TMI with Kevin Ryan

John Battelle is a leader responsible for a large part of inspiring the direction of digital, and the Co-Founder and CEO of Recount Media. John discusses why he moved from Northern California to New York, ways we can reimagine fundamental things in society using data, and why his students at Columbia University give him great hope for the future. John also shares his thoughts and opinions about the Facebook Oversight Board and the kind of market pressures he feels we need to encourage.

Takeaways:

• ● John is the Co-Founder and CEO of Recount Media, an author, founder of seven companies, and an Adjunct Professor at Columbia University.
• ● The assumptions we had in the early internet did not prevail, yet instead informed the leaders of the massive tech industries in the ideals and values that they have today. What is different, however, is the set of cultural regulations around the rules, and a community to remind us to filter and stay on a topic.
• ● We've got platforms driven by advertising models, which are two or three steps from human control and driven more by engagement rather than community regulatory norms.
• ● The Recount is a company reinventing the video format around the story of politics. They are taking advantage of the original ideas and creating a powerful new business model around data.
• ● The Facebook Oversight Board is a group of independent jurors, intentionally diverse but appointed by Facebook, who will hear cases that come up, and determine whether or not that case should be adjudicated. It will inform policy, but not set policy.
• ● John explains the market mechanism approach to how companies may be broken up, and how he is on the side of allowing new companies to liberate the data of the big existing ones.
• Quotes:

• ● "You really need several different voices on a topic to get your head around it."
• ● "I would not call political Twitter a community."
• ● "I'm on the side of allowing new companies that can rise up, and in order to do that, we need to liberate the data."
• Mentioned in This Episode:
• Codev2, by Lawrence Lessig
• The Interface
• "As We May Think" — The Atlantic
• The WELL
• The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture, by John Battelle
• WIRED
• Columbia University
• The Recount
• The Circus Showtime
• "A Declaration of the Independence of Cyberspace"
• Facebook Oversight Board
• "Why Mark Zuckerberg's Oversight Board May Kill His Political Ad Policy"

Stephanie Fierman is one of Forbes' 50 most influential CMOs on social media and has held senior leadership roles at MediaCom, Citigroup, JPMorgan Chase, and Time Warner. Stephanie has also run her own consultancy firm, working with clients such as Equifax and NBC Universal. She joins the show to talk about the role of women in tech, how we can really get better at inclusivity in organizations and level the playing field at the gender level, and how we can work with the CEO and company to create realistic expectations.

Takeaways:

• ● All women's leadership programs aren't created equally. We must look at the actual numbers and opportunities they provide and not just be blinded by the big giant pink cupcakes.
• ● For conferences and gatherings that promote inclusivity, they should have a representation that mirrors the environments they are talking about. For every woman that goes to these programs, we also need men in attendance as well.
• ● Kevin saw it get easier to bring women into conferences and digital marketing events when it moved from tech to advertising.
• ● When you are a CMO, every tool is in service of the objective of marketing, and tech and data certainly apply.
• ● Often the CMO and CEO have diverging expectations, and that can lead to confusion about what the main focus should be on.
• ● The CMO role can be one of very high turnover, and the typical lifespan of a CMO is only 43 months of tenure.
• ● When Stephanie is looking for career opportunities, she doesn't hitch her wagon to a certain CMO but instead checks in with a culture of growth and change.
• ● A great CMO leans on their agency and remains humble enough to admit there is always new information to learn and put in practice.
• Quotes:

• ● "There is nothing like the smell of rotting cabbage on a hot summer day."
• ● "Don't hitch your wagon to one boss."
• ● "Nobody is above doing anything at the workplace today."
• Mentioned in This Episode:
• Stephanie Fierman LinkedIn
• @stephfierman
• Nana Visitor
• Gender Avenger
• Jack Myers
• SpencerStuart

Jeff Minsky is an award-winning advertising and digital media pioneer and media technologist. He joins the show to talk about why one would want to attend CES, the value it can provide to both consumers and advertising and media professionals, and how it has evolved over the years. Jeff also gives some insider tips of making the most of your time at CES, what attendees tend to do wrong, and how we can know what to look for to better understand how consumers will be thinking and acting in two to three years.

Takeaways:

• ● CES is designed for the consumer electronics industry but has attracted a very large number of C-level marketers and media professionals.
• ● CES is owned and produced by the Consumer Technology Association, and the core premise is the stage for the next generation of technology to be unveiled and understood.
• ● You can see huge technology expos at CES, or walk the floor to find out about something simple yet powerful, such as a brand new pillow.
• ● Make sure you are carrying four to five portable battery chargers with you at the show — phones drain fast!
• ● Plan to spend at least one to two days just committed to walking the show floor. There are over 4,400 companies that exhibit, and you can really make the most of the event by immersing yourself in it. The more you make connections on the floor, the more you can later leverage media partnerships and understand future consumer behavior.
• ● Yes, it's true — there really is a robot playing ping pong at CES!
• ● Not only is getting a first-hand look at future consumer behavior interesting, but it predicts how we will transact and behave with one another in our homes and lives.
• ● We should look at trends and adapt them for longer-term brand opportunities, thinking ahead for what will be relevant for two to three years.
• Quotes:

• ● "It just boggles your mind that there is no Wi-Fi at the Consumer Technology show."
• ● "The more experience you have, the more insight you can drive."
• ● "We have to look at the bigger picture of what consumers are doing."
• Mentioned in This Episode:
• CES
• Consumer Technology Association
• Media Village
• Waldorf Astoria Las Vegas
• SKYWORTH
• Brand Matters
• C Space
• Temporary Tattoos
• Samsung Neon

Sir John Durham is a living legend in the digital business and one of the true godfathers of digital marketing as we know it today. He is the Chief Executive Officer and Managing General Partner of San Francisco-based marketing firm, Catalyst. He has also held many roles in marketing and advertising at companies such as Jumpstart Automotive Media, Carat Fusion, Winstar Interactive Media, and MapQuest.

Takeaways:

• ● John is an industry leader and sought after speaker. He is also the CEO of Catalyst SF, a brand strategy firm that provides marketing services for startups and brands.
• ● A 'Durhamism' is a snippet of knowledge that reflects John's values, beliefs, and wisdom. They are special because they are his personal opinion and thought, and all are welcome to agree or disagree, and to use it at a time where it syncs up with their thoughts and feelings.
• ● John posts his Durhamisms Monday–Friday and loves getting messages from his followers and friends telling him how they impact their particular life and situation.
• ● It's okay to be curious and childlike. Remember that we don't save lives in marketing, and there is nothing worth losing your mind about.
• ● John endured a severe illness but he stayed focused on joy and gratitude.
• ● Great marketing professionals put themselves in the place of the customer. What they want, what's in it for them, and how it relates to the messaging about whatever it is they are trying to sell.
• ● To someone with great values like John, it doesn't matter how much money you have, it matters how you treat people.
• ● Approach day one at a time, with joy.
• ● Travel is good for perspective. We should have pride in our country but also curiosity and respect for others.
• Quotes:

• ● "Always put your mind in the customer['s place]."
• ● "When I travel, I appreciate where I've been."
• ● "Smart people make us smarter."
• ● "The most important trip you may take is meeting people halfway."
• Mentioned in This Episode:
• CatalystSF
• @catalystsf
• Medium

Living legend and one of the founding fathers of SEO joins the show this week. Bruce is known as the man that coined the phrase "SEO" and has taught thousands of people how search functions, the misconceptions, and why it's important we do it right. He and I talk about how he helps clients meet their SEO challenges, how we can establish ourselves as experts, and the latest trends Bruce thinks are important for professionals to know.

Takeaways:

[3:27] Bruce wrote and taught many people on how websites can best be found in search, and what Google looks at to establish ourselves as experts.

[5:02] Bruce's company Bruce Clay, Inc, "has grown into a leading search marketing company providing SEO services and consulting, pay-per-click advertising management, content development, and social media marketing services."

[8:13] Clients looking to have a solid SEO reputation must be trustworthy, and more and more in the modern day, it means having real-life people talking about you and writing about you. Bruce helps his clients get a Google tag, and pair up with review sites to recognize keywords in positive reviews.

[16:28] SEO engagement looks different for every business, depending on the scale and scope of the organization.

[17:55] Bruce hires staff based on variety, and that way he has a wide spread of expertise so they can really dig deep and produce significant results. Pro tip: Bruce may or may not also be hiring more experts after Christmas 2019!

[23:06] AI and mobile search are two items on the list that Bruce reminds us we have to keep track of constantly as SEO experts.

[27:33] SEO professionals are aware that it can be a struggle to relay the right information and they are on guard to help dispel misinformation.

[32:33] Bruce wants his clients to understand the same things his employees know, so training and educating them on SEO is something they do to empower everyone that works together on the project.

Quotes:

• ● "If you do what everyone knows, then that puts you at an average."
• ● "I made a decision that we were going to be top-shelf and that we were going to be the experts."
• Mentioned in This Episode:
• Bruce Clay
• @BruceClayInc
• Topshelf
• SMX
• UnGagged

Amrita Sahasrabudhe is the Vice President of Marketing at FastMed Urgent Care and former Sr. Manager of Marketing Strategy & National Promotions at PetSmart. She joins the show to talk about why it's important for marketers to push the boundaries and move companies to the next step. Amrita also discusses the difference between adapting to what is new in technology without getting distracted by the shiny things, how marketers can prove the metrics of success, and why a bigger budget doesn't always mean better results.

Takeaways:

[3:27] Amrita started her marketing career in B2B in the manufacturing world before social media was a major part of the industry. She saw an opportunity to digitize their communication such as the newsletters and started with the automation of communication to clients.

[7:30] Marketers are faced with staying on the rapid evolution of technology and consumer consumption, yet not getting distracted by shiny things. Social media can be one thing to add to your toolbox of tricks over time, but it's important to move on to different channels should the need arise.

[11:04] The marketing team must not only prove the metrics of success but also show how the tactics work on converting audiences and building upon the company strategy. They also must constantly educate senior leadership on what marketing is and why it's important, and to be clear on the vision of the company as a whole.

[17:15] Being creative with less is a requirement in digital because it's not tangible like traditional media.

[20:33] Great leaders are brutally truthful and not afraid to speak up. They are prepared to pivot when the rules of the game change and be clear about what they want.

[33:48] Building a long-term strategy is important to building a foundation so that if there is a shift in leadership, the team still knows what to do and why.

[37:39] When Amrita is hiring and looking to add to her marketing team, she looks for people thinking about the long-term future and how they would make decisions that would impact a broader set of people. She also encourages them to think at a higher level, so they can start to think about doing her job when she moves up and on.

[46:23] Amrita encourages those looking to get into senior leadership to not only identify the problem but to begin to also look at possible solutions.

Quotes:

• ● "Marketing is fun, no matter which way you cut it."
• ● "Everyone thinks they know marketing, and that it's the easiest thing on earth. The reality is, it's an ever-shifting landscape."
• ● "You have to be willing to lose a little to gain a lot in the future."
• ● "Some of the top companies in the world allow consumers to build the brand."
• ● "Take a risk and keep testing. What works today may not work tomorrow and what worked yesterday may work again."
• Mentioned in This Episode:
• Long Way Round
• Amrita Sahasrabudhe
• FastMed Urgent Care

Alan Chapell returns for the second installment of a two-part series about GDPR (General Data Protection Regulation, and the CCPA (California Consumer Privacy Act). This week, we cover what you need to know in terms of how both will affect brand and human reputations, the right to be forgotten, and what we all sign up for when visiting a digital site. We also talk about being aware of what we post publically, how/if people can really get their private data off public sites, and what's next in the Wild West of this digital frontier.

Takeaways:

[3:49] Alan shares a story about a bank sending him way more data than he needed for a direct mail campaign. This goes to show that our information is not always in the hands of a company that is willing to protect it at all costs and that Facebook isn't the only business sending out the information of people that they think is protected and private.

[9:00] We discuss the Right to Be Forgotten, and the Future of Reputation. When we click yes to agreeing to the "Terms and Conditions," oftentimes we give up the right to sue, and give up a significant percentage of our rights just by being on the digital platform.

[10:20] What goes on Facebook, stays out there in public way after we can delete that one photo. When people post on FB, to a certain degree they are willingly making it now part of the public domain.

[13:25] It can be difficult, labor-intensive, and expensive to try to get search engines to remove information. You have to show that it is causing harm, intrusive, inappropriate or problematic in some fashion.

[19:10] The same way you can review your credit score and work to dispute false claims or issues, we should have the same right to have our online information reviewed and assessed if it is causing issues.

[32:18] Sometimes it's a data leak, but sometimes it's companies making bad decisions and deciding to "stalk" their customers. Either way, it's a sure bet to turn a customer away for life.

Quotes:

• ● "If you're on Facebook, you are a guinea pig."
• ● "People click on these terms and conditions and they have no idea what they are agreeing to."
• ● "Be very careful who you share public information with."
• ● "Once it leaves your possession, you might as well assume that everyone has it."
• Mentioned in This Episode:
• California Consumer Privacy Act
• GDPR
• Alan Chapell
• Everclear
• God Forgives, But Google Never Forgets
• Dave Chappelle Netflix Special
• Tivory - T-shirt place? Kevin will add!

Agnes Sym, a full-time working mom of two, is vying for one of two seats on the Millburn Township Committee. Agnes is a board member of the Newcomers & Neighbors of Short Hills & Millburn, an active member of the Glenwood Parent Teacher Organization, and Vice President and Associate General Counsel in the Legal Department of Fidelity Investments. She talks with us today about what it's like to run locally, why she wants to serve her community on the Committee, and the issues she is facing on her platform. She also talks about the party politics that she faces, and what she looks forward to working on to make the community even stronger.

Takeaways:

[5:45] Agnes has a full-time job and a family, and when she announced her plan to run, friends asked if she was crazy. However, she knew that her "why" is to give back to the community in a meaningful way. Once learning about the issues in her community, she decided to step up and be part of the process.

[9:39] Some of the larger issues that Agnes is dealing with on her platform include calling for more responsible development, taxes, and her future plans for improving the downtown.

[17:02] Agnes is a seasoned negotiator and collaborator. She loves coming up with creative solutions that can meet the needs of multiple parties in the town.

[25:50] Party Politics can be dark, but Agnes believes that the focus should be on finding the best candidate for the job.

[30:55] Agnes is running as part of the Republican Party, and it has caused some hesitation in others, but she is here to remind us that she wants to be here to do the right thing for the township and its people.

Quotes:

• ● "Many hands make less work."
• ● "I just want to be here, do the right thing, and be here for the township and all its residents."
• ● "I try to be an independent thinker."
• Mentioned in This Episode:
• 2007 Report from Yale Law on National Parties Manipulating Local Politics
• Facebook.com/AgnesForMillburn/
• AgnesforMilburn

Alan Chapell joins the show this week in the first of a two-part series to talk about the GDPR (General Data Protection Regulation), and the CCPA (California Consumer Privacy Act). We talk about how each will change data privacy regulation, and how it will reshape the way in which data is handled in both advertising and consumer privacy. Alan and I also discuss the basic and extended mechanics in both acts, the commonalities between the two and the core differences between them.

Takeaways:

[3:54] The GDPR was the product of many years of thought across hundreds of privacy scholars worldwide. They put together a comprehensive consumer privacy law, and it went into effect in May of 2018.

[5:12] Part of Alan's job is to help people and entities manage their presence online, and help them understand how data is accumulated and how we as advertisers and brands are affected.

[9:37] In events such as Cambridge Analytica, Facebook tried to deflect and push blame and liability to advertisers. One of the core issues raised by GDPR is how data is used against multiple integrated platforms.

[10:46] As a data subject, you have a right to see what is being collected about you.

[10:55] The four sections of GDPR:

1. 1. Transparency and modalities.
2. 2. Information and access to personal data.
3. 3. Rectification and erasure.
4. 4. Right to object and automated individual decision making.
5. [22:41] GDBR is an ongoing improvement cycle and will be an evolution for businesses looking to do the right thing. One of the overarching themes of the GDBR is privacy by design.
6. [39:23] CCPA was crafted over two weeks and becomes effective on January 1, 2020. It is not super well defined, but still subject to editing and change.
7. [44:48] Companies should look at the three categories under CCPA, and evaluate their obligations according to which of the three they fall under:

1. 1. Business Entity
2. 2. Service Provider
3. 3. Third-Party
4. [55:02] The EU sees privacy as a fundamental human right, while the U.S. sees data collection as a First Amendment right, focusing on the harms of having data breached.
5. Quotes:

• ● "You, as a data subject, have a right to tell a company to please stop processing your data."
• ● "You do have recourse for companies that are not honoring your rights."
• Mentioned in This Episode:
• California Consumer Privacy Act
• GDPR
• Equifax
• Everclear
• Alan Chapell

Industry leader Greg Sterling was the Contributing Editor for 13 years at Search Engine Lane, and now is the Principal at Sterling Marketing Intelligence. Greg is one of the top authorities on local marketing and location intelligence and discusses the changes he has seen in digital strategy and content development over the past several decades. Greg also talks about the importance of branding, what we may need to fix the internet, the wide range of privacy issues we see today and what we can do about them, and a whole lot of fun Star Trek throwbacks.

Takeaways:

[2:05] Sterling Marketing Intelligence is a consulting firm, and Greg is the Principal. The goal at Sterling Marketing is to better inform the SEO professional community with concrete search engine tests and results that they can then apply to their marketing clients pages.

[13:29] Google takes strong action today against people scraping off sites, but when the internet first started, this was a prevalent practice.

[17:02] Besides Google and Yelp, there are not that many competitors for consumers to search and find a wide range of choices for whatever it is they are looking for. There are specific sites such as TripAdvisor for Travel, but Google pretty much owns the space for general consumer research.

[21:15] More consumers are purchasing from online, but a large majority still research online but buy in-store.

[24:02] Reviews are important, and oftentimes the dominant single influence on a purchase. However, we must keep in mind that sites like Yelp can hire people to write both positive and negative reviews, and treat outside members of a local community as though they are an outsider with no credibility.

[43:44] Consumers find it harder than ever today to really trust that their information can be kept private and that the government can be the one to keep it private.

[51:24] Branding is one way to rise above the noise and the only protection against the capriciousness of Google's algorithm. The more you build the brand, the more you have a positive relationship with people.

[1:06:01] For someone to want to go and direct the Internet to be a place that really changes the planet for the better, there will need to be a financial upside or direct line to revenue for a cause that motivates or serves them.

[1:12:41] People care about privacy more than ever, but they feel powerless that it can be protected.

Quotes:

• ● "It's dramatically different than it was. There's virtually no competition on the consumer side."
• ● "The more you build the brand, the more you have a positive relationship with people."
• ● "The fallout position has to be one of skepticism for self-protection."
• ● "You cannot sell anything to anyone that doesn't already want to buy something."
• Mentioned in This Episode:
• Greg Sterling LinkedIn
• Sterling Market Intelligence
• @gsterling
• The Kelsey Group
• Feist Publications, Inc. v. Rural Telephone Service Co.
• Jumpshot
• Socie
• Search Engine Land
• Local Search Association
• Millions of People Are Still Risking Their Health for Lighter Skin — VICE
• California Consumer Privacy Act
• Go Daddy
• Alan Chappell
• SModcast
• SMX East