FINAL LMA Philly January 2017 - Using Readership Analytics to Build a Culture of Thought Leadership
Vertical Thought: January - March 2012
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Transcript of Vertical Thought: January - March 2012
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7/30/2019 Vertical Thought: January - March 2012
1/24
BK ]GF KFXU]onf Eof dj Rdvuf`jFid}bdko``r
o ioho|bkf d vkmfqu}okmbkh dq }didqqdxu `fomfqu
LokvorIoeg 13?5
Egddubkh @dzfZo`fk}bkfu Mor< Xgo}uXdkh Xb}g Ugdxbkh @dzf4
Xgr Mbm }gf IfuubogGozf }d Mbf4
Eo`i Jdi Hdm ]gdvhgKfx Rdqnu Hqfo}fu} U}dqi
Ifk okm Xdifk djU}ff` okm Zf`zf}
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7/30/2019 Vertical Thought: January - March 2012
2/241 Zfq}beo` ]gdvhg} L o k v o r I o e g 1 3 ?5 Z f q } b e o ] g d v h g } + d q h
Gdx }d Jff` Uom
Oifbeo gou affk afk} feofu k bkvubkh gfev`}vf xb}g ubkv` zo`vfu 'ou e`fo`r fkf bk }gfAba`f"+ ]o} ev`}vo` egokhf bkb}bo``r hobkf iifk)}vi bk }gf bku}b}v}bku gbhgf `fokbkh 'vkbzfub}bfuok e``fhfu" ok hozf buf } }gf u}vfk} vkfu}
}gf `o}f ?2:3u+ ]f biio` ufwvo` ok fefo}bko`vh fz`v}bku }go} fo b bhg}fkbkh oiohf }}gf io`uok usbb}vo` ekb}bk }gf evk}r+Eif } }gbkn b}, Bzf affk ff`bkh uo oav} }gbu vb}f o `kh }bif+
Iokr }gf obeo` e``fhf u}vfk}u i aoen }gfkok }gfb uveefuuuafeoif }gf fveo}bko` oks`b}beo` `fofu `o}f feofu+ Bk }gf 1?u} efk}vr,}gfb zo`vf uru}fi gou bkefoubkh`r uf}}`f xk }ufekor ok fzfk sbior ueg` `fzf`u+ Uo`r, }gf`ow io`u }gf `f hfkfo}bk gozf kfho}bzf`r sf)ifo}f }gf rvkhf hfkfo}bk+ Ou o fuv`}, }or xfuff o `oen io` u}fkh}gi }gf zok}ohf sbk} Hu fkb}bk io`b}r+
Xb}g fusfe} } v bk}fko}bko` fofu, }gbu oeef`f)o}bkh, ubkv`, ev`}vf }fk nkxu k ko}bko` afu+Ou zf}beo` }gbknfu, rv eok ef}obk`r uff }gf vkh`rfoukbkh, usfonbkh ok afgozb bk }gf ev`}vf rv xk evk}r+ B biohbkf b} ionfu rv uo }+
Av} uokfuu o`u eifu i `bfu }gf sa`fiuvkgossr oib`bfu, av``rbkh o} ueg` bk }gf kfbhg)ag, }gf ifk}o``r fsfuubkh ffe}u vh o`eg` oavuf, ok }gf nbku oavuf+ ]fuf }fk} k} k`r }bhhf okhf, av} o svk sfuko`
uokfuu+ O } }go} okhf)uokfuu ekkfe}bk }gfuif}bifu vkbk}fkf ekufvfkef ok okhr usbb}ok on i fwsfuuf bk iveg }oru 'ok
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7/30/2019 Vertical Thought: January - March 2012
3/24Zfq}beo` ]gdvhg} L o k v o r I o e g 1 3 ?5 5
Egddubkh @dzfGd``rxddm ior }f`` vu xf lvu} o`` bk`dzf+ Av} xf eok qv`f dvq fid}bdku okmionf xbuf egdbefu+
Zo`fk}bkfu Mor< Xgo}uXdkh Xb}g Ugdxbkh @dzf4Xgr kd} ef`faqo}f o gd`bmor oadv}qdiokef4
Xgr Mbm }gf IfuubogGozf }d Mbf4Xgr mbm Lfuvu gozf }d mbf ud }go} xfedv`m `bzf4 Xouk} }gfqf udif d}gfqxor4
Ifk okm Xdifk djU}ff` okm Zf`zf}Xgfk ugdv`m xf ugdx }fkmfqkfuu,okm xgfk ugdv`m xf af bnf u}ff`4
Eo`i Jdi Hdm ]gdvhg
Kfx Rdnu Hfo}fu} U}di@bzbkh }gqdvhg Gvqqbeokf Uokmr,gf`sfm if foqk udif kfx }gbkhuoadv} Hdm+
]onf Eof djRdvuf`jFid}bdko``rSfds`f edkefqkfm oadv} }gfbq gfo`}gugdv`m o`ud }gbkn oadv} bisqdzbkh}gfbq fid}bdko` gfo`}g+
Xgr Xgo} Xf Fo} Bu Bisd}ok}Xgfk rdvqf sqfuuvqfm }d fo} ddmu rdvnkdx rdv ugdv`mk}, xgo} md rdv md4
]gf Aba`f dj O`` Ev`}vfuKd io}}fq xgfk dq xgfqf xf `bzf, }gfAba`f }foegfu vu gdx }d bzf+
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ok Bk}fko}bdko` Ouudebo}bdk, okm d}gfu+ Mdko}bdku ofho}fv` r oeefs}fm okm of }ow)mfmve}ba`f bk }gf Vkb}fm
U}o}fu okm Eokomo+ Uebs}vo` fffkefu of di }gfKfx Nbkh Loifu Zfubdk '?277 ]gdiou Kf`udk, Bke+,sva`bugfu" vk`fuu d}gfxbuf kd}fm+Vkud`beb}fm io}fbo`u< Mvf }d u}ojkh `bib}o}bdku,vkud`beb}fm io}fbo`u ufk} }d Zfq}beo` ]gdvhg}xb``kd} af eb}bqvfm d f}vkfm+ Ar }gfb uvaibuubdk,ov}gdu ohff }go} uvaib}}fm io}fbo`u afedif}gf sdsf}r d }gf Vkb}fm Egveg d Hdm, ok
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7/30/2019 Vertical Thought: January - March 2012
4/24= Zfq}beo` ]gdvhg} L o k v o r I o e g 1 3 ?5 Z f q } b e o ] g d v h g } + d q h
]bu, }gfk, xou uvssdufm} af }gf hfo} }v}g b``vu}o}f bk}gbu oio< @zf abkhu gbhgu ok `xu+ B} eok af xkf)v` fzou}o}bkh+ Bk }gf fk, xf gozf } }onf xgo} xf hf}afeovuf xf k} hf} } eguf xgi xf `zf+
O`iu} ou uk ou }gf xu eoif v} }go} egooe}fuiv}g, B ugv}f, ]o}u kd} }qvf/o} }gf }f`fzbubk+
B} xouk} `bu}fkbkh, u B ok}f } ir xbf bku}fo+ Xf mdgozf o egbef+ @zf buk} lvu} uif oeebfk} xf gozf k ek)}` zf+ ]fuf Z xb}fu uor }gfuf }gbkhu ok }f`` e}bko`u}bfu ou u)eo``f s+ ]fk sfs`f af`bfzf }gfi, ok }gfb`bzfu hf} vbkf/
Rfu, B gozf u}kh ff`bkhu k }gbu uvalfe}+ B}u afeovuf
iokr rvkh sfs`f af`bfzf }gf ir}g }go} rv eok} egufxgi rv `zf+ ]fr ibuu }gf gossbkfuu }go} ev` `bhg} vs
}gfb `bzfu+ ]f bfo oeebfk}o` `zf ubis`rbuk} }vf/ Rv gozf iveg if ek}` }gokrv }gbkn+ Egbefu bk `zf of }bf } ionbkhegbefu xb}g rv }bif+
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Xfau}fqu Kfx Vkbzfquo` Vkoaqbmhfm Mbe}bdkoqr `bu}u 1= bf)fk} fkb}bku vkf }gf fk}r `zf+ Dazbvu`r }gf x buvuf bk iokr bffk} xoru+
]f aouf fkb}bk bu o ff`bkh xoi sfuko` o}}oeg)ifk}, av} xf }fk bk}fk }gbu kf< svk`r }fkf souubko}f ofe}bk o sfuk }gf ssub}f ufw+ Ok
xf`` evu k }gbu ug}`r+ D evuf, vuf ou o zfa, } `zfbu } fwsfbfkef uveg ff`bkhu+ @f}u `n afrk be}bkobfu, b U
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d moiohfm f`o}bdkugbsu+ O} }gf e`biow d }gf ugdx, }gf fom
egooe}f gom o gfo}fm mbuevuubdk xb}g okd}gf sfudk bk xgbeg
ugf ugdv}fm dv} }fov``r, Rdv eok} egdduf xgd rdv `dzf/
Gd``rxddm ior }f`` vu xff gf`s`fuu xgfk b} edifu }d o``bkh bk `dzf+Av} }gf fo b}r bu xf eok v`f dzf dv fid}bdku okm ionf xbuf egdbefu+
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7/30/2019 Vertical Thought: January - March 2012
5/24Zfq}beo` ]gdvhg} L o k v o r I o e g 1 3 ?5 6
}gvhg, } vkfu}ok }go} `zffo`, ffs `zfbu idqf}gok o ff`bkh+
Zf}beo` }gbknfu `n } }gf Aba`f ou }gf v`}bio}f uvef }v}gok b} gou o `} } uor oav} `zf/ B} ugxu }go} `zf
bke`vmfu ff`bkhu, av} }go} }gff bu o`u o evu k mdbkh+ ]fosu}`f Lgk x}f xgo} ev` af eo``f o Aba`f fkb}bk `zf xgfk b} eifu } v f`o}bkugbs xb}g H< ]bu bu`zf, }go} xf xo`n oeedqmbkh }d Gbu ^HuY ediiokmifk}u'1Lgk :, fisgoubu of }gvhgv}"+
Bkxo ff`bkh ok i}bzo}bk ivu} }oku`o}f bk} oe}bdk+Ou Lgk o`u x}f, @f} vu k} `zf bk x }khvf, av}bk mffm okm bk }qv}g'? Lgk 5
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7/30/2019 Vertical Thought: January - March 2012
6/24: Zfq}beo` ]gdvhg} L o k v o r I o e g 1 3 ?5 Z f q } b e o ] g d v h g } + d q h
Zo`fk}bkfu Mor bu abh avubkfuu+ Oeebkh } }gf Ko}bko`Qf}ob` Jvko}bk, Zo`fk}bkfu Mor 13?1 of ovk-?8+: ab``bk } }gf V+U+ fekirionbkh f}ob` usfkbkh }gbu or }gf ufek)`ohfu} afgbk Egbu}iou+
J o } sfs`f b}u }gf g`bor } fwsfuu rv `zf }uifkf usfebo`+ Oeebkh } Nfiaf`r Nbkh, o avubkfuubku}ve} o} Uv}g Vkbzfub}r, rvkh ov`}u ohfu 16)5=usfk }gf iu} k Zo`fk}bkfu Mor hb}u+ Bk}ffu}bkh`r,ifk xb`` v}usfk xifko`iu} 1 } ?xb}g }gf abh)hfu} eo}fhbfu o`` usfkbkh afbkh fu}ovok}u, eokr,
iok}be hf}oxoru ok xfu+O vben Xfa ufoeg }gf bhbku Zo`fk}bkfu Mor xb` ` hbzf rv }gf aoubeu }gfoeefs}f gbu}r }gf or+ O ffsf ufoeg xb``
oenkx`fhf b}u sohok bhbku+ ]f Hddm Kfxu ioho|bkf'ubu}f sva`beo}bk Zfq}beo` ]dvhg}" gou sva`bugf o zob)f}r o}be`fu k a}g }gfuf ousfe}u Zo`fk}bkfu Mor+Xgb`f Zo`fk}bkfu Mor bu }gf iu} si}f g`bor o}fEgbu}iou ok Fou}f fzfk oikh }ob}bko` Egbu}bokegvegfu, b} bu fkb}f`r k} o g`bor xb}g }vf Egbu}bokzo`vfu+
Gdx eok `dzf af xqdkh4
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7/30/2019 Vertical Thought: January - March 2012
7/24Zfq}beo` ]gdvhg} L o k v o r I o e g 1 3 ?5 8
xgo}u affk `u} bk gx xf h oav} b}, ok gx xf xugbsH }go} io}}f, bu xgf}gf xf of oe}vo``r ``x)bkh xgo} H }foegfu bk }gf Aba`f+ B}u `bnf ok ov}iab`fiokvoe}vf }f``u rv } sv} k`r hou`bkf bk }gf vf`}okn, av} }gfk rv febf }go} bfuf` vf` bu lvu} ou h/ B}lvu} xk} xn+
Gffu o vben fzbfx }gf aoenhvk Zo`fk}bkfuMoraff fws`bkh o ffsf sbk} oav} }gbu g`bor+
Ar iu} oeefs}f gbu}boku, Zo`fk}bkfu Mor xou okoos}o}bk ar }gf Eo}g`be Egveg }gf okebfk} sohokQiok ef`fao}bk @vsfeo`bo, o f}b`b}r fu}bzo`+ ]fEo}g`be Egveg vso}f ok ekkfe}f b} } o Uobk}Zo`fk}bkf uif}bif `o}f bk }gf }gb efk}vr O+M+ '}gvhg}gff bu uif ekvubk ou } xg }gbu sfuk oe}vo``rxou"+ B} fo``r }n eiifebo``r ou o g`bor bk }gf `o}f?733u, si}f ou o or } ugx rv `zf } }gfufusfebo``r iok}be `zf } rv usfebo` uifkf+
U xgo}u xkh xb}g }go}4 Gffu }gf sa`fi< @vsfeo`boxou ok biio` f}b` b}r fu}bzo` o`u fo}vbkh h`v}}krok vknfkkfuu+ O} }gf fk }gf fu}bzb}bfu rvkh ifkxv` ox }gf koif o rvkh `or i o aw ok }gf}x xff ekubff o sob 'ufwvo``r ok }gfxbuf" }gfeibkh rfo+
Ou o fu}bzo` @vsfeo`bo xou fbeo}f } }gf Qiok hSok, fehkb|f ou }gf h f`u, hzfu ok xfh`fkuok sbe}vf ou gozbkh }gf gbkvo}fu, `fhu okgku o ho}+ ]bu sohok fb}r xou ekkfe}f } f}b`b}rok }gf ufouk usbkh+ Kkf xgo} bu ekkfe}f } }gffou} @vsfeo`bo bu x}gr o Egbu}boku aufzokef+
Av} xgo}u xqdkh xb}g o `b}}`f sohokbui4
Xgo} oav} ugxbkh `zf k Zo`fk}bkfu Mor b Bi k}bkh b} sohok fouku4 Buk} }go} nor4 K, afeovuf }gffwsfuubk }go} nbk `zf bu u}b`` qdd}fmbk o ifsohok g`bor+ vf Egbu}boku ivu} k} os} sohokfu}bzo`u ou g`boru, }gfr of } u}bzf } s`fouf H bkfzfr}gbkh }gfr +
Fzfk xgfk rv }gbkn rvf bkkefk}`r aufzbkh o g`bor`bnf }gbu, rvf u}b`` ozokebkh }gf bhbku ok ifokbkhu }gf orfusfebo``r i Gbu sfusfe}bzf, ou Gf ef}obk`rnkxu xgff b} eoif i+ H uob k} } }gbu+ Gf }`}gf Buof`b}fu fk}fbkh }gf sohok `ok Eokook fzfr oaibko}bk } }gf @dqm xgbeg Gfgo}fu }gfr gozf kf } }gfb hu 'Mfv}fkir ?1
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7/30/2019 Vertical Thought: January - March 2012
8/247 Zfq}beo` ]gdvhg} L o k v o r I o e g 1 3 ?5 Z f q } b e o ] g d v h g } + d q h
S g d } d u