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Opinion
Video: How to win new business
Mumbrella Question Time saw the panel asked the secrets of winning new business. Read more »
Let’s stop the anonymous vitriol
In this guest posting, Peter Bray, boss of The Brand Shop, takes issue with negative comments from anonymous posters on Mumbrella and elsewhere.
There are very few ads that I vehemently dislike. There are also very few ads that I really love. But most ads I see on Mumbrella and other blogs I can usually take something from, whether it is information about the brand, a bit of inspiration or a “watch out”. I’m open to learning as much as I can from others, and encourage those around me to do the same.
My basic assumption, however, is that because an ad has been produced by a professional agency, and had the approval from the client, then the end result must be doing something right. Therefore, without knowing the practical rationale behind the ad, for me to have a strong opinion about whether it is great advertising would be kind of arrogant. There is a reason that awards shows ask for information about why an ad was created: they are rarely judged on end product alone.
So as someone who enjoys watching the work that our industry creates, I am stunned at the level of vitriol stemming from some people’s comments in both this blog and others. Read more »
Read his lips
This is several weeks old, but worth a look. It’s certainly an original way to deal with media criticism.It features Air NZ boss Rob Fyfe responding to weekly current affairs magazine The Listener using the medium of sign language. Read more »
Let’s not be too positive just yet – the nail is still there
It’s more than a year since News Ltd’s marketing boss Joe Talcott used the memorable analogy of a dog whimpering on a nail to describe the structural change the industry needs to go through. Read more »
The AdNews numbers that mislead the market
It’s always a tad tawdry when competitors attack each other, but I hope you’ll bear with me…
Whether cynically or through incompetence, AdNews has been misleading its advertisers by providing them with data that seems to suggest they have six times their true online audience.
Allow me to present the evidence. Read more »
Technology will help us own the agenda – all day, every day
In this opening speech to the Future Forum of the Newspaper Publishers Association, News Ltd CEO John Hartigan argued that news organisations have the opportunity to become more rather than less relevant.
Today I want to talk about a tipping point that heralds the most exciting era for journalism. The most exciting era ever.
This tipping point is already upon us. It has arrived at lightning speed, with the explosion in demand for mobile devices.
I am not consigning newspapers to the scrapheap. Not by a long shot.
But this tipping point is going to change journalism forever. In my opinion, very much for the better. Read more »
The real time shit sandwich detector
In this guest post, Clive Burcham of The Conscience Organisation, relishes the instant feedback of social media.
I’ve been making brand driven content since 1996 and often I’ve been so close to the work that I couldn’t tell the difference between if we were chomping on a shit sandwich or savouring the crème de la creme. From an audience perspective, we wouldn’t know the difference for weeks or months. What excites me most now is that we know within 24 hours if we’ve developed shit or cream. Read more »
SMH shows how to make a home page takeover work
When you’re a commercial organisation, balancing the needs of consumers with the need to make money through ads is tricky.
Among the organisations that sometimes goes the wrong way in my view is Fairfax, with its autostart video ads, for instance.
But today, a bit of unreserved praise Read more »
Inside the Foxtel factory
Having been at the launch of Foxtel’s new season the other night, nine points occur… Read more »
ABC News 24 – a handy service for niche journalists
It may not have many viewers yet, but ABC News 24 saves specialist journos having to leave their desks, argues Delimiter’s Renai LeMay
When media commentators discuss the future of journalism, they usually agree on at least one thing: It will involve much fewer generalists and more reporters dedicated to exhaustively covering niche fields. Read more »
The seven ages of Carlton Draught’s Made From Beer
Today sees the launch of “Slow Mo”, the latest instalment of Carlton Draught’s irreverent Made From Beer series.
It’s been quite a run – from the highly awarded Big Ad, to the comedy of Flash Beer, to the debacle of the abortive banned Tingle campaign. These are the seven ages of Made From Beer… Read more »
Real consumers don’t have ‘brand conversations’. They use search
In this guest posting, Simon van Wyk argues that much as marketers might wish otherwise, most consumers don’t have emotional connections with brands
I have a background in marketing, but my understanding of branding seems at odds with the 2010 opinions I see from social media commentators, marketing and advertising agencies. Read more »
Hot, censoring atheists: Google’s insight into what punters think about pollies and journos
One of the charms of Google is autocomplete, where it takes a punt on what you’re going to ask, based on what the rest of the world has been wondering previously.
And it certainly gives a few insights into the high quality of political debate about the Labor leaders in the run up to the election.
Take NSW premiere Kristina Keneally… Read more »
The copyright-busting election
This is rapidly turning into the copyright-infringing election. Read more »
Digital Fail: The gaping void in digital training is failing our industry
In this guest post, Amnesia Razorfish’s Iain McDonald warns that the industry has fallen badly behind on digital training.
Before I get accused of trolling with that headline, I’ll state what I think is obvious: The current education system isn’t producing or nurturing enough ‘digitally skilled’ individuals to sustain a growing a digital economy. Read more »
Mindshare signs up for social media monitoring
Mindshare has become the first media agency in Australia to sign up for full access to Nielsen Online’s My BuzzMetrics service which helps monitor what is being said about clients on social media sites.
Social media brand monitoring is becoming an increasingly competitive sector, with Buzz Numbers, Peer Group Media and new start up The Prosperity Principal among those making plays in Australia.
Mindshare’s Kerry Field said: “We are living in a networked age where conversations on social platforms can play a significant role in people’s purchasing decisions. Before attempting to become part of those conversations it is incredibly important that advertisers listen first. They need to understand what is being discussed, where it is being discussed, the tone of the chatter and who is actively talking.”
July 6th, 2009 at 1:43 pm
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Comments
6 Jul 09
2:37 pm
Great to see.
Over here are Publicis we have used both Nielsen and Sentiment Metrics dashboards for quite some time to great benefit.
These tools take the hard work out of the data capture and leave more time for interrogation and insight development.
6 Jul 09
3:20 pm
Hi Tim…Whilst at Adtech in Paris in April I was fortunate to view an outstanding presentation by the CEO of a company called LinkFluence – a research firm based in Washington, D.C. As I understand, Linkfluence is similar to Nielsens Buzzmetrics. Linkfluence specializes in mapping, monitoring, and measuring trends and opinions on the social web. The Linkfluence technology can be best viewed at http://presidentialwatch08.com – I’d be interested to know what you or others of this technology as I loved it and thought it was by far the standout product at Adtech Paris. They have not yet mapped the Australian social space but will be great when they rollout in this country. Cheers, Sime
6 Jul 09
4:32 pm
Here at Ikon/New Dialogue we have developed a propriety tool which combines multiple social networking tracking tools together with other insight research data sets and digital response analytics. We have been providing this sought after insight to clients since 2009
6 Jul 09
5:32 pm
Great to see so many agencies are embracing ‘listening’ tools. At Starcom we have also developed our own ‘buzz’ tool for clients, and for a more robust approach we also have a Global relationship with Converseon. We believe such tools will become needs rather than wants to ensure consumers feedback is considered and acted upon.
6 Jul 09
6:37 pm
Great to see such a fast pace adoption of Social Media Monitoring in 2009.
Thanks for the mention Tim.
If you are looking at Agency wide Social Media Monitoring solutions we would encourage you to speak with us at BuzzNumbers.
We are a Australian owned company, founded in 2007, with more than 50 global brands using BuzzNumbers to track, measure and report online word of mouth within Australia.
Kind regards
@nickhac from @BuzzNumbers
http://www.BuzzNumbers.com.au
info@buzznumbers.com.au
6 Jul 09
6:40 pm
Last person who offers a social media monoitoring service to spot this post and tell us about what they do loses – as it’s clearly not good enough!
On your marks…
7 Jul 09
1:51 am
This is a very interesting thread on the interest of social media monitoring. Indeed, we live in a complex environment where individuals flock together in new online spaces to talk – and influence one another – on topics of common interest.
At linkfluence (Tim, thank you very much for the mention), we have based our approach of social media analytics and monitoring on the importance of online social communities. These are the true segments of the new landscape of influence, as the sociodemographic criteria we use for media and marketing plans are the segments of the old world.
To get a glimpse of the services we offer, you can have a look at http://us.linkfluence.net/blog or http://politicosphere.net. for instance. Hopefully, we should begin rolling out our services in Australia before year’s end!
7 Jul 09
4:26 am
Hey! I just searched for and I found your site!,
7 Jul 09
4:28 am
Good One!,
7 Jul 09
1:50 pm
It might be faster if we tackle this the other way around and ask “who HASN’T … got, used or built a social monitoring tool’.
At Wunderman we have been using a combination of our global tools like SEER and PULSE since 2007, whilst also constantly assessing new platforms like those from Visible Tech, etc. It’s a hyper competitive space.
My personal favourite is still eavesdropping at a bar. Very limited predictive sentiment-modelling technology required.
8 Jul 09
9:09 am
Tim, damn you for encouraging us all to poison your blog with our commercial rants! I had been staying out of it as I’d rather leave your readers alone and have a more official social media monitoring showdown at some stage…
9 Jul 09
11:50 am
I think that Radian6 and TruCast are the best overall tools.
There are a number of aspects to social influence marketing and not just monitoring. Radian6 and TruCast have really good engagement & management functionality built in and in particular Radian6 has recently announced their integration of WebTrends data with their social media monitoring data and they also announced the integration of both WebTrends and Radian6 with SalesforceCRM.
We call this SocialCRM and I have created a draft PowerPoint deck outlining the concept and benefits here on SlideShare – http://bit.ly/PrBbC
At the end of the day though your choice of tool depends upon your goals, objectives & strategy as some people may just want to listen and not engage.
But, once you listen and have your engagement or reputation management strategy in place how will you execute and manage your engagement in the social streams? TruCast and Radian6 allow you to do all that from within the application so you can keep track of what you’ve said, when and by whom – think of a CRM application. A good social influence marketing management tool has workflow, clear roles & responsibilities defined, approval and other insight & engagement components built in.
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