5 Tips for Pitch Decks

I’ve started reading the Seattle 2.0 blog a little more regularly, especially now that people that I know and am friends with seem to be writing the bylines on a fairly regular basis.  

Anyway, I’ve been meaning to add the site to my blogroll for a while.  And this article written by the Alliance of Angels’ Rebecca Lovell is a good reason to send people over to check out the site.   Let me know if you disagree with any of Rebecca’s points.  

Back from Federated Media Summit

(I’m reposting this from our company blog at www.SpringCreekGroup.com/blog since I was on the road this week and haven’t had time to write as much as I would like.)

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The Spring Creek Group returned today from the Federated Media Conversational Marketing Summit.  We’ll try to punch out a few posts commenting on specific news and insights we heard, but the general takeway is that people are desperate for some way to track the success or failure of Social Media campaigns.

So far, the only thing everything can agree upon is that there is no right formula yet.  How much is it worth to have someone watch a YouTube Video?  Or to create a new one?  In fact, the value of User Generated Content seems to be a slippery crocodile for big agencies to grapple with.  What is the incentive for Goodby Sliverstein to launch a campaign designed to get 25,000 people to create their own ads?  While Agency Creative teams are desperately trying to control the message (and the work), there are tons of people with a camera, a laptop, an idea, and now a giant platform to talk from.

All of this makes the ROI argument more relevant.  An agency needs to be able to justify why spending $xx,000 to have their NYU Art School guys build a MySpace page or YouTube video is better than the company giving a couple of film school kids a handycam and a credit card.   And since there is no way to value the return yet, it’s hard to quantitatively make any kind of argument.

What does this mean for firms who specialize in Social Media?  Well quite simply, it means the industry is growing up.  People don’t care about ROI on having a salesperson buy someone coffee.  But they care if they are going to send her to New York for 4 day conference.  ROI only matters when you identify a place you want to spend a lot of “I” in.  When that “I” was a few hours of an intern’s time to build a Facebook page or write a blog post, no one cared.  But the fact that ROI is becoming so important indicates Social Media is becoming a real line item on the Marketing Budget, not part of the “Other Channels” bucket.  And no matter what, that is good for everyone in the space. 

Random Music Review – The New Keane CD is Great

I’ll remind everyone that I have no musical ability, and my tastes are rarely shared by others.  With that said, I think the new CD from Keane, Perfect Symmetry,  is going to take them from their current status of “Someone I have heard of and kind of like,” to “Total World Domination.” Check it out on Rhapsody or your mp3 download of choice.  I’m on my 3rd run through the CD.  Good stuff.

It’s Like “Halo” for Soccer Nerds

Don’t be surprised if you can’t reach your soccer loving friends Tuesday.  Just check any store that sells Xbox and PlayStation games.   Oct 14 is the official U.S. Release of Fifa ’09,  and anyone who can tell you what is on Channel 401 is liable to make 2 stops after work – one to the store, one to their den…  

My First City Council Meeting Leaves Me Wondering

Last week, when I received my weekly Nick Licata newsletter
inviting me to attend a city council meeting in which he would attempt
to derail the Mercer Project, I nearly jumped out of my seat in glee. 
The enemy I have never met, mere months after successfully evicting the
Sonics from Seattle’s consciousness, now wanted to scuttle a project on
a road I drive almost every day.  

It went straight into my calendar, and I cleared my entire slate before and after.  What would I wear?  How
early should I get there?  Would there people to hang out with
afterwards?  I was looking forward to this as if Reckless Kelly was
coming to town.

I made it to City Hall in plenty of time to enjoy the fine array of
cheese and crackers expertly chosen by someone in the QFC Deli.  The
room was much nicer than I expected, kind of a smaller version of the
Benaroya Hall Lobby, but with about 20-25 circular tables.  I looked
for a table where  the smell of pituly would be the most faint, and
took a seat.

There were handouts and
displays, and I read them carefully, since after all, I wanted to make
sure I evaluated this with an open mind before rushing home to blast
the honorable Councilman.  The argument for the night’s meeting came
down to this.  Nick Licata wanted to take money that had already been
passed by the City Council for the Mercer Project (which eliminates the
so-called “Mercer Weave” off of I-5) and move that money to build some
sidewalks.  Each group presented handouts supporting their cause.  One
of the most damaging tables showed that with the new Mercer Project,
traffic time eastbound on Mercer would actually INCREASE by 8 minutes. 
I thought to myself, “Wow, that’s pretty damaging.  I’m sure the
Seattle DOT has a good piece of evidence to refute that.”

Then I noticed, that data came FROM the Seattle DOT.  That was known data.  Their actual plan was to spend $200 Million total, $43 Million from this budget, to INCREASE traffic times on the one road that connects North Downtown to I-5.

I found myself in the horrifying position that Nick Licata
could be right.  In an 8-1 vote for this project, he was the 1. And here it was, clear
as day.  Spending money to increase traffic time.

Then Licata got up and explained where that $43 Million
SHOULD go instead.  Sidewalks in North Seattle.  In neighborhoods I
would never visit.  Insane.  As evidence, he showed pictures of school kids
waiting for the bus on a street without a sidewalk.  $43 Million would
fix a few of these sidewalks.   My initial thought was that for
$10,000 we could log on to Google Maps, hire an intern from the UW
Civil Planning Department to figure out a better place for the bus to
stop, and still have $42.99 Million bucks to play with. 

The head of the SDOT got to speak next, and she gave an impassioned plea about how silly it was to do
the weave.  Yet incredibly, she did not address the issue of it taking
more time to drive eastbound.  Everyone seemed concerned with
“Connecting neighborhoods.”

Then all the civic groups got to speak.  This was painful. 
It was like the entire Nick Licata campaign committee had assumed new
identities and brought up pre-written speeches.  People like the
Vice-Treasurer of the Transportation Committee of Magnolia Senior
Citizen Brigade, the head of the North Aurora Avenue Small Business
Association, and something called Feet first, who apparently think we should all ride or walk to work.  They all had the same thing to say: “Money spent on
increasing traffic = Bad.  Money for sidewalks in my neighborhood =
Good.”

The only people who seemed to support the Mercer Project were the
people who lived in South Lake Union who liked the park and road
beautification (and incidentally wouldn’t actually ever have to drive
on Mercer for more than a block) and the Seattle City Council, 3 of
whom got up to explain why it was a good idea to slow down traffic down
the corridor, since at some point we were going to have to shut down 99
and we couldn’t have both projects going on at the same time.   I can’t
even come up with an analogy for this.  The only one who made even a
slightly convincing argument looked mysteriously like Bill Bavasi, and
if he had said he wanted to spend the $43 million on a 4 year contract
for a couple of light posts that were really really bright last year, I
would have sworn it was him.

So what is the end result?  Nick Licata might be right –
The Mercer Project certainly seems foolish.  But what’s even more
foolish is that this thing has been voted on like 3 or 4 times, and
keeps passing, yet never gets going.  The Sidewalk project is just the
latest diversion that shows how the Seattle Political Process can go
astray.  The equivalent of a spoiled brat not getting to go to
McDonald’s and refusing get in the car so the family could get  to
dinner at Pizza Hut.   It sounds like discussions will continue, and no progress will be made on anything.

It’s one of the few times I’ve been in a room and everyone
has been wrong.   Spending money to slow down traffic is like me
spending money to buy a car that will break down more.  Spending that
money on sidewalks is like me buying 43 pairs of shoes.  I’m no city
planner, and apparently no one on the Mercer Project is either, but
maybe they could work on a proposal that actually helped traffic flow
and beautified the neighborhood.  Surely this is not the only city in
the world that has had to figure out how to increase the number of
lanes in and out of downtown. (And btw, why doesn’t anyone ask why they
didn’t build sidewalks on those roads up north in the first place?)

I left the meeting dumbfounded, amused, sad, and completely understanding how the U.S. Congress could make such wacky decisions, given that City Councils can do no better on a much smaller scale. 
If you think you like to argue politics, and the way the world should
work, I urge you to attend one of these meetings in the future to see
how the wheels of motion get ground to a halt.

Don’t Drink and Email

Finally, a tech product that is useful.

“Mail Goggles” is dubbed as a breathalyzer for your email.  This Gmail add-on makes it harder to send email when you are, um, not thinking clearly, by asking a series of math problems during the times you specify.  If you get any of the questions wrong, Mail Goggles will say, “Water and bed for you. Or try again.” 

You can enable this tool for your Gmail for free from Google Labs.