About Steven Copertino

Digital/Social Marketer, Father of Two Great Children, Lover of Music, Food and Scotch.

Great Recode Article on How Jeff Bezos Keeps Amazon Fresh, Nimble and Relevant

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This is the Jeff Bezos playbook for preventing Amazon’s demise

It’s Day 1 forever because Day 2 is death.

Original Article:  https://www.recode.net/2017/4/12/15274220/jeff-bezos-amazon-shareholders-letter-day-2-disagree-and-commit

The Evolving Digital Landscape

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Evolution of Digital

 

 

Image courtesy of Leanport Software Pvt Ltd

The Evolving Digital Landscape – 2016
by Steven Copertino

The Digital Landscape continues to evolve in both ways we could have predicted and ways we could never have imagined just several years ago. Below is a listing of things that strike me as particularly relevant and interesting. What are your thoughts?

Snapchat Dominates At SXSW In 2016

  • Snapchat did not have a presence at SXSW, nor did they do any advertising there
  • Snapchat generated 192 million impressions on Twitter from SXSW – more than any other brand (3/6 – 3/16)
  • It’s a messaging app created in 2009 by Students at Stanford University. By early 2016, users were sending      7 billion photos and videos PER DAY – more than tripling between June and Nov of 2015 alone. (FB 8 bill/day)
  • The messages self-destruct after 10 seconds – images, videos or text. You can create a story that lasts for 24 hours
  • Bought by Facebook for $20 billion in 2014 – Snahchat has over 100 million active users per day
  • Brands creating unique content for Snapchat – NatGeo, CNN, MTV, Buzz Feed, Comedy Central, WSJ, Food Network, ESPN, People, Cosmo, Mashable and many others…

“Desktop” Matters Less and Less

  • No secret that desktop users have been flocking to mobile in droves
  • But only this year did mobile traffic finally overtake desktop traffic
  • Growth hasn’t slowed. In fact, some companies are preparing for desktop to stop mattering altogether
  • That means it’s more important than ever to have a mobile component to your digital strategy

Video Is Becoming The New Normal

  • For a while, written content dominated the digital landscape, but videos are taking over – 20% of digital budget in 2016 vs 17.7% in 2015 (display, search and social higher but video is pulling $ from them)
  • Thanks to wider availability of lightning-fast internet (and smaller screens that favor video over text), video content is becoming preferred and more popular among publishers
  • Social platforms like Facebook and Twitter are auto-playing videos in news feeds and rewarding video contributors
  • Google is considering allowing video ads in its SERPs
  • If you don’t already have a video content strategy, it’s time to get one. (don’t forget imagery, data visualizations, illustrations as well)

Omni-channel Is More Important Than Ever

  • Studies show that 90% or more of consumers’ interactions with a brand employ more than one device/channel
  • For example, a customer might search for a business/product/service with a smartphone and then continue using a laptop or by calling or visiting in person
  • It’s very important for marketers to work collaboratively to study ALL channel interactions and customer behaviors and to adjust accordingly – data is key

The Humanization Of Digital

  • Social media started this trend years ago by showing brands they no longer control the conversation nor the definition of their brand
  • There is a movement towards more “human communication” – content with warmth and humor instead of corporate buzzwords, and making communication more authentic through humor, visuals and storytelling.
  • It’s the humanization of digital to make brands feel more real and differentiated
  • UGC is a great way to help warm up your digital presence – customer blog posts, customer ratings & reviews, etc. – search engines love UGC!  

 Digital Marketing Needs To Be Even More Data Driven

  • This is nothing new, but it is. The expectation is for real-time changes based on data and for a personalized experience
  • Digital marketing is both an art and a science
  • Successful marketing comes from collecting, analyzing and using data about when and where customers spend their time
  • In short, data is behavior. Learning from this behavior drives creative messaging and strategic campaigns
  • Tracking behavior and tapping into the emotional connection through messaging, ads, social, and design makes all the difference in the digital space
  • Content personalization is a consumer expectation

Social Engagement Is Key

  • There’s a lot to be learned from your audience online
  • You’ll get honest feedback on campaigns and messaging, for one
  • Incorporating your fans’ interpretation and opinion of your brand can get you both fresh content and loyal fans
  • Create incentive for fans to write, tweet, take photos, share videos, etc
  • Reward them for their participation and loyalty by giving them the spotlight in your campaign.
  • Think holistic strategy, rather than specific tactics. Each social channel, blog post, email, weblink must have a purpose and drive towards something
  • Never post simply to post
  • Without engagement or traffic, those posts are a waste of time and money

Social Is Starting To Mean Much More Than “Social

  • Social media apps change a little more every year, but for the most part, those changes have been made to introduce new kinds of social interactions or simplify old ones
  • Now, social apps are moving in non-social directions; for example, Pinterest is leading a new trend of social/e-commerce hybrid apps, which offer social functionality combined with purchasable items, and Facebook is developing its own digital assistant

Feel free to share your thoughts.

Ad Age’s Digital Predictions 2016

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From the Demise of Texting to the Next Phase of Facebook Messenger

Published on January 14, 2016.

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Facebook’s Messenger Opens for Business
Facebook’s chat app is poised to become the social network’s next big revenue stream. Originally an instant-messaging service, Messenger was spun off into its own app in 2014. And after a series of announcements, now it’s ready to start up its own business. Last year Messenger began testing ways for businesses to use the service as a customer support line and for people to use it as an artificially intelligent assistant that can do things like order an Uber car. As more people use Messenger to communicate with businesses, expect Facebook to find a way to charge companies for the privilege, as it’s done with its own social network. –Tim Peterson

The Death of Texting
Emojis ruled in 2015. But GIFs, those quick looping videos or animations, are the next messaging app trend. In Asia, GIFs have been huge on apps like WeChat and Line. The appeal is obvious: Why use a standard yellow smiley face when you could send someone a three-second cat video? The fancier, funnier cousins of emojis are familiar from sites like Tumblr, but they’re about to get much more mainstream in Western markets, since Facebook finally embraced them. Facebook Messenger integrated a GIF-finder, and some brands have been using them on Facebook too. Between emojis and GIFs, who really needs text anymore? –Angela Doland

Headhunters Look to China
Given the explosion of online shopping in China and how crucial that market is, more multinationals will tap executives with experience there to oversee their worldwide e-commerce strategy. Case in point: Mars recently promoted its China general manager, Clarence Mak, to chief customer officer and global e-commerce leader. Mondelez International’s Cindy Chen, global head of e-commerce, also has worked in China. –Angela Doland

Refined Virtual Reality
This year will deliver more sophisticated virtual reality experiences, refined storytelling and increased layers of interactivity, given the consumer arrival of the Oculus headset and a variety of big deals in the space. Oculus partnered with premier VR storytellers Felix & Paul Studios to develop long-form, narrative content. Disneymade a $65 million investment in Jaunt VR. And 20th Century Fox is diving in as well, unveiling “The Martian Experience,” based on the blockbuster movie, at its Fox Innovation Lab during the Consumer Electronics Show.–Ann-Christine Diaz

2016 Won’t Be 360-Degree Video’s Breakout Year
There are plenty of reasons to believe 2016 will be the year that 360-degree videos hit the mainstream. Two of the biggest digital video services, Google‘s YouTube and Facebook, already support the format that lets people swivel their viewpoint all the way around a scene. And Facebook’s Oculus VR has finally begun selling the long-awaited consumer version of its virtual-reality headset that, like Samsung‘s Gear VR and Google Cardboard that are already in the market, is more tailored to 360-degree video viewing than a smartphone.

But while the ways to watch 360-degree videos have grown, there’s still the question of what people will watch. The New York Times, Vice and Disney are among the content companies already producing 360-degree videos, but too many of the 360-degree videos currently available offer beautiful documentary-style landscape shots yet lack a clear story or characters that can entice mainstream audiences and offset the format’s learning curve. If people are to tune in to 360-degree videos consistently, those videos must survive the novelty of the form; their content needs to rival, if not surpass, what people could watch normally. And for that to happen, filmmakers need to experiment with the form. That will likely require more time than 2016 holds. –Tim Peterson

Read the Full Article:  http://adage.com/article/digital/ad-age-s-digital-predictions-2016/302095/

2015 Predictions for CMOs and Digital Marketing

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Gil Press Contributor

In 2015, digital marketing budgets will increase by 8%, according to a recent Gartner’s CMO Spend Report, a survey of 315 marketing decision makers representing organizations with more than $500 million in annual revenue.

Customer experience is the top innovation project for 2015, continuing its role as the top priority for marketing investment in 2014. The survey also found that

  • In 79% of companies, marketing has a budget for capital expenditures — primarily, for infrastructure and software
  • Marketers are managing a P&L and generating revenue from digital advertising, digital commerce and sale of data
  • 68% of organizations have a separate digital marketing budget — it averages a quarter of the total marketing budget
  • Two-thirds of companies are funding digital marketing via reinvestment of existing marketing budgets

Earlier this year, IBM found in its worldwide survey of CMOs that CEOs increasingly call on them for strategic input. Furthermore, the CMO now comes second only to the CFO in terms of the influence he or she exerts on the CEO. The survey also found, however, that very few CMOs have made much progress in building a robust digital marketing capability: Only 20%, for example, have set up social networks for the purpose of engaging with customers, and the percentage of CMOs who have integrated their company’s interactions with customers across different channels, installed analytical programs to mine customer data and created digitally enabled supply chains to respond rapidly to changes in customer demand is even smaller. Almost all CMOs, 82% of survey respondents, felt underprepared to deal with the explosion of data.

With this as a background, here’s a summary of what digital marketing and the CMO will look like in 2015, based on observations by Scott Brinker, a leading commentator on marketing technology, Forrester, TopRank online marketing blog, Wheelhouse Advisors, and Brian Solis.

CMOs will take charge of focusing their companies on the customer

CMOs and their marketing teams will become the primary driver behind customer-centric company growth. Leveraging their knowledge of the customer and the competitive landscape, CMOs will advise and council CEOs on how to win, serve, and retain customers to grow the business. They will also lead organizational changes and new collaboration initiatives aimed at unifying all customer engagement activities across the enterprise.

CMOs will poach IT staff to help them manage a rapidly expanding digital marketing landscape

The number of digital marketing tools will grow in 2015 with new startups and large, established tech companies confusing even more that CMO with their numerous offerings. To help manage this embarrassment of riches and move their companies further on their digital marketing journey, CMOs will be poaching IT staff looking for new challenges and better salaries.

CMOs should expect heavy rains from proliferating digital marketing clouds

Digital marketing tools will be increasingly offered as a cloud-based solution (“marketing-as-a-service”) rather than licensed software. Cloud-based solutions will continue to expand their ecosystems, with many small software developers adding apps to existing cloud-based digital marketing platforms.

CMOs will invest in new digital marketing hot areas

Content marketing and predictive analytics will continue to be hot areas of interest and investment for CMOs, but they will be joined in 2015 by sales enablement, post-sale customer marketing, marketing finance, marketing talent management, and new tools based on the Internet of Things, allowing for the integration of offline and online experiences.

CMOs will become brand publishers

CMOs in 2015 will act as heads of a publishing house, overseeing the entire spectrum of brand engagement, increasing the quality of their output, and improving the perceived value of digital interactions with customers and prospects.

Read The Complete Article & Related News on Forbes.com

PlayStation Vue Is Cloud-Based TV Service For PS3, PS4; No Cable Required

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Sons of Anarchy Image

Image credit: Polygon

New service will let you watch live TV and on-demand content without a cable or satellite subscription.

PlayStation maker Sony has announced an all new, cloud-based TV service called PlayStation Vue. The platform, which lets you access live TV and on-demand content without a cable or satellite subscription, is coming to the PlayStation 3 and PlayStation 4. A beta will begin later this month.

Sony isn’t holding back in boasting about Vue, saying the service “reinvents” the traditional TV experience. The announcement came with a statement from Sony Computer Entertainment CEO Andrew House, who laid out his vision for Vue.

“Everyday TV is about to become extraordinary with our new cloud-based TV service, PlayStationVue,” House said. “Today’s announcement builds on the historic success of PlayStation 4 and demonstrates what our company is capable of when we embrace disruption and stay true to gamers.”

Vue has a “powerful” user interface, Sony says, which delivers “unprecedented personalization and simplicity.” The service also features recommendation algorithms, which will clue you in on movies and shows based on your previous viewing habits and trending content. You can also use Vue’s “Explore” function to view the entire catalog of on-demand content, filtered by program, genre, ratings, and popularity, among other things.

Sony adds that Vue will help you catch up on live TV programming you might have missed, as the service will make available the past three days of popular shows without requiring you to schedule recordings. You can also save shows to the cloud, where they will stay for a period of 28 times.

As part of the initial invite-only beta (there’s no indication yet as to how you can get in), Vue will offer around 75 channels per market. Such a service will likely live or die based on its network partners, and Vue has many of the big names, including GameSpot parent company CBS and others.

Vue’s current network partners, with descriptions courtesy of Sony, are listed below–more will be announced later.

  • CBS: At launch, PlayStation Vue will offer the live linear signal from CBS Television Network’s owned-and-operated TV stations in select leading markets in addition to on-demand prime-time programming.
  • Discovery Communications: Discovery Channel, TLC, Animal Planet, Investigation Discovery, Science, OWN: Oprah Winfrey Network, Discovery Family Channel, and 11 more brands.
  • Fox: Fox Networks Group’s portfolio of national entertainment programming services, including–FX, FXX, FXM, National Geographic Channel, and Nat Geo WILD. Additionally FOX Sports’ national and regional programming services–FOX Sports 1, FOX Sports 2, BTN, Fox’s regional sports networks, including YES Network and Prime Ticket. The agreement also covers Fox’s owned and operated television stations.
  • NBCUniversal: All local offerings from NBC, Telemundo and regional sports networks as well as Bravo, CNBC, E!, NBCSN, Oxygen, Sprout, Syfy, USA Network, and more.
  • Scripps Networks Interactive: HGTV, Food Network, Travel Channel, DIY Network, and Cooking Channel.
  • Viacom: BET, CMT, Comedy Central, MTV, Nickelodeon, PALLADIA, Spike, VH1 and more.

Pricing for Vue was not announced today, though Sony says Vue will “change the rules” for how people pay for subscription TV. The company promises “fair and competitive” pricing that’s transparent and doesn’t have hidden fees or charges. Vue subscriptions will be offered on a month-to-month basis, so you won’t be locked in for an extended period of time. It also doesn’t require any equipment or installation charges, since all you need is Internet access and a PS3 or PS4.

The Vue beta will begin in November for select PS3 and PS4 owners. A wider rollout is planned for later, starting in New York and followed by Chicago, Philadelphia, and Los Angeles. Vue will later be available for iPad, as well as more Sony and non-Sony devices.

“In my opinion, we will continue to see the number of Over The Top (OTT) video options continue to grow. This is a wonderful thing for consumers, but it threatens one of the core revenue streams of companies like Time Warner Cable, Comcast (recently bought Time Warner Cable) Verizon FIOS, AT&T, DISH, DirecTV and other “traditional”  video service providers. By the time most Millennials reach their 30s and 40s, the way video is consumed will have changed completely, and so will the revenue models.”
Steve Copertino, Former Cable Industry Executive

View full article on GameSpot

Toms Founder: 3 Killer Advantages of Social Impact Businesses BY JILL KRASNY @JILLKRASNY

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blake mycoskie

Blake Mycoskie explains why giving back doesn’t just feel good–it’s really good for business.

If you told Blake Mycoskie 10 years ago he would become a world-famous entrepreneur known for selling and giving away shoes, he probably would have laughed in your face. But after a life-changing trip to Argentina, the Texan realized the value of helping others. When he went on to launch Toms Shoes out of his Venice, California, apartment, he knew he was doing it for the right reasons and not just for money. “Giving doesn’t just feel good,” Mycoskie told an audience of entrepreneurs at the World Business Forum on Wednesday, “it’s actually really good for business, and there’s nothing wrong with that.” Here are three reasons why.

Customers Become Marketers

“I recognized very early on that when you incorporate a purpose beyond profit in your business, your customers will become your biggest marketers,” said Mycoskie. Take the time he was in JFK airport and spotted a woman in Tabasco red Toms. He decided to perform a little experiment and asked what she was wearing. “Toms Shoes!” she exclaimed. This response was enough on its own, but what she said next was astounding. “No, I don’t think you understand,” she went on. “This is the most amazing company in the world. When I bought a pair, they gave a pair to a child. “Turns out, the woman had watched every video of Mycoskie giving away pairs of shoes on YouTube. “She wasn’t a customer,” he said, “she was an evangelist for what we were doing.”

You Attract–and Retain–Amazing Talent

“When you create a purpose that is something more than just profit, you will attract and retain amazing talent,” he added. “Plus, it is an incredible way to diffuse all the petty office politics that happen.” The reason? “People bring their gratitude into the office.” If there’s an argument, they’ll quickly realize both sides are working toward the same goal and drop it.

Others Want to Help

When you run a socially-minded business, others will want to help you out, McCoskie continued. “We had so many partners” over the years. When Toms was less than a year old, American fashion mogul Andrew Rosen allowed them to use his Theory store windows to tell the Toms story. And Ralph Lauren offered to design some pairs for his Rugby stores, which helped them break into fashion. “These people partner with us not because they love our business,” McCoskie said. “They see they can connect to their customers in a new way. More people want to help you out and be part of it.”

IMAGE: GETTY IMAGES
LAST UPDATED: OCT 8, 2014

JILL KRASNY | Staff Writer

Jill Krasny is a staff writer for Inc. magazine, where she covers the intersection of entertainment and startups. Prior to Inc., she was a writer for MTV and Esquire and an editor at TheStreet. She is a graduate of the University of Southern California with a degree in communication. She lives in New York City.

The Internet of Things Is the Hackers’ New Playground

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July 29, 2014, 5:49 AM PDT By Arik Hesseldahl
The Internet of Things - Hacked

Excited about the promise of the shiny new Internet of Things? Good. Because hackers are too. Or at least they should be, according to a study by computing giant Hewlett-Packard.

The company’s Fortinet network security unit conducted an analysis of the 10 most popular consumer Internet things on the market and found 250 different security vulnerabilities per product for an average of 25 each. Unfortunately HP doesn’t identify each product but does describe them in broad brush-strokes: They were from the manufacturers of “TVs, webcams, home thermostats, remote power outlets, sprinkler controllers, hubs for controlling multiple devices, door locks, home alarms, scales and garage door openers.”

As a basic rule, these devices often run stripped down versions of the Linux operating system, and so will have many of the same basic security concerns that you might expect to be in place on a server or other computer running Linux. The problem is, the people building them aren’t going to the effort to secure them the way they would a more traditional computer.

What’s happening says Mike Armistead, VP and general manager of HP’s Fortify unit, is that manufacturers are rushing to get their products on the market without doing the harder work of locking their devices down against the most basic kinds of attacks.

Magnifying the potential for the problem is the fact that once one device is compromised, overlapping vulnerabilities can lead an attack from one to the other. If that seems like alarmist paranoia, remember that one of the most damaging hacking attacks in history, the Target breach, in which information on more than 70 million people was compromised, was carried out by way of an attack on a system used to manage and maintain the heating and ventilation system in the company’s stores.

Read the full article on RE/CODE

Developer program makes Nest a focal point for the smart home

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by    June 23, 2014 9:00 PM PDT

Nest’s promised developer program is now live, bringing together connected features from Mercedes-Benz, Whirlpool, and Logitech to the company’s smart thermostats and smoke detectors.

Nest1

Nine months after announcing a plan to let third-party products integrate with its line of popularLearning Thermostats and connected smoke detectors, Nest Labs’ Developer Program has announced an impressive first set of partnerships.

The inaugural group of supported third party products will all come bearing a “Works with Nest” indicator. The roster includes well-known firms like Mercedes-Benz, Whirlpool, and Nest’s parent, Google, as well as less established companies such as smart LED bulb-maker LIFX, and IFTTT, makers of the self-named connectivity software that can automate behavior between various Internet services and devices.

According to Nest Labs senior product manager Greg Hu, the company’s goal is to keep the interactions between his company’s products and those in the Works with Nest program simple. Rather than exposing the full breadth of options to program your Nest Learning Thermostat, a supporting Mercedes will only trigger home and away behavior in your thermostat based on the car‘s proximity to your home.

Read the rest of this article on CNET

 

Woman drops cell phone in toilet, two die in rescue attempt

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In China, a woman’s husband and her mother-in-law are overcome by the stench of a cesspit, all because a brand-new phone was feared lost.

B2B Approach To Social Media

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B2B Approach To Social Media (click here)

B2B Approach to Social Media