Eric Shutt

Read this part twice, "in order to identify issues and THEN address them." Seek to understand and then to solve. Also...processes can be tested; communications can be tested. Not everything is/or requires a tech solution. #citizenexperience #equity #efficiency #bpr

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Great post from Grace Carney Union Square Ventures on The Fragmentation Of Search: https://lnkd.in/egwnR95D Are consumers willing to pay for Search? We'll be able to answer that question in a subset of what current search excludes, when we launch our edtech MVP of MakeLoveNotPorn Academy in a few months' time: https://lnkd.in/e3jbrak6 - the aggregator hub for the best of the world's #sexed, searchable by age-appropriateness, cultural sensibility etc. At a time when open healthy #sexed is being censored and deplatformed everywhere (including deliberately in search), parents and teachers have told me for years, we'll pay anything for this service (while VCs/investors have refused to fund anything to do with this topic). We'll see - watch this space 😎

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So NPR demonstrated that they are not biased to the Left is to suspend a journalist who had the courage to said they were biased to the Left? Everyone knows they are biased, just look at their *news* coverage and their audience. #NPR #PBS #Skynyrd #DataScience #SurveyResearch #Nielsen #Congress #USCensus #Statistics https://lnkd.in/gPwxqFpf

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Looking for great examples of a strategy write up? We cover what the strategy would look like for Snickers, Airbnb, Extra Gum and more. I’ll teach you how to write your own Strategy On A Page at a free workshop - This is the exact same model I used writing strategy for brands like Disney and Uber. 👉I’ll teach you how to write your own Strategy On A Page at a free workshop - https://lnkd.in/gKiZFkiF

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With over 4 million possible Chipotle Mexican Grill combinations, the chances of someone ordering the exact same burrito bowl as you at the exact same time are slim. But during Chipotle's Doppelgänger Campaign, whenever an identical order with at least 8 menu customizations came through (chicken and rice burritos didn't make the cut), Chipotle-goers got an email alert letting them where in the world their doppelgänger ordered from. Chipotle's email campaign led to a click rate 176% above benchmark in the first four weeks and $4.8M in revenue. Creepy? Ingenious? I'd love to hear your thoughts! #emailmarketing #chipotle #doppelgangercampaign Stagwell

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I was curious to know why tobacco companies fund anti-smoking programs. (Short answer: It’s great for business, that’s why.) Large tobacco companies (like Phillip Morris) are limited to most methods of advertising. So they started funding anti-smoking programs around the world? 🤔 Clearly, there is a conflict of interest here. It’s a bit suspicious that they would want to intentionally hurt their profits. Welcome to neuromarketing. 👋 On the surface, tobacco companies appear to be doing the noble thing of preventing the youth from smoking. But, it’s actually a powerful marketing tool. Here’s what’s happening: ↳ Smoking prevention programs are ineffective, according to the 2012 SGR. (They know they won’t lose customers.) ↳ Activates the brain’s nucleus accumbens, the pleasure center of the brain. (This is the part of the brain responsible for processing rewarding stimuli, like smoking.) ↳ Triggers subconscious decision-making. (Triggering the craving to smoke is more powerful than the resolve to quit.) With these programs, tobacco companies have found a new way of advertising. P.S. What are some other examples of neuromarketing that you’re aware of?

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Missed our webinar on "Inclusive Research, Universal Gains: Elevate Insights for All"? Want to learn how tailoring market research to include often-overlooked populations leads to universal improvements in participant experiences and research quality? The recording of our conversation is now available: https://lnkd.in/gzdHJS2p - Hear our expert panel (Dawn V. Carr Maria Lucia Parra Dana Keilman Kristen Harmeling) explore the positive ripple effects of making studies more accessible to diverse groups, including mature individuals, people with disabilities, and Black and Hispanic communities. - Learn how these #inclusiveinsights practices not only amplify underrepresented voices but also enhance the overall research process, benefiting all participants and yielding richer, more comprehensive insights!

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🚨 38% of global news consumers are actively avoiding news due to information overload and negativity, according to the Reuters Institute for the Study of Journalism. https://lnkd.in/eWUTY2Dk This "Selective News Avoidance" means that marketing is also experiencing a dramatic evolution, making it critical to adapt our strategies due to rapidly shifting consumer behaviors and technological disruption. Some long weekend solutions are below: 𝐂𝐨𝐧𝐭𝐞𝐧𝐭 𝐭𝐡𝐚𝐭 𝐂𝐨𝐧𝐧𝐞𝐜𝐭𝐬: With many tuning out, we need to craft messages that uplift and provide solutions. You can inspire your audience instead of overwhelming them. Be brave enough to show your brand's human side through stories and interactions that build affinity and brand love. Engage your audience with interactive content like quizzes, polls, and live Q&A sessions. 𝐑𝐞𝐭𝐡𝐢𝐧𝐤𝐢𝐧𝐠 𝐈𝐧𝐟𝐥𝐮𝐞𝐧𝐜𝐞: Audiences, particularly Gen Z, are disillusioned with influencers "flaunting lavish lifestyles." A recent YPulse study revealed that 45% of young people (ages 13-22) feel influencers lack the power they once had, preferring recommendations from ordinary people and micro-influencers. https://lnkd.in/efJ_qiAJ The erosion of trust due to fake followers and insincere endorsements is significant and lasting. In an era of increasing skepticism - authenticity and transparency are your best tools for fostering strong, trust-based relationships with your audience. I believe 𝐛𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐚𝐧𝐝 𝐛𝐫𝐚𝐧𝐝 𝐥𝐞𝐚𝐝𝐞𝐫𝐬 𝐚𝐫𝐞 𝐭𝐡𝐞 𝐧𝐞𝐰 𝐢𝐧𝐟𝐥𝐮𝐞𝐧𝐜𝐞𝐫𝐬. https://lnkd.in/eTFg5v4n 𝐃𝐢𝐯𝐞𝐫𝐬𝐢𝐟𝐲 𝐘𝐨𝐮𝐫 𝐂𝐡𝐚𝐧𝐧𝐞𝐥𝐬: With over 1.1 billion pieces of content published daily across significant platforms, explore engaging formats like newsletters, podcasts, and interactive content. https://lnkd.in/evnF74MA Get ready for an uptick in AR and XR (and VR to some extent) in the coming years as marketers strive to event-ize marketing and make it more experiential. Post- #LicensingExpo, I can tell you that experiential retail remains a significant growth area for brands. 𝐁𝐮𝐢𝐥𝐝 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲: The most beloved brands have communities. 𝐅𝐀𝐍𝐃𝐎𝐌𝐒. Create a culture that promotes belonging, engagement, and celebration. Host events, challenges, and live sessions to direct community energy positively. How are you adapting your marketing strategies to maintain trust and engagement in this changing landscape? Share your thoughts and experiences below! #MarketingTrends #AI #SocialMedia #BrandStrategy #ConsumerBehavior #SelectiveNewsAvoidance #ContentMarketing #futurism

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Beige. Most professional services firms are operating in a sea of beige. Their public-facing identity is blah. Indistinguishable. Mediocre. BORING. Let’s stop talking about how good we are (no one believes it, and they can’t measure it if they aren’t already working with us) and start talking about how different we are. Different is better than good. Different gets you the work, and *then* you can demonstrate how good your firm is.

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I've been a fan of Stephen Shapiro's writing since I first read "Best Practices are Stupid" in 2011. His latest, "Pivotal," is a great read, packed with memorable strategic advice and useful frameworks for working through the process of defining your unique differentiators as a business, employee, and person! Stephen has created a wealth of resources over the years, each addition exploring a particular facet of his mission to help build cultures of innovation and growth in greater detail. What must stay the same in a world of constant change? What is your differentiator and WHO gets to define it? How do you ensure this differentiator is understood and lived top-down throughout your organization? "Pivotal" gives you plenty to chew on and left me scribbling in my notebook as I started rethinking my approach to challenges that have been eluding me. I found it hard to put down, easy to digest, and substantive in a way that other business advice books often fall short. Also? Purple! I highly recommend pre-ordering a copy: https://lnkd.in/eSCK8Qpd #innovation #culture #books #pivotal #change

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This should be normalized. The other (and most common) method is dusty… … like, “moth ball dusty”. Charging by the hour is indeed a race to the bottom. As an agency or creative partner, your goal is to produce something that impresses, garners attention, and helps to put that product/service into the minds (and hearts) of an audience. How does an hourly agreement help make that thing sing, if the underlying “approach” is to do it as efficiently as possible? Less hours = less cost. That simply gives you a shittier experience and output. And then you want to blame the agency or the campaign?! Stop. Just stop. If we are supposed to be in this world where “transparency” and “trust” are part of every company’s “core values”… then start being transparent. Expose your budget for said project or said agency engagement and I promise you that the right agency, creative partner, or production company will be worth their weight in gold. (Like Mischief ⤵️) Or, you can keep playing the dusty game of hourly engagements and keep wasting everyone’s time. #realtalk

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This is (so far) my favorite episode of the Intelligent Experiences podcast: a conversation with Emily Wengert, our Executive Principal of Experience Innovation, on how to create natural digital interactions, how storytelling (and perhaps a background in journalism) comes into it, and the process behind creating OLI, the conversational tool Huge designed for the Paris Olympics. Take a listen!

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If you're interested in #attention and how to make the best use of it, check the this guide from WARC 👇🏾

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🚀 Big milestone moment for us at Do Good Points. After months of dedicated work, testing, and building in stealth mode, I am thrilled to publically share one of several services that promises to revolutionize how nonprofits reach new audiences: our new Google Ads Management Service for nonprofits and social impact organizations. Many nonprofits have access to ad grants, but navigating how to optimize them can feel like trying to use airline tickets laden with restrictions and blackout dates. It's great to have them, but can you really use them effectively? We knew there had to be a better way—not just for us, but for the entire nonprofit sector. That's why we've joined forces with Traffic by Intent, a leader in managing enterprise-level Google search and paid media campaigns. Their expertise, combined with our commitment to the nonprofit community, has culminated in a solution specifically tailored to overcome the unique challenges nonprofits face with Google Ad Grants. Our new service isn't just about managing ads—it's about making sure they deliver real, measurable results. We're committed to providing this at the most affordable rates possible, ensuring that every dollar spent goes further towards amplifying your mission. We're here to make sure your Google Ad Grants do more than just exist; we're here to make them work hard for you. 🌟 👉 Whether you’re already leveraging Google Ad Grants or curious about applying, we can help. Imagine what $10,000 per month in free advertising could do for your cause! 🔗 If you are a nonprofit or know a nonprofit that needs this help, get in touch here: https://lnkd.in/g4GZCSGA   Stay tuned for more details, and please reach out if you're interested in learning how we can transform your approach to Google Ads, or if you simply want to chat about the potential impact on your organization. BIG shout out to Jon P., Caleb Corprew, Joseph Hall, and Sankar Patel, MBA and the rest of the team for all the hard work to make this happen. 🙏

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I've been thinking about the polarity of the American political landscape a lot. In a strategic advertising conversation a few weeks ago it dawned on me: people are fierce PepsiCo or The Coca-Cola Company supporters just as some folks are sharply Ford Motor Company while others are staunchly Volvo Cars. What good marketers, strategists, and creatives all do is be really curious about team blue if you are team red and vice versa. This means having conversations, and finding common ground. (of course, this common ground is the leveraged to conquest, another topic all together 📍) What if it's not a bad thing to talk to someone who believes something you don't. In fact what if it's a very very good thing to have messy curious conversations even if they end in agree to disagree?! Isn't this mindset at the center of all productive orgs and the point of free speech. I know the stakes are very very high... much higher than your movie theatre soda preferences. But, how is engaging in debate working or not working in your life?

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‘Big Advertising’ needs to think small. Advertising today is a myriad of smaller things, not just a few big things, and the ad industry needs to more fully embrace this reality or continue to be disintermediated. In large part the industry employs old world approaches to meet new world challenges. And in quite a big week for Big Advertising, this is the first of a double header by me. It lays some foundations for change, and the second part will be published next week, detailing more of the implications for brands. MarketingWeek Jellyfish The Brandtech Group

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You might see Facebook and Instagram flooded with these type of posts over the next couple weeks. Here’s why: Today the all powerful Zuck announced that Meta platforms are abandoning active moderation and in turn adopting a Twitter style “community moderation” system. A system that increases engagement and time on platform at the cost of the user and brand safety, whilst saving Meta a pretty penny by reducing the requirement for human/AI fact checking and moderation. As a strategist that spends a lot of time considering brand safety in online spaces, I cannot quietly condone this move and have great concerns about its implications on the health of the platforms moving forward. Among other reasons I won’t get into on this platform, Meta are scrambling to cut expenses as to increase YoY growth at the cost of the welfare of their user base. A user base that is spending more and more time online, and being rewarded with a worse quality service that doesn’t serve their health or education. That being said, there is precedent that proactive legislation can counteract these profit/misinformation motivated moves. The EU has mandated active moderation, in order to help combat the waves of misinformation so prevalent in online spaces. I’d like to see the AUS gov follow suit to protect the average Australian. My current broad spectrum advice for brands is to proceed with caution (both organically and with paid) and invest in proactive community moderation to ensure your profiles/comment sections remain a positive and safe space for your customers. Feel free to DM me or comment below if you want to discuss further, this situation is evolving very quickly!

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