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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.

This week, I am a guest on the Film and Television Institute WA Forum for part of their series on ‘The Secrets of Short Film Marketing’. Graeme Watson asked me to help advise on how Short Film makers can use Social Media to market their films.

Laurel Papworth just wrote a cracking post on this, which has been a good start.

Tomorrow I will be starting a discussion on the social media environments that Australian Short Film Makers should be aware of.

Check it out and feel free to join the forum, if you don’t want to join but have some good resources or advice please share here.


Here is one of my favourite SMM for a film; the leaked crocodile attacking footage around the Australian film Black Water

Malcolm Turnbull is on Twitter, at first it was just one way communication and you know what, I was totally cool with that!

With Malcs on Twitter I was just keen to have the inside word, I was thinking about how cool it would be if he released a good bit of info, like when Barack Obama named Joe Biden as VP over SMS.

Broadcast has a place in social media.

When people are just searching for information it is totally cool for you to be broadcast.

I was thinking about this the other day with Nick (@waycooljnr), Why do most people go to Myspace Music? To find more information and songs about a new artists they just heard. Majority of people don’t give 2 cents about having a conversation with the band.

For a different interpretation of Social Media Broadcast, Zac Martin has just written the post of his life on the topic.

I actually got the name iMalcolm from a post that Gavin Heaton wrote on Malcolm Turnbull and the problems associated with digital identity, it is a great read!

‘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.

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.

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. :(

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.

'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.