Archive for May, 2007
May 30, 2007 at 9:33 pm · Filed under Learning to Blog, Australia
Life’s full of oddities. Turns out in a parallel universe there’s an Australian trying to adjust to life in America. I blog about the reverse issue - as an American in Australia, once in awhile you come across “Things that make you go hmmm.”
So I got introduced today to Paul Young. He’s from Sydney and is now in Manhattan. He blogs on issues of interest to public relations professionals and students. Check out his blog.
It’ll be interesting to track his experiences and see how he navigates the rocky shoals of Manhattan!
May 30, 2007 at 12:48 am · Filed under Public Relations, Social Media
We’re working for a major destination in Australia and they are keen to consider social media as part of their marketing mix. We have a session planned to discuss it all in early July.
Today we met with an exceptional design firm and heard an idea that sounds great - if the client takes it on it will be really innovative.
The problem is, it’s not a social media recommendation. Instead they made great suggestions regarding the web site and ways to bring it to life.
We told them not to think of a polar bear and they came back to us with a large, white, carnivorous mammal that really likes the snow!
I have to admit to struggling sometimes with the concept. It’s easy to identify strong social media campaigns, yet harder to innovate and invent them. We also require the services of a firm that really knows this space - and isn’t going to suggest a deeper or richer web page.
We have the ideas, the clients and the interest. Where do we find the inventive designers and web gurus to develop these further?
May 29, 2007 at 2:13 am · Filed under more on me, Public Relations
We have a new business presentation later this week to a company in the music industry. The proposal follows a play list - with each campaign element named for a particular song or artist or lyrics. There’s a high profile event to start the program - “I can make you a celebrity for one night” by Twista is the relevant song.
Taking it a step further, we wanted each team member to have a rock and roll alter ego. Who would you be? Are you Chrissy Hines or Donna Summer? Boz Scaggs or Snoop Doggy Dogg?
I got to choose my own…
May 27, 2007 at 9:29 pm · Filed under Learning to Blog, Social Media
Last week I posted that more Australia-based companies needed to get involved in social media. That’s great advice - but once you “jump the broom” and decide to get involved, where do you start? Over the coming days I’ll offer advice - and seek counsel from readers - on how to get started.
Early in my blog I wrote about the difficulty of finding your voice. This was based on the difficulty of starting a blog and finding the most natural way to express myself. While social media is multi-faceted with a wide range of options available (Second Life, YouTube, Wiki, Blogs) let’s start by looking at blogs.
First and foremost be clear about your goal for starting a blog. It may be an avenue to open direct conversations with consumers. You may explore it as a way to provide information to a special interest group. Stonyfield Farm has two blogs to meet the information needs of specific consumers - be they parents with young children, or people interested in organic food products. One communication channel couldn’t meet the needs of both parties - unless they were new parents wanting organic yogurt!
Be really clear with your objective. Because if you’re not clear then your audience has absolutely no chance of arriving at the same conclusion! My blog was started for two reasons. First I wanted to position myself as a leader in communications issues of matter to Australia. Second I wanted to gain on-line experience in new media (”Teacher teach yourself”).
So with a clear objective firmly in mind, start practicing. Open up a Word document and write trial posts each and every day. You need to commit to daily exercise otherwise you’ll lose the ability to create fresh material daily. If you don’t post daily then you’re at risk of becoming stale and obsolete.
Frankly this is the hardest point - how do you find your voice? What style will you adopt as you write every day? Avoid memo language. The way we draft inter-company emails is not the way we should write on blogs. Loosen your tie - write for your Mother or a friend. Take on a friendly language that’s easier to read. Gone are the days of “command and control” writing - if your blog sounds like a press release or a corporate memo you’ll never gain a readership.
Get started - try it today. Figure out your objective then start writing. After time you’ll find your groove.
May 25, 2007 at 3:27 am · Filed under Australia
Today’s meeting didn’t go in government’s favour. More states joined Victoria in objecting to government’s plans to take over control of water. See The Sydney Morning Herald story for details.
May 24, 2007 at 10:26 pm · Filed under Australia
Australia is in the midst of a “once in a thousand year” drought, as John Howard has called the national situation. Feeding the Eastern states is the Murray-Darling River Basin and federal government has proposed a $10 billion plan for Federal control of the river system.
Problem is the State of Victoria isn’t buying. They refuse to cede control arguing that state’s rights are infringed and the federal plan is rushed.
This year we’re headed towards a federal election and the environment is a leading issue. Drought, climate change, mineral exports, water management, whaling - all have been making daily headlines.
Today the states and federal government are meeting to decide the future of the Murray-Darling River system. And given that a rain dance is not on the agenda they’ll debate management of a dwindling, precious resource.
(Thanks to iStock Photo for the incredible image - it’s copyright free for small-scale circulation.)
May 23, 2007 at 8:53 pm · Filed under Social Media
Australia has yet to embrace social media. While it’s tearing across North America and Asia, the slow roll-out of broadband nationally has impeded its development Down Under.
Many clients are concerned when discussing social media. They believe opening the door means unfettered access to all consumers on all aspects of the company.
If looking for a way to start, think “narrowcasting.” Companies can begin one program for one product aimed at one band of their consumers.
Dove took their “evolution” campaign to consumers to build understanding that beauty - as currently defined - is perhaps too artificial. This targeted “real women” and didn’t aim to solve all issues for all products.
A consumer goods company might look at one product and one consumer subset - such as how a sports supplement helped athletes achieve results.
The goal is to find new ways to engage consumers in an arena where they are comfortable. On-line is an open, sharing environment and successful companies are opening the door to social media and finding new ways to engage with their consumers. Come on Australia, come on!
May 23, 2007 at 3:59 am · Filed under Social Media
I like change. I get bored with the status quo and like a little bit of change in my life. We’re nearly done renovating our home - and now want to sell and buy another. I should accept the average day and routine like most others. I’m constantly seeking new stimuli.
So I’m moving blog, to boot.
To date I’ve been on TypePad (as a platform). I found it as I started this six months ago after reading articles and reviews. I’ve been annoyed about the inability to make changes, such as the addition of widgets or refreshing the look and feel.
James Farmer is a blog teacher. He has a great site! He’s recommended a move over to WordPress - which happens in the next day.
If you do get into blogging, make sure you spend some time getting to know the capabilities of your platform. And once you do, I believe you won’t be looking at TypePad!
I hope you enjoy my fresh new home - it’s nice to have moved!
Life’s full of oddities. Turns out in a parallel universe there’s an Australian trying to adjust to life in America. I blog about the reverse issue - as an American in Australia, once in awhile you come across “Things that make you go hmmm.” 
Thanks for visiting!
