Category Archives: digital

plana-planb

Intrapreneurial ambition – succeeding in programmatic

Over the last four to five years I have been employing people into VivaKi and Audience On demand and have been looking for that common thread that links them all together. Is it a passion for programmatic or digital? An innate curiosity and wish to get under the bonnet of the digital ecosystem? Perhaps following the latest trends? In all honesty a combination of those characteristics and more besides. 
 
But then why not all flock to the raft of start ups that are around, bounce around a few and maybe get lucky. There is definitely a type that follow that road but there are many that want that sensation of building something, being part of an exciting growing business but within the confines of a larger organization. These people are intrapreneurs, not salary men, they still take risks. Anyone who moved into digital in 1999/2000 or earlier were all seen as signing up to lose their jobs. The calls from the TV department of will you come and fix my screen still echo to this day. Of course most are now working in digital but took years and years to make the leap. To me this makes them more cautious and not the intrapreneurs of the agency network. They are of course not the most cautious, anyone still in their same job 20 plus years later is either extremely cautious, lazy or very senior! 
 
So where does that leave the people we employ right now in programmatic. The business has evolved at such a pace, it has taken even the most forward thinking people by surprise. I already think it sounds strange when I hear ‘programmatic is growing’ it sounds so disconnected from the fact our whole business is going to be programmatic in a few short years. It also makes those who ridiculed the VivaKi Nerve Center and what we were doing with Audience On Demand look more out of touch as in a few short years they have been exposed as having little or no vision or understanding of digital. 
 
As a large employer of expertise in this area and especially as we hire more senior talent we are dealing with a new scenario. One where it becomes very difficult to answer the question ‘ what does my career path look like?’ My answer to this and one I believe fully is that I don’t have an answer. The reason for that is I believe that when you join our business things will change and keep changing. There will be opportunity all around and perhaps the least of that opportunity is me laying it out on a timeline for the next 48 months.  Instead I explain that I can’t predict exactly how things will develop but that you are in the hottest businesses in town and you are learning and developing skills that will open so many doors, to the extent that I have to admit you will eventually move on.
 
If when I signed up to be the only VivaKi Nerve Center employee and founder of Audience On demand in Europe I had asked for a nice clean career plan from Curt Hecht he would have struck me off there and then. Curt like me did not want someone who needed that, he wanted an Intrapreneur. An individual capable of replicating the same drive and passion but with support from a group and the abilities to navigate it.
 
As has been written about significantly this business of ours, has been turned upside down. Revolution not evolution is the name of the game and continues to be so every day, so anyone who wants to come in and have a nice well lit path to the CEO’s job is going to be unhappy. Whether it is Europe or US – if you work for Audience On Demand you are at the centre of the biggest thing going on in digital and will be set up for a great future – what you do now to make the most of it is important. 
 
It’s worth remembering that even in a Groupe the size of Publicis that the ability to be part of this kind of opportunity – to be intraprenurial- still exists. AOD is a fraction of the Groupe’s revenues and yet we are cited by Maurice in interviews and earnings calls. That makes it exciting. The Googles, Microsofts, Facebooks etc are the most corporate of all machines and their days of making you create something new, unless you are very senior or an engineer are done. Every day we compete with these companies and often they win by throwing money at people but feedback is often the same. It is like entering a science fiction film where you are put in a box and you need to start peddling, without the ability to change anything.
 
When I joined Zenith Media in 1996, the plan was clear, get to be CEO as quickly as possible, there was a path I could follow, others had. Now we have a world that is being rewritten and there is no clear path and opportunities and threats lie all around. Today’s successful candidates have to be open minded, they have to be flexible and adaptable. Get into the right type of business, be passionate, care about what you do and then all good things will come to you. If you want a nice secure line of sight then don’t come to programmatic because this is the fastest, most exciting ride I have been on in my career.
 
I will end by saying the true entrepreneurs amongst you, or even just those who want to keep taking risks and jumping to find a sale or IPO – keep doing it. I know many very average people who have made money by doing it.  There is no right / wrong answer in this amazing business of ours.
About these ads

Financial Times: Ad fraud article and my small contribution

Solid article in the FT following up on the Fraud issues in advertising. To read the artlcle please click here. You will need to have a subscription or sign up.

My small piece focused on the issue that people talk a lot about fraud detection, as was Rocketfuel’s response, how much they detect, but the real key is to not fish in that pool of inventory in the first place.

‘Fighting fraud requires more than just developing better detection systems, says Marco Bertozzi of VivaKi, the digital ad buying division of Publicis. A big problem, he says, is that the entire advertising industry is too fixated on chasing cheap slots, even if that means “fishing in a cesspool”. Advertisers need to start looking much more closely at the quality of what they are buying, he says.’

The advertising community needs to take a stand and stop buying poor inventory under the guise of performance. Lets spell it out.

Advertiser Demand: I want cheaper CPMs and lower CPAs

Agency: Would you like to be brand safe and not risk having a Mercedes Benz issue?

Advertiser: Of course, have to be brand safe

Agency: Then I cant buy from these networks and deliver that CPM – which is it?

20140408-102353.jpg

Advertisers need a competitive market : The return of Microsoft, AOL and Yahoo

For those of you who have been living through the digital advertising era from the start can not help but notice a little resurgence of what used to be the only names that counted in digital media. In those early and exciting years AOL, Yahoo, Microsoft, Excite ruled the landscape until they started to come under fire from the upstarts, not least a start up called Google. The pursuing years saw these companies lose their place in life as more and more competition entered the marketplace. It is not to say of course that they have not always been major players, but without doubt lost their way in the face of Facebook, Youtube and others.

In the last couple of years we have seen a come back, it started with AOL. Launching Project Devil to stamp some brand credentials on what was mostly a DR product through Ad.com, the purchase of GoViral started their video offering and then more recently Huff Post, all adding up to create some powerful content. The final act though has been to embrace the programmatic era and to beef up video with the purchase of Adapt.tv, rounding off what is now a far more interesting offer for agencies and seemingly leading them to a return to the top.

Yahoo have seen a similar track, they had a head start with Right Media in programmatic but did not know what to do with it and in my opinion lost a few valuable years vs Google when they should have been ahead of the game. RM was neglected and allowed to become a down market solution, when it should have been the forerunner of private marketplaces. The much hyped arrival of Marissa has had many words written about it so I wont focus on that but it appears that a series of purchases in mobile is starting to bear fruit. Marissa has in fact bought 35+ companies since joining, the largest of course being Tumblr. The good news is that mobile traffic for Yahoo is on the up, in fact it is up 47% year on year. The approach towards native ads such as ‘Stream Ads’ and away from banner should also increase yields and encourage brand advertisers onto mobile. If you believe the press releases Yahoo plan to phase out all banner ads by the end of the year.

So that leaves Microsoft. Working with Microsoft over the years has been like watching a wildebeest bog down in sinking mud, struggling harder and harder but just getting into a worse and worse situation. Microsoft have always had the ingredients to make an incredible meal, but somehow the planning and then the execution always fell short. I have for many years looked to Microsoft to turn that corner, they have the four screens, an incredible offer in the Xbox and Kinect, turned a corner in mobile and yet stiching these things together always seemed elusive.

I remember for instance sitting in a presentation in Cannes where Microsoft was presenting the new Windows8. It looked great, but telling to me was little or no information about how advertising would work within it. The potential tiles as Ads in W8 was clearly an early example of a Native Ad – although luckily the term had not been coined yet! However these tile Ads would be perfect for programmatic – unique to Microsoft but definitively able to be automated. However no one had planned that far ahead, the company worked in silos. What a shame for them and us.

Programmatic as a whole also demonstrated a lack of future planning. When Google was buying companies and integrating them, Microsoft was desperately trying to protect its direct ad network business. Even today they are behind the curve, they started fast and then went backwards a little with limited targeting capabilities and a seemingly disconnected leadership who were not willing to move faster and embrace programmatic. The recent launch of Microsoft Video Network is both a step forward and a step sidewards versus competition. Microsoft are taking their valuable data and applying it across the video exchanges, where AOL are buying the tech outright rather than licensing. Where Google are buying Invite and Doubleclick, Microsoft bought 5% of Appnexus. Even the Crown Jewels of Xbox and Kinect have been under utilised, I am still yet to see an Ad pushing Xbox as anything more than a games console when in reality it is so much more, I think we will see that change over coming months as Google TV, Apple TV and others ramp up their efforts.

But is not lost because the big picture for Microsoft is changing. The new leadership for a start. Microsoft ended up choosing from within, disappointing for some but as Satya Nadella says himself ‘he is now looking at the business through fresh eyes.’ He is also super bright, passionate and has accelerated change in just a few short days. Recently there have been a couple of large events, the launch of Office 365 and most notably onto Apple devices and the Build 2014 conference. Both these events have revealed that Nadella has big plans and wants to shake things up. Microsoft had already started changing with One Microsoft where they tore down siloes and made sure that cross divisional work and idea sharing started to happen, so someone creating software for the phone was thinking about advertisers as well. The example I sight above about the tiles would probably not have happened today.

More importantly Nadella has pushed through changes inconceivable a few years back. What has changed. As Nadella describes it, we are now in an era of ubiquitous computing. Connected users, devices all relying on the cloud for delivery of ever more complex solutions. Not for today but importantly for Microsoft they see their customers as consumers and IT professionals, the corporate world and only Microsoft really has the range to answer to both of those – this should rediscover for them differentiation.On average the consumer is carrying/using four devices and Windows and Microsoft want to span all those devices seamlessly, they want the canvas for software, Apps and their developers and users to be as wide as possible. So what are they doing?

1. Windows is being introduced across all devices including Kinect for Windows. A huge step forward for users and developers a like. Design once for all devices is crucial in this connected world. Still Apple and Android want people to design for mobile and desktop/laptop. As a user the more seamless the App the better the experience across devices.

2. Use the power of Office – making it available cross all devices is huge, anyone who uses iPads know the big issues is with opening Powerpoint in particular, but to make it free is a massive step for Microsoft, putting it all in the cloud also makes it entirely portable and for developers they can use Office 365 log ins as an identifier

3. Welcome to the new world of Kinect. App developers can now design Apps once that include Kinect technology to make incredible user experiences, this will make that box in your room, even more interesting and put Microsoft right back in the game as far as Apps. Likely end result being even your PC being able to work through motion.

4. Smaller signs of change have been to provide solutions that allow people what they want on their desktop like the start button. Some describe it as retreating, I call it sensible. Microsoft is listening and that is the main thing that we all want and need.

There have been other innovations with Cortana the voice assistant, great that it has been introduced but not sure it stands out vs Siri and of course has arrived considerably later, but again an extra ingredient to create experiences for users.

Microsoft really wants to get into the Internet of Everything and with their very close partner Intel they can start to revolutionise the home and out of home with Windows being the glue to make it all happen.

Microsoft have realised that the world has changed and you need to pull users in with what is still a great set of products used by over a billion people. Microsoft have the opportunity to be a partner to your life in a way that no one else can, I say an opportunity. It is what they do with it that counts. Microsoft have a leading position in the home with Xbox, software and cloud computing has always been their strength, it is just application they must work on, phones and tablets need more work but by making life easier for developers and IT professionals they can solidify their position spanning consumers and corporate.

Overall Microsoft, more than anyone has the plumbing, the hardware and most importantly the software, and they are focused on a mobile world. They need to make room for the marketeer in all of this and bringing them to the table, we as advertisers are desperate to make sure that Microsoft is central in plans but they need to make this easier for us. As with AOL, Yahoo I hope that we see a strong resurgence from Microsoft and it seems that Satya Nadella has the right ideas and guts to push them through. Just don’t forget that the advertiser would like to be involved.

20131113-201815.jpg

The least well known, best attended event: Webit 2013

20131113-200927.jpg

Probably 6-9 months ago when November seemed a life time away I received my first communication from Webit. Come the day I walk on stage, myself and fellow speakers had received according to the hosts around 36,000 emails in the arranging of this event. Based on my own experiences and those of others, it felt like at least 36,000 as well. As time went by I started to talk to more people who appeared to be attending this mysterious event in Istanbul and so I decided to have a go.

Welcome to Webit, 8000 people from 103 countries all converging on the astounding Istanbul. Link to event here

The 36,000 emails was a precursor to a peculiar event, just as Istanbul sits between Western world and Eastern world so the event seemed to attempt to straddle both but with an emphasis on the Middle East. I think to call it an International event is slightly over stating, I would suggest that 80% of attendees were local or from the Middle Eastern region with a smattering of people from the rest of the globe.  The genius of these conferences is that a smattering of logos gives it the appearance of something that perhaps it will be one day but not yet. Vevo, Yume, VivaKi, Omnicom (Nikki Mendoca flew in for a morning to grace us), Facebook etc all make it look a big deal and yet many presentations were far from International.

As an event I believe it over stretched itself although I am not sure the organiser thought so, there was no hint of embarrassement that they had spammed people with communication in the run up, so much so that basically everyone I met had given up caring and waited until the last minute to work out where to go next. There is less hierarchy in an arilines exec club status than at this event with three or four different tiers of ticket and then corresponding content. As an example the Telco area and presentations was only available to Platinum, consequently there were no people in the sessions! Different rooms, different tiers and thousands of emails led to a pleasantly chaotic environment. 

I think the focus on start ups and innovation is probably very valuable to the area and I think the mentality of networking very strong and so this side of the event was more powerful than other more sedate affairs. The outside areas and exhibition area, actually quite small, was more like a souk atmosphere with human interaction front and centre. I certainly have never had so many spam contacts, apologies, new business opportunities sent to me and continue to be so. A small point but I feel like I have signed up to the biggest direct mail database by attending the conference, as my inbox seems to be now filled with new biz opportunities. My favourite being:

‘We partner with firms to enable you to expedite time-to-market and improve Return-on-investment by providing cost effective solutions’

I think the area that the organiser most needs to focus on is the matching of titles and content, the Big Data session as an example had at least two presentations that niether mentioned the words Big Data or in fact had anything but a tenuous link with it. Some might say that is the norm, but watching a number of the sessions, it felt to me like too much time spent on creating an overcomplicated infrastructure and not enough on the content, both original content and how it is coordinated. The Panels at times had 8 people on them, this format needs some work, too many people not saying enough, less is more definitely springs to mind!

Evening entertainment was very good, especially for the speakers and panelists and the men, a wonderful evening boat ride and dinner followed by cool party on night one and then night two a meal followed by probably the least likely entertainment – a mass naked Hammam..umm. This combined with some liberal belly dancing left a few of the International ladies wondering whether this conference could be a little more balanced in its approach to men and women and indeed I doubt anyone really cared about how many women there were on stage – the answer. very few.

br />
20131113-201246.jpg

20131113-201257.jpg

20131113-201316.jpg

20131113-201458.jpg

20131113-201238.jpg

All that said it was an amazing location, infectious atmosphere led by Plamen and I am sure it will continue to grow and grow. I feel like it needs to take a lead from other large events in how it is set up and run to streamline everything and have less of the workings on show and more of the content. If you want to really ramp up business in the area I also believe it would be a great starting place. For VivaKi expanding and increasing the Audeince On Demand services there it worked well on the back of the AOD Publisher Day we had before it and I am sure many other International teams will see similar opportunity.

The event also created two side lines, the first is that myself and Brian from Digiday have coined the phrase ‘they did a Webit’ and that Brian has big plans for bringing programmatic to the Bazaars of Istanbul, he is particularly worried about the longevity of the exclusive superglue stall man in this new era of RTB!

20130912-205333.jpg

Persistent Identity – holy grail available to some..

20130912-204926.jpg
I am Just back from meetings in Seattle and San Fran with the Big 4. Big 4 you ask? Well in todays world of data connectivity, mobile innovation and growth as well as digital commerce the big 4 has changed. Facebook, Twitter, Google, Amazon are now gunpowder and bullet. The others more and more the barrel.

The message that is coming out loud and clear is that these players in their own varied ways are out to maximise the insights they have on their users and customers through a single themed approach of ‘Persistent Identity.’ I heard it a few times over the time I was out there, I have seen it mentioned in the odd article. But when you get to spend three days with all these market leading companies it becomes loud and clear that the data they hold on consumers is the key to their future and the single most valuable asset.

20130912-205128.jpg
Persistent Identity is a fancy way of saying ‘we know who you are, we know where you are and we know what device you are on, the holy grail of data. The kind of data and insights advertisers are crying out for. What strikes me about this data is how much more powerful it is than third party data sold by any number of companies, data which is slightly worn out, like an old apple at the bottom of a bag, still edible but just not as fresh and juicy as when it was picked.

The ability to recognise you, add insights to your iD, serve ads depending on which device you are on, understand you through your behaviour by device, friends, clicks and links is so powerful, so powerful in fact you can see the likes of Facebook being the defacto judge of what is good or accurate data instead of the traditional players. That has already started of course but I think will gather momentum. Watch out panel data.

When you take a step back and realise what data they have you can understand why they are reticent to share it or risk it being stolen, putting up walls of protection around it. Amazon with their marketplace, Facebook only allowing access through API, Twitter pulling info from Google, these are the actions of companies with hidden treasure. These businesses dont need all the old methods of tracking whether it is panels of adserved cookies, they know their people, signed in, registered people at scale.

Persistent identiity is powerful and logical, the only problem is that you have to stack up on these solutions. Like having a car and pulling up at the fuel station and putting 3 or 4 different petrols in to be able to get the car going. I want to recognise everyone through the ability of joining up these players – I would love to spot a FB user who has been updating a status about an iPod, browsing on Amazon and nail them with a promoted Tweet or video Ad to close the deal. I know it is too much to ask to have all these companies reveal their secret source but targeting would be fun..

Either way, data businesses will need to work hard and fast to justify their models in the face of the biggest digital players in the world starting to pull up their sleeves and flex their guns, because be under no illusion they are big guns.

Putting the RTB in B2B

Since 2000 when I started to work in digital there has been a constant learning curve for agencies, advertisers and publishers alike. The fantastic part of working in digital but also the greatest challenge is that it rarely sits still for long, leaving people constantly chasing the next level of knowledge. If I look back over the last thirteen years there have been some key milestones. First we got this whole thing off the ground around 2000 in a real manner. We then saw the rise of Search as a real revolution of the digital business. The dot com crash and overall stagnation saw little innovation until Youtube, social media start up around the middle of the decade. Just as everyone was comfortable along came Real time bidding and exchanges.

Each sector of our business has responded differently to each of the challenges and seen different challenges and opportunities. In the last 12 months I have been asked to talk at a couple of B2B events on the subject of RTB, it is a business that was traditional in nature and could understand digital from a search and targeting perspective, mainly because they could replicate the very industry specific offline approach online. Many websites, content specific and so on. The trouble is RTB is not about the content. It can be part of the equation, but it is not the driving force. The driving force is Audience and reaching that audience.

At first that felt wrong to people but actually I have had many conversations over the years where we wanted to target small business owners or IT professionals and the conclusion was that these professionals ‘were just people’ and we should target them not just in work specific environments but also in their spare time, catching them where you would expect them to be. How many campaigns run on Golf sites in the hope of attracting C-level execs?

At the heart of the issue is that, how do you target very specific audiences without being in very specific content. Reaching the investment community, IT hardware budget holders, small businesses, you name it. Well RTB has some answers and the marketeers of B2B and Publishers alike need to start testing and creating their own very bespoke audiences. The data is there, as an advertiser you have visitor data, registered user data, you have data from your social presence and more. Publishers collect information all the time and there is even more they can do as sophistication increases. Planning is not what it used to be, planning starts by creating profiles and target segments using your data, publisher data and third party data. Start to create and test, RTB allows you to switch on and off in an instant and so the opportunity to learn is immense.

I sometimes have this impression that people still see RTB as the remnant of the industry on long tail sites. This is a misconception so I advise a marketeer to go an investigate. The world’s leading content is now in the exchange ecosystem, whether through private marketplaces or public. If the FT, Guardian, Telegraph most IT sites all see opportunity then the marketeer should also. The technology and the data can now be applied intelligently to all this premium inventory and combine that with intelligent use of dynamic creative and you have a powerful opportunity. And after all of those benefits you can apply the macro benefits of RTB – you dont buy upfront, you buy what you need to buy, one impression at a time. You can frequency cap, single reporting and achieve transparency of what you are buying. These are vital in the new digital ecosystem marketeers should be demanding this as standard.

I often spend time explaining to advertisers that we have changed our agency model, the publishers have adapted or are in the process of adapting to this revolution in digital, but many times we dont challenge the advertiser to change. That would be my core message here, dont do what you have always done, you should change and if you agency partner is not challenging you to do that then you have the wrong agency.

A year is a long time at Google

As I sit wide awake on an American Airlines flight to California, when really I should be sleeping, mainly down to the horrendous ‘Angle flat’ beds I started thinking of the blog I wrote a year ago called ‘A Frictionless Web’

It talked about how Google wanted to streamline the whole cookie process and launch for the first time a ‘true stack’ something that had raised some eyebrows at the time mainly because Google had been excellent in many areas but had been flawed on Doubleclick and bordering on slow in the DSP space after purchase of Invite.

Google presented the new DFA and lots of new brand names like DDM – Doubleclick Digital Marketing, DBM, DC Bide Manager, DS3 and so on. Funny to think back then that even the Google people on stage were struggling to remember to use this terminology rather than good old Invite, DART etc etc. Neal Mohan presented credibly what the future would look like and that it was going to be powerful. At the time I thought, sometimes out loud and to the dislike of the DBM competition that this could really strike a blow to the competitive ecosystem if it turned out to be true.

Fast forward a year. In my opinion a big part of that dream has turned out to be right. Let me start with some of Audience On Demand’s change. We were well known for working with Invite and were heavily crticised for it but we stuck with it, especially as I saw the content of CAB 2012. The London office of AOD, powered by Geoff and Danny migrated all accounts to DBM (we say that now instead of Invite with out reminder!) the London office was and probably still is the largest user of DBM anywhere in the world and that includes the US, that does not happen often with something like DC.

As a result we were the first in the world to use the Search remarketing opportunity where DBM joins seemlessly with DFA and DS3. I cant reveal the results to that as thats my presentation at CAB but we learned an awful lot and that is still a big USP for us in the market as not many people have lined up DBM, DS3. DBM itself had a rocky start but again is now delivering the promise and we are pleased we got out there early and set the pace, working closely with the US team.

Bigger and more ominous for the competition however is that the new DS3 has really started to roll and two big things have happend. The first is that the product itself is good, widely acknowledged to be an improvement on some systems without the extra cost. I have seen across Europe business being returned to them from the companies that jumped in to fill the void of a quality Google product for years. The second is DFA in general has started to win back some lost ground from others in its own right. A good job Facebook bought Atlas as that was literally dead in the waters and amazingly those few major clients who continued to use them had seen the light and were off.

But the real success has been where advertisers or whole agencies are swapping to DS3 and DFA because they are or are about to be heavy users of DBM and want to benefit from the frictionless web. I work with people a year ago who were nowhere near wanting to work with DFA and were proudly using Mediamind or Flashtalking etc and have now switched and are happy. One major advertiser held a pitch right around now this time last year and the Stack solution was sold but was a just a little early with DS3, DBM all untried for them. One year on that shift is well under away. This is the fruits of the Stack and it is pretty compelling, Google in a year has transformed the display sell and regained an incredible amount of ground in such a short period of time.

There is work to be done of course around social tools and dynamic creative but hasn’t everyone? I am looking forward to presenting the amazing work the UK Audience On Demand team have done at this years CAB and hearing the next stage of the revolution. Over to Neal Mohan…

Linkedin etiquette – Why link but not shake?

16-LinkedIn-dos-and-donts-600x337

In the last two days I have had discussions about how to use Linkedin. When I say use I mean the etiquette of connections, why you connect and how you should behave once you have. You always assume everyone is in it for the same reason, but that is not necessarily true as I have found out.

Let me start by summarising my contacts:

Category A: People I know very well either personally or via work, or have worked with over the years pretty closely. Linkedin for me in those cases is a good contact directory as inevitably you lose people’s details over time.

Category B: People I have known, perhaps through work for a short period of time, but none the less they are people I could stop and have a chat with.

Category C: People I have met in a meeting, maybe just the once, but we met. I notice the US visitors have Linkedin before they have left the office many times!

Category D: People I have not met but have heard of along the way and so at least know someone they no and or their company, many times you know what they want before they ask it.

Category E: Randoms.

Of the 1141 contacts I have, I would say about 20-30% are in this camp. It is this category that recently caused some offence with a sensitive sales guy called Lee oh and Joanna and a couple of others. Lee felt that he should comment on his incredulity about the fact that people accept invitations on Linkedin and then don’t respond to emails he sends to that contact. Well a debate started along two lines.

The first was whether you should agree to a connection if you had no real ambition to do business with that person, the second was it was rude not to reply to someone who had written to you. I think the third will soon become how you see Linkedin vs say Facebook and Twitter, but for today I am going to leave that one.

Here was my view that I expressed to their disappointment. I accept Linkedin invitations to almost anyone because I have nothing to hide or keep private like say on Facebook, so as far as I can see, more the merrier, in fact more fool them as they will have to suffer my Twitter updates! In fact the most useful thing about Linkedin is the ability to track people down you don’t know and find out more. It could be an interview, a meeting, a new business pitch, whatever, if they are in your network you can see their details. Therefore the bigger the network, the more likelihood of being about to track them down. Apparently that is seen as being a little negative and cynical, I was surprised to discover this as I assumed everyone did it! Any thoughts?

As for the second debate about contact etiquette the general theme was that you should respond to every in bound email. Well on this I thought that yes in theory you should respond to every email out of politeness but then again, if it is a mass email with limited targeting and thought then absolutely no chance. There are other categories of in bound though that wont get a response. They normally start with ‘I just had a meeting with someone senior in your organisation (add in whoever) who I have know for years (read old school network and good old days club)  and thought we should meet for a coffee. Well you know what, for better or worse I don’t reply to the name dropping approach. Cant stand it. The other blank is anyone who starts with ‘I would like to take you for lunch this Friday type thing’ No. I don’t know you and just because I accepted your Linkedin invite does not mean we can start dating. Too pushy.

So you see there are many reasons for not replying, often the least of them is just straight too busy. It happens to all of us all of the time, people don’t return calls, don’t turn up for meetings and all that, so Lee in my opinion was being a little sensitive and had us all believing that he sends his 1000 copy and paste emails and then waits with bated breath for a reply. You wrote three lines and copied and pasted a couple of times and then pressed a button. Forgive me if I don’t send a carrier pigeon laden with chocolates explaining that I am unable to enter into business with you.  You can always remove me – I will never know!

Communication on Linkedin is the same as everywhere. Make it personalised, well thought out, relevant and well written. Even better find another way to contact me that shows you have put the slightest extra effort into the process if you are really serious. And just for clarity I am still talking Cat E types, the rest I am fine with.

What does everyone else think? Am I being too black and white? Make sure everyone of you replies or I will cry like a baby and post how upset I am that you follow my blog and don’t comment!