TMI with Kevin Ryan

Geoff Ramsey, founder and Chief Content Office of eMarketer, joins us today to talk about what's hot in the industry right now, some secret hacks for giving an energetic and engaging presentation, the sources and motivations behind eMarketer, and how they built their team from the ground up. We also talk about the trust crisis in media, and eMarketer's system of wading through the muddled mass of all the information out there to deliver what is relevant and trustworthy.

Takeaways:

[6:37] Geoff explains his renegade style of presentations, and how (and why) he loves squeezing information into more than 150 slides on any given talk.

[12:45] As a 15-year-old magician, Geoff traded in his magic wand and bag of tricks for an adult version of slides and presentation notes.

[14:38] If speaking in front of others seems daunting to you, Geoff gives some secret tips for delivering an energetic and interesting presentation.

[16:46] We share an inside secret on how to tell if people have paid to be a presenter, and why the "pay to play" model may be a disservice to adding true value to the event or conference.

[19:10] Every slide in Geoff's presentation is a reminder to stay on track and disrupt his tendency for distraction. Every 20-minute talk represents even more than 9-10 hours of labor and intense research.

[23:39] Be relevant to your audience, and back it up with data. Definitions matter, and be ready to show how you got the results.

[27:27] Geoff wrote the first report in May of 1998 and explains the intent behind processing all the information and then packing it up and sending it out to the world.

[34:46] It's all about perspective and learning what specific branding and positioning your organization needs for their particular story.

[38:36] For eMarketer, it's not about the urgency of the 24 hours of the news cycle or breaking the news, it's about informing others in a considerate and thoughtful way.

[42:35] Have you also been told no to having a laptop because "secretary's have laptops"? If so, you aren't alone. And … the course that changed Geoff's life in high school? Typing.

[48:36] eMarketer's value proposition is a process where full-time analysts find and sort through the "mud" of the information, fact-check it and forecast it in a global, structured and intuitive manner.

[57:23] We have a crisis in trust with the media, social channels, and for the first time in history, we are seeing companies spend millions to talk about how terrible their own site is just to build up their reputation. Geoff sees more self-regulation and AI in the future as one of many solutions.

[1:03:31] Although we are high on our level of distrust for social media, it is still up there as one of the highest ways we consume the news.

Quotes:

• ● "In digital, we really are at an information overload."
• ● "At the end of my presentation, I kind of want people to feel like a deer in the headlights."
• ● "Before I take the stage, I try to stop thinking about myself, and take myself out of the equation."
• ● "We are always focused on nothing but the truth."
• ● "You have to know what you are about, and what you aren't about."
• ● "Data can drive insight, but the messaging still has to have inherent value."
• Mentioned in This Episode:
• Geoff Ramsey
• eMarketer
• Silicon Valley
• Ad:tech
• @ThatKevinSmith
• EUGDPR

Today we are joined by Jennifer Bedford of Signal Partners, responsible for incredible and high-end recruitment and placements of digital talent. Jennifer shares the history of her career, and what it was like to go from strictly telephone and paper to the dawn of the new era with the internet. She also talks about the trends she sees in working with high-end clients, inside tips for those looking to position themselves for an upward career step, and how to stay in the game even when dealing with failure.

Takeaways:

[3:50] Jennifer explains the role of headhunter, formally called Executive Search Consultant or Management Consultant. In the beginning of Jennifer's work within the industry, Executive Search was structured a lot like law firms, with young associates coming in, learning, working for partners who are bringing in new business. This time was pre-internet, and the telephone was the primary tool to master in order to get to the Executive you wanted to develop the relationship with. It was also a large number of sales at first, building a rapport quickly to establish an interest to then shift the headhunter into a buyer.

[8:45] In 1997, as Jennifer was working in Los Angeles, she noticed the tide turn for top-level executives looking for New Media Leaders that understood how to navigate the world of the internet. She traded in the highlighter and directory for a computer, and it completely changed the game of research and communication.

[12:34] The new generation of recruiters must learn and master the art of communication, otherwise, they will have trouble getting the attention of busy executives and breaking through the noise of all the competition.

[13:05] As time moved from dialing for dollars in the 1990's to the rise of the big bright internet in the late 90's, Jennifer refers to the bubble bursting in 2000 as a "dark, creepy time."

[14:48] Web 2.0 made way for a new type of leader and created brands, products, and leaders that may have never emerged without the bubble bursting.

[16:18] Jennifer's client is the startup, firm, or brand calling them to retain them much like a lawyer or accountant. They are paid then to launch an assignment and are compensated both on a retainer basis and a reward for placement basis.

[17:22] The great old equation of compensation was 33.3% of the Executive's Cash Compensation package.

[18:59] Jennifer works very closely with her clients to let them know how quickly it will take realistically, who their competition is, and who they know that is excellent in that space.

[22:07] Great storytelling skills, established relationships, a deep curiosity, and commitment to clients are important in Jennifer's business.

[25:35] Jennifer shares how they start a hunt for the right CEO or Executive without the entire company knowing.

[28:23] If someone tries to get back into the marketplace, they must have a strong and compelling voice if they want to rise to the top of who is assessing candidates for recommendation. Whiny victims need not apply!

[32:50] A professional like Jennifer oftentimes has the ability to work with the client and guide them to what they really need and help people reframe their story in a way that shows their best assets.

[38:19] We have seen many instances of people coming from huge monolithic companies that have been pampered who may have a rude awakening going into a more traditional company.

[41:28] Networking 101 — be nice to your recruiters!

[42:57] Jennifer addresses how some CEOs and big brand leaders stay in the game by becoming industry experts, crafting a fresh story and helping others, even when dealing with large career missteps.

[51:42] Positivity, high energy, and staying up on the game and industry are paramount to standing out above the other potential candidates.

Quotes:

"We are solution-based, and focused on how do we get the best person in front of you in the most efficient and effective period of time."

"If you can't tell a good story, you aren't going to stick with me. My job is all about storytelling."

"The truth is a matter of perspective." — Obi-Wan

"Everyone wants a shiny, sparkly hire that they don't have to explain."

"There's something to be said about cutting your teeth in intense environments that are earnest about what they do."

"Your career really is your brand. Does it tell your latest story, are you proud of what you see?"

Mentioned in This Episode:

"Why Silicon Valley Loves Failures" — Inc Magazine

"Silicon Valley's culture of failure" — The Guardian

"Finding positivity in failure" — Silicon Valley Leaders

"In Silicon Valley, Failing is Succeeding" — Newsweek

Jennifer Bedford LinkedIn

Signal Partners

David Szetela, industry veteran, PPC expert, and Owner of FMB Media, joins us to discuss the past, present, and future of paid search; David's history of working with Apple including some very memorable presentations; why offices should be optional; the fundamental mistakes he has seen in his accounts; the new Google branding; and the ins and outs of running both small and large agencies.

Takeaways:

[3:59] David got a Master's Degree in Flavor Chemistry but discovered his calling was in the world of computer science instead of inventing more food additives and flavoring. In 1981, he quit grad school 6 months before getting his Ph.D. to get into the personal computer industry at a time when the IBM PC was released. At that time, Apple was a small company and doing close to $500,000 in sales. David later got a job working for Computer Magazine for several years, which then led to his job as Manager of the Evangelism Department at Apple.

[6:49] The median age at Apple was even lower than at Google now, making David "seasoned management" at the ripe age of 31 years old.

[8:58] David developed the World Wide Developer Conference, still very well known in the personal computer industry and the model for open discussion within the industry. David tells a story combining cutting-edge technology and meeting famous author and scriptwriter (and Mac user) Douglas Adams.

[21:46] We discuss the fundamental mistakes people make in paid search, including running outdated campaigns and ads in geographic targeted regions other than where the customer database is located. Google has a default setting to show the campaigns in the template settings, so be sure to go in and curtail it to your specific location. Another is when people simply copy an entire search campaign, using the keywords for a display campaign that may copy over negative search words and block areas that would otherwise be beneficial for the ad to run.

[30:01] It behooves every PPC advertiser to understand when to use display advertising vs. search.

[34:09] David defines performance criteria and compensation formulas, which typically include revenue from dollars, a lead form, or a phone call. The assumption has to be that if you are paying for paid performance, the fee structure has to reflect the risk you are taking on.

[41:22] About half of David's clients are in a paid percentage of spend model.

[44:34] We discuss the staffing model, how much time it takes to educate people, and why we look for independents.

[48:16] David's experience of having full-time staff work remotely has worked out great and he believes offices should be optional.

[51:42] It's easy to pitch against a large agency. Oftentimes large agencies will promise staff they don't have yet or move their staff away to another account. We discuss the important things to look at when hiring an agency, and the top errors people make in the strategy realm.

Quotes:

• ● "You do not need to put every accomplishment since kindergarten in your email signature."
• ● "Advertisers in general just do not understand display advertising at all."
• ● "There are many ways of measuring performance."
• ● "Marketing people aren't mathematicians, but we are seeing that world change slowly."
• ● "The upside of working with independents is that you get people that want to work with you."
• ● "I'm really a one-person agency, and it's going to stay that way."
• ● "You get the best results when the keywords in the search query are in the ad, and they are echoed on the landing page."
• Mentioned in This Episode:
• Worldwide Developer Conference
• Douglas Adams
• Harry Anderson
• "Everyone Hates Open Plan Offices Except CEO's" by Geoffrey James
• David Szetela LinkedIn
• @Szetela
• About.me/szetela

This episode features Nicole Purcell, President of Clio Awards. We talk about automation and AI's impact on creatives, the current state of awards ceremonies, and the impact Nicole's family business had on her work ethic. She and Kevin also talk about diversity and the evolving context of appropriate conduct in the workplace, how we get into an environment of rewards, and how to elevate awards from being different than a participation medal.

Takeaways:

[3:15] Nicole inherited a strong work ethic from her family. They had a family business in New Jersey, which kept them traveling to the regional warehouses. Since these warehouses were run by mostly men, Nicole learned to take care of herself in all different types of environments.

[12:29] Nicole recounts some examples of when she had to deal with CEO's not so politically correct behavior in the early stages of her career.

[18:17] Nicole views Clio as a family business and encourages family members of employees to come to check out events, to see where their loved one is spending their time and energy.

[27:15] Kevin shares an example of walking away from an off-color joke at a recent work event. The line of what's appropriate and what's offensive now is in a gray zone, and the context is evolving.

[33:31] Nicole tells the women in her workplace that if they are too fearful or hesitant to speak up about an issue, or someone acting inappropriate towards them, she will do it for them.

[39:34] Kevin's LinkedIn page boasts some new and imaginary awards to show the ridiculous current nature of award categories.

[42:50] Kevin and Nicole both agree that we should look behind the scenes at companies, and see if they are really making a difference, or just presenting it through a campaign. Typically, brands submit case studies.

[46:34] Nicole walks us through the steps of award submissions, jury decisions, discussion round and then finally choosing who will receive the awards and which ones are appropriate for them to win.

[50:04] Nicole and Kevin talk about the expansion of the Clio Awards, and how Nicole is now running a company instead of just a brand.

[55:51] Be sure to get out there and network not just over video games, but in real life.

Mentioned in This Episode:

Clio Awards

Kevin's LinkedIn Page

Coke's Attempt to Unite Indians and Pakistanis with Vending Machines

Clio Awards Winners

Video Gaming Disorder

Quotes:

• ● "Stay away from scorched earth."
• ● "I so despise giving each other high fives for nonsense." — KR
• ● "I think impact awards are important, to show people that are really making the world a better place." — NP
• ● "We don't want to just be an awards show; we love honoring inspiring people, and want to do that every day throughout the year." — NP

Erin Peterson and I first crossed paths when she was in a senior role at Microsoft, and I luckily added her to an advisory board for a trade show I was running at the time. I have since appreciated all the wisdom from her years of experience in the industry. Erin has a very impressive background and shares with us what's happening in her current role at Synacor, along with what she has learned while holding leadership positions at AOL and Time Inc. and her work with philanthropic organizations.

She then talks about what positive changes we will be able to look forward to both in the short and long term development of blockchains, and what challenges we may face as we shift towards this relatively obscure technology.

Takeaways:

[3:46] Synacor provides all the backend services to Talko service providers and ISPs. They have had a ton of work and responsibility this year, including powering all the sign-ins for HBO GO.

[5:46] For a lot of people, blockchain has become synonymous with cryptocurrency. However, the potential for blockchain is so much bigger than cryptocurrency. It will be able to store data on any machine that has extra storage available on it, as well as speed up the pace of authenticating transactions.

[8:23] One of the valuable opportunities that will come in a blockchain based world — you can record every transaction that has happened and you can prove that something was or was not sent. Things will become simpler and faster.

[11:19] One of the challenges of blockchain technologies that we will need to develop before it becomes actionable for consumers is matching the verification and monitoring of data.

[15:25] When it's easier to pay for a technology then get it for free, that's a great indicator of it being ready for consumer adoption.

[16:37] Erin says that we have just hit the point now where we see the first real blockchain operating system around the corner, thanks to the EOS team.

[23:25] In the recent years, digital advertising has lost its way, and has taken away investment in the tools to develop advertising which deeply resonated with the human experience.

[32:59] Not only have we not seen a resurgence in engaging advertising, but only a handful of campaigns to rise to the quality of what we have seen in the editorial and creative media distribution.

[39:21] Erin speaks on the shocking information she has uncovered in the data with her philanthropic and volunteer work on women in the workplace.

[49:48] Erin's focus is to bring more people with diverse backgrounds and ideas into the technology workforce.

Mentioned in This Episode:

Microsoft

AOL

Time, Inc. (Now Meredith)

Amazon

Synacor

Talko

HBO GO

EOS

#LikeaGirl campaign

Girl Develop It

Today I am joined with Alan Chapell, Founder of Chapell and Associates. Alan shares how he got into privacy, the changes Alan has witnessed over the years in the industry, how transparency issues regarding adware and spyware shaped where we are today, how much we are actually protected and how much we should trust companies that have our data, GDPR, and even more dirty dark secrets in advertising.

Takeaways:

[2:57] Alan's first job in the privacy universe was at a small direct marketing firm in Stamford, Connecticut. While working with a bank, he was surprised at how much information on their customers in the data file was accessible without a safeguarding procedure in place.

[5:35] Fun fact: Alan wrote jingles for Indian television!

[5:51] In 2000 Alan put his aspirations of being an internet lawyer on hold and went into email marketing and tech sales. In November of 2003 refocused on work in the CAN-SPAM territory, and around 2006 he built a good book of business built around the ad spyware space.

[7:43] Alan and I discuss past conflation and consumer tech issues in the ad tech ecosystem. Companies would give you free internet access in trade for access to gaining information on personal property and often times misuse this privilege by selling it to other companies. There were also a number of entities placing software on desktops creating downstream issues that had the average user thinking that they "broke their internet." In addition, those companies were also popping ads over the existing ads on websites, interfering with intellectual property.

[11:29] The current dirty dark secret in ad space is that we are not even sure as agencies, advertisers and brands that the reported views are seen by a human being.

[15:13] Mark Zuckerberg was able with some level of success to deflect attention away from what Facebook was doing in terms of collecting and utilizing data, and their failure to adequately monitor the machine they have created, and instead blame it on the third parties.

[16:06] Alan discusses the number-one challenge and complaint of every privacy professional, extending influence within the organization, along with the watershed moments in the digital media privacy world.

[21:54] The NAI Code of Conduct has had a large impact on web-based data collection and use.

[25:17] The Google I/O opens up a new privacy issue of disclosing the fact that you are actually speaking with a robot and not an actual human. Google Smart Lock is also another new creation where consumers must be aware where their information is going, and who has access to it.

[28:01] Alan and I discuss the current state of data privacy, and the need for way more education and information for those holding roles at both federal and state legislation.

[34:01] Alan talks about how we consolidate GDPR for a brand or a marketing agency. GDPR calls for all data, including personal data, to be encompassed by the law.

[37:05] Alan compares consent to Fool's Gold due to the imbalance of power between those collecting and those giving personal data. As it relates to consent pop-ups on video games, If no isn't a valid option, how valid is yes.

[44:59] "Life experience" is a part of that person's private information that should be protected but isn't. Examples of life experiences regarding personal data and privacy are graduation, marriage, divorce.

[47:57] Alan thinks the trade press is a vehicle for wonderful ideas, but when it comes to privacy or using them as a primary news source, it often garners misinformation and hyperbole for the sake of click bait.

[48:39] Alan recommends some sights for those interested in learning more on privacy: The International Association of Privacy Professionals has a good overview on GDPR and the Future of Privacy Form.

[58:08] Second fun fact! Alan is an accomplished musician, and has been picked up by a division of BMG. Catch him August 16 at the City Winery in New York!

I am joined this week by an old friend, and someone I look up to very much in the industry, Tom Hespos. As an early pioneer in the industry, there is much to talk about with Tom, especially changing patterns and emerging trends he has witnessed over his 20 years in the business and serving many different committees. We also talk about the backstory of how he came to be the founder of the successful marketing firm Underscore, the cynical nature of targeting, why we must expand the conversation of marketing when it comes to consumer privacy, and his own insider methods for advising brands on their own path on the digital landscape.

Takeaways:

[1:05] Tom Hespos has remained an active participant in technology and was at the forefront of creating prolific writing in the digital space even decades ago.

[2:06] Tom is a speaker, thought leader, advisor, and founder of Underscore.

[8:33] The biggest change that Tom has seen in targeting is the massive amount of data that available to use for advertising. It is important to know what's happening not only in digital marketing but those that invade consumer privacy offline, catalog marketing, etc.

[16:02] The philosophy of marketing has been, "I'm going to do this," instead of "should I do this?"

[23:47] Tom strives to build models for clients where they can truly see and understand how the digital marketing is contributing to their business, primarily with things already accepted and successful within their business. This helps them stand before executive management to explain what they are doing, and why.

[26:25] It sure helps motivate people to get on board when their bonuses are connected to the metrics!

[43:33] You must know how to explain your technology clearly and simply and present the information in a way that's realistic.

Mentioned in This Episode:

Underscore Marketing

Tom Hespos Twitter — @THespos1

Quotes

• ● "That's part of digital — we accept failure."
• ● It's on us in the industry to educate and to say here is how you get to the right understanding of all this stuff.
• ● We really need to make sure have a concerted effort and united front when presenting all this information.
• ● It's about being well versed in a lot of different tech types, so you can be well versed when something catastrophic happens.

Stefan Tornquist, VP of Research at Econsultancy, joins us to discuss his report, The Next Revolution of Search, which explores the shifts of automation, buying data intelligence and insights from over 2500 consumers of search technology. We also talk about search advertising and intent, the complicated relationships with have with our digital assistants and the usefulness of automatic buying. The application of what is now vs. what is in the future is an interesting motive to both Stefan and me for how we integrate data and insights to plan for the key evolutionary changes about to come.

Takeaways:

[1:12] Stefan is the VP of Research at Econsultancy. During his time as a consultant, he was tasked with writing a report on e-mail marketing and found he enjoyed diving into the research side of it. Eight years ago he joined Econsultancy and appreciates the versatile nature of his career and the ebb and flow of his focus.

[6:25] Stefan addresses the two things that jump out at me: the Microsoft logo on the front of the research, and what the partnered content means for data and conclusions.

[10:09] Search advertising was the form of digital marketing during the big crash that rescued the business from certain death.

[11:32] The Next Revolution of Search report looks out several years to a moment where some of the underlying technologies are better woven together and more integrated into the way we consume media. The challenge will be where display advertising exists in the digital ecosystem. It's an open-ended question that Stefan feels will be answered in the coming years.

[26:46] Digital assistants and voice recognition still have a long way to go, but Stefan feels it is a question of time and execution over technology and is optimistic about how things will develop in the next 24 months. Understanding both the intent and what the person really needs is crucial.

[38:24] Stefan thinks we will feel more and more connected and invested with our digital assistants, but we may interact with them as the machines that they are, rather than a human being with a multifaceted personality. This may be better for everyone, as we seem to treat the machines better than each other as humans. With a machine, there is nothing to manipulate.

[53:06] One of the challenges in the future is finding a technology that interacts with people better. Stefan is a believer that voice is effective, but may not be the answer to everything as much as other research believes it to be. There are a lot of scenarios where people may prefer to get the results on a screen rather than a voice response.

[61:37] Digital assistants that are proxies for the commercial world won't be as necessary as assistants that are proxies for affluent users.

Mentioned in This Episode:

Econsultancy

The Next Revolution of Search

MarketingSherpa

Fin

Quotes

"I'm a generalist. I'm studying something for 2-3 months and then I'll move on to something else."

"The next person that comes to me and tells me they have an awesome AI technology is going to get taken out back and lashed with a wet noodle."

"The demands of the user on the assistant will put pressure on many of the standard marketing models that we have today."

"We're basically at novelty just nudging up against utility."

It's almost like we interact with the machines better than how we treat other human beings."

Adam Kleinberg joins us today to talk about how we can start to make sense of the customer journey, agency experience, and measuring media in this crazy data-driven world we live in. At Adam's creative agency, Traction, in San Francisco, they work to create branding, advertising and digital experience that makes a deep impact on a human level. Adam talks about Traction's press storm on paid time off for civic volunteering, and how they used it for positive momentum. He also talks about disruptive campaigns, brand challenges, and the new challenges within the industry.

Takeaways:

[3:59] Traction is a creative agency in San Francisco and has always been a very culture-driven organization. In support of the work/life balance and support of volunteers in civic engagement, they created a program called Days of Action. This allowed people to take 2 days of paid time off a year to participate in democracy however they see fit. After seeing how successful that was, Adam wrote an article on LinkedIn and the response to the post was far greater and more polarizing than they could have imagined, with over 300 media sites covering the press storm.

[18:27] Adam had no intention of making the press response a device for new business acquisition but did want to focus less on the nasty comments and more on the potential to make change and stay focused on the original intention of the program. He and his partners did not let it deter them to possibly inspire companies to do the same.

[31:27] The impact and ability of a disruptive campaign to have breakout success make it amongst the highest of all types of campaigns. This takes a notion, memory, or idea that consumers have cemented already, and changes it.

[43:16] Adam feels we are transcending from the digital user experience, which explains the renewed interested in understanding the customer journey driven by insight.

Mentioned in This Episode:

Traction

Why we're offering paid leave for activism

Against the Machine: Being Human in the Age of the Electronic Mob, by Lee Siegel

Adam Kleinberg LinkedIn

Description: Alanna Gombert joins us to discuss blockchains, one of the most widely spoken and least understood technologies in the universe. Blockchains mean something very specific for advertisers and technology, and there is no one better than Alanna for this subject. As the Global CRO at MetaX, Alanna is at the forefront of bringing in other voices and having everyone take part in the conversation. We also talk with her about hosted advertising and changing the incentive model, the current shift to more transparency, and of course, the bitcoin whales.

Takeaways:

[3:17] Blockchain gets conflated with cryptocurrency. In layperson terms, it is a letter system. What makes it special is it is decentralized, encrypted, immutable, and hard to change. There are public and global blockchains systems and private enterprise versions.

[5:29] Alanna defines tokens and cryptocurrency. Satoshi Nakamoto wrote a paper about bitcoin in 2008 during the housing crisis on decentralized currency.

[6:47] Thinking about currency that could be accessed around the world for those that didn't have access to banks was a high interest point of bitcoin to Alanna.

[10:11] Alanna shares her journey into the interest of how she got into blockchain, supply chain transparency and the tracking analytic patterns of fake news.

[11:48] Token Curated Registry, or TCR, is data and voting determined by token holders. For example, the token holders would vote on if a publisher is quality for advertising or not. There are two sides: publisher and advertiser.

[16:44] This peer-to-peer method lends credibility to sites and helps the industry self-regulate. There is a lot of bloat in advertising, and Alanna seeks to be part of the movement to help open up the conversation on the implementation process in advertising.

[28:49] Alanna addresses opposition in cryptocurrency and how it can be overcome by education and inclusion in the community.

[43:14] When working with big brands, Alanna finds talking about data and targeting has taken over the conversation. She is on a mission to open up the conversation so individuals can have just as equal a voice as large brands.

[48:24] Alanna goes over terms in the bitcoin community and what they mean in crypto in terms of safety and security.

[59:01] Alanna describes her experience of working at an industry organization.

[67:20] Possible new name: token economy? It's still a work in progress so stay tuned.

Mentioned in This Episode:

MetaX

@Alannaaroazzi

adToken

ADChain

Quotes

"In some ways, comparing it to a rock in the ground like gold vs. computational power and energy, I think in some ways cryptocurrency could be more valuable."

"Why get into digital if you can't make up acronyms?"

"There needs to be a way for all players to communicate together in a safe environment."