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Australia’s news agenda needs a shake-up

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120518 Wigglet Australias news agenda needs a shake up

 

I have to admit, this morning when I saw the Daily Telegraph I was extremely disappointed with the article that graced its front page. Please tell me, was today such a slow news day that this is all they could scrape together?

Don’t you think it’s insulting that the editors of ‘Sydney’s Biggest Selling Newspaper’ believes the majority of its readership would find an article about a female joining the Wiggles is worthy of the front page? Or that the Wiggles sex change was so important it needed to take up the majority of the page, leaving a small strip at the bottom for a story about refugees?

Maybe I’m being a little harsh here but I’m sure the majority of readers this morning flipped straight past this article, as I did. It baffles me how a story like this is considered so important and topical it gets prime position, yet there are many more stories which should take its place.

But before I wrap up my Friday rant, I just wanted to touch on the headline: WIGGLETTE. It would be very easy to get ‘Wigglette’ confused with “Wigglet”. If you don’t know what that means you can educate yourself at Urban Dictionary – let’s just say it’s not a term you want to associate with little kids.

Finally let’s hope they don’t resort to renaming the group ‘The Wigglette’s”, it makes me instantly think of 4 piglets dancing in different coloured skivvies.

So what do you think? Do you think Australia’s news content needs to focus a little more on the adults of our nation and not their 3 year olds?

Australian brands and YouTube: A 2012 progress report

by | Add a Comment | Filed In Insights & Ideas, Research.

Content marketing has been a hot topic in the local marketing media of late (see this article and this one too).

I recently presented on a related topic at The Internet Show in Melbourne.

My presentation looked at the use of YouTube by Australian brands – repeating the research that I started in 2010 (just prior to the launch of Encoder PR). The sample for the research was based on the Nielsen top advertisers study for the first half of 2011, working on the assumption that the brands that invest heavily in advertising may also be taking an interest in social video and content marketing.

I think the main take away is that there is plenty of room for improvement when it comes to the way that brands are using YouTube. A small number of Australian brands are using YouTube with real purpose (Coles, Telstra) but in the main there seems to be a lack of strategy and a dearth of good content made explicitly for YouTube.

I provided some commentary for a news story in Marketing Magazine yesterday:

General manager of Encoder PR, Daniel Young, says despite the audience being there, brand are yet to prioritise YouTube, possibly due to the shadow of Facebook and Twitter which are seen as being more user friendly and measurable for marketers.

“Internet users love online video but very few brands are using this channel to tell a coherent and entertaining brand story, share useful information or provide a service,” Young says. “Most marketers focus on Facebook for social media, because they can see the numbers, it provides lots of tools for targeting and customisation, and it’s measurable.

“Brands need to start thinking about their YouTube channel as exactly that [a destination in its own right], and employing some of the techniques that actual broadcasters use to build and maintain an audience, such as content cross promotion, teasers and trailers, and of course quality content.”

Young points to successful community video bloggers, Natalie Tran and Nate ‘Blunty’ Burr, who insert calls to action, whether it be subscribing to the channel or cross promotion of other videos, so that fans keep in touch with their content.

Australian Brands and YouTube: A Progress Report

View more PowerPoint from Encoder PR
You can read the full Marketing Mag article here.
Could content and video marketing by the next phase of digital marketing, post the ‘social’ frenzy?
I think the answer is yes with mobile as a key driver.

The Tapit challenge: Using NFC for content and not transactions

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120516 tapit logol The Tapit challenge: Using NFC for content and not transactions

Most people think of NFC as transactional but Australian start-up Tapit, is pursuing a completely different model. Their idea is around content – i.e. you tap your phone on a location and have immediate access to content (of any type). The Encoder team was set a challenge to come up with an innovative idea for a brand that uses NFC in this way. Extra bonus points were given if you could incorporate NFCs ability to recognise existing customers so content can be tailored.

This is what we came up with….

Carrie came up with the idea of integrating Tapit into local supermarkets and inspiring shoppers to cook new meals.How it works: A Tapit spot would be located next to certain items and loaded up with different recipes. Customers can discover new delicious recipes by simply tapping their phone near the item on the shelf. Other features include a map directory which directs shoppers to the correct aisle for the other ingredients on the recipe. This would create a fuss-free customer experience, injecting some new flavours into grocery shopping. For those shoppers who return to an ingredient they’ve already swiped, new recipes will be suggested as content is tailored to each customer.

Dan suggested placing Tapit points along walking tracks to discover information about new places. How it works: As you’re about to head on a bushwalk, Tap your phone at the hotspot and check out the local weather conditions forecast for the day. As you walk along different check-in points would offer specific information about the area you’re in. It could be a bit of history about the area or some information about local native animals. Other information could include further points on the walk such as bathrooms, lookouts and picnic spots. Later on when you’ve finished the walk you can rate it or share it online with your friends on Facebook. One of the SUV brands or an outdoor clothing company might be interested in this idea.

I came up with Tapit’s nightclub check-in system, which would swiftly integrate social media into Sydney’s party scene. The idea is aimed at those savvy social media party goers obsessed with checking in on Facebook. How it works: Simply tap your smartphone as you walk in to your favourite night club and not only are you checked in on Facebook instantly, you’re offered a special promo for tapping in. Promotions could be anything from a free drink to free entry next weekend. Because Tapit can recognise existing customers, the more you return to your favourite night club and Tapit, the better promotions you get. Both Venue and patron are rewarded through the Tapit check-in system. Patrons are rewarded for their brand loyalty each time they return to the nightclub. Alternatively venues will expose their brand on Facebook with each check-in and can also use the check-in system to research their audience.

The winner of the challenge was Rochelle with her album launch idea. Rochelle found inspiration for her idea from rapper Jay Z’s auto biography titled Decoded. How it works: Following on from his autobiography, Jay Z could use the Tapit technology to promote the launch of his next album. Rochelle suggested planting Tapit symbols across Sydney which was loaded up with different tracks from the new album. Fans could then search the city for new tracks by their favourite artist. A fun social media campaign would also run in conjunction with the launch, releasing clues as to where the tracks would be hidden. Similar to the launch of rapper Jay Z’s auto biography, the fan who was first to find all of the tracks won two free tickets to Jay Z’s latest gig.

So now you’ve read our ideas take the Tapit challenge and let us know how you would use this new technology.

The hard yards for Facebook marketers are ahead

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Facebook is considered a must do for most consumer brands in our social media obsessed world. For some, social media begins an end with Facebook.

It’s my view that the ability to interact asynchronously with brands on Facebook or any other form of social media or social network is rapidly becoming a basic hygiene factor for businesses that want to engage with their customers. It has gone from being a novelty to an expectation. In this context, brands will have to do a lot more to keep their fans engaged. A constant stream of inane questions that are only losely related to the product or service simply won’t cut it.

These are the sort of points that I made in the following article, which ran on Marketing Mag this week. Click on the link to see the full diatribe! And come back to comment – I would love to hear your thoughts.

Facebook and brand marketing from quantity to quality Marketing magazine1 The hard yards for Facebook marketers are ahead

 

Facebook statistics and mobile marketing

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facebook buys instagram for 1bill CROPPED Facebook statistics and mobile marketing

 

 

 

 

 

 

 

 

One billion seems to be the number of the month for Facebook. After recently buying Instagram for a cheeky billion, it’s also drawing closer to one billion active users.

Facebook has updated its SEC filing to reveal a list of new figures:

  • 901 million monthly active users
  • 526 million daily active users
  • 300 million photos uploaded every day
  • 3.2 billion likes and comments every day
  • 125 billion friendships

The social networking site also revealed 488 million people access their Facebook page via a mobile device. As more and more people access information on the go, it’s crucial PR campaigns include mobile marketing strategies. Consumers are not only logging in on at work and home, but they’re updating their status and checking their Facebook feed on the train to work and on the bus on the way home.

The beauty about mobile marketing is that it doesn’t have to be the entire strategy; it’s an effective way to complement and strengthen those original methods of outreach. During our latest social media campaign  for Virgin Money’s LOWrate LOWcate, participants could sign up for an SMS alert to remind them the competition was about to begin. This was a really simple way to effectively target a specific number of people in a short amount of time.

Mobile marketing is not a new concept by any means and many marketing groups have used it effectively for years. Near Field Communication (NFC) is a good example of how new technology is creating fresh avenues for mobile marketing. Although many associate transactions with NFC,  it can also be a great way to share content and automate things like check-ins. It will be very exciting to see what role NFC plays in upcoming marketing campaigns as brands find new ways to engage their audience.

What Brands Can Learn From Kony 2012

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Adam Ferrier’s article for Mumbrella has been doing the rounds over the last few days and rightly so. The Kony 2012 silence has been deafening. The article is entitled: Kony 2012: The biggest social media experiment in history ends in failure – so why is nobody talking about it?

Adam makes salient and insightful comments about the campaign, why it worked, the emotional and rational drivers, its eventual comeuppance and the inevitable  fall out.

I think there are lots of valuable take-away points that brands can benefit from when looking at Kony 2012 campaign, here are some:

  1. It’s not all about UGC style content. There remains a place online for high production values and long form content. If anything consumer expectations are increasing in relation to the former along with increased acceptance of the latter.
  2. The second learning is around storytelling, the focus on one child is central to the viewer’s experience (a point that Mr. Ferrier elaborates on in his article).
  3. Finally, the Kony campaign demonstrates the critical importance of a call to action. All too often brands shy away from telling their audience exactly what they should do.

But the most important lessons for brands relates to digital and social marketing generally and it is this:

All online engagement is ultimately a superficial human experience. It will never be a substitute for our personal experiences with business and their brands. To minimise the gap between these real personal experiences and the superficial digital interactions, marketers must work from inside out to position themselves in a way that is genuinely representative of their core values.

The shortcoming of the Invisible Children group are stark (hence the exposé) but brands should work on the basis of a similar dynamic. In the age of social media, consumers will be just as quick to identify brands that are saying one thing but acting in a way that conflicts with stated objectives and values.  

Finding inspiration with Upinde Patricia

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UPatricia 300x128 Finding inspiration with Upinde PatriciaMeet Patricia, a full-time marketer with a blog that’s not about marketing *gasp*. But that’s not to say she hasn’t found her marketing background helpful when building her blog. But we’ll have more on that later.

As some background, I met Patricia when I worked at a software company a few years back. I was in the communications department and she was in marketing, so there were plenty of chances for us to collaborate and become good friends.

When we worked together Patricia always brought enthusiasm to her work and the team, so it’s not surprising that when started her personal blog upindepatricia.com, that she would pour that same passion into it as well. In the blog, she shares her experiences, thoughts and her personal journey – and just like the name ‘Upinde’, which translates to rainbow, Patricia’s blog shows her true colours.

Since starting up her Facebook page in January and her blog in March, she has attracted more than 20,000 Facebook fans and a loyal base of readers. I’ve been following the blog closely, watching it grow from an idea to so much more.

I caught up with Patricia recently to discuss her vision for Upindepatricia.com and what she’s learnt in her first few months. In particular, she shared how she’s learnt to ‘become the brand’ of the site as well as find her unique voice in Australia’s growing blogosphere.

Full interview below:

Why did start Upindepatricia.com?

Besides being a full-time marketer, I also have this overwhelming passion for love, life and loving life. So I thought to myself, “I wonder what happens if I tell the world about it in my voice?” UpindePatricia.com (or UPatricia.com for short) and my Facebook page is all about our journey in the outer world and combining it with the one within. I share my fascination for places, people and cultures in photos, videos or little messages/quotes. In between, I write letters to commonly known people without the intention of sending it directly to them. Rather, it’s a philosophical response to challenge not the addressee, but ultimately the reader. This has been appreciated by those caught in a daily routine yet also aware of a bigger purpose to what life is really about. This growing self-awareness is common amongst everyday people all around the world. It’s meaningful that we are coming together on it through my site.

What is your ultimate vision for the blog?

There are many personal bloggers out there so it’s important that I can stand out. I’ve created a unique approach not only in my writing but a distinct presentation style that can be immediately identifiable as Upinde Patricia. I am now seeing a path from combining this passion into a personal brand. I’m often told that the site is evolving to become a source of inspiration. This lets me know that I’m on the right track. There are so much extraordinary things you can do by creating this positive influence. All opportunities that come from it will be a bonus and I’m open to that.

What has been your proudest moment as a blogger?

Gosh, it’s hard to define just one. I think it’s the string of moments. Each interaction, no matter what it’s about, tells me someone is interested in what I put out there. It shows that I am able to create a dialogue that connects with them. I’ve been receiving letters/emails addressed to myself recently. It’s a good feeling to not always be the one writing but receiving them too :)

You’ve been able to attract a lot of fan traffic to your site and Facebook page, what has helped the most?

Yes, it’s been less than four months and to have over 20,000 supporters is very encouraging! The quality of the community is just as important though. What’s helped the most is being very diligent with my audience insights. Such as: where in the world are they from, age interests, what’s most discussed, liked and shared, etc. Also monitoring the type of comments that are received. These are all clues if I’m being relevant and it raises any flags if I need to do something about it. This intimacy lets me know how to best interact with the type of community created around Upinde Patricia. For example, initially my audience was around 78% males. I tailored my content and targeted for more females so that there can be a balanced dialogue on my passions and what I write. It’s also important to give everyone something to react on. I also upload my experiences on-the-go so that they feel they are with me on a journey and have a reason to keep checking back. In this way, my adventures are theirs too.

What has been your biggest learning curve since starting your site?

It will have to be keeping the integrity that comes with a blog site linked to myself. I’m learning to intimately disclose Upinde Patricia in a way that still allows me some personal space. I treat those interested in my blog and what I write as a supportive friend, rather than a fan. When you create such a tiny distance with them, it brings many challenges. But it’s a good problem to have! I’m taking it all onboard as it’s an important value for me and perhaps even what attracts them to me/blog. I’m doing this at the individual level in ways that can be managed for a growing community base. The digital features and platforms available today sure makes it easier!

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And as a final note, I want to say thanks to Patricia for sharing her insights and her vision. I look forward to seeing the site and her fan base grow.

If you have any other questions for Patricia on her blog, please feel free to add them below.

To Share Awe Not To Share

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The New York Times tracked the stories that were most frequently passed on by their readers. They found that AWE inspiring content was the stuff that readers were most likely to share. The examples they provided included natural phenomena like this solar flare.

The theme of AWE could even extend to sporting moments such as this throw from American Baseball, which came to me via a Facebook friend earlier today. Most brands can either tap into or create content that is awe inspiring, if they put there minds to it.

The psychology of sharing is an interesting topic and one that I will re-visit in the near future.

 

The death of all newspapers?

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We’ve all heard endless conversations about the death of newspapers. Some predict print newspapers will be done and dusted by 2014. Others say even earlier. And then there’s the closure of once incredibly popular magazines (such as FHM recently) which reignite the debate about the longevity of magazines.stack of newspapers1 300x225 The death of all newspapers?

I don’t have the magical answer that everyone so desperately wants to hear, but a journalist recently told me a story about their 2 year old son’s interaction with a print newspaper that sums up the future quite clearly. When the toddler touched the spot where a photo sat on the page he turned to his father with a confused look on his face and said “Why didn’t it do anything?”

I guess that poses the question, why would consumers bother with print newspapers when the ‘news experience’ can be enhanced so much more via the digital version? In my opinion, the experience is what’s key. While I prefer to get my daily news online, when it comes to a lazy Sunday morning, I’m all about the printed version. Sharing sections, chatting about the content, drinking coffee…it’s an experience, and while it’s not a digital one, it’s still a special one that entertains and engages me.

As PRs, it’s our job to understand the media; what will they consider newsworthy? What’s relevant to their readers? What’s the hook? How will this entertain and engage their reader? It’s important for us to remember that while people increasingly expect ‘experiences’, those experiences can come in many shapes and forms for different people. In PR, we need to find different ways to create and bring-to-life those experiences for consumers. 

 

Finding inspiration – the cheat’s guide

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Guess what the inspiration for my post was today? I’ll give you brownie points if you guessed it was my own lack of inspiration. Honestly, I couldn’t think of anything to write – nada, zilch, zip! I wracked my brain, looked at trending topics on Twitter, went to my favourite websites and searched for interesting campaigns to comment on – but nothing really sparked. Well, that was until I wanted to answer my own question and see where other people get their inspiration from. Hence this is the ‘cheater’s guide’ to inspiration as opposed to the, ‘I took a walk and went to the art gallery’ inspiration post.

Here are the best tips I found.

Inspiration 300x220 Finding inspiration – the cheat’s guideVisit other websites or blogs: I dare you to Google ‘Finding Inspiration’. I will guarantee that almost every article will suggest you visit other blogs and websites, or just check out other people’s work.

I think this guy says it best when he said that “no idea is created in a vacuum.” He suggests that we need to open our minds and immerse ourselves in the industry to draw inspiration.

Picaso probably had the same idea when he said: “Good artists borrow. Great artists steal.”

Hold an informal brainstorm: Or in other words, ‘talk to people’! Ask your peers what topics they find interesting or if there has been a creative campaign that’s caught their imagination. While you may not necessarily write on the topics discussed, it may lead you to some interesting ideas you wouldn’t have considered before.

Apparently artists from this article also relate. Whether it’s ‘talk to your friends’ or ‘collaborate’ many felt that holding conversations helped develop some of their best ideas.

Share your experiences: This is something I often do. Recent blog posts include my learnings from events, or experiences as a Facebook manager.

But how do you draw inspiration from those experiences? I think the following tips from the Content Marketing Institute help.

  • Look to your old work
  • Look to your readers, what has their feedback been?
  • And learn from your mistakes and share your insights

And finally, maybe you should just go for a walk and visit an art gallery. Fresh air and culture never hurt anyone – and you might find inspiration, just like these guys.

Where do you find your inspiration?

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