mark earls main stage - 2012

A Presenta*on from The Fes*val of NewMR – Main Stage

5 December 2012

Are You Also in the Content Business?

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Mark Earls HERD

Mark Earls, HERD, UK Festival of NewMR 2012 - Main Stage - Session 3

Are you in the content business? @HERDmeister NEW MR DECEMBER 2012

also?


Hello, my name is...

Mark Earls AKA @HERDmeister


What I normally talk about

Mark Earls, HERD, UK Festival of NewMR 2012 - Main Stage - Session 3 5

Copying Experts

Copying Peers Guesswork

Considered choice

A simple map

Independent

Few choices

Many choices

Copying

5

Adapted from “I’ll Have What She’s Having” Bentley Earls O’Brien 2011


A methodological arms race?

See “Rethinking Prediction” MRS Conference 2005


“We don’t have a seat at the boardroom table because....”

[Please complete in 14 words or less]


What business are you in?

Theodore Levitt, Marketing Myopia


“The railroads did not stop growing because the need for passenger and freight transportation declined. That grew. The railroads are in trouble today not because that need was filled by others (cars, trucks, airplanes, and even telephones) but because it was not filled by the railroads themselves. They let others take customers away from them because they assumed themselves to be in the railroad business rather than in the transportation business. The reason they defined their industry incorrectly was that they were railroad oriented instead of transportation oriented; they were product oriented instead of customer oriented....”

Theodore Levitt, Marketing Myopia


Some nice suggestions

Measurement Insight

Advice Evidence


search

Are you in the content business?

My challenge to you:

also?


search

Are you in the content business? also?


“You still need to produce top quality consumer insight based on robust techniques. But you need to broadcast the findings in a way that engages, informs and excites the audience in a way that drives the whole organization to do something with the knowledge that you have spent so much time and money getting” Donaldson and Walter Seeing is believing MRS Conference 2001

Being a content business for decision-makers


4 things that content businesses do more of

Make it relevant

Make it easy

Help people spread it

Make it available


15 15

Making it easy


16 16


Nate Silver @fivethirtyeight

The Real Winner of Election 2012


18 18

Nate Silver @fivethirtyeight Source:: Nate Silver



Make it relevant

Make it easy


Make it available


Conservation Stewardship

Speak to their agenda (not yours)


Use CFO’s “expected value” for predictions

From John Allen Paulos “How a mathematician played the market” cited in “Rethinking Prediction” MRS Conference 2005

$10 if < 60 minutes 75% of time $14 if > 60 minutes 25% of time Expected value = ($10 x .75) + ($14 x .25) = c.$13

$0 if lucky 75% of time $30 if ticketed 20% of time $100 if towed away 5% of time Expected value = $11 ($0 x .75) + ($30 x .20) + ($100 x .05)



Make it relevant

Make it easy


Make it available


Content spreads through social means...*

Text

*Strong long-tail signature suggests social diffusion - similar patterns in e.g. online news content popularity at both top and bottom end of market See I’ll Have What She’s Having (Bentley, Earls, O’Brien) for more detail

Charts c/o Visually.com


Give yourself the chance to get lucky

Text

...by serving content on multiple platforms BEYOND the debrief


How many of these do you create your content for?

Text

Make it available

Gmail Mobile


=

Create content for the

space between


Make things they’ll want to share


29

Copying Experts

Copying Peers Guesswork

Considered choice

A simple map can be endlessly useful

Independent

Few choices

Many choices

Copying

29

Adapted from “I’ll Have What She’s Having” Bentley Earls O’Brien 2011


search

Are you in the research business? Or are you in the content business?

also?


33 31

Q & A

Ray Poynter Vision Cri:cal University

Mark Earls HERD


mark earls main stage - 2012

Marketing

uk festival of newmr

main stage session

mark earls aka

markearls herd

bentley earls o brien

transportation business

railroad business

content businesses