Untukmu Para Pengunjung

I now am proudly sporting my Student of Peter Wagstaff badge. Without Peter, I would not have got to where I am today, therefore I see it as really important to show my support for a man who is raising the bar of higher level education in Australia.

A lot of the success stories of Monash Caulfield Marketing graduates in the Industry, will ultimately lead back to, Peter. He has an unwavering passion for Marketing that has been instilled into a number of students of his units.

When the current revenue model for Universities is actually not students but researching grants (that might help to explain a number of socially challenged lecturers at Universities). You have to take your hat off to Peter who has prioritsed teaching students over research (I would imagine he would be in the minority of academics at Universities).

Congratulations and thank you to Monash Marketing Department for giving us access to such a great teacher and mentor within your ranks.

Don’t just believe what I have to say about him hear the other students of Peter Wagstaff

Rick Clarke, Zac Martin, Simon Oboler, Josh Strawczynski

If you are not already subscribed to Peter Wagstaff's, Marketing Today Podcast do it! Also check out his blog Renewed on the changing role of new media.

Adidas have just launched their Advertising Campaign for 2009 'adidas Originals house party'. Everything about this campaign is beautiful. This is like a Transmedia Planning wet dream. There is already so many little pieces of currency in this video?

Do you see any celebrities that you know?
Do you know the music track?
Do you know who the graffiti artist was?

There is so many angles to tell this story from, they have started with such a rich base. It looks like they have started too.


And finally, to build the story around ‘the ultimate house party’. Who does not like house parties? They are always the most fun, right? And what a thought starter who would be at your ‘ultimate house party’!

Really interesting discussion around the Social Media Freestyle. I think we have a good number of question to now go and have a good session.

Ben Shepherd had a good point about the audience at Ad:Tech, I had always envisioned this to be for an audience of people that were in the advanced stream of Ad:Tech or people that knew about Social Media quite well. So maybe this would be better for another event.

A Christmas Beersphere/STUB/Social Media Freestyle where we all donate $10 to the WaterAid fund for a good night?

Cole vs. Cole


Also for those wondering about the Sydney Social Media Soup Kitchen, I am speaking to Wesley Mission at the moment about getting us to do some work. You would not believe how hard it is to find a Soup Kitchen in Sydney that needs volunteers!

90% of the people who comment on this blog have a blog.

Why is this so?

a) they understand the pain of posting
b) they understand the reciprocal relationship building nature of posting
c) ????

-the peak in June was when I launched the first Top 50 Marketing Blogs
-the peak in August was when the Top 12 Historical Moments in Social Media Marketing got picked up and published in the WOMMA.org

So the past year has seen a massive change in my blog. I have definitely narrowed the focus of the blog onto the topic of Social Media Marketing and I think the blog is better off for it. Anyway to some of the stats;

-177 posts
-596 comments which is massive improvement on a measly 30 in my first year!
-22,210 visits

And I would just like to thank the Zac (Happy Birthday for the other day), Josh, Matt, Gavin, Rick, Aktifmag (keep stirring the pot), Ben, Stan Lee (thanks Dad), Wags, Jye and everyone else who has kept coming back and reading or commenting on this blog throughout the year!

I am really big in IRAN!

‘Social Media Marketers need to start talking to Marketers about the behavioural changes that occur from Social Media Platforms rather than the nuts and bolts of the technology.’ Tony Thomas

Last night, I was a guest lecturer at the ADMA Certificate in Digital Marketing, I was asked to talk about the Social Media platforms, so instead of talking about the specifics of every platform I talked about the Behavioural changes and Marketing Opportunities that those platforms have.



Here are the definition for the Behaviour and Marketing Opportunity.

Behaviour- Is why do people use the technology? How has it impacted that the way they interact with friends and brands. I based this loosely off Blumer and Katz Uses and Gratification of Media Theory via my Thesis

Marketing Opportunity – Where does the opportunity lie for brands to interact with people.

And the examples

1.Twitter
Broadcast->Customer Service
BigPondTeam

2.Twitter
Information Source -> Sales
AmazonMP3 Sales

3.Blogs
Information -> Brand Positioning
BodyShop Blog

4.Youtube
Entertainment/Diversion -> Branded Entertainment
Blendtec

5.Facebook
Communication/Self Image -> Communication/Conspicuous Consumption
BarackObama

I would love your feedback on this or any other examples you have.

My parent company Photon Group have come out with a great way to release the usually dry, Annual Report. All staff were sent the video and link to theAnnual Report website on Thursday. It is good to see that Dad doesn’t take himself too seriously and can have a joke.

1. The Hack Half Hour is a massive worry

Tune your television into ABC2 on Monday September 22nd ABC2 at 8:30PM as I am on the show talking about security and social networking sites.

2. Make Yourself Beautiful
I have signed the online petition for the ‘Universal Declaration on Animal Welfare’ you should too. Interesting use of the pen, it reminds me of the human usability of the iPhone (I don’t know if that sentence even make sense). Hat tip Adam from The BodyShop blog.

3. 30 seconds on humanising Brands

I suggests that we try to humanize brands? Cam suggests (in the Youtube comments section) brand managers are actually the ones humanising brands?

4. Twitter Addict
Alright after three attempts, I am now a full fledged Twitter convert!!!! Thanks Julia for the video


5. 100 Australian Marketing Blogs
Hot news on the Top 50 Australian Marketing Blogs, I am now tracking a 100+ blogs! I will also be ranking all 100 blogs.

Regular Readers: This is the presentation I did for the Marketing 2.0 conference, If you have any questions feel free to shoot them at me. Thanks to everyone that helped.

All the readers from the Marketing 2.0 Conference: Welcome to my blog just click on the links below to see the examples. If you have any questions from the presentation feel free to write them in the comments section.

So the following are all the links to the material from my presentation.

Dell Hell (slide 6)
Dell Idea Storm (slide 7)
NAB Spamming story and video(slide 10)
Tiger Woods walking on water video (slide 11)
The Body Shop Blog (Slide 13)
Maybe Clemengers comments (slide 14)
Barack Obama sends text message (slide 15)

Other good resources to convince the boss of SMM
A list of Social Media/Community Managers

A list of 226 Companies who are doing Social Media Marketing

Wiki List of the Fortune 500 companies blogging (currently 62 companies)

228 Companies using Twitter (thanks for the link Katie)

St. Jerome

The Melbounre social media crew is well over due for a catch up. So I have proposed a beersphere (idea stolen from Faris).

The date has been set Sunday 28th September
The time has been set 2pm (that will give you enough time to work off the Grand Final party hangover)
The venue has been set St Jerome's (see map), 7 Caledonian Lane, City (City location, so there is no excuse why you should not be coming).

The following people will be invited

Bloggers
Zac Martin from Pigs Don’t Fly
Rick Clarke from I Hate Ads
Simon Oboler from Simon Says
Tannie from The Gruen Transfer
Darren Rowse from ProBlogger
Stan Lee from Brand DNA
Tait Ischia from The Wayfarer
Gerry McCusker from PR Disasters
Glenn Rogers from Pixel Paddock
Age from In my atmosphere
Alex White from Marketing Magazine
David Gillespie from Creative is not a department
Kate from The Zeitgeists
Joshua Strawcyznski from Current Issues in Marketing Strategy
Tamir from FRANKthoughts
Jasmin Tragas from Wonderwebby

Podcasters
Peter Wagstaff from Marketing Today
Jake Lawton and Nat Graf from Gen Y Marketing Podcast
Alisa Page and Phillip Greenwood from Marketing Geek

It is open invitation so all are welcome, so spread the word and lets have a cracking afternoon.

These could all be separate posts but just needed to get them out.

1. PRIA Panel
Speaking on a panel at the PRIA Conference ‘PR In the Fast Lane’, this afternoon with Laurel Papworth, Steven Noble and a number of other people. The conference is on what PR Agency will look like in the future. Market Cross is the first thing the jumps to my mind. If you have any ideas or good links I would love to check them out.

2. Jenni Beattie is awesome
A big thanks to Jenni Beattie who helped me out with the presentation for Marketing 2.0 conference, I decided to give her the complimentary ticket. Thanks a lot to Gordon Whitehead, Athan, Katherine Liew,Ben Cooper, Kelly, and Paul Wilson, ; if there is anything I can do for your guys, just let me know.

3. Melbourne Beersphere Meet Up
I am organizing a Melbourne Beersphere on the Sunday of Grand Final Weekend, I am going to invite all the bloggers, podcasters and just the generally interested. More details to come.

4. Sydney Social Media Meet Ups
If you are in Sydney and are not coming to the Friday morning Social Media breakfast meet ups then you are really missing out. 8AM, Single Origin Café, 60-64 Reservoir St, Surry Hills.

5. BK getting it right
I am really digging the latest media collaboration of Burger King with Seth MacFarlane. Great example of giving value back to the community by funding the awesomeness of Seth MacFarlane to make more work. What is your first impression?


6. Logo
We got pushed forward on the public launch of the company hence no website (we are building it at the moment). However we did just get our logo design, I like it, it has a bit of David Armano Ripple 2.0 feel about the ‘O’ of The Population.
I wanted it to have a feel of people gravitating towards an object, however also noting that everyone is different (with a different size of influence) hence the different sized red dots. I know you dont look into something that much but it is nice to have a little back story. The colour is a bit out too!

What happened to the Creative Agency people in Australia?

Oh, they are on Youtube.

This is an award recognising the best ‘copy/paste’ direct from Youtube efforts done by Australian Advertising Agencies.

There is nothing wrong with getting inspiration for an idea but directly ripping off an idea and not giving credit where it is due is another thing. So join with me and celebrate these great efforts and feel free to share other great examples.

3rd theBrandshop
With the disqualification of Droga5 brings theBrandshop up into 3rd place with their work for Cruios SkipHarder.

Original


and for the Extreme Skipping
http://www.youtube.com/watch?v=qraRYVirG2U

theBrandshops effort


2nd Clemenger BBDO

Selling Noodles was always going to be a tough sell. However Creative Director for Clems have stated ‘Rather than going after the mums like some of our competitors, our strategy was to target the user themselves."

When the target market found out that they were ripping off a Youtube clip, they were no where to be found?!?!

Clememnger BBDO effort
Pimp My Kettle Episode 1


Original


And congratulations to
1st George Patts Y&R

Patts convinced everyone including the Cannes judges about being original thought leaders. George Patts Y&R stated to the Inspiration Room ‘It is the fruit of many peoples hard work and conviction.’

I can understand the hard work, there are millions of clips on Youtube it is hard work having to watch all of them.

Patts effort


Original



George Patts, theBrandshop and Clems this is an open forum, please feel free to prove me wrong you have the right of reply on this one.

Edit: I originally had Droga5 and Ric Cantor up here for his efforts on VB Gold. Matt pointed out that Ric Cantor was actually the writer on the original Manstrokewoman piece so it would probably be better as collaboration rather than a direct Copy/Paste. I totally agree and am officially disqualifying them from the awards. Thanks, Matt and if anyone knows any backstory on the other cases please include. Check out the interesting conversation going on in the Youtube comments section.



In other news anyone who was wondering where the Top 50 list is, it is actually going to be coming out October 1.

Irony Part 1
Thanks for lunch Pimp My Kettle (I was walking through Central Station in Sydney when I came across the van)

Irony Part 2
Many people don’t know but my parents actually made television commercials for a full time gig. Thanks to Ad Agencies choosing to make Television Commercials I was able to gain a great education. Who would of thought I would of chosen to go down a career that would take money away from commercials and allocate it to initiatives which will actually drive more value to a company and its customers.

Sorry Mum and Dad, I wanted to follow in your footsteps but it just doesn't look like there will be that many opportunities in your industry : (

I am speaking on Wednesday 17th September at the Marketing 2.0 Conference and I was able to convince the organizer to give me a complimentary ticket (worth $2,960) to give away to my readers. It should be a good conference with International guest Rajat Chopra Director of Bell Canada , Mark Pollard Lead Digital Strategist from Leo Burnett and Campbell Sallabank CEO of LinkMe also speaking.

I have got 30 minutes to talk turkey, I am interested to know what you think the most interesting content I could speak to these Marketers (I am guessing a low knowledge of social media) about. Some potential areas;

Market Cross – Rules of Engagement
The Australian Social Media Revolution
NAB Spamming Stunt
The Social Media Marketing Framework (below)
Starting Conversations, Listening and Responding Online
Hyper-Influencers
What is social media?

The person who gives me the best idea for the conference, the ticket is all yours. I will choose next Tuesday (9th September) but most of all I really am just interested in your suggestion and help.



Presentation of Social Media Marketing Framework

Well, I am compiling the second edition of the Top 50 Australian Marketing Pioneers Blogs. Here is the list of Australian Marketing Blogs*, If you know of anymore to add to this list that would be great.

A perspective
A blog about Digital Media
Adnotes
Adspace-Pioneers
Amnesia Blog
Angus Whines
Arrow Internet SEO
Australian SEO blog
Australian Small Business
B&T
Bannerblog
Better Communication Results
Blackwatch
Brand DNA
Campaign Brief
Copywrite
Corporate Engagement
Creative is not a department
Current Issues in Marketing Strategy
David Wesson Digital Entertainment
Death by Digital
Diffusion
doingwords.com
Duncan Riley
Duncans TV Adland
EcioLab
Elbow Grease
Ettf
Falkayn
Filter Media
FRANkThoughts
Free Beer
Fresh Chat
Get Shouty
Gruen Transfer
Hothouse
I hate ads
I like to sneeze
In My Atomosphere
Innovation Feeder
Josh Anstey
Latin Ocean
Laurel Papworth
Layman's Term
Lexy Klain
Mark Neely's Blog
Marketing Easy
Marketing Magazine
Media Hunter
Mobilista
Mokum Marketing
Oneplusoneequalsthree
Online Marketing Banter
Online marketing sydney
Personalize Media
Peter Sheanan
Pigs Don’t Fly
Pixel Paddock
PR Disasters
Problogger.net
Publicis Digital
Publicity Queen
Quintessentially Digital
Ross Dawon's Blog
Ryan's view
Send Up a larger room
Servant of Chaos
Simon Reynolds
Simons Says
Slice Media
StickyAds
The Digestif
The Flasher
The Gloo
The Jason Recliner
The Marketer
The White Agency ffffff
Three Billion
Tick Yes
Tim Longhurst
Uneven Distribution
Write across media
Young PR
Zakazukhazoo
Zebra Bites
Zero Budget Marketing Ideas

I know there is a little debate at the moment on lists and the effectiveness of them. I agree that they are a quick sure fire link love builder but I also think that they are good for uncovering a lot of blogs that people might not see. I kind of like thinking of it as shining a light on the dark and mysterious Australian Blogosphere and finding the lay of the land of Marketing Blogs in Australia.

What do you guys think, should I just do the Top 50 or should I do scores for all 80+ blogs??

*Published in the last 3 months

I have decided to try my hand at video blogging. I am planning to keep the episodes bite size at under 2 minutes and they will act to complement my written post that I currently write. Positive and negative feedback would be greatly appreciated.

Introduction to Adspace Pioneers Vlog


Batman vs. Captain Planet (Social Objects as Relationship Builders)

-Check out Episode 70 on Marketing Today Podcast where I talk in detail about Public Assembly with Peter Wagstaff and Cori Hodge.
-Here is Linda and Ceri's site Public Assembly

My friend Meg Rayner is a journalist at The Courier in Ballarat (Victorian Country Town). In March, Meg reported about an upcoming auction for a local girl Layla Wright who has been battling cancer for the past 2 years. Through Meg's article she turned the projected small auction into a grand event which helped raise $20,000 for Layla, this allowed Layla to achieve her one wish of going to Disneyland and help pay for her chemotherapy. Meg last year was a university student, this year she raised $20,000 for a child in need, WOW!!!!

As Bloggers we are in fortunate position to have the time and reach to a large audience which sometimes can rival traditional media. What we do with this ‘time/reach’ is up to us.

Some blogger that are already giving back is Gavin Heaton and Isadore for Article 39 Concert and Body Shop Activist Blogger Adam Valvasori who blogs purely about bringing about social and environmental justice.


What other bloggers do you know who are giving their time to promote great causes?

1. Amazon Review Section May 15th 1997*
One of the antecedents to ‘Web 2.0’ people were given the facilities to produce content online, in the form of reviews for products. This little application would change the way that people would buy products and the way that marketers communicated their products.

2. Friendster March 22 2002
The launch of the first of the big social networking sites, the site was modelled on dating sites and lost its popularity when they started banning music bands and fictional characters from creating profiles. Myspace encouraged bands to create music and the fans moved with the decision.

3. Technorati 20th November 2002
Technorati launched and helped to create a metric that goes beyond traditional measure of effectiveness of media channels (reach measures). They help to measured the influence of a media channel (blogs) through how many people were speaking about a person ideas (Authority), a very BIG step in the right direction.

4. Mysace Fox Interactive Media pays $580 million for Myspace July 16th 2005
Booyah, Social Media is worth money! ... or is it?

5. The first viral Youtube clip - Evolution of Dance April 06 2006


6. Jaffe Juice holds Curry to ransom September 7th 2006
Jaffe Juice holds Adam Currie to ransom for not giving any link love to Jaffe after Adam appeared on his show and made no mention of the episode in his own podcast. Only Joseph Jaffe could peform such a stunt and get away with it. Read story here

7. Transmedia Planning: Idea Propagation October 3rd 2006
Not really about the content (which is an amazing piece) but through the propagation of the message, he published the idea on his blog in the form of a post and it spread across the internet like wildfire!
October 3rd 2006

8. Dove Evolution Viral wins Cannes Ocotber 7th 2006
Dove Evolution helped to show that social media was valued by the old advertising heads picking up the Grand Prix Cyber Lion.

9. The first flog:Fake McDonalds Monopoly winners blogOctober 31st 2006
One of the first cases of abuse of Social Media by a Advertising Agency. The interesting thing was not that marketers would do such a thing but the punishment that was dealt to McDonalds at the hands of real bloggers. People now have more power to make your mistakes visible.

10. Dell Ideastorm launches February 16th 2007
Dell capatalised on the power of masses to help innovate and develop new ideas for Dell products. Social Media is now seen to change the research and development stage for businesses. The product was a creation of Salesforce who created the platform for themselves first with Salesforces Ideas

11. The Age of Conversation March 22nd 2007
The post between Drew McLellen and Gavin Heaton which was the catalyst for the book The Age of Conversation. Taking the Dell Idea one step further and created a product from the collective content of social media participants.

12. Power 150 ranking moves to Ad Age August 7th 2007
Todd And Power 150 moves to AdAge and boasts over 700 blogs now, a huge step in connecting the Marketing Community.


Anyone got any other great moments to add?

13. Time Magazine announces YOU (Social Media) as the 2006 Person of the Year December 13th 2006
Thanks for the hat tip Mike Kuhl

*May 15th 1997 was the launch date for Amazon, not the date that the review section was created.

Chris Brogan to the rescue!

This is a great post on 50 Topics Marketers can talk about for your company. But I think you should also look at yourself as a brand and how some of these could be written about you.

From Chris' list I have picked these 6 gems that I think any blogger can write on to help define their brand and distinguish them from the blogger clutter that is going on.

1. A little bit about us.
2. A walk in our neighborhood
3. Giving back to the community: our plan
4. What we think is unique about us. Do you agree?
5. Video - a tour of the plant, and a day in the life of your product
6. What we worry about over the coming year

Funnily enough I did as Chris suggested and made a video of my workplace about a year ago.

I feel indebt to my parents for all the opportunties that they have given me.I have had a very fortunate upbringing, I was lucky enough to go on a number of family holidays when I was growing up, these were great experiences because and they taught me a number of life lessons.

I guess the family holiday are symbolic of the reward for this hard work and making the most of your opportunties. Therefore one way that I always imagined that I would repay them was by being able to pay for a family holiday for all of us one day. I hope when I have made it in Marketing I will be able to do this and they will know that it was all worth it.

In this photo is my talented father Alan Cole, one of Australia’s finest Directors of Photography, my gifted sister Bryony Cole, who is amazing at everything she sets her heart too, and my clever mother Susie Cole, who is still regarded as one of the finest TVC Producers in Melbourne. But most of all they are my best friends and the best god damn role models a person could ask for.

10 things I want to do in Marketing before I die

1. Work for Nike
2. Win a Gold Cannes
3. Speak at a TED conference