Archive for the ‘Uncategorized’ Category
Creating the future – how should we teach social media?
March 4th, 2009
We met our guest blogger and academic Lorraine Warren at a Twestival event recently and had one of those energizing sessions where people who haven’t met before find common cause and bounce scores of ideas off each other. We couldn’t leave it there and asked Dr Warren if she would write a post for our blog – happily she agreed and brings just a few of her key thoughts on social media to this first of, we hope, many entries. Dr Warren is Director of Postgraduate Education and Senior Lecturer in Entrepreneurship and Innovation in the School of Management at the University of Southampton.
I really love the teaching side of life as an academic in the innovation and new technology field. The real driver for me is that students will go out into the world ready to play a part in shaping new futures, not just reacting to what’s already going on around them. I want them to se
e beyond the management of decline, retreat and recession, and instead look ahead to creating value and change around them, to become thought leaders, and to build new futures and opportunities.
As I’m always saying, disruptive innovation creating new markets is always a possibility, but it’s unlikely you’ll get there on your own. You can’t know everything yourself, you have to bring together ideas from a wide range of sources – that’s what open innovation is about.
To me using, the internet is a big part of looking outside what I’m doing today and thinking ahead to what might happen tomorrow – keeping an eye on thought leaders through the use of social media spaces like Twitter, the blogosphere and Facebook, as well as basic stuff like a library of decent RSS feeds: not to get through the day on current projects, but to check out the periphery, to check out what people who think like I do – and more importantly, what people who don’t think like I do are up to.
To build that up in class, I asked my students recently how many of them used Twitter, wrote blogs themselves, or checked out key bloggers, kept RSS feed libraries, or used something like Facebook to create value in some way beyond parties or the social. Very few hands went in the air, despite all the talk of Generation Y!
Later on, disappointed with this cold start, I asked one of the students, Chris Hughes, why this was. In his opinion, people were just so busy getting on with the needs of the day, and their degree, that they just didn’t see the value right now. Things like MySpace and Facebook came and went out of social fashion, and often weren’t used well, getting clogged up with proliferations of spam and poor quality contacts – and then of course, abandoned.
Ok, not a scientific survey, but still a bit worrying if as educators and influencers we automatically assume that everyone is just getting on with this stuff. I know some new courses are grasping the media and marketing part of this nettle, but that’s not the whole answer for me.
I need to think how to bring this kind of futures thinking more into the assessment process, to focus attention, and get away from using the internet purely as an information resource and basic comms device. Practising what I preach – any ideas out there?
Marketing trade press set for shake-up
February 12th, 2009
Stories of journalist and newspaper cut-backs are rife, and over the past few days the UK marketing trade press has been the latest casualty.
Centaur has made the decision to close its magazines Precision Marketing and Brand Strategy, while Marketing Week is undergoing a major staff reshuffle. New journalists to be joining the Marketing Week team are rumoured to be Ruth Mortimer, formerly editor of Brand Strategy and Branwell Johnson, former editor of Mad.co.uk, while some existing staff will be leaving.
According to the Precision Marketing website, Centaur is avoiding placing any blame on the current economic situation. The announcement reads:
“Centaur Media is to shift the coverage of direct marketing from Precision Marketing to Marketing Week, reflecting the transformation of direct marketing from a niche function to a mainstream operation…Precision Marketing, which had a circulation of 12,000, is therefore to cease publishing from the February editon onwards.”
Arguably Centaur is paying the price for not evolving its marketing titles quickly enough. A re-design for Marketing Week is on the cards, but this is long overdue. Interesting that little mention has been made of it increasing its digital marketing coverage, or delivery of news through social media. While NMA and Marketing Week are both placing increasing editorial focus on features, I question whether this is really what readers want or need. Subscription-only content is going to have to work harder to keep its reader-base in my opinion…
PR is not online or offline, it’s through-the-line
December 10th, 2008
Social media and online PR have been the hot topics of discussion in the PR industry for some time, and the temperature is increasing as we approach 2009, which is seen by many to be the year of social media.
However, when it comes to offline or traditional PR, which is often wrongly labelled as simply media relations, the excitement dies and the level of conversation follows a similar downward spiral.
But why is this? Is traditional PR slowly dying? Are we moving online at such a rate that offline communications have become devalued? Put simply, no, that’s very far from the truth.
Don’t get me wrong, at Liberate Media we’ve been talking about the benefits and necessity of online communications since our inception, and that hasn’t changed. But neither has our vision that online and offline are in fact the mechanisms through which we deliver good PR, not the definition itself.
So what happens when we blur the lines and combine offline and online PR? “Not a lot” I hear you say, “It’s hardly a revolutionary thought”. Very true, but how many case studies are you aware of that are combining the two areas successfully via a seamless strategy? Sure, many brands engage in both online and offline PR, many via separate agencies or specialists, but the links, although evident, are rarely maximised.
Let me give you an example. There have been instances in recent new business meetings where we’ve been informed that the PR to date has been handled offline by agency X and online by agency Y, and when we try to explain that Liberate Media offers a joint strategy, not one bolted onto the other, we are met with quizzical looks and a degree of disbelief.
So why is this? I think that we, the agencies, are mainly to blame. PR agencies that offer online, or social media consultancy, have usually differentiated this offering through their online or digital department/division/individual, making it appear as though they are specialists operating separately to give credence to their capabilities. Furthermore, there are also a growing number of specialists that do a great job of offering online consultancy but rarely offer traditional PR services as well.
So we’ve divided the two specialisms and that divide, we believe, should not exist. Not just because our company offers both services but because the customer journey may begin online or offline and switch between the two. So how do we engage communities effectively where ever they are, if not by meeting them of their own turf?
The simple truth is, at the moment we’re still taking a channel approach, ring-fencing online away from the rest of PR.
There is no real reason why the two shouldn’t co-exist and in fact aren’t better suited to co-exist through a purpose-built strategy, not two strategies coming together and then being revised to fit.
The fundamentals of good PR work equally well online as they do offline. The rules of open and honest two-way communications aren’t particularly new, but enforcing these rules through brand communications is.
So what I am asking is for is a shift in thinking: as we evolve PR and continue to develop new campaigns that encapsulate core business objectives, please don’t compartmentalise thinking into offline or online. Simply state your objectives and look to your agency/contacts/internal PR department to develop a clear through-the-line strategy.
Let’s break free from the online vs offline thinking trap now and avoid revisiting it in a year when the dye is cast. Let’s break free from the mistakes of the past, when we waited until the market as a whole was comfortable with seperate offerings before pulling together delivery. Instead, let’s embrace PR in all its forms and simply develop brand communications that engage our target communities at their point of interest.
November 26th, 2008
Don’t worry, this isn’t a post about the economic slow down, I think we’ve had quite enough of that for now. No, this post comes as a result of Jon Henley’s article on Guardian.co.uk today titled: ‘The bloggers who take it one post at a time’. It’s a great piece, based in turn on a recent article from the New York Times titled: Blogging at a snail’s pace.
As you can probably gather, both pieces overview a more relaxed approach to blogging, quality over quantity if you like, where the object is not the first to get a post published on a breaking issue, but the one that can add most value.
Both of these pieces refer to Todd Sieling’s ‘A slow blog manifesto’ written in 2006 by the technology consultant from British Columbia, who formulated a structure for the slow blogging movement, saying: “Slow blogging is a rejection of immediacy, it is an affirmation that not all things are worth reading are written quickly.”
Having digested these articles, I felt it was worth pointing out that they have a lot of relevancy in the communications industry, and would be good advice to take on board for any blogger. In fact it’s something that I recommend to my clients: don’t try to be the first on the scene, try to add to the conversation.
It’s still true that blogging, and the wider circle of social media, moves quickly. The last few years have seen a constant push to get more information out in as short a time frame as possible. Twitter is an example of the success of quick fire candid comment, but blogging gives us the opportunity to add more than just news or speed to an issue. It gives us the opportunity to put our opinion across and delve deeper into the discussion, or at least look at a different angle.
It’s too easy to forget that blogging isn’t a race; we need to listen to our community and understand what would be most useful, to be relevant in a conversation. If that’s speed and constant availability, Twitter is probably a much better outlet for you.
If your subscribers read your posts because they appreciate your knowledge or like your take on issues, then that’s what they want to hear, whether that’s an hour or two days after the issue has broken. I myself often like to sit back and see how an issue develops before posting or commenting, it makes sense to get the whole picture before joining in, and simply joining in shouldn’t be a key motivator.
So, what have I taken from the slow blog theory? Well, affirmation of a belief that time isn’t the key factor in blogging, it is important, but it isn’t the issue we should focus on. Offering something to the debate should be the focus.
This isn’t an excuse for those that like to post every few months to say that they are using their time to think - we know that isn’t the case, and it isn’t supposed to be a mantra that every post should be an epic, short posts are very useful and relevant, it’s just confirmation that slowing down and adding value is something that will be appreciated by your subscribers and wider community.
Kerry Katona: When a PR relationship is tested to the Max
October 24th, 2008
Showbiz-holics out there will have been following the PR backlash around the chaotic live interview that Kerry Katona gave to This Morning on Wednesday.
For those who missed it, the 28-year-old mum slurred her way through an interview with hosts Phillip Schofield and Fern Britton. Her strange behaviour caused a series of viewers to phone in, raising concerns over her welfare. A repeat of the interview can be viewed here on the MailOnline website.
The PR sadist in me has been keenly watching the aftermath, to see how Kerry and her publicist Max Clifford would respond.
First off, Kerry spoke out the next day claiming she had been “stitched up” by This Morning. In an interview with Heatworld, she said: “I’ll never go on that programme again, I’m extremely annoyed at how they made me look. They’re meant to be nice people and I’ve been interviewed by them many times before.”
From someone who I suspect has received plenty of media training, I’m sure Kerry was not advised to fight back in this way. Not only were her PR advisors absent prior to her stepping onto the This Morning set in an unfit condition for interview, but similarly where were they in advising her how to limit the damage done?
Today on Sky Showbiz, top story is an exclusive interview given by Kerry’s rep Max Clifford, and what’s interesting is that he doesn’t defend his client. Instead he takes the side of Phillip and Fern, denying Kerry’s claims that they made her look bad.
He says: “Kerry turned up late to the interview, she didn’t have time to be briefed, and then she was slurring. It’s understandable (Fern and Phil questioned her) - any good journalist would do.”
Max Clifford has a reputation of his own to protect, and unlike most PRs, enjoys a similar public profile to that of his celebrity clients. Rarely is a PR forced to protect their own profile over their client’s, but in my view Max’s response is questionable from a professional standpoint.
Kerry’s interview was car-crash TV, and embarrassment to any PR, but it begs the question at what point can a PR be justified in abandoning their client, particularly in a time of crisis? Arguably that’s what Max Clifford has done here. It will be interesting to see whether Kerry keeps him as her publicist.
Introducing a new(ish) member of the team
August 8th, 2008
At Liberate Media we’re always on the look out for consultants that can add a new dimension to our team, and Tim Greenhalgh has been a breath of fresh air since he joined last year. It may seem like an odd time to introduce him, but as we’ve taken the decision to divide our blogging power into separate focuses, now seemed like the right time to put Tim firmly in the spotlight.
Personally, I’ve known Tim for many years, having first introduced him to my clients when he was working for The Times. Tim has gathered a vast amount of experience in various roles, including 20 years as a national journalist, specialising in technology and education for The Times and Observer, and also launching several technology start-ups, including a VC-backed virtual world company.
As you can imagine, Tim’s experience has been invaluable to us not only in terms of his journalist instinct and contacts, but with the real world business knowledge that comes from running your own company. Something that our clients appreciate.
We hope you’ll enjoy Tim’s blog, which is focused on virtual worlds, mobile’s move into social media and digital education as well. You may have already seen a few of Tim’s posts on the central blog, and I’m sure he will build up a following of his own pretty quickly.
Best of luck Tim.
Follow the new Liberate Media Twitter account
August 7th, 2008
As you are all well aware Liberate is very much up to speed with all the latest happenings in the jolly old world of social media. The Liberate team have decided it’s about time to create a Liberate Media Twitter account.
You can follow Liberate Media updates here.
The Liberate Twitter account is kind of like Top Gear’s Stig your never quite sure who’s behind the mask or Twitter account in this case! - Look out for the latest company news, ideas and views from the Liberate Media updates.
Other people to follow within team Liberate already on Twitter are:
Directors, Wendy Mcauliffe, Lloyd Gofton
Social Media consultant, Andy Merchant
and Tim has a go sometimes too! (if you read this Tim only joking…lol)
The Triad takes on social media measurement
August 5th, 2008
We came across an interesting post earlier in the week at Liberate Media, and as the focus of my new blog is measurement, i won out in the race to post about it.
The Triad mention in my headline is a bit tongue-in-cheek, but the idea behind Kami Huyse’s Triad of Measurement analogy, which is adapted from Avinash Kaushik’s strategic concept of Trinity and Katie Paine’s idea of measuring Outputs, Outtakes and Outcomes, is far from it.
In fact, it’s one of most simple, and therefore potentially powerful, measurement ideas that we’ve come across, and we really like it.
It’s based on three key measurement points:
Interest: How interested are people in x
Attitude: What attitudes do people hold about x
Action: What actions, that matter from a business perspective, do people take as a result of x
Kami has broken down the theory further using Marc van Bree’s (The Dutch Perspective) ‘measuring results‘ post that defines measurable attributes, which in turn uses the Dow Jones’ whitepaper titled: ‘Tracking the influence of conversations’ - don’t you just love collaboration!
Between these three ideals, i think Kami has come up with a usable and realistic framework, and will be expanding on it in a series of ‘how to measure each part of the Triad’ posts over the next week or so.
Thanks Kami, I’ll certainly continue to track your recommendations.
Google’s Pirates vs Viacom’s Snoops
July 4th, 2008
No, i’m not talking about a sponsorship-crazed football match; I’m referring to the Google v Viacom lawsuit in the U.S., which, as I’m sure you’ve noticed, has stirred up a whole load of privacy and data issues for us all to argue about over the coming weeks and months.
However, for me, the issue is why request this data in the first place? What is Viacom trying to prove? According to the ruling, Viacom apparently needs access to the personal data of more than 100 million people to build a case against Google’s (YouTube) alleged piracy of various Viacom content, originating from the likes of MTV and Nickelodeon.
No matter how outrageous getting access to all that personal data to fight a court case is, do we really think Viacom has done this to conduct a detailed examination of the viewing habits of millions of people around the world, as some have suggested? Personally I doubt Viacom would be that obvious, but in the cold light of day, i’m struggling with the alternatives.
What can they do? Review all that data, win the case and disrupt the movement of content on the web just because they are fighting a losing battle against content sharing in the long term? Or, somehow use that data to gain advantage.
Seems very odd, especially when the data required to prove YouTube’s piracy, or not, is most likely available via other means.
Maybe Viacom is taking some sort of reverse privacy stand and showing us all how much data large web-based content providers hold on us all, and in fact succeeding where the U.S. Government failed in getting Google to hand over its data.
Maybe it’s just getting one over on Google.
Either way, Google is fighting to be allowed to clean the data of personal information. So we shall see.
Bobbie Johnson offers a good write-up of the story in the Guardian.
Metallica learn to love their web community
June 13th, 2008
It’s been one of the longest running sagas in digital communications. The story of a brand so unwilling to accept the thought of digital communications being at the heart of it’s future, that it has taken unusually harsh steps to avoid any sort of web involvement, especially in relation to its music.
The brand in question is Metallica - the world-famous metal band, and as i’m sure you know their hate-hate relationship with the web started in 2000 by taking legal action against Napster, accusing it of violating copyrights and instigating piracy, a course of action which other artists, namely Dr Dre, also pursued.
However, where as other artists have not only embraced the web but flourished on it, Metallica’s uneasy relationship with the web has continued with a seemingly unending stream of ill-advised decisions when it comes to utilising, or in fact doing everything possible not to utilise, the web.
Fast forward to this week and Metallica were at it again, or so it seemed. The story goes that Metallica set up a listening party of their new album with music bloggers in London. Seems like a good idea to me..and a step in the right direction. But then, of course, the bloggers dared to post their opinions and reviews of the new album and consequently the Metallica web police took over.
Metallica’s management company requested that the reviews were taken down because the listening party heard an early mix of the album, which seems very strange considering they were invited to listen to it, and the vast majority of reviews were actually good!
This whole process seemed to be very much in keeping with the script, leaving bloggers and fans frustrated and spawning such headlines as: Metallica goes diva on the Internet…again, Internet ignorance leaves Metallica looking like cyber bullies… again, Metallica: A Tale of Lost Fans and those were the nice ones! UK music blog The Quietus takes up the story.
But then, in a move straight out of the social media crisis communications book, Metallica stopped what they were doing, and quickly communicated with their community via their website , saying it was all a mistake by their management team, they had been out of the country touring when it happened and immediately reinstated all the reviews, even posting them on Metallica’s site. Simple, honest, friendly and open!
Suddenly, we see Metallica in a whole new light, either they’ve finally taken some advice, or they are actually mellowing to the power of the web, which they should seeing working only too clearly with headlines such as: Metallica apologise for demanding bloggers remove reviews, Metallica “ear spanks” management, reinstates online reviews, Metallica allows fans to read about new album.
In one quick and simple move Metallica have gone a long way to rebuilding the bridges that they’ve burnt over the years, and although they need to work at it, the new site and new found attitude show they are on the right track.
Well done Metallica and a nice social media case study as well!