Archive for the 'media' Category

2011 social media predictions?

January 10, 2011

What do I think will happen in the social media space in 2011?  Hmmmm.

  1. Increasing use of mobile devices to download content and increasing awareness of this by larger corporates. A global website is no longer just the ticket. It needs to be personalised, accessible, fast to download and fit on whatever device’s screen I am using. if it won’t work on my iPad because of flash restrictions, work it out.
  2. More story telling by companies (not just B2C but also B2B) seeking to personalise their journey with their customers and create engagement and loyalty.
  3. More CEOs blogging and using twitter as part of their role as the face of the company
  4. More companies banning social media usage as part of an employee’s terms of employment (and the corresponding backlash against this as well). Why will they ban this?  Fear.
  5. A changing emphasis from push marketing – corporates pushing out marketing speak – to one where companies really ask themselves, besides delivering my product or services, what else can I offer my customers?
  6. More effort will be spent identifying influencers and monitoring online conversation.
  7. Leave your wallet at home. Your phone will become your wallet.
  8. Increased tie-in with spending and peers. You will receive more recommendations from friends on what they have purchased and these recommendations or purchases will trigger your own purchases.
  9. Reduced TV advertising spend. Why bother? I am only going to fast forward through them anyway.
  10. Better privacy settings on Facebook and a corresponding and competing growth of niche sites which will have better privacy settings.
  11. Alternatively, there will be evene more users on Facebook and better integration of social media sites through one efficient stream. You won’t need to separate social media streams. There will be better ways for you to monitor everything from one central point.
  12. Employees which have client facing roles will be encouraged to use social media to engage with customers. HR staff, Client Relationship staff and so on will learn to use these tools as part of their job.
  13. Less focus on trade sector publications as a tool for corporate promotion – these are a dying promotional tool unless they can step up and re-define themselves.
  14. Video conferencing over phones and smart tablets.  The next generation of mobile devices will encourage this.
  15. More focus on a return on engagement and less on traditional return on investment. Quantifying Facebook fans and foursquare check-ins is just too hard. All you should care about is the fact that you are engaging with those who have a desire to engage with your company.
  16. Groupon, Cudos, Spreets etc will tie in with your specific location not just your city to make suggestions and encourage purchasing decisions.
  17. Flash mob purchasing. Why not? Pushed to your mobile device. The first 100 people to sign up or purchase something get XXX.
  18. Greater acknowledgment that communication is no longer a two-way street – it’s a roundabout  – with inputs and exits and crashes. Get used to it.
  19. Increasing numbers of small businesses leveraging social media tools, and showing the big guys how it is done. Big business will throw money at these tools but small business will continue to think laterally and creatively and, as a consequence, give some of the big companies a run for their money.
  20. Increasing user-generated content – and increasing niche specialities.
  21. Embracing of location-based marketing in wider circles eg B2B. Virtual sign posting and specials.
  22. Decreasing use of email as a one-off  communication tool. Talk to me on my page ..wherever my page is located.

Hmmmm. Will think of more and add them as I can.


Social media is a no-brainer

July 1, 2010

You would think that companies here in Australia would be completely jumping on the bandwagon as far as social media is concerned but after consulting across a whole range of sectors – energy, mining, infrastructure, financial services, legal, charity, consumer goods and so on it is apparent that there is a complete reluctance to move into this space.

“We have always done things this way… our customers don’t use these tools…we can’t see a benefit.”

Of course you can’t see a benefit if you don’t know what the tools are. You need to do the research first before you make the decision. Once you have the information, you can leverage off your knowledge.

Isn’t that a no-brainer?

Social media – Common Mistakes

June 29, 2010

A lot of new people coming into the social media space make errors that are preventable and avoidable.  If you want to avoid these errors, you need to think about a few things before you move into this space.

  1. Why are you doing this in the first place? Is it for a logical reason? It doesn’t matter whether you want to learn about the tools that are around or whether you want to increase your customer/client base but just understand why you are here, and what your plan is, because different end goals will require different strategies.
  2. If you are a company, create social media policies to protect your brand. You need to know that staff understand what you expect of them if they reference you in an online forum. This is not to say that they can’t refer to the company, but they need to adhere to certain guidelines and not make commerically sensitive announcements, reveal client confidentialities and so on.
  3. Ensure that any people acting on your behalf (or the company’s behalf), understand the importance of acting in a transparent manner. Ethical online behaviour is critical.
  4. Don’t defer your social media campaigns to young staff members just because they are young. Social media is a media and communications related function, and should not be handed to either the IT guys (because they know what some of these toosl are), or to the young 20 year old who just started (because she is young she must know about Facebook). No. Don’t do it. Keep it in comms.
  5. Don’t use tools if they are inappropriate to your brand. LinkedIn may work for you – Facebook may not.
  6. Answer and respond. Remember it is not just about gathering 10,000 twitter followers. This means nothing when you have a tickertape parade of tweets cascading throughyour Tweetdeck. What you are looking for is a relationship, a dialogue. To correct errors, provide info and create a channel of communication that may be of value. Its not just about lip-service.
  7. Don’t tweet marketing speak corporate messages – I don’t care and I won’t follow. Help me, engage with me. Provide me with something of value.
  8. 140 characters can backfire on you if you are a jerk. See point 4 above – remember you are in a public space and act accordingly.
  9. It’s not just about the money – although that may follow. Its about the people – your customers – and what they need or want from you. If you push sales drivel, I will unfollow, unlike or disconnect.
  10. If you aren’t in this space, you WILL become a dinosaur.  New tools are constantly coming down the line and you need to know how to use them. If you don’t learn web 2.0, how will you cope with web 3.0?

Google Social Search

October 28, 2009

Sponsored blogging

April 27, 2009

This whole debate that is arising about sponsored blogging is interesting. Is blogging more or less ethical if you know whether or not money has changed hands. Should you care? Do you care?

Personally, I take a lot of this stuff with a grain of salt. Those reviews on TripAdviser that say how utterly wonderful the hotel is, I query. I double-check. I Google to get more information. I check whether there are other testimonials.

And I kind of rely on my own input.

Just because something is written on the internet doesn’t mean it is gospel.

For me, it is the same as the newspaper. What is written in the newspaper is not gospel. It is more a collection of media releases, press releases, information and ideas put out to the wider world.

Some of it has been investigated, some has been copied verbatim from releases and some is simply content.

Blogging is the same. Some articles are written for the purpose of providing information. Some will be subtle advertising. Some will be blatant advertising.

It depends on whether you, the reader, is discerning.

And I am betting that you are.

Beatblogging definition

April 27, 2009

Beat journalists cover a specific topic.  They work a beat whether it is crime, planning, politics. They focus. And beatbloggers do the same. They focus on one area but instead of reporting in a one-dimensional way as is done with traditional news, they focus on the two-way process of communications. They engage and discuss. And if you aren’t moving to this engagement process, you will be left behind.

It’s all about the comments.

Social media exhaustion

March 29, 2009

Part of the problem with social media is the effort required to comment, engage, write, blog and twit.

It’s never ending and, at times, it is more compelling to pick up a book and curl up on the sofa.

Flickr was my original compulsion. Living in a foreign country without many friends, I used my time to take nearly 20,000 photos. I taught myself photography via my Flickr buddies. I uploaded my photos, commented and engaged with others and formed great friendships, online.  I looked forward to my friends’ comments and I checked their sites for new images and gave feedback, comments and encouragement.

Then I toook a hiatus for a year whilst I threw myself back into the workforce and finished a book.

Flickr languished.

Then blogging was a passion. I wrote a number of blogs – enough to compete two books – one on life in Hong Kong and one on life in the Channel Islands.

Now? Now it is about the implications for work. What I can do, use or create to help my clients. To help them get their message out.  Each post is an experiment in SEO.

In engagement and in Goggle.

How about you? Are you exhausted yet?

Who are you and how does your identity shape your brand?

March 1, 2009

Identity is hugely important. It shapes not only the company’s ethos but also its values and, most importantly, its key messages.

Asking clients to identify how they define themelves leads to questions, and sometimes conflict, about how each level views the organisation.

As an example, a boss might see the organisation as being both creative and flexible. An employee might see it as rigid and restrictive.  And this is the dilemma when trying to craft a PR message.

A recent meeting with a cleint illustarted this – they saw themeleves as being friendly and acessible. Their customers saw them as being skilled and strategic.

Which message to sell? Which identity is the correct identity? And how do you sell multiple messages?

What is in it for me?

March 1, 2009

When writing for the media there are three questions that you need to answer:

  • Who are you?
  • What can you do for me?
  • Why should I care?

It’s that simple really.