Lessons From a Street Performer

I was in the subway last week and a scruffy man was rocking out on his electric guitar. He was good so I gave him a buck. But what was different about this guy? I see solid street performers at least once a day. Why did he get my dollar?

It was his hat.

He had a massive hat flipped upside down, a few feet from his guitar amp. Think about the other street performers you see. They collect money in a small jar or cloth, making it just a bit harder to part ways with your cash. This guy removed an unneeded barrier that was between me and my dollar. I liked the song, I looked down and saw a giant hat to catch my dollar. Easy. Nothing to think about.

How can you remove needless barriers that prevent your potential customers from becoming actual customers? Having a good product isn’t enough. How can you make it easier for someone to part ways with their dollar? What’s your “big hat”?

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Lost Wallet Action Plan – What to Do When You Lose Your Wallet

Lost Wallet Action Plan

 

Alright, it’s gone. Deep breath. We’ll get through this.  Here’s the quick bullet list of steps to take, followed by a detailed plan.

  1. Make sure it’s really gone. If you find it, your life becomes instantly amazing.
  2. File police report
  3. Create a wallet inventory? (list of what was in your wallet)
  4. Cancel Lost Credit and Debit card(s)
  5. Contact other companies relating to lost items (e.g. Insurance card, monthly metro cards)
  6. Contact national credit bureaus
  7. Check credit report
  8. Contact DMV if your driver’s license was lost
  9. Miscellaneous (SSN, passport, birth certificate, keys)

 

1. Double Check

First, make sure your wallet is really gone. Retrace your steps and call people you’ve recently been around with to see if they have it. Found it? Great! Still nothing? Move on to step 2.

 

2. Police Report

Call the local police where the wallet was lost and file a report. Google ”[City], [State] Police Department” to find your local police’s phone number (for example “Ridgefield, CT Police Department”.  While the police likely won’t be able to help you recover the lost or stolen wallet, the report will be helpful down the line if there are fraudulent credit card charges made in your name. Keep a copy of the report.

 

3. Wallet Checklist

It’s time to make a checklist of all the items you think you had in your wallet and start contacting them one by one. Think back to all the different pockets and compartments in your wallet and write down each item that you can remember. Here are some common items to jog your memory:

  • Credit cards (including individual store cards)
  • ATM and Debit card
  • Insurance card
  • Driver’s license
  • Frequent shopper cards
  • Membership cards (e.g. Costco, BJ’s, CVS)
  • Subway/Metro/Train cards
  • Gift certificates

4. Credit/Debit Cards

It’s a good idea to start with the credit, debit and ATM card companies because they pose the highest risk. If you think there’s a possibility of finding the wallet, you can put a “temporary freeze” on the credit or debit card. This means you’ll be able to “unfreeze” the account if your card(s) are found in the next day or two. This is only recommended if you know your wallet is somewhere you’ll be able to find it.

If the card is long gone, call your credit and debit card companies to alert them of the loss. They will cancel the card and mail you a new one in a 3-5 business days. It’s always worthwhile to ask the bank if they can expedite the shipment of the card. The bank only makes money when the card is in your possession, so they’ll  usually send it next-day air for free – IF you ask.  You can use this script:

“Thanks for the help (representative name). Since I’ve been a good customer of yours for a few years, I was hoping you could expedite the shipment of my new card for free.”

Common Credit Card Numbers:

  • American Express: 800.950.5114
  • Bank of America: 800.732.9194
  • Capital One: 800.955.7070
  • Chase: 800.436.7927
  • Citi 800.950.5114
  • Discover: 800.347.2683

Common Debit Card Numbers:

  • Bank of America: 800.432.1000
  • Charles Schwab: 888.403.9000
  • Chase Debit: 800.935.9935
  • Citi 800.950.5114
  • HSBC: 800.975.4722
  • ING Direct: 877.464.1777
  • TD: 888.751.9000

Note: When calling your card companies, they’ll ask you the time, location and amount of your last legitimate purchase to help assess the situation. Try to remember that information prior to calling.

 

5. Contact Companies

If your insurance card is lost, you can usually print out a temporary ID on your insurance company’s website. You should also call them to report the card as lost/stolen. Google your insurance company’s name to find their contact number. Go back to your wallet itemized list and contact any other companies. Some common wallet items: monthly metro card, gift cards, department store credit cards, library cards, and frequent shopper cards.  There is no liability protection for charges occurring on your rental accounts (e.g. library, Blockbuster) – so you’ll likely be billed for any charges made to your account.

6. Credit Bureaus

Your chances of identity theft are increased when your personal information is missing (i.e. driver’s license). Ask anyone who’s had their identity stolen and gone through the painful recovery process and (potentially) thousands of dollars in fees….it’s better to be safe than sorry. Call up one of the three key credit agencies and place a “fraud alert” on for your name and Social Security Number (note: you only need to report to one of the agencies because they are required by law to automatically report to the other two). This adds a layer of identity theft protection.

If the agencies receive any inquiries for a new credit application, they will be aware of the recent theft and contact you directly to confirm it was really you who applied. For example, if a thief tries to open a credit card under your name after you place a fraud alert, you will receive a call before the card is opened – saving yourself headaches down the road. This initial alert will stay in place for 90 days after you call. You can also request an extended alert which will stay on file for 7 years.

Credit agency numbers (notify ONE agency and the other two will be notified automatically):

7. Credit Report

Even if your wallet wasn’t deliberately stolen, it’s still a good idea to check your credit report for any fraudulent activity CreditKarma.com is a great site that will show recent credit activity and also provide a free credit score. I use this site to monitor my credit activity and score on a monthly basis. It also has suggestions on ways to improve your credit score.

8. Driver’s License

If your driver’s license is lost or stolen, you should alert the Department of Motor Vehicle. DMV.org is a useful site that provides step by step instructions, state-by-state fees and links to get your new license. Luckily, many states allow you to request a replacement license online – so you don’t have to wait on line at the DMV for 9 hours.

 

9. Miscellaneous

Here’s what to do if your Social Security Card, Passport or Birth Certificate are stolen with your wallet. For the future, NEVER keep this stuff in your wallet

  • Social Security Card: Call the SS administration immediately: 800-269-0271
  • Passport: First, you need to report the passport as lost or stolen using a DS-64 Government Form. Second, you need to obtain a replacement.  This needs to be done in person at Passport Agency (usually an office in a major city) or Passport Acceptance Facility (local post office). Check out the US Dept of State’s website for exact details.
  • Birth Certificate: You’ll have to contact the Vital Records Office in the state where you were born. VitalRec.com has specific instructions and contact information for all 50 states. Some states also allow online ordering. There are fees associated with the request, ranging from $10 to $60.

Keys: If your keys were lost with your wallet, you should consider changing the locks. Usually, your home address is somewhere in your wallet (license or business card), pointing a potential thief right to your home. You can change the lock cylinder on your house locks.

 

 

Bonus Tips: What to do before you lose your wallet.

Here are a few tips to put in place before you lose your wallet

  1.  Make a Wallet Inventory
  2.  Minimize Clutter
  3.  Register gift cards for retrieval
  4.  Make your wallet returnable

 

1. Wallet Inventory

Let’s face it, we usually have no clue what’s actually in our wallets. When our wallet is lost or stolen, stress levels rise and make it even harder to remember what we lost.

You need to take a “wallet inventory”. My preferred method is taking a taking a picture of all the items in your wallet, both front and back. Email the pictures to yourself with the subject “Wallet Inventory” and archive so you can easily find it again. This takes 5 minutes now, and will save you hours of time when your wallet is lost.

 

Wallet Inventory

 

 

2. Minimize Clutter

While carrying around a wallet the size of a paving brick may seem like a good idea, it isn’t. Cut down on the weight and clutter, and increase your safety at the same time. We don’t need 80% the stuff we carry around. I know, you’re thinking “but I never know when I’ll need that $1.34 Best Buy gift card”. The answer to that riddle is never. Take out your wallet right now and meticulously comb through every item one-by-one and decide if you NEED to have it with you at all times.  If it takes you more than 3 seconds to decide, you DON’T NEED TO CARRY IT AROUND.

A guide for essential wallet items:

  • 1 credit card and 1 debit card
  • Drivers license
  • Frequently used membership cards (e.g. library and grocery store)

…and that’s it. While the average American has over 5 credit cards, they shouldn’t all be in our wallets.  This just makes the cleanup harder when your wallet is lost. In fact, it’s very convenient to store alternative cards in a safe location at home. If your “backup” cards are ever lost, you’ll still have the backup cards to make purchases while the primary cards are replaced.

There are some items that should NEVER be kept in your wallet:

  • Social Security Card
  • Passport
  • Birth Certificate

It’s easy to get into the habit of carrying around these items. Keep these items stored in a bank safety deposit box or another safe location at home.  If your wallet is stolen by someone with intentions of identity theft, a SS card, passport or birth certificate is like finding a key to the city.

 

3. Gift Cards

If you keep high value gift cards in your wallet (not recommended!), make sure you register the gift cards on the company’s web site in case it is lost. Not all retailers do this, but its worthwhile investigating.

 

4. Make it returnable

When wallets are mistakenly left in a public place, there’s always a chance that a cool/awesome/amazing person will contact you to return the wallet. It’s not always easy to trace down a person to return the lost wallet. Often times, the driver’s license address is out of date and there is no other way to contact the person. I recommend leaving your twitter handle or Facebook link to make it easier for a lost wallet to find its way back to you. On a blank piece of paper, write “If this wallet has been lost, please contact (your twitter handle) or (your Facebook URL)”. This makes it very simple for the wallet hero to reach out to you and arrange a return.

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Guest Post @ Operative’s Op-Ed

Check out my recent guest post over at Operative’s Op-Ed blog about working with another company’s API:

Vetting an Ad Tech Partner’s API: Are You Asking the Right Questions?

 

 

 

 

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Twitter Advertising: Sneak Peek

Back in June, I got a sneak peek into Twitter’s new advertising platform. American Express ran a $100 free Twitter advertising promotino when you signed up for Twitter ads with your Amex Card. Smart promotion by Amex. By throwing you $100 (likely an amount split with Twitter), your credit card is set as the default payment method for all future Twitter Ads.With the average credit card holder owning 3.5 cards, it’s important for card companies to differentiate themselves and make sure all recurring charges (like your advertising spend) are made on their card.

Check out this Twitter video that explains how their advertising works. My quick summary:

  • Twitter will promote your most popular tweets by displaying them in other Twitter user feeds. You’ve probably noticed these “promoted tweets” in your own feed. The owners of those tweets have a Twitter Advertising account and pay Twitter each time you click on one of the promoted tweets.
  • Twitter will promote your account to other users in the “who to follow” section on the left hand side of your feed. This section is usually filled with people your friends follow or people that are similar to people you currently follow. Occasionally, you’ll see a “promoted account” which means the account owner has a Twitter Advertising account and pays Twitter every time they get a new follower.

 

Twitter Advertising Pros:

  • It’s very easy to setup and account and start running ads. I was able to signup, choose my settings and start running ads in 5 minutes. It’s the simplest setup process for an advertising program I’ve ever seen.
Twitter Ad Setup
  • You don’t have to “build” ads. Unlike Google AdWords or traditional advertising, Twitter Ads doesn’t require you to write advertising copy or design an actual ad. Twitter takes your everyday tweets and promotes them to other Twitter users. Most people are intimidated by Google AdWords because they don’t know if their advertising content is up to par. Twitter eliminates this barrier by promoting the stuff you’re already writing: tweets.
  • Live statistics.Within seconds of activating my advertising account, I could see my tweets and account being promoted on the Twitter-sphere. It was really cool to see this in real time and not have to wait a few hours for a refresh of their reporting databases. Every time I refreshed my browser, the number of total impressions went up.
    • My unscientific results saw 300 new impressions every 10 seconds. Within five minutes I had five new followers. Since advertising on twitter isn’t widespread, they have a huge amount of people to consume advertising and not many advertisers meeting that supply (good news for advertisers). 

Twitter Ad Targeting

Twitter Advertising Cons:

  • Limited Choices  – Twitter currently has three options to decide who sees your ads.
    • Worldwide – everyone and their mother will see your promotions
    • Country – pick a country (Brazil) or group of countries (Brazil, USA) to target.
    • US Metro Areas – choose a metropolitan area (NYC,) or a grouping of them (NYC, Philadelphia) to show your Twitter Ads.

This is weak. I chose the worldwide option, with the goal of testing how many people could see my ads and Twitter’s algorithm of determining good users to see my tweets. Sure, my tweets were displayed to thousands of people in minutes and I got 20 new followers…but most of them spoke no English and wouldn’t understand any of my tweets. Twitter has a ton of user data and they need to expose this to advertisers if they want to turn a profit. Google AdWords lets people choose granular options when deciding who should see their ads (e.g. mobile & table users, language, city and country exclusions). Twitter is super easy to setup but doesn’t give enough options for Advertisers to decide where their tweets are seen. Twitter should try to strike a balance between ease of setup and Advertiser control.

Twitter Ad Targeting

  • Limited Reporting– Twitter only shows basic data on the performance of your ads. They’ll give you: total impressions (amount of people who saw your promotion), click rate (percentage of people who clicked on your promotion), and amount spent. Moreover, “detailed stats” is only available on your promoted tweets – not your promoted account. Twitter has a lot of data on the specific twitter user who interacted with your promotion. That needs to be exposed to the advertiser so they feel the true value of the dollars spent on advertising.
Twitter Stats
Twitter Ad Reporting

Conclusion

Twitter Advertising is easy to setup and get started…about five minutes from signup to advertisements. The interface is smooth and all everything is explained clearly. It was cool to see my tweets promoted to thousands of people within minutes of initial setup.

To become a legitimate advertising solutions, Twitter should dramatically improve the controls advertisers have over the users exposed to their promotions. It’s not cost effective to choose a country and hope Twitter magically picks the right person to show your ad. I’m not saying that there needs to be a thousand levers for advertisers to pull when setting up ads. Keep the setup process simple, but let advertisers take advantage of the trove user data available when making advertising decisions. Lastly, the way Twitter reports back the results of your ads should be beefed up so advertising teams can prove a Twitter advertising campaign was worthwhile.

 

 

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Clueless Kitchen Guest Post

Check out this guest post I made over at Clueless Kitchen, a cooking blog for the rest of us.

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New Google Privacy Policy Ad Campaign

Spotted on Manhattan’s downtown 6 train this weekend: Google ad campaign explaining why collecting personal data makes their services better.

 

 

“Spot the difference? Were you looking for a beetle that beeps or a beetle that buzzes? When you type in beetle we can guess you meant the car and not the insect if you’ve searched for cars recently. It makes things a little bit quicker and a whole lot easier for you. Which is good to know. To find out more about how Google uses information to make the web more useful go to google.com/goodtoknow

 

It’s no coincidence this campaign was timed with Google’s privacy policy overhaul which goes into effect March 1st. The new policy has been getting mixed reviews from the public and media and this campaign is a brilliant way to proactively put context around the changes. Lets face it, no one is going to read the new privacy policy. Google knew the policy change would get negative press and these ads show people how they use data to improve products. Now when someone sees a news story or article about the changes, they’ll think “yeah, but Google uses that to make my life easier”.

Check out the full ad campaign. 

Smart move by Google and their ad agency to anticipate public reaction and craft an ad campaign to steer the conversation.

 

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