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Opinion
The keyboard warrior of Twitter
In this guest post, NBN staffer Scott Rhodie writes an unofficial, personal view on his experience with a hostile Twitter critic.Last night I had a strange incident. While on Twitter I noticed someone saying that Australia’s NBN is already outdated. I wrote a small note back explaining they were incorrect.
And their response? The lovely gentleman (whose Twitter profile says: ‘Father of 5 kids, Loving Grandfather of 10 Grandchildren,and 2 Great Granddaughters. love to give heaps to Pollies and Poofters’) said to me: “Go and lick Gillards C*** out U commie Prick”
What's in a name?
In this guest post, Moensie Rossier wonders about the power of names for brands and marketers.
Brands have been having a bit of fun with names lately, not to mention a fair bit of success. Interbrand just named a headhunting firm Cloak & Dagger. And ‘Share a Coke’ showed how much power there is in a name.
The Coke campaign effectively short-circuited the usual mechanics of communication. It undoubtedly stroked people’s egos. But, I believe, its success stems from the fact that it directly and automatically affected people’s behaviour, rather than doing so indirectly by shaping attitudes.
Best ads from Super Bowl 2012
The Super Bowl is all done and a team from North America won. But as well as some sort of sporting event, it’s the world’s biggest advertising showcase. See the best of them right here… and please tell us what you think.
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.
Papworth loses, Acidlabs wins in battle of the Aussie marketing blogs
One of Australia’s best known social media commentators has seen a dramatic decline in the popularity of her blog, according to a new ranking published today.
Laurel Papworth has dropped from number 4 to number 26 in just three months, according to The Marketing Pioneers list, run by Julian Cole, a digital strategist for Sydney-based agency The Population. The decline could be because she recently moved to a new blogging platform with a new url.
Other dramatic moves in the list saw the Copyright blog, written by Jonathan Crossfield, fall from number 6 to number 13 and the Crikey-hosted Corporate Engagement, by PR expert Trevor Cook, fall from number 7 to number 21. The highest new entry into the list of 129 sites was Acidlabs, which was new in at number 4.
Bannerblog, which showcases online banner advertising remains the number one rated site, while the Sydney-based Servant of Chaos is still at number two.
The ranking methodology includes figures from Google’s Page Rank score, Alexa traffic data, Technorati and Coles’ own ratign of the frequency and quality of content.
January 20th, 2009 at 1:44 pm
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Comments
20 Jan 09
2:12 pm
I suggest Laurel’s fall is 100% due to changing blogging platforms. Links in to your site take time to re-establish on the new site and so you tend to lose all your Technorati authority (2 parts of the Pioneers equation). Happened to me when I moved to WordPress last year and I am still recovering.
Still, there are some great sites on the list and its growing each quarter which is a good thing.
20 Jan 09
3:43 pm
I guarantee you Laurel’s change is completely due to her risky (and gutsy) change of domain. I imagine she still has plenty of traffic and is getting a heap more leads than I am.
My transition to being seen as a marketing blog is odd. I understand where the view comes from, but I still struggle to reconcile it internally. I talk about marketing-related stuff, sure. But I’m no marketing expert.
I still feel that what I’m talking about is better communication – internally and across the wall. If that’s marketing, I’m delighted to take on the mantle.
20 Jan 09
4:34 pm
How about the rise and rise of Julian’s own boss Tony at the Population who is now in the Top 50 just under Matt Granfield whose blog . What do we attribute that to? hmmm
And the Pioneer rankings are becoming a bit of a joke they are so subjective. If B&T publishes is should at least be credible and more independent. eg. Top 100, and then peer vote/review on the innovation scores.
20 Jan 09
4:48 pm
i think the list is a good thing – it brings attention to blogs that are out there – but there needs to be more attention paid to the pioneer score. there are some blogs ranking at 7 and above that just aren’t worthy of that score.
I understand it’s hard to critique blogs – especially when some of these blogs are active supporters of Julians – but maybe it’s worth taking out the pioneer score and basing it purely on external data. Still, I don’t think Jules has ever claimed it to be exhaustive – I’d say he more does it to raise awareness of other blogs rather than a contest.
20 Jan 09
5:11 pm
Talking Digital you are right on the money with it being more about highlighting the online marketing bloggers. The pioneers score is my own personal score, which is subjective. I am really sorry if you do not like it.
Anon, the only thing that I control is the Pioneer score, Tony being in the Top 50 has nothing to do with me, the only thing I can control is the Pioneer score which I gave him an 8 for.
Stephen, I think you deserve to be on the list because communication is a vital part of marketing. If you would like to be taken off, please let me know.
20 Jan 09
6:40 pm
I agree with Talking Digital (not sure whether it’s Ben or Liam under that login) – _if_ the list is to become something that is held up as an actual ranking, as opposed to how Julian intended just as a list of interesting marketing-related titles, then it needs to be based on objective data.
If though the intention is just to highlight blogs in the area, and encourage people to read them, then scrap the rankings – maybe just triage them as that’ll make it clearer it’s as much opinion as data, while maintaining the objective of simply highlighting breadth.
20 Jan 09
6:41 pm
Julian, I think its a good initiative, better to have it than nothing at all even if someone thinks its imperfect.
20 Jan 09
7:05 pm
@ talking digital and anon
‘rise and rise of Julian’s boss’
‘active supporters of Julians’
You guys are making him sound like a bloody supervillain!
People read marketing blogs for all sorts of reasons. some are going to be like The Age. Others like The Herald Sun. Some like Perez Hilton. Each to their own.
All I know is that list would’ve taken a long time to compile and it raises the profile of a lot of interesting people.
20 Jan 09
7:56 pm
I actually built Julian’s bonus structure and succession plan around me making the top 50. Looks like he has a bright career in front of him!!!
20 Jan 09
8:31 pm
Julian, I don’t want to be taken off the list at all! I’m honored to be amongst such company. Just expressing my internal intellectual conflict, which I need to get over.
20 Jan 09
9:42 pm
Julian gave me a good score. Who cares what Google and Alexa and Technorati think?
Mumbles, you are very naughty: enjoy the mileage at my expense. Heh.
For the initiated, I moved from blogspot to wordpress a few days ago, didn’t lose readers, just lost the robotic linky goodness
20 Jan 09
9:56 pm
Yes Laurel’s rating purely due to the hundreds of links into the old SilkCharm.blogspot domain now down the pan – but here in the background of the SilkCharm household, I can hear the music from Rocky, and there is Laurel running up those big bright blogosphere steps, fists in the air, she will be back!!! chants – laurelpapworth.com, laurelpapworth.com…
BTW Julian my GPR is still 5 not 4
but that would put me ahead of you 
Don’t we love lists – creates such a warm, camaraderie and hardly any competition…how about we compare ourselves with the rest of the world rather than bickering with each other…but where be the fun in that 
21 Jan 09
9:22 am
Laurel clearly you need to disable comments in your blog to get your ranking back up.
21 Jan 09
11:10 am
@matt hazel – no. i think julian is great … all i said was there are people out there that support him (ie linking, promoting his blog) that might cloud his ability to rate their blogs based on his own opinion.
“All I know is that list would’ve taken a long time to compile and it raises the profile of a lot of interesting people.”
couldn’t agree more.
21 Jan 09
11:56 am
@eunmac Agreed, Laurel, please disable comments as soon as possible, Seth recommends it. I did it last year and became so famous I had to get body guards to protect me from the throngs of bloggers.
I’d to say, its nice to have a reference list of Australian only bloggers, but we do need to be careful that we don’t become self indulgent and self centered.(When I say we, I’m not actually on the list, but wouldn’t mind it)
29 Jan 09
5:15 pm
I was fully expecting my score to drop having spent two months getting married and honeymooning around Europe. In that period, my Technorati score halved as the lack of activity didn’t attract fresh links in. So the only surprise to me is that I only fell back to 13. Woohoo!
Now I’m back and with the fresh Moggie Award under my belt, I’m ready to start clawing back those links and making some noise. (Then again, I swear Technorati is more unreliable now than ever).
In the end, it’s all fun, not to be taken too seriously (otherwise we’d be saying Alexa is worth stressing over!) and encourages us to read and support each other’s blogs.
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