My takeaways from MIMA Summit 2014
Today, I attended the MIMA Summit in Minneapolis.
This year’s theme was “Rise of the Machines”. The general theme for the day was the intersection between marketing and technology. From connected devices, to marketing automation to data informed execution.
I don’t think I took a single note during the keynotes from Jaron Lanier, Dean Kamen and Amy Webb. I threw a few tweets out, but really was just trying to keep up with minds far more active than mine.
Don't address the fear of smart machines. Address stupid people. #mimasummit
— Carl Bliss (@ckbliss) October 15, 2014
"If you believe in machines too much, you make the machines worse." –@RealJaronLanier #mimasummit
— Greg Swan (@gregswan) October 15, 2014
"Unless we get these devices to the people who need them, they are just science fair projects" – Dean Kamen #mimasummit
— Carl Bliss (@ckbliss) October 15, 2014
I'm sitting next to General Mills. Dean Kamen challenged them to put a scientist on a Wheaties Box. #mimasummit
— Carl Bliss (@ckbliss) October 15, 2014
Don’t use data to just define audience. ASK: How can we use data to listen and react to our audience better? #mimasummit
— Amy Webb 🤷🏻♀️ (@amywebb) October 15, 2014
"All the bits online come from people. Smart machines are only a threat to us if we believe in them." –@RealJaronLanier #mimasummit
— Greg Swan (@gregswan) October 15, 2014
Digging into the breakout sessions:
Regarding Big Data and marketing:
- I’ve been using the term Big Data wrong – Big Data isn’t a really large database, or using your existing CRM data smartly… that’s just lots of Data. Big Data is any dataset that couldn’t be included on a single Spreadsheet, or managed on a single computer – Prof. Jason Baldridge and Ken Cho
- 90% of the data in the world has been created in the last 2 years. 90% of that was from social.
- I really need to read up on algorithms… or take a class
Regarding technology adoption:
Garrick van Buren reminded me that you CAN be an “expert in digital products”, yet prevent them from controlling your life.
He provided a few simple questions to help assess technology adoption. These are good for personal or corporate decision making:
- Does it save me labor?
- Does it bring me closer to those who are important to me?
- Can I control it?
- Can this be the last time I make this decision?
- Is maintenance and waste inconsequential?
- Are skills and abilities reusable and transferable?
Does my technology save labor? Or just give me more places to work? #mimasummit
— Carl Bliss (@ckbliss) October 15, 2014
Regarding content strategy:
Lisa Maria Martin keyed on on content process. She pointed out that we’re always interested in the processes of other creative minds and organizations, because we want to be able to replicate that creative process and outcome. However, process is never clean.
Lisa suggest we start by mapping out our reality. Audit our process:
- What roles are involved?
- What tasks are our individuals doing?
- Who specifically is filling those roles?
- What tools are we using?
Once you’ve audited your content process, write it… or draw it… or document it in someway with your team.
Start with what you’re actually doing, and adjust it from that point.
Our content workflow will add value to our content strategy.
Things I just learned from a 25 year old me
I was doing some office organization today. I came across a 3 ring binder of emails I wrote 13 years ago (apparently I used to print significant emails for archival). Reading through it was at some times entertaining and at other times cringe-worthy.
Time only goes one direction, but I sure wish I could go tell that high-strung kid a few things:
Here are my notes to the 25 year old me:
1 – Stop running things up the flag-pole every time you are concerned.
Seriously! At the nearest sign of conflict or disagreement, you seem to go to your boss a lot. Try working things out with your coworkers first. (He’s THEIR boss too!) Kicking it up a level will escalate the tension in the conversation, and you’ll be dealing with some of those relationship issues 13 years later.
2 – Technology changes… that’s always funny.
Hey young me.. you’re in the middle of a pretty big project. I’m glad you’re documenting the requirements so well, and trying to get buy in. I hate to burst your bubble, but everything you’re working on will be obsolete in 10 years. (OH… and I noticed you lamenting about the high cost of web content management systems. Give it a few years. Things are about to open up.)
3 – It’s not that big of a deal.
You sure seem concerned about a lot of things. To you, the universe seems to only be as big as you are able to see. It’s a LOT bigger. The things you’re dealing with today, will not be of huge consequence in a few years. However, how you handle them WILL be important a decade from now.
Don’t be defined by your tasks. Focus on how you perform them. The things that will last will be the trust you’ve generated, and the integrity you display. That’s really about it.
And, do you really need to print all those emails? You aren’t going to use them. You’ll just laugh at them in 13 years. Just like 51 year old me will laugh at this blog post.
Facebook ads… now on the rest of the Internet.
Facebook is allowing advertisers to buy ads (and target behavior) on sites that are NOT Facebook.
From Recode.net:
What’s that? You’re worried about people using your Facebook data to serve you ads? Facebook says you shouldn’t worry, because your identity will remain anonymous to advertisers and publishers — they’ll just know some basic facts about you. But really, if you’re worried about this kind of thing you shouldn’t be on Facebook. Actually, the whole Web is probably a no-go zone for you. Sorry.
Even more on this:
- Atlas Solutions – by Facebook
- Facebook assault on Google’s Doubleclick coming this fall – The Information
Bummer about those trees
DHL launches drone delivery in Germany
*Some restrictions apply:
Parcel carrier DHL has launched a drone delivery service in Germany. But, the service is limited to the delivery of life-saving shipments to remote areas.
For now, the company will be using the drones only when other delivery options aren’t available, and no plans are currently in the works to incorporate the parcelcopters into normal day-to-day deliveries, according to company officials.
(Via: Livescience)
The college football player in your book club
Malcolm Mitchell is one of the greatest wide-receivers in college football. But that has always come naturally to him.
When he first entered college, he was reading at a Jr. High level. That bothered him. So he began to work hard to change that.
When asked what he is the most proud of, he says “Reading the Hunger Games series in 2 weeks”.
Not catching a touch-down pass? Nope. He says that that comes naturally to him. Reading has been something he’s had to work hard to accomplish.
Classical Harmonica
Buddy Greene shows us that we need to show a little respect to the harmonica.
https://www.youtube.com/watch?v=pJB1j5PFsQg
TV Viewing Habits Explained
How to cut a watermelon
The mess of cutting a watermelon ranks pretty low on my list of major life issues. But, this looks like a pretty quick and easy way to get the crew fed.