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Opinion
How to debunk media myths
In this post, UWS’s Ullrich Ecker, John Cook and Stephen Lewandowsky argue that cognitive science can help PRs form strategies in managing media misreporting.
A growing cohort of commentators has bemoaned the descent of contemporary political “debate” into a largely fact-free zone.
How about simply focusing on what consumers want?
In this guest post, Peter Mountford argues that brands should think more about what is really going on for consumers
Who here is hoping their favourite brand of toilet paper is going to be organizing a flash mob on their way home from work today?
What the Optus web copyright victory means
In this analysis first published on The Conversation, RMIT’s Marita Shelly examines the implications of Telstra’s defeat over the online rights to the AFL broadcast deal
This week’s Federal Court ruling that Optus customers are able to view sporting matches minutes after they are streamed live without breaching copyright is a landmark decision that alters our understanding of copyright law, and has significant implications for the AFL’s broadcasting rights deal.
Does Gina Rinehart’s bite of a chunk of Fairfax make her an oligarch?
In an article that first appeared in The Conversation, Mark Rolfe wonders whether the mining magnate’s move could turn Fairfax into something resembling America’s Fox network.Australia’s richest person Gina Rinehart has moved to increase her stake in Fairfax Media, owner of The Age, Sydney Morning Herald and a number of radio stations. Rinehart has already shown her desire to play a role in public life, campaigning against former Prime Minister Kevin Rudd’s aborted mining tax. She has also demonstrated a willingness to make media investments to ensure her pro-business worldview is promulgated.
What does this latest move by Rinehart mean?
Gillard's Australia Day crisis
PM Julia Gillard’s media adviser Tony Hodges has been forced to resign over the Australia Day tent embassy debacle.
It came after it emerged he had revealed opposition leader Tony Abbott’s whereabouts, leading to both politicians being rescued by police in ugly scenes.
Mumbrella editor Tim Burrowes and advertising practitioner Jane Caro debate the topic on Weekend Sunrise’s masters of Spin segment:
The biggest cock-up I made in business
In this guest post, Chris Savage urges agency staff to live the brand.I still shudder when I think about how incredibly stupid I was when I made the biggest stuff up of my career. And then, 18 years later, I did it again. Do not make this mistake with your clients. Ever.
Hey Groupon. Thanks for fucking up email
In this guest post, Daniel Monheit warns that group deal overload is devaluing email marketingEmail marketing used to be fabulous. Back in the heady days of 2010, brands would work hard to build up well qualified databases, upon which they’d bestow carefully crafted correspondence filled with information, offers and incentives. The recipients, of course would be delighted: “Oh look! An email! From one of my favourite brands! And it’s 40 cents off at Woolies this week!”.
The staggering sway of Harold Mitchell
The Power Index today names Aegis Media chairman Harold Mitchell as the most powerful person in Melbourne. Andrew Crook profiles him.
Harold Mitchell takes pride in dispensing with the niceties. When The Power Index visited his South Melbourne private office before Christmas, fresh remains were scattered all over the boardroom table.
Share a Coke with… the moronic masses
The most-read story on Mumbrella last year, with not far off 100,000 page views, was a fairly humdrum yarn about the launch of Coca-Cola’s name-on-a-bottle campaign.The headline, “Coca-Cola puts people’s names on bottles in ‘Share a Coke’ campaign”, though hated by any self-respecting sub-editor, was loved by Google. And in rushed what can be politely described as the public.
Assumptions kill creativity
In this guest post, Gual Barwell disagrees that the sales success of the Old Spice social media campaign was overstated.Yesterday’s post from Cathie McGinn suggested the Old Spice campaign failed to connect with consumers. Based on the facts and figures, I disagree.
What Old Spice and Wieden + Kennedy has done and done phenomenally well is to create a franchise.
The SMH's readers (are wrong) editor
We are now about five months into the reign of Australia’s first readers’ editor. And I don’t think it is working.
It struck me at the time of Judy Prisk’s appointment to the Sydney Morning Herald that the fact that her boss was editor-in-chief Peter Fray was not going to be ideal if she was going to be the independent voice of the reader.
The emperor's new fragrance: Old Spice’s campaign failure
In this guest post, Cathie McGinn slays a sacred cow of 21st century marketing – the highly awarded Old Spice campaign.One of the biggest myths of recent times (by which I mean a story of great heroism and triumph we’d all like to believe but deep down know to be untrue) is the Old Spice social media campaign. It’s been much lauded and awarded as an example of outstanding content, a creative and collaborative way of connecting with consumers and driving a record increase in sales.
How reliable are radio ratings?
In this guest posting, Jason ‘Jabba’ Davis wonders how accurate radio ratings can be, since the data is collated from handwritten diaries.
So, the radio ratings season gets underway tomorrow. After a well-earned break, Australia’s commercial radio stations will renew their obsession with figures to see how many of us are listening. Are they winning or losing the ratings war?
The much feared radio survey is the only way to measure the success or failure of a station’s playlist, talent, promotions or even good old Black Thunder crosses. With six-figure salaries riding on the make-or-break nature of ratings, just how accurate are Australia’s radio survey results?
One-eyed Willy’s rich stuff: brands as movie heroes
I have just spent an entire day on a plane. I can’t sleep on flights, even after heavy sedation. So I watched seven films, back to back. Most of the new ones were truly awful and I couldn’t finish them. So I watched an old favourite, The Goonies. I have probably watched this film more than 200 times since I was a kid. But this time, with work in the back of my mind, one thing stuck out – how much brands were the stars of the film.The gospel of participation is making brands forget about mass reach
In this guest post, Simon Lawson argues that brands are becoming obsessed with getting consumers to participate, rather than remembering to deliver mass exposure.I don’t know if you’ve noticed, but a lot of brands are wasting significant amounts of time and money on ineffective marketing. Large sums are being put behind tactics which end up being too small to have much chance of influencing total brand preference.
Laurel’s war on social media agencies
You may recall last week’s chatter about the Toyota Yaris social media live pitch.
It’s inspired this light-touch response from agency-loving blogger Laurel Papworth.
Dr Mumbo’s not sure he can remember Toyota “flaming any negative blogger attacking our official campaigns”.
November 9th, 2009 at 8:23 am
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Comments
9 Nov 09
9:33 am
if you ignore her she will go away.
please ignore her.
9 Nov 09
11:56 am
She is truly a legend in her own lunchtime… but as long as industry groups hire her to speak, in the attempt to gain social media cred and thus put paying bums on seats, Ms Papworth will continue to think she’s more hero rather zero.
9 Nov 09
2:05 pm
Funniest and most honest video so far featured on Mumbrella – well done Laurel!
9 Nov 09
2:49 pm
I did enjoy the last line about the press releases
9 Nov 09
4:16 pm
What utter nonsense.
10 Nov 09
1:31 am
Tim I don’t think it’s “Laurel’s War” as you so un-graciously put it. I have come here from Laurel’s site and there are hundreds who agree with her sentiments most globally. For example someone with considerably more insight than most, Jeremiah Owang, agrees with Laurel and states on his blog that there are two approaches two approaches: shotgun and laser distinguish between the agencies who do more harm than good and who should really bow out vs those who approach social media with intelligence and respect of the community.
A little advice as someone overseas. I feel the ‘shout ad’ commenters that frequent your site, are the ones who are probably running these local cowboy 1 to many marketing operations and this reflects badly on the country as a whole – if your site is supposed to be an umbrella for Australian marketers. Please clean it up for Australia’s sake and be more considerate for those in your own backyard who are internationally respected. Tony
10 Nov 09
8:07 am
Yes, we all know Laurel can be annoying to the agencies.
But it’s because she points out their shortcomings – mostly Johnny-come-lately, mostly with no real research backing for their social media efforts, mostly with no staff on book who actually understand the nature of online communities rather than being smart kids who happen to use social media.
If you people can’t stand the heat and back your social media plays for yourselves and your clients with real research, real ethnographic and psychological insight and real value, then quit your bitching and leave the strategy and implementation of communities to the people who can (I include myself on both sides of that comment – I do work for clients when and where I can back my ideas, if not, I STFU).
10 Nov 09
9:53 am
Hi Stephen,
Fair point, but in this case, I think the video is pretty unfair. It’s more an attack on Toyota than it is on the agencies.
Leaving aside using a tired device like recaptioning Downfall as a way of attacking a brand for lacking original thinking, I don’t think Toyota is guilty of what she accuses them of.
The line that particularly sticks out is the suggestion that Toyota is flaming any negative bloggers. I simply can’t see any evidence of that. If I was Toyota’s marketing manager, I’d be feeling quite offended right now.
But then again, the accusation that Toyota blasts messages out doesn’t hold much water either.
I’ve just done two minutes of research – which appears to be two more minutes than Laurel has done. It’s clear that Toyota is one of the more engaged automotive brands in Australia, with more than 30,000 members of its Facebook group. A quick glance at that group – with enegaged, relevant conversation – appears more like a case study in how to do it. This is not a brand takign its first, blundering steps as she implies.
See the page here: http://www.facebook.com/home.php#/toyota.aus .
From where i sit, it seems unfair to accuse people of bitching at what is such a misconceived attack on Toyota.
Cheers,
Tim – Mumbrella
10 Nov 09
10:40 am
Tim, all for the balance.
Toyota’s Facebook effort, which, like you I’ve spent some real time looking at, is pretty interesting.
I think what Laurel’s on about more is the approach of pitting ridiculous budgets, time and effort at agencies in a silly competition that might actually brown off the communities. On Toyota’s part, it seems disrespectful of both the agencies and the communities they are in (and with that engaged Facebook group, they appear to have a real thing going).
I see where she’s headed, and I see the point she’s making – it’s an extrapolation of possibility from social media missteps here and overseas that started with the sort of approach we’re seeing (or something similar). We all know the case studies.
The extent may be overkill, but we all know Laurel is an extreme personality. It’s her style. It’s what makes her the success she is. And it’s not like she doesn’t know her stuff.
Hell, Laurel pisses me off sometimes, even though she’s a friend and industry colleague (and frankly, competition for my business).
Like you I’m over Downfall (though I am more than keen to see the actual film).
10 Nov 09
11:12 am
Laurel you are a genius!
10 Nov 09
12:06 pm
Can someone please point me in the direction of campaign(s) that Laurel has actually done.
10 Nov 09
12:21 pm
@PRHack you tread risky waters, friend. Laurel has more than enough CV to fill a big swimming pool – http://laurelpapworth.com/about/
Like I said earlier, she’s a friend and also a competitor.
10 Nov 09
12:57 pm
what risky water, i want campaigns, case studies, results please
10 Nov 09
1:04 pm
If a tree falls in the social media commentating/consultant forest, does it make a sound?
10 Nov 09
1:11 pm
I have to agree with PR Hack, Laurel’s site is doesn’t seem to have actual case studies of work, or results.
10 Nov 09
1:14 pm
I also have to agree that I have terrible grammar (sic)
10 Nov 09
1:20 pm
And Sam Granleese wins for funniest comment of the day.
10 Nov 09
2:19 pm
“I’ve just done two minutes of research – which appears to be two more minutes than Laurel has done.” Careful Tim – your starting to sound like some of your anonymous, ghost writer entourage that regularly appear on Laurel bashing posts!
Amazed that no one seems to have appreciated the ‘satirical’ nature of the video, rather bizarrely picking up on a line here and there. But this seems to be true of most of the threads on the non press release republishing parts of this blog that can’t see the wood for the trees. I for one (disclaimer groan” I am Laurels partner’ – oh but also number 5 Australian AdAge media/marketing blogger at moment) know for a fact that Laurel did far more than your 2 minutes of research hence the weight of agreement falling on her assessment vs a few in the Oz Digital camp – that frequent the Mumbles echo anon chamber.
But please, please take the video as being a satirical look at the way traditional ad agencies ‘push’ rather than ‘involve’ themselves into social media, and see the keen observations there and for once Tim, stand back and stop picking up on individual lines (in this video and her media140 talk) to back up your own prejudices and anti-blogger positioning – it might start to appear as ‘out of context reporting’ if your not careful. Finally glad to see her ‘satire’ has picked up nearly 1300 views in a day – hows Mumbles TV doing at the moment
10 Nov 09
3:19 pm
Everyone’s talkin’ ’bout Yaris!……Was this the true strategy?
10 Nov 09
7:02 pm
@mumbrella – I also had a look at the facebook effort. Pretty much a community right there. Didn’t even take 2 minutes of research to see that
@Laurel – you must admit this is a bit of an oversight on your part
@Gary Hayes – your comment about ‘out of context reporting’ is ironic, given that the Laurel Post appears to have left out some fairly big points and seems to include some inaccurate ones. The video may be satirical, but the post is worded in an authoritative tone, implying that the research has been done, yet its appears in some cases this may not be so.
11 Nov 09
11:00 am
Video hit the nail on the head!
When happens when a interruption style marketing over-saturates places people go to escape it? People move elsewhere…
When Twitter gets spammed full of marketing messages, we’ll all start to ignore it…
Although I’m kicking myself that I didn’t get a lift from Wolfy when the train broke down in North Sydney last week – instead walked the harbour bridge in sweltering heat !
11 Nov 09
4:02 pm
http://onlinemarketingbanter.c.....-industry/
you’ll all eat yourselves.
11 Nov 09
6:02 pm
I too would like to see any case studies of actual work done. I can’t find anything.
11 Nov 09
6:52 pm
And the award for the smartest thing I’ve read today with thanks to @marcus & James Duthie – http://onlinemarketingbanter.c…..-industry/
“if you have to criticise a campaign, why not make it constructive? Use your ‘expertise’ to open a real discussion about how it could have been improved. Share your knowledge in a manner that is constructive rather than destructive”.
I doubt that tommorow’s masters of this space – yet to be unearthed – wont read any of this banter. They’ll be too busy getting on with getting on to partake in such conversation.
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