Why is Digital Integration important across your enterprise?

You have a successful company and you're quickly moving up the digital maturity curve. Many of your business units are pursuing digital practices, some very effectively. And you've realized you're at the point where you need to take your digital marketing to the next level -- to drive the internal disruption that will make you a truly Integrated Digital Enterprise. That means all business units working together and leveraging each others' strengths and insights -- to make Digital Capability an integral component of everything you do rather than something you do that's extra.

So this post is about how to make that vision of a mature, integrated digital enterprise a reality.

First Things First - The Customer

As we're going through this thought process, I'm going to encourage you to put yourself in your customers' shoes and look at everything you do from their point of view. Because we can implement all the best practices in the world, leverage the most cutting edge technology, create the most beautiful campaigns, the cleverest promotions and the most intuitive and easy to navigate mobile sites. But if these elements don't come together to answer our customers' questions, if we don't deliver the content they're looking for, if we don't make it easy for them to meet their needs, we're not going to be successful digital marketers.

KNOW What the Customer Needs. Don't Guess!

So let's start by knowing what their needs are. How do you know? Well, digital capabilities are literally bursting with sources of customer insight. Some you can leverage now, other are capabilities that can be built.

Deep Keyword Research goes beyond Keyword Discovery to tell us, not only what keywords to optimize our pages for, but what kinds of content our target audiences are looking for. We can understand which topics are trending and where customers are finding this information now. We can know FOR SURE what will draw them to us.

Social Listening gives you insight into conversations that are happening in the social space that are relevant to your business. What your customers and potential customers think about your brands and your competitors. Social Listening tells you what makes them happy, their challenges and frustrations, their needs, their ideas. It tells you where these conversations are happening so you can join in. And it tells you who's leading those conversations. The influencers.

Tracking and Scoring It's possible to follow customers' activity on your Web and Mobile sites to see what they're interested in. And you can go beyond that to score their behavior at the individual level so you know when they're ready to be presented with an offer or talk to a sales person.

The Sales Force is an astonishing trove of customer knowledge about what influences customers to pull out their wallet or press the buy button. And, by the way, sales people like to be asked.

Surveys can fill in any information gaps you're left with by asking customers for the information directly.

Advocacy Channels happen when you invite your customers to work with you directly to create products or features they need. And those people will become the most valuable marketers you could dream of as they talk to their friends, families and personal networks about you.

Drive the internal disruption that will make you a truly Integrated Digital Enterprise.

The 3 Legs of Customer Experience

Once you understand your customer, the next step is to insure they have a good experience when they interact with you. And Search, Social and Content are the 3 legs of customer experience. Let me start with a couple of words about content. Discussions of User Experience often give content short shrift but for me, content is arguably the key ingredient of the user experience.

You use search and social listening to gain insights into the content your customers are looking for, create the content from the ground up based on that information, then use Social to syndicate it and Search to bring them to you.

Why Integrate?

Getting everyone focused on the customer is the first step toward integration. You want your visitors to have a consistently good experience, no matter where they touch your business. So how do you make that happen and what's at stake? What's the advantage? Why do you want to do this?

Branding

Well, if all your businesses are using the same content strategy and templates, your customers see a single company, speaking with a unified voice and common messages. There's no confusion or dissonance to create friction or distract them from their reason for interaction with you. And it strengthens the brand.

Shared Insight

If all your businesses are sharing customer insights, you know your customers better and can recognize them no matter where they're connecting with you.

Avoid Search Competition

Competition between business units for SEO keywords is a SHAME because if more than one of your pages is optimized for the same keyword, none of them can rank highly. But competition within the same company for paid keywords is a CRIME because internal units are all driving up the cost of keywords for each other and the company. It's much better to cooperate, assign a single page to each high-value keyword and optimize other pages for longer tail keywords. This expands the keyword universe you capture, drives incremental traffic and higher rankings. It also drives huge savings in paid search.

Reuse and Consolidate Content

Content development is expensive, whether for product pages, collateral, press releases, blogs, social, email, packaging or whatever. But it becomes dramatically more expensive when it's created in silos that are sometimes creating the same content at the same time. Events, for instance, tend to be huge forcing functions for the creation of high-volume content. But once the event is over, that content is often abandoned and often never used or seen again. Much better to have all business units work from a common editorial calendar, tag and store all content in a common repository so that when content is needed on any topic, it can be easily found in the repository if it already exists. Think of the savings!

Common CRM

Are your customers receiving multiple emails from different parts of the company on a monthly basis? Maybe even weekly? Do you know? This exhausts customers and makes your email far less effective. A common tool and good governance can fix that.

Operational Cooperation

Integration isn't just about working across business units though. It's also building relationships with other teams like Sales and Customer Care. Both are rich sources of customer information. And they'll love marketing for partnering with them to get them better leads and solve customer problems.

Tools

So, all the ideas we've talked about so far can be facilitated with a stack of digital enablement tools. Again, I'm not suggesting anyone do all of these at once. But you can start with some insights projects, like the deep search listening I mentioned before. This is called Consumer Intent Modeling and it's a process of taking unstructured keyword data and turning it into structured semantic maps by categorizing keywords into topics and sub topics to understand customer interest, trending and seasonality. This helps determine what content needs to be created to meet customer search demand.

A shared, cloud-based editorial calendar and a simple, taggable, filterable content repository would be an easy and inexpensive next step.

A Social media tool allows you to listen and respond in a coordinated, consistent, and real-time manner to the insights you gather.

Web content management and a data analytics dashboard to help optimize

Later, you can move on to more sophisticated tooling that lets you track and score your visitors' behavior on the site to see where they are in the buying cycle and even begin some level of personalization.

You can also activate your employees to advocate for your brand and empower your sales people for social selling by way of an employee advocacy platform.


But through it all, remember: Integration drives significant growth, but only if it's centered on the customer.

Let us know if we can help 914 715 6715.

Visit CopyLounge.com for more Digital Marketing Intuition.

Ken Godfrey

Marketing Madness

Dunkin’ Awesome

This just in hit’s the Target

Gettin' Giphy with it

Bumper Tube

Google Goofs

Random acts of Stats

Dunkin' Awesome

I had the opportunity to attend the Mobile Marketing Association's Mobile Video Event last week in NYC and saw 2 kinda jaw dropping things there.
The first was Dunkin Donut's brilliant Social Video campaign, the World's Fastest Dunkin Run, to promote the start of On The Go Ordering for DD perks members. Sure, they could have driven a race car or a plane, but what fun would that have been really?

Instead, they built a Dunkin Donuts store on top of a mountain in the Rockies, then got Ellen Brennan, the world's fastest flying woman, to don her pink wingsuit, order up a donut on their new app from the top of a higher mountain, then jump off the cliff and fly 200 miles per hour, grab the back off the 'Flight Pickup' hanger and open her chute. She enjoys a bite of her donut on the float down to earth.

Brilliant, almost a million views so far on You Tube and they used stills of it on Insta, promoted the video on Snap, then created and promoted more videos about the making of the video, about Ellen and about Wingsuit basejumping. #WTFast

Target This just in!

The Digital Marketing Manager of target also spoke at MMA, they recently introduced a weekly video series. They call it This just in! And it's like a video circular, highlighting a few interesting and timely products.

When they were looking into this, they were finding that doing it with an agency, locations and talent would be crazy expensive. So the Digital Marketing team decided to rent a house near their minneapolis headquarters. They decorated it with Target furniture and accessories and bought some camera equipment. They call this the Target Style Studio. Then they recruited a sales associate from one of their stories to be their spokesperson. And they shoot and edit all their videos in-house.

A couple of key learnings: Keep the video right around a minute AND show all the products they're going to talk about in the video in the first 4 seconds. And they have a small team that writes, shoots edits and distributes this each week via social and email. The first one had an 18% conversion rate and it's improved from there.

Gettin' Giphy with it

They say a picture is worth a thousand words so an animated gif may be worth many more. Our messages have morphed from text to emoji to pics and now gifs are beginning to dominate the textosphere because they can convey really complex emotional content in seconds

Anybody here send animated Gifs to their friends via email or text message? I know my digital teammates are big fans of Giphy. News or congratulation notes are often accompanied by a telling gif. So the old graphic interchange format, which was created by Compuserve in 1987 is enjoying a rennaissance 40 years later. Of course it started with mobile device users, but it's been picked up by Brands which are creating branded gifs to express topics or emotions that are relevant to them. You'll find Dominos gifs when you search for party, hangover or hungry and Starbucks gifs when you search for Happy, Good Morning and You Got This. Which people do over 2 Million times every month. And when their gif is shared, the brand has slipped it's presence into places where advertising doesn't usually show up.

Gifs are becoming a key part of campaigns and requirements in agency briefs. What themes, emotions, situations and topics would fit with Philips? How about indescribable, yummy, clean, cut, breathe, what else can we come up with. Let's get some clever gifs into Giphy so people can start sharing them.

Bumper Tube

While we're on the subject of short videos, YouTube is doing away with 30 second unskippable preroll and pushing brands to create 6 second bumper ads instead. These are designed for snackable consumption on mobile devices. But the question is, can a company tell a story in 6 seconds. YouTube went so far as to commission an agency competition to create 6 second versions of popular novels, like Jayne Eyre, Dracula and The Origin of species. You can enjoy a whole reel of them.

There's a lot of skepticism out there in the marketing world about whether this will catch on. But I love it. It really requires stretching the creative muscles and thinking differently about how to do it. Long time readers know I have always been a big Vine fan and this is like Vine revisited. So I'm hopeful. How about a whole camnpaign of 6 second ads? Wouldn't that be a cool breakthrough thing?  

Google Goofs
 The Times of London chose the week before advertising week Europe to ramp up its investigation into brand ads inadvertently appearing next to extremist content on YouTube and, thereby funding the videos' extremist creators. Within a day, more than 250 Brands from McDonald's and Audi to HSBC -- had suspended their campaigns on YouTube and Google's display ad platform until Google could assure them that their ads wouldn't appear next to hate, terror or other content that would be damaging to their brand. Google has promised updates to it's policies, controls and hiring strategy to fix the problem, but the bleeding is still going on. Verizon and ATT pulled their ads this week.

While it's a legitimate problem, there's some opportunism here where people are enjoying being able to bash the big primary color and some advertisers might be hopeful that this will give them some leverage in their ad negotiations.

This is a hard problem to fix though. 400 hours of video are uploaded to YouTube every minute and thousands of sites are added to their network each day. And there's no easy way to determine what is offensive vs a 'legitimate voice'. So the Search and advertising giant has a long slog ahead of it to get this figured out and flattened. But they will. They rise to challenges exceedingly well.


Random acts of Stats

In the last 6 months the number of monthly advertisers on Instagram has doubled, growing from 500k last September to over 1Mn according to their announcement this week. And there are 8Mn businesses using a business profile on Instagram.

74% of shoppers will abandon a purchase after putting an item in their cart. Consumer electronics items are abandoned most often at 78.8% while beauty items are abandoned least at 68%. 27% of abandonments are due to issues with shipping

83% of shoppers will shun a retailer that they've had a bad returns experience with. Shoppers return 10% of goods they buy online and 40% of shoppers buy multiple items to send back what they don't want. That's a surprise to me, but the message is clear. Online retailers need to streamline their returns processes and make them user friendly.

Only 50% of charities have a digital strategy in place most of them cite lack of funding but 75% believe they could increase fundraising but growing their digital chops.

25% of shoppers surveyed say they're planning to spend more this year on Mother's Day than last year and 45% said the planned to shop for Mom online. Finally, 38% of shoppers want more gift ideas and inspiration from retailers

44% of advertisers are considering establishing an on-site or in-house capability. Why? Speed of turnaround. 68% of marketers with exteral agencies express frustration over the time it takes to get things done while this figure drops to 20% for inhouse agencies and 8% for on-site agencies. Interesting. Agencies with on-site presence are more than twice as fast as in-house agencies.


See you next month!

2017 Begins!

What to look for in 2017
Advocates 
The year of Amazon...again!
Probably not happening
Customer experience vs Capability
Microsoft officemates
Insta engagement

What to look for in 2017 

As a service to our loyal community members, we've scanned a number of digital content sites to capture an overview of what they think the most important trends are for 2017. Here's what we found:

With live video platforms now available on all the major Social networks, live video is now TVs biggest competitor. But it's just beginning. While lots of brands experimented with it last year, it'll likely shift to mass market use in 2017. Live enables brands to break out of the traditional advertising mold, letting them create a more real connection with customers in real time. Also look for more vertical video.

74% of agencies are working with celebrities. But Micro-influencers are a thing now. Attention is currency and anyone who has the attention of a discrete, specialized group of people can be a valuable influencer for some brand. Moving away from expensive celebrities with millions of followers, some brands have realized that they can generate an impressive return partnering with people who have about 1000 followers. We're seeing success with this approach with our Male Grooming social presence. I think we'll see more tools popping up in 2017 to match these micro-influencers with brands who want to leverage their attention.

We'll see an explosion of messaging apps driven by Chatbots or 'Conversational Marketing'. In fact, our own Philips Customer Care group is launching a Chatbot pilot. I'm really interested in seeing how that goes. Facebook will be releasing Whatsapp for Business sometime this year. AI is increasingly playing in this space, whether on company sponsored text chats or in-home interfaces like Amazon's Alexa and Google Home which will really come into their own this year. Controlling your home and entertainment with just your voice is really seductive and I can tell you from experience with my new Google Home that it feels really natural really fast. So voice interfaces will start to creep up on text as more people become more comfortable talking to their devices. One other point about voice interfaces: Voice Responses from devices don't come with advertising -- yet. This could be a big game changer if the trend continues.

AI will also find its way to become more of a player in testing and analytics, sowing the seeds of automating some agency and marketing tasks.

Advocates

I was really pleased to see a number of my sources citing Employee Advocacy as a trend to watch this year. It feels great that Philips is leading rather than lagging on this. our PhilipsVoice initiative, which we started in March, now has over 200 North America employees who can share approved Philips content with their personal networks and we've received requests to train over 400 more. About half of these are Sales people who want approved content to share with their clients in their own Social networks. This is a runaway train -- in a good way! And I'm also happy to let you know that our little pilot will be picked up and scaled by the Global team this year. Yeah us!

The year of Amazon...again!

I wonder if you guys get tired of hearing about Amazon on these calls. I find it really interesting to talk about it though. This company is breaking new ground all the time and the implications are breathtaking. 2017 will be another Year of Amazon. With the Kindle Fire, they put happy little Amazon stores into the hands of millions of people. With Prime, they built a huge barrier to entry to other retailers online or off and created a level of loyalty that has never been seen before. (More than half of American households are prime members who default to Amazon for most of their non-food purchases.) Then pushbutton replenishment with the Dash button. A year ago Amazon Alexa made it possible to buy without a click. Just say the word. Amazon buy me batteries. (if you say it that way and you don't specify a brand, you'll get Amazon private label batteries.) It's the same with anything Amazon has a private label for: Amazon Basics, Amazon Elements, Happy Belly, Wickedly Good and others are all taking over their categories. They've just launched grocery stores without checkout lines. These are all steps to removing friction from the buying process. One click, free shipping, voice ordering, no checkout. But all these methods capture data. So what's the next step? No ordering. Amazon knows what you buy. With your permission, they can send you what you need when you need it. If you get something you don't need, you just send it back. But we know that'll almost never happen. Don't we? Yup, within just a few years. Amazon will ship us just about everything we need when we need it and we'll never have to order again. And they'll be the first Trillion Dollar company.

Probably not happening soon

So on the flip side, what's NOT likely to happen in 2017?

Drones, certainly not at scale, lot's of challenges still to be worked out. And they're not all about FAA restrictions. How would a drone deliver to an apartment? If there were tons of drones in the air all the time and they started to get annoying, would people start shooting them down? Aren't they at risk of being stolen and reprogrammed? I think drones will remain mostly a PR story for another couple of years.

My Hue lighting addiction notwithstanding, Connected devices aren't all that cool unless they really make something better or easier. Do you really need a cup that tracks your water intake? Probably not. I'm still suspicious of the fridge that knows when to order more milk.

VR for marketing is still a head fake, no one has figured out how to use it as anything other than a PR gimmick yet and it may not be worthwhile to do so unless the prices come down and the hardware shrinks significantly. Nobody is going to don a headset to watch an ad so the communications will have to evolve to something else.

Customer experience vs Capability

Marketers are failing on customer experience because they lack digital capabilities. 84% of companies studied say identifying users, personalization and measuring impact is 'very important to growth,' but only about 10% are able to deliver in these areas. I don't think we have a capability problem. Philips has done well training us in Digital and the importance of Customer Obsession. We're ahead of the game in North America on leveraging Search and Social insights. I do think we're still falling a little short in technology. But we're looking at fixing that problem from a number of angles. Customer behavior tracking and scoring, CRM development and hygiene, just to name two.

Microsoft officemates

We don't talk very much about Microsoft, because it's just not that interesting. But it's talent is. It's the number one place that other digital companies recruit from. Over 12,800 former microsoft emnployees now work for Google, Apple, Facebook or Twitter.

Insta engagement
This week, Scott Galloway mused about Instagram. It's become the dominant platform for brand engagement when compared to Facebook and Twitter, commanding 92% of the social interactions for the 420 brands L2 tracks. But when you add YouTube to the mix, Insta only account for 42% of interactions while YouTube gets 55% and the others fight over the crumbs. But interestingly, the platform's organic reach has declined in the face of recent changes to it's algorithm. THe frequency of brand posts is up 6% but the interaction rate per 1000 followers has decreased 30%. I bet we'll be seeing more changes to the platform's algorithm to bring its attractiveness to advertisers back up.

Look out Snapchat!!

- Lookout SnapChat
- Peripheral Vision
- Attention grabbing
- Amazon grocer
- AI and Machine Learning
- Trend spotting

One liners
- Where to buy
- Another Black Friday another record
- Top toy!

Special Bonus: Dan Ariely: Marrying Disruptive Technologies and Behavioral Insights

Lookout Snapchat

Facebook is testing a camera-first interface design in Ireland. Sound familiar? On his last quarterly earnings call, Zuck said Facebook now sees the camera as the future of how people share and communicate. Snapchat CEO Iram Kahn recently told investors that they're not a Social company, they're a camera company. Not much suspense about who's gonna win this battle. Facebook is the most agile company in the world. They've already adopted a number of The Snap's good ideas in the form of Slingshot, Bolt, One-hour messages and Stories and soon they'll have it all without ever needing to buy it. Nonetheless, my son says he won't use facebook even if it does all the same stuff. He'd rather use Snapchat.

Peripheral Vision

L2 held their consumer behavior clinic 3 Fridays ago and there were some really fascinating speakers as always. I didn't get to attend because I had to be in Andover for a meeting, but videos of all the talks are available and I partook of two of them.

The first, really fascinating was from Behavioral Psychologist, Susan Weinschenk who talked about how your brain does most of your seeing for you and the interesting ramifications of this. For instance, peripheral vision is more blurry because it isn't meant to capture detail. It's meant to capture context and motion. So, in Web design, for instance, putting good content at the periphery, will get it noticed.
Brain keys in on things in a different color, with a different shape or orientation. This is how to capture attention.

• Visions happens in the brain
• You see what you pay attention to
• Peripheral vision calls the shots
• We orient to faces

How to get attention

In the second speaker video I watched, Adam Alter, a professor at NYU Stern, talked about how to capture people's attention.

• Give people ways to interact with your content. Can a picture move when they mouse over it? If you find ways to provide feedback when people interact with it, they will do it more.
• Set subtle goals. Suggest something for visitors to strive for. A call to action is a good example. The professor actually used Sonicare for kids as an example of this. The little character on the connected device used to dance as long as kids brushed, so they would brush indefinitely. But now the app has been changed so that after the kid has brushed for the correct amount of time, the little creatures gets tired and falls asleep.
• Get social. The social version of any product is more successful. Hipstamatic and Retrocam were precursors to instagram. Let you take pictures with different filters and effects. But Instagram did that PLUS made it a social network. Instantly capturing the market.
• Add cliffhangers. We've all heard how marketing should be based on stories. That's certainly true. but the ending doesn't have to be apparent. Save a little something to make them come back for more.
• And finally, Turn everything into a game. activate people's competitive nature

Amazon Grocery

We've discussed the difficulty of pure play retail many times on this call. These are retailers who are ONLY Brick and Mortar of -- which there are almost none anymore. Virtually every traditional brick and mortar retailer now has an online presence with varying degrees of success -- or ONLY Online. LIke Amazon. Well we've seen the online giant begin some tentitive forays into building stores and this week, The Financial Times reports that Amazon is soon to open two grocery stores in Seattle.

Both stores will be similar to drive-throughs, with customers able to collect groceries they have ordered online.

The move is Amazon's latest push into groceries, a market where the logistics specialist sees room for considerable growth. And growth is in the plan. Amazon is looking at opening 2000 Grocery stores across the US. Starting with 20 in the next couple of years, where they'll experiment with a click and collect model as well as more traditional grocery stores, perhaps only open to Prime Fresh subscribers.

Amazon AI

Continuing with the Amazon stream of conciousness, at the company's Re:Invent conference last week in Las Vegas, the retail and Web services giant announced the launch of its Amazon AI platform. This new service leverages the machine learning capability that they've developed and used in-house for a number of years now. According to Web Sercices CEO Andy Jassy, they have thousands of people dedicated to AI in their business.

They made a big deal of announcing an advanced image recognition service called Rekognition (with a K), along with Amazon Polly, a text to speech service that produces life-like speech in 47 mail and femaile voices and 24 languages, and LEX, which is the tech behind Amazon's new Alexa service. It allows developers to build conversations applications that can feature multi-step conversations. This will be useful for Chatbots and other types of Web and mobile applications taht supposrt engaging, Lifelike interactions.

But though it wasn't the center of attention at the developer conference, Amazon's own new Machine learning site describes something I think is even more exciting. Machine learning, a technique first developed by IBM to train it's Watson AI, is a way of feeding a machine massive amounts of unstructured data and letting it create it's own understanding of the patterns and meaning within it. Then the machine can use these modles to analyse new data and generate predictions for an application. Usually, Machine learning requires data scientists to create powerful algorithms. But Amazon's offering provides visualization tools and wizards that guide you through the process of creating machine learning models without having to learn complex technology. Then you can generate predictions about your business.

And the tremendous amount of data that Amazon processes about virtually everything every day can provide insight into almost everything. For instance, the information was just released that 3 of the top 10 top-selling items for the month before the election were Trump hats and T-Shirts. Which I'm

Trend spotting

I was surprised that no one took me up on my offer on our last call to get a Free early copy of Rohit Bhargava's latest book Non-Obvious 2017, How Think Different, Curate Ideas and Predict the Future. Well I had the chance to read my preview copy and I can highly recommend it. It just launched THIS WEEK on @Amazon for just $0.99. That's the next best thing to free. So go get your copy. It'll be well worth it.

Wouldn't it be great for our company if we could get better at predicting and capitalizing on trends? Let's all work on it.

A couple One Liners...

A survey from PPRO found that, this Christmas, 61% of consumers will be buying gifts online at home while watching TV, while 13% will shop from their smartphones while lying in bed. 17% also admit they will be buying their Christmas gifts online while at work.

Adobe figures shows that online sales records in the US hit $3.34bn on Black Friday, a 17.7% increase on sales last year.

Lego Creator Sets were the top toy, and iPads the top electronics sold.

The 5th Horseman?

- Netflix is the 5th Horseman
- Rise of the Chatbots
- Bad news tweets
- Snapchat envy
- Samsung's on Fire
- Agile Marketing
- Trend spotting

One liners
- Google Pixel Launch
- Unilever launch in house content division
- Philips 41st most Valuable Brand, 37th desired workplace
- Videos feature in a quarter of search results
- Sponsor a podcast
- Mobile Ad Spending


Netflix is the 5th Horseman

Regular Digital Community Call members are well versed in our discussions of the 4 Horsemen, that is the big for Digital Stacks named, Apple, Google, Facebook and Amazon. Our friend Scott Galloway at L2 coined the phrase and has done visionary work on understanding these company's success attributing it to a combination of elements such as a great CEO, they have access to capital that allows them to experiment and innovate in unique and uncharted ways, they've become the virtual operating system for their categories, they're seen as good corporate citizens, they're geographically close to a major engineering university, they control their own vertical distribution, along with several lesser factors. Scott is putting his money on Netflix as the next $300Bn company.

Netflix added 3.2 Mn international customers in Q3, blowing the doors off analyst predications of 2 million. The increased quarterly revenues by 31% to $2.3Bn and causing the stock price to jump 20% to $119. It was at 126 last night. The company now has over 83Mn subscribers and just did a licensing deal with streeaming servcies in China. Of course, As Scott says, he gets this stuff wrong all the time.

Chatbots

If you're a regular reader, chances are you've seen quite a bit about how messaging is the latest disruptive platform in digital. It's also seeing the most growth in media spending. Facebook introduced message bots on Messenger and Whatsapp in April and brands are jumping on board with dollars. In Asia, companies have been connecting with customers on WeChat and Line for years.

Google once had the leadership position in chat with gChat on it's massive android presence, but it squandered that lead to Facebook and is now trying to recover with Allo, a third party smart messaging app that uses AI to make suggestions during conversations. That sounds annoying and misguided to me. But Google has also just started testing text response capability in ads on it's mobile ad network. If you haven't seen it already, some ads on your mobile phone will have a little messaging icon next to them. If you click the text bubble icon, it opens your default messaging app with a pre-populated, but editable text message to the advertiser's bot which can then provide service, help you shop or otherwise move you down the purchase funnel. This is one of a number of new media opportunities we should be exploring related to messaging. I see it being just as viable for B2B as it is for Consumer.

Bad news tweets

At the beginning of October, Twitter leaked acquisition rumors that it was in takeover talks with Alphabet, Comcast, Disney and Fox, the share price ticked up, then dropped about 20% a week later as the would be suitors each passed. Now it's being sued over share price which is at $17 today, down from it's high of $52 in 2015. The suit alleges that Jack Dorsey and other officers of the company changed their key growth metric from monthly average users and timeline views to Daily Average Users to mask a stagnation in user growth and engagement while these execs quietly sold off hundreds of millions of dollars of their own shares.

Snapchat envy

Snapchat must be doing something right. Facebook just rolled out changes to both Whatsapp and Messenger to add Snapchat-type filter and stories features. On Whatsapp, the new editing tools let you write or draw on photos and add captions in different fonts and colors, Messenger is rolling out its new Stories feature, called Messenger day in countries where Snapchat isn't popular yet. Messenger day lets people share illustrated, filter-enhanced photos and videos that disappear in 24 hours, just like the Snap. Even Twitter is getting into the act, with Twitter Moments, which is a way of aggregating Tweets you'd sent and received around a specific event or location, rearranging them into a story and saving it with a unique url to share. THAT could make an interesting advertising execution, no? Anyone want to look into it? Meanwhile, Snapchat has made some changes to their own platform to promote user content over sponsor content as it demotes the paid discover channels content below user stories.

Samsung's on Fire

Anyone who's been doing any travelling recently has been shaking their head over the constant announcements that Samsung Galaxy Note 7's are not welcome on planes because of the risk of their batteries catching on fire. You're not even allowed to have them in checked baggage. So the first thing I wonder everytime the Note owners are asked to come up to the podium for 'assistance' is what will happen to their phones? Do they mail them back to their house? Second questions is Why would someone still have one of those and the third question is Yikes, how much damage is this doing to Samsung?? Well, the figures came out this month and Samsung has announced that they're lowering their third quarter guidance by 5.4 Billion dollars. That's gotta hurt, huh? But that's just this quarter. the 5Billion in erased profits and 9.5 Billion in lost sales, plus the drop in the stock price since it announced the recall will cost it over 26 Billion overall.

Agile Marketing

The term agile marketing has become 4x more popular as a Google search since 2010 and there are more blogs and books written about it every day. In fact, it was one of the featured topics at the Richmond Executive Forums event that I just attended.

Since it's a relatively new concept, it can mean different things to different people, but the definition in Wikipedia says. it's an organizational effectiveness strategy that drives growth through focusing team efforts on those that deliver value to the end-customer.

It is an emerging practice in marketing which applies key principles of agile software developement to increase speed, quality, flexibility and effectiveness of a marketing department.

Agile marketers follow a process of plan, iterate, fail and succeed to keep them in line with the demands of the market, the business and the customer.

In agile environments, Cross-functional teams are empowered to make changes to campaigns, designs, even products, based on a prioritized list called a Backlog. They prioritize their work considering what changes will bring the most value to the business and the customer within a designated short span of time called a Sprint. Usually a Sprint is a two week period within which the team sizes the tasks they will be able to commit to accomplishing from the prioritized list. Each person takes responsibility for part of what needs to be done and they all work together, supporting each other to complete the work, the team delivers and presents their work, then does a quick retrospective to optimize their process for the next sprint. The next day, they start the process from the beginning with planning, prioritization, sizing and the work begins again.

Agile promotes innovation and creativity, it allows testing and fast failing to get to successful executions. It is flexible enough to respond to changes in the market situation or stakeholder needs without scope creep or having to replan an entire project. Because the only detailed plan is what will be included in the next sprint.

Trend spotting

And now, some news about the future:

One other presentation at the Richmond forums that stood out to me was a talk on How to think different, curate ideas and predict the future. It was a quick course in how to spot emerging trends. Non-Obvious trends. Which the author and presentor, Rohit Bhargava, defined as a 'Curated Observation of the Accelerating Present.'

A Non-Obvious Trend is halfway between an Obvious Fact and Wishful thinking. He gave us 5 habits to develop to help us see what other people miss. And I'll share them with you.

Habit 1: Be observant. Be aware of processes in action. A new waiter magically knows who gets what dessert by where each spoon was placed by the waiter who took the order.
Habit 2: Be Curious Empathize with Magazines Read magazines for people unlike you.
Habit 3: Be Fickle. Take notes with Sharpies, preferably on post its so you force yourself to be concise. Capture ideas without needing to fully understand them in the same moment
Habit 4: Be Thoughtful: Wait a moment, allow ideas to combine. Take the time to reflect on a point of view and share it in a considered way.
Habit 5: Be Elegant. This is my favorite. It means developing your ability to describe a concept in a beautiful and simple way for easy understanding.

Wouldn't it be great for our company if we could get better at predicting and capitalizing on trends? Let's all work on it.

The link above is to his presentation on SlideShare. His book, which he reissues every year, predicting new trends and scoring how he did on the ones before is called Non-Obvious.

A couple One Liners...

Google launched its Pixel phone Hardware and Software both totally developed, integrated and controlled by Google. A true answer to Apple.

Both Goldman Sacks and Unilever have created in-house content organizations

Interbrand ranked Philips as the 41st most valuable brand, which joins our ranking this year by Linkedin as the 37th most desired company to work for.

Videos feature in a quarter of search results

Has anyone thought of Sponsoring a Podcast as part of a content marketing strategy? Very targetable

Mobile ad spending overtook spending for desktop for the first time this month according to a report by PriceWaterhouse and the Internet Advertising bureau...

Halloween costume searches have an interesting new component this year. Hitwize reports the searches including the word Beard or Beards are up almost 20%

GE's Social Prowess

- GE on social
- Watch what Philips is up to in Health Tracking!
- Mobile users do what they do, not what they say
- Living in the Adjacent Possible
- Selling on Instagram
- Whatsapp What’s privacy?
- Amazon Subscription
- Ideas from GSI Search Summit

Bonus: Mark Hurst's Creative Good Podcast:

GE Social


I don't know if anyone's noticed, but GE is doing some really interesting things on their Social channels, often effectively encouraging follwers to generate content for them.

Their Insta account features beautiful, artful photos of science and engineering, shot by award winning photographers. These are often from unexpected viewpoints which make them really compelling and draw the viewer in to read about what the picture is. GE also sponsors #Instawalk, a program where thought leaders, influencers and superfans are invited into their facilities for a tour and encouraged to take photos and instagram them with this hashtag.

Their UN-Impossible Missions video series on You Tube showcases their expertise in experimental surroundings by attempting to disprove popular expressions like 'A Snowball's Chance in Hell'. Another YouTube campaign, #SpringBreakIt leveraged videos of advanced materials testing to spectacularly destroy items like a tennis ball, Travel mug, sneaker, shell, watch and more by crushing, blasting or dropping. It holds the same fascination as the #WillItBlend videos that Jonah Berger talked about at our DigiSummit. Their Pinterest account includes snarky boards like 'Hey Girl' where famous scientists like tesla, edison and Lewis try out pickup lines like 'Hey Girl, what's your sine, cause I feel like we're on the same wavelength or Hey Girl, did we just share electrons? Because I'm feeling a covalent bond between us. Shows off the big company's sense of humor.

On Vine, #6secondsciencefair showcased GE's quick bursts of educational inspiration and again invited viewers to add the hashtag to their own efforts. Vine's shooting star seems to have burned out a bit, but I'm sure I'm not alone in feeling that it still has a lot of untapped potential in our short attention span world.

Finally, their GE Reports section of their site hosts Debates, analysis and information using imagry and infographics. This is basically a news publishing site with some third party and guest content thrown in, it never mentions the word 'Innovation' but it demonstrates how active the company is in linking it's work to wider trends. GE publishes frequently and offers a subscription. This is where we're trying to get with our content marketing efforts on the Government and Healthy Society sites, so it's nice to see this validation of our strategy. Philips could also try some similar tactics on our Social Channels.

Watch

The Well-respected DigitalTrends Technology site reviewed the newly launched Philips Health Watch last week and gave it a favorable nod. For those of you who may not know, the Philips Health Watch joins the wrist blood pressure Monitor, the connected scale and body temperature monitor as part of the Philps Connected Health Device Suite. And these will be joined by the connected toothbrush next year, all connected through the Philips HealthSuite Digital Platform. The watch has a metal body, a silicon strap and a heartrate monitor on the back, and the main interaction is via the wide metal bezel surrounding the screen. It tracks movement, sleep, calorie burn and heartrate and automatically recognizes when you start exercising, but's not a smartwatch, so there are no phone notifications. It's priced just a little less than Android watches, though it doesn't have nearly the functionality. But the big advantage is the HealthSuite Platform ecosystem.

Most health monitoring tools from other companies give us health measurements because we wnat to be healthier but they don't often give much feedback or coaching. But if you wear the watch and use the connected devices, it's all aggregated, visually in the healthsuite app. And next year it'll get even better because the app will use the data to run coaching programs developed by Doctors and Psychologists to help you reach your goals.


The Suite is not designed for athletes or casual fitess buffs, but for people -- most often mature people -- who have a chronic condition, want to lose weight or have been told by a doctor to change their lifestyle. The multi-data-point picure is an essential part of managing this. The app will see how much you move and progress and, through pre-generated intelligent responses, it will increase your goals incrementally.

It's an interesting product targeted to a rapidly growing niche audience, and it's looking good so far. To be really disruptive, we could provide an API and open the source code to developers to improve the efficiency and experience of the app and bring other data gathering tools into the mix.

The Paradoxes of mobile

Mobile is where everything is moving so it's important that we keep up with how people are using it. Some interesting Stats about mobile browsing, shopping and buying came to light this week from EConsultancy.

Over 90% of mobile users say they would prefer to browse for products on a Desktop/laptop or tablet rather than on their phone, but 65% of these same people regularly browse on their phones even though they're prefer to do it on their Desktops! Same with buying. why? convenience and availability trumps enjoyment. So that means that we need to be constantly working to make the mobile experience as enjoyable and easy as the desktop experience. Sellers who do that successfully are in for a windfall!

The same study found that people browse for products at least twice a week, usually on mobile and that they're 4x as likely to visit a store online as they are offline. And even though they do most of their browsing and shopping on Mobile, they still do the vast majority of buying on Desktops. So that means that most purchase journeys involve multiple devices and that we need to enable that as well.

Finally, all those mobile and desktop shoppers also shop in brick and mortar stores. And when they do, they're still using digital. Do they use in-store kiosks? Store-provided iPads or Digital assistance from iPad-wielding sales associates? Actually 60% of shoppers say their preference is to use Their own devices to look up or compare prices, to get product into, to check availability to find an item in the store and even to check out! But, surprise, only 20% of these same shoppers actually use their mobile when they're in a store. WHY?? Mainly because it's not possible to do most these things with your own mobile phone in most stores. One more thing omni-channel merchants need to enable and one more huge opportunity to differentiate and win in the marketplace!!

Living in the Adjacent Possible

I was reading an article about transformation the other day and came across the fascinating and very cool concept of the 'Adjacent Possible'. According to Steven Johnson, writing in the Wall Street Journal, This is a kind of shadow future, hovering at the edges of the present state of things. A map of all the ways the present can re-invent itself. It's the set of opportunities at the boundries of our reach. Boundaries which receed as we explore them, expanding the possibilities even further. For instance, North America was once an adjacent possiblity to Europe, and once discovered, it opened so many more possibilities, settlement, the West, government by the people, industries that never existed before, mass production, the new technologies that were needed to make these transformations happen.

We are in the midst of an exciting digital transformation here at Philips. Let's be aware of the adjacent possibilities before us and embrace them. To do this, we need 3 types of people. Pioneers, Settlers and Town Planners.

Pioneers are designers and engineers who chart new territory. They're comfortable with uncertainty and not afraid to fail, which they do often, but they look at failure as a learning opportunity. They are the inventors, early adopters and disrupters, always playing on the edge of the Adjacent Possible.

Settlers are the people who see and seize the opportunities once new possibilities are uncovered. They're entrepreneurs and intrapreneurs who excel at nurturing new products and practices and getting them to scale.

But maintaining scale is hard work and requires the specialized skills of Town Planners. The people who design operations, conduct research, QA, plan, provide structure, governance and leadership.

Clearly, all these roles are equally valuable but they occur more or less frequently depending on the maturity of the company or organization. Which are you? Which would you like to be? And how does each of these roles contribute to our digital transformation? We'll talk more about this over the coming months.

Instagram: The Store

Artistry enhances experience and therefore also enhances marketing. This seems like it should be self-evident, but maybe it's not. I talked about it on last month's call and our friend Maureen Mullens talked about it at the DigiSummit: The Advertising Industrial Complex is teetering because there's too much of it or maybe because too much of it is so bad. Meanwhile, Instagram established itself first as a social art form, and now, more recently as an incredibly successful marketing and even selling platform. Marketers are using Like2Buy, InstaShop or just directing viewers to an instagram page on their site that aggregates the items showcased on instagram for customers to purchase. But one fashion retailer, REVOLVE, has hacked the system by labeling posts on both Instagram and Snapchat with 'stylecodes. These are unique product identifiers like SKUs that can be searched on the retailer's Web site or Googled to get to a commerce page. However we do it, though, we should find a way to direct instagram users to mobile product pages becasue 2/3 of Instagramers have used their phone to make a purchase and 70% are willing to shop on mobile.

Whatsapp changes it's mind about privacy

Whatsapp became a popular Worldwide platform early on largely because of its strong stance on Privacy and individual liberty which grew out of it's founder, Jan Koum's youth in the Societ Union. The fact that it only requires a phone number to create an account, not a birthday or home address, and that it encrypts its users messages so only the sender and receiver can read them, has set it apart from Facebook. So some privacy advocates were concerned when Facebook paid 19 Bn to purchase the service in 2014, because they worried that their data might be misused at some point.


2 years later, those concerns have been validated. Though WhatsApp remains an automomous service and Mr Koum has repeatedly stated his commitment to the privacy of his Billion users, They've recently changed that privacy policy in order to help monitize their business. The company announced a couple of weeks ago that they'd begin to share user phone numbers and analytics data with Facebook as part of an initiative to unify information across the Facebook suite of businesses. Among the changes: WhatsApp plans to allow businesses to connect directly with customers in the same way as they do with Facebook Messenger and Facebook will be able to use a person's phone number ro improve other Facebook services like friend suggestions and better tailored advertising. These wouldn't be surprising if not for Koum's vocal opposition to having advertising on the service. Just a reminder that companies can change their mind about pretty much anything in their user agreement -- even their privacy policy -- as long as they inform the user. But this is a disappointment to people who signed up for WhatsApp rather than Facebook for just this reason. So we might see the FTC jump into the mix on this soon.

Amazon subscription

A New York Times article last month uncovered a situation that many Amazon subscribers may not be aware of. Everyone knows Amazon members can get a discount on products when they subscribe to have them delivered on a regular basis. And I'd bet most of these folks expect that, when they subscribe to a product, they expect to lock in the price. After all, that's the way it works with newspapers, magazines, netflix and beer of the month club. But that's not the case at Amazon. Amazon 'subscriptions' simply set up a timer to create individual orders and Amazon's terms and conditions state, somewhere in the middle of all that text, that the Subscribe and Save discount which is typically 5% or more, is applied to the price of the item at the time each order is placed. Keep in mind that Amazon also has a dynamic pricing model which increases prices for more in-demand items. So it stands to reason that for products that many people subscribe to, prices could go up. And they often do so significantly,

Artificial Intelligence reviews content

I was at the GSI search conference last week and heard David Tsau, the Digital Leader from CDW talk about some really interesting and innovative programs they were piloting to improve the user experience on their product pages. I asked him if I could share some of his strategies with you on this call and he said he'd be happy to have our thoughts and feedback on what they were doing. He made a really interesting point starting out. He said their goal used to be to increase traffic on their pages, but now the goal is to improve the user experience with the expected result being higher traffic and better engagement. So here are a couple of interesting things they're doing...

First of all, CDW is an IT equipment distributor. They sell everything from Network Servers and Routers to Desktops and Laptops to cables and accessories. And they also have a services business that helps customers set up and maintain their infrastructure. But most of their traffic goes to their product detail pages and he noticed that their PDPs were almost exactly the same as their competitors pages, on NewEgg and Zones. So they needed to differentiate their pages from their competitors.

At the same time, his content people were getting frustrated because They create a lot of content, from articles in magazines that they publish to blog posts to Case Studies and more. This content is distributed across a number of internal repositories and external platforms like Tumbler and LinkedIn. But their content wasn't getting good traffic. They were coming to his team to 'SEO this for us'.

Now David knew, as we all do, that's not the way SEO works. It shouldn't be an afterthought, content should be created based on keyword and social insight. If you know what people are searching for, and you make content to answer their need. Then you'll never have a traffic problem. In addition, much of the content was very difficult to optimize for search because it was on a platform like Tumbler which resists search optimization becasue it's hard for Google to index.

Does any of this sound familiar? Do we have these same challenges?

David's team came up with an idea to solve both of these challenges. Rather than trying to SEO the editorial pages after the fact, they decided to link to the articles, blogs, reviews and case studies from their relevant high-traffic PDPs. This would improve the user experience by providing the customer with deeper decision support information, it would drive higher utilization of the content, and, at the same time, it create a point of differentiation from their compeititors.

But the challenge was how to identify which content would work for each product. He only has 5 people on his Digital team and for the first tests, they assigned a few products to each of the people on his team and they each curated 4 articles for each product. They found that traffic to their related content increased dramatically, and conversion improved as well becasue it was easier for customers to make an informed decision. They didn't increase traffic because the Google algorithm doesn't work that way, it assigns authority for inbound links, not outbound links. But by differentiating themselves and improving the user experience, the increased the yield from the traffic they were already getting.

But the content curation process was extremely labor intensive. How could they scale? They ended up using the Watson Alchemy Artificial Intelligence API to analyze over 65K relatively recent articles to determine which articles were most relevant for which products. And now they're just adding those articles to the pages. They're also working on automating the process of adding relevant articles to Web pages.

Now, obviously, this is something we should look at doing with our content and PDPs. But the larger point is to strive for this kind of problem solving. It doesn't take a big team. It just takes a good idea and some open minds.

West Coast Inspiration II

- Jeremiah Owyang
- Facebook
- Amazon

- Change to Google SERP
- Microsoft buys LinkedIn
- Blake Cahill on Content Strategy
- LinkedIn's top 40 Employers


Special Bonus: A rare tour of Tech’s mind boggling HQs




On our last call, I told you guys about the first day of the California trip with the Personal Health Market and BG leaders. That first day, we had visited Google, Apple, AirBnB, Target and TechShop and had a consulting session with Charlene Li of Altimeter group. If you missed that and you'd like to catch up, you can go to our Digital Community Sharepoint at bit.ly/DigitalNAShare. The deck is there and the transcript of my comments is in the speaker notes.

So today, I'm going to tell you about the rest of the trip which included Jeremiah Owyang, Facebook and Amazon. And I promised to share Google's second presentation about the Empowered customer. I'll also hit a couple of important pieces of News.

Google Empowered Consumer

Google's Empowered Consumer presentation was fascinating. We don't just 'go online' anymore we live online now. They talked about how life isn't lived in hours, days or weeks, it's really lived in moments. Micromoments that are associated with an immediate need: I need a new one moments, How do I fix this moments, Where do I find this moments, let's celebrate moments, where do I start moments, And as people everywhere try to make the most of each moment, brands need to understand the context and intent of these immediate needs and do their best to be there when they happen. The center of gravity is moving to the palm of consumers hands. And in these moments, consumers are far more loyal to their need than they are to any brand.

They had a new take on the funnel: The moments that matter are when a customer wants to know, go, do or buy. Most consumers are looking up more information than every before, even about what they see on TV Commercials. Searches that include the words 'near me' have doubled in the last year and more than 80% of people use their smartphone to search for places in the real world, like local businesses. Over 90% of people use their smartphones to find out how to do a task and more than 100Mn hours of YouTube How-To videos have been watched just so far this year. 80% of people use their phones to help decide on a purchase while they're in a store and mobile conversion rates are up almost 30% since last year.

1 in 20 searches are HealthCare related and since last year, most of them are on mobile devices. 156Mn people are online right now searching for a health solution!

Owyang

We started our second day with Jeremiah Owyang from Alitimeter Consulting, talking to us about the collaborative economy. This is a relatively new business model that lets people use common technologies, like cell phones, to get what they need from other people. This new model has spawned a new class of workers, empowered people, Freelancers, and private companies to make this happen. Of course the most well known of these are Uber and AirBnB, but there are thousands of these. Jeremiah suggested we look for ways to shift products to services. For instance, BMW introduced their driveNow program to let people book a car and parking spot by the minute in a couple of cities. They look at the trends and see that there won't be enough sales volume in the future, so rather than selling 1000 cars to individuals, they're trying to sell 1 car 1000 times. Apple now has a subscription model for $40/mo where you always have their latest phone and if you lose or break your phone, you get another.

Facebook connection

From there, we headed to Facebook where their mission is to make the world more open and connected. Facebooks is proud of its Hacker Culture, putting people and innovation at their core, to achieve their goals. Their key tenets are... Be Open, Move fast, Be bold, Build social value, Focus on impact, Ship Love. And they have ambitious goals! Connecting the world is something they take seriously. Of the 7 Bn people on Earth, 2 billion don't know about the internet, a billion can't get it and another billion can't afford it. So they find themselves in the aerospace business. They've partnered with sattelite companies and governments to provide sattelite internet and they've built a plane with the wingspan of a 737 but that only weighs as much as a volkswagen. It can stay in the air at 90 thousand feet for 3 month at a time, beaming internet connectivity to a large area. They've also created Facebook Safety Check, a system that prompts people who are in an area where there was a natural disaster or terrorist attack to check in so their friends and family know they're safe.
Facebook wants users to think of them as something that's useful, fun, enhances their relationships, enriches them and protexts their privacy. Facebook cares about users more than advertisers and even more than money. They continuously work to improve the experience for the user and the money just follows.
They also manage people differently. People have no set hours, they can work whenever they want. They're evaluated by their peers. Everything on the campus is free, from coffee nooks stocked with every kind of drink and snack to full themed restaurants and bars to transportation via car, bus, train or bike. They have a barber shop and a dentist office and the central open space was designed by Disney Imagineers.

Their ambitious 10 year plan includes connectivity, artificial intelligence, augmented and virtual reality and bot-based customer interaction from sales to service via messenger apps.

Amazon

The next morning we were up early for the flight to Seattle and Amazon. We learned that Amazon is no longer just the world's largest marketplace, it's now the first stop online in most shopping journeys. More people start a search for a product at Amazon than at the top search engines or at all specific retailers combined. But it's also becoming the world's foremost logistics company. Having outstripped the capacity of UPS, FedEx and the Postal Service, they're now offering to pay customers to warehouse goods in their basements and attics and even make local deliveries. In many cities, they can now deliver within 1 hour of purchase.
India is a notoriously difficult place to ship anything to or from, but Amazon is now doing it. Customers in China can shop at Amazon in any country and have their Western purchases delivered to them within a week.

It was a great trip. But I only have a couple minutes left and I want to tell you about some Digital News.

Change to Google SERP

In the last week, more and more users have reported seeing the green labels instead of Yellow on paid search results in Google.. On Wednesday, Google confirmed with Search Engine Land that the switch is officially no longer a test and the green labels are rolling out to all users. Google says they're doing it to make the experience better, but it looks to me like it blends into the link and isn't as prominent as the yellow. They say that's not the case. but if it looks like a dog...

- Microsoft buys LinkedIn

Unless you've been on vacation or under a rock, you've probably heard by now that Microsoft bought LinkedIn for 26 Bn last week. Why? For the contacts. They want to incorporate them into Office 365.

- Blake Cahill on Content Strategy

Don't know if you caught it, but our own Blake Cahill often contributes to the eConsultancy blog and he had a really good one 2 weeks ago about Content Strategy and 8 reasons why it should be central to every marketer. It's a good read and very much in line with my thinking about how content and the user experience are key to marketing success.

- LinkedIn's top 40 Employers

And to end on a high point, Philips was ranked by LinkedIn as the 37th of the top 40 places people want to work in the whole world. So yay for us. We work at a great company.