Monthly Archives: September 2014

My Top Ten Takeaways from INBOUND14

INBOUND 2014

At this time last week, I was leaving INBOUND14, HubSpot’s annual conference, which brought together some of the biggest and brightest in marketing, technology, e-commerce and business.

Over the course of four days, I sat through numerous keynotes, talks, breakouts and hands-on learning sessions, led by industry titans like Malcolm Gladwell, Simon Sinek, Guy Kawasaki and Martha Stewart.

Yes. I said Martha Stewart.

I finally had a chance to go over all my notes in Evernote (I’m kinda digging Evernote, y’all) and I’ve put together a list of my top ten takeaways from Inbound 2014.

1. It’s all about context.

While everyone is talking about mobile, mobile, mobile, we should be talking about mobile in context to the overall user experience. Our focus should be on how optimizing users’ interaction with our brands regardless of entry point (desktop, tablet, mobile or kiosk).

2. Experience over technology.

If you line up two similar products, side-by-side, the one that performs better is the one that’s going to win. When you’re competing for users’ time, attention and money, you’ve got to create an exceptional, seamless, quality user experience, for all touch points.  Brands should focus on ensuring that their website, mobile site, application, or products enhances the user experience.

3. Blend the physical with the digital.

Users are expecting brands to provide them with greater information to enable them to make informed decisions in real time. The best brands are allowing users to seamlessly move from physical (a product with a QR code) to digital (which is scanned and provides product information and “Buy Now”, “Add to Wishlist” or “Email to a Friend” options) are the brands that are going to win.

4.  Think customer first.

Old school marketing put the brand voice first. New school marketing puts the consumer voice first. Today’s engagement focuses on the consumer and is tailored to address their needs. More listening and less talking. When designing online, mobile or interactive experiences, the focus should be on building (or deepening) brand equity rather than selling.

5.  Rethink mobile.

Stop thinking of the mobile device as THE entry point, and start thinking of it as AN entry point. Rethinking mobile means placing the consumer at the center of your strategy (and not the device). It means realizing that sometimes a user is not going to want to interact with you via mobile, and being okay with that. It means to stop comparing mobile to desktop (and expecting engagement, conversions, page views, time on site, etc.) to be the same. It means that if the user is spending any time with your brand over any medium, you’re doing something right.

6.  Stay fluid.

It’s very easy to be set in your ways. But it’s better to be agile and responsive. You should always be listening, be prepared to react and be willing to change. Users respond favorably when they know you’re listening, paying attention to their concerns, and implementing solutions that make interacting with your brand easier or more fulfilling.

7.  Think holistically.

Sometimes, the best way to engage users may, in fact, be offline. Since we always have our mobile devices with us, brands have the ability to seamlessly marry our off and online worlds. By paying attention to more traditional modes of communication (billboards, text) brands can create numerous opportunities for engagement, where the medium is subservient to the message.

8.  Subtract, don’t act.

One theme that was repeated throughout the sessions, was the importance of simplifying your apps to accommodate the user’s primary objectives when interacting with your brand. Brands like Hilton and Torchy Tacos simplified their apps to “bare bones”, which pushed engagement and increased their bottom line.

9.  Think about why we are mobile.

While most of us equate “mobile” with “phone” it really means “the act of moving about freely.” Your mobile strategy should be about enhancing that sense of freedom, and not restricting it. Brands should focus on understanding the behavior of their users, and devising strategies that meet us where we are, rather than forcing us to interact in rigidly defined ways.

10.  Facilitate experiences.

When it comes to mobile, your primary objective is to help people do what their doing better. Moreover, your mantra should be: “Don’t interrupt. Enhance.” Rather than simply push a new app, update or feature, focus on what your customers are doing and seek ways to enhance the user experience.

If you’re interested in checking out some really great recaps of the sessions, visit inbound.org.
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Filed under branding, digital advocacy, mobile, technology

Five signs that you’re a Fanboy

Have you seen this person? Looked in the mirror lately?

Have you seen this person? Looked in the mirror lately?

With the release of the iPhone 6 and 6 Plus, the inevitable phone wars have begun afresh.

Don’t act like you don’t know what the phone wars are.

The ongoing comparisons between Apple and Samsung or iOS versus Android.

Invariably, these little skirmishes arise whenever Apple drops a new product (and never the other way around).

But that’s beside the point.

Or is it?  Hmmmm….

Anywho, every so often users on both sides take to the interwebs to pronounce their allegiance to (or disdain for) one side or the other.

Your’s truly is no exception.

I’ve been known to malign an Android owner or two in my day.

No. I don’t own stock in Apple, and no Samsung owner ever kicked my dog (I don’t even own a dog).

“So why the hostility?” you ask.

Well, that’s easy.

Usually, I’ve got a cogent argument supporting my pro-Apple stance.

Sometimes, not so much.

My blind allegiance is often questioned, and I’ve always assumed it was because Apple simply made a better product.

But with the release of the iPhone 6, which is really Apple’s version of the larger Samsung family of devices, the questions of my blind allegiance are….well…valid?

So I’ve done a little introspection and I think I’ve got it.

I’m a fanboy.

Like millions of others, when it comes to anything Apple, I go balls to the wall.

I readily admit my fandom, but others can’t seem to self-identify (as I have).

So today, I’m going to share with you the top five signs that you too, are a fanboy.

1. You wait in line the day a new device drops.

More accurately, you camp out for days leading up to the release of a new device.

Only true fanboys place such importance to being the first ones to own a device that they’re willing to risk their lives, brave poor weather, take time away from the families or jobs to sit on a line and wait.

Will they win a prize?

Receive an award?

Be recognized for their achievement?

No. No. And no.

So why do they do it?

For the visceral feeling they get holding a brand spanking new device that no one else (yet) has. That’s why.

Oh. And they’re fanboys.

hundreds-line-up-in-front-of-an-apple-store-in-central-berlin-germany

Now y’all know you’re supposed to be at work! WTF?!

2. You take pro- (or anti-) device claims at face value.

If anything that Apple (or Google) publishes in anticipation of a release gives you wood and you regurgitate the features and capabilities as fact, sight unseen, you’re a fanboy.

So what you’re getting all your information from the rumor mill?

If Apple says it, it must be true. Right?

town crier

3. You take criticism of your device personally.

Everyone knows that Apple’s battery life is notoriously horrible. Or that Android devices routinely freeze, crash and drop calls.

But if you’re a fanboy, and someone utters a word against your favored device, all you hear are fighting words – and you’re literally ready to fight.

I remember when the Samsung Galaxy GS3 dropped.

Several of my so-called friends copped it and were all ga-ga over it.

I had one of the first GS3s in my office and had a chance to take it for a test drive.

Needless to say, I wasn’t impressed.

I posted a blog with my two cents, and was immediately set upon for posting negative reviews.

I had to unfriend a few folks after that.

iPhone-5-Android-Market

Don’t know why the illustrator decided to cast the Android as the Jedi. Android is definitely the dark side of the force. Hello?

4. You’ve never owned the competing device.

As a result, you’re totally ignorant about what an iOS device or Android can or can’t do.

It’s hard to offer any legitimate critique of a competing device if you’ve never owned one.

But that doesn’t keep fanboys from making far-reaching pronouncements about the inadequacies of the opposition.

Wouldn't you rather hate in ignorance than admire with full information?

Wouldn’t you rather hate in ignorance than admire with full information?

5. You still rock Blackberry.

There is no more profound evidence to the existence of a true fanboy, than Blackberry owners.

Despite the obsolescence (or near obsolescence – they’re clearly on life support) of Blackberry devices for several years now, there are still legions that swear by these blocky, keyboard bearing pieces of antiquity.

blackberry passport

Will the Blackberry Passport help to revive the dying brand? Not likely. But we have a new device to make fun of!

Now if you have any doubt whether or not you’re a fanboy, ask yourself, “When was the last time you owned <input name of device you don’t currently own here>?”

If you can’t remember, you’re a fanboy.

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Filed under advocacy, digital advocacy, iPhone, mobile

The iPhone 6 got me so excited I peed myself.

To pee or not to pee

It’s true.

I know I usually title my posts with outrageous statements sometimes, in an effort to distinguish myself from the blogging fray.

But a trace amount of urine actually escaped my urethra as I waited excitedly for the start of Apple’s September 8th announcements.

To be precise, I didn’t exactly pee on myself.

I was trying to hold in my pee.

It was a matter of not missing the live stream or relieving myself.

Ultimately, my desire to avoid soiling myself further won out and I was able to dry the small spot of wetness on my trousers with the hand dryer.

I kid. I kid.

But I (like millions of other fanboys and girls) watched as Apple announced the iPhone 6, 6 Plus and Apple Watch.

If you’re an Android user, technologically daft or live under a rock, and Apple products don’t give you a rise in your nether regions, stop reading now.

If however, new Apple products give you wood, cause spontaneous orgasm or premature ejaculation, read on.

I can’t front, I’ve been jealous of all those Android users with their tv phones.

When the GS3, the Note, the S5, and all those large form Android Phablets came out, I was green with envy.

While I can’t stand the “commonness” of Android devices or the randomness of features which are on certain phones and absent from others, I do dig how much content you can consume on their large(r) screens.

Of course, I was happy when the 5 dropped and we gained those 100 or so extra pixels at the bottom of the screen, but the 5/5s was still kinda wack, when compared with the Android tv phones.

And ‘yes’, I mocked Android users as they pulled out their massive screens from their suitcases pockets.

Sure, I maligned them for lugging around phones larger than their heads.

But I was really just masking my pain.

I wanted a massive tv phone to lug around too.

But one made by Apple, with a reliable OS that I trusted.

Not some open source foolishness cobbled together by sweaty geeks huddled together in a cave.

If I was going to lug around a tv phone in my pocket, it was going to be a sleek, elegant, uber thin Apple tv phone.

My every commute was filled with angst, as the Android horde pulled out their tv phones, watching House of Cards, or True Blood, 30 Rock or Amy Schumer on crystal clear HD screens, and I pulled out my monocle to read on my not-a-tv-phone iPhone 5s.

Sure, I had the latest and greatest Apple had to offer, and I was happy with it.

But I often found myself unconsciously peering over the shoulders of Android users, giggling at their screens, before catching (and cursing) myself for the lapse.

As much as I despised Android, the lure of their large screens was hard to resist.

Why didn’t Apple make such a glorious device?

WHY!!!!???

But like Zeus’ mighty lightning bolts forged by the Cyclops, Apple has forged not one, but two mighty iPhones to beat back the savages.

With the arrival of the large form phones, Apple is squarely in competition with Android.

Soon, I will be the one envied by the Android horde, as I unsheath my iPhone 6 Plus (you know I’m going large – and it’s not to mask any inadequacies!)

No longer will I be looking over shoulders, staring at the screens of savages.

They shall spy on me!

I’m sorry, was I frothing at the mouth just now?

Anywho…

Now, I’d love to give you my hands on review of the iPhone 6 and 6 Plus.

But, alas, my invite from Cupertino must have been lost in the mail (umm, Apple, get your mail room in order).

So, rather than regurgitate someone else’s hands on assessment of the wonders of Apple’s latest devices, check Mashable, whose write ups and videos are pretty good.

In fact, they’ve got a really good side-by-side comparison between Apple and the others.

Not to worry.

I’ll have the 6 Plus as soon as it’s released, and you’ll have my hands-on assessment straight from the source.

Until then, I’ll be wearing diapers.

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Posting on the John. Your status update can wait you nasty bastard.

IMG_0865.PNG

Have you ever been in a public bathroom stall and overheard your “neighbor” tapping on their mobile phone, holding a conversation or playing a game?

You may have even been the offending neighbor yourself.

Whatever the case, I find the use of mobile devices on the latrine…gross.

I mean really?

Is using the toilet so devoid of excitement that you can’t do it without some form of entertainment?

Are you just so concerned that you might miss some oh-so-important Facebook status update, that you can’t possibly put your phone away?

Is getting a new high score on Candy Crush just that critical that it can’t wait until you’re not on the bowl?

Okay, okay. Sure you can play a game of Solitaire, or read email or surf the net while you’re voiding your bowels – what else are you going to do?

But what happens next?

Huh? Nasty boy?

I’ll tell you.

You put the phone down. Wipe you ass or vajajay. Pick your phone up. Leave the toilet.

Maybe you wash your hands.

More often than not, you don’t (because you’re a nasty muthafucker).

But even if you do, trace amounts of your fecal matter, and a lil bit of pee, is leaving the bathroom with you – on your phone.

And you’re probably handling your shitty phone to coworkers and friends, having them scroll through baby pictures, watch your ice bucket challenge or type in their phone number into your contacts.

And now, they’re contaminated.

Thanks, you cretin.

It’s not bad enough that Ebola is ravaging Africa, you’ve got to add your filthy two-cents, spreading cholera.

And why? All because you text while you shit.

So do us all a favor, when you go to the commode, leave your phone at your desk.

And if you must take it with you, keep some disinfecting wipes handy.

Or better yet, just stop being nasty.

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