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Social Media helps to contextualise stories within society

Case in point is the recent footage of Andrew O’Keefe drunken night out in Melbourne.


Herald Sun ran it as a piece trying to disapprove of Andrew behaviour. It was only when the footage ended up on Youtube that the public was given a voice.



Instead of people disapproving Andrew’s behaviour they are actually more critical of the role of the Herald Sun and the filmers of this footage.

It kind of reminds me of the Kevin Rudd in the strip club fiasco, most analyst saw it as a blow to the Labour party. In my eyes it just showed that Rudd was human, when did going to a strip club become illegal?

I am currently doing online publicity for Dosh Wallet (the case study is on it’s way). Anyway I have been in contact with a number of top blogs in male culture fashion and design. One that caught my attention the other day was NotCot, I was presented with this screen after submitting an email.

winner.

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.

The best post I wrote this year is the Social Media Marketing Framework, it helped to get my job at The Population and is something that I keep referring too (if you are lazy check out the 5 min video).

After the Paul McIntrye article in the Sydney Morning Herald about Social Media and the focus of PR Agencies owning Social Media, I thought it would be good to look at the model and see who was best set up to help a company with this discipline.

As you can see it is a bit of everyone. Really at the end of the day, who gives a flying unicorn who is the right person to hand Social Media, lets just get some kick arse projects out there and let the agency thing sort itself out.

You have got to check out this presentation. Good use of 2 minutes!

Ross Raeburn just pointed me in the direction of this awesome slide presentation and post by Alison Leonard Hansen.

There are 4 things I like about her post;

1. This shows how this technology can be misused.

2. I am just a sucker for a good bit of response feedback. Check out the comments by David Deal, aka Razorfish

3. Alison's Tagline is spot on;

Musings from a social media "current iteration of the Web" junkie.

Social Media is just a current iteration of the web. David Gillespie talked about this recently.

4. There is a unicorn at the top of the page! TAKE THAT STAN LEE!

Last month, I showcased five blogs that started in the month of October, well I am back at it again with four new blogs that have just started in the month of November. So get your RSS readers ready and check out these great Australian Marketing reads.

Another Advertising Wanker
With a name like that, how could you not like this blog? He has had some cracking posts to start off with including his questioning of Commonwealth Bank over the recent fiasco and an interesting perspective on the alcohol advertising regulations.

Think Story Experience
'Matt Jones' reflections on the role of thinking, stories, and experiences in building brands and strengthening ideas.' He actually started blogging in September, except this month he has really stepped it up, writing a post every day and good quality posts as well.

Who put the devil in you?
Is written by Bones Lawley, I really like that name, he joins the raft of student bloggers who are blogging about Marketing. Some great posts on Movember and Doughnut King's strategy.

Stop, collaborate and listen
Written by Andy Mallinson the ex-MD of NetX Sydney, he started off by creating a list of the Social Media Monitoring tools in Australia, which is a handy little list. I look forward to reading more.

* It was originally Four blogs but Clare alerted me to her blog via Twitter, which is also a great read!

Clare Lancaster
Clare has also set up a blog ‘for enterprising women creating and working online’. It is great to see more women represented in the online marketing space. She is doing some great work covering off the basics and we can all learn a thing or two reading these posts.


Gavin called me the Pied Piper of New Marketing Blogs, when searching the interwebs for video on Pied Piper, I came across this old favourite of mine, DJ Pied Piper - Do you really like it?

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!

I am really keen on getting this idea of the Social Media Freestyle together for Ad:Tech and pitching it to them.

I am just trying to think of some of the other topics that could be debated from two sides. Here is what I have come up with so far.

1. Every company needs a Social Media strategy
2. Full disclosure from a company or brand is not always necessary in social media.
3. Kevin Rudd should of remained a broadcast medium on Twitter.
4. Metaverses will stay niche and will not see the popularity of Social Media
5. Micro Blogging will be the death of Blogging
6. A Social Media presence online is best presented by just one person within an organisation
7. Blogging is not journalism
8. Agencies are not necessarily structured to implement Social Media (Dave)
9. All media communication has a Social Media element, whether intentional or not. (Ian)
10. Social Media will be the death of the 30 second spot (Zac)
11. Social Media Marketing and WOM is the same thing (Matt)
12. You can create a Social Media Campaign without a remarkable product (Matt)
13. Above the line Campaigns to not translate to 'viral' online campaigns (Adam)
14. Social Media is not just words but images (Graeme)
15. Social Media Marketing not remain a specialist area once those in communication roles get a grasp on it (Nathan)
16. Social Media Marketing Bloggers are scaring away potential clients (Kate)


I really want to get at least 10 debate questions. Please feel free to add.

So the presentation went really well. I thoroughly enjoyed performing it and Zac, Peter and Alex White (who filled in for David) were all really great and got into character as car loving bogans (mullets included).

One of the highlights from yesterday for me was Peter Williams and Robert Leech in the panel discussion having a verbal stoush over the future of free to air television.

This got me thinking ahead to Ad:Tech and I thought it would be great to have a live debating session. Something similar to the Hip Hop freestyle battles.

The premise would be that a topic would be chosen (e.g Paying Bloggers to write about a brands is unethical) you would then have two people from the industry arguing ‘for’ and ‘against’. They would each get 2 rounds of one minute to debate there point and for rebuttal. The result would then be chosen by 2 judges and the audience would also get a vote.

Would anyone else be interested in participating and helping pitch this idea to Ad:Tech?


The real 8 Mile story
106 & Park is a hip hop show in America, they had a segment called Freestyle Friday where the amateur rappers could get on stage and battle a champion. In 2001, they created a cult hero in Jin, an asian rapper who won seven nights in a row.

I have just realised that my favourite unrelated online content is all written by females.

Twitter

_neek
I would put likeomg up there as well.

Blogs
Imnotantisocial – I am clearly not in target demo for this blog but really enjoy reading it?!?!??!

Tavi – She is 12 years old, WTF?

Why the hell is there not more female online copywriters?

If we do not do something about this, we will be left with shit like Hooking Up.

Really good ideas to a Social Media Startegist (Audience Equity from the top vloggers on Youtube, how could this not be a success?) but such a massive error on the copywriting.

Sorry for the lateness of this post!

Case Study: How Scott Drummond created a Brand (MarketingMag) Community

In late August I was puling my hair out trying to find a great example of an Australian Community Manager, someone who had helped to create a community around a brand. Where had a brand come into an environment and been accepted by the community. It just so happens that the perfect case study of creating a Brand Community had been in contact with me and become one of my friends over the last four months. I speak of none other than Scott Drummond the person who created and put a face to the Marketing Magazine Brand.

Scott Drummond was amazing the way he reached out to the influential members online and got them to create engaging content that would drive traffic and conversation to the site. Additionally, He was on the frontline making sure that he was in the on Twitter, Plurk, other peoples Blogs and Youtube making sure that Marketing Magazine had a presence.

He has left a great community in the safe hands of Kate Kendall who has had a presence online through her blog The Zeitegist and will surely drive Marketing Magazine to the next level while other traditional channels struggle to acclimatise to the new media landscape.

‘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.

After speaking only a month ago about the 2009 Australian Social Media Revolution being an article in the Australian Financial Review. It was great to see that the company (The Population) that I moved to Sydney to help form and work for, got a great feature in today’s AFR.

The Population will be Australia’s first fourth pure play Social Media Marketing Agency. I feel like everything is in place for this to be something really big, the opportunity to work with the very talented and experienced Tony Thomas and the fact Photon Group has seen the enormous potential and backed it.

This is a once in a lifetime opportunity which I believe will make up for everything that I had to give up in Melbourne including an amazing girlfriend, my close group of friends, my Masters degree and a close relationship with my family.

Young people just 'get' content creation, they do not want to just consume content but are hell bent on creating content as well.

Case in Point- Fashion Rookie

Tavi is
1. A Fashion Blogger (Style Rookie)
2.Already part of a blogger outreach program (Australia struggles to do outreach to Top 100 Bloggers, America is doing it to niche niche markets)
3.Has had articles published in NY Times Magazine
4.is a really great engaging writer


and is

5. 12 years old!!!!!! 12 years old !!!!! 12 years old !!! 12 years old!!!!!! 12 years old !!!!! 12 years old !!!12 years old!!!!!! 12 years old !!!!! 12 years old !!!12 years old!!!!!! 12 years old !!!!! 12 years old !!!12 years old!!!!!! 12 years old !!!!! 12 years old !!!

Tavi Fashion Editor of Vogue by 18?

For 19 years I grew up just being able to consume media, Tavi grew up being able to produce and consume media! What effect does that have on a generation?

Hat tip to Meg Rayner

P.S Thanks to Jye Smith the creative genius for producing my killer header banner. I am sorry to all those fans of my pixalated image I had before. :(

My new BFF Joseph Jaffe (sorry Zac) is coming to town. The king of the Social Media will be sitting down and helping us hatch a plan to start the Australian Social Media Marketing Revolution.

There will be some local heavyweights there too, Gavin Heaton (arguably the leading thinker in Social Media Marketing), Scott Drummond (Online Editor of Marketing Magazine) and I am sure Top 10 Aussie Marketing Bloggers Laurel Papworth and Katie Chatfield will be attending too.

So in the famous words of Australian Hip Hop Juggernauts Hilltop Hoods,

‘ We have a whole lotta superstars on this stage here tonight.‘

The stage is set, Blue Hotel Bar Woollmooloo,Sydney, the time is set Tuesday August 19th (9:30pm), come along and help shape the revolution.


Hilltop Hoods - The Blue Blooded

'We liked Kid Rock before he was a famous drunk'

You can learn alot about Corporate Blogging from hardcore music groupies. They are the ones who have been with you since the start, saw you play at your first concert, have all your cd's and have shrine to you in their bedroom.

Writing a corporate blog will no doubt start with a low level of traffic coming to your blog. This may make you skeptical of the power of blogging and whether you are just wasting your time. However this small audience (groupies in the making) will be the most valuable to your company.

The first few reader to your blog will invariably be your brand fanatics. These are the people who want to go out and source new information about your brand. These are the people who speak about your brand to all their friends and swear by your products. As like my previous example of AC/DC and corporate blogs your first fans with be your dedicated groupies who are passionate about the music.

Embrace these people.

Sole Searching

Here are 10 great resources to help you find things on the interweb.

31. Viral Video Charts (site)
This is a great resource which shows you what videos people are blogging about. Kind of like Youtube Most Played list before boob screen shots were introduced.

32. Google Alerts (tool)
Find out what new information is being published about your company.

33. Top Marketing Blogs in the World(site)
A ranking of the Top 150 (now 600+) blogs on Advertising and Marketing in the world

34. Technorati (site)
Gives you a great indication of the power of a blogger and their reach.

35. Local Blog Index (site)
In Australia we are blessed with the Australian Blog Index, which indexes a large number of Australian Blogs

36. Facebook search (tool)
Type in the name of your company and see how many people list their company in their career and other groups/fan pages/profiles that are using your name.

37. “ ” (advice)
Google searching with the word in commas will return better results

38. Business News Searching (website)
If it is business news that you are searching for then Plugger is the site to go to.

39. Employment searching (person)
Shai Roitman from Xpand is the man to see for Digital Marketing jobs in Australia.

40. Find out what people are twittering about (website)
Find out what everyone is saying about you on Twitter.


Previous Posts
1-10 University of SMM
11-20 Convincing the Boss/Client of SMM
21-30 Producing Resources

Here is the video version of my framework for Social Media Marketing. A big thanks to Peter Wagstaff of the Marketing Today Podcast who spent many hours slaving away editing this beast of work for me, it looks great!!!



If you have any positive or negative feedback on the model please let me know as it is still in BETA.

I will be writing over the next 9 weeks about the resources, skills and tools to make you a killer Social Media Marketer. This is not a conclusive list so if you have any other great resources please share them!

The weeks will be broken up into chapters.

1. University of SMM
2. Convincing the Boss/Client of SM
3. Production Skills needed
4. Community Finding Tools
5. Personal Attributes of an SMM
6. Apprenticeships: Learning from the Masters
7. Measurement tools for SMM
8. Offline Skills for SMM
9. Social Media Tools




This week will take you through the full spectrum for your Social Media education. We will start out with the basic resources for Social Media Marketing 101 and will extend into some of the really interesting academic knowledge behind this phenomenon.


I. Wiki-Marketing (Article)
It is like an online version of your 1st University Marketing book. Great reference for the basics.

II. 5 pillars of Social Media Marketing (Article)
This is the closest things to a structure for the practice.

III. Seth Godin (Book/Video/Blog)
The Number 1# Marketing Blogger in the world. Reading his books will bring you right up to speed on the new marketing landscape.

IV. Tipping Point (Book)
21st Century WOM expert, Malcoml Gladwell's Tipping Point helps you to understand how ideas spread through communities.

V. Made to Stick (Book)
Sequel to Tipping Point on making ideas sticky with the consumer

VI. The Age of Conversation (Book)
100 voices, 1 idea. An amazing idea from Drew McLellan and Gavin Heaton about a book which talk all about the new marketing landscape.

VII. Best reference of Academic papers on Social Networks (Reference List Page /Blog)
Danah Boyd is the queen of Social Networks in the US. She has the best hidden SMM resource in the world. A reference page of all academic articles on Social Networks (Even my Honours thesis makes a showing). For an Australian version of Danah Boyd check out Laurel Papworth.

VIII. Original article on WOM (Harvard Business Review Article)
The seminal article on Word of Mouth written by Ernest Dichter in 1960’s and still relevant today. If you email me I might know where you can stumble across a copy *wink, wink*.

IX. The Brand Communities King (Articles / Blog)
Robert Kozinets is the father of brand communities, he also was the first to perform the marketing research method of an online ethnography, 'netnography'.

X. Google Scholar (Tool)
The best free academic resource going around. Always click the ‘Cited By’ to see who else is speaking on the topic.

In Week 6 ‘Apprenticeship: Learning from the Masters’, I will be looking at the top 10 SMM bloggers. I am interested to know what bloggers are you reading for your SMM information?

I have just written a post over at Marketing Magazine Blog. It is about the fact that Advertising Agencies cannot be trusted with Social Media Campaigns. Putting such a strong case forward I have also backed my argument by laying the challenge of proving that I can teach any company how to have a social media presence.

I think this will be a great opportunity to teach Marketers, how to properly use Social Media. I would really like to get my regular readers to help build on ideas of how companies should best act in this space. So if you know any tips or case studies please let me know.