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Morten Skroejer Joins Expanding SIIA Policy Team

Washington D.C., February 17, 2022 – The Software & Information Industry Association (SIIA) today announces the appointment of Morten Skroejer as Senior Director for Technology Competition Policy.  He is responsible for competition policy issues, with a special focus on legislative, regulatory, and policy efforts in the United States and the European Union.

Skroejer spent the majority of his career in diplomacy, government, and politics. He most recently served as Nonresident Senior Fellow at the Atlantic Council’s Europe Center, where he focused on transatlantic digital issues, particularly as they relate to competition policy and law in the United States and the EU. For more than a decade, Skroejer worked for the Embassy of Denmark in Washington, DC as counsel and senior advisor, advising the ambassador on U.S. politics, congressional relations, and transatlantic trade.  Earlier in his career, he worked for the Ministry of Finance of Denmark.

“Mort’s extensive knowledge and expertise on global competition policy elevates SIIA’s capabilities in this critical area,” said SIIA Senior Vice President, Global Public Policy Paul Lekas. “He will help drive our policy initiatives to promote a healthy digital ecosystem that advances consumer welfare, protects national security and fosters innovation.”

Skroejer is the most recent hire for the expanded SIIA policy team.  Lekas and Divya Sridhar, Senior Director of Data Policy, both joined SIIA this past summer deepening SIIA’s expertise in addressing the most critical issues facing the information industry including privacy and data protection, digital policy and equity, education technology policy, and intellectual property protection.

He holds an LL.B. and an LL.M. from the University of Copenhagen, where his concentration was in EU competition law, and a J.D. from the Washington and Lee University School of Law.

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About SIIA

SIIA is an umbrella association representing more than 450 technology, data and media companies and associations globally. Industry leaders work through SIIA’s divisions to address issues and challenges that impact their industry segments with the goal of driving innovation and growth for the industry and each member company. This is accomplished through in-person and online business development opportunities, peer networking, corporate education, intellectual property protection and government relations. For more information, visit siia.net.

TaraLajumoke

‘Get to Know Your New Audience Better’; Keys to Keeping Up Your Growth Momentum

To achieve growth, “organizations must better reflect the communities they seek to serve—including hiring more females, ethnic minorities and younger audiences,” writes Tara Lajumoke, managing director of FT Strategies, in a December blogpost on their site.

“Additionally, organizations will need to buy and borrow new skills—across areas like analytics, product and audience engagement… 2021 has been a year of astronomic growth for many subscription businesses—whether it is the FT or Disney+—however the acceleration of acquisition is not sustainable.”

To read more, sign in here.

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Personalizing, FOMO and Timeliness Can Make Subject Lines (and Readers) Special

Interestingly, as popular as newsletters are today—publishers like The Atlantic, New York Times and Washington Post seem to sprout new ones every day—Campaign Monitor finds that “email open rates go down by almost 19% when [newsletter] appears in the subject line.” Tell us the value, not the form, is probably the moral there.

“A poor subject line is more than just bad: It can contribute to your email being marked as spam, dinging your reputation with your customer and search engines. In fact, 69% of email recipients report email as spam based solely on the subject line.”
Campaign Monitor

OptinMonster reports that 47% of email recipients still decide to open your email based on the subject line. Their advice is to “leverage natural human tendencies and psychological principles.” Given my story on Monday that regrets are just human and should not be mired in, that could be a new category: “Don’t fret but here are things we could’ve done differently.”

When it comes to length, Campaign Monitor writes that “the sweet spot is a subject line that’s between 6 and 10 words in length.” As for thinking more concise for mobile, it’s hard to say now. Prior to the pandemic, the number of people opening our emails on their mobile device was climbing. But desktops have now risen back to 3-to-1 for us. As we go back to the office, that should change.

Of course, everyone advises to A/B test. One common way—which can be automated on many platforms—is to send out 10% of your email to two lists with two different subject lines, see which wins and send the rest to that one. Also test the times you send. The work-from-home revolution has changed a lot of open habits.

Here are more subject line best practices:

Personalize and make the recipient feel special.
The Washington Post sent me this one on Monday: Subscriber Exclusive | “Succession” Actor Brian Cox. As a longtime subscriber, that was music to my ears. If you have members and/or subscribers, reinforce that what they’re getting from you is especially for you. “Wow, RONN, check out your benefits,” Aetna wrote. Writes Litmus: “80% of customers are more likely to make a purchase from a brand that provides personalized experiences.” Sharing location-specific information tells your subscribers you’re paying attention to them. People have an innate curiosity about events taking place in their local area.

Use the fear of missing out (FOMO) email.
I liken this to passing by a restaurant or brand store and seeing a line outside. What am I missing? I need to be there. “Almost sold out.” “Today’s your last day to save.” Yesterday Framebridge sent out an email with five green boxes and the line, “Solve for 15% off.” The email led you to Wordle, where the answer was “frame”; but you had only until midnight to use that word to get a 15% framing discount. That also sounds like an interesting way to partner. Alliance Francaise sent out an email with this subject line: “We are taking you to the South of France…” I’m sure that got a good open rate. It’s for a virtual talk on Feb. 17.

“Avoid spammy words, special characters, and SHOUTING.”
“Nothing says ‘spam’ to email recipients and internet service providers more than special characters (#%*@), [exclamation points] and messages in ALL CAPS,” writes Campaign Monitor. “At best, these will earn you an unsubscribe. More commonly, they’ll end up right in the spam folder.” (Here’s a list of spam words from Mequoda.) However, I have read that putting the first word in ALL CAPS drives open rates up and that we shouldn’t shy away from emojis. The National Academy of Sciences did both today with this subject line: “TOMORROW Wrong Answers Only Wine Edition 🍷🍇.” I’m in.

Remember to add preview text.
“If your email’s subject line acts as the title of your email, then the preview text is like the subtitle. It’s that small bit of text after the subject line that displays in your email subscriber’s inbox before they click into the email.” Gives you a chance to tell a little more about what’s in the email.

Make subject lines timely.
“You’re invited…” scores well. The International News Media Association starts their weekly newsletter with, “What’s New at INMA” before giving some headlines. “Reminder” is a good way to start if it’s something we’ve signed up for. I just received one, “Reminder: Inaugural Robert A. Katzmann Lecture; A Conversation between Justice Sonia Sotomayor and Dean Trevor Morrison starts in 1 day.” We know that especially these days, signing up for something is just half the battle. We need to be reminded of the event and why we signed up. These words also score well: update, alert, weekend, thank you, bulletin, upgrade, new and available. I’ve read pros and cons for the word free.

Use numbers.
Numbers can often speak volumes—and feel louder than words because we know that what’s coming up will be finite and manageable to read and digest. “7 Tips for Increasing Virtual Event Engagement,” writes ON24. “Hear from 4 Teachers of the Year on Adult and Student Wellbeing.” “8 Red Flags That Signal a Toxic Hybrid Workplace.” “7 Top Priorities for the C-Suite and Their Lieutenants.” Those are in my in-box today.

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Guess Again. Publisher Quizzes Engage, Educate and Feed Our Competitive Sides

“The Slate Quiz Is Expanding.” This morning Slate told its readers that a Friday quiz just isn’t enough. “Slate Quiz lovers will now get double the fun each week. Every Tuesday, in addition to our signature Friday news quiz, quizmaster Ray Hamel will concoct a brain-tingling selection of 12 timeless trivia questions.”

Whereas readers get to play against Slate staffers on Friday—one week it was editorial director for audio Gabriel Roth, other weeks audience engagement editor Sofie Werthan and news director Susan Matthews—Tuesdays you play against Slate Plus members. Subscribers to that premium service also get access to member leaderboards, unlimited reading on Slate and ad-free listening on all of their podcasts. Duolingo has cashed in with a premium subscription of no ads.

Think quizzes aren’t popular? Guess again. The New York Times just bought Wordle for low seven figures. Now there’s a marketing version called Marketdle. And before Slate, came Politiken, a Danish daily newspaper. An INMA story reports that their Bezzerwizzer Christmas Battle pitted readers against Politiken journalists over the 2020 holiday season. For the 24 days leading up to Christmas, readers were invited to challenge one of 24 Politiken journalists at his or her specialized topic, with a daily prize at stake.

The buzz around the daily quiz on Politiken’s homepage was reminiscent of the thrill one gets from the spinning reels on a 슬롯 machine—every new quiz bringing a fresh chance to win. My cousin, who’s a gaming enthusiast and a fervent quiz-taker, couldn’t stop talking about the excitement each quiz brought. It was quite the conversation at a recent family gathering, with everyone eager to try their luck. The initiative not only provided intellectual stimulation but also saw a significant increase in engagement, drawing in both seasoned subscribers and new readers keen to test their knowledge and win enticing rewards.

Other uses for quizzes:

To facilitate your advertisers. At this time last year, the quiz “Mexican Caribbean: What is Your Celebrity Travel Style?” in Questex’s Luxury Travel Advisor brand might have looked a little out to sea. But now seems a good time to get people excited about traveling again. “You know your clients’ celebrity travel style,” they write. “You may even have clients who are celebrities. But did you ever wonder about your celebrity travel style? Take this quick quiz to find out…” The six questions range from who you want on your private plane down there to whether you want to stay in a private jungle loft or beach villa. There’s no right or wrong, only “Apple Leisure Group can help you and your clients find the perfect vacation package for every celebrity style.” My style is America’s Sweetheart!

To sell products and build archives. MedLearn Media has a popular Compliance Question of the Week. A typical “Laboratory Question” is: “I’ve heard there is a CPT® code for COVID-19, is this true?” After the answer is given, readers are told that “This question was answered in an edition of our Laboratory Compliance Manager. For more hot topics relating to laboratory services, please visit our store or call us…” The American Chemical Society also does this with a Molecule of the Week quiz question and archive.

To educate readers about your topic – and maybe sell a webinar. “Who are these Five Influential Women Engineers?” the American Society of Mechanical Engineers asks in this quiz. “Many influential women engineers are role models and mentors for the next generation of female engineers. How many of these women do you recognize?” Then after I got just 2 out of 5 questions right, I got this: “Interested in finding out more about these influential women engineers?” Hit the Learn More button. Another outcome would be to market a webinar based on showing people how much they do not know on an important topic.

To generate leads. “Quiz Yourself: How Much Do You Know About Reshaping the Educator Experience?” the latest Education Week quiz asks. It’s sponsored by Istation, but Education Week maintains “full editorial control of content.” It’s clever that you have to give your email address to see the results. I got 5 out of 7 questions right.) In the past, Education Week would regularly achieve nearly 90% quiz completions and around 60% of people who completed the quiz filling out the registration form. They give the answers and then there’s a “Take Quiz Again” button if you’re having a bad day and need an ego boost, I suppose.

EmergingTechPanel

‘We Still Need a Fundamental Shift’; The Road to Data Privacy Legislation and AI Infrastructure Must Reflect a More Inclusive Landscape

In a far-ranging discussion last week addressing data privacy, digital inequities, artificial intelligence and the importance of diversity in every step—titled Emerging Tech and the Privacy-Equity Dilemma—a distinguished panel shared workable, forward-thinking and equitable solutions.  The panel, presented by SIIA, was moderated by Rebecca Kern, Politico technology policy reporter with panelists:  Charina Chou, Global Policy Lead for Emerging Technologies, Google; Cameron Kerry, Distinguished Fellow, Brookings; Matt McMurray, Legislative Director for Rep. Robin Kelly (D-IL); and Lo Smith, Senior Programs Manager for the National Digital Inclusion Alliance in Baltimore.

“As technology continues to dance at a rapid pace, policymakers must be vigilant to ensure that the inequities of today are not embedded in the technology of the future,” said SIIA President Jeff Joseph, introducing the discussion. “How we close the gaps and [maintain] respect for privacy and equity and technology, while also being mindful of security and the real and digital worlds, is an ongoing debate—and one that is taking center stage.

In this dynamic discourse, the keyword Privacy Defend emerges as a central tenet, embodying the collective responsibility to safeguard individuals’ digital rights and personal information in an era of transformative technological advancements. The evolving landscape of technology necessitates a proactive stance in fortifying digital privacy, pushing policymakers, industry leaders, and society at large to collaborate on robust frameworks that transcend the limitations of the present. As we tread further into an era marked by unprecedented technological advancements, the notion of Privacy Defend serves as a compass, steering the discourse towards a future where the preservation of privacy is not just a goal but a fundamental cornerstone of ethical and equitable technological progress.

“While the past few years have brought an increased focus on AI in the tech sector, we still need a fundamental shift. We need to ensure that DEI principles and values are fully engrained, so we think of diversity and inclusion as an absolute and non-negotiable rather than a hopeful element on a wish list or a best-practice, check-the-box of business compliance. This becomes particularly important as we begin to set the rules of the road for emerging technology.”

There was agreement on the importance of getting comprehensive privacy legislation but the panelists aren’t optimistic it will get done. “Google has definitely called for federal privacy law for over a decade,” said Chou, stressing that privacy regulation and federal legislation in this area “is really an opportunity for innovation.”

“We’ve got a very narrow window at this point in this Congress, [so] it’s not entirely shot,” said Kerry. “The question really gets at some of the specifics of what needs to go into a civil rights, privacy provision – there needs to be an exception related to compliance to affirmative action.  Some important substantive work still needs to be done on boundaries for collection, use and sharing of information that’s really the heart of the privacy issues that we’re dealing with and the specifics of a civil rights provision.”

“I’m not particularly hopeful that something might get done,” said McMurray. “We have, unfortunately, 50 different rules and a lot of cases for different reporting requirements, which is exactly the fear I hear from a lot of companies. That could happen more and more as you see California and other states pass their own privacy laws. From the recent hearings, you can notice that both on the Republican and Democratic sides there seems to be an overlap of specific consideration on maybe a narrower bill around just children.  The EU moved ahead of us on GDPR, and I don’t think they’re going to wait for us on AI, and the longer it takes us to do privacy, the less goodwill we’re building across the Atlantic with our allies to show that we really take privacy seriously and issues around bias seriously as well.”

In addressing data and privacy concerns, Chou said “there’s a lot of discussion around learning from data—we’ve been able to make lots of new inferences, new insights. Are there ways to actually learn from data even when you don’t see the individual, private information? Those types of constraints, those types of respect for privacy have led to technologies like federated learning [and synthetic data], where a lot of individual user data stays on device, but you still get the benefit of the aggregated insights.”

Smith brought the discussion to a grassroots, community-oriented nexus, grappling with how to ensure digital inclusion is part of the privacy conversation. They emphasized the importance of self-reporting—“allowing the community to say this is who we are and this is what the impact is”—vs. digital redlining.  “Specific community members say, ’these are my identifying features, these are the experiences that I am having. Here you go. Here’s a data set that we are comfortable sharing and here is how we are being impacted by digital discrimination.’”

“When you begin to build conversations within physical and online communities on guarding data, dignity and regarding your ability to own your own personal data, that’s when you can really begin to have people coming together to compare experiences and create their own personalized community data sets to begin to have bigger greater conversations on a neighborhood or city county state or national level,” Smith added.

McMurray stressed the importance of transparency in gathering data, “Being up front, so that the customer knows how their information is being shared, is really important.”

Other topics addressed included: the importance of personal data vs privacy issues, digital literacy and digital inclusion, an AI bill of rights, and creating a specific office of civil rights within the FTC.

The entire panel discussion can be viewed here.