Co-founder of Mattr, a social platform that aligns values and personalities to your brand.
@Adam007 Thanks for taking the time to comment, Adam. The full quote is: "content is king but distribution is queen; and she wears the pants in the family." So you definitely hit on the hardest bit of content management. The approach that's worked for our clients is a combination of over-indexed media (highly concentrated on the targeted personas) and blogs and people who influence your targets. The last part, influencer marketing, is much harder than it appears, but there are tools which help. I'd be happy to talk more at your convenience...JH
1 week, 3 days ago on Conversation @ http://www.entrepreneur.com/article/240793
Firstly, I read marketing news each day and this nicely sized and curated post is extremely welcome. I like the video and your short opinion on them - so well done, and please keep it up!
Secondly, a question: do you know what drove Starbucks to brand advertising? I thought it was nearly a badge of honor that they've held off for so long.
Thanks again - Jack
2 months, 2 weeks ago on The Friday Trifecta: Starbucks, Coke, and Southwest Airlines [Case Study]
@samfiorella @jack_mattr Thanks, Sam. I've been tracking both you and Danny since I read the book - really advanced stuff. If influencer marketing were photography, you guys would be the DSLR with the cool advanced settings.
Feels like we're all in "automatic" one-click mode - for now!
2 months, 3 weeks ago on The Principle of Reciprocity and Influence Marketing
Excellent. Your #3, suggesting ways to reciprocate and offering choices is a good idea. And it wasn't in your book, I don't think, was it?
You allude to one of our (at Mattr) biggest takeaways from your Influence book (here for the lazy: http://amzn.to/1tVQOKn) and that is to start with the consumer.
If a brand loyalty/advocacy/influencer marketer simply finds potential macro and micro influencers relevant to "gaming" and shovels the same promotional activities and content through all of them, the campaign will most likely fail. But, if you segment your consumer-engagers by life stage, buying stage, etc., and customize the content through segmented influencers, your results can be terrific.
Have I got that right?
3 months, 3 weeks ago on Loyalty Is Not a Given – Like Trust, It Needs to be Earned
Great stuff - many thanks!
3 months, 3 weeks ago on How to Build the Trust You Need for an Engaged Community
@Joe Emenaker I don't think Sarah is under-informed wrt the economics and most people understand the concept of 'surge pricing'.
Note that 'Surge" is a shitty label - few things good are ever associated with the word, 'Surge'. Wars, floods, power outages.
She's just venting her perception, which should be valuable to Uber, who could address it in a few ways like calling the cheap rates 'offpeak' or 'discounted' or some such, or blogging about it in their newsletter so people like Sarah know they heard their complaint instead of defending the practice.
1 year ago on The problem with Uber’s surge pricing isn’t the money. It’s an increasing lack of trust
Maybe up next is positioning the cheap fare as "super saver", similar to how airlines price tickets based on demand. If he had started out with this point of view for the consumer, that the cheap rate was actually a discounted full rate, people may not be so irate.
I'm surprised he didn't consult me weeks ago about this. :-)
The headlines for the Janet Yellen appointment are encouraging. Sure, they mention she's the first woman but also how much more qualified she is than the past fed-heads.
1 year, 2 months ago on Twitter’s female “problem” — This is why mobs don’t appoint public company boards
@hillaryfoss @jacks_whitli Great, thanks. And good job fighting back - you all are an inspiration.
1 year, 4 months ago on How to slaughter a patent troll in 5 steps
I really like the joint defense agreement idea. Question: did you talk to your attorneys throughout? Did they do this work for/with you? I can imagine that most attorneys would recommend settling.
Thanks for the post!
The music is definitely distracting. Good stuff otherwise but I had to turn it off after just a few minutes.
1 year, 5 months ago on Definitely don’t start a company the way these (admittedly successful) guys did
It is so definitely the bluetooth headset for your face, though. I could see its use for hundreds of professions, though, like
surgeons, home inspectors, et al. But day-to-day consumer use? Ha! I'll wait for the contact lenses.
1 year, 10 months ago on No, Google Glass is not a Segway for your face
Good point here: "..this is a product that seems to have been over-engineered." Surely the challenge now is deciding what not to do/pull out.
1 year, 10 months ago on Cloze, but no cigar: A people-first universal inbox that falls just a tad short
I think they pushed it with their 2-stage reservation system. Effectively, "stand in line outside, now come inside and stand in another." Buds in the office look at the "500,000 in line ahead of you" and say, "I've already waited 3 months - screw this." But you're surely right about the feature situation, so it has to evolve...
1 year, 10 months ago on Wham, bam, thank you Mailbox…
News snippets is an excellent Use Case - your idea? For me, though, compelling video content is fleeting and spontaneous.
It seems like a great Ux looking for a Use Case - I'm sure there will be others but news is a good one.
1 year, 10 months ago on Six reasons why Vine is a killer news tool
Your drill buyer metaphor is pretty good. It reminded me of TV vs Yellow Pages (tho the attribution was just inferred w/yellow pages).
The decline of cookies plays into it somewhere....
1 year, 11 months ago on Social media might drive brand awareness, but search still drives the sales
It's so easy to hate the car rental agencies - perfect market to disrupt and I wish them great execution (and luck).
1 year, 11 months ago on Silvercar goes live with airport car rentals in Dallas
I see the end coming and it's because better alternatives are in the works (like what we're doing).
Cookies offend people who know how they work because they're so incredibly unintelligent - a blunt instrument. And they're creepy to people who figure out why they're seeing an ad for the shoes they just looked at on the zappos site.
2 years ago on What will ad-tech look like without cookies?
@spicycarot @jacks_whitli I have it, not to worry. Getting a few others in the office to try it out. Nice job on it!
2 years ago on Meet Easilydo: The productivity app you didn’t know you were waiting for
FYI if you want the app - search for it on safari then hit the link to the app store. App store search couldn't find it.
Just merging the contacts is great, btw. So far, so good...
It's a very cool direction that we, at my company, obviously buy into. And yet I think they might end up narrowing the "what you get" a lot so that normals can clearly state why their friends should try it.
Regardless, it's exciting and I'll definitely give it a try - thanks for the heads up. JH
2 years ago on Grokr wants to get to know you, like really get to know you
I like it. Cookies seem like they're going to have a limited life, so advertisers need a different tactic. Cookies are either creepy or insulting (to those who know how crudely simple they are) - but regardless, agencies and big brands are aggressively looking at options.
2 years ago on GraphDive launches to help you read your customer’s minds
FYI: That self-spanking device DOES NOT WORK. Warning.
2 years ago on Google and Facebook launch war against abstract patents. Good! Kill these ones first
This whole thing is a quandary - on the one hand, you have a great ecosystem creating much (much) better user experiences for the people. ON the other hand, those devs reliant on twitter's api should accept the risk. We should know: we're reliant on both fb and twitter and will probably accelerate our plans to get access to the data owned by our customers.
2 years ago on Twitter’s “death quadrant” that isn’t (yet)
@llafazane Exactly. What's the Use Case for payphones? Kind of like, "redesign the tie down rings for horses on city streets."
2 years ago on Dear Mayor Bloomberg, please give me a payphone that looks like this
What a cool idea. But sadly, I think you identified why Karma is going to have a hard time: the carriers.
2 years ago on The Karma hotspot: ambitious, clever, and hopefully not too naive
Seems like Musk's and Bezos' outlook on how to get consumers to do something they do every day, differently, is directly opposite. Bezos subsidizes the readers and makes money on the content. Musk makes money on the car and to subsidize the power.
Or are you saying something different I missed?
2 years ago on Why Tesla is like Amazon and Elon Musk like Jeff Bezos
Good stuff. I talked to a swedish entrepreneur at Women 2.0 in NY a few weeks ago. In talking about the difference between women in the US and Sweden, she summarized by saying that the "floors are thick but the ceilings short" for everyone in Sweden. You certainly hit this point in your article wrt taxes.
As for seed investors, I guess it will come down to whether the Eks of Sweden stick around once they cash out?
2 years ago on Why tiny Stockholm has the most stunning startup ecosystem since Tel Aviv
I had no idea Graham is on FB's board (reportage, again). And if you look at the demographics of the NYT online subscriber, I wonder how many millennials are in the mix? If I were modeling NYT's revenues, I'd plateau them pretty quickly then add the "death attrition" parameter to drive negative growth.
It's like creating a new, super-hard and white material for dentures.
2 years ago on Old media’s problems are the costs not the lack of paywalls
...and colleagues ask me why our HQ is in SF and not where we all live: Austin.
2 years ago on Angels spreading their wings in the Holy Land
Well - this opens the floodgate for hundreds of memories of OCS and TBS (the Basic School) for me.
The fact that he finished first in both OCS and TBS is astonishing. Well done, Marine!
2 years ago on The big takeaway: Learning from failure
Maybe Path should do a 180 on its intended audience - instead of your closest friends, maybe you keep track of your professional friends' lives. I usually hesitate to friend a professional friend - but just because I want Path to succeed I end up friending people on Path. It's like 150 of my not-so close friends.
2 years ago on For me, Instagram isn’t the new Twitter. It’s a more functional Path
In an admittedly shameful way, I keep hoping Facebook has a massive security breach, or downtime, or some other reason for people to try Path. As it stands now, I have just a few friends clinging on to the hope that their networks will jump over.
I even tried doing all my posts on FB via Path - but I get the feeling that those posts are low on the FB totem pole algo for showing up on my friends' newsfeeds.
What could Path do to compel people to use it?
The problem with the accusation is that Lynch's rebuttal is SO believable. People can relate to a big corporation screwing up an acquisition a lot sooner than an accounting impropriety between international and US accounting standards.
2 years ago on How the Autonomy scandal could derail HP’s turnaround
@sarahlacy @jacks_whitli It is interesting - kind of like when you're at a party with your parents and their friends and explain what you do.
But, I can say that I'm personally disappointed that Zuckerberg IPOd - they could have figured out the maximum shareholders thing. It seemed like they dipped their toes in the water of shunning the old school but found it just too damn cold.
2 years, 1 month ago on Mercenaries in the midst: The lesson from Facebook and Zynga’s IPOs
I'm trying to restrain my fawning, effusive admiration for PD, but, there you go again; real
journalism (on Zynga - don't really care about IPO meanderings).
Why hasn't this report been done before? It's because it would bring news few agencies
really want to hear.
We're working with just a few agencies on passive, meaningful segmentation
to augment or replace analog focus groups. But we're getting more traction
from Brands fed up with the faux digital agencies.
Thanks for the post and good luck to you and SW. Jack H.
2 years, 1 month ago on Resistance is futile. Yet, they resist: How Madison Ave. wastes clients’ money by denying reality
I remember my surprise at seeing that Fab's engineering is done in India.
And, having insourced and outsourced engineering, I can tell you that, without
question, insourcing is way faster and far easier to get started and iterate on.
So, while outsourcing is a viable option, it's usually an option of last resort for the
non-technical entrepreneur who just can't find an engineer to dedicate the time
to work on her project for little $$.
2 years, 1 month ago on A technical co-founder? In New York fuggedaboutit!
@AntoneJohnson I'll buy that - the disruption needs to be done ethically and I'll bet the Travis Kalanick's of the world think they're exempt from that.
2 years, 1 month ago on Travis Shrugged: The creepy, dangerous ideology behind Silicon Valley’s Cult of Disruption
@antonejohnson Fair enough, but disruption always hurts someone - maybe not as directly as trashing your house or your safety, but if you've lost your job, you're in for all kinds of hurt.
So is Paul saying that there should never be disruption? I guess I'm saying that 1) there are bad people everywhere and; 2) you can't progress as a society without disruption, and that it's always going to affect a group of people, bad and good.
Interesting perspective on Uber, a service I admire greatly - I had no idea about the Rand connection and it's a little surprising and disappointing.
And yet I have a problem with you lumping every disruptive business into this mix - the only other one you mentioned was AirBnb, who did have issues. I'm wondering how many problems owners have had that were successfully resolved with no press? Did they bully regulations as did Uber?
Are you also lumping in the disruption to the newspaper industry? Does Sarah Lacey fall into the same pot as Kalanick because she operates a disruptive company? What regulations did the pioneers of the electronic press hold in contempt? Whom did they hurt with their success? The press operators and engineers that printed for Newsweek?
Perhaps Kalanick is just a bad character operating in a disruptive industry rather than the other way around.
@ZachGoodman @eringriffith @andykleinman "Fragmented buying environment" Sounds like a startup opportunity for you, Zach G. :-). Go for it.
And can you elaborate on your comment that companies will have to start creating their own native formats...
Thanks - JH
2 years, 1 month ago on A Zynga ad platform? Way too little, way too late
Glad to <meet> another rdio fan - the experience is about 2m times better than Spotify, imo.
2 years, 1 month ago on How MIT researchers and carriers are trying to fix the wireless data problem
If Z hadn't gone public, would they still go to an Ad platform, you think?
I'm wondering if they, too, were philosophically against display ads but now
succumbing to the pressures of being a public company...JH
I can hear it now - product people at Twitter with a great idea on Wednesday - "we'll run it by Jack on Tuesday."
Anyone who wonders why twitter web doesn't let you comment or why the mobile adds quotation marks (what else?) should read this article.
2 years, 2 months ago on Anyone saying he can run two companies is lying to you or himself
You might be right about the "default music app" wrt Pandora. I hadn't opened P in months until someone asked me, "what are your Pandora stations?". Then I opened it and started liking it all over again. Pandora is easy to discover new music.
I canceled my Spotify sub simply because the user experience is so..blackberry-ish - bolt on functions trying to appeal to too many different use cases. Contrast with rdio, which is such a simple, beautiful experience (on mobile), and you'll see what I mean.
2 years, 2 months ago on Stop Fretting About Spotify’s Business Model, It’s Pandora We Should Be Worried About
I'm pretty sure Dylan tweeted about this before you wrote it.
2 years, 3 months ago on Cool! VentureBeat Experiments With “Doing Some Actual Journalism Friday”
Very cool story of Nasty Gal *and* Sarah Lacy.
2 years, 3 months ago on The Science of Badass: How Nasty Gal Avoided Ecommerce Gimmicks and Silicon Beach to Bank $40m and a New Line
It wasn't until you wrote you were shutting it down ("what??") that I figured out you were referring to Pando"List" and not PandoDaily.
I'd put it down to brand confusion/ dilution and bring the stories to PandoDaily; they sound really interesting and, dog help me, journalistic. JH
2 years, 4 months ago on A Sad Goodbye to the PandoList and Amanda Schwab