrey sent in a link to performance beer when we were talking about gaming and anheuser busch being the official beverage of e sports they do not yet have a gaming performance beverage but they do have athletic performance beverages. This was new to me. I'm the idea was four or alter marathoners and people like that. They have beers that aid with your recovery. It's not just completely an alcohol hit but there's actually some other nutrients in there to help you rebound but nothing yet yet on the fully caffeinated hardcore beverage side but again thanks to jeffrey for sending that over and then one other head was from product hunt fake apps on the home screen. It was just interesting training users to spend less time on your phone. You actually install this app and it would put fake icons on your home screen for specific apps and then as you would say now buddy been locked out at us for an hour for a day or whatever to keep them on board so that was also an interesting product. I'd kind of hacking some human behavior there which was kind of fun just a pause for a second we also wanna think intercom for their support of marketing over coffee. You know when you go to a website and you want just one one thing. It should be simple. Quick friendly even that's inter- comes motto so consider this their invitation to businesses to step it up with messaging in the moment intercom intercom makes that little chat bubble in the corner of a website. That's their messenger. It opens your business up to customers in quick and friendly ways but it doesn't stop there. Intercom extends your eighteen with conversational bots and guided tours inside your product. Take intercom success story unity before using intercom visitors kept abandoning their site unity unity. Just couldn't answer people quickly enough. The intercom messenger helped unity get proactive with their visitors and in just twelve months with entercom unity got forty five percent more customers customers. That's intercom whole deal connecting you to customers when it's best for you both give your customers the one thing they're looking for and get your best revenue channel. Oh yet go to intercom dot com slash podcast then everything else intercom can do. That's intercom dot com. Slash podcast are yes chat and it's just it's too hot space. We're always watching what's going on there and happy to have intercom onboard a player who's been doing it for a long time and has great results. Go ahead and check them out all right so getting into into hardcore stuff. We had a link you're sharing link deep neural networks and then i also have another link about i._b._m. Explaining quantum computing which sadly sadly we've joked many times before about everyone's inability to understand quantum computing and even better i._b._m.'s not able to explain it themselves and unfortunately if you really want to check check out this link that's great but i still have to rate it as a fail after reading. It's not like i have some easy analogy for it that i can get it out there but you were saying the same thing about a deep neural networks and trading some of these networks. What do you think about what they've laid out there so far so here's the problem with almost every explanation i have seen of deep neural networks is that it is still too technical. <hes> you always inevitably have a diagram with rows of circles and lines connecting all the circles in how the data from one layer they moved to the next layer and move to the next layer automatic and nine and they were saying this how deep neural networks and everyone else is like we still don't get it like. We still don't understand what the heck we're doing so so i've been owned puzzling. How do you explain people who are not data scientists who have no familiarity with even regular artificial neural networks and things like that and the close oh snow jacking come up to us as essentially a deep neural network is all about recognition at a very very large scale. We use it a lot for things like image recognition speech recognition stuff imagine you had a toy lego horse right all horse. She built out of legos right in the first layer neural network. You take the lego toy apart completely all the individual blocks and you counters catalog each block collar by shaped by size and the second layer you start to put the blocks together a couple a lot of time. Okay that starts to look like a hook. That's just a little bit like a tail such look a little like an ear and the third layer you start putting the clusters of blocks together the more and more and by the time you're done. You reassembled the horse right. That's sort of how a narrow networks breaks your data down to the tiniest little pieces an starts mixing and matching them until it reassembles the image of what it is. You're trying to understand now. Suppose you have a million lego oh horses right and each ones different colors stuff but they're all functionally a still a horse you break them down in each layer and reassemble them in each layer over time and eventually you figure what are the commonalities all these horses summer pinto's and summer of our r._e._o. Reading horses thoroughbreds whatever they all still have four legs they'll self kind of a cylinder body so i'll have tail ahead they have ears and hair on their head and stuff like that and they like funky looking teeth and over time you recognize what a horse is so that each time you get a new horse you break it down a little pieces but it becomes faster and faster to assemble pieces in the right order to realize oh it's a horse horse and you and you get back to the horse faster and faster. That's how deep neural networks work they take. Whatever day do you give them break into all the pieces and reassemble. I'm an over time they learn. This is probably a google analytics data set. This is probably a picture of a cat. This is probably a lego horse. That's sort of the best non technical analogy that i've come up with so far for explaining how neural networks and the reasoning used this as because unlike traditional machine learning you don't need any domain knowledge schmidt an artificial to make a deep neural network. Hey i got a million horses or a million cows or million dogs. Dogs are million sheep or a million <hes> tesla cars. I don't need to tell the computer. This is what this is all. The computer needs to do is categorized over and over until it figures out okay. This is a car. It's got four wheels four seats steering wheel windows et cetera and can reassemble it a pretty reliably so the reason you would use deep neural networks is because you don't have the domain expertise and you have a lot of data that you want to process and you can train on a lot of data. How does that resonate with you is does that make more sense than like neurons passing data from layer to layer yeah yeah you know when you have a diagram of how human brain works like instantly. You've lost ninety five percent of the audience you know unless somebody knows neuroscience. They're not gonna get machine learning right out the gate so the great thing that explanation is. I think you get across the idea of yeah. This is all about the computational power is the fact that you can have a million images and turn them a million times and that's you know that's the whole value of all all this because it can grind through that data and find and the you know the kind of gold in there is find the relationships that you just never be able to get to with human beings going through through that data like human brains can't just process that much in through that much stuff to to find the threads that connect them more the the other trends that you couldn't get any any other way exactly and one of the dangers of neural networks and this is coming evident and things like self driving cars is that it's relatively easy to poison the learning process assessed there have been examples of people like putting extra taper reflectors on stop signs and totally screwing a car up or putting oneself cars in like a white box in the 'cause like. I don't know i want to do like the lives of the rhodope. Make any sense because again it's taking if you he handed this machine back to the example. If you handed us a six legged horse and be like woah wait the horse's forelegs six. You're giving me a new horse. I i don't know what this is. Yeah yeah the being able to confuse the network is an amazing thing because i thought that we would have more self driving stuff but getting through cities has just become such an incredible and this is not surprising to human driver too. I mean envy who's had to drive through manhattan. It rush hour knows that anything can happen down there so as not to look a parade of clowns walking across the what the heck yeah okay. So what do you do and unfortunately it's most of the time you just sit. There not moving. That's the reality of it exactly. I was watching the movie sully talk about an example sample where you know everything is an exception when when the that flight fifteen forty nine had a multiple birds strike on both engines at a low altitude none of that was in the training none of it was in the quick reference handbook and so the only thing that saves people's lives was the fact that the pilot besides being experienced military pile also also had a lot of experience with lighters able to successfully glide the <hes> airbus three twenty two a safe water landing up until that point. It was basically give <hes> given you. No one lives from water. Leading the joke is the yellow life jacket such a mark the crash site so it's easy to find but when you look at that what happened that was a series of just total failures that completely unpredictable and there was no training and that's that's one reason why self driving cars are still running into issues. You have a novel situation. Come up and the machines like i have no idea what to do with the idea of gliding an airbus just seems absolutely only ridiculous now. You didn't get that movie on a flight to no no. I watched online but apparently a couple airlines. I think united and virgin did show it on like in-flight flight movies briefly yeah. I guess it is a hero story. They do a great job so i said it's better than showing some other movie with a long way away from that one makes the cut i would just have to take a moment to pause and think oracle net suite for their support of marketing over coffee again talking about the challenges of working around silo data and the headaches that creates the fact remains that if you don't know your numbers you don't know your business rather than trying to squeeze data out of a hodgepodge of business systems. We'd would like to introduce you to net suite by oracle next week by oracles the business management software that handles every aspect of your business in an easy to use cloud platform giving you the visibility and control you need to grow with this time money and unneeded headaches by managing sales finance and accounting orders and h._r. Instantly right from your desktop stopper phone. That's why not sweet is the world's number one cloud business system and right now net suite is offering you valuable insights with free guide seven key strategies to grow your profits <unk> at sweet dot com slash coffee. That's net sweet dot com slash coffee to download your free guide seven key strategies to grow your profits again. Check them out at net sweet dot com slash coffee and we thank them for their support of the show and yeah excited to be working with oracle. It's we always running into them. Of course you know longtime player air master of the database since long ago got. I remember even having to do installs on laptops in the days when you get shipped to cd. I'm so glad everything is in the cloud that that's sweet because that pain is just all gone away which is wonderful thing war shipping so you had an article that i dug through. This was just an amazing idea. It's like the modern trojan horse. Oh yeah so this is a fascinating information security thing where people will be mailing devices that essentially have sophisticated hacking electronics but one hundred bucks worth inside like a teddy bear or <hes> you know some kind of free giveaway and it has inside things like solar panels or power sources sources and the ability to test in connect to wi fi networks and things that may not be secure local bluetooth devices just fascinating the extent to which people will go to in order to break into a place in an how relatively easy it is because there's always some unsecured device. I remember the the big target target hack a few years ago that happened not because target did a poor job of securing its main network it happened because of the air conditioning the air conditioning system what had an insecure wireless network and hackers were able to connect to the air conditioning system and use that as he reached to get into the main network so this worshiping is taking these things a step further other. If you get an unsolicited trade show giveaway of some kind and i don't know where this came from treated with the same suspicion that you get if someone just e mail you a u._s._b. Don't just stick in your computer and see what happens. Everybody actually give it some thought. Maybe check out see if it's a stuffed animal. You'll feel about if there's no components as i it's just a stuffed animal but that's entirely possible that a device somebody sending you particularly if you work in a highly regulated industry or in a in a company that has a lot of valuable data. Someone may be trying to get get in via the back door that they know from a human engineering a social engineering perspective is probably gonna work because everybody loves free stuff. Yeah it is but as i was blown away by this idea of like a plaque that you don't realize that you know part of the front is a solar panel battery stays charged. Indefinitely you know the thing could if it's in the right replace it could be transmitting for years and years exactly and thinking about where do we put award plaques in the lobby of our offices right so great light great sunlight. They may be in a case where they put a light on it for you. All the time and of course everybody who walks in the door walks in a range of this device. Yes an easy easy cracks so let's go. We have a link to that. In the show notes you can go ahead and check that out and now yes a road trip. We've got a bunch of stuff going on. Katie will be over at inbound her session on thursday and then i'm going to be recording with scott brinker thursday evening around five o'clock so if you're going to be at inbound give us a yell 'cause we would love to catch up and then you're going to be over at content marketing world the same week of course as has been for the past couple of years. Both these shows going on at the same time but yeah a bunch of sessions going on. You've got both pre show session and one on thursday on the main day <hes>. Is there anything that you're interested in checking out while you're over there. I'm going to be keeping an eye on what else in the a._i. Track content marketing world to see <hes> what has changed the last year. I know our friends over at market muse have been making some pretty amazing progress into their use of natural your language generation and then yeah two weeks after inbound and constant margaritas mark east surf. You're gonna be in boston for that. We'll see you at that. Katya and i'll be doing a workshop on attribution analysis us which would be a lot of fun and then the the next month will be down in d._c. or a marketing profits with the b._b._b. Form so lots of lots of shows coming up if be rounds come say hi all right so sign up for the marketing over coffee newsletter powered by dot digital send you links to all this stuff and again go ahead and hit us up on twitter or over on linked in if you'd like to catch up oh yeah i'm gonna have to say hi to the folks who go. They're going to be offered inbounds. It'll be fun to see what they've got going on and that's going to do it for this week so until next week enjoy enjoy the coffee enjoy the coffee. You've been listening to marketing over coffee. Christopher penn locks at christopher s._p._n. Dot com reap need more from john jay ward at j w fifty one fifty dot com the marketing over coffee theme song is called mellow g by funk pastas and you can find musicality for matviyenko follow the link in our show notes.
Pumpkin Spice Pilots, and Marketing AI Tactics Part 4 of 5
"This is marketing over coffee with Christopher Penn and John. Good Morning Walk into marketing over coffee I'm John Wall. I'm Christopher Ben and we are back here. Now we are actually at part four of five. So for folks that have been following along, we have our five topics ways to apply machine learning and artificial intelligence to marketing tactics, and so we've covered three others today. The Big One is attribution which could be its own twelve part. Hour long show, but we're going to give you the highlights here as as we go into that. Now, one thing at the core of this for us is the digital customer journey. You've created this report that shows which marketing campaigns show up during the buying cycle and how relevant they are. You know how often they show up in a buying cycle, which is all really interesting information but. Again as we've done every week with this, like that's where it was six months ago when I last heard, you talk about it but what's going on with us now? Yes or attribution is kind of an interesting place right now there's too while there's a whole bunch of methods, but there's two schools of thought on this. Well, no three. With the first one is. If you look at how people interact with your brand with your. With your website with your digital properties. There are sequences and orders, which they do things, and there are predictable sequences that can indicate like, yeah. This is probably going to be something that is going to convert or yeah. This is not going to be something that's going to convert. So two of the major activation techniques, machine learning attribution techniques that are available to marketers are Chappel Game Theory and Markov chain modeling and the way these both work is. Chaplain game theories Calica poker game where. Imagine all the channels that you have. FACEBOOK and email and twitter, and and you know your sales team calling people and all that stuff. Each players at a poker table. An every time a new player sits down. You look at see how the bedding changes, right how the game changes, how the bedding changes because a new player introduces new interactions. And Sharply Game Theory essentially says, okay. Win A new player sits down on the game changes the changes that occur in that game, the result of that player sitting down. So in your marketing analysis. If. You would use that same technique. You would say introduce new channel like tiktok advertising. And then you look at all your conversions and look at all how things interactions the okay. Tiktok change things like this. The challenge with sharply theory is. Chaplain values that while it's twofold, one is very computational intensive and to it is ordered dependent. So if you were to to change the order of the players, the poker game, you can get a different game even if it's the same players, right because just by the if you've ever played poker blackjack whatever depending on what position you sit at the table, the game can change because the players will be changing how they behave. And that's not necessarily useful for attribution analysis because a lot of people want to know just. What is the impact of search right? What is the impact of social media? So the technique we use is called Markov chain modeling and again it's it's similar in theory, but it's more like a basketball game or a home game. You have. You know Golden State. Warriors. You have steph curry who's shooting three point is all day right and you know he's he's a top scoring player, but the question is. Who are the players that feed him the ball that help him score right? Because he he's not throwing. It felt like one of the other issues a lot from the three point line but not exclusively so. Who are the players that assist him and how often does play system and so that's the idea behind Markov. Chain modeling is your. Email maybe the deal closer for you. But what helps email is social posts? Is it facebook poses the instagram live that you just did some ads you want to know who's doing the don't necessarily care and what order you doing the assistant us know that like this channels assisting a lot of make sure we give it some more budget's more resources. And things and see if you get a commensurate increase. So those kind of the two big attribution models. The third one that I'm working with now is actually a very old model called propensity score matching, and this is straight out of the medical world. This essentially says there are different audiences that candidates that you have, and this is at an individual level. Some, receive a treatment. Some don't what is the impact of the treatment. The biggest problem we have with marketing data's is usually very unbalanced. So the people who see tweet may not be the same people who see an email the people who see an email may not be the same people who them to the Webinar and if you want understand the value of any one channel, what you have to do is dig through your data and match up. Essentially, a ballot status people who saw the Webinar versus people who didn't see the Webinar and then look at the outcome did they converted more convert bills convert while taking into account all the confounding effects like did both evening? One receive a different email as one is email likely to affect one more than the other The. Right out of clinical trials in medicine now is age factor in this treatment is gender factor in this treatment, and so propensity score matching is used to try to zero in on the effect of. A particular treatment or channel I guess in our case in the marketing world. and. What is that impact despite all the confounding factors now, the challenge with this particular technique and we're just getting started applying it now is. You need a lot of data right you can't really do this with like five people. You do need a couple hundred people in each pool to be able to say like, yeah, this email did this did not do this and so you do need allow data. Now, one of the values of this analysis is being able to WHO's not in the matching. Like, is there a big skew in our data? Did a whole bunch of people not come to the Webinar. How badly out of balance are we? And that. You know the side. The side effects of this analysis are just as helpful Mlada cases as the the analysis itself. So those are kind of the three big things for attribution analysis for your average marketer Google's bution product. INCORPORATES. Sharply theory. The downside is the free versions not really all that. Helpful. In fact, I would say it's unless you're using it to calibrate Edwards, which is why that Google for free. It really help for you making decisions. I Find Markov chain modeling is the most valuable for being able to make decisions from it looks like Gosh facebook is converting way more than we thought it would be, let's let's add some more budget to it, and then propensity score matching is good for really challenging data situations where you've just got a, you just need to find some kind of affect and it's a good way to pull that out. There are drawbacks to all these models one of the challenges that your average marketer even a statistically skilled marketer is gonNA have is figuring out which model makes the most sense for your business. Okay I want diamond a little bit more to that too and talk about you know once you get those results back which way do you go but before we jump into that, I want to thank Otis for their support of marketing over coffee mastering digital marketing can be a challenge and for an entrepreneur who already wears multiple hats it can seem impossible. Too much time trying to figure out what's the latest and facebook instagram and Google ads on their different interfaces and too expensive to hire an agency to do it for you. That's why we've been telling you about Otis. Your New Digital Marketing Assistant Otis is an easy to use mobile APP with powerful artificial intelligence technology to help you find new customers will love Your Business. Otis analyzes your existing customers using data from your point of sale. Then use AI, define them and others like them and shows them your ads online with Otis, there's no need to learn all these multiple complicated ad platforms and all their interfaces. You can easily create ad campaigns for facebook Instagram Google? Just minutes right from. The Otis App Otis shares, helpful tips you can create ads that people want to click and buy from without having to hire an agency than Otis will optimize your daily budget across those channels based on what's performing best at any given time. You can view real time data including your Roi and managed campaigns from the APP and best of all Osa super affordable, many of their clients, impressive results for as little as ten dollars per day. So we went to check out to get started. We've got a special offer for marketing over coffee listeners. You can get a fourteen day trial plus a twenty five dollar ad credit. But only when you go to meet Otis, dot com slash Mo that's meet. Dot Com slash embassy and yeah it's just a great way to get up and running and tying into your e commerce solution. So you can get the data you need to make your adds more accurate and get campaigns working and running without having to go through a ton of legwork. So, again, Checkout Otis meet DOT com slash embassy and we thank them for their support of the show. Okay, and so as I just mentioned there so you run the attribution modeling and you get this back of like, okay. Here's the programs that are working. What do you do then? Do you say hey okay. So like these ones are really working, we just doubled down on the good stuff or do you say, Hey, we've got these few campaigns over here doing. Okay but we think they could be doing better and then we're obviously must have something that you're just like, okay. These Zeros we should look at cutting the stuff. Yeah a big part of it. Then it goes into cost benefit analysis. If you're getting, you know say mediocre results out of your Seo Seo is generating. Conversions like okay you know we'll just let it ride. It's not a priority on the other. If it's seventy percent of your conversions, you need to look at and go okay we need to we need to up our game. We need to increase the resources we devote to the sink, and that's I think the useful thing about this analysis be able to say, are we putting resources commensurate to what's working? I know like with one of our customers they're all in on facebook facebook facebook facebook and when you look at the data go. Yeah. But facebook's like four percent of your conversions and organic searches sixty percent. Why are you not all Seo Sem Seo because that's where the money is and they'll turn that corner eventually but it really is good for unearthing your priorities and. The challenge with it is that there are some things that a certain executive that may be there darling. And saying like, yeah, I love email marketing email marketing. I don't care what anybody says. Email marketing is the thing and you're like, yeah but the data doesn't support that so. That's the be find the biggest challenges navigating. Some of this is getting people out of their pet projects. And into stuff works now I totally get that like I personally love email marketing is one of my favorite things ever. I spent way too much time every week doing email marketing, and if somebody said to me, you're getting like no results I'd be like Dang it. Yeah, it's I mean, that's you hit a killer point there because this is you need to have marketers that aren't afraid to have their worldview rock you know because. I mean you can totally see the facebook ads is just so easy. You just say, Hey, look I need ten thousand dollars this week. Okay. We got an X. number of clicks and Unusually doesn't get all the way to how many deals actually closed and but you can show some activity and things are happening and everybody likes that to see that. But yeah, when you get the report that says, yeah no maybe you should be spending three times more on your Seo. Suddenly you know now you've got to figure out how to do that yet which. May Or may not work for you I. think that's probably the biggest. The biggest challenge that marketers face particularly, data driven marketers the people who want to be data driven marketers face is. You have to be comfortable with getting bad news. You have to be comfortable with uncomfortable results of say, yeah. What you just did sucks. Yeah Yeah and adapt to it and make the next move and I yeah I. Think you hit a really critical point there because I think people not in marketing. If you have a CEO or CFO that doesn't really know anything about marketing that's your number one challenge because a lot of executives are just like look I want to spend one dollar and get to and that's Might not happen this quarter. The goal is you spend one dollar now and you get ten dollars by the end of two years but you can't just flood the world with ads and hope the whole world is going to buy your product. This is not how things work. Yeah. There's that and there's two other cultural phenomenon that are really problematic for this type of work one is. The quarterly mindset. To your point a good seo program really shows dividends two years later. Or five years later or ten years later it's like a perpetual motion machine it requires time to build up momentum. But the other thing is this whole. IDEA failure is not an option. You know results only work environment failure is not an option well. Then you can't ever do any kind of testing you can't. gave failures not an option. Then you can only rely on things that you think are successful and chances are they won't be any more successful than you know experimentation but you're not ever open to new possibilities, which means that eventually your marketing falls off the cliff. Right. As I. Said we can go on for attribution for months and so if swing on over to the slack group analytics for marketers, we can talk about attribution all day long over there and would love to answer any questions. You've got an as far as SEO stuff. You'd mentioned core web vitals becoming critical google announcing that it's a requirement for next year what's going on with that? So if you're unfamiliar in Google. Search counsel. They now have a section called core web vitals that incorporates a bunch of metrics about how your site performance from a user experience level there they've got it inserts console. Now they expect a marketers upset owners to be looking at it and to be improving things according to what you know the metrics they care about things like page load, time page, speed time rendering time rendering the size at Cetera. And the big announcement was yet we're going to be incorporating core web vitals into ranking signals. So in the webmasters chat with the happened, they said, yes relevance will still be the number one ranking factor. If you just put up a well tuned fast running page of garbage, it's still not going to rank well, but given two pages of equal relevance. The one that has the better user experiences going to get the nod is going to rank higher. So the mission for all of us between now and January one. is to figure out how do we make our website core were vitals improve? So that for the things we rank for we stand a chance of ranking better for those things. Simply by having the better use experience in addition to creating great content because again, if it's you the SM- small coffee shop and the mega coffee chain, and you're both relevant of yours is the better experience you might be able to outrank the mayor coffee chain. Yeah. Great Opportunity a chance to jump in and get few points of it. In fact, Tim. Solo. At Eight. SCHRAFFT's was just mentioning earlier this week he had an interesting point about that of. Looking at your stuff where you're coming in five to twenty, because those are the things if you can get something to jump from five to three. That's a real. Nice. Nice. Lift away to jump on board. So. Linked to that in the show notes and people can check that out this time year pumpkin spice is back what's going on the Pumpkin spice report. Every year we have some fun the open food facts database. If you're unfamiliar with it is a huge huge compendium that is user generated content, all the nutrition labels of both packaged and raw products around the world. Something like THREE MILLION DIFFERENT FOOD So what we did is. We extract out the number of products, how words Pumpkin, spice in the product name itself, and then we look at the ingredients nutrition. What spices they actually contain and all this stuff, and also this year we added forecasting or search translates like Wendy where people searching for Pumpkin spice because back in August. starbucks ruled out there pumpkin spice drink on the twenty fifth Dunkin donuts beat him to the punch by six days got out the nineteenth and according to search data consumer start searching for. The. We can seventeenth. So Dunkin had better timing for the market may have gotten a couple of days of extra lift out of it than than starbucks to. More than anything it's a fun exercise to that. We try to use to educate people like you can get data on just about anything. That is not restricted or otherwise dangerous or sensitive information. Some stuffing nutrition data's easy to get a hold of. What do you do with it? You can learn to analyze it pull insights out of it, publish it even get some neat coverage out of it. We've had a couple of conversations with food brands of the last couple of years who've seen the pumpkin spice say, Hey, can you do this for other stuff like yeah of course you can do for anything that's in the database but in terms of what's in Pumpkin spice, there's not a lot of actual pumpkin pie spices in a lot of foods. On average about eighty percent of foods don't have one or more of the the Pumpkin. Spice. Pumpkin. Unsurprising that well, my favorite this year was I saw a shot in the pumpkin spice chat of an auto repair store and it said. Pumpkin spice brake pads are back. Yes. Oh if you WANNA to jump on you at the pet grooming place, they have a pumpkin spice perfume blend for you after your your pet has been groomed like, yeah. That's because that's what I want my ducks pelvic. Especially where I live, that's invitation to have the Koi dogs come down and enjoy the PUMPKIN spice muffin. Your backyard. A real bad idea but. All right. We've got some other stuff device watch up before we get into that. We WanNA think Lincoln marketing solutions for their support of marketing over coffee. Let's pretend for a moment that you're about to launch campaign it tested. Well, your entire team is happy everything is going according to plan except for that one thought in the back of your head, how do I ensure people I want to target? We'll be in the. Mindset to receive the message and the answer is linked in because when you market on linked in your message reaches people who are ready to business and that means you're advertising campaign will work as hard as it can as soon as you launch it over sixty two million decision makers around like din, and they're thinking about their business. It's one of the many reasons more than seventy eight percent of B. Marketers rate linked in. Effective. Social Media Platform at helping their organization achieve specific objectives. We are all over this far as videos and articles that we've continually posting there because it's the one social network that puts business first in this just head and shoulders above everybody else. Lincoln can help you reach your short and long-term business goals. They offer tool for branding and lead generation not only can you target and reach a professional audience down to their job title company named location, but you can engage people you already know based on who's visited your site or who you've contacted in the past. You can even customize your campaign based on the action you wearing customers. To take an objective, you want to achieve doing business linked in the world's largest professional network can help you reach your marketing goals and here's the deal to do business where businesses done. Get a one hundred dollar advertising credit towards your first Lincoln campaign visit Lincoln Dot com slash see that's linked in dot com slash terms and conditions apply and we thank them for their support of the show. Watching, Amazon Halo and Halo Band Kinda. Jumping into the it's just amazing when I look back like the wreckage of the space as far as like Jawbone and you know there are other players that have survived in gone on. But I don't know what do you think about this thing? Are they in a position to make more out of it than everybody else's it's going to depend again on on how useful this thing is I I was looking at and you know the specs look interesting. The seven day battery life is actually Handy 'cause. Anyone's an apple watch just loves charging it twice a day. If you're heavy user of it but more than anything it's like, okay does this solve a problem that you have one of my favorite quotes and this actually comes from our twenty one of our two thousand, ten episodes of marketing over coffee was interview with Seth Godin and he said, you know if you're not going to change what you eat or how often do you exercise don't get on the scale and so a lot of these devices is like, okay. If you'RE NOT GONNA make any changes to how you operate US human being the devices of limited knowledge, it's it's providing a lot of data. But again, as as it comes back to everything, we talk about if you don't use the data to make changes, then the data really is just an expensive diversion. So this thing being a sixty five dollar band that has no interface in then a four dollar a month subscription to get the to basically get at your data like are you going to use this information and then there's also the side conversation of do you want Amazon having your health data to? True. Suddenly you start getting. advertisements for fiber or get off your couch Chubby kind of stuff. Really. Close one size up. They can totally do that. That would be awesome. Yeah. Is a tremendous amount of data they're collecting and. What are they gonNA do with it. Even if they anonymous just having the data itself is something that they like to your point. They can use to do things like tuning advertising. Do you is that data that you want them to have? You know I've just been holding out I still am wishing that one day Jeff bezos is going to come out and be like, Hey, we've totally changed the face of health insurance like sign up for Amazon Prime Health and we'll assign you a doctor and just for four hundred dollars a month like everything will be taken care of and. That's like the most wishful thinking ever I. Think I have zero probability of that happening. But who knows I say since since corporations. Were replaced the government in a number of other functions. It just seems like they. especially with this now, if they've got a band where they can tell you how everybody's doing and where they're at, they have the infrastructure that's right there. So Well. Keep an eye on that and where that goes I do think the voice stress thing is interesting. For the ability for measure, the like your voice stress levels and Carlita to your health outcomes I think is an interesting application, but it's also the Santana. Again do I want an Amazon device listening to literally everything that I mean I guess talking because every one of the devices on literally on my desk two feet from me so it is literally listening all the time. In the context of Health, information is that additional data that I want because. I do to I don't know. Yeah. Well, it's funny. Goes back to two. Okay. So now what happens when every day him? You know the thing you are way too stressed out you better. Here's a link to the local cannabis star because. I don't know how that would would all play out but. To be hostile at your interactions with. Oh. We, need law enforcement is on its way exactly already in trouble. In these in these trying times husband, we've got Amazon to protect us at least. So I'm the Geek Front I have to mention Microsoft Flight Simulator Two, thousand twenty flight simulator has always been kind of nerd Crown I. Mean I still remember on the first apple to you know just being blown away by what could be done with flight simulators and some interesting stuff about weather data going into it real time. So people flying through the hurricanes and things like that I. of course, I'm not going to go as far as downloading it because I know that would just be a black hole of like five hundred hours for me but. Have you seen anything cool on that so I watch a lot of aircraft, an airplane channels on Youtube as well as the folks it's fascinating seeing like Microsoft sent out some of these influence kids like really nice once a ten thousand dollars a year some folks. And some folks made really good use of it. Some folks really did not influencers that. That was a waste of ten thousand dollars right there because the th there's video that's all going in a closet somewhere no one's ever going to see it again with. A full yoke yoke, throttle pedals, and a control panel with the some of the switches and stuff like the the thrust levers. What's fasting is watching the folks who are actual pilots for like an Airbus a three twenty signing into this thing and saying like, yeah, this is mostly correct. This this button when you push this button on the far. East page they didn't get that quite right, but fundamentally the whole interfaces more or less correct. And watching the meal fly land their playing. What's amazing though is the people who have built like built realistic working cockpits for like major aircraft like a Boeing seven three or the eight, hundred twenty s in their homes. Running flight simulator I like four or six screens to essentially certify that they're ready and there was this one video. This one, this one kid who built this whole set up at like fourteen years old at the age of twenty two. took the flight test in a real Boeing simulator passed it on the first go because he's spent so many. Hours flying this thing, and now is working as a regional airline pilot and stuff, and it's like that it's pretty incredible. What I've seen of it you need a beefy computer to to be able to run it. But what I see is amazing like the graphic quality is so good that when you're flying, you look like you're flying an airplane, you look out the window it's. Like you're flying over your town including. You can fly over the places you're not the actual airplanes are not allowed to fly right right. You can zoom the White House or whatever. Yeah. So I would say if that's your thing, you'll get a lot of it's it looks like if you seriously like the kind of thing you're gonNA WANNA spend. You know planned to spend about one thousand, two, thousand bucks on the extra hardware, the Yolk, the thrust levers the pedals stuff to actually fly the plane. But if that's something you love you know go go for it right? Right. But there does come again as weird line of like. Do you buy that or do you go by yourself a Piper over the little airport You fifteen thousand dollars. People to get in the air actually. Exactly. One of the things that always occurs to me after watching a bunch of these things and stuff like if you put in say like fifty, one, hundred hours on like a Boeing seven three or a an eight, three, twenty, eight, three, twenty, one if. In the absolute worst case with direction air traffic control could you actually land a passenger plane? That's probably yes you know enough of the basics of the controls, the layouts to at least do what you were told by air traffic control they wanted to tell you which button to look for. And given that a lot of the planes fly by wire computers and stuff they can. You know they air traffic controllers need somebody who knows where the buttons are in order to push them in and the plan then mostly land itself, right? Well Yeah. That's everybody has that action movie fantasy of. The pilots are down and it's up to you to bring it in and can you get? I don't know why the flight crew wouldn't Steph I why he needs to be somebody from the Obama, no flying experience either so it was actually operating the aircraft. So. If you're if you've liked enough on simulator you and your passenger fifty-seven-year. Go exactly not that anyone should be traveling on an airplane right now. Anyway. Yeah. Right. This is your only way to log flight time probably anyway. So That'd be. This. This strikes me as I missed marketing opportunity with all these. Things why aren't the airlines not co marking like, Hey, we'll show you some airline food to go with. Get. We can find somebody outside your house. It'll make you take off your shoes before you. Come in. The air crew gets the same meals pretty much as the rest of. Passengers Guy here's your. Here's your rubber chicken sandwich. Get Your bisque off cookie here in this. Place to pick, him? Up. Well that's funny. I, have a bunch of other stuff, but we had so much to dig into. We will save stuff for next week. Be sure to sign up for the marketing over coffee newsletter powered by DOT digital. We'll send links to all this stuff anything else though as we get out the door. For folks who are going to be at inbound, you will see Marketing Gore coffee as one of the inbound featured podcast. So stay tuned for that episode it'll be in the feed here regularly says you go anywhere else special listen for it. But we have a special inbound only episode. So hopefully, we'll get to chat with you they're. Also going to be at content marketing world virtually. Every event virtually marketing virtually. So there's a good chance that if you're going to marketing vet, this fall will probably have some content at it. So hopefully, get a chance to talk to their that sounds good. That'll did for this week until next week enjoy the coffee enjoy the coffee. You've been listening to marketing over Coffee Christopher. Penn. looks at Christopher SPN dot. com. Removed from John J. J W fifty one, fifty, dot com. The marketing coffee theme song is called Mellow G by Funk masters and you can find it at musically from Matvey. Follow the link in our show notes.
Now with More Rick Rolling
"Marketing over coffee with christopher penn and john. Good morning. welcome to marketing over coffee. I'm john wall. Christopher ben and it's so funny we have both ends of the covid spectrum. Here i might have to. We'll see i might put this video out. But i am like approaching. Full on rick ashley hair whereas you obviously have had a haircut probably within the past couple of days so we've got the full covert spectrum. The same thing that was. I had an appointment to get my haircut two weeks ago. The woman who comes over just the whole family does them all in the backyard but she had somebody who tested positive like two days before she came to see us. Oh she was now in quarantine for a week and a half or whatever. So i'm totally rocked in the eighties here. Also totally absurd. Why there's much housekeeping. The i have to ramble about. But it's just weird that it's been like seventy degrees for us. There is one weather model. That has me getting a foot of snow on friday. So we'll see what happens with that but it's so funny because just like everything else on the internet. Now there's the weather reports but actually have the site that i can go to. That is hyper focused on our county and it has an evaluation of the five major storm models and it breaks down totally and they're like no the the model. That's predicting like a foot for you. That's kind of crazy. Old man model that everybody usually all right well enough of all that we actually have some marketing contact to talk about. Surprisingly the big one is you had an article a couple of weeks ago talking about interpret ability versus explain ability. I think this is an important thing when we talk about. Ai and machine learning stuff so if you could lay it on us so think of it this way. There's two different ways to explain. How does what it does interpret ability and explain ability and without digging into getting super tactical. It's like evaluating the quality of restaurant right and there's two ways you can do that you can either taste the food. That's been preparing for you. Go yeah okay. The states like stroganoff right or not quite or the worst case. Wow we don't know what you serve me but that was not offer that's explain ability where you're looking at the outcome and going. Yeah i mean compared to what we were expecting it to be it either. Mitzi murtaza and interpret ability the restaurant equivalent is going and watching the chef. Cook like okay. He just put it in the beef noodles on up. Hey you know you guys tapioca starch instead of wheat and the in the gravy kind of thing you know you you say. This is a gluten free dish. We just used wheat powder inspire so this is clearly not in gluten free dish and the reason why these two things matters because the tech companies in particular really like explain ability because it requires them to do extra work they can say. Oh yeah but it came out tasting fine whereas for the lawyers in particular and the auditors wanted ability. They wanted to look at the code and say okay. Show me step by step. What happened now. Four models and outcomes where there's not high risk stuff like you know. Is this ad gonna perform better than this ad like. Not super super high risk. Explain abilities fine right predicting how much traffic you're gonna get your google analytics count next week. Not super high risk. But when you start doing things like are we building predictive models based on race right. Would you should not be doing Building predictive models based on household income or gender thinks explain ability doesn't cut it and this is where again a lot of companies are starting to find out that law will not be overly friendly to the class action lawsuits will not be super because in a lot of cases to build. An interpretive model requires you to have that equivalent like that observer in the kitchen like hanging out taking up space questioning the chef at every turn and it really slows things down whereas explain ability. Just have the you know the the phantom gourmet check out the end and the reason it matters is because there's a lot of things where actually agree with this approach. Humans in a court of law generally go Innocent until proven guilty right. That's the gold standard whereas machines. I think it's appropriate for us to say guilty until proven innocent. You know to say okay. You have to prove that. You did not discriminate. But it's not the burden is not on me to prove that you did. You have to show me. You did not give me a higher mortgage. Because i'm asian or because i you know a male or because i'm above a certain age and that's why these two concepts really really matter because when you start getting into stuff like mortgages and loan decisions healthcare benefits right and you say well what does have to do with marketing. Well the whole concept of redlining came from the insurance industry from the nineteen thirties. Were there literally pull out a map of the city and draw red lines around. The city. didn't wanna lend fit which unsurprisingly were typically minority areas and in marketing. One of the things we can do is we we decide as marketers where we want to run at right. We can say. I want to show ads in these places when to these kinds of people too. Who are predictive customers. And you can discriminate that way. There's a very famous insurance company. I watched them deliver presentation on their machine. Learning model to calculate you'll likely good customers. Basically customers would never file claims and what they show up was essentially redlining. You guys reinvented redlining by. It's not the human to use the machine that's doing it. And their argument was well. You know there's a a strong correlation between race and income. Yes there is so you have to be able to prove that. Say a black woman and a white woman. Both applying for insurance received the same marketing right. Because if this person that these financially equivalent you've got to be able to demonstrate that they have an equal chance of seeing the marketing if you show it to people who are financially equal except for race seed different marketing than guess. What racist discriminating factor. In that case you're violating the law. We've seen so much stuff over the past couple of years talking about bias and algorithms and so is this the defining line really here is that interpret ability. That is your first step in defeating bias is that is that the first place you go. Is there even some place. Else that helps mitigate bias. First place he goes with the people. You hire Because i'm serious if nobody ever thinks to ask the question than you know. It's not being built the software we think about machine learning. You know it's people in strategy. It's the data and the algorithms the model and then the production deployment and the problem with even a debate about interpret ability versus explain ability. Is that you're thinking about it at the end of the process when you use have been thinking about the hallway through like if you hire people. I'm going to stereotype of here if you look at the average say marketing firm. Pr agency and look up a staff. This a very clear type of person that they hire right at the firm. I used to work at it. Looked like a something. Out of like silverstone's movie clueless. Right is all twenty. Something women as it goes. Eighty five percents of the staff and all predominantly caucasian offer middle upper income backgrounds and one of the challenges. You get when you hire a homogeneous group any margins group of people is that you get a modulus mindset. Don't think about other types of discrimination. Because you're you literally don't see it on a day-to-day basis so you people's where you start and then you have to spend a lot of time with your data to look at data and say are their biases built into this data. There's some really good tools out there. Google has its pear laboratory the what if tester ibm has fairness three sixty toolkit which is like nine different tests on your data and you can run through his day and say like yeah there's already biases in here and so the question then is do you want to mitigate them front Do i try and mitigate them in the algorithm and so on so forth but the people is where you start. If you don't have people who can think hey this might not be a good idea or the number one question is the question always asking any project is what could go wrong. So many projects no. Let's just push it through and get it done. The there's a bunch of stuff we can kick around with this before we do. We just have to take a moment to stack. Adapt for their support of marketing. Over coffee stack. Adapt is the highest performing programmatic. Advertising platform offering a multi channel solution for native display video connected tv and audio ads with access to all the major exchanges and more than fifty thousand publishers stack adapt offers robust targeting and measurement capabilities for independent looking to accelerate campaign performance and customer acquisition. If you're looking to elevate your digital ad campaigns with cutting edge technology and machine learning learn more at stack adapt dot com. We'll have a link to them in the show notes so you can check that out but we've worked with them forever. We just had our interview with tally. You can go check that out if you want to understand more about how it works. And how they've opened up to a bunch of new channels in the network and again we thank them for their support of the show. I saw in e email earlier today from google saying hey our attribution models and google. Ads have changed. We are now adding in youtube for example into the attribution models into the ball touch models. I thought that was really interesting because it is to me. One of the first chess moves in them saying okay. We know third party. Cookies are going away so We're gonna add all of our properties into the attribution models to encourage you to stay within the google ecosystem. That's so funny. You mentioned that. Because i had the same thing over the weekend i had google maps pigmy about you know it was something like hey. Are you going over here to do this or whatever and i was like. I don't need that from google maps get enough notifications. I'm good but like you said. This is tightening of the walled garden. Yeah they really have kind of gone full circle from you know is just about pointing you to where you need it to go and now it's about keeping you inside the the whole thing well and that's the way we had another piece on tightening stuff down to discord. Has they're not safe for work. Server designations and apple is now keeping a close eye on that so people are not able to get to certain discord servers if they haven't proven their age and their and their this is i mean for me. It's kind of the classic. I this is good to see. It seems like this has happened earlier for them that it has for other networks doing a better job of keeping these communities in line and legal. You're heavier discord. Use than i am too. I mean what. What's the inside. Take on that. It depends depends so discord is one that will apply designation to the server. Although a server admin can voluntarily apply it to themselves and obviously if you're in the ios app then it will say we can't access the server the challenge for that is that is saying it will not permit you to access the surreal regardless of your age on iphone which is bad because every server can specify like you have nsf w channels the things food eight us eighteen and up and there has to be a verification process of some kind for service to do that. But this is it's it's interesting because on the one hand it is definitely being imposed by apple not by discord itself but on the other hand we did see that microsoft was one of several companies in the running. Biking a bid to try and by dischord something to the tune about ten billion dollars and so Like we saw what happened with tumbler. when it was for acquisition. You know a lot of trying to clear out a lot of the Alternative conto to the adult content Out to make it more appealing acquisitions. So it could be one of several things or multiple things going on at the same time either way. Most people who are running. Like you know knitting dischord service are robbery. Going to be okay If you were in any adult communities you'll still be able to access than through the desktop app. Android would just not be able to access them on apple devices which i would also not be surprised if either folks moved to a cell hosted platform matter most for example if they wanted to go that route so tax it gets. Well now see. I thought i was just presuming that. If you had your iphone setup with eighteen and over that was still work. I didn't realize that it's shut off all circumstances. So yeah that's that's very interesting. That is those. Are the two kingdoms clashing over that so really interesting to see where that goes and yet you mission that microsoft looking at discord. I saw a random article that twitter at one point was in discussions for clubhouse at some insane valuation and i. I don't know if i even by that. that happened. so it made for an interesting story. And i'm sure it probably got a lot of ground but i. That's a short during stories like that around because it's like okay. So the valuation was huge. That's interesting but then it's like well but the deal fell through. It's not going through so let's start with that. I think there's a lot of. There's a lot of money floating around the market right now because investors have not had a whole lot of excitement and as a result. I think there's probably a lot of speculation you know it. Look at all these crazy. Cryptocurrency is that people are rolling out like you know everybody in their cousins. Got their crypto coin. And thanks because what have you had your spend your money in the last year and change right. Can't convocation clyde october. I think big want to people come to that so you you've basically bought food digital entertainment and that's it alcohol. Yeah right right. Even 'cause we've got a car that's on. Its last legs no point on buying a car now. I mean they're making way in the next couple of weeks where i'm like. Maybe i should just buy because things may really surge when people start driving again in six months but yeah not like you said. There's a lot of free cash flow on well. Actually you had mentioned The federal reserve talking about what's going on with the rebound. But before we do that we also just have to think terminus for their support of the show terminus helps marketing sales and customer success teams achieve efficient revenue growth. What does that exactly mean. Well in today's crazy digital world. There's more noise than ever to compete with terminus. Helps you get in front of your most important accounts with the right message. Their platform offers the most data most channels and most analytics all in one platform so these teams can identify market to sell to and retain their most important accounts you can find out more at terminus dot com. That's t. e. r. us dot com slash mo and. yeah in twenty twenty alone terminus customer. So three hundred thirty percent sixty percent more meetings booked and a forty percent decrease in acquisition cost to see how terminus can help you grow revenue. Check it out over at terminus dot com slash embassy and we thank them for their support of the show. Yeah before we got on the showers. Joking that in my previous life as an economist for me not to know the name of the chairman of the fed would be beaten by co workers. But do you mentioned that. There's news from him and and their stuff going on. Yeah so explain it to lost me. Jerome powell was on cbs's sixty minutes this past weekend saying at the current pace of vaccinations and things. Are you saying the second. Half of the twenty twenty one looks really good In terms of any economic resurgence back that in the united states. I apologize for the folks who oversees the this particular is. Us only were vaccinate. Four point seven million people per day. a crazy even with the setback with the jj vaccine Those last couple of weeks twenty five percent of all the vaccinations are happening We're just cranking out like crazy. And so for those com countries where the vaccine is available and citizens are committing. The crazy ones to take the vaccine. It's looking really good for a strong. Certainly a strong Twenty twenty two but very likely a strong second half of this year. So i mean when we look at for example the travel data the tsa. They have a measure of how many people are going through airports every single day going through. Tsa the numbers coming up up up so Advice we give to everybody. Is you know be monitoring allow the macro data and as the data increases expect economic activity increase costs to increase on some things especially travel and hospitality if you survived the last year You had better be prepared for overwhelming success. The second half the because you're gonna be so busy your hair will be on fire and then for everybody else who is attached to lobby. Industries took a really hard hit. It's going to be kind of like it. What happens after forest. Fires got a lot of new growth so trying to figure out. How do you work around this like yeah. A lot of restaurants have gone out of business and things like that but the demand for those. We'll be back and somebody's got to fill the gap. So if you're an existing franchise survive congratulations but then no plans success. And obviously expect to see a lot of new investment in the last fourteen months the us government has created out of thin air six trillion. Extra dollars right. We were at fourteen mile eight trillion rebel fourteen trillion dollars and in money that exists. That's a lot of cash to be floating around looking for a home. So crypto currency coins. And you know. Nafta crazy things that people who are doing will give way to. Hey we want to invest in a new place a new sushi place you know a cruise company that You know that doesn't have eight million. People do cramped like sardines on it chip but the advice. We were telling you all of our marketing frances. Be watching. we're watching very carefully all these trends. That are happening a lot. Moving a lot to go on with Have a link to an article. Ginny dietrich has a piece on compassion based communications which i thought was really interesting. It basically is just talking about being more mindful of what your spring out to your customers and the example that hit home for me was. We've got mothers day right around the corner. Well if you do a mailing. Now saying hey. Do you want to receive. Mother related communications. Then you're not going to cause trouble with the section of your customer base whose mom has already passed away or mentioning. Her name invokes ir and so staying a step ahead and being more showing a little more empathy can really make your marketing more effective in and do better stuff and i thought that was a great message even just to get out there to think a little bit more about what you're doing as far as your messaging yelich. Today i got my pitch Got a pitch for a guest. Someone would come on the show and they talked to us all about podcast advertising and i thought you know. We've probably got that one covered. I think we're good so we need to do a show at some point. Just a horrendous like the top ten most horrendous off target pitches we received well the ones that get me the kill me are the bold faced lie ones of ahead one two weeks ago that was like oh to win so and so was on the show and i went back and search. We've been around a long time. But i do know that that person's never been on the show so thank you were talking about and who there was another one. Congratulations on reaching episode. One hundred buddy. That was like eight years ago. I don't know where the hell you been. That's not us so yeah we should pray. Do i should probably do like a. I should just take notes of the horrendous ones. And when i get to a top ten or top twenty names. Yeah yeah. Exactly the worst of the worst on the hardware side. Yes so funny talking about the economy surging so for some reason i just decided to buy two thousand dollars in audio gear and other stuff around the office. It's the one. I'm almost rated report on. Our earbuds have been testing everything from jabra to sony. To bows to sure and the winner right now. The short version is the jabra. They're seventy five and eighty five fantastic here. But so that's cool. And then seth godin had this article about setting up your teleprompter and you could do it all for about three hundred bucks so i bit the bullet and got all the stuff but now there's just like these cardboard boxes in here that at some point i need to unload and figure out how to do that was recording a video a couple of weeks ago and it was just it took me like fifteen takes you know because i didn't want to have to edit the video i just wanted to do one take guy maybe i do need to look at this teleprompter the set up to see if it would work but i don't know now i need to build like this whole huge thing on my desk make it work know the jury is still out on that and there's the question of like okay so do i set up like another part of the office like the camera is i don't know if i need all that. Have your smartphone laying down. Got forty five degrees glass angle and and the app kind of goes through it. Yeah it's it takes full on monitor. There's a raspberry pi ten inch monitor. So it's kinda like one of these ones that people use for digital video to to keep track of what you're actually shooting and so yeah that thing goes in there. There's the mirror on it and the camera sits behind it and shoots the mirror. And so i guess i can push anything to the display which i could have for powerpoint decorate. You could have the user notes on the teleprompter instead of down on the desk but so then of course you open up the doors box. It's like okay. Well the cameras. Pretty good. But i can probably get a better camera and you know it. Just the price tag keeps growing but the one thing with everything that's gone on this year. I don't see myself doing any less. Zoom meetings video calls. It's not there will be some travel. But i think people are going to travel as more luxury and a nice to have or for big huge deals and most of the stuff that you'd normally hop on a plane for is probably going to be done via the online. So yeah the only piece of gear. I'm waiting for is the new sixteen inch macbook. That has the the enhanced and one chips. Just because i've seen everything i've seen so formats on them absolutely insane and given us how much machine learning and data crunching i do. I need every bit of processor power. I can get some days. You know my fans going full blast over here. You got this frying pan with the eggs. Go full tilt. This is something we've never mentioned on the show but people should know that when you buy apple products they will actually recycle everything for free. And so yeah. It's just this weekend i went. I had a bag with a full-on twenty one inch mac. Mac mini mac air and four. Iphones go k. Lockdown loosened up. Enough that i can drop this box on your here. You go got rid of all the junk. And i was there. Will the m one books come out in the fall. And i don't even know why bother to ask. He's like well you know we don't know anything about what. Yeah that's fine because he. I'm waiting for the same thing my book errors. I normally would have replaced it about eight months ago. But i knew this was coming so i've sat on it right now. Yeah and actually. Apple's got an event the twentieth so that will come up right after the show drops. So you'll check that out. The story i got was that macrumors found out about this early because they ask siri siri next apple event in april twentieth. And this was before anything was announced. So that was kinda cool. So now there's somebody up here has just ask siri everyday as part of their job. And there's somebody over at apple okay close the integrated the slack integration to steer you doing knowing what's going on but i thought that was good. Yeah we've got collision is going to be happening up in canada. We may have a chance to set up a couple of guests with that. So i'm looking forward to that. What's up for virtual events i think. Sms is running this week. But we're not doing anything with that. Do you have anything on. Content tech summit will be end of april doing stuff with that e commerce marketing summit in may at the hired web analytics summit april got a few events coming up all of them virtual stuff so no surprise there. I don't see anything happening in personal fall. But i think you know in the the wealthier countries you can you start seeing events going back probably lake you early q. Four it'll be dependent. On what insurance companies say insurance company. So yeah there's enough vaccine around now. That the onus of responsibility is on the attendee and not the event. Then it'll be safe for them because you know we'll close down events for influenza even though it is still a fairly deadly disease because there is the option for people to get flu shots once cohen. Vaccines freely available to everybody if you show opening bet without one. That's your fault that's your. That's your move. There's a reason why none of the kids we grew up with had measles mumps rubella polio laundry of sixty five other things so go get your shots if he can and that'll do it for this week so until next week. Enjoy the coffee in the coffee. You've been listening to marketing over coffee. Christopher penn logs at christopher s dot com read more from john jay at j w fifty one fifty dot com. The marketing over coffee theme song is called mellow g by funk masters and you can find it. Easy callie for matviyenko. Follow the link in our show notes.
Now with More Regional Sports Network Fees!
"This marketing over coffee with Christopher Penn and John. Good Morning. We'll marketing over coffee. I'm John Wall. I'm Christopher Ben and we are here February middle of quarter. I don't know it seems like there's quite the hangover from end of year. Things have been kind of quiet even on the news. Front to there wasn't a ton of stuff But you had when you're looking at supposedly a lot of angst on the weather maps about changes to Google search results. Yes search engine. Watch and search engine. Roundtable were saying that There was a pre substantial rankings. Jumping around few days ago that lasted for almost a week. Which is unusual for them. These days made no statement about algorithm changes but a lot of webmasters are noticing rankings. In placements jumping up and down a lot of changes and it has settled down since then so the evergreen reminder is if you haven't logged into your search console lately now it'd be a good time to do it and see if it particularly if there are certain pages that you see a massive amount of volume just vanish from might be time to go and figure out why you got wacked in the knees or those yeah and get back on base that. Dr Pye had shared an article talking about The zero box you know at the at the top were snippets shop there and that's actually now being considered one of the ten posts but the more interesting than that was over on the right side. Where sometimes you get video media clips? A lot of sites are blocking that trying to shut that down so those that get refused because they don't want those snippets up there but another group had come in saying. Yeah but the problem is. That's where the audio search results get pulled from that right media snippet so if you wack yourself over there you're gonNA lose your shot on audio and smart speaker and of course there's only one result on smart speaker. Either get to you. Don't you're dead. I don't know what do you think about that you know. There's been a lot of chatter this. We'd have seen about smart speakers and like we'll smart speaker ever come round as a marketing. Venue the challenge and the reason why marketers really don't like audience. Smart Speaker is exactly what you said. It's the one result you get one shot? If you're not number one year you literally are nothing. And so it's quite a challenge to get to that and the trick there is. We've been talking about this for. I don't know five years now is you've got to build your brand. You've got to build your brand and has got to be a memorable enough brand that silicon. Recall it when they're talking to you know they're smart speaker on saying. Hey Google tell me when trust insights is open right and Google's got to be able to recognize it but more importantly customers got and remember it and if you don't have that brand power than smart speaker yeah it's going to be no help to you. Yeah you'RE NOT GONNA GET ANYTHING. Done it in the same vein to purchasing via text message. Walmart is closing down their service that they had for buying via text. It was interesting. They took this whole model. That was completely as far away from the Walmart model you could get. Was You know? Urban City people texting to buy stuff and having it delivered straight to them and saying that it the peak it was losing fifteen thousand a year per member which is kind of that's kind of Bologna metric. You know saying that like the dividing the whole expenses the company by the existing customer base. Because that's what ramping up is all about but I was more interested just in the idea of buying via text. Do you think that can take off or is that kind of going too far down the shopping experience? All think about that I mean. What have we become accustomed to? We open that companies relevant happen by inside there right. You open up the Amazon Apple. Whatever and you buy in there and indeed for those things that aren't a lot of cases you open up what pay pal or van Mo or whatever the payment system of your choices and that's what you do it so it seems like a stretch to go the text message out to win. It's just as little effort for consumer to open up the Walmart APP on their phone and especially if they're all payment information to save verification process and things. I don't know why you'd go almost. It's not the same but almost strikes me as like by by fax. Yeah right right I can. I can see where you're coming from especially because you just lose everything. Now you're just sending text via the the text protocol and as opposed to when you're in the APP now there's still tracking your round and they can serve up stuff that suggestions based on previous orders and like you said the payments already locked in so. Yeah that's that's a great point. Why would you kind of waste time going on that route if you've got him locked into the APP and even better yet take that fifteen k? A year you're losing and gives every customer a thousand bucks to spend for free on the APP. You would in theory be better off. Yeah Oh totally you blow up the APP store. They're the the the other thing. Is that if you if you're looking for aren't guard ways. Walmart has a massive disadvantage. If you're looking for ways to get people to buy something guess what. Smart Speaker is a great way to do that. Except for one minor problem the largest smart Speaker Company also speed world's largest e-commerce company. Yeah I don't think we're going to see any walmart results coming up number one speech queries anytime soon. No no yeah. It'll be interesting to see how that that fight shakes out too because still at some point. You have to believe that they're like yeah. Anytime anybody to buy anything we go look at Amazon. I no matter what it was. They had Amazon. Losing some ground in the space. Actually both Amazon and Google losing ground because a lot of these third parties sonos and other speakers gain some ground during the quarter. And I don't know I find that a little bit interesting. That's kind of cool that these are better fidelity stuff you know. This is stuff that people really want the music or the speaker but then of course the the flow would that logic is just because somebody bought asano smart speaker. Maybe they're just buying a Sonos speaker and don't really care at all about the fact that it's smart so yeah in fact. I wouldn't even say you're you can't say directly that you're losing share just because there's more sports aren't speakers out there. It's all about how much they actually get used right exactly and who system they integrate with both Google and Amazon have ap is and stuff for a third party smart speakers to talk to them to be able to leverage. You know a the Alexis the googles of the world. Ibm has one Fritz chat assistance in a very distant third place unfortunately there so the question is for lights party manufacturers or as well WHO's system? You're going to go with. Who who do you? Who Do you want to be locked into? Yeah where do you want to place your bets and it was interesting over Valentine's Day the air pods pro. Where a number one later. I notice even sold out for a couple of days or on Amazon. Able to get them and at the same time. Echo buds drop down to eighty nine bucks at one point which that was almost like an impulse. Buy For me. I came very close just to grab him for the sake of it and then I looked yesterday and their backup at one thirty or wherever. They're they're at so the Valentine's Day sale is over in. Your shot is over that but yeah the idea of kind of smart ear. Buds IS PRETTY INTERESTING. But yeah not taking the plunge just yet on that. Yeah but it is interesting too late when you step back and look at where every place Amazon trying to cram luxa microwave ovens ear buds jewelry eyeglasses. They clearly know that. Whoever wins the smart assistant space is going to win the commerce space and so You know I like this. One reminder in my blogging notes thing to do a fun thing like inappropriate uses of smarter systems like you know putting specific devices that you really don't want a smart in a comedy episode of something down the road but when think about it where else can they put these devices. That are listening all the time and are ready to take your order the moment you think of something to buy. That's the play and people who can't recognize that are going to be at a severe disadvantage. Yeah yeah that's that's what you want to lock in. We have to take just a moment to thank h refs for their support of marketing. Over coffee they are. Seo Tool of choice we use them for all kinds of stuff over here. I've got a link to an article of. There's about all the stuff that they've got going on lately with the product the newest features and everything. That's going on that front. It just makes competitive analysis. Easy their tool show you how your competitors are getting traffic from. Google and y you can see the pages and content. Send them the most search traffic you can find the keywords. Their ranking foreign. Which back links are helping them rank from there. You can replicate or improve on their strategies if you're not getting significant search traffix. Ats Tools also helps to find topics worth creating pages or content on you can easily see estimate search volume and catch traffic pretend with their keywords explorer tool you can also use their top pages report to break down. What's your your pages bringing the most traffic then figure out how you can replicate that success and you want to check it out over at eight dot com that's H. R. E. F. S. dot com the silent just dot com and be sure to tell them that marketing over coffee. Sent you anything else on the front. You've been doing a ton of stuff just with market research and kind of seeing what competitors have gone on but anything lately on that front. Yeah I mean the thing that is really useful about the software is the fact that there's so many different modules we. I use the content explore a lot. If you're familiar with buzz sumo. It's essentially the same thing. So if you've already bought a Schrafft's congratulations to you owned bus sumo as well more or less. But the big thing for me is being able to get some of the social metrics data out of it which I can't get out of other tools on a per url basis. That's actually been really helpful. Because that can feed allow the machine learning models using and the the number one conclusion that is perennial year after year. Is that there is no mathematical relationship between social media activity and search an SEO activity so if you're trying to optimize for search and you think social media is going to do it for you. It's not it's as it has no relationship whatsoever so keep them separate in in your brain. Doing more in social media does not lead to better search results or vice versa. All right that sounds good. I've got a link to the striking about facebook of five hundred fifty million dollars settlement over facial recognition. This is something and somebody that earlier. This week was talking to me. Too about tick tock being such a repository of tagged faces and facial recognition. So this does seem to be the first time that the world has kind of catching on before there's been some kind of major egregious falter loss of data. But I don't know what are you thinking about on the facial recognition front? Is there stuff that you're watching or stuff that you say you need to do to defend yourself? Well here's the thing. A lot of the technology to do facial recognition is available. It's open source it's free we use it internally. I use for Spam box and stuff for social networks if I can get a profile photo from somebody social profile. I'll put it through a conversational neural network. That are is very simple as as Tried to determine whether a human faces present in the image. Not because the people that I don't want to interact with on linked in or on twitter and stuff like that for the most part especially when trying to influence or identification. I don't want to interact with anybody. Who's profile photos logo right? You know exactly what you're GONNA get out of an account like that so you're looking for human faces slightly more reliable indicator and you know the library. It's free it's open source. It was trained really well and you can fine tune if you want and then you roll it out so. Genie is out of the bottle. It's not something you can. You can't regulate the existence. The technology can only regulate the application of it and so the bigger question is this Katie. And I were talking about on the in ear insights podcast earlier this week. You can't apply ethics to technologies right. You have to apply ethics at a at a company in corporate level of your executives are unethical immoral people. Guess what you're gonNA use technologies ethical ways right. There's really no you can't make the use of a tool ethical or unethical. You can only make the people who are using the tools behave in an ethical or unethical ways and certainly we've seen plenty of examples facebook leading the charge of companies that just have no ethical compass. Yeah right the the hammer and the wrench have no ethics. It's all about the hands thing. Grab them in. What exact damage they do. Yeah I don't know we'll continue to watch that but it just seems to be an endless string of disappointment You know doing interesting stuff trying to get at least groups to pick up but yeah no. It's not going in the direction it should be going. I had a thing come in. Wbz engine we use WBZ engine for wordpress hosting a lot of people. Do they have local connect set up so that as developer. You can have a full local install to be able to do a bunch of testing and break stuff. They've always had staging so you can do that. But now having it local so that you don't have to worry about cashing staging and things like that is kind of cool so I was excited to see that come through. That's kind of a neat feature to to throw out there and also following up on Kwara. It's just funny. We were talking about last time. We were on and sure enough. You know three hours after we finish the show. They put out a note on some new features. They've got as far as advanced match and conversion windows so more stuff going on in core front continuing to gain more ground as it goes now and the event front is I is gone. You had the speaking group talking about. The Corona virus has been kind of closing up some shows. Things have been kind of rotten on the speaker front. Yes the it's really I mean it's unfortunate but a lot of events are looking at cancellations of speakers of the events themselves. The biggest one of course Mobile World Congress was a major major major show hundred thousand attendees. We're seeing facebook just cancelled its global marketing summit. Just GonNa take place in in early March. Five thousand person attended event the RSA Conference had IBM pull out there. Like Yep. We're we're going to show up there. Black Hat. Asia cancelled Cisco LIVE MELBOURNE CANCELLED. And some folks are saying in speaking groups like yeah. They've had you know. Events cancelling on them saying we can't you know just we're just not doing the event stuff in the takeaways there. If you're on the events side please make sure you have event insurance so that if you have to cancel your insurance policy can pick it up and if you are a speaker or a vendor on the on the that side there's money involved to make sure that your contracts are ironclad that you have refund policies in place with I would say this point Do Ninety Sixty thirty day window if you cancel more than ninety days out you know you get a refund on the sixty days out. Fifty percent of the feedback And if it's you know thirty days less you get nothing back and hold that in your contracts so that if an event has to cancel the you're not left Loyd back. Yeah exactly not having the shortest win because it's not a big deal. If somebody usually three months notice you can at least work around that but to be bailing stuff last minute getting burned on travel to exactly that last month exactly making sure that travel is is fully reimbursed regardless of the cancellation books. Travel it you you get paid for it The other thing that has come up a lot and I think is worth pointing out for. Everybody is according to Bloomberg News and a at a CNBC. There are substantial economic dragged from this event. They're already talking about Medicine shortages around the planet because the WHO a province where hunters look as a massive pharmaceutical manufacturing area that feeds like eighty percent of India's generic manufacturing which then feeds the rest of the planet. And so if you're not planning for an economic slowdown if you've got a backup plan if you were in the event space and you don't have backup plans for your speaker and you don't have multiple lines of income you have a very short window of time to activate your backup plans and make sure that you've got multiple types of income that you've pivoted virtual events and virtual things as much as possible so that wildest thing works its way out of planetary system. You're not wait for the phone ring. Yeah that's true time and places everything especially in marketing but in today's age a million messages per minute and not enough hours in a day. How do you really catch people's attention? Fortunately there's a simple way linked in can help you speak to the right professionals at the right time with over sixty two million decision makers unlike dinner able to connect with the right business leaders who are relevant to your company and Lincoln ads. You can make sure your messages are getting through to these relevant people. Even small and medium-sized businesses are making the most out of linked in ads. They're using Lincoln to get their voices heard and their messages to resonate with the audience. It's not just about awareness either. Lincoln ads are driving traffic and engagement. Whether that's visits to a landing page registrations to an event or download thought leadership content because with precise targeting. Snb's can speak to the people that matter. We've had a bunch of stuff we've done as far as video that's worked well for us on linked in and we always just continue to fall back to Lincoln as the social network for business. Nobody else does it better at the end of the day. Lincoln ads are helping smaller businesses. Get big results and you can try it for yourself. Lincoln is offering a free one hundred Lincoln. Add credit to launch your first campaign simply visit linked in Dot Com Slash M. O. C. That's linked in dot com slash mo terms and conditions apply and. We thank them for their support of the show. Yeah obviously economic slowdown is Huge question mark from all this stuff. One thing that I did see the I have a kickstarter campaign that was actually unfortunately in the Chinese factory as this has all unfolded and they actually executives are back in the factory this weekend within the next seven days. They're hoping to ramp up to thirty percent staff. And so it seems like they're loosening some of the restrictions and the factory you know they're hoping we'll get back up to speed within the next thirty days or so so at least the complete zero percent but yeah that's a great point you make about manufacturing a whole taking a massive hit and kind of a month and a half lost from. This could have all kinds of ripple over the rest of the globe. Yeah I mean we've spent what the last thirty years doing stuff like supply chain optimization and just in time manufacturing as as the last week it rolls off the line the supply truck rolls up and puts more stuff in the bin which is great as long as supply gene's working and I think a lot of folks are going to have to spend some time in their contingency planning thinking as you have more disruptions to the system whether it's a virus or whether it is you know earthquakes plagues of locusts like literally in Biblical levels of Disasters Right now. We've got heat. Waves earthquakes wildfires the a massive swarming locusts covering seven nations across Africa and Southeast Asia. Okay I think. It's probably time to dust off the older contingency plans. It said like a half thirty day supply on hand you more money. Yes it costs you space. Yes but you gotTa have that buffer. Now Yeah Yeah you you can't You can't count as well and I you know. Unfortunately it's like the worst news always bubbles up to the top because you can't be sourced from multiple places too that's the other thing and it perhaps over the long run this will start to change things of maybe everything that gets manufactured on the planet shouldn't come out of. China could get one or two more other places doing some manufacturing. Yeah that might not be a bad idea. But we do that digitally right. We have load balancing servers all of the planet. And why we I obviously recognize when you're talking about physical goods. Real world is a lot more expensive to balance. But for sure you WANNA make sure that you've got some coverage and that is actually a really important point on the software side. Make sure you know where your vendors are located. Do you talk about talk. You know being based in China Nowhere. You're vendors located and no if it the next nearest competitor As as a vendor his located in the same area because if they're geographically dispersed have a plan B for the tools. You need the most. Yeah exactly have a contingency plans ready to go now. That's definitely critical in this day and age. And Yeah he said you know we do virtual work everywhere we've got you know plays doing knowledge-based work all over the planet. So maybe spreading things around would be a little bit smarter way to go and interesting article. Google Ending Free. Wi Fi Indian rail stations. I Guess Free Wifi. Google is doing a lot of projects offering free access at the train. Stations which were were major hubs but as I read deeper into it. It wasn't that they've just pulled the plug. It's actually the competition has come round. And even one of the major providers. They're offering a few months free right out of the gate so that it's not the shortage wasn't there. There's actually enough commercial support for WI FI in India to support itself and prices have come down enough that Google doesn't feel like they have to support the whole load now in spread around a little bit but yeah. I don't know it's interesting. I you know watching. The rest of the world get progressively better Internet service The course of personal pain point for myself but That's just something to keep an eye on as we continue to watch other markets expanding and the rest of the world can get full bore into topnotch Data availability yeah. We actually just cut the cord on TV Tyler. Like Yep just moving over to pure pure fiber only yeah. Yeah you'd said. You'd made the the final chord there so all the content you want you can get via the wire. There's no point in the local service at all. Exactly or the twenty five percent of the bill being random fees like those my bill for. Oh God what is it here? It is the regional sports network for somebody who watches zero regional sports zero interest paying this fee to subsidize somebody else's Thing now I'm sure they would say the same thing about the stuff I watch. But there's no fee for it on my bill for the stuff I want. Yeah yeah that's long. Been a point of contention of does random fees. I mean if you call up and actually ask about you know where to those. Come from or weather's for it's just a big question mark. Nobody knows you know what? That's all about our weather sports view. That's a new one for me that I haven't seen real sports feed. That one's a one's a real doozy. I'm sorry that's I'm sure there's some sports association that's demanding. Their cut or the federal government needs a sports tax. Yeah I'm not buying that one. No not at all so yeah. We've got the over. The air antenna already had that for a couple of years now and we're going to look you know maybe Youtube TV to see how that goes but we'll watch much TV to begin with. There's no time. Yeah Yeah we'll just. It seems like the on demand over the top stuff. Everybody that's where everybody's going and getting what they want to get. So that's that's the way we as we go over to events so we've got to mention big news. We've got may eleventh. We're going to be in Brooklyn at Mad Con. Madison's actually running the twelfth thirteenth. We're going to be doing a bootcamp the day before and Chris will be doing a bunch of VIP sessions. We've got two slots open in the morning where you can. You'll send us your access the week before more but you can actually have an on hands working our going over everything you've got going on with Google analytics and talk about attribution or any other questions you've got and then the afternoon session. We're doing a bunch of presentations. I'm going to be out there. Katie will probably be down to. You can get in on that session. We've got ten seats available for that and I've got for marketing over coffee fans Half off right now. So if you're interested if you can get down to Brooklyn on May Eleventh Fermat kind of the the other benefit that is if you do the precession you'll get a free ticket to the rest of Matt Conn for the Twelfth and thirteenth you can go to the rest of that show with a free badge from doing the boot camp so yeah really excited about getting that going. Be More about that in the next couple of weeks. And as a matter of fact if you subscribe to the market over coffee newsletter powered by that digital. We'll put the first push for it over there and you can check that out to be good time a lot of fun all right. How what else have you got on the docket? You just did. The Gore pulse just dropped their show last week so that your content is all out there. Anything else on your radar next next up Social Media Marketing World so I just ordered myself a new P. One hundred respirator for the plane and got the the white cotton gloves for touching services and such. So it's GonNa be a comfort to look a lot like a bane convention from Batman. Yeah Yeah that's it you've got your full mask and Sudan so that'll be an interesting time. We'll have you have to report back from the field and take some pictures and see what it looks like and the full travel front. The it's going to be it's going to be something Tom Webster was saying on the most recently came back from L. A. Pretty much everybody on the plane was wearing a mask like you know without exception getting really well. Yep We've done our CDC segment. Today with that. I think that's going to do it for this week so until next week. Enjoy the coffee. Enjoy the coffee with a mask. You've been listening to marketing over coffee. Christopher Penn looks at Christopher SPN DOT com read more. John Jay Ward at J W fifty one fifty dot com. The marketing over coffee theme song is called Mellow G by funk masters and you can find it at musicality for Mevia. Follow the link in our show notes.
Mask Dr. Jones?
"This is marketing over kofi with christopher penn and john. Good morning walk into marketing over coffee. I'm john wall. Christopher ben and an interesting couple of weeks here. The normal news cycle disrupted. We had dropped the last episode. Just as there was that All kinds of action going the capital and since then. We just had the inauguration yesterday so it's just been a little bit crazy here and of course corona virus still doing its thing and all kinds of stuff going on with that so insane times but to get things back down to our level and marketing attack where we can at least hide for half an hour or less here a lot of stuff on the google front that you had had some stuff that had come out of the webmasters roundtable. Yeah so there was a search engine roundtable yesterday the day before. It can't remember when folks were asking. Google engineers wished we putting our structured data so if you're unfamiliar structured data markup is stuff like auto recipes page noting which part of the pages the ingredients which is the the directions the photo of the thing on your contact page on your website. It's yo the company name. The address the phone number all these all structured markup data and for convenience folks have been putting a lot of this in the jason l. d. format Which is Jason mark and had logically thought putting in google tag manager was the way to go. I mean why not. It's a google product right but the guidance giving yesterday was don't do that. Put it on the page itself so a bit of a no reversal said for my best practice. Perspective embedded the pages which i can see make sense particularly since google is not the only search engine out there. It is obviously the on the eight hundred pound gorilla but other search engines Do use the same technology for indexing. And they wouldn't necessarily be able to see inside tag manager quite as well as google would for its own product so it makes logical sense for this to be recommendation and obviously we'll be taking a look to make changes to our own sites as well and then also google google question up what's going on with that. That's new to me. So question hub is a oh it's a service or so much but it's an opportunity for content marketers. You log into question. How with your google account and you put in of the topics that your company's website is about and google services a whole bunch of queries that people have typed into it and didn't have a result right so when you if you do that in google will say like you know. There's very few results for this particular query especially we start asking longer more complex squares and so question hub is really interesting because it allows you then to look at a question create the content on your website and then go back into question saying i answered this question. And here's the link to it now. Granted these are not high volume queries. These not you're not going to see a million visitors overnight when you do these because obviously if google already has the answer it's not gonna stop any question but i thought it was really interesting for the long tail for things about your company's industry to dig and try and answer some of the relevant long-tailed questions because obviously anything we can do to feed google legitimate information get traffic back to our websites is going to be a good thing. It's worth trying out. Take a look at it. Sign up for it. It's free and with the full acknowledgement. That yes you are. Basically doing google's work for them and you're giving them your stuff for free but it is an opportune to find some long tail traffic and maybe help the your sites overall reputation with them. Yeah being first in line. That can't be getting indexed ahead of somebody else or getting in. There is definitely something you want to get bored yet. You're not going to get paid for it. That's for sure but yet others definitely some opportunity. That's well the link to that in the show notes of folks can dig into that over there so. Cbs this week. You know things radically changing in the entire workspace. But i had a couple interesting things. The craziest one. I saw was razor doing a gaming chair that you actually sit in. And they're sort of like a backpack behind it and these post shoot out of it and then it wraps around you to make the sixty inch full field viewing screen and it was. It was kind of funny that because they kind of show the beam shooting up and then there's just kind of some weird camera flips and then it's fully deployed. But you don't actually see exactly how that that happens and it did on the video. It said something lines of this is just a concept thing. This is not gonna be out anytime soon but that idea of kind of a fully screen integrated chair does seem like something that we're gonna see soon enough. Did you see anything else For that cut your any other interesting stuff. Razor also had a mask. They had powered mask that it was clear had the end ninety five filters and had the glowing. Led's of course you know could change the colors and stuff like that. It's a pandemic not going anywhere. The disease isn't going anywhere it's going to actually be endemic in our society like the flu is You know after the this first initial wave and so wearing masks and stuff is going to be pretty much the norm for a long time so it was cool to see a gaming company taking some of their tech and try to apply it to to this and makes it's actually pretty cool. It looks neat. I don't know how good the fit is or how good the filters are going to be on it if they will actually meet and ninety five specifications but kudos to them for applauded off. Yeah the chair. Thing was neat because i thought that would be sure it would be reassuringly expensive. But what a great environment for knowledge for gaming but also things like flight simulator. It's like being a latino. Teach somebody how to lie there. Are that make. Mock replica 737 cockpits and stuff. But you can install in your home. They are also reassuringly expensive for folks trying to log enough hours and get comfortable with this. With a professional level. Stimulus can pass their exams for commercial flight and to maintain their flight hours. Really really cool stuff. I just see you know some person with more money than sense by can have a hundred sixty view of their email elaborations. You can have all your windows open at all time since the sixty inch tv. I've got something to do with the idea of these transparent screens just seems kind of ridiculous. I think you want. You don't want any obesity in gaming you don't want to lose any of the resolutions so it'll be interesting to see how that stuff plays out and goes yeah. The mask thing was interesting had features on it that i thought were pretty sharp. You so you mentioned the lighting you can go colored but also the thing is if at night and the front is clear so people can actually see your mouth so a big one for folks that read lips she could. You can still see what's going on. And it does light up and then it has an amplifier in it too so when you speak it does give a little extra volume to overcome having the mask between you and that could be a little bit weird if you sound like a ceylon assured shopping for groceries or whatever i mean hell i'd i'd wear that just for the voice effect too. I mean you can do a little vader action on it. Yeah you could make yourself a little more interesting. I am all in. I've there was a kickstarter on clear. Face mask thing. And yeah i would just love to be able to wear a mask where people could see my face again just because his really astounded me. How much you lose by not being able to see someone's face just in when you do have to go to the grocery store or interact with the people you really kinda lose. It just seems like we're all looking out for the bandits and over the way we are the it's too so it's it's just this very random when weird thing. I am surprised honestly surprised that more companies have not done any marketing brand marketing with masks. I mean you literally you know slapping a big piece of cloth on your face. Why are more companies not making stuff giving away putting their logo all over it. And i don't get it. It's so bizarre. I mean i get that part of it. is you know. It's politicized or has been politicized and stuff but at the same time. People are giving you free ad inventory on their faces. Why you why would you not be mccracken. These things out as fast as possible having competitions for the best possible cools looking ones. Some brands have gotten into it. But i don't get why especially when you look at like bb. We're always trying to figure out what traits you'll gimmicks. Give away and stuff like that. Why would a company like salesforce. Whatever not be cranking out masks crazy yes. in fact you'd wanna get those masks into the hands of influencers and you can do that with up fluence marketers. it's time to ditch the spreadsheets head over to get dot opponents dot com slash embassy to discover up all in one influencer marketing platform. That makes it easier than ever to run impactful influence or campaigns. You can triple the number of influences you work with and run campaigns in half the time from finding the influencers to contacting them to keep track of the collaborations and measuring the results. Applause provides you with all the tools you need to streamline your campaigns to book a free demo to see the platform and action and find out how to scale your influence or marketing efforts had on over to get dot up loans dot com slash mo. It's fantastic between integrations and being able to generate more content by connecting your shop. If i account affluence identify influencers in your customer base. There's so much you can do. You can also tie into the philip platform reversion and ecommerce crm clavijo. You can also connect to your account to send and manage emails from your count directly within the platform. Get your free software demo to find out how up fluence can help your brand at get dot up dot com slash. Mc and we thank them for their support of the show. Yeah it is very strange. Isn't this kind of is one of those classic. Humans are irrational things. Because i remember in like april may people saying putting your branding on a mask is an abomination you know marketing destroying everything and just it just seemed like that was an evil thing to do and i was surprised with the inauguration yesterday. Basically fashion masks masks that match people's dresses color schemes or designs on them. And yeah and i have seen some political stuff people just kind of whatever. Their topic of the day is on their masks. So it's funny to watch society adapt and change and it will be very interesting over the next two or three years because our local district actually here for school has always required that you get the flu shot and last week. They just announced that. We're not gonna bother to enforce that because with all the mask wearing. There's been virtually no flu. The flu has been completely relieved. And then they want to leave all of the health providers and places where they can give shots open for coronavirus requiring anybody to get the flu shot and so i thought that was kind of interesting if mask wearing in the winter season becomes irregular thing. Could we d- significantly wipe out the flu on top of what's going on. I don't know it's very interesting to see anything else from this. You think that will have an impact on within eight months to a year. How things change travel events or whatever i mean when you look at everything is happening with all the new variant strains coming out that are starting to show adaptability sick things. Increased infectivity masks precautions. Aren't going anywhere. Said there are certain strains like the e forty four k strain. They're showing immune resistance already so again. We've got to continue following the precautions. We have been and and you know wearing an n ninety five provider mask is is the way to go. I see events being hybrid models. I think you having from a liability perspective. It would not surprise me. If insurance providers said to events. You must require vaccinations for people to attend your event as you know hands down commonsense and your virtual. Everybody else gets a. If you don't want to get the vaccine cools you attend to virtually but you can't be on the floor if you're if you're not protected and the digital transformation that we went through last year companies having to raced put everything online. There's no going back from that. There's no just will not become missing saying. Oh yeah now. Let's go back to you having eight hour meetings in and so for a lot of markets. I think it's realizing that the world is digital has become increasingly digital and is now that is the defacto mode for everything we need to adapt are marketing appropriately Making sure that we're doing everything digital first making sure we're doing things mobile. I i mean apple posted. What ten percent growth in the iphone sales last year like in the middle of a pandemic they posted a ten percent growth because of iphone. Eleven and iphone twelve sales these mobile devices. Black mirrors are not going anywhere as much as we look around and see like you know. Cool stuff happening with vr oculus. Headset is finally a a fully independent headset can use it without a machine. It's still prohibitively expensive. And you look dumb walking on this things strapped to your face. The smartphone is still the most computing bang for the buck. That you can still stick in your pocket and so if you're a marketer and your not all in on mobile you've missed the boat you swim faster too. That's funny to on that note that i had thrown out a couple of weeks ago it was just starting to play around with community. So if you wanna get on the text listed six one seven eight one. Two five four nine four. I was not entirely surprised. We really had no interest on. That was just screaming for more text messages from random strangers like us but yeah i would love to play around with it some more. I have a couple of people on the list. At least that are getting messages. So if you want to jump on that and play around with that. I will report back on that this to working working with this thing and it's been it's definitely going to be the next thing. I noticed just this week. Listening to a bunch of podcasts. Already that's spend the call to action for a lot of sponsors. It's not been go to the website. It's text you know whatever to this number and get on board so people are starting to make that transition so it's interesting to check out. We also have to take a moment to think uber for business for their support of marketing over coffee. Are you trying to find a way to stand out to your customers or make your employees feel extra valued. You trust uber. As a way to request rides and order meals from restaurants. You love but did you know. Uber's platform designed specifically for businesses over one hundred and sixty thousand companies use for business to improve customer and employee satisfaction having a hard time to get people to show up or stay engaged in virtual team meetings or events. Imagine that having a hard time getting people excited about zoom these days well with vouchers from uber for business you can add twenty dollars to their personal accounts so they can easily order meals through ubereats before the meeting. Wanna make your customers love your business even more offer them a voucher for a free meal or ride when they make their first purchase or spend a certain amount any company can sign up for free and immediately start delivering extra value to the people who matter most of their business vouchers are simple descend and to redeem. Your business has total control over. Who gets them. When they expire and what portion of the ride or meal you want to cover vouchers shared via email or text and can be redeemed with a single tap. Best of all you only pay for rides they take or meals. They order right now. Uber for businesses offering companies a fifty dollar voucher credit. When you spend your first two hundred dollars with vouchers go to uber dot com slash to learn more. That's a com slash embassy for a fifty dollar voucher. credit uber dot com slash mo terms and conditions. Apply yet. totally take advantage of that. Get your team. Hooked up with a free meal. Support your local restaurants get people more engaged on your zoom meetings. It's just the right thing to do. We thank uber for business for their support of the show. I'm also on the live events front. There's a multifamily social media conference in napa california in july. I just got noticed that. So that's like i hit i've had on okay. We're gonna might try and do a live event so we'll see if there's actually comes off but it's good to have kind of the tap at least giving one drop and we'll see where we are at that point. There's an outside shot. I could be vaccinated by two so that could happen. But it'll be interesting to see where that goes for the super hardcore. You are checking in on sessions in the conference today. Anything you looking forward to on that Look for big announcements on improvements tidy models and some of the new file handling stuff that was announced last year is a little rough around the edges but really impressive. So this past week. I was doing some work for client a building an attribution model and the tidy models. Framework allows you to do machine learning a lot faster a lot cleaner. It's the code is much more understandable and delivers really really good results. I was getting Much better result out of using it. Then i was using auto l. from eight two o. Which is supposedly the automated. You know state of the art. You put your stuff in and it spits out this perfect model similar. Ibm watson auto. A the tiny miles. One makes you laptop fans go really fast while but it delivered the best results. I've gotten and obviously runs on your machine locally. It's free gotta say it's it's a dark horse. I think for a lot of folks who are doing classical machine learning. It's going to be a really really really solid addition to toolkit for anyone who's in the r programming language okay. And if you're not using your desktop as part of your daily attack we do have a chris's data science one on one for marketers. Course we were just surprised. It had entered the weight loss and other resolution category of before run to it in january. There's copies of it. The event going and i did wanna touch with you. I know we're not ready for launch and we'll cover more but the latest edition of market a for marketers is coming together. So what's going on with that. And what kind of what have you pulled into the latest edition. While it's about fifty percent longer because things have changed a lot in the two years it came out and my writing was substantially worse. Two years ago went editing. Like oh my god twenty. Tell me this terrible so fixing a lot of it making it more accessible so more stories and stuff and one of the things that i got some feedback from one of my creative writing groups saying but i have a tendency to just pack too much stuff into two small space. It's factually correct. But it needs breathing room and that's where the function being able to tell a story about something you present this idea and you don't just put the next idea right on top of it. You actually have to let it breathe for low. At somebody's brain get accustomed to even though there is a small percentage people who just fire hose. You know don't don't the fluff. Just pour it on. But a lot of people like that's that's a bit much to try and tackle. What's more of that more on. Some of the newer technologies that have come out in the last two years Stuff like jeep to defeat not extensively introductory things and better explanations. Some of the stuff they were stuff in the old version in the previous additionally. We've never actually used a talked about this particular mathematical statistics that stuff went out and More practical uses and applications like. Hey this is this is an example of how we did the thing so It's gonna come in. I think he went around. Thirty three thousand words previous editions on twenty twenty twenty one i think so is it is a longer half yearbook. And there's still some things debate like do we wanna put it into not wanna put in We'll see we'll see where that goes. But i'm happy with where it is now. I still think that this cookbook usually be two hundred thousand words But at a certain point it's not providing help story time for adults. Yea against heavy. And that is. I've been about this year because i have to start writing again. You know. it's time to to get back on the wagon and there is this challenge of do so much everything that stuff that i've done is really textbook. It's academic you know you're throwing tons of stuff and then as you look the stuff that makes the best seller list usually is boils down to three points and of course most of the time. I'm looking with aside. I at this stuff. It's like really you know that's your whole that's everything you've got but of course you know. Those are easily digestible book. And they spread like fire and those are the best selling books. So yeah i you know the question is do i want to write a great book or do i want to sell a lot of books and i don't really know i don't know i would that. Of course i'll use that to paralyze me. So i don't have to do anything for the first supporters. I imagine if. I follow my normal routine of doing things but yeah so that's just a you know a lot going on so as soon as that gets ready to drop we will have to do a whole episode on that so we can get people up to date. Get him on board looking forward to that other stuff. We had to just interesting for old school. Movie fans indiana jones. Video game is coming out from bethesda and lucasfilm games brand has returned to cover a bunch of stuff so that was kind of cool. I noticed that in a gaming again being completely on fire. Thanks to the lockdown and indoor sports activities avid endorsement. Loving everything going on over the past eight months here are and then. We'll have a link to the marketing profs career fair. They ran that this week. It's online free to register and you can grab the recordings actually running today. So by the time the drops the live sessions have ended. But you can get access for up to ninety days and so often linked to that in the show notes. And i'll be pushing that in the email newsletter. How about for yourself. You've got some virtual stuff coming up to. You're actually in the process thing that they're actually using one or sessions for that Anything else on the calendar. Your actually doing marketing forum. I think in march every Couple of the shows into discussion with them including some stuff with lincoln. Stay tuned watch watching and read the newsletters and things of of mortar announced but last year was crazy busy. It was like i think in terms of number speaking opportunity spoke by three times as much as normally do it was for a lot of online events and i think like you know guest appearances on live student stuff but with no travel and not being out of the office day on the side of an event. You know you can say yes to a lot more stuff. Yeah yeah i've seen the same thing. A lot of virtual speakers people doing keynotes originally feeling terrible that they can't command these huge dollar figures for travelling but then that all changes when they realized they can schedule three or four a week without it being any real hassle and not wearing pants. So it's an easy win are able. That'll do it for this week. You can always sign up for the marketing over coffee newsletter powered by dot digital and of course again jump on board the text wagons so that i can send you all kinds of ridiculous stuff that you didn't ask for at six one seven eight one two five four nine four and that'll do it for this week until next week. Enjoy the coffee. Enjoy the guy. You've been listening to marketing over coffee. Christopher penn looks at christopher s don't read more from john j j w fifty one fifty dot com. The marketing of coffee theme song is called mellow g by funk masters and you can find it at music ally for maviya. Follow the link in our show notes.
Now with More Herding Nerfers!
"This marketing over kofi with christopher penn and john. Good morning. welcome to marketing over coffee. I'm john wall. Christopher ben and it's amazing. I was just skiing saturday four days ago. But there's already a guy outside using a leaf blower next to me full tilt. We've managed to go from winter to summer in the space of thirty six hours interesting when nerf announcing their chief tiktok officer they posted a job of the first thing i saw when i realized is oh so you get an officer position. That is a three month temporary job. Which is your so. You're obviously not getting written into the articles of incorporation or anything along those lines. And i have to unisom credit. They did they did a great thing. And that they blatantly said they're a bunch of desperate millennials looking to appeal to gen z and made no bones about that. So i have to give him some credit for being honest and funny and it's ten k. A month for three months and then they want you to produce ten to twelve videos a month. So as i'm looking and i'm like wait so that's thirty two thirty six videos for thirty thousand dollars. So they're getting a grand video which is not huge money in that space but it's also guaranteed three months work and if you're you know obviously this is going to be somebody. That's hughes young a summer job where you make thirty thousand dollars. That's a huge win against nerve household to like we have a bunch of nerve stuff. Here they live. That's normal for us. We got some nerve stuff not a supervisor nerve air soft and actual weapons. It's your not afraid to go to the extreme and nervous foreign under training for technical loading. Yeah i mean the thing about that is if you think about it. What is a collaboration cost of brand. You know five and ten thousand dollars for a single activation when you look at some of the big beat ac- activation so a thousand bucks. A video is actually a huge savings right. You know when you're the gut exists. It is totally gimmick. I don't know of any has achieved facebook officer on. It's totally a gimmick like like i said desperate Millennials looking for some brand credit but in terms of actual spend. That's like a quarter a fifth of what you'd to spend on the same influencers if you were doing an activation. So it's it's it's clever will be interesting to see what they get in terms of. Yes see how it goes and then of course the other thing with that us. They're asking for people to file applications by tagging and tagging the nerf user accounts. They're forcing some traffic over a four day period which is also a well run campaign and itself is zero dollars so we'll see where that goes also had a big stat to corporate cloud spending surges passed on premises spend. This is finally the year gartner and all these big agencies have been telling us that on premise spend is is taking head but of course i hadn't even thought of this but it's never complete covid thing of nobody's installing any servers in the service server room because nobody's going into the building so it has not as much to do with the kind of transition of business but more that the the thing has been forced obviously no surprise but the one thing that did get me there. Were saying that you know this. Spend in twenty ten was close to zero and is now at one hundred and thirty billion there kind of measuring a pretty narrow band of what they call this cloud infrastructure versus on premise stuff. But yes you know unsurprising. Still interesting to see. I think we've really rushed forward with it. I don't know. Is there anything with on premise. That you're still looking at are thinking about or is it just all cloud all the time i mean it really is. It's a question what cloud you know so a lot of the folks at like red hat and ibm talking about hybrid cloud in any cloud kind of software. If you've got stuff in google cloud and ibm cloud and aws and all these places and you end up with kind of a mess of things everywhere. So now it's death having won t messier five. It messes places so the allow. There's a lot of stuff being done particularly by red hat with their open shifts stuff. That is interesting okay. Let's create an abstraction layer on top of all these clouds so that you can. You can have one place to go to get your stuff. So it's it's kind of funny you know. We go through these cycles. Everything goes to the edge everything that goes centralization. The back to the edge of a pendulum to think about it. In the sixties you had the mainframe and then late seventies early eighties. The personal computer and then the the internet comes along. And now you've got your massive server data centers again and then cloud kind of throws it back out so it's just ongoing now. What's really interesting for. I think as we've had a lot of discussions with clients recently about taking old legacy architecture and trying to how do you even move some of this stuff into the cloud and make ed still function particularly around marketing stuff because a lot of the data that people have. They're not used to more modern databases like they're still on like microsoft sequel server two thousand ten the twenty year old version of this thing and even modernizing it and getting it ready to do. Customer data analysis is a pretty big undertaking requires a lot of duct tape and chewing gum and all sorts of crazy hacks just to make it work and the thing that i think people drastically underestimates. How long it take to do that. You know people. You'll have these digital transformation. Salt these come in and say oh yeah. There's this is going to be easy. Five service that and it's gonna take six months off a project wouldn't reality two to five years realistic. Allow these big transitions because nobody these organizations that are still legacy systems has done any homework into just how much all the data what the data is where it lives in how they get it and as soon as you jump into the consulting side things go stuff yeah yeah because it's all dumping in from disparate systems and i think the other thing is just the turn is insane like defined an it person that has more than five years experience. Yeah good luck trying to figure undo the spaghetti. Yeah i mean on the marketing side. That's one of the reasons why like. Cdp's customer data platform has become so hot last couple of years. Because you know a cdp's essentially i. If open shift is an abstraction on top of the clouds critics hybrid cloud environment that goes anywhere the cpi kind of the equivalent for the marketing infrastructure of. Okay wherever your data is. We'll try and vacuum it up into one place. You have one place to access but just like you know a hybrid. Cloud approach a cdph. Approach is only as good as the underlying components which means that you can spend a couple of million bucks getting this system in place and it still doesn't do what you wanted to do. Because you're the need is pulling in from is a disaster art that school. We've got a lot of stuff in want to dig in with that and we'll continue with that but we want to take a moment to think up fluence. For their support of marketing over coffee influencers become a crucial part of the marketing. Mix as we've talked about with our soon to be crowned tiktok. Cmo a lot of marketers are still struggling to manage their influence. Collaborations in an effective and timely manner of lewis's all in one platform makes it easier than ever to streamline and scale influence or campaigns with uplands marketers can triple the number of influencers. They work with and run campaigns in half the time for finding influencers and contacting them to keeping track of collaborations and measuring results. Uplands really covers all your bases. You can get your free software demo to find out how up fluence can help your brand at jet dot up dot com slash mc. Yeah is the smartest influence our platform like. You've been talking about brands. Set to spend over. Fifteen billion on influence or marketing and twenty twenty two and three quarters of marketers have increased their influence or marketing budget over the past twelve months. So you want to get on board with. They've got their live capture feature. That captures your brands. Best advocates integrations to all the systems that you need to connect to including reversion clovio. Your g mail account chiappa fi. Everything you need to get up and running again. Check out your demo over get up. Loans dot com slash mo. And we thank them for their supported the show. I got pin recently about some marketing salary in folk. And so i wanted to check in with you on that because i've always gone to the the fuqua could see a most survey but that doesn't have solid salary results. I mean it gives you just general trends in the industry in what's going on. Do you have some place that you go to for that a main source we track. Honestly i mean the salary dot com generally a decent resource to does. He was gone particularly when you start going down to the metro and the city level geography You do get to see some things that set the challenge with a lot of salary. Surveys is the the either self reported from people or they are. You know really really really aggregated. And so if you're trying to figure out what your worth versus you know the the general market they can be tricky. The one thing. I'd be like about salary. Dot com is that gives you the band lower twenty-five percent median twenty five percents depending on. How how you perceive your own value you can decide where along that spectrum that you ought to be no. I think that's that's a decent resource the other thing with salary stuff though is i think folks have figured this out because of the pandemic is there is more to work than just. The pay itself was like flexibility. And things you can you. Can you work from home the entire time. I know that a lot of companies have realized that. Oh an awful lot of desk jobs. Don't need a desk. Yeah right right. Everything has changed. And it was funny because the sally dot com comp numbers have your personal time off with a dollar value so know it's a two hundred k job they're saying. Oh by the way is part of your package. That's thirty thousand of that. Is your time off which is a little bit squishy but does make sense because you. I guess if one job is saying yeah we give you two weeks a year because we're gonna ride you like donkey and the other one is yet you get up to six weeks. That is worth something and yeah it is interesting too. I think everybody is. You're a lot more willing to have some flexibility on the salary. If it's yeah you're to work from home and have total control of your schedule like that again. That's the kind of stuff that makes us pretty soft has a lot of angles. Yeah the other caution with a law. That is that yet to be careful what you're doing apples to apples on because a lot of salaries say in other nations. You really can't do comparable stuff like in europe like in france. If you were offering somebody a job with two weeks vacation they would laugh you out of the room like nope the minimums eight weeks. Yeah i hate to go off on a massive rant here but you know when you look at the. Us healthcare system compared to other countries. Because i've done this analysis. It's like a canadian startup. Basically getting three hundred grand to start with because they don't have to pay for any health insurance you know that's all covered and yes the taxes are more and all that it does come out of somewhere but yeah again. This tying healthcare to employment is just before. Maybe it's time is starting to to pass. But we can relocate marketing over to the netherlands. If i start dining on swedish meatballs and the normal diet plan. I'd be more than happy to do that. And of course have better design furniture. I guess that'd be part of the mix. I am all on board. Oh we had some follow from a listener as we were talking about our cs messaging on the android platform. Google has these standards that it's going to roll a press release just coming out from a couple of days ago. The t mobile is going to be working some of that. And so it's interesting zia carrier coming on board with that. Maybe that will drive that forward and yet because apple has kind of had the lead as far as upgraded messaging features. So it'd be interesting to see if that gained some ground. I don't know anything else on the front even watching her going on just the ongoing battle royale between apple and facebook in terms of what tracking tag allowed that the third party cookies. We've talked about all all the stuff recently. But you know the big change will be for a lot of folks who are running analytics when apple starts to enforce the. Hey we're going to ask us. They want to be tracked by your website whereby your app is going to turn off. A lot of things is one of the reasons why for example the see mojave post earlier than we were discussing. Server side tagging is like suddenly back in style again because it is the only way to guaranteed get data. You'll get less data than you get from clients attacking but you will get the data. Where's if somebody on their iphone. Browser website says no. I don't want to be tracked. You don't get google analytics. Don't get facebook yet. Nothing they're invisible user from client sidetracking tracking so your your web analytics. Everything will have good chances vanishing. You know whatever. Angie audience uses apple devices a good chunk of that could go away so the council that everyone should be thinking about over the next six months is what is your server side tagging strategy have you implemented. Are you going to implement this. And for all the savvy mark listening. Have you got your battleplan ready. So that when we don't win apple's going to roll this up at the moment. That apple rolls it out within a week. Your cmo is going to be knocking doors. Say hey web traffic down forty percent. What's wrong he'll converged on. And it's going to be a fire drills so if you wanna avoid the fire. Drill is time. Start looking into the service. I'd tacking stuff now. all right. Yeah that's cool. We've got that article from simone. I want to kick that around. I also have to mention that. Today's episode is sponsored by our friends at the excel a company that trained some of the world's best marketers. I've checked out the platform myself. And it's just fantastic. Covers a bunch of different disciplines and cmo ha has one of the instructors over there at that is the best in the world that what they do memorial price. Paul boac andy christina. The list goes on and on these folks. The top practitioners in their respective fields and the format is great. They don't just toss a bunch of lessons into a course like other providers see excel knows that information is only one part of the learning and their courses are designed for implementation. They also use their see excel mini degrees. These intensive training programs are built to grow you from a novice marketer to an expert practitioner. Step-by-step the marketers. Today and tomorrow have a broad understanding of all marketing disciplines and a deep expertise in one or two areas. And this is. What's the excel focuses on giving you both knowledge and a broad array of marketing skills and a deep ability in the ones that matter the most. If you're looking to take your marketing to the next level. I highly recommend you. Check excel out at the accel dot com and we thank them for their support of the show this quarter and yes so this article from cmo talking about tracking conversions from facebook through google. Tag manager for g four for me. This was just news. Because we've talked about how tracking conversions can be so challenging so to see something already tied to facebook was interesting. But you'd mentioned it being server side and that's kind of a different approach. So what's the angle here. Yes so the big thing there is. Facebook rolled out its conversions. Api which these service tagging as a way to essentially try glued together conversions. That are happening. That don't have a facebook pixel fire because of ad blockers or any number of other things that obviously as apple turns on their stuff. It's going to become even more important. Seema's article says nestle need to import facebook service tagging separately. You can do it within google tag manager. If google tag manager is also set a service techs who will tag match up comes from the master host of the server side stuff and then from there it can send data facebook saying hey this conversion just happened which again this is to be the path forward a lot of marketers who want one hundred percent of their data was gonna be less data. But it's going to be one hundred percent of the day because at the end of the day no privacy script. No foam block feature. You can stop the fact that somebody's client is consuming resources on your server and you can see from your server logs. What's happening and so. This is a technique percent like hey this user just did this thing i got to the thank you page. Tell facebook hey. Conversion just happened to the thank. You page like go. You should know this thing happened. And then facebook can match that up with the ad campaign ideal and be able to say like yep you. You're at this minute converse so again. This is going to be the wave of the future. It's going to be mandatory. I would say probably gonna be mandatory for marketers by mid mid twenty twenty two if not earlier because with all the privacy changes will be increasing restrictions on what we can and can't get from customers and we own our servers. We own our service. We own the data. The happens on them and so we'll be able to keep collecting that data in use of it. Honestly that's probably the best use of the data anyway. We don't care if somebody's you know at least a certain advertising demographic profile when in reality you care if they go to these five pages they have a higher probability converted. Quick them something so pop up saying hey look like you're about to convert. One of a last nudge coupon or something. Yeah and then so but setting up tag manager so that its servers side like that. That's not the standard implementation as it. Is that additional work. So that like how is that. It's a more technical process. It's not ugly. It's just a more technical process actually mean to do it on my website just to get some practice with him but essentially it is. Little is just okay. You're to connect it to read your server logs. Okay so you're pulling the data from over there. It's ironic two thousand three all over again. That way way way back then we had packages like eight stats and things that just read server logs. They didn't have anything client side at full circle. We're back to that. Yeah yeah and. I've had to roll those things out every once in a while. Because sometimes you run into just totally bizarre stuff where you don't know what the eggs happen on your server and you realize it's you know it's not even hdtv protocols like some other bizarre thing you've been hacked with or whatever so yeah some some of those tools. Turn to. maybe make a resurgence. And it'll be very interesting to see. It'd we really interesting to see. How many of the establish services will add used as an add on or try and do something else to existing packages that could be a whole industry if things continue to to tighten up the way that happened over the past couple years. Yeah it's very clever to. Because you know google tag manager making it easier to do than to the barebones implementation yourself right miller but of course that then means that we're still sending data to google so google still knows what's up ray. They're getting server levels in info even more invasive a better picture of what's going on knowing who should be assimilated next. Oh i've got a link to an article. You provide fifteen habits from highly effective data scientists. I just want to do this. Because we have not had any kind of stephen covey info and that has always been. Seminal work that. I always go back to every year just to check on it. Makes things are going but this article specifically data science focused. So it's all again straight up covey stuff as far as simplifying and doing a better job of working on your process and of course seeking to understand and be understood and all that kind of stuff so that that's a good lincoln check in overall. I also had an article talking about purchasing patterns during the pandemic and things change. It was interesting. The tagline was that make up and pancer out and skin carries in. So that's unsurprising given what's been going on. And of course i give a plug to the lovely karan for that. She is a beauty counter representative. So if you are into that whole skin-care and stepping up a notch with safety be sure to text me and give me. I'll have to work something out for our uk friends at instructors. Underpants been bad. But it's not that bad. That's funny because there was another article i passed on that was in there was a compilation of read it posts of the twenty most common things people outside the us. Believe about the united states and there are some really funny stuff in it. I was like oh my god. School buses really are yellow. Like i thought that was a cartoon thing but no our school. Buses really are yellow here. That people can't believe about the issue whether was like. Oh my god you can get into university based on your sports performance. A large portion of them were about you buy milk in a one gallon tub which no one else does and you can buy a soda in. What's basically a bucket. You know an australian large as like a united states small but Yeah go bigger go. Home is always been the the mantra. Yeah sadly that's Wait during the covid crisis here. But that's just something jr. so i'll pull that back. We'll pull that lincoln there and of course you can always get the links that are featured in the show us with the marketing over coffee newsletter powered by digital and the techs campaign is still. I'm having a good time with the text campaign. I mean it's not a huge number of followers but we have to communication and it's a great way to manage. I've been very happy with community the tour using over there. And so if you want to sign up for text for the international crowd plus one the united states six one seven eight one two five four nine four and you can jump on over there and chat with us or heckle us about how much i eat for lunch. That's the being at overweight american. Let me see other. i don't know. Do you have anything else on the rundown did we miss anything. No i did talk a whole lot about influence of marketing lately with again with allow the privacy changes and things making sure that we're focused on getting influence of marketing strategy. Set up because at a certain point that will be the best advertising data. You can get like if you know for example you want to be anybody marketing crowded and you work with marketing over coffee. You don't have to go look for an ad segment With content with continually degrading data quality. If you know that the the audience listens to a certain show so the preparatory work for this species that you're serving people and ask them like. Hey what podcasts deal is it to what do we you get your news online doing professional development stuff where you go if you're on the consumer side ask if way to get your product recommendations What stores to shop online all the basic data collection that you need to build a behavioral profile your customers and that will help you start the work for influence or identification. So like okay. We know these these eight people are the ones everybody in the this niche as attention to we need to to get on the radar. He's one of those eight. That sounds good. As far as the travel stuff had a has not opened up. I did have some research talking about the healthcare industry and hospitality and dine in. Have all been on the rise in the past three weeks for employment so things starting to open up but yeah i do not actually have a plane ticket in hand a couple of events for july in the fall still on the maybe list. Have you got any travel going. It's all virtual right. I know you've got stuff coming up. All virtual free The shop me arm quite literally. Yeah that's true too. We're both of us massachusetts here. April coming up for vaccination so we'll keep an eye on that but that's good. That'll do it for this week so until next week. Enjoy the coffee. Enjoy the coffee. You've been listening to marketing over coffee. Christopher penn locks at christopher espa don't come read more from john jay ward at j w fifty one fifty dot com. The marketing over coffee theme song is called mellow g by funk masters and you can find musicality for you follow. The link are show notes.
Now with Less Mansplaining!
"The marketing over coffee playbook available for ninety nine for just two more days. So get on that as quick as you can. And let's start the show. Marketing over coffee with Christopher Penn. And John wall. Good morning. Welcome to marketing over coffee. I'm John wall. I'm Christopher Ben. And today as I was going through the topic lists the man's planning alert went off in the background. So we have Katie Rubare with a sticky for soundtrack CD. Hello. Hello. I'm here to make sure you don't man splaine too much right to be called on man's flaming which is important. The the biggest thing is to get the other respective. Or and perspectives. We're totally missing to which is always can happen in the as we are rambling through topics here, but to kick it off, So Chris you've been on the road everywhere doing all kinds of stuff the thing that you'd thrown out there is you playing around with cameras beta what's going on with them. Yes. So the official announcement isn't for a couple of weeks. So we're under on Bargo for all the major stuff. But one of the things that they've introduced compressions audio compression in the product. And it's been interesting. I totally see where for if you are like your average. I don't know like HR person or corporate learning and development person. I could totally see where you know, just out of the box basic audio compression, it would be a good thing, especially if you have no idea what you're doing with audio. But this is something I've seen a lot of video products. It's not tune -able enough. So like when we do editing like, I'm currently editing. A. A panel that Katy spoke on last night at at general assembly, Boston AI, and the audio from that requires very specific cleaning like you got to do a normalization pass, you flatten it down a motto because you don't need the stereo affects for a panel discussion, you do a one or two passes the noise reduction than you do dynamic, compression, and that's stuff that pretty much. You can only do either like super high and editing suites or in open source software, we use on acidy. And when I use the built in just the basic compressor in the product, and it did tech new a compression supposed to do. But like made the background noise much worse than things. So I feel like it's not quite there yet. And I think it's probably it's good enough young the average screen casting video. But definitely if you if you want pro editing, you're gonna have to continue to resort on a bag of your best in class tools for individual tasks. Yeah. Isn't it? It's just crazy. So road has a box that. Has just come out for like five hundred dollars that has compression and limiter built in which is Adam curry was trying to do that like two or three years ago. And because it's just ridiculous. You have all these audio. Yeah. In fact, I mean literally right in front of me this board. I have is supposed to be for podcasting. It doesn't have compression or limiting, but I do have the God effect. But which I don't know why anyone would ever need this unless they were doing like at ten commandments cast or something. But it's yeah. It's just insane. That you see that that is the dividing Mark between people who know what they're doing with audio. Not like if you're sitting in your car, and the volume is going from nothing to blow your ears out or same thing when you're wearing your headphones. This roadbocks is about five hundred bucks. And it has a lot of neat features being able to do a mix minus two, you know, so you can have like two people on a microphone in the room and one on Skype and have that all work that'll be interesting to watch. And we'll see where that goes. Yeah. Speaking of roads stuff one thing we saw was about a week ago from national association broadcasters the. Nab show road. Has that new wireless Laval, you might like the smallest clip on ever. And it boy does it look good. Also looks expensive is it. Yeah. That's the thing. That makes me laugh I start getting my being h photo emails from the nab show, and they all start off with like save seven thousand dollars. I'm like, well, if I'm going to save seven thousand dollars, obviously, that's not something I'm going to buy with the petty cash fund here. Yeah. The totally wireless. That's the smallest thing. I've ever seen on that front. I'd Sennheiser has a similar set of stuff where instead of plugging in a cable you plug in this base wireless Dongo, but that's around twelve hundred bucks. So it's not cheap at all. So it'd be interesting to see road has said that they're going to change the price point. So maybe it'll be around that five hundred points. So we'll see what we can do for that got. Yeah. Hardcore geek stuff on the front end. We had one other one though to you had seven new announcements for Google cloud. If they get new services what's up there? Yes. So Google cloud next was the most recent show and as with all things Google. They will at a whole bunch of stuff the seventy services. They have our cloud run, which is a stateless HDTV container service, which allows you to essentially run a web app without having a web server behind it, which kind of nice traffic director, which is traffic management, cloud, data fusion, which is their version of trying to put together, so like an enterprise data store. It's kind of a neat idea in that have data blending built by itself. There's cloud code, which is a coating environment. Auto L tables, which allows you to build machine learning models on top of some of their their data services. They have their own AI platform, they just released and something called Anthony, which is sort of a hybrid cloud offering. It's interesting that they're rolling out so much of this these individual pieces everyone in their cousins trying to go in the exact same direction. So if you look at like AI platform AI platform is looking a lot like they're they're tempts to go after Watson studio. If you look at the data fusion, that's sort of you know, what, you know, Amazon's AWS cloud data services everyone's going in the same direction with all the stuff. I guess the question for a lot of folks, particularly on the marketing side is. Depending on what you're already paying for what you have. Subscriptions for is probably going to dictate. What system you use? Like, if you're already on if you're an AWS shop, you're probably not gonna use data probably going go to go straight to to AWS option. Same is true for a I if you're already in AWS shop, you're probably gonna end up using sage Baker, whether whether you want to or not so it will be interesting to see how all these vendors sort of knife at out with each other as to as to who gets to win the customer. All right. We have to take a moment to just thank linked in for their support of marketing over coffee when it comes to marketing your business. It's all about reaching the right audience at the right time and connecting with them. When your message will resonate the most. So if you want to target your customers where they're engaging every day, and when they're ready to make a decision linked and can help you when you advertise on linked in the world's largest professional network. Yeah. The opportunity to build long term relationships with your customers relationships that often translate into high quality leads website traffic and higher brand awareness. The first step is talking to the right audience. And with a community of over five hundred seventy five million professionals on like, Dan, you have access to a diverse group of people searching for the things they need to grow professionally Lincoln has the marketing tools to help you target your customers with precision down to their job title company. Name an industry, and we've talked about the lookalike function that they've added there's a few more new knobs to tweak in there that will get you even tighter on target. So check that stuff out because better targeting equals, a message your customers care about which in turn leads to more trust built with your customers. In fact, four out of five customers who are in Lincoln decision-makers at their companies. So you're building relationships that really matter and here's the deal for marketing over coffee listeners to redeem a free one hundred dollars Lincoln, ad credit and launcher I campaign. Go to Lincoln dot com slash embassy. That's linked in dot com slash embassy for your free one hundred dollar ad credit. Great for anything that you've got going. If you want to start testing and for side projects be sure to check it out, terms and conditions apply. And we thank Lincoln for their support show. All right. Facebook group crackdown again, it's interesting. There's so there's two. Assets to this one was what we're always laughing about how you know, somethings all free, and there's this huge land rush. And then of course, suddenly they start boiling, the frog and closing things down and tightening things down. That's still unsurprising. But the the angle that I didn't get and I this is still a little sketchy, though, the this could I'm not going to go SARS as far as to say fake news, but I did see some questionable websites talking about concern over like anti vaccine groups, you know, people that have this information, that's sketchy out there and the theory behind that was ultimately face what could be found liable because supposedly this measles. Outbreak is some stuff going on with New York City about that people talking about finding people who don't get the measles vaccine. And so I could see, you know, not wanting to get wrapped up and all that so tightening down some of those Krupes, the I don't know what what's your thoughts on the the group thing. The group thing not surprise ill boiling, the foggiest kind of what Facebook is really good at by the way, if you're one of those folks who believes that your Instagram business pages. Profile reach is going gonna continue being awesome. Time to start planning ahead for for that not the case. Because clearly Facebook has that in their gun sights as well. No. I mean, there's so there's been a lot of things happening on the content front certainly there are a number of laws and legislation being passed, especially in Europe, holding networks liable for certain things so article thirteen in the EU, which got past is one example of of networks at any kind of distribution mechanism being held liable for copyright infringement. Which is interesting. The big one recently to YouTube YouTube was was mischaracterizing their AI was incorrectly detecting, the Notre Dame fires story as a nine eleven conspiracy video so this there's a lot of things going on with the AI on the back end still struggling to to train correctly on stuff as it happens and still trying to identify. What's what's good, and what's not good? There's. There's so much that I think is happening at such large scales that companies themselves just having a hard time keeping up with it because it's relatively straightforward to build a good quality machine learning model to screen for the stuff. However, it comes at an extremely expensive compute cost. It was slow down to do it, really. Well, was slow these services down to the point where they're unusable. So for for the big tech companies is trying to figure out how do we build this? So that it's right. But also that our service quality doesn't degrade. And that so far everyone seems to be opting in favour of speed rather than accuracy. Yeah. Surprising. But it would go on to that angle. Also on Facebook groups, we had Katie had found a link that she threw around to us earlier this week about a wedding shaming Facebook group. And this is something that I was just kind of blew me away to see what was going on. With us. The article itself cited a specific issue going on with it. And then there was a link to a wired UK article, which I'll have in the show notes if you want to go and digging into it, see what's going on. But yeah, basically, calm people complaining about weddings, and the initial article had someone taking pictures of the catering spread and you know, completely mouthing off about it being the most terrible thing they've ever seen a crime against food the right? That was the tagline that I saw on that from that article. It struck me as just bad behavior and people complaining the wired article when I dug into that a little bit more was interesting in that it did say well part of this is it's a chance for people to vent about what's going on. But everybody should let Katie where the first one to come across it. So what were your thoughts when you dug into it terrible? Honestly, I mean, and that just reinforces it, I was super. Surprised, but I don't know why surprised that groups like this exist purely for the purpose of making other people feel bad. So I mean, let's let's get real for a second weddings or tough, weddings or stressful. Even if he will elope there are still a lot of pressure and politics along with it. And you know, when I was reading this article, I was like man, you know, as someone who myself recently got married on a really tight budget, we ordered pizzas, and we had them brought into the venue, and maybe other people didn't find the whimsey and novelty in it that we did. But we could have very easily ended up in a group like that where people were sort of shaming our best effort. And I think that the thing that social media just in general is just really terrible for is. It really does give people this opportunity to be really horrible to each other. And so the groups those are always going to exist. I mean, you see if you belong to any like. Unity groups or small town groups than you know, you always have the admin saying, hey, guys. Oh, forget the rules. You know, try not to be super negative. But that's just what social media is. It's terrible. And so when I came across this very specific wedding shaming. And that's what it was called. It just kinda I say shame on social media for allowing these things to perpetuate. There's so much other good that they could be doing that. They're just missing the boat on just you wait because what's going to happen next? This is really important for marketers to understand is that as these social networks become much more group oriented much more private discussion interface because signal does with their integration. What's Instagram Facebook messenger? This idea and politics, especially called the Overton window, which is the range of topics that are considered publicly allowable in in in public discourse. Like you. There's things on the extremes. You're not allowed to discuss right now. Social media has already polarized us. There's a whole Wall Street Journal read feed blue. Feet, which is fantastic example, where the Overton window case cases split in half the Red Sea folks have their range of what's acceptable, the bluefin folks of their range of what's acceptable now as we push down into more and more of these private groups where there is no public and no room for posing the Overton when it's gonna fracture even more. So to the F ING earlier about measles and anti vaccine to wedding shaming. We're going to have a massive problem that as markers we're going to be super careful about in. What is an allowable idea in which groups we even want to advertise it because Facebook group advertising as an example is something where you could target people who are say on marketing automation professionals. But if that group is filled with like crazy flatter Thor's at the same time. It's like, okay. Do you even know which are safe for you to advertise s going to be a super interesting and tough challenge for for everyone? I mean, who's governing these things I guess it's sort of without getting too deep down the rabbit hole of, you know, free. Speech and all that good stuff who's governing these things, and should there be any sort of governing on it? So the groups are going to be governed by themselves. Humans will be expected to self regulate because they are private groups. They're not groups that are open to the public. So it's it's you, and you're crazy yo eight yo you're eight hundred favorite crazy conspiracy theorists has should they be some regulation. That's tough because it's no longer public like there. There are a lot of regulations on what's public broadcast. It's acceptable for everybody. But in private there is no regulation. They all there's no regulations to what you're allowed to say in your own house, or what you're allowed to say at your backyard cookout. And the question is should there. Be I I don't know. I you can't really regulate what people do in private spaces. Yeah. As a matter of fact, the story has some interesting points about what has happened with the management of that group. But before we jump into that. I just wanna take a moment to thanks. We'll go for their support of marketing over coffee for anybody. That's doing live events as part of their marketing campaign stack you want to check out Sugo, whether you're running small conferences or massive shows. We'll go let's you build your reg page your event website and all the event communications with your brand front and center as opposed to some partner that's going to be charging. You per attendee. You pay a flat rate for Swu go to as many shows as you want as many attendees as you can cram into that venue. Because that's the way you want it to go, the pricing model won't make you cringe. There's no surprises. And if you head on over to get Swu, go dot com slash marketing over coffee, you can learn more and claim a free event app. When you subscribe exclusively for marketing over coffee listeners will throw the event app in for free. So again. That's gets Swu. Go dot com. We'll go as s double o GO dot com. That's gets. We'll go dot com slash marketing over coffee. Tell them that we sent you and get your event up and running with less headache than ever before. And we want to thank them for their support of the show. So when this group was initially set up it fractured, a number of times, there's actually two other groups, and in fact, one of them is more than twice the size of the one that the story was written about, and it's again from a marketing angle, it's very interesting in that that name of the group wedding shaming. I realized that there's a copywriting thing at work there in that some of the administrators are there to try and render Justice and literally shame the attendees whereas other of the administrators their whole idea was to give you a venue to complain in private about a wedding where you normally couldn't. And the example, they gave that was a guest was invited to a wedding where the bride asked everybody to kick in. Fifteen hundred dollars to cover all the expenses and their honeymoon. And so if somebody wanted to vent about that as being ridiculous. But so then you basically have civil wars over the past two years. They've had these wars where the administrators all face off against each other over certain topics. And there was even one story that was Lord of the flies where the administrator said, you know, we're gonna let this guy put his quasi racist post up there. And we'll let the group beat on him for three or four days before we pull it back down. And of course, they painted it with a happy ending that the guy came around and realized he, you know, bene- -fensive and rescinded and gave up his ways, you know, moved onto it. But yeah, it's just it's amazing. And it does remind him bit of Wikipedia. How they've always had you know, you kind of have this shadow group of administrators that nobody really knows who these people are. But they're solely judged by their work. How well they can administer the group. But yeah, I don't know. I don't think that's any answer to your question. Katie though is like how does this running? Are there any ROY? Goals. Well, I mean, I think it goes back to my original statement that people are just terrible. And I think that this is a really slippery slope. I think it's gonna go sideways really fast. But I say honestly in those situations the easiest thing is just to walk away. Same thing if someone invites you to a wedding and ask you to kick in fifteen hundred dollars, just like, you know. And then just let it go. It's honestly, it's really that easy on. Yeah. No, I agree with that. All so in before we wrap I'm we're running a bit long. But we've got there were two other stories that came in which is why we wanted to get you over here. It's because we talked about Gillette and pink razors in the past. And then a week and a half later. Gillette reveals their VERA Bradly collection for women. So now them being with VERA, Bradley, or you're going to run out and restock or what's your thought on that? Well, you know it. When I think of all the things that as a woman I need to do. I'm like, you know, what I need to do it in style personally. And this is my own soul opinion. And I'm sure there's going to be people who disagree. I think it's silly. You know, I guess I would turn the tables and say to both you, and Chris, you know, if they came out with a Bruins or an IBM or a, you know, pick the thing that you're a fan of version of a razor and the razors still kinda crappy and you're still going to Nick yourself every two seconds. Would you buy it just to have it has to have the functionality? Like if it was Star Trek branded NFL actually had the ability to use lasers to to shave the. Yeah. Shaving the latest could be either awesome awful. The branding alone doesn't matter. But if there's there's there's some functionality that's different than that. That's you know, that's totally different. Like, you know, some of the stuff that think geek does has absurd functionality while they're April Fools things was a basketball hoop that bursts into flames. When you score a basket that that would be pretty cool to be an figure well now, and then they had another thing telling onto that to the done. They're changing the view of men in their relationships to women and women in advertising, and so they had an ad series. Come out with a plus size model, and that kind of generated a lot of discussion as far as well. You know, is this person big what are they too big? And I mean, I see it kind of his masterfully played because they kind of set that up with earlier campaign. And now, they're they're doing something that moves with that. And it's created a lot of conversation. Of course, you know, the big question is will it be good or bad for the Brandon long run? But how about on that campaign their thoughts on that one? I get the feeling that. They're not concerned about good or bad. But they're really trying to bring just awareness to their brand in general because the decisions that they're making to me seem very polarizing there's no really like, okay. We're just kind of going down the middle where making everybody happy. They're really choosing things that are starting conversation. So in the occurrence of this woman that they chose to be a brand Representative. Yes, she is on the bigger side of what people are used to seeing in terms of models or influencers or Brenna Bassedas. But that's not a bad thing. It's sort of back to the wedding shaming thing. It really brings out the worst in people when someone sees something that they don't like on social media, and suddenly they have all this courage to hide behind their keyboard. And you know, say all these horrible master things that they wouldn't otherwise have the courage to say in public directly to someone's face. And you know, that was sort of the way that I was viewing. This is that Gillette is in some ways. Genius because they're very relevant. If you look at probably there mentions, you know, they've gone up. They are very present on people's minds and not necessarily for great reasons. But people are still talking about them. So good for Gillette. Are they making great decisions? I don't know. But they're making decisions that are keeping them relevant. I view all of us has people have too much free time and clearly need. Well, what do you think about it anonymity? That you've mentioned, you know, people have encouraged behind the keyboard. I dunno. My has always been that you need to have the the privacy people will freak out over this. But I don't know. I don't see a problem with having to to be on record. As who you are. And what your addresses and all that kind of stuff people make the arguments like well anonymous challenging of authority and things like that are key to society functioning. But I'm like being in a Facebook group complaining about weddings like this. That's not function of state. That's not gonna save the world like that's people using cowardice hiding. Behind anonymity to say the things that they wouldn't have the guts to say to someone to their face. I think you situational. And I think it depends. The ability to be anonymous on social media really allows people to be nasty and cruel and demeaning, and that's where I take issue with it. You know, I personally lift by my own moral code where you don't say something behind someone's back that you wouldn't also say to their face. And so that's sort of where I personally take issue with at where these people are taking the opportunity to hide behind their keyboards and just be horrible horrible humans to each other. But the flipside is in China where it be state monitors everything anonymity is the only thing that keeps you from getting executed by the state if you save. Right. Exactly. And that's what I'm saying. Like, this is my own personal feeling on it. I can't imagine what it's like to live in a culture like that. Where that's the case. All right. Well, I think that's enough from the land of entitlement here. We can. Wrap things up. We've got a bunch of stuff coming up over the next few weeks. But yeah, I think that's going to do it for it for this week. So until next week enjoy the coffee enjoy the coffee. You've been listening to marketing over Kofi Christopher Penn. Looks at Christopher SPN dot com. Removed from Joan J J w fifty one fifty dot com. The marketing Kofi theme song is called mellow g by fuck Mazdas, and you can find it means Callie for maybe o fully the link in our show notes.
Now with More VR!
"Marketing over coffee with Christopher Penn and good morning walk into marketing over coffee on John Wall. I'm Christopher Ben and we are back. It's been a while. We had both David Merman Scott and Mike for many chats so we've had a bunch of stuff going on over the past couple wasted finally January in full swing getting back in action here. How did the rest of the holiday wrap up for for you sir as funny it's like it's now you know as a record us twenty second of January because the holidays literally were ages ago so a strong and a lot going on? Yeah does is crazy. I think the one big holiday takeaway was I grabbed the oculus quest to the the wire free headset. It's a fascinating experience the ability to work walk around three six degrees of freedom running into obstacles in your home by really fantastic. It's I would say it's the first viable really viable true. VR solution because you're not tied to a computer. You're not GonNa you know Yankee computer off the desk with the wires wires and stuff like that but the quality is better than the smartphone in a weird little holder on your head and The entertainment and the what you can do in it is pretty amazing with controllers. Controller's stuff a favourite. So far is a poem called tilt brush by Google which allows you to draw and paint in three dimensions so you are innocent environment and you can literally really create sculptures and light and fire and all sorts of really cool stuff. So that's been a very interesting change. How you think about creating media when me he is in three dimensions and you can move around it one of the first questions though so you touched upon. It is all the stuff that I've used today. Is You know slapping a smartphone into do you know at least better than cardboard I have a rigged that I can adjust all the focus point so I can actually see it which is kind of critical but is the video way better than that phone solution. it's definitely better One of the things that this comes with is Three short stories in the Star Wars universe APP called vader immortal. You know there's a lightsaber dough Jordan. Wouldn't and the opening sequence. Has You flying over the planet most Afar and you it literally feels like you are inside of a star wars movie. It's got all the you know the sets and the decor and the effects that you used to end it's it's really good example of totally immersive storytelling. It will be interesting to see how the technology develops over the next ten years. I was Doing a spot on the immediate release. podcast they're asking what technologies are keeping an eye out for the next decade and VR's one of them because as the real world becomes is less and less appealing with climate change and natural disasters and food shortages and things over the next decade having virtual worlds where there's no penalty for the building a hundred stories skyscraper just easiest building a Hut L. Microsoft style world. So the idea that you'll spend more and more time in places this including places you can't even go. There's one happen here which is essentially uses Google Street view. And you can just kind of walk around any place on the planet for some places as you know like Venice Nielsen. Coastal cities for future. Generations this may be the only way they ever get to see those things because they'll be underwater. Yes thanks now. How about for the audio for it to does it have ear buds? That go with it. Or how does that a war. It has a a our style speakers like you try. Those bows sunglasses awhile back and it's the same style style speaker but there is a three point five Jack if you want to Jack in wired headphones but and so it stereo though. It's not any kind of surround audio or anything like that. Standard a standard stereo. But like I said it's been a pretty expensive. The apathy spend the most time in his beat sabre. Just because it's like you know it's it's like Atar hero but with light sabers. You really can't be that. Yeah that one seems to be kind of the first game that's getting some real. Traction and people are jumping on board with. It's time for a refresh on that too. Because the last time I checked out there was a a Three Sixty camera that was in the four hundred dollar range that was kind of people. Were expecting to be the cutting edge but it was still doing going through some hardware upgrades. The software fort was still being tweet. It does it goes so we should look back on that and kind of talk about where to go next with that and if you should start shooting stuff yeah pretty much anybody. That's doing anything outdoors or with any kind of real world. Experience should be doing some testing of that video to get a feel for how that works into start putting some test content together because yet so much more engaging than just straight video. There's no doubt about that. Yeah Certainly if you're a public speaker you should be shooting in. Three sixty should have three sixty camera because what it allows you to do is replay your talk and then watched watch the audience as you're talking you can see like what points in your talk hit. What did you know The slides that people are paying attention to sovereigns on their phone like you. You'll be able able to see the audience in real time as your speaking on stages right now you have to do is to camera rig to do that but this this lets you. Don't really check the whole room and see what's going on. Yeah that's an interesting point to end thoughts about that. You can't get the real time feedback like to camera. Shoot all the time and not with one box you gotTa love that so God we had an interesting piece. You're actually talking about death of the data scientist and while citizen data scientists which was a term that we have heard a lot and we don't hear as much which I'd be. Some people are still running with it. But it's I think it's perhaps left the buzz face and then I have a link to an article talking about eighty percent of marketers giving up on personalization because the tools they it don't work and are moving on so kind of. Where is this going? And what are you thinking about this. So thinking about personalization. personalization is important one. I wish attack attack about one first. personalization requires a really good clean data and a lot of it to do other than like Hello F name right and most marketers. Don't have that data. I mean in our day to day work when working with customers like you look and they're like well. This is not going so well. It's a whole bunch of stuff that's missing it's contaminated and so it's not a surprise to me that personalization really has not gone very well for for anybody and that speaks to you. Know this big issue of you know the citizen. Data scientists and fundamentally data. Science is for jobs in one right. It's so you have to have domain expertise. You have to have business savvy you have to have technical capabilities. Coding a primarily after have mathematical statistical capabilities Linear Algebra Algebra. Now four jobs for the price of one. No wonder that there are so few of these folks in existence. And the idea that you know. There's this army of of people out there. Who if they just had the right software could do this on their own is kinda silly? It's like expecting. There's an army of gourmet chefs out there who are just waiting for their protest. Excellent tapped as long as you. Just give him a frying Pan Right. it's not really how that works as the you can give someone the best kitchen. You all the stainless steel appliances and everything and they'll still gonNA find a way to burn water so I think a lot of what marketers and business people are realizing housing is that it turns out using data wells really really hard. And there's a reason why you're paying premium for the people to do these things. Now what's likely to happen in the next few years of course is machines taking on more of at least the grunt work and these things to get to your answers faster but at the end of the day it's still is going to require a human behind the wheel as it were to understand what to do self driving cars really good example. The car can't drive itself self even today. You know a a tesla can't drive itself but it's still need you to tell you where we're at ten is supposed to go but it's not going to say. Hey why don't I just drive and take your wherever averaging now you still have to put in destinations in order for it to do the driving. The same thing is true with data science. You still need to know where you're going no matter how good the tools are. Yeah Yeah you've got to have strategy somebody you know directing the tool and putting it to us they wanted. It just seems it's funny you know. These tools for experts are becoming the norm supposed expert tools. And that's a perfect lead into to our sponsor for this quarter. HFS The seo tool that covers everything whether you work for a big brand or run your own small business or do freelance. That's work getting traffic to. Your website is always an issue. We use it just as able to export a bunch of data and run it through machine learning. But there's everything there from pure beginners to you can just jump in find find out what your competitors are doing Z.. Where they're getting their traffic from Google? And why and then you can see the pages and content. Send them the most search traffic and find out the exact keywords. It's their ranking foreign. which back links are helping them rank from there? You can replicate or improve on their strategies. If you're not getting significant search traffic address tools also help you find topics worth creating pages or content on you can easily estimates search volumes and traffic potential with their key words explorer tool if you arguing strategies features like their top pages report to break down which of your pages of bringing the most traffic. Then figure out how you can replicate that success. Do you WANNA learn more. You can check out their blogger youtube channel. They've got a bunch of it step by step. Seo Tutorials and a seven-day trial for only seven dollars you can just go to H.. Dot Com that's H. R. E. F. S. DOT COM DOT COM to sign up. And we thank them for their support of the show. Having a video makes it even worse. There's no way I could clean this video to the funny thing about h is that their indexing is probably either the thing that they don't really talk about as much they have over a trillion pages indexed and their indexing engines. Are Almost as fast as you know the search engines themselves so a lot of the time when you're looking looking to do like social content curation of you can go into content explore put in your keywords or your topic and get here. The pages published in the last seven days of getting at least least x number of social shares in X. number of of organic traffic clicks. And that's a great way to curate. Even you know social media content so if you can make your seo tools. Do I do double duty as social media tools as well as save yourself some money on those content specific tools just for our social media and be it is a really really great way to keeping tabs on what competitors are doing. Yeah yeah where everything's going and we'll have to get tim solo back onto tie-break because I know at one point I had checked in they. Were you know aside from the search engines the largest repository of just total data out there. So they've just completely gone to town and have been that have a better view of everybody else than anybody else in the world so this got plenty of data to run against him to pull out. Okay the Martin Landscape I saw is just coming out and it's interesting Scott has crowd sourced it. So I've got a Lincoln there if you have the marketing tool and you want to update it on the chart or if you know somebody that's on there that's been acquired moved on or whatever they have a seven thousand companies up there now so everything's always moving and running. I think even with crowdsourcing they're gonNA miss out on a lot of stuff so of link for you to check that out you've got a bunch of stuff to you. Got Martic West coming up in April. What else's on the the tools front who watch anything else marketing automation in general Not Not really A lot more attention to what's happening in the on the machine learning spaces and Some really cool stuff happening in the world of transformers when it comes to a natural language processing being able to understand language better and better. That's that's been the big thing in machine learning for the last couple of years. It's you know. Image recognition is largely solved video recognition largely solves. Now folks are onto audio and and text being able to understand language or at least approximate the understanding of language. Much more. So that's that's where all the hot stuff is right now in cutting edge. Well we'll see I love going in and then we've got make on the conference coming up in June two so we'll be out there at that. A lot of things going on over there podcasting from inbound. It looks like they're going to have the podcast studio again. So we're kind of talking about that and what's going on over there so plenty of opportunities to get out about another data. You had chrome support for cookies ending by I twenty twenty two so they just finally reaching under life for that well his support for third party cookie so there is an interesting play by Google. They're interesting saying they're going to create a you know sort of a sandbox machine learning to determine what Third Party cookies should or should not be allowed and it's a a set of standards that they're they're trying to get out there and it's interesting because it's in in some ways it makes no sense in other ways it is very very self serving and they're losing market share. Yeo Fire Fox has been doing a really really good job of emphasizing as privacy issues lots of tracking blocking cookie blocking things like that and the folks Google have seen the writing on the wall. You know users actually do care about privacy. Privacy turns out and their advertising model is so dependent on having this data that the more people who switched to fire Fox or other Privacy focused alternatives the more data. They lose I mean because if you take a brand new fire Fox out of the box is blocking almost everything. So you get demographic data on the person you get no good referral data. You get a lot of stuff that's gone and if you're trying to to sell ads against dance that it's a really really tough Tough proposition so google is trying to help with the standard that still works for advertising whereas fire foxes got on holy into. Yep We're just got to you whack advertisers in the news kind of thing. Yeah and take it away so you know for the average corporate webmaster just working on their property. I mean is basically have your google analytics primed named in tuned. Is that the only thing you can do now or is there anything else that you should be jumping on the thing that I think people should be taking a very hard look at is looking at a an on premise. Analytics analysts solution to run side by side with Google analytics One of the ones that I've been looking at that list is called Mathoma. It's an open source product. You have to build your own server and write got it on your own server but it can do things look at server logs which are the raw hits to the actual machine itself and that's going to be essential for now as trackers and things get continually more and more blocked at some point you will have to have that server log level Analysis just as a backup so take a look at if you go to uh-huh Tomo NATO Mo dot org. It's an open source product. It it comes with all the complications of an open source product so You should brush up on your clinic server at Matt Administration Skills but I think sooner rather than later is going to be an essential piece of kit for markers who WanNa see what's Oh actually going on in their data all right. Yeah well that in the show notes so you can grab that we all saw possible moment. We just want to thank Lincoln for their support of marketing over coffee. What if you could reach the right professionals the right way imagine the best place for marketers place where you stand out against a backdrop of standup brands a place that has exactly the people you're looking for an even better they're looking for you a place where you can move customer relationships forward a lot like Lincoln Lincoln ads can help drive the results marketers like you care about most from building your brand all the way to converting revenue and driving growth? When when you advertise on linked in the world's largest professional community you have the opportunity to build long term relationships with your customers relationships that often translate into high quality leads website traffic and higher brand awareness ernest? The first step is talking to the right audience and with a community of over six hundred million professionals unlinked Dan. You have access to the world's business leaders decision makers plus the people who influence those decision Asian makers the practitioners doing the hands on work today and tomorrow's future leaders everyone who matters to your brand. Plus Lincoln's powerful targeting tools zero in on reaching the right audience down to their job title company name industry and more better targeted will muster customers care about which in turn leads to more trust built with your customers in fact sixty two million business decision makers unlike denser. You're building relationships. Ships that really matter. And according to a recent survey seventy one percent of people use information from like Dan to make informed business decisions to redeem a free one hundred dollar linked in Ad Credit and lunch your first campaign pain good Lincoln Dot com slash embassy that's linked in dot com slash MC for your free one hundred dollars. Add credit terms and conditions. Apply all the link to add another article about just linked in dominating on the advertising front and you know it's not surprising to me. I don't know my facebook feed is seems like some days it's down to two people everything is so stifled there. It's unbelievable so you have more traffic there. We've been doing a bunch of stuff with video on Lincoln and it's worked out well for us so we really appreciate them stepping up. You had twenty twenty core update on the shown as to what's going on there. Yeah briefly just Google rolled out. Its twenty twenty core update algorithm change for. It's our main search engine and a lot of folks had a a lot of Indigestion the week of January fourteenth. But things seem to have settled down now and the winners and losers on that uh are are a mixed bag. It appears to be much more in line with your search trends at least according to the folks over its Se Roundtable but but it's a very heavily focused on finance insurance as seems to be where the the ups and downs are an and you know some adult entertainment stuff to now some really. There's no a clear pattern of you know is a site. It's not like past updates. which was clearly a welcome in east was certain type of tactics this time? It's just a general algorithm change so key takeaway. If you haven't checked your organic search traffic recently in Google analytics this would be the time to go. Check to make sure that You haven't stealthily been whacked in on the knees by the Algorithm Change. Yeah for stuff that you do get wacked on. I mean what's the first step. I mean just cleaning update or clean update yeah add a new content and then use a tool like irs for example to To See what in your space is actually getting the traction and see if there's things in common that Those those pages are getting that you're not that's a good point you could dig in and see if your competitors have been whacked for the same kind of stuff at least or see what's going on or what's changed. Yeah you might be able to sell because because that is what we've had always kind of been told by them because this is a whole `nother thing to dive into of there are people who say that you know just because Google says something that absolutely has no bearing on whether you should do it or not but in general sense though you know we've always been told these algorithm changes would be so granular that there would be no general fixes like there would wouldn't just speech people wouldn't just say like Oh add this tag or remove these tags or whatever to fix it but that everything was going to be so granular and so smoothly rolled out that you would have to dig into your own vertical article in your own competitors to figure out what was working or not working so that does seem to be the case. It would be interesting if you have any stories about that stuff. That's worked for your changes that you've seen we'd love to hear about that yeah. I haven't had any panicked client calls in the past two or three days. It just hasn't been noticed I'm sure is the case here. It's happened happen no matter what so. We'll keep an eye on that and see what's going on over there. One last thing that folks have been continuing to ask like. Should we be doing the whole talk things. We ran some fresh data as of literally this morning and the answer is a conditional maybe Takes is still showing people signing up for it but we're also still seeing lots of many more people you know searching for how to quit out of delete your account how to deactivate your account and things like that so it is very conditional we saw on average last year. That said they they got a hold of a leaked pitch deck An advertising pitch deck from Tick Tock which revealed that. They're united United States user. Base is only about thirty million odd users whereas the vast majority of their six hundred million users are based in China and There's definitely A An age biased for the network. Thirteen to twenty four segment so if that audience is important to you then yes it might be worth getting in the space playing around and seeing what the culture's like trying to fit into it right. Now it's behavioral. It'll maybe he's a lot like read it where this is very specific culture and if your brand doesn't fit in that culture so you're just GONNA have a bad time So it would say you set the account get nab your your username. And then start listing a seeing. Is there anything that we could do. That will be relevant and appropriate to the people who are there and if there isn't that's okay You can you can probably at least for now. Sit this one out. If if you just I don't see a fit in. Well it'd be interesting to see how it changes if they do the classic you know organic and then threat. Start throttle as Moore paid happens and to see if any influencers arise. I'm AH so much of it is just kind of like the wacky comedy genre. That now like off the top of my head old spice. Yeah you might really want to take a look at what's going on there. That seems to be a place place that they love to play in. But if you're you know selling enterprise data analysis solutions may be tick tock videos not going to do it for you. This quarter probably not no one other note on that front The Department of Defense actually banned it from all from us for all armed services members because the application application. It's data services and stuff are owned by a mainland Chinese company. And they do not want that data or any data including location data being sent back to essentially a foreign government because obviously one of the things about the mainland. Chinese government is that the government has permission to see a lot more than companies in the United States share with its government so if you have any substantial security concerns if you are a highly regulated industry is almost certainly a no-go yeah definitely stay away from from that as it gets. I wanted to We're going to be mad con in Brooklyn May Twelfth and Thirteenth. We're going to do a pre show event. We're still working out the details of what exactly that's going to be but basically if you're near Brooklyn and want to come hang out with us for an afternoon hit me on twitter because it's the early stages so if you jump in and give good feedback now we'll probably just let you come for free and hang out and that will not be the Cases we get closer to the day and we locked down. What's going to happen so Again Brooklyn may eleventh. If you're around with left to catch up with you that'll be great and of course sign up for the marketing over coffee newsletter powered by dot additional. You can get all the links pushed out you will remind you about this mad com thing and everything else. And I don't know where throwing both Chris and Katie on planes for the next three months and you guys aren't going to get to your families or or anything but that's just a vacation of its own of it so we'll see how that goes. I don't know anything else but as we wrap up here now. The next public appearance will be social media marketing world. First Week of March of you're going to be at that show to gigantic show. Drop drop lines. Say Hello Cool. That sounds good. That'll do it for this week so until next week. Enjoy the coffee in the coffee. You've been listening to marketing over coffee. Christopher Pan then looks at Christopher. SPN DOT COM. Read more from John. Jay Ward at J W fifty one fifty dot com. The Marketing Marketing over coffee theme song is called Mellow G by Funk masters and you can find us at music ally for Mevia. Follow the link in our show notes Sir.
Now With More Mansplaining!
"Hey, did you ever wish you could take this podcast and have it in book form, so you you'd have to take any notes? Well, that's why I'm burning your time with a pre roll hair the marketing over coffee playbook is available over at Amazon dot com. Check it out over there. Thanks for your support of the show. This is marketing over Kofi with Christopher Penn. And John wall. Good morning. Welcome to marketing over coffee. I'm John wall. I'm Christopher Ben. All right. So the biggest news that you mentioned, of course, by now, you should already have your copy of the marketing over coffee playbook that you've enjoyed and done a review on Amazon for and all that stuff. But more on the book front Chris's AI for marketers just dropped second addition this week. So what's changed in the world of AI for marketers? I it's funny. The first book was cobbled out of the smoldering remains of a series of blog posts, I put together for an Hanley over at marketing crops because she's like console unexplained AI in less technical terms. So about two years ago did a bunch of blog posts, and then because of you know, whereas working at the time, and so the daily scheduled I didn't have time to Churchill proper books. I literally copied a base to the mall. And that was the first addition of for marketers, which was okay, but not great over the holiday season. Typically is when I take off like right stuff, and Katie and I were talking for for my CEO for trust insights, and we're talking like oh. What should we revise well is still popular? So let's look at that. So I opened this thing up and start reading like, I'm just gonna edit fix the examples. Tune it up start reading a select all delete. So bad. So a ground up rewrite fat bottomed top of what marketers should be thinking about when it comes to a and it's not no code is involved. No math is involved. It's more of the concepts. And most importantly, how to think about deploying AI for projects and how to call BS on vendors to be able to say like. Yep. This is you know, every vendor. The the cousin saying we've got a and I brought a cool tell me about what kinds of problems it solves, and they'll very quickly get a sense of. Okay. This vendor knows what they're talking about. Or note this vendors just trying to slap away. We'll onto click all the other cool kids. Yeah. And I I think there were two big things. There's one area where you run through the the five different types of machine. Learning techniques of stuff that can be done and how it works. And I thought that was great and the other one and this is just coming off of talking with Simoni last week about digital transformation. And I love the statement. And they're saying that you've when you figured out how to build new products and service based on the data that. When you're digitally transformed, and that really just got to me because it so much digital transformation when people are talking about it's basically just like automating stuff, which just add more, marketing automation. But this is kind of a real fine point on like what you need to be able to do when it's done. What got you there until us more about that so digital transformation? Really? It's an extension of the digital first movement from like last decades in a lot of ways it very much is old wine new bottle kind of thing. But one of the key tenets, I like from Bill Maher's accounts of it. He was former CTO at Dell and now is Hitachi data systems one of the things he said is that you've got to look at digital byproducts as actual products. And this is something that every company should be doing when you're doing any kind of analytics work, you're going to be generating stuff. Right. Data sets models code dashboards. All these things that you will be a consequence of you trying to do your work. Most of the time in a non digitally transform. We need a better term for that in someone who's not gone through the process. You just take that stuff? Throw it away when you're done with it when you change your mindset after this transformative thing, you're like, okay war kinda use these things for how can I get more value out of this dashboard? I just made her this spreadsheet, I just made and it extends to more than just like, you know, machine learning extends to everything you do with any kind of data. So for example, one of the things that I've been working on lately with trust insights is the analytics for marketers slack group. It's a free slack group like with any type of social media community management. You're like, okay. Well, what can we do to provide value? Well, I do a daily video series called you ask or answer. And every day. There's usually some kind of thing that goes with it. Oh, not every day. But most days there's there's some kind of byproduct of it. So this morning, I was working on one about applying stock market techniques to analytics data. The byproducts of that there's some extra code. There's a spreadsheet that some charts and things and so instead of throwing that away after the videos done, we now take it to the slack community say, hey, folks, if you want to try out yourself, let's go ahead and put it in, you know, MS luck give value to the group. Let other people have interaction with it yet to real the jump on board and take part in that in dynamically learn to I think that's a whole I could go off on that. There's a bunch of stuff on that front. That's huge as far as you know, people actually be able to do the playing with it and learn how it all works and get the value out of it. Yeah. Well, see that's a really really important point right there. Because even if you never publish this publicly if you're doing stuff within your company, especially if you work in an enterprise, and you're not sharing it internally at the company, you're throwing value away. Yeah. We may have to step back and do a whole 'nother show on this too. Because there's so much a huge idea that comes out of the book, and that we've been talking about lately to is this idea of it's the next generation of it, you know, for so long. Everybody's been able to kind of grind this stuff. In excel and two weeks later, bring it to the meeting and talk about it. But the next generation of stuff is where you're able to grind it and get at least same day results if not real time, and there's even a bunch of vendors cropping up now that are doing this stuff where all this turning of the data happens, and what gets thrown to a customer prospect is actually now dynamic based on the results of the data. So yeah, there's a million things we can do on that. But we do have a bunch of other stuff going to hit this week. So I don't wanna get wrapped up in that. Well, the link in the show notes people can grab copies of the book, of course. And just click through paperback or e text version as usual so jump on that grab a copy, and we will continue to talk about that over the next couple of weeks. And if you're at any of the events, we're going to be at and for some reason, you want us to sign it. Did you totally next week at thank you can get your own signed copy of for marketers for only two hundred and fifty dollars. You can come and stop by and have coffee with Chris until put up with you for five minutes and sign your book. So be sure to just pay pal the cash direct, and we'll make that happen. Yes. IBM? Thank in San Francisco. You're going to be out for the whole next week. Katie said, this is your Coachella. This is your big rock show. Are you looking forward to get out there? What's on the list to do? Yes. It absolutely is. And the reason why it is his most conferences that I go to. I'm there is a speaker. And as a subject matter expert, like I'm here to give value. Think is the opposite. Think is like this is where I go to learn new stuff and to as an IBM business partner. One of the things you get is you get a chance to book executive meetings, and they give you this list of eight hundred different IBM people that you meet with. So I picked one of the most distinguished engineers. I am has a doctor Mandy sell who is not only a distinguished engineer, which is an award that IBM gives in China. But also one of the very rare people who has the master inventor title. So being able to sit down with this person for thirty minutes and say, I want to learn from you, how do you do innovation? How do you do code? How do you do your process? You know what? Is it that allows you to be successful for decades at IBM and make stuff happen? All's me with a Watson studio team, the offering manager and some of the engineers to ask them some detail questions. Like, hey, how does this thing work has that thing work or there's one feature that allows you to do AI model selection Watson will take your data and say here the five models. I think that you should probably try using this one has the lowest error rate. So I want to get some more behind the scenes details, but a lot of digging into like super hardcore tech stuff a conference like think, I if for me is I know it's a great one win. You know, there are periods of time. Like, depending on the session. I go to where I only understand forty or fifty or sixty percent of what's being presented. That tells me that I'm in the right place. Yeah. Exactly to spend some time out in the horizon as opposed to be as opposed to running the sessions as you're doing a lot smart tech stuff. We just have to take a moment. Thank Lincoln marketing solutions for their support of marketing over coffee. When it comes to marketing your business. It's all about reaching the right audience at the right time and connecting with them. When your message will resonate the most. So if you want to target your customers where they are engaging every day, and when they're ready to make a decision linked and can help you. When you advertise on linked in the world's largest professional network. You have the opportunity to build long-term relationships with their customers relationships that often translate into high quality leads website traffic and higher brand awareness. The first step is talking to the right audience and with a community of over five hundred seventy five million professionals on Lincoln, you have access to a diverse group of people searching for the things they need to grow professionally Lincoln has the marketing tools to help you target your customers with precision down to their job title company name and industry because better targeting equals, a message your customers care about which in turn leads to more trust built with your customers. In fact, four out of five customers who are on linked in our decision makers at their companies. So you're building relationships that really matter, and here's the deal for marketing over coffee listeners, you can redeem a free one hundred dollar linked in ad credit and launcher I camp. Pain. Just go to Lincoln dot com slash Emo. See that's linked in dot com slash embassy for your free one hundred dollars ad credit. Terms and conditions apply and Senate for the marketing over coffee group over there to we post over there as far as new stuff we've got going on and members can ask any questions they want. It's even hand curated to keep out the blatant promotional things that we ceremonially pull out the ban hammer. Now, send somebody home crying as part of our normal, dick. So yeah, we'd like to thank Lincoln for their support of the show. Lincoln is also the only social network that allows its data scientists to reveal the inner workings of their outgrow them is listening to episode of this week in machine learning and they had their chief algorithm. Scientists on to talk in detail about here's what they're doing behind the scenes to make Lincoln news feed work. So if you have some background in machine learning, you can listen to that go now, I know what to do as a marketer to take advantage of the way, the algorithm works like none. Of the other social networks do that. Yeah. Yeah. So what did he let slip any insider secrets like the save the link until the first comment and all that kind of stuff? So if you think about Lincoln very much like the way you think about like Atwood's quality score where your messaging has to be aligned you'll get better results. At least, according to this interview, so linked chooses in its news feed data of on what to show you based on your profile who you're connected to what's in their profile engagement based on that. And it is topical based on engagement in the comet. So they're doing text mining of the comments, and if the comments are spreading out, you know, across certain different topics. They will start bringing in showing that article to other people in the news feed. So if we post an episode of marketing over coffee, and in the comments, somebody says, well, this was a really fantastic episode about supervised machine learning Lincoln will is more likely to show that post to somebody who has supervised machine learning either in their own content or there. Profile. And so you obviously want to play by intelligent human readable rules. But there are there are a lot of ways of using text and beddings to spread news across across the network. So make sure that you're doing what you know. We've done for years with Edwards, which is your profile, your content, your posts, your comments are all topically relevant to what you want to be found for. Well. Yes. So that's a great tip. In fact, we're keep that out of the show notes. That'll be audio only. But the fact that if you're trying to promote and move stuff is not just going just give the like and move on. But by adding some relevant comments. That's where you can really start to to give a little extra choose. That's good thing. Exactly. And the comments need to be at least a sentence long idea little more. Because again, if you if you're doing what a call text embedding machine learning, the more relevant text is. That's there the easier the algorithm. As of identifying this is what this is about. All right now, we didn't mention the Super Bowl last week, which, you know, obviously, huge all the ads we're running their course and people really abusing ruined five, which we're. Not going to get into whether or not we think that's valid or not that will let the the jury speak on that. But we were talking about the Gillette, shaving thing a week before and Alexandria came on and gave an interesting comment that we had not mentioned she talked about the pink tax. The fact that you know, Jill does make razors for women. And of course, this whole idea of the pink tax, and as I was getting to this. I was like suddenly the light went on. I was like, okay. This is totally man's planning with Chris and John that we're going to get to in the segment, and then suddenly the light bulb went on. I I've heard that you can actually get multiple parties on a single call using the internet. And so then at that point. I was like, you know, let's lupin Katie Rubare. So Katie welcome to the show today. Thanks guy. You don't wanna talk about all things women as from a male perspective. Mentioned that so so this in itself is a huge victory proving that men can actually learn like I saw that. I was like, oh, wait a minute. I'm so. You need to have a like a remote control switch for like a dog biscuit two point down for me into the cubs. So I can get it and go give us the overview, so. You know, there's probably plenty of people that have not heard of pink tax when you people say pink Tech's, what are we talking about share? Absolutely. So in a nutshell, the pink tax is this quote unquote, up sell of gender specific products. It's the tax that female consumers have to essentially pay more for the exact same thing in so Gillette's, a really good example because you have men's razors, and then you have pink women's razors or whatever color you want to call them to make them like lovely in pretty whatever. And to be quite honest. They're generally, lower quality. So what I found in my experience and my friends as well, we usually just by the men's razors because they're higher quality there. No frills, no must and then they're less expensive. So the pink tax is really this up charge on women's consumer products. When there's a quote unquote male version also available in it's so dumb. It is so dumb just create one razor that everybody can use. They. Say that they create these women's razors because women have different contours on their legs and whatnot. Well, I'm sorry. I've never seen a square man's face. Like, I'm pretty sure a man's face. Also as contours, so I call on that. And the features visas really are substantially different if you look at the Gillette glide for a five blade razor that has the same general range of motion, whereas the Venus three has three blades, and this for whatever reason, there's slightly more recessed. And they've got like two gel pet airs instead of one, but it's a crappier blade is it just does not work as well. Is it from personal experience? Chris yes, actually. I'm serious. We'd take a dark turn. I don't know how to follow that. I don't mean to know how about so how about the larger handle like some of these women's bravery just had the big large handle does that make a difference? Or is that just for show? Honestly, again, this is only my experience. I don't want to speak for everyone else. But I haven't found it to be any different. Like, yeah. Maybe having a slightly wider handle at the very end. Makes it a little bit easier to grip but at the same time, it's just a razor. You know? It's if you can't figure out how to hold a razor correctly. Then you probably shouldn't be using one in the first place. So I feel like a lot of it is for show like they have this per lesson finish or this pink or what I don't care. I really don't. And then it has this like moisture strip, which quite honestly, I'm allergic to so just give me a razor that works, and I'll be happy. I don't want to have to pay their razors in general are so stupid expensive that to then make it per lesson pink. And Ben charge me an extra ten dollars is just gonna piss me off. On the most flagrant example. This was about was about two years ago. Now, the BIC pens for women. Oh, yeah. I don't need a different pen. I just need a pen that works or pen that I haven't lost in the bottom of my backpack. I don't care what color the pen is. I have hands that have Batman logos. I have pens that are shaped like, you know, a dill pickle like just give me a pen that works. I don't really care. What's on it? I probably have pens from my dentist, pens from conferences that I've gone to that have companies that I'll never hear from again. But if the pen works all use it trying to market a specific pen to a woman is dumb and a waste of your marketing dollars. Is there value to having women specific marketed products? If for example, there is a charitable cause that's focused on women on the back end. So if you buy pink colored of USB drives, and you know, ten percent of your purchase goes towards a women in stem program is that a value? So that technique, or is it really just. Make one thing that works welfare everyone. It's better to make one thing that works well for everyone, and then also you can benefit those different organizations. So a good example is Susan b Komen foundation where specifically they are focused on breast cancer. Well, majority of people who get breast cancer women, but men can actually get breast cancer as well. It's just not as common. And so I think Chris to your point create one thing that works well for all genders, and then you can decide you know, which foundations would benefit from it. Because even if it is a female specific foundation you as a male probably know, a female in your life who has who would benefit from this station as well. So I think this whole women only men only thing just needs to go away. We'll definitely keep the man's flaming with Christian. John segment. We will have to be recurring because I think this is there's definitely plenty here for us to work with. So we will continue to come back to that. But I have to examine. Of fantastic companies that have not gone the pink tax route one is Sennheiser said of pink ear buds that sound fantastic. And are the same price as the other color. So I wanted to call them out and give shot at the Sennheiser. And then the other is h rifts their SEO software completely gender neutral and Brinson quarter of the show. So we want to give them a shout out. I've got a bunch of stuff going on with h we had just pushed last week. They had a post on internal link building, which is great. And then they have the whole series on building blog traffic, and we've been talking every week about how we export the data Christmas using everything out of the reporting to do a bunch of interesting stuff. But another thing this week. I was going to throw out there is push notifications. The fact that we all the time are getting inbound emails to ourselves of when new links are getting created. So we can watch and see how things are going as far as lake building programs that are delivering or to other levels structural problems. Where we get sometimes partners who sites go awry and links are lost. And we need to go pick them back up and. And oh internet outage too. You know, you just see that where times, you know, you're losing links over a day, but you come back tomorrow, and they return, and so you're able to keep a pulse on what's going on with your whole inbound links strategy, so and as usual, we're still running the promotion, you can get yourself a free one year subscription to h you just have to tweet to us that you want to and we will get you set up with Rebecca over there and get your one year account rolling where you can start to play with it and build your inbound traffic, we have a bunch of customers that have already had tremendous results. Ourselves included being the drive a bunch of traffic just by closing up a bunch of the gaps in doing a little bit of work to get a little more attention from Google fifty eight percent year over year increase and search traffic. Yeah. I know and it's translates straight over to show listens. For us to January was actually biggest month ever at sixty seven thousand downloads. So so that's been huge. So yes, we'd like to thank each for their support the show entitled about podcasting being hot too. That's another big story so Spotify purchasing Gimblett. So if you've followed the startup podcast and a bunch of other things. I've been doing a podcast network. Yes, or Spotify decided to jump on board and just grabbed the content. I think this was right. What they wanted as far as their model? I think they're proclaimed victory now. Yeah. Totally and really good piece from Tom Webster over Edison research on why this this acquisition makes sense, obviously, make sense of Gimblett. But people say why would Spotify be be doing that with Spotify cares about share of ear? They want to they want to have more time in your headphones. But Tom's point was that every song that you listen to you on Spotify. They have to cut a check for a royalty to the artists and things like that podcasters the most being suckers. This podcast her who's been doing this since two thousand five generally will value the exposure and the extra distribution not ask for the royalty. And so every minute that an audience member spends listening to a podcast is a minute that Spotify is not cutting a check to prince or lady Gaga or whoever Princess a state. And so they're looking for like they want ten percent. Fifteen percent. Twenty percent of the sheriff ear to be podcast because that results in ten to twenty percent less money. They have to shovel out the door. So that it for podcasting is a huge them. And and hence why everybody is getting into the space. Yep. And Tom had a great point that in a medium post Alva link to that talking about, you know, this could be the return of curated music. We've basically lost the Casey Kasem top forty of all listening to the same songs, and we'll never go back to that. But we could come back to a model where on Spotify. You get a station with very few ads or maybe even you pay for access to that station where you're getting kind of the music. You love curated by somebody who knows that type of music inside out. So we should totally get CC Chapman to bring back accident hash on's bottom. His well, not Katie. And I are going to do Jack Thursday. I think that's going be. Alright you go a run. So I'm so excited about that. We will. We'll get shirts made and send that around this before we go. I want to give a shoutout to Joe Darby over in the UK for picking up the marketing over coffee playbook and posting a shot of it. That was made my day to see a copy on the other side of the world. So we appreciate that got to that in the show notes and be sure to sign up for the marketing over coffee newsletter powered by dot digital over at marketing over coffee dot com. That's going to wrap it up for today. I think anything else before you head out for. No, I think we're going to have that knowing have the recruitment and retention conference. The week after thing down in Nashville, and then headed we'll be heading into March with things like social media marketing world and the Hello conference. So lots and lots of road time coming up cool. How about Katie anything? You want to throw out there? Nothing at the moment. I just appreciate the opportunity to get into the what grinds my gear segment with you. That sounds good. Well, I have no doubt the world will supply us with more opportunities for that. So you'll definitely be back because oh for sure the work is not done. That'll do it for this week. Thanks for listening and until next week. Enjoy the coffee. Enjoy the coffee you've been listening to marketing over Kofi, Christopher Penn. Looks at Christopher SPN don't comb removed from Joan J J w fifty one fifty don't come the marketing. Kofi theme song is called mellow g by funk Mazdas, and you can find it at music Allie from maybe. Fuller the link in our show notes.
"Yeah. This is marketing over coffee with Christopher Penn and John wall. Good morning. Welcome to marketing over coffee. I'm John wall. Christopher Ben the big news this week Facebook announcing their own currency. They're making a run into blockchain and getting their own international currency out there. Libra is the name of the thing. Khalib digital wallet. What do you think about this? I can't have laughing. I'm sorry. I mean, gosh, a company that has a terrible track record for privacy. Data integrity, information security worker, wrong. Yeah, that's the big we talked a couple of weeks ago. I had come at these international currencies from a logistic side, identical interviews, over on stack and flow from people that are responsible for buying auto parts for international manufacturers and they're just so excited about this stuff, because they can the idea of wiping out exchange rates could be billions of dollars to these people. But then you gave me the wakeup call. You're like, well, go take a look over at this exchange over here and I go in, and it's, you know, twenty five pages of illegal drugs, and crime, and it's like the worst possible dang out him. So I mean this is as much as we would make fun of it. It isn't upgrade from this stuff that's out there. Oh, definitely. But at the same time anytime somebody antidote. Uses tries to introduce any kind of currency fundamentally. They're doing what's the old marketing adage of making money on the slice pickles. It's the same thing or any kind of transaction information, transactions aren't freeze. The controlling company has got to take a slice of the action. Anyway, cut it. So with Facebook. And this, this crypto coin, I'm the whole point of cryptocurrencies was to decentralise to take them away from central control, and to provide that seamless cross-border exchange. This is kind of the opposite is one hundred one hundred centralized nodes controlled by Facebook and larger banks. It employs is going to employ obviously all the AM L KYC stuff, which is an anti money laundering, and know your customer requirements, that all financial required to do and really just serves the way for Facebook to move money from market to market, basically, with relatively low restrictions. So I think. Could possibly be or of a tool for them? But certainly, I don't see huge option of this in the same way that no Facebook portal, which is they're, they're in home video camera system. I don't see huge option of that either. Because who the heck wants Facebook, a watching every move, you're making your kitchen aware of you put the portal, and be who wants Facebook in their wallet? Yeah. They have a lot of challenges to take this one. It'll be interesting to see who else responsive Google or Amazon or someone else steps up to do the same kind of play because especially apple has a lot of the infrastructure in place with Apple Pay apple wallet. So you'd think that they might be able to come up with something. Another interesting article, though, on the Facebook front, just sixty eight percent of shareholders want Mark Zuckerberg out, just an interesting story, though, as far as those are class b shares which there's a ton of shares over there. But Mark Zuckerberg himself has about seventy five percent of the voting shares which puts his whole power over sixty percent. So he's a one man majority over there. So really doesn't matter what shareholders want. They're not going to get what they want. That's just the reality of how that's going. Yeah. I don't know what does anything else on the Facebook front though, with that as anything we need to take in mind, there is, do you think it's a good place for speculation? It would be something to jump in, in the beginning just to bride for a couple months to see if you can make a profit off it. Well, they've said it's going to be pegged to a basket of currencies which to me sounds like great, British pound euro, US dollar probably possibly the revenue, depending on whether or not they want to get into the Chinese market in any significant way. But as a result, there may be arbitrage opportunities if you are good at data science, and you are good at dealing with financial information, you may want to start setting up a basket of currencies test in your own data laboratory, and then seeing whatever your native currency is the great British pound of the euro, or whatever, look at the create that basket, and look at the arbitrage opportune. Is there a substantial difference between the basket and one single currency within the basket? And if there is then, yes, you can make money on that on that trade of there. But I would do that back testing. Now, do it extensively. The he's not supposed to launch she'll twenty twenty so take the time to do that work now. And investigate and see if you can make a profit if there's an volatility or enough lag time between one of the basket members in the basket as a whole to, to make a little money on the side. I personally don't see myself jumping in a whole lot like every cryptocurrency prior by a fractional share of one just to just to have it in the off chances something does the, the theory March, which if you don't remember if area at the beginning of twenty seventeen was one hundred dollars per unit. And by the end of the year was eighteen thousand dollars per unit. So, you know, by ten bucks of, of whatever face is, and maybe it goes. And if goes great year you turn that ten bucks hundred bucks. Yeah. Go for. The lottery ticket just to be ended. His in there's some value in just being in there and seeing how it works and getting a feel for what happens. So that's good. Yeah. Oh, one other thing we have on the Facebook front. We didn't analysis this week actually for our, our slack community about Instagram engagement rates because in another Facebook group, I was in somebody was saying, hey, Instagram engagement rates are really down. You know as anyone else seeing this went into our software pulled out thirty six hundred brand accounts engagement rates year to date. And yeah. Since the beginning of may in rates have been falling off pretty substantially and it's about down about twenty percent from may one to June fifteen. So if you are feeling like you're not getting the love on Instagram, you're not alone. You, do you think is that throttling or they already starting to tweak the to just reduce the organic, it can be any number of things it can be throttling and can be marketers just doing less? Well, with content. They're putting out there. It can also be competition on other platforms tick tock has. Been eating up eyeball share like crazy this year. Now, granted the, the Chinese parent company of it has been spending money like crazy advertising, but any new entrant in the market is going to have to take share way from existing player. And maybe maybe Instagram's term. All right. That sounds good. We wanted to moment just to Lincoln marketing solutions for their support of marketing over coffee. What if you'd reach the right professionals the right way? Imagine the best place for marketers a place where you stand out against a backdrop of standup brands, a place that has exactly the people, you're looking for, and even better. They're looking for you place where you can move customer relationships forward, a place a lot like Lincoln Lincoln ads helped drive the results marketers like you care about from building your brand all the way to converting revenue and driving growth when you advertise on linked in the world's largest professional community, the opportunity to build long term relationships with their customers relationships that often translate, high quality leads website, traffic and higher brand awareness. The first step is talking to the right audience, and with a community of six hundred ten million professionals on Lincoln. You have access to the world's business leaders decision makers, plus the people who influence those decision makers, and the practitioners doing the hands on work today and tomorrow, future leaders, everyone who matters to your brand, plus Lincoln's powerful targeting tools help you zero in on reaching the right audience down to their job title company name industry and more that are targeting equals a message your customers care about which in turn leads to more trust built with your customers. In fact, there are sixty two million business decision makers unlike din. So you're building relationships that really matter, and according to a recent survey. Seventy one percent of people use information from Lincoln to make informed business decisions. And here's the deal to redeem a free one hundred dollar Lincoln, ad credit and launcher. I campaign go to Lincoln dot com slash Emo. See that's Lincoln dot com slash Emo. See, for your free one hundred dollar ad credit terms and conditions apply. Oh, and so followed. We've talked about amp for Email. I got my first amp Email last week in unsurprisingly tied into Google docs, but I got an Email that said, you know, the one you always get whereas. Hey, there's been changes made in this collaborative doc, but then I actually had buttons in open text window, and I could make the change within the Email, and it pushed to the dock to open up the document. So I thought that was very cool. I always some question as to whether something like that's gonna fly, but as long as you stay within the Google walled garden. It's definitely useful stuff. And I imagine, you know, we'll see who else jumps on board. Have you seen any other dynamic stuff at all? It's interesting. Not really. Although this week, kind of on the opposite side in Google calendar went down for the better part of a day. Everyone's like crap. What do I do where am I supposed to be exactly? So the recommendation there is, you're not using Email clients, spark, or Thunderbird, or heck even outlook that synchronizes with your Google county might wanna start because I was able to fish up a meeting link out of a synchronized version. We awhile the main software was down at still make meetings on time. That sounds good. One other trick this worked for me in the. On that twos. Depending how bad the outages, like sometimes either mobile or desktop. You know sometimes it's only one that's down. So you can go back and forth sometimes. But yes, it's a full on outage here. You're dead in the water, I have to take vacation days. Like, when they used to be those denial of service attacks, the whole internet would die for a day before they finally got able to diffuse all that stuff. Oh, if you wanted to go real gray hat, you could totally do like go to your CRM software. Take the top five prospects who haven't closed so, hey Google calendars down. I don't remember do we have a meeting today. Back. Yeah. Right. Use it as your your touch point to get another one gone. I know as we tread into fourth of July weekend here. The silence has been deafening for the past couple of days here, but we will continue to go through. So Jared listener sent over this insane article from the New York Times, which is three or four weeks old now. But about journal blue, it's just amazing story. And personally, I had seen this. My wife's business actually had a situation where they're, you know, got locked out of their data, and they paid the ransom. The company ended up paying the ransom to unlock it, but the crazy part of the story from the New York Times is that the software the you know, what the hackers are using to trap. These folks is an exploit that allegedly was created by our own intelligence community, and it broke free. Not surprising. I you know, as I think about I'm like, well, yeah, these things have to come from somewhere. So why not from our own internal thing? But the bigger question is, what should these agencies? Do when they find exploits like that. And a lot of people are saying the right thing to do is you notify in this case, Microsoft, and have them closed the bug you don't just keep it in your back pocket as a emergency weapon for when the time comes this is right of your Elliot's far as you know, masterminded strategy. What do you what do you think about all this stuff? Yes. So eternal blue showed up, if you remember while back, there was a bug going on a wannacry that was locking people out of their systems. That is a fork of eternal blue. So, yeah, all this software exists. All this software is in the open, and in the wild. If you go if you go onto any of those dark, web exchanges you can find tire tool kits. Like, hey, here's how you do this. You say this step by step instructions, you buy the book for like, one, one millionth of a bitcoin or whatever. And because, you know, going full circle back to where we started all the ransom payments are in bitcoin. So that is the original bitcoin is extremely difficult to track down a trace. And so that's how folks are be are able to make this work. Now because prior to this, you know, if you emailed, cash somewhere, there's a traditional financial system has very simple way for for tracking transactions. But once you launder it through bitcoin guess, what that the trail can go hold a lot of cases. There is always that tradeoff of security versus being able to have offense of weapons. And what's really interesting is that we don't learn our lessons. There was an article in the New York Times, I think it was I was CNN this past week about how the United States is beginning to implant mala wear into the Russian power grid system. And there is there is a strong suspicion that Russia, Iran and North Korea are doing the same to the US power grid. So. Cyber warfare is the next battlefield, if you will, and not a lot of folks are will paired our intelligence agencies may be well prepared, but your local regional power or utility or water system, or whatever it is probably still using windows XP, of course. That's how all these acts happen. Your radiology lab at your local hospitals by still stuck a windows NT from the nineties. And of course, these things are hilariously insecure. So the best bet is to extent the you have any control in your own company. Make sure your stuff up to date, make sure you're not using operating systems that have end of life because it's too expensive place because once you get locked out, it's a lot more expensive. All right. That sounds good from trust insights, the most valuable page analysis, you can go to most valuable pages dot com to check it out. We've talked about this on the show before the fact that Google analytics shows, you where all the volume is, and it can give you at least a path your goal. But the thing you really. Want to dig into is find out, which pages are most likely to push towards a goal and you can't do that with Google analytics it self, but we've got a tool that will allow you to get to those answers and served up a report for you. So you can click through easily and find out what's going on, and no. Which content update. That's the biggest thing because if you go back and clean up, your most valuable content, you can drive more traffic and get that traffic to the bottom of the funnel. So they'll Lincoln the show so you can check out that. Yeah. Bunch of other fake news stuff to an interesting article about a Brexit letter to the editor of person who was allegedly a British citizen, who's writing letters. But then as they found out, these letters were showing up at multiple papers and the story was pretty much copy and pasted with just the local details change. And then pointing over to an Amazon book to a work of fiction about the fall of the British government. So quite a propaganda play billing to the show, so you can check that out and then Twitter all with a acquisition of full AI to try and. To sort through using an machine learning to figure out what posts are fake and where things are going. And then you had Grover fake news detection, what's going on with that. So I if you've been following along for the last year or so on the podcast, we've talking about the ability for machines to generate language and how a really the end of twenty eight teen USA, massive leaps forward with open a is GP to transformer that can crank out, decently good, copying a relatively untrained. And then if you train it can crank out, really good copy, we've been experimenting with having it right tweets for like, content marketing world and they're really good. Really, really good. It wrote in entire Twitter chat once like, you know, not the questions. The answers. That's pretty amazing. And so Alan AI, which is funded by former Microsoft, founder, Paul Allen developed a fork of GPT to call Grover that takes GT twos. Transformer capabilities and makes him adversarial. Which means that they are two a is. One creating the stuff the other critiquing it, they're releasing it as they released it in the open. So people can experiment with an learn from it to detect fake news to detect the unusual, there are very subtle linguistic differences between machine generated Texan human generated text, and the promise of Grover, is that it will be able to detect those subtle differences that a regular human reader might miss. For example, I was I put in one famous politicians tweets and, and generated very, very good sounding accurate, fake tweets and somebody else points you out. Hey, you know what's wrong with this is most of these incomplete sentences and the person in question does not speak a complete sentence. They can barely put two words together. So there are still linguistic anomalies that you can spot. But you have to have the tech available to do it. And so this hold adversarial network branch of AI is going to be super hot in the next in the next year. If you wanna try something out for fun, I was actually. This earlier this week, go to Invidia 's AI play ground because searcher Invidia AI play. And there are things like, you know, remove your ex from photos, uploaded photo, remove the excellent your accent in the I will infer the rest of the background where we've wiped it out, or there's one that it looks like Microsoft paint and you just do is horrible, horrible paint job of, like, you know, a mountain and some clouds and it will generate really, really good photo realistic interpretations of what you've drew of places that don't exist. So if you wanna see where the future's going, these things you can try out right now. That's funny that you mentioned Microsoft paint because I had clip on the list to you. Return of clip. What is brought for us? So this something that Microsoft is introducing empower point. And I think is really, really smart. They using voice recognition when you're rehearsing presentations to identify. Unclear conversation grammar and the biggest one that, that the news was, it's identifying if you are speaking from two biased perspective, if all of your examples as you deliver talker, or he did this. And, and if your guy, thanks Bill eventually flag and say, hey, you appear to not have enough diversity in your language, considered changing, or adding different pronouns things to, to diversified make speech more inclusive, which for some people like that's amazing. And other people were like literally their, their heads are on fire. So it is a setting you can turn off, and you don't want more diversity in how you speak. But that in itself would be interesting to see, like, okay who are the problem Chiltern at our office here. Who's turn that off? Yeah. Right. Exa- or even you know, who gets the worst results as far as pitches. When they go, this is not going to be surprising that we'll see that as that comes to life. But that's good. We've got stuff coming in through fourth of July next week. We're not gonna let up on shows. I've got an interview ROY. Calling about the cannabis industry. So that was an interesting thing to dig into got may coming up in July. I don't know anything else on the calendar. Let's see, we've got a bunch of other stuff that is working out the details right now. But there's a possibility that in late July will be doing an event with IBM in the Boston area. So stay tuned for that. And if you're going to the marketing prosperty, be form, a Tuesday, October fifteenth day before the event, we're going to be having a root camp for Google analytics, so stay tuned for registration links and stuff for that as well. Yeah, that sounds good. If you're in the DC area, and when it comes back, that would be great to catch up with you, but that'll do it for this week so until next week enjoy the coffee. Enjoy the coffee, you've been listening to Moncton Kofi, Kristof append at Christopher SPN dot com. Remove Jones j j w fifty one fifty don't come the marketing over coffee theme song is called mellow Jeep by funk masters, and you can find at musicality for fully Lincoln our show notes.
The Marketing Over Coffee Playbook! Buy Now!
"Yeah. Marketing over Kofi with Christopher Penn. And John wall. Good morning. Welcome to marketing over coffee. I'm John wall. Christopher Ben and the marketing over coffee playbook is available this project, which has been going on for twelve years. Pretty long time. I was hoping we originally the original plan was like it would be out around year. But it was just a ton of work. But yeah, I'll have linked to it in the show notes. You wanna check this out? It's over two hundred fifty pages it covers bunch of different topics. I mean, if you love the show you're going to enjoy the book because it's the same format of quick hits. And it's you can just sit down and read four or five little topics at a time social media, Google tools machine learning virtual reality, and there's apps and gear that we like which is kind of cool to have that stuff, and then it closes with a bunch of interview summary. So, you know, a bunch of the interviews over the past two years Seth Godin Jay Baer all those guys in there. So yeah, not going to beat that to death anymore, but run out get copy for yourself for your kids for your whole family. Everybody can use a copy of this thing. So moving on from there. It's been a crazy week. There's all kinds of stuff going on. So the Gillette ad. I have to throw out there. The first one that's been making the rounds about toxic masculinity. What do you thinking about that? I liked the there are a lot of people who didn't like and stuff. But if mentally the ad was like, hey, try not being a jerk. And, you know, try raising kids to not be jerks, regardless of gender. You know, there's a good shock in the ad about preventing, bullying and stuff. I struggled to see how you could make a serious argument against that. As a as a rational person, however, recognize the most people are not rational. So. A lot of there's one, quote, I thought it was really useful by Klay Shirke from a number us go he said that to those accustomed to privilege equality feels like oppression and a lot of the the negative complaints about the ad from a messaging perspective seem to fit into that category. Of don't tell me how to how to be a human male like it's a shaving at. Right. They're selling razors. Well, I I had to laugh at polling kills me. Because I mean, I have spent plenty of time on a farm. And so as far as I'm concerned, if you're over one male pretend female, you're already approaching toxic masculinity, you need to keep a real tight rein on that. And then the funnier part of that is when it comes to overpopulation and opinion on how many people we've got I'm the optimist among the two of us. I know that you would trim the population even further so yeah. And that is a good point. If you're kind of accustomed to getting your way, if you have to go back to the rest of the crowd, you can see how people feel like they're losing ground. So. The to back up, then the two big things that I'm wondering about this one is this just a marketing campaign eighteen months from now or we're gonna see a Gillette, shaving add with supermodels and will lift razor sales. I think it is a big deal on that, you know, the past couple of years there's been a lot of talk about Dollar Shave Club and Tom's razors and all that stuff. And this is the first time I've really heard a lot of discussion about Gillette. So I think it's successful for them. So we'll see what happens. Yeah. Now is the point that some other folks made is to see if this is just a one off or if this is a tone change because the men shaving market. Yeah. They've lost about thirty percent of their market share in the last twenty years, which is not a small amount of money are they targeting different demographics. Are they trying to enhance their reach in the women's shaving market? All these questions someone pointed out that while it's fine to have that message. If you also have a football stadium named after you that is not exact. Populated by the most progressive minded folks that there's a bit of a messaging mismatch. Yeah. That's I can see some problems there with that. You'd better start looking at adding some stadiums to the mix as far as you can go and the only thing that has me with that is switching costs too. Because when I was there was a point when I was younger where I was like, okay, I'm gonna try every razor see which ones work the best and all that stuff. And I'm at a point now where it's just I know I'm not going to buy some other razor that's going to be twice as good as what I'm using. So it's really just easier for me to continue by buying what I'm buying. And it's just not worth the time to try something out even so with the other way, like the switching causes soul. Like literally by another thing and just try it out and see what happens. It's not like there's a you're moving data around like the whole thing of that the SAS marketing ecosystem is that your data's locked into your vendor. I mean, literally, the shaver is something that you could swap, incidentally. Right to go with and yet when I say, so which I'm actually thinking about in terms of my time, which is limited like actually having to go to the start of by something else versus have something show up here. But yeah, that is a good point too. When people are talking about switching costs, usually because there's infrastructure that. Yeah. The last thing you wanna do is rebuild the twenty-five integrations you built around your CRM system for something else. Like, that's that's a zero dollar value. As far as the whole thing's concerned. So okay, we're giving away a trips accounts every week the promotion still going on. So this week's winner is Lindsay Brocker. You can just go over to the show notes. Click on the link to tweet to say that you'd like to try out HFS and take it for test. Ron and we'll enter you in the queue to win. They've got a bunch of stuff going on all the link to their leads blog post on increasing your blog traffic. We've got Tim solo has a bunch of stuff that he's been putting up over there. And we've been doing a bunch of stuff. Do I don't know anything new on trust on our side? So the fun thing about the. The their software is for us is all about the data exports. The tool itself as nice, and you can do a very credible job, presenting your company's SEO efforts to your clients the competitors tool in particular is very useful. But I find the value of this offer to be in what you can do with the data once it leaves the system because. Well, laid out, and you can do some really really interesting things about like how topics are related to each other nothing to show publicly yet. But I haven't idea of applying certain types of networking algorithms to their their keywords and parent. Keywords to try and see like map out a space accused topically spaces about stay tuned on that front that sounds good in. Yeah. Actually, they just haven't brand new posts that went live about influence or marketing and we've been talking about that lately to nothing new. I mean, we've been kicking the stuff around for the past couple of months and it's been hot, but I'll include a link to that the show. So you can also check that out and we thank dress for their support of the show. So the ten year challenge has been an interesting name running around. It's one of the funnier post. I saw was ten years ago. I would have joined any kind of mean like this and today, I actually wonder about what's happening with my privacy. And is this being used for machine learning, and I've got a link to an article by KEDO Neil on that. But you are actually Kate is in one of the groups that you talk about some of this stuff. So what's? On. There was more on the how'd you manage overnight fame? When when something you right actually, get super hot. So we've been talking about where does the prep work that you need to put into in order to capitalize. When you do. Get your fifteen minutes in the spotlight. Not a lot of it comes down, no surprise to infrastructure. Do you have tag manager and analytics a mailing list and retargeting software all set up on your personal website? So that when when you're on camera, you have something to share in terms of the actual name. No, it's not a machine learning play. Because Facebook already has all that information. People have been reusing the profile photos like this ten years ago. Like Facebook knows that they spoke. You loaded that potato Facebook originally ten years ago. Exactly evidence that should be presented by the fact that Facebook's concert mining. Hey a year ago this day. This is what you posted like, yeah. The machine knows what what's what's what it's interesting. There was somebody posted a similar article saying like, even if you don't Facebook if enough of your friends do the software can simply fill in the blanks around you and guess what? It's still knows everything there is to know about you because all your friends can't keep their mouth closed. Filling in the blanks gets very simple when the other ninety nine thousand are all completely filled in around you so easy enough to go with you had an article about Google reputation. They were talking more about kind of what's going on and just in ranking criteria. What was that? All so for years advertisers have on Google's ad word. Google ads now renewed I still call Edwards have been dealing with quality score. Which is the alignment of the term with your ads copy with the landing page and anyone who's done Google ads in the last couple of years has has looked at that number and get okay? How do I get my quality score to improve? So this article over on search engine land by Chris Smith said that guess what quality score is more or less in place for organic search results as well. And he's saying the same things that you do for for Atwood's. You should be. Doing for organic search particularly checking the boxes on their quality rating guidelines, which is a publication that Google put out. I think it was late last year saying this is what we think a credible website has so quality score in play read the article, I think is a good article. And it's stuff that you should be doing. Anyway, like having about page that actually tells you about a company contact information pages all the stuff that would build trust in a company's website all the may be at play. And the according to the authors, there's high correlation between sites with a high alignment to quality rating guidelines and this earth rankings. Yeah. A lot of it is just kind of you know, best practices cleanup. You know as far as having missing identification information at placement, that's not horrendous intrusive site speed. No, not a lot of dead pages. Deceptive content all that kind of stuff. So a lot of that. You can just, you know, have a clean. Website. And you're going to help yourself out or at least strip out some of the stuff that's holding you back. Yeah. Totally. I mean, if you're not we've been saying this God for like what ten years if you're not using Google search console formerly webmaster, tools, if not using that you've literally missed the largest boat in SEO, so make sure just turn it on and obey Google. They say you need to fix this. Like what you need to fix that. Yeah. An 'cause I had search counsel on the list to there was some other stuff on that. As there have been changes to it recently or what's going on. Yeah. They've got a whole new interface. Trying to migrate the old webmaster tools interface to a brand new search console interface. It looks a lot like data studio, but there's still some functionality like the the data highlighter in the structure data stuff that you need. Switch back and forth between the old and the new version that said the biggest miss ic- almost every day is when a customer has Google analytics, and they don't have search counsel integrated into it. They don't they never turned the connector on and they're they're trying. Two quals all my keyword data blank or not set whilst because search consoles not integrated with your analysts. So there's a whole bunch of really easy stuff that people just don't turn on. All right. We'll get on that. We've deposits for a moment when it comes to marketing your business. It's all about reaching the right audience at the right time and connecting with them. When your message will resonate the most. If you want to target your customers where they're engaging every day when they're ready to make a decision linked can help you. When you advertise linked in the world's largest professional network. You have the opportunity to build long term relationships with your customers relationships that often translate into high quality leads website traffic and higher brand awareness. The first step is talking to the right audience and with a community of over five hundred seventy five million professionals on Lincoln, you have access to a diverse group of people searching for the things that they need to grow professionally Lincoln has the marketing tools to help you target your customers with precision down to their job title company name and industry because better targeting equals, a message customers care about which in turn leads to more. Just built with your customers. In fact, for two five customers who are linked in our decision makers at their companies. So you're building relationships that really matter to redeem free one hundred dollar Lincoln at credit lunch. I campaign go to Lincoln dot com slash MO. That's Lincoln dot com slash embassy for your free one hundred dollar ad credit. Terms and conditions apply. And you have got a bunch of stuff going on Lincoln Rupe? We've been of course, pushing the playbook and sharing a lot of other content over there. So be sure to swing by give it a like when you have a chance and don't be afraid to join the group to throw some topics in there. We get questions in there pretty frequently. And there's always quality answers. It's actually not the spam festival that has been in years past when it was wide open. And in fact, we can't spam you anymore to that was one thing when I was looking at the did the book launch promotion, we know had that ability to DM everybody just in one huge spammy blast. So the kind of unfortunate for me. But better for everybody else's in box. Yeah. Well between they turn off the contact information. Download in November. And the big thing is this is something that was discussed on one the podcast does into link. Algorithm is a multi objective optimization algorithm. Meaning they they have multiple checked trying to optimize for and one of them is complaints. One of them is the customer service complaints flagging stuff is spam or negative action. So the their data science team is paying attention to what generates complaints, and they removed stuff as they come in and continue to take away the tools that get abused. Which is a good way to get the overall customers happy I can see where that's coming from. Over Facebook every made to third segment haven't even talked about Facebook yet. But you had some stuff about how fast they're rolling up dates. Fastest thing moves. So again, yet another one of the podcast. I listen to there was an interview with Facebook's chief AI specialist for infrastructure operations who saying that Facebook releases new software every hour. Brazi? We're used to like, hey, we have an updated Microsoft Office, two thousand fourteen and Facebook's Newt new software every hour, and the reason for it is that what goes into the writing of the software is also done by machine. So the machines are constantly rewriting the software to optimize for whatever. It is that a billion Dale uses are doing on the service, and the one of the interesting takeaways was anybody who thinks that they found a way to hack the algorithm, or to you know, to beat the machine is totally delusional because Facebook's like cool that worked last hour this hour, not some. Yes. Always on the move. Right, right. They can continue to do that. Exactly. So the only way to win it. Facebook is either to give them a large pile of money? Or get people off of their to someplace else like for example, the marketing over coffee newsletter. Yeah. Right, right. You wanna pull people out of their squeeze? You never know when the rules are gonna chase. But it's just amazing to have that kind of continuous integration environment. Where softwares just being deployed all the time in literally from one log into the next year getting something totally different. Yeah. Maybe one of these days, we can get behind the scenes and talk to somebody who could give us a little bit more about look behind that. I would love to kind of see what goes into that. And especially how it rolls out to you know, if it's rolling out around the globe is everybody got a different version of it as they come through mentioned. It's gotta be pretty impressive process is that run. So. See what we can do there. So yes, big consumer electronic show, a lots of interesting devices. I think the one that got me was phone charging over the air where you put these panels in the ceiling that could actually charge your phone. I bet just strikes me as the kind of thing that ten years later, we find out causes all kinds of help problems. But maybe that's not the case. Did you have any stuff that you found? Interesting wanna run out and pickup. Nothing. I wanna run out and pick up there were a number of minor controversies about CS one of which involves vibrator for women that apparently one all sorts of awards in CS band saying. Nope, we're not gonna gonna let you exhibit because that's not. Okay. But booth babes totally fine. So it's a double standard there. But the big takeaway I saw was that people are trying to stuff AI or machine learning into pretty much every gadget I'm not convinced. That's the best idea, particularly since the number of qualified data scientists and qualified machine learning practitioners, isn't that many? You know, there are that many in the world. So where these vendors getting their software who's writing software, and how secure is it. Yeah. Right. These things collecting tons of data, which then get scraped up, and it's like the tales of all of these mining tools that run off of cable, boxes and appliances. That are unprotected and things like that. So yeah, I don't know a lot of stuff going on that front. We'll see where that goes. And smart devices just seem to have a lot a challenge kind of getting a lot of adoption in you see a lot of that stuff that just doesn't catch on with the mass market for whatever reason. Yeah. In fact, I've been rolling with. I've set up Philips, hue light bulbs throughout the house. We've been experimenting with that a little bit seeing if we can't get a better wakeup routine to make the kids morning wake up and get to the bus ritual, less painful for us as parents, but they're thrilled with the colors of it. All and I'm definitely enjoy the ability to shut off lights as I leave the house everything left on. Have you been doing other smart home stuff? I do a lot with these smart assistance, where you know, just having light bulbs and stuff on the smart outlets to sit to yell. Hey assistant, turn off the lights and stuff and that that's handy's, particularly when you can coat it by room. It's K assistant turn off the lights in the basement because I forgot to which is nice beyond that though. There's I don't have a huge. I don't like have a giant house. So I can literally yell and people to floors above me can hear me because it's an older house. So it's not like I need a fancy intercom or anything. Smart home is definitely in the range of grumpy old men as far as turning off lights in the Justin the thermostat. I think that's we must be score on the market for that. I took a set of Sennheiser HD six x headphones for a run, and they are nice. But did not knock away my Sony? So nothing new on there. And then we've got an hour the anchor liberties, good good. So that their competitor for air airports, and yeah, it's a great use case. It's like they're wireless. You don't have the cord catching. It's great lift you're going to go work out or do something outside the tap function. Where you just tap to pause tracks or to fire up Siri that works. Great. It's great around the all around all the features. And I did enjoy the sound quality to they sound decent. Which is a lot of your butts just kind of sound terrible. But they had a nice sound quality to them and the ability to get a full seal to which I like, I prefer the CO. You just get a lot better sound. Quality than and going the other way, the only downside the bluetooth microphone for any are buds. I'm not a fan of kind of the classic bluetooth phone microphone quality, which is not fantastic. But good enough to make a phone call. You know, if you're have to get on some kind of call or listens conference call while you're driving or something like that. Then they definitely crush it. Yeah. I would definitely recommend those. I I have not used a set of air pot. So I can't speak to that. And that was one thing. I know folks that do a lot of telephone calls with air pods. Love the ability to they can use a single pod. And then that way, you can kind of buddy brief like in scuba diving. Right. You can have one in your ear and one in the charger, and you can continue to rotate those and the anchor liberty does not have that function. You can't go with a single, but the left one I believe is controller so that one always has to be on. But if you're not spending seven hours a Dan conference calls, which I think is majority of people those won't matter. So. Yeah. It's a definite. Well, especially for something that gets lost easily the idea of paying only forty or fifty bucks a lot better than paying what you pay for air pot. So I think they're wind just on that front right there. And then also because some of the that I flipped I've had odyssey Moebius headphones, which were okay. But didn't impress me for, you know, four hundred bucks. We've got a new camera coming an odds MO. Actually was using gamble. That would put your phone into. This hand this handle, and you can move it all around, and it's like a steady Cam. And of course, the thing, and I should have been smart enough to know this like anything that plugs into your phone. You're going to get two years out of it probably until they changed the connector on the phone or they stopped doing the software or whatever. So this has the count the camera on the Guimba itself, and it's a tiny camera. But it still does I think even does forte. So yeah, I've got one of those coming chicken today in the ordered see where that's at. But yeah, I think Chris will have that t- for thanks. So you can take some test shots and see what you think about that goal. Okay. So. Yeah. So you've got think we've got the Hello conference jersey coming up. So if you're going to be jersey, March twenty eighth check out the links in the show notes come grab a ticket to that. We're going to be there Mark Schaefer, a bunch of other folks and will be cool to talk about everything going on as far as both a marketing automation and human in the loop keeping it human and not getting fooled and screwing up any implementations, you might have going on. So how about others? Stuff. You've got gone for shows. Yeah. We got social media marketing world also in March, and then content technicals in San Diego. So a couple of couple of trips out to the west coast. All right. That sounds good. That'll do it for us for this week. Again, swing on by and get your copy of the marketing over coffee playbook, and you can sign up for the marketing over coffee newsletter over at the website, powered by dot Miller that will get you pushed all the links that you need to get going. But that's gonna do it for this week. So until next week enjoy the coffee in the coffee. You've been listening to marketing over coffee. Christopher penn. Looks at Christopher SPN. Don't remove for Joan J J W fifty one fifty dot com. The marketing Kofi theme song is called mellow g by funk masters, and you can find it at musicality for. Vio Fuller's link show notes.
Now with Fewer Likes!
"This is marketing over coffee with Christopher Penn and good morning. Welcome to marketing over coffee. I'm John Wall. Christopher Ben and here we are fourth quarter. Everybody wants everything done by the end of the year. I have seen so far. There's all kinds of stuff going on though we gotta Thomas Stuff in the news. I think the biggest one that would shake the world is the instagram dropping lakes which was announced rolling out and other parts of the world but coming our way and this is not surprising. But what do you think is the end result. Ah So anytime. Facebook doesn't thing we always have to ask ourselves. How is Mark Zuckerberg GonNa make even more money on this and the conclusion that we reached a while ago I forget remember we talked the single talked about this September when it was starting to be rolled in other parts of the world is this Mr Zuckerberg sees billions of dollars is being spent on influence marketing? These like how can I take that away from influencers and give it back to myself and the answers start taking away. Metrics Alex influencers. I can use to talk about essentially what kind of engagement getting because you can't see it can't benchmark and the company has no idea what their return on investment is going to be other than the influence has a million followers. Whatever and as a result I don't know if I want to place a bet on somebody if I can't see what the performance of the content so I'll just buy ads instead? That's that's always been my take with anything. FACEBOOK does. Your company has no ethics to begin with so anything they do is going to be completely self interested. We just have to figure out what the angle that they're going to use to make money on this. Yeah well it's funny. You mentioned ethical coming to Scott Galloway if you follow him at on his. I'm trying to remember the name of his newsletter. It's no malice no mercy. That's where he totally tees off on facebook just looking at teen suicides for girls going up as something that you know direct result of social media and just all kinds of other points he makes about how this is just become. I'm such a mess. And so on the other side of that Jimmy Wales Rolling out a new social network. Did you get invite to that or you checking that out. I supply for the invite. It's interesting interesting idea but the thing that few people point out is that wikipedia is not exactly known for its either absence of bias or fairness tennis. Oh I guess that's one of those. We'll wait and see I. Would you know as with anything recommend you. You sign up for it. Apply for it. I don't know that'll pay any four out of the gate but but Just be there to see if there's a there there But we'll see yeah. The other thing is literally at fresh off the presses from an hour ago. We put this in the trust insights newsletter facebook's engagement rates for brands for the last thirty days is at a blistering zero point zero zero to six percent. So give you an idea of what that is. It's engagement rate on brand content reaches twenty six out of every one hundred thousand people. I was running mathis morning morning. And if you calculate the foot traffic in major metropolitan areas for example midtown Manhattan London suffolk that. You're getting about thirteen thousand people in our so. If you literally handed out one brochure to one of those thirteen thousand people on our you would be blowing away your facebook engagement rates. Yeah it's just you have to to to pay to get into. It's just interesting it you know. It seems like the search industry is just loath to do that kind of throttling. Because it would just enact antitrust I you know vitriol and attacking whereas social is not afraid to do that kind of stuff movable and of course we say that in on the other side of my mouth they did cough up what five billion or something in finds in the last quarter so yeah I mean that's money they can find the lawyer in couches. No the thing that makes search healthier is that there is still good competition. There's no lock in. There's no penalty to you if you go from being for example You don't lose anything whereas if you switch off facebook spoke all your friends and family and and you know your your exit. You're stalking from college on there. And they're not in the other places so there's a much greater switching cost for social which which is. Why facebook has that monopoly so I search has to stay more competitive? Yes that's true right. It's judged on the initial results whereas if your whole networks there you pretty much take quit your feet. Yeah with the Jimmy Wales thing. I was excited. It sounds like an interesting thing and it's great especially with what he's done with Wikipedia for is keeping it free of advertising. But it's funny. You bring up a great point in that there's just the Oriel bias there. There's culture around that and like if you're not willing to put up with that your voice doesn't get hurt so that's kind of a whole different thing but it just when the first page of topics came up it was just this random gibberish of topics doglovers in Peoria. And the things that I would never have anything to do with housing using a you know I mean this is obviously. I don't know if you could say it's flat out Beta but it's definitely you know as early as you can get so there's a ways to go but yeah I I may throw a few bucks is just as a show of solidarity. But I'm not expecting that to be my social feed within a week or two. I don't think that's going to happen. Now it's interesting too because there's so many other social social options. That are more niche that I think at least from a marketing perspective. You're going to have better luck with you. Know they're the mega platforms twitch and things like that. There's all your local stuff like next next door. There's so many places to interact and in one of the things that we've been saying all year is you gotta be starting to build your own build your own forum. Go slack community a new build an old school form build something that's yours because these tech companies have absolutely no incentive to make your life easier and at at some point you know it's a given we don't know when but at some point there will be an economic downturn and win. There is the tech companies. If you're a you've built on rented land they're going to jack up that rent and you won't have a choice supllies. Please please please invest in you your email list your house list your website your house ads invest in that stuff now so so that you're not caught unaware when facebook and company when Zuckerberg's like yeah I'm GonNa triple your rent and there's nothing you can do about it you have to like you said you're on borrowed land and the prices are just is going to rise because that's the way things work well we have to pause for a moment we just want to thank into it quickbooks for their support of marketing over coffee we use quickbooks prettiest every startup. I've ever Rebecca quickbooks has been the only alternative. It's just what you do because everybody knows how to use it. It gets the job done that saves you time money and most of the headaches that you get dealing with it. I it's a hub for your your business. You manage your entire workflow from the first estimate to the final payment using into it quickbooks. It's a one stop shop. You have to learn thousands of tools and software into it quickbooks. Does it all. It's the only one you need. I love the fact that you can just Upload Credit Card receipts in there and not have to do manual reconciliation. It just comes all through and get straight payroll of of course also an easy thing to do and not forget tax time when you can just send everything off to your account and get everything done. You can smarter not harder. Thanks to how easy it is to us into into a quickbooks customers. Find an average tax savings of over forty five hundred dollars per year to see how much you can save and to discover smart business tools. Go to into dot me slash Komo. That's I N T U. It dot me slash mc into a dot me slash embassy and we thank them for their support of the show. Yeah it's been so nice. I mean two years ago. When I was at another company we had to submit staple paper receipts for everything even stuff that was digital the Louis print out because because the ancient accounting system that we were using was actually meant for manufacturing companies unwind agency was using it? I was like Oh yeah you. You can't scan your receipts. You can't do you anything it's like you know we we've been quickbooks. Stay one at trust. Insights is like Oh thank God. We're back in the twenty first century. Yeah exactly it just makes so much more sense sense. They have been a part of our community forever and we appreciate their support Mining Hora. We talked about help a reporter out which has been around forever. Peter Shankman I if you follow historic gumming up the you're actually doing machine learning against the email it. Can you tell us more about that. Yeah so for those who've not been using it even though we literally have been talking about it for her twelve years now Help report which Chang invented and sold. He sold ten years ago I. I didn't realize it'd been that long. Let Hen years ago. It's been forever since since he sold that off now. He sold it to focus. Focus got acquired by station. So what is it's an email three times a day with media inquiries from journalists saying. Hey I'm doing a story on X. Y. or Z. Does anyone WanNa comment. And this is like super valuable as long as it's something that's related to what your company does the challenges. The emails are getting up to the point. Where this one hundred hundred and fifty inquiries a day which is great? I mean better than than having none but it's very difficult to sift through that all quickly and And respond to things that you care about so what we were working on was buildings a little bit of of natural language processing and text mining that takes the email right out of the the inbox slices up into each individual inquiry because they're all pretty much standard format format and then no you know just super simple stuff to some text tagging like you know. Does this inquiry contain these keywords and not these words and stuff like that and digesting it down to these the ones ones that would be relevant to our company so instead of having to troll through one hundred fifty the software runs in spits out. Here's the seven that contain the topics you care about. And that's a lot ought easier to handle so still working out there still a bunch of bugs that I'm trying to deal with particularly trying to collapse multiple nested lists in our but making making good progress and is going to be super useful for us in twenty twenty because one of the most important things that you can be doing is investing in you or self in your company and and earned media as much as I like to question the value. Overall of things like publications. You cannot contest the fact that when somebody else's talking about you it's a good thing as long as doing so in a positive way so to the extent that we can find topics in there that are worth responding to and it doesn't cost us anything to have if somebody else right out right about us in a positive way going to do it. Yeah that's some of the best organic traffic you can get. It is but I also totally hear you. We're just you know every day to pour through those hundred in an email. It's just it gets to be way too much to do. That is kind of the classic job that you'd have an intern or somebody do because you just can't surf through that much stuff in a single day all right so the big triumphant moment Disney plus arriving throwing out all kinds of content. Everybody seems to love the man to Laurean if you haven't caught onto of that yet There was some notice of outages within the first week. But that's You know obviously just a champagne problem crazy. I haven't heard more about that. Did you jump on that bandwagon. No no no I actually haven't It's been knock on. Wood has been a great problem. have been so busy with a bunch of q four new customers coming in that the have not had time to devote to that and I am on the entertainment side. The only thing I'm waiting for With agonises the crisis on infinite earths miniseries that the CW will become out with in December early December. They've got that I've been watching the flash some lead up to that so yeah on that front. That's they've been just doing an amazing job with crossovers I. I don't know this is the kind of thing which seemed impossible up two years ago. I can't imagine the show runners men me. I should probably dig and see if we can talk to a show runner about that because I can't imagine how much goes was into the logistics of getting five different shows all to line up to crank out the content within a couple of weeks. It must just be pure insanity. I can't imagine how that works but yeah that's incredible. We're looking forward to that. The of the funny thing about that is a lot of folks said these crossovers are just as good if not better than unlike the cinematic. DC experience like you know Justice League the movie which costs hundreds of hundreds of millions of dollars to make and the TV groups is doing a just as good with a fraction of the budget. So somebody actually did. A super cut of one of the previous crossovers just edited together as as one long movie like yeah. You know what that's better than what. DC put out in the theater so it'd be interesting to see how this one does and just food for thought for on the marketing side. If you've got cereal content that's already doing in well. Don't reinvent the wheel glue your stuff together. Yeah Yeah I know. There's there's a ton of things going into that I'd imagine they just wanted to try and keep the revenue stream separate as far as cinema versus television. But I don't know part of me was yeah. I just wish that the Justice League experience in the movie where the characters that. We've already come to know love if you know and you could brought the bigger guns for cinema to make it more interesting but yeah oh yeah in fact. Yeah this upcoming crisis is supposed to have some interesting appearances of Superman Multiple Superman. So it's going to be really interesting to see they pull in for that. I'm definitely looking forward to that. We have to pause for a moment to thank intercom for their support of marketing. Over coffee. You know when you go to a website and you just want one thing it should be simple quick friendly even that's entercom motto. So consider this their invitation to businesses genesis to step it up with messaging in the moment intercom makes that little chat bubble in the corner of a website. That's their messenger. It opens your business up to customers in quick and friendly friendly ways. But it doesn't stop there intercom extends your team with conversational bots and guided tours inside your product take entercom success story unity before before using intercom visitors kept abandoning their site. Unity just couldn't answer people quickly enough. The Intercom Messenger helped unity get proactive with their visitors. And then just twelve twelve months with inter-community got forty five percent more customers. That's inter- comes whole deal connecting you to customers when it's best for you both give your customers is the one thing they're looking for and get your best revenue channel yet go to intercom dot com slash podcast. Then everything else entercom can do. THAT'S INTERCOM DOT COM. Tom Slash podcast. Okay so I had Alexa outselling Google smart speakers so for the last quarter Alexa doing far better than Google. The you had an interesting interesting link about where Alexis heading as far as making it more of a fully interactive assistant and I don't know that's there's a bunch of stuff on that front one. I'm like I'm not surprised to see Alexa. Beating out bill gold just because I have a kind of a personal bias against Google on their invisible customer service whereas Amazon goes way out of their way. Even though it's still human free he is a much better experience but then the game for all this stuff to you what are what are you going with smart speakers right now. What are you thinking about? I've got one google device in my house so you got three devices of a hassle to which operational on half something like fifteen or sixteen different Amazon devices from smart switches and plugs and all this stuff so it's pretty clear which devices one in my house and the big thing that makes it all easy as that Amazon has the storefront. I you know so when you're when you're browsing there things like hey here's the forty eight thousand things that are Kellogg but also work with the thing you just. What do you want a deal on them? I just finished putting the holiday lights and I got one of the Tech City. Alexa tabled outdoor switches. So I can now control my holiday lights from the comfort of my kitchen. You know Noah now setting some stupid timer and stuff like that and what's really cool. Is that a lot all of these devices. The Google wants. Don't have these or we used to do. I mean our our at our dual compatible but the ones from these At Alexa branded ended vendors. Give you energy like I can see exactly how much energy any any smart outlet is drawing a at any given time and then see a roll up report of that which which is super handy it can say like wow. That's the plant lights are using an awful lot of energy or they're not. You know the Christmas lights total. I think outsider thirty seven watts. You know so. That's that's pretty respectable. Yeah yeah that's not bad for. I mean that's less than an old school monitor but it but still. I expected to be a little bit less to go. Yeah that's being able to track. That stuff is just fantastic. I'm tired of getting the letters from my electric company. Saying the my neighbors are beating the hell out of me. Inefficiency Yup kits tiring overtime exactly and on the gear front front. I just got a notice from Amazon that my new air pod pros have arrived so we'll have Aguirre update how soon on that. Oh very cool. Yeah Yeah it'd be interesting to see Roy Tesla's everybody is saying that those are the your phones to have right now though the wants to go with so it'll be good to hear some hands on reporting on where and so the bone conduction that did not cut it for you. The bone conduction headphones did not work out. And it's not because the technology was bad is because I already have. Tm Jay and apparently sending a massive amounts of energy into to the bones and muscles ordering joy line. I literally could not eat because I was in so much pain from it so it was like okay this this has to go back. Yeah it's interesting. I wonder if it's the actual transmission or even just the clamping force. I mean you have to have that thing pressed against year head so many headphones I know go back just because I don't like the pressure points on my head as much as we'd like to think it's all the year there is it's human factors that make the usual so all right well. Yeah Yeah. We've got holiday stuff going on on a black Friday deals coming down the pipe. Everybody doing early. Black Friday deals another article too smart speakers somebody hacking smart speakers with laser pointers. Just this is insane. A proof of concept where somebody could shoot a laser pointer added Google speaker and hitting it at the right point the laser emission stimulus at the same way. That sound that so you could actually taxed a message like open garage door from across the street if you hit the speaker and of course opened the house and steal all their stuff for Christmas celebration. So that's basically that's like if you just send a proton torpedo right down this exhaust shoot this exactly exactly. Yeah it is. It's the exact same you can do it from four blocks away if you can hit this insanely small target. So yeah well. I've got a link to that. You WanNa go watch. The video is phillies. One of the things making it sound like it's this is going to start happening everywhere. Meanwhile you have to connect five different proprietary devices and do some coding. But it's still the perfect concept works actually able to make the thing work which is interesting I'll have to give Collina shout out to show. He has a blogging. Seo Tips article that is fantastic. Fantastic so if you're doing blog posts in trying to improve your SEO results. It's a whole list of stuff you can do as far as the lineup topics and the way structured copies and. It's just just fantastic. So I'm going to put that in the show you can check that out and of course you can always get links by signing up for the marketing over coffee newsletter powered by DOT digital that will get you links pushed to you directly and of course. I am like way behind like a month behind the last newsletter. Show I'M GONNA get that out the door before the holiday would have scrambled to get that done and how about for you stuff prior to holiday done with travel or are we ready to get into the last of the work. And that's it no no we got client visits. Customer visits coming up in December and stuff like that but no public appearances France's per se. But certainly if there's anything that no is worth mentioning we'll We'll put up on in the newsletter or if you want to join the slack go to trust in science dot com slash analytics for marketers now posting stuff there as well. That sounds good. Yeah I forgot actually going to be at Ned. Mas Amtrak December ninth. I believe it is so if you're going to be over that Gimme shut up because we could catch up over there. That'd be great. Look forward to that but I think that's going to do it for this week so until next week enjoy the coffee. Enjoy the coffee. You've been listening to marketing over coffee. Christopher Penn looks at Christopher SPN DOT COM removed from John J J W fifty one fifty dot com. The marketing over coffee theme song is called Mellow G by Funk Nastase Tis and you can find musicality for Matviyenko follow. The link showed notes.
Your Private Cloud
"This is marketing over coffee with Christopher Penn and John wall. Good morning. Welcome to marketing over coffee. I'm John wall. I'm Christopher Ben. We actually were joking. You had like three hundred miles a day for seven days in a row or some insane thing. What's been going on back off from the road, three weeks of events, health further Nashville content marketing world in Cleveland, and then last week IBM's win with AI summit. So glad to be yell, seeing the home that I pay for the benthic and sleeping. Yeah, yeah, back go. So I be m. seemed to be the coolest thing, a lot of cutting edge stuff over there, both. And there was both new great Watson stuff, but then also business partner event Ventoux. Yeah, that was a nice surprise you. So one of the things that, well, there are a couple of big announcements, how the show was that Watson studio, which is the. The defacto drag and drop modeling tool for is going to be getting a desktop edition with thank God. I, I like Watson studio. I don't love the browser based mail old. I have a philosophical Jackson doing everything and said ever browser, but that will allow things like local file access, local file manipulation, which is super handy. And then once you build your models and stuff within Watson studio desktop in push it to the cloud or scale ability, which is super nice. The big thing though I thought from a marketing perspective was what's called cloud private for data. And this is a sort of a database obstruction layer where you connect to all your data sources without having to move them or migrate them. And then it creates an abstraction layer that you can then clean refine apply, governance, rules, policy, machine, learning to your data in his place, and then take the the insights and stuff and exported elsewhere for those folks who are in the more technical, the mar- side of things you've probably heard of the last few years about platforms called CDP's customer data platforms, which. Have been promised as like the next big thing. And you know, they certainly there certainly are very valid use cases where I in your company is not the most cooperative stuff. So being able to ingest all your marketing data and process it in one place is is thing to do. But one of the major gaps in a lot of those platforms is a lack of a really strong governance, no surprise IBM being IBM. They that at sort of the core feature, the product is like, hey, here's the hundred thirty rules that you should be applying to your data, your mortgage or whatever to to keep a safe protected. So there is there's a new player on the field in in the customer data world and. I just don't. I try not to bet against big blue. Yeah, right. Exactly. That's kind of been a big oracle part of the world there. They've made a lot of running there. But yeah, I b. m. is definitely got the experience to get that set up and set a bright, especially like you're talking about cross verticals, you know, to be able to set up stuff specifically for health care for banking or some of these industries where it's not just the year hawk cowboy marketing automation approach to life, you know where you just kind of market against everything you find lying around. There's actually some privacy here there in some of those toll so. Well, the great quotes I heard at the event, I think is really is a good one for people to keep in mind is the more specific data point is the less useful it is for machine, right? So knowing that your your your, your name is John wall is not a predictive act to be because it's really unique to you. Knowing that your a male American, that's a lot more predictive because. There are more people from which draw trend. Give that some thought as you doing your marketing, how much person for Mason do you actually need the chances? I, if you're doing stuff with machine learning and data science, probably not nearly as much as you think. That's a very interesting point. Yeah, I totally see how the all of the personally identifiable information like the really hazardous stuff is actually not doing anything. My social security number, you know, only points to GO which you can get from a lot less generic information and stuff that you're not making trouble for holding onto. Exactly. And so one of the things that cloud private data does is it lets you d identify data sets. So let's say, you know, especially with GDP are, let's say you're collecting data from around the world. You can identify and then create a data set the hand off your data science team or vendor to do modeling with that contains nothing. Nothing hazardous. They can build a model, pass it back to, you can implement them. Model. And then at no point is customer date is p. I p. h. i. exposed for you to get your hands. Right, right. A lot less toxic data handling as part of that. Well, I have to give shadow longtime listeners will remember. We were doing the kick starter program off. There was a headphone that was supposed to be three d. headphone. It was supposed to be cutting edge, and in fact, it is the thing has been made it exists, but just some interesting news in that the Kickstarter campaign tanked on the company shut down doors. So we had actually thrown two hundred bucks for a set of headphones and a couple of months back. Got the notice that. Oh, yeah. No, sorry. There's gonna be no headphones year. You've lost your two hundred bucks game over. Yeah, just kind of interesting I've had. I've had Kickstarter stuff take years, but this is the first time I've been completely burned in lost all the money which was kind of interesting. But again, part of the risk of buying before anything's come off the factory line. I thought Kickstarter had sort of like, you know, we'll we'll dispute on your half guy. Nothing. Yes. And this was the, it's so funny, right? There's a million comments up on the Kickstarter post of like I am invoking kick starters article twelve or whatever that says. That I have the rights to get my money back and you know, sue you and all this stuff, but it's like, well, the doors are closed. Nobody answers the Email, the money's gone. So you know, you can do all the Kickstarter speech you want. But you know, you're not gonna ever see a buck, I'm sure because there's no blood left on the stone. So yeah, it's funny. I've kind of been soured on some of these things lightly because of things that have taken years. And this was was over two and a half years. It was funny that I have to give them some credit. So you know, we kicked in two hundred, and I think there about ten thousand people that kicked into one hundred bucks. There was a level of one hundred people that kicked on a thousand bucks for early access to the developer kit, and they actually did ship those hundred sets of headphones. And I thought that was kind of half heroic half sleazy in that all the folks that have a thousand bucks to burn what will satisfy them. So they all go away and the two hundred bucks folks. You know where we're betting the odds of litigation from that crew are are small, and then the other whole crazy thing is the IP still. Exists. They did built the thing and it does work. So somebody's got these blueprints for cutting edge headphones that they can take somewhere else and make at some point. And in fact, on that same, I was actually looking odyssey makes a has just come out with a set gaming headphone. That runs about two ninety nine which is supposed to be just kind of totally amazing if you're hardcore headphone geek, it's magnetic planner driver, which is a whole different thing that is supposed to just sound amazing. So, yeah, I may take our losses and go for something that actually ships and put that out there. All right. So for this week for h. roofs, winter, we did have Nick jerk say that he wanted to enter in the contest because he uses rafts to market your so Nick. I think you're all set already got the tool and your, but it was just fun to hear from somebody and he's actually over in Europe is not at the home office owes fund to get across the globe. We do have a true winner today. Lindsey brokered is going to be getting her a trips licensed. We will connect you to Rebecca and get your setup to go. So you can start taking it yet. If you wanna enter, we've got one last one to give away before this quarters promotion is up. You can tweet HFS and marketing over coffee to enter the queue to win. If you go to the show notes, of course, there's a link there. You just clicking preform at the tweet for you, which can save you some hassle. And the big thing of of course getting all the handles, right. So you don't get lost in the in the dust. We had a couple of entries that I found weeks later, try realized they were a letter to, but just h refs our favorite tool here, we have just been loving the whole quarters rise keyword Reese. Search and being able to check out your site and make sure that you don't have any problems with infrastructure that causing Google to ignore your pass you by. And Chris talked all through the quarter about using all the data, and they're both on your own site and competitive sites as far as hot topics so that you can go do further modeling and other stuff too. They have a whole course on driving traffic by getting your blog optimized in tune. We have to that in the show notes, but they've been a great supporter of the show and have a bunch of stuff to check out. So he had jumped in before. It's too late again, tweet to us to enter the queue to win, and we thank h rest for their support of the show. Okay. Facebook group Adleman. Last time we talked, we had kicked that around a little bit and they've rolled out a bunch of stuff. Are you still digging into things over there? Now, I've actually been giving Facebook a miss lately. It's been spending a lot of time with a friend of the show stack debt. One thing that we've been doing at trust insights is sort of trying to figure out how do we re targeting more sensibly. And here's the thing, the old. School version of content marketing where one hundred percent of everything is gated and locked down and squeezing people isn't as effective anymore because it's so much good content out there now that you know people like I don't wanna felt this form. I can get the same information somewhere else. But we've been finding is if you publish a bunch of stuff that's unguided that free common grab it, but you tag the living daylights out of it and you enroll people into very specific audiences. Then when it's time to activate for higher value content, you can run a retargeting campaigns, super cheap, and get those people back and get the form-filling, get the higher value, get more information because they already trust you. They already got the low value stuff. So for different conferences, you've, I'm sure seeing on Twitter on my personal handle. I'll do these network maps for major events like dream force and stuff like who's the most talked about. And every single one of those maps is tagged with hag manager. So that and you know if it's dream force, it goes in the BBC category. If it's health further or hymns goes to the healthcare. Category got all these audiences and rolling leads come rolling people as a click through to the various pieces of content. And then later on when something like when we went over recorded, talks from like inbound or something comes out, we roll out the BB audience, hit them and just get the leads flowing in. So it's a, it's a better way to sort of like to stage content marketing, that's using more retarded pixels and Google tag manager than just Facebook and Facebook is fine. We can. We can enroll people in those specific audiences. Well, but your best bet is tag manager and then a really cheap retargeting system. All right. That sounds good yet stack adaptive friend of the show evoked to them. Many times in their product has proven itself to be top notch when it comes to getting in front of targeted people as opposed to just kind of the whole spray thing. It's funny. You mentioned dream force now Mark, Benny off buying time magazine. And apparently it was from his personal finances. It's not Salesforce dot com. Buying the magazine that's just him and his family and whatever assets are tied up over there. But what did you think about that? Is that raise an eyebrow or at it, or is it just kind of classic old families buying the newspaper thing? Pretty much, yeah. It's like basis buying the Washington Post and stuff. It's it's probably things like, oh, yeah, I I want to keep to keep gangs magazine, but if it goes away, I'm not going to get it in the mail anymore. By the company reminds you that scene from the end of Justice league where we're Larkin because how'd you get the house back from the Bank and Bruce Wayne goes, I I bought the Bank. Yeah, it is. It's like the the big takeover. I wonder how many of these guys have the think of it as a lobbying effort of kind of being able to shape the direction of the property to be more conservative. I don't know. It seems that's always the way it's worked in the past. Is that kind of as the owner swing to one side or the other? The publication ends up following suit. I think there's that and there's also the data side of it too. I mean, these publications e. Even though the the printed edition is struggling, the brand maybe struggling to some degree. They still have tons like decades of legacy data. So it would not surprise me for them to see what can they do with that. And honestly, I think somebody is really just old patronage and hobby like like, this thing's going to buy it. Yeah, yeah, keep it alive. And then I think it does Greece wheels for transition. You know, it's certain old owners, maybe a lot less likely to go towards digital and I'm sure Mark Benny office not gonna put on the brakes on anything going more digital. So exactly. I mean, I saw an interesting thing recently about the whole CBS Aetna acquisition and and why it made sense. There was an interesting comedy that at Nha as an insurance company trying to reduce costs. One of the biggest problems in healthcare is is lack of compliance patients not doing this to be doing. And because international healthcare people only see the doctor like once a year, but they see the pharmacist like twenty to thirty times a year. The gives at no more visibility into patient compliance. So there may even be an aspect of audience awareness. Like, you know, someone like Benny offer obeys wants to be able to see media patterns and how people audiences interact with a pure publication at rather than a commerce or or attack out. That's an interesting point, right? There's got to be a lot of value to knowing like, okay, here's how many people looked at this article on. These are the articles that are spreading into which parts of the country they go and things like that. Yeah, and that's very interesting. See, I can totally see that too. There's a ton of value to the insurance knowing which patients actually do go out and buy the medicine they've been prescribed and are actually taking it, and yeah, and you can actually just drive better rates to the folks that actually do what they're supposed to be doing charge. The frequent flyers more for the folks that are just going for the fun of is doing the Dr not actually taking any part in their healthcare. See that making big difference too. Upgrade to twelve on your apple devices? I am old school. Hold out. So now see we, I always do the same thing. I ride the current phone until there's absolutely not an inch of life left in it, and but then when I do buy always go by top of the line, so I get maximum running. And so we're at end of cycle criminal, both upgraded to I phoned sixes. And so I didn't even take us eleven because I didn't want to take the battery. Of course, total nerd street cred, eleven would hose me because I replaced the batteries. So you know, when they throttle the battery down to for to eat out another year or two that actually kills me. So I didn't take eleven. So yeah, I was just this morning. I'm thinking, well, maybe should I just go straight to twelve? And I say you have made the jump. So what's up yet? So twelve has been a for me a huge group and I have an older ipad air to our number, the name of it anymore. It's like four generations old and it is substantially faster and I up graded. My daughter's iphone six, and that is. Substantially faster. Apparently they made a bunch of speed improvements and much more efficient code because I noticed that the extremely rapid battery drain on my ipad. It still drains faster than I like, but it's it's not like going from one hundred to sixty in in fifteen minutes. It's very, there's a lot of stuff on that frontier. So I know they're doing more with monitoring the battery to throttle things. It's not just default settings whether you should be upper down, but the other replacing ipad batteries is just ridiculous. It's not even worth doing you end up spending the cost of an ipad just to do. But as far as I phones, you can get the parts for like forty bucks if you have some tech chops swapping out batteries is not. I mean, so much so that I don't even bother to use a screen protector because you can get a new screen for twenty bucks. So I'm not going to spend five bucks every six months on a protector when I can just replace the whole screen when it gets wonky. All right. So, yeah, I twelve the big deal and apple watch the to the next generation of watch, which seemed pretty. Cool. I'm actually starting to get more interested in that a bigger screen longer battery life. A lot of interesting. The thing that kills me, I'm surprised nobody has a fully customizable watch face. You'd think that that would be huge people being able to do, you know, all your favorite TV shows are brands or memes or whatever. Have all kinds of crazy watch faces and nobody really does that. Everybody's kept it locked out. Why think this pretty serious intellectual property rules? Yeah, that's true right. Then yet an apples definitely not gonna go that way. They have deals with Mickey and a couple other properties. I know to to line that up. So. We have to take a moment here though. If you're going to be in San Francisco in November for marketing prosperty, be marketing forums, give us a yell, Chris is going to be doing a pre conference session there, and you can get your chance to meet with a thousand other be to be marketing leaders and aspiring leaders over the course of three days. You'll have access to four keynotes sixty five sessions, creative networking, and more the education you'll get it empty will change the way you think in the way you worked, it'll be the lever. You need to level up your career in life. You can register at improv dot com slash Emo CB. We've got the code Beatty coffee that will save you two hundred dollars off your ticket. And yeah, just excited to catch up with an Hanley out there. I was talking to a few other folks that are going to be there this week. It's gonna be a great show. Process vent is always probably the most fun of the year when it comes to be NB stuff and a great chance. The list of other Kino's this great. And of course you have a regular session to right as we go. Yup. Regular session, I'll be doing a pre-conference analytics intensive. So be like another full day workshop that will basically just going to beat people up all all sorts of different ways and get. Them using. We're going to basically walk up the Google tech stack from tag manager, analytics, optimize, etcetera. So a full day of that. But also we're working out the final details, but at some point during the show for just giggles, we're going to be doing some tower card. All right. One of the late night bonus sessions there, Chris can tell you your future and you some different type of predictive analytics than. Can see where you're going and what you're doing. We've got a bunch of other stuff too. What I've yet next week we're going to have Jay Baer, Daniel lemon, both returning to the show. They've got a book called, talk triggers that's dropping this week. So we're going to talk about that and suppose that they actually now I got a galley because we had set up this appointment to talk so we can have the interview drop on the book drops, but you took part of preorder and got sent some Schwer. Yes. So we got the book a ten of double she hotel cookies, which is one of the the things a stuffed Al Paca, which is the mascot of the of the book stuff. So interesting. So I spend time yesterday using talk Walker, the enterprise social media monitoring platform. Digging into one of the talk triggers about DoubleTree and the cookies, and it was fun. There's a video up on my personal Facebook page about why you can't globally look at brands data. You have to segment by audience to find these. These talk triggers, and I know the authors will be talking more about as you really gotta take. Into the data because if you if you just kind of do a super simple surface dive, you're not gonna find the juice. Okay, that's good. Yeah, we'll look to further info on that and we'll get the full story from the guys on the book next week. So that'll become an outrage ago. Let's see. So going forward. Now what we've got. You got Montreal coming up, I know. Oh, and fuse to this is an interesting one. So we're gonna have a link to this coming soon. This fused event is unique the week after thanksgiving down in Philadelphia, talking about marketing tech, Chris will be talking about AI, but the thing is, if your marketing executive that does purchasing, you apply and you can actually get this trip for free, you just get to go and attend and do the whole thing. The vendors, of course pickup the expense. But the hook for the vendors is you get guaranteed one to one appointments with these buyers, and they've all been vetted. So it's not some guy designing web pages in his basement for one client. It's all people that actually do have budgets at real companies and stuff like that. So while more on that, and of course, if you subscribe to the marketing over coffee newsletter sent via dump Mailer, you can get links to all this stuff and your inbox rather than taking notes as we go here. I don't know anything else before we wrap for, you know, just lots of lots and lots more coming for allow these marketing technologies and data science technologies and things. So stay tuned stay subscribed to the show and if you haven't. Told a friend or colleague about marketing over coffee recently, please do so because we're going to keep trying to share new stuff as we get tip earlier about using tag manager in retargeting in two states on marketing as people have questions and things. And as as we get into conference season, we're gonna be sharing, allow the goods on the fail. That sounds great. That'll do it for this week. So until next week enjoy the coffee. Enjoy the coffee. Listening to marketing over coffee Christopher Penn locks at Christopher. S? Pain don't come. John j. j. w fifty one fifty dot com. The marketing over coffee theme song is called mellow cheap by funk, masters, and you can find musicality for. Fuller's link in our show notes.
Now With More Crawl Budget!
"This is marketing over coffee with Christopher Penn and John. Good Morning. Welcome to marketing over coffee I'm John Wall. Christopher Ben and I have to say I don't know for some reason fatigue setting in this week maybe it's the nine months straight of pure pandemonium insanity. But today I'm just GonNa like. Punch drunk and wondering what the heck is next. This actually been psychological studies on this sort of thing is it's essentially a form of PTSD. So it's you're not alone, there's actually been articles in the New England Journal. Medicine and stuff of credible publications talking about the impact of substantial lifestyle changes that with the never ending a river of a horrendous news. Yeah and that's something we'll have to hit at some point. I've got a couple books in the cube reading about that stuff. Yeah. LE- be insane thing for me was. Somebody mentioned that Oh, Hey, that donald trump seven hundred and fifty hours in taxes was seven days ago and I was like what that was like four months ago wasn't. What happened Yup gotTA category four hurricane coming up in the Gulf of Mexico. So yeah, it's a never ending like well, look that more data. Yeah, and in fact. So Ethan Zuckerman. Guy, up, here who covers media and has done stuff with the t medialab was talking about how the amount of news is actually winning down the political cycle is taking up so much of the band with because, yeah we have friends that are actually down in Mexico facing that hurricane down and last night it was not mentioned on the news whatsoever. So it's just amazing how the range of focus too as clipping but. Not at all stuff beyond our purview, let's actually do what we do and get into to. No actually, we just ran this data about forty five minutes ago, looking at republished content, how fast content is being republished and a right around mayor June of this year. We were in single digits like the first five months of the year. Yeah. percent of pages republished, and then as soon as you got to May and June. When. You're number start going to substantial double digits per per week twelve, percent eighteen percent thirty percent of the contents being republished and it was like what's going on with that? Dig in a little bit and it's all the layoffs right in millions and millions of jobs loss, and if you go to point to dot, Org P. O. Y. Anti Yard or the Meat Organization they have a running list of all the newspapers and publications of closed up shop. You know this that and so you're seeing this massive impact of yes. Fewer and fewer news sources more than republishing stuff and they're going to be published stuff they optimize for. The clicks. So of course, you know politics gets gets all the clicks because it gets people angry afraid. So you have this real challenge from a marketing perspective of getting even seen is harder because of publication is recycling thirty percent of its stuff. Then that's thirty percent less immature for new stuff that you could pitch to. So you know the big takeaway for for everyone if you are not your own publisher, if you don't have your own website, your own blog. Channel all the stuff where you can publish to be seen. Your doctor to get space in the even at the trade publications, there's no staff no room anymore. That's interesting. The recycling of stuff just chewing up available bandwidth. Well, that kind of goes into two. I had on the topic lists content velocity talking about how much stuff you're putting out, and there was an interesting point in there about how you could use your seo tools to look at your competitors and see how much stuff they're putting out and back soft even figure out how big their team is. And how much they're spending and the the big takeaway with that was, you can go to your bosses and be like where you know getting our guts handed to us by the this competitor because they're you know they published five times a month we only published two times. Any other things on velocity I mean, is it pretty much just a pour more money into it you just have to crank your game up. More money be smarter about it. He'll use the technology to to generate more. You know every every weekday I'm doing the US guy answer video series, right This is a ten minute video it goes on Youtube and that gets split off the auto gets bluff to a podcast the audio then get stuffed into transcription software to be transcribed to a blog post, and so it's fifteen hundred words a day essentially of content that's going up on the block we have the. Trust. Insights. We got out to shows. We have the Monday morning podcast and the Thursday afternoon livestream and that of course gets all transcribed and stuff. So you're cranking out those are close to three hundred, three to five thousand words each. So it's just a tremendous amount of content being created through mostly automation. So for a companies are feeling like we can't create this much content. Yeah, you can. It's work it's effort and. You have to be smart about it, but you absolutely can create a very high paced and decent quality content at scale. The one thing I did like about that article is that they're trained back solve the resources but didn't focus on any of the content performance metrics. I thought enough you know does this get any organic search traffic doesn't get any linking domains what's going on with the content because you can crank out crap. All Day long but if it doesn't rank then what's the point? Yeah. You can go hire some third party. Group in some other parts of the world for pennies and be pumping twenty plus the day that don't do anything for you. In fact, there are even worse damage your reputation and reduce your over all traffic. So yeah performance is also a big chunk of that. Yeah. Yeah. I guess we could go the other extreme to of you'd be way better off spending a ton of money on something that's unique and world class say sponsoring an awesome podcast which better than producing tons of junk. So yeah. Yeah I'm I'm all for that. You don't have to sell me on that. Yeah. There's a piece recently search engine journal actually about the last Google update in September seems to be really Showing deficits in crawl budgets, meaning that Google is not spending as much time on lower quality sites. So they're saying you know your quality does matter because if you if the crawler gets lost in your sight. It's you know they're not going to spend nearly as much time with you as well. The higher quality site. So definitely. Don't crank out crap just to have the the numbers there because you'll eat up your crawl budget you'll eat up you know what Google is the timing of Google's win to spend on your sites. Make sure you've got a really solid infrastructure make sure that you've got really good navigation. You've got sight maps and things like that play around with. We're just starting to play with the indexing API being able to. Take a look at the Yarl's that in search counsel are not listed and cross matching that with what you know is on your site and then essentially notifying. Google through their API to say, Hey, you missed some stuff. You didn't get this stuff in here to see if they could at least force an index of those pages if not get them to rank. Yeah. Yeah. What else is going on with that API because you had that on the topic list, their new features or is it just optimizing stuff? That's already there. The, the indexing API is intended for. Sites that have fast changing content like news sites to be able to sell it to a new site to tell, Hey, is a new thing pay attention to it and also remove stuff the index to say, Hey, this article has expired pull it out of your index where we retracted it or whatever but it's open to everybody and so what we're looking at is you know, can we use automation to figure out the gaps between what the? What's in the next? What's not is this three stages to to Google? It's crawl index rank. Can Crawl website and understand all the pages in it. Then the second stage of their system is to index figure out like what is on these pages? Yes, they exist. But what's on them is their words, phrases, images, semantic concepts, links. and. Then the third phase is to does to understand. Okay. Is. This pages have authority does have expertise trustworthy is relevant is if fresh as diverse and all those things? One of the things that we're seeing is that, yes, you get crawled and you can see that that inserts council but you may not necessarily get indexed it Google see the page in and say, Hey, I, don't have time to read this right now right? Like everybody these. And say, okay, it's not going to be in the index and it's not in the index zero chance of ever ranking for it. So by if you. Pay particularly important pages that are just not indexed, but they have been called. You can then Ping Google's API say, Hey, index this page may not but at least you've made the effort to try and pin it now here's the catch. There isn't an easy you know. Clinton and submit thing for this API doesn't exist you its code have to code to send data to it and then collect the responses back from it and stuff. So that's what I'm working on right now is trying and write software to automate that because what I wanna do is like if we look at marking over coffee if we have Fifteen hundred pages of content and only. Two hundred or in the index I WANNA over time. At least in the index, even if they don't, they won't all rank but at least if Google has indexed and extract it out the relevant stuff, you'd stands a much better chance of ranking. Okay, yeah I WANNA dig into that some more. But just for a second, we have to positive WANNA think blue shift for their support of marketing over coffee. The power of AI and marketing is astounding. A enabled campaigns are one hundred and seventy three percent more effective than traditional ones, and now blue shift making it easier than ever for marketers use. Ai Themselves to grow their business. B. To C. Marketers use blue shifts, smart hub CDP to build and deliver personalized Omni channel experiences that improve customer engagement and driving full results. Blue Shift SMART CDP's patented to drive timely relevant experiences across every channel all while saving marketer significant time and driving incredible results for marketing over coffee listeners they've rolled out there. Ultimate. GUIDE TO MARKETING FOR FREE AT BLUE SHIFT DOT COM slash embassy. So you want to check that out. We're going to be talking a lot about them over the next couple of weeks there with us here for q four and yeah, it's amazing. Just the stuff that I've seen as far as driving every channel you know it's email text alerts hitting. All Fronts and being able to get that picture of the customer three sixty view and take all your marketing efforts to the next level. So we're excited to have them on board and as I said more on that to come and while the wing to that in the newsletter to seeking check that out. But again is blue shift DOT COM SLASH MO.. If you WANNA learn more from them and we thank them for their support of the show. As the AI been in play. Before because I know in the past, it was always used just have some xml up in your site that they would come by and grabbing that would give them more information about where to crawl or not crawl. But now you're actually making call to their service to at least omit, and you just get a notice that it's been received. Right? There's no guarantee that any action actually happens exactly. Exactly. You can API response with an Heb. Telling you. This was this went through. I didn't go through the new it's been around for about a year. Is Sort of replacement for the old pub hubbub stuff. But I hadn't heard I copy announcements of it until recently hours Dean through some search engine journal articles since like Oh this thing is there and we're not making nearly enough use of it says, one of those things where you definitely need more inputs to to make sure haven't missed critical things. But now the challenge for me is going to be writing the code will connect to it and then using that to push our pages, clients, pages, things like that into the indexing API. Without duplication. So we don't want to do is tell it to index pages that are already index does because that's a waste of budget. So part of the beginning of the data out of search counsel to say, these are the pages that already is they're all set and then taking a site crawl from a tool like scrutineers or screaming frog or whatever, and Hughes all the pages, and then doing delta between the ones that are already index versus all so that we have the list of these are the ones that are not in the index. Let's try and push those through. So it's a way to cal complete Google's picture of your website. So we'll see how it turns out, so turns out it looks straightforward but every time I say that I ended up. Oh No, it's the sacrifice of under harvest. Moon. To make it work and well, how does fires authentication is tied to your GPA account or can you submit pages for anybody? How does that all work? So it's tied to your search console account. So you're you have to have access to search consoles for thanks. Yeah. You can't go indexing is. Somebody else's stuff. It can only be paid sites that you have administrative access to a search console, which is one of the reasons why you know every client we ask her K. please give us admin access you know and and all this stuff. The other catch has you have to do it through a service account so you can't use a regular google account has to be a service count setup inside Google cloud. So if you're unfamiliar with, you know how to do that level of authentication. This'll be a good time to learn it because it's not straightforward yet you set up a service account authenticate at you enable the API in Google, cloud account you give it the permissions and then you do the authentication in your code. It is very, very technical in the weeds, but without you can't do it, which is probably why you don't see a lot of like SEO companies, agencies touting it because it's a pain, the set up. Yeah, and so it's gotta be Google cloud even you can't use any other hosting they wanted solely Wow, that's. The the your service count off occasion has to go through Google, your website can be hosted anywhere your your search counsel is Google, but the service account to interact with the API has to go through who cloud API is right to get there. Okay. Well, that's. Interesting. Yeah. A lot going on there ed you. We'll check back in in a couple of weeks averaging. You've had a chance to pull most of your hair out and we'll see. All ends up but that's Definitely. Interesting stuff. Other stuff. We had instagram tenth anniversary that caught me from out of the Delano. It seems like instagram has not ten years old maybe five but whatever anything new on it's different that you've been keeping an eye on. So the big thing, there is obviously folks have been playing around with the reels, which is their version of tiktok and stuff and Die Siham in people's feeds and things. We won't have data on that probably until early twenty, twenty, one facebook has said, it will the data will not be in the API's for extraction until then but once you know once it is available, then we'll build against stats on. It took them a full quarter to start reporting on Instagram TV in the in the results API's. But once you get that, then you can compare the performance like Instagram TV continues to underperform like just everything that they. They've thrown the kitchen sink at it, and it's still not as good in terms of the single content type that does the best is that we have data on our carousels which the multi image things you swipe. We don't have on stories, they will not publish any. Api Data about stories because by design their ephemeral. So there's no way to judge the impact realistically that way but we're gonNA see what happens with reels. All right. That sounds good. We also want to thank linked in for their support of marketing over coffee you can get yourself one hundred dollar ad credit terms and conditions apply. But go check it out Lincoln Dot com slash MC. And we appreciate their support of the show on shopping front prime day is happening. We talked about this a couple of weeks ago was Prime GonNa Happen, and now it's right around the corner. They decided that they weren't going to cram it in before the classic November December crunch. So I did see even pre prime day they had to echo dots for forty bucks, which was a killer deal what are you thinking about for what they've going you waiting to gravity Amazon devices or anything else on your mind for prime day? One of the most interesting pieces of commentary saw about primed a is people saying try not to use it if you can because the last thing you want to do in an election that's going to be held largely by the US Postal Services swamp the US Postal Service with Amazon delivers as like Oh yeah and with the all the high speed sorting machines and stuff you're now gonNa have a tremendous amount of extra stuff in the system. Combine that with the apple announcement on the twelfth things L. and this is a ton of things happening all at the same time He might be submitted to keep an eye on the deals anyway to see if there's anything good I did see some crazy good deals they had a Toshiba fifty, five, inch four, K. TV for like two, Ninety nine, which if you're looking for a second monitor that can functions your second third fourth and Fifth Monitor. That's the way to go. That's what happened my office here. It's funny because people will say have zoom fatigue like well, if you put everybody on the fifty, five inch screen TV, it is literally like sitting right across. Yeah, right you're getting tele presence is actually happening I surprised tell the president says like become a thing over the past couple weeks, but you do need monster monitors which. It is insane how the prices on these things have just crashed. I picked up a twenty two inch monitor for my daughter because it was just amazing. She got a chromebook for school with this tiny twelve and screen and jumping up to twenty two many huge difference. He was able to stay a lot more engaged and I got that Tiger direct I think for Ninety Bucks I. Mean It was Nice Insane. So upgrade them to the fifty five inch TV is it can see they're like. Figuring. Actually bigger than they are when you. Actually. In front of them so that very nineteen eighty-four Williams. Had you must go patches continually yapping at them the whole time. Exactly Yeah iphone twelve is going to be next week five G. connectivity finally on the IPHONE so. Looking forward to that hopefully pick one of those up. Yeah I it's GonNa be really interesting to see as far. Supply chain are expecting to be able to meet the demand. I'm sure it's going to be insane I think if you want to get one before Christmas, you better get on that preorder and of course, when the current state of things, there's GonNa. Be No people camping out in lines in front of the stores either huge demand for that, and then I'm also interested in what are they gonNA do for the price cuts because I do have we have some family members I want to upgrade. So it'll be interesting to see what happens to the eleven and some of the other models when the twelfth comes out. To, they drop prices to make those more affordable. So yeah, definitely keeping an eye on that stuff. The one thing I think is going to be real interesting and no this is on the edge of politics is with the lack of any stimulus stuff happening between now and election daily according to the most recent news was it's going to have a substantial drag on the holiday shopping season because those that may more people who cannot afford to buy things. So it will it will be interesting to see what the ripple effects continue to be across the economy. But our our advice, there is watch the data very closely if you don't already use it, go over to The Saint Louis Federal Reserve, Board Fred Saint Louis Fed dot org, and you can see time series data from the Fed updated daily of like what's going on in multiple economic indicators. It's one of the things that I use all the time just to keep an eye on what the pulse of the world because the stock market's terrible indicator But looking at things like household income and other big data series really gives you a sense of okay. This is what's going to happen to our business. Every business is impacted ultimately by the consumer. All right. That sounds good. Throw links to that in the show notes. So people can check that and of course, if you sign from the marketing over coffee newsletter powered by DOT digital, you'll get pushed links to all this stuff. As it goes out every month. So we appreciate you signing up there and getting in on that. So on the gear watch sound the horns I had a kickstarter project actually deliver which. Most of them have been good it was just those three hundred dollar AASA can phones that I got burned on that I have pretty much forced me to stay off of kickstarter entirely but the keyboard Yo atrios finally arrives. So it's a forty four key small format keyboard and it's broken keyboard for better economic use, and so I'm getting into that. Yeah, I've been really impressed with it. It's pretty crazy keyboard, but I'm still learning how to type again is. Taking a productivity hit for now. But we'll see how that goes all through a picture that and the show notes because he's like one keyboard is like two modules one keyboard it's connected and it's made to be fully hot swap above. So you can just yank the switch and put wherever switches in and so I've got some. Cherry Red Silence, which is in there, and then I got some razor key caps. You know the the gaming double shot caps you know the the the big thing is with a lot of keyboards. They paint the letters on the top, but with a double shot to actually print one color plastic and then do another color plastic over it. So letters are actually plastic. So they never wear off you know the even as the key whereas down which, of course, it's all ridiculous because I never looked out the keyboard I touched i. Deal with keyboard lights and stuff makes no sense to me but it looks cool which is. Why I'm surprised that fashion is the thing you know because they look. A lot of stuff. But big nerd out stuff is it does have software in there to re map it. So instead of switching keyboard to door I now keep it in the main normal keyboard layout and the hardware itself is mapped to Damore Act. So it's a little bit more normal way out in. Yeah, it's the big thing is just the the finger throw. You know you have everything within one key of. Your hand. So you never take me keyboard off and then if you're really insane, you have the ability that can actually go nine keyboards deep. So you could do like f nine to get to the ninth keyboard and you can map mouse functions to it. So if you're really insane, you could be moving the mouse with the keyboard to never take your hands off the keyboard is the the idea That's like a year down the road from me at the rate I'm going. So I don't see that happening soon but under anything else in the gear bag for you and that you've dug out recently. Did the preorder for the bows the new goes in your headphones. So we'll. We'll see what those come out they're supposed to be out on the nineteenth. So we'll see how those compare is. Expert, magic, of course, because you know for for that price and the pros reputation, they better crank out some some pretty impressive hardware there. Oh, that's going to be really interesting. Yeah I'm excited to hear about how that stacks up against the air pods pro because yeah, I've been holding off on air pods pro to hear how those sound so of that's going to be. Really interesting. Okay. So we'll check on that a couple of weeks. Oh, bows release to gaming headphone too. But I think we we'd already touched upon that that weeks ago and new glasses too. I. Tried to smart classes. They've got a couple of new models of those and the sad truth of those is with my poor eyesight if they're not prescription, they're useless to me so. That's the way it goes but yeah, I. think that's going to do it for this week Mar- tech I would normally plug that more. But of course, by the time, the show drops that's Thursday the last day. So if you're hearing this first thing in the morning, you can catch a recording of Chris but. Otherwise. That's all we've got going on any other stuff coming up for you. Nothing major nothing majors, content marketing world, next week So we'll be doing a workshop there on applications of Ai for content marketers. High Cool. That sounds good. That'll do it for this week. So until next week, enjoy the coffee the coffee. You've been listening to marketing over Coffee Christopher Penn looks at Christopher spn don't. Read more from John Jay Walt at J W fifty one, fifty, dot com. The marketing of coffee theme song is called Mellow G by funk masters and you can find it at music ally for Malvo. Fully the link in our show notes.
THINK, Bias, and Subliminal Messages!
"This is a subliminal message. You're not hearing my voice, you just have an uncontrollable urge to go to Amazon and by the marketing over coffee playbook. This is marketing over coffee with Christopher Penn. And john. Good morning to marketing over coffee. I'm John wall. I'm Christopher Ben. And so you back from thanks San Francisco. That's the the big news. What was going on there? As far as a and would you learn so think was for those unaware is IBM's big show? They used to actually be like four shows that they roll them all to one massive shows about thirty thousand people which San Francisco is incredibly ill equipped to deal with it. You know dream force should have taught the city how to to correctly function. Not the case. But no. So the big stuff that came out of think at least for me, I love Gwen shows like this because I can hang out with people who are much much smarter than I am on all things AI and data science is great booth called ASCA data scientists, and I basically camped out there for two days. Just like how would you solve this? How'd you tackle this? I had a chance to sit down with one of IBM's master inventors which is relatively rare distinctions the doctor manage acelle who has fifty patents to her name. And I was asking you. How do you do the innovation like, what's your workflow and process, and how do you find an opportunity? That's that's worth pursuing and unsurprisingly. I mean, this is not news to any of us. She's like I spend almost none of my time. Talking to my company, I spent almost all my time. Just listening to customers and talking to them and ask them very very challenging questions. Like is this actually a problem? How would you solve this problem? And she said, it's like the blind men. They'll trying to feel out an elephant. Eventually all the customers problems described as big empty space. And she's like, then we'll just invent in that space, and that's how we create brand new products and services. So I love very helpful. In terms of what's coming for the side. There is so much. So the IBM pipeline has now gone is sort of three distinct products. There's Watson studio, which is where you design and build your AI and clean up your data. There's Watson machine learning, which is the platform that the models run on when they're done. There's Watson opened scale, which is where the mall is are managed in tuned. And if you think about it from like, a car perspective Watson studio is the auto manufacturer Watson machine learning is like the road and Watson open scale is like the pit stop where you know on a NASCAR track you'd be maintaining it and making sure that things are working, right? And those three things if you use been concert allow you to go from concept to production really really quickly. Yeah. And it's insane to how so much is moving. And changing over there that you have unique perspective because you kind of have a customer view. You're you're definitely an outsider. You know, you're invited into go to these events and get perspective. But it was just ranked. Because at one point I did notice you were tweeting some questions, and they were like, oh, we have to get back to you. But you were able to get to the answer and figure out how this stuff works together. I mean, it's it's amazing that it's so advanced that like you have to be on the ground exploring. Yeah. It's funny in this is the thing. And I think this is true. And something that people who are doing events trade shows need to keep in mind at one point. They had announced this new product thing and the marketing folks had their talking points, and they're and their little sell sheets and all that stuff. But the moment you ask a question about like, how does the thing work there? Like a walk fifteen yards downward to you know, the other floor where the engineers hanging out and guys what what's the real deal? He'll there's this whole thing about cloud integration platform. And it was a big announcement. And you read the webpage that that they put up and you're like. Yeah. I just read fifteen hundred dollars. I still don't know what this thing is and houses different than the products rolled out last September. And the engineers are like, so the cloud integration portfolio is just the toolbox. The tool from last September is the only tool that toolbox that works right now. But we're adding more like, oh, well that makes a lot more sense. And that's why the web pages so vague because we don't have much more in there right now. We'll have a lot more stuff to add very soon. But they wanted to keep the copy vague enough that it could accommodate future changes. I'm like seems like a lot of dance. Well, there is that whole thing of and we kicked this around and have been talking about this to where the content team has their cycle, and it needs to be filled in every once in a while the product team is like, oh, by the way, that's not going to be ready in time for that one. And so you have these generic releases that have to God just to maintain some kind of buzz, but the meat comes to couple of weeks later or word and with a company like IBM, the other issue that they have is that because they're a large multinational with, you know, offices on every continent and the plan except for Antarctica. It also takes ages for for once marketings done to get legal to approve it to get product to approve and stuff. So yeah, they have to make age and air pays that will last nine months until the next round of changes make it their legal right right to get to get by. Then you had a post you're talking about bias. You said that that was something you've kind of had some new thinking around that. What's what's up bias was really central to allow the announcements, and it's something I feel like IBM kind of missed the ball on the product. And what it? Does is amazing. They just didn't play up. I don't think they played it up enough. I think they're so inanimate with some the idea fancier marketing talk. But they didn't have the the meat potatoes. Fundamentally one of the biggest problems we haven't data science a machine learning right now is that bias can be inside of a data set. And there's there's all different kinds of bias, right? There's the obvious ones. You think about like, oh, hey, Amazon's not hiring women. Right. But there's also all different kinds of selection bias and non response bias and things like that that in your data set can distort what it is that you're trying to analyze. So we actually just ran into this in our own data at trust insights. We ran a survey to our customers asking our customers. Hey, what would you like more essentially, and they gave us a bunch of responses and then occur Tate. Well, that's a very self selecting fool. The people who responded that survey. Hey, we can only reach a certain segment of the market, and they have an affinity for what we do. And be in. The survey was only a subset of that is willing to take the step and say. Hey, I wanted to actually spend some time answering these questions, so we have this pool that has a bias to it. Now may not be along the lines of like gender or ethnicity or age, but it definitely has a bias in. Then I pulled data from read it from read at digital marking route which has a different bias because read it skews predominately youngest predominantly male et cetera. And so it's it's a very different audience, but it's a bigger audience because it's it's not gated restricted any in any way, and it reaches a different audience. And so when you build data science models and machine learning models based on this kind of data if you're not aware of the biases that are in there, and you're trying to to run a model. It may spit out a model that just reinforces what the what you've already put into the data. So one of the things that's built into open scale and coming soon in Watson studio was specially with a new auto AI product is when you load the data it will say Kay. I did a whole bunch of tests on this thing. It looks like there's a skew here. There's like a non normal distribution. Or if you're loading it with protected factors like race or gender or things we'll say, hey. This is very non-representative of compared to other data sets or patron normal standards. Like if you load a data set, it's ninety percent male. This is going to say, you're you're really really skewed you're on gender. A do you want me to fix it? Or be do you want to you know, upload new data yet to get back online? Okay. I just want to pause for a second. We have to think h roofs for their support of marketing over coffee. Matthew parks this week's winner of the account. And you can go ahead. We're still giving away counts. If you over to the show notes click through on the link, it'll generate a tweet telling us that you're interested in learning more about drifts and checking out mccown, and that will entry in the drawing we've been using round the clock. In fact, last week in my interview with Rev we had done some keyword analysis through the new keyword, explorer, three point. Oh, and that's been a great tool. Just for getting a quick look as far as how challenging it is to crack through certain keywords. And see what's going on? Again, we think rest for their support of the show and check out the link tweet that you want to give an account to go. Check it out and you can start having. A bunch of reports fire to you as far as how you're doing on inbound links what's going on keywords. And just in general driving traffic to the blog, in fact. Yeah, I was going back to our analytics for the site. And it's just been amazing. We've been up for the past four months month over month. It's continuing to pay off for us. So it'd be a firsthand experience with this thing doing it for us. And it's funny. You mention that because SEO date is actually a really good example of bias. If you if you load up h rifts in and you put in your list of keywords, like here's what we think we should rank for and it will give you some ports and stuff like that. And spit out. But then you go flip over, and you say, okay, what am I already ranking for what you rank for maybe very different than what you think you should be ranking for and that's a vague clear easy to understand example of a bias in your data. So you saying I think I should be ranking for data science consulting and the internet says he record will like so you then have to figure out a strategy. What are the key words and phrases in an ideas that you can use to map that journey that transitioned from? You know, the internet thinks you're says, your one thing and your customers say one thing. And you think you're another thing what are the intermediate topics and keywords things will let you make that pivot while not losing your your search juice while not losing your reputation and things like that. So even something as simple as SEO there is bias, and you have to be able to accommodate for that end and planned for that in your marketing. Yeah, it's those blind spots because the keywords that could get you from where your new what you are actually getting traffic onto where you wanna be that can help you get there and really grinding big data's the only way to get to those answers to see what's there? How about other tips for getting around by what else is there? Anything else you'd suggest a companies to try and avoid the evade the pitfall, really? It comes down to having. We joke in a call sheath questions officer somebody whose job it is to be skeptical to be asking questions to have a good checklist. Let's say like, hey, here's a hear the questions that you know, I'm going to ask you. So you better have answers did. Check for bias. You check for normal distribution. What are the protected classes? How could the state it'd be misinterpreted? How the state it'd be misused could Amal come up with the right answer, but the wrong method, and therefore when it goes into production will go sideways, that's one of the things. I really like about Watson open scale is that if you load a model to it, and it starts performing. And then you the mall starts to go off the rails a little bit. It'll raise its hand say this is no longer doing what you think it's going to be doing. There's a a famous example from a couple of years ago, Microsoft built as Twitter about fame Tae, and they're like, oh, we'll have the we'll have learned from Twitter. And of course, you know, within twenty four hours turn into a racist porn bought. But that's a case where there was. No there were no guardrails. There was nothing. That was saying, okay. These are the this is always off limits. And these are the, you know, the rails in which you have to to to function, and that if you think about any kind of data project, you really should have those guardrails written out say, Yep. This is not something we're going to do one of the big things from Tuesday night. It was was IBM revealed project debater, which is there that debated a live human debater and gave intelligible responses on a topic in this case, you know, should kindergarten we subsidized and it put together a credible. I think a credible that you can watch it on YouTube. What was amazing about it was that under the core under under the hood? I actually asked the lead project engineer talk again talked to the Mark and people there, we can talk about anything on you know, anything about this thing. It's it's all proprietary. And you talked to the engineer that goes this this this this. And like, yeah, there's ten different AI engines all competing with each other in drawing on corpus three hundred million documents. But one of those ten courses in ethics score. That is largely hard coded. Like you can't talk about Nazis. I can't talk about Hitler. You can't call somebody Hitler debate. You can't do any of these things that are common like internet debates is one of the things as we're building these systems, whether it's for marketing or business or finance we have to upfront declare what the rules are gonna be. Yeah. That was one thing when I watched that that was just so fascinating was the fact that, you know, one it was debate purely driven on logic, which we don't see any more, it's always questionable facts and things designed to push hot buttons. And this was just as dry as it could come and then. Yeah. That whole idea of having to build an entire corpus of okay, this is acceptable behavior. And this is not that's huge. That's I see that as probably the greatest opportunity for change in society today. You know, the fact that we all as a as an entire world even not as single. Countries can start to make a list of. Okay. Here's what we agree on as far as what's acceptable in that acceptable. It's interesting though, because I asked the engineer because one of the other attendees Shingai Jianghuai data scientists from Toronto usually from Zimbabwe. We were chatting over drinks one night. And she's like, I don't know what that system was optimized for, but it behaved in ways that are atypical for machine at the beginning of the first rebuttal project debater made fairly close to an ad hominem attack saying well, clearly other people who disagree with point must want people to suffer right which. Not something you'd expect the machine to say, and in the in the openings, David the machine said, you know, we wanted to we envision a world which is fair and just and you know, and eliminate poverty for any everyone. Like, where's it coming up with this stuff because if you were trying to win a debate by following parliamentary procedure those things would be disallowed. Right. So we're like how how is this thing making its decisions when I talked to the lead engineer lead engineer said the system knows that the victory condition is not adhering department to procedure the victory condition is winning votes from the audience, and I said, well, then how does it know to? How's it know what to sample for that? What what declares victory like it could take utterances by famous politicians or current politicians? You know, some of the folks who are in office right now can't put a full complete sentence together. How does it know? Because clearly that's a politician that has one right? So they've won votes. How does it? No, not to use that data as training data. And the engineer said there are those guardrails now there's some things that are just explicitly disallowed. And in other cases, they're just very high thresholds where it's going to be pulling for many many sources and not just one, but it is still reflecting humanity in to some degree. But it is there they do have a a lot of safeguards in the system. But I thought was interesting it the system knows that you had to win the popular vote. And so it would make statements that were designed to engender popular support as opposed to be just fact-based only. Right, right. Actually was gathering the most votes as opposed to just being straight up fact of the door puts amazing definitely something to continue to to keep an eye on gets kind of the first spark of pure humidity. And actually, we talked a couple of weeks ago about these genitive adversarial networks, and how you could easily see that the thing that you'd seen said that could, you know, swallow, social in the next six months to a year, even obviously with ten. AI working in that debate engine. This is definitely a whole new level of stuff being able to use multiple AI to work and continue to generate stuff. Anything new on the G A N front. Someone actually set up a website. I think it's called like this person does not exist dot com or something along those lines where there's a series of images cached by general versatile network used by Invidia, actually. And it's just showing you constantly new photos of people that don't exist that we that it cobbled together. And this does absolutely raise a lot of questions about, you know, astroturf ING if you think that what's happening on social media is bad. Now, just waits one of the things that will have to focus on is trusted networks as opposed to you know, we may get to a point where we don't even wanna see news even from our friends, unless they close trusted friends that we know do their homework as opposed like, hey, this guy Joe over here. Now, Jody shares whatever whatever is put in front of him and offers no thought. But I think it will also mean that our social networks, and I and our our social circles will change as we need more of our friends to two at our business that works really filter down and get to this. This is trustworthy as posed as this is just interesting. Okay. We also had on the rundown. We've Lincoln live video, and I've also got a link to an article on Lincoln objective based ads which is great. But before we get into that. Of course, have to mention Lincoln as a sponsor of the program. And when it comes to marketing your business, it's all about reaching the right audience at the right time and connecting with them. When your message will resonate the most. So if you want to target customers where they are engaging every day, and when they're ready to make a decision like didn't can help you. When you advertise on in was largest professional network. You have the opportunity to build long term relationships with your customers relationships that often translate into high quality leads website traffic and higher brand awareness. The first step is talking to the right audience and with a community of over five hundred seventy five million professionals on linked in. You have access to diverse group of people searching for the things that they need to grow professionally like didn't has the marketing tools to help. You target your customers with precision down to their job title company name and industry because better targeting equals message customers care about which in turn leads to more trust built with your customers. In fact, four out of five customers who are unlinked in our decision makers at their companies. So you're building relationships that really matter, and here's the deal to redeem a free one hundred dollar Lincoln, ad credit and launch your first campaign. Go to linked in dot com slash embassy. That's linked in dot com slash Emo. See for your free one hundred dollars at credit. Terms and conditions apply. And yeah, you can go and put this to use Li if you go to the social media examiner article they show you about everything objective based ads, and they go into in male, which everybody is still raving about that's a great way to get in front of highly qualified context quickly and jump on board. So check out the link to that. And again, Lincoln dot com slash embassy to get one hundred bucks to get rolling and then Lincoln video. So you said they've just announced that we're going to be able to do some more. Streaming live show stuff. Exactly. So everyone else is doing live. They're gonna start rolling it out selectively across a counts, and I guess probably over the next few months, but it's one of those things like, Yep. If you got the network if you invested the time in Lincoln, it is it is going to pay off one of the really shocking stats from the most recent set of social media earnings calls was a Twitter changed one of its metrics to monetize -able users. And they revealed that we have about one hundred million monetize -able users, which means that out of the three hundred million l active users two-thirds are bots like so. That's that's that does not bode well for that network. So if you've got let's see that's funny. I was going to say the opposite. I was like. Wow. One and three Israel. Yeah. So when you think about then if if that's not moving the needle, and you don't want and you stop giving money Zucker Burg's empire. Then you know, linked in is is you're gonna be your best bet. And if you've taken the time we've been telling people for a decade, build your network on linked in. It's it's the best place for business and marketers to go. So if you've taken that advice, and you've got, you know, now a hundred thousand or ten thousand or twenty thousand linked in first degree connections. When you go live. It's gonna pay off. We've already seen that with native video I load video to Lincoln almost every day. And I get a hundred exit us that the same video on YouTube gets gets more views in the long term because it's a search engine not not a video platform. But if you wanna be topical to your is you've gotta load that video to Lincoln by quick plug at follow the marketing over coffee linked in company page and you'll see these videos across boast of their that sounds good. Yeah. We've had a bunch of other stuff's going on with the show. We haven't had time to talk about Chris the marketing over coffee playbook now available you need to pick up a copy of that. And a for marketers. You've got the second edition of that book is just dropped. And so I haven't had a chance to talk about the fact that I'm working with you. And with Katie over at trust insights. So the three of us have been doing a bunch of stuff over there. But I figured I'd just I need to put that out there because we're starting to talk more about trust insights stuff on a regular basis. So I have to disclose my interest in all that but put that out for everybody. So they're aware that and so now you've got you when you called in this store, and you said you're actually on your phone because you've got a solar project going on today. Yes. It's last stage of we bought the system from tesla of, you know, twenty five panels in the upper roof of the house and now to power while battery backup systems that are going into the basement that will be fueled by the roof. It's interesting the numbers numbers wise when you're using less energy from the grid. You will actually save more money than if you were to sell power back to the grid because the the power. Market, obviously fluctuates based on man. Whereas if you're just not taking if you're not using somebody else's resources, it you you have the opportunity to save a lot of money. And so the whole rationale behind this system is that on those days when you know, it's all sunshine all the time, and especially if nobody's home, or if it's, you know, it's it's a quiet air kids are outside. The windows are open you can Bank allow the power and then come dinnertime when the sun goes down, you can draw those reserves this system designed to run on provide consistent power for the entire house have a small house. So it's like fifteen hundred square feet. It's not about a huge house at all. But it will provide enough power for seven days. That's assuming the sun doesn't work, right? This is no some days, and then it will have to pull from the grid to restore power, but with sunshine, it basically provides power in perpetuity, which means that we can draw down and or alternately choose appears of times or days of the week when we wanna push power back onto the grid. If we know pricing is at a premium to push the power to the grid at those times to to get the maximum amount of money. Sold back to the grid right or Bank yourself, and then it's totally dynamic in that. So if there's a power out, then you actually just jumped to battery and you as if you have a full-time generator. Exactly. So the system response time they said is approximately a quarter of a second. So like the light flicker. And then, you know, it'd be very obviously, your house is the only one in the block that has power you. That's when you gotta get out the zombie apocalypse, right, right defender, defend your phone chargers from your neighbors. Exactly. That's great. So yeah, we're running along, but I did want to because he test drove a new camera over at. Thank how did that go. Yes. And we got the Osmo pocket which is a mechanical gamble tiny camera. And you know, the first thing he knows is there's no tripod mount, which I think is huge miss one of the most annoying things about video quality is amazing full four K mechanically stabilized. Audio quality sucks. So if you're going to be doing any kind of like a recording four production like if you're doing. A movie something you absolutely will need a separate audio. Reagan a separate Mike Ford, but for the average video blogger or corporate use it is phenomenal camera. Video is beautiful. It is motion stabilized. The panoramas are fantastic. A great way to get you know, some extra eyeballs on social content. There is of course, a selfie mode where it just rotates Cameron and films you instead, which is nice. If you're doing you can do face tracking on it with which is terrific. If you are going to be one of those video influencers who loves to walk around with their camera. This will at least make video less nauseating to look at. Right. That's the classic on the to just stop with the camera, shake, exactly. So it it is a fantastic piece of year though, hold as much data as you can put on a micro Esti, cartridge. These days is like, I think Samsung at CBS real like a one terabyte micro SD card, which is to fifty six is not ridiculous. It's thirty or forty bucks. If you wait for sale. So exactly exactly. So and it is USB. So if you have one the MAC books that has four USB ports can plug in any port to recharge it. It's been I've enjoyed it. It'll it'll run consistently has a seventy minutes Runtime on the battery. But because it's got the USB port you just plug that into a power back on the you're good to go can continue running. Yeah. That's great. All right. How about traveling on your off to Nashville, but anything else in the next week or so that we need to tell folks about not next week or so we got social media marketing world and Hello conference coming up in March. So if you're going to be one of those two events, hopefully, we'll see there, and you can we can. Do some awkward videos office? All right. That sounds good. Yeah. Pick up the marketing over coffee playbook and go over to marketing over coffee dot com. Sign up for the newsletter powered by digital in that way, you'll get all links pushed you you don't have to take notes and all that better to be on the mailing list. But that'll do it for this week. So until next week enjoy the coffee enjoy the coffee, you've been listening to marketing over coffee. Christopher penn. Looks at Christopher SPN don't come removed from John J j w fifty one fifty don't come the marketing. Kobe theme song is called mellow g by funk masters, and you can find it musicality for Mexico. Fully the link, you know, show notes. And so I haven't had a chance to talk about the fact that I'm working with you. At crust crust insights. That's awesome. That's one for the I gives off the cut back.
Fearing Taylor Swift
"Yeah. This is marketing over coffee with Christopher Penn. And john. Good morning. Papillon? Christopher Ben, and we are live at Krista pounds domicile undisclosed location, which we've been in before here. And we have a special yesterday lo- Katie Rivera's with us from trust insights. Yeah, I'm crash on the party today. Where stuck in crisis underground bunker waiting for the apocalypse? This is no safer place in this part of Austin. Then you could be. Yeah. So we've got a bunch of side. I should lead us with the big thing is that we're heading out to marketing profs speed beat form San Francisco. This ring the thirteenth sixteenth. And for anyone in that is going. I have a special secret gift just for fans of the show. So if you're going to be there come up to us and the code word is Muppets. So if you say Muppets, I'll have a special package in the back that will grab for a so be sure to stop by and say Hello. But let's cover the rest of the world. I the big news to me was singles day. I did not know anything about this. But Chris you did you are already aware this Chinese thing. So single day is November. Remember alone eleven eleven and it is four but now in the Chinese retail market. We're talking about people who are buying gifts for themselves. It's called singles day because these are all the anti Valentine's Day. Alibaba benefits more from that day than Amazon does crime day by Acer stanza margin. It hasn't really reached the western world yet anybody who's doing business in the greater east engine sphere of influence. You're gonna want to make sure that you've got your everything in order. Same out of work. You put into black Friday, but into I think, it's it's such an interesting idea. Why do you think it hasn't reached early because it's such a fun concept? It's a fun concept. I think is because US retailers haven't figured out yet at the only one is done anything so much Amazon prime day like, hey, very Biden buying other stuff and probably has something of a reputation of like like Amazon's yard sale. This. Yeah. My joke was always the prime days like that table in the back of TJ, max know with all the weird junk that. No one can get rid of. Yeah. Used to get really excited for by day. But I think the past couple that rolled around. It was just really no good deals. That was like. Oh, yeah. That thankful. Yeah. You're right. It's turned into a state sale. Oh, well, that's eighty thousand years old. And maybe you want it just gonna collect us. Now. I was just looking for VHS rewind. I need to. Yeah. Article going to the shown as one thing they said was just too close to black Friday and Christmas the November. And we we should say. So November eleventh that's one one one one all the ones for single because this is anti Valentine's Day. But in yet, so the July Amazon specifically, what would you lie because that's just totally dead. You know, they're trying Chinese calendar. Western holidays relevant. So it works perfectly for them. But at times well within manufacturing schedules because they're manufacturers are gearing up for the western world holidays and stuff. So they have all the mentors available tons to and talking about over a billion dollars in one hour, an insane amount of product Novi. Okay. On the topic to just announced free holidays shipping for the Christmas season, which is just bad news for target WalMart. Everybody else on the block is anybody who doesn't offer free shipping around holiday who has like brain one and their head for marketing. I mean, that's it's become the defacto standard. Anyway. Yeah. And I just have to hit like that fifty dollar threshold. There. Whatever everybody tries to bury it because you're stuck in you after the best prices that you're gonna lose money on shipping thing. Okay. You're talking about Google has four new targets for adverts has four new targets education marital status. Homeowner's ask parental status. You can target Inada words, they're basically taking a page from Facebook and looking at people's life changes and show ads to those people. So if especially in the BBC side, if you know, someone's tone or status changed now their property owner. There's a whole bunch of new things you can advertise people. They're going to need roofing services. I'm they're going to need, you know, electrical, all these different things and those targets were not available previously in the demographic data what will be see as whether that filters down because see in Google analytics because it gets its data from doubleclick. But even if it doesn't there's bound water -tunities, so take a look at your Facebook campaigns any campaign that's using those targets within Facebook copied base over into Edwards, whereas Google getting that information from. From that device in your pocket. Among many things all Google data comes from the double click network. So that is their publishing stuff and a lot of his machine learning powered so if you're spending all your time on the home remodeling, websites and stuff there's a highlight reel that you match profile of unknown audiences. You're probably new homeowner. If you are on, for example, because everybody in the world uses DFT on the commercial side. So if you have an audience member who is suddenly browsing diapers and crib and stuff on target's website or or typing queries into Google search about new baby feedings, guess what we can infer with reasonable accuracy. What your status is likely to be has what no what Facebook does not which is Google has your search history. Interesting. Well, I remember when we've run Google consumer surveys and trying to target down to the demographics. We would run into issues in terms of the demographic. Being updated and relevant because for based on when you set up your account that sounds like this is working a little bit differently. Now back in the day when we were doing the surveys surveys was divorced from the rest of the analytic suite. Now that is fully part of the analytics ecosystem, it gets access to much more data. Does it still collect data? When you've run in the incognito Tabar's at something that people misunderstand how that works. Yeah. So it doesn't have your profile data, but has your IP address. So if you go incognito in your incognito, browse, your IP, addresses and change is routers, IP address doesn't change. So it's like, oh, Katie was searching a mysterious new device from the exact same as searching for you know, this thing. Plus these words that you probably wouldn't want people to hear publicly and very simple for match that where it gets interesting is people who are in cognitive mode. You have members of your household who aren't you'll start to see some slight skews in targeting. So like, for example, my daughter's on the a lot. And so I started sees some conflicted advertising here and there about like. Not search to that. But from the same we address we're creepy. My wife. Just a generic pre order Facebook account stuff. But there's no information whatsoever. In is no data of fake data birth node b. Unaddressed? But a generally ace Booker jesting people she actually knows even though her name in there. So you don't place order place holders the name on the account? But because all our other brower activity than Facebook's audience picks everywhere. It's picking up Oga. You will you will. I wanna know this person that they went to hike until like, how does it know that because it's Facebook and peace books on every do nosy way to height there. You gotta love that. When you think about data do your best to keep things private. But the whole circle of people around you who don't basically fill in the gaps. Visit a black hole, but all the connections going into out of black hole means that you still have no privacy. We have a parks and rec episode of Ron Swanson trying to get off the grid while he's doing that. They're recording him trying to get off the grid, and he sort of has his cO purse because he's so frustrated they just did the exact opposite. And it turns into on in the mean, and that all the things, but it it's a really good pop. Her way for people understand like it's that thing of you can try to do it. But if everyone else around you is pulling you back in then you're never truly off Google radar. Or anyone a one of the real fascinating. I have a friend of mine who's invasive Curie minded and yet when his extended family posts fixers of of holiday gathering's a Facebook is auto tag by facial recognition in. There was like sired nowhere to hide. Would let your thank Lincoln for their support of marketing over coffee when it comes to marketing your business. It's all about reaching the right audience at the right time and connecting them when your message will resonate the most. So if you want to your customers when they're engaging every day, and when they're ready to make a decision linked can help you when you add veterans linked in the world's largest professional network. You have the opportunity on term relationships with their customers relationships off and translate die quality leads website traffic in higher brand awareness. The first the right audience in with a community of over five hundred seventy five million professionals. Unlike din, you have access diverse people searching for the things they need to grow professionally Lincoln has the marketing tools you target estimates with precision down to their job, title company name or industry. And here's the deal. We've got a free one hundred dollar at credit for marketing over coffee listeners to redeem the credit until entre. I campaign go to Lincoln dot com slash embassy us Lincoln dot com slash embassy for your free one hundred dollar at credit, terms and conditions apply. Yeah. We've got a lot of stuff going on with lenton. We've got a. Doing experimenting on promoting each other's content. The group of folks, and so we're going to have some data on that in a couple of weeks. I don't know anything else from the Lincoln front for you guys though. Have you been anything else? Besides just kind of watching this social streaming. Take more more the action. Probably the worst in in this room in terms of people who do the promoting on social. I'm more of a lurker that I am the active participant. I have been watching everything that's been going on with the different social channels Lincoln, especially, but you know. Me. Posting stuff. I'm terrible at it. I think that's more alternative over to Chris. So with Lincoln, the big thing is native video. If you're not putting native video on linked in ten minutes or less you missing the boat. We've been cross posting in experimenting recrossed post video and the results are ten x what you get on for any other data form. So make sure you're doing that we actually going in the next few weeks, the transcription service that I offer will be rolling out RT transcription, which is closed captions because one of the things people in saying is, you know, video a lot of people. That was seventy percent people watch video in the restroom with the volume off, and so having captions on your video means that they can actually get the content from video without necessarily needing the audio on. So it'll be real interesting to see. But that we're going to give that try once once developed what I find about the transcription if you don't clean it up is the error that compro- as it's trying to understand whether you've been talking fast or muttering or if you have a thick Boston accent. Sometimes, and I will definitely it to see how that transcription just out of the box were because I'm one of those people like I'll be scrolling through my phone while the TV is onsite won't have the audio on my phone. So if video come up without close captions, I'll continue scrolling because I don't want to turn the audio on that. Then interesting thing to you make essential modifications to the thing to have unusual closed captioning scrolling by a big bowl of puppies, those they like what is going on. And you save to watch it when you can look into the audio that's linked to all three of some Scottish people trapped in a voice activated elevator. To get themselves to any floor task. Because of the all right. So we do have to talk about the fact that today is election day here in the states dubbed the rest of the world, probably horrified at everything that's gone on here recently, but this is the big midterm elections, and rather gonna political and the you starting to gather data and just notice some crazy stuff we've been using the talk Walker listening system to monitor social media, and one of the things that we were trying to build a network map say okay, who's influential about the topic of election day or vote Tuesday or anything hashtags? What was interesting was this hundreds of thousands of posts per hour happening. So this volume but seventy percent of it is like bought seventy percent of this is one huge network. It looks like it's about seventy five accounts that are all cross promoting each other every single thing, and they're only after marvel characters and captain America, and this thing, and I it's just consuming so much space, and I don't know who's running about at work, but there's so much of the extra noise at least on Twitter. Into less degree on Instagram that is making it difficult to figure out who's actually real. And so I'm not sure who's running that network. But there is definitely gonna be some complications. And something that networks like Twitter desperate need to address if they want to continue being relevant to marketers. Because if we can't trust the data on some important. Decisions on it. So it didn't you say the we're sort of stuck in their own little circle of interacting with each other. And so it's creating a lot more noise around this particular topic because the boss or stuck in new of just responding to each other constantly in probably at really rapid speeds to. But that is favored by Twitter's engagement algorithm, which says likes comments, and re tweets are what matter some of the box containing to do all those things, and it just network of them they appear and they get they get shown to more people because is obeying the rules of the algorithm. Sounds so dangerous book ago. I'm surprised Twitter doesn't Trump on that right away? Do think that it would start to filter that traffic crush that. They don't have the ability to police that as accurately they should about network. Like that is not as harmful as people actively trying to maliciously hack, the network and things so there's higher priorities. I think for for Twitter security department. Chris are you saying that you were seeing a lot of? Of hashtags that were very what does it center Centric of? I've Oded I did. So I voted is the recommended tag. That people are using just voted is also one there's something happening. This time round that I think is kind of funny is Taylor swift effect. She has been an advocate for people to register to vote and stuff like that. And she her her hash. I once you chose just voted which is different than the the the mainstream, and it still is comprising at least in the early voting period comprises like five percent of the overall conversation. So if this one personality has one hundred million followers can act actually swing election. It'll be interesting to see what that means for things like influence marketing going forward as much as we like to crap on influencer marketing, when you someone has one hundred billion followers they market so which can see how that growth involves yet thing that would have an on minor was to was the fact that some political noticed that Trump refused to pick a fight on Twitter with Taylor swift kill. Cry of quitter she can move the show in the day said that was literally too much of a risk to engage her. Because if she energized her whole base could completely change everything. So we just Oscar second at the absurdity of that statement that Trump refused. Pick a fight with Keller swift on Twitter at his I hope that you voted because this is absurd. Be yourself Taylor swift and Taylor swift will the earning your stop. We have under our. How has Laurie because he found trending on linked in this morning, which is a good place for business news. The topic. This morning was under armor CEO was having to make public statements defending their internal policy to no longer allow companies to company employees to expense. This is to strip clubs apparently one of the things that they did as part of standard traveling payment for a lot of celebrities with is going to strip clubs and other forms of entertainment and the realized probably decade too late, but that's not the way to build a diverse and inclusive workforce. Now, what from just added grinding it as buffet nothing. And what's interesting is that when you when you look at least, according to the article most strip ABS or not they won't show up on your aim X's Silva, something, you know, something something enterprise entertainments at cetera. But apparently, it's a well known category like five because there. All by the abased this network of companies, there's governance and inspecting. And obviously if again going back to earlier if your employees and the influence, they're working with are taking Instagram photos at so entertainment place, like okay. We know where you were. So I don't want to digress off the topic. But I'm just sort of wondering sort of where that line is in terms of what's appropriate, and what's not for a business to do. And I I understand the line of strip clubs if you're entertaining, your client, what is appropriate inappropriate. Honestly, I think that all's under the risk management category of if your company if your audience in your customers, like a certain thing, it doesn't matter if the rest of the world hate to like, so if you are use some the political stuff if you really your target was one first brands to come out and say, hey, our restrooms are gender new, right? And a whole bunch of people got there. Their garments into it west about they're they're not targets customers targets customers are like. Yeah. That's what we want. And so, you know, equally true on the other side Chick-fil-A announced, you know, their their significant opposition to LGBT stuff and a whole bunch. We're not gonna eat there. But that's their numbers are their customers. Are demographic. Grow. A what is your who's your audience? And do you care a brew aren't your customer thing? And I think that's really good lesson for marketers general. Yeah. Is everything everyone unless unless you're Amazon. But Amazon's facing some internal strife their employees who say we don't want the company working for immigration customs, using a machine learning technology to enforce a police state, you know, in certain parts country. I'm of the opinion that if immigration doesn't buy from Amazon though by from someone else. So, you know, do you want that being outsourced to? I don't know. Russia. But no, I mean, where's the line is what riskier low you're willing to tolerate and the there's an social commentary on the other side to for people who work in the entertainment industry, the vast majority of which are female is it fair to them because their livelihood is game disrupted, and that's a topic for another day. Definitely is that would definitely go down a rabbit hole. But I think that a really takeaways for marketers is know, your audience and know, what you're willing to operate in terms of rest if to know how to see before you can be seen. That's a teaser for our next episode which become up next week gun interview coming up on Friday, and I'll just leave it at that. But that's a good tease. Perfect. Thank snap engage or two army over coffee. If you're thinking about implementing chat solution or if your team already use when you know, you go to website. There's a box of pops up you can communicate by right there. When you take these tools, you'll discover that they're not all the same snap engages dedicated enter. Chat solution that makes conversations easier instant quality interactions in companies in the prospects and customers drive on term business success marketing and sales teams you snap engaged. Asian qualify. Visitors or more leads and close more deals. They've got covered on all fronts. We've talked about they've got integrations whether it's Salesforce hub spot, and it's Omni channel, whether it's obviously website chat. Everybody knows about but Facebook messenger tweet to chat as messed to chat on no problem. Reporting intellects all built in to to be able to have board where you've got preprogramed with also that you can fire, and this is Doug about on the watching side, you can't Xs being entered as it's coming in. So these starts typing something, and you can see that. And you your customer service folks are sharp enough to know what to address and what not to address, but it gives you better window into what's going on with your customers. So the dealers exclusive for marketing over coffee listeners three free months of snap. Engage to claim you wanna go to snap. Engage dot com slash embassy. Lincoln the show. So you can check that out. You can schedule an intro or just go ahead and sign up, but we thanks gauge for their support of the show. You're you're gonna be with us at prosperity. You're doing stuff on the show. Right. Chris or splitting the the full day session. That's going on over there. What's on your radars are stuff to talk about are some of the topics are gonna be kicking around. So we're going to be talking a lot about governance infrastructure foundation. Beasley getting your house than order, and that stuff that I really enjoy because I to see everything I've come together in a berries thematic predictable way joining Chris for hit full day workshop talk about governance all the stuff that he rebels against. I brain that. He's doing it now without realizing it when he does catch himself. He's very frustrated. That's and then predictive is going to be the hook. Right. So we've got tarot card reading for the reception. Both nights. If you do show up to the Bruce get your cards Red Eye credits. You will get a different prediction as the takeaway. So that'll be fun. Little hoop is a that's again, the codeword Muppets. More come from them up at front also. But I think we're gonna keep that under wraps also all kinds of teas today. You know, we're going to meet it. Greg choir on Thursday morning. And so if you swing by the grow we're going to record over the my we have more details on that. But there's more to come on that. So if you want again Pinkus with the muppet code word and wind it up, and we hopefully we'll get a chance to talk in San Francisco and other stuff you're not going to be in San Francisco where Philadelphia the week after thanksgiving for few. We're going to be at that show. So that's another chance for east coast folks to catch up and be sure to a marketing over coffee newsletter are by Miller week to that in the show notes. And that'll do it for this week. We will have on the plane and get off to the show, but we will catch up with you until then in during the copy you've been listening to marketing over Kofi. Christopher bend at Christopher SPN. Don't comb remove Jones J J w fifty one fifty dot com. The marketing Kofi team. So he's called g by funk. Masters, and you can find it easy Kelly for link in our show notes.
Live from Poland!
"This is marketing over coffee with Christopher Penn. And john. Good morning. Welcome to marketing over coffee. I'm John wall. I'm Christopher Ben and live from and this has been on the travel schedule for while. And I was interested in this coming up, but tell us what you've got going on the world tour. Yes. So we are in dots. Poland which is in the northern part of the country fun. Fact, it's region called Pomerania. If you're a pomeranian dog it's from this region, originally and dispose on data driven customer journeys tomorrow morning. I'm hitting the afternoon hitting the big stage for the talk. This is a huge event six thousand people at one of the largest expo centers. And it reminds me a lot of like. Almost dream force. You know, in terms of like, you know, the floor layout things. But allow the big tech shows reminds me of the any any Microsoft or Google show with all the tech vendors in all crazy swag. Does have this international feel to it in that? There's a lot of speakers speaking in polish, but then the international speaker speaking, just their native languages like what's the breakdown of that? Is it mostly international people coming in? Or is it actually strong local presence? And they just brought in a few outside international. It is definitely strong local. I would say ninety five percent of the attendees or polish. Oh, wow. Okay. So it's just been kind of brought in as the outside guy from us to world. That's cool. Yes. Me and a couple of the folks Mark Schaefer, Brian, Kramer, Scott breaker, so just sort of bringing in some outside perspectives and things funny because the session before mine today, they were talking about the major trends that are coming to to marketing and stuff, and it was a local speaker. And I swear the script was. Literally script from a couple years back. So he told the story about like, you know, we've heard this one on the speaking circuit forever. You know, how in the old days, you told your kids don't talk to strangers on the internet. Don't get strange as cars highlighted, the Uber thing. Wow. That is it's funny hearing the same stuff to just finally making its way over here. Yeah. Well, and as much as we think everything just flies at the speed of light. I saw your travel itinerary to get there. So it's not. Simple thing by any stretch. Yeah. It's interesting. There's on the on the show floor. There are a decent number of vendors who at least say at least say that they're working on blockchain. They're working on machine learning and things. And from the limited conversations, I've had with folks, at least some of them certainly seem to know what the doing and a decent number of brands that folks in America would recognize State Street has a booth here. Boeing has booth here liftoff, of course, has moved here and when talking to people to sing, yeah. The polish economy is hot right now because it is a full member of the EU within the Schengen area so uses traveling work here without without meeting all kinds of crazy permits, and so they've got the huge influx of Ukrainian tech folks who are moving to Poland because it's super Ford -able, but it is highly educated workforce. So there's there's a lot of migration happening within the boundaries of the EU. Right. But then you said the economy hasn't blown out. What you said he had to pay like fifteen bucks for dinner last night. I got a custom craft beer appetizer. Enemy course for twelve dollars US after all sudden done so. Well, that's cool. Yeah. Actually, we should throw in a link to got some pictures that are out there. Because if you haven't seen the area, I was very impressed. It's classic Europe old buildings like the American strip mall farm that we hear. Yeah. It's interesting. The look at the architecture, and apparently this this holds true for most of the company the architecture. You look at your swear. Sometimes you're looking Amsterdam. And it turns out that the reason for that was after after the reconstruction after World War Two a lot of folks. Like, yeah, we don't really want any German or Russian architecture here. So it's interesting that they went that route said, that's cool. All right. Well, we can save the this is not Chris on the amateur traveler podcast move onto other things. Facebook f eight it was a big deal. They rolling out a new version of the app. Is there anything that you saw over there that we need to keep an eye on? So here's the big thing on Facebook and fate everything is pivoting towards private social media, and fact CEO Mark Zuckerberg went on the record saying the future social is private. They're put it groups up front putting messaging up front the big integration between WhatsApp Instagram direct messages and Facebook is obviously front and center, and so that is going to radically change how. Everyone does social media marketing because if you're thinking about Facebook news feed or Twitter news feed or Instagram fee and things like that. It's not going to be worth the action is anymore. It is the action's going to be on all these private communities in. So couple of things that the the most recent episode of the trust insights podcast talks about this as well. So you haven't given that a listen, you can you can head on over and grant that will put a link Lincoln the show nuts, but two things if you are in influence or your spire to be an influence, or this would be the time now to be building a private community of your own preferably someplace where Facebook can't pull the rug out from under because we have this long storied history. Facebook saying, hey, everybody should do this. And then eighteen months later now you have to pay to do that. Because. So on the influence aside, absolute, positively curing your audience and locking them in and then on the business on the brand side. Same rules apply. Like, this would be a great time to dust off that that Email newsletter that you've been collecting full ten years, but. But realize that you're influencers of today, if they don't adapt are gonna have much less juice to squeeze in the in the next couple years at if you're not building your own communities. You're you're gonna be a really tough spot. All right. We just wanna take a moment to thank Lincoln marketing solutions for their support of marketing over coffee when it comes to marketing your business. It's all about reaching the right audience at the right time and connecting with them. When your message will resonate the most. So if you want to target your customers where they're engaging every day, and when they're ready to make a decision Lincoln can help you when you had ties on linked in the world's largest professional network. You have the opportunity to build long term relationships with your customers relationships that often translate into high quality leads website traffic and higher brand awareness. The first step is talking to the right audience and with a community of over five hundred seventy five million professionals on debt, you have access to a diverse group of people searching the things they need to grow. Fashionably? Like has the marketing tools to help you target your customers with precision down to their job title comes? He name industry. And of course, look like features and some other useful functions that we've talked about in the past. In fact, four out of five customers who are linked in our decision-makers at their company. So you're building relationships that really matter to redeem a free one hundred dollar Lincoln at credits who simply for marketing over coffee listeners, just go to linked in dot com slash MO. That's linked dot com slash Emo. See for your free one hundred ad credit. Terms and conditions apply. It's funny. I was actually on the bus ride back from the venue. I was actually sitting next to one of Lincoln's lead operations engineers. He was speaking about what they're doing the scale stuff. And he was saying friendy can't give it to an easy, but expect linked into eight a lot faster they radically engineered a major portion of one of their graphing databases, and they're going to be rolling it out soon ish. But he said the multiples are crazy good because they just they rebuilt their whole graphing network from from the ground up with newer ways of doing stuff. Like, that's a pretty cool. Beasts super date intensive yeah. Yeah. But that will be excellent to see because they've had so much going on with that God they have so much data. That's well, I think there's huge opportunity for them over the next couple of years. So in some ways, they've already migrated to some of that private position already because you know, you do have so much control over who you wanna see who you wanna get with. It'd be interesting to see if the groups actually kinda come back into light. They're not as powerful as they were say two years ago. But it'll be interesting to see if that changes yet again. Yeah. Definitely. I probably a big part of that will be the performance stuff. They can figure out how to get one performance that they can start highlighting more things. Cool. Well, now talking about you know, the social graph in working through things a couple of articles on bias and one have linked to on. Why is to mail into white? And this is stuff. We've talked about already over the past few months. We were head of this also one horrendous one from the huffpost a job posting we will spare the company. The left in the job. Posting was the top line of Caucasian preferred probably the ugliest thing you could ever imagine a job. I it's a stone's me that I would put in the first place and then for actually make it help the doors. Just unbelievable. But yeah, you know, disasters happen. So. Any other stuff on bias on that front? They keep an eye on that and brightening Fairmount on that to the funny thing is is that it's still on people's radar. You know, there's so much that you can be doing this so many systems that are being architect Ford. But one of the problems, and this is kind of an open source problem is that because the technology essentially comes to you. Out of the box. There are no controls. Here's all the tools. It can be really dangerous, and it we're starting to see major vendors. We do a lot of work with IBM. So having allow this in the in the systems like open scale that ask you. Hey, have you thought about this? I watching for this. Hey, this looks like a protected class. You know, if you have a a field in your database label gender. It's like, hey, this is a protected class want us to to make sure it's unbiased. But because so much is done in open source. I especially proof concept, if the people who are building the systems don't have this stuff in mind. It doesn't make it into the final or doesn't make it until you're you're really far along. Then like, oh, hey, we didn't hire any women like ever return the system at wonder why? And I think that won't change until the spanking start gang handed out the lawsuit start piling up in the lawyers come in and say like, hey, this is something that you need to govern for or were not certify you in your in your eyes so nine thousand audit ho, yeah. I would be an interesting angle. On that. And yeah, we I've already heard grumblings from a number of points dying about well. You know is not the the silver bullet for everything because the training costs are so high, and of course, now tacking on a little bit of extra litigation and other stuff is not going to help that whatsoever. So yeah, also progress that doesn't get you sued out of business is a pretty critical thing to worry about so. Yeah, totally. And the training costs thing is really important because a lot of people think AI is like Microsoft Word is unpacking turn it on. And you're ready to go. And it really really isn't. Someone was asking earlier this week like a wise an AI software writing blog posts for us right out like well, part of it's because that's like the lowest value work. It's like, hey, my blog post for me versus like, hey, please auditor builds this. There's legal compliance document worth millions of dollars the the efforts going to go the money is. But a big part of is that training the you need a decent size database to start with. And then you need to be constantly tuning it in the data scientists causing fifty thousand dollars a year or more than a engineers causing the same amount. You're gonna put him on the most valuable problems in writing crappy blog votes. Right right, selling your nutritional supplements, or whatever is not gonna make the cut for right out of the gate now, you know, who's going to use that. And it is going to change how we market hostile foreign governments that want to influence elections. They they are really just plop down the forty to four hundred thousand dollars of training time and configuration put their engineers on it because they know they can make returns that are not even measured in finances. If if they can successfully make elections, go the way they want. Yes. Wing a global economy, and I should mention to flipping the house on Netflix documentary had some heat which was worth watching also. But yes, like it or not election season is coming upon us. So keep an eye on that. Let's see I had an article on ads. Text we've been keeping an eye on that as far as programmatic advertising and trying to find better ways of making sure that your ads show up on the properties that you want them to show. Not show up on them. And there's it's been mixed response in that we actually probably need a specialist to come in and talk to us a little bit more about that Seattle a lot of fraud still happening and dead sites and things going on with that. Also, we had a post about Google data studio, basically trying to get beyond static reports in moving to ongoing, and and responding stuff, and we've talked about this before of leaving behind the age of, you know, run the spreadsheet and set it out every two weeks. Like, if you're not getting real time reports on what to do, and where to go, you're you're not really playing the game the way it should go anything else data studio that you've been watching the funny thing that. A lot of people don't think about with Google data studio is that it's a Google property. Right. And guess what you can do with data studio reports you can put Google analytics tracking on your data to your reports. So internally, you can see hey is anybody at our company looking at it reports what you can't do with a static or like you print out the PowerPoint and you had it off. And you know, maybe it gets condensed out to bullet point somewhere that makes it the somebody's corley slide. But when you do that, you can figure out, especially if you're at a regulated company or a come has good governance at an internet, and all that stuff, you figure out who's reading the reports of nobody ever looks at your report. The like, okay, we're pretty sure this information is not relevant. Therefore, we're going to stop collecting it. Because you never look at it. Yeah. Right. To actually be able to tell who's going on where there's a couple different ways on that too. You can tell the managers that just aren't doing their their daily job of looking. Forward. Too busy putting out fires. Or like these said the other half of? All right. We'll maybe reports aren't valued in. You're not getting your money's worth out of the work. You're doing on that. So that's a neat tip. Yeah. That's a great way. So when you set that up in G A normally is that on just a separate domain, or are you keeping on your own domain, yet just often like internet gated? Yeah. You'd probably put like a separate view just for internal use. Okay. Well, that's cool. So we have some more resources on that. I think that's a great. Another whole sub section of analytics for your reporting, which is which is great just have to take a moment. We wanna thank. So we'll go for their support of marketing over coffee if you've got live events in your mix. You know, what a headache? It is building the site to put out your agenda, and your speakers and all that stuff and then being able to capture registrations online rather than go with some system. That's going to take a cut of every single attendee tickets. We'll go flat rate alleged set up everything you need, you can get your registration pages event pages and event. Mutations. All branded you can of course, clone for multiple events, saving you tons of time in the pricing model that doesn't make you cringe. You never pay more for digital events or registrations. You just pay the flat fee it gets allocated back. And of course, there's no post show, accounting cleanup, which is always a headache. You can head on over to get s-. We'll go dot com slash marketing over coffee to learn more swill goes S W double o GO. That's get Dutt's. We'll go dot com slash marketing over coffee, and of course, Lincoln the show notes. You can check that out for marketing or coffee listeners you can get a free event app. If you subscribe through our length there, so check that out to learn more. And if you have any questions on event tech or a swell go go ahead and give us a shout out where always up for talking event tech, and what's going on there? But we want to thank them for their support of the show. Yes, interesting. This event has gone with the badge, plus the wristband and they're asking for it at every single doors. So they must have had issues, you know, employing a badge of the trash can kind of thing. Really? So is the wristband a is it QR, or is it are if I d. You know, the response to land your and everything the badges QR badges QR and the respondent color coded for access is. So the speakers sponsors that stuff like that. That's yeah. Because it's funny. There is there's the whole analytic side of it. If you wanna see which speakers are hot. And if you can get real time reporting, which rooms are overloaded kind of stuff that event hero. We've done a bunch of stuff with. But then access control is a whole different thing. You know, if you need to keep people out of rooms or people haven't paid for certain sessions, and all that kind of stuff that's a whole different angle on that. So that's interesting. So Q Arca is it, of course, I always start geeking out on this is it. Scanners devices are the using just apps to skin just mobile app. Visu? Mission vision into its own its own issues in terms of speed of getting people into the if you don't have throttling and bad cameras. You're you're gonna run into headaches with that. All right. Let's see actually under the normally we always avoid all navel-gazing no show about the show as has been the policy, but you actually dug into over ten years worth of data for show downloads to see what's been going on. What was interesting out of that? What made you think more? So the big thing that was a we we've been tracking and we use a we've been using feed burner since really beginning of the podcast. And it's just so funny to look back at the data and just the top line date of seeing the hockey stick. So there was the the first, you know, five years, whereas we're a nice slow steady growth where we went from four hundred subscribers per show to around nine thousand subscribers show that got us about twenty eleven twenty twelve and then you had podcasting 's winter when people like us Magog, oh, anywhere. We. Actually, I think at our low point which was twenty sixteen had about forty two hundred subscribers to the show on a monthly basis. And then podcasting got like crazy crazy hot from twenty seventeen hundred. We crossed the five thousand Mark really early on in two thousand seventeen by the time twenty seventeen came to an end we are at the ten thousand Mark twenty eight teen came and went to it was started ten we ended twenty eight twenty and now we're at thirty thousand subscribers so it is just distract up growth. In in a lot of has to the fact that podcasting is mainstream podcasting on Spotify. And the reason for it. At least from what I've seen one of red is that every minute that listener like on Spotify. Whatever is listening to a podcast is a minute that Spotify doesn't have to pay a royalty to add. So all these audio comp is all yeah. There's you know, free content from podcasters. And so they're they're swapping it in this Wapping in to reduce the cost. Yeah. Right. Like, you said is low cost content. And then of course, it gets us the audience. So we're excited for that. So are yelling to that mission. It's people can check that out. And of course, rather than having to go. Remember, check out the show notes for all the links. You can just subscribe to the marketing over coffee newsletter. We'll push this stuff out to you. And including actually gonna flip the switch. We have one more day running on the playbook ninety nine via kindle version. And yeah, I can keep that running till Friday. I'll get one last push on that before we bounce that back to the regular price. But check that over there. I've got a linked to Kentucky Fried Chicken virtual influence. I wanted to squeeze that in. That's not really very important. But I still think Kentucky Fried Chicken does some cool ads in the chicken is good. So we'll give them there. This virtual influence our thing just cracks me up like the sort of like the the training costs. You know? It's like, well, you have to have a whole crew of twenty people figuring out who the virtual influencers going to be what they're going to be like, it's like, you could just have one person be the virtual lesser. But I guess that doesn't have the cool sheen to it of almost human looking. Yeah. It gets us talking about it. And it's that or you know making. Making unhappy meals. Yes. Yeah. Burger King with the unhappy meals. I have to give them some credit for that the the DIGI af happy meal. Just a fine choice. Burger King did not afraid to take a little bit more of a stance. Yeah. I guess that's about it. How about for travel and everything else, obviously, it'll be back in the states by the end of the week anything else on the radar there. Yeah. Next Wednesday heading out to nice local thing keynoting bent at Bentley University. The New England direct marketing association gonna be talking a and marketing things there and stuff. And then after that, I think we hit. We had a couple of months of quiet. And then after that we had to Cleveland for make on cool are in. Yeah. I forgot I need to put out their third week in July. We're going to be doing another one of the master sessions where we're going to limit it to ten people around the table and non-competing industry, so you can share campaign results. And of course, Chris will be talking about everything that's been going on and machine learning. And so it's a great opportunity to hang out in Boston on a Friday. And if you wanna stay through the weekend, of course, that would work I'll be pushing that in the newsletter first newsletter folks will get a shot at that before everybody else. So go ahead and sign up for the newsletter to get on the list, if you wanna come out out some Boston, it would be great to see, but that's going to do it for this week. So until next week enjoy the coffee enjoy the coffee, you've been listening to Monka tting, Kofi, Kristof append at Krista s dot com. Removed for Joan J J W fifty one fifty dot com. The marketing Kofi theme song is called mellow Jeep funk Nastase, and you can find it at musicality for fully link in our show notes.
Now with More Cloning Non-Living Bodies!
"Marketing over kofi with christopher penn and john. Good morning. welcome to marketing over coffee. I'm john wall. I'm christopher ben and we are back here all kinds of stuff going on coming into march national women's month national women's day. Also both we're gonna have tedious next week. We were just talking about that so she will bring her take on things. I'm always excited to hear what she's got to say. She goes katie and carried you the show and just you and i think i'm game i don't have to sell me on. That man can pass the work off. We'll give that a shot worth trying to do what we can't. I'm not even thinking ahead here. I've got my plate full trying to figure out what to do today. We had twitter spaces live. So i have not had a chance to play with us but it. So the idea is somebody to compete with clubhouse. Is that the idea it is. It's audio rooms real time on twitter. It's being rolled out to you. Know twitter accounts. No one knows what the logic is but Yeah is exactly as it sounds it is it's clubhouse but it's twitter's version of it which i think is really smart and has a serious shot for two reasons number one. It's overlain to it. As existing network graph twitter has hundreds of millions of users and clubhouses growing. Yeah but twitter is already got a well established what fifteen year network of data drawn but the bigger one is this it works on android and since android to seventy one percent of the mobile market clubhouses not gets act together and get an android version of itself out in production. I would say that It's going to be very interesting. I made towards got a real shot here. Facebook as -posedly working on something like that too if facebook brings it to the party. I would expect to see some serious tracks because again it's got the most daily active users of any product ever in existence. But for right now it looks like twitter is gonna take its shot and i think they've got a good shot. Yeah now what do you think. I mean having watched this a little bit. I angry cynical view is just like well. This zoom without video. I mean that's all it is. It's an audio conference when you do have the. Ui lets you see. Who's in there. You can see who the panelists are. There's a little bit there but it just doesn't strike me. There's enough difference. In fact. I feel like right now. We're in this thing where there's all these social media influencers who have been pining for something new to talk about and promote that they're just. Oh yes you do need to be clubhouse. Everyone must be clubhouse and it's like well. I don't really know if i buy that. But and then we've also seen too that i'll say that and you know five years from now it's going to be like why haven't you been doing clubhouse every day. You know because it's on fire but yeah i don't know what do you think is there still. Is there anything that kind of you know. Makes this worth doing and make it something that needs to be on your radar. The thing is and this is the problem that have with the concept in general. It's not you to have one particular company. Is that disappointment media right. If you like saying marketing over coffee airs at this time. And if you're not here you miss it right whereas you know it's it's funny. People are talking about how these are going to kill podcasting. They're not hot casting a pointless meaning. Immediate it is by definition asynchronous me. It was since the very beginning because it was built on the of. Yeah you're not gonna have the bandwith to listen in real time to an mp three file so you download it and listen to it when you want. That was the whole idea behind podcasting back. Oh four and so people have gotten used to it as a medium of yet. You get the audio when you want and you listen to it some people in life you know we we we did some streaming attempts here and there but for the most part people want when they want to and that i think is what makes these live audio services interesting and that they are real time they are. They are transient. There's no user available recordings but at the same time. It doesn't have the durability of podcast right. you know. We still get comments on the marketing over coffee. You know blogging stuff from shows like ten years ago like Things have changed since then. Check the deal this block those. Yeah right right. Get on board and grumpy. Old man aside. If you can get one hundred people to show up to your clubhouse and interact with you go do your clubhouse to your thank like make it work so i i'm not gonna fault anybody who can get a crowd if you can get a crowd leverage your celebrity or influence or whatever to make it work good on you. Don't pass that up if you can make it work. Yeah we said at the beginning days. Podcast to you. Don't need a million listeners. Especially if you're in marketing you're and you need fifty listeners. Laws of the top fifty. Cmo's you don't need anybody else appears so you can get twenty five most list your clubhouse you're gonna make your money and and then you can rent your how he made a million dollars in clubhouse book and right right but i get the feeling that there's going to be love people who maybe didn't make the millions but are still writing the book and tried to shell out and man appointment media fifty. Cmo's yeah you'd better have one heck of a podcast. I can't think of a reason it would have to be their board of directors would have to be on the panel or something to make that actually come through so so sticking with social now. You released a whole bunch of stuff on instagram. What's working over there. So came out of that. What were the results. Yes so we decided we're doing this for the gore pulsa and you can actually get the slides over on the trust inside website if you go to. Where can i get the slides dot com but basically looked at a million ish brand posts in a million influence or posts over the last ten months to see what are people doing just on the basic characteristics. What gets engagement and some of the funding came out Influences tend to use a stonning amount of emoji Brands not so much the sweet spot for hashtags seems to be about three Three for brands three to five influencers in terms of you know discover ability and getting getting eyeballs on post Posting frequencies tend to be a brand about once a day. Feels about right in terms of like you. If you look at post frequency on the x axis and engagement on the y axis then for influencers some of those folks can post like twenty times a day and their fans. Eat them up. So it's it's very rare personality driven At the end of the day though when you look at what's happening on instagram as much we were just ranting about this before. The show started as much as i sometimes don't like my fellow influencers. The influence or marketing aspect is where the action is on instagram. Influencers are four times as effective as brands on on an account by out basis. Compeer council same sizes in terms of engagement influences. All the eyeballs compared to brands brands are struggling. Now that said brands on. Instagram are not terribly suffering. I feel like a point to five point. Two five Who to almost one percent engagement rate which is not bad when you compare it to facebook. Their brands do twenty five times better on instagram than they do on facebook on facebook. You may as well just walk up. And down the street handing out brochures. You'll do better with engagement that way. Then you will on facebook all right. Well that's good in. This of course is exactly what up wants to hear perfect spot to work in here. Influencers become a crucial part of the marketing mix and a lot of marketers are still struggling to manage their influence or collaborations. In an effective and timely manner appliances all in one platform makes it easier than ever to streamline and scale influence campaigns with a fluency as a marketer. You can triple the number of influencers. You're working with and run campaigns. In half the time from finding influencers contacting them to keeping track of collaborations and measuring results of fluence. Really covers all your bases. You can get a free software demo to find out how fluence can help your brand at get up. Louis dot com slash mc and beyond. Just last week we had jason falls on. He was also giving them glowing remarks about their ability to find the influencers he was talking about. How when you're just browsing their accounts you can pull up some up on stats as far as who's great but you can go even further connect to your shop by a and look and find out who. The influencers are among existing customer. So you can get really can't talk about your brand and understand what you're doing very easily with a flaunts again. Check it out at get dot up dot com slash embassy and we thank them for their support of the show this quarter. They did not commission that research so the fact that influencers are hugely popular is a completely unbiased reading of the data that just happens to play out perfectly for us in the show. This is stuff we've known now it was interesting to me. How you're seeing brands wants a day but the influencers twenty times because there always been these rumors chattering like. Oh no you never wanna post more than four times a day or seven times a day or whatever but so there seems to be no cap for the real for the celebs at the end of the day boils down to if you can get people to engage with it you have no cap right asia you can like the raw post whatever he wants but he can most like cold chicken nuggets just staring at them and you know he got a hundred thousand legs on it right it. Just the nature of human beings. I saw this ridiculously. This made me feel horrible marketer. We spent all this time on content marketing and working. You know so hard to quit. Valuable content and some doofus posted an eight second video on youtube of a waffle owing over. Its got eight million views on it. Quick why does this work again. It comes down to two stuff at least on instagram. If you've got the engagement and your audience wants more of you you will get an. And then it's up to us to essentially. How often you want to do it. I know certainly for a lot of folks who are like entertainment celebrities. Their fans are like you starring for any scrap of information. So like you know. They posted a picture their dog and selling one hundred thousand accounts are like liking engaging on the post and yeah i can see why brands have a hard time affects brands and by default nearly as interesting some of the few brands could may get away with that we want like you know tesla and spacex and stuff like hey. We blew up another rocket today yet. Have stuff that's just completely. Yeah it's very hard to to break through that kind of stream when you're fighting against the rock and spaceflight that's one hell of a struggle for marketing. This is this is why you're getting your marketing paycheck. Folks you can figure out. Something makes something interesting. Okay you had on the show notes. My heritage a and deepfakes. What's up there. So this is a really cool interesting applications technology. So if you're not familiar. Deepfakes is an ai technique where you take existing imagery and you map onto something new so the most popular example somebody took nicholas cage is likeness and applied to like all these different movies. They put nicholas cage in raiders of the lost ark. They put nicholas cage in star wars and stuff and all these ridiculous things and it looks credible. Right there are. There are enough artifacts you can tell. It's not quite real. But it's close and we saw examples of this back in two thousand sixteen when people were taking. Then president obama's lake and mapping you know having another actor voice at do the facial expressions mapped onto his face so this application the technology which originally came from pornography actually takes old photos that you how old family photos and re animates. You can get a an animation of a a loved one's face you know kind of like what what they would look like if they were moving. It's it's kinda very adams fan but it's a neat idea technology because one of the things happened in the deepfakes fueled more last year or two are what's called one shot and codes where instead of needing you know hours of video footage somebody speaking. Hey i can now look at a photo. Somme map. Their bone structure from a two dimensional. Image then simulate the motion so if you've got like photos of old long long past relatives or like people you know your great great great great great grandfather. With the you know the pitchfork in the wagon and you could actually start to bring some of those things at least a little bit to life. It's it's really interesting. Yeah yeah well. That's something to check out. I don't know. I'm kind of on the fence like there's some relatives you want to come back and others you don't but yeah i don't know this. Especially if you had audio recordings that could be really amazing. You know you kind of get a feel for what they were like in the room. That's a i mean. We have president's going back before turn of the century. I think that we have audio recordings for of one. Sort or another so yeah. I think we have audio courses. Go back to the eighteen ninety s. I want to say somewhere around. There is when you start to have actual audio recordings but it'll be interesting because one of the things that you eventually could do it. It would be ethically questionable to do. It is if you have extant. Dna samples from people. You could actually clone a a non living body just as you could see the vocal chord structure and see what the voice would have actually sounded like but yeah. There's a lot that can be done with this kind of technology It'll be interesting to see how it's how it's used and ultimately how it's regulated. Because i could definitely see some unscrupulous brands. You know using people's like this is without their permission. Okay yes so. We're getting into our jurassic ted going on here which we're not gonna ask if we should do it. We're just going to do it. We can go all over the place with that. We'll have to give that a week to percolate and figure out what the best application of that would be. We could go all over the place with that okay on the text front of course marketing over coffee tax marketing or coffee tests. We're kind of marketing. Analytics is all over the place but at six one seven eight one. Two five four nine four. You can send us messages. I had somebody asking about our cs for android and can of what's going on on that front. Which is interesting. Because i've always felt that i message is such a great enhancement of text messages on the apple side. Now there may be similar. Packages are other apps that do as well on android from google querying jive which is going on four or five years ago trying to kind of improve the text message experience and make things work better has been on the radar. But i really haven't seen anything happen with that and so to answer the question. Of course is i have not seen anything in the front. So if anybody out there has seen anything or knows more about improvements glam or if you have a better way to manage messages without just going over to each chat or some other third party. Messaging app would love to hear about that. Yeah this is my apple blindspot. Basically showing i've spent so long since i've any kind of android device that can no longer even speak of such things. Yeah i'm a bunch of friends. Who use whatsapp signal telegram. So it's now to the point. Where like if you keep in touch with all your friends. You had like forty messaging apps on your phone to remember which fred uses tap. Yeah yeah isn't it crazy. How that's going and i am seeing you know. The discord gaming community is just so huge vibrant and so much going on over there and then of course then. There's the other thing of getting around governmental and sensors and things like that by going through certain specific apps. Speaking of weird stuff that people should at least know about this bit. Been this new thing. Jeremy alien was talking about it. Yesterday was a new type of cryptocurrency token Called the non fungible token or. nfl tea. And i'll still going to wrap my brain around this thing in terms. Like what the heck. This thing even is put. It appears to almost be like a digital token for something that is like unique like you. For example banksie to issue a token for a piece of artwork and then because it's signal locked to that piece of artwork. You know people can trade this thing and it can increase in values civil almost like a a certificate of authenticity. You know that you get with the collectibles stuff. But as tradable the certificate the token of self restraint when jeremiah was saying how he foresees this at least intact circles becoming you know ah those silicon valley trends whereas the rest of the plan will be like what the hell you talking about. you know. we do know. Bitcoin is still put. It's really interesting. Because there's people are talking about as a way to monetize content build issue essentially certificates of authenticity for your content. how the be tradable goods. So i think it's one of the things to google. Take a look at it to see if the if there's something to it and if there isn't might not hurt too to dip your toes in the water you know you've got some kind of of non fungible meaning you know unique or scarce or one of a kind digital good. Give it a shot. I can't hurt to try issuing a different issuing it and see what happens if if it does get traded at all on any of the exchanges right and so though is it backed in anchored by that individual content or is it more. It's just using that as a benchmark for what it should be traded. It's backed by the individual content so it was like an artist would commission a piece. And you know that it couldn't be replicated right and so the you do own stuff. You're you're basically using a token to support that. Yeah that is really interesting. How stuff could be traded and have markets for stuff. Yeah it's funny in the past couple weeks. There's been a lot of stuff about bitcoin. As far as people who through whatever lost that password their key. And so that's at your money's gone and they're saying well you know maybe do it yourself. Banking is not the best idea. Considering you your life could have been changed but yeah i don't see it going. I don't know it's just. That space is so weird. Because i still see the intrinsic value. There's this massive value in a currency that's independent of government right. it's just it can freely traded and of course everybody in the procurement space. Love this because it's finance charges vanish. Which is like the bane of existence. But then the fact that it's just being judged as stock four bitcoin everybody's just scooping it up because it can be scooped up trade. I yeah i the history books will definitely this is. I guess you could say it's i don't know if you'd say is bigger than a gold rush. It's like there's more value in there but in in other ways it's not changing people's lives that the gold rush actually add geopolitical and human impact whereas this is just all entirely virtual. So i mean there's a pizza shop that probably wishes it kept. There's back in two thousand ten. Someone had bought two pizzas with ten thousand bitcoin. Because back then it was worth a penny right right and now with bitcoin. Eh. fifty thousand dollars. That was the most expensive pizzas ever made in history. Two hundred fifty million dollars each. Yeah that's just crazy but the economics of cryptos right now. We're very interesting because a lot of people are saying. Oh it's a it's political stability. That and people are forgetting that last year during the pandemic the us government alone not considering other governments the us government loan just printed four trillion. Extra dollars just made them appear out of thin air and now all caches floating around. It's been sent out for stimulus packages and all these things and so of course something like a bitcoin as well as you know many many other virtual currencies and stuff are acting essentially as sinks to to soak up all this extra cash. This kind of swishing around now people. are you know. I'm sure a lot of people say will not floating away here my own cash like no. It's those dollars ended up institutions cases. So but you are seeing a lot of. What do we do with all this extra money. It's not ernie. Interest interest rates are negative. Well let's try playing in the in the crypto realm and stuff and so. I do suggest caution if you're gonna be investing in in any of these alternative currencies because to your point then not backed by anything but and win. The world does reopen in a few months. Now now the vaccines are are rolling out stuff. All that pent up demand is going to come out. And and you'll see you know value to from these stores evalu- into back into the marketplace. You know people going out to dinner and concerts and things you know by the end of the year all right. Yeh plenty of digging there. I just wanna take a moment though. We want to thank lincoln marketing solutions for their support of marketing over coffee. Let's pretend for a moment. You're about to launch campaign at tested. Well your entire team is happy. Everything is going according to plan except for that one thought in the back of your head. How do i ensure the people. I want to target. We'll be in the mindset to receive my message the answer is linked didn't because when you market unlinked in your message reaches people who are ready to do business and it means you're advertising campaign will work as hard as it can as soon as you watch it over. Sixty two million decision makers are on linked in about their business. It's one of the many reasons more than seventy eight percent b. marketers rate linked in the most effective social media platform and helping their organization achieve specific objectives. We are of course all in unlinked in have been it's just the source for social and business linked in can help you reach your short and long term business goals. They offer tools for brand building lead generation. Not only can you target and reach a professional audience down to their job. Title company name and location. But you can engage people you already know based on who's visited your site or who've contacted in the past you can even customize your campaign based on the action you want your customers to take an objective you want to achieve doing business on linked in the world's largest professional network can help you reach your marketing goals do business where businesses done get a one hundred dollar advertising credit towards your first linked in campaign visit linked in dot com slash mo. That's lincoln dot com slash embassy terms and conditions apply and we thank them for their support of the show. Yeah we did. A lincoln live with lincoln marketing solutions. A little while back and stuff on full funnel you can go down at the lincoln. Marketing solutions Page yeah no all the throw linked to the show i. You've just done that. That was an man they get a ton of attendance to those webinars. It's you know when you wanna market to business. They are not messing around and it is funny too. You'd mentioned doing multiple rehearsals. That's the you know in the world of webinars that's like the you might as well be doing it. Tv show keep an eye out for our course on virtual currencies and clubhouse how on clubhouse no. We're not going anywhere near those. Yeah definitely. don't take our investment advice on that and talk to somebody who well i wouldn't even say talk to somebody else. You need to make your own decisions. Go listen to everybody and figure out what to do because someone is telling you they know exactly what to do. They're just straight up lying because they don't know what to do unless they already own their own country with that's the case. Maybe listen to them. That's true. I guess if there's if they're living in their island abode that they bought with bitcoin that they cashed out last month. Then listen to what they've got to say. Oh dark traffic so dark traffic on the list for the past couple of weeks and we just never seem to get around to it. But you've been digging into this even more since it was on the topic list. What's up there. Yeah so one of the things that you'll notice in your google analytics web analytics generals. They'll have this a bunch traffic coming in with an abusive with direct. None and depending on you know say anywhere. from ten. to seventy percent sites. Traffic could be that. And one of the things that we've been doing is statistical analysis of that dark traffic of to where it goes and and what looks like compared to other known sources lately been finding that more often than not it mirror search traffic in terms of you know the places that goes live kind of patterns and swings that and it makes sense because one of the things. You're seeing now with increased privacy standards and seeing less and less attribution data coming so working essentially trying to back into that traffic and understand if it is truly dark traffic. Meaning that dark search traffic. Can we get a sense of what pages are receiving. The most of that looks like search and then essentially reverse engineering. What are actual search. Traffic is because if say thirty percent of your sights traffic is is dark. No attribution and emirs your search traffic. You're saying you're not counting thirty percent of your search traffic and if you're trying to budget for seo if it tried to what content is working. You'll probably want to try and fix that bill bill model internally to to to fix that resolved figure okay. Yeah these the page. They're act important. I was just doing it for one of our clients and this is one page on their site. They're like oh. Yeah the page matter. It doesn't get much search traffic to it. But when you add in all the dark traffic you know reverse engineered third most important page on their website. We're like a you can't afford to ignore this. Page guys it's is way more important than you think. This is getting traffic from sources that are not attributed like safari on. The iphone does not transmit a lot of ashida. Thanks to the new standards privacy particularly you have a heavy audience or like you have premium customers. Who are you're not gonna get a lot of attribution data less and less going forward. So you'd better start doing this modeling now. Yeah and i've got a link to an article. John lewis talking about. So where is this going to go. our ads actually going to be less focused. Are we going to be getting basically crummier hats you know. Are we going back to the punch. Monkey mortgage banners. Because you're crazy to. I'll have linked to the shown us but on facebook in the left banner. Now you can scroll down a ways but you can click and check your recent add activity and i was surprised i click on like two or three adds a week. If you had asked me i'd be like maybe i click on once a month and no. That's totally not the case. I get sucked into like. Oh hey here's that audio thing that i've been thinking about buying and i probably don't even think that it's an ad 'cause it's right in the organic content but checked out. It'll be interesting to see if things get worse. But yeah no that totally makes sense that that dr traffic just because you don't have the attribution data that does not mean. It's not fantastic traffic. So you've got to have some kind of way to capture that. See what's going on okay. I've got an article on police. I this was just news to me. I didn't realize that airline killing it because their takeout is so huge and their app is so good you know it was originally built as an affinity you know. It was just like by ten burritos. Get one free. I'm just making this up. I don't know if that's what they offer. But is that kind of thing. But now suddenly in the pandemic these people already love to order on the app and their looped in his customers so they were still opening stores during the pandemic which is completely melted my brain so lincoln that on that so you can check that out. Starbucks did that too. Oh yeah yeah other things on the swing for starbucks even yeah i mean they during the pandemic yo they had the whole your order ahead kind of thing their app and order just game now. This is the only way you can order but coming up but they were. They were well-prepared. I mean having a mobile app. These days is is kind of essential at least for beat. Assy you kind of need one And you're in a lot of if you don't have one end it's not a good digital experience. You know one of the things that we're doing a together talk forum marketing profs on what's new in google analytics four and the big thing that everyone's missing is that it was built from firebase which is mobile analytics tool because google said. Hey it looks like you know. Everybody uses their phone. I you probably should marry your apps. Data with your website stated who your customers are you know there's just so many companies are still so far behind the. They baby have an app but they don't blend the data together also on the list i had roasting coffee with a popcorn. Popper you had his one in one of your newsletters. I thought that was pretty cool. And of course our coffee slant had to include that in this course. This article totally tells you know using a. Do we know to build a sensor on there and make sure that everything's running properly and all that so. If you really want to get into that. I've got a link over there. Otherwise that's about it for pandemic to after mention. Ted lhasa winning jason's today winning a best actor award there for that show. That's just a fantastic show. How anything else your radar as far as you know what you've got going on or media picked up anything just getting ready for some you know a couple of marking events Coming up getting ready to talk about looks for things and otherwise continue to experiment. The newsletter got some feedback this week. About some changes folks want to see in in the newsletters less less stuff overall but more indepth in it so instead of like twenty links weekday like what are your top three in why things gonna play around and see if there's if there's a they're they're about even just in my own section of liking. Here's the five blog posts that put up this week to sort of summarize what each one's about just to get people to engage the more but trying that out i had to fix recently is telling people in the newsletter. What email address their subscribed to as. Because they'll unsubscribe page saying i can't unsubscribe looking in their records like you're using the wrong email. You dummy especially god some companies. You know people have these. Aliases that they've totally forgotten about. You know or like they're getting a former employees email and they don't even know what they think that they're subscribed yet so check out the to field. Do everybody a favor. Yeah no. I'm putting in the actual newsletter in big bold letters. I think you're subscribed by this. Email turn is a bold letters just that makes sense. Yeah you because so many email clients to strip it off and put your address book name or whatever so they don't see they don't look yeah. That sounds great with the newsletter tube. I had amfar. We did not get to so we'll have to do a whole email focused thing week after next we'll get past international women's month and roll with that but that's we'll do it for us today so until next week. Enjoy the coffee. Enjoy the coffee. You've been listening to marketing over coffee. Christopher penn blogs at christopher s dot com read more from john jay walk at j w fifty one fifty dot com. The marketing uber. Coffee theme song is called mellow g by funk masters and you can find it at musicality from evie or follow the link in our show notes.
Welcome to 2021
"This is marketing over coffee. With christopher penn and john good morning. Welcome to marketing over coffee. I'm john wall. Christopher ben and happy new year's congratulations. You've unlocked the twenty twenty dumpster fire badge for surviving kickstarter over the holiday. Somebody has made. It's called in real life and war. It's a little commemorative twenty twenty coin As like seven bucks. I back the kickstarter. It has like a little surgical mask. Corona virus and in the middle is big dumpster. That's on fire. Says the two thousand twenty two lifetime achievement award. Well this'll be really interesting kickstarter fashion. Hopefully we'll see if you get it in twenty twenty one or if it will up and twenty twenty two point. Yeah that's funny. I pretty much worn them off completely except for this keyboard. This keyboard mechanical keyboard that i picked up. I could not resist. And it didn't do too bad at came like maybe six months late and i do love the thing so in fact i should probably cover that at some point because it's been an interesting voyage. We've talked mechanical keyboards before. But yes so twenty. Twenty one finally up and running everybody this week doing their planning and kind of getting back into the swing of things. The biggest story though google killing device identifier side. That surprise me. I was not expecting that. Yes so according to ad week they are removing. Who's going to kill them off similar to. What apple did enhancing privacy on devices and stuff like that. So it's not gonna be everything it's mostly like sharing the data with third parties and stuff so of course google will still have a lock on okay so this is all right now. This makes a lot more sense. I was expecting it to be them. Not releasing it at all. But they're still trying it for themselves so they're really bearing that up. Okay so just the rest of the world that gets. Oh where will these people turn for session data. Then i wonder yeah g. a. is only source so all right. That makes a lot. Because i'm used to the point where i've given up on safari. It's been throttled down so much that i'm tired of going to certain pages and stuff not working like not being able to fill out forms or having forms crash and things like that so right. So they're they're cranky done. Anything people should be doing because of this anything on your to do list. you know. it's the same as it always has been. Which is you've got to get people locked into you as quickly as possible means getting signed up your newsletter game. Listen to your podcast game. Subscribe to the blog anything. You can do to capture your audience now as privacy restrictions increase. It's it's the must do for everybody. It's not a surprise. either. I as we been saying for what fifteen years that like things like social networks are not your friend. You don't own. Anything on them as zuckerberg has proved repeatedly. He just kept turning the screws. And you keep having to pay. So it's something you know. The the the plan continues. Now you also had a google passages something about new. Is this new search algorithm. What's going on with that. I don't know if we cover this or not but it is. It's been in market for a couple of months. Now you may or may not have seen it. Google with its. Burt model can understand more. The context of a page right not perfectly a human but one of the things that ran fisck and talked about two years ago. Now was how google is taking more and more search clicks right. So there 'cause you click search results when you search for your local trader. Joe's it shows you right on. The google searches results. Here's the hours and so there's no pass through. There's no sending that click onto the vendor website. And so you'll see you know. Vendors have seen search volume decrease passages is an interesting thing because it takes an excerpt of the page a snippet half a paragraph and displays that zero quick results. So if somebody were looking for like you know who are the host of marketing over coffee as the search result it might pull right from our about page you know. John wall christopher pen and that displayed the search result. You have to click through you. Don't have to click through to the marketing over coffee website. So google has answered. The question satisfied. The user intent shown their ads on their search result. Page right but we don't get the click anymore. The use got the information we will get the click and so now in some ways that kinda screws the attribution model. Because you're in this example. This is a branded organic search. This is somebody looking for us literally by our names. We no longer have an i that this is going on right. So he dampens our ability to understand these things. So these passages their life and the results you can. You'll you'll see them if you just you know gula eventually you'll see it and you will see if you do. Click through. Google will skip down to this part of page where it found that passes highlighted in yellow. So like you will see that literally in the search results. Because they've at least in chrome for sure so it's very interesting i. It's going to have implications on traffic on organic search traffic. I think you're gonna see it. Continue to decline as google decides his answer more questions by itself without our our websites our websites as the data source sports on search whissle so the antidote to the extent that there is one for a lot of us is going to be creating content. Frankly can't be answered in like two sentences right so you a simple. Yes no an informational stuff. Google's going to devour those but something more complex like you know explain the different types of attribution models. It's not gonna fit half a paragraph and so you'll have to click through. You'll get a portion of it. You'll have to quit through for the rest so for a lot of us. Who are writing. Content is not just a question making content long or short but making answering more complex questions and acknowledging that the simple stuff. Google's going to eat yes. The legrand fish has kind of been going off on this for more than a year on how it really is a change because google was originally designed with like. Let's get you to the information as fast as possible. Which means you to the right site. But now for the past i it's been at least five years. They've been doing this for a while but they just really continue to step up the game of taking the traffic away from the destination sites. I actually just google who are the host of marketing over. Coffee is marketing over. Coffee is a marketing podcast audio on demand that covers both classic new marketing. Your host john. Jay walker show every publish thursday morning. There it is. We've got the snippet the passage. We don't click. We had nothing. We're getting no indication that anything's happened so all right. Yeah the tightening their vice grip over all the information on the planet. I guess it's twenty twenty. One will be a good year for google so surrogate and the boys not sweating anything. There can't count on google to drive more traffic. You might wanna check out influencers to help you out your customers or your best advocates for your brand you can leverage their customer base to find influencers who already love your brand for more authentic content. Checkout up fluence. The smartest influence or marketing platform brands are set to spend fifteen billion on influence or marketing in twenty twenty two according to business insider and three quarters of marketers have increased their influence or marketing budget over. The past twelve months of louis has got live capture. You can generate more authentic content by connecting your shopping account to up fluence to identify influencers in your customer base and activate them for your next campaign. You can also set up a pop in on your website fantastic. Enjoy checking it out and we're gonna have more for you on it through the rest of the quarter but the ability just find influencers manage them through the platform so you don't have like a spreadsheet or monday filled with sixty five tasks that aren't controlled. You've got a lot more of a handle on. Who's doing what now it's working. You can get a free demo to find out how points can help your brand at get up. -fluenced dot mo. See that's get dot up fluence dot com slash embassy. We've got a link to that in the show notes. You can check that out but we thank them for their support of the show. This quarter right. It's a new social network. This time honored tradition of something. New drops invites go out. Everyone scrambles for them. The question is if it's the next twitter or the next clark. We'll have to see you how that goes but clubhouse is the thing. So you've heard me an invite to that. And i checked it out what's going on in clubhouse you know that's a very good question is they're billing it as audio social network and what really reminds you you sign into this thing you follow a bunch of people and then you see these different rooms in conversations happening and you can just sort of jump in. It's kind of like the best way. I can describe as a conference. It's never that never ends right. Know with all these different sessions of pop up things patient who you follow and talk radio. It's talk radio all the negatives of talk radio without any of the positives and just so. You won't find like howard stern on here. You will find a whole bunch of people you know. The grant cardona the world pimping their stuff and you know and shielding like crazy in this. So many sessions in here that are like twenty twenty one power moves and yeah yeah the same deal so far. I get the appeal of it but this is still point based media. This is still you know show up. There's there's a show coming up today. Twelfth event marketing strategies for twenty twenty one. So we're following on there and it's like oh god and the thing is again like livestreams appointment base media's functionally just another meeting on your couch is another place you've got to at a certain time in place to to get the goods there's no recordings there's no historical stuff so it literally is you either. Therefore you're not and that means that you gotta make time for this thing. And i'm at a point right now where i don't have the time. I'm unwilling to other things out of my schedule to make time for this. So as much as loud these social media gurus or the next big thing like it's talk radio. And i can listen to the regular radio if i really want that experience. Yeah anyplace. I'm tom. webster talked about his newsletter. This week and i haven't had chance to read. That's all check that out and see if he has any ideas on but the first thing that came to me was. Yeah the appointments. Forget it. that's why we're overbooked. Nobody needs that but it could be a channel to spend music if you had a group of people that wanted to hear the same kind of stuff you could. Dj which of course. I'm sure violates a whole bunch of you know music rights and stuff like that. But still i just see that as a thing and i know. Tom has been trying to get to that point. So that's something that. I'll check out going forward. Yeah tom's newsletter. One of the things talked about was it allowed the marketers who are complaining. Well there's no share links. There's no way to to to link up your stuff. And he's like yeah. That's a good thing. Don't turn that on because you don't need more people turning into another swamp like instagram. You need if you want distinct to be the community that it promises to be make it difficult for marketers to operate on it. Make it good for real people but make it make life hell for marketers and you might actually see the things succeed. I thought that was very interesting. And i also saw. I can't river social media examiner. Not but you know people say yeah. There's no built in way to court now. If you've been in podcast for a while you have the ability to plug in audio jack into iphone record everything here so pro tip for the folks rodney. If you think you're not being recorded you're probably are. There's no no you don saying stupid. Oh my god this week brief political tangent but there was an arrest of a criminal committed this crime and like. How'd you ascertain guilt. He dragged about it on his podcast. Like today's darwin award winner. So far it's new clubhouses. Young is this an interesting mix of people on there. Is it the next best thing since sliced bread. i don't think so is it is dead on arrival. I don't think so either. I think it's too early to tell. But am i going to make a whole bunch of time in my day for it. Probably not right away. I've got other stuff to do all right. That sounds good. We have to give a shout. Out to ron poof. We had talked a couple of weeks ago about remixing the theme song and he said that you do make sure that any music you're remixing are cutting up doesn't have non-derivative tag on the rights. You know make sure that you do or that you own it if you paid for it so you can do that so i appreciate that. That's always a good reminder to everybody said that they don't get a takedown or arrested or whatever we're trying to keep out of prison for twenty twenty one of our goals. I can cross that as another one done on the to do list. Just excellent this service. That i use eva. That's an ai. Based music composition service and one of the things really interesting you can upload a midi file and it will create influenced by original pieces. That are far enough. Derive that you if you listen to like that doesn't sound like the original piece. It's it's it feels like it without sounding like it. It's kind of like a different cuisine. That uses the same spices. But it's not the same. Smells like oh. That's kind of like you know indian food. It's not it's very different but it uses the same influences. And so you've got a song to remix You've got the original mid-track you can see that in here and say. Make me something influenced by iowa. I uploaded The amid e file of guns and roses paradise city and it came out with something that had very strong guitars iraq. Beat wasn't that didn't contain any of the motifs. It didn't contain any pieces. That would get you sued. But it was still not a bad i attempt by the machine. So if you're if you've got a piece of music and thinking. Hey how can we credibly remix this. That's an opportunity. The caution i will say is that you still need a human to look at the final product and feed it into something like logic pro or something and clean it up because what comes out is like most things in ai. It's a little on the rough side. In ron mid to cross over to get it to real music file so you can be enough unless you have one of those. If you've paid greater midi so that it doesn't sound like a nineteen ninety s era personal computer would be good for you. Let's we'll linked to that so people in check out if you wanna go up and if you have a great upload you go ahead and send us something to check out you actually get something that you really love out of it. That'd be fun to check out and see what's going on okay. Another link we talked about pinterest was the same man. we haven't heard anything pinterest. And of course the day after the show drops the i get this article on pinterest improving their click through rates and some stuff to do with that. So i've got that link. If you're doing anything pinter's front you can go and check that out. And of course this episode brought to you by linked in marketing solutions. Let's pretend for a moment. You're about to launch campaign at tested. Well your entire team is happy. Everything is going according to plan except for that one thought in the back of your head. How do i ensure the people i want to target will be in the mindset to receive my message and the answer is linked in because when you market unlinked in your message reaches people who are ready to do business and that means you're advertising campaign work as hard as it can as soon as you launch it or sixty two million decision makers are on lincoln. And they're thinking about their business. It's one of the many reasons more than seventy percent of b. two b. marketers rate linked in the most effective social media platform at helping their organization achieve specific objectives. We are in lincoln. All the time sharing content in fact i had a reader of b2b marketing. Confessions from vietnam shared his shot of the book. And i pretty much have considered this book dead. It needs update in a big way. But it's fantastic linked and connected me to somebody on the other side of the world because we're they're using it everyday linked in can help you reach your short and long term business goals. We have for tools for brand building and lead generation. Not only can you target and reach a professional audience down to their job title company name and location but you can engage people you already know based on who visited your site or who you've contacted in the past you can even customize your campaign based on the action you want your customers to take and objectives you want to achieve doing business on linked in the world's largest professional network and help you reach your marketing goals do business where businesses done get one hundred dollars advertising credit towards your first linked in campaign visit lincoln dot com slash mosey that's linked in dot com slash mo terms and conditions apply and that worked for the new year. Grab one hundred bucks. Get your side gig rolling or for your main campaigns if you're if you've been doing stuff on the other advertising platforms make sure you get on lake in because it's all business all the time and we appreciate their support of the show as we go into two thousand twenty one here yet. Ibm's call for code for racial injustice. What's going on with that program. Yes so call. For code is one of ibm's a serve charitable operations where they identify a cause of some kind and they asked coders to participate in the challenge prizes for the winning code that accomplishes the mission set out. And so the most recent one is looking at you know different data sets and trying to figure out. How can you improve outcomes around things like policing and stuff. So it's it's a really interesting project or encouraged go check it out. We have the link of the show notes color. It's been really fantastic. I think it's one of those efforts that it seems like corporate i dunno whitewashing or whatever or at the term is Brand washing to try and improve the corporation's reputation but they actually do real money behind it and the people who win their code gets to be put into production in some way either donated to the oregon sort of the charitable organization that spearheading or in some cases used by ibm itself. They did one for disaster. Recovery stuff in ibm uses that the code of that to help regions affected by disasters. Recover faster so it's worth if you've got coding skills it's worth checking out all right. That's and i blew my opportunity. I could've used linked events as a lead into the lincoln spot. But that's okay i just wanted to throw it out there for everybody. If you do events you want to check out lincoln events. They've got its event management. And i haven't had a chance to dig into it entirely but it's the thing you need to see there is if it does gained some traction the huge win if they loop it in so that you can advertise folks who have linked in profiles that meet your event. That could be a huge opportunity to jumpstart registrations and make sure that your advertising is going against people. Who are you know in the bulls eye for you so definitely check out lincoln events whether it's virtual or in real life and yet we're maybe thinking about getting some in real life stuff going and you'd always said that having the vaccination out there is the big thing for killing legal liability. So what do you think is it just a matter of if once we start to hit maybe forty fifty percent events. Start to green light. Or what are you thinking as far as timeframe for stuff to come back. It's so hard to tell. It's so hard to tell like. In the united states for example are vaccination plan is woefully behind as the day. Recording this Fifty million doses have been made five million have been actually put into people and the other forty five billion or sitting warehouses because our federal government is completely incompetent anyone logistics at the moment other countries like israel. Fourteen percent of the populations already been inoculated. They've there they are leading the world. In how fast. They're cranking this thing out. China just posted. Its just did emergency approval for its vaccines and china being china. They don't have to ask citizens to to come to. You will show up and you will get the thing or your social credit score will go down and you know you'll be living in a dumpster for the rest of your life so they they don't have the problems that more western style democracies do. I am cautiously optimistic. That by the summertime you'll get to like twenty percent of the population. So i hope but it's not looking good right now so not planning on any one trade shows definitely not thinking q one. The interesting thing will be how private business react. That i think will be the driver because of airplane. Say you got to present your vaccine card to fly. Then i think conference it'd be totally okay because if the majority of your attempts at fly to get there they have to have either got the job or have found a really good counterfeiter one to and there's nothing restricting from some also saying you must have a vaccine to must've been vaccinated to attend. I think that will be the case. I think come fall. You could see events opening up and say this is part of your ticket to to enter. You got to have the car you can't you can't be here. Yeah that's going to be really interesting to see how that plays out. But i see that that's the for other parts of the world where they can just say. You will take the vaccine. They're gonna get it done so for here if if everybody is going to demand that they have a choice. Well then it's going to have to be. The market will respond to well. Yeah that's great. Get your choice. But you don't get to send your kids to school. You don't get to go to this or that you know until you've got proof that you've had the vaccine you need to stage sequester is prove already had it too. That's another thing you know if you've already been exposed and gotten over it but that's a whole nother different camera of worms. That is beyond our podcast. Exactly all i know is. I can't put my dog in doggy. Daycare without all his vaccinations. So you know. We have ample precedent that from a legal and business respect to that if he you must be this tall to enter hugh these shots to enter. And there's there's no legal barrier for private business prohibit you from doing that right now where we get into why everyone loves marketing because humans are irrational. While this stuff works you know. It's it's still confounds me that you have to go through all kinds of paperwork to drive a car by a gun but to have a child the most dangerous weapon the human mind. That's unlimited capacity. So all right now. Let's get back to better things so we've just gone through the holiday normally for me. The holidays kind of my chance to joe bunch of planning but i. i think i'd underestimated in the year. Stresses impact on me. And i ended up just sleeping for a huge portion of the break and not really doing much. And it's interesting too. I haven't talked about this on our. But i have talked about another podcast. Just this phenomenon past year. It was a little weird in that. I felt like the rest of the world. Got a feel of what. It's like to be an entrepreneur. You know to face like oh my god. I have no idea what every day is going to. Bring an everyday stressful. And that's kind of that's been our lives for the past three years so i kind of felt like the rest of the world came to hang out with us yet. Only homeschooling for years and stuff like that. Working out of our houses and basements and things whatever for years and things so yeah it is very much. There's a lot less adaptation particularly for me than for a lot of other people's and stuff. So i certainly can say like now other people can relate to kind of cowie live and things but i think you're right. The stress of everything going on in the uncertainty for sure makes people and it should make people question how well we're things working before this right you know you have as massive disruption. Are there things you don't want to go back to like i. I certainly don't want to go back to an office I have been in office. Worked enough three years and i intend to continue not working in an office other than the home but other things. You actually liked looking at events and stuff like okay. You know the travelling part kind of sucks because you know traveled sucks general but the getting to the destination and being at those places kind of cool and stuff missing those experiences. So if people take some time to step back it's a very illuminating to say like what actually is important to you. Yeah no that is definitely kind of this. Massive shock is allowed us to see how the world can change and giving us some opportunity. I had other things on the list. I just wanted to throw out there. The mandalorian of course everybody's onto the mandalorian. That's not news and karate kid just dropping over the break. So i've got into that i also have had an interesting run being the embarrassing dad playing fortnight with my son so that's something that is great. Maybe i need to start a kickstarter. So that i can get out of the new skin. He's every he's like you can't keep playing with the skin and i'm like i'm definitely new. Dad this is where i want to be. The question is. How quickly do you get killed. Well and right. And this is the spoiler. They don't realize when i see. Oh unreal. well i've installed unreal from a cd fifteen years ago. I know how to strafe and to smoke and yeah it is a little bit crazy. We i've like we've one battle royale four five times in a row over the weekend and i'm of like okay. Maybe i have a problem. Get into the pool. The pool hall hustling the new new guys like the new guy. Just shoot you in the backup. Yeah i'm like. Oh let me find the high point. Yeah i know how something works. Yeah it is but so if that isn't too gaming the one thing that has totally destroyed me is you have this fully interactive environment. It's a battle royale. You know you're fighting against ninety nine but it has this bill function where you can run around and you're actually building ramps and walls to defend yourself and to get to i point to snipe and that i'm like that took like an hour to figure out i was running around getting shot in the back of the head is i was trying to build walls and things like that but but yeah the you know strafe jumping never stopped firing. That doesn't change no matter what the game is. So i'm on board with way more here. We are in gamespot today. But you picked up a new ipad and you've impressed with what's up with that. Yeah you know. It's the pro. I guess nine insurer. Lebanon show whatever the smaller ones and replacing ones about six years old is impressive. The the apple pencil. As much as i made fun of it. You know selling me a pencil for ninety nine dollars. It lives up to its billing. It's got the pressure sensors and stuff. So you can do. And like adobe fresco. Which is the painting program. When using it's pressure sensitive so you can do brushes or your watercolors all these things and it behaves. Like a real brush a real art artistic instrument penultimate from evernote note taking and drying up again. Another fantastic experience just right right on screen. There's no lack like the thing about the the apple pencil really stands out is it. Feels like you're actually writing. There's not that half a half a millisecond jitter of the brush strokes catching up. Nope it's in real time. It looks like you're drawing on paper and so we're spending a lot more time playing with that some of the music features in garage band. You know trying to some composition and things 'cause against the full size screen and a process of the keep up with it and stuff very apple charges a premium for its its gear right and there are many people who will say it is overpriced is expensive. But it's it falls duo. Tom webster calls reassuringly expensive right. It's like sushi and surgery. Things should never be discounts. Yeah you're you're you're you're you're hard core. Working computer gear should also be reassuringly. Expensive to know that you know it can stand up to the task appointing too so i will say this is a fine machine. Cool all right. That sounds good. Yeah i may have to check that out. Because i've been interested in playing fresco. I played with some of the other tools. And they've all been deprecated fresco or nothing as far as adobe is concerned. We've got you can sign up for the marketing over coffee newsletter. So we can push out to you powered by dod digital linked to that in the show notes but Yeah looking forward to spending twenty twenty one with you. Eat a lot of stuff going on but that's going to do it force for this week so until next week enjoy coffee. Enjoy the coffee. You've been listening to marketing over coffee. Christopher penn logs at christopher s dot com removed from john jay ward at j w fifty one fifty dot com. The marketing over coffee theme song is called mellow g by funk masters and you can find it at music kelly for matviyenko. Follow the link in our show notes.