-
Opinion | Features
My memo to your boss
So let me guess?
You really want to come to Mumbrella360, but you’ve got to justify the time and cost to your boss?
Good news! I think I can help.
Woz not great
In this guest post Tony Prysten argues that the thousand dollar price of seeing out-of-touch Apple co-founder Steve Wozniack on his Australian tour was a waste of money.
This week, for the cost of two iPads (yep, two) I went to the Woz Live conference in Melbourne. I was not impressed.
What the hell is transmedia?
From advertising campaigns to online video series, the term ‘transmedia’ gets quite the work out. But what does it actually mean? Cathie McGinn trawls the media landscape for a definitive definition.
Transmedia, all media and multiplatform are terms often used interchangeably when referencing modern storytelling techniques. Yet, depending who you speak to, there are distinct differences between them.
According to industry experts Encore spoke to, the key elements that define transmedia can be summarised as follows: platform, time, audience, adaptation, and creative collaboration.
Innovation is the remedy for the ailing magazine industry
With magazine circulations plummeting, FHM closing and rumours rife on future ownership of ACP Magazines, Paul Merrill says the only way forward is launching new titles.Eight years ago in the UK, nearly a quarter of all magazine sales came from magazines that were less than four years old. In Australia, the figure was slightly lower, but still significant. Today, the situation is very different. For a start there are so few new magazines. Yes, Masterchef briefly flared, and Top Gear made an initial impact. But Grazia and Alpha fizzled, and now ACP has shelved their plans to launch Elle.
More than a game: broadcasting the Olympics
The 2012 London Olympics will be the biggest televised sporting event of our time. Brooke Hemphill discovers the logistical challenges and technical requirements of producing the event.
From July 27 to August 12, the Australian media will go sport crazy as the Games of the XXX Olympiad, aka the 2012 London Summer Olympics, unfold. The games will be the most televised sporting event of our time as broadcasters look to master every manner of technology at their disposal.
The Voice - Australia's best example yet of social TV
In this guest post, Sputnik’s Rodd Messent has a theory on why audiences have taken to The Voice .I am an addict of Channel Nine’s hit show The Voice. Such is the extent of my addiction I seriously think my housemate might kick me out of our apartment for the semi-frenzied yelling and tweeting that ensues in our lounge room each time the show airs.It’s the first time in almost three years that such disagreement has resulted in less than civil behaviour towards one another, and it’s made me think it might be a microcosm of the large volume of online debate about the show and, correspondingly, an explanation for its success as a social TV experience.Why brands are the US Army - and culture jammers are the Viet Cong
In this guest posting, Dave Burgess, who painted ‘No War’ on the Sydney Opera House, claims that ‘amoral’ advertisers have copied his idea.
Culture jamming is a 28-year-old term coined by the San Francisco-based band Negativland, who declared that the ‘Studio for the cultural jammer is the world at large’.
Branded content is dead. Long live branded content
In this guest posting, Anthony Freedman argues why branded content is making a comeback.
A few short years ago, probably concurrent with the advent of the PVR, a new term emerged within the marketing communications industry; branded content. This was really synonymous with advertiser funded TV shows where programming was created by brands and deals struck with networks to broadcast them.
There were varying degrees of success with this model.
Shock advertising: 30 ads that would give Australia's ad watchdog a coronary
Is shock an underused weapon in Australian advertising, asks Robin HicksToday, Sydney agency The Cabana Boys used an image of a mouth sewn together to shock people with the idea that problem gamblers lie to conceal their habit. Is it the most disturbing image ever? No. Will it get banned by the Advertising Standards Bureau? No. But it did make me wonder why shock is not used more often in Australia – and not just by charities and government bodies. (WARNING: NSFW)
The making of ratings blockbuster The Voice
Jason Mountney goes on the set of Channel Nine’s talent search series, The Voice, to see how the format, based on an international franchise, has come together. What ingredients have gone into making this certified hit that’s rated more than two million viewers on three consecutive nights?
Mike Goldman has one of the toughest jobs on the set of the Nine network’s new talent show, The Voice. He not only has to narrate the show, but also keep the audience from losing their enthusiasm as they realise shooting TV programs takes a lot longer than the one-hour bursts they see in their lounge rooms. A lot longer.
Nine problems stopping The Global Mail from getting an audience
While it’s a shame The Global Mail has failed to make an impact on the media landscape, the signs have been there for some time.I love the concept of a well resourced, philanthropically-funded independent news site. Anywhere in the world, that’s a rare and wonderful thing. In Australia even more so. So I hope that Grame Wood gets to see his investment make a difference.
And I have no inside info on whether Monica Attard’s sudden departure is linked to the site’s failure to find an audience so far.
Regardless, here are nine areas they can easily start to address:
Journalism’s new model?
Does the launch of philanthropically funded news site The Global Mail signal a new era for journalism or is the model destined to be a passing fad, asks Cathie McGinn in this article first published in Encore magazine.With little fanfare, philanthropically funded news site The Global Mail launched in February this year.
The online-only title received a generous five-year funding commitment from businessman Graeme Wood, founder of accommodation website wotif.com, who donated $15million.
Five things that make a great suit
In this guest posting, Gareth Collins argues that the role of a great account manager is to make the work betterI’m surprised at how many suits I meet who don’t know their role in the advertising business. The question ‘what does an advertising account manager or director do?’ is frequently met with answers such as project manager, relationship manager, plate spinner or go between … and those are the nice ones.
Success is judged on the ability to manage a process, be strong administratively and get stuff done. And while a good suit needs to do all of these things brilliantly, if these are the traits that define a great suit, then I’m in the wrong job.
What the hell is transmedia?
From advertising campaigns to online video series, the term ‘transmedia’ gets quite the work out. But what does it actually mean? Cathie McGinn trawls the media landscape for a definitive definition.
Transmedia, all media and multiplatform are terms often used interchangeably when referencing modern storytelling techniques. Yet, depending who you speak to, there are distinct differences between them.
The top seven...most patronising pieces of communication
Sometimes brands have big ideas. Sometimes marketers get so caught up with a grandiose idea that instead of finding engaging ways to sell breakfast cereal, they start to believe their own rhetoric. And sometimes it’s just lazy marketing. Here are my top seven inadvertently patronising pieces of communication…
1) Last night thousands of women gathered in Sydney’s Centennial Park to take part in She Runs the Night, an event created by Nike.
King of Shaves: rude and spammy
Dear King Of Shaves Australia, thank you for your tweet inviting me to vote for you in the FHM Awards. Here’s why I won’t be voting for you:
- You didn’t say please.
- I have a beard.
- You’re spamming like a fucktard.
Good luck in the competition though.
Tim Burrowes
August 11th, 2010 at 9:40 am
-
-
Follow Us
-
Email Newsletter
Latest Jobs- Digital Performance Manager (PPC) – iProspect Sydney – immediate start - Walsh Bay, Sydney
- Client Services Director - Melbourne
- Client Service Director - Melbourne
- PR Senior Account Manager - Travel/Tourism - Sydney
- Qualitative Apprentice – Rare trainee level role - Melbourne
- Qualitative Apprentice – Rare trainee level role - Sydney
- Content Editor - Sydney CBD
- Digital Account Manager - Sydney
- Account Manager - Design - Melbourne - South
- Series Producer - Pyrmont
Comments
11 Aug 10
10:32 am
Lolz@Tim.
Excellent use of the term Fucktard.
11 Aug 10
11:23 am
Yeah I got one of these as well and promptly told them to piss off. What a terrible way to run a social media campaign. Very stupid.
11 Aug 10
11:26 am
more’s the point, its just not the best razor. it’s hopeless at reaching the top of your philtrum.
11 Aug 10
2:19 pm
Hi Tim
Paul CEO from King of Shaves AUST here. We were delighted to be shortlisted in the shaving category in the FHM Essentials Awards and we just thought we would tweet it and let some people know about it.
I am still learning the so called social media rules (only tweeting since end of May) and how we can engage with guys that shave – Sorry Tim I thought I could get you to lose the beard!
Not really a social media campaign but a message to approx 40 tweeters half of whom already follow us. The balance to marketing media and people we thought would be interested and of course maybe get a few votes. Not sure if this would be classified Spam in twitter.
Anyway thanks Tim for following us and Scott thanks for the DM about how you like our products – thought you might like to vote
And to Steve regarding the problem of getting under the nose with our Azor. Yes a few people have had this problem and all you need to do is pull you nose back with you 2 fingers – not a good look in the mirror but it works – also the mark 2 blade rolling out in the next month in Australia has a thinner bar on the top to solve the problem so you won’t get the sideways looks from your girlfriend. Actually DM me and I will send you one out to try
A can’t comment on fucktard as I am not so sure what this is
The
11 Aug 10
2:38 pm
Hi Paul, I beleive its a retarded Fuckwit but for the record you don’t sound like either..
11 Aug 10
2:40 pm
Reading this article just proves to me that no one still gets social Media in my mind. I think the main issue here is Social media snobbery. Paul Irwin, good response.
11 Aug 10
2:52 pm
Paul,
Thanks for the kind offer. For some reason I can’t DM you on Twitter (I’m guessing because you don’t follow me), but am happy to buy a mark 2 to try it out. I’m a big fan of KoS, and really wanted to love mark 1, but it was severely disappointing. Hope mark 2 lives up to the promise.
Cheers
Steve
11 Aug 10
2:54 pm
That was a close shave for everybody. Case closed.
11 Aug 10
2:57 pm
And to say thank you for your comments and feedback please click thru to
http://www.shave.com.au
for a 50% discount on all king of shaves razors, shave gels, skincare etc as well as free delivery until 15 August.
Enter the promo code MUMBRELLA right at the end where you enter your details.
Paul Irwin – King of Shaves Australia
11 Aug 10
3:00 pm
Completely Fucktarded
11 Aug 10
3:02 pm
If people like this word they should follow George Parker over at AdScam.
http://www.adscam.typepad.com/
He uses it in nearly every post.
11 Aug 10
3:10 pm
Fantastic thread.
The social media strategy might have not initially worked but the social listening and consequent engagement definitely did.
Well done Paul. I am going to your site right now.
Marc
11 Aug 10
3:11 pm
Oh, amd I am tweeting this thread right now too
Marc
11 Aug 10
3:12 pm
steve email me your details to paul@shave.com.au and I will get you one to test out
11 Aug 10
3:16 pm
King of Shaves: Rude and spammy http://bit.ly/cj6Pra Fair comment. Good thread. Great response from CEO. Social engagement in action
Marc
11 Aug 10
3:24 pm
Well done Paul. Lovely engagement
11 Aug 10
3:29 pm
Very impressed at your return serve Paul. Very nicely handled. Good engagement and honesty.
11 Aug 10
3:36 pm
Aren’t we being a bit precious? Is it only the so called (and self professed) ‘experts’ who are allowed to enter the hallowed halls of social media? This guy dips his toe in the water and you try to cut off his leg!
And don’t try and tell me this was constructive feedback. You’re just having a dig. Plain and simple.
Enjoy the view from your high horse.
11 Aug 10
3:43 pm
Awesome response. If I was cynical, I’d say ‘nice set up’…
Seriously though, kudos for the effort and delivering a peace offering in terms of the discount… I’d just run out of KoS oil (first time I’d bought it and am now a convert) and this was a good opportunity to re-order. Plus, I bought a bunch of other stuff to a total value of forty – sorry, twenty – dollars.
Of course, I’m about to tweet about it as well…
11 Aug 10
3:51 pm
I have to say that from a female point of view this has been a very interesting thread – especially considering all you guys are not only being a tad precious about social media attempts but also about shaving! Metrosexuality reigns supreme!
11 Aug 10
3:57 pm
@Alison F,
‘All you guys’?
FTR, I tend to nurse a nice manly 3-day stubble before I hit the KoS products, by which stage my razor needs all the help it can get.
And I had no idea what the hell a philtrum was until I wikipedia’d it.
Plus, it’s advertising… your male colleagues are generally going to be either hairy hipsters or vain metrosexuals.
Am I being too sensitive??
11 Aug 10
4:24 pm
Alison
If you knew the horrors of facial shaving rash, you’d understand
BTW, you might want to check out KoS products yourself – my wife once ‘borrowed’ my gel and now uses nothing else…. says its the best for shaving her legs
Cheers
Steve
11 Aug 10
4:45 pm
Yes it was well handled by KOS.
It just crossed my mind that KOS could have set this whole think up. I just hope that it turns out that the quick turn around was not planned all a long. Called me skeptical but spamming Mumbrella and Scott R is sort of asking for it.
Well played KOS either way.
11 Aug 10
4:49 pm
As mentioned in the Twitter stream of last night’s #SMCSYD we ask brands to be transparent and honest in the social media space and Paul has demonstrated this well – what a shining example of how to handle negative feedback – good on you KOS
11 Aug 10
4:56 pm
Hi Paul, you sure the promo code works? I just went through the entire process and didn’t come across anywhere to enter it so didn’t get the discount…
11 Aug 10
5:08 pm
kimota – its there and it works. on the right hand side of the payment page.
11 Aug 10
5:17 pm
Bugger – how did I miss that? If I couldn’t spot that when I’m looking for it – should I even be in charge of a razor close to my face?
Can’t complain, the prices are still good anyway!
11 Aug 10
5:25 pm
Fucktard to Fucking Legend!
Well handled and a great way to create engagement – I never knew KOS did hair product or bodywash.
I’d be interested in seeing the takeup rates to the special offer once it expires.
Also, can’t underestimate the power of Mumbrella in the media/social world!
11 Aug 10
5:30 pm
Lazy.
11 Aug 10
5:31 pm
Kimota
No worries about missing the code, your not the first – email me your order number and I will sort out 50% credit to your card
Will let you all know how many took up the deal end of week as some may be interested
Paul – King of shaves – paul@shave.com.au
11 Aug 10
5:32 pm
PWNED!
11 Aug 10
5:45 pm
@Matt ‘the power of Mumbrella’ Think I just threw up a bit in my mouth
11 Aug 10
6:12 pm
Well I hadn’t heard of King Of Shaves but now I have
11 Aug 10
6:31 pm
So nobody contacted KOS for a point of view before publishing & the CEO acts gracious even in the face of an insult.
-20 repetitive msgs given the scale of twitter doesn’t constitute large to me.
#If you send large numbers of duplicate @replies; (spam via twitter)
Use your social media sheriff badges for good people that’s what the spam button is for.
11 Aug 10
10:36 pm
Great thread just tweeted in. Great response from Paul Irwin.
12 Aug 10
8:54 am
I bought one of the new King of Shaves razors.
Worst razor I’ve ever bought.
I used it twice. It now sits in the cupboar and I’ve returned my Quattro.
12 Aug 10
9:49 am
Benn
Thanks for the feedback even though not positive.
Of course everyone is different and have different views of our Azor, most have been positive including on Channel nine A current affair where one of the trialists rated it the best shave of his life.
Love to send you out our new Sensitive Azor as well as our yet to be released Azor M to see what you think of them – email me your details and I will send you them paul@shave.com.au
12 Aug 10
10:09 am
For those interested…they are great shavers too!
12 Aug 10
12:50 pm
I’m writing a post using words such as engagement, take up, social media and tweet.
Can I get a free Azor M for my husband?
13 Aug 10
5:39 am
Classic!
13 Aug 10
1:24 pm
MM
I think I have a few more sitting in my Office so email me your address and I will send you an Azor M to test out – paul@shave.com.au
17 Aug 10
4:26 pm
Ha ha ha I am still laughing at the title Fucktard, will be using that word on future fuckwits that have acted even more stupid, thanks Mumbrella!
19 Aug 10
11:01 am
Very Funny. Big ups to KoS. In market that big with the resources you have the fact you keep getting up and fighting is huge.. Good luck. Great products by the way.
25 Aug 10
11:06 am
Impressed with Paul’s response. Good lesson in (small scale) crisis comms!
Basic lesson – being genuine works wonders.
3 Sep 10
3:42 pm
Just for the record, by sending me an Azor and some KoS product, Paul has probably got himself another customer, as I liked both and was impressed by how he dealt with the whole situation.